Social Media: necessary evil or judicious investment
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1 Social Media: necessary evil or judicious investment With Lisa Barbieri Presented by Lisa Barbieri
2 An overview of social media concepts covered in today s session What is social media Dangers of ignoring social media Social media for your business where should you be, how to start How to ensure corporate governance How to ensure data security How to determine necessary budget Tools to help facilitate
3 It s not just joining Twitter & Facebook Presented by Lisa Barbieri
4 It s recognizing the changing landscape of communications Presented by Lisa Barbieri
5 Platforms
6 Dangers of ignoring social media. Presented by Lisa Barbieri
7 Dangers of ignoring social media Part of integrated marketing communications strategy and web marketing Lose out on: Social customers marketing programs Insights from analytics Thought leadership position Product development SEO
8 How companies are using social media Marketing Product Support Crisis Management Pre Sales information Research Product Issues Respond to Support Questions Safety Issue Igniting Fans Content Generation Thought Leadership Gather Info for Product Development Provide Product Updates Critical Support Issues Website Errors or Problems Reputation Management Identify Gaps in Product Portfolio Promote Company Support Community Highly Negative Post / Mentions of Lawsuit Presented by Lisa Barbieri
9 25% of time online is spent on social media YouTube (158 million users) Create product demonstrations or How To, Interview authority figures, Document promotional events LinkedIn (100 million users) Create connections with decision makers, Great for recruiting or finding customers Facebook (800 million users) Create a community Ask questions and get to know customers Share content that has been created on other platforms Google+ (90 million users) Similar to Facebook Assists in SEO ranking Twitter ( 500 million users) Share breaking news and attach a link Promote events Tweet from live events
10 Program Policy Audit Monitoring Strategy Content Metrics Presented by Lisa Barbieri
11 Policy Audit & Monitor Presented by Lisa Barbieri
12 Breaking out the social media policy How employees can (or can t) use social tools Disclaimer on personal blogs/linkedin Time commitment staff will dedicate to outreach and response (e.g. Alerting the community that employees will respond to requests during the hours of X and X.) Who is allowed to respond What to do in the case of negative comments. Best practices for negative comments suggest: Thank the commentator for taking the time to share thoughts. Take time before responding Learn from commentator If you made a mistake, don t try to hide it.
13 Policy workflow Conductor or facilitator Listen Distribution and alerts Workflow Subject Matter Experts Product expertise Train, i.e. Code of Business Conduct Facilitator Support Hub Product Mgmt Marketing Hub PR Hub Hub
14 A social media audit is a benchmark that provides measured insight into what your online presence looks like. Presented by Lisa Barbieri
15 Audit measure & compare Blogs: Who has a corporate blog? Microblogs: Who s on Twitter? How many followers? Retweets? Social Networks: Who is on Facebook, LinkedIn and Google+ Online Communities: Who has a user forum? Is it well maintained? Other Sites: How are users talking about you versus your competitors? SEO: How well are you ranking?
16 Audit where to get information Utilize alerts across search engines such as Google and Yahoo. Use specific searches such as Google Blog Search and Technorati. Use free social media monitoring tools such as SocialMention.com. Consider using a pay tool
17 Audit web analysis Use external sites to measure company traffic in comparison to your competitors: Compete.com Alexa.com Quantcast.com Company analytics
18 Monitoring/listening for 4 6 weeks. Presented by Lisa Barbieri
19 Monitoring = research and insight Understand where conversations take place Reputation/risk management Voice of Customer research (real time) Monitor conversation trends and reveal emerging themes Uncover influencers and potential advocates Competitive tracking Sales and lead generation Program metrics and benchmarking
20 Listening Report Share of Voice Blogs Facebook Twitter Groups/ForumsOther SocNets Notes Total # of Company Mentions Total # of Competitor Mentions Share of Conversation Blogs Facebook Twitter Groups/ForumsOther SocNets Notes # of Industry Keyword Mentions Total # of Company Mentions Total # of Competitor Mentions Conversations Requiring Respo Blogs Facebook Twitter Groups/ForumsOther SocNets Notes Marketing Customer Service Support Sales HR Finance Executive PR Sentiment Blogs Facebook Twitter Groups/ForumsOther SocNets Notes Brand Competitor Potential Impressions/Reach Blogs Facebook Twitter Groups/ForumsOther SocNets Notes Monthly Thread views visitors Company Mentions Competitor Mentions Keywords Number of likes and # potentially exposed to each like Number of people connected to each Tweet (followers)/ Looming Crises/Opportunities Blogs Facebook Twitter Groups/ForumsOther SocNets Notes Brand Product Recurring Themes Blogs Facebook Twitter Groups/ForumsOther SocNets Notes Brand Product
21 Strategy Presented by Lisa Barbieri
22 Strategy and execution plan should be developed from monitoring, budget, resources and objectives. Presented by Lisa Barbieri
23 What do we want to accomplish Establish brand as an expert Leads Customer service hub Connect with people talking about topic Listen/lurk Spy on a competitor Meet bloggers Other - HR
24 Weekly time commitment for social media 2012 Social Media Marketing SocialMediaExaminer.com Industry Report of 3,800 marketers surveyed Social Media Examiner
25 Reactive vs. proactive approach Reactive Focus on most important and respond only Proactive Posts, influencers, topics Respond to important posts Part of overall strategy Central hub, generate blog, Facebook page, Twitter account More resources for content
26 Commonly used social media tools 2012 Social Media Marketing SocialMediaExaminer.com Industry Report of 3,800 marketers surveyed Social Media Examiner
27 Take an integrated approach for synergy Social PR Engage with journalists and bloggers online by commenting on their blogs, retweeting or responding to their tweets Blogging to share news with reporters/bloggers/influencers SEO Advertising Facebook ads Google AdWords (for SEO)
28 Conversion path can result in leads from social media Step 1. Create a video with call to action to schedule a visit and post on YouTube. Step 2. Post on website and Facebook page of Video. Step 3 Blog, tweet and linking to Facebook/website regarding video. Step 4 Feed visit registrations into CRM with first action attribute using analytics.
