How to operationalize social media tfm&a 2011


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How to operationalize social media tfm&a 2011

  1. 1. How to Operationalise Social Media VP Corporate Marketing and Digital Engagement Bob Barker
  2. 2. Grown up mostly digital
  3. 3. Alterian is a Leader in Social Media Community Management Social Media Content Social Media Monitoring Tools Social Media & Market Research
  4. 4. Social Media Reputation Index Versus Interbrand
  5. 5. Buzz bowl – Social media mentions around Superbowl advertising
  6. 6. Facebook family... 400+ On Linkedin 1500 on Outlook 50 Facebook 750 On Facebook 550 On Facebook 450 On Facebook Not On Facebook
  7. 7. Contributor...
  8. 8. Yes but whats the ROI of social media? “ At its broadest sense the right notion. But it ’ s the wrong question. You may as well ask what the ROI of putting your underpants every day ” Scott Monty - Ford
  9. 9. The Internet is probably the greatest human invention of all time?
  10. 10. We are social animals...
  11. 12. Its not just about Twitter
  12. 13. Its the Socialisation of your brand = 1m = 14m
  13. 14. Here goes... 10 ways to operationalise Social media
  14. 15. OSM #1 – Brand Listening
  15. 16. Social Media Monitoring and SMM tools FREE?
  16. 17. Social Media Performance: Inputs
  17. 18. Total Results Overview 112,791 results <ul><li>Key Findings </li></ul><ul><li>Within the 40,230 non-advertisement results, Twitter held the highest conversation volume (34%). Twitter was also the channel that had the highest proportion of results with positive/negative sentiment. </li></ul><ul><li>YouTube was the top domain for Brand X advertisement conversations (17%). </li></ul>Total Brand X results From 10/1 to 10/10
  18. 19. Brand X Focused Conversations Within all brands that receive a discount from Brand X, here are the top 10 brands being mentioned the most. (based on all sentimented results) <ul><li>Key Findings </li></ul><ul><li>The main topic on Twitter was the new iPhone app for Brand X checking accounts. </li></ul><ul><li>The majority of posts on Facebook centered around the Donation function of Brand X. This feature scored highly positive in the sentiment analysis. The reason for positive sentiment was mainly due to the convenience of making a donation at any time. 16% of these donation conversations mentioned the Mahoning County Dog Program ( the fund raised for collecting money to support and help homeless dogs at Youngstown, Ohio.) </li></ul>Share of Voice- Non-advertisement
  19. 20. Brand X Customer Perceptions What is negative sentiment about? <ul><li>Key Findings </li></ul><ul><li>Sentiment on Twitter : 16% Positive, 10% Negative and 70% Neutral. </li></ul><ul><li>Positive posts were mainly compliments on the new iPhone app. It was considered to be a breakthrough for the online banking market. A conference hosted by Brand X was also mentioned positively as people felt it showed that they were actually listening to its users. </li></ul><ul><li>Negative posts were about the safety of accounts, high transaction fees and poor customer support service. </li></ul><ul><li>Neutral posts were mainly references to how customers used Brand X services. Other posts refer to press releases for various events. </li></ul>* Sentiment analyzed based on Twitter results only Wait time to transfer money into an account takes too long. Service fee is too high. Account safety may be in jeopardy due to hackers. Accounts were frozen for unknown reasons. Poor customer support services. Several customers mentioned that Brand X employees were not friendly or knowledgeable of processes, resulting in slower time to resolution.
  20. 21. Customers ’ Perception - In their words “ Brand X  is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!” (mstipsvintage, , Oct 1 st , 2010) “ I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE ! ” (vivekcool789, , Oct 1 st , 2010) “ Brand X  cut too much money from account i earn with so much hardwork and they cut it” (mohit_yup, , Oct 10 th , 2010) “ Brand X 's iPhone Check Deposit Is Impressive” (Estella Mark, , Oct 10 th , 2010) “ Stupid  Brand X  holding my money for 21 days. I want my money bitch” (dsayala, , Oct 10 th , 2010)
  21. 22. Recurring Conversations 6423 results for Donations through Brand X, their conference, and their iPhone app. <ul><li>Key Findings </li></ul><ul><li>There were 6,423 results for the iPhone app, the conference, and the Donation program through Brand X. </li></ul><ul><li>The majority of posts for the Donation Program came from 16.9% of those mentions refer to the Mahoning County Dog Program. </li></ul><ul><li>The conference hosted by Brand X was mainly discussed on Twitter. Although this report was pulled before the conference happened, Brand X users were already interested in sharing experiences and ideas to create a more practical payment method with Brand X. 75% were positive towards the event while 25% just referenced it (neutral). </li></ul>iPhone App Function called “Donate Button” where users can create an account to collect money from donators directly on their websites through Brand X. Application that allows users to deposit money to a Brand X account via iPhone just by sending the front and back photos of their check.
  22. 23. Recurring Conversations Oct 1: 198 results How to donate through Brand X and increasing donations for the Mahoning Dogs program comprised the bulk of mentions on the peak day. Oct 8: 1,086 posts Senior Director of Brand X Mobile announced more than $100,000 in donations via the iPhone app in 3 days.
