Leveraging Social Networks


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Introductory presentation prepared for the NFAIS Humanities Roundtable, October 2009.

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Leveraging Social Networks

  1. 1. Leveraging Social Networks [email_address] [email_address] Twitter: annmichael Ann Michael
  2. 2. Why Social Networks? Trend #1 Exercise #2 <ul><li>Discoverability through recommendation </li></ul><ul><li>Who recommends us? </li></ul><ul><li>PEOPLE DO </li></ul>
  3. 3. Marketing Socially Exercise #3 <ul><li>Global </li></ul><ul><li>Mobile </li></ul><ul><li>Social </li></ul><ul><li>Open </li></ul><ul><li>Playful </li></ul><ul><li>Intelligent </li></ul><ul><li>Fred Wilson, Union Square Ventures, 2009, </li></ul><ul><li>http://www.avc.com </li></ul>
  4. 4. Nobody Does It Better <ul><li>Social networks allow us to do two things – en masse – that almost all other marketing channels do not: </li></ul><ul><li>HUMANIZE OUR ORGANIZATION </li></ul><ul><li>ENGAGE IN 2-WAY COMMUNICATION </li></ul>
  5. 5. Why Bother with Social Networks? <ul><li>Is it a fad? </li></ul><ul><ul><li>Debate abounds </li></ul></ul><ul><ul><li>New tools allowing us to do things we always did anyway – only now we can do them: </li></ul></ul><ul><ul><ul><li>globally </li></ul></ul></ul><ul><ul><ul><li>quickly </li></ul></ul></ul><ul><ul><ul><li>and anywhere we happen to be </li></ul></ul></ul>
  6. 6. What Could We Gain? <ul><li>Reputation </li></ul><ul><li>Customers </li></ul><ul><li>Leverage (with partners, customers, etc.) </li></ul><ul><li>Insight (product, customer, environment) </li></ul>
  7. 7. What Might We Lose? <ul><li>Reputation </li></ul><ul><li>Customers </li></ul><ul><li>Leverage (with partners, customers, etc. </li></ul><ul><li>Control (psst…we didn’t have it anyway) </li></ul>
  8. 8. Do We Really Have a Choice? <ul><li>Where are our customers? </li></ul><ul><li>How are their habits changing? </li></ul><ul><li>Are we up to date on how our customers communicate with each other? </li></ul><ul><ul><li>Professionally </li></ul></ul><ul><ul><li>Personally </li></ul></ul><ul><ul><li>(The lines are blurring) </li></ul></ul>
  9. 9. Getting Started <ul><li>Have a social networking strategy & objectives </li></ul><ul><li>Develop & execute an engagement plan </li></ul><ul><li>Define how we will measure success </li></ul><ul><li>Adjust as needed </li></ul>
  10. 10. Getting Started <ul><li>Any of these items can be as formal or as informal as we’d like </li></ul><ul><li>Bottom Line: Think before we act </li></ul>
  11. 11. Getting Started 1 Creating a Social Strategy & Objectives 2 Developing an Engagement Plan 3 Measuring Success
  12. 12. No One Socializes in Isolation <ul><li>Social media strategy is not something developed in isolation </li></ul><ul><li>Starts with organizational and product mission/objectives </li></ul><ul><li>Becomes PART of the overall marketing approach (can be cheaper than advertising!) </li></ul>
  13. 13. Strategy: Some Ideas <ul><li>Increase awareness of our products </li></ul><ul><ul><li>In the market overall </li></ul></ul><ul><ul><li>Within a targeted group </li></ul></ul><ul><li>Refresh our product development efforts </li></ul><ul><li>Deliver proactive customer service </li></ul>
  14. 14. Objectives: Some Ideas <ul><li>Increase Awareness </li></ul><ul><ul><li>Increase traffic to our website </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><li>Refresh Product Development </li></ul><ul><ul><li>Customer feedback received </li></ul></ul><ul><ul><li>Competitive intelligence </li></ul></ul>
