The document is a comprehensive overview of a webinar on social media intelligence, focusing on the importance of listening, engaging, measuring, and adapting in social media strategies. It outlines the need for companies to actively participate in social media to connect with customers and enhance their marketing efforts. Key takeaways include the necessity of engagement, effective monitoring, and the continuous adaptation of strategies to build brand loyalty and improve customer relations.

1. Social Media Intelligence: Listening, Engaging & Adapting

2. Welcome About EMG Webinars Short Q&A session will occur at end of presentation Webinar presentation will be recorded Link to recorded presentation will be sent to attendees PDF of presentation slides available upon request EMG Knowledge Center: visitemg.com webinars, whitepapers, case studies About EMG Full-service interactive marketing agency Headquartered in Orange County, CA Established in 1999 Clients include: State Farm, 20 th Century Fox, Scottrade, Banner Health, NBC Universal, Harrah’s Entertainment and University of Southern California

3. Featured Presenter Active social listener, contributor; early adopter of social media Expertise with: Social Media Marketing Search Engine Marketing Content Management Higher Education Marketing Entertainment Marketing Clients I’ve worked with: Harrah’s Entertainment Paris Hotel & Casino Rio Hotel & Casino Harrah’s St. Louis NBC Universal State Farm The Art Institutes of America Jessica Liu Online Marketing/Social Media Analyst

4. Today You Will Learn About: Social Media and Social Media Intelligence Why Should I Start Listening and Engaging? Putting the growth of social networks into context The 4 Rules: Listen, Engage, Measure, and Adapt Rule #1: Listen – 5 Ways to Start Monitoring Rule #2: Engage – How to Respond Rule #3: Measure – Defining Metrics and Understanding Results Rule #4: Adapt – Optimize: Wash, Rinse, Repeat Social Intelligence in Action (case studies) How Your Company Can Get Involved In Social Media Q&A

5. First, What is Social Media? What comes to mind when you think of social media? Facebook? Twitter? Linkedin? Marketing Opportunity?

6. What Do You Want From Social Media?

7. Social Media As Defined by Wikipedia: “ Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.” “ Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).” “ An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” “ Social media has become the new "tool" for effective business marketing and sales.”

8. Social Media in 140 characters or less please! (whew, did it in 135 characters)

9. The Big Picture of Social Media Services

10. What is Social Media Intelligence? Valuable information from social network interactions and large data flows that can enable companies to: be more aware of how their business and industry are portrayed launch new products and services into the market place at greater speed and at significantly lower cost Social Media Intelligence comes from listening, engaging, measuring, and adapting

11. Why Should I Start Listening and Engaging? Well, Lets Put the Growth of Social Networks into Context

12. Because 2/3 of the Global Internet Population visit Social Networks (Nielsen, Global Faces & Networked Places, 2009)

13. Because visiting social sites is now the 4 th most popular online activity – ahead of personal email. (Nielsen, Global Faces & Networked Places, 2009) Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time.

14. Because social media is like word of mouth on steroids

15. Social Media Is Here To Stay: Timeline of Social Media Napster 1999 Blogger 1999 epinions 1999 Wikipedia 2001 Friendster 2002 Facebook 2003 SecondLife 2003 MySpace 2003 Del.icio.us 2003 Flickr 2004 Digg 2004 YouTube 2005 Twitter 2006 Google Buzz 2010

16. Content Sharing Will Continue To Grow Over 1.2 Billion YouTube videos viewed per day 20 hours of video uploaded to YouTube every minute 13,000,000+ articles available on Wikipedia 50 million Tweets per day, 600 Tweets per second on Twitter.com 8 billion minutes spent on Facebook daily Over 20 billion photos on Facebook 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week on Facebook Over 4 billion images hosted on Flickr

17. If were a country, it would be the 4 th largest country in the world. China India United States Facebook Brazil

18. What Does This Mean for Companies and Marketers?

19. Companies Need to Start Listening & Engaging ASAP 93% of social media users believe a company should have a presence in social media (Cone, Business in Social Media Study, September 2008) 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. (Cone, business in Social Media Study, September 2008) “ For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be. ” – BusinessWeek, February 19, 2009

