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Social Media Assessment Workbook


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Social Media Assessment Workbook

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Social Media Assessment Workbook

  1. 1. Social MediaAssessment Workbook2011
  2. 2. Social Media Assessment WorkbookCustom Report Generated for:Ralph PagliaTier10 MarketingSuccess in social media doesn’t come by chance – and it certainly doesn’t comeover night. It all starts with a plan; and the Vocus Social Media Tool will help youformulate the perfect one.Start with this worksheet. Work through it and identify your goals, find out whereyour organization currently sits on the social media spectrum, and learn thechallenges you’ll have to overcome and tactics you’ll have to employ to achieveyour objectives and experience consistent success in social media.
  3. 3. Social Media Assessment WorkbookSTEP 1What Do You Want To AccomplishThe first step to any strategic plan is defining specific objectives for what you wantto achieve.Defining measureable and targeted objectives is also the only way to win over thesocial marketing skeptics who control the budget. The best way to accomplish thisis to align objectives with metrics traceable back to financials such as ROI andsales conversions.Later in this workbook, you will align these objectives with target audiences andcorresponding metrics. This alignment is important because it enables an organizationto measure its progress in achieving the objectives and proving ROI whenever practical.Seemingly obvious, this step is often overlooked. Source: ©2011 MarketingSherpa Social Marketing Benchmark Survey
  5. 5. Social Media Assessment WorkbookSTEP 1Part 2: Good to KnowWinning financial support for social marketing is no different than winning supportfor any other business initiative – you have to prove its value to the organization.Chart: How organizations perceive social media marketing at budget timeConsidering that social marketing is at a very early stage in its lifecycle, it’s outstandingthat it received a 7% confidence rating indicating it produces measurable ROI andshould be funded liberally.Conservative budget increases by half of all organizations at budget time, based onthe promise that social media will eventually produce ROI, demonstrate another voteof confidence in the tactic for the longer term.The 17% of organizations who still believe social media marketing is basically free –and should stay that way – are destined to get what they pay for.
  6. 6. Social Media Assessment WorkbookSTEP 2Determine Where You Are In theSocial Media Lifecycle1. How often do you gather research about your target audiences, social media use andcompetition?Regularly, its part of my routine.2. Do you have a process for defining your social media goals and aligning them withyour target audiences and measurement strategies?Its an informal process. I make it up as I go.3. Do you have a process for creating social marketing strategies with a tactical plan ofaction?Yes, I regularly plan my social media strategies.4. Do you select platforms that fit within social marketing architecture and tactics?Yes and I routinely reevaluate appropriate platforms for all my initiatives.
  7. 7. Social Media Assessment WorkbookSTEP 2Part 1: See How You CompareSee how you compare with others who took part in the MarketingSherpa survey.
  9. 9. Social Media Assessment WorkbookSTEP 3Part 2: How You Stack UpHere are the challenges you and your peers reported.
  10. 10. Social Media Assessment WorkbookSTEP 3Part 3: Some Things To ConsiderWhen Looking At Your ChallengesWhy aren’t audiences engaging?• Are you using social media channels for “push marketing/PR?”• Are you sharing information that isn’t timely or relevant?Why can’t you convert fans?• Are you selling a commodity or an experience?Why do you have an ineffective social media strategy?• Have you completed audience research?• Do you understand how your market uses social media channels?• Have you tried to align your social media planning with organizational goals and objectives?Why can’t you measure ROI?• Did you set up proper metrics for each tactic and/or campaign?• Do you have analytics set up properly?Why are you struggling to get budget for social media?• Have you educated management internally?• Have outside resources been brought in for educational purposes?• Are there perceived risk challenges that can be addressed?Why can’t you find solid social media practitioners?• Is there a perception that social media is for kids?• Are you hiring people who don’t have a solid PR or business background?Why is your management resistant to sharing information online?• Have you developed social media policies?• Has key management and personnel been trained in social media best practices?
  11. 11. Social Media Assessment WorkbookSTEP 4Monitoring Target Audiences andRanking by Social Media BehaviorA huge part of a successful social media strategy is doing the research up front todetermine who to monitor, and understand their role within the industry and socialmedia space. Continuing to monitor your target audiences will help you gain abetter understanding of the audiences in your social space, and what they aresaying about your company, brands and competition. Monitoring will help youestablish more defined metrics that are aligned to your public.
