The PMN Inaugural Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job! Featuring Noted Social Media Expert and Co-Author of "Groundswell: Living In A World Transformed By Social Technologies" Charlene Li
How to Spark A Conversation Revolution - AND Keep Your JobCharlene Li
The document discusses how companies can spark a conversation revolution and engage with customers through social media. It recommends that companies focus on building intimate, loyal relationships with customers rather than just transactions. Companies should start small by experimenting, listening to customers, and using social media engagement metrics to measure success. Proper preparation is key, such as assessing company culture, identifying risks, and getting the right help to support conversation efforts. The overall goal is for companies to thoughtfully transform how they interact with customers through respectful, ongoing dialogue.
Conversational marketing involves engaging customers through two-way dialogue rather than one-way messages. Cadillac launched "Can We Talk?" to have conversations with customers about themselves and their Cadillac experiences. The process involved creating a blog to invite sharing, engaging on other sites, and listening to feedback to grow the conversation organically over time. The goal was to build trust and community through transparency, response, and authentic discussions.
Social Media Marketing Summit Keynote, Oct. 1 2008Charlene Li
This document discusses best practices for using social media in business. It recommends that companies first determine what kind of relationship they want to build with their audience - transactional, occasional, or intimate. Companies should start small with a clear goal in mind, such as learning from their audience or sparking engagement. The document also advises listening before broadcasting, getting help from social media experts, and being prepared for both positive and negative feedback from customers. Companies are warned to get full organizational support and learn from their inevitable mistakes in order to successfully harness social media for their business goals.
Authos@Google Presentation, October 15, 2008Charlene Li
The document discusses creating a social media strategy. It recommends focusing on building relationships with audiences rather than seeing social media as just another marketing channel. It suggests starting small with one goal in mind and being prepared for social networks to fundamentally transform how organizations are structured as boundaries between companies and customers disappear. Key tips include listening to audiences first, measuring success based on engagement and recommendation metrics, and hiring people who are already successful using social media.
Michigan is Going Digital - Social Media Strategy Presentation for Walsh CollegeBrandon Chesnutt
The document discusses the rise of social media and its importance for businesses. It notes that social media has changed how people communicate and connect online. Most people now use social media platforms and watch online videos. The document encourages businesses to develop a social media strategy to interact with customers in digital spaces. It provides tips for an effective strategy, including listening to customers, setting goals and metrics, choosing appropriate platforms, and focusing on engagement and relationship building over sales.
Trends in social media for business include:
1) Customers shape brands' reputations through online conversations, so companies must listen to understand customers and address issues early.
2) Less than 1% of customer time is spent on purchases; the other 99% is spent searching and socializing online, so companies must engage customers throughout the experience.
3) Customers want to share ideas, knowledge, and help solve problems online, so companies should support these activities to build trust.
Social Media is a phenomenon that has been talked about, debated, and complicated for variety of reasons. Business has either watched or jumped into the social game. Listen to Sean McDonald share his experience from the March 9 Knowledge To Go webinar. He will also share observations of how social media transforms business (yes, small business too).
How to Spark A Conversation Revolution - AND Keep Your JobCharlene Li
The document discusses how companies can spark a conversation revolution and engage with customers through social media. It recommends that companies focus on building intimate, loyal relationships with customers rather than just transactions. Companies should start small by experimenting, listening to customers, and using social media engagement metrics to measure success. Proper preparation is key, such as assessing company culture, identifying risks, and getting the right help to support conversation efforts. The overall goal is for companies to thoughtfully transform how they interact with customers through respectful, ongoing dialogue.
Conversational marketing involves engaging customers through two-way dialogue rather than one-way messages. Cadillac launched "Can We Talk?" to have conversations with customers about themselves and their Cadillac experiences. The process involved creating a blog to invite sharing, engaging on other sites, and listening to feedback to grow the conversation organically over time. The goal was to build trust and community through transparency, response, and authentic discussions.
Social Media Marketing Summit Keynote, Oct. 1 2008Charlene Li
This document discusses best practices for using social media in business. It recommends that companies first determine what kind of relationship they want to build with their audience - transactional, occasional, or intimate. Companies should start small with a clear goal in mind, such as learning from their audience or sparking engagement. The document also advises listening before broadcasting, getting help from social media experts, and being prepared for both positive and negative feedback from customers. Companies are warned to get full organizational support and learn from their inevitable mistakes in order to successfully harness social media for their business goals.
