360° Digital Influence Workshop

Social Media BootcampJune 2009

Agenda

01 Why does this matter & what will you get out of this?

02 Mapping communication goals to measurement

03 How to set up advanced listening posts

04 Creating effective engagement strategies

05 Influencer and network planning

06 Effective Blogger Outreach

07 Netvibes Power Hour

08 Knighting and next steps

01 Why Does Social Media Matter?(and what you will get out of this?)

Internet Penetration – Australia

• AU – 21,807,000 population – Country Area: 7,686,850

• Capital City: Canberra – population 345,257 („08)

• 16,926,015 users as of March/09, 80.6% penetration

• Wireless broadband subscriptions tripled in Australia in 2008

• 8,000,000 active internet subscribers – 84% broadband connections

• Ranks 6th in the world for total number of Internet users, despite it‟s small population.

Australians have become very active users of

social technologies like blogs, podcasting,

forums, and social networks.

75% of Australian online adults now

use social technologies

50% are members of a social network

25% create their own content

Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008

Why Social Media Matters

It‟s Going Mainstream

(PR Pro figure)

Anatomy of a Communications Professional circa 2009

Your Stories

Media (Consumer Generated & New Media)

Social Networks

Broadband Media

Search

Syndication & Delivery

Multimedia Sharing

Why Social Media Matters

Content is Consumed Differently

Old School Emerging

75% of people don't believe that companies tell the truth in advertisements.(Yankelovich)

What’s the most trustworthy source for purchase ideas?

Word of Mouth

Editorial

Advertising

US 81%

WW 70%

56%

55%

55%

59%

2006 eMarketer

Recap: Why does social media matter?

1. It‟s core to marketing and communications

2. Trust favors Word of Mouth

3. Interruptive advertising is losing effectiveness

4. Search is the new homepage

5. Clients demand digital & word of mouth

The 7 Barriers

It defies current org structures

It’s about relationships not transactions

Engagement is the new “Reach”**need measurement standards…

1 Power Tech

G0 G2

x 4.14 individuals

G1

x 12 individuals = 60+ Communications

It scales differently

It started with horror stories

Not enough training

Social media cannot be controlled

Overcoming Barriers

Social media defies current organizational structure

It begs for a long term relationship (yet different than CRM)

No measurement standard...yet

It scales differently

The big stories are based upon fear

Not enough training

Social media cannot be "controlled“

Create your own organization, methods & tools

Get beyond campaign-thinking

Define the value through engagement

Scale via tools and time

Tell positive stories (w/measureable outcomes)

Build a training culture

Demonstrate the planning

02 Mapping Goals to Measurement

Your Briefs

Define the communication goal

Awareness

Evaluation

Engagement

Loyalty

Conversion

Make people aware of

brand, product or issue

Educate people and begin

to demonstrate the

relevance

Get people involved

through spending time and

interactions.

Motivate people to openly

support you, contribute

something, share WOM

Convert people to

Promoters & loyal

customers

Viral videos, games,

display advertising,

head-of-tail blog

outreach, SEO plus

Brand Web sites,

syndicated content, new

media desk & room,

social media outreach

Brand Web sites,

contests, blogs, games,

social network

participation.

Blog summits, Blogs,

vlogs, social network

groups, blogger

relations. Share-able

programs

Fan activation centers,

co-creation programs,

communities

Communication Goal Potential Tactics

Measurement Models

Most PR measurement models report:

• Activity (output)

• Impressions (reach)

• Message pull-through (impact)

Most Internet measurement models report:

• Impressions (reach)

• Action (e.g. click-through, email opens)

New Measurement Model

• Reach

Preference

• Action

Awareness

Evaluation

Engagement

Advocacy

Conversion

}

}

}

Conversation Impact™ Dashboard SummaryMetric / Goal Data Aware-

nessConsidera-tion

Prefer-ence Action Loyalty

Reach

• UMV – blogs, site, microsite, applications, other, total # / % change

Real-time to weekly

• Time on site, # / % change Real-time

• Volume of online conversation, #/% change, Cost per Online Conversation Generated (CPICG)

Real-time to daily

• Share of voice in category (=Volume for brand / volume for category), # / % change, Cost per Increase in Share of Voice (CPISV)

Real-time to daily

Preference

• Sentiment index of online conversation (% positive - % negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI)

Daily

• Share of positive voice in category (=Sentiment index for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP)

