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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…