session 2 agenda
DESCRIPTION
Session 2 Agenda. NWEN and The Company Bar Recap Session 1 Social Media in a Business Context The changing Business-Customer Relationship Social Media Strategy Roadmap Four essential elements of a social media campaign Participant Presentations (Free Monitoring Tools). - PowerPoint PPT PresentationTRANSCRIPT
Page 1Social Media in Business
Session 2 Agenda
NWEN and The Company Bar
Recap Session 1
Social Media in a Business Context
The changing Business-Customer Relationship
Social Media Strategy Roadmap
Four essential elements of a social media campaign
Participant Presentations (Free Monitoring Tools)
Page 2Social Media in Business
Social Media are online web-based tools and technologies that enable people to connect, communicate, create content and collaborate
In real-timeAt scale At will
Inexpensive, accessible, easy to use, Social Media helps people toEngage one-on-oneInfluence opinions and outcomesOrganize around causes, viewpoints, principles
Opinions expressed on social media can profoundly impact business results
Businesses with thoughtful social media programs can experience tangible benefits
Budgets for Social Media range from $66K (novice) to $1.364M (advanced) in 2010*
* Source Altimeter Group
Social Media in Business
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Social Media Goals must derive from Business Goals
Social media is a means to an end, not the end
Focus on what matters most to the business, e.g.
Lead generation
Competitive intelligence
Customer retention
Finding specialists in the
employee base
Get timely alerts to brewing
crisis situations
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Social Media Word-of-Mouth forever changes Business – Consumer Relationships
Organization
Consumers
11
Organization
Consumers
22
Organization
Consumers
33
Diagrams adapted from Social Media ROI, Olivier Blanchard
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Implications of the Changing Business – Consumer Relationships
Customers will talk about them whether businesses are listening or not
Negative news spreads rapidly on social media; business must be alert and ready to respond quickly to avert crises
Traditional messaging tactics from businesses are incongruent with social media
Noise to signal ratio is so high on social media, businesses have to work really hard to gain consumer attention
Participating in digital one-to-one and many-to-many conversations requires new business competencies
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Social Media Strategy Roadmap in 7 Steps
1. Audience1. Audience
3. Goals
4. Objectives
5. Strategy
Facebook Twitter YouTube Flickr Digg Blog
6. Tactics6. Tactics
Social Search Engines, SEO, Social Media Analytics, ROI
7. Monitoring and Measurement7. Monitoring and Measurement
2. Listening / Engagement
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Gathering Social Media Insight
Source: Conversition Strategies
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Social Media: Listening Goals
MonitorMonitor
Spot issues and raise alerts as they occur
Understand what is being said and the nature of conversations
Report and track metrics over time to measure the impact of reputation and engagement
Gather competitive intelligence
Identify the influencers
ListenHear
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Decide what to Listen for
Mentions of your company, its brands, its products
Names of executives and other key stakeholders
Names of terms around specific campaigns, advertisements, events
Nicknames, abbreviations or misspellings of the above
Names of competitors, their brands, products and services
Buzz around competitive campaigns or promotions
Terms related to related industry verticals
Names of thought leaders in the industry being served
Phrases that define your market category
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Begin Listening
Search on Keywords Begin with an initial list of keywords Establish a baseline by choosing a timeframe with “normal” activity Assess the volume, frequency and tone of conversations on various social platforms
Capture relevant data for ongoing analysis Use several tools and a manual process initially Automate when source, content, metrics become clear Report results that are credible and persuasive Most active social platforms by volume Reach by social platform and share of voice Sentiment and brand perception Opportunities for engagement realized and missed
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Tools Available
Search engines Google, Yahoo, Bing, …
Search boxes on social platforms
Social Media Monitoring Tools and Platforms (Free / Fee)
Online Polls, Surveys attached to websites, social networking sites
What to Search for
General search by company or brand name
Special keywords and/or keyword combinations
Keywords + sentiment
Competitors
Industry
Product Category
Boolean keyword combinations
Tools for Listening
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Business Insights from Listening
What are people saying about your products, design, ease of use, pricing, support, quality?
What are people writing about most, which discussions have the largest participation?
Which social platforms are your customers on?
Is there sufficient awareness of your brand?
Is the overall sentiment positive, negative or neutral?
How does your brand compare with competitors?
Who is most vocal, who has the largest number of followers?
Which blogs are most widely read, most widely shared?
