CSM Module 7: Strategy and ROI


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Social media strategy and ROI

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  • A 300-page iPhone bill from AT&T Mobility mailed in a box[1] was the subject of a viral video by Justine Ezarik which quickly became an Internet meme in August 2007.[2][3][4] Stories of unexpected billing issues began to circulate in blogs and the technical press after the Apple iPhone's heavily advertised and anticipated release,[5][6] but this video clip brought the voluminous bills to the attention of the mass media. Ten days later, after the video had been viewed more than 3 million times on the Internet,[7][8] and had received international news coverage, AT&T sent iPhone users a text message outlining changes in its billing practices.[9] Two months later, the information technology magazine Computerworld included this event in its list of "Technology's 10 Most Mortifying Moments."[10][11] "AT&T free msg: We are simplifying your paper bill, removing itemized detail. To view all detail go to att.com/mywireless. Still need full paper bill? call 611."
  • CSM Module 7: Strategy and ROI

    1. 1. Module 7: Strategy and ROI Building the community
    2. 2. The Social Technographics ™ Ladder “ Taken together, these groups make up the ecosystem that forms the groundswell. “ By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.” Six groups: Creators, critics, collectors, joiners, spectators, inactives Groundswell.forrester.com
    3. 3. The Social Technographics ™ Ladder Forrester classifies people according to how they use social technologies. Can quantify the number of online consumers within these groups using our consumer surveys. Source: Forrester CREATORS CRITICS JOINERS SPECTATORS INACTIVES COLLECTORS
    4. 4. The Social Technographics ™ Ladder * Groups include people participating in at least one of the activities monthly. Creators make social content go. They write blogs or upload video, music, or text. Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Joiners connect in social networks like MySpace and Facebook. Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Inactives neither create nor consumer social content of any kind. Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site. Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above INACTIVES SPECTATORS JOINERS COLLECTORS CRITICS CREATORS
    5. 5. Step 1: Identify internal community Profile them: How do they participate? If you regularly ... Your profile is: blog, tweet, upload Creator write reviews, post replies Critic tag objects, use RSS Collector join a network Joiner read blogs Spectator do none of the above Inactive
    6. 6. Step 2: Matching Identify the comfort level for participating. Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search
    7. 7. Step 3: Identify tools and objectives Tool Description Objectives Internal blog Multiple individual/group blogs For employees and interns only – gauge talent Internal Forums Technology discussions Customer facing and internal-only LinkedIn Business networking Make employees, partners, suppliers upload profiles Wiki Collaborative publishing Employees, partners, customers, students – open knowledge database Facebook fan page Showcasing new products, launches Engagement with advocates Twitter Microblogging Engagement, Brand awareness, Media relations YouTube CEO’s speeches, talks Promote CEO thought leadership
    8. 8. Step 4: Identify external community <ul><li>People who know you </li></ul><ul><li>People who want to know you </li></ul><ul><li>People who don’t know you </li></ul>
    9. 9. People who know you <ul><li>Existing clients: What do they want? </li></ul><ul><li>Quick info: eg: CEO bio, profile, map, contact numbers, investor relations,CSR </li></ul><ul><li>New information: Updates on product or service </li></ul><ul><li>Support: Help them fix issues </li></ul><ul><li>Space to vent or suggest improvements </li></ul><ul><li>Promotions or discounts or events of upcoming products </li></ul><ul><li>Use press releases, photos, videos, whitepapers, testimonials, blogs, podcasts, wikis </li></ul><ul><li>Competitor’s myth: “If I post too much information, </li></ul><ul><li>my competitors will use it against me.” </li></ul><ul><li>In most cases, it doesn’t make a difference. </li></ul>
    10. 10. Advocacy: Help the fanbase <ul><li>Fanboy/girls: People who help promote your brand or product or service online because they like it. </li></ul><ul><li>“ Help them help you.” </li></ul>ijustine.tv Ideas: Blogger outreach programme. Provide content they can use, link, embed, share, mashup, send to others.Eg: widgets, free fun apps, games, prizes for their readers.
