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Making Sense Of Social MediaHow To Best Your Competition
M-PACT Conference
Bryan Huber, Chief Interactive Officer
Kim Ratcliff, Vice President
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
About Bryan
Bryan HuberChief Interactive Officer
Quick facts:
‣ Involved in the internet before Al Gore invented it
‣ Built first corporate website in 1996
‣ On LinkedIn since 2003
‣ Joined Paul Werth Associates in 2010
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
About Kim
Kim RatcliffVice President
Quick facts:
‣ Playing with Internet listservs in 1995
‣ Led Web-based enterprise and data warehouse software implementations in 1999
‣ Twittering and blogging since 2008
‣ Joined Paul Werth Associates in 2008
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Hashtag
#mpactsome
So, What IsSocial Media?
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Media?
User GeneratedContent
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Media?
It’s been around for over 20 years!
It’s not a new phenomenon
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Media?
Remember:‣ CompuServe message boards‣ Bulletin boards‣ AOL‣ e-world (Apple)
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Media?
Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.
The definition has been revised over 500 times!
Wikipedia Definition
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Media?
SocialNetworking
Comments
Podcasts
MicroBlogs
Ratings
MessageBoards
BlogsPhoto
SharingVideo
Sharing
Wikis
Ways for users to generate content
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Media?
More And More Content Is Being Created
On Mobile Devices
So, What IsSocial Networking?
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Networking?
Tools That Allow Users To Connect And
Build Relationships
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Focuses on building and reflecting of social relations among people, e.g., who share interests and/or activities…
The definition has been revised over 500 times, as well!
Wikipedia Definition
What is Social Networking?
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Networking?
Flickr
Last.fm
ShareThis
FourSquare
MySpace
Facebook Twitter YouTube
UStream
Tools for users to connect
There are many, many more…
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Networking?
Platform Descriptions: Community Building
‣ Facebook = Friend Network‣ Twitter = Microblogging‣ YouTube = Videos‣ Flickr = Photos‣ LinkedIn = Professional Network‣ MySpace = Friends/Music‣ FourSquare = Social Location‣ UStream = Video Broadcast
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What is Social Networking?
Provide the opportunity for you to be part
of the conversation.
Social Networking Tools
State Of The Internet
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
State Of The Internet
From Jess3 “State Of The Internet”
Why Is Social MediaImportant?
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why Is It important?
Users are generating a tremendous amount
of content.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why Is It important?
400 MillionFacebook Users
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why Is It important?
Over 4 BillionPhotos on Flickr
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why Is It important?
13 Hours Of VideoUploaded Per Minute
On YouTube
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why Is It important?
Over 13 MillionArticles on Wikipedia
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why Is It important?
Over 300Check-ins Per Second
On Foursquare
Why Should You Care?
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why should you care?
Allows you to build relationships with customers.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why should you care?
Allows you to be part of a consistent conversation.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why should you care?
A conversation which includes your industry,
your company, your competitors,
and your customers.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Why should you care?
Companies can:‣ Connect‣ Listen‣ Contribute‣ Respond‣ Measure
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Giveaway Time!!!!!!
Leaders in Your Industry
Case Studies
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Kum & Go
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Kum & Go
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Rutter’s
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Rutter’s
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Rutter’s
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Sheetz
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Sheetz
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Sheetz
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Wawa
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Wawa
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Wawa
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
A Leader in this Area: Brew House
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Duke and Duchess, Englefield Oil
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Recap
What to Remember
‣ Promotions and giveaways = FANS and FOLLOWERS
‣ In-store specials and contests
‣ New store openings and store anniversaries
‣ Loyal fans will do the work for you.
‣ Product power is valuable.
‣ Leverage video to share the in-store experience.
‣ Engage in the conversation.
‣ Charity support makes a difference.
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
It takes 3-10 years to repair once damage is inflicted.
The sacred trust between a company and its customers.
“Reputation is currency, hard earned and precious.”Sandy Harbrecht
Reputation is....
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
The Great Unknown!
Social Media+ Reputation
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
What’s Changed?
Avoiding Social Media Crisis
‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle.
‣ Journalists, bloggers find sources while you’re writing the news release.
‣ Social media impacts the perception of your organization whether or not you are involved and aware.
‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Be the Media!
Avoiding Social Media Crisis
‣ Paid
‣ Earned
‣Owned
‣ Shared
Start Looking for Trouble!
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Online Reputation Monitoring
Avoiding Social Media Crisis
‣ Listening Posts‣ Measurement
Tools
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Response Model
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Leaders in Your Industry: Recap
What to Remember‣ Reputation is hard-won and difficult to rebuild.
‣ Social media inserts immediacy and noise into crisis management -- and diversifies the crisis communications tool belt.
‣ Prioritize through smart monitoring.
‣ Engage before crisis hits....and remain engaged.
‣ Respond at the flashpoint.
Not Like This!
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
‣ April 2009‣ YouTube‣ 1 million page views‣ The lesson?
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
‣ March 2010‣ Facebook‣ 100,000 fans‣ The lesson?
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
‣ July 2009‣ YouTube‣ 8 million views‣ The lesson?
Avoiding Social Media Crisis
Building Your Community
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Building Your Community
Social Media...One Part of Your Marketing Effort
‣ Additional channels to expand you reach.
‣ Strategy reigns!
‣ Create and share compelling content.
‣ Stay disciplined, engaged and motivated.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Building Your Community
How to Manage Your Time?‣ Discipline‣ Create an editorial calendar.
‣ Use dashboards and management tools.
‣ Engagement‣ Build relationships and activate your voice.
‣ Enhance your reputation.
‣ Motivation‣ Don’t go it alone.
This is how to compete with the big guys!
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Building Your Community
Build Compelling Content‣ Do your homework.
‣ What do your customers care about?
‣ Test ideas before you campaign.
‣ Don’t ignore the potential of social media for free polling.
‣ Keep it brief.
‣ And use images, video and audio to tell your story.
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Giveaway Time!!!!!!
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Questions?
©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
Connect With Us!
in/bryanhuber
in/kimberlyratcliff
in/paulwerthassociates
@bryanhuber
@KimRatcliff
@paulwerth
paulwerth.com
Thank You