Business Fundamentals

Social MediaMaster ClassNavigating the fast-paced and dynamic social media environment

AgendaAssumptionsSocial Media LandscapeBuilding A Social EnterpriseEmployee Advocacy and Employer BrandingSocial Media ROI

Assumptions For TodayThis is not about abandoning your current activities Everything I share with you is optional and for your considerationYou dont have to be Snapchatting or tweeting by the end of the day but I hope you have a new appreciation for their powerWe will make it interactive and make the most of our time together to answer as many of your questions as possible

About MeB.A. Econ, B.F.A. Film Production, M.B.A. (Rotman, 2003)Taught Entrepreneurship at OCADUTeach Digital Strategy at U of Ts SCSFormer Head of Social Media Strategy for RBCE-commerce PioneerProduced a documentary exhibited at TIFF, Melbourne and Sydney as well as broadcast on Channel 4 (UK) and SBS-TV in Australia

The Social Media LandscapeThe Good, The Bad, And The Surprising. Understanding The Environment, Behaviour, And Etiquette

6Social media spark a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change. Brian Solis, Altimeter Group

The Speed of Adoption

Source: http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

Social Networking Dominates Time Spent Online In Canada

Some of the conversations are interesting while others not so much...

How Many Of You Are On:LinkedinFacebookTwitterInstagramSnapchatVineThisPeachMeerkatPeriscopeElloTsu

2011 ~ 150

2012 ~ 350

2014 ~ 1000

2015 ~ 2000

2016 ~ 3500

X19 Million Canadians are on the network

2127.8 million Canadians have internet access49% of time online now spent on mobileCanada has 24M mobile subscribers (approximately 4/5 mobile users)Canada has worlds most engaged usersAlmost half of Canadians access the internet via mobile (smartphones and tablets)

According To Comscore

Mobile

Deloitte Predicts

Customers Shift To Mobile

Techcrunch (Mar 2011) Facebook has 250 Million Mobile Users 40% of tweets come from mobile devicesThe average american spends 2.7 hours per day socializing on mobile devices91% of mobile access is to socialize

Tablet Web Traffic

LinkedIn iPad App

ORGANIC REACH APPROACHING ZERO

Snapchat Stats10B Daily Video ViewsAverage number of photos share per minute 9000100 Million daily active users60% of daily users contribute contentAccording to Snapchat, the app has 70% of female users, compared to 30% of men

Source: http://expandedramblings.com/index.php/snapchat-statistics/

Snapchat Age Segments

Source: Statista.com

BEST TIME TO TWEET

8 10%

Disrupt

Serendipity

OREO

2016-06-30Confidential ArCompany Inc.

Beyonc & Red Lobster

#canalnotes#postitwars

Mistakes

EPICURIOUS + BOSTON BOMBING

ACKNOWLEDGE AND APOLOGIZE

61Offline Moves Online

Mitt Romney And The 47%

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64Judged by the employees you keep

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CollateralDamage

Tech Evangelist

Adria Richards

DONGLE-GATE

Collateral Damage

FedEx

21 Seconds

Papa Johns

Transparency And Community

Listen. Engage. Influence. These are key elements in most social media strategies for an enterprise and they apply to HR too. Lets look at how.

McDonalds Canada

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Our Food. Your Questions.

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Social Good

Crowdsourcing

Every social media initiative should begin with listening.84

Content

They Ask, You Answer2001 Founded River Pools2008 Economic downturn2009 Started a blog with content to answer customer questions2010 Installed 600+ poolsToday More traffic than any other pool company site in the world

Thought LeadershipContent Contact Cash600% increase in lead generation from 1 quarter to the nextSocial Media sales leads are the best leads ever received

The Case For Blogging

Earned Media & Storytelling

Results 8,000,000 views in first monthConversation shares57 percent via blogs23 percent via online forums11 percent via twitter9 via traditional news media

Not showing what Intel makes but showing what Intel makes possible

ResultsFocused on telling influencers stories rather than Intels story21,000 photos and videos uploaded by users 3000+ press articles5000 tweetsProfile films received 12M views$15M in earned mediUser submissions 15x > YouTube contest benchmark37M content views from 198 countriesAverage 7 minutes per visit

http://riktiglike.en.forsvarsmakten.se99

http://riktiglike.en.forsvarsmakten.se100

http://riktiglike.en.forsvarsmakten.se101

WestJet

DELIGHT = ADVOCACY

Content that educates.

Lead with value.

Be helpful.

Delight.

Building A Social Enterprise

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Organizational DNA

ListenEngageInfluence

Listen. Engage. Influence. These are key elements in most social media strategies for an enterprise and they apply to HR too. Lets look at how.

