This document provides guidance on effectively engaging with social media. It emphasizes listening first before talking, and monitoring conversations to understand audiences and identify where they are engaging online. It also stresses the importance of integration across different communication channels and tools for listening, as well as focusing on outcomes over outputs when measuring the value of social media efforts.

2. Tapping In
Engaging, Integrating, and Monitoring
via Social Media

3. Babbling brook, or river?
• Flow/speed
• Frequency
• Engagement
• Sentiment
• Response

4. Two truths
Most social media professionals
overestimate what social media
can do.
No one has a single intrinsic way of
describing the value/ROI of social
media.
-- Rohit Bhargava, Ogilvy 360
Digital Influence group

5. Two choices...
• Big fish, small pond: choose to do
very little, “no time”. Limited.
• Little fish listening: choose to
engage, monitor, swim!
• Which fishbowl does you/your
agency choose to swim in?

6. Before you pledge to
TALK, pledge to watch,
monitor and listen.

7. Self-assessment
• Early adopters/mentoring newbies
• Resources in place
• Structure
• Budget
• Listening and monitoring tools

8. Next, assess your
audience (clients).
• Demographics/psychographics
• What are they reading and how are they
engaging online? Expectations?
• Are they passionate about SM? Are you?
• Beyond FB page: blogs? Boards/forums?
Social networks? Microblogs (Twitter)?
• Go where the audience is.

9. Pledge to build
a better fishbowl
• Pledging to build a listening organization
• Planning and messaging (with client)
• Creating strategies for higher engagement,
focused conversations
• Measuring results
• Scaling to fit client

12. The Flow: Tapping In

13. Engagement*:
Fact sharing or fish stories?
*Remember: companies don’t blog. People blog.
Ignite conversations, create advocates for:
• Products
• Brand
• Reputation
• Competitive advantage
• Call to action
•

14. More engaged than ever,
more mobile than ever.
Facebook and Twitter = 22.7% of time spent online; gaming = 10.2%.
The stats also show the degree to which social networking is displacing other
forms of communication, with e-mail as a percentage of online time plunging
from 11.5% to 8.3%. Instant messaging also saw a significant drop in share, with
a 15% decline from last year.
E-mail use on mobile rose from 37.4% to 41.6% (smartphones). (Nielsen, 6/09-6/10)

15. Engaged customers will:
• Explore their interests in a more deeper and meaningful way
• Engage with and discover new local businesses
• Seek out and ask for recommendations from peers they trust
• Socialize with friends using photos, videos, text,
microblogging, apps, and IMs
• Create their own communities, strengthen bonds
• Validate their “fandom” with brands, companies; solve
problems within the fan base for others (Apple)
• Air their grievances with brands, companies and seek
community support for their complaints/answers/problems

17. Tapping into YouTube
• Then: backed by PayPal, was
a dating site originally
• Escalated by being unique:
Rickrolling, pranks, April
Fools, kid videos, memes
• 490 million unique users
MONTHLY worldwide, or
92B PVs/month.
• 2.9B hrs each month on
YouTube (325,000 years).
• Now: channels, partners,
customizations, featured
videos, and full integration

18. Tapping
into Twitter
• Listen. Monitor.
• #Follow influencers.
Retweet, visit often.
• Use #s to filter.
• Create “#winning”
content, Twitpics.
• Make, use lists.
• Be a curator.

