Upload
lumen-consulting
View
966
Download
0
Embed Size (px)
Citation preview
DesireeLehrbaumEXHIBITOR2010
2010 Lumen Consulting, LLC. All Rights Reserved
March 14, 2010
LeveragingSocialMediatoDriveBeBerEngagementandResults
2010 Lumen Consulting, LLC. All Rights Reserved
DefiniDonofSocialMedia
“Asocialtrendwhichpeopleusetechnologiestogetthethingstheyneedfromeachother,ratherthantradiDonalinsDtuDonslikecorporaDons”
2
2010 Lumen Consulting, LLC. All Rights Reserved
WhatDoWeMeanbySocialMedia?
Corporateandindividuals
BLOGS
Product/SoluDonWIKIS
SOCIAL NETWORKING LinkedIn
FacebookMySpace
USERCOMMUNITY
Privateknowledgesharing
“FILE‐SHARING”
SlidesharePosterous
MICRO‐BLOGGING
TwiBerFriendFeed
VIDEOSHARING
YouTubeVimeoblip.tv
BOOKMARKING
Digg,delicious,Reddit
SOCIAL MEDIA
WhyisSocialMediaDifferent?
2010 Lumen Consulting, LLC. All Rights Reserved
YearsitTooktoReacha50MMarketAudience
5
50MILLIONUSERS
Radio
38YEA
RS
TV
13YEA
RS
Internet
4YEARS
iPod
3YEARS
2YEARS
2010 Lumen Consulting, LLC. All Rights Reserved
Userscomfortwithsocialmediaincreasing
AccordingtoNielsen*visiDngsocialmediaisthe4thmostpopularonlineacDvity–aheadofpersonalemail
93%**ofsocialmediausersbelieveacompanyshouldhaveapresenceonsocialmedia
6
*NielsenGlobalFaces&NetworkedFaces,2009**CONEBusinessinSocialMediaSurveySept2008
2010 Lumen Consulting, LLC. All Rights Reserved
Top10WebBrandsforDecember2009
#1 #2 #3 #4
Ranked by: The Nielsen Company (U.S. Home and Work)
#7
#5 #6
#10
#9 #8
2010 Lumen Consulting, LLC. All Rights Reserved
Facebookismorethanstatusupdates
IfFacebookwereacountryitwouldbe3rdlargest
Over350Musersworldwide
Morethan10millionusersjoinFanpageseveryday
Facebookhasover30,000servers Managesover25terabytesofdatadailyfor
logging
2billionpiecesofcontentaresharedweeklyonFacebook
Facebookislargestphotosharingplagormintheworld
2billionphotosuploadedmonthly
Serveup600,000photoseverysecond
8
2010 Lumen Consulting, LLC. All Rights Reserved
FacebookEngagementMetrics
9
Source:comScoreVoicesJanuary21,2010
2010 Lumen Consulting, LLC. All Rights Reserved
GlobalWebTraffictoSocialNetworkingSites
10
2010 Lumen Consulting, LLC. All Rights Reserved
FacebookU.S.Demographics
13‐1711%
18‐2529%
26‐3423%
35‐4418%
45‐5412%
55‐657%
January2010
Usersover26nowrepresent60%oftotalU.S.Facebook
populaDonSource:InsideFacebook1/10/10
11
50%ofFacebookuserslog‐ineveryday
represenDng175M
2010 Lumen Consulting, LLC. All Rights Reserved
TwiBer
InJune2009TwiBerhitunique44.5Musersworldwide No.52largestsiteintheworld(biggerESPNandcomingupon
BBCandcraigslist)
55%internaDonal&45%USbased
12
Source:comScore,August3,2009
Impressive since over half of Twitter users don’t access the website, but use
Twitter apps to digest and consume Tweets
2010 Lumen Consulting, LLC. All Rights Reserved
VideoconsumpDonhitsrecordlevels
Who:
Morethan170MUSInternetuserswatchedonlinevideoinNov.2009
84.8percentofthetotalU.S.Internetaudienceviewedonlinevideo.
What: 31billionvideoswereviewedduringthemonthofNov2009
Theaverageonlinevideoviewerwatched12.2hoursofvideo
TheduraDonoftheaverageonlinevideowas4.0minutes.
Where
128.1millionviewerswatchedmorethan12billionvideosonYouTube.com(94.3videosperviewer).
38.6millionviewerswatched333.4millionvideosonMySpace.com(8.6videosperviewer).
TheaverageHuluviewerwatched21.1videos,totaling2.1hoursofvideosperviewer.
