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7 Social Media Secrets

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The 7 social media secrets that every corporation should know.

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7 Social Media Secrets

  1. 1. The 7 Social Media Secrets Every Corporation Should Know<br />Presented To: 2010 iStrategy Conference<br />Location: Berlin, Germany<br />Susan Rice Lincoln <br />
  2. 2. How we will talk today<br />Let’s try to be as ‘social’ as possible<br />We’llreview 7 Secrets of Social Media <br />I will presentmythoughts<br />You addyours<br />This is YOUR presentation, not mine<br />We can’t do everything in an hour and 15 minutes...<br />
  3. 3. Social Media is a particularblend of magic<br />Tactics<br />Strategy<br />Details<br />THE BIG PICTURE<br />Getting the balance right is a big challenge <br />
  4. 4. The Seven Secrets<br />1. Big Picture<br />2. Right Thoughts<br />3. Fall Back<br />4. SpringForward<br />5 Observe<br />6. Strategize<br />7. Measure<br />
  5. 5. Social Media Secret Number 1:Big Picture <br /><ul><li> In the last 1460 days the world as we knew it exploded.</li></li></ul><li>Video – Social Media Revolution<br />
  6. 6. The web’s top sites are full of companies who are younger than first graders…<br />Top 10 Global Sites on Alexa:<br />1. Google<br />2. Facebook<br />3. YouTube<br />4. Yahoo<br />5. Windows Live<br />6. Wikipedia<br />7. Blogger.com<br />8. Baidu.com<br />9. MSN<br />10. QQ.com<br />
  7. 7. If Facebook was a country it would be bigger than the USA <br /><ul><li> Facebook 360 million active users worldwide
  8. 8. US population is 307 million </li></ul>Source: Facebook(er) Desktop Widget<br />“Facebook(er) Users Worldwide”<br />
  9. 9. Social Media Sites AlreadyExceedTelevision’sReach<br />Monthly Global Unique Visitors (in millions)<br />Source: comScore as reported in “Top Social Media Sites of 2008 (Facebook Still Rising),” TechCrunch Dec 31, 2008<br />
  10. 10. And social media is not justabout the younggeneration…<br />Source: Accenture, 2009<br />
  11. 11. …or Americans….<br />Social Media Grows Like Wildfire Worldwide<br />Internet Users in Select Countries Who Have Created a Social Network Profile as of 2009<br />Data provided from eMarketer article: Focusing on Social Networks.<br />
  12. 12. 240 million Europeans use Social Media<br />*<br />*Source: Eranium. “Social Networking Map of Europe.” 3 Oct.. 2008. Online image. Flickr. 03 Feb. 2010. http://farm4.static.flickr.com/3276/2960555931_2ab7d5f171.jpg<br />
  13. 13. While 92 million Europeans are on Facebook alone<br />
  14. 14. This is a (consumer-led) revolution…<br />
  15. 15. For a long time, there has been a growingdisconnect between companies and consumers <br />76% of customers don’tbelieve companies tell the truth in advertising. Yet, 78% rate the credibility of word-of-mouth as 7 or higher on a 10 point scale. <br />Keller Fay Group 2006<br />Consumers in the USA and Europe are 86% lesstrusting of companies than theywere five yearsago.<br />Bain & Co. 2006<br />
  16. 16. Fill the gap with Social Media… …<br />
  17. 17. Social Media Secret Number 2:Right Thoughts<br /><ul><li>Having the right attitude is half the battle</li></li></ul><li>Mindwins over matter..<br />Toomany people think social mediatoolset<br />Too few people think social media mind set<br />
  18. 18. 1. Thinkpersonal, not corporate..<br />
  19. 19. Flickr/cindy47452<br />
  20. 20. Be transparent<br />
  21. 21. Be Nice<br />“It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again,” it told The Times.<br />“Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel”.<br />
  22. 22. 2. Think slow<br />
  23. 23. Social Media is a marathon, not a sprint<br />Flickr/MarcosVasconcelos Photography<br />
  24. 24. Social Media is not immediate<br />You are used to the high velocity of mass media:<br />Turn on an ad or promotion and see immediate results<br />The slow and steady of social media may frustrate <br />
  25. 25. Social Media is not efficient<br />Social media is the opposite of mass<br />Labor intensive<br />Highly involving<br />Non-standardized <br />
  26. 26. Create a community…one connection at a time <br />
  27. 27. Start with baby steps…<br />Go slow<br />Experimentwithlittle programmes<br />Learnwhatworks and doesn’twork<br />Expect and embracefailures<br />Dare to makemistakes<br />Know thatsuccess is around the corner<br />Social media is one interaction and one contact at a time<br />