19. Tapping into Facebook
• New revised pages = brands are no
longer bystander
• Pics, videos, widgets, events, notes
• Wildfire promotions
• Sidebar advertising: hyperlocal, tied
to events, microsite URLs, pages
• Viral nature - be clever

20. Facebook tips
• Chosen landing tab = your call to action
• Use 3rd party plug-ins to enhance content beyond wall posts
(flash, hide content to non-fans, YouTube, popups, image
rollovers, and much more)
• Download photos via third party app to make montage, book,
printed product
• Upload photos from Flickr for backup
• Use mgmt tools to calendar and schedule status updates/wall
posts
• Enhanced comment boxes for specific products
• LOLapps.com helps YOU create custom games, quizzes, apps
for your clients

21. Mobile apps & Quick
Response (QR) codes

22. Crowdsourcing

23. Explore these social networks:
Twitter
Facebook, Orkut, MySpace, Google Buzz
Ning (micro websites, commy. mgmt.)
Groupon, Foursquare, Gowalla (location-based social networking)
Glue (entertainment)
Mashable (mashup of news, reviews)
LinkedIn (business)
Brightkite (group texting)
FriendFeed, Seesmic, Tweetdeck, Hootsuite (Mgmt)
Blogger, Wordpress, TypePad (blogging)
Posterous, identi.ca (microblog)
Bebo (social)
Delicious, Digg, StumbleUpon (bookmarking)
Multiply, Etsy (shopping)
BigTent, Gather (community)
StreetMavens, Patch, About, Examiner, Yelp (geolocal news, reviews)
Flickr, Photobucket (photo)
Yahoo and Google, Bing (search)

25. All rivers flow to the sea.

26. Integration is key
• Find tools, process to help you integrate
(dashboards, netvibes.com, Google Dashboard)
• Supports both traditional and social media
• Involves external and internal communications
• Integrates various data streams (sales, mktg,
customer relations) - monitors filter chatter to
right people
• Recent shift: online over traditional, listening vs.
monitoring, and
• Correlations (activities:outcomes) over counting

27. Now: Fortune 500 integrates.
Next: small/med. businesses.
• 22% (108) of the primary corporations listed in the 2009 Fortune
500 have a public-facing corporate blog.
• 86% of these blogs (93) link directly to a corporate twitter account,
a 300% increase over the 2008 study. (Note: More Fortune 500
corporations have Twitter accounts, but do not link directly from
their blogs.)
• Nearly 50% of the top 100 companies (47) have a Twitter account.
• 19% of the 2009 Fortune 500 is podcasting, a three percent
increase over the 2008 study.
• 31% are incorporating online video into their blog sites, a 10%
increase over 2008
Download this report: http://www.umassd.edu/cmr/studiesresearch/

30. Monitoring
• There is a cost to NOT listening.
• Our role: listening, analyzing,
responding to social conversations
about brands, products, reputations,
end-user opinions in a meaningful way
• Need to increase technical support to
monitor using proprietary tools

33. Measurement
Goals drive metrics.
Metrics drive results.
No system is perfect.

34. Data and dashboards

36. Platform example: Radian6.com
• Radian6 creates broader
and deeper ways to bring
in relevant social data and
conduct some analysis
around them (especially
with things like CRM
systems and web
analytics).
• Demonstrating a rise in FB
fans/week, # mentions
• sCRM (Social CRM)
represents a wider scope
of active listening and
participation

37. Value of measurement
• Measure not to punish/reward
results, but to figure out what is
working and where to put resources
• Trained listeners, community
managers, social media mgmt => ROI
• Ex. P&G pays for engagement, not
eyeballs. Move away from “hits”.

38. Conveying value
• Focus on outcomes, not output
• Increased reach = lower CPI (cost per impression)
• Five requirements for adoption (thanks to Kevin Jones):
1. Showing the advantages in a way that people perceive
the tools as better than what they supersede;
2. Ensuring the new approach is compatible with
organizational values and experiences;
3. Making the new approach as simple to use and
understand as possible;
4. Starting out with a trial initiative and
5. Ensuring the results can be observed by others.

39. Metrics to
consider - CRM
solutions needed
• Conversion Rates: beyond # leads to value of the conversion rate. Using a URL
shortener to track + cookie for campaign on users machine to attach to a lead
+ Google Analytics (within Hootsuite’s URL shortener). Click through then
conversion = ROI! Track through the entire sales cycle, not just the beginning.
• To add a control group, run the same metrics you normally run against a
group that has never interacted with social media and compare them. Look
for how social media compares in areas like lead conversion rates, retention
rates and costs.
• Growth rate over time. Manage expectations.
• Customer acquisition costs are lower than traditional media.
• Retention rates over time, or “customer saves” over time
• Cross-selling across locations, products, brands, etc.

