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Build Winning Integrated Social Media Campaigns

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Build Winning IntegratedSocial Media Campaigns<br />Kami Watson Huyse, APR<br />Presented for:<br />Flickr Photo by Kevin ...
SITUATION AUDIT<br />
Communication Audit<br />SWOT Analysis<br />Goal POST process<br />Where can social improve tools and processes?<br />Wher...

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Build Winning Integrated Social Media Campaigns

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Social media campaigns are often heavy on tactics, like Facebook and Twitter, and light on strategic framework. Discover how organizations are applying the discipline of public relations to social media campaigns and how you can become adept at doing the same. Learn how to measure the results of online campaigns, including three ways to start measuring immediately. Look at real-world case studies with applicable strategies and techniques that can be adopted for your own online campaigns.

Social media campaigns are often heavy on tactics, like Facebook and Twitter, and light on strategic framework. Discover how organizations are applying the discipline of public relations to social media campaigns and how you can become adept at doing the same. Learn how to measure the results of online campaigns, including three ways to start measuring immediately. Look at real-world case studies with applicable strategies and techniques that can be adopted for your own online campaigns.

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Build Winning Integrated Social Media Campaigns

  1. 1. Build Winning IntegratedSocial Media Campaigns<br />Kami Watson Huyse, APR<br />Presented for:<br />Flickr Photo by Kevin Dooley<br />
  2. 2. SITUATION AUDIT<br />
  3. 3. Communication Audit<br />SWOT Analysis<br />Goal POST process<br />Where can social improve tools and processes?<br />Where can social supplement these tools and processes?<br />
  4. 4. Charting Tactics<br />
  5. 5. Environmental Scan<br />Stakeholders<br />Influentials<br />Vocal Bystanders<br />Determined Detractors<br />Competitors<br />
  6. 6. Conversation Map<br />Inactives<br />Taken From: Forrester Technographics Ladder<br />
  7. 7. Do your HOMEWORK<br />Build a viable<br />BUSINESS CASE <br />
  8. 8. Manage Risk<br />From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4<br />
  9. 9.
  10. 10. POLICY<br />
  11. 11. Analyze Opportunities<br />
  12. 12. From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5<br />
  13. 13. Mayo Clinic<br />http://www.youtube.com/watch?v=RI-l0tK8Ok0<br />
  14. 14. GoDaddy and NetSol<br />
  15. 15. Correlate: Engagement dB<br />Altimeter and Wet Paint, 2008<br />
  16. 16. Revenue Growth<br />
  17. 17. Financial Performance<br />
  18. 18. Backdoor Blog<br />
  19. 19. The Conductor<br />
  20. 20.
  21. 21. Integrated Media<br />
  22. 22. Editorial Strategy<br />Stakeholder Mapping<br />Value Proposition<br />Editorial Mission<br />Content Plan<br />Vehicle Choice<br />Own Up<br />
  23. 23. Inactives<br />Taken From: Forrester Technographics Ladder<br />
  24. 24. “Ask not what your [community] can do for you, but what you can do for your [community]”<br />
  25. 25. Social Environment<br />Relational Objectives<br />Context<br />Based on Communication Process Model, Wilbur Schramm<br />From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r<br />
  26. 26. CSR – Approach 1<br />“Pledge to End Hunger” SxSWi<br />2 influencers (@Kanter and @ChrisBrogan)<br />140 kids per click<br />Results: 140,000 lbs of food to Austin and 560,000 lbs. in other states<br />
