1.Juliann Grant Telesian Technology www.telesian.com May 14, 2009

2. Agenda

Social Media Market Now

• Latest trends and numbers

Social Media Best Practices

• Setting a Strategy

• Building Online Communities

• Twitter

• Facebook

Top Ten Things Not to Do in Social Media

Questions

3. How does Social Media boost the bottom line?

Companies needs to recognize:

• Shift thinking to how to serve customers here, not about revenue

• By building relationships

• By adding value to a customer or buyers day

• Putting a human face on your brand will.

Favorably position your company when demand resets

Be prepared to communicate to your audiences

Enable sales to sell more effectively

People buy from people

4. Social Media Tipping Point? 49% of Americans have a MySpace or Facebook account 48% of adults have either a MySpace or Facebook page 16% of adults updating their page at least once a dayOnly 5% of Americans are currently using Twitter Source: Harris Interactive Poll, May 2009 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105274 5. Who do Consumers Trust? 6. Its all new Keep in mind that any statistics you see todaywill likely be different 3-6 months from now Question is: When will it plateau? 7. Its a Fast Moving Wave Take your time Get your sea legs Learn how to ride the wave 8. These numbers will only grow www.universalmccann.com 9. Trends over Time www.universalmccann.com 10. 11. Social Media: Its All About Conversations 12. Manage your reputation

57% CEOs concerned about overall company reputation

Social media impacts your brands reputation

34% post opinions about products and brands on their blog

36% think more positively about companies that have blogs

http://www.indiaprwire.com/pressrelease/information-technology/2009020419095.htm 13. Key SocialMedia Components Widgets Chat Social Networks Micro blog Blogs Photo Share Message Boards Podcasts VideoShare RSS 14. Creating a Social Media Strategy

Establish company/brand voice

• How can it help you serve customers better?

• How will it help you engage buyers, influencers, customers?

• How do you present your company brand?

• • Individuals, one corporate ID, several IDs

What are the risks?

Who needs to be involved?

• Sales, marketing, product managers, engineering, customer service, legal

15. A Good Social Media Plan

Will have management input and approval

Will include a listening strategy

• Know what is being said out there, about whom, by whom, and the things you care about

Will include a plan for assigning resources

Will include a content plan

May include a social media policy

• http://123socialmedia.com/2009/01/23/social-media-policy-examples/

Recommended Podcast:A Look at Social Media with Emersons Jim Cahill and Deborah Franke http://www.telesian.com/newsnotes/archive/news0087-4.mp3 16. Whats in a Policy?

IBM Social Computing Guidelines: Executive Summary Excerpt

1. Know and follow IBM's Business Conduct Guidelines.

2. IBMers are personally responsible for the content they publish on blogs,wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long timeprotect your privacy.

3. Identify yourselfname and, when relevant, role at IBMwhen you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.

4. If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions.

http://www.ibm.com/blogs/zz/en/guidelines.html

17. Need internal processes

How to handle product requirement requests or suggestions

How to handle customer service issues

• Prepare for escalating customer complaints, problems, questions

Who is responsible for developing content

A content publishing schedule and flow of information

18. Establish Content Flow Plan 19. Building Online Communities Best Practices 20. Grow Online Organically

Be where people are

It has a self-organizing mechanism.Let it happen.

How can you best serve your audience?

What kind of community would be useful?

21. Building a Community 22. Its an Opt-In World

Power is shifting to the consumer and communities

Provide multiple mechanisms to interact

• Voting, surveys, guest posts, comments

Offer options on media choice to receive information

• PDF, audio, video

Want to feel connected to your brand/company

They want it their way

Corporate speak is not welcome

23. 24. A View of a Twitter Network Ari Herzog: http://ariwriter.com/2009/01/scientific-study-of-twitter-proves-what-you-told-me-value-value-value/ All Connections Inner Circle 25. Twitters Exponential Growth 5M 26. The Oprah & Ashton Effect March grew 131% to 9.3M In April Twitter grew another5.33MU.S. unique visitors, up 45% from the last week in March. A slight dip the week ending Apr. 19, when Twitter attracted 5.60 million U.S. visitors comScore report: http://www.businessinsider.com/twitters-us-traffic-down-post-oprah-2009-5 27. But there are challenges

Nielsen Study reported 60% of Twitter users stop using the service after one month

http://blog.nielsen.com/nielsenwire/online_mobile/update-return-of-the-twitter-quitters/ 28. Be Plugged into Twitter Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the lines in between,"Andrew Lipsman ComScore 29. Twitter Best Practices (TBP)

Set up a corporate ID for the organization.

