Date post: | 13-Sep-2014 |
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GUIDE TO SOCIAL MEDIAHOW TO BECOME THE REAL DEAL @ SOCIAL MEDIA
Joseph Nolan | Principal
RealDealCommunications.com
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Guide to Social Media is an aggregation of best practices from the top social media and
communications practitioners. It is designed to enhance your perspective of ―social media‖
and its fundamental dynamics.
How-to processes and strategies enable the most novice users and corporate community
managers alike to build consensus for action, create and manage successful communities and
drive brand relationships in both on- and offline environments. Use this as a tool to support
continuous improvement, benchmark your current activities and plan for future online
involvement.
SOCIAL MEDIA DYNAMICS
SOCIAL MEDIA STRATEGY
ONLINE BRAND COMMUNITIES
SOCIAL MEDIA MEASUREMENT
Contents
SOCIAL MEDIA DYNAMICS
The
social
media
landscape.
6
Major
brands
driving
social
media.
Old communication model
BRAND MEDIA CONSUMERS
Communication today
CONSUMERS
BRANDMEDIA
Firms communicate directly with
consumers in two-way conversation
Consumers communicate with other consumers
P-2-P recommendations and WOM the most important
Consumers/users are…
Reporters
Channels
Ambassadors
Detractors
Billboards
Spokespersons
Critics
Legitimate
Controversial
Powerful
Connected
Authoritative
Omni-present
Loyal
Fickle
Platforms
Social media communication factors
Research, strategies and decision making should take these into account
Factors affect each platform differently
Factors affect user experience differently by platform
Reach
Frequency
Speed
Timing
Duration
Location
Relevance
Legitimacy
Credibility
Intimacy
Authority
Community
INFLUENCE &
RELATIONSHIPS
Social
media
enables
info to
travel
faster
than
ever.
Many-to-many principle
Social media enables and promotes the flow of information to transform
P-2-P into 1-to-Many then Many-to-Many
One post/comment is no longer to just
one user, thread, community, site,
network
One post/comment can be visible by tens
of thousands instantly
Synergy is the standard
Platforms are integrated
Users update multiple profiles
simultaneously
Snowball effect on steroids
Snowball effect
Absolute truths about social media
CONTROL = 0%
MANAGE = 100%
Controlling socnets and users is impossible
Managing socnets and users is possible
You control the content you produce
You control how fast, often and well you
respond
SOCIAL MEDIA STRATEGY
Scope of social networks
Socnets
are
complex,
connected
communities.
Strategy
is
required.
Ask yourself before you start
Are your customers likely to be online?
What’s your story?
Are you ready to handle negativity?
How will you incorporate this into people’s daily jobs?
How will you measure results?
How long are you willing to give it a try?
What’s your willingness to experiment, take risks, and adjust your plans?
Strategy step 1: Research & Listen
1. Locate existing online conversations about your brand
• Collect market intelligence and customer insight
• Search existing sites for brand information
2. Demographics
• Identify key target audience(s)
• Create a technoprofile for each audience
i.e. how they interact with the web and devices
• Find out which sites are the most important and WHY
3. Monitor ongoing conversations about your brand
• How is user activity changing?
• What is motivating user behavior?
• Why are users speaking about these specific topics?
Strategy step 2:
Define Target Areas for Campaigns
Who is likely to be most interested in my content?
Who do I want to communicate with and why?
What kind of audience does this social community have?
What are people currently saying about my website or business?
Which type of person is likely to purchase my product or service?
What tools or online services do my target audience use?
Which websites does my target audience frequent on the net?
What do my target audiences have in common with each other?
Strategy step 3: Select platform(s)
Start slow
Research the capabilities of prospective platforms
Gauge internal/external resource allocation
Assess employee proficiency with platforms
Select platforms based on target audience activity and ability to manage
Understand which platform elements relate to which goals and user behavior
Increased brand awareness
Reputation management
Improved search engine rankings
Increase customer bas.
Generate leads
Drive sales
Build awareness
Make money from your content
Establish thought leadership
Educate customers
Customer-source part of your product development
Reach new channels of customers
Improve internal communication
Increased relevant visitor traffic
Improve sales for a product or service.
