1. Social Media for Business Practical considerations, Tools and Strategies Presented by Richard Colback
2. Why Social Media? Millions of Conversations Taking Place Influencers Complaints Compliments Crises Competitors Crowd Opinion Customer needs Goal: Engage with your community to leverage their resources and provide them with valuable access, content and insights 5% of the people reach 95% of the Social media population
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4. 2 out of 3 of global internet population use social media (Neilsen, 2009)
5. 93% of social media users believe that a company should have a social media presence (Cone, Sept 2008)
19. Social Media Program Framework 3. Social Media program management The execution of the program itself. Some examples of management functions are community management, online reputation management, keyword and conversation monitoring, content management, campaign management, etc. 4. Social Media program measurement A function of marketing in 2010 that includes not only the actual measurement, but also calculation and analysis (the latter being very unique functions within measurement).
20. Social Media Strategy Defining a clear strategy can help reach social media goals, including: - Sales- Registrations- Referrals- Links- Votes- Reduction in costs - Decrease in customer issues- Lead generation- Conversion- Reduced sale cycles- Inbound activity
21. Social Strategy Management Define the initial objectives Find a champion Outline employee policies Create a social business dashboard Marketing Identify existing communities Create a marketing plan Develop individual channel strategies
22. Social Strategy Content and community Identify existing communities Develop community strategies and programs Technology Develop community strategies and programs Develop your platform strategy Communication Publish an action plan
78. Social Media Measurement: Emerging metrics Social Metrics Return on Engagement: The duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement. Return on Participation: The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects. Return on Involvement: Similar to participation, marketers explored touchpoints for documenting states of interaction and tied metrics and potential return of each. Return on Attention: In the attention economy, we assess the means to seize attention, hold it, and measure the response. Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.
79. Social Media Presence Your personal or business brand needs to be controlled by you. If you do not own the brand in Social Media, it may be defined for you
80. Communities and Guidelines First steps: Create individual profile with a photo. For new entrants to Social Media, listening to relevant conversations should be the main purpose of an account (recommended tool: Tweetdeck). Business user guidelines: Once you are ready to engage on behalf of a company, you should not just promote the business interests. For effective engagement, value must be created for the community first.
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82. Delving into influencersOddles of tools http://www.smashingmagazine.com/2009/03/17/99-essential-twitter-tools-and-applications/
83. Communities and Guidelines First Steps: Most people tend to use Facebook as more of a personal communication channel. Start with a personal account and join groups relevant to your business to enable evaluation of opportunities Business user guidelines: Team members can interact with the target community through the company page (via the wall or messages). This provides a personal point of contact, a face, for the organization
84. Communities and Guidelines First Steps: Each person should complete and maintain an individual profile, however this should include a full description of the business role and all business contact details. Business user guidelines: To promote business and develop awareness of expertise / services, business representatives should participate in answers section and join groups that include potential clients or customers.
85. Platforms Bulletin Boards / Forums:People expect to be talking to people. If forums are a viable channel for your company to be talking to customers, then each individual should have their own presence on the site and communicate with forum members directly. Examples: Legal: LawInfo - Members: 54,221, Posts: 62,850 Real Estate: realestateforum - Members: 23,297, Posts: 63,449 Financial: Finance Club (linkedIn group) – Members 54,361
86. Tools Research/ Monitoring Tweetdeck Monitor Twitter, Myspace and Facebook. Organize information using powerful filtering tools (Desktop app) Google Alerts Google Trends Google Blogs(News and Blog Search) providing email and onscreen results Twitter Search- separate feeds for different search strings/keywords
87. Tools Technorati: search engine for blogs, covering over 1 million posts in real time. The results are sorted by blog authority or total number of sites inbound links. SamePoint: social conversation search engine. The search results display the title, an excerpt of the content, the source and the sentiment. Socialmention: search engine that searches variety types of user-generated content from major social media platforms including Google blog search, Twitter, and YouTube. Boardreader: monitors message boards and forums (not blogs). It also offers browsing option for internet videos, movies, posts, articles and by top Internet sites, domains, topics and projects.
88. Tools Multimedia Search YouTube - Search for videos and channels by keyword. MetaCafe - High-traffic video search engine. Flickr - Search Flickr for photos, groups or people/users. Truveo - Aggregate video search engine. Search videos from YouTube, MySpace, and AOL. Social Bookmarking Digg - Social Bookmarking, mainly for news, images and videos StumbleUpon - Social bookmarking - general cool stuff Delicious - Social bookmarking
89. More Aggregators: FriendfeedCommunity: NingRSS: Google Reader / Feedly (Firefox)Press release: Pitch Engine Tracking: Google Alerts / Social Mention / Bit.ly / Woopra Events : Eventbrite / Plancast Business networking: LinkedIn / Spoke Bookmarking: Delicious / Digg Software tracking Wakoopa Graders: Website Grader / Grader
91. Contact us Richard Colback richard@epicstates.com Tel: (949) 429-4072 Offices in San Diego, Orange County and Los Angeles Website: http://epicstates.com