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Analyze and Consolidate Customer Insights
Graphics Source: MarketTools
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The Listening Platform ProcessMarch 2010 “Defining Social Intelligence”
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Social Media ProgramStep 2: Engaging
Josh Bernoff explains the ladder
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Social Media: Influence and Influencers
“Influence is the ability to cause desirable and measurable actions and outcomes” - Brian Solis
“When you post a link or recommend a site, how many people actually bother to check it out? And what's the likelihood of those people then forwarding it on? How far does your influence spread?” – The Fast Company Influence Project
Calculating InfluenceReach Number of people in someone’s personal networkVolume Amplification resulting from their network connectionsRelevance Topics of interest, Demographics
Credibility Trust-worthiness
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Understanding Influencers
Media Stars, vary by categoryLarge networks, highly visibleFrequently share opinions & infoNot responsive to traditional PR
Mass Connectors, Mass Mavens*Have enormous peer influenceGenerate 80% of social information70% of the time they are positive
Friends and familySmall networksInfluential with & trusted by peers
Terminology: Malcolm Gladwell , Forrester, Razorfish
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Mass Influencers: Mass Connectors*
*empowered, Josh Bernoff
Mass Connectors help spread trends
Degree of Connectedness Friends Fans Followers Power of their Voice 18,600 impressions per Connector per Year on average
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Mass Influencers: Mass Mavens*
*empowered, Josh Bernoff
Mass Mavens are recognized experts
Size of their Audience Power of their Voice Post 54 times / year / Mass Maven on average
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Source: Razorfish , Measuring Social Influence Marketing 2009Legend: Peer: Close family and friends; Social Influencers (MM) upload content to YouTube, Flicr, etcSocial Influencers (B) are independent bloggers; they are approximately the Social Influencers in slide 27Key Influencers (I) are Famous Independent Bloggers; Key Influencers (C) are Corporate Bloggers. They are approximately the Social Broadcasters in Slide 27
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Consumer Trust
Source: Forrester Tapping The Entire Online Peer Influence Pyramid
Source: Edelman Trust Barometer 2011
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Business Implications of Influencers
Understand who influences perception in your industry, for your brand
Know the impact of influencers throughout the marketing funnel
Realize known peer influencers matter most at the bottom of the funnel (Action)
Don’t forget the Offline influence of Mass Influencers
Source: The Razorfish Social Marketing Influence Report 2009
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Finding Social Media Influencers
Search for people active in social media
Bloggers in your industry Bloggers who write about your
brand, your competitor brands People active on forums relevant to
your industry, your brand, your competitor brands
People posting content on SNS - YouTube, Flicr, Facebook,Twitter
Use Social Media Marketing Platforms and consulting services
For example, Radian6, Klout, BuzzAgent, Zuberance
Make a list of influencers based on outreach and communications objectives of the social media campaign
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30 Free Tools to find Social Media Influencers
http://wiki.kenburbary.com/social-meda-monitoring-wiki
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Involving Mass Broadcasters
Identify media stars for your categoryUnderstand what their unique value proposition isReach out and enlist their efforts on your brand’s behalf in return for Product samples
Exclusive experiencesNon-Monetary exchanges of value
Build long-term relationships“Sponsor” conversations but ensure full legal disclosure
Case Study: Forbes Digital Division Launch of Social Media Program
Results:24 Videos2000 views for some200 shares on Twitter and Facebook
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Involving Mass Influencers
Target audience is too large for individual outreachUse Listening tools to identify the most influentialInvolve them in programs that match their needs while fitting with campaign objectivesProvide them interesting content that is easy to shareAmplify their influenceSponsor offline events organized by mass influencers
Case Study: Microsoft Windows 7
Highlights Product Improvement Communication Advertisement Offline-Online Program SM Dashboard for consumers
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Involving Peer Influencers
Small networks with high trust levels Word of Mouth works best to activate this groupAttract participation with content that is worthy of sharing, easy to share across multiple social networksCreate interesting, fun experiences to stimulate engagement that generates substantial earned mediaUse paid media to amplify
Case Study: Tasti D-Lite
Highlights Find Customers where they are and be there Different engagement tactics work on different sites
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Word of Mouth is important in the Marketing Mix
90% of WOM occurs offline
Advertising stimulates WOM Target Advertisements at current customers, not just potential customers It cues up a brand or product for conversation 50% of all brand related WOM reference advertisement
True WOM is about how businesses do businesses every day Give people a reason to talk about your brand
Look for ways to make every customer touch point a talking point Product Price Promotion Place
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Social Media Engagement
Build relationships
Share interesting, pertinent information
Be responsive, respectful, resourceful
Get involved, be consistent, build a community
Enlighten, Entertain, Involve
