leveraging social networks
DESCRIPTION
Introductory presentation prepared for the NFAIS Humanities Roundtable, October 2009.TRANSCRIPT
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Leveraging Social Networks
Twitter: annmichael
Ann Michael
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Why Social Networks?
Trend#1
Exercise#2
• Discoverability through recommendation
• Who recommends us?PEOPLE DO
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Marketing Socially
Exercise#3
• Global• Mobile• Social
• Open• Playful• Intelligent
Fred Wilson, Union Square Ventures, 2009, http://www.avc.com
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Nobody Does It Better
Social networks allow us to do two things – en masse – that almost all other marketing channels do not:
HUMANIZE OUR ORGANIZATION
ENGAGE IN 2-WAY COMMUNICATION
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Why Bother with Social Networks?
• Is it a fad?– Debate abounds– New tools allowing us to do things we always did
anyway – only now we can do them:• globally • quickly • and anywhere we happen to be
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What Could We Gain?
• Reputation• Customers• Leverage (with partners, customers, etc.)• Insight (product, customer, environment)
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What Might We Lose?
• Reputation• Customers• Leverage (with partners, customers, etc.• Control (psst…we didn’t have it anyway)
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Do We Really Have a Choice?
• Where are our customers?• How are their habits changing?• Are we up to date on how our customers
communicate with each other?– Professionally– Personally
(The lines are blurring)
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Getting Started
• Have a social networking strategy & objectives
• Develop & execute an engagement plan• Define how we will measure success• Adjust as needed
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Getting Started
• Any of these items can be as formal or as informal as we’d like
• Bottom Line: Think before we act
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Getting Started
11 Creating a Social Strategy & ObjectivesCreating a Social Strategy & Objectives
22 Developing an Engagement PlanDeveloping an Engagement Plan
33 Measuring SuccessMeasuring Success
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No One Socializes in Isolation
• Social media strategy is not something developed in isolation
• Starts with organizational and product mission/objectives
• Becomes PART of the overall marketing approach (can be cheaper than advertising!)
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Strategy: Some Ideas
• Increase awareness of our products– In the market overall– Within a targeted group
• Refresh our product development efforts• Deliver proactive customer service
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Objectives: Some Ideas
• Increase Awareness– Increase traffic to our website– Increase sales
• Refresh Product Development– Customer feedback received– Competitive intelligence
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Objectives: Some Ideas
• Customer Service– Address customer concerns (even when they
didn’t ask us to)– Offer expert insight/advice
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11 Social Network Strategy with ObjectivesSocial Network Strategy with Objectives
22 Creating an Engagement PlanCreating an Engagement Plan
33 Measuring SuccessMeasuring Success
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Engaging with Customers
• Find our customers (potential customers)– Facebook? Twitter? LinkedIn?– Industry specific networks?– Blogs?– Listserves?– Meetings/Conferences (offline engagement too)
• Look, Listen, Participate
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Engaging with Customers
• What are they doing? With whom?– What do they like/dislike? Why?
• How can we participate without becoming a billboard?– Subject Matter Expertise: research pointers– Connecting customers to each other
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Social Networking Etiquette
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Ç√Ç√Ç√Ç√
Some Do’s and Don’ts
• Do be genuine• Do be open• Do be honest• Do be active
• Don’t shout• Don’t dominate• Don’t dismiss• Don’t disappear
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11
22
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11 Social Network Strategy with ObjectivesSocial Network Strategy with Objectives
22 Creating an Engagement PlanCreating an Engagement Plan
33 Measuring SuccessMeasuring Success
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Measuring Success
• For each strategy, have a goal• For each goal, have an objective• For each objective, have a measurement• For each measurement, have a baseline• Don’t measure everything – pick a short list
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Measuring Success
• Give yourself a little time – then evaluate– Is the success measure the right one?– Is the objective the right one?– How are social networking activities impacting
other marketing efforts?– Where else might they work together?
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Measuring Success: Some Ideas
• Increase Awareness– Increase traffic to our website by …
• # of visitors to our website that originated from a social network
– Increase # of mentions of our product on social network sites
– Start X # of new relationships– Convert X new relationships to customers
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Measuring Success: Some Ideas
• Refresh Product Development– Customer feedback received– Competitive insights discovered
• Customer Service– # of issues addressed through social networking– # of connections made between customers– Ratio of positive to negative mentions
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Metrics, Metrics, Metrics
• Search and find what’s right for you• A very long list of metrics:
– http://www.thesocialorganization.com/social-media-metrics.html
– http://www.searchenginejournal.com/measuring-social-media-marketing-its-easier-than-you-think/5397/
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Measuring Success: Tools
• Radian6• BuzzMetrics (Neilson)• Google Analytics• Lithium• MS – “code name LookingGlass”
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One Last Thought
• Professional (Organizational) versus Personal• It’s good to get first hand experience
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Questions?