  28. 28. 3. Think humble<br />
  29. 29. You need to acceptyoucan’t do everything<br />Social media is a blend of:<br />Excellent Strategy<br />Understanding of how your social media strategyfitsinto your overall business plan<br />Superior knowledge of the tools<br />Experience<br />Do you really think you have all those qualities in-house? <br />
  30. 30. Carefullydecidewho is going to help you..<br />Do you really have the capabilities in-house?<br />Chances are your agency hasn’t figured it out<br />Social media is not in their DNA<br />Still trying to sort out SEM and display<br />Many social media consultant have little experience<br />Don’t understand strategy<br />Don’t understand companies <br />
  31. 31. 4. Think Consumer to Consumer<br />The goal is to facilitate conversations BETWEEN your consumers rather than between YOU and YOUR consumer…<br />
  32. 32. You don’t manage the conversation. Your customerdoes! <br />
  33. 33. “<br />You can’t just say it. You have to get the people to say it to each other, says James Farley, CMO Ford.<br />“<br />
  34. 34. 5. Think positive <br />
  35. 35. 10. Learn how to respondwhen people saynegativethings about you<br />Listen<br />Respond<br />Fix things<br />
  36. 36. Negativecomments are a necessaryevil<br />Respond<br />Respond quickly<br />Respond politely <br />Transform your enemies into advocates<br />Don’t review your blog’s comments<br />Allow people to say negative things<br />Reviewing comments is poorly received by the blogosphere<br />It is better you know what people are saying than to ignore it<br />Enter into the dialogue<br />Tell your side of the story<br />
  37. 37. A recentstudy shows thatmostreviewsaren’t as negative as feared<br />90% of reviewers said they wrote reviews to help others make better purchasing decisions<br />70% said they wrote reviews to help companies improve their products<br />79% wrote reviews to reward the company<br />87% wrote reviews that were generally positive<br />Source: BazaarVoice, a website authored by Marketing Charts<br />
  38. 38. Criticism is not your enemy…your FEAR of criticismmay be..<br />A negative response is a cry for help AND an acknowledgement they care<br />
  39. 39. 6. Thinkoutside the box<br />
  40. 40. New technologycanre-define interactions between brands and consumers<br />Get rid of old thinking<br />Change the advertising paradigm of the 20th century<br />You need to innovate as much as technology has<br />Be respectful of digital touch points and community sensitivities<br />
  41. 41. Let’s look at some out of the box examples…<br />
  42. 42. Missouri Bank<br />Mobank serves an eclectic customer base of visionaries and artists<br />Doesn’t use social media to sell<br />Uses social media to build community philosophy<br />Cool image on Facebook<br />An online neighborhood<br />Customers interact like they do at the branches<br />
  43. 43. Video - Wear & Compare from Nedap<br />
  44. 44. Jet Blue…<br />
  45. 45. Hyatt’svirtual concierge service…<br />
  46. 46. Or Omni Hotels…<br />
  47. 47. @CoffeeGroundz was one of the first to start taking orders to go on Twitter <br />
  48. 48. Kogi BBQ transformed the mundaneinto a big business….. <br />Mobile Korean BBQ that travels around LA selling Korean tacos. <br />Now has 45,000 followers on Twitter by tweeting where the truck is going to roll up<br />Ran a t-shirt competition with fans voting on their favorite t-shirt design<br />The now-famous taco truck has reached cult status<br />
  49. 49. 1-800-Flowers links rewards programme to Facebook<br />Uses Gimme Love, an application from Loyalty Lab<br /> Connects customer loyalty programmes to Facebook applications and widgets<br />Rewards customers for activities they do on Facebook with the brand<br />For example, members of the 1-800-Flowers.com loyalty programme are rewarded when they refer friends to the company. <br />
  50. 50. H&R Block put the fun back into taxes<br />Engage with taxpayers by setting up a presence in many different parts of the social web<br />Depending on the audience/platform, made taxes funny, interesting, informative or personal.<br /> MySpace and YouTube<br />Created spoof character Truman Greene who sang parody songs about his love of taxes<br />Facebook<br />Useful fools for people<br />Tips <br />Education<br />Twitter<br />Experts available 24/7 to answer questions<br />
