seven social media secrets

Presented To: 2010 iStrategy Conference Location: Berlin, Germany

Susan Rice Lincoln

Susan Rice Lincoln www.masterthenewnet.com

Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved

How we will talk today

•  Let’s try to be as ‘social’ as possible •  We’ll review 7 Secrets of Social Media •  I will present my thoughts •  You add yours •  This is YOUR presentation, not mine •  We can’t do everything in an hour and 15

minutes...



Social Media is a particular blend of magic

•  Tactics •  Strategy •  Details •  THE BIG PICTURE •  Getting the balance right is a big challenge



The Seven Secrets

1. Big Picture 2. Right Thoughts 3. Fall Back 4. Spring Forward 5 Observe 6. Strategize 7. Measure



Social Media Secret Number 1: Big Picture

•  In the last 1460 days the world as we knew it exploded.



Video – Social Media Revolution



The web’s top sites are full of companies who are younger than first graders…

Top 10 Global Sites on Alexa:

6. Wikipedia 7. Blogger.com 8. Baidu.com 9. MSN 10. QQ.com

1. Google 2. Facebook 3. YouTube 4. Yahoo 5. Windows Live



If Facebook was a country it would be bigger than the USA

Source: Facebook(er) Desktop Widget “Facebook(er) Users Worldwide”

•  Facebook 360 million active users worldwide •  US population is 307 million



Social Media Sites Already Exceed Television’s Reach

221.5 200.2

126.2 113.7 86.8

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Worldwide Audience for Top 10 Social Media Sites, Nov. 2008

•  Total Social Media Audience: 691M, or 69.4% reach •  Facebook’s audience grew 116% from Nov 07-Nov8

Source: comScore as reported in “Top Social Media Sites of 2008 (Facebook Still Rising),” TechCrunch Dec 31, 2008

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And social media is not just about the young generation…

Source: Accenture, 2009


…or Americans….

Social Media Grows Like Wildfire Worldwide Internet Users in Select Countries Who Have Created a Social Network Profile as of 2009

Data provided from eMarketer article: Focusing on Social Networks.



240 million Europeans use Social Media

*Source: Eranium. “Social Networking Map of Europe.” 3 Oct.. 2008. Online image. Flickr. 03 Feb. 2010. http://farm4.static.flickr.com/3276/2960555931_2ab7d5f171.jpg

*



While 92 million Europeans are on Facebook alone



This is a (consumer-led) revolution…



For a long time, there has been a growing disconnect between companies and consumers

76% of customers don’t believe companies tell the truth in advertising. Yet, 78% rate the credibility of word-of-mouth as 7 or higher on a 10 point scale.

Keller Fay Group 2006

Consumers in the USA and Europe are 86% less trusting of companies than they were five years ago.

Bain & Co. 2006



Fill the gap with Social Media… …

41%

43%

56%

85%

93%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Believe companies should ask them their opinion on their products and services

Believe companies should use social networks to solve their problems

Said they feel a stronger connection with companies that interact with them on social

media

Believe a company should be present AND interact with consumers via social media

Believe a company should have a presence in social media

2008 Cone Business in Social Media Study



Social Media Secret Number 2: Right Thoughts

•  Having the right attitude is half the battle



Mind wins over matter..

•  Too many people think social media tool set

•  Too few people think social media mind set



1. Think personal, not corporate..



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Be transparent



Be Nice “It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again,” it told The Times.

“Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel”.



2. Think slow



Social Media is a marathon, not a sprint

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Social Media is not immediate

•  You are used to the high velocity of mass media: –  Turn on an ad or promotion and see

immediate results –  The slow and steady of social media may

frustrate



Social Media is not efficient

•  Social media is the opposite of mass –  Labor intensive –  Highly involving –  Non-standardized



Create a community…one connection at a time



Start with baby steps…

•  Go slow •  Experiment with little programmes •  Learn what works and doesn’t work •  Expect and embrace failures •  Dare to make mistakes •  Know that success is around the corner •  Social media is one interaction and one

contact at a time



3. Think humble



You need to accept you can’t do everything

•  Social media is a blend of: –  Excellent Strategy –  Understanding of how your social media

strategy fits into your overall business plan –  Superior knowledge of the tools –  Experience Do you really think you have all those

qualities in-house?



