Presented by @CoryHartlenProduct Marketing @radian6

Social Media Listening and Beyond

| THE FIVE C’S OF SOCIAL MARKETING

The New Framework:

The 5 C’s

| CONTENT

Content Is King!

| COMMUNITY

Community

|CONVERSATION

Conversation

|COLLABORATION

Collaboration

|CONNECTIONS

Connections

Getting a Foothold in Social Media. A Get-Started Guide For Businesses

You’ve heard the buzz.

1. Get Educated.

2. Listen.

3. Find Your Personality.

4. Define Success.

5. Participate.

6. Measure, Measure, Measure.

| YOU’VE HEARD THE BUZZ.

1. Get Educated.

Books

Blogs

Web Sites

| YOU’VE HEARD THE BUZZ.

2. Listen. Brand, Competition, Industry

How to get started: Freebies

NetVibes • Google Alerts • Twitter SearchTechnorati • Social Mention • Backtype.comBoardTracker and BoardReader • Paid Solutions

| YOU’VE HEARD THE BUZZ.

| YOU’VE HEARD THE BUZZ.

Complaints Ideas Memes

Influencers

Campaign

Crisis Competition Crowds

Needs

Compliments

3. Find Your Personality.Social media will not succeed unless the people behind it are excited about doing it.

| YOU’VE HEARD THE BUZZ.

4. Define Success. Are you hitting the mark?

You have to know what you want out of this game. Write it down, and tie each goal back to your larger business picture

• Increased Brand Awareness• More Site Traffic• Increase Product Sales• Reduce Customer Support Costs

| YOU’VE HEARD THE BUZZ.

5. Participate.

You have to be part of the conversation, and that means understanding and embracing the culture of social media.

| YOU’VE HEARD THE BUZZ.

6. Measure, Measure, Measure.

Focus on ways to measure the effects that the relationships you build have on your business.

| YOU’VE HEARD THE BUZZ.

| SOCIAL MEDIA PLANNING GRID

17

Listen

Measure

Engage

Your Clients Brand

Your Clients Competitors

Your Clients Industry

1 2 3

4 5 6

7 8 9

| AVOID THE SILO’S

Marketing PR Regulatory Intel Cust. Serv.

Blogs Forums Facebook Twitter YouTube

| COMMUNITY MODEL

Marketing PR Regulatory Intel Cust. Serv.

Blogs Forums Facebook Twitter YouTube

Community Team

| ADVANCED COMMUNITY MODEL

Marketing PR Regulatory Intel Cust. Serv.

Blogs Forums Facebook Twitter YouTube

Community Team

Listening at the point of need• Project Management• Lead Generation• Employee Recruitment • Reduce CS Costs•ROI Through Web Analytics

Cirque Du Soleil

| ROI CASE STUDIES

Increase Community Blogger outreach

Offer Community Specialized Price Point

Cirque Du Soleil

| ROI CASE STUDIES

Project Management

Reduce Customer Service Costs

Lead Generation

Employee Recruitment

Listen at the Point of Need:

| LISTEN AT THE POINT OF NEED

Revenue generating conversion points

Measure Visits, Conversions and Leads

#V+#C+#L=X

{(X-C)/C}*100%=ROI

ROI Through Web Analytics

| ROI THROUGH WEB ANALYTICS

Presented by @CoryHartlenProduct Marketer @radian6

Radian6.com

Questions?