  51. 51. Aleksandr Orlov and Compare the Meerkatre-defined car insurance<br />
  52. 52. This car insurance programme has enjoyed a wildsuccess<br />The official YouTube video <br />80,00 views + <br />Over 320,000 Facebook fans <br />Hugenumber of comments and likes<br />customized photos<br />Petitions to getcuddlytoys<br />Alsoloved on Twitter<br />
  53. 53. This car insurancecompany has enjoyed a wildsuccess<br />In first 3 days of programme, ¾ of monthly quotes target was achieved<br />Year on year uplift was 45%<br />Success due to <br />Great on and offline synergy<br />Integration of offline direct marketing campaign with a strong social media programme<br />
  54. 54. Think out of the box with your choices of social media toolstoo<br />Flickr<br />Slideshare<br />Podcasting<br />Yelp<br />Foursquare<br />
  55. 55. 7. Think social OUTSIDE your company and selling INSIDE your company<br />
  56. 56. Find the sweet spot between selling and social… <br />Social media networks are fragile<br />They don’t like commercial promotion<br />Don’t hawk your products <br />Selling on social media is a turnoff<br />Talk about your products only in the spirit of conversation<br />Your selling should be about 10% of your content<br />Network through social media<br />Sell elsewhere<br />
  57. 57. “<br />It&apos;s not the typical one-way push kind of conversation. You wouldn&apos;t burst into a cocktail party and just start handing your business card to people and leave. The online space is no different.<br />“<br />Scott Monty, Ford<br />
  58. 58. But thinksell (inside your company)<br />
  59. 59. Thinksellinside the company...<br />Everyone needs to be a stakeholder<br />Legal<br />HR<br />Sales<br />Logistics <br />Communicate social media objectives company wide <br />Refresh objectives/strategies on regular basis<br />
  60. 60. Build support anywayyoucan<br />Build support with<br />1 on 1 meetings<br />Larger group sessions<br />Meet/convince key influencers<br />Manage expectations<br />
  61. 61. Show why social media will help meet business objectives<br />
  62. 62. Social Media Secret 3: Fall Back <br />
  63. 63. Go back to basics<br />
  64. 64. Your blog should be your starting point<br />
  65. 65. A blog islike an elephant<br />
  66. 66. Your blog has infinitebenefits…<br />Establishesyou as a thought leader<br />Increases your credibility<br />Allowsyou to converse with consumers and prospects<br />Givesyou a veryclearidea of what is important to people in your market<br />Is a keylaunching pad into social media <br />
  67. 67. Here are 10 possible ways to use a blog <br />Provide resources/tips related to your industry<br />Establish yourself as an expert in your field <br />Report back from an event or conference<br />Involve your staff and let them share their knowledge<br />Provide a place for consumers to share information <br />Give your customers a place to voice their opinion<br />Share your story<br />Share your clients’ stories <br />Talk about your products (the good/the bad/the ugly)<br />Discuss products/trends affecting your industry <br />
  68. 68. Use your blog posts in multiple ways<br />Link your blog with Facebook <br />Use Facebook’s Notes feature<br />Link to your personal profile page and/or your business fan page<br />Tweet about your blog. <br /> Automatically send out a Tweet when you publish a new post <br />Send a Tweet with an interesting statistic (from your blog post) and a link to the post<br />If your blog post answers a controversial question, ask the question in Twitter with a link to the post<br />
  69. 69. Use your blog post in multiple ways<br />Edit your blog post for article directories<br />Upload your article on Ezinearticles.com<br />Publishers of ezines/newsletters/blogs use content from Ezinearticles.com in their publications, giving credit to the author with a link to your website<br />Great way to drive traffic to your website and establish yourself as a thought leader<br />Depending on the size of your blog, you may be able to submit several articles from one blog post. <br />
  70. 70. Use your blog post in multiple ways<br />Submit your blog posts to print publications<br />Newspapers<br />Association newsletters<br />Magazines<br />Record your blog posts<br />Take your best blog posts<br />Record on a digital recorder<br />Or record directly into computer with a microphone<br />Use free software Audacity.<br />Post the recordings on your website<br />Burn them onto CDS/DVDs and give them to prospects<br />
