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Session 2 Agenda

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).

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Session 2 Agenda

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  1. 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) mala.sarat.chandra@gmail.com

  2. Social Media in Business Social Media are online web-based tools and technologies that enable people to connect, communicate, create content and collaborate In real-time At scale At will Inexpensive, accessible, easy to use, Social Media helps people to Engage one-on-one Influence opinions and outcomes Organize 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 mala.sarat.chandra@gmail.com

  3. 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 mala.sarat.chandra@gmail.com

  4. Social Media Word-of-Mouth forever changes Business – Consumer Relationships Organization 1 3 Organization Consumers Consumers Organization 2 Consumers Diagrams adapted from Social Media ROI, Olivier Blanchard mala.sarat.chandra@gmail.com

  5. 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 mala.sarat.chandra@gmail.com

  6. Social Media Adoption by Business Functions mala.sarat.chandra@gmail.com

  7. Social Media Strategy Roadmap in 7 Steps 1. Audience 2. Listening / Engagement 3. Goals 4. Objectives 5. Strategy Facebook Twitter YouTube Flickr Digg Blog 6. Tactics Social Search Engines, SEO, Social Media Analytics, ROI 7. Monitoring and Measurement mala.sarat.chandra@gmail.com

  8. Social Media Business Cycle mala.sarat.chandra@gmail.com

  9. Gathering Social Media Insight Source: Conversition Strategies mala.sarat.chandra@gmail.com

  10. Social Media Listening Cycle mala.sarat.chandra@gmail.com

  11. Social Media: Listening Goals Monitor Listen Hear 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 mala.sarat.chandra@gmail.com

  12. 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 mala.sarat.chandra@gmail.com

  13. The Art ofListening mala.sarat.chandra@gmail.com

  14. 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 mala.sarat.chandra@gmail.com

  15. Tools for Listening Tools Available 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 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 mala.sarat.chandra@gmail.com

  16. Listening with Free Tools mala.sarat.chandra@gmail.com

  17. Example: LinkedIn Polls mala.sarat.chandra@gmail.com

  18. 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? mala.sarat.chandra@gmail.com

  19. Analyze and Consolidate Customer Insights Graphics Source: MarketTools mala.sarat.chandra@gmail.com

  20. March 2010 “Defining Social Intelligence” The Listening Platform Process

  21. Social Media ProgramStep 2: Engaging Josh Bernoff explains the ladder mala.sarat.chandra@gmail.com

  22. 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 Influence Reach Number of people in someone’s personal network Volume Amplification resulting from their network connections Relevance Topics of interest, Demographics Credibility Trust-worthiness mala.sarat.chandra@gmail.com

  23. Understanding Influencers • Media Stars, vary by category • Large networks, highly visible • Frequently share opinions & info • Not responsive to traditional PR • Mass Connectors, Mass Mavens* • Have enormous peer influence • Generate 80% of social information • 70% of the time they are positive • Friends and family • Small networks • Influential with & trusted by peers Terminology: Malcolm Gladwell , Forrester, Razorfish mala.sarat.chandra@gmail.com

  24. Mass Influencers: Mass Connectors* Mass Connectors help spread trends Degree of Connectedness Friends Fans Followers Power of their Voice 18,600 impressions per Connector per Year on average *empowered, Josh Bernoff mala.sarat.chandra@gmail.com

  25. Mass Influencers: Mass Mavens* Mass Mavens are recognized experts Size of their Audience Power of their Voice Post 54 times / year / Mass Maven on average *empowered, Josh Bernoff mala.sarat.chandra@gmail.com

  26. Phases in Consumer Purchasing mala.sarat.chandra@gmail.com

  27. Source: Razorfish , Measuring Social Influence Marketing 2009 Legend: Peer: Close family and friends; Social Influencers (MM) upload content to YouTube, Flicr, etc Social Influencers (B) are independent bloggers; they are approximately the Social Influencers in slide 27 Key Influencers (I) are Famous Independent Bloggers; Key Influencers (C) are Corporate Bloggers. They are approximately the Social Broadcasters in Slide 27 mala.sarat.chandra@gmail.com

  28. Consumer Trust Source: Forrester Tapping The Entire Online Peer Influence Pyramid Source: Edelman Trust Barometer 2011 mala.sarat.chandra@gmail.com

