The document provides guidance on developing an effective social media strategy and practice for clients. It emphasizes focusing on clients' objectives first before developing tactics. Social media should be integrated with traditional marketing and support key goals like increasing sales, customer loyalty, or public relations. The document also outlines services an agency can provide, like social listening, community management, and crisis response. It stresses the importance of measurement by setting targets and defines metrics for each objective.

1. New Media Evolution Social Media Practice Planning olivieralainblanchard @thebrandbuilder PRCG Annual Conference Charleston, SC 27 January 2011

16. What can we learn from BP’s PR disaster?

18. Where things started going wrong

21. Social Media & PR: The land grab. Of course we’re awesome at Social Media! We’re awesome at everything!

22. Social Media & PR: The land grab. … you’ll just have to take our word for it.

23. Let’s think about this…

24. Let’s think about this… √ √ x x x x x x x √

25. Let’s think about this… √ √ Govt. Bailout Old Spice Man x x x Kevin Smith Accelerator recall Baby formula + Palm Oil x x Stranded passengers x Meat? x √ Just a minor problem United breaks Guitars No issues

26. 1. How well have these brands fared recently?

27. 2. What has been the impact of Social Media?

28. 3. Has “Big PR” done better than small firms?

29. no.

30. What do clients expect? Results Competence Expertise Experience Dependability Efficiency Speed Value Good relationship Excellence

32. Zero planning. Zero monitoring. Zero response ability. Zero expertise. Zero effectiveness.

33. Oh shit!

34. A test.

35. Point to the fake Batman. (A) (B)

36. There are two types of PR firms today: We make social media work for you. We rock social media!!!

37. For most clients, the distinction is not obvious. Social Media Expert Social Media Expert

38. Make it obvious by making your value clear. Reputation mgmt Crisis mgmt Monitoring Loyalty Consumer outreach Digital media relations Digital comms training Results… Engagement Conversations Strategy Blah… blah…

39. What most PR and Digital Agencies do in SM: They build and manage digital ghost towns. This can destroy clients’ and agencies’ credibility in the Social Media space.

40. The typical model. We can build you an awesome Twitter page and Facebook presence to go with your blog. We will manage those for you. We will create content for all of your social media properties. We will measure social media stuff and report on our success. We’ve got this.

41. An example of what actually happens:

49. This can destroy clients’ and agencies’ credibility in the Social Media space.

50. Back to Nestle…

51. The New Rules of Digital Crisis Management Be there. Keep calm. Gain control of the situation as quickly as possible. Introduce yourself: Name and official role. Make a pint to invite comments. Encourage opinions. Be kind and interested. Do not argue. Do not get pulled into an argument. Do not defend a position. Do not guess at answers. Buy time if you have to. Make sure that you create an area for discussions to take place. Recruit your detractors’ help in fixing the issues they are angry about. Follow through with #9. Go beyond lip service.

54. Rehearse scenarios. Establish a presence & networks before you need them. Know where and how to listen. - Listen for positive & negative Use all channels in concert. Avoid dissonance in responses & info. Do not deny facts. Do not spin. Do not defend weak positions. Earn the public’s trust. Accept that PR can only do so much.

55. Now let’s see how professionals do it.

56. PepsiCo’s Facebook ecosystem:

57. PR How many elements of a website’s Content deal with PR? How much of this content is will be Shared and discussed on the Social web? PR PR PR PR PR PR PR

58. This means that PR must now collaborate closely with other departments & agencies on the design of digital properties and the management of every communications-related activity.

59. This does not happen by accident. It requires planning. Professional Professional Professional

60. There is no middle-ground. Don’t be this guy. Be this guy.

61. PR’s new role.

62. PR must provide more than just messaging and reach.

63. PR must own digital crisis planning and management.

64. PR must own digital reputation management.

65. … which means owning a digital monitoring practice.

66. Monitoring & Measurement

67. Network Equity: Monitoring & Response Positive Comment Positive Comment Positive Comment Negative Comment Negative Comment Assist Question Acknowledge Question Assist Assist Acknowledge Address Assist Acknowledge Community Management Customer Support P.R.

68. PR must provide communications training for all SM roles.

69. The next step in Social Media Integration: Community Manager Blogger Guy Customer Service Business Development Marketing PR HR Online Reputation Management Digital Crisis Management Real-Time Customer Support Market Research FRY Digital Brand Management Innovation Collaboration Objectives over buzzwords

70. PR must help supervise community management.

71. PR must play a principal role in digital content planning Traditional Web Twitter Facebook YouTube Quora LinkedIn Blogs & RSS Mobile Apps etc.

