M ARY L OU R OBERTS April 2010 INTEGRATING SMM into YOUR ORGANIZATION and YOUR MARKETING MIX April 15, 2010

MARY LOU ROBERTS April 2010April 2010

INTEGRATING SMM into

YOUR ORGANIZATIONand

YOUR MARKETING MIX

April 15, 2010

INTEGRATING SMM into

YOUR ORGANIZATIONand

YOUR MARKETING MIX

April 15, 2010

MARY LOU ROBERTS April 2010

REMEMBER THE HIERARCHYREMEMBER THE HIERARCHY

https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1


IS INTEGRATION IMPORTANT?IS INTEGRATION IMPORTANT?


MANAGERS VIEW ROLE OF SMMMANAGERS VIEW ROLE OF SMM


SOCIAL MEDIA IN THE MKTING BUDGETSOCIAL MEDIA IN THE MKTING BUDGET


THEY WANT MEASURABLE ROITHEY WANT MEASURABLE ROI

Commentary from Brian Solis http://mashable.com/2010/01/26/maturation-social-media-roi/

However, the study found that the exact implications of social media still evade CMOs.- 53% are unsure about their return on Twitter ()- 50% are unable to assess the value of LinkedIn () or industry blogsMost importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook ().


WHAT DOES IT TAKE TO CREATE A DIGITALLY-SAVVY ORGANIZATION???


ORG MODELS – SMMAll quoted from Ad Age February 22, 2010 , http://adage.com/digital/article?article_id=142221

ORG MODELS – SMMAll quoted from Ad Age February 22, 2010 , http://adage.com/digital/article?article_id=142221

• Centralized The social-media department functions at a senior level, reporting to the CMO

or CEO, and is responsible for all social-media activation for the brand. (Ford/ Scott Monty)

• DistributedIn this setup, no one person technically owns social media. Instead, all

employees from customer care, marketing, media and beyond are represent the brand and work social media into their roles. (Best Buy, Intel, IBM)

• CombinationThis involves centralized best practices and decentralized execution. A brand

maintains a committee of social-media stakeholders to work up its position and voice, which it disseminates to the company at large. From there, each discipline is left to incorporate social media into its individual executions. (Kodak)


INTEGRATING SOCIAL INTO THE ORGINTEGRATING SOCIAL INTO THE ORG

1. Observe and Report2. Set the Stage and Run Trial Programs3. Implement Social Channels4. Find a Voice and a Sense of Purpose5. Turn Response into Strategic Communication6. Humanize the Brand; Define the Experience7. Build Community8. Practice Social Darwinism9. Socialize Business Processes (eg CRM)10. Implement Relevant Performance Metrics

Adapted from http://mashable.com/2010/01/11/social-media-integration/See also http://mashable.com/2009/12/28/social-media-business-strategy/


OVERLAP – STRATEGY AND MONITORINGOVERLAP – STRATEGY AND MONITORING


SELLING YOUR BOSS – THE PREPARATIONSELLING YOUR BOSS – THE PREPARATION* Create an organizational chart of all the different departments or divisions that a social media effort might touch - think HR, PR, legal, marketing, customer service, and others. Find out who else in those departments was issued an edict and partner with them to share the load and create a best practice approach to a successful social media program that meets enterprise needs.* Create an audience profile; then spend time understanding how your audience uses the Web and social media and what they would find relevant and valuable associated with your brand or company. This will form the foundation of your effort.* Check out the direct competition in social media as well as others who share your audience. Find what appears to be successful efforts and try to estimate the effort associated with their work. Double it - I am certain you underestimated it. Ask your boss about budgetary support because these efforts are not free. Strategy, creative, outreach, internal training, and many other items come into play and they all require an outright expense or the use of expensive and scarce resources to support.* Find the aimless, ill-conceived, or abandoned efforts in the reviewed competitive field and highlight them as well. We can learn from failed experiments just as surely as successful ones.* Bring in the creative team. There is thought required to build the best program or campaign. It takes time and special skill sets - not least of which is experience in social media.* Develop both a content strategy and a content plan with resources outlined. Social media programs require care and feeding. Conversations must be nurtured and followed.* Put together a realistic launch timeline that allows for iterations of learning.* Identify a monitoring and listening tool to help you regularly report on and tweak your program. Develop a mock dashboard for your boss that will capture and show key metrics from your social media efforts.* Create a set of guiding principles and defend it from the temptations of others to use the channels you are so carefully crafting as push vehicles for marketing messages. If you have to, distribute daily leaflets that state: "Our social media program is about our customers - not about us."