Daily

• Relative net promoter score (NPS) in category (=brand NPS / category NPS), # / % change, consumers reached vs. all, Cost per Point Increase in NPS (CPINP)

Monthly/Quarterly survey

Action

• WOM network action: RPA, CPA, $, # Daily to weekly

• Blog contest-based action: RPA, CPA, $, # Real-time to weekly

• Microblog/Twitter-based action: RPA, CPA, $, # Real-time to weekly

Your Stories

Expanding the Impact of Marketing with Social Media

Ogilvy‟s 360° Digital Influence applies a strategic approach to activating word

of mouth – the most trusted source for opinions. We identify and engage

influencers, build grassroots community and rally people to causes they care

about. We have a 3-part approach:

Listening – discovering what people are saying about brands and experiences across all social media

Planning – finding influencers and affinity groups to join our cause or community

Engaging – involving influencers and community members such that they care to tell their community of friends and family to get involved

Strategic Approach to Social Media & Word of Mouth

Conversation Maps Influencer Maps

Community Design & Management

Blogger & Influencer Engagement Programs

Co-creation Program Design & Management

Live Community Events

Video Content: Viral, Episodic, Channels

Social Network Activation

Search Reputation Management

Digital Media Relations

03 Advanced Listening Posts

Listening: Message Boards, Blogs, Social Networks, Opinion Sites…

We were sorry to read about your experience and hope to be able to

resolve this issue and regain your confidence in us once again. In order

for us to do so, we’ll need more information from you to access your

account and remedy the situation. Please call Select Comfort directly at

1-800-787-5230 and ask to speak with AJ Stewart.

I will not recommend Sleep Number to anyone again (and I have done so in the

past) and if it comes up in the conversation. I post on Epinions and Craigslist

and intend to mention this in my posts and on my Blog. Instead of using a little

common sense, looking at longtime customer satisfaction, you have lost this

customer for life.

Two days after my diatribe about the Sleep Number bed appeared on this screen,

I was apologized to and told to call a number and ask for a particular person.

When I called I got a nice young lady named Amanda who asked what the

problem was and then the poor dear had to endure my ire while I detailed the

trouble. She listened with patience and asked me to hold on to see what could

be done. About 2-4 minutes later she comes on and says “we’ll be taking that

charge off your Amex”. I rescind my cessation of possible future purchases of

their product. The beds are as good as they advertise.

Flubies & Flublogia

Planning & Strategy Insights(Conversation Maps)

Listening Post

Brand

Category

Brand Ideas

Competitors

Rapid Response & Engagement

Measurement

Intelligence

Using Social Media Strategically

Services: Listening Programs

Listening Post : By creating the right conversation criteria, we can use technology to collect and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites. Our strategists apply insight and recommended action to every report

Listening Post powered by Radian6: This is our fastest , keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media

Listening Post powered by Crimson Hexagon: Our CH-based platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for benchmarking measurement and informing strategy

Listening Post powered by Visible Technologies: A more comprehensive solution to enterprise-level cgm monitoring and response, our VT-based solution is great for operationalizing large organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media at a large scale

What is a Conversation Map?

• Starting point for all social media programs

• Focuses on discussion around brands, products or issues

• 1x, 50-70 slide research document

• The Conversation Map reveals:

– What is being said by whom

– Volume, tone and topics of conversation

– Insights resulting from the analysis

– Preliminary engagement ideas

How Conversation Maps Can Help

• Tracks perceptions and how messages are being interpreted

• Begins to identify important new influencers

• Triggers issue & communications response

• Offers a high-level view of emerging trends and what others are doing

• Demonstrates the impact and value of public relations or advertising

• Helps manage and improve an organization‟s reputation

• Identifies important conversations to join

When to do a Conversation Map

• Prior to starting any social media engagement program

• Initial research phase for new or existing client (e.g., focus

groups)

• Enlist supporters or identify potential detractors

• Establish a measurement benchmark

Conversation Map Overview: Research Methodology

Engaging the Flubies

Elevating Low Influence Enthusiasts

Uncovering a Need for Credible Answers

Example Conversation Maps

How To Create a Conversation Map

1. Orientation

1. Define objectives, goals, and budget

2. Understand the target audience

– Are they online? What sites are popular?