Authos@Google Presentation, October 15, 2008Charlene Li
The document discusses creating a social media strategy. It recommends focusing on building relationships with audiences rather than seeing social media as just another marketing channel. It suggests starting small with one goal in mind and being prepared for social networks to fundamentally transform how organizations are structured as boundaries between companies and customers disappear. Key tips include listening to audiences first, measuring success based on engagement and recommendation metrics, and hiring people who are already successful using social media.
Michigan is Going Digital - Social Media Strategy Presentation for Walsh CollegeBrandon Chesnutt
The document discusses the rise of social media and its importance for businesses. It notes that social media has changed how people communicate and connect online. Most people now use social media platforms and watch online videos. The document encourages businesses to develop a social media strategy to interact with customers in digital spaces. It provides tips for an effective strategy, including listening to customers, setting goals and metrics, choosing appropriate platforms, and focusing on engagement and relationship building over sales.
Trends in social media for business include:
1) Customers shape brands' reputations through online conversations, so companies must listen to understand customers and address issues early.
2) Less than 1% of customer time is spent on purchases; the other 99% is spent searching and socializing online, so companies must engage customers throughout the experience.
3) Customers want to share ideas, knowledge, and help solve problems online, so companies should support these activities to build trust.
Social Media is a phenomenon that has been talked about, debated, and complicated for variety of reasons. Business has either watched or jumped into the social game. Listen to Sean McDonald share his experience from the March 9 Knowledge To Go webinar. He will also share observations of how social media transforms business (yes, small business too).
ASAE "Engaging Community" - Expanded VersionCharlene Li
Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are an expanded deck that includes screenshots of the examples. There is another slideshare of the actual slides used at the conference
A presentation originally given to final year university students in Hong Kong on the subject of issues management in the digital age. Includes: recent APAC examples, key learnings and best practice.
This document presents a social media crash course, discussing how social media has become the most common online activity and an important way for brands to communicate with audiences. It notes that the fastest growing age group on Facebook is 35 and older. The document then addresses common fears about social media and provides an overview of social media platforms like Facebook, Twitter, LinkedIn, and YouTube as well as blogging. It emphasizes using social media to engage audiences and combine social strategies with traditional marketing and word-of-mouth referrals.
The document discusses how associations can use online video to engage audiences and achieve organizational goals. It provides examples of effective online video strategies from ISACA and the American College of Physicians. Some keys to success include understanding audience and objectives, telling compelling stories through video, and distributing videos on the organization's website and social media channels. Metrics like views and sharing can help measure a video's impact.
Michael Hoffman, CEO of See Communications' presentation to the 2010 Partnership for Excellence in Jewish Education on how schools can effectively and responsibly use social media to meet their goals and build up their communities.
Change is inevitable and should be embraced rather than feared. While money is often cited as the top reason businesses don't change their marketing strategies, adopting new approaches can actually be done at little to no cost by utilizing various online resources and platforms. The "new school" of digital and social media marketing has significant advantages over traditional offline methods in terms of reach, exposure, and ability to connect with customers on a global scale.
Project communication is a key knowledge area for project managers. These 10 tips will make it easy to get your message across to your project teams and stakeholders.
The GlobeMed Global Health Summit brings together university students from across the country for three days of intensive lectures and workshops with global health leaders to advance the movement for social justice and global health equity. See3's Communications Manager Elliot Greenberger will be leading a workshop called "Social Media for Global Health".
This document discusses how to effectively use social media in business. It defines social media and outlines a POST framework for planning a social media program, including focusing on your audience (People), setting objectives and metrics (Objectives), developing a strategy (Strategy) and choosing appropriate technologies (Technology). It also discusses benefits like increased brand engagement correlating with financial performance, and how social media can be used to build trust.
This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his acclaimed social business book, the NOW Revolution, social strategist Jay Baer provides 4 pre-crisis planning keys, and 8 concrete steps for handling a social media crisis. Loaded with actionable tips and real-world social media crisis examples, this is a presentation you'll want to print and save.
Economic instability combined with the evolution of the roles and expectations of technology leadership make it more important than ever for tech executives to take advantage of the tools and techniques available via social media for promoting their individual personal brands. This presentation explores the questions to ask yourself before embarking in the use of these tools to enhance your career.