  12. 12. Social Media Assessment WorkbookSTEP 4Part 1: What To Monitor –A Sample and A WorksheetStart by creating an inventory of the details, keywords, and people you should bemonitoring in the following categories. A sample is below.Sample WHAT DETAILS KEYWORDS /PHRASES PEOPLE TO WATCH EX: Industry Marketing Social Media David Meerman Scott Experts Social Media Online Marketing Brian Solis PR Public Relations Deirdre Breakenridge Community Relations Scott Stratten Earned Marketing Lee Odden Content Marketing Ann Handley Word-of-Mouth Marketing Beth Harte SEO
  13. 13. Social Media Assessment WorkbookSTEP 4Part 2: WorksheetFill in the following worksheet with the details about the people/groups you aretrying to reach, and the topics that interest them. WHAT DETAILS KEYWORDS / PEOPLE TO PHRASES WATCH Industry Sectors Technologies Companies Brands Products Services Key issues Industry experts Key employees
  14. 14. Social Media Assessment WorkbookSTEP 4Part 3: Good to Know!What to Look for When Monitoring• Social Voice (or strength) Determining the likelihood that your brand or search phrase is being discussed, based on a comparison of how often mentions are made.• Sentiment Determining the amount of positive, neutral and negative commentary about your brand or search phrase, or the ratio of positive to negative mentions.• Passion A measure of fewer individuals mentioning your brand or search phrase more often as opposed to more individuals mentioning your brand or search phrase fewer times.• Unique Authors Number of unique individuals mentioning your brand or search phrase.• Social Reach A measure of unique authors divided by the total number of mentions.• Top Users Identification and ranking of authors most frequently mentioning your brand or search phrase.• Top Keywords Ranking of the keywords used most frequently in searches linking to your brand or search phrase mentions.• Content downloads An indicator of subject matter interest, engagement and relevancy.• Content sharing How often content is being shared is another key indicator of subject matter interest, engagement and relevancy.• Reviews and Recommendations The level of positive, negative or neutral reviews about your brand, products or services is a strong indicator of individual opinion as well as an identifier of potential brand ambassadors.
  15. 15. Social Media Assessment Workbook• Platform Preferences Identifying which social media sites your prospects and customers prefer to use, and how they use them, will tell you which social media platforms to deploy. For example, will the primary social network for your technical prospects be a LinkedIn group or a Facebook brand page? Or does this audience prefer to participate in a privately-branded forum or discussion group?• Audience Segments Segmenting groups and individuals by their social media behavior and influence will help you determine content types and topics most relevant to targeted segments. More on how to segment target audiences appears in a later section. Source: ©2010 MarketingSherpa Social Marketing Benchmark Survey
  16. 16. Social Media Assessment WorkbookSTEP 4Part 4: Vocus Can HelpVocus can help you reach and influence more buyers across social networks, onlineand through the media.To show how Vocus software works, we have analyzed news, blog and social mediacoverage of a major airline company during a strike.1. Determine who is saying what and where they are saying itLet’s look at the news results, blog coverage and social conversation summaries forour airline.Based on these word clouds, journalists were talking about the impact that the strikehad on unions. Bloggers, however, didn’t discuss the strike, and across socialnetworks the strike was not particularly prominent. All this data provides an excellentoutline on how to address each audience based on what they are interested in.
  17. 17. Social Media Assessment Workbook2. Find influencersIn our airline example, we see in the pie chart that Twitter is the biggest communica-tion channel for this company at this time (and the channel that was least concernedabout the strike). We can also see that Social Forums (blogs, industry forums) are avery active communication channel. These detailed charts highlight which channelsare getting the most traffic.Drill down, and you can pinpoint individual tweeters and bloggers to see who youneed to follow, engage and watch.
  18. 18. Social Media Assessment Workbook3. Understand ToneNot only do you get insight into who’s talking, what they are saying and where theyare saying it, but Vocus also provides a quick snapshot of tone – positive, negativeand neutral. This is a far better indicator of how you are achieving brand awareness,customer satisfaction and sales goals.
  19. 19. Social Media Assessment Workbook4. Segment and PrioritizeVocus helps you really narrow in on your audiences. And sometimes you may learnthings you didn’t realize. For example, this company can now see that their maincontributors of positive and negative content are employees (blue bar).They can also see from the pie charts that traditional media is still keeping watch ontheir industry.
