theengagedbrandsocialoverview2011 110301122919-phpapp01
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Social Media and The Engaged BrandAmber Naslund, VP Social Strategy
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Welcome to the social web.
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The business game has changed dramatically.
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Before...
We went out and found our customers.
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Now, they find us.
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This revolution is characterized by speed and information.
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Markets Are Conversations.
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We’re at the edge of a new era, full of old concepts.
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So we need to move our business in a new direction.
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Or risk being left behind.
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The Culture Shift
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Intent is King.
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Cultural Roadblocks to Social Media
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Destination & Purpose
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Demonstrated Trust
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Laboratories and Gardens
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Idea Diversity
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New Rewards
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The New Telephone
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RADIAN6 ADOPTION PATH
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Responder
Responder
Responder
CommunicationsAnd PublicRelations
Operations
Sales andMarketing
ProfessionalServices
ProductTeams
ExecutiveAnd
Management
Customer Service
TrafficCoordinator
Responder
CommunityRelations
TrafficCoordinator
TrafficCoordinator
TrafficCoordinator
RepresentsManaged and Professional Services
Tactical Reporting &
Analysis
Brand Conversations
RADIAN6 SOCIAL ENTERPRISE
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Communities and Engagement
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The Humanization
Highway
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Internal Communication
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The Opportunity Economy
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Don’t be That Guy.
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The Social Media Team
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The Fears and Risks
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The Truth About “Control”
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The right toolkit...
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Policies and Guidelines
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Fire Extinguishers
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Education and Training
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Measuring & Analyzing
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Success can mean...
• Reputation• Awareness• Money • Engagement• Education• Entertainment
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The Truth About ROI.
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Benchmarking.
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The Old Metrics
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The New Metrics
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Why We Need Both
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Activity & Engagement• Members
• Posts/Threads
• Comments or Ideas
• Inbound Links
• Tags, Votes, Bookmarks
• Active Profiles
• Referrals
• Post Frequency/Density
Revenue and Biz Dev:• Speed of sales cycle
• Number/% of repeat biz
• % customer retention
• Transaction value
• Referrals
• Net new leads
• Cost Per Lead
• Conversions from community
Metrics and Measurement
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Metrics and Measurement
Cost Savings:• Issue Resolution Time
• % of issues resolved online
• Account turnover
• Employee turnover
• Hiring/Recruiting
• Training costs
• New Product Ideas
• Development cycle time
• Product/Serv Adoption Rate
Awareness and Value:• Brand loyalty/affinity
• Media placements
• Share of Conversation
• Sentiment of Posts
• Net Promoter Score
• Interaction with Content
• Employee Social Graphs
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Adaptation and Retooling
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We are reaching out.
We are linking to each other.
We are watching.
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But we are not waiting.