Social media platforms like Facebook, YouTube, and Flickr can be powerful marketing tools for small businesses by facilitating sharing of content and building customer relationships. Setting up a Facebook page allows businesses to publish content to customers' feeds, engage with fans through rich media like video and photos, and analyze interactions through Facebook Insights. However, businesses should avoid only talking about their own products, not acting on customer feedback, and getting defensive in responses. Case studies show how various small businesses have successfully used Facebook pages for relationship marketing.
This document discusses reputation management for brands and companies. It notes that communication is now cyclical and instant due to social media, giving consumers power. It advises that to manage reputation, companies should listen, engage, and respond on social media and other online channels. When a crisis occurs, companies need to gather facts quickly and be transparent, showing compassion to maintain trust.
What does 'Social Media' mean? (and what does it mean for my business?)northern comfort
A short presentation on what social media means for you and your business, and how to get the best out of it. (clue: it's nothing to do with Facebook, or Twitter, or...etc)
Social Media Crisis Management | MIT Short Course 2012Heather Read
How does social media impact a crisis? How do you develop an action plan to respond? Get a practical guide from Heather Read, Program Manager of Social Media @ DuPont.
This document discusses how social media has changed communication between people through increased connectivity enabled by new technologies. It argues that companies should focus not on specific social media tools, but on how improved communication allows for greater feedback, innovation, and opportunities to solve customer problems publicly. By listening to open communication and experimenting cheaply, companies can turn complaints into solutions and find new ways to create value for customers and brand.
The document provides instructions for students to create short films using their mobile devices and editing software. It explains how to record video using the device camera, import footage into the iMovie app, edit the video clips in iMovie, export the finished movie to the camera roll to view or share it. Students are given options for film topics and told to work in groups to conceive a story, collect footage, edit the movie, and export it by a specified date for group discussion.
ASAE "Engaging Community" - Expanded VersionCharlene Li
Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are an expanded deck that includes screenshots of the examples. There is another slideshare of the actual slides used at the conference
A presentation originally given to final year university students in Hong Kong on the subject of issues management in the digital age. Includes: recent APAC examples, key learnings and best practice.
This document presents a social media crash course, discussing how social media has become the most common online activity and an important way for brands to communicate with audiences. It notes that the fastest growing age group on Facebook is 35 and older. The document then addresses common fears about social media and provides an overview of social media platforms like Facebook, Twitter, LinkedIn, and YouTube as well as blogging. It emphasizes using social media to engage audiences and combine social strategies with traditional marketing and word-of-mouth referrals.
The document discusses how associations can use online video to engage audiences and achieve organizational goals. It provides examples of effective online video strategies from ISACA and the American College of Physicians. Some keys to success include understanding audience and objectives, telling compelling stories through video, and distributing videos on the organization's website and social media channels. Metrics like views and sharing can help measure a video's impact.
Michael Hoffman, CEO of See Communications' presentation to the 2010 Partnership for Excellence in Jewish Education on how schools can effectively and responsibly use social media to meet their goals and build up their communities.
Change is inevitable and should be embraced rather than feared. While money is often cited as the top reason businesses don't change their marketing strategies, adopting new approaches can actually be done at little to no cost by utilizing various online resources and platforms. The "new school" of digital and social media marketing has significant advantages over traditional offline methods in terms of reach, exposure, and ability to connect with customers on a global scale.
Project communication is a key knowledge area for project managers. These 10 tips will make it easy to get your message across to your project teams and stakeholders.
The GlobeMed Global Health Summit brings together university students from across the country for three days of intensive lectures and workshops with global health leaders to advance the movement for social justice and global health equity. See3's Communications Manager Elliot Greenberger will be leading a workshop called "Social Media for Global Health".
This document discusses how to effectively use social media in business. It defines social media and outlines a POST framework for planning a social media program, including focusing on your audience (People), setting objectives and metrics (Objectives), developing a strategy (Strategy) and choosing appropriate technologies (Technology). It also discusses benefits like increased brand engagement correlating with financial performance, and how social media can be used to build trust.
This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his acclaimed social business book, the NOW Revolution, social strategist Jay Baer provides 4 pre-crisis planning keys, and 8 concrete steps for handling a social media crisis. Loaded with actionable tips and real-world social media crisis examples, this is a presentation you'll want to print and save.
Economic instability combined with the evolution of the roles and expectations of technology leadership make it more important than ever for tech executives to take advantage of the tools and techniques available via social media for promoting their individual personal brands. This presentation explores the questions to ask yourself before embarking in the use of these tools to enhance your career.
