Adam Rosenberg 2012


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  • ApCal
  • It’s no longer about “here’smy product – buy it” – it’s now about “what do you think of the product”
  • Elite position based on expertise, passion, frequency of communicationInfluencers can’t be bought, and start off neutral – which is why their potential is so greatInfluencers are not equal – they can be assessed, ranked and prioritizedResearchAdvertisingWeb DevelopmentPublic AffairsTechnologyInvestor RelationsBrand managementCrisis Management
  • People are talking about you – probably best to talk back to them
  • A company that doesn’t interact directly with consumers, is still part of a greater community – the members of that community look to you for how to do this better
  • B2B should focus on knowledge sharing
  • Apply this to everything you do every day
  • Adam Rosenberg 2012

    1. 1. The How and Why of Social Media November 29, 2012
    2. 2. The (Digital)Landscape
    3. 3. The Impact of Social on Customers • 71% more likely to purchase when referred by social media • 90% believe brand recommendations from friends • 70% believe consumer opinions
    4. 4. What stops businesses from going social? • 70% - Lack of resources • 57% - Poorly defined goals • 44% - Lack of knowledge about social media (Research from BtoB 2012)
    5. 5. The Digital LandscapeCustomers are inundated withmarketing messages • The customer journey is dynamic and they interact with content all day on Twitter, Facebook, searching Google, RSS feeds • Brands need to provide relevant content i.e. the right content, at the right time, in the right channel to the right customer – in order to fight through the clutter • Customers need to see, hear and interact with content 3 – 5 times before they start to believe it • Brands need to have a truly integrated digital program to reach the social customer i.e. paid media, employee ambassadors, influencer and advocacy programs, search, paid media
    6. 6. Opportunities In Real-timeCustomer service and socialmedia opps are 24/7/365 • People are posting content in real-time and companies must respond quicker than ever • Responding to customer service issues in a timely manner can stop the issue before they gain momentum • Build customer loyalty by engaging in two- way conversations
    7. 7. Telling Your Story
    8. 8. American Wineries on Social Media • 94% are on Facebook • 73% are on Twitter • 47% say Facebook helps them generate sales
    9. 9. Agriculture on Social Media • #Agchat • 76% of younger farmers are active on social • Connects consumers with the industry
    10. 10. The San Joaquin Valley Story • 60% of California wine comes from your vineyards • 80% of all exported wine comes from your vineyards • Only region of the state where ALL varieties of grapes are grown • Largest wine region in the state
    11. 11. Keys to Successful Story Creation • Engaging across platforms • Highlight your community (Not necessarily the product) • No longer about “buy my product”
    12. 12. What about non-consumers? • Your knowledge is your story • Recommendations • Knowledge sharing • Thought leadership
    13. 13. Online Engagements Overview:Leveraging Social Media for Your Business
    14. 14. Overview • Review sites • Twitter • Facebook • Location-based apps • Online deals • LinkedIn
    15. 15. Review Sites • Set up a business owner profile • Monitor and respond to reviews accordingly • Consider setting up deals
    16. 16. Review Sites: Best Practices for Response • Positive review – Send a private message to deliver a thank you and let them know you care. No gifts. No invitation. • Negative review – Keep it simple by thanking your customer for the patronage and feedback. You have a chance to help the situation and maybe even change this customers perspective for the better. Be specific about the customers experience and any changes you may have made as a result.
    17. 17. Twitter • Twitter is a real-time information network powered by people Overview of Twitter • Billions of conversations every day Twitter – (n.) a free social networking and micro- • Working adults aged 35-49: nearly 3 blogging service that allows users to post updates million unique views and 42 percent of of up to 140 characters, which are displayed on the site audience. the user’s profile page and delivered to other users who have opted-in to receive them. • 37% of Twitter usage is on mobile devices Tweet – (n.) a term used to describe an update • 600,000,000 searches per day posted by a Twitter user; (v.) act of using Twitter. Variations: Tweeting, Tweeted Twitterer – (n.) a Twitter user; a person who tweets.