13
2010 Lumen Consulting, LLC. All Rights Reserved
TheVirtuousCycleofInteracDon
“OncethenetworkisinplaceandpeopleareacDveandengaged,thedynamicsof
thesocialinteracDontakingplaceincenDvizeparDcipantstoshare
informaDonaboutthemselvesmoreregularly,whichinturnsolicitsmoreengagementfromothers,creaDnga
virtuouscycleofinteracDon.”
‐AndrewLipsman
comScore
14
2010 Lumen Consulting, LLC. All Rights Reserved
Focusonstrategy,notthetool
Socialmediatoolproviderscanquicklyfalloutoffavor In2006MySpacehadtwicethe
uniquevisitorsasFacebook
LiBleover3yearsagotyping“twiBer.com”=404error
YourobjecDvesandaudienceshoulddeterminewhichtoolsyoushoulduse–nottheotherwayaround
15
WhyandhowcompaniesarerespondingtoSocialMedia
2010 Lumen Consulting, LLC. All Rights Reserved
Yourbrandisbeingdiscussedonline
AccordingtoPennStateStudy,1in5tweetsisbrandrelated*
ITSMAreportedthat55%ITbusinessbuyersusesocialmediainthebuyingprocess** A50%ofincreaseover2008
17
*PennStateStudy**ITSMAHowCustomersChooseSoluDonProviders,October2009
2010 Lumen Consulting, LLC. All Rights Reserved
Socialmediainvestmentisontherise
70%ofCMOssaytheywilldomorewithsocialmediain2010
AccordingtoeMarketer,adverDsersspent$40Monsocialnetworksin2008andexpectedtogrowto$210Min2012
Forresterpredictssocialmediaspendingwillincreasefrom$716Min2009to$3.1Bin2014
18
2010 Lumen Consulting, LLC. All Rights Reserved
SocialWebisintertwinedwithmarkeDngmix
• Googleannouncedreal‐Dmesearchintegratedintosearchpages
• NowliveTweets,YahooAnswers,newsarDcleswillstreamontheactualsearchresultspage
• WorksoniPhone&Android
• Nextup–FacebookandMySpace
19
2010 Lumen Consulting, LLC. All Rights Reserved
TheconnecDontobrand
“TheremaybesomeDmeswhenanindividualTwiBermessageoutof
contextcangiveabadimpression.ButgenerallypeopleonTwiBeraren’t
lookingatonesingleTweet.TheyseewhatwedooverDme.Forcustomers,Ithinkit’sawaytogetaninsideglimpseofwhatpeoplearelikeandwhatareculturearelike.OurbeliefisthatyourcultureandyourbrandareulDmately,
thesamething.”
TonyHseiuCEOZappos
20
WhyeventmarkeDngstruggleswithsocialmedia
2010 Lumen Consulting, LLC. All Rights Reserved
Goodevents=control
EventmanagerspridethemselvesincreaDngacontrolled,scriptedenvironmentthatminimizerisk
Insocialmedia,theculturemandatesgivinguptheillusionofcontrol
22
2010 Lumen Consulting, LLC. All Rights Reserved
Whyeventsshouldembracesocialmedia
EventsoffergenuinepersonalconnecDonswhethertheybeonline,virtualorphysical
AllaboutdeepeningcustomerrelaDonships
Nothingismoresocialthanevents
23
2010 Lumen Consulting, LLC. All Rights Reserved
Socialmediashivsthecontrolofpower
“Technologyisshivingthepowerawayfromeditors,thepublishers,theestablishment,
themediaelite.Nowit’sthepeoplewhoarein
control.”
RupertMurdoch
24
2010 Lumen Consulting, LLC. All Rights Reserved
Requiresnewthinkingforevents
Itsaboutthecommunity,nottheevent
Customersasco‐creators Customersdefiningtherulesofengagement
Customersdrivinghowandwhattheywanttoknow Customerswantmorethancorporatemonologues
25
2010 Lumen Consulting, LLC. All Rights Reserved
Greatopportunityforthe“Davids”
SocialmediacanbeeasierforsmallercompaniestoadoptthantheirGoliathcounterparts Agility HightoleranceforexperimentaDon
AuthenDcity
Personalizedbrand
InexpensiveandhighleveragecomparedwithotherelementsofthemarkeDngmix
Successisn’tDedtobudgetorcompanysize Zapposvs.Amazon
PapaJohn’sPizza
26
SocialMediaPhasedApproach
27
2010 Lumen Consulting, LLC. All Rights Reserved
CommunicaDonshivneedstohappen
“Companiesneedtomoveawayfromsolerelianceontop‐downmessagesdeliveredtoelitestowardfosteringpeer‐to‐peerdialogueamongconsumersand
employees,acDvaDngacompany’smostcredibleadvocates.”