  15. 15. Objectives: Some Ideas <ul><li>Customer Service </li></ul><ul><ul><li>Address customer concerns (even when they didn’t ask us to) </li></ul></ul><ul><ul><li>Offer expert insight/advice </li></ul></ul>
  16. 16. 1 Social Network Strategy with Objectives 2 Creating an Engagement Plan 3 Measuring Success
  17. 17. Engaging with Customers <ul><li>Find our customers (potential customers) </li></ul><ul><ul><li>Facebook? Twitter? LinkedIn? </li></ul></ul><ul><ul><li>Industry specific networks? </li></ul></ul><ul><ul><li>Blogs? </li></ul></ul><ul><ul><li>Listserves? </li></ul></ul><ul><ul><li>Meetings/Conferences (offline engagement too) </li></ul></ul><ul><li>Look, Listen, Participate </li></ul>
  18. 18. Engaging with Customers <ul><li>What are they doing? With whom? </li></ul><ul><ul><li>What do they like/dislike? Why? </li></ul></ul><ul><li>How can we participate without becoming a billboard? </li></ul><ul><ul><li>Subject Matter Expertise: research pointers </li></ul></ul><ul><ul><li>Connecting customers to each other </li></ul></ul>
  19. 19. Social Networking Etiquette
  20. 20. Some Do’s and Don’ts <ul><li>Do be genuine </li></ul><ul><li>Do be open </li></ul><ul><li>Do be honest </li></ul><ul><li>Do be active </li></ul><ul><li>Don’t shout </li></ul><ul><li>Don’t dominate </li></ul><ul><li>Don’t dismiss </li></ul><ul><li>Don’t disappear </li></ul>
  21. 21. 1 Social Network Strategy with Objectives 2 Creating an Engagement Plan 3 Measuring Success
  22. 22. Measuring Success <ul><li>For each strategy, have a goal </li></ul><ul><li>For each goal, have an objective </li></ul><ul><li>For each objective, have a measurement </li></ul><ul><li>For each measurement, have a baseline </li></ul><ul><li>Don’t measure everything – pick a short list </li></ul>
  23. 23. Measuring Success <ul><li>Give yourself a little time – then evaluate </li></ul><ul><ul><li>Is the success measure the right one? </li></ul></ul><ul><ul><li>Is the objective the right one? </li></ul></ul><ul><ul><li>How are social networking activities impacting other marketing efforts? </li></ul></ul><ul><ul><li>Where else might they work together? </li></ul></ul>
  24. 24. Measuring Success: Some Ideas <ul><li>Increase Awareness </li></ul><ul><ul><li>Increase traffic to our website by … </li></ul></ul><ul><ul><ul><li># of visitors to our website that originated from a social network </li></ul></ul></ul><ul><ul><li>Increase # of mentions of our product on social network sites </li></ul></ul><ul><ul><li>Start X # of new relationships </li></ul></ul><ul><ul><li>Convert X new relationships to customers </li></ul></ul>
  25. 25. Measuring Success: Some Ideas <ul><li>Refresh Product Development </li></ul><ul><ul><li>Customer feedback received </li></ul></ul><ul><ul><li>Competitive insights discovered </li></ul></ul><ul><li>Customer Service </li></ul><ul><ul><li># of issues addressed through social networking </li></ul></ul><ul><ul><li># of connections made between customers </li></ul></ul><ul><ul><li>Ratio of positive to negative mentions </li></ul></ul>
  26. 26. Metrics, Metrics, Metrics <ul><li>Search and find what’s right for you </li></ul><ul><li>A very long list of metrics: </li></ul><ul><ul><li>http://www.thesocialorganization.com/social-media-metrics.html </li></ul></ul><ul><ul><li>http://www.searchenginejournal.com/measuring-social-media-marketing-its-easier-than-you-think/5397/ </li></ul></ul>
  27. 27. Measuring Success: Tools <ul><li>Radian6 </li></ul><ul><li>BuzzMetrics (Neilson) </li></ul><ul><li>Google Analytics </li></ul><ul><li>Lithium </li></ul><ul><li>MS – “code name LookingGlass” </li></ul>
  28. 28. One Last Thought <ul><li>Professional (Organizational) versus Personal </li></ul><ul><li>It’s good to get first hand experience </li></ul>
  29. 29. Questions?