  71. 71. Use your blog post in multiple ways<br /><ul><li>Create a video
  72. 72. Make a video of you reading a blog post
  73. 73. Use a Flip Video camera
  74. 74. Show your face and let people get to know you
  75. 75. Make a slide show
  76. 76. Divide your blog post into slides
  77. 77. Add audio
  78. 78. Post on Slideshare
  79. 79. Turn post into a book or Ebook
  80. 80. Put several posts together into an instructional booklet
  81. 81. Offer the book free off your website
  82. 82. Reformat your blog post into a press release
  83. 83. Send to local media
  84. 84. Publish Online</li></li></ul><li>Re-think the roleof your website<br />
  85. 85. The most common user action on a Web site is to flee.<br />“<br />“<br />Edward Tufte, Information Design Guru<br />
  86. 86. A bad web site is like a grumpy salesperson.<br />“<br />“<br />Jakob Nielsen, Web Usability Guru<br />
  87. 87. The majority of websites are STILL likefancy business cardsfloating in cyberspace<br />
  88. 88. There is a big difference between a Web 1.0 site and a Web 2.0 site <br />
  89. 89. Your website is one of the biggeset social media toolsyou have <br />Your website should be a place where:<br />Prospects/Customers can join your network<br />Prospects/Customers can talk to each other<br />Prospects/Customers can access interesting content<br />Prospects/Customers can promote your content<br />You place links/buttons to other social media spaces: <br />Twitter<br />Facebook<br />LinkedIn<br />Yelp<br />
  90. 90. Start thinking about your websitedifferently<br /> Build it not just from YOUR point of view, build it from your customer ‘s point of view<br />A customer comes to your site to solve HIS problem, not to find out about what YOU think about YOU. <br />Let other people publish on your website<br />Customers<br />Prospects<br />Partners<br />Other members of the community<br />Dare to incorporate negative and positive views about your product i.e. use unfiltered customer testimonials<br />
  91. 91. Your websiteshould be a communityresource<br />Be a credible source of opinion and fact<br />Be the Oprah Winfrey for your industry <br />Customers will make your site the first place to go for information in your industry<br />You can build better products and services with real-time customer feedback<br />You will be a community resource that helps meet your customer needs faster<br />You will build trust<br />
  92. 92. Think about social media as a hub withspokes (not a two-way radio)<br />Use one place as a launching point or hub<br />Your blog<br />Your website<br />
  93. 93. Social Media Secret Number 4: SpringForward<br />
  94. 94. Stepinto the future withvideo and mobile <br />
  95. 95. By 2012, 40% of all videoconsumptionwilloccuroutside of the television set. Learmonth, M. <br />Flickr/joelfrijhoff<br />
  96. 96. A picture is worth a thousandwords<br />Let people see your products<br />Let people see YOU<br />Videos (and photos) are:<br />Easy to create<br />Easy to publish<br />Allow you to explain complex how-to concepts <br />Explain step-by-step directions better than the written word <br />Show your business is fun <br />Make your company more approachable <br />
  97. 97. There are manywaysyoucan use video<br />Show your products<br />Interview your clients<br />Interview key thought leaders<br />Have someone interview you<br />Do a visual walkthrough of your company or a product<br />Answer FAQs<br />Read out your favorite blog posts<br />Show you or a member of your team giving a public presentation<br />Video you being interviewed by the media<br />Use video as a form of training for your real or virtual team<br />
  98. 98. Getrelaxedwith a Flip Camcorder<br />
  99. 99. Think about combininghigh-levelfootagewith your Flip footage<br />
  100. 100. Use Tubemogul.com and move beyondYouTube<br />
  101. 101. Video - Will It Blend? <br />
  102. 102. Mobile is about to stun us all…<br />“<br />With all the capabilities these phones that are coming out have like GPS, cameras - we think there is the potential to actually make this mobile Web better than the PC Web. - Google&apos;s VP of product development<br />“<br />
  103. 103. The increase in mobile phones is attracting companies to mobile social media <br />
  104. 104. Facebookis the most favorite social media network for mobile applications <br />
  105. 105. Mobile applications are proliferatinglikerabbits<br />