3. Define the timeframe (30 days)

How To Create a Conversation Map

2. Define the Conversation CriteriaTopic Sub-Topics Keywords

Online Education and the Kaplan POV

• Online Education• Teacher Focused Model• Student Focused Model• Learner Focused Model

– Online Education - Student focused education– Education + Talent gap - Student centric education– Adaptive education - Student oriented education– Experiential learning - Student goals in education– Experiential teaching - Learner focused education– Work study programs - Teaching for best learning– Life learning and education - Learner oriented education– Change and education - Learner centric education– Education Reform - Diversity and learning – Teacher training - Work experience and learning– New teaching methods - Conscious learning– Better teachers - New teaching

Online University • Online University• Online Grad School • Adult Education• Continuing Education

– Online University - Online MBA– Online College - Online law school– Online Classes - Online graduate program– Internet University - Online career advancement– Internet College - Adult Education– Internet Classes - Continuing Education

Kaplan and Competitors

• Kaplan University• University of Phoenix• Strayer University• Devry University• Walden University• Capella University

– Kaplan University, Kaplan online university, Concord Law*– University of Phoenix, U of P– Strayer University, Strayer– Devry University, Devry– Walden University, Walden– Capella University, Capella

How To Create a Conversation Map

3. Start Listening

Monitoring Type

Tools

Free Google Blogs, Technorati, Blogpulse, BoardReader, Summize, Facebook Lexicon

Consolidated Monitoring

Radian 6, Buzz Numbers

Advanced Services

Visible Technologies (enterprise & response)Nielsen Buzzmetrics (outsourced reports)BuzzLogicCymfony (cgm & traditional)UmbriaBrand DimensionsKaavaOthers: Andiamo, Biz360, eWatch, MediaSource

• Radian 6

• Manual Search Tools (See Links for Listening Handout)

• Cataloging – Delicious

How To Create a Conversation Map

3. Start Listening

How To Create a Conversation Map

4. Generate Insights

• Trends show what is; an insight says what it means

• Good Insights are:

– Tied to a business objective

– Supported by data/metrics

– Supported by sample verbatims

– Leading toward engagement ideas

How To Create a Conversation Map

5. Plot the Map

• Create an Executive Summary

– This section should summarize in 1-3 slides the general

findings and the recommendations for engagement

• Build a narrative throughout the supporting research slides, tell

the story of the insight

• Review for consistency in language, formatting

WORK SESSION:

Create a Conversation Map

1.Choose your conversation criteria

2.Search using free tools

1. Google Blogs/Technorati, YouTube, Flickr, del.icio.us,

tweetscan, BlogPulse

3.Find & Report Back 2-3 trends

05Influencer & Network Planning

Leo Babauta

How to Determine Influence

• Blogs & Microblogs

– Number of inbound links

– Frequency/timeliness of posts

– Followers & subscribers

– Number and content of comments

– Affiliation of author

– Search engine visibility

– Traffic

– RSS feed subscriptions

• Videos & Photo Communities

– Number of views and downloads

– Number and content of comments

– Ratings/peer assessment

– Relevant groups

– Number of subscribers

– Number of inbound links

• Message Boards & Forums

– Breadth of boards

– Quantity and timeliness of activity

– Search engine visibility

– Affiliation

– Membership numbers

– Traffic

• Social Networks

– Membership numbers

– Types of community features present

(e.g., profiles, blogs, video, message

boards)

– Activity level on features

– Affiliation

– Search engine visibility

Inbound Links

RSS Subscriptions

Site Traffic

Conversation Index

Recency & Frequency

Identity & Affiliation

How to create an influencer audit

1. Determine 3-5 categories of influencers

2. Search for influencers

– Use free search tools

– Review the conversation map

– Follow blog rolls

3. Profile the influencers

4. Finalize the audit

How to create an influencer audit

Profiles should include the following:

Header

• Name of media outlet

• Audience/beat

• Media

Screen Grab and URL

Description

• Universally relevant

Relevance

• Why/how it fits into the strategy

Audience Reached

Criteria for Influence

• Based on type of media

Opportunities

• Checklist of tactics to consider

WORK SESSION:

Create an Influencer Audit

1. Look at the Conversation Map

2. Choose 1-2 “categories” of influencers to research

3. Each group is responsible for finding one of the following:

1. Blogger

2. Twitter

3. Message Board

4. Social Network Group (e.g., Facebook or Myspace)

5. Multimedia (e.g., Flickr or YouTube)

04Creating Effective Engagement Strategies

Strategic Approach to Social Media & Word of Mouth

Conversation Maps Influencer Maps

Community Design & Management

Blogger & Influencer Engagement Programs

Co-creation Program Design & Management

Live Community Events

Video Content: Viral, Episodic, Channels

Social Network Activation

Search Reputation Management

Digital Media Relations

Why is search important?

