social media dan elder, ckmp collaboration specialist and digital media advisor...
TRANSCRIPT
Social Media
Dan Elder, CKMPCollaboration Specialist and Digital Media [email protected]
http://topsarge.com
Social Media “is” Advertising
Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 Strategy
Dan Elder, CKMP
Topsarge Business Solutions
http://www.topsarge.com
Social Media “is” Advertising
State of Social Media What is Social Media Survey Results and Insights
What Does Web 2.0 Mean for Your Business Understanding What and How
Key Strategies for Success Best Practices and Practical Advice
Agenda
Social Media “is” Advertising
Web 2.0Enterprise 2.0
Communities
User Generated Content
Social Networking blogs
wikis
gadgets
ratings
What is Social Media?
Social Media “is” Advertising
Collaboration Video Photo Sharing Social Networks Search Conversations Syndication Social
Bookmarks Blogs Audio
Social Media Landscape
Social Media Awareness
Completely Irrelevant 1%
Less Important 8%
Somewhat Less Impor-
tant 15%
Equally as Important
32%
Somewhat More Im-portant
14%
More Important23%
The Most Important Thing We Do
7%
Importance of Web 2.0 Rel-ative to Other Initiatives
• Only 14% of organizations have 2 years of experience with social media.
• 50% have started their social media initiatives in the last two years.
• 23% have plans of using social media in the future but have not started.
• 13% have no plans for using social media soon.
Social Media is No Longer “New”There is no doubt social media is important. It has changed the way people communicate, and It has changed business forever. And it has changed very quickly. The data shows manyt companies are just getting their feet wet.
Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, manyt were unsure how
Social Media Awareness
Today, 93% of organizations surveyed are using at least one social media tool as part of their marketing plan
Why use Social Media
Awareness & New Marketing Labs, 2009 Survey of 623 marketing executives at mid to large corporations
Social Media “is” Advertising
Low Cost Marketing
We HAVE to Do It
Getting Traction
Why
According to a Center for Media Research report
50+ percent of Marketers were using Using
Social Media in 2010
Social Media “is” Advertising
What People Are Saying
“Online users spend 22.7% of their time on social networking sites. That’s twice as much time as we
spend on any other online activity.” “You have to go to where the people are and attach yourself to what they want to do."
“Even a relatively small investment in social media marketing can have major payoffs for businesses of all sizes..”
Blue Fountain Media
Jennifer Van Grove, Gist
David Carlick, VantagePoint Venture Partners
Social Media “is” Advertising
2007Why?
2008Try
2010 Embrace
Evolution of Social Media
Social Media “is” Advertising
Effectiveness
Ineffective6%
Somewhat Ineffective20%
Neither Ef-fective nor Ineffective
20%
Somewhat Effective42%
Effective12%
Effectiveness of Web 2.0 Initiatives
Only 12% would rate
their Web 2.0 initiatives
as Effective
Social Media “is” Advertising
Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:
What are most effective things to do
Why they would use Web 2.0 and how to measure effectiveness
How to set up the best Web 2.0 approach to fit the company
Effectiveness Raises Question on Measurement
Social Media “is” Advertising
The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term.
Organizational Maturity
Strategy document
Guidelines approved by Legal
Moderation
Reputation
Dedicated Team
Dashboard
Metrics tied to ROI
None
0% 5% 10% 15% 20% 25% 30% 35% 40%
Social Media Elements in Place Almost 40 % of surveyed
have no social media process or strategy in
place.
Only 23% have a strategy document.
Social Media “is” Advertising
Tools vs. Strategy
Social Media “is” Advertising
Social Media will be pervasive in the modern organization.
A tool to engage Employees Partners Customers
Beyond Engaging Customers
Employee to Employee
Customer to Em-ployee
Customer to Cus-tomer
Series1 0.564356435643565
0.712871287128716
0.643564356435644
5%
25%
45%
65%
Interactions Supported in Next 12 months
Blogs
Forums
Ratings
Tags
Social Networking
0.0 1.0 2.0 3.0 4.0 5.0 6.0
Importance of Web 2.0 tools Twitter lags behind other
social media tools, but with 500m users, Facebook clearly
stands out.
Our belief is that the tools are secondary.