  106. 106. Volkswagen goes 100% Mobile for launch of GTI<br /><ul><li> Mobile drives social media usage
  107. 107. Social media usage drives mobile</li></li></ul><li>Think about offering your customers an exceptional product experience on the go.<br />
  108. 108. FollowTasti D-Lite’s lead…<br />The first restaurant to incorporate social media rewards into their loyalty programme<br />Customers accrue extra points (and earn free frozen treats faster) for Foursquare check-ins and tweets automatically made when their TastiRewards cards are swiped.<br />The exchange of goods for check-ins is a way of treating social media as currency<br />
  109. 109. FollowTasti D-Lite’s lead…<br />
  110. 110. FollowTasti D-Lite’s lead…<br />
  111. 111. Its social and its smart…and itsrevolutionising the waywethink.. <br />The company will get accurate accounts on the quantity of tweets/check-ins with card swipes<br />It can quantify social media updates with sales figure<br />It can track change over time and assess the influence of the TastiRewards tweets and check-ins as it pertains to the growth of the programme<br />
  112. 112. Social Media Secret Number 5: Observe<br /><ul><li>Understand your social media world beforeyoustepinto it…</li></li></ul><li>You must understand the social media conversation swirling around you..<br />About you<br />About your company<br />About competitors<br />About your space<br />Flickr/Matt Hamm<br />
  113. 113. You need to understandit all…<br />What are your customers/prospects talking about?<br />Where are theytalking?<br />Whoistalking?<br />What are the issues or problemstroubling people?<br />Are therebreakthroughs in your field that are getting people excited?<br />Whatdoes your consumer like?<br />Whatdon’ttheylike?<br />Where are you in all of this conversation?<br />
  114. 114. You alsoneed to know everything about your competitors<br />Their overall presence<br />Where they are<br />What they are talking about<br />Their tone of voice<br />What kind of activity they are engaging in<br />How their customers and prospects are speaking to them<br />Their problems<br />Their opportunities<br />How effective they are<br />
  115. 115. As well as identify and trackthe keyinfluencers<br />Who are the influencers?<br />What do they think is important?<br />What do they think about you?<br />Are they talking about you?<br />What are the compelling issues? <br />
  116. 116. Start by identifying your questions<br />Flickr/MyKPWedding<br />
  117. 117. Key questions?<br />Start with the basics:<br />Where are people talking about me and my industry?<br />Social Media Networking?<br />Twitter?<br />YouTube?<br />Flickr?<br />Groups?<br />Social Bookmarking<br />
  118. 118. Key questions? <br />Who are theytalking about?<br />Companies<br />People<br />Brands<br />No one<br />Whoisdoing the talking?<br />Age group<br />Sex<br />Location<br />Consumers<br />Prospects<br />Influencers<br />
  119. 119. Key questions?<br />Who are my influencers?<br />Who is talking about my brand?<br />Who is talking about my competitors<br />Who is talking about my industry? <br />What is their social reach? (on Facebook/Blog/Twitter/LinkedIn/Forums) <br />Who is listening to them? <br />
  120. 120. Key questions?<br />What are the types of subjectsdiscussed?<br />New products?<br />Problemswithcurrentproducts/service?<br />New overall trends?<br />Life?<br />
  121. 121. What are your key questions?<br />Whatis the tone of the conversation in terms of you/yourcompany?<br />Satisfied?<br />Complaining?<br />Very interactive? <br />Uninvolved?<br />What is the tone of the conversation in terms of your competitors?<br />Satisfied?<br />Complaining?<br />Very interactive? <br />Uninvolved?<br />
  122. 122. Key questions?<br />Do youseeobvious areas thatneed to bechanged?<br />Type of conversation<br />Subject of conversation<br />Tone of conversation<br />Overallpresence<br />Improvement in target audience<br />
  123. 123. Thendecide how youwill monitor<br />Free tools<br />Paid services<br />Or a combination of the two?<br />
  124. 124. A good starting point is Google Alerts<br />Scans the internet for important keywords <br />Keeps you up-to-date on new developments related to those keywords. <br />Allows you to reduce information overload while remaining informed<br />Gives you a good idea about where you are placed in the social media space <br />Delivers all this timely information into your e-mail box<br />
