Week 4

Social Media Web Marketing

• Making Media

• Customer Feedback - Polls and opinions

• Social media analytics and measurement

• Repercussions, Ethics and Online Etiquette

• Successful campaigns and pitfalls to avoid

• Codes of best practice

• Making social media work– Identifying key players and stakeholders– Training, Orientation, access and roles– HR and social media

On the menu today!

The 7 Roads of Social Media1. Generate new leads?

2. Provide customer service?

3. Improve customer retention?

4. Increase your knowledge?

5. Align with your competitors?

6. Establish your authority as an expert?7. Do business more productively?

… and Web 2.0?Harnessing Collective Knowledge

Rich User Experience

More Channels of Communication

Enterprise 2.0 – In the workplace

Not so New Media.• Networking Skills

• Promotional Marketing

• Management and Leadership

• Team work and Collaboration

Time• Email updates

• Text updates

• Voice to Text

• Task Management

• Synchronised Aggregation

• User Generated Content

• RSS

Integration - Push and Pull

• Tagging

• Embedding

• Sharing

• Connecting

• Badges

• Widgets

• RSS

Stay Connected

3G smart phone

JOIKUSPOT premium

Notebook PC or Mac

Mobile Broadband

Mobile Media

Making Media• Photos

Making Media• Audio podcasts

Making Media• Video

Strong Foundations• Discussions need listening to.

• Networks need nurturing.

• Sharing needs encouraging.

• News need broadcasting.

Customer Service• Contact

• Comments

• Opinions

• Support

• Incentives

• Rewards

Same tasks… different tools

Digital WOM• Share This

• Add This

Guidelines and Standards• Aug 2008

– Mitch Joel began his blogged enquiry which began the Best Practices In Social Media Marketing Writing Project

• Dec 2008– MarketingSherpa surveyed social media marketers about

the effectiveness of their practices.

• April 2009– Social Media Marketing and PR: Benchmarks and Best

Practices is published - Exec Summary ($198 to download)

• July 2009– E-marketer write a summary Social Media Best Practices

using stats and graphs from the April 2009 publication.

Best PracticeFirst rule of law school…

… don’t blog about law school.

• Mar 2009– A group of law students in Iowa

began laying ground rules and establishing codes of practice to apply to their social media activity.

socialmedialawstudent.com

Codes of Conduct“I am not talking about creating lawyers who walk around with a mini-computer in one hand and an iPhone in the other. 

Lawyers need to utilize new technologies to become more effective storytellers in the courtroom, better communicators with clients and other attorneys, and better promote the legal profession. 

To be an effective lawyer today, it would almost be malpractice to not take advantage some of the new technologies available.  Our clients demand and deserve better.”

Rex Gradeless

Old adages…Be more like the tortoise instead of the hare. Slow and steady wins the race.

Advertising is the hare…

Social Media is the tortoise.

The Best Practices in Social Media Marketing Writing Project – 27 Aug 2008

Mutual RespectCompany-Customer Pact Wiki

What Is the ROI of Social Media?• Customers and Clients choosing to engage with

you content is priceless• ROI (return-on-investment) becomes ROE (return-

on-engagement)

• Social Media is free – but your time, technology, and resources are not

• If we can track clicks and comments, we can put a price tag on them, however speculative

• This means that the ROI/ROE of Social Media can be calculated

Measuring the ROI of Social Media• Attention = traffic

• Participation = comments, ratings, etc.

• Authority = Technorati rating, Search rank, inbound links, trackbacks

• Influence =subscribers, fans, followers

• Sentiment = largely immeasurable

What is being measured?• Campaign

• Goals

• Promotion

• Cost to create (including time spent)

• Reaction

Slideshow and accompanyingblog post demonstrating ROI

Adding Perspective• Visitor time spent on the site at the target media

• Flickr and Twitter views

• View from embeds

• URL shortener clicks

• Every interaction is priced (minimum consumption time + minimum decision-making time)

Figures taken from an original presentation created by Julie Delvaux

ROI Price List• Unique visit to the blog post - £1 ( timed by av. time on post)

• Each returning blog visit - £1.50

• A view on SlideShare (excl. embeds) - £1

• A view from embeds - £2

• A view of the screen grab on Flickr - £0.50

• A view of the link on Twitter/bit.ly - £0.50

• A comment - £1.50

• A SlideShare download - £1.50

• A fave on SlideShare - £1.50

• An embed from SlideShare - £1.50

• A Flickr click-through - £1.50

• A Twitter click-through - £1.50

ROI – Worth vs. Return• Can you relate social media engagement to

purchases?

• What metric are currently in place to measure existing business ROI?

• What is your goal with each social media campaign?

• How are you going to measure the goal?

• Does authority and reputation have a monetary equation?

Making Social Media Work• Focus using the 7 Roads

• Schedule time

• Assign worth

• Establish a baseline

• Pick your platforms

• Develop guidelines and a code of practice

• Set ROI goals

• Value ROE

Next time• 1 web article connected to your industry you would

like to encourage your boss to read.

• 1 web article you would recommend as informative to your customers.

• Review the learning outcomes

After lunch course evaluation in the form of a podcast / video discussion