Social media platforms like Facebook, YouTube, and Flickr can be powerful marketing tools for small businesses by facilitating sharing of content and building customer relationships. Setting up a Facebook page allows businesses to publish content to customers' feeds, engage with fans through rich media like video and photos, and analyze interactions through Facebook Insights. However, businesses should avoid only talking about their own products, not acting on customer feedback, and getting defensive in responses. Case studies show how various small businesses have successfully used Facebook pages for relationship marketing.
This document discusses reputation management for brands and companies. It notes that communication is now cyclical and instant due to social media, giving consumers power. It advises that to manage reputation, companies should listen, engage, and respond on social media and other online channels. When a crisis occurs, companies need to gather facts quickly and be transparent, showing compassion to maintain trust.
What does 'Social Media' mean? (and what does it mean for my business?)northern comfort
A short presentation on what social media means for you and your business, and how to get the best out of it. (clue: it's nothing to do with Facebook, or Twitter, or...etc)
Social Media Crisis Management | MIT Short Course 2012Heather Read
How does social media impact a crisis? How do you develop an action plan to respond? Get a practical guide from Heather Read, Program Manager of Social Media @ DuPont.
This document discusses how social media has changed communication between people through increased connectivity enabled by new technologies. It argues that companies should focus not on specific social media tools, but on how improved communication allows for greater feedback, innovation, and opportunities to solve customer problems publicly. By listening to open communication and experimenting cheaply, companies can turn complaints into solutions and find new ways to create value for customers and brand.
The document provides instructions for students to create short films using their mobile devices and editing software. It explains how to record video using the device camera, import footage into the iMovie app, edit the video clips in iMovie, export the finished movie to the camera roll to view or share it. Students are given options for film topics and told to work in groups to conceive a story, collect footage, edit the movie, and export it by a specified date for group discussion.
The document summarizes the agenda and key topics for a stakeholders meeting, including:
1) An overview of the company's background in food processing since 1988, current infrastructure, operations, and industry they operate in.
2) A discussion of industry trends toward healthier, more convenient foods and the industry's projected growth.
3) An analysis of the company's strengths, weaknesses, opportunities, and threats, as well as recommendations regarding production expansion.
C&M Social Media and Digital Marketing Future Now: 2011 PredictionsBeyond
Predictions for 2011. I had a couple of drams last night and put pen to paper. (As a consultant it's my duty to do these things.) Here you go. From the bottom of my heart, I feel that...
This document discusses optimal strategies for health technology assessment (HTA) and diffusion of new technologies. It outlines a framework involving four stages:
1) Assessment of new technologies through HTA to determine efficacy and effectiveness.
2) Disinvestment of technologies found to be ineffective through HTA evidence.
3) Access to promising technologies with ongoing evidence development.
4) Support for continued innovation through research funding and commercialization partnerships between government, academia and industry.
This document summarizes a presentation on using social networking applications like Web 2.0 and 3.0 to address challenges with providing universal personal health records for Canadians. The presentation identifies barriers like fragmented healthcare systems and identifies how characteristics of Web 2.0 like social networking, participation and collaboration could help remedy issues. It proposes a patient-centered healthcare system that gives citizens their personal health record and is more open, integrated and coordinated across providers. Recommendations include standardizing terminology, converging on best practices and providing citizens tools to help manage their own health.
This document provides a loading message asking the user to ensure their volume is turned up and includes repeated links to the same URL. It appears to be loading some kind of content from that URL, but provides no other context or information about what is being loaded. The repeated links and loading message suggest it may be having trouble loading or accessing the content at that URL.
The document summarizes the results of a survey of 429 private banking professionals in Luxembourg, representing about a third of the total private banking population. It finds that most are male, with an average age of 36 and 8.8 years of experience. Relationship managers make up half of front-office roles. Salaries vary by role but variable pay is still a small part of total compensation. Candidates and hiring managers want more specialized investment strategies and skills to serve high-net-worth clients from new markets.
Ighty asks his mother how much she loves him. She responds that she loves him more than he can count to one hundred trillion or draw shapes, know colors, count numbers, or recite the alphabet. When Ighty asks why she always says "more than those," his mother explains that only Jesus can count how much she loves him. Ighty says that when he goes to heaven, he will ask Jesus to count his mother's love for him.