72. PR’s functions in the age of social media Communications Planning Digital Crisis Management Digital Reputation Management Digital Communications Management Digital Content Development Social Media Program Co-Management Consumer / Market Insights Measurement Conversation Monitoring Training and supervision of all social media roles

73. What do your clients really need?

74. Your client’s business is not about Facebook and Twitter.

75. Your client’s business is about this.

76. How many companies do Social Media well? Bad advice and management are rampant.

77. Our followers rock! Our engagement is massive! Our secret results are … amazing. Did you see us at SxSW? Have you seen our Facebook page? We’re working on exciting stuff! Social Media is the future! We’re a big awesome social media WIN!!!

78. Clicking a “like” button is not evangelism. Retweeting a link is not a transaction. “Following” is not becoming a customer Wishful thinking is not reality.

79. What your clients need: 10,000 new customers this quarter. What your clients don’t need: 10,000 new Twitter followers this quarter. Increasing reach is only the first step. Vanity metrics have zero value.

80. Blah… blah… engagement… blah… blah… conversations… blah… blah… BULLSH*T.

81. PURPOSE

82. PURPOSE (WHAT’S YOUR CLIENT’S?)

83. It all starts with one question: “What are you trying to accomplish?” Define the objective FIRST. THEN come up with the tactics.

85. Setting goals is the most important part of the discussion from which your relationship will grow. Your value to the client lives here.

86. Your client’s objectives and goals are at the center of every service you provide. How you measure success is directly tied to the length and health of your relationship.

87. More traffic to their brick & mortar stores? More loyal customers? More engagement? More mindshare? More exposure? So what do your clients want? More visitors to their website? More market share? More sales? More positive press? More positive perception?

88. Social Media is an additional tool kit Social Media is not in itself the answer. Social Media tactics works best in concert with traditional marketing.

89. Social Media is not a command & control environment. Social Media is not another series push channels. Social Media is VERY different from traditional marketing. Social Media is not a campaign-driven ecosystem. Social Media is not about producing content in the short term.

90. Approach Social Media both strategically and tactically. 1. What can social media do for your client? 2. How will it do it? 3. Where do you fit in?

91. You are your client’s subject matter expert when it comes to this stuff.

92. Start building a services strategy to properly serve your clients 1. How can Social Media enhance what you are already good at? 2. How can Social Media plug specific holes in your service offering?

93. Services

96. Responding

98. Responding

99. 24/7/365Crisis planning Crisis training

100. Opportunity? Opportunity Cost?

101. Create Listening Posts Online Blogs BRAND

102. How do you manage your brand in 2011?

103. Listening & Monitoring http://www.socialmention.com/ http://techrigy.com/ http://www.twitscoop.com/ http://www.peoplebrowsr.com/ http://www.radian6.com/cms/home http://twitterface.com http://pipes.yahoo.com/pipes/ http://www.netvibes.com

104. Sentiment and Awareness Monitoring Net volume of mentions Sentiment mix analysis

105. Sentiment and Awareness Monitoring Share Of Voice

106. Sentiment and Awareness Monitoring Net volume of mentions Sentiment mix analysis

107. Sentiment and Awareness Analysis Tying Sentiment, mention, and timelines. Strategic Sentiment mix analysis

109. 2x weekly comment moderation

110. 20 FB updates/day

111. 50% responses/engagement

112. 20 Tweets/day

113. 50% responses/engagement

114. 1 video/wk

115. 4 Blog posts/wk

116. Daily comment moderation

117. 50 FB updates/day

118. 80% responses/engagement

119. 50 Tweets/day

120. 80% responses/engagement

121. 250 net new followers/month

122. 2 videos/wk

123. 5 Blog posts/wk

124. Hourly comment moderation

125. 100 FB updates/day

126. 80% responses/engagement

127. 100 Tweets/day

128. 80% responses/engagement

129. 1,000 net new followers/month

130. 3+ videos/wkBonus: A) Live Market Research, B) Immersive C) Trackable

132. Community Management Push content Develop content Redirect to content Invite participation Educate Moderate comments Monitor Conduct soft market research Capture information Acquire net new active members Customer advocacy Convert to transacting customers Organize events Co-manage events Reach out to communities Customer support

133. Engagement Engagement PR

134. Engagement

135. Engagement

136. http://www.sharpieuncapped.com

137. Simple Engagement Tactics Write a blog post Share it on Facebook and Twitter Create an event On Facebook Share it on your blog and Twitter Create a #chat on Twitter Share it on your blog and FaceBook

138. Your new Mobile Practice (Yes. Create mobile apps) - Make them Social in nature - Look beyond iPhone - Make them creative and useful - Leverage social media channels to give them life Remember your client’s objectives - Beware pointless apps - Purpose drives design. Have a purpose. - Be innovative. Be a pioneer.