  125. 125. Technoratiwill help yousearch blogs<br />
  126. 126. Monitterhelpsyoutrack conversations on Twitter <br />
  127. 127. Friendfeed.com is a greattool<br />
  128. 128. Who’s talkin.com is another option<br />
  129. 129. And don’tforgetBoardTracker<br />
  130. 130. Social Mention is a free keywordtracker<br />Displays key stats like sentiment in a nice dashboard<br />Does not store data for you<br />An instant snapshot of the last 30 days activity<br />
  131. 131. Here are somepaid monitoring tools<br />Radian 6 <br />Techrigy SM2<br />Scoutlabs<br />Trackur<br />
  132. 132. Radian6 <br />Expensive<br />Multiple dashboards: Conversation Clouds, Rivers of News, Topic Trends.. Tutorial videos<br />Simple,intuitive, easy to set up<br />Detailed reporting <br />Pricing<br /> $500 for up to 10,000 search results/month<br /> $1500 for 50,000 search results/month<br />.<br />.<br />
  133. 133. TechrigySM2<br />Not as intuitive as Radian6<br />Good, solid product<br />Video tutorials<br />$600/month for 20,000 results <br />$4800 for 5000,000 stored results<br />
  134. 134. Scoutlabs<br />Simple to use<br /> setting up searches is easy<br />Less complex but just as useful asRadian6 or SM2 ; a useful stripped down version <br />Easy-to-use overlay feature so you can compare data trends<br />$99 per month for 5 concurrent searches<br />$749 per month for 125 concurrent searches<br />
  135. 135. Trackur<br />Very basic app which will give you a simple view<br />Search by influence<br />Apply a simple sentiment rating<br />View simple graphs<br />$18/month for 3 searches updated 2x a day<br />$197/month for 150 searches updated every 30 minutes<br />
  136. 136. Social Media Secret 6:Strategize<br />Rememberthatusing a social media tool is NOT a strategy…<br />
  137. 137. Whatis a strategy?<br />Flickr/Army.mil<br />
  138. 138. Forget about tools - Think about purpose<br />You can’t possibly use ALL the tools we have discussed<br />Figure out what you want to do first<br />The question isn’t what tool should we use<br />The question is what do we want to achieve<br />Imagine someone asking, Ï just got a screwdriver..what should I fix?”<br /> You don’t get a tool and look for a problem.<br /> You isolate a problem and then select the appropriate tool to fix it with<br />
  139. 139. Your strategycomes as a direct resultfrom your assessment…<br />Through the assessment (Step 4) you have done the following:<br />Discovered where your supporters/potential supporters are in the social media space<br />Seen/heard/read what they are discussing<br />Understood their concerns<br />Been inspired by their dreams<br />Now it is time to figure out how to ENGAGE those supporters<br />Plan your objectives<br />Decide on your goals<br />Figure out what you want to achieve<br />Be clear about how you want to measure it <br />
  140. 140. There are four distinct steps in the creation of your strategy<br />Create a social SWOTs analysis (on the basis of your assessment) <br />Social Strengths<br />Social Weaknesses<br />Social Opportunities<br />Social Threats<br />Choose your strategy (goals/objectives) on the basis of the social SWOTs<br />Select the tools you will use to achieve your strategy<br />Decide how you are going to measure your programme’s success/failure<br />
  141. 141. 1.The SWOTsanalysisshould be easy…<br />
  142. 142. 1.The SWOTsanalysisshould be easy…<br />
  143. 143. 2. Pick your strategy on basis of your SWOTsanalysis<br />Here are someexamples:<br />Increase brand awareness<br />Build your community<br />Generateleads<br />Manage brand perception<br />Deal withcustomer service issues<br />Establish yourself as a keythought leader<br />Get to know the influencers in your field <br />Give your social media community a set of specialperks (coupons/discounts/special products) <br />Stimulateexcitement and interest in your category<br />Increase traffic to your blog and/or website<br />Talk more intimatelywith niche audiences<br />
  144. 144. Use your brand promise as a guidingprincipleacross social media efforts<br />
  145. 145. Understand the value a companyoffers a community<br />Go back to the core value your organization offers<br />This is the heart of your social media strategy begins<br />Don’t use tools just because they are ‘hot’; this is putting the cart before the horse. <br />