Be attentive, collaborate, grow your business
“Engagement is when somebody cares and interacts. And both are necessary.”- Jim Sterne
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Case Study: Zappos.com
Core Values:1.Deliver WOW Through Service2.Embrace and Drive Change3.Create Fun and a Little Weirdness4.Be Adventurous, Creative, and Open-Minded5.Pursue Growth and Learning6.Build Open and Honest Relationships with Communication7.Build a Positive Team and Family Spirit8.Do More with Less9.Be passionate and Determined10.Be Humble
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Planning for Engagement
Where to engage
Who in the organization should engage Whom should they engage with Current customers Potential new customers Brand evangelists Brand detractors Industry spokespeople and influencers
How to engage How to spark conversations How to counter negative conversations How to amplify positive conversations Guidelines for people representing the company, brand, products Engaging in industry events, engaging with competitors
Creating an engagement strategy is a critical step
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The Customer Engagement Food Chain
Source: Jim Sterne’s Engagement Food Chain
Site visits
Bookmarks, tags
Stars, Like, Fav, embed
Posts, Comments per post
Tweet, Retweet, Share, Forward
Coded clicks
Coded clicks
Transactions completed
Mentions, Survey results
Metrics
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[email protected]: Altimeter Group: Social Strategy, Getting your Company Ready
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Engagement drives business outcomes
Engagementdb.com
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Engagement Guidelines
Approval
Style
Political issues
Legal issues
Online Personas
Disclaimers
Who needs to review and sign off on content
Acceptable language use, tone of voice
What’s off limits, what is okay to discuss
What can and can’t be said for legal reasons
How individuals represent themselves
Do employees need a disclaimer when not representing the company’s official position
Who to contact when dealing with a potential reputation issue
Contact details for escalation
Page 44Social Media in Business
Engagement Guidelines
Approval
Style
Political issues
Legal issues
Online Personas
Disclaimers
Who needs to review and sign off on content
Acceptable language use, tone of voice
What’s off limits, what is okay to discuss
What can and can’t be said for legal reasons
How individuals represent themselves
Do employees need a disclaimer when not representing the company’s official position
Who to contact when dealing with a potential reputation issue
Contact details for escalation
Page 45
Case Study:Dell’s Next Step: Listening & Engaging 2.0
Lionel MenchacaChief Blogger
BlogWell Cincinnati (April 7, 2010)
http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download
Video: http://www.socialmedia.org/blog/blogwell-videos/how-dells-social-media-program-is-evolving-live-from-blogwell/
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Dell Online Activity Timeline
46
SDC/ DCF Direct2Dell
Blog Outreach
Corp. Rep. IdeaStor
m
1996/ 1997
August 2006
April 2006
July 2006 February 2007
•Support.dell.com preceded Dell.com•Dell Community Forum
rooted in break/ fix activity
•Humble beginnings•Established foundation for Direct2Dell content•Extended DCF and Direct2Dell’s reach
• Also humble beginnings•Helped grow Dell’s credibility and grow Direct2Dell’s readership organically
•Community-driven concept that caught on quickly•Was among the first crowdsourcing experiments by a brand
•Extended two-way communication with customers•Content influenced by online conversations helped build our credibility
Outreach
http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download
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What We Learned
47
Dell must be part of the conversation
ecosystem
Centralizing Dell’s social media efforts only gets us so far
Engaging in brand reputation and
topic discussions is worthwhile
4000 – 5000 conversations
happen around the Web about Dell
every day
http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download
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Fundamental Challenges
48
How to make sense of the firehose
How to scale
http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download
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Listening & Response 2.0 Structure
49
Listening ProcessListening Process
Social Media Responder Team
Listening Czar
Segment SME discussions
Brand/ Reputation discussions
External Blogs/ Forums
Support.Dell.com
External Blogs/ Forums
Dell Community Sites Dell Community Sites
Dell Community Sites
http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download
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Listening & Response Engine
50
Listen to customer conversations across the web
Listen and Engage Customers Who…
Have Suggestions Are loyal fans (our community + external social networks)
Need Help (internal and external forums, blogs,
other external social networks )
Closed Loop Response Engine
Early Warning System
Drive for Root Cause ID
Storm Sessions / IdeaStorm
Closed Loop Process
Implement Changes
Thank / Surprise / Delight
Create Movement
Brand Ambassadors
Customer Service& Tech Support
Product Group & Professional Services
Communications Marketing & Online
Sales
Embed Responders and SMEs across critical parts of the organization to close loop with customers
Hone the listening process (top to bottom), be willing to take action and drive change in the business
http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download
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www.dell.com
www.dell.com/forums
www.direct2dell.com
www.ideastorm.com
www.dell.com/twitter
www.slideshare.net/dell_inc
www.youtube.com/user/DellVlog
www.flickr.com/photos/dellphotos
www.dell.com/facebook
Where to Find us On the Web
51
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The Social Intelligence Life CycleMarch 2010 “Defining Social Intelligence”