Carefully decide who is going to help you..

•  Do you really have the capabilities in-house? •  Chances are your agency hasn’t figured it out

–  Social media is not in their DNA –  Still trying to sort out SEM and display

•  Many social media consultant have little experience –  Don’t understand strategy –  Don’t understand companies



4. Think Consumer to Consumer

•  The goal is to facilitate conversations BETWEEN your consumers rather than between YOU and YOUR consumer…



You don’t manage the conversation. Your customer does!



You can’t just say it. You have to get the people to say it to each other, says James Farley, CMO Ford.



5. Think positive



10. Learn how to respond when people say negative things about you

•  Listen •  Respond •  Fix things



Negative comments are a necessary evil

•  Respond •  Respond quickly •  Respond politely •  Transform your enemies into advocates •  Don’t review your blog’s comments

–  Allow people to say negative things –  Reviewing comments is poorly received by the

blogosphere •  It is better you know what people are saying than to ignore it

–  Enter into the dialogue –  Tell your side of the story



A recent study shows that most reviews aren’t as negative as feared

of reviewers said they wrote reviews to help others make better purchasing decisions

said they wrote reviews to help companies improve their products

wrote reviews to reward the company

wrote reviews that were generally positive

Source: BazaarVoice, a website authored by Marketing Charts



Criticism is not your enemy…your FEAR of criticism may be..

•  A negative response is a cry for help AND an acknowledgement they care



6. Think outside the box



New technology can re-define interactions between brands and consumers

•  Get rid of old thinking •  Change the advertising paradigm of the 20th

century •  You need to innovate as much as technology

has •  Be respectful of digital touch points and

community sensitivities



Let’s look at some out of the box examples…



Missouri Bank •  Mobank serves an eclectic customer base of

visionaries and artists •  Doesn’t use social media to sell •  Uses social media to build community

philosophy •  Cool image on Facebook

–  An online neighborhood –  Customers interact like they do at the

branches



Video - Wear & Compare from Nedap



Jet Blue…



Hyatt’s virtual concierge service…



Or Omni Hotels…



@CoffeeGroundz was one of the first to start taking orders to go on Twitter



Kogi BBQ transformed the mundane into a big business…..

•  Mobile Korean BBQ that travels around LA selling Korean tacos.

•  Now has 45,000 followers on Twitter by tweeting where the truck is going to roll up

•  Ran a t-shirt competition with fans voting on their favorite t-shirt design

•  The now-famous taco truck has reached cult status



1-800-Flowers links rewards programme to Facebook

•  Uses Gimme Love, an application from Loyalty Lab –  Connects customer loyalty programmes to

Facebook applications and widgets –  Rewards customers for activities they do on

Facebook with the brand •  For example, members of the 1-800

-Flowers.com loyalty programme are rewarded when they refer friends to the company.



H&R Block put the fun back into taxes

•  Engage with taxpayers by setting up a presence in many different parts of the social web

•  Depending on the audience/platform, made taxes funny, interesting, informative or personal.

•  MySpace and YouTube –  Created spoof character Truman Greene who sang parody

songs about his love of taxes •  Facebook

–  Useful fools for people –  Tips –  Education

•  Twitter –  Experts available 24/7 to answer questions



Aleksandr Orlov and Compare the Meerkat re-defined car insurance



This car insurance programme has enjoyed a wild success

•  The official YouTube video –  80,00 views +

•  Over 320,000 Facebook fans –  Huge number of comments and likes –  customized photos –  Petitions to get cuddly toys

•  Also loved on Twitter



This car insurance company has enjoyed a wild success

•  In first 3 days of programme, ¾ of monthly quotes target was achieved

•  Year on year uplift was 45% •  Success due to

–  Great on and offline synergy –  Integration of offline direct marketing

campaign with a strong social media programme



Think out of the box with your choices of social media tools too

•  Flickr •  Slideshare •  Podcasting •  Yelp •  Foursquare



7. Think social OUTSIDE your company and selling INSIDE your company



Find the sweet spot between selling and social…

•  Social media networks are fragile •  They don’t like commercial promotion •  Don’t hawk your products •  Selling on social media is a turnoff •  Talk about your products only in the spirit of

conversation •  Your selling should be about 10% of your content •  Network through social media •  Sell elsewhere


Scott Monty, Ford



But think sell (inside your company)



Think sell inside the company...