    18. 18. Twitter Basics • Your name or Twitter handle is denoted and Twitter Basics@ sign in front of it. searchable by the • The hashtag symbol # is used before relevant keywords in tweets to categorize tweets to show more easily in Twitter Search. • RT means “retweet” and designates that the content was written by someone else. It’s key Twitter etiquette.
    19. 19. Twitter Best Practices • Creating a business vs. individual accounts – Be consistent with your business brand/voice @mention • Types of engagements – Customer service – Sharing info – Daily deals Photo sharing
    20. 20. Twitter Best Practices Twitter Best Practices • Build long-term relationships with stakeholders. Be transparent and human. • Actively monitor Twitter to follow your name in conversations. • Include links. Twitter limits communications to 140 characters but short hyperlinks can direct followers to additional information. • Develop guidelines on what should and should not be discussed. Create a process for channeling information requests that do not fall within these guidelines. • Treat Twitter as a discussion, not a broadcast. • Utilize the 70/30 rule: 70% of tweets should be building a relationship and responding to inquires, 30% of tweets should be campaign-driven.
    21. 21. Who’s Doing It Right? Responding to customer Utilizing personality to Promotions, service updates inquires interact with consumers
    22. 22. Facebook • Difference between profile and fan page • Setting up a business fan page • Types of engagements – Customer service – Sharing info – Daily deals • Facebook ads
    23. 23. Facebook Best Practices FACEBOOK BEST PRACTICES Engage Fans & Encourage Interactions 1. • Remember Facebook pages are not one-way communications tools by posting updates that encourage interaction • Comment on content posted by others (Macy’s comments when fans upload pictures—1.) 2. • Help fans connect with each other—Pampers posts fan questions & solicits further help (2.) 24
    24. 24. Facebook Best Practices Set Expectations 1. • Define the purpose of the community and stick with it—SEARS prompts backlash by responding to some customer service issues & not others (1.) • Establish community guidelines, a la 2. Chevron (2.) 25
    25. 25. Location-Based Apps • People sharing where they’re shopping, eating, staying, etc. • Collect points for check-ins • Show what’s nearby • Share tips, photos
    26. 26. Location-Based Apps Business use to • Engage with customers • Provide offers • Leave tips
    27. 27. Online Deals • Which site works best – Largest Bay Area subscriber based: Groupon and LivingSocial
    28. 28. Creating Content
    29. 29. Creating Good Content • Facebook – Keep updates short – Use photos or videos when possible – Behind-the-scenes content • Blogs – Lists and “How to’s” do well – Link to other blogs – Be casual • Twitter – Re-tweet others – Follow local users – Share unique information and links
    30. 30. Content ideas • Live reports/Behind-the scenes • Pictures and videos of executives or staff in action • Quizzes on industry topics • Great articles you read • Fill-in-the-blanks • Tips, techniques, guidance
    31. 31. Content ideas (B2B) • Best practices • Photos and video of your equipment • Networking with others in the field • Case studies • Being a resource and thought leader • Calls-to-action • Focusing on who is interacting with your product/service
    32. 32. Good Content Is… •Portable •Accessible •Easy to Understand
    33. 33. Next Steps
    34. 34. If you/staff have 30 minutes per week • Set up social media accounts • Create a Facebook fan page and post an update or photo a few times during the week • Set up your business account on Yelp, TripAdvisor and Foursquare so you can review what your customers are saying about your business • Set up an online deal • Explore creating a deal with Groupon, LivingSocial, Google or Yelp. Think about the best discount or experience that will be suitable for new and repeat customers • Set up a paid media • Create a self-serve ad on LinkedIn/Facebook • Your ad consists of a headline, description, company name, image and URL • Select a target audience • Set your budget and bid • Pay per click (most common) – you pay when someone clicks on your ad • Pay per 1,000 impressions – determines the number of times your ad is shown
    35. 35. If you/staff have 30 minutes per day • Engage on social media sites on a daily basis • Respond to customer service inquiries • Monitor and respond your online reviews • Tweet three times a day and update your Facebook twice a day • Write a blog post • Create and maintain your blog with a daily blog post or use the time to write 2-3 blog posts per week • Set up a paid media • Set up an online deal
    36. 36. If you/staff have 30 hours per week • Start a influencer/blogger engagement program • Build upon your word-of-mouth advertising • Identify targeted influencers or bloggers for your industry • Using Klout, Tweetlevel, Wefollow, etc. • Engage with influencers on an ongoing basis • Read and comment on their blogs, follow their tweets, etc. • Engage on social media sites on a daily basis • Write a blog post • Set up a paid media • Set up an online deal
    37. 37. Measurement
    38. 38. Defining Objectives Business Outcomes Social Media Outcomes Revenue Increased Trust Engagement Components Awareness Engagement Advocacy Influence Perception Authority • Traffic • Comments • Sharing • Reach • Sentiment • Consensus • Coverage • Event content • Action rate • Affiliation • Validity Behavior • Brand attendance • Action rate • Level tools Change Deeper recognition Communities
    39. 39. The Measurement Journey CRAWL WALK RUN FLY Linking Social Gathering data Measuring data Holistic measurement Media to Outcomes • Conversation Volume & • Share of Voice • Influencer Maps & • Measure before starting Total Number of Posts • Conversation over Time Blogger Engagement programs to determine • Scorecards influence of Social • Content Sharing Rates • Key Terms & Message • Measure Social activity • Review existing in- Resonation • Web Analytics & Search from start to finish house research (i.e. 8095 • Social Referrals • Identify strategic needs • Measure outcomes (i.e. data) based on results and sales where possible) of campaign executions Social Media activity 40
    40. 40. The Measurement Journey Channel Awareness Engagement Authority Influence Perception • Fans • Total “Likes” • On-Message • Total Interactions • External Links to • Unique Visits • Subscribed “Likes” • Positive/Negative/ Facebook • Photos/Videos Content & • Impressions • Audience Profile as Neutral • • Post Quality Discussion Page Views Reflection of Target • Change Over Time • Retweets • Extended Network/ • On-Message • Total Followers • Direct Messages • Inbound Links Influence of Followers • Positive/Negative/ Twitter • @Replies • External Coverage • Follower Profile as Neutral • Shared Content Reflection of Target • Change Over Time • Likes/Dislikes • On-Message • Subscribers • Views • Comments • Inbound Links • Positive/Negative/ YouTube • Subscribers • Favorites • External Coverage • Demographic Insights Neutral • • Audience Profile Replies • Change Over Time • On-Message • # of Comments • Inbound Links • Audience Profile as Blogger • Positive/Negative/ • Share of Voice RelativetoAudienc • Subscribers Reflection of Target Engagement Neutral e Size • External Coverage • Referral Traffic • Change Over Time • # of Check-ins • Positive/Negative/ Foursquare/ • # of Unique Visitor • # of Repeat broadcast to • Audience Profile as Neutral Commentary Geolocation Check-ins Check-Ins Twitter or Reflection of Target w/Check-ins Facebook • # Page Views • Traffic to Site (Overall) • Profile of Visitors as • Most Popular Search Search • Inbound links • Unique Visitors • # Page Views/User Reflection of Target Terms • Time Spent on Site 41
    41. 41. Social Media Monitoring Tools Premium Free 42
    42. 42. Questions?• Adam Rosenberg• Email:• Twitter: @phillyberg
    43. 43. Appendix
    44. 44. Edelman Digital: Services Wheel
    45. 45. Edelman Digital Capabilities At Edelman Digital, we live and breathe all things digital and achieve results through a highly specialized set of capabilities. Digital Creative Digital Social Media Strategy Strategy, Production Engagement and and Planning Development Community Management and Execution SEO and SEM Measurement Digital Crisis Research and Analysis Management and Insights
    46. 46. Our Clients Out West