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July 12, 2011<br />The trials and tribulations of managing your brand's social presence<br />

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AiMA Social SIG<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />2<br />Source: Jenfongspeaks.com<br />

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Introductions<br />Teresa Caro<br />VP Strategy at rDialogue - Social Loyalty Lead Always seeking new technologies to find, measure, engage, and reward brand enthusiasts.<br />Bianca Buckridee<br />AVP, Social Media Engagement | SunTrust Bank Lives real-time marketing, including collaboration, reporting, and feedback.<br />Jake Aull<br />Part-Time Instructor, GSU, Social Media Marketing & SEOHas so much knowledge about social media he can’t fit it in one semester, let alone one hour.<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />3<br />

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What Today is Not About<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />4<br />

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What Today is Not About<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />5<br />

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Shameless Plug<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />6<br />

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7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />7<br />What it is About… Well a Little<br />

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Start With a Plan<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />8<br />Source: penn-olson.com<br />

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Build Out Your Requirements<br />What IT Wants<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />9<br />What You Want<br />What You Both Want<br />

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@blatantlybianca<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />10<br />

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@blatantlybianca<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />11<br />

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@blatantlybianca<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />12<br />

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@blatantlybianca<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />13<br />

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@blatantlybianca<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />14<br />Channel Strategy<br />Live Solid<br />Web<br />@livesolid<br />Live Solid Facebook<br />Service<br />@askSunTrust<br />@SunTrust<br />SunTrust Facebook<br />

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@blatantlybianca<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />15<br />

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@jakeaull<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />16<br />Social Media Listening:<br />Digital Audits and Monitoring<br />

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Digital & Social Audits<br />Markets and communities analysis<br />Where are your customers online?<br />What are they saying? <br />Retention vs. acquisition<br />Industry experts, bloggers, thought leaders?<br />Media partners, trade pubs, directories, resources?<br />How about competitors? <br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />17<br />

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Digital Research & Monitoring Plan<br />Situation - e.g., online brand buzz has increased in recent months<br />Problem - e.g., brand is unaware of its online reputation<br />Measurement Objectives- e.g., identify quantity and ratio of existing online "brand fanatics" vs. haters<br />Measurement Questions - e.g., what tags (such as "love this brand") and channels best fit our problem and objectives? <br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />18<br />For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring Marketing Research by William G. Zikmund and Barry J. Babin.<br />

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Digital Research & Monitoring Plan<br />Hypothesis- e.g., the brand has more social media promoters than detractors <br />Action Standard - e.g., a Net Promoter Score over 30% in Twitter<br />Measurement Method & Tool- e.g., NPS, Twitter and SAS<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />19<br />For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring Marketing Research by William G. Zikmund and Barry J. Babin.<br />

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Measuring Increase in Social/ Search Effects (Brand Awareness)<br />Increase in channels/pages appearing in major keyword search results (SEO Book Tools)<br />Increase in search rankings for website concurrent with increases in social content output (SEO Book Tools and Google Alerts)<br />Increase of brand name search results and mentions in social “search engines” such as Digg, StumbleUpon, Reddit or Del.icio.us (Synthesto Unity)<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />20<br />

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Measuring Increase in Social/ Search Effects (Brand Awareness)<br />Increase in share-of-voice of important keywords in search engines, Twitter, Facebook and LinkedIn (HootSuite social keyword monitoring)<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />21<br />

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Measuring Brand Loyalty<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />22<br />Positive brand social mentions per customer (e.g., Synthesto Unity)<br />Brand ReTweets and post-sharing (HootSuite, HubSpot)<br />Customer brand recommendations and positive reviews (Synthesto Unity)<br />Increase in joins and chatter in retention/ rewards community (channel-specific or Google Analytics)<br />Increase in up-sales (HubSpot with Salesforce.com)<br />

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Content Strategy Questions<br />Brand online content<br />What terms do you want to own? <br />E.g., HubSpot and “inbound marketing”<br />Competitive differentiation<br />Niche thought leadership<br />Content/terms in customer demand<br />Acquisition vs. retention<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />23<br />