20. Social Media is NOT the Solution to Everything It needs to compliment your overall marketing strategy

21. Social Media is NOT just another broadcast marketing channel It is so much more…

22. Social Media is… Public relations Customer service Loyalty Building Collaboration Networking Thought-Leadership … and yes, customer acquisition too

23. Have a Dialogue, Not a Monologue “ The marketing industry’s idea of a two-way communication is to put an 800 number or a web address in an ad and take orders” “ We want to talk to you,” they say. “But we don’t want to hear back from you. Unless you want to place an order, and if so click here.” “ The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” “ This won’t fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you’ll be tempted to talk. It’s a full-duplex channel that befuddles one-way-marketers.” Josh Bernoff, Why Marketers Have Trouble with Full Duplex Social Technology, June 2008

24. 4 Basic Rules of Social Media Rule #1 Listen Rule #2 Engage Rule #3 Measure Rule #4 Adapt Wash, Rinse, Repeat

25. Social Media Intelligence| Listening

26. Credit V. Miemis

27. Rule #1 Listen: 5 Ways to Start Monitoring Set up alerts for general branded keywords monitoring Google Alerts Yahoo Pipes General monitoring on social media search engines Free Services: Social Mention Keotag Paid Services: Radian 6

28. Rule #1 Listen: 5 Ways to Start Monitoring Search Twitter Twitter Search Twitter Alerts: Twilert and TweetBeep Twitter dashboards: TweetDeck and Twitscoop

29. Rule #1 Listen: 5 Ways to Start Monitoring Search Blog Posts and Comments Backtype – tool for monitoring blog comments Cocomment – tool for comments management Yacktrack – search for comments on your content from Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs

30. Rule #1 Listen: 5 Ways to Start Monitoring Find industry discussion boards BoardTracker – get instant alerts from threads citing your name Boardreader and Big Boards

31. Rule #1 Listen: 5 Ways to Start Monitoring Track your Brand’s affinity to other brands with Social Bookmarking Del.icio.us Digg Reddit StumbleUpon

32. Case Study: The Fourth Kind (Social Listening) Fact-based thriller involving an ongoing unsolved mystery in Alaska, where one town has seen an extraordinary number of unexplained disappearances during the past 40 years and there are accusations of a federal cover up.

33. EMG Responsibilities EPK, Facebook, Twitter Viral Sites Adaptive Marketing Strategies Search Engine Marketing Social Monitoring Social Engagement Ghost blogging Ghost commenting Damage control Analytics + Reporting

34. Simple EPK –> Interactive Site

35. What is the truth? Who is Abigail Tyler? Aliens in Nome, Alaska? Missing people investigated by FBI? Viral Marketing? Blair Witch Project Focus Attention on Aliens, Abductions, Encounters, Sightings, UFOs

36. Facebook + Twitter Engagement Built a community: Share Your Encounter Story Facebook: over 90,900 fans Twitter over 1,100 followers

37. Case Study: The Fourth Kind (Social Listening) Monitored Twitter Chatter Listened for keywords Listened to what fans were excited or upset about Twitter posts about THE FOURTH KIND significantly increased as it got closer to the movie release date – at its height there were more than 1600 tweets/day about the movie

38. Social Media Intelligence| Engaging

39. Create A Place for Conversations to Happen Create a Facebook Fan Page Create a LinkedIn profile Create a Youtube Channel Page Start a company blog Start Tweeting Create great content and distribute it to Digg, Del.icio.us, Reddit Secure your branded pages: http://namechk.com/

40. Remember, Dialogue not Monologue

41. Engagement Best Practices Be Responsive Respond quickly, but also be aware of how you respond Tone should be conversational and friendly Your response should be an extension of yourself and a reflection of your organization’s culture On Twitter: You can reply with @ responses or direct message users if you don’t want your response to be public Handle criticisms and complaints in a professional manner Don’t delete public negative comments Don’t turn complaints into a non-stop back and forth exchange. Take bigger discussions to e-mail or Direct Messages