http://www.clickz.com/3639596


SELLING YOUR BOSS – THE CONVERSATIONFrom “Tips on Talking to Your Boss about Social Media” emphasis mine

SELLING YOUR BOSS – THE CONVERSATIONFrom “Tips on Talking to Your Boss about Social Media” emphasis mine

# Ask your boss if you can count on his support for this effort and budget for at least two years. Social media is about building relationships over time and you don't want to abandon this prematurely.

# Ask what he is willing to give. Most often the core elements of the successful programs you found in your homework offered something of value to the audience. Is your company prepared to invest in building a program and offering content, tools, discounts, entertainment, access to other like members, or something else in exchange for goodwill and engagement?

# Talk goals. Like any other marketing effort, unless you have a road map you will be forever lost. Insist on defining clear goals for the proposed program well before you talk about any specific tactics.

# Remove "viral" from your vocabulary. You can't reasonably plan to get viral uptake - so don't plan on it. It is as much a strategy as a lottery ticket is a retirement plan. Lots of smart, relevant, entertaining, and useful content never makes it past a small audience.

# Set regular check-in meetings where you can discuss the program performance against the goals you set.

http://www.clickz.com/3639596


ANOTHER GOOD PRESENTATIONANOTHER GOOD PRESENTATION

http://www.slideshare.net/charleneli/convince-the-curmudgeon


WHAT ARE THE MAIN ORGANIZATIONAL BARRIERS TO SMM?


Reputation Monitoring and ManagmentReputation Monitoring and Managment

People Are Talking About Your Brand!

Do You Know What They Are Saying???

Do You Have A Plan• For Listening?• For Responding?


PR IS AN IMPORTANT STAKEHOLDER IN SMMPR IS AN IMPORTANT STAKEHOLDER IN SMM

• Offline Techniques Including– Press Releases– Placement of Content/Features

• The Web Has Added– Press Releases Optimized for Search– Reputation Management


OPTIMIZE PRESS RELEASES FOR SEARCHOPTIMIZE PRESS RELEASES FOR SEARCH

• Select Most Important Keyword– Place In Headline, Subhead, Body (3 times or

more)• Include Complete Website URL (http://)• Use Generic Product Name• Post On Website as Separate Page• Send To Distribution Services• Tag Entries – Keywords, Categories• Can Also Use an Online Distribution Service

Optimizing Press Releases to Show Up in Search Engineshttp://aboutpublicrelations.net/ucyudkin2a.htm


REPUTATION vs. BRANDREPUTATION vs. BRAND

• Brand Is A “Customer-Centric” Concept

• Reputation Is A “Company-Centric” Concept


MARKETING > BRANDPUBLIC RELATIONS > REPUTATION

MARKETING > BRANDPUBLIC RELATIONS > REPUTATION

• In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time

• Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect

• Responsive: The ability to accelerate solutions to customer problems

• Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy

• Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder

http://overtonecomm.blogspot.com/2008/10/online-public-relations-5-competencies.html


MONITORING FOR REPUTATION MANAGEMENT

MONITORING FOR REPUTATION MANAGEMENT


ONE VIEW OF THE SOCIAL WEB ONE VIEW OF THE SOCIAL WEB

http://scobleizer.com/2007/11/02/social-media-starfish/


GOOGLE ALERTS—’TRADITIONAL WEB’GOOGLE ALERTS—’TRADITIONAL WEB’


SERVICES ARE SPRINGING UPSERVICES ARE SPRINGING UP


FREE MONITORING TOOLSFREE MONITORING TOOLS

Have To Configure Properly

See URL for More Tools, Posts on How to Use

http://mashable.com/2008/12/24/free-brand-monitoring-tools/


NOTE THE INTERACTIVE, CONTEXTUAL ADNOTE THE INTERACTIVE, CONTEXTUAL AD


NEXT STEP—PAID TOOLSNEXT STEP—PAID TOOLS

Now, build your Topic Analysis widget using a selection of keywords, or choose to graph and display results from your entire topic profile . . .