  146. 146. Build Community<br />Traffic<br />Social Net. Sites<br />Social Bkmarks<br />Converse withCommunities <br />of Passion<br />Thought<br />Leadership<br />Blogs<br />Podcasts<br />Videos<br />Microblogs<br />High Emotion/Immediacy<br />Brand Awareness<br />3. Pick the toolthat matches your strategywith the Web Wheel<br />
  147. 147. 4. Defineexactly how youwillmeasuresuccess<br />On a piece of paper, write down whatyouwant to achieve<br />Be specific<br />Increase number of followers on Twitter by 500<br />Increase number of fans on Facebook fan page by 35%<br />Increase contacts in your LinkedIn Network by 350<br />i.e. increase sales by $10,000<br />i.e. increase comments on blog by 20%<br />
  148. 148. Social Media Secret Number 7: Measure Your Movement<br />
  149. 149. Video - Social Media ROI<br />
  150. 150. MyVouchers.co.uk shows us a new way<br /><ul><li>Use Facebook and Twitter to notify followers of discount voucher codes (for online sales)</li></ul>Search function within Facebook group for codes and discounts<br />Constant feed of best discounts <br />Offering followers something for nothing, rather than hard sell<br /><ul><li>Leap in traffic and money spent </li></li></ul><li>The results for MyVoucherCodes.co.uk? <br />Facebook and Twitter<br />More than £21.4m sales <br />12% total sales in fourth quarter 2009 <br />12,000 fans on Facebook and 2,600 Twitter followers averaging 6 visits/month to site<br />4,070,000 visitors courtesy of Facebook and Twitter<br /> <br />
  151. 151. “<br />I’ve seen many people say that having a<br />presence on social media networks does<br />little more than improve brand<br />awareness for companies – but our<br />experience really proves that social<br />media really can be a worthwhile form of<br />marketing, said Managing Director of<br />MyVoucherCodes.co.uk, Mark Pearson<br />“<br />
  152. 152. Gary Vaynercuk<br />Grew his business from 4-50 million<br />Wine TV Library<br />Showed off Gary’s personality and knowledge <br />Gary experienced the followingresults:<br />$15000 in Direct Mail=200 new customers<br />$7500 Billboard=300 new customers<br /> $0 Twitter = 1,800 new customers.<br />
  153. 153. Companies who engage in social media are more successful<br />Wetpaint/Altimeter Study found companies deeply engaged in social media:<br />Have better revenues <br />Enjoy better profits<br />Companies with highest levels of social media activity grew on average by 18%<br />Companies with least amounts of social media activity sales declined by -6%<br />
  154. 154. Lenovo achieved big costsavings<br />20% reduction in call center activity as customers go to community websites for answers<br />
  155. 155. Burger King Whopper Sacrifice Facebook programme<br />Asked users to give up 10 of their Facebook friends in exchange for a free Whopper<br />$50,000 programme<br />32 million media impressions<br /> (t $400,000 in press value<br /> equivalent of the<br /> population of 19 states) <br />
  156. 156. The Blendtec Will itBlendvideoincreased sales 500% <br />
  157. 157. Dell sold $3 million worth of computers on Twitter<br />
  158. 158. Intuit’s Live Community<br />Introduced Live Community into TurboTax products 2 years ago<br />Live Community allows customers to ask each other questions<br />Unit sales increase +30% each year<br />Now integrated Live Community into other products (Quickbooks, Quicken) <br />.<br />
  159. 159. BarackObama<br />5 million fans on social media<br />5.4 million clicked on an “I voted for Obama” Facebook button.<br />3 million online donors contributing $500 million in fundraising<br />92% of donations in increments less than $100<br />
  160. 160. Moonfruit<br />Web host provider got back $15,000 social media investment<br />Website Traffic soared +300% while correspondingly sales increased +20%.  <br />Huge lift in search engine rankings<br />
  161. 161. How do youmeasure social media success? <br />
  162. 162. Social optimisation is the keyword<br />You want people to make a noise. <br />You want people to store and share things. <br />You want people to love your website.<br />You want people to visit more frequently<br />You want people to refer your company to their friends.<br />You want people to buy into your brand. <br />You want people to buy your products. <br />
  163. 163. Decide the ultimateaim of a social media programme<br />Product awareness (measured in conversational terms)<br />Real sales (measured by actual sales figures)<br />Something else <br />Need a clear picture in order to track results <br />