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Social Media Objectives & Approaches<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />24<br />Brand Awareness & Fan Promoters<br />For more on this & other objectives, see my blog post: http://jakeaull.wordpress.com/2011/04/25/four-usable-social-media-objectives-kpis/<br />

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SAS Perspectives<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />25<br />Track the Elusive Sentiment<br />“Customers want to take what they are hearing and learning from online conversations,<br />and put some action to it… The key lies in being precise in extracting and taggingsentiment.”<br />Text analytic tools can categorize online content, uncover linked concepts, and reveal<br />the sentiment in a conversation as “positive,” “negative” or “neutral,” based on the<br />words people use. The technology gets down to very specific elements and can<br />separate positive and negative remarks within a single comment.<br />“A mixed-polarity phrase, such as ‘hotel in great location but bathroom was smelly’<br />should not be tagged as ‘neutral,’ if you want it to be actionable,” said Chaves. “Be<br />specific; ‘bathroom was smelly’ is something someone can own and improve upon.”<br />You can classify and categorize these sentiments, look at trends over time, and see<br />significant differences in the way people speak either positively or negatively about<br />you. Furthermore, you can compare sentiment about your brand to your competitors.<br />From SAS white paper Social Media Metrics: Listening, Understanding and Predicting the Impacts of Social Media on Your Business<br />

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7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />26<br />BONUS SLIDES: <br />TOOLS FOR SOCIAL MEDIA MEASUREMENT<br />

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SAS Sentiment Tracking<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />27<br />

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Free Digital Marketing Tools You Need to Know<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />28<br />Internet research. Competitive analysis. Project management. SEO. Social networking. Content collaboration and sharing...<br />These are essentials for digital marketing today. And interestingly because of today’s freemium internet business models, there are more and more great free tools available to do these functions! And I don’t mean free trials with automatic credit card deductions after the first month – I mean entirely free basic plans offered (but you might have to dig around a bit to find these free plan options). Intrigued? Very well – hence and without further ado – Jake’s list of great free tools:<br />SEO Book Tools and Toolbar (for keyword, site and competitive analysis, social reputation measurement and search; e.g. Compete.com, SEMRush, SEOMoz, etc.)<br />iSpionage.com and spyfu.com (spy tools doing similar functions to above)<br />Google tools (Google Webmaster tools, Alerts, Analytics, AdWords; keyword analysis, monitoring and search)<br />HootSuite(social media dashboard, network management, stats and monitoring)<br />WordPress (blogs, websites, inbound/outbound link stats)…<br />See the complete list on Jake’s blog post, and comment with your own favorite tools: http://bit.ly/qHCRBn<br />

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Social Tools for Measurement<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />29<br />Synthesio Unity<br />Online reputation management (across all social channels)<br />Crisis manament<br />Influencer identification<br />Campaign measurement<br />HubSpot<br />Closed-loop marketing measurement (all customer digital touch points to Salesforce.com conversion)<br />Social profiling of leads<br />Brand/keyword monitoring<br />Omniture<br />Multi-touch metrics<br />Argyle Social<br />Channel ROI attribution for multi-touch campaigns<br />

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Social Tools for Measurement<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />30<br />HootSuite<br />Twitter mentions and HashTag/keyword monitoring<br />ReTweets<br />Klout score<br />LinkedIn stats and Facebook insights<br />ExactTargetCoTweet<br />Campaign email metrics; compared to:<br />Twitter and Facebook<br />SEO Book Tools<br />Website competition<br />Keyword competition<br />PPC competition<br />SEO rankings<br />Google tools<br />Brand monitoring (Google Alerts)<br />PageViews (Google Analytics)<br />Duration of visit<br />Clicks<br />Referrals <br />Directs (bookmarks or type-ins, but also mobile app click-thrus)<br />Wordpress stats, Bit.ly stats, etc.<br />For more info on social media tools, plans, etc. – http://jakeaull.wordpress.com<br />

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Questions?<br />7/12/2011<br />#aimasocial @jakeaull @blatantlybianca @teresacaro<br />31<br />Source: empowersocialmedia.com<br />