You can also sort your Topic Analysis results by eight different conversation metrics that demonstrate the discussion and engagement around your topic or keywords including:• number of posts• comment count• view count• vote count• Twitter followers• on topic inbound links• total inbound links• number of unique sourceshttp://www.radian6.com/blog/148/data-analysis-more-ways-to-slice-and-dice/


CONSULTING/ SERVICES FIRMSCONSULTING/ SERVICES FIRMS

http://www.trackur.com/video-tour.php


PLATFORM-SPECIFIC -- FACEBOOKPLATFORM-SPECIFIC -- FACEBOOK

http://www.youtube.com/watch?v=3GmrH_73t4U&feature=player_embedded


PLATFORM-SPECIFIC -- TWITTERPLATFORM-SPECIFIC -- TWITTER

Good article on Social Media Examinerhttp://www.socialmediaexaminer.com/8-easy-twitter-monitoring-ideas/


RECENT LIST FROM MASHABLERECENT LIST FROM MASHABLE

http://mashable.com/2009/10/13/word-of-mouth-marketing-tools/


DIY YOUR OWN DASHBOARD? DIY YOUR OWN DASHBOARD?

http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/


A ROBERTS RULEA ROBERTS RULE

Don’t Pay for ToolsUntil You’ve Got Free Ones Working—

And Can PROVE ThatYour Programs and the Metrics They Produce

ARE INFLUENCING DECISIONS(Marketing and Corporate)

http://mashable.com/2008/12/29/brand-reputation-monitoring-tools/


MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?

MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?


TWITTER AS AN EXAMPLETWITTER AS AN EXAMPLE

http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htmlUpdated Post

http://mashable.com/2008/05/24/14-more-twitter-tools/Less Recent But Has 140 Tools

http://blog.hubspot.com/blog/tabid/6307/bid/4584/New-Data-on-Top-Twitter-Applications-and-Usage.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx


ANOTHER ROBERTS RULEANOTHER ROBERTS RULE

If You Are Using Multiple Tools,You Are Soon Going To Require

Some Aggregation/Filtering ToolsFree, Paid or DIY


CASE HISTORIESCASE HISTORIES


WORTH READING AND FOLLOWINGWORTH READING AND FOLLOWING

Comcast Has Gotten a Lot of Press http://www.briansolis.com/2008/07/comcast-cares-and-why-your-business.html Comcast Customer Care http://twitter.com/comcastcares

Dell Keeps on Learninghttp://www.briansolis.com/2009/02/dell-deals-with-twitter.html Dell Sells Stuff on the Dell Outlet http://twitter.com/delloutlet


DANGERS TO AVOIDDANGERS TO AVOID


‘BLACK HAT’ REPUTATION MONITORING‘BLACK HAT’ REPUTATION MONITORING

In Social Media• False Ads, False Profiles, False Statements, Misleading

URLs, ‘Flogs,’ Pay to Post, Other???– http://www.reputationadvisor.com/reputation-sabotage-is-the-future-of-black-hat/

Overlap With Black Hat Search • Attempt To Trick Search Engines – Can Result in Banning

– Hiding Keywords with White-on-White Text– Create Irrelevant Pages Just for the Spiders– Misuse of Meta Tags

• All Search Engines Have Webmaster PagesThere Will Always Be Gray Techniques• http://www.aimclearblog.com/2009/03/27/massage-ppc-with-not-so-clear-cut-methods/


http://www.businessweek.com/smallbiz/content/apr2008/sb20080430_356835.htm


WHERE DOES MARKETING STOP AND PR START?(Or Vice Versa, Depending on Your Perspective)WHERE DOES MARKETING STOP AND PR START?(Or Vice Versa, Depending on Your Perspective)


BRAND REPUTATION MANAGEMENT CRITICALBRAND REPUTATION MANAGEMENT CRITICAL

Can’t Afford To Be The Ostrich!!Must Do It Both Effectively and Efficiently!!!!

Documents

M ARY L OU R OBERTS April 2010 INTEGRATING SMM into YOUR ORGANIZATION and YOUR MARKETING MIX April 15, 2010