foew social media presentation jan 2010
DESCRIPTION
main presentation from the 1.19.2010 FOEW social media programTRANSCRIPT
© 2009 NetPlus Marketing
Effectively Using Social
Media in Your Day To Day
Business
January 19, 2010
© 2010 NetPlus Marketing2
Agenda
What is Social Media?
Planning a social media program
POST
Metrics and measurement
Individual Use of Social Media
Join the conversation
Case Studies
Q & A
© 2010 NetPlus Marketing3
Look who’s talking now…
People are talking to each other
Customers are blogging about
companies
Consumers are reviewing products
People are re-posting commercials
on YouTube
Groups are forces on Facebook
Enthusiasts define companies on
Wikipedia
News now travels at the speed of
‘Twitter’
© 2010 NetPlus Marketing4
What is social media?
© 2010 NetPlus Marketing5
What is social media?
© 2010 NetPlus Marketing6
POST
People
Understand your audience and where they are active
Objectives
What are you trying to accomplish?
How are you going to measure it?
Strategy
What is the plan to get from the current to the desired state?
Technology
Platform, channels and technologies like Twitter, blog, wiki and
social applications
© 2010 NetPlus Marketing7
POST - People
People
Creators
• Create videos, maintain a blog, Wikipedia editors
Critics
• Review products, rate videos, post experiences
Collectors
• Bookmark content, tag content, share videos
Joiners
• Social networks, groups, forums
Spectators
• View user generated content
Inactives
© 2010 NetPlus Marketing8
POST - Objectives
Objectives Listening
Dialogue
Energize and enthuse
Supporting
Connect and embrace
To achieve Sales
Awareness
Conversions
Traffic
Buzz
New customers
Customer satisfaction
New ideas
© 2010 NetPlus Marketing9
POST - Strategy
Strategy
What is the plan to get from the current to the desired state?
What will be different if we accomplish our goals?
• A better 2-way relationship with customers
• More buzz and awareness
• An effective customer service channel
• More sales
• Customer collaboration
• Customers connected with each other
© 2010 NetPlus Marketing10
POST - Technology
© 2010 NetPlus Marketing11
Individual Use of Social Media
The dangers? The payoffs?
Establish Goals and Objectives
Understand the world you are entering
Be active and bring something to the
conversation
Try to focus on one major area of
interest
Style
© 2010 NetPlus Marketing12
The Benefits
The Altimeter
July 20th, 2009
Study: Deep brand engagement correlates with financial performance
100 most valuable brands — as identified by the 2008
BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11
different online social media channels.
They critiqued the brands on not only their breadth of engagement across
these channels, but also their depth, such as whether they reply to
comments made on blog posts. Each brand was given a numerical score.
© 2010 NetPlus Marketing13
The Benefits
The top 10 ENGAGEMENTdb brands with their scores are:
Starbucks (127)
Dell (123)
eBay (115)
Google (105)
Microsoft (103)
Thomson Reuters (101)
Nike (100)
Amazon (88)
SAP (86)
Tie - Yahoo!/Intel (85)
Findings: Engagement Correlates To financial Performance
Rev growth, gross margin, net profit
© 2010 NetPlus Marketing14
ROI - Monitoring
Monitoring Human analysis
Addictomatic.com
Google Blog Search, News, and Alerts
Yahoo Pipes
Twitter Search
Technorati
Co.mments
Blogpulse
BoardTracker
Keotag
Google Analytics
Paid tools Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain
© 2010 NetPlus Marketing15
ROI - Monitoring
© 2010 NetPlus Marketing16
ROI - Metrics
Metrics and measurement
Traffic referred from social media sites
• Google Analytics, Omniture, etc
Conversions and HVTs referred from social sites
• Google Analytics, Omniture, etc
Number of friends and level of discussion
• Human analysis
- Growth of new friends over time
- Friends/discussions
Social links and bookmarks
• AddThis
Video viewership
• TubeMogul
Qualitative
© 2010 NetPlus Marketing17
Not listening. Not responding. Not good.
Schmoozing instead of connecting
No transparency or authenticity
Social media purely as a single channel
Applying traditional marketing tactics to social media
Social media mistakes
“Mistakes in social media are inevitable
– after all, you’re building relationships
and what relationship is perfect?”
- Charlene Li
© 2010 NetPlus Marketing18
Guiding Principles
Plan with purpose
Align key stakeholders in the organization
Set expectations and guidelines
Be transparent and add value
Monitor and apply feedback
Give first!
© 2010 NetPlus Marketing19
Social Media Group
Marketing
Legal
Merchandising
PR
Customer Service
Creative
HR
Organizational Alignment
© 2010 NetPlus Marketing20
Trust is the key.
Increased trust builds
customer
acquisition/retention and
improves performance
Trust creates brand
advocates and evangelists
Lack of transparency
decreases trust
Research report: The Importance of Consumer Trust
on FI Profitability, Javelin Strategy & Research, April 2009
© 2010 NetPlus Marketing21
How Social Media Can Build Trust
By listening and responding
By increasing transparency
By being accessible and
helpful
© 2010 NetPlus Marketing22
What’s Next?
The ‘what’s the next Twitter?’ syndrome;
aggregators; location-based apps
© 2010 NetPlus Marketing23
Questions
© 2010 NetPlus Marketing24
“It is not the strongest of the species that
survive, nor the most intelligent, but the
one most responsive to change.”
Charles Darwin
Thank You!
Robin NeifieldCEO
NetPlus Marketing, Inc.
www.netplusmarketing.com
Twitter: @neifield
Linkedin.com/ rneifield