run. walk. ride. foundation

A Roadmap for using Social MediaJeff Risley, VP Social Media, BarkleyNovember 16, 2010

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Purpose

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What is Social Media?

Social media is another communications strategy, like advertising, PR and interactive, except different.

Conversations that build mutually beneficial

relationships between organizations and

stakeholders.

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Markets are relationships.Relationships depend on

conversations.Conversations are fire.Social media is arson.

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Principles

THEM, NOT USThe best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first.

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“There is no demand for messages.” -Doc Searls, co-author of the Cluetrain Manifesto

BE WHERE YOUR AUDIENCES AREFind your evangelists. Know where your customers and prospects congregate. Contribute to those communities and conversations first.

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AudiencesThe Universe

Potential Customers

Customers

Repeat Customers

Loyal Customers

Evangelists

New Formula

Customer Lifetime Value =

Engagement Value+

Social Value

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Customer Data Analysis

PURCHASE BEHAVIORAL DEMOGRAPHIC

COMPETITIVE SATISFACTION

CRM Database “Clean” Data

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Which customer has more value?

Purchases 20 12

Household Income $180,000 $100,000

Location 66205 64108

Lifetime Value $4,800 $2,700

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PURCHASE BEHAVIORAL DEMOGRAPHIC

COMPETITIVE SATISFACTION

CRM Database “Clean” Data

BLOGS

Social “Dirty” Data

Customer Data Analysis

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Now which one is more valuable?

Twitter Followers 50 2,500

Blog No Yes

Facebook Friends 25 500

Email Open rate 10% 40%

Fan/Follower No Yes

Purchases 20 12

Household Income $180,000 $100,000

Location 66205 64108

Lifetime Value $4,800 $2,700

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Need To Know:• Where do we engage with them?• When do we engage with them?• How do we engage with them?

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High Social Influence

Low Social Influence

HighEngagement

LowEngagement

EVANGELISTS

FANS

INFLUENTIALS

POTENTIALS

New Framework

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HighEngagement

LowEngagement

55%

25%15%

5%

Value To The Business

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HighEngagement

LowEngagement

55% 25%

15% 5%

Number of People

SHOW SIGNS OF LIFEIntegrate fresh, relevant content throughout your social presence.

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ACTION TRUMPS EYEBALLSAim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs.

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Process

3 StepSocial Media Plan

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1. Listen & Learn2. Strategize3. Engage

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1. Listen & LearnCapture insights and feedback; re-active engagement

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Social Media Audit~21,500 relevant* discussions** between July 1,

2006, and March 31, 2007

*Relevant is defined as relating directly to the event**Discussions are defined as posts, mentions, comments, photos, videos or podcasts that are

tagged, titled or described by the search terms

Monitor

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2. StrategizePlan your work

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Source: Forrester

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Source: Forrester

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Facebook adsPaid search

Sponsorships

FB FanpageWeb site

Twitter profile

Blog postsNews coverage

Fan videos

PAID MEDIA(Brand Leverages)

OWNED MEDIA(Brand

Controls)

EARNED MEDIA

(Customer Controls)

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3. EngageWork your plan, proactively

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Talking Example

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3-Day Ambassadors• Objective: Engage evangelists --

walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations

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Fundraising Push

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“In less than one hour six Twitter users made enough donations on my behalf to get me to $1,056. A little friendly competition also helped.”

Energizing Example

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Lee Fit Ambassadors• Identified 28 bloggers based on 3 criteria:

– Content: Was the blogger writing about fashion for everyday women?

– Engagement: How do her readers respond? Did she acquire multiple comments each time she posted?

– Influence: Did she have solid site traffic? What was their Technorati Authority and Rank?

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1. Momma’s Review www.mommasreview.com

2. A Mommy Story www.amommystoryreviews.blogspot.com

3. Intricate Art www.intricateart.com

4. Posh Glam www.poshglam.com

5. Cool Moms Rule www.coolmomsrule.blogspot.com

6. Your Style Star www.yourstylestar.com

7. All American Mommy www.allamericanmommy.blogspot.com

8. Domestic Chicky www.domestic-chicky.com

9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com

10. Workout Mommy www.workoutmommy.com

11. Mommy Goggles www.mommygoggles.com

12. Mom’s Favorite Stuff www.momsfavoritestuff.com

13. Savvy Housewife www.savvyhousewife.com

14. Mamanista www.mamanista.com

15. Therapeutic Reviews and Giveaways www.themomreviews.com

16. The Domestic Diva www.thedomesticdiva.org

17. Blissfully Domestic www.blissfullydomestic.com

18. Mommin’ it Up www.momminitup.com

19. Motherhood Uncensored www.motherhooduncensored.typepad.com

20. Sarcastic Mom www.sarcasticmom.com

Response“What an amazing opportunity, I appreciate the offer - and accept!”

“WOW! you aren't kidding - what an awesome thing! I definitely want to be a part of this.”

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Supporting Examples

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Embracing Example

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“You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.”

Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy

Thank YouJeff Risley, VP Social Media, [email protected]@risleyranchrisleyranch.blogs.comwww.linkedin.com/in/jeffhrisley


Appendix

Tools To Watch

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Geolocation

• Geolocation programs allow users to check in to places they visit

• Repeat usage is awarded with ‘mayorships’ or badges of venues

• Set up online, used in mobile devices

• Brands and marketers are learning to leverage this platform as an interaction platform

• In the works for Blue Bunny

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Apps

• App: A program/application designed to do one thing

• Third-party software programs developed specifically for a smart phone

• The applications available can be downloaded directly by the cell phone, or downloaded to a computer and transferred to the phone

• Currently there are over 250,000 apps for the iPhone alone

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WeReward

• This application sits on top of geolocation programs like foursquare and allows points to be redeemed for tasks performed upon venue check in

• Points are redeemed for cash or prizes, prompting additional participation

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Facebook Integration

• Facebook is moving from being a hub for social activity to an enabler of social activity (Kevin Tate, StepChange)– Like button: share information with

one click (lowing friction and increasing sharing)

– Activity stream plugin: recent activity from the wall, displayed on your website.

– Recommendations plugin: finding content most relevant to user and recommending it

– Social bar: an ‘all in one’ bottom frame for your website to make it more social and easily integrate

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Quick Response Codes

• A QR Code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones

• The information encoded can be text, URL or other data

Thank YouJeff Risley, VP Social Media, [email protected]@risleyranchrisleyranch.blogs.comwww.linkedin.com/in/jeffhrisley


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