How To Use Social Media to Boost Marketing Effectiveness

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How To Use Social Media To Boost Marketing Effectiveness presented at ARF University Social Media Bootcamp: Social Media for Research and Marketing June 21, 2010

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  • How To Use Social Media To Boost Marketing Effectiveness

    June 21, 2010

  • Presented by Lynne d Johnson, SVP Social Media, The ARF

    Twitter: @lynneluvah email: lynne@thearf.org

  • Video Credit: Socialnomics, http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

    What is Social Media?

  • #1 You Need to Be Where Your Consumers Are

    Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png

  • ARF University Social Media Bootcamp

    Your Consumers Are Using Social Media

    Social Media > E-mail Social Media Nearly Rivals Search 20% of Conversation on Twitter = Brand Mentions Conversations Are Occurring About Your Brand Without You #1 Method for Sharing News and Information

  • #2 Setting Clear Goals

  • ARF University Social Media Bootcamp

    Be Clear in Your Aim

    Knowing What You Want From Your Social Media Efforts First, Helps You Better Plan, Execute, and Measure

    Product Awareness vs Sales vs Customer Service vs Whatever Your Objectives Are

  • #3 Sell Social Media to the C-Suite and Get Everyone on Board

    Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg

  • ARF University Social Media Bootcamp

    How to Sell Social Media Internally

    Be Clear That Social Media Isnt Just an Also, But a Must-Have

    Integrated Research Integrated Marketing PR/Marketing Convergence Marketing/Customer Service Convergence Unstructured Conversations Offer Valuable Rich Data You

    Cant Get Anywhere Else

  • #4 Diving In

    Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg

  • ARF University Social Media Bootcamp

    Just Do It

    Leave the Fear Factor to Reality Shows Who Owns It? Everyone! Do We Have the Resources? Yes, if its Infused Across the

    Organization.

  • #5 Testing the Waters

    Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327-N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg

  • ARF University Social Media Bootcamp

    Start Small By Tracking Buzz

    Google Alerts Social Mention Ice Rocket BlogScope Tweet Reach Twitter Sentiment Hootsuite Co Tweet

  • #6 Monitoring Your Competition

  • ARF University Social Media Bootcamp

    Learn From Others

    Read and Research Case Studies Read Websites That Cover Social Media Watch the Pros on Facebook and Twitter See How Publishers Build Social Media Into Their Sites To

    Figure Out Where You Fit In (Its Not Just About Display Advertising Anymore)

  • #7 Finding Your Voice

  • ARF University Social Media Bootcamp

    Whats The Voice of Your Company?

    Write a Social Media Strategy Write a Company Social Media Policy/Standards Telling Your Brands Story Content Creation Compelling Video Find Your Voice And Stick With It: Consistency Builds Trust

  • #8 Measure Consumer Satisfaction

  • ARF University Social Media Bootcamp

    More Than Listening

    Customer Experience Moves to the Social Web Engage a Listening Platform Track, Monitor, and Analyze Sentiment Analysis Measure Real-Time Impact

  • #9 Engage the Consumer

    Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg

  • ARF University Social Media Bootcamp

    Engagement vs Message Push

    Create Community (Private, MROC, Forums, Groups, Fans, Followers)

    Find Your Influencers and Let Them Engage New Customers For You

    Listen, Respond, Engage Contesting and Promotions Dont Just Sell

    3

  • Engagement drives sales and profits.

    - Hall& Partners

  • #10 Assessing Your Achievements

  • Measurement is King

  • ARF University Social Media Bootcamp

    Determining ROI

    Net Promoter Score

    3

    Source:http://www.netpromoter.com/np/calculate.jsp

  • ARF University Social Media Bootcamp

    Determining ROI

    Razorfish Social Influence Marketing

    3

    Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1

  • ARF University Social Media Bootcamp

    Determining ROI

    Razorfish SIM Score

    SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry

    The components of the above formula are:"

    Net Sentiment for the Brand = (Positive + Neutral Conversations Negative Conversations) /Total Conversations for the Brand

    Net Sentiment for the Industry ="

    (Positive + Neutral Conversations Negative Conversations) /Total Conversations for the Industry

    3

    Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1

  • ARF University Social Media Bootcamp

    Share Engagement Reach Influence Impact Issue Resolution Satisfaction Score Trends Sentiment

    Determining ROI

    Social Marketing Analytics! A New Framework for Measuring Results inSocial Media

    Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html

  • ARF University Social Media Bootcamp

    Determining ROI

    Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html

  • ARF University Social Media Bootcamp

    Determining ROI

    Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html