Web & Social Media Analytics Previous Year Question Paper.pdf
Take The Plunge: Integrating Social Media into your Organizational Strategy
1. Cleveland/Bradley Chamber of Commerce
Monday, June 22, 2009
Take the
PLUNGE
• An audience-driven workshop •
Integrating Social Media
into your Organizational Strategy
Kevin S. Trowbridge
3. This Afternoon
• Review the strategic planning process
• Explore common social media tools
• Consider social media’s place in your
communication efforts
• Answer your questions
6. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
7. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
Monitor Engage Participate Lead
Conversation
12. Who’s Online
Source: Pew Internet & American Life Project (2009)
% of Total Adult Population
Ages 45-54
21%
Ages 55-63
13%
Ages 33-44
21%
Ages 64-72
9%
Ages 73+
9%
Ages 18-32
27%
13. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
14. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners • Visit social networking sites
connect in social networks.
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
69% • Read online forums, customer ratings/reviews
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types. 25%
29. Social Media Types & Tools
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
30. Social Media Types & Tools
Category Types Popular Examples and Tools
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
31. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
32. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
33. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
34. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
35. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
36. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
37. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
38. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
39. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
40. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
41. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube
Categories from Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
45. Syndicating with RSS
• Feeds enable you to distribute your
online content directly to subscribers.
• Subscribers see your updates in web- or
client-based readers without having to
check your Web site.
47. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
48. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
49. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
50. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
51. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
52. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
• Women (43%) and men (57%) blog.
53. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
• Women (43%) and men (57%) blog.
• Most (76%) blog to document their personal experiences while
64% blog to share practical knowledge or skills with others.
55. Microblogging
• A platform for posting short text updates to the Web
and mobile devices, usually limited 140 characters.
May link to photos, audio and video.
56. Microblogging
• A platform for posting short text updates to the Web
and mobile devices, usually limited 140 characters.
May link to photos, audio and video.
• Utilizes hash tags (#) to add contexts or associations.
57. Microblogging
• A platform for posting short text updates to the Web
and mobile devices, usually limited 140 characters.
May link to photos, audio and video.
• Utilizes hash tags (#) to add contexts or associations.
• Often answers the question: “What are you doing?”
But better questions include:
58. Microblogging
• A platform for posting short text updates to the Web
and mobile devices, usually limited 140 characters.
May link to photos, audio and video.
• Utilizes hash tags (#) to add contexts or associations.
• Often answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
59. Microblogging
• A platform for posting short text updates to the Web
and mobile devices, usually limited 140 characters.
May link to photos, audio and video.
• Utilizes hash tags (#) to add contexts or associations.
• Often answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
• “What do we need to know?”
60. Microblogging
• A platform for posting short text updates to the Web
and mobile devices, usually limited 140 characters.
May link to photos, audio and video.
• Utilizes hash tags (#) to add contexts or associations.
• Often answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
• “What do we need to know?”
• “Who/what inspired you?”
63. Social Networking
• An all-in-one site through which
to connect with others.
• Profiles
• Private messaging
• Message boards
• Groups
• Blogging
• Media sharing
69. Podcasting
• Producing and delivering audio content
that is not necessarily associated with an
iPod or MP3 player.
• Targets growing, niche audiences
• Enables time-shifting, portability and
multitasking
• Is conversational and transparent
76. Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
77. Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?
78. Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?
• Is social media right for your organization? Do you
want to dialogue with your publics? Are you in it for
the long-haul? Can you maintain it? Can social
media complement your other communication
strategies?
79. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
80. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
81. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
82. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
83. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
84. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
85. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
86. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
87. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
88. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
89. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
90. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
91. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
92. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
93. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
94. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
Recruit brand advocates • • • • • •
95. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
Recruit brand advocates • • • • • •
Generate sales leads/referrals • • • • • •
96. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
Recruit brand advocates • • • • • •
Generate sales leads/referrals • • • • • •
Solicit/gain donations and financial support • • • • •
100. Risks of Engagement
Negative comments and criticism Likely
Loss of control over your message Likely
Misunderstand the culture and make a mistake Likely
101. Risks of Engagement
Negative comments and criticism Likely
Loss of control over your message Likely
Misunderstand the culture and make a mistake Likely
Unprepared or “loose-canon” employee/volunteer Possible
102. Risks of Engagement
Negative comments and criticism Likely
Loss of control over your message Likely
Misunderstand the culture and make a mistake Likely
Unprepared or “loose-canon” employee/volunteer Possible
Legal liabilities Unlikely
103. Risks of Engagement
Negative comments and criticism Likely
Loss of control over your message Likely
Misunderstand the culture and make a mistake Likely
Unprepared or “loose-canon” employee/volunteer Possible
Legal liabilities Unlikely
Jeopardize the mission Unlikely
104. Risks of Engagement
Negative comments and criticism Likely
Loss of control over your message Likely
Misunderstand the culture and make a mistake Likely
Unprepared or “loose-canon” employee/volunteer Possible
Legal liabilities Unlikely
Jeopardize the mission Unlikely
Destroy the organization Unlikely
112. Social Media Myths
1. It’s not for me.
2. It’s not legitimate.
3. It’s not real.
4. It’s too expensive (or it’s free).
5. It’s too overwhelming.
113. Cleveland/Bradley Chamber of Commerce
Monday, June 22, 2009
Take the
PLUNGE
• An audience-driven workshop •
Integrating Social Media
into your Organizational Strategy
Kevin S. Trowbridge