5 Reasons Why Your Social Media Sucks

5 Reasons Why Your Social Media Strategy Sucks …

NEEDS HELP!!

… I’m @Britopian on Twitter in case you care

CUSTOMER EXPECTATIONS ON THE RISE

Cone 2009 Study Cone 2010 Study

59% use Social Media to interact with brands 78% of use Social Media to interact with brands

93% believe a company should have a presence in social media 37% of users engaging companies or brands via new media at least once per week

43% of consumers say that companies should use social networks to solve the consumers' problems

New media expect companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%).

41% believe that companies should use social media tools to solicit feedback on products and services


A DAY IN THE LIFE OF THE SOCIAL CUSTOMER

• The customer journey is dynamic; and always changes

• Brands need to have multiple customer touch points to break through the clutter

• Customers need to hear things 3 – 5 times before the actually believe


THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE

Brand Discovery:Google Search, Word of Mouth

Brand Participation:Fanning, following, liking

Brand Sharing:Easy, habitual, publishing

Brand Advocacy:Creating content, sharing, defending

The Advocate (e.g. encourage friends to

purchase)

The Opinion Sharer(e.g. post review)

The Participant(e.g. participate in a brand

experience)

The Informed(e.g. research products online)


THE NEW PURCHASE FUNNEL CYCLE

• The goal of every brand should be to transform the social customer into an advocate

• Advocates talk about the brand, even when the brand isn’t listening

• Advocates are trusted among their peers and within their micro communities

• Advocates are aiding and influencing others down the purchase funnel


I like to listen. I have

learned a great deal from

listening carefully. Most

people never listen.- Ernest Hemingway

BE SMART AND LISTEN FIRST

Spend time listening to the

conversation and determine if you

can add value

“ “

BASIC CONVERSATIONAL AUDIT

Media Mentions

Forums 1,300,000

Blogs 379,778

Twitter 338,828

News 180,054

Blogs17%

Forums59%

News8%

Twitter15%

…this tells you “where” the conversation is happening about the brand

TOPICAL SHARE OF VOICE

Media Mentions

Forums 4,693

Blogs 1,327

Twitter 746

News 622

Blogs18%

Forums64%

News8%

Twitter10%

Overall ‘phone service’ Conversation

Blogs25%

Forums40%

News34%

Twitter1%

‘phone service’ & brand Conversation

Media Mentions % Share of Overall

Forums 372 8%

Blogs 233 18%

Twitter 13 2%

News 318 51%

… this tells you how relevant your brand is within certain online conversations

CONVERSATION TRENDS

3 conversation spikes during the course of the year

… this shows trends and spikes of conversations during the calendar year

A company like

DreamWorks, all we do is

make product. That's all we

do. We don't own

distribution. We are purely

in the creation of content.

- Jeffrey Katzenberg

CREATING A CONTENT STRATEGY – RELEVANT & CONSISTENT


CREATING A CONTENT STRATEGY – ADDING VALUE/SOLVING PROBS

It’s one thing to solve individual customer

issues. It’s another to fix the ROOT CAUSE of

the problem!

CREATING A CONTENT STRATEGY – REAL TIME ANALYTICS

Knowing what content is being share/liked/RT’d the most should help

drive the content strategy

Understanding search behavior will help create

editorial content

CREATING A CONTENT STRATEGY – DON’T FORGET GOOGLE

CREATING A CONTENT STRATEGY - TIMING

It’s not just “what” you are posting, it’s “when” you are actually posting it

CONTENT STRATEGY FRAMEWORKPl

an

Bi-Weekly and Daily Content Calendars6 Month Thematic Content CalendarsDaily “Tips” And Product News Based On Real Time Listening and Feedback From The Community

Crea

te Inspirational contentCompany News & Events3rd Party Article & Blog Post MentionsContests, Quotes, Surveys & Other Content That Spurs Engagement

Enga

ge

Inform the community@reply influencersAsk questionsRespond to questions, comments and concernsConnect community members with each other via @replies

Mea

sure Month to Month

Growth Community MembershipMonth to Month Growth In EngagementExternal Benchmark Metrics – Share Of Voice/Engagement

External ListeningExisting Social Media Engagement | News Articles | Online Monitoring | Search

Internal Listening Corporate Communications | Internal Communications | Product Organizations | Conference Calls/Meetings


Nature is too thin a

screen; the glory of the

omnipresent God bursts

through everywhere - Ralph Waldo Emerson

SOCIAL OMNIPRESENCE – THE HUB & SPOKE MODEL

• The content hub is the website, blog, content aggregator

• Content should be optimized for search w/terms that are relevant to your business

• Should be convenient for users to consume content within the channels that they are comfortable with

• Facebook status updates that promote blog content

• Other content shared NEEDS to add value to the conversation and community

The Hub

• Occasional tweets on promoting blog content

• Cross promoting other social channels, when relevant

• Needs to be unique; not the same on FB

• Optimize Youtube channel and new videos to link back hub/blog

• Videos can be shared on Facebook, YouTube or through editorial

• Optimize Google+ page with relevant links and content back to other channels

• Should not duplicate content• Add Google+ icons to hub

The expectations of life

depend upon diligence;

the mechanic that would

perfect his work must first

sharpen his tools. - Confucius

TOOLS TO HELP – SIMPLY MEASURED

… send em’ a tweet @simplymeasured

TOOLS TO HELP – CROWDBOOSTER

… send em’ a tweet @crowdbooster

TOOLS TO HELP – BUFFER APP

… send em’ a tweet @bufferapp

TOOLS TO HELP – KLOUT

… send em’ a tweet @klout

TOOLS TO HELP – BLOGLEVEL/TWEETLEVEL

… send em’ a tweet @jonnybentwood

What's measured,

improves- Peter F. Drucker

Financial Impact Metrics

ROI These metrics measure the amount of money invested on a program or initiative and the amount of money received from that same program.

Paid, Earned, Owned Media Value Paid, earned, and owned media value is defined as the monetary value of impressions delivered from different marketing channels and assigning an equivalent cost per thousand impressions (CPM) that a company is willing to pay (or has paid) for those impressions.

Purchase Funnel Metrics Specific metrics can be defined at each phase of the purchase funnel – Awareness, Consideration, Preference, Purchase, Advocacy. One example is:• Awareness = Total ads served or impressions• Consideration = Total clicks on ad• Preference = Number of users who engaged with branded content, commented on a

blog, etc.• Purchase = Number of users who purchased • Advocacy = Number of users who joined a community

CREATING A MEASUREMENT FRAMEWORK



Non-Financial Impact Metrics

Community Health - Growth • Community membership & MTM growth• Content views and downloads• Content or channel RSS subscriptions• Unique visitors and page views

Community Health - Membership • Customer retention• Customer satisfaction scores (CSAT)• Customer loyalty scores• Overall sentiment within the community

Community Health – Engagement • Likes, shares, and comments• Twitter @replies and @mentions, Lists• YouTube comments and embeds• Blog comments

Share of Voice & Sentiment Share of voice is a company or product’s conversational weightexpressed as a percentage of a defined total market.

Sentiment is the context of the conversations. It’s usually categorized as positive, negative, or neutral.



Metrics are important! But ensuring that EVERYONE in

the organization is measuring social media the

same way is just as important …

After all is said and done,

a lot more will have been

said than done- Author Unknown

ACTION SPEAKS LOUDER THAN WORDS

PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT!

QUESTIONS?

I wrote a book and 100% of the royalties are being donated to Not For Sale – a non profit organization that is fighting to abolish Human Sex Trafficking!

Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian


Technology

5 Reasons Why Your Social Media Sucks