25. » Let business goals lead, not tools.
» Coordinate your social media activity.
» Define the role of each touch point.
Summary: Organizing social media for results
Hello everyone. I am dirk shaw. Dir. Digital media for alem international. An event marketing agency who specializes in corporate and sport marketing.. My role is to integrate mobile, social media and live coverage to events. What is most relevant here is being able to track buzz in social space for media events we help execute.
Prior to this I led social media for Vignette a global software company
Today I am going to build on what has been discussed about social media measurement but add a perspective of how to organize for results.
It seems like everywhere you trun someone is using social media. Took a trip to the beach recently and tweeted about my experience and was followed by and received reply from @oceanfrontCA – was not clear who was managing this account or what its purpose was. Would have been more useful if they had provided some insight on things to do.
The same trip I commented about my terrible experience with the rental car company I was using and was immediately followed by hertz a competitor. They never actually engaged with with me, so all I can tell is that they are just following with out converting it to sales.
Who knew you could tweet your way to Hawaii. Well now you can. These sort of giveaways are becoming popular on twitter. In this case the goal seems to be raising destination awareness and promoting its partnership with Hawaiian air.
It seems to be working according to Tweetreach.com marriott has reached over 10k people via 70 tweets.
Interesting enough is that
Reached 3,514 people via 20 tweets
Reached 7,092 people via 50 tweets
I personally am not into giveaways and contest where you spam your friends. But I do like utility. Which is the angle of the hyatt concierge. This is a great service that can positively impact guest service and experience, this can also easily be measured by the number of interactions and questions answered.
Based on my experience evolving a social media program I quickly found out that reporting on social media metrics like followers, fans and retweets were meaningless when trying to justify an increase investment.
Reached 12,153 people via 50 tweets
What I came to realize early on was that this is just another tactic to support the goals my leadership had been tracking. What i did was shift my report from social media metrics and acitivies to the results we were able to achieve.
We showed how influencer engagement helped shape perception in market
How proactively answering questions provided new support channels
And how integrating social media into product launches generated new leads
We have talked a lot about the discrete metrics and tools needed to be successful. What I wanted to do was expand the discussion beyond measurement to organizing your program for results.
These are 3 lessons I learned while transforming communications with customers and social influencers..
Let business goals lead. Not the tools.
Genevieve also hit on this point. Early on we did what most people do and that was focus on the tools with out a clear sense of exactly how the time spent using it would benefit our business.
You may have heard the old saying “You get what you measure” – it was not until we shifted our strategy to focus on goals that we started to see these being accomplished
A great place to start is by working with your leadership team to agree upon which goals they want to track.
So at this point I will retract my statement that social media metrics are meaningless. They are actually extremely valuable when placed in context of the goal you are trying achieve.
Think of metrics as your dials. If you turn any of them in one direction or another it will have some affect on your goal.
Take the simple example of increasing awareness. Some of the key metrics you might look is what is the share of voice against your competition. How far was social media able to increase your reach to new markets and how many brand mentions are made.
Getting started requires you to have some monitoring solutions in place. We use Radian6 for this. Lets walk thru a couple fo examples.
129 mentions of Vignette out of 643 total for top WCM competitors
Opentext + Vignette = 190 mentions
Vignette was cited as best practice in Forrester report on Organizing social media
Share of voice in WCM market:
20% of conversations about Content Management include Vignette while 8% include Opentext
Opentext + Vignette = 28% share of voice
Reached 40k people on twitter via retweets, 16 blog post resulted in 3k visits
We tracked our share of voice across all markets we served, this is an example of one technology market we served. We are the second to the bottom.
This was a study I just finished for a resort real estate developer who was looking to see how much conversations were taking places across resorts about real estate. As you can see here steamboat had the highest for the month.
This insight was fed into a larger development plan to determine where to allocate marketing resources and determine who in the social space had the most influence on the topic of resort real estate..
I will leave the sentiment charts out to protect the innocent….Changing the sentiment towards products was the single largest challenge in my last role.
We were in a deficit because we simply stuck our head in the sand and choose to not engage in the conversation. Which was a bad idea. Much of what was said was false or old information and since we did not correct it, the result was it created lots of negative sentiment.
Much of our teams job was to identify erroneous comments and reply to them. As we all know everything live in search. So now we had a voice. We knew our efforts were working when some of the very same people who made these comments went to bat for us when a competitor decided to use false data in a campaign. The people we reach out to were the first to comment.
Number 2. Organize social media across departments.
This is a team sport. What we found, especially in a crisis situation is that it is a team sport. Like any team clear roles and rules of engagement should be established.
If not you run the risk of created a fragmented experience for your customers.
The challenge however is that everyone listens for different things. But the brand needs to act as one entity,
Marketers may want to know who well a campaing is running or what its competition is up to.
While the communications team is focused on understanding sentiment towards an issue or from recent media activity.
While different groups may listen for different things, if they act in an uncoordinated manner you run the risk of being inconsistent.
Being inconsistent makes it very challenging to reinforce your message across all your customer touchpoints.
Recently I experience this first hand while going thru an acquisition. The acquiring company did not have its social media activity organized and several tweets went out that not only were a violation of SEC but were in accurate.
<change slide Value to results>
At the end of the if you are unorganized and have no clue what message or medium worked it will be almost impossible to predict future results.