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An overview of some of the key principles of a sound social media approach and strategy in business. Note: deck is mostly images, not words and bullets. Sharing by request.
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Social Media and The Engaged BrandAmber Naslund, VP Social Strategy
Welcome to the social web.
The business game has changed dramatically.
Before...
We went out and found our customers.
Now, they find us.
This revolution is characterized by speed and information.
Markets Are Conversations.
We’re at the edge of a new era, full of old concepts.
So we need to move our business in a new direction.
Or risk being left behind.
The Culture Shift
Intent is King.
Cultural Roadblocks to Social Media
Destination & Purpose
Demonstrated Trust
Laboratories and Gardens
Idea Diversity
New Rewards
The New Telephone
RADIAN6 ADOPTION PATH
Responder
Responder
Responder
CommunicationsAnd PublicRelations
Operations
Sales andMarketing
ProfessionalServices
ProductTeams
ExecutiveAnd
Management
Customer Service
TrafficCoordinator
Responder
CommunityRelations
TrafficCoordinator
TrafficCoordinator
TrafficCoordinator
RepresentsManaged and Professional Services
Tactical Reporting &
Analysis
Brand Conversations
RADIAN6 SOCIAL ENTERPRISE
Communities and Engagement
The Humanization
Highway
Internal Communication
The Opportunity Economy
Don’t be That Guy.
The Social Media Team
The Fears and Risks
The Truth About “Control”
The right toolkit...
Policies and Guidelines
Fire Extinguishers
Education and Training
Measuring & Analyzing
Success can mean...
• Reputation• Awareness• Money • Engagement• Education• Entertainment
The Truth About ROI.
Benchmarking.
The Old Metrics
The New Metrics
Why We Need Both
Activity & Engagement• Members
• Posts/Threads
• Comments or Ideas
• Inbound Links
• Tags, Votes, Bookmarks
• Active Profiles
• Referrals
• Post Frequency/Density
Revenue and Biz Dev:• Speed of sales cycle
• Number/% of repeat biz
• % customer retention
• Transaction value
• Referrals
• Net new leads
• Cost Per Lead
• Conversions from community
Metrics and Measurement
Metrics and Measurement
Cost Savings:• Issue Resolution Time
• % of issues resolved online
• Account turnover
• Employee turnover
• Hiring/Recruiting
• Training costs
• New Product Ideas
• Development cycle time
• Product/Serv Adoption Rate
Awareness and Value:• Brand loyalty/affinity
• Media placements
• Share of Conversation
• Sentiment of Posts
• Net Promoter Score
• Interaction with Content
• Employee Social Graphs
Adaptation and Retooling
We are reaching out.
We are linking to each other.
We are watching.
But we are not waiting.
Amber Naslund, VP Social Strategyamber.naslund@radian6.com
http://www.radian6.com
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