•  Everyone needs to be a stakeholder –  Legal –  HR –  Sales –  Logistics

•  Communicate social media objectives company wide

•  Refresh objectives/strategies on regular basis



Build support any way you can

•  Build support with –  1 on 1 meetings –  Larger group sessions – Meet/convince key influencers – Manage expectations



Show why social media will help meet business objectives

Business Need Social Media Feature

Advantage



Social Media Secret 3: Fall Back



Go back to basics



Your blog should be your starting point



Your blog has infinite benefits…

•  Establishes you as a thought leader •  Increases your credibility •  Allows you to converse with consumers and

prospects •  Gives you a very clear idea of what is

important to people in your market •  Is a key launching pad into social media



Here are 10 possible ways to use a blog

1.  Provide resources/tips related to your industry 2.  Establish yourself as an expert in your field 3.  Report back from an event or conference 4.  Involve your staff and let them share their knowledge 5.  Provide a place for consumers to share information 6.  Give your customers a place to voice their opinion 7.  Share your story 8.  Share your clients’ stories 9.  Talk about your products (the good/the bad/the ugly) 10.  Discuss products/trends affecting your industry



Use your blog posts in multiple ways

•  Link your blog with Facebook –  Use Facebook’s Notes feature –  Link to your personal profile page and/or your

business fan page •  Tweet about your blog.

–  Automatically send out a Tweet when you publish a new post

–  Send a Tweet with an interesting statistic (from your blog post) and a link to the post

–  If your blog post answers a controversial question, ask the question in Twitter with a link to the post



•  Edit your blog post for article directories –  Upload your article on Ezinearticles.com –  Publishers of ezines/newsletters/blogs use

content from Ezinearticles.com in their publications, giving credit to the author with a link to your website

–  Great way to drive traffic to your website and establish yourself as a thought leader

–  Depending on the size of your blog, you may be able to submit several articles from one blog post.



Use your blog post in multiple ways

•  Submit your blog posts to print publications –  Newspapers –  Association newsletters –  Magazines

•  Record your blog posts –  Take your best blog posts –  Record on a digital recorder –  Or record directly into computer with a microphone –  Use free software Audacity. –  Post the recordings on your website –  Burn them onto CDS/DVDs and give them to

prospects



Use your blog post in multiple ways •  Create a video

–  Make a video of you reading a blog post –  Use a Flip Video camera –  Show your face and let people get to know you

•  Make a slide show –  Divide your blog post into slides –  Add audio –  Post on Slideshare

•  Turn post into a book or Ebook –  Put several posts together into an instructional booklet –  Offer the book free off your website

•  Reformat your blog post into a press release –  Send to local media –  Publish Online



of your website


Edward Tufte, Information Design Guru


Jakob Nielsen, Web Usability Guru



The majority of websites are STILL like fancy business cards floating in

cyberspace



There is a big difference between a Web 1.0 site and a Web 2.0 site



Your website is one of the biggeset social media tools you have

•  Your website should be a place where: –  Prospects/Customers can join your network –  Prospects/Customers can talk to each other –  Prospects/Customers can access interesting content –  Prospects/Customers can promote your content –  You place links/buttons to other social media

spaces: •  Twitter •  Facebook •  LinkedIn •  Yelp



Start thinking about your website differently

•  Build it not just from YOUR point of view, build it from your customer ‘s point of view

•  A customer comes to your site to solve HIS problem, not to find out about what YOU think about YOU.