Strategy step 4: Set Goals
Segmenting campaigns according to objective increases
effectiveness and the ability to accurately measure ROI
Strategy step 5:
Engage|Energize|Interact
Pick the right social platform
Build a power social profile
Social optimize your web pages
Create targeted content
Start your own social network
Respond…keep the conversations going
Respond quickly…prove to users you value
their attention and are committed, manage
conversation topics and direction
Being active attracts more users
PHASE I
PHASE II
Strategy step 6: Go Offline
Online conversation is a conduit for offline activity
Use real-world events to drive traffic to online domains in order to continue the
conversation with consumers
Using offline to drive online creates a positive vicious cycle that keeps consumers
connected to your brand more frequently
Offline events are the #1 driver of traffic and attention to online communities
Strategy step 7: Establish KPIs
Establish measurement objectives prior to campaign launch
Appropriate metrics vary according to campaign objective and platform
New technologies are making it much easier to measure social media ROI
Effective and next-generation measurement gauges ROI—Return on Influence
Cross Channel Media Monitoring
Communications Management
Reporting
Competitive Intelligence
Marketing Effectives
Trend Tracking
Blogger Identification and Outreach
Tribe Intelligence
Influencer Analysis
Workflow Engagement & Crisis
Management
Buzz lifecycle
Social CRM & Web analytics integration
ONLINE BRAND COMMUNITIES
Reason to engage consumers
ClickAdvisor.com
They
will
like
you
if
you
talk
to
them.
Build
relationships.
91 90
Community basics
Every community has super-users:
high authority, highly active.
Know who they are.
neilperkin.typepad.com
Activity FrequencySee what my friends are up to: 86%
Sent a message to someone: 79%
Posted/updated my profile: 70%
Looked at profiles of people I didn’t know: 65%
Searched for someone that I used to know: 59%
Send a friend/connection request: 53%
Listened to music: 47%
Read a blog or journal: 51%
Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial):
55%
Watched a video: 40%
Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007
Behavior in communities
Plan, then build the community
Create with a clear objective in mind
Targeted at an identified customer segment
Relevant to target segment
Deliver value
Recognition driven, rewarding members through community status levels
Viewed as containing valuable, relevant and interesting information
Places where members are encouraged to participate & share knowledge
Attractive to topic experts
Manage the community
Well-managed by a dedicated team
Committed to ensuring the content is updated regularly
Moderated by professionals
Available 24/7
Responsive, easy-to-use and navigate around
Complimentary to an organization’s core business
GOAL CONTRIBUTION EXAMPLE
Listening
Direct customer insight
New product ideas
Beta testing
Insight Communities
Scan and monitor existing communities
EngagingCreate an emotional attachment
Advertising based on network
Marketing campaigns (interactive)
Advertisements
EnergizingExcite your biggest fans
Word of mouth
Applications, Widgets
Media
Supporting Peer-to-peer support Customer-created groups
Embracing Members become contributors Ideastorm, SalesForce
Launching a new community
EmailSEOSMS
WEBSITEVISITORS
PositiveUser
Experience
EngageWith Peers
GainKnowledge
Word ofMouth& ViralContent Community Advocacy
Drive traffic and engagement
Web Site Value Proposition is introduced through Email, SEO and SMS campaigns
Lifestyle-enhancing online tool kit
Valuable & relevant content
Active & engaging community of peers
Members-get-member strategies
Member referral programs
Word of Mouth
Viral campaigns
Search EngineOptimization SMS/Text
WEB SITE
Word ofMouth
ViralOnline
Circular
Multiple
Iterations
From
One instance
CONTENT must be: COMMUNITY must be:
ONE WAY – ONE TIME
Circular
Multiple
Iterations
From
One instance
InformativeValuable InterestingRelevant
EngagingEducational
EntertainingEnhancing a lifestyle
Traffic strategy
Brand Benefit
Information andReduced cost to Serve
BRAND NARRATIVE
(Being interesting)
DATA
THROUGH DIGITAL
CHANNELS
Leading to
Behavior Change
Customer BenefitInvolvement
BRAND UTILITY
(Being Useful)
Mark Hancock, Strategy Director, Agency.com…http://www.holycow.typepad.com/
How community engagement
models work
Brand community lifecycle
Be
patient.
