Foew Social Media Presentation Jan 2010

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Foew Social Media Presentation Jan 2010

  1. 1. Effectively Using Social Media in Your Day To Day Business January 19, 2010
  2. 2. Agenda <ul><li>What is Social Media? </li></ul><ul><li>Planning a social media program </li></ul><ul><ul><li>POST </li></ul></ul><ul><ul><li>Metrics and measurement </li></ul></ul><ul><li>Individual Use of Social Media </li></ul><ul><li>Join the conversation </li></ul><ul><li>Case Studies </li></ul><ul><li>Q & A </li></ul>
  3. 3. Look who’s talking now… <ul><li>People are talking to each other </li></ul><ul><li>Customers are blogging about companies </li></ul><ul><li>Consumers are reviewing products </li></ul><ul><li>People are re-posting commercials on YouTube </li></ul><ul><li>Groups are forces on Facebook </li></ul><ul><li>Enthusiasts define companies on Wikipedia </li></ul><ul><li>News now travels at the speed of ‘Twitter’ </li></ul>
  4. 4. What is social media?
  5. 5. What is social media?
  6. 6. POST <ul><li>People </li></ul><ul><ul><li>Understand your audience and where they are active </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>What are you trying to accomplish? </li></ul></ul><ul><ul><li>How are you going to measure it? </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>What is the plan to get from the current to the desired state? </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Platform, channels and technologies like Twitter, blog, wiki and social applications </li></ul></ul>
  7. 7. POST - People <ul><li>People </li></ul><ul><ul><li>Creators </li></ul></ul><ul><ul><ul><li>Create videos, maintain a blog, Wikipedia editors </li></ul></ul></ul><ul><ul><li>Critics </li></ul></ul><ul><ul><ul><li>Review products, rate videos, post experiences </li></ul></ul></ul><ul><ul><li>Collectors </li></ul></ul><ul><ul><ul><li>Bookmark content, tag content, share videos </li></ul></ul></ul><ul><ul><li>Joiners </li></ul></ul><ul><ul><ul><li>Social networks, groups, forums </li></ul></ul></ul><ul><ul><li>Spectators </li></ul></ul><ul><ul><ul><li>View user generated content </li></ul></ul></ul><ul><ul><li>Inactives </li></ul></ul>
  8. 8. POST - Objectives <ul><li>Objectives </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Dialogue </li></ul></ul><ul><ul><li>Energize and enthuse </li></ul></ul><ul><ul><li>Supporting </li></ul></ul><ul><ul><li>Connect and embrace </li></ul></ul><ul><li>To achieve </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Buzz </li></ul></ul><ul><ul><li>New customers </li></ul></ul><ul><ul><li>Customer satisfaction </li></ul></ul><ul><ul><li>New ideas </li></ul></ul>
  9. 9. POST - Strategy <ul><li>Strategy </li></ul><ul><ul><li>What is the plan to get from the current to the desired state? </li></ul></ul><ul><ul><li>What will be different if we accomplish our goals? </li></ul></ul><ul><ul><ul><li>A better 2-way relationship with customers </li></ul></ul></ul><ul><ul><ul><li>More buzz and awareness </li></ul></ul></ul><ul><ul><ul><li>An effective customer service channel </li></ul></ul></ul><ul><ul><ul><li>More sales </li></ul></ul></ul><ul><ul><ul><li>Customer collaboration </li></ul></ul></ul><ul><ul><ul><li>Customers connected with each other </li></ul></ul></ul>
  10. 10. POST - Technology
  11. 11. Individual Use of Social Media <ul><li>The dangers? The payoffs? </li></ul><ul><li>Establish Goals and Objectives </li></ul><ul><li>Understand the world you are entering </li></ul><ul><li>Be active and bring something to the conversation </li></ul><ul><li>Try to focus on one major area of interest </li></ul><ul><li>Style </li></ul>
  12. 12. The Benefits <ul><li>The Altimeter </li></ul><ul><li>July 20th, 2009 </li></ul><ul><li>Study: Deep brand engagement correlates with financial performance </li></ul><ul><li>100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels. </li></ul><ul><li>They critiqued the brands on not only their breadth of engagement across these channels, but also their depth , such as whether they reply to comments made on blog posts. Each brand was given a numerical score. </li></ul>
