• People– Understand your audience
• Objectives– What are you trying to accomplish?– How are you going to measure it?
• Strategy– What will be different if we accomplish our goals?
• Technology– Blog, micro-blog, social networks, apps
• Creators– Create videos, maintain a blog, Wikipedia editors
• Critics– Review products, rate videos, post experiences
• Collectors– Bookmark content, tag content, share videos
• Joiners– Social networks, groups, forums
• Spectators– View user generated content
• Inactives
Social Map
• A small investment can yield a high return• High impact on organic search results• Paid media costs are increasing…• Consumers have embraced social media at
unprecedented rates and have increased expectations
• Your competition is thinking about it…– If not already there
• Monitoring and measurement– Human analysis– Google Blog Search, News, and Alerts– Twitter Search– Technorati– Co.mments– Blogpulse– BoardTracker– Keotag– Google Analytics
• Paid tools– Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain
• Metrics and measurement– Traffic referred from social media sites
• Google Analytics, Omniture, etc
– Conversions and HVTs referred from social sites• Google Analytics, Omniture, etc
– Number of friends and level of discussion• Human analysis
– Growth of new friends over time– Friends/discussions
– Social links and bookmarks• AddThis
– Video viewership• TubeMogul
– Qualitative
• Higher conversion rates– 1.5 to 4x higher
• New communication channels• Increased credibility• More awareness and visibility• Brand reputation
• Mistakes will happen• Plan for Success• Prepare for Failure• Avoid the “shiny trinket”• Don’t isolate social media• Manage Expectations….…and Exceed Them
Thank you!
• Colton Perry– @coltonperry– LinkedIn.com/in/cperry
• Denise Zimmerman– @dzimmerman– LinkedIn.com/in/denisezimmerman