Social Media Boot Camp SeriesModule 4

Measurement, Hyper-Local Marketing, and Campaigns

With Shane Gibson @shanegibson

Types of ROI1. Reputation

2. Risk Reduction

3. Client Retention

4. Efficiency

5. Business Intelligence

6.Differentiation

7.Brand Association

8.PR & Exposure

9.Immediate Revenue

10.Long-Term Revenue

ROI Continued11.Supplier Capacity

Building

12.Perception Shifting

13.More & Better Recruits

14.Innovation

15.Client Education

16.Staff Capacity Building

17.Network Growth

18.Opportunity Creation

19.Job Satisfaction

20.Trust Building

Measurement

•Google Analytics

•Hootsuite

•Klout

•Tweetreach

•Viralheat

Hootsuite Analytics

Viral Heat

It’s about listening!

Business Intelligence

• Search.Twitter.com

• Google Alerts

• LinkedIn Groups, Questions & Network

• Linkedin Signal

• Blogsearch.Google.com

• Customer/Community blogs and social networks

• Competitor/Industry news, blogs, and social networks

Blog.suggestionbox.com

Real-Time Feedback

Score Keeping?

Stakeholder Spotting

Tweets tell the future•Computer scientists studied 3 million tweets

•25 movies (including Avatar)

•Tweet frequency could be used to accurately predict the box office takings

•Content of the messages predict ongoing success.

•"Our predictions were incredibly close," Bernardo Huberman, head of the social computing lab at HP

Can we just not do it?

Get in the game

Campaigns/Events

“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”

Porter Gale – VP Marketing, Virgin

Finding Influencers

•Local Niche Bloggers

•Journalists

•Meetup.com Organizers

•Back-links to local competitor or topic specific sites

•Use Twellow and Klout

Twellow.com

Pepsi Cultural Calendars

•Demographic’s entertainment events

•Community events

•Significant milestones

•Own a #tag in your community

Launch Plan1. Identify Your Goal

2. Identify Your Target Audience and your Nanomarkets

3. Pick the Right Platforms

4. Map out Social Etiquette and Policy

5. Implement Listening and Engagement Strategy

6. Know Core Pains, Dreams, and Goals

7. Uniquely Communicate Solutions Mixing Marketing and Community

Ford Social Media Policy

Rules for Ford Social Media Engagement

At Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital space whenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which, amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics.Ford will:

Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’ve received as a result of that relationship with Ford

Insist on honesty of opinion. We want both positive and negative reviews of our vehicles

Offer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mails in hopes someone will post them

Always carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messages

Listen carefully to suggestions and concerns

Compensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as an advisor and will not include an expectation that they will write about the project – favorably or unfavorably

Apologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts to engage with the social web, but we will be sure to learn from our mistakes

Share this policy with all influencers we work with

Source: TheFordStory.com

Resources Training site: http://socializedacademy.com/fordtrainingab Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me