  20. 20. Social Media Assessment Workbook5. TrackYou can track influencers and media to get a detailed history of how they havetalked about your company in the past. This screen shot shows the contactinformation of a journalist and all the stories/tweets he wrote about the company.
  21. 21. Social Media Assessment Workbook6. EngageVocus lets you engage influencers right from your console. Need to tweet to anindividual? You can. Need to send an email to a journalist? We’ve got you covered.Our record media database of 1.4 million journalists, editors and bloggers includescontact information and editorial opportunities of almost everyone in the business– and is kept up to date by a team of researchers (most of whom were reportersthemselves).
  22. 22. Social Media Assessment Workbook7. ActivateToo often with social media, companies do not interact or engage with theiraudiences. Vocus offers a suite of Facebook applications that allows you to solicitdonations, sell services, provide coupons and promotions, showcase services andengage right within your Facebook page.
  23. 23. Social Media Assessment WorkbookSTEP 4Part 5: Segmenting Your AudienceOne of the primary benefits of social media for marketing purposes is the viraleffect – exponentially increasing the reach of the message beyond your immediateaudience through conversation and content sharing. Understanding how differentsegments of your target audience use social media will help you determine theaudiences to target and the content most likely to be shared with friends and peers.This model is an example of an effective, yet simple way to segment targetaudiences by social behavior and influence. The segments are called the SilentMajority, Vocal Minority and Social Authority.The Silent Majority and Vocal Minority can be characterized as informationdownloaders and information uploaders, respectively. These opposing roles areimportant considerations because, in terms of their impact on friends and peers formarketing purposes, the Silent Majority has little influence while the Vocal Minorityhas a strong influence.The Social Authority is a different breed that often dominates a niche withextraordinary influence. It deserves a one-to-one relationship approach, just astraditional publicists would approach the editors and subject matter experts inmainstream media. Source: ©2010 MarketingSherpa Social Marketing Benchmark Survey
  24. 24. Social Media Assessment WorkbookSampleHere is a sample of how a financial services organization segmented its audiences. BRAND/ KEY TARGET WHERE DO WE HOW ARE THEY USING PRODUCT/ AUDIENCE/SOCIAL FIND THEM? SOCIAL MEDIA? WHAT SERVICE INFLUENCE LEVEL INTERESTS THEM MARKETED Financial Asset Managers / Facebook, Sharing brand information, Services Silent Majority Twitter Lack of conversation, (Ex: Vanguard) Subject to regulations Individual Investors / Vocal Minority Facebook, Twitter, Shares relevant and timely Financial Advisors/ Forums, information, Engages in Social Authority Blogs conversation around investing, Etc. Facebook, Twitter, YouTube, Generates content to drive Forums, business & SEO, Shares Blogs relevant information from Asset Managers, Etc.
  25. 25. Social Media Assessment WorkbookSTEP 4Part 6: WorksheetNow it’s your turn. List your key influencers and targets, where to find them andwhat their key interests are. BRAND/ KEY TARGET WHERE DO WE HOW ARE THEY USING PRODUCT/ AUDIENCE/SOCIAL FIND THEM? SOCIAL MEDIA? WHAT SERVICE INFLUENCE LEVEL INTERESTS THEM? MARKETED Silent Majority Vocal Minority Social Authority
  26. 26. Social Media Assessment WorkbookSTEP 5Aligning Objectives and MeasurementPart 1: Defining targeted and measureableobjectives for social marketing purposesDefining specific objectives for a social marketing initiative is only half the battle.The other half is aligning these objectives with target audiences and correspondingmetrics. This alignment is important because it enables an organization to measureits progress in achieving the objectives and proving ROI.In the previous section, we discussed profiling social media audiences to determinewhich segments you want to target. Now it’s time to determine what you specificallywant from each of these segments. Do you want to increase the number of VocalMinority members in your user network? Do you want Social Authority bloggers thatare covering your industry to be more aware of your products?The metrics you use to track progress in achieving objectives will depend on yourunique business. If your company is driven primarily by B2B leads, your metricsshould include lead generation, qualification and nurturing factors resulting insuccess. If your organization is B2C and eCommerce-driven, then website trafficorigination, consumer reviews and sales conversions may be your focus.Metrics related to financial objectives like ROI are the most beneficial, but are notalways practical to track. While it may be practical to track the ROI of salesconversions on an eCommerce site, tracking more granular metrics, such as how ablog referred customers to the site and contributed to ROI, will require substantiallymore effort. It would require mapping the cost of blog traffic to the eCommerce siteand the resulting revenue. Balancing what is possible with what matters shouldbe considered. Source: ©2010 MarketingSherpa Social Marketing Benchmark Survey