•  Let other people publish on your website –  Customers –  Prospects –  Partners –  Other members of the community

•  Dare to incorporate negative and positive views about your product i.e. use unfiltered customer testimonials



Your website should be a community resource

•  Be a credible source of opinion and fact •  Be the Oprah Winfrey for your industry •  Customers will make your site the first place to

go for information in your industry •  You can build better products and services

with real-time customer feedback •  You will be a community resource that helps

meet your customer needs faster •  You will build trust



Think about social media as a hub with spokes (not a two-way radio)

•  Use one place as a launching point or hub –  Your blog –  Your website



Social Media Secret Number 4: Spring Forward



Step into the future with video and mobile



By 2012, 40% of all video consumption will occur outside of the television set.

Learmonth, M.

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A picture is worth a thousand words

•  Let people see your products •  Let people see YOU •  Videos (and photos) are:

–  Easy to create –  Easy to publish –  Allow you to explain complex how-to concepts –  Explain step-by-step directions better than the

written word –  Show your business is fun –  Make your company more approachable



There are many ways you can use video

•  Show your products •  Interview your clients •  Interview key thought leaders •  Have someone interview you •  Do a visual walkthrough of your company or a product •  Answer FAQs •  Read out your favorite blog posts •  Show you or a member of your team giving a public

presentation •  Video you being interviewed by the media •  Use video as a form of training for your real or virtual team



Get relaxed with a Flip Camcorder



Think about combining high-level footage with your Flip footage



Use Tubemogul.com and move beyond YouTube



Video - Will It Blend?



Mobile is about to stun us all…

With all the capabilities these phones that are coming out have like GPS, cameras - we think there is the potential to actually make this mobile Web better than the PC Web. - Google's VP of product development



The increase in mobile phones is attracting companies to mobile social media



Facebook is the most favorite social media network for mobile applications



Mobile applications are proliferating like rabbits



Volkswagen goes 100% Mobile for launch of GTI

•  Mobile drives social media usage •  Social media usage drives mobile



Think about offering your customers an exceptional

product experience on the go.



Follow Tasti D-Lite’s lead…

•  The first restaurant to incorporate social media rewards into their loyalty programme

•  Customers accrue extra points (and earn free frozen treats faster) for Foursquare check-ins and tweets automatically made when their TastiRewards cards are swiped.

•  The exchange of goods for check-ins is a way of treating social media as currency



Follow Tasti D-Lite’s lead…



Its social and its smart…and its revolutionising the way we think.. •  The company will get accurate accounts on

the quantity of tweets/check-ins with card swipes

•  It can quantify social media updates with sales figure

•  It can track change over time and assess the influence of the TastiRewards tweets and check-ins as it pertains to the growth of the programme



Social Media Secret Number 5: Observe

•  Understand your social media world before you step into it…



You must understand the social media conversation swirling around

you.. •  About you •  About your company •  About competitors •  About your space

Flickr/Matt Hamm



You need to understand it all…

•  What are your customers/prospects talking about? •  Where are they talking? •  Who is talking? •  What are the issues or problems troubling people? •  Are there breakthroughs in your field that are

getting people excited? •  What does your consumer like? •  What don’t they like? •  Where are you in all of this conversation?



You also need to know everything about your competitors

•  Their overall presence –  Where they are –  What they are talking about –  Their tone of voice –  What kind of activity they are engaging in

•  How their customers and prospects are speaking to them

•  Their problems •  Their opportunities •  How effective they are



As well as identify and track the key influencers

•  Who are the influencers? •  What do they think is important? •  What do they think about you? •  Are they talking about you? •  What are the compelling issues?



Start by identifying your questions

Flickr/MyKPWedding



Key questions? •  Start with the basics:

– Where are people talking about me and my industry? •  Social Media Networking? •  Twitter? •  YouTube? •  Flickr? •  Groups? •  Social Bookmarking



Key questions? •  Who are they talking about?

–  Companies –  People –  Brands –  No one

•  Who is doing the talking? –  Age group –  Sex –  Location –  Consumers –  Prospects –  Influencers



Key questions?

