4. #1 You Need to Be Where
Your Consumers Are
»
Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png
5. ARF University Social Media Bootcamp
Your Consumers Are Using Social Media
» Social Media > E-mail
» Social Media Nearly Rivals Search
» 20% of Conversation on Twitter = Brand Mentions
» Conversations Are Occurring About Your Brand Without You
» #1 Method for Sharing News and Information
7. ARF University Social Media Bootcamp
Be Clear in Your Aim
» Knowing What You Want From Your Social Media Efforts
First, Helps You Better Plan, Execute, and Measure
» Product Awareness vs Sales vs Customer Service vs
Whatever Your Objectives Are
8. #3 Sell Social Media to the
C-Suite and Get Everyone on
Board
»
Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg
9. ARF University Social Media Bootcamp
How to Sell Social Media Internally
» Be Clear That Social Media Isn’t Just an Also, But a “Must-
Have”
» Integrated Research
» Integrated Marketing
» PR/Marketing Convergence
» Marketing/Customer Service Convergence
» Unstructured Conversations Offer Valuable Rich Data You
Can’t Get Anywhere Else
13. ARF University Social Media Bootcamp
Just Do It
» Leave the Fear Factor to Reality Shows
» Who Owns It? Everyone!
» Do We Have the Resources? Yes, if it’s Infused Across the
Organization.
14. #5 Testing the Waters»
Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,
http://commons.wikimedia.org/wiki/File:US_Navy_020327-N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg
15. ARF University Social Media Bootcamp
Start Small By Tracking Buzz
» Google Alerts
» Social Mention
» Ice Rocket
» BlogScope
» Tweet Reach
» Twitter Sentiment
» Hootsuite
» Co Tweet
17. ARF University Social Media Bootcamp
Learn From Others
» Read and Research Case Studies
» Read Websites That Cover Social Media
» Watch the Pros on Facebook and Twitter
» See How Publishers Build Social Media Into Their Sites To
Figure Out Where You Fit In (It’s Not Just About Display
Advertising Anymore)
19. ARF University Social Media Bootcamp
What’s The Voice of Your Company?
» Write a Social Media Strategy
» Write a Company Social Media Policy/Standards
» Telling Your Brand’s Story
» Content Creation
» Compelling Video
» Find Your Voice And Stick With It: Consistency Builds Trust
21. ARF University Social Media Bootcamp
More Than Listening
» Customer Experience Moves to the Social Web
» Engage a Listening Platform
» Track, Monitor, and Analyze Sentiment Analysis
» Measure Real-Time Impact
22. #9 Engage the Consumer»
Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
23. ARF University Social Media Bootcamp
Engagement vs Message Push
» Create Community (Private, MROC, Forums, Groups, Fans,
Followers)
» Find Your Influencers and Let Them Engage New Customers
For You
» Listen, Respond, Engage
» Contesting and Promotions
» Don’t Just Sell
3
29. ARF University Social Media Bootcamp
Determining ROI
» Net Promoter Score
3
Source:http://www.netpromoter.com/np/calculate.jsp
30. ARF University Social Media Bootcamp
Determining ROI
» Razorfish Social Influence Marketing
3
Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
31. ARF University Social Media Bootcamp
Determining ROI
» Razorfish SIM Score
» SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry
The components of the above formula are:"
Net Sentiment for the Brand = (Positive + Neutral Conversations –
Negative Conversations) /Total Conversations for the Brand
Net Sentiment for the Industry ="
(Positive + Neutral Conversations – Negative Conversations) /Total
Conversations for the Industry
3
Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
32. ARF University Social Media Bootcamp
» Share
» Engagement
» Reach
» Influence
» Impact
» Issue Resolution
» Satisfaction Score
» Trends
» Sentiment
Determining ROI
Social Marketing Analytics!
A New Framework for Measuring Results in
Social Media
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
33. ARF University Social Media Bootcamp
Determining ROI
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
34. ARF University Social Media Bootcamp
Determining ROI
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html