40. Old-school metrics
• Ad value equivalence (AVE) = # of
eyeballs, hits, followers, friends, fans
• What matters: engagement.
• What are your clients’ customers
doing today? How are they advocates
for the brand in a meaningful way?

41. Get clarity about
measurement
• Decide WITH your client what’s
important to them, try to benchmark
against peers and/or competitors
• Track activities over time
• KD Paine’s “KBI” (expected results)...

42. 7 steps to “KBI”:
• Define your KBI, expected results - a home run
• Define the investment, not hours
• Understand your audience, what motivates them
• Define benchmarks for SM, then add “PR provides +
coverage that amplifies your SM messages.”
• Define metrics (ex. % incr. in clickthrus or downloads)
• Pick a tool and undertake research
• Analyze results, glean insights, take action, measure
again

43. Go with the flow
Mention Eyeballs: what we measure now
s
One FB “like” or blog subscribe or Twitter follow
Repeat visitors, click throughs, likes, comments
Engageme
nt Re-tweets, reposts, shares, hashtags, direct @ messages
Registration, sentiment, a true fan, sharing content
Activity Trial, purchase, advocacy

44. New ways to view results
• Marketing, sales leads ($)
• Communicate mission
(content analysis for
• Exposure to “friends” keywords)
• Engagement • More civic engagement
(audience analysis)
• $$ raised
• Increased share of
conversation in the
market, improved
reputation (survey)

45. hootsuite.com/social-analytics

48. Beyond content creation:
trends for 2011
• Beware of “gurus” and SM “experts”.
• Designate a content curator.
• Use paid and free listening tools:
Create listening posts for your clients to hear, evaluate and share with clients in real time what’s being said
about their brands. There are free tools such as Google Alerts and Social Mention and there are paid tools such
as Radian6 and Spiral16. New affordable tools like HootSuite’s Social Analytics are emerging. hootsuite.com/
social-analytics
• Motivate clients to engage. Understand their culture. Be
(or find) the savvy SM managers/consultants for them.
• Our advantage: experts in messaging, experienced in
their industry, passionate about SM.

49. Our new digital capabilities
Digital reputation management
Digital crisis management
SM monitoring
Customer loyalty
Consumer outreach
Digital media relations
Digital communications planning
Training and supervising SM roles
Conversation monitoring

50. Thank you!
In thanks for your time “tapping in” today, a
donation has been made on your behalf to the
This project helps UNICEF put an end to the preventable
deaths of children due to a lack of clean water.
Every dollar raised through the UNICEF Tap Project
supports UNICEF water, sanitation and hygiene
programs. Visit online at http://www.tapproject.org, or
on Twitter at @hopeinrain.

51. Cup runneth over...

53. Twit-tip: build followers
Build followers by using hashtags and trends:
@Ahalliison <http://twitter.com/Ahalliison> @rtfamily <http://
twitter.com/rtfamily> Thanks for the #follows <http://twitter.com/#!/
search?q=%23follows> ! B sure 2 check out http://bit.ly/QGXWU <http://
bit.ly/QGXWU> for great deals! #Winning <http://twitter.com/#!/search?
q=%23Winning> on Saving!
Brandy uses the the hash tag (#) in front of the word Follows so when
people look up the word FOLLOW, her name will show up. She’s also
tapping into the Charlie Sheen band wagon with putting the hash tag in
front of the word WINNING, because that's a trending word right now.
You can find the biggest words people are looking up under the TRENDS,
on the right side bar of twitter. She then places a link in her “thanks for
following” tweet to direct people to her home page, using bitly.com
<http://bitly.com> to shorten her URL.