The New Playbook: Social Media and the Science of New Communication
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An overview of social media, from why it matters to touchpoints in engagement, measurement, and goal setting.
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The New Playbook: Social Media and the Science of New Communication
- 1. The New Playbook Social Media and the Science of New Communication
- 2. What is all this stuff and why should I care?
- 3. Conversation isn’t just a push mechanism anymore.
- 4. It’s a pull mechanism, too.
- 6. They decide how, where, and if to listen.
- 7. You have to be where the conversation is. Not where you want it to be.
- 8. “Key Messages” feel contrived and impersonal.
- 9. People want to be talked to like... well, people.
- 11. The game is different now.
- 12. We’re at the edge of a new era, full of old concepts.
- 13. The signal-to-noise ratio is high.
- 14. Companies need to speak humanly in order to be heard.
- 15. Or risk being left behind.
- 16. Social Media Is Not...
- 23. Fears: But what if...?
- 24. The Truth About “Control”
- 26. Goals related to: • Reputation • Awareness • Money • Engagement • Education • Entertainment
- 27. Listen.
- 28. Passive
- 29. Active
- 30. Brand-Centered
- 32. Listening Tools
- 34. Social Media Maturity Monitoring & Research - 40% Initiating - 20% Responding - 20% Measuring - 20% Creating* Total Time Commitment Measuring Monitoring & Research - 50% Creating - 40% 10% Initiating Monitoring & Research - 50% Engaged* - 20% Responding - 20% Measuring - 20% Responsive Monitoring & Research - 60% Responding - 20% Measuring - 20% Monitoring & Research - 80% Passive Measuring - 20%
- 35. Allocating Resources Integrated Social Media - SMB Listening Engaging, Initiating & Creating Measuring 1 team member 1-3 team members 1 team member 10-15 hours per week 1-3 hours per day 5-10 hours per week
- 36. Allocating Resources Exclusive Social Media - SMB Integrated Social Media - Larger Biz Engaging, Initiating and Listening Measuring Creating 1-3 FTE 2-4 FTE 1-2 FTE*
- 39. ROI: The Truth (payback -investment) x 100 investment
- 40. Benchmarking.
- 41. The Old Metrics
- 42. The New Metrics
- 43. Why We Need Both
- 44. Metrics and Measurement Activity & Engagement Revenue and Biz Dev: • Members • Speed of sales cycle • Posts/Threads • Number/% of repeat biz • Comments or Ideas • % customer retention • Inbound Links • Transaction value • Tags, Votes, Bookmarks • Referrals • Active Profiles • Net new leads • Referrals • Cost Per Lead • Post Frequency/Density • Conversions from community
- 45. Metrics and Measurement Cost Savings: Awareness and Value: • Issue Resolution Time • Brand loyalty/affinity • % of issues resolved online • Media placements • Account turnover • Share of Conversation • Employee turnover • Sentiment of Posts • Hiring/Recruiting • Net Promoter Score • Training costs • Interaction with Content • New Product Ideas • Employee Social Graphs • Development cycle time • Product/Serv Adoption Rate
- 47. Learn.
- 50. We are reaching out. We are linking to each other. We are watching.
- 51. But we are not waiting.
- 52. More Resources Social Media is a Samaritan, Not a Savior: Jason Baer http://www.convinceandconvert.com/email-marketing-advice/social-media-is-a-samaritan-not-a-savior/ Social Media and the Reality of Control http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/ The 6 Dangerous Fallacies of Social Media: Jason Baer http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social- media/ What Social Media Is and Isn't: Louis Gray http://blog.louisgray.com/2009/01/what-social-media-is-and-what-social.html How To Create Measurable Objectives http://altitudebranding.com/2009/12/how-to-create-measurable-objectives/ Social Media Metrics Superlist: http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key- statistics-resources/ Social Media Ebooks: http://altitudebranding.com/2010/01/social-media-ebooks-you-may-have-missed/ Recommended Reading: Groundswell - Josh Bernoff and Charlene Li The New Community Rules - Tamar Weinberg Cluetrain Mainfesto - Doc Searles et. al Trust Agents - Chris Brogan and Julien Smith
- 53. Amber Naslund amber@radian6.com http://altitudebranding.com 847.302.3471 Twitter: @AmberCadabra
Editor's Notes
- Social Media didn’t invent criticism. Dealing with Trolls = just like kids. Ignore, kick them out. It’s your garden. Policies - common sense policies cover just about everything. Address and discuss the fears; don’t let them be an excuse. Try “Okay, if we can’t do that, what CAN we do?” Bring your biggest naysayers into the process don’t have to do everything. Start small, with one idea.
- - Benchmarking and getting a lay of the land - Learning where conversations are taking place: community expectations, topics, trends - Baseline metrics: sentiment, share of conversation, awareness, influencers, reach, media mix - Serves as an information source upon which to base strategy
- - Listening with the intent to engage and participate - Act on intelligence and conversations publicly, where they’re happening - Using information you gather to affect change or progress in your company
- - Inward focused - Concentrating on your own company and brand
- - Outward focused - Bigger and broader than your brand; usually related to industry issues and topics - Can be a great way to get started establishing a footprint in social media if there’s no buzz about you yet
- Run down advantages of paid tools Addictomatic NetVibes IceRocket Yahoo Pipes SocialMention.com Technorati Search Twitter Board Tracker Backtype
- This is a hypothetical sketch and your mileage will vary. Estimate for a team OR an individual, but obviously individual is harder. Listening will always be the biggest chunk. Always. That’s how you learn what to do next and how well your current efforts are paying off. As you mature, you’ll need more than you. Reasonably, it’s hard to attain a truly engaged/initiating level with just one person. You end up sacrificing something, usually on the measurement or listening end in order to up the content creation. Individual listening is easier because it can be tucked into the active stream a bit more and run concurrent with other efforts.
- Creation can overlap with existing content creation and repurposing/reformatting for social Measurement and Listening people can and often do overlap Often, individuals/solopreneurs and truly small biz have to divide and conquer OR vs. AND is critical for this size business. Need to decide where social media will be an evolution and a replacement for other efforts We figured out how to work email into our mix. This is the same thing.
- Explain how Radian6 listening grid is set up. routing/assignments/specific responsibilities
- Paid tools of course Facebook analytics Twitter Analyzer TweetStats Trendrr Bit.ly URL shorteners Google Analytics - web stats Hubspot - Website and Twitter Grader (free), paid tool is good for lead tracking BlogPulse Compete.com Spreadsheets & Calculators
- This is the REAL ROI equation. It’s a dollars in/dollars out equation. When you take the “I” in ROI down to little capital outlay, you bring the “R” up exponentially.
- Remember: Metrics are only as good as the goals they impact Justification is different than measurement Metrics themselves don’t indicate success or failure