foew social media presentation jan 2010

© 2009 NetPlus Marketing

Effectively Using Social Media in Your Day To Day Business

January 19, 2010

© 2010 NetPlus Marketing2

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

© 2010 NetPlus Marketing3

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’

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What is social media?

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What is social media?

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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

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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

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POST - Objectives

Objectives Listening Dialogue Energize and enthuse Supporting Connect and embrace

To achieve Sales Awareness Conversions Traffic Buzz New customers Customer satisfaction New ideas

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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

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POST - Technology

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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

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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.

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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

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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

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ROI - Monitoring

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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

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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

Social media mistakes

“Mistakes in social media are inevitable – after all, you’re building relationships and what relationship is perfect?”- Charlene Li

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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!

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Organizational Alignment

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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

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How Social Media Can Build Trust

By listening and responding

By increasing transparency

By being accessible and helpful

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What’s Next?

The ‘what’s the next Twitter?’ syndrome; aggregators; location-based apps

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Questions

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“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

Charles Darwin

Thank You!

Robin NeifieldCEONetPlus Marketing, Inc.

www.netplusmarketing.comTwitter: @neifieldLinkedin.com/ rneifield