RichardEdelmanCEOOfEdelman
28
2010 Lumen Consulting, LLC. All Rights Reserved
PhasedParDcipaDonEngagement
Commit Listen Dialogue Engage
29
Conversa7on Community
Passive AcDve
2010 Lumen Consulting, LLC. All Rights Reserved
Commit–lessismore
Lookbeforeyouleap Evaluatewhereyourstrengths,resourcesandcommunityare FocusisbeBerthantryingtolaunchandexcelacrossaporgolio
ofsocialmediavehicles
ConsideranexecuDvesponsor Onceyoudetermineyourfocusarea–securecommitment
fromcross‐funcDonalteamandexecuDves
30
2010 Lumen Consulting, LLC. All Rights Reserved
Listen–andit’sallaboutlistening
Theyarealreadytherediscussingbrand–howcanyoulearn? ObservethedigitalnaDvesintheirhabitat UnfilteredfeedbackaboutyourorganizaDon,event,staffand
technology
Marketresearch Opportunityassessment
31
2010 Lumen Consulting, LLC. All Rights Reserved
Dialogue–twowaycommunicaDon
ThinkconversaDon,NOTbroadcast Tendtotunnel‐visiononwhattopost,butfocusonwhatwill
enlistparDcipaDon
QualitytrumpsquanDty
Establishtrustandcredibility Giveyourcustomerssomethingofvalue
Peoplearelookingtobeheard AuthenDcinteracDons
Acknowledgemistakes
Peopledon’tcareaboutwhatdepartmentyouworkinorwhatyourofficialprocessis
32
2010 Lumen Consulting, LLC. All Rights Reserved
Engage–truecommunity
Theshivfrombrandandcustomer‐>community Champions Evangelism
Advocacy
Contentcreators
CollaboraDngtocreatethevirtuouscycleofinteracDon
33
Wheretobegin?
34
2010 Lumen Consulting, LLC. All Rights Reserved
Asocialmediaframework
Knowyouraudience Fishwheretherearefish
Strengthassessment KnowwhereyouhavetracDonandwhereyouneedtodevelop
Mappingneedstoeventlifecycle ConsiderallthetouchpointsthroughouttheaBendeejourney
35
2010 Lumen Consulting, LLC. All Rights Reserved
TargetAudienceAssessment
Vehicle TargetAudienceA TargetAudienceB TargetAudienceC
Bookmarking ✓
Blogging ✓ ✓
Online Communities ✓ ✓
Social Networking ✓
Micro-blogging ✓ ✓
User Communities
Social Videos ✓ ✓
Word of Mouth ✓
Wikis ✓
2010 Lumen Consulting, LLC. All Rights Reserved
Whereareyoustrongtoday?Wheredoyouneedtobe?
VehicleStrength
(Rank1‐10)DevelopmentNeeded
Bookmarking 10
Blogging 1
Online Communities 9
Social Networking 6
Micro-blogging 5 ✓
User Communities 8
Social Videos 2 ✓
Word of Mouth 1
Wikis 8
MappingSocialMediatotheEventLifecycle
38
2010 Lumen Consulting, LLC. All Rights Reserved
OpportuniDestoeventlifecycle
Pre-Event Strategy Launch On-site Post
39
• Research• Speakerrecos• Contentfeedback• Eventambassadors
• AudienceGen• Eventreveal
• ConnecDng• OpDmizing• Monitoring• Updates
• Feedback• Extendthelife• Monitoring• Celebrate
Wherecouldyoureventprogrambenefitbysocialmediathemost?
