Download - 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
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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