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
MARY LOU ROBERTS April 2010
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 ().
MARY LOU ROBERTS April 2010
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)
MARY LOU ROBERTS April 2010
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/
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
ANOTHER GOOD PRESENTATIONANOTHER GOOD PRESENTATION
http://www.slideshare.net/charleneli/convince-the-curmudgeon
MARY LOU ROBERTS April 2010
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?
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
REPUTATION vs. BRANDREPUTATION vs. BRAND
• Brand Is A “Customer-Centric” Concept
• Reputation Is A “Company-Centric” Concept
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
MONITORING FOR REPUTATION MANAGEMENT
MONITORING FOR REPUTATION MANAGEMENT
MARY LOU ROBERTS April 2010
ONE VIEW OF THE SOCIAL WEB ONE VIEW OF THE SOCIAL WEB
http://scobleizer.com/2007/11/02/social-media-starfish/
MARY LOU ROBERTS April 2010
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/
MARY LOU ROBERTS April 2010
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/
MARY LOU ROBERTS April 2010
CONSULTING/ SERVICES FIRMSCONSULTING/ SERVICES FIRMS
http://www.trackur.com/video-tour.php
MARY LOU ROBERTS April 2010
PLATFORM-SPECIFIC -- FACEBOOKPLATFORM-SPECIFIC -- FACEBOOK
http://www.youtube.com/watch?v=3GmrH_73t4U&feature=player_embedded
MARY LOU ROBERTS April 2010
PLATFORM-SPECIFIC -- TWITTERPLATFORM-SPECIFIC -- TWITTER
Good article on Social Media Examinerhttp://www.socialmediaexaminer.com/8-easy-twitter-monitoring-ideas/
MARY LOU ROBERTS April 2010
RECENT LIST FROM MASHABLERECENT LIST FROM MASHABLE
http://mashable.com/2009/10/13/word-of-mouth-marketing-tools/
MARY LOU ROBERTS April 2010
DIY YOUR OWN DASHBOARD? DIY YOUR OWN DASHBOARD?
http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/
MARY LOU ROBERTS April 2010
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/
MARY LOU ROBERTS April 2010
MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?
MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
ANOTHER ROBERTS RULEANOTHER ROBERTS RULE
If You Are Using Multiple Tools,You Are Soon Going To Require
Some Aggregation/Filtering ToolsFree, Paid or DIY
MARY LOU ROBERTS April 2010
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
MARY LOU ROBERTS April 2010
‘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/
MARY LOU ROBERTS April 2010
http://www.businessweek.com/smallbiz/content/apr2008/sb20080430_356835.htm
MARY LOU ROBERTS April 2010
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)