Embed Size (px)
DESCRIPTION
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
Citation preview
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: [email protected]
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 Isn’t 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 Can’t 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 it’s 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 (It’s Not Just About Display Advertising Anymore)
#7 Finding Your Voice »
ARF University Social Media Bootcamp
What’s The Voice of Your Company?
» Write a Social Media Strategy
» Write a Company Social Media Policy/Standards
» Telling Your Brand’s 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
» Don’t 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 in Social 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