139. Your new Mobile Practice

140. Your new Mobile Practice

148. Starbucks participation and “crowdsourcing”.

149. Starbucks’ Participatory Market Research.

150. Best Buy does crowdsourcing too.

152. Starbucks stands for something.

153. People don’t get their coffee from Starbucks because of “value”. People get their coffee from Starbucks because getting their coffee from Starbucks is important to them. Pride. Image. Exclusivity. Passion. Uniqueness of Quality. Sharing in a common passion. Social Impact.

154. This is what Social Media genius looks like.

156. Pound for pound, video is still the champ.

157. How do you help validate lifestyle choices?

158. Blogs can be more alive than websites.

159. Blogs are online newsletters evolved.

160. Double your capabilities Traditional Marketing Social Communications White Papers Static Website Facebook Group Twitter Presence Blog Presence Ning/Community Management Forum Participation Digg, StumbleUpon, Mashable, etc. LinkedIn Blog and Industry aggregators Slideshare Flickr YouTube Seesmic Etc. Print Advertising TV advertising BOGO Outbound calls Salespeople Mailers E-mail Marketing Incentives programs Loyalty Campaigns Discounts POP Displays Radio Advertising

161. Integrated Social Media Response Mechanisms

165. Models of engagement

167. How your clients decide where you fit in.

168. The framework of a complete social media program Visualizing A Structure External Communications Internal Communications Coordinating with External agencies Reporting to C-suite

169. Managing a fully deployed program VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + Support Measurement Customer Support Data Analysis Reporting Monitoring Support Triage PR + Reputation Mgmt Monitoring Responding to crises Content, events & Promotion Marketing Research Content Development Promotions Internal Collaboration Hub / Channel Community Management Monitoring Responding to inquiries Content Triage

177. Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)

178. FOCUS

179. Where do you want to start? Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)

180. Build your program based on these objectives Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)

181. Set targets for each program Sales Net New Customers: How many? What time frame? How? How does SM fit in? Customer Support cost reduction: What is the cost reduction target? How can we do it? Public Relations Online Reputation Management: Define parameters. How will we gauge success? Improved brand image via Social Web: Set targets. How will we measure this? Customer Loyalty Increased mindshare: Set targets and method. How will we measure success? Business Intelligence Know Everything: Enhance BI practice. What do we want to know? Can SM help us gather data and insights? How will we do this? What tools do we need? Etc.

182. Impact vs. R.O.I.

183. Impact vs. R.O.I. Benefit to the org

184. Impact vs. R.O.I. Benefit to the org Lifts in other non-financial metrics

185. Customer Service? What departments in your client’s company are tasked with meeting those objectives? Biz Dev? PR? Marketing?

186. Some cost-reduction ideas: Business Intelligence / Market Research Increased Reach through SM = Lower CPI (cost per impression) In-network recruiting = lower recruiting costs

187. When it comes to PR, R.O.I. is not usually relevant.

188. More traffic to their brick & mortar stores? More loyal customers? More engagement? More mindshare? More exposure? Your client’s PR objectives may not be about $ More visitors to their website? More market share? More sales? More positive press? More positive perception?

189. Once you have a budget, don’t fall into old habits. We should do a Social Media campaign. Yeah. Let’s do that.

190. Typical campaign metrics. 94,000 followers Velocity: 8K to 66K in only 2 days 706,000 fans/likes … sharing videos with friends on their wall 16,000,000 views Most response videos >200,000 views Facebook.com/oldspice

191. Measurement should not be a religion. Adapt: Measure what makes sense.

192. First things first: How to enhance campaigns with SM (Now what?) Media spend Attention Sales

193. Campaigns are microcycles, not a strategy. On their own, campaigns work, but have a limited value.

194. Campaigns are microcycles, not a strategy. Social Equity = stronger bond with customers

195. Every campaign supports the growth of your community. Use campaigns to drive a larger strategy.

196. Remember: Campaigns are only microcycles. Campaigns don’t work in SM without momentum.

197. First Rule: The tools are the tools. The tools are not the thing.

198. The ultimate app is not Twitter or Facebook. The ultimate app is your community.

199. Do not expect them to be there for you… … if you are not there for them.

200. We only care about you because you care about us.

201. Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)

202. R.O.I. RETURN ON INVESTMENT

203. THE R.O.I. EQUATION Investment Expectation of return

204. THE R.O.I. EQUATION (GAIN FROM INVESTMENT - COST OF INVESTMENT) ROI = COST OF INVESTMENT

205. The Truth About R.O.I. ROI is a business metric, not a media metric. ROI is 100% media-agnostic. Only measuring digital or social won’t get you anywhere.