  27. 27. Social Media Assessment Workbook Objectives Alignment Worksheet SampleCATEGORY OBJECTIVE- TO ACHIEVE BY DOING WHO TO WHERE HOW TO WHAT WE WHAT WHAT REACH TO FIND MEASURE WANT TO THEM DOBrand Promote our Improved Delivering Silent Twitter IncreaseAwareness/ brand brand needed Minority downloads by...Thought awareness insights and FacebookLeadership Monitor our know-how Prospects Increase brand Increase social voice by… search engine Providing Increase rankings details about Increase awareness our products/ placement by... Increase services Establish us Web traffic Increase as leaders Identifying, sharing by… Improve listening to Engage in brand or and engaging Increase communities product/ visitors by.... service reputation Improve sentiment by… Improve PR Increase top social users by… Improve reviews and recommenda- tions by...Customer Provide Improve Monitoring the CustomersSupport/ customer customer community support supportCustomer quality ServicingAdvocacy Create customers that customer Reduce need help advocates customer support Creating cus- Other costs tomer service channels and establishing response processes Thanking loyal fans OtherSales/Lead Generate Increase lead UseGeneration interest at all generation social media levels of the channels for sales cycle Reduce sales and customer promotional Lead acquisition campaigns generation costs Coupon Other Increase offerings sales revenue Other
  28. 28. Social Media Assessment Workbook STEP 5 Part 2: Worksheet Now it’s your turn. Complete the worksheet below to align your objectives with your audiences.CATEGORY OBJECTIVE- TO ACHIEVE BY DOING WHO TO WHERE HOW TO WHAT WE WHAT WHAT REACH TO FIND MEASURE WANT TO THEM DOBrandAwareness/ThoughtLeadershipCustomerSupport/CustomerAdvocacySales/LeadGeneration
  29. 29. Social Media Assessment WorkbookSTEP 5Part 3: Metrics that MatterFor this process, we are highlighting the four main social media platforms – blogs,microblogs, social networks and multimedia / content sharing sites – and themetrics that matter in each.• Blogs: In terms of measurement, blogs have the advantage of being able to utilize many of the traditional Web analytics. As with a website, code can simply be added to a blog to track visitor traffic, source, behavior and other metrics. However, there are many social media metrics not applicable to traditional websites that provide a more relevant indication of blogging success: • Comments – tracking both the number and sentiment of opinions shared • Subscribers – growth trends by email or RSS subscription • Conversions – depending on your specific definition • Inbound links – an indicator of blog authority • SERPs – search engine ranking position for key terms on major search engines • Blog Authority – blog ranking in relation to similar categories on blog directories • Microblogs: While microblogging refers to the practice of blogging with posts of 140 characters or less, microblogs have more in common with social networks than blogs. Like social networks, the value and focus of microblogs is on the network of friends or followers. Metrics are, therefore, often related to social networking: • Followers – the number of those opting-in to or following a microblog • Downstream followers – the number of those following the followers • Posts – referred to as “tweets” on the most predominant microblog, Twitter • Velocity – the growth rate of the follower network in a given period • Passion – the ratio of number of posts to number of followers• Social Networks: As the name implies, social networks are primarily people-focused. However, businesses have learned to adapt the features of social networks for the purposes of marketing. This trend has not gone unnoticed by networks originally intended for personal use, which have transformed their features into commercially- viable marketing platforms like Facebook Fan Pages. While metrics are sometimes limited by the data social networks decide to share, there is plenty of tracking-worthy information available, including: • Community – the number of fans, group members, contacts, etc. • Demographics – profile information on community members • Referrals – tracking the click stream from networks to content and conversion hubs • Discussions – tracking both the number and sentiment of group discussions • Applications – usage of widgets and social media applications by the network community