What Does Web 2.0 Meanfor Your Company?
http://topsargebusinesssolutions.com
Social Media “is” Advertising
Social Media is a new way of engaging and interacting with customers, partners and employees
It’s about People - Shifting Control to Customers
Broadcasting versus Participation
From formal announcements (press releases) from organizations to real-time micro-updates (tweets) by individuals
A New Business Paradigm
Social Media “is” Advertising
Transparency and Authenticity
Participation, Listening and Acting
Quantity and Quality of Information – Value to Noise Ratios
Social media is important and requires investment
A Mind-Shift and a New Culture
Social Media “is” Advertising
For 57% of organizations it is important or very
important to combine social and enterprise
content
Social Media supports a strategy A customer service/customer support strategy A marketing strategy A product development strategy Etc.
It is about an Integrated Experience
Social marketing will be a required skill
Social Media is Not a Strategy
Social Media “is” Advertising
Web 2.0 is about an explosion of information Content is only useful when it is relevant and timely Finding the right content is critical How much content about your brand exists online?
Make it easy to find on your site Integrate content and search Syndicate out Consolidate content in
Unlocking the Value of Content
73% of surveyed organizations said Search
was important or very important
Successful Strategies
Guidelines and Recommendations
http://topsargebusinesssolutions.com
Social Media “is” Advertising
People
Strategy
Measurement
Resourcing
Promotion
5 Steps to Success
Social Media “is” Advertising
1. Get People On Board
Social Media “is” Advertising
It’s about people
Acquire the right skills
Or hire the people who get it
It’s a culture shift – you have to live it
Get executive buy-in
Requires engagement and passion
1. Get People On Board
“Companies that are
venturing into social
media need to
understand that onyone
who recieves a paycheck
can affect the company’s
strategies”- Liana Evans, Social Media Marketing
http://topsargebusinesssolutions.com
Social Media “is” Advertising
2. Develop a Strategy
Social Media “is” Advertising
Can you create a community? It may already exist You can foster and promote Create versus participate
Start a dialog with your customers Find out your customers’ interests
Leverage your existing community
Find out who are the influencers
Plan for the long term Milestones – it will take some time
Social media guidelines
2. Develop a Strategy
Social Media “is” Advertising
Customer Expectations for the Web
Personal SocialMulti-Channel Immersive
Social Media “is” Advertising
The challenge is to unlock the value of your content.
Search
Content is King
Social Media “is” Advertising
3. Clear Goals and Metrics
Social Media “is” Advertising
3. Clear Goals and Metrics
Social Media is ambiguous
• What is your strategy?
• What will you measure?
• How much to invest?
Best Practices
1. Hire someone who understands social media.
2. Establish a strategy with defined milestones.
3. Measure clicks, influence, buzz.
4. Focus on business results.
Social Media “is” Advertising
Marketing Leads, engagement, conversion
Corporate Communications & Public Relations Listening, influence, awareness
Customer Support Time to resolution, issues resolved - cost savings
Human Resources Ramp-up, time to productivity, retention
Knowledge Management Productivity, agility, efficiency
Product Development Adoption and competitiveness
Social Media Driving Business Results
Social Media “is” Advertising
4. Resourcing
Social Media “is” Advertising
Establish the tools for building and participation Wikis, Forums, Twitter, Facebook, Flickr,
friendfeed, etc. Brand consistency and control vs.
participation A platform, not tools
Establish the processes for listening You must demonstrate you are listening
Roll out plan and guidelines Who, How, When
Lead by example Authenticity
Ensure you are properly staffed Prepare for growth
4. Resourcing
Social Media “is” Advertising
5. Promotion
Social Media “is” Advertising
It’s about an integrated marketing experience Don’t promote social media as a silo Cross links and integration with traditional marketing Integrate persuasive and social content
Be active – participate Go where the conversation is Have something interesting to say
Watch it grow, listen, react
5. Promotion
Social Media “is” Advertising
Dan Elder, CKMPCollaboration Specialist and Digital Media [email protected]
Time Saving Tips for Social Media Management
Questions
Thank You
http://www.linkedin.com/in/topsargehttp://topsarge.posterous.com/
http://topsargebusinesssolutions.com
Visit www.topsarge.com for details on how we
can help you with your social media strategy
and a copy of this presentation.