    11. 11. People who want to know you & People who don’t know you <ul><li>Potential clients who heard about you via third party: media, search engine, social network, chat, seminar, conference, trade event, other websites, technical reports, associations, groupings. </li></ul><ul><li>What do they want? </li></ul><ul><li>CLARITY: quick and easy information. </li></ul><ul><li>CONFIRMATION: Are you credible, competent, capable? </li></ul><ul><li>ENGAGEMENT: Does your social media identity suggest you are the kind of person (human) I want to do business with? Why should I come back to your website, social network page, follow your blog or Twitter account? </li></ul>
    12. 12. Building the community
    13. 13. Step 5: Determine objectives <ul><li>What do you hope to accomplish from social media? </li></ul><ul><li>Where are your pain points where social media can be applied – internal or external communications, sales, marketing, HR, management, CRM, CSR? </li></ul><ul><li>Will you aim for awareness training or use social media for a specific campaign? </li></ul><ul><li>How will you gauge the level of success from the campaign? </li></ul>
    14. 14. Step 6: Determine resources <ul><ul><li>What can the company handle? </li></ul></ul><ul><ul><li>What resources can we dedicate in terms of people, tech, etc? </li></ul></ul><ul><ul><li>Need to accept that staff, customers will be negative sometimes. </li></ul></ul><ul><ul><li>If the company’s culture is top-down, command-and-control, you need to break mold by seeking third-party expert help. </li></ul></ul><ul><ul><li>“ A social network can’t run on auto-pilot” </li></ul></ul>
    15. 15. <ul><li>Scenario 1: Corporate-wide awareness training: You need to drum up support, identify talent, bring in trainers </li></ul><ul><li>Scenario 2: Find your SWAT team: Get a small team sneakily doing something and rack up some small wins. This method can backfire though. Eg: A page that attracts attacks. </li></ul><ul><li>Scenario 3: Officially start with a few committed bloggers, social networkers and tweeters and roll out wider if necessary. </li></ul><ul><li>NOTE: Share successes and failures and lessons from above. </li></ul>Step 7: The roll-out “ Different strokes for different folks”
    16. 16. The rollout <ul><li>Fail fast: People will appreciate transparency. Don’t fear failures - first time you cock up, try again. </li></ul><ul><li>Lobby: Personal motivations matter: eg: if there’s someone wanting a promotion approach them individually. Get them on board and to champion project early so they can claim benefit later on. It’s all lobbying skills. </li></ul><ul><li>Champion: Champions come from all depts. Age is not an issue. Just because someone is young doesn’t mean he/her is innately ‘digital.’ </li></ul><ul><ul><li>Skeptics: Get some pessimists and skeptics on board. Give them the tools, learn from their criticisms. </li></ul></ul>
    17. 18. On management buy-in <ul><li>ROI: There is no silver bullet to building a business case </li></ul><ul><ul><li>The 1st question is often ‘How can this help us?’ but it should be ‘How can we help our customers?’ </li></ul></ul><ul><ul><li>Evaluate the cost to achieve the same by traditional means ie: print advertising, marketing, support and IT dept costs. </li></ul></ul><ul><ul><li>Justification: “If we don’t, our competitors will take market share.” </li></ul></ul><ul><ul><li>Financial Dept: Give them the numbers. </li></ul></ul><ul><ul><li>HR: Talk about staff retention. </li></ul></ul><ul><ul><li>IT: Talk about leverage to buy new toys. </li></ul></ul><ul><ul><li>Legal: Aim of legal dept is to reduce risk to zero. Businesses work by taking and managing risks. </li></ul></ul><ul><ul><li>Executive buy-in will expedite the financial, legal HR team getting on board. </li></ul></ul>