Thinkaboutusingsocialmediatobuildcommunitynotjust“market”anevent
2010 Lumen Consulting, LLC. All Rights Reserved
EnlisDngcross‐funcDonalresources
MostorganizaDonswhoaredoingthiswelldonotofhavededicatedheadcountto“manage”socialmedia
SocialmediaisallaboutpersonalconnecDonvs.tradiDonalcorporatespeak
IdenDfyindividualsinyourorganizaDonwhoareacDvedigitalmedianaDvesonline Productmanagement/markeDng
ExecuDveteams–CTOsespecially
DepuDzecross‐funcDonalteamstolistenanddialogue FulldisclosureisanimperaDve
Encourageownershipofcustomerengagementaroundcertaintopics
40
2010 Lumen Consulting, LLC. All Rights Reserved
493employeesTweetatZappos
41
2010 Lumen Consulting, LLC. All Rights Reserved
Digitaleventambassadors
TradiDonallyeventcommunicaDon=corporate‐>individual
Newthinking:createeventambassadors Canbeinternalorexternalpeople
Offeringkeypeopleexclusiveeventnewstotheiraudiences
BringparDcipantsalongtheenDreeventlifecycle TwiBer,blogs,Facebook,usergroupsexcellentvehicles
NodictaDngwhattheysay
Benefits Peoplerespondmoretoindividualsthananonymouscompany
1:1facilitatesbuildingtrust,credibilityandrelaDonships
DiversecommunicaDonchannelsbroadensreach BuildanDcipaDonfortheeventandspeakers
42
2010 Lumen Consulting, LLC. All Rights Reserved
Pre‐eventstrategy
ValidateeventstrategicdirecDon Co‐createcontentandprogramwithaBendees
GatherfeedbackandrecommendaDonsforcontent,speakers,locaDons,acDviDes
BylisteningtocommunitywillbuildmoreeffecDveprogramandgainbuy‐infromaBendees
Buildmomentumandexcitementforeventlaunch Establish1:1connecDonsonlinewitheventambassadors
SocialmediatacDcs Surveycommunityviablogs,communiDes,Facebook,TwiBer
Haveeventambassadorspersonallysolicitfeedback
CreateonlineadvisorysteeringcommuniDesforevent CreateprivateFacebook/Ninggroups
43
2010 Lumen Consulting, LLC. All Rights Reserved
Launch
Inspireevangelismamongstcommunity
DepuDzeyourambassadors Buildexcitementforevent,sessions,speakers
Encouragecommunityengagementwitheachother
PotenDalsocialmediatacDcs Rolloutyoureventhashtag#
Create/adverDseeventsinFacebook
HavespeakersTweet,blog,postabouttheirsessions MulD‐channelpublishing
SponsoreventspecificcommuniDestoencouragecross‐pollinaDonamongstaBendees
Payitforward‐ParDcipateinotherspeakers,communiDes,andblogs
44
2010 Lumen Consulting, LLC. All Rights Reserved
On‐site
Bringbackchanneltotheforefront EmpowerallparDcipantstoengageandsharelearning Monitorwhat’shappeningateventinreal‐Dme
Troubleshootwhenthingsgowrong
Pro‐acDvelycommunicatechangesimmediately
PotenDaltacDcs Createbloggingdesks/TwiBerlounges
DepuDzekeyinfluencersasofficialeventTwiBerers CoordinateTweeDngandbloggingwithyourspeakers
SponsorTweet‐ups–tofostercommunity
Solicitconference“reporters”withFlipCameras EncourageparDcipantstouploadtoFlikrandYouTubechannels
45
2010 Lumen Consulting, LLC. All Rights Reserved
Post‐event
Feedback Enlisteventambassadors Extendthelifeandreachoftheprogram
PostcontentonSlideShare,Posterous,YouTube
Useasspringboardtogainmomentumfornextprogram PotenDaltacDcs
Onlinesurveys Sponsorfollow‐onregionalTweet‐ups
Rewardloyalistswithacknowledgementfortheirefforts
EnlistvolunteersforfutureadvisorycommiBees
46
Howdoyoumeasurethisstuff?
47
2010 Lumen Consulting, LLC. All Rights Reserved
Measurement
Eventheearlyadoptersofsocialmediaarestrugglingwithmeasurement
Ironicthatmostmanagementagreesthereisvalueandwillingtorideouttheuncertaintyofhowtomeasure Inrecentsurvey*,60%ofcompaniessurveyedsaidtheyhad
gained“somebenefitbutnothingconcrete”
48
Source:“SocialMediaandOnlinePRReport”byEconsultancyandbigmouthmediaDecember2009
2010 Lumen Consulting, LLC. All Rights Reserved
Whatvalueisderivedfromsocialmedia?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Exposure for business
Increase traffic/list/subs
New biz partnerships
Rise in search engines
Generated qual leads
Reduced overall mktg expenses
Helped close business
81%
61%
56%
52%
48%
45%
35%
49
Source:SocialMediaMarkeDngReport2009
2010 Lumen Consulting, LLC. All Rights Reserved
MeasurementFramework
Vehicle Reach Dialogue Conversion
Bookmarking • Visits• Views• UniqueVisitors• Links• RT/Forwards• WebanalyDcs
• SenDmentofcomments• Reviews• Timespent• Votes• Downloads• Influencercoverage
• Revenue• #ofleads• #trials• NetPromoterScore• Mktgefficiency• #ofideasimplemented
Blogging
Online Communities
Social Networking
Micro-blogging
User Communities
Social Videos
Word of Mouth
Wikis
MeasurementToolDemos
51
2010 Lumen Consulting, LLC. All Rights Reserved
MeasurementTools–FacebookFanPages
52
2010 Lumen Consulting, LLC. All Rights Reserved
TweetMonitoring
53
MonthlysubscripDonfor$9.99‐39.99/month
Canset‐up10‐50profiles
DownloadstatsinExcel
2010 Lumen Consulting, LLC. All Rights Reserved
Newparadigminthinkingaboutvalue
“Takeoneopportunity,
growitintosomethingofquality,
andthenleveragethatopportunityinto
anewonethatderivesmorevalue.”
