10 Essential Tips For Social Media Research and Marketing

May 19, 2010

Twitter Hashtag: #ARFCAST

Presented by Lynne d Johnson, SVP Social Media, The ARF

Twitter: @lynneluvahemail: lynne@thearf.org

NEW  YORK  CITY

June  21,  2010  •  10:00am–3:00pmFor  info  and  registraDon:  hFp://www.thearf.org/assets/arf-­‐university

Social  Media  BootcampSocial  Media  For  Research  and  Marke6ng

#1 You Need to Be Where

Your Consumers Are

»

Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png

ARF University Social Media Bootcamp

Your Consumers Are Using Social Media

» Social Media > E-mail

» Social Media Nearly Rivals Search

» 20% of Conversation on Twitter = Brand Mentions

» Conversations Are Occurring About Your Brand Without You

» #1 Method for Sharing News and Information

#2 Set Clear Goals»

ARF University Social Media Bootcamp

Be Clear in Your Aim

» Knowing What You Want From Your Social Media Efforts First, Helps You Better Plan, Execute, and Measure

» Product Awareness vs Sales vs Customer Service vs Whatever Your Objectives Are

#3 Sell Social Media to the

C-Suite and Get Everyone on

Board

»

Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg

ARF University Social Media Bootcamp

How to Sell Social Media Internally

» Be Clear That Social Media Isn’t Just an Also, But a “Must-Have”

» Integrated Research

» Integrated Marketing

» Unstructured Conversations

» You’re Getting Valuable Rich Data You Can’t Get Anywhere Else

#4 Dive In»

Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg

ARF University Social Media Bootcamp

Just Do It

» Leave the Fear Factor to Reality Shows

» Who Owns It? Everyone!

» Do We Have the Resources? Yes, if it’s Infused Across the Organization.

#5 Test the Waters»

Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327-N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg

ARF University Social Media Bootcamp

Start Small By Listening and Tracking Buzz

» Google Alerts

» Social Mention

» Ice Rocket

» BlogScope

» Tweet Reach

» Twitter Sentiment

» Hootsuite

» Co Tweet

#6 Monitor Your

Competition»

ARF University Social Media Bootcamp

Learn From Others

» Read and Research Case Studies

» Read Websites That Cover Social Media

» Watch the Pros on Facebook and Twitter

» See How Publishers Build Social Media Into Their Sites To Figure Out Where You Fit In (It’s Not Just About Display Advertising Anymore)

#7 Find Your Voice»

ARF University Social Media Bootcamp

What’s The Voice of Your Company?

» Write a Social Media Strategy

» Write a Company Social Media Policy/Standards

» Telling Your Brand’s Story

» Content Creation

» Compelling Video

» Find Your Voice And Stick With It: Consistency Builds Trust

#8 Measure Consumer

Satisfaction»

ARF University Social Media Bootcamp

More Than Listening

» Customer Experience Moves to the Social Web

» Engage a Listening Platform

» Track, Monitor, and Analyze Sentiment Analysis

» Measure Real-Time Impact

#9 Engage the Consumer»

Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg

ARF University Social Media Bootcamp

Engagement vs Message Push

» Create Community (Private, MROC, Forums, Groups, Fans, Followers)

» Find Your Influencers and Let Them Engage New Customers For You

» Listen, Respond, Engage

» Contesting and Promotions

» Don’t Just Sell

3

#10 Assess Your

Achievements»

ARF University Social Media Bootcamp

Determining ROI

» Net Promoter Score

3

Source:http://www.netpromoter.com/np/calculate.jsp

ARF University Social Media Bootcamp

Determining ROI

» Razorfish SIM Score

» SIM Score = Net Sentiment for the Brand/Net Sentiment for the IndustryThe components of the above formula are:Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the BrandNet Sentiment for the Industry =(Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry

3

Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1

ARF University Social Media Bootcamp

» Share

» Engagement

» Reach

» Influence

» Impact

» Issue Resolution

» Satisfaction Score

» Trends

» Sentiment

Determining ROI

Social Marketing Analytics!  

A New Framework for Measuring Results inSocial Media

Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html

ARF University Social Media Bootcamp

Upcoming Events

Social Media Bootcamp June 21 2010

June 22-23 2010

To register, visit: https://my.thearf.org/

ARF University Social Media Bootcamp

Upcoming Council Meetings

Social Media – June 8 Digital Media (AM) – June 10 Multicultural (PM) – June 10 Engagement – June 15 Advertising Effectiveness – June 24 To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org

The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF!

http://bit.ly/TheARFListeningPlaybook_Rappaport (From ARF store book and download)http://bit.ly/TheARFListeningPlaybook_Amazon (Amazon and Amazon Kindle)

http://bit.ly/TheARFListeningPlaybook_BandN (Barnes and Noble)