29 Social media process monitor Discover real-time, relevant, impactful conversations measure Analyze and track conversations, show business impact Active dialog with customers or prospects, track/tag comments for further use Presented by Lisa Barbieri
30 Budget Presented by Lisa Barbieri
31 Depends on objective How to set a budget 5 years ago Coca Cola spent 3% of total media spend on social media. Today it is 20% Altimeter group interviewed 140 social strategists Average budget for novice programs is $66K. Includes 3.1 people, monitoring, reactive approach, policy. Average budget for intermediate programs $1million. Includes 8.2 employees, community programs, strategy. Average budget for advanced program $1.3million. Includes 20.8 employees, social agencies, social CRM.
32 Things to consider Time to devote to social media 2 hrs/day is a good place to start Cost of monitoring tool, compliance tool, maintenance and IT to support Resources for content creation Images and video production Training Measurement
33 Reduce costs/resources by Monitoring tool Assigned personnel to respond Only respond to most important Content calendar Similar content across multiple platforms Combining company material with 3 rd party material Scheduler software
34 Data security and compliance Presented by Lisa Barbieri
35 How to ensure data security & compliance Assigned people and workflow Software Smarsh.com Firms can automate policy company wide, define which features employees have access to, and firms can review, approve, or reject messages before they are posted. All messages are captured, preserved in their native form and indexed in the secure Smarsh archive. Postings will be indexed and searchable via message criteria, including date and content keywords.
36 ROI Presented by Lisa Barbieri
37 Benefits of social media marketing 2012 Social Media Marketing SocialMediaExaminer.com Industry Report of 3,800 marketers surveyed Social Media Examiner
38 33% Of Best in Class companies have social profile integrated within prospect or customer record. (Social CRM) 2012 Aberdeen Group B2B Social Media Marketing: Are we There Yet? Presented by Lisa Barbieri
39 Consider for ROI How do you calculate ROI on current marketing programs? Web marketing provides metrics Decide on KPIs Reduction in cost customer service Programs have to work together Use social media to support SEO efforts Incorporate calls to actions which drive leads Use social media to see where target market is and support with advertising
40
41 Location Corporate Blogs Facebook Page, Google+ Twitter Account YouTube Channel Non traditional ROI Metric % increase in repeat visits, % increase in ratio of comments to posts % increase in ratio of threads to likes, % increase in participation in threads, % increase in likes, % of desirable vs undesirable comments % increase in Twitalyzer scores, % increase in Retweets, % increase in share of hashtags % increase in Ratings, % increase in Comments Presented by Lisa Barbieri
42 Program Recap Policy Audit Monitor Strategy Content Metrics Presented by Lisa Barbieri
43 More Tools Presented by Lisa Barbieri
44 Tools Blogging Blog Comment Platforms LiveFyre Disqus Blog Platforms Wordpress Tumblr Blogger Posterous Blogger Identification and Contact Information Technorati Stock Photos for Blogs Where to Find Free Images and Visuals for My Blog (blog post) Freepik Photos.com (paid) Shutterstock.com (subscription) Syndicate Your Online Platforms Flavors.me Crowdsourcing platforms Quora
45 Tools Facebook & LinkedIn HOW TO Create Facebook Ads Facebook Ad Best Practices 5 Easy Steps to Creating a Facebook ad HOW TO Build a Facebook Fan Page How to build a Facebook Fan Page How to Develop a Facebook Page that Attracts Millions of Fans (blog post) Overview of Facebook Fan Page Plug ins Facebook s Social Plugins 12 Useful Wordpress Plugins for Bloggers HOW TO: LinkedIn for Business 33 Ways to Use LinkedIn for Business Getting started with LinkedIn Sevans white paper
46 Tools Online Monitoring Monitor Brand/Clients Online (FREE) Addict O Matic Twitalyzer BoardTracker SocialMention GoogleAlerts Tweetstats Tweetreach TwitterGrader Topsy Website Analytics (FREE) Quarkbase Alexa Compete Google Analytics Keyword Finder Tools Google Trends Google AdWords Wordtracker (not free) KeywordSpy (not free)
47 Tools Twitter Hashtag Monitoring and Tracking WTHashtag.com Search.Twitter.com Twitter Live Chat Management Tweetchat Tweetgrid Tweetdeck Find People on Twitter Twellow WeFollow Tweetfind Twitter Clients Hootsuite Tweetdeck Twhirl Twitter.com URL Shorteners Bit.ly Ow.ly Comprehensive List of Twitter Industry Chats Wthashtag.com chats page Influencer Identification Mpact (paid service) Klout Twitter Lists Listorious
48 Feel free to contact me at the below with any questions. Lisa Barbieri Presented by Lisa Barbieri
49 Thank You Presented by Lisa Barbieri
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