Be
prudent.
Legitimate complainer
Needs help with products orservices or wants to warnothers
Raises legitimate issue; may use strong language but seems open to reason
Solve problems or explain policies, publicly if possible
CompetitorWant to promote competing products
Continues to mention other brands; parrots their marketing messages
Engage rationally and respectfully with your company’s perspective
Engaged criticThink they can make things better
Makes suggestions, not just complaints; responds intelligently to others’ criticisms
Create forum to encourage discussion; recognize good ideas publicly
FlamerLike to argue with other members
Tend to participate in “flame wars” and may have specific other members they target
Refocus discussion on higher goals of community
TroublemakerHave a grudge against company; hope to create problems
Complains continuously and cannot be satisfied; uses incendiary language
Address individually and privately, if complaints continue in face of attempts to resolve, remove from community
Type of detractorWhy they
make trouble How to recognize What you should do
Dealing with detractors
Higher repeat visits
More repeat
custom
More loyal users
More loyal customers
Higher levels of interaction
More opportunities to interact
More useful site
Better customer experience
More content
More feedback, ideas
More traffic
More people talking about your brand
More links
More word-of-mouth referrals
More authority
Something worth talking about
39Mark Hancock, Strategy Director, Agency.com…http://www.holycow.typepad.com/
The virtuous cycle
SOCIAL MEDIA MEASUREMENT
Can we measure social?
Social media is new…
Measurement can be difficult…
Yes, measurement IS POSSIBLE!
What’s being measured
Quantitative Data
Credibility
Engagement | Impact | Stickiness
Innovative metrics
Measure activity
Pageviews
Unique visitors
Members
Posts (ideas/threads)
Number of groups (networks/forums)
Comments & Trackbacks
Tags/Ratings/Rankings
Time spent on site
Contributors
Active contributors
Word count
Referrals
Completed profiles
Connections (between members)
Ratios: Member to contributor;
Posts to comments; Completed profiles to
posts
Periods: by day, week, month, year
Frequency: of visits, posts, comments
Survey metrics
Satisfaction
Affinity
Quality and speed of issue resolution
Referral likelihood
Relevance of content, connections
New member metrics
New 'friends' after 30/60/90 days
Number of friends met online that users have met offline
Number of friends met online that member has subsequently collaborated with
Number of ideas that the user has gotten and then used in their work
Measure marketing/sales ROI
Cost per number of engaged prospects (community vs. other initiatives)
Number of leads/period
Number of qualified leads/period
Ratio of qualified to non-qualified leads
Cost of lead
Time to qualified lead
Lead conversion
Number of pre-sales reference calls (to other customers)
Average new revenue per customer
Lifetime value of customers
CS ROI metrics
Customer satisfaction
Number of initiated support
tickets per customer per period
Support cost per customer in
community
Prod. Dev. ROI metrics
Number of new product ideas
% of ideas from
customers/prospects/community
Idea to development initiation cycle time
Revenue/Adoption rate of new products from
community vs. traditional sources
Strategic insight on social
measurement
Number of mentions (tracked via web or blog search engines)
Positive/Negative listing ratios on major search engines
Long term relationships and establishing authority in your area of expertise
The value of engagement with your user base on a personal rather than database level
Are you able to convert negative conversations into positive ones?
Are you able to reach demographics that don’t respond to traditional media?
Is social media able to reach your market and engage them faster than previously?
Is it possible to spot trends far enough in advance to direct or at least get ahead of them?
Can your social media presence create volunteer evangelists?
ROI how-to
ROI how-to
Ranking metrics
Ranking metrics
About the Real Deal
Joseph Nolan is the consummate strategist and innovator. Over the
last eight years he has immersed himself in the influence professions
through interactions with the world’s elite brands and top universities.
Today, he continues the pursuit of his passions for educating, the
fusion of strategic marketing and communications and pioneering
strategies for capitalizing on the collegiate and affluencer segments.
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