Your Competitors Are Listening!

CompetitiveIntelligence

Your Recruiting Message Here

Culture

Talent

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Count Me In!WhateverI Dont Want To Tweet And You Cant Make MeInternal Social Media Attitude

Operating ModelsDecentralizedCentralizedHub and SpokeDandelionAdapted from Altimeter Group

How do you do what you do?

How does communication flow?

Humanizing

So what happened?Were experts at airplanes but novices in social media. Were learning as we go. BoeingThousands visit blog, NYTimes, Forbes, ABC TV (Seattle & Denver)Boeing Communications and Engineer respondsInvitation to visit Boeing and Future of Flight

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TrainGuideEmpower

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154EmployeeAdvocacy

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Maturity Level of Employee Advocacy Programs

Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today

Benefits Firms Receive from Employee Advocacy

Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today

Firms with Employee Advocacy Programs Grow Faster

Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today

http://www.dreamgrow.com/employees-are-your-best-advocates/

Does Social Media provide ROI?

photo credit: Rosaura Ochoa via photopin cc165

WRONG QUESTION

THE REAL QUESTION IS

How do you measure Social Media ROI?

photo credit: Rosaura Ochoa via photopin cc168

BUT FIRST SOME QUESTIONS you need to ask yourself to help you understand:

WHERE to startWHAT to focus onWHAT meaningful social media ROI looks like

What are your organizations objectives for the next 4-6 months?

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In too many organisations, social media is not integrated with the current sales and marketing objectives

Which results in no ability to measure the impact of social media

How good is your organization at tracking and measuring its own performance currently?

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What is yourorganizations readiness to adopt social media and the associated responsibilities and performance measurement processes?

Do different departments cooperate and collaborate to ensure that an action in one area generates an outcome that can be measured in another?

photo credit: ralphbijker via photopin cc

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Or in other words,If you distribute a tweet with a link to a landing page, can you see how that tweet contributed to the conversions on the landing page?

ATTRIBUTION

Are you clear on your objectives?Have you determined the current state of customer satisfaction?Have you aligned different business units and departments?Are the necessary processes and measurement capabilities in place?Have you identified and rallied a very willing group of people eager to take on this new challenge?

How well are you serving your customers?

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Find out how customers feel about your product or services

photo credit: Fabio Trifoni via photopin cc180

OTHERWISE

You run the risk of drawing attention to their dissatisfaction as you embark on a social media initiative.

183Are youconfident about how youmeasure the results of yoursales and marketing efforts?

photo credit: bradhoc via photopin cc183

Getting Started

BENCHMARKING

What are your baseline metrics?Frequency of measurement?Tools and processes of measurement?Whos involved internally and externally?What is the delta between where you are and where you want to go?What is your plan to get there and how will you track your progress?Incremental or aggressive growth?

TOOLS AND KPIs

SOCIAL MEDIA KPIsReach/ImpressionsShare of VoiceConversation VolumeSentimentLikesShares, RTs, RepostsViewsClick Through RateCommentsDemographicsFollowersFavouritesTweets/DayResponse RateEngagementInfluenceSubscribersRevenue

TOOL SELECTIONWhat are you trying to accomplish (i.e. monitor, measure, analyze, manage)?How much complexity can you handle (manual vs automated)?What actionable insight(s) are you looking for answer to SO WHAT?Whats your budget?Who else will be using the tool(s) and what is their technical aptitude?

Listening provides feedback from the market and your efforts that inform refinements and changes to your strategy.

You need to be willing to accept the feedback and adjust accordingly

RECAPDetermine Your ObjectivesEstablish Baseline MetricsSelect Your Tools ProperlyTest, Measure, and AdjustAvoid Analysis Paralysis Always Look for the Actionable Insight the SO WHAT!

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Focus on the properties you own and use social channels and associated performance metrics to guide your strategy to drive conversions.

Nikes brand is not Facebook.com/nike. Its Nike.com.- Fred Wilson, VC

ROI EquationTraditional Metrics+ Social Media Metrics+ Clear AttributionRevenue ($)

ROI can be achieved. It just has to be designed into your efforts from the start.

You know longer control the message but you can influence itThere are conversations happening about you whether you are there to participate or notGolden Rule: the ultimate reputation management toolIf you do nothing else, at least listenEmbrace the situation, train your employees, and empower them to be your advocates

CLOSING THOUGHTS

THANK YOU!Andrew JenkinsCell: 647-262-4242ajenkins@volterraconsulting.com@ajenkins

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