Social 101-p2 p-may-2010-brief

BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE

P2P SESSION

May 14, 2010


ABOUT BOTTREE: EXPERIENCE


ONE OF CANADA’S FIRST


OUR NEWEST SERVICE: LAMP

•Local•Awareness &•Marketing•Program


BOTTREE DIGITAL SERVICES SUITE: 360 MARKETING

Digital Strategy


LET’S GET SOCIAL

A Dialogue on Getting Found


If you are in business ...

... You’ve got problems.

David Burk


WHAT IS SOCIAL?


DEFINE SOCIAL MEDIA

ANY FORMAT, TECHNOLOGY OR PLATFORM THATALLOWS THE EXCHANGE OF IDEAS AND

WHERE THE ROLE OF THEAUTHOR AND AUDIENCE IS

INTERCHANGEABLECredit: Dave Fleet

OR ... TALK TIME = LISTEN TIME



HOW ARE USERS BEING SOCIAL?

Creator(13%)

Critic(19%)

Collector(15%)

Joiner(19%)

Spectator(33%)

Source: Forrester Research



OBJECTIONS TO SOCIAL


THE STORY BEFORE SOCIAL ...


MARKETING IN THE 20TH CENTURY

The MONOLOGUE

Consumer

Media / Content

Agency / Marketer

Seller / Producer of “Goods”

Mas

s M

arke

ting

Mass M

is-Comm

nucation


THE MEDIA MATRIX& EMERGENCE OF SOCIAL

Original Source: http://flickr.com/photos/morikenstyle/106306545

Rang

e of

Opti

ons

TV

Outdoor Radio

Print

TRADITIONAL MEDIA

PRE-SOCIAL WEB

Portals Vertical Sites

BannerExchanges

Content Suppliers[MSM] [People]

[Small]

[Infinite]

MSM has yet to enter this region

http://flickr.com/photos/morikenstyle/106306545/


WHAT IS SOCIAL?

SOCIAL = INTERACTIONSOCIAL = DIALOGUE



Post-click – Interaction

Post-click – Transaction

Pre-click Activity – Interactions

Pre-click activity – Ad Impressions

Post-click – Repeat?

THE TRADITIONAL MARKETING ‘FUNNEL’

CPM

CPC

CPL

CPA (Action)

CTR

CVR


My Site

Influencer

Your Site

Social Sites / Content

Publishers

Competitor Sites

InfluencerInfluencer

InfluencerInfluencer

THE MARKETING ‘MATRIX’ AND SOCIAL


HOW ARE YOU GETTING FOUND?

Web Site• 1.0 or 2.0?• Cost or Investment?• Mobile version?• Blog?

– Comments, including anonymous?– Frequency?– Leveraging “Hotwords”?

• Custom Landing Page(s)?• Analytics?• Newsletter(s)? RSS Feeds?• Local Business Listing?• Optimized Site?• Microsites?• Do you have a forum or live FAQ?

Social• Groups/Mail• Forum• Real-time Chat• Social Networks• Blog (linking)• Wiki• Microblogging• Aggregators• Podcasting• Gaming / widgets• Location• AppsAnd ... Don’t forget paid media (SEM, display ads, analog efforts, etc)


BUILDING YOUR OWN SOCIAL MEDIA MARKETING PLAN


BUT FIRST ... POLICY

• Use the “Social Policy Tool”– http://socialmedia.policytool.net/

• Nothing has changed ... Honest!– Telephone policy– Email policy– General ‘expectations’ for employees

http://socialmedia.policytool.net/


GUIDELINES FRAMEWORK

Source: Joshua M Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3


SOCIAL MEDIA MARKETING:POST & MAIL

POST• People• Objectives• Strategy• Technology / Tactic

Source: Forrester

MAIL• Monitor• Assess• Implement / Integrate• Learn

Source: Terry Fallis, Thornley Fallis


PEOPLE: FIND THE ‘PASSION PEOPLE’


PEOPLE: SOCIAL MEDIA COUNCIL

• Marketing• Communications• PR• Product Development• Human Resources• Legal• IT


OBJECTIVES: THE SOCIAL BRAND

Traditional Brands Social BrandsBrand in Control Audience/Consumer in Control

Organization creates content Users create contentRepetition AdaptationEducating Influencing

Solicit customers Make friendsSell to cold prospects Network with happy customers

Monologue Dialogue (listen more, talk less)Incentivize frequent purchase Reward engagement

Do well Do goodSend mass email Message friends and fans

Target demos Seek shared interests9-5 Leave the porch light on


BUILDING A SOCIAL STRATEGY

1. INSPIRE ACTION2. AUTHENTICITY3. OWNERSHIP4. RELEVANCE5. OPEN BRAND6. MEASUREMENT

Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009


STRATEGY: INSPIRE ACTION

• Make it easy• Make it fun• Give me cash• Give me access• Make me a star• Ask people about

themselves

• Surprise• Altruism / Cause• Give Me a

Challenge• Let me Influence• Create Something

UsefulSource: Clickz, Ten Motivators That Inspire Action

http://www.clickz.com/3632497/print


HOW TO GET YOURSELF IN TROUBLE

• Bad research or innacuracies• Deleted comments• I’m talking (or ... ignoring feedback or not responding to

comments)• Bad-mouth competitors (because we all know they don’t

know what they’re doing)•

Low frequency with blogging, tweets, etc• Re-blogging re-blogging• Leaking sensitive info (“I moved to this company because

Apple’s buying it ...”)• Straying from brand Source: Dave Fleet


TACTICS: WHAT ARE MARKETERS USING?

