The New Playbook
      Social Media and the
                Science of
      New Communication
What is all this
stuff and why
should I care?
Conversation isn’t just a
push mechanism
anymore.
It’s a pull mechanism, too.
Markets Are Conversations.
They decide how, where, and if
          to listen.
You have to be
where the
conversation is.

Not where you
want it to be.
“Key Messages”
feel contrived and
impersonal.
People want to be talked to like...
         well, people.
They don’t trust
you.
The game is
different now.
We’re at the edge of a new era,
full of old concepts.
The signal-to-noise ratio is high.
Companies need
to speak humanly
in order to be
heard.
Or risk being left behind.
Social Media Is
    Not...
The Culture Shift
Intent is
Everything.
Fears: But what if...?
The Truth About “Control”
Start with
Objectives.
Goals related to:
•   Reputation
•   Awareness
•   Money
•   Engagement
•   Education
•   Entertainment
Listen.
Passive
Active
Brand-Centered
Conversation-Centered
Listening Tools
Engage &
Connect.
Social Media Maturity

             Monitoring & Research - 40%   Initiating - 20%     Responding - 20%   Measuring - 20%
...
Allocating Resources

              Integrated Social Media - SMB




       Listening       Engaging, Initiating & Creati...
Allocating Resources
            Exclusive Social Media - SMB
      Integrated Social Media - Larger Biz




             ...
Measuring &
Analyzing
The Truth
About ROI.
ROI: The Truth

(payback -investment)
                        x 100
    investment
Benchmarking.
The Old Metrics
The New Metrics
Why We Need Both
Metrics and Measurement
Activity & Engagement      Revenue and Biz Dev:
• Members                  • Speed of sales cycle
...
Metrics and Measurement
Cost Savings:                   Awareness and Value:
• Issue Resolution Time         • Brand loyal...
The Ultimate Metric:
Learn.
Capture and share
ideas.
Do something with
them.
We are reaching
out.

We are linking to
each other.

We are watching.
But we are not waiting.
More Resources
Social Media is a Samaritan, Not a Savior: Jason Baer
http://www.convinceandconvert.com/email-marketing-adv...
Amber Naslund
        amber@radian6.com
http://altitudebranding.com
                847.302.3471

  Twitter: @AmberCadabra
The New Playbook: Social Media and the Science of New Communication
The New Playbook: Social Media and the Science of New Communication
The New Playbook: Social Media and the Science of New Communication
The New Playbook: Social Media and the Science of New Communication
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The New Playbook: Social Media and the Science of New Communication

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An overview of social media, from why it matters to touchpoints in engagement, measurement, and goal setting.

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  • 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.
  • - 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
  • - Listening with the intent to engage and participate - Act on intelligence and conversations publicly, where they’re happening - Using information you gather to affect change or progress in your company
  • - Inward focused - Concentrating on your own company and brand
  • - Outward focused - Bigger and broader than your brand; usually related to industry issues and topics - Can be a great way to get started establishing a footprint in social media if there’s no buzz about you yet
  • Run down advantages of paid tools Addictomatic NetVibes IceRocket Yahoo Pipes SocialMention.com Technorati Search Twitter Board Tracker Backtype
  • This is a hypothetical sketch and your mileage will vary. Estimate for a team OR an individual, but obviously individual is harder. Listening will always be the biggest chunk. Always. That’s how you learn what to do next and how well your current efforts are paying off. As you mature, you’ll need more than you. Reasonably, it’s hard to attain a truly engaged/initiating level with just one person. You end up sacrificing something, usually on the measurement or listening end in order to up the content creation. Individual listening is easier because it can be tucked into the active stream a bit more and run concurrent with other efforts.
  • Creation can overlap with existing content creation and repurposing/reformatting for social Measurement and Listening people can and often do overlap Often, individuals/solopreneurs and truly small biz have to divide and conquer OR vs. AND is critical for this size business. Need to decide where social media will be an evolution and a replacement for other efforts We figured out how to work email into our mix. This is the same thing.
  • Explain how Radian6 listening grid is set up. routing/assignments/specific responsibilities
  • Paid tools of course Facebook analytics Twitter Analyzer TweetStats Trendrr Bit.ly URL shorteners Google Analytics - web stats Hubspot - Website and Twitter Grader (free), paid tool is good for lead tracking BlogPulse Compete.com Spreadsheets & Calculators
  • This is the REAL ROI equation. It’s a dollars in/dollars out equation. When you take the “I” in ROI down to little capital outlay, you bring the “R” up exponentially.
  • 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 New Playbook: Social Media and the Science of New Communication

