9. What to listen for Brand Name Products Key Executives Competitors If no conversations… Industry terms * Identify patterns & trends
10. Get to Know Them Identify where consumers are at Which social networks The influencers (beyond top tier) Topics of interest & context * Create consumer profiles and understand what motivates them
13. Plan Based on Objective(s) Choose One that Meets Your Business Goals % Reduced spend on PR, Marketing & Advertising % Increase in Sales % Reduction in Customer Service Costs % Reduction Product Development Costs % Increased SEO Presence % Increase in Leads from Campaign % Increase in Brand Visibility * Note: the objectives drive the metrics which need to be measureable.
14. Platforms Build Hosted Social network (Facebook, Ning, LinkedIn) Items to consider: Do you own your data? Is the platform scalable? How difficult will it be to migrate it?
16. Social Media has radically changed Marketing Company-centric (old) Buyer-centric (new) Identify buyer Search & find info, links Outbound Inbound Send an Email Visit website Call prospect Download a resource Assess the need Request a call Determine budget Describe a project Give a demo Give spec’s & budget Participate in a demo Submit proposal Request a proposal
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19. Build Word of Mouth Use Shareable sites Encourage sharing of content in emails Send newsletters with links
20. Build an Inbound Strategy Share Your Story Create Interesting Content Add Value & Provide Resources Syndicate your content – help it grow legs Widgets (Slideshare.net) LinkedIn, Facebook SocialMediaToday.com, MyVenturePad.com * Set information free
22. Kicking it off Seed the community Provide guidelines that suit the community Start with a simple profile Add additional fields over time Set expectations
27. Measure what meets the Objective % Reduced spend on PR, Marketing & Advertising % Increase in Brand Visibility Amount of increased conversation % Increase in Sales Overlay sales performance on volume of conversation % Reduction in Customer Service Costs Number of uses of online content Number of issues resolved online by peers Increased customer satisfaction - qualitative % Reduction Product Development Costs Number of ideas gathered/implemented Compare previous cycle cost to present Reduced cost due to beta % Increased SEO Presence Google your brand/product! % Increase in Leads from Campaign
28. Calculating ROI Decide on the objective (it needs to be measurable). 2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment) 3. Measure the baseline. After a given period (or campaign time) take the measurement 5. Calculate the ROI based on the cost * Remember! It’s about building relationships.
29. Possible quantitative data Number of active members Percent with complete profile Number of new members Number of new threads started Number of mentions Number of comments Number of views (YouTube, Slideshare, Flickr) Number of embeds Number of downloads Number of followers (*careful!) Rank (Google, Twitter, Technorati, Klout, etc)
30. Possible qualitative data Sentiment and/or tone Quote from advocate Issues (frequency) Topics frequently discussed Recommendations (velocity) Brand differentiators
31. Monthly Reporting Report on Objectives Established from goals of the position Qualitative Trends in members, topics, discovery of new communities Quantitative Benchmark based on previous report Web Analytics unless someone else is tracking them Recommendations Based on interactions with customers
32. Growing Your Community Provide thought leadership Comment on related posts Guest blog Participate in related communities Organize industry related events online & offline
33. Fail Fast Learn from Mistakes Build on What Worked Grow the Engagement Get More Teams Involved Train Willing Teams
Not just an experiment anymoreHigher Conversion Rates – warm leadsLower Acquisition Costs – reduce cold callsShorter Sales Cycle
Push marketing – 1. timing – hitting buying cycle 2. hitting the buying center 3. is info relevant & does it resonate?Customer-centric marketing has a number of benefits - self qualified leads -
Metrics are Based on Objectivesprovide items from the KPI list 1. benchmarkCompare against that (what other items can be measured? … I have a list in the PR paperBased on Objectives
Facebook and social networks have brought a new dimension to how we interactFlattened the world