Source: Michael Stelzner, Social Media Marketing Industry Report

“Which tactic do you plan to use to market your message?”

http://www.whitepapersource.com/socialmediamarketing/report/


LISTENING TOOLS

• Google– Alerts– Reader & Feedburner– Keyword Tools (or Insight) & Wonder Wheel– Trends– Blog Search

• Twitter Search• Advanced Tools (paid social monitoring tools)• Aggregators• Tweet Meme & Disqus• Commenting & Forums


SOCIAL: FOUR KEY QUESTIONS

1. How do I align talent with the organizational mission?

2. Who ‘owns’ social media?3. How do you ‘run’ it?4. How do I measure a social business?

Source: Joshua Ross, http://www.slideshare.net/joshuamross/buildingasocialbusiness3


ALIGNMENT

• Who wants the opportunity?• Who has a mandate from top management?• Who has core competencies?• Who is fittest to collaborate?


HOW DO YOU RUN IT?

Decentralized Model

Source: Joshua Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3

• Let 1,000 flowers bloom• All departments practice social media• Business units and department execs leverage social channels


HOW DO YOU RUN IT?

Centralized Model


• Executive/management leads• Goals and direction are convened by a chair• Suitable in regulated industries, cultures with more formal hierarchy


HOW DO YOU RUN IT?

• Authority given to the ‘edge’ of the organization to engage the world• Some central planning and direction provided (possibly mandated)

Blended Model



RETURN ON … ?


MEASUREMENT: THE BASICS

• Take a snapshot– Know where you stand before diving in

• “Benchmark” or “Baseline” elements:– SEO rank, acquisition costs, Facebook fans, DIGG

links, existing web traffic– Raw author contribution– Unique user activity with each tactic– Conversation rate (posts vs comments)– Tags/links to social media sitesSource: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success

Source: Avinash Kaushik, Tips for Measuring Success of Your Blog

http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success

http://www.kaushik.net/avinash/2007/05/tips-for-measuring-success-of-your-blog.html


DON’T SAY ROI UNLESS YOU MEAN IT

ROI must take one of three forms:1. Revenue generated as a function of investment2. Cost savings3. Cost avoidance

ROI doesn’t measure value creation:– Search rank– Greater awareness– More purchase consideration– Enhanced brand strength– Stronger reputation



CONVERSIONS – TRADITIONAL & SOCIAL

Awareness

• Monologue• Repetition• Online:

impressions

Consideration

• “Not buying today”

• Seeking info• Online: Visits &

Leads

Purchase to Use

• Eg. Bought but boxed

• Downloaded, but not in use

Use to Opinion

• What does it take to get people to talk about your product/service?


OTHER TIPS

• Follow Your Followers• Tag Content• Tag People• Post Events• Post Content in Their Space

Gary Stein, 5 Ways to Communicate in Social Media


INTEGRATING SOCIAL TACTICS


FOR NEXT SESSION:

Time Permitting:


RESEARCH / RESOURCES

• 7 Tools to Simplify Streams: http://socialmediatoday.com/SMC/192312

• In Search of Mass Influencers: http://www.socialmediatoday.com/SMC/193044

• Creating Twitter Evangelists: http://socialmediatoday.com/SMC/193080

• Social Media for B2B: http://www.clickz.com/3640271• Models for Active User Engagement:

http://beth.typepad.com/beths_blog/2010/05/the-science-of-participation-guest-post-by-nina-simon.html

• 7 Actionable Facebook Tactics: http://www.clickz.com/3640213• Which tactic to choose?

http://personalbrandingblog.wordpress.com/2008/05/26/top-social-media-tools-for-turning-your-ebrand-into-a-powerhouse/

• Full list of resources for each tactic– http://www.seomoz.org/article/social-media-marketing-tactics

http://socialmediatoday.com/SMC/192312

http://www.socialmediatoday.com/SMC/193044

http://socialmediatoday.com/SMC/193080

http://www.clickz.com/3640271



http://www.clickz.com/3640213



http://www.seomoz.org/article/social-media-marketing-tactics


RESEARCH / RESOURCES

• 50 Ways to Use Social Media– http://www.web-strategist.com/blog/2008/07/15/50-ways-to-use-social-media-listed-by-objective/

• Citizen Journalism– http://vizedu.com/2009/01/citizen-journalism/

• Measurement– http://measurementcamp.wikidot.com/

• Superlist of What NOT to do with Social Media– http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/

• Nonprofit Tech– http://www.nonprofittech.com/

• Beth’s Blog– http://beth.typepad.com/

• We Are Media– http://www.wearemedia.org/

• NetSquared– http://www.netsquared.org/

• Mashable– http://mashable.com/

• Blogging Data– http://www.emarketer.com/Article.aspx?R=1007027

http://vizedu.com/2009/01/citizen-journalism/

http://measurementcamp.wikidot.com/

http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/

http://www.nonprofittech.com/

http://beth.typepad.com/

http://www.wearemedia.org/

http://www.netsquared.org/

http://mashable.com/

http://www.emarketer.com/Article.aspx?R=1007027


THANKS!USE BOTTREE …GET FOUND!

@BOTTREEWWW.BOTTREE.COM

FACEBOOK.COM/BOTTREEWWW.SLIDESHARE.NET/BOTTREE

http://www.bottree.com/

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Social 101-p2 p-may-2010-brief