  27. 27. CSR – Approach 2<br />Tide – “Feeding America” partnership<br />150 influencers<br />Tide T-Shirt Sale $20 (donate portion of proceeds)<br />Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision<br />
  28. 28. Social Media Ecosystem<br />
  29. 29. The Trust Principle<br />“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. <br />You accomplish this over a period of TIME with Words, Actionsand Deedsthat allow trust to be built.” <br />-Little Teal Book of Trust, Gitomer<br />
  30. 30. Human Resources<br />
  31. 31. On Junior Staff…<br />agilliam Says: October 12, 2008 at 9:33 am<br />“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”<br />
  32. 32. The Social Media Team<br />
  33. 33. Cross Functional Teams<br />
  34. 34. Social Media Guidelines<br />Comfort level<br />Structure<br />Leverage<br />
  35. 35. Laws and Regulations<br />Fair Use<br />Intellectual Property<br />Defamation<br />FTC Guidelines<br />Field-specific<br />IRS<br />
  36. 36. On Lawyers…<br />“The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”<br />- Guy Kawasaki, “The Art of Partnering”<br />
  37. 37. Measurement and objectives<br />
  38. 38. “We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” <br />Leo F. Buscaglia  (American author and speaker, 1924-1998)<br />
  39. 39. What to Measure<br />
  40. 40. Setting Measurable Objectives<br />requires asking<br />How MANY <br />by WHEN?<br />
  41. 41. WHAT do you <br />hope toACHIEVE?<br />
  42. 42. Measure THAT<br />
  43. 43.
  44. 44. Beware Outputs or Interests<br />Following counts<br />Number of mentions<br />Number of re-tweets/shares<br />Number of links<br />RSS Subscriptions<br />But are they taking action?<br />
  45. 45. 5S Attitude Measures<br />Sentiment Analysis<br />Satisfaction Scores<br />Search Action<br />Stickiness<br />Survey Relationship<br />
  46. 46. Measuring Relationships<br />Control Mutuality <br />Trust <br />Satisfaction <br />Commitment <br />Exchange Relationship <br />Communal Relationship<br />Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations<br />
  47. 47. Business Outcomes/Actions<br />Correlations<br />Butts in Seats<br />Coupons and Codes<br />Benchmarking<br />The Funnel<br />Ask them why<br />
  48. 48. Waste Management/Greenopolis<br />Waste Management VC<br />Increase recycling and reduce waste<br />Learn. Act. Reward. Together<br />Online: Community, Twitter, YouTube,Facebook and User Generated Content<br />On-Street: Greenopolis Recycling Kiosks<br />Stakeholder Rewards: Greenopolis Rewards program<br />
  49. 49. Greenopolis Measures<br />
  50. 50. Measurement Tools<br />Analytics – Google Analytics, Web Trends<br />Mentions –Google blogs, Ask.com blogs<br />Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others<br />Traditional Tools – Surveys, polls, focus group research<br />Grunig Relationship Survey – Institute for Public relations Research<br />
  51. 51. Benchmark to Competitors<br />
  52. 52. Sentiment Analysis<br />@netsolcares<br />
  53. 53. Trackable Offers<br />
  54. 54. Conversation?<br />@lettergirl<br />#journchat<br />
  55. 55. BIBLIOGRAPHY<br />Naked Conversations, Robert Scoble and Shel Israel<br />The New Rules of Marketing and PR, David Scott Meerman<br />Measuring Public Relationships, KD Paine (purchase at www.measureofsuccess.com)<br />Personality Not Included, RohitBhargava<br />Groundswell, Charlene Li and Josh Bernoff<br />Twitterville, by Shel Israel<br />The Networked NonProfit, Beth Kanteryvj<br />
  56. 56. Kami Watson Huyse, APR@kamichatwww.zoeticamedia.comkami@zoeticamedia.comBlog: www.kamihuyse.com<br />Copyright 2010 © all rights reserved<br />