54
ChrisBrogan&JulienSmith,TrustAgents
Howareothercompaniesdoingthis?
2008 Lumen Consulting, LLC. All Rights Reserved 55
2010 Lumen Consulting, LLC. All Rights Reserved
RitzCarltonhotelmanagerslisten
2010 Lumen Consulting, LLC. All Rights Reserved
Dell–RevenueGeneraDon
57
DellcanaBributeover$7MinrevenuefromTwiBer
“Whatwe'velearnedisthatsocialmediahastransformedthelargecorporaDonofthemillenniumintotheMomandPopshopoftheold
days.Theemergenceofsocialmediasimplymakesitmorepossibletoconnectdirectlywithcustomers
everyday.”
ManishMehtaVPofSM&Community
2010 Lumen Consulting, LLC. All Rights Reserved 58
@Comcastcares–Support
2010 Lumen Consulting, LLC. All Rights Reserved 59
ChaBypostsandcustomerserviceassistancetendedtogeneratealotof
repliesandnewfollowers.Pressreleasesannouncementsweremetwithsilence.
“That’saclichédphrase,butTwi;erreallyisabouttearingdownthear<ficialwalls
betweencustomersandtheindividualswhoworkatcompanies.”
JetBlue–Service&Fun
2010 Lumen Consulting, LLC. All Rights Reserved
GM–FastLaneBlog
60
2010 Lumen Consulting, LLC. All Rights Reserved
SXSW–Technologyfosteringengagement
61
TwiBergainedadopDonhereto
trackSXSWhappenings.
Nowexpandedcommunity
engagementtoenablevoDngonthepanelstheywanted
tohear.
2010 Lumen Consulting, LLC. All Rights Reserved
Personalizingthebrand
62
@padmasree@scoBmonty
ExcellentexamplesusingTwiBer
effecDvelytobuild1:1connecDonstotheCiscoandFord
brands
2010 Lumen Consulting, LLC. All Rights Reserved
FacebookContests
63
2010 Lumen Consulting, LLC. All Rights Reserved
FacebookAdsforEvents
64
2010 Lumen Consulting, LLC. All Rights Reserved
ThePowerofViral
65
2010 Lumen Consulting, LLC. All Rights Reserved
SocialMediaTakeaways
ContentissDllking–socialmediacan’thelpbadcontent
Commit–beinforthelonghaul.Nogracefulexitstrategy Iterate‐donotneedtowaitforperfectinformaDonor
opDmalresourcestobegin
BeauthenDc–Noplaceholdersocialmedia Depthvs.breadth–focusonstrengthsandassets Diversify–digitalchannelsarenotallthesameandoffer
diversebenefitsandresults
66
2010 Lumen Consulting, LLC. All Rights Reserved
ClosingThoughts
SethGodinonSocialMedia
67
Q&A
TwiBer:@lumendesireefacebook.com/lumenconsulDng
www.lumen‐consulDng.com
2008 Lumen Consulting, LLC. All Rights Reserved 68
Appendix
2009 Lumen Consulting, LLC. All Rights Reserved 69
2010 Lumen Consulting, LLC. All Rights Reserved
Toolswelove Wanttosecureyourusernameacrosssocialmediauniverse?
hBp://namechk.com/
MeasuresenDmentandvolumeofyourTweets www.viralheat.com
URLshortenerwithtracking
www.bit.ly.com
ThinkyellowpagesforTwiBer
www.twellow.com
Hostcontest,promo,sweepstakesinFacebookeasilyandinexpensively
www.wildfireapp.com
NiceTwiBereyecandytohaverunningatanevent www.visibletweets.com
YourTwiBerappougiBer www.oneforty.com
GreatappstoviewmulDpleTwiBerandFacebookaccounts www.seesmic.com,www.tweetdeck.com
www.hootsuite.com
70
2010 Lumen Consulting, LLC. All Rights Reserved
Recommendedreading
71