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Social Media: How to do it right

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Overview of social media data and continued evolution, plus an introduction to Forrester's POST approach, social media metrics, and the dangers of using engagement and fans a business measurement.

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Social Media: How to do it right

  1. Social Media:How to do it rightAugie Ray@augierayExperienceTheBlog.com
  2. The world is full of bad assumptionsSocial media doesn’t Social media doesn’t drive purchase drive purchase behavior. behavior. Social media impact Social media impact customers and not customers and not prospects. prospects.
  3. 16 percent have changed their views about a political issue after discussing it or reading posts about it on the sites. Source: Pew Internet, Politics on Social Networks, 9/2012@augieray 3
  4. Source: Market Force 2012 @augieray 4
  5. Source: M Booth and Beyond, 12.2011 @augieray 5
  6. Social Media isInfluencing theAttitudes &Purchases @augieray 6
  7. The world is full of bad assumptionsSocial Media is aagood Social Media is good marketing channel. marketing channel. Consumers welcome Consumers welcome brands in social media brands in social media
  8. @augieray 8
  9. @augieray 9
  10. @augieray 10
  11. 51% of consumers expect that a “like” will result in marketingcommunications from brands...But 40% do not believe it should result in marketing communications. Source: Exact Target, Subscribers, Fans & Followers Study, 2011 @augieray 11
  12. How soon after you contact a brand, product or company on social media do you expect a response?Sources: American Express Global Customer Service Barometer 2012, Edison Research @augieray 12
  13. Brands AreWelcome onConsumers’ Terms @augieray 13
  14. The world is full of bad assumptionsFacebook growth Facebook growth is stalling is stalling Social media is mature. Social media is mature.
  15. Change in total timespent on social mediain the U.S.from 2011to 2012 ▲37% 121 billion minutes = 230,060 years @augieray 15
  16. @augieray 16
  17. Media Consumption in 18-to-24 year olds 50% decline in web-based email in just the past two years 1 hour and 45 minutes less television in Q2 2012 from year prior 45 minutes more online video viewing in Q2 2012 from year prior
  18. Social Mediais StillEvolving @augieray 18
  19. How to do social media right Source: StockMonkeys.com @augieray 19
  20. P People Assess your customers’ social activitiesO Objectives Decide what you want to accomplishS Strategy Plan for how relationships with customers will changeT Technology & Tactics Decide which social technologies to use @augieray 20
  21. P People Assess your customers’ social activities •Where are they sharing?O •What are their behaviors? •What are their expectations of brands in social media? •What regulations must be consideredS in relation to your audience? •What is their existing relationship to the brand?T @augieray 22
  22. Social Technographics Ladder Creators Forrester’s Social Critics Technographics classifies people according to how Collectors they use social technologies. Joiners Spectators Inactives
  23. Publish a blogCreators make social Creators Publish your own Web pages Upload video you createdcontent go. They write Upload audio/music you created Write articles or stories and post themblogs or upload video,music, or text. Groups include people participating in at least one of the activities monthly. @augieray 24
  24. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post themCritics respond to Post ratings/reviews of products/servicescontent from others. Critics Comment on someone else’s blog Contribute to online forumsThey post reviews, Contribute to/edit articles in a wikicomment on blogs,participate in forums, andedit wiki articles. Groups include people participating in at least one of the activities monthly. @augieray 25
  25. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites onlineJoiners connect in social Maintain profile on a social networking sitenetworks like MySpace Joiners Visit social networking sitesand Facebook Groups include people participating in at least one of the activities monthly. @augieray 26
  26. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sitesSpectators consumer Read blogssocial content including Spectators Watch video from other users Listen to podcastsblogs, user-generated Read online forums Read customer ratings/reviewsvideo, podcasts, forums,or reviews Groups include people participating in at least one of the activities monthly. @augieray 27
  27. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviewsInactives neither createnor consumer social Inactives None