This document discusses how to effectively use social media in business. It begins by defining social media and how people are using it to communicate. It then provides guidance on planning a social media program by focusing on objectives, strategy, technology and metrics. It also covers how individuals can effectively engage on social media. Case studies show how social media engagement correlates with higher brand value and financial performance. The document concludes by emphasizing trust, transparency and responsiveness to change.

1. Effectively Using Social
Media in Your Day To Day
Business
January 19, 2010
© 2009 NetPlus Marketing

2. Agenda
What is Social Media?
Planning a social media program
 POST
 Metrics and measurement
Individual Use of Social Media
Join the conversation
Case Studies
Q&A
2 © 2010 NetPlus Marketing

3. Look who’s talking now…
People are talking to each other
Customers are blogging about
companies
Consumers are reviewing products
People are re-posting commercials
on YouTube
Groups are forces on Facebook
Enthusiasts define companies on
Wikipedia
News now travels at the speed of
‘Twitter’
3 © 2010 NetPlus Marketing

4. What is social media?
4 © 2010 NetPlus Marketing

5. What is social media?
5 © 2010 NetPlus Marketing

6. POST
People
 Understand your audience and where they are active
Objectives
 What are you trying to accomplish?
 How are you going to measure it?
Strategy
 What is the plan to get from the current to the desired state?
Technology
 Platform, channels and technologies like Twitter, blog, wiki and
social applications
6 © 2010 NetPlus Marketing

7. POST - People
People
 Creators
• Create videos, maintain a blog, Wikipedia editors
 Critics
• Review products, rate videos, post experiences
 Collectors
• Bookmark content, tag content, share videos
 Joiners
• Social networks, groups, forums
 Spectators
• View user generated content
 Inactives
7 © 2010 NetPlus Marketing

8. POST - Objectives
Objectives To achieve
 Listening  Sales
 Dialogue  Awareness
 Energize and enthuse  Conversions
 Supporting  Traffic
 Connect and embrace  Buzz
 New customers
 Customer satisfaction
 New ideas
8 © 2010 NetPlus Marketing

9. POST - Strategy
Strategy
 What is the plan to get from the current to the desired state?
 What will be different if we accomplish our goals?
• A better 2-way relationship with customers
• More buzz and awareness
• An effective customer service channel
• More sales
• Customer collaboration
• Customers connected with each other
9 © 2010 NetPlus Marketing

10. POST - Technology
10 © 2010 NetPlus Marketing

11. Individual Use of Social Media
The dangers? The payoffs?
Establish Goals and Objectives
Understand the world you are entering
Be active and bring something to the
conversation
Try to focus on one major area of
interest
Style
11 © 2010 NetPlus Marketing

12. The Benefits
The Altimeter
July 20th, 2009
Study: Deep brand engagement correlates with financial performance
100 most valuable brands — as identified by the 2008
BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11
different online social media channels.
They critiqued the brands on not only their breadth of engagement across
these channels, but also their depth, such as whether they reply to
comments made on blog posts. Each brand was given a numerical score.
12 © 2010 NetPlus Marketing

13. The Benefits
The top 10 ENGAGEMENTdb brands with their scores are:
Starbucks (127)
Dell (123)
eBay (115)
Google (105)
Microsoft (103)
Thomson Reuters (101)
Nike (100)
Amazon (88)
SAP (86)
Tie - Yahoo!/Intel (85)
Findings: Engagement Correlates To financial Performance
 Rev growth, gross margin, net profit
13 © 2010 NetPlus Marketing

14. ROI - Monitoring
Monitoring
 Human analysis
 Addictomatic.com
 Google Blog Search, News, and Alerts
 Yahoo Pipes
 Twitter Search
 Technorati
 Co.mments
 Blogpulse
 BoardTracker
 Keotag
 Google Analytics
Paid tools
 Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain
14 © 2010 NetPlus Marketing

15. ROI - Monitoring
15 © 2010 NetPlus Marketing

16. ROI - Metrics
Metrics and measurement
 Traffic referred from social media sites
• Google Analytics, Omniture, etc
 Conversions and HVTs referred from social sites
• Google Analytics, Omniture, etc
 Number of friends and level of discussion
• Human analysis
- Growth of new friends over time
- Friends/discussions
 Social links and bookmarks
• AddThis
 Video viewership
• TubeMogul
 Qualitative
16 © 2010 NetPlus Marketing

17. Social media mistakes
Not listening. Not responding. Not good.
Schmoozing instead of connecting
No transparency or authenticity
Social media purely as a single channel
Applying traditional marketing tactics to social media
“Mistakes in social media are inevitable
– after all, you’re building relationships
and what relationship is perfect?”
- Charlene Li
17 © 2010 NetPlus Marketing

18. Guiding Principles
Plan with purpose
Align key stakeholders in the organization
Set expectations and guidelines
Be transparent and add value
Monitor and apply feedback
Give first!
18 © 2010 NetPlus Marketing

19. Organizational Alignment
PR
Customer
Merchandising Service
Legal Creative
Social
Marketing Media HR
Group
19 © 2010 NetPlus Marketing

20. Trust is the key.
Increased trust builds
customer
acquisition/retention and
improves performance
Trust creates brand
advocates and evangelists
Lack of transparency
decreases trust
Research report: The Importance of Consumer Trust
on FI Profitability, Javelin Strategy & Research, April 2009
20 © 2010 NetPlus Marketing

21. How Social Media Can Build Trust
By listening and responding
By increasing transparency
By being accessible and
helpful
21 © 2010 NetPlus Marketing

22. What’s Next?
The ‘what’s the next Twitter?’ syndrome;
aggregators; location-based apps
22 © 2010 NetPlus Marketing

23. Questions
23 © 2010 NetPlus Marketing

24. “It is not the strongest of the species that
survive, nor the most intelligent, but the
Thank You!
one most responsive to change.”
Charles Darwin Robin Neifield
CEO
NetPlus Marketing, Inc.
www.netplusmarketing.com
Twitter: @neifield
Linkedin.com/ rneifield
24 © 2010 NetPlus Marketing