3. Before we try to make choices, lets learn what kinds of
choices need to be made...
4. The Scope
Consumer Social Web Tools
What Are They?
Whos Doing This?
5. The Scope
Consumer-Facing Social Web Engagements
What are the business objectives?
How should we segment our customers behavior?
What are differences between real small business (under $1M)
and big brands?
Where does email fit in?
6. The Scope
Consumer Social Web Strategy
How do we do it?
How much is this gonna cost?
How do we measure return-on-investment and other important
metrics?
How do we delegate the day-to-day?
What are the next steps?
7. Your Customers & Prospects Active Inactive
8. Your Customers & Prospects (25-34) Active Inactive
9. Your Customers & Prospects (18-24) I love Pac-Man!
Active Inactive
10. 3 Reasons Social Web Will Potentially Not Matter For Your
Brand
Most customers do not have Internet access (includes no
mobile)
Most customers/prospects over the age of 65
Pre-literate customer base
11. Part One
Consumer social web tools
What are they?
12. What Are Consumer Social Web Tools?
These are the tools that your customers and prospects use on
the social Internet to create and share content
Were not talking about brands , were talking about types of
technologies
Is it a social web tool?
Can consumers talk to other consumers using it?
Can consumers submit original, uncensored content?
This content can later generally be edited by consumers
13. Facebook is not a social web tool. A social network service
is a social web tool.
14. I can edit this anytime anyone can comment here
15. What Are Consumer Social Web Tools? Tool Consumer-Editable
C2C Conversation? Social Network Profile Page Yes Yes Wiki Page Yes
Yes Blog Entry Yes Yes Amazon Review Yes Yes Review Site Review
(e.g. Yelp, TripAdvisor) Yes Yes
16. The Eight Buckets of Consumer Social Web Tools Blogs
Podcasts Social Network Services Wikis MicroBlogs Online Video
Discussion Forums Online Reviews & Ratings
17. Why Arent Video Games Included Here? Its a $9.5B Industry!
Consumers rarely create this type of content
Content shared by consumers within these games cannot typically
be accessed by all game players
Is World Of Warcraft a social network service?
Yes, but it has limited functionality for your purposes, and
engagements scale poorly.
18. Part Two
Consumer-facing social web engagements
How should we examine our customers behavior?
What is The Fork and why do we use behavioral targeting?
What are the business objectives?
What are differences between small business and big
brands?
19. How Should We Examine Our Customers Behavior?
There are two types of customers/prospects:
Talkers: These are people who go online and say things. Theyre
the only people were concerned with in our social web
strategy.
Everybody else: Dont worry about them. Some portion of them
will eventually become Talkers. The rest will just read/listen to
whatever the Talkers say, and make their own decisions.
20. The Social Technographic Ladder Creators Creators Source:
Forrester Analytst Report, 02/08 Inactives None of the above
Spectators Read blogs Watch video from other users Listen to
podcasts Read online forums and customer ratings/reviews Joiners
Maintain profile on social networking websites and visit social
networking sites Collectors Use RSS Feeds Add tags to websites or
pages (folksonomies) Vote for websites online Critics Post
ratings/reviews of products/services Comment on someone elses blog
Contribute to online forums Contribute to/edit articles in a wiki
Creators Publish a blog Publish their own web pages Upload video
they created Upload audio/music they created Write articles or
stories and post them 1x monthly Youre all a bunch of talkers!
21.
22. Why do we use behavioral targeting?
We dont know who the person REALLY is on the other end of the
screen.
People arent always who we say they are on the Internet.
Online behaviors guide social web tool usage reliably, not age,
gender or locality.
Its way more accurate than demographic targeting.
23. The Fork
24. The Fork
The brand has an important choice
I call it The Fork
Goal: To create a behavioral target, in order to develop a
strategy
Challenge: Cant choose a tool (or two) until youve chosen a
strategy
25. The Fork
Brand may wish to choose:
Behaviorally target the current demographic set, at the rungs
that theyre most comfortable with
OR
Engage new base of prospectives with behaviorally high social
media aptitude/usage
26. What are the communications objectives in using social web
strategies?
Listening - Were figuring out what people are saying about us
and our space.
Talking - Were talking with our customers and listening to
them.