•  Who are my influencers? – Who is talking about my brand? – Who is talking about my competitors – Who is talking about my industry? – What is their social reach? (on Facebook

/Blog/Twitter/LinkedIn/Forums) – Who is listening to them?



Key questions?

•  What are the types of subjects discussed? –  New products? –  Problems with current products/service? –  New overall trends? –  Life?



What are your key questions? •  What is the tone of the conversation in terms of

you/your company? –  Satisfied? –  Complaining? –  Very interactive? –  Uninvolved?

•  What is the tone of the conversation in terms of your competitors? –  Satisfied? –  Complaining? –  Very interactive? –  Uninvolved?



Key questions?

•  Do you see obvious areas that need to be changed? –  Type of conversation –  Subject of conversation –  Tone of conversation –  Overall presence –  Improvement in target audience



Then decide how you will monitor

•  Free tools •  Paid services •  Or a combination of the two?



A good starting point is Google Alerts

•  Scans the internet for important keywords •  Keeps you up-to-date on new developments

related to those keywords. •  Allows you to reduce information overload

while remaining informed •  Gives you a good idea about where you are

placed in the social media space •  Delivers all this timely information into your e

-mail box



Technorati will help you search blogs



Monitter helps you track conversations on Twitter



Friendfeed.com is a great tool



Who’s talkin.com is another option



And don’t forget BoardTracker



Social Mention is a free key word tracker

•  Displays key stats like sentiment in a nice dashboard

•  Does not store data for you •  An instant snapshot of the last 30 days activity



Here are some paid monitoring tools

•  Radian 6 •  Techrigy SM2 •  Scoutlabs •  Trackur



Radian6

•  Expensive •  Multiple dashboards: Conversation Clouds,

Rivers of News, Topic Trends.. Tutorial videos •  Simple,intuitive, easy to set up •  Detailed reporting •  Pricing

–  $500 for up to 10,000 search results/month –  $1500 for 50,000 search results/month

•  . .



TechrigySM2

•  Not as intuitive as Radian6 •  Good, solid product •  Video tutorials •  $600/month for 20,000 results •  $4800 for 5000,000 stored results



Scoutlabs

•  Simple to use –  setting up searches is easy

•  Less complex but just as useful asRadian6 or SM2 ; a useful stripped down version

•  Easy-to-use overlay feature so you can compare data trends

•  $99 per month for 5 concurrent searches •  $749 per month for 125 concurrent searches



Trackur

•  Very basic app which will give you a simple view –  Search by influence –  Apply a simple sentiment rating –  View simple graphs

•  $18/month for 3 searches updated 2x a day •  $197/month for 150 searches updated every

30 minutes



Social Media Secret 6: Strategize

•  Remember that using a social media tool is NOT a strategy…



What is a strategy?

Flickr/Army.mil



Forget about tools - Think about purpose

•  You can’t possibly use ALL the tools we have discussed

•  Figure out what you want to do first •  The question isn’t what tool should we use •  The question is what do we want to achieve •  Imagine someone asking, Ï just got a

screwdriver..what should I fix?” •  You don’t get a tool and look for a problem. •  You isolate a problem and then select the

appropriate tool to fix it with



Your strategy comes as a direct result from your assessment… •  Through the assessment (Step 4) you have done the

following: –  Discovered where your supporters/potential supporters

are in the social media space –  Seen/heard/read what they are discussing –  Understood their concerns –  Been inspired by their dreams

•  Now it is time to figure out how to ENGAGE those supporters –  Plan your objectives –  Decide on your goals –  Figure out what you want to achieve –  Be clear about how you want to measure it



There are four distinct steps in the creation of your strategy

1.  Create a social SWOTs analysis (on the basis of your assessment) –  Social Strengths –  Social Weaknesses –  Social Opportunities –  Social Threats

