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Managing Your Social Media Brand
Dix & Eaton
June 2009
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Social media scale
1. All social networks are blocked at my office
2. Understand the basics of SM, but not sure how or if it fits my organization
3. Well versed, but just for personal use
4. Lots of ideas, just need some time and funding
5. Integrated into our marketing program
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Agenda
Today’s trends
How to approach a social media program
Case studies
What’s next?
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Trends
Overall growth, participation by corporations
Building a community
ROI
Integration into overall marketing mix
Staffing roles
Micromedia
Engagement strategy
New monitoring tools
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Trends
Overall growth, participation by corporations
– 2/3 of world’s Internet population visits a social network or blogging site, accounts for almost 10% of all Internet time
– 59% of senior marketing executives expect to decrease traditional marketing budgets; 63% plan to increase budget for interactive, digital marketing programs
Of print, broadcast, and online journalists– 48% use LinkedIn, 45% use Facebook to assist in reporting– 68% use blogs to keep up on issues or topics of interest– 86% use company Web sites, 71% use Wikipedia, 46% use
blogs to research an organization
Stats from Nielsen and The Society for New Communications Research and Middleberg Communications
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Trends
Integration into overall marketing mix
PRESS ROOM
BLOG
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Trends
Staffing roles– Low OOP, but high time commitment
– Customer service function
– Social media guidelines
• Corporate accounts vs. personal accounts
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Twitter in real life
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Trends
Launched in 2006
Fastest-growing community site: 1,200% increase in visits April ’09 vs. April ’08
More unique visitors than NYtimes.com and WSJ.com in April ’09
What are you doing? Who cares?
What are you doing? ►What do you know?
TweetDeck
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ROI: Return on Investment or Risk of Ignoring?
Can’t measure non-traditional media using traditional measurement tools and techniques
No silver bullet for social media measurement Define goals of program, then determine which metrics matter
most:
– Increased share of voice
– Message penetration
– Number of new members to network
– Number of positive conversations about brand
– Lead generation
– Customer satisfaction scores
– Increased sales
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Free monitoring tools
TECHNORATI BLOG SEARCHGOOGLE BLOG SEARCH
TWITTER SEARCH BACKTYPE
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Paid monitoring tools
RADIAN 6 CRIMSON HEXAGON
TECHRIGY SCOUT LABS
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D&E social media process
SWARM (Social Web Analysis and Reputation Management)– Listen
• Online monitoring
– Define goals/strategy
• Level of engagement
– Execute
• Targeting
• Integration
– Measure progress
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Online reputation monitoring & analysis
SHARE OF VOICE
WHERE CONVERSATIONS HAPPENED
TOPIC TRENDS
CONVERSATION TONE
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Social media program development Develop program based on findings from listen-and-learn
phase Determine where efforts make most sense Find the right outlets for that outreach
DETERMINE TOOLS DETERMINE OUTLETS
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Sales generation & CRM
ONLINE COMMUNITY
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Event promotion
TWITTER FACEBOOK
BLOGGER RELATIONS
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What’s next?
Continuous growth Further integration and niche strategies Mobile marketing Ubiquitous social networks
– Universal identities
– Social influence defining marketing
– Business model – social influence defines market value
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Where to start?
Try some social media tools (engage, don’t just passively participate)
Get involved in Cleveland Social Media Club Conduct 30-day listen-and-learn analysis of your company
(and its competitors)– Who: Who is talking about your company?– What: What are they saying about you?– Where: Which social media channels are they using?– When: Is the conversation random, event-driven, cyclical?– Why: Are they praising you? Upset about an issue? Reacting
to an experience with a customer service rep? Develop social media plan that addresses the 5W’s, meets
your measurement objectives and integrates with other communications activities
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Resources
Blogs update Altitude Branding http://
altitudebranding.com/ Global Neighbourhoods http://
redcouch.typepad.com/weblog/ Convince and Convert http://
www.convinceandconvert.com/ Shannon Paul’s Very Official Blog
http://veryofficialblog.com/ Chris Brogan http://
www.chrisbrogan.com/ The BrandBuilder Blog http://
thebrandbuilder.wordpress.com/ Smart Blogs http://
smartblogs.com/socialmedia/
Books Groundswell
Charlene Li & Josh Bernoff The New Rules of Marketing
& PRDavid Meerman Scott
Naked ConversationsRobert Scoble & Shel Israel
Social MediaTrevor Cook & Lee Hopkins
Call to ActionJeffery & Bryan Eisenberg
Buzz Marketing & Blogs for DummiesSusannah Gardner
The Cluetrain ManifestoChristopher Locke, Doc Searls, Rick Levine & David Weinberger
The Long TailChris Anderson
Small is the New BigSeth Godin
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Dix & Eaton blogs
@D_and_E
Communication Matters – CEO Scott Chaikin’s perspective on issues that impact the communications profession -- and vice versa.
StreetTalk – A view from the intersection of Wall Street and Main Street from Dix & Eaton Managing Director Rob Berick.
Media Inner View – Vice President David Hertz was a journalist for 20 years, including 15 years as a Pulitzer prize-winning editor at the Akron Beacon Journal.
Measurement PR-spectives – Chuck Hemann, research manager, on measurement, ROI, competitive intelligence, and the role of research in public relations.
Three P's – Gregg LaBar, a senior vice president, on communicating the Three P's of Sustainability: People, Planet and Profit.
– From the home page, click on How We Think.
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Kevin PoorSVP/Creative Director [email protected]@kpoor
Chuck Hemann Research [email protected]@chuckhemann
Contact Information
Christina KlenoticVice [email protected]@cklenotic
Lisa ZoneSenior Vice [email protected]@lzone
Questions?
Managing Your Social Media Brand
Dix & Eaton
June 2009