• Add brand IDs, use naming conventions to align with corporate ID brand

• Even if you are not ready to dedicate time to Twitter, claim your ID now

• Build custom templates to reflect brand

Maintain a 1:10 ratio of broadcast-type/self-promotion messages to pure participation

30. TBP:Choose Follows Wisely

You dont need to follow back everyone who follows you .

Beware of Spammers

Automatic Direct Messages with a pitch is Bad

31. TBP: Share

Have a giving spirit

• Offer guidance, humor, perspective, expertise whenever possible

Make daily weekly contributions

Focus on sharing info that would be valuable to a customer or potential buyer

32. TBC: Participate, Be Visible. Informative Educational Photo Share DirectReply 33. TBP: Listen

Search for keywords

Search by #hashtag

Monitor competitors

Catch a conference you could not attend

http://search.twitter.com 34. TBC: Listen using RSS Feeds

FriendFeed, Google/Yahoo Reader to manage RSS Feeds

Organize Streamsby Folder Join/CreateGroups Add in Google key word search RSS feeds Build Business Intel 35. TBP: Respond Quickly

Most

social

media

black eyes

come from

a slow

response

36. Twitter is Changing PR Last chance: Pitch us a story idea & win a chance to hear Jim Collins talk about his new book next week in NYC 37. Analysts are on Twitter 38. Twitter is Affecting Politics 39. Twitter is

Making marketers think in new dimensions

• Think visual, audio, video

Continually evolving through its users

Not just for celebrities, there is a place for B2B

A place for brands to engage like never before

NOT going away anytime soon

40. 41. Facebook

193M users 51% Female, 45% Male

Women still represent the majority of users

Users over 55 are driving recent growth

42. Top 4 Things To Do On Facebook

Create a community

• Set up a Group

• Set up a Fan Page

Find a few advocates to get things started off

Leverage demographics for targeted advertising

Integrate with Twitter Feed, FriendFeed

43. FBBP:Create a Group

Company Profile

Group/Fan/Event Pages

• Friends maxes out at 5,000 contacts

Centralize information sharing and discussions

44. FBBP: Create a Fan Page 45. FBBP: Slice and dice demographics 46. FBBP: Integrate other Apps

Aggregate other social media sources

• Import Twitter, Bookmarking applications, blogs, RSS feeds

47. Other Communities To Consider

LinkedIn

• Great for creating professional interest groups

• • ISA Marketing & Sales Summit

• • • www.isa.org/mktgsales

• • • www.linkedin.com/xxxxx

48. Other: Ning for Custom Groups

www.ning.com

Member Profiles

Discussions

Blogs

Photos, Videos

49. Keep Them Coming Back

Develop a Content Plan

Needs to capture interest, engage readers

Engage with dialog and surveys, find out what they want

Build on core pieces like technology papers, white papers, success stories

Need a balanced media mix: print, digital, audio, video

50. Benefits for Online Communities

Build a stronger emotional connection with community participation

Better understand buying behaviors

Glean insight into business drivers, whats happening in your customers worlds

Networking for members

• Professional and personal growth

• Benefit through interaction

51. 52. Ten Things to Avoid in SM

Set up a profile and then ignore it.

Sign up for Twitter and follow 1,000s of people in the first weeks.

Use these applications to broadcast your standard news only.

Use corporate speak.Tone down third person language, emulate a conversation.

Make it hard for your visitors to find content.Set up a central media landing page.

53. Ten Things to Avoid in Social Media

Not establish a Listening Strategy first.

Ignoring information gathered from Listening Strategy.

Thinking there is some level of control over the message.Its ok, weve never had control.

Not taking control over content ownership.Reserve IDs now before they disappear.Know what videos are on YouTube.

Defending against negative buzz.Easier to fall on your sword.

54. Final Thought

If your new efforts at listening and gaining insight fail to cause you to rethink the effectiveness of your many interaction channels (not their efficiencies), it is unlikely you will find your listening skills, or bottom line, much improved. Social CRM is crucial - cross channels and across your business.

Michael Maoz, Gartner Analyst

http://blogs.gartner.com/michael_maoz/

55. Q&A

Thank you for your time

Contact Me: Juliann Grant

• [email_address]

• Blog:http://blog.telesian.com

• Twitter:www.twitter.com/julianng

• LinkedIn:http://www.linkedin.com/in/julianngrant

• Facebook:Juliann OConnor Grant