Executive Buy-in and Key Tactics for Social Media Success You know that social media marketing should be an integral part of your marketing strategy. But leaping over that first hurdle of getting executive buy-off can be a stretch. This presentation is for them — and you. We’ll give you the facts you need to overcome executives concerns about integrating social media and the six steps you can take to harness the power of social media to engage your customers, build customer loyalty and reap profits. This presentation is loaded with everything you need to: !. Secure executive buy-in by showing how social media can address real business issues and achieve business objectives 2. Understand what works and what doesn’t 3. Initiate the six steps to plan and implement a successful social media strategy Why is Social Media Important? • Social media is here to stay. If you don’t have a strategy, it’s more than likely your competitors will have, or are planning to. • A good strategy will, at its core, allow you to garner insight into what customers really think about your organization. It allows you to monitor and protect your reputation. • For the costs that are involved, it’s a great “soft” marketing and communication channel. Although it’s well worth remembering that measuring any ROI against social media can be extremely difficult. • Boosting overall online activity. Social media will help your SEO and drive visitors to your site. • It helps your organization speak and listen. Ever tried to make people aware of something while nobody listened? Social media can help you be heard. Equally, it allows otherwise-unheard customers to strike up a two-way conversation with you. • It makes your organization become transparent, which is a very important element in current business practice, especially online. • It’s an educational experience. You will be able to learn from customers: what they want, where they are, etc. Equally, customers can quickly learn from you: services, products, locations, etc. • Relationships will be built and maintained between you and your customers. • It helps you fish where the fish are. The Internet is becoming increasingly fragmented and distributed. Social media can help you find the correct audience or customers and engage with them, instead of wasting resources in the wrong areas. More Tips, Best Practices and Social Media Marketing Resources: FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/ Social Media Infographics: http://www.customerinsightgroup.com/infographs Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops Pinterest: http://pinterest.com/engagekeepgrow/

1. Executive Buy-in and
Key Tactics for Social
Media Success
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

2. Sallie Burnett
Strategist. Leader. Innovator.
• President of Customer Insight Group, Inc., a leading strategic
relationship-marketing firm
– Customer insight Group is a leading strategic marketing firm that helps
companies engage, retain and grow profitable customers relationships.
We help companies assess and improve customer strategy to achieve
measurable business objectives. We provide loyalty audits, social media
customer engagement programs and innovative loyalty programs.
• Digital marketing professor at prestigious Daniels College of
Business
• Contact Information
– Email: sallie@customerinsightgroup.com
– Website: www.customerinsightgroup.com
– Twitter: @sallieburnett
– LinkedIn Group: Customer Relationships — Engage.Keep.Grow.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

3. Agenda
• Why social media?
• Map your way to success.

4. Consumer resistance to
marketing at all time high.
59%
Most marketing and
advertising has verylittle
relevance to me.
Source: Yankelovich Consumer Trust Study
14%
Say companies use their personal information to
send them advertisements that are relevant to
their wants and needs.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

5. Go where your customers are.
Wikis 44%
Review Sites 49%
Online News
57%
Company Websites
68%
Social Media
70%
0%
20%
40%
60%
Source: Social Media and Online PR Report | http://ecly.co/OPR-sm 80%
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

6. By 2016 advertisers will spend as much on
interactive marketing as they do on TV today
FORRESTER August 24, 2011 | Updated: September 7, 2011
US Interactive Marketing Forecast, 2011 To 2016

7. Marketers invest more in interactive channels because they
believe they will generate better results over time.
US Interactive Marketing Forecast, 2011 To 2016
FORRESTER August 24, 2011 | Updated: September 7, 2011

8. A Map Can Help You
Find Your Way!
© 2012 Customer Insight Group, Inc. All rights reserved. *
www.customerinsightgroup.com • +1 303.422.9758

9. Follow the social media roadmap
for success.
1. Start with direction and destination.
2. Establish social media guidelines.
3. Listen to your customers.
4. Engage with people NOT tools.
5. Apply the 6 C’s
6. Tie measurement to business goals.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

10. 1 Start with a destination and
direction.
• Conversations
• Sharing
What Social • Influence
• Customer relationships
Media IS • Listening
• A campaign
What Social • Direct marketing
• A fad
Media IS • Advertising
NOT • Program you can put in auto drive
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

11. Four reasons why social media for
business fails.
• There is no strategy
– Not engaging in social media is problematic for
those companies who are missing out on
incredible customer engagement opportunities.
– But having a social media strategy just for the
sake of having one can be just as harmful.
• Mass marketing
• Lack of honesty
• You’re not relatable
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

12. What business objectives do
you want to achieve?
Reduce Customer Acquisiton Costs 18% 50% 32%
Improve Search Engine Rankings 35% 52% 13%
Source: Marketing Sherpa 2010
Increase Website Traffic 41% 54% 5%
Improve Public Relations 43% 52% 5%
Increase Brand or Product Reputation 45% 50% 5%
Increase Brand or Product Awareness 49% 47% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Very Effective Somewhat Effective Not Effective
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

13. Have a plan for success.
Companies who have profited from social
media aretwiceas likely to have a
FORMAL STRATEGY.
52%
13%
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

14. 2 Establish social media
guidelines.
• Social media policy outlines
– What the company will and will not do online.
– What employees can and cannot do online.
– What members of the public can and cannot do on
company properties.
• It protects the organization by setting bounders of
what is acceptable and what is unacceptable
• It empowers employees by letting them know what
the limits are, so they can use tools acceptable
without repercussions.
• Examples of social media guidelines:
– Social Media Governance:
http://socialmediagovernance.com/policies.php#axzz1ovfnXrw6
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

15. Think about stakeholders.
• Who needs to be involved ?
– Senor Management - Need buy-in from the
top if policies are to be successful
– Marketing, PR
– I.T. – May already have limits on sites which
employees can access
– H.R. – May affect existing employee
guidelines and labor relations implications
– Legal
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

16. Develop internal guidelines.
• Boundaries – are employees actively encouraged to
engage in conversations
• Transparency – are employees required to identify
employees when discussing the organization
– Do no harm — not attacking competitors, or negatively
impact reputation
• Confidentially and Financials – what can employees
discuss. Most employee NDA typically cover it
• Consequences - both to the company and employee
• Work use - is social media use permitted during the
work day?
• Ownership – who owns content of employee blogs
and responsibility of content
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

17. Develop external guidelines.
• Language and manners – Will you reject comments which
include inappropriate language?
• Personal attacks – Will you allow personal attacks?
• Comment spam – How will you manage comment spam?
• Number of links – Will you limit the number of links and will
you use no-follow links?
• Blocking – Will you take action against repeat offenders/
• Contact – Will you provide a way for commenter's to contact
someone if they have questions?
• Timeliness – How long will you take before responding to a
post or question?
• Responses – Who will respond to customer feedback?
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

18. 3 Listen to your customers.
Who • Customers
• Consumers
Should • Stakeholders
• Competitors
• Industry Experts
You Listen • Economic Forecast
• Thought Leaders
To? • Legal Experts
What • Sentiment – compliments / complaints
• Brand mentions – awareness, image
Should • Competitors – new
products, sentiment, promotions
• Unmet needs
You Listen • Culture
• Industry change
To? • Employee dissatisfaction
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

19. How should you listen?
• search.twitter.com • alternion.com
• blogsearch.google.com • streamy.com
• gnip.om • flock.com
• google.com/trends • friendfeed.com
• socialmention.com
• addict-o-matic
Data
Source Data
Aggregator
Every Good
Conversation
Data Analysis
Starts with
Listening
• radian6.com
• alterian.com
• buzzmetrics.com
• brandwatch
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

20. 4 Engage people NOT tools.
• Who do you want to
engage?
• What do they have in
common?
• How do they use your
product?
• Where can you connect and
interact with them?
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

21. Twitter Age
MICRO-BLOGGING SITE Demographics
The space: “Online Megaphone”
79% of Fortune 100 Over 200 million How companies use:
companies have at users.
– Promotions
least one Twitter Over 50% are
account. outside of the U.S. – CRM
– Customer
engagement and
Manage: Monitor: loyalty
Tweetdeck - Company profile – Customer service
HootSuite - Mentions – Brand awareness
CoTweet - Followers – Understand needs
Twellow - Discussions – Drive web traffic
Source: Quantcast.com
Twitter users like to be connected, get timely information, and
connect with new people and brands.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

22. Facebook Age
SOCIAL NETWORKING SITE Demographics
The space: “A BBQ with friends”
Over 800 million 145% user growth in past How companies can use:
users year
More than 200 million users – Customer engagement
70% are outside
currently access Facebook on
of the U.S.
their mobile device
– CRM
– Build loyalty
Monitor: – Brand awareness
Over 65% of - Fans/Likes – Targeted ads
companies - Interactions – Acquisition
use in
marketing - Comments – Facebook Connect Source: Facebook Social Ads Platform Data
strategy - Wall posts – Drive web traffic
- Mentions
Facebook has become both a personal and professional space.

23. WEB VIDEO, ONLINE VIDEO YouTube Age
Demographics
COMMUNITY
How customers use: 3 - 12
A video-sharing website on
which users can How companies use:
Over 1 billion
upload, share, and view – Custom channel, brand
videos viewed
videos. building
per day.
Businesses can create – Customer engagement
personal channels to host and loyalty
videos.
– Targeted advertising
Monitor: – Customer support
Average person - Video views – YouTube Promoted
spends 15 Videos
minutes a day
- Channel subscribers
– “How to” videos
on YouTube. - Comments Source: Quantcast.com
– Product showcase
- Advertising insights
Users interact with online video sites much like they do with social networking
sites—connecting with others and commenting on posts.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

24. 5 Apply the 6 C’s.
Content
Conversion Consistency
Listen, Learn, Act.
Collaboration Conversation
Community
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

25. 6 Tie measurement to business
goals.
• To measure success, first remember the objectives you are
trying to achieve.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

26. Social Media Roadmap
1. Start with direction and destination.
2. Establish social media guidelines.
3. Listen to your customers.
4. Engage with people NOT tools.
5. Apply the 6 C’s
6. Tie measurement to business goals.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

27. LET’S CONNECT ONLINE.
Website
http://www.customerinsightgroup.com
LinkedIn
http://www.linkedin.com/in/sallieburnett
Follow Me On Twitter
http://twitter.com/sallieburnett
Social Media Library
http://www.customerinsightgroup.com/marketinglibrary/
Infographs
http://www.customerinsightgroup.com/infographs

28. Successful social media takes strategy, not luck.
Being wishy-washy about social media is so 2010. Now it’s time to have a
social media strategy that connects with your business goals and ultimately
delivers results. Customer engagement, quality content and constant
monitoring of your brand’s social media presence are all now a part of
marketing’s daily vernacular. So, if you’re not sure where to start, or you
need help fine-tuning your strategy, the experts at Customer Insight Group
have got your back.
We can help:
• Monitor your social media presence.
• Design a social media strategy.
• Create an editorial content calendar.
• Craft editorial content.
• Schedule and manage updates, tweets, etc.
Maybe it’s destiny that you found us. Call us
today at 303.422.9758 and avoid leaving
anything else up to fate.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758