Horn Group Social Media Boot Camp 08.09


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Horn Group's basic social media boot camp presentation.

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Horn Group Social Media Boot Camp 08.09

  1. 1. Social Media Boot Camp August 26, 2009
  2. 2. Agenda <ul><li>A look at the numbers </li></ul><ul><li>Social media for business…and some examples </li></ul><ul><li>The tools…and how to use them </li></ul><ul><li>Handling mistakes and crisis </li></ul><ul><li>Developing a strategic social media plan </li></ul><ul><li>Small group break outs </li></ul>
  3. 3. Five Rules to Live By <ul><li>Your customers are talking – are you listening? </li></ul><ul><li>Social media is more than marketing* </li></ul><ul><li>Transparency is mandatory: the Internet is forever </li></ul><ul><li>Strategy first, then tools will follow </li></ul><ul><li>Measure as you measure other business activities </li></ul>*
  4. 4. The Game Has Changed <ul><li>Companies no longer control their brand--customers control the brand </li></ul><ul><li>Social media doesn’t create problems, it exposes and magnifies them </li></ul><ul><li>Customer chatter drives corporate and brand credibility </li></ul><ul><li>Efforts to sway customer opinion and actions have to be transparent </li></ul><ul><li>Focus on relationships, not technology </li></ul><ul><li>Companies that cling to the old way of doing business and refuse to engage transparently with their customers will alienate their customers </li></ul><ul><li>* Sources include Charlene Li and Pete Blackshaw </li></ul>
  5. 5. A Look at the Numbers <ul><li>200+ million active users </li></ul><ul><li>100+ million people log on at least once each day </li></ul><ul><li>3.5+ billion minutes spent on Facebook each day (worldwide) </li></ul><ul><li>Fastest growing demographic is 35+ </li></ul><ul><li>30+ million active users accessing Facebook through mobile devices </li></ul><ul><li>Mobile users are almost 50% more active than non-mobile </li></ul><ul><li>( source: Facebook press room ) </li></ul>
  6. 6. A Look at the Numbers <ul><li>Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore) </li></ul><ul><li>60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters ) </li></ul><ul><li>Older than you think! </li></ul><ul><ul><li>18-24 year olds 12% less likely than average to visit Twitter </li></ul></ul><ul><ul><li>25-54 year old crowd is driving this trend </li></ul></ul><ul><ul><li>45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group </li></ul></ul><ul><ul><li>Next is 25-34 year olds: 30% more likely </li></ul></ul>Source: Reuters reporter Alexei Oreskovic .
  7. 7. Social Media for Business
  8. 8. Generating Revenue <ul><li>Highly regulated institution </li></ul><ul><li>FICO cannot advise on how to improve a credit score </li></ul><ul><li>Best way to enable that education: user to user interaction </li></ul><ul><li>Launched a community forum developed by Lithium in March 2007 </li></ul><ul><li>A goal: deflect lengthier calls from the call center </li></ul><ul><li>Fellow customers can give more specific info on how to improve credit score </li></ul>Source: Lithium / MyFico case study
  9. 9. Driving Bottom-Line Cost Savings
  10. 10. Improving Customer Service/Experience <ul><li>Over 4 million user-sessions each month </li></ul><ul><li>Over 3,000 new threads </li></ul><ul><li>Dedicated staff monitors the forums </li></ul><ul><li>One year post deployment, Linksys discontinued email support entirely </li></ul><ul><ul><li>No negative reaction from customers </li></ul></ul><ul><ul><li>No increase in phone calls </li></ul></ul><ul><ul><li>Increase in forum usage almost matched email use </li></ul></ul>