42. Ways to Engage Do talk about Corporate Culture (90% brand) Share your history – keep it interesting Talk vision and mission – talk about your company goals, a day in the life of … Reveal industry insights – offer knowledge Recognize employees and partners – make your brand personable Ask questions about the future/ take suggestions and ideas from customers Customers want to know that their opinions matter, so engage with your fans and followers by asking thoughtful questions and be sure to respond to comments and concerns

45. Leverage User Generated Content By actively participating in social listening and monitoring, you can keep track of user generated content (UGC) that mentions your brand name across the web. UGC is useful in tracking a brand’s success, as well as leveraging it as a tool to start social media chatter. Example RioVegas Tweet: Share unique and appropriate UGC Give credit to the author to recognize your evangelists Link back to the content using bit.ly to track clicks “ Cool! @vegaslover just uploaded an awesome video of bottle flaring at the iBAR! http://bit.ly/1234 ” “ This is very creative artwork found in the Rio hotel room left by a hotel guest! Isn’t this awesome: http://bit.ly/4567 ”

46. Positive, Negative, and Neutral Sentiment It is Important to: Identify brand evangelists, naysayers, detractors, and passive sentiment Build brand loyalty from positive sentiment Attempt to turn passive and negative sentiment into positive ones Appropriately address negative sentiment Misconceptions: Deleting comments

47. Dealing with Negative Sentiment First, listen to the whole conversation Respond accordingly with content guideline Remember: Handle criticisms and complaints in a professional manner Can positive experiences help shape feedback? Tip: Use Ghost Commenters to guide/shape conversations

48. Social Media Intelligence| Measuring

49. Rule #3 Measure – define ROI Define your audience Measure engagement level Measure loyalty level Measure your influence What are your action items? (metrics should map to goals)

50. Rule #3 Measure Define your campaign goals Lead generation Brand awareness Increase sales Increase Number of fans/followers Level of engagement Amount of new user generated content

51. Social Media Intelligence| Adapting

52. Rule #4 Adapt A successful social media marketing campaign requires OPTIMIZATION and ADAPTION. Practice social media monitoring, create positive user engagement, and ultimately establish meaningful relationships with your users so that they will return to your site, remember your brand, and become brand evangelists. Wash, Rinse, Repeat

53. Domino’s Social Media Beating PR Nightmare Domino’s employees put snot on a sandwich Video viewed more than 550,000 times in 2 days Video reflected some of the worst fears consumers have about food purchased from restaurants Video discussion viral on Facebook, Twitter, and dozens of other social-networking sites

54. Rule #5 Adapt – Setting some rules "Nothing is local anymore," Domino's spokesman Tim McIntyre says. "That's the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.” Lessons from Dominos: Monitor social media Respond quickly Respond at the flashpoint Educate workers Foster a positive culture Set clear guidelines What Dominos did: Responded within hours First responded on consumers affairs blog The Consumerist, whose activist readers helped track down the store and employees who made the video

55. How Your Company Can Get Involved In Social Media Define your company’s social media strategy Hope is not a strategy (don’t just create a facebook page, customers won’t come flowing in) Stop thinking “campaigns” start thinking “conversations.” Ask for help, if you need it (Partner up!) Social media is not the answer to everything If your product is not competitive, social media won’t fix it. However if your customer service is struggling, social media can help. If your repeat business is struggling, social media can help If your company’s word of mouth is struggling social media can help

56. Key Take-Aways Remember that building a social media community is a marathon, not a sprint. It will take time, patience, and hard work. Be transparent, responsive, and engaging with your audience Dialogue, not monologue Define clear goals and measurement Practice Social Media by the rules! Listen, Engage, Measure, and Adapt

57. Q & A Thank You! Contact us today to learn more and schedule a consultation! Toll Free: (866) 62-EARTH Solutions for Every Challenge Creating a plan & strategy Generating awareness & interest Acquiring more customers & advocates Engaging & involving communities Measuring & adapting initiatives Follow us on Twitter for the latest news on future webinars, events and more from EMG. @EMGtheagency