    18. 19. Setting guidelines: example <ul><li>Use common sense (don’t piss off your boss) </li></ul><ul><li>Do not post entries that are personal attacks or culturally sensitive or religiously offensive </li></ul><ul><li>Do not discuss unreleased products and features </li></ul><ul><li>Post a standard company disclaimer on your blog, profile page and disclose affiliation to company or specific projects </li></ul><ul><li>If you post all or parts of an internal email, conceal the names of the sender and recipients </li></ul><ul><li>When expressing an opinion, emphasize that you speak only for yourself, beginning a sentence with &quot;IMHO&quot; </li></ul><ul><li>If you doubt the appropriateness of a post, ask a peer what they think and then read it again the next day as if it were headline in a newspaper. </li></ul><ul><li>Do not post too much noise (ie: inane accounts of your boredom with life) </li></ul><ul><li>Respect the platform, be an adult </li></ul><ul><li>Keep it friendly, and have fun </li></ul><ul><li>Be wary of copyright issues </li></ul>EG: http://channel9.msdn.com/About / http://womma.org/blogger/read http://www.intel.com/sites/sitewide/en_US/social-media.htm
    19. 20. Dealing with the trolls Source: 2008 Forrester Research
    20. 21. On metrics <ul><li>Things to measure: </li></ul><ul><li>Quantitative: Page views, Number of comments, Followers, Fans, Embeds, Mentions, Trackbacks, Number of RT, Savings in support costs </li></ul><ul><li>Qualitative: - Comments, Positive/Negative/Neutral </li></ul><ul><ul><li>Did we learn something about our customers that we didn’t know before? Did our customers learn something about us? </li></ul></ul><ul><ul><li>Were we able to engage our customers in new conversations? </li></ul></ul><ul><li>- Did our employees find new cost-saving ways for external feedback, averting crises and reputation management? </li></ul><ul><li>Customized dashboards : Trackur, BuzzMetrics </li></ul>
    21. 23. Signs that your social media strategy is working…on their blog <ul><li>They have interesting things to say about their respective profession and industry. </li></ul><ul><li>They update regularly and link to interesting ideas, stories and other blog posts </li></ul><ul><li>They provide glimpses into their life outside of work – family, friends, hobbies – that humanizes them. </li></ul><ul><li>They do not bad-mouth their current or previous employers, or colleagues (caveat: unless there is lesson worth learning) </li></ul><ul><li>They keep it friendly – no personal attacks </li></ul><ul><li>They seem genuine and honest </li></ul><ul><li>They have a picture, bio, RSS and blogroll </li></ul>Adapted from Boris Epstein, CEO and Founder of BINC
    22. 24. Signs that your social media strategy is working…on Twitter <ul><li>Tweets often (between 2-10 times per day) </li></ul><ul><li>Responds and genuinely helps others </li></ul><ul><li>Has growing and healthy followers/following </li></ul><ul><li>Keeps a balance between personal and professional tweets </li></ul><ul><li>Engages in discussion related to your business and seems to get Twitter </li></ul>
    23. 25. Signs community is working…on Facebook <ul><li>Updates often: pictures, status updates, videos </li></ul><ul><li>Users sign up on your Group, Pages, Events </li></ul><ul><li>Users leave comments and show genuine interest in wanting to engage with brand, product, service, launch, event </li></ul><ul><li>Staff on Facebook are member of groups relevant to their profession </li></ul><ul><li>Staff updating with photos and videos of Events, Family Day, CSR programmes, New Product Launches – all PG-13 </li></ul>
    24. 26. Signs that your social media strategy is working…on LinkedIn <ul><li>They have complete profiles </li></ul><ul><li>They have genuine recommendations from peers, managers and colleagues </li></ul><ul><li>They are members of groups pertaining to their respective fields </li></ul><ul><li>They update their status often </li></ul><ul><li>They voluntarily answer questions </li></ul><ul><li>They are linking to their employer, blog and other projects of interest. </li></ul><ul><li>They are participating and getting involved discussion in the community. </li></ul>
    25. 27. Signs of success… on Google <ul><li>When company or brand is Googled: </li></ul><ul><li>Leads me to company blog, webpage, landing pages, microsites, staff or company social media pages </li></ul><ul><li>Leads to active discussions on issues related to company </li></ul><ul><li>Leads to profession-related discussions and commentary on social media sites. </li></ul><ul><li>Does not lead to something controversial or negative, (unless a lesson to be learnt) </li></ul><ul><li>When staff are individually Googled: </li></ul><ul><li>Doesn’t come up blank. </li></ul><ul><li>Leads me to their online blog, webpage or social media profiles and company is identified. (3 and 4 above apply) </li></ul>