Editor's Notes

  • Start inside your own house, with what you can controlSWOT Analysis: Strengths, weaknesses, Opportunities, ThreatsWhat are you doing?Why are you doing it?What are the results?
  • Layout all planned communication and marketing events and opportunities for the yearMedia tour: tweetupsEvent: Invite influencersVIP: Add online VIP, tooMedia Event: Ustream it
  • External look, WHO is criticalRelevant platforms, manage expectations
  • Then move on to your boss/organization, to prove ROI
  • Negative Comments. LIKELY 100Loss of Control Over the Message. LIKELY 80Neglect. LIKELY 50Misunderstanding the Culture of the blogosphere. LIKELY 35Unprepared or Loose-Cannon Employees. POSSIBLE 15Fueling a Firememe of Criticism. POSSIBLE 15Legal Liabilities. UNLIKELY 2Losing the Farm. UNLIKELY 2Negative Impact on Stock Price. UNLIKELY 1 Tort Lawsuits. UNLIKELY 1
  • Corporate speak, leading with policy – never works.
  • Millions Watched: 6.8 million to date (vid date Sept 24, 2008, Current date: March 22, 2010)
  • Charlene Li, Altimeter and Wet Paint collaborated last July, “Engagementdb” Correlated the financial performance of the Top 100 brands to financial performanceTop 100 brands according to Business Week/Interband Best Global BrandsLooked at social presence and social engagementClassified companies as:Wallflowers – Six or fewer channels, less engagedSelectives – Six or fewer channels, highly engagedButterflies – Six or more channels, less engagedMavens – Six or more channels, highly engaged
  • Clearly this is not causal but a correlation. Caveat is that the overall culture in the organization may have led to both better performance AND higher than average profitThis chart shows revenue growth for each of the four areas of Wallflowers, Selectives, Butterflies and MavensThose with the most engagement had better overall growth
  • Interesting here is that when it come to profit, both Gross Margin margin (Gross Income/Net Sales) and Net Margin Growth (Net Profit/Revenue), the Selectives and Mavens (high engagement) again did better than average, with Mavens doing especially better than average.Which leads to the question, how can companies move through the levels to Maven status, what does it take?Internal evangelistManagement buy inGuidelines as guardrailsCultural shiftAnd how can PR help to lead that change?
  • Strategy: Personal Connection
  • Media Landscape (paid media has become an enabler for reach and to drive engagement)
  • Organization –Culture; Products, Services, Info; Strategy, communication and salesCommunity – Needs and Desires; Time, Money Talent; Attention (Interest, Attitudes and Action)
  • But you may wonder. How will I ever get all of this done?
  • Robot and Rob at RackspaceTeam at SeaWorld, cross-discipline teamNetSol, Shashi, contractors and Raj
  • A few laws that govern social media
  • Outputs are the easiest to measure, but they tell you the least. Use Free programs like Google AnalyticsFollowing counts: Who is following you, spambots, friends, foes, do you know the difference?Number of mentions: Mentions are great, but are people taking action?Number of links: Number of links are helpful, but referral traffic is betterSubscriptions: Are also wonderful, show interest, but how many are actually reading, clicking through and interacting, the open rate and the click rate are more interesting. How touse analytics:Set up funnels to see action path, track referrals and reward them, find influencers and build relationships, determine popular and relevant keywords, popular content informs futurecontent
  • Measure outcomes or Actions, not outputs or Interest measures.Sentiment Analysis: Many paid monitoring services offer it, Radian6, etc.Relationship Survey: IPR, Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations measures Control Mutuality, Trust, Satisfaction,Commitment,Exchange Relationship andCommunal Relationship Satisfaction: Cross tab satisfaction scores with the level of interaction with social propertiesSearch engine placement and search traffic resulting in an action of some kind, download of whitepaper, request for info, the Digg Stampede vs. the Stumble Upon signup
  • Measure outcomes or Actions, not outputs or Interest measures.Correlations: Correlating campaigns with real world actions, like recycling.Butts in Seats: Stakeholder action like sales, petitions, voting, donations and much moreCoupons and Codes: Foursquare, QR Codes, Bit.ly links, even emailBenchmarking: compare your sentiment analysis to a competitor’s, sales, etc.The Funnel:(take a page from marketing) Track referral traffic, keywords and which kind drives more action, requires backend tools like Salesforce and othersSurveys, Ask them: Don’t forget the old school stuff, it works for a reason
  • By Linda Childers Hon and James E. Grunig have found through their research that perceptions regarding an organization&apos;s longer-term relationships with key constituencies can best be measured by focusing on six very precise elements or components of relationships: Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship
  • NetSol went from no engagement to customer service on Twitter, seminars for influencers. Approx 40% drop in negative comments, corresponding rise in positive comments.
  • DellOutlet is lucrative. Many more millions were made from those that went to buy non-discounted merchandise
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