  164. 164. The best way to manage measurementis to separate out social from media<br />Qualitative (Social)<br />Customer satisfaction<br />Loyalty<br />Interaction<br />Feedback<br />Quantitative (Media)<br />Sales revenue<br />New leads<br />Newsletter subscribers<br />Decide what you want to track<br />Measure the metrics that matter to you<br />
  165. 165. Social (Qualitative) MeasurementExamples<br />Example #1: Rackspace IT Hosting campaign to build loyalty and trust. <br />Idea: Be nice to customers who mention your company and/or product name on TwitterSuccess Metrics: <br />Amount of positive comments sent to customers per week within a given time <br />Amount of conversations that started from the comment<br />Goal: N amount of positive conversations about your company or product per week<br />
  166. 166. Social (Qualitative) MeasurementExamples<br />Example #2: Starbuck’s Campaign to increase customer satisfaction.<br />Idea: Engage with customers and prospects using social media and ask what they would like from you.<br />Success Metrics:<br />Amount of good suggestions <br />Amount of the good suggestions received that your company actual implements<br />Goal: N amount of suggestions collected per month and N amount that you actually implement.<br />
  167. 167. Social (Qualitative) MeasurementExamples<br />Example # 3: Copyblogger campaign to increase authority.<br />Idea: Start a blog on a topic that relates to their company and which positioned them as an expert. <br />Success Metrics: <br />Amount of influential blogs linking to them<br />Page rank relative to that of competitors<br />Amount of organic traffic per month<br />Amount of traffic that converts to sales<br />Goals:<br />N page rank by a certain date<br />Nth position in page rank relative to competitors by a certain date<br />N% of organic traffic per month<br />$N per month attributable to referrals from blog<br />
  168. 168. Media (Quantitative) Examples<br />Example #1: Burger King campaign to increase offline sales<br />Idea: Implement a promotion on a social media platform. Give participants a printable campaign voucher so you can track where the offline sales originated. <br />Success Metrics: <br />Monthly sales<br />Monthly store traffic<br />Goals:<br />$N monthly sales<br />N% increase in store traffic over the pre-promotion period<br />
  169. 169. Media (Quantitative) Examples<br />Example #2: Dell Outlet Campaign to increase online sales<br />Idea: Use Twitter to inform prospects about special promotions. Capitalize on Twitter’s real-time nature for exclusive limited-customer and/or limited time offers<br />Success Metrics: <br />Monthly sales and new customers attributable directly to Twitter<br />Monthly revenue generated from customers originally from Twitter (e.g. did the customer go back later and buy more)<br />Goals:<br />$N monthly sales<br />$N monthly sales directly attributable to Twitter<br />
  170. 170. Hereis how youcanmeasure<br />Bookmarks<br />Comments<br />Downloads<br />Email subscriptions<br />Fans (become a fan of something / someone)<br />Favourites (add an item to favourites)<br />Feedback (via the site) <br />
  171. 171. Hereis how youcanmeasure<br />Followers (followsomething / someone)<br />Forward to a friend<br />Groups (create / join / total number of groups / group activity)<br />Install widget (on a blog page, Facebook, etc)<br />Invite / Refer(a friend)<br />Key page activity (post-activity)<br />Love / Like this (rating) <br />
  172. 172. Hereis how youcanmeasure<br />Messaging (onsite)<br />Personalisation (pages, display, theme)<br />Posts<br />Profile (e.g. update avatar, bio, links, email, customisation, etc)<br />Print page<br />Ratings<br />Registered users (new / total / active / dormant / churn)<br />
  173. 173. Hereis how youcanmeasure<br />Reviews<br />Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)<br />Tagging (user-generatedmetadata)<br />Testimonials<br />Time spent on key pages<br />Time spent on site (by source / by entry page)<br />
  174. 174. Hereis how youcanmeasure<br />Total contributors (and % active contributors)<br />Uploads (add an item, e.g. articles, links, images, videos)<br />Views (videos, ads, rich images)<br />Widgets (number of new widgets users / embedded widgets)<br />Wishlists (save an item to wishlist)<br />
  175. 175. “We&apos;re still in the first minutes of the first day of the Internet revolution” <br />Scott Cook<br />

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