A survey of 100 people found that strawberry jam was the most popular topping for peanut butter sandwiches, chosen by 46 people, followed by grape jelly chosen by 33 people. The document provides a simple recipe and instructions for making a peanut butter and strawberry jam sandwich and lists several occasions when such a sandwich would be enjoyed, such as school lunches, birthday parties, and picnics.
The document summarizes an Employee Tax Relief Program that can help employees deal with tax problems through expert legal and tax help, potentially saving employees 30% on their tax debt. The program works to reduce employees' tax debt, penalties, and interest through interventions with tax authorities, helping stressed employees resolve their issues and return to more normal lives, benefiting both employees and employers.
This document appears to contain a repeated abbreviation without any other context or information. It provides no essential details that could be summarized in 3 sentences or less.
This document is about a man who was given a second chance to be a father. He previously failed as a father the first time but now hopes to redeem himself and be a decent dad and grandfather to his daughters. The document provides the name and date of birth of his daughter Camilla Dorman.
A young boy named Ighty asks his mother how much she loves him. She responds with increasingly large numbers, but he keeps asking if her love is as many as the shapes, colors, numbers, and letters he knows. Each time, the mother replies "More than those!" Finally, tired of asking, Ighty wonders why she always says that. His mother explains that she loves him so much only Jesus can count it. Ighty is satisfied and says that when he goes to heaven, he will ask Jesus to count his mother's love for him.
Social Media Marketing Insights, Trends and Infographics 2010: Content and M...Beyond
The document discusses social media trends in 2010, including demographics of social media users and how information sharing has expanded from traditional media to include social media platforms. Key insights are that 17-19% of the core market engages on social media through commenting, rating, reviewing or listening to content, and that content must be actively shared across both traditional and new social/discovery channels to influence audiences.
Two friends created a fake application from Osama bin Laden for Tourism Queensland's "Best Job in the World" position as a joke over beers on a Friday afternoon. When they emailed it to a local newspaper, it went viral within a week and received extensive international media coverage. The video garnered over 100,000 YouTube views, hundreds of comments and tweets, and was discussed in many news articles, demonstrating how an entertaining and timely story can achieve widespread attention with little time, money or expertise required.
Brandworks 2009: Social Media Profiles & StrategiesCharlene Li
The document discusses strategies for companies to engage in online conversations and social media to transform their marketing approach. It recommends that companies 1) learn by monitoring online conversations to understand customer perspectives, 2) drive dialog through social media to identify and address customer needs, and 3) spread engagement by empowering customers to advocate for the brand. It also stresses the importance of measuring social media success based on relationship metrics rather than just sales, and embracing the loss of control that comes from online conversations.
The document discusses best practices for online communities. It recommends starting with clear objectives, developing a flexible plan that puts members' needs first, getting internal teams prepared, hiring community managers and strategists, selecting technology based on needs not vendors, kickstarting with influencers, and maintaining engagement through events and cross-promotion. It also discusses using widgets, applications and platforms like OpenSocial to extend communities.
The document discusses 15 key trends and observations for leaders of great brands based on changes in how customers interact with brands online. Some of the key points summarized are:
1) Customers are shaping brand reputations through online conversations and reviews.
2) Precision is important in understanding where conversations are occurring, who has influence, and driving relevant discussions.
3) Different types of social media are preferred for different brands and topics. Data should inform strategies.
This presentation was given at the Kukutana networking group in London at the JWT cafe on the 21st June 2010. Its objective is to explain what listing using social media is all about and why it is important for marketers
This presentation was delivered at the Calgary Marketing Club to provide an introduction to the topic of how to use social media to market a B2B company.
This document summarizes an audio webcast on increasing traffic through content marketing. The speakers were Pamela Markey, Senior Director of Marketing at MECLABS, and Daniel Burstein, Director of Editorial Content at MECLABS. The moderator was Anthony Salas from the American Marketing Association. The webcast discussed how MECLABS increased their blog traffic by 232% through their content marketing strategies and provided tips on how other companies can do the same with their content.
Now that social media is becoming a mainstream marketing and PR component we need move beyond experimenting and testing. It's time to figure out how to get social media right. Learn about using Facebook, Twitter and YouTube.