  13. 13. The Benefits <ul><li>The top 10 ENGAGEMENTdb brands with their scores are: </li></ul><ul><li>Starbucks (127) </li></ul><ul><li>Dell (123) </li></ul><ul><li>eBay (115) </li></ul><ul><li>Google (105) </li></ul><ul><li>Microsoft (103) </li></ul><ul><li>Thomson Reuters (101) </li></ul><ul><li>Nike (100) </li></ul><ul><li>Amazon (88) </li></ul><ul><li>SAP (86) </li></ul><ul><li>Tie - Yahoo!/Intel (85) </li></ul><ul><li>Findings: Engagement Correlates To financial Performance </li></ul><ul><ul><li>Rev growth, gross margin, net profit </li></ul></ul>
  14. 14. ROI - Monitoring <ul><li>Monitoring </li></ul><ul><ul><li>Human analysis </li></ul></ul><ul><ul><li>Addictomatic.com </li></ul></ul><ul><ul><li>Google Blog Search, News, and Alerts </li></ul></ul><ul><ul><li>Yahoo Pipes </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Co.mments </li></ul></ul><ul><ul><li>Blogpulse </li></ul></ul><ul><ul><li>BoardTracker </li></ul></ul><ul><ul><li>Keotag </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><li>Paid tools </li></ul><ul><ul><li>Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain </li></ul></ul>
  15. 15. ROI - Monitoring
  16. 16. ROI - Metrics <ul><li>Metrics and measurement </li></ul><ul><ul><li>Traffic referred from social media sites </li></ul></ul><ul><ul><ul><li>Google Analytics, Omniture, etc </li></ul></ul></ul><ul><ul><li>Conversions and HVTs referred from social sites </li></ul></ul><ul><ul><ul><li>Google Analytics, Omniture, etc </li></ul></ul></ul><ul><ul><li>Number of friends and level of discussion </li></ul></ul><ul><ul><ul><li>Human analysis </li></ul></ul></ul><ul><ul><ul><ul><li>Growth of new friends over time </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Friends/discussions </li></ul></ul></ul></ul><ul><ul><li>Social links and bookmarks </li></ul></ul><ul><ul><ul><li>AddThis </li></ul></ul></ul><ul><ul><li>Video viewership </li></ul></ul><ul><ul><ul><li>TubeMogul </li></ul></ul></ul><ul><ul><li>Qualitative </li></ul></ul>
  17. 17. <ul><li>Not listening. Not responding. Not good. </li></ul><ul><li>Schmoozing instead of connecting </li></ul><ul><li>No transparency or authenticity </li></ul><ul><li>Social media purely as a single channel </li></ul><ul><li>Applying traditional marketing tactics to social media </li></ul>Social media mistakes “ Mistakes in social media are inevitable – after all, you’re building relationships and what relationship is perfect?” - Charlene Li
  18. 18. Guiding Principles <ul><ul><li>Plan with purpose </li></ul></ul><ul><ul><li>Align key stakeholders in the organization </li></ul></ul><ul><ul><li>Set expectations and guidelines </li></ul></ul><ul><ul><li>Be transparent and add value </li></ul></ul><ul><ul><li>Monitor and apply feedback </li></ul></ul><ul><ul><li>Give first! </li></ul></ul>
  19. 19. Organizational Alignment
  20. 20. Trust is the key. <ul><li>Increased trust builds customer acquisition/retention and improves performance </li></ul><ul><li>Trust creates brand advocates and evangelists </li></ul><ul><li>Lack of transparency decreases trust </li></ul><ul><ul><li>Research report: The Importance of Consumer Trust </li></ul></ul><ul><ul><li>on FI Profitability, Javelin Strategy & Research, April 2009 </li></ul></ul>
  21. 21. How Social Media Can Build Trust <ul><li>By listening and responding </li></ul><ul><li>By increasing transparency </li></ul><ul><li>By being accessible and helpfu l </li></ul>
  22. 22. What’s Next? The ‘what’s the next Twitter?’ syndrome; aggregators; location-based apps
  23. 23. Questions
  24. 24. <ul><li>“ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” </li></ul><ul><li>Charles Darwin </li></ul>Thank You! Robin Neifield CEO NetPlus Marketing, Inc. www.netplusmarketing.com Twitter: @neifield Linkedin.com/ rneifield

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