Energizing - Were working with our customer base to create an
army of raving fans who will evangelize our brand.
Embracing - Were working with our customers to create new
products and services by utilizing the social web.
Entry-level Objectives Late-STAGE Objectives
27. What Are The Business Objectives?
Listening: To find out what people are saying about the brand
so that we can develop a solid strategy to increase brand awareness
and sales and brand equity
Talking: Increase brand awareness, brand equity and sales
Energizing: Increase brand awareness, brand equity and
sales
Embracing: Create totally innovative, customer-centric products
or services
28. What Are Differences Between Small Businesses and Big
Brands?
Less total collateral out there in the market and less content
to monitor
Less total tools needed
Less time needed to make big wins over your current
situation
Much easier to know your market and know your customers
29. Social Email?
Use email to draw older adults (45-75) into social media
Include key social web property linkage on all corporate
email
Rebrand all company assets (letterhead, business cards) to
reflect social web collateral thats important
If email cant be easily forwarded, fix it
30. Carrot & Stick
Offer much deeper discounts on social web properties; motivates
users with carrot, pushes with stick
When someone unsubscribes, it may be because theyre a
friend
Read email analytics, all the time
31. Theres a reason this slide is red
Dont do any of the following:
Pay your customer evangelists after theyve evangelized for you
for free
Use paid services to get people to write about your brand
Use shills or buzz agents
Market on your competitors sites unless youd like them to
return the favor
Start a fight with a major content property (e.g. Yelp,
Tripadvisor, etc.) unless you have an army of hundreds of customers
who can back you up
32. Part Three
Consumer Social Web Strategy
How do we do it?
How much is this gonna cost?
How do we measure ROI/ROP?
How do we delegate the day-to-day?
What are the next steps?
33. How Do We Do The Strategy?
Spend a month or two listening
Bring in a pro to write the 90-day or 120-day strategy document
based on the results of your market surveillance
Use the behavioral targeting based on The Fork when choosing
your tool
Execute against the document
Run monthly reports and a final report
34. Whats the methodology, again?
POSTm Methodology
People: We pick our stakeholder set first.
Objectives: We then decide upon a communications and a business
objective.
Strategy: We write a strategic document, and execute against
it, spelling out the exact gains we wish to achieve in terms of
metrics.
Tools: We pick our tools last, using behavioral targeting.
Measure: We measure the key metrics, and iterate the plan based
on our measurements.
35. How Much Is This Going To Cost?
Use the 90/10 rule
90% of your investment should be in people, but pay cash for
strategy
This will cost 10-15% of the marketing budget, and ROI should
be commensurate
If you spend an annual total of $300 on reputation monitoring
and blog software, spend $2700 on paying an intern to use this
stuff
If you up the tool spend, up the people spend
36. What is ROP?
Return-on-participation
Its what we get for participating in the social web
Its the number of social web responses (reviews, comments,
sales, etc.) you get in return for your efforts
You should see this rate increase over time, and eventually
level off
A low engagement rate is 3x, and a high one is 15x
37. How do we measure this stuff?
Analytics solution: Google Analytics (free); can also be used
for basic eCommerce.
Buy one good book on Google Analytics: One-Hour-A-Day by
Avinash Kaushik
Reputation Monitoring Solution: Trackur ($18)
Plain old counting (review sites): ($0)
38. Cant We Just Copy What Our Competitors are Using?
No. They might be doing it all wrong
They might not have listened
Theyre maybe not as ethical as you are
39. How Do We Delegate The Day-to-Day?
After doing the listening yourself, get assistance writing the
plan.
Explain plan carefully to the staff and interns
Check for comprehension
Explain metrics to staff and interns
Possibly bonus the staff for certain levels of improvement
Read monthly reports with intern
40. What Are The Next Steps?
Begin listening phase
Get strategy written
See how it impacted sales and the number of results that come
up in Trackur
Look at where the hits are coming from - are they coming from
the right markets?
41. Digging Deeper
My first strategy book, There Is No Secret Sauce
www.adammetz.com
[email_address]
Available for consulting
Read my blog to get up to speed, and other recommended reading
is for sale in my bookstore and on my blogroll
42. The Book 10 Social Media Mistakes Ive Got The Budget, How
Do I Spend It http://tinyurl.com/metzbook