    1. 1. The New Playbook Social Media and the Science of New Communication
    2. 2. What is all this stuff and why should I care?
    3. 3. Conversation isn’t just a push mechanism anymore.
    4. 4. It’s a pull mechanism, too.
    5. 5. Markets Are Conversations.
    6. 6. They decide how, where, and if to listen.
    7. 7. You have to be where the conversation is. Not where you want it to be.
    8. 8. “Key Messages” feel contrived and impersonal.
    9. 9. People want to be talked to like... well, people.
    10. 10. They don’t trust you.
    11. 11. The game is different now.
    12. 12. We’re at the edge of a new era, full of old concepts.
    13. 13. The signal-to-noise ratio is high.
    14. 14. Companies need to speak humanly in order to be heard.
    15. 15. Or risk being left behind.
    16. 16. Social Media Is Not...
    17. 17. The Culture Shift
    18. 18. Intent is Everything.
    19. 19. Fears: But what if...?
    20. 20. The Truth About “Control”
    21. 21. Start with Objectives.
    22. 22. Goals related to: • Reputation • Awareness • Money • Engagement • Education • Entertainment
    23. 23. Listen.
    24. 24. Passive
    25. 25. Active
    26. 26. Brand-Centered
    27. 27. Conversation-Centered
    28. 28. Listening Tools
    29. 29. Engage & Connect.
    30. 30. Social Media Maturity Monitoring & Research - 40% Initiating - 20% Responding - 20% Measuring - 20% Creating* Total Time Commitment Measuring Monitoring & Research - 50% Creating - 40% 10% Initiating Monitoring & Research - 50% Engaged* - 20% Responding - 20% Measuring - 20% Responsive Monitoring & Research - 60% Responding - 20% Measuring - 20% Monitoring & Research - 80% Passive Measuring - 20%
    31. 31. Allocating Resources Integrated Social Media - SMB Listening Engaging, Initiating & Creating Measuring 1 team member 1-3 team members 1 team member 10-15 hours per week 1-3 hours per day 5-10 hours per week
    32. 32. Allocating Resources Exclusive Social Media - SMB Integrated Social Media - Larger Biz Engaging, Initiating and Listening Measuring Creating 1-3 FTE 2-4 FTE 1-2 FTE*
    33. 33. Measuring & Analyzing
    34. 34. The Truth About ROI.
    35. 35. ROI: The Truth (payback -investment) x 100 investment
    36. 36. Benchmarking.
    37. 37. The Old Metrics
    38. 38. The New Metrics
    39. 39. Why We Need Both
    40. 40. Metrics and Measurement Activity & Engagement Revenue and Biz Dev: • Members • Speed of sales cycle • Posts/Threads • Number/% of repeat biz • Comments or Ideas • % customer retention • Inbound Links • Transaction value • Tags, Votes, Bookmarks • Referrals • Active Profiles • Net new leads • Referrals • Cost Per Lead • Post Frequency/Density • Conversions from community
    41. 41. Metrics and Measurement Cost Savings: Awareness and Value: • Issue Resolution Time • Brand loyalty/affinity • % of issues resolved online • Media placements • Account turnover • Share of Conversation • Employee turnover • Sentiment of Posts • Hiring/Recruiting • Net Promoter Score • Training costs • Interaction with Content • New Product Ideas • Employee Social Graphs • Development cycle time • Product/Serv Adoption Rate
    42. 42. The Ultimate Metric:
    43. 43. Learn.
    44. 44. Capture and share ideas.
    45. 45. Do something with them.
    46. 46. We are reaching out. We are linking to each other. We are watching.
    47. 47. But we are not waiting.
    48. 48. More Resources Social Media is a Samaritan, Not a Savior: Jason Baer http://www.convinceandconvert.com/email-marketing-advice/social-media-is-a-samaritan-not-a-savior/ Social Media and the Reality of Control http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/ The 6 Dangerous Fallacies of Social Media: Jason Baer http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social- media/ What Social Media Is and Isn't: Louis Gray http://blog.louisgray.com/2009/01/what-social-media-is-and-what-social.html How To Create Measurable Objectives http://altitudebranding.com/2009/12/how-to-create-measurable-objectives/ Social Media Metrics Superlist: http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key- statistics-resources/ Social Media Ebooks: http://altitudebranding.com/2010/01/social-media-ebooks-you-may-have-missed/ Recommended Reading: Groundswell - Josh Bernoff and Charlene Li The New Community Rules - Tamar Weinberg Cluetrain Mainfesto - Doc Searles et. al Trust Agents - Chris Brogan and Julien Smith
    49. 49. Amber Naslund amber@radian6.com http://altitudebranding.com 847.302.3471 Twitter: @AmberCadabra

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