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Harness the power of social media


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To be successful with social media, you need a plan. In this presentation, I review a framework strategy approach that aligns the business strategy and goals with social media activities and keeps those activities accountable via analytics and key performance metrics. This deck was presented at the BMA Chicago breakfast series on May 16, 2012.

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Harness the power of social media

  1. 1. Social MediaGet Past the Hype and Get Down to Business Using Social Media to Listen, Engage & Grow
  2. 2. Social Software Has MaturedSource: Gartner Hype Cycle 2012 2
  3. 3. Social Media Reaction Scenarios Risk Benefits Trust Response Risk Benefits Perceived ActualHigh Low Low Control High NoneHigh Low Low Ignore High NoneVaries High Varies Explore Low LowLow High High Engage Low High While organizations that attempt to ignore or control social media perceive high risk, the actual risk of this reaction is high due to blind spots, missed market opportunities, and more agile competitors who realize the benefits of engaging. 3
  4. 4. Social Media Business Context Execution Framework Social Solution Suite Results Accountability Mission VisionFocus Business Interesting ChannelsDirection Strategy ROI Social ü  Influence ü  Engagement Word of Mouth Timing Media ü  Sales Marketing Message Brand Was there a reaction? Public Relations Advertising Was it the reaction we wanted to achieve? Social Media KPI’s Company’s actions Metrics for ü  Feedback ü  Targets achieved Public Policies Stories Accountability ü  Guidance Company What were the best channels? How do we do better? Values Achievement targets People Social responsibility
  5. 5. Social Solution Suite A  set  of  social  media  channels  and   the  means  of  measuring  actionable   outcomes  so  that  you  can  adjust  your   market  messages  to  best  effect  and  START HERE maximize  your  Strategic  Objectives   Adjust Message  
  6. 6. Traditional Sales Funnel Now Social 6
  7. 7. Identify & Engage with Promoters 7
  8. 8. Who Do You Want to Reach?•  Customer •  Employer satisfaction branding•  Promotion •  Employee•  Competitive Intel relations •  Collaboration Human Marketing Resources Investor Partner Relations Network•  Reputation •  CRM management •  Supply Chain management •  Procurement
  9. 9. Influence, Not Control 9
  10. 10. One Size Does Not Fit AllSource: “Which Social Media Channels Should Your Business Use?” Accessed on June 21, 2011
  11. 11. One Channel Does Not Fit AllThe Conversation PrismYouTube isn’t theonly game in townSource: Brian Solis & JESS3,
  12. 12. Social Network DemographicsStatistic Facebook LinkedIn Pinterest Twitter YouTubeMonthly 155M 26M 20M 39M 151MUnique VisitorsGender % 45M/55F 51M/49F 18M/82F 45M/55F 50M/50FLargest Age <18 (26%) 35-44 (23%) 45+ (35%) 25-34 (23%) 18-24 (20%)Group (% ofwhole)2nd Largest Age 18-24 (24%) 25-34 (21%) 35-44 (29%) 18-24 (22%) <18 (26%)Group 45-54 (21%)Household 150K+ (32%) 150K+ (13%)* 50-100K (46%) 150K+ (30%) 150K+ (29%)Income(site vs. total internet)Ethnicity African Asian Not available African Hispanic(site vs. total internet) American American * Quantcast data for LinkedIn’s Household Income has been directly measured but does not match reported Sources:,, May 2012 Internet averages used to derive their index elsewhere.
  13. 13. Measure to Improve 13
  14. 14. S oci al M edi a Insi ght Tool s
  15. 15. Insight ToolsFree Pay
  16. 16. Key Metrics•  Unique visitors •  Sentiment (NPS)•  Pages visited •  Reviews•  Time on site •  Recommendations•  Bounce rate •  Referrals•  Posts •  Tweets•  Comments •  Retweets (RT)•  Post: Comment ratio •  Mentions•  Search engine ranking •  Connections •  Followers
  17. 17. Connect Metrics to the Bottom LineThanks to Nichole Kelly for the image. Attribution-NoDerivs 2.0 Generic (CC BY-ND 2.0)
  18. 18. The Social Solution SuitePUTTING IT INTO PRACTICE 19
  19. 19. Social Solution Suite A  set  of  social  media  channels  and   the  means  of  measuring  actionable   outcomes  so  that  you  can  adjust  your   market  messages  to  best  effect  and  START HERE maximize  your  Strategic  Objectives   Adjust Message  
  20. 20. nAblement is a unique channel of SPRCompanies focused on supporting the training,mentoring, networking, placement andprofessional growth of qualified candidates withdisabilities into technology roles. 21
  21. 21. Putting it into Practice: nAblement 22
  22. 22. nAblement Blog Audiences: •  Persons with a disability interested in IT careers •  Employers interested in a more diverse, inclusive workforce •  Agencies and organizations who can support, extend reach of message
  23. 23. LinkedIn Group
  24. 24. nAblement’s Twitter Feed
  25. 25. Measure to ImproveOur KPI’s:•  New candidates identified•  New companies identified as partners•  Placements 26
  26. 26. Getting Started Today•  Who do you want to reach?•  What are your goals?•  Who is your audience?•  What is your message?•  What will you monitor & measure?•  How will you assess & adjust your message? 27
  27. 27. About SPR CompaniesIT Professional Services FirmOver 35 years in the Midwest 28
  28. 28. Maximize Your Impact!
  29. 29. Thank You!Todd Nilson, socialsyntax 414.378.2083 Connect! @socialsyntax