  23. 24. Theme Cloud / Social SEO Top 20 paid keywords by searches per day for the company ’s website Social Keywords (above) NOT found in paid list for the company ’s website Diesel 12266 crude oil 903 energy efficiency 493 crude oil prices 403 energy management 220 energy consultants 96 energy meter 80 energy consulting 63 oil and gas consultants 63 energy consultant 53 energy management software 53 energy services 53 energy management services 43 commodity trading firms 33 building energy management 24 building energy management systems 24 sweet crude oil 19 energy management program 19 energy consulting firms 19 total energy management 19 Carbon Accounting 40 Cost-effective 36 Rate analysis 25
  24. 25. What they said about Features
  25. 26. Key Findings Key influencers are heavily integrated in the technology industry. Their posts sparked conversations that were mainly around convenience, time-saved and account safety. Key Influencers for Brand X iPhone App
  26. 27. Tools and Insight Insight Services
  27. 28. OSM #2 – Listening Centres
  28. 29. Listening Centre
  29. 30. Listening Centre
  30. 31. OSM #3 PR Crisis Management
  31. 32. PR <ul><li>Monitoring system 24x7 </li></ul><ul><li>Escalation </li></ul><ul><li>Response </li></ul>
  32. 33. OSM #4 – Corporate Guidelines
  33. 34. People participating in at least one
  34. 35. Issue some guidlines
  35. 36. Better still – offer training
  36. 37. OSM # 5 – Identify and empower your Social Media Rock Stars
  37. 38. Is it your CEO? Job requirements for CEO ’ s will include blogging
  38. 39. Finding your passion
  39. 40. The internet forces you to define yourself
  40. 41. How to find your passion <ul><li>Core Process </li></ul><ul><li>Flame </li></ul><ul><li>Know me, Like me, follow me </li></ul>
  41. 42. But will they have the time?
  42. 43. Make it easy
  43. 44. Make it a process – help them = Edcals
  44. 45. Social Capital – the business finds you
  45. 46. Social Capital – the market asks you
  46. 47. OSM #6 Invest in Community Managers
  47. 48. Engaging in the conversation
  48. 49. Building online brand presence over time
  49. 50. Finding people with their hands up to buy
  50. 51. At any one time who is the market? In the Market Not in the Market 3% Source: Chet Holmes 91% 6% Might be
  51. 52. Social Networks offer a huge marketing opportunity <ul><li>Twitter provides warm inbound leads </li></ul><ul><li>LinkedIn has people asking what they should buy </li></ul>
  52. 53. Impact of Social Media on Sales Funnel
  53. 54. A Community Based Approach
  54. 55. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
  55. 56. Basically if Mary Porta did social media....
  56. 57. OMS #7 Sales Enablement
  57. 58. Finding your way in
  58. 59. Invest in helping key salespeople <ul><li>Profiles </li></ul><ul><li>Questions </li></ul><ul><li>Groups </li></ul><ul><li>Emails </li></ul>
  59. 60. Outsource set up to specialists Pick me
  60. 61. OSM #8 Social media content creation
  61. 62. Content is currency Content is the new currency of marketing
  62. 63. Video CISCO:By 2014 video traffic will make up 90% of the internet
  63. 64. Engaging Times TV
  64. 65. Thought Leadership
  65. 66. Content Creation Process Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Sales What ’ s used? Stuff What ’ s there already? Written Repurpose PR/News Lead the conversation Deploy on social channels Join the conversation Keyword SEO/PPC Let your content be found Website deployment Engage your customers Campaign Deployment Nurturing your customers Identify Create & Edit Publish & Syndicate Video Graphical
  66. 67. OSM #9 Social Media deployment process
  67. 68. website Corp blog ET-TV Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Build a holistic online presence
  68. 69. Write Once Publish many Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
  69. 70. Asset deployment by SM channel
  70. 71. Twitter deployment Scedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series its got great insight Week 2 Speaking at Internet world on Social Media Marketing #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing #AlterianSM2 Week 4 Today ’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – #AlterianSM2
  71. 72. OSM #10 Marketing database enhancement process
  72. 73. Social media data enhancement Marketing Database = Data Enhancement Customer Intelligence Messaging Relevance Analysis = £ Social Media Data
  73. 74. Warning Your brand is at risk if you do not make this move
  74. 75. Summary – Operationalising Social Media <ul><li>Regular Brand Monitoring Listening reports </li></ul><ul><li>Building Listening Centres for service </li></ul><ul><li>PR Crisis Management processes </li></ul><ul><li>Corporate guidelines and SM training rollout </li></ul><ul><li>Managed ‘ Social Media Rock Stars ’ </li></ul><ul><li>Community management resources and workflows </li></ul><ul><li>Deploying Sales Enablement Tools </li></ul><ul><li>Managing the content creation process </li></ul><ul><li>Social Media deployment procedure </li></ul><ul><li>Marketing database enhancement process </li></ul>
  75. 76. Why? Need to start building a social business
  76. 77. Thank you <ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Twitter – @bob_barker </li></ul><ul><li>Corporate blog – Engaging Times </li></ul><ul><ul><li> </li></ul></ul><ul><li>Personal blog </li></ul><ul><ul><li> </li></ul></ul>Visit Stand E18