10 essential tips for social media research and marketing
DESCRIPTION
With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business? Find out in this webcast, where you’ll get a preview of our upcoming ARF University: Social Media Bootcamp: Social Media for Research and Marketing [http://www.thearf.org/assets/arf-university], where we’ll uncover moving from listening, to creating actionable insights, to developing a well-thought out social media strategy.TRANSCRIPT
10 Essential Tips For Social Media Research and Marketing
May 19, 2010
Twitter Hashtag: #ARFCAST
Presented by Lynne d Johnson, SVP Social Media, The ARF
Twitter: @lynneluvahemail: [email protected]
NEW YORK CITY
June 21, 2010 • 10:00am–3:00pmFor info and registraDon: hFp://www.thearf.org/assets/arf-‐university
Social Media BootcampSocial Media For Research and Marke6ng
#1 You Need to Be Where
Your Consumers Are
»
Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png
ARF University Social Media Bootcamp
Your Consumers Are Using Social Media
» Social Media > E-mail
» Social Media Nearly Rivals Search
» 20% of Conversation on Twitter = Brand Mentions
» Conversations Are Occurring About Your Brand Without You
» #1 Method for Sharing News and Information
#2 Set Clear Goals»
ARF University Social Media Bootcamp
Be Clear in Your Aim
» Knowing What You Want From Your Social Media Efforts First, Helps You Better Plan, Execute, and Measure
» Product Awareness vs Sales vs Customer Service vs Whatever Your Objectives Are
#3 Sell Social Media to the
C-Suite and Get Everyone on
Board
»
Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg
ARF University Social Media Bootcamp
How to Sell Social Media Internally
» Be Clear That Social Media Isn’t Just an Also, But a “Must-Have”
» Integrated Research
» Integrated Marketing
» Unstructured Conversations
» You’re Getting Valuable Rich Data You Can’t Get Anywhere Else
#4 Dive In»
Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg
ARF University Social Media Bootcamp
Just Do It
» Leave the Fear Factor to Reality Shows
» Who Owns It? Everyone!
» Do We Have the Resources? Yes, if it’s Infused Across the Organization.
#5 Test the Waters»
Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327-N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg
ARF University Social Media Bootcamp
Start Small By Listening and Tracking Buzz
» Google Alerts
» Social Mention
» Ice Rocket
» BlogScope
» Tweet Reach
» Twitter Sentiment
» Hootsuite
» Co Tweet
#6 Monitor Your
Competition»
ARF University Social Media Bootcamp
Learn From Others
» Read and Research Case Studies
» Read Websites That Cover Social Media
» Watch the Pros on Facebook and Twitter
» See How Publishers Build Social Media Into Their Sites To Figure Out Where You Fit In (It’s Not Just About Display Advertising Anymore)
#7 Find Your Voice»
ARF University Social Media Bootcamp
What’s The Voice of Your Company?
» Write a Social Media Strategy
» Write a Company Social Media Policy/Standards
» Telling Your Brand’s Story
» Content Creation
» Compelling Video
» Find Your Voice And Stick With It: Consistency Builds Trust
#8 Measure Consumer
Satisfaction»
ARF University Social Media Bootcamp
More Than Listening
» Customer Experience Moves to the Social Web
» Engage a Listening Platform
» Track, Monitor, and Analyze Sentiment Analysis
» Measure Real-Time Impact
#9 Engage the Consumer»
Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
ARF University Social Media Bootcamp
Engagement vs Message Push
» Create Community (Private, MROC, Forums, Groups, Fans, Followers)
» Find Your Influencers and Let Them Engage New Customers For You
» Listen, Respond, Engage
» Contesting and Promotions
» Don’t Just Sell
3
#10 Assess Your
Achievements»
ARF University Social Media Bootcamp
Determining ROI
» Net Promoter Score
3
Source:http://www.netpromoter.com/np/calculate.jsp
ARF University Social Media Bootcamp
Determining ROI
» Razorfish SIM Score
» SIM Score = Net Sentiment for the Brand/Net Sentiment for the IndustryThe components of the above formula are:Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the BrandNet Sentiment for the Industry =(Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry
3
Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
ARF University Social Media Bootcamp
» Share
» Engagement
» Reach
» Influence
» Impact
» Issue Resolution
» Satisfaction Score
» Trends
» Sentiment
Determining ROI
Social Marketing Analytics!
A New Framework for Measuring Results inSocial Media
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
ARF University Social Media Bootcamp
Upcoming Events
Social Media Bootcamp June 21 2010
June 22-23 2010
To register, visit: https://my.thearf.org/
ARF University Social Media Bootcamp
Upcoming Council Meetings
Social Media – June 8 Digital Media (AM) – June 10 Multicultural (PM) – June 10 Engagement – June 15 Advertising Effectiveness – June 24 To register please visit http://www.thearf.org/channels/councils or email [email protected]
The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF!
http://bit.ly/TheARFListeningPlaybook_Rappaport (From ARF store book and download)http://bit.ly/TheARFListeningPlaybook_Amazon (Amazon and Amazon Kindle)
http://bit.ly/TheARFListeningPlaybook_BandN (Barnes and Noble)