How To Use Social Media To Boost Marketing Effectiveness presented at ARF University Social Media Bootcamp: Social Media for Research and Marketing June 21, 2010

1. June 21, 2010
How To Use Social Media To
Boost Marketing Effectiveness

2. Presented by
Lynne d Johnson, SVP Social
Media, The ARF
Twitter: @lynneluvah
email: lynne@thearf.org

3. » What is Social Media?
Video Credit: Socialnomics, http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

4. » #1 You Need to Be Where
Your Consumers Are
Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png

5. Your Consumers Are Using Social Media
» Social Media > E-mail
» Social Media Nearly Rivals Search
» 20% of Conversation on Twitter = Brand Mentions
» Conversations Are Occurring About Your Brand Without You
» #1 Method for Sharing News and Information
ARF University Social Media Bootcamp

6. » #2 Setting Clear Goals

7. Be Clear in Your Aim
» Knowing What You Want From Your Social Media Efforts
First, Helps You Better Plan, Execute, and Measure
» Product Awareness vs Sales vs Customer Service vs
Whatever Your Objectives Are
ARF University Social Media Bootcamp

8. » #3 Sell Social Media to the
C-Suite and Get Everyone on
Board
Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg

9. How to Sell Social Media Internally
» Be Clear That Social Media Isn’t Just an Also, But a “Must-
Have”
» Integrated Research
» Integrated Marketing
» PR/Marketing Convergence
» Marketing/Customer Service Convergence
» Unstructured Conversations Offer Valuable Rich Data You
Can’t Get Anywhere Else
ARF University Social Media Bootcamp

12. » #4 Diving In
Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg

13. Just Do It
» Leave the Fear Factor to Reality Shows
» Who Owns It? Everyone!
» Do We Have the Resources? Yes, if it’s Infused Across the
Organization.
ARF University Social Media Bootcamp

14. » #5 Testing the Waters
Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,
http://commons.wikimedia.org/wiki/File:US_Navy_020327-N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg

15. Start Small By Tracking Buzz
» Google Alerts
» Social Mention
» Ice Rocket
» BlogScope
» Tweet Reach
» Twitter Sentiment
» Hootsuite
» Co Tweet
ARF University Social Media Bootcamp

16. » #6 Monitoring Your
Competition

17. Learn From Others
» Read and Research Case Studies
» Read Websites That Cover Social Media
» Watch the Pros on Facebook and Twitter
» See How Publishers Build Social Media Into Their Sites To
Figure Out Where You Fit In (It’s Not Just About Display
Advertising Anymore)
ARF University Social Media Bootcamp

18. » #7 Finding Your Voice

19. What’s The Voice of Your Company?
» Write a Social Media Strategy
» Write a Company Social Media Policy/Standards
» Telling Your Brand’s Story
» Content Creation
» Compelling Video
» Find Your Voice And Stick With It: Consistency Builds Trust
ARF University Social Media Bootcamp

20. » #8 Measure Consumer
Satisfaction

21. More Than Listening
» Customer Experience Moves to the Social Web
» Engage a Listening Platform
» Track, Monitor, and Analyze Sentiment Analysis
» Measure Real-Time Impact
ARF University Social Media Bootcamp

22. » #9 Engage the Consumer
Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg

23. Engagement vs Message Push
» Create Community (Private, MROC, Forums, Groups, Fans,
Followers)
» Find Your Influencers and Let Them Engage New Customers
For You
» Listen, Respond, Engage
» Contesting and Promotions
» Don’t Just Sell
3
ARF University Social Media Bootcamp

26. » Engagement drives
sales and profits.
- Hall& Partners

27. » #10 Assessing Your
Achievements

28. » Measurement is King

29. Determining ROI
» Net Promoter Score
Source:http://www.netpromoter.com/np/calculate.jsp
3
ARF University Social Media Bootcamp

30. Determining ROI
» Razorfish Social Influence Marketing
Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
3
ARF University Social Media Bootcamp

31. Determining ROI
» Razorfish SIM Score
» SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry
The components of the above formula are:"
Net Sentiment for the Brand = (Positive + Neutral Conversations –
Negative Conversations) /Total Conversations for the Brand
Net Sentiment for the Industry ="
(Positive + Neutral Conversations – Negative Conversations) /Total
Conversations for the Industry
Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
3
ARF University Social Media Bootcamp

32. Determining ROI
» Share
» Engagement
» Reach
» Influence Social Marketing Analytics !
A New Framework for Measuring Results in
» Impact Social Media
» Issue Resolution
» Satisfaction Score
» Trends
» Sentiment
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
ARF University Social Media Bootcamp

33. Determining ROI
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
ARF University Social Media Bootcamp

34. Determining ROI
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
ARF University Social Media Bootcamp