  11. 11. Thought Leadership in Life Sciences <ul><li>Complicated, regulated, and (for some) boring </li></ul><ul><li>Humana Chamber of Commerce </li></ul><ul><ul><li>Making their processes and issues transparent </li></ul></ul><ul><ul><li>Opening issues to the community </li></ul></ul><ul><ul><li>#HCOC on Twitter </li></ul></ul><ul><li>Crumple It Up </li></ul><ul><ul><li>Innovation Centers blog </li></ul></ul><ul><ul><li>Engaging the community at a different level </li></ul></ul>
  12. 12. Driving Brand, Thought Leadership, Recruiting
  13. 13. Tools – and How to Use Them
  14. 14. Mapping the Right Tools to your Objectives Financial Customers Brand Revenue/Lead Generation Service and Experience Brand, Idea Generation, Competition Communities Lithium, Jive, Teligent Content-Sharing Tools Slideshare Scribd Ustream BlogtalkRadio Upcoming.com Microblogs Twitter Yammer Social Media Press Releases Communities Lithium, Jive, Teligent Microblogs Twitter Blogs Typepad/Moveable Type, Wordpress Microblogs Twitter Tweetstats, BudUrl, Tweetmeme Innovation Management BriteIdea Content-Sharing Tools Slideshare, Scribd, Ustream, BlogtalkRadio, YouTube, Upcoming.com Social Networks LinkedIn Facebook
  15. 15. Blogging Best Practices <ul><li>Length </li></ul><ul><li>300 – 500 words is optimal </li></ul><ul><li>Break up longer posts after the first 3 paragraphs </li></ul><ul><li>Avoid long paragraphs; hard on the eyes </li></ul><ul><li>Tone </li></ul><ul><li>Friendly, not institutional </li></ul><ul><li>Accessible language: no jargon </li></ul><ul><li>Smart Blogging </li></ul><ul><li>Never discuss or disclose confidential information </li></ul><ul><li>No derogatory language or remarks </li></ul><ul><li>Use photos and images legally and appropriately </li></ul><ul><li>Attach a relevant title to each post (search) </li></ul><ul><li>Don’t delete; update and corrections </li></ul><ul><li>Practice smart linking </li></ul><ul><li>Engagement </li></ul><ul><li>Always write with a goal in mind: what value can I bring to my community? </li></ul><ul><li>Use alltop.com to find blogs on topics similar to yours </li></ul><ul><li>Reach new audiences with relevant content </li></ul><ul><li>Ask questions; bring readers into a conversation </li></ul>
  16. 16. Tool Profiles: Microblogging Lead gen, branding, competitive intelligence, idea generation
  17. 17. What to Tweet? <ul><li>Link to blog posts on important topics (product releases, new content, industry developments) </li></ul><ul><li>Find and address service issues </li></ul><ul><li>Announce business momentum </li></ul><ul><li>Ear to the ground on emerging trends </li></ul><ul><li>Engage with people outside your geography </li></ul><ul><li>Reinforce your reputation for innovation </li></ul><ul><li>Track effectiveness of campaigns </li></ul><ul><li>Stay abreast of competitors </li></ul><ul><li>Early warning on crises </li></ul>Tweet . a post, 140 characters or less. Retweet, or RT. to repost a tweet that someone else created. Direct Message, or DM . Private; only the person you tweeted can see this message. The @ sign. identifies a Twitter user (@sfmoma) Hashtag (#). Put in front of a term (#robertfranks, #dada) will enable people searching for that term to find all tweets related to it.
  18. 18. Twitter Tips <ul><li>Organization </li></ul><ul><ul><li>Tweetdeck organizes your Twitter desktop </li></ul></ul><ul><li>Retweeting </li></ul><ul><ul><li>Keep tweets short to encourage retweeting </li></ul></ul><ul><li>Following </li></ul><ul><ul><li>Have a plan for whom you’ll follow: organizations, media, analysts, thought leaders, competitors </li></ul></ul><ul><ul><li>Use Wefollow.com: a directory sorted by category </li></ul></ul><ul><li>Autofollow </li></ul><ul><ul><li>Discouraged b/c it dilutes your effectiveness (and promotes spam) </li></ul></ul><ul><li>Unfollows </li></ul><ul><ul><li>Useqwitter.com will tell you who’s unfollowed you </li></ul></ul><ul><ul><li>Don’t take it too seriously unless you see a pattern </li></ul></ul><ul><li>Search </li></ul><ul><ul><li>Use search to find a conversation and join it </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Grader will give you info on where you are relative to other twitterers </li></ul></ul><ul><ul><li>Again, better as internal tool </li></ul></ul><ul><li>Hashtags </li></ul><ul><ul><li>Use Hashtags to collect/share commentary on events, themes, product launches, etc </li></ul></ul>
