The Engaged Brand - Principles of Social Media Success


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An overview of some of the key principles of a sound social media approach and strategy in business. Note: deck is mostly images, not words and bullets. Sharing by request.

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  • Very interesting presentation and your slides are visually appealing. If its not much of trouble can i ask you about slide #12 about intent, can you tell me how to generate intent using social media?
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  • Fear Blame Change
  • - Inward focused - Concentrating on your own company and brand
  • - Benchmarking and getting a lay of the land - Learning where conversations are taking place: community expectations, topics, trends - Baseline metrics: sentiment, share of conversation, awareness, influencers, reach, media mix - Serves as an information source upon which to base strategy
  • Run down advantages of paid tools Addictomatic NetVibes IceRocket Yahoo Pipes Technorati Search Twitter Board Tracker Backtype
  • Social Media didn’t invent criticism. Dealing with Trolls = just like kids. Ignore, kick them out. It’s your garden. Policies - common sense policies cover just about everything. Address and discuss the fears; don’t let them be an excuse. Try “Okay, if we can’t do that, what CAN we do?” Bring your biggest naysayers into the process don’t have to do everything. Start small, with one idea.
  • Paid tools of course Facebook analytics Twitter Analyzer TweetStats Trendrr URL shorteners Google Analytics - web stats Hubspot - Website and Twitter Grader (free), paid tool is good for lead tracking BlogPulse Spreadsheets & Calculators
  • Remember: Metrics are only as good as the goals they impact Justification is different than measurement Metrics themselves don’t indicate success or failure
  • The Engaged Brand - Principles of Social Media Success

    1. Social Media and The Engaged Brand Amber Naslund, VP Social Strategy
    2. Welcome to the social web.
    3. The business game has changed dramatically.
    4. Before... We went out and found our customers.
    5. Now, they find us.
    6. This revolution is characterized by speed and information.
    7. Markets Are Conversations.
    8. We’re at the edge of a new era, full of old concepts.
    9. So we need to move our business in a new direction.
    10. Or risk being left behind.
    11. The Culture Shift
    12. Intent is King.
    13. Cultural Roadblocks to Social Media
    14. Destination & Purpose
    15. Demonstrated Trust
    16. Laboratories and Gardens
    17. Idea Diversity
    18. New Rewards
    19. The New Telephone
    22. Responder Responder Responder <ul><ul><ul><li>Communications </li></ul></ul></ul><ul><ul><ul><li>And Public </li></ul></ul></ul><ul><ul><ul><li>Relations </li></ul></ul></ul><ul><ul><ul><li>Operations </li></ul></ul></ul>Sales and Marketing <ul><ul><ul><li>Professional </li></ul></ul></ul><ul><ul><ul><li>Services </li></ul></ul></ul><ul><ul><ul><li>Product </li></ul></ul></ul><ul><ul><ul><li>Teams </li></ul></ul></ul><ul><ul><ul><li>Executive </li></ul></ul></ul><ul><ul><ul><li>And </li></ul></ul></ul><ul><ul><ul><li>Management </li></ul></ul></ul>Customer Service Traffic Coordinator Responder Community Relations Traffic Coordinator Traffic Coordinator Traffic Coordinator Represents Managed and Professional Services Tactical Reporting & Analysis Brand Conversations RADIAN6 SOCIAL ENTERPRISE
    23. Communities and Engagement
    24. The Humanization Highway
    25. Internal Communication
    26. The Opportunity Economy
    27. Don’t be That Guy.
    28. The Social Media Team
    29. The Fears and Risks
    30. The Truth About “Control”
    31. The right toolkit...
    32. Policies and Guidelines
    33. Fire Extinguishers
    34. Education and Training
    35. Measuring & Analyzing
    36. Success can mean... <ul><li>Reputation </li></ul><ul><li>Awareness </li></ul><ul><li>Money </li></ul><ul><li>Engagement </li></ul><ul><li>Education </li></ul><ul><li>Entertainment </li></ul>
    37. The Truth About ROI.
    38. Benchmarking.
    39. The Old Metrics
    41. The New Metrics
    42. Why We Need Both
    43. <ul><li>Activity & Engagement </li></ul><ul><li>Members </li></ul><ul><li>Posts/Threads </li></ul><ul><li>Comments or Ideas </li></ul><ul><li>Inbound Links </li></ul><ul><li>Tags, Votes, Bookmarks </li></ul><ul><li>Active Profiles </li></ul><ul><li>Referrals </li></ul><ul><li>Post Frequency/Density </li></ul><ul><li>Revenue and Biz Dev: </li></ul><ul><li>Speed of sales cycle </li></ul><ul><li>Number/% of repeat biz </li></ul><ul><li>% customer retention </li></ul><ul><li>Transaction value </li></ul><ul><li>Referrals </li></ul><ul><li>Net new leads </li></ul><ul><li>Cost Per Lead </li></ul><ul><li>Conversions from community </li></ul>Metrics and Measurement
    44. Metrics and Measurement <ul><li>Cost Savings: </li></ul><ul><li>Issue Resolution Time </li></ul><ul><li>% of issues resolved online </li></ul><ul><li>Account turnover </li></ul><ul><li>Employee turnover </li></ul><ul><li>Hiring/Recruiting </li></ul><ul><li>Training costs </li></ul><ul><li>New Product Ideas </li></ul><ul><li>Development cycle time </li></ul><ul><li>Product/Serv Adoption Rate </li></ul><ul><li>Awareness and Value: </li></ul><ul><li>Brand loyalty/affinity </li></ul><ul><li>Media placements </li></ul><ul><li>Share of Conversation </li></ul><ul><li>Sentiment of Posts </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>Interaction with Content </li></ul><ul><li>Employee Social Graphs </li></ul>
    45. Adaptation and Retooling
    46. We are reaching out. We are linking to each other. We are watching.
    47. But we are not waiting.
    48. Amber Naslund, VP Social Strategy [email_address]