206. #1: COST REDUCTION #2: REVENUE GENERATION What R.O.I. looks like to an executive

207. What if you aren’t “for profit?” You still depend on some kind of revenue to function: Grants, funding, donations, membership fees, etc. Same thing. Revenue is revenue. Budgets are budgets. Money is money.

208. Financial vs. Non-financial Impact Non-Financial Financial Are you converting this to this?

209. R.O.I. isn’t always the right question or focus: Sales Focused on R.O.I. Customer Support Not typically focused on R.O.I. Human Resources Not typically focused on R.O.I. Public Relations Not typically focused on R.O.I. Customer Loyalty R.O.I. helps measure customer loyalty (perceptions + activity) Business Intelligence Not typically focused on R.O.I.

210. R.O.I. isn’t always the right question or focus: Sales Focused on R.O.I. Customer Support Not typically focused on R.O.I. Human Resources Not typically focused on R.O.I. Public Relations Not typically focused on R.O.I. Customer Loyalty R.O.I. helps measure customer loyalty (perceptions + activity) Business Intelligence Not typically focused on R.O.I.

211. R.O.I. isn’t always the right question or focus: Sales Focused on R.O.I. Customer Support Not typically focused on R.O.I. Human Resources Not typically focused on R.O.I. Public Relations Not typically focused on R.O.I. Customer Loyalty R.O.I. helps measure customer loyalty (perceptions + activity) Business Intelligence Not typically focused on R.O.I.

212. “Increasing revenue” is too abstract. F.R.Y. FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)

213. Strategy drives tactics - Tactics drive metrics FREQUENCY How can we leverage Social Media to influence customers to buy from us more often? How can we measure changes in this behavior? REACH How can we leverage Social Media to acquire net new customers? How can we measure increased reach and conversions? YIELD How can we leverage Social Media to influence customers to spend more per transaction? How can we measure changes in this behavior?

214. I just figured out how to increase deodorant sales by about 9%! FREQUENCY

215. PURPOSE

216. YIELD I know how to increase yield!!! Let them eat cake!

217. PURPOSE

218. What a Social Media win looks like: REACH

219. What a Social Media win looks like: 94,000 followers Velocity: 8K to 66K in only 2 days 706,000 fans/likes … sharing videos with friends on their wall 16,000,000 views Most response videos >200,000 views Facebook.com/oldspice

220. But will it “sell soap?”

221. (It already has.) Sales of body wash up 107% in the first month. (It’s a good start, but will it be enough to justify the campaign’s expense?)

222. The main impetus of the campaign was “reach.”

223. PURPOSE

224. What’s your next move? You are here Use campaigns to drive a larger strategy.

225. Where is your attention? Use campaigns to drive a larger strategy.

226. Things happen in sequence.

227. Non-financial impact is not ROI (yet). Too many agencies only measure here.

228. Non-financial impact = potential.

229. ROI = actualized potential. Ultimately, Social Media activity has to positively impact customer behaviors and drive revenue in order to deliver R.O.I.

230. Run through it logically. Awareness Consumer Activity: Retweets Joining club Sharing Etc. Altered Purchasing Behavior Awareness Campaign* Track appropriate metrics

231. Q: What is the 2012 objective?

232. (Not 5,000,000 fans on Twitter)

233. A: Re-election.

234. Main non-financial objective(s) Get re-elected in 2012

235. Q: What is my most important resource?

236. A: Campaign funding. (It enables everything.*) * Understand your business and its mechanics. If you don’t, you are flying blind.

237. My $ target is $x. Where do I measure changes in $x? What behaviors leads to this? Main non-financial objective(s)

238. Q: How does Social Media fit in?

239. A: Above all else, it yields campaign contributions.

240. 5,000,000 ACTIVATED fans on Twitter = $$$

241. A: How it yields campaign contributions. Directly through vertical engagement Indirectly, through lateral engagement (WOM + peer influence)

242. Main non-financial objective(s)

243. Let’s plug-in F.R.Y., just for fun.

244. Can we increase the frequency of contributions?

245. Note: Most Obama For America online supporters gave little, but they gave often. Frequency was a key factor in the O4A strategy.

