E.Forst Presentation

The Social Web

why brands must why brands must

listen,listen, learnlearn and and

participateparticipate

Presented by: Eric Forst

The Social Web

o What is Social Media?o Why is Social Media Important?o Why does Social Media matter to my business?o How can I leverage social media for my

business?o How can I measure ROI in Social Media?

The Social Web

o What is Social Media?

Is Social Media Just Another Medium?

Social Media Landscape

personal / self expression

private

Social Social NetworkingNetworking

utilitarian

publicWikisWikis

Blogs/Blogs/MicroblogsMicroblogs

VirtualVirtualCommunitiesCommunities

Content Content RatingRating

Social Book Social Book MarkingMarking

FeedsFeeds

ProfessionalProfessional NetworkingNetworking

Viral Pass Viral Pass AlongAlong

The Conversation Prism

Source: Brian Solis, FutureWorks

The Social Web

o Why is Social Media Important?

Social Networking

is a is a fundamental shift fundamental shift in in the way we communicate.the way we communicate.

“2.0” is Really About …

Source: David Armano, Logic + Emotion

people participation

=

Social Media Has Exploded

o Hundreds of Millions participating -- the dialogue continues to get louder

o 75% of US consumers participating in social media – Forrester ’08

o 133m blogs indexed since 2002 – Technorati ’09

o Twitter grows to over 32.1M users in a year

o Facebook user growth in the +35 demographic has doubled last 60 days to 12M with more of them than 18-24 year olds – Facebook ’09

The Social Web

o Why does Social Media matter to my business?

Word of Mouth Rules

Social Consumers Buy More

“One in three Internet users say purchase decisions swayed by social content“ -- Jupiter Research

“One in three Internet users say purchase decisions swayed by social content“ -- Jupiter Research

Social Media Travels Fast

Engadget knocks $4 billion off Apple market cap in six minutes on bogus iPhone rumor

Michael Dell personally commits to these customers

•Dedicated resources are committed to “responding” & solving problems online

•IdeaStorm site is created•Jeff Jarvis visits Dell and posts positive

comments

June 21, 2005Jeff Jarvis blogs about his woes with Dell Customer

Service

“Dell Hell”: Jeff Jarvis Customer Service Issue

“Now everybody must spread the word about it, so that Dell people can never escape the

Buzz. I blogged about it and asked everyone to blog about it

too.”

“I bought a new (used) laptop last week. While browsing the

ads I found a few Dell’s. I rejected them out of hand due

to the Jarvis DELL HELL saga. I didn’t know Dell had

dropped the ball as far as quality was concerned. A few

years ago, I would still be in the dark. The new grapevine is a

great thing for consumers.”

This is a huge turnaround for him and a great loss for Dell as

he was such an ambassador before. He said he feels

tricked because he had been such a fan only to have to

experience a merry-go-round of buck passing and nobody

wanting to help. Thanks for sharing your experiences, Jeff. You speak for many unknown

to you.”

“You will either join the conversation on your own now or you’ll be dragged into it later.” Bob Pearson, SVP Dell Computer

So What’s the ROI?

Motrin Moms

http://www.youtube.com/watch?v=XO6SlTUBA38

New Car Launch

18

Challenge: The graphic below shows how conversation related to the new car spiked when a video was “leaked” to YouTube. The video received mostly negative sentiment, because it was a teaser that failed to show images of the car.

Solution: The car brand adjusted its video release plan. The brand had planned to release the same video the day before the LA Auto Show, but changed their strategy based on the predominantly negative sentiment expressed toward the video. Instead, the brand was able to edit the video and release it after the LA Auto Show. In addition, a photo-seeding campaign leveraged sites and authors identified by TruCast to maintain buzz coming out of the LA Auto Show.

Challenge: The graphic below shows how conversation related to the new car spiked when a video was “leaked” to YouTube. The video received mostly negative sentiment, because it was a teaser that failed to show images of the car.

Solution: The car brand adjusted its video release plan. The brand had planned to release the same video the day before the LA Auto Show, but changed their strategy based on the predominantly negative sentiment expressed toward the video. Instead, the brand was able to edit the video and release it after the LA Auto Show. In addition, a photo-seeding campaign leveraged sites and authors identified by TruCast to maintain buzz coming out of the LA Auto Show.

You Have Two Choices

….or procrastinate and then join the

conversation later on anyway….

Join the conversation….

Dominos YouTube Crisis

http://www.youtube.com/watch?v=7l6AJ49xNSQ

The Social Web

o How can I leverage social media for my business?

Social Media Adoption Model

Listen & Learn

Analyze &Understand

Engage Integrate

Brand Perceptions –Track and measure changes in overall brand perception, and your share of voice in online communities. Ongoing changes in volume and sentiment can be evaluated, as well as the underlying causes.

Campaign Development Insights –You can leverage word cloud and qualitative analysis for creative insights that help you relate to your customers and communities better. Keyword insights support a range of product, brand and acquisition campaigns year-round with optimization for search, media buying and PR.

Customer Service –Issues can be categorized and resolved with the help of social media tracking tools to quickly reveal customer service complaints published in online communities and respond to them on a real-time basis. Use a tool that helps track open issues and the number of cases resolved.

Customer Acquisition –Direct response, conversational marketing programs, including brand ambassador campaigns can to engage with online influencers and to drive traffic to your sites.  Social Media mapping supports targeting, media optimization and message propagation. Measure click-through and registration rates.

Social Media Business Intelligence for the Enterprise

Conversation Architect

Don’t market messages.

Create social experiences.

Design conversations.

…and relationships

authentic

organic

genuine

conversational

Source: David Armano, Logic + Emotion

Dialogue is Fueling the “Conversation Economy”

CONVERSATION

RELATIONSHIPS

AFFINITY

COMMUNITY

Conversation Architecture

Authority and EcoSystem Clustering

What are the dynamics of my space? Where are the conversations happening? Who is involved in the conversations?

This chart shows critical sites and the hyperlinks that connect them based on comprehensive keyword searches.

Studying network dynamics and centrality allows better prioritization of engagement, increasing campaign effectiveness and overall program ROI.

Advanced Ecosystem Mapping

Drill into the Topic Ecosystem

The Social Web

o How can I measure ROI in Social Media?

So What’s the ROI?

Mitigate Risk / Build Relationships / Drive Revenue

FlickrFlickr

GizmodoGizmodo

diggdigg

MySpaceMySpace

FaceBookFaceBook

YouTubeYouTube

Topic Topic 11

Lower call center volume w/ one-to-many outreach in social media.

Learn from your customers for creative concepts.

Drive purchase consideration, registration and sales (Dell sold $3million from Twitter links).

Corporate America Needs Social Media

“does business act responsibly?”

percentage ofrespondents

who said

“yes”

“Yankelovich, CNN/USA Today, and Gallup

70%

15%

30% 28%

16%

0%

10%

20%

30%

40%

50%

60%

70%

1968 1976 1985 1999 2006

Brands & Bandwagons

“SELLING AND TELLING is defunct;

gone forever. With the increase of

consumer-generated media …

consumers are showing a greater need

for making connections with other

people and brands”

Source: James R. Stengel, Global Marketing Officer for P&G

Some things you can do today….

1.Start a Blog

2.Build a User Forum

3.Create a Branded Social Network (ning.com)

4.Run a Technorati or Google Blog Search on

your brand and your competitors

5.Create a Facebook profile or group

6.Monitor your brand on Tweetscan.com

and if all else fails…