HR West 2009 Presentation: Tapping Into The Power Of Social TechnolgoiesCharlene Li
Human resources are inherently about people, and social media is a great way for companies to show their "human" side. This presentation looks at how HR can tap social technologies to recruit, retain, and support employees.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
The document discusses the importance of social media and how businesses can leverage it. It provides examples of how companies have successfully used social media to increase engagement, sales and brand awareness. It also stresses the importance of listening to customers, being transparent and integrating social media with other marketing efforts.
Conversational marketing involves directly engaging customers through two-way online communication to build trust and brand communities. It allows deeper customer relationships through listening, empowering customers with knowledge, and increased ROI. Cadillac launched "Can We Talk?" using blogs, ads, and social networks to invite people to share their Cadillac stories, then engaging through the conversation to grow it organically over time.
This document discusses the importance of social media for businesses. It defines social media as online conversations and interactions between people. It emphasizes that social media is about engagement, not just having an online presence. It provides examples of how businesses can participate in social media through blogging, social networks, sharing content and listening to customers. It stresses the importance of developing an integrated social media strategy that balances risk and reward.
The document outlines 7 steps for developing a community manager for social and mobile media strategies:
1) Admit the importance of social media and community building.
2) Develop a brand community strategy by identifying goals, benefits, and using models to guide strategy.
3) Dedicate proper staffing resources including hiring a community manager with the right skills and personality.
4) Establish the duties and responsibilities of the community manager role and supporting teams.
5) Create perspective by filtering social media technologies and audiences.
6) Establish metrics to measure community engagement and success.
7) Think innovatively about how to leverage community input and speed of communication.
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur InteractiveEncore Media Metrics
"Business Case for Social Media" provides an overview of why and how business marketers can use social media to create demand for their brand. Also includes 5 reasons every marketer should embrace social media, a methodology for measuring ROI and a social media marketing case study.
Feedback is appreciated!
Email me if you want a .pdf.
Webinar: How Benchmarking Can Inform Your Social StrategyFalcon.io
Quick question: how does your brand’s social presence stack up against your competition? Surface-level metrics can be valuable but don’t tell the full story and oftentimes you might be in the dark. By conducting a competitive benchmark analysis, you can better understand your own strengths and how to stand apart from the crowd.
Watch full webinar: https://www.falcon.io/webinars/benchmarking/
Breaking barriers educating advisors for social 5-23-2013Blane Warrene
This document discusses strategies for financial advisors to leverage social media. It notes that consumers, especially those aged 45-54, are increasingly using social media. However, only half of high-net-worth investors are active on LinkedIn and have financial advisors. The document provides tips for advisors to differentiate themselves, identify target platforms, and develop a social media strategy and cycle. It also discusses ways for firms to support advisors through policies, resources, templates and monitoring advisors' social media use. The goal is for advisors to extend their brand and engage more clients through social platforms.
Breaking barriers effective social messaging 05302013Blane Warrene
This document discusses effective social media messaging strategies for businesses. It emphasizes the importance of understanding your business's social media voice and goals before developing a content strategy and tactical plan. The key components of an effective strategy include defining goals, roles and responsibilities, editorial planning, integration with other departments, and analytics. Regular posting of relevant content, engagement with customers, and adapting based on metrics are also emphasized.
The document summarizes a workshop on building community around content. It discusses lessons learned from a tribalization study on 140 companies leveraging community. Key takeaways include that communities can dramatically increase revenue and success if goals are aligned, and communities may transform the role of the CMO. Common obstacles to effective communities include lack of alignment between goals and measurements, and treating communities as small pilots rather than managing to scale.
Conventional wisdom says that social media isn’t appropriate for b-to-b marketing. Conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. And as they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. B-to-b social media marketing isn’t just blogs any more. Learn what the innovators are doing.
Videos have been removed from this presentation.
The document discusses how to measure social media effectiveness for brands. It recommends first establishing a social media strategy aligned with business goals. Key metrics to track include mentions, demographics, sentiment, influence and popularity of mentions. Both quantitative metrics like reach and qualitative evaluations are important. ROI should consider hard costs/benefits like leads and soft factors like goodwill. Optimization involves listening to conversations, engaging through blogs/comments, finding influencers and encouraging customer conversations to spread organically.
Similar to PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job! (20)
8. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
19. “ Who owns community?” is really three questions Who will pay for the efforts? Who benefits the most? Who is best able to run the project? Who is closest to the audience? Who can inspire and lead? Who can clear the roadblocks?
23. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value
24. #4: Get the help you need See a list at wiki.altimetergroup.com
25.
26. #5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.