• 89% of all people online use search engines to find

information

• 49% of all people online use search engines every day

(second only to email)

• 75% of search engine users never scroll beyond the first

page of results

• The first 3 pages of search engine results are

defining our clients before they can “officially”

define themselves

MULTIMEDIA

ORGANIC SEARCH RESULTS

PAIDSEARCH RESULTS

Search “Golden Triangle”

Improve positive results by 35%

85% positive results in top 30

Common Search Programs

• Search Engine Optimization (SEO) – On page and off

page approach to optimizing a Web page to return higher

in organic search results.

• Search Engine Marketing (SEM) – Keyword buys that

place your clients URLs highly in the paid search results

• Press Release Optimization

•Using the right keywords•Incorporate into H1 Titles•Repeat, repeat, repeat

•Link keywords to site•First 250 words•2 – 8% keyword saturation

Digital Media Relations

Social Media Rooms

DIGITAL INFLUENCE HOW TO:Social Media Press Release

A social media press release is an interactive news release that combines text with multimedia

content – including photos, videos, slideshows, and PDF documents.

This Web-based tool transforms the traditional press release into a more impactful, useful and sharable array of content meant for media old

and new.

The following slides outline recommended best practices for developing and distributing a social

media press release.

(BRANDS IN SOCIAL MEDIA SLIDE)

http://wiki.beingpeterkim.com

Your Stories

Engagement

Awareness

Evaluation

Engagement

Loyalty

Conversion

Make people aware of

brand, product or issue

Educate people and begin

to demonstrate the

relevance

Get people involved

through spending time and

interactions.

Motivate people to openly

support you, contribute

something, share WOM

Convert people to

Promoters & loyal

customers

Viral videos, games,

display advertising,

head-of-tail blog

outreach, SEO plus

Brand Web sites,

syndicated content, new

media desk & room,

social media outreach

Brand Web sites,

contests, blogs, games,

social network

participation.

Blog summits, Blogs,

vlogs, social network

groups, blogger

relations. Share-able

programs

Fan activation centers,

co-creation programs,

communities

Communication Goal Potential Tactics

WORK SESSION:

Create an Engagement Plan

1. Review your communication goals and measurement options

2. Brainstorm around big ideas:

1. How can we be of-use to people?

2. Can you use social networks to extend reach?

3. Is their a co-creation opportunity here?

4. Can we extend our media relations via digital media relations?

5. Is their a content strategy here – video?

6. How can we get more people to pass along something…..

7. Can we embrace/create/activate brand ambassadors?

8. How do optimize for search?

9. Online & offline?

3. Present to group

Effective Blogger Outreach

*How to be a human being, play well with others, show some respect and not shoot yourself or your client in the foot

Ask not what bloggers can do for your campaign. Ask what your campaign can do for bloggers!

How to Reach Out to Bloggers

Familiarize Yourself First

1. Have they posted about your client (issue, brand or

product) in the past? What has been the tone of the

post? Positive? Negative?

2. Have they posted about being “pitched” in the past and

being turned off? Have they talked about someone who

reached out to them in an effective way?

3. What do they write about and in what context are they

likely to write about your client‟s brand, product or

issue?

4. Are they serious? Do they like to make people laugh?

How to Reach Out to Bloggers

Contacting Them Appropriately

1. Send the blogger a personal email (no cut and paste jobs) and clearly identify

yourself.

2. Tell them why you are specifically reaching out to them. What was it about their

blog that makes them relevant?

3. If you get a response from the blogger indicating that they are willing to engage,

follow up right away: send product for them to review or additional information

they‟ve requested.

4. Urge bloggers to be transparent about the projects on which they are engaged

and divulge any relevant information: do they get to keep the products they

review?

5. Don‟t pester them unnecessarily, but build relationships with influential bloggers

who are relevant to the clients with which you work so that you can approach

them again in the future.

How to Reach Out to Bloggers

Offer Something of Value

1. Serve as an advisor as you develop and launch your campaign

2. Become a host, face or visible contributor to your effort

3. Co-create content

4. Participate in offline events, summit, blog storms

5. Write or review your campaign

6. If engaged in a meaningful and engaging way,

influencers help create organic WOM among target

audiences

Sample E-mail from Nestle Crunch

Hi Jeremy,

I‟m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be

interested in participating. When I found your blog, I loved your commitment to being a good dad and the

playful way that you interact with your kids. The Crunch brand is all about finding the kid in you no matter what your

age. That means doing something that you enjoyed as a kid like playing on the capture the flag or "don‟t step on the

cracks", or eating candy before dinner. As a dad, I‟m sure you can relate to this concept of having a young, playful

spirit.