  29. 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 mala.sarat.chandra@gmail.com

  30. Finding Social Media Influencers Make a list of influencers based on outreach and communications objectives of the social media campaign • 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 mala.sarat.chandra@gmail.com

  31. 30 Free Tools to find Social Media Influencers http://wiki.kenburbary.com/social-meda-monitoring-wiki mala.sarat.chandra@gmail.com

  32. Involving Mass Broadcasters Identify media stars for your category Understand what their unique value proposition is Reach out and enlist their efforts on your brand’s behalf in return for Product samples Exclusive experiences Non-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 Videos 2000 views for some 200 shares on Twitter and Facebook mala.sarat.chandra@gmail.com

  33. Involving Mass Influencers Target audience is too large for individual outreach Use Listening tools to identify the most influential Involve them in programs that match their needs while fitting with campaign objectives Provide them interesting content that is easy to share Amplify their influence Sponsor offline events organized by mass influencers Case Study: Microsoft Windows 7 Highlights Product Improvement Communication Advertisement Offline-Online Program SM Dashboard for consumers mala.sarat.chandra@gmail.com

  34. Involving Peer Influencers Small networks with high trust levels Word of Mouth works best to activate this group Attract participation with content that is worthy of sharing, easy to share across multiple social networks Create interesting, fun experiences to stimulate engagement that generates substantial earned media Use 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 mala.sarat.chandra@gmail.com

  35. 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 mala.sarat.chandra@gmail.com

  36. Case Studies: WOM Place Product Price Promotion mala.sarat.chandra@gmail.com

  37. Social Media Engagement “Engagement is when somebody cares and interacts. And both are necessary.” - Jim Sterne Build relationships Be attentive, collaborate, grow your business Be responsive, respectful, resourceful Enlighten, Entertain, Involve Get involved, be consistent, build a community Share interesting, pertinent information mala.sarat.chandra@gmail.com

  38. Case Study: Zappos.com Core Values: Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships with Communication Build a Positive Team and Family Spirit Do More with Less Be passionate and Determined Be Humble mala.sarat.chandra@gmail.com

  39. Planning for Engagement Creating an engagement strategy is a critical step 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 mala.sarat.chandra@gmail.com

  40. The Customer Engagement Food Chain Metrics Mentions, Survey results Transactions completed Coded clicks Coded clicks Tweet, Retweet, Share, Forward Posts, Comments per post Stars, Like, Fav, embed Bookmarks, tags Site visits Source: Jim Sterne’s Engagement Food Chain mala.sarat.chandra@gmail.com

  41. Source: Altimeter Group: Social Strategy, Getting your Company Ready mala.sarat.chandra@gmail.com

  42. Engagement drives business outcomes Engagementdb.com mala.sarat.chandra@gmail.com

  43. 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 mala.sarat.chandra@gmail.com

  44. 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 mala.sarat.chandra@gmail.com

  45. Case Study:Dell’s Next Step: Listening & Engaging 2.0 Lionel Menchaca Chief 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/

  46. Dell Online Activity Timeline 1996/ 1997 April 2006 July 2006 August 2006 February 2007 SDC/ DCF Corp. Rep. Blog Outreach Direct2Dell IdeaStorm Outreach • 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 • Support.dell.com preceded Dell.com • Dell Community Forum rooted in break/ fixactivity http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

  47. What We Learned 4000 – 5000 conversations happen around the Web about Dell every day Engaging in brand reputation and topic discussions is worthwhile Dell must be part of the conversation ecosystem Centralizing Dell’s social media efforts only gets us so far http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

  48. Fundamental Challenges How to make sense of the firehose How to scale http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

  49. Listening & Response 2.0 Structure Listening Process Listening Czar Social Media Responder Team Segment SME discussions Brand/ Reputation discussions External Blogs/ Forums Dell Community Sites External Blogs/ Forums Dell Community Sites Dell Community Sites Support.Dell.com http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

  50. Listening & Response Engine Listen to customer conversations across the web Listen and Engage Customers Who… Need Help (internal and external forums, blogs, other external social networks ) Are loyal fans (our community + external social networks) Have Suggestions 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 Embed Responders and SMEs across critical parts of the organization to close loop with customers Product Group & Professional Services Customer Service& Tech Support Marketing & Online Communications Sales 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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