2.  Choose your strategy (goals/objectives) on the basis of the social SWOTs

3.  Select the tools you will use to achieve your strategy 4.  Decide how you are going to measure your

programme’s success/failure



1.The SWOTs analysis should be easy…

Strengths Opportunities

Weaknesses Threats



1.The SWOTs analysis should be easy…

Strengths: Networking

OpportunitiesMain

competitor is silent

Weaknesses : Not a thought

leader

Threats: The overall social conversation

is weak



2. Pick your strategy on basis of your SWOTs analysis

Here are some examples: •  Increase brand awareness •  Build your community •  Generate leads •  Manage brand perception •  Deal with customer service issues •  Establish yourself as a key thought leader •  Get to know the influencers in your field •  Give your social media community a set of special perks (coupons

/discounts/special products) •  Stimulate excitement and interest in your category •  Increase traffic to your blog and/or website •  Talk more intimately with niche audiences



Use your brand promise as a guiding

principle



Understand the value a company offers a community

•  Go back to the core value your organization offers

•  This is the heart of your social media strategy begins

•  Don’t use tools just because they are ‘hot’; this is putting the cart before the horse.



Social Bkmarks

Social Net. Sites

Podcasts

Videos Microblogs

Blogs

Traffic

Thought Leadership

Build Community

High Emotion/ Immediacy

Converse with Communities of Passion

Brand Awareness

3. Pick the tool that matches your strategy with the Web Wheel



4. Define exactly how you will measure success

•  On a piece of paper, write down what you want to achieve

•  Be specific –  Increase number of followers on Twitter by 500 –  Increase number of fans on Facebook fan page by

35% –  Increase contacts in your LinkedIn Network by 350 –  i.e. increase sales by $10,000 –  i.e. increase comments on blog by 20%



Social Media Secret Number 7: Measure Your Movement



Video - Social Media ROI



MyVouchers.co.uk shows us a new way

•  Use Facebook and Twitter to notify followers of discount voucher codes (for online sales) •  Search function within Facebook group for

codes and discounts •  Constant feed of best discounts

–  Offering followers something for nothing, rather than hard sell

•  Leap in traffic and money spent



The results for MyVoucherCodes.co.uk?

•  Facebook and Twitter – More than £21.4m sales –  12% total sales in fourth quarter 2009 –  12,000 fans on Facebook and 2,600 Twitter

followers averaging 6 visits/month to site –  4,070,000 visitors courtesy of Facebook

and Twitter



I’ve seen many people say that having a presence on social media networks does little more than improve brand awareness for companies – but our experience really proves that social media really can be a worthwhile form of marketing, said Managing Director of MyVoucherCodes.co.uk, Mark Pearson



Gary Vaynercuk

•  Grew his business from 4-50 million •  Wine TV Library

–  Showed off Gary’s personality and knowledge

•  Gary experienced the following results: –  $15000 in Direct Mail=200 new customers –  $7500 Billboard=300 new customers –  $0 Twitter = 1,800 new customers.



Companies who engage in social media are more successful

•  Wetpaint/Altimeter Study found companies deeply engaged in social media: –  Have better revenues –  Enjoy better profits –  Companies with highest levels of social

media activity grew on average by 18% –  Companies with least amounts of social

media activity sales declined by -6%



Lenovo achieved big cost savings

•  20% reduction in call center activity as customers go to community websites for answers



Burger King Whopper Sacrifice Facebook programme

•  Asked users to give up 10 of their Facebook friends in exchange for a free Whopper

•  $50,000 programme –  32 million media impressions –  (t $400,000 in press value equivalent of the population of 19 states)



The Blendtec Will it Blend video increased sales 500%



Dell sold $3 million worth of computers on Twitter



Intuit’s Live Community

•  Introduced Live Community into TurboTax products 2 years ago –  Live Community allows customers to ask

each other questions –  Unit sales increase +30% each year –  Now integrated Live Community into other

products (Quickbooks, Quicken)

–  .



Barack Obama

•  5 million fans on social media •  5.4 million clicked on an “I voted for Obama”

Facebook button. •  3 million online donors contributing $500

million in fundraising •  92% of donations in increments less than $100



Moonfruit

•  Web host provider got back $15,000 social media investment

•  Website Traffic soared +300% while correspondingly sales increased +20%.

•  Huge lift in search engine rankings



How do you measure social media success?