We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com,

www.facebook.com/nestlecrunch) campaign, which aims to start an online conversation about what people do to

keep the kid in themselves alive. Would you be interested in working with us to create a contest around this theme and

give away a Nintendo Wii game system to one of your readers?

We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to

doing a Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can

inspire the kid in you with this fun game. This might not be good for your diet (I know I‟d have a hard time resisting),

but it could be fun for a summer BBQ.

Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii.

If you are, I will provide you will more information about the contest.

I look forward to hearing from you.

Warm Regards, Sarah

PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You

can also read my bio to find out a little bit more about me.

What NOT to do…

Not Following the Blogger Code of Ethics…

“You are a marketer, and you obviously

didn't read my post about what crap it is that

your client is NOT producing real food. It's

an insult to real food.

But thanks for giving me something ELSE to

blog about.

Sorry. Read the blog next time.”

Best Practice Blogger Engagement

1. Do Your Homework

2. Engage. Don't Pitch.

3. Write The Perfect Email.

4. It's Not Their Day Job.

5. Follow The Code

Blogger Outreach Code of Ethics – Download:

http://tinyurl.com/ogilvy360

1. We reach out to bloggers because we

respect your influence and feel that we

might have something that is

“remarkable” which could be of interest to

you and/or your audience.

2. We will only propose blogger outreach

as a tactic if it complements our overall

strategy. We will not recommend it as a

panacea for every social media campaign.

3. Before we email you, we will check out

your blog‟s About, Contact and Advertising

page in an effort to see if you have

blatantly said you would not like to be

contacted by PR/Marketing companies. If

so, we‟ll leave you alone.

4. We will always be transparent and

clearly disclose who we are and whom we

work for in our outreach email.

5. We won‟t pretend to have read your

blog if we haven‟t, and we‟ll make a best

effort to spend time reading the blogs we

plan on contacting.

6. In our email we will convey why we

think you, in particular, might be

interested in our client‟s product, issue,

event or message.

7. We will seek to present you with a range of

opportunities to work together around a

campaign, so that you can create the best

experience possible for your audience. We

acknowledge that, when it comes to knowing your

audience, you are the expert.

8. We encourage you to disclose our relationship

with you to your readers, and will never ask you

to do otherwise.

9. You are entitled to blog on information or

products we give you in any way you see fit. (Yes,

you can even say you hate it.)

10. If we reach out to you with news about a

product, campaign or issue, we will not provide

monetary compensation, because we believe it is

unethical to “buy” favorable reviews and not want

to appear as if we are.

11. If you have advertising opportunities on your

blog, we will counsel our clients to consider

purchasing advertising as a way to reach your

readers. We will make it clear, however, that

paying for advertising does not mean that you

will post about the campaign or …

12. If we engage you as an advisor on a specific

project, we will consider providing you with

compensation (agreed upon at the start of the

project).

WORK SESSION: Write Blogger Outreach Email

1. Choose an influencer from the

influencer audit.

2. Determine how they could best get

involved.

3. Draft an email asking them to

participate.

08Netvibes Power Hour

http://www.youtube.com/watch?v=0klgLsSxGsU

How to Setup an RSS Aggregator

STEP ONE:

Register with a service!

STEP TWO:

Grab feeds!

STEP THREE:

Plug feed into aggregator!

1. Go to www.thedailyinfluence.com (Netvibes)

2. Create a free account and build your start

page.

3. Setup LinkedIn, Twitter, and Del.icio.us and

feed them into your Netvibes account.

WORK SESSION: Creating and Building Out Your Netvibes Account

09Knighting & Next Steps

What We Covered

01 Why does this matter & what will you get out of this?

02 Mapping communication goals to measurement

03 How to set up advanced listening posts

04 Creating effective engagement strategies

05 Influencer and network planning

06 Effective Blogger Outreach

07 Netvibes Power Hour

08 Knighting and next steps

Questions?

THANK YOU!

CONTACT:

Brian Giesen

Director | 360° Digital Influence

Ogilvy Public Relations Worldwide

p 61 2 8281 3853

e brian.giesen@ogilvy.com.au

@bdgiesen