Presented by Jon Keefe16th Sept 2009

Corporate Social Media Marketing

Are you ready yet?

Why social media?

• Last December (2008), Dell claimed $1 million in sales that the company could directly attribute to their use of Twitter.

• Yesterday June 12th 2009, Dell said that the total value of sales attributable to their presence on Twitter – both refurbished equipment as well as new systems – has now exceeded $3 million.

Reported by Neville Hobson

Social media vitals

• Participation and Engagement– Conversation and dialogue online– Posting and Commenting– Feedback and voting– Broadcasting and Sharing– Applications and Platforms

Corporate vs personal motivesPersonal social media

• Customer Service• Promotional Messages• Community• Shareholder Value• Transparency• Brand Rules

Corporate social media

• Sharing information• Reconnecting with

friends• Watching others• Status management• Etiquette

Fuel Individual Social Ego

Deliver business goals

Where to start

Listening Measuring Engaging

Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for

further use

“Today’s buzz should be part of your content and

metadata...err”

“Whatever your customers are talking

about, they are searching for online”

which means that

Today!Yikes!

Holy Cr*p!Wooaah!OMG!

THE REAL TIME SOCIAL WEB

Are you social media ready?

The Real-time (social) web• In May 2009, Marshall Kirkpatrick of

RWW identified three forms of value from the Real-Time Web: – Ambiance– Automation– Emergence.

The Real-time social web

– Ambiance – exposing related and simultaneous events

– Automation - Beyond RSS, beyond Robin Good’s newsmastering so truly semantic

– Emergence – Trending topics, keywords or phrases

The Real-time social web

• Larry Page proclaimed that Google had to do a better job of being real-time.

• In June, Facebook announced "up-to-the-minute" search results . – A new search interface allowing users to

search for content from people, organizations, and other public figures as soon as they share it on Facebook.

The Real-time social web

• In April, FriendFeed focused much more on real-time updates. – New advanced filters, made it a lot

easier for users to create streams based on keywords, groups, sets of friends and more.

The Real-time social web

• In August Delicious was re-born as a real-time news tracker.

• All blogs on the WordPress.com platform and any WordPress.org blogs that opt-in will now make instant updates available to any RSS readers subscribed to a new feature called RSSCloud.

REAL TIME SOCIAL WEB TRENDS

Are you social media ready?

4 trends in social media

(There’s probably more than four, but you’ve gotta start

somewhere!)

• The Power of Crowds

• Social Influence Marketing

• The Transmission Effect

• All media is social media Source BBAMV

Trend 1: The Power of Crowds• Social Media has made it possible for large groups

of widely dispersed people to express ideas, vote for an outcome, or simply give something a rating

• This collective intelligence has been coined ‘the power of crowds’, and the process of harnessing it (crowdsourcing) is on the rise

• Effective ‘crowdsourcing’ is where there is a collaboration between the crowd and the authority which is mutually beneficial to both parties– It can create products / services we want

Source BBAMV

Walkers polled consumers to create the next big flavour

Over 1.7 million did us a flavour…

Over 1 million votes…

Power of Crowds

Source BBAMV

Trend 2: Social Influence Marketing (SIM)

• SIM is marketing to the network of peers that may surround and be connected to an influencer a key topic

• It matters more than ever as consumers are losing faith in large institutions, and instead are turning to each other for advice – Peer influence

• We’re starting to see that loose ties (like your friendsters on Facebook) are equally as valuable as your strong ties (close friends)

• Different influencers will matter at different stages of the marketing funnel

– i.e. MoneySavingExpert influencers are likely to affect your consideration, whereas friends and family at point of purchase

Source BBAMV

Ford found 100 digital influencers to receive a free Fiesta a year in advance

Influencers share their experiences in online communities

Conversations serve as a CRM tool for to make pre-launch tweaks

Source BBAMV

Trend 3: The Transmission Effect

• The transmission effect is essentially the vast speed with which conversations and content spread everywhere like rapid fire

– beyond the reach of editorial controls, sites or institutions

• Twitter in particular has influenced the format for breaking news

– which is transmitted peer to peer almost instantaneously

• Brands must keep pace with consumers with a presence at every stage of the conversation

• With this in mind, brands should be developing their content for multiple platforms

EA games used the transmission effect to their advantage by responding quickly

It’s not a glitch. He’s just that good.

Over 3 million views on YouTube. Source BBAMV

Trend 4: All media is social media• When people have the

ability to share and converse in real time, everything becomes social

• Consider tweeting / blogging a poster, you can make it a point for conversation, and the poster becomes a social object

All together now – every media is social media

SOCIAL WEB STRATEGYAre you social media ready?

Social media strategy planning

• Change Management

• Outreach rules• Resource

• KPIs• Sentiment• Reporting

• Social Media Landscape• Big ideas

• Tools

• Key topics• Influencer

analysis• Buzz

Benchmark Engagement Plan

Engagement Process

Metrics

25

Listen to the important conversations

Source: Flickr- Daystar297

Social media state of mind

Implementing and managing social media campaigns requires a certain

culture

• Locate and gather social media champions within your

company

• Give customers a platform to engage with you

• Be good at listening to customers

• Accept criticism and respond openly

• Involve customers in your business

• Develop a shallow approvals workflow via easy to follow

rules

• Develop rapid delivery processes

Tone Persona Phraseology

Brand guidelines for content authors

Brand is not just visual

Creating the rules of engagement

• Moderation of forums and guest comments• Blogpost style and content

– Conversational– Signposting links

• Commenting– Conversational– Signposting links

• Tagging in line with social media trends• Keyword strategy in line with SEO/SEM strategy• Link strategy• Legals

Social media campaign example

Message Focus

email

Social Bookmarks

Media Sharing

Destination social sites

Web site

Own Blog/forum

Blogs/community sites

Links LinksAffil. Forums

Microblogging

Publishing

Key contacts /users

Media Sharing

Destination social sites

Bookmarking

Social media Skills and ResourceImplementing and managing social media campaigns requires

access to • Online optimised copywriting

– Blog posting and commenting– Forum engagement– Tweets

• Moderation– Forums and 3rd party blog comments

• Image and media management– Cropping etc– Video editing

• Analytics– Buzz monitoring– Influencer analysis

Social media managementAn average Engagement Plan on a weekly basis might

include:-• Research and writing blog posts – 7 hours• Commenting and posting on target influencers blogs and forums –

3.5 hours• Direct contact with Influencers - 1 hour• Forum moderation – 5 hours• Facebook Group management – 1 hour• Twitter management, managing & seeking followers and tweeting

– 2 hours• Managing social bookmark profiles e.g. delicious – 2hours• Slideshare account management – 2 hours• You Tube Channel management – 3 hours

When am I ready?

• Defined your goals and metrics for success• Tuned in to ongoing relevant online dialogue• You know your influencers profiles• Identified communities with which to engage• Have a set of messages to deliver

When am I ready?

• Internal technology hurdles are overcome• Built delivery mechanisms• Have access to skills and resource• Defined rules for outreach and engagement• Put in place analysis mechanisms

The “So What” of social media?

• The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]

• In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]

• By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]

• The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007]

Thank you, any questions?