Untangling the Web:Bringing it all together

Ryan Hanser, APR

April 15, 2009

Bringing it all together…

1. The value of the social Web

2. A suggested approach

3. Measurement that matters

First, what we’ve heard…

Exploring “new Web tools and trends”… Google is important Marketers are plugging in SEO matters, too Social networks are ubiquitous Video has reach and power And we’re just scratching the surface…

1. Value of the social Web

50% of marketers say delivering ROI is top priority.

– Jupiter

What is your ROI for… Marketing? Product development? Customer service? Managers? Office supplies?

Who do you trust?

Edelman is tracking the decline… Not corporations Not government Not media

I trust “a person like me”

All Media are Social

‘Social media’ break and spread news

All Media are Social

‘Old media’ include content contribution, sharing and conversation

Markets are Conversations

“People are discovering and inventing new ways to share relevant knowledge with blinding speed… becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”

- cluetrain.org in 1999

Authentic, useful conversations

75% of consumers routinely research products on retail web sites before making offline purchases.

- Forrester

But corporations don’t listen

In January, CMO Council found: 16% of marketers monitor online discussion 23% track customer feedback emails 37% gather insight through customer

engagement 40% compensate employees for helping build

customer loyalty or satisfaction

Still, “everybody’s doing it”

88% of marketers say they are now using some form of social media for marketing to, primarily, get attention for their business.

– Michael Stelzner

And many are failing

Half of Fortune 1000 efforts at social media will fail.

– Gartner

2. A Suggested Approach

Let’s succeed by asking…

1. How can we hold attention?

2. How can we be useful?

3. How can we make people happy?

Highest ROI in social media?

Investments that enable you to exceed expectations of the people important to your future.

Strategy: inside out

To build trust and hold attention: Be informed Be authentic Deliver value Integrate

Strategy: what do you need?

Business outcomes… Awareness Insight Product development Issue management Advocacy Recruitment Sales Service

Strategy: get ready

1. Law

2. Culture

3. Policies

4. Resources

Planning (to never stop)

1. Identity

2. Research

3. Integration

4. Resources

5. Execution

Identity (planning)

Research (planning)

Who is relevant and important? Find successes (and failures) Find conversations Inventory communities Ask questions

Integration (planning)

Are your employees/customers in your marketing?

Integration (planning)

Go online to offline and back again

Resources (planning)

Listening is mandatory; engagement is conditional…

How much time? How much money? Which tools?

Execution

Always… Stay in ‘beta’ Be responsive Be helpful

3. Measurement that matters

Engagement is a means to an end Web metrics Word of Mouth metrics Other discrete metrics

What matters most to you?

Seeing the value…. customer loyalty return rate cross-sell time to market profitability etc.

For discussion…

Ryan Hanser, APR

Hanser & Associates

515.224.1086

ryan@hanser.com

@ryanhanser

http://www.hanser.com