  19. 19. Brands on Twitter
  20. 20. Microblogging Measurement
  21. 21. Journalists and Social Media on Twitter
  22. 22. Keeping Tabs on the Competition
  23. 23. Tool Profiles: Facebook <ul><li>Is Facebook for B2B? </li></ul>
  24. 24. Tool Profiles: Content-Sharing “ YouTube for Presentations” Lead gen, branding
  25. 25. Mistakes…and Learning From Them <ul><li>Self-correcting medium </li></ul><ul><li>&quot;If you're not failing sometimes, you're not doing it right.“ Charlene Li </li></ul><ul><li>Fess up—fast </li></ul><ul><li>Try, try again [see #1] </li></ul>
  26. 26. When There’s a Crisis <ul><li>Use Twitter, blogs to monitor trend and respond to community </li></ul><ul><li>If there are legal issues/investigation, coordinate with officials on approved statements </li></ul><ul><li>Monitor developments using listening tools </li></ul>
  27. 27. Crises Outside Your Control 997 News articles 48,000+ blog posts
  28. 28. Know What’s Being Said… 30-day charts created with
  29. 29. …and If It’s Having an Effect
  30. 30. Developing a Strategic Social Media Plan I. Plan III. Tune II. Engage
  31. 31. Social Media Planning <ul><li>A. Assess Your Online Inventory </li></ul><ul><li>Web site and microsites </li></ul><ul><li>Video and audio podcasts </li></ul><ul><li>Photography </li></ul><ul><li>Press coverage </li></ul><ul><li>Communities </li></ul><ul><li>Blogs (company and external) </li></ul><ul><li>Microblogging (Twitter) </li></ul><ul><li>External wikis </li></ul><ul><li>Communities </li></ul><ul><li>Social Networks </li></ul><ul><li>Existing policies </li></ul><ul><li>B. Review Business Strategy </li></ul><ul><li>Goals </li></ul><ul><li>Culture </li></ul><ul><li>Plan for stakeholder/executive buy-in </li></ul><ul><li>Upcoming initiatives/campaigns </li></ul><ul><li>C. Audit Audiences* </li></ul><ul><li>Investors </li></ul><ul><li>Board members </li></ul><ul><li>Analysts and other pundits </li></ul><ul><li>Employees </li></ul><ul><li>Customers </li></ul><ul><li>D. Develop Plan </li></ul><ul><li>Goals </li></ul><ul><li>Objectives </li></ul><ul><li>Focus Areas </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul><ul><li>Timing / Owners / Milestones </li></ul><ul><li>Metrics </li></ul><ul><li>E. Policy Development </li></ul><ul><li>Blogging & microblogging </li></ul><ul><li>F. Bootcamp </li></ul><ul><li>Best practices overview </li></ul><ul><li>Policy overview </li></ul><ul><li>Tools training </li></ul><ul><ul><li>Blog platform (as needed) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Other tools as appropriate </li></ul></ul><ul><li>Deliverables </li></ul><ul><li>Approved Plan w/ Metrics </li></ul><ul><li>Scope of Work </li></ul><ul><li>Budget </li></ul><ul><li>Social media policies </li></ul><ul><li>Bootcamp </li></ul>I. Plan
  32. 32. Social Media Engagement <ul><li>A. Listening </li></ul><ul><li>Blog monitoring </li></ul><ul><li>Microblogs (Twitter, etc) monitoring </li></ul><ul><li>Digital news media </li></ul><ul><li>B. Engagement </li></ul><ul><li>Blog planning </li></ul><ul><ul><li>Design and layout </li></ul></ul><ul><ul><li>Banner design </li></ul></ul><ul><ul><li>Content recommendations/ editorial calendar </li></ul></ul><ul><ul><li>Coaching bloggers </li></ul></ul><ul><ul><li>Ongoing blog counsel </li></ul></ul><ul><li>Community Development </li></ul><ul><li>Design and build communities </li></ul><ul><li>Best practices for engagement </li></ul><ul><li>Monitor </li></ul><ul><li>Identify opportunities </li></ul><ul><li>Microblogging (Twitter, etc) </li></ul><ul><li>Best practices </li></ul><ul><li>Flagging issues for response </li></ul><ul><li>Social Networks </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Multimedia </li></ul><ul><li>Video (scripting, production, editing, using our in-house studio) </li></ul><ul><li>Podcast series (video or audio) </li></ul><ul><li>Social Media Relations </li></ul><ul><li>Strategy and best practices </li></ul><ul><li>Outreach/Introductions </li></ul><ul><li>Social media releases </li></ul><ul><li>SEO counsel </li></ul><ul><li>Events “In Real Life” </li></ul><ul><li>Content development </li></ul><ul><li>Recruit panelists/speakers </li></ul><ul><li>Plan </li></ul><ul><li>Logistics </li></ul><ul><li>Campaign design </li></ul><ul><li>Social media best practices </li></ul><ul><li>Followup </li></ul><ul><li>Tool Recommendation </li></ul><ul><li>Recommendations based on interest, adoption, quality </li></ul><ul><li>Deliverables* </li></ul><ul><li>Blog design/layout </li></ul><ul><li>Community development </li></ul><ul><li>Social Network app dev </li></ul><ul><li>Video development </li></ul><ul><li>Event development </li></ul><ul><li>Social release development </li></ul><ul><li>Coaching and counsel </li></ul>
  33. 33. Social Media Optimization <ul><li>Measure </li></ul><ul><li>Blogs </li></ul><ul><li>Traffic </li></ul><ul><li>Post frequency </li></ul><ul><li>Comment traffic </li></ul><ul><li>Links/Trackbacks </li></ul><ul><li>Technorati/Alexa/Other </li></ul><ul><li>Anecdotal </li></ul><ul><li>Awards </li></ul><ul><li>Microblogs </li></ul><ul><li># Microbloggers (participation) </li></ul><ul><li># of followers (impact) </li></ul><ul><li># Quality of followers (reputation) </li></ul><ul><li># Updates (Presence) </li></ul><ul><li>Media metrics </li></ul><ul><li>Share of voice/over time </li></ul><ul><li>Volume </li></ul><ul><li>Message penetration </li></ul><ul><li>Performance against deliverables </li></ul><ul><li>Met/unmet </li></ul><ul><li>Trends </li></ul><ul><li>Conclusions </li></ul><ul><li>Tune </li></ul><ul><li>Revise plan </li></ul><ul><li>Reset metrics </li></ul><ul><li>Toolkit </li></ul><ul><li>Radian6 </li></ul><ul><li>Factiva </li></ul><ul><li>Backtype </li></ul><ul><li>Twitter, Tweetdeck, Twhirl, etc. </li></ul><ul><li>BudUrl, Tweetstats, Grader, etc </li></ul><ul><li>Google Blog Search & Analytics </li></ul><ul><li>RSS </li></ul>III. Tune <ul><li>Deliverables </li></ul><ul><li>Performance against metrics </li></ul><ul><li>Custom Analysis </li></ul>
  34. 34. horngroup.com 2009 Communicator Award of Distinction Horn Group Website Homepage 2009 Bronze Telly Award Excellence in Video, Horn Group Website Shortlisted in ZDNet’s February 2009 Social PR Survey Web Marketing Association 2008 WebAward for Outstanding Website 2007 Standard of Excellence Right Media Corporate Identity and Website Development   Graphic Design USA 2007 American Graphic Design Award Right Media Design and Development Top 100 Woman-Owned Business, 2008, 2007 San Francisco Business Times A Top Mid-Sized Agency 2007 PRSourceCode Top Tech Communicators Survey Best Mid-Sized Agency 2006 PRSourceCode Best of the Best Communicators Agency Ranking by 300 Top Tech Reporters 2006 Web Marketing Association WebAward PR Standard of Excellence San Francisco + New York 2006 Bell Ringer Award League of American Communications Pros 2005 Gold Magellan Award – Kalido League of American Communications Pros 2005 Top 50 Campaign – Kalido National Communicator Awards Award of Excellence International Galaxy Awards Gold Award SVAMA Sherlock Award BMA International Pro-Comm Awards Best of Division Working Women Awards Entrepreneurial Excellence Award International Mercury Awards Bronze Award IABC Silver Six Awards Program Award of Excellence The Bulldog Awards , Bronze Award