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Making The Case For Your Organization’s Adoption of Social Media Marketing
- 1. making the case for your organization’s adoption of social media marketing Katie Morse Community Manager Radian6 Katie.morse@radian6.com C: 347.408.0638 www.twitter.com/misskatiemo 5/31/2010- Copyright © 2009 Radian6
- 2. how do I get there? • Do your Research • Plan – Where does SM fit your org? • Manage expectations, including risk! • Iterate – Learn, expand, and repeat • Measure – How does it all come together? 5/31/2010- Copyright © 2009 Radian6 2
- 3. it begins with a vision 5/31/2010- Copyright © 2009 Radian6 3
- 4. research and educate 80% of companies use Social Media for recruitment Facebook tops Google for weekly traffic in the U.S. YouTube is the 2nd-largest search engine in the world The fastest-growing user segment on Facebook? 55-65 year-old females 5/31/2010- Copyright © 2009 Radian6 4
- 5. start at the top 5
- 6. Social media goes beyond the marketing department 6
- 7. from the top to the bottom • Objectives • Department or company-wide • Goals • SMART – specific, measurable, attainable, realistic, timely • Strategies • Social media strategies • Tactics • Tools and specific actions 7
- 8. manage expectations • Consider Risk – “How can we control our message?” – “What happens if people say bad things?” – “How can we prevent a crisis from happening?” – “How is this affected by regulations?” – “How does legal feel about this plan?” 8
- 9. manage expectations • When will we see returns? • What will these returns look like? • How much time is involved? • Who should be involved? 9
- 10. Metrics are a Two-Way Street 10
- 11. Metrics and Measurement Activity & Engagement Revenue and Biz Dev •Members • Speed of sales cycle •Posts/Threads • % customer retention •Comments or Ideas • Transaction value •Inbound Links • Referrals Cost Savings Awareness and Value • Issue Resolution Time • Brand loyalty/affinity • % of issues resolved online • Media placements • Account turnover • Share of Conversation • Hiring/Recruiting • Net Promoter Score •New Product Ideas
- 12. Integrate and Iterate 12
- 13. Questions? •http://www.radian6.com •@Radian6 © 2009 Radian6