  30. 30. Social Media Assessment Workbook• Multimedia Content Sharing Sites: This category covers a number of multimedia sharing sites for video, photography, documents, presentations and audio content. These sites aggregate content and enable you to share it without having to rely on IT via links posted on blogs, social networks, email campaigns and other commu- nication channels. When it comes to content sharing, the metrics that matter most are related to the viral impact of content distribution, including: • Views – the number of content downloads • SERPs – search engine ranking position for key terms on major search engines • Subscribers – the number of those opting-in to the multimedia content stream • Referrals – tracking the click stream from content to conversion Source: ©2011 MarketingSherpa Social Marketing Benchmark Survey
  31. 31. Social Media Assessment WorkbookSTEP 6Finding the Right TacticsPart 1: Dissecting a successful socialmarketing architectureThe number of social media sites in your social marketing architecture is notimportant. What is important is that they each have a clearly defined purpose thatsupports your tactical plan of action.Many of the most successful social marketing architectures have a common structurebased on a hub and spoke design. In a hub and spoke design, the sites at the centerof the architecture are destination points for content and conversion. The surroundingsites are for building communities, engaging friends, fans and followers, and directingthem into the hub of the architecture to obtain content – eventually converting themto a lead or customer.The following is a dissection of a very successful social marketing architecturedeveloped by Cisco Systems for their Collaboration solutions.ExampleThe hub and spoke architecture for Cisco’s Collaboration solutions ©2010 MarketingSherpa Social Marketing Benchmark Survey
  32. 32. Social Media Assessment WorkbookSTEP 6Part 2: Worksheet: Constructingyour social marketing architectureDefine the purpose of platforms and brands selected and roll-out sequence. Hub Sites Purpose of Hub Site Roll-Out Spoke Sites Purpose of Spoke Site Roll-OutNote: Your hub site does not have to be a web site, it could be a blog or Facebook page.
  33. 33. Social Media Assessment WorkbookSTEP 6Part 3: Sample Sites to Choose From• Website• Blog• Microblog• Social Network• Multimedia Sharing• Bookmarking / News• Community / Forums• Partner / Third Party
  34. 34. Social Media Assessment WorkbookSTEP 6Part 4: Worksheet: Constructing yoursocial marketing architectureUse this worksheet to create a tactical plan of action. Be realistic. Over-communicatingis fine unless you have nothing to say, which may contribute to losing fans/followers. Q1 Week / Frequency Tactic / Task Resource 1 2 3 4 5 6 7 8 9 10 11 12 13 Blogging Microblogging Social Networking Multimedia Content Sharing OTHER
  35. 35. Social Media Assessment WorkbookResourcesCase study: Doubling sales through social mediaThe social media strategy series: Getting Buy In Making the business case for social media &...How to: Use Social Media for Lead GenerationHow Does Social Media Aid Lead GenerationDeveloping an Appropriate Social Media BudgetB2B Social Media Marketing for Brand Awareness and Thought LeadershipHow One Mid-Sized Business is Using Social Media to Build Awareness and Increase SalesBuild Thought Leadership Through Social NetworkingSocial media and thought leadership: The virtuous circle for B2B marketingHow to Become a Thought Leader in Six Steps16 top podcasts . social media, marketing and moreShut Up & ListenRisk-takers and Strategists: Jeremiah Owyang on Long-Term Social Media PlanningSuperlist of What NOT to do in Social MediaGet Started with Social Media5 Social Media Best Practices for BusinessBest and Worst Practices Social Media Marketing6 Social Networking Faux Pas to Avoid6 Steps to Getting Started in B2B Social MediaYour Social Media Fix: 50 Social Media Podcasts
  36. 36. Social Media Assessment WorkbookResourcesHow Audience Research Can Help You with Your Traditional Marketing EffortsHow To Develop a Social Media Strategy: A Roadmap for IntegrationHow to Convert Your Facebook Superfans Into Brand Ambassadors5 Tips for Finding Time for Social Media12 Steps To Hiring A Social Media ManagerSocial Media Time Management: Resource AllocationROI: How to Measure Return on Investment in Social MediaAnswering the Social PhoneHow to Answer the Social PhoneHow to Monitor Your Social Media Presence in 10 Minutes a DayWhy You Need to Monitor and Measure Your Brand on Social Media5 Objectives for Social Media MeasurementSocial Media Planning & Measurement8 Social Media Metrics You Should Be MeasuringSocial Media Metrics Superlist: Measurement, ROI, & Key Statistics Resources10 business blogging best practicesUse microblogging to increase productivityHow to use social bookmarking to promote your businessHow to use social bookmarking for businessTop 10 YouTube tips for small businessesHow to use YouTube to drive businessAre your business bookmarks Media + Multimedia = Social Multimedia