Social optimisation is the key word

•  You want people to make a noise. •  You want people to store and share things. •  You want people to love your website. •  You want people to visit more frequently •  You want people to refer your company to their

friends. •  You want people to buy into your brand. •  You want people to buy your products.



Decide the ultimate aim of a social media programme

•  Product awareness (measured in conversational terms)

•  Real sales (measured by actual sales figures) •  Something else •  Need a clear picture in order to track results



The best way to manage measurement is to separate out social from media

•  Qualitative (Social) –  Customer satisfaction –  Loyalty –  Interaction –  Feedback

•  Quantitative (Media) –  Sales revenue –  New leads –  Newsletter subscribers

•  Decide what you want to track •  Measure the metrics that matter to you



Social (Qualitative) Measurement Examples

•  Example #1: Rackspace IT Hosting campaign to build loyalty and trust.

•  Idea: Be nice to customers who mention your company and/or product name on Twitter Success Metrics: –  Amount of positive comments sent to

customers per week within a given time –  Amount of conversations that started from the

comment •  Goal: N amount of positive conversations about

your company or product per week




•  Example #2: Starbuck’s Campaign to increase customer satisfaction.

•  Idea: Engage with customers and prospects using social media and ask what they would like from you.

•  Success Metrics: –  Amount of good suggestions –  Amount of the good suggestions received that

your company actual implements •  Goal: N amount of suggestions collected per

month and N amount that you actually implement.




•  Example # 3: Copyblogger campaign to increase authority. •  Idea: Start a blog on a topic that relates to their company and which

positioned them as an expert. •  Success Metrics:

–  Amount of influential blogs linking to them –  Page rank relative to that of competitors –  Amount of organic traffic per month –  Amount of traffic that converts to sales

•  Goals: –  N page rank by a certain date –  Nth position in page rank relative to competitors by a certain date –  N% of organic traffic per month –  $N per month attributable to referrals from blog



Media (Quantitative) Examples •  Example #1: Burger King campaign to increase offline

sales •  Idea: Implement a promotion on a social media platform.

Give participants a printable campaign voucher so you can track where the offline sales originated.

•  Success Metrics: –  Monthly sales –  Monthly store traffic

•  Goals: –  $N monthly sales –  N% increase in store traffic over the pre-promotion

period



Media (Quantitative) Examples •  Example #2: Dell Outlet Campaign to increase online sales •  Idea: Use Twitter to inform prospects about special

promotions. Capitalize on Twitter’s real-time nature for exclusive limited-customer and/or limited time offers

•  Success Metrics: –  Monthly sales and new customers attributable directly to

Twitter –  Monthly revenue generated from customers originally from

Twitter (e.g. did the customer go back later and buy more) •  Goals:

–  $N monthly sales –  $N monthly sales directly attributable to Twitter



Here is how you can measure

•  Bookmarks •  Comments •  Downloads •  Email subscriptions •  Fans (become a fan of something / someone) •  Favourites (add an item to favourites) •  Feedback (via the site)



Here is how you can measure •  Followers (follow something / someone) •  Forward to a friend •  Groups (create / join / total number of groups /

group activity) •  Install widget (on a blog page, Facebook, etc) •  Invite / Refer (a friend) •  Key page activity (post-activity) •  Love / Like this (rating)



Here is how you can measure •  Messaging (onsite) •  Personalisation (pages, display, theme) •  Posts •  Profile (e.g. update avatar, bio, links, email,

customisation, etc) •  Print page •  Ratings •  Registered users (new / total / active /

dormant / churn)



Here is how you can measure •  Reviews •  Social media sharing / participation (activity

on key social media sites, e.g. Facebook, Twitter, Digg, etc)

•  Tagging (user-generated metadata) •  Testimonials •  Time spent on key pages •  Time spent on site (by source / by entry

page)



Here is how you can measure •  Total contributors (and % active contributors) •  Uploads (add an item, e.g. articles, links,

images, videos) •  Views (videos, ads, rich images) •  Widgets (number of new widgets users /

embedded widgets) •  Wishlists (save an item to wishlist)