246. Can we increase the frequency of contributions? YES. Increase frequency of interactions Ask more often Update swag more often Repeat message more often Engage more often SM is more cost effective than paid media

247. To specifically drive Main non-financial objective(s)

248. Can we increase our reach?

249. Second largest search engine in the world, only to Google  Millions of people are content publishers now. Facebook has over 600 MILLION users Twitter now has over 200 MILLIONregistered users. 65,000,000 tweets per day. 37% of users tweet from their phones. Don’t forget… All talking to each other all day long.

250. Can we increase our reach? YES. Be everywhere. Seed and grow our channels Help our supporters share content Ask our fans to share content Arm our fans with tools Make our reach strategy clear Vertical + Lateral engagement

251. To specifically drive Main non-financial objective(s)

252. Can we increase our Yield?

253. Can we increase our Yield? YEP! Foster depth of engagement Develop and build loyalty Increase involvement of fans Understand the value of timing Build clarity of purpose Ask when we need to ask

254. To specifically drive Main non-financial objective(s)

255. Because the objectives dictate the tactics...

256. … the objectives also dictate the metrics.

257. The metrics are the vital signs of your program.

258. Every measurement you take has its place and tells its part of the story.

259. R.O.I. is a crucial link in the measurement chain.

260. First things first: It isn’t about the tools.

261. We’re here to build you a custom Twitter page! Your life is about to improve 1,000%! Agencies that lead with tools don’t understand what they’re doing.

262. What Social Media really is: People talking with people.

263. (Which is nothing new, really.)

264. People connecting with each other.

265. People creating communities… on their own terms.

266. People sharing their passions.

267. People sharing their complaints.

268. FACT: People no longer trust advertising and traditional corporate channels.

269. FACT: People trust people they know.

270. Some Nielsen Statistics on consumer trust: Online banner ads: 28% E-mail (opt-in): 48% Television, magazines, radio: 55% Newspapers: 66% Recommendations from consumers: 78% Word-of-Mouth: 62%-93% (Depending on the country)

271. Traditional marketing has been interrupted.

272. The web no longer just belongs to marketers.

273. New Technologies have given people the power to tune out messaging and marketing… … and tune into relevance and dialogue.

274. People are again turning to each other… Because they can.

275. We crave human interactions. The Social Web is a cultural revolution.

276. Like this.

277. … and this.

278. … and this.

279. … and this.

280. … and this.

281. People are again turning to each other… … because technology is now their friend.

282. People’s networks are expanding exponentially. Geography and schedules are no longer limiting factors. Blogs

283. People are building their own networks… … and engaging them at will to: Find out what is happening in their community Discover new businesses Get recommendations from peers Meet up with friends Deepen bonds with each other Validate their bonds with companies Air their grievances

284. Your clients can no longer live here.

285. … or here.

286. Their business must live here.

287. And here.

288. Their customers = a vibrant community.

290. Reconnect with your community or die.

291. The impact of “Real Time” conversations: Real-time dialogue is fueling connections and perceptions in the statusphere, blogopsphere, online communities, and the social web in general. This swelling tsunami of chatter is creating a new genre of Social Customer Relationship Management (sCRM). Social CRM is no longer an option. It necessitates brand involvement to proactively share answers, solve problems, establish authority, and build relationships and loyalty, one tweet, blog post, update, and “like,” at a time. - Brian Solis, for TechCrunch

292. Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence

294. “The community closes the sale.” - Porter Gale (@virginamerica) Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.

295. “It used to be unhappy customers who would call into customer service lines to express frustration. Now if businesses don’t immediately respond with resolution and nip these issues in the bud, they have the potential of spreading and going out of control. And at the same time, companies need to identify and amplify praise as it happens.” - Erick Schonfeld

297. Integration and the end of silos. Virgin America’s Porter Gale is trying to rally her team as well as the other departments that are affected by real-time conversations and the issues they raise. She hosts brownbag lunches, where PR, customer service, and other teammates discuss what’s happening with Twitter and other social networks. They also share and review strategies and tactics to teach and learn from each other based on their experiences.

298. Ask away. Olivier Blanchard 864.630.7398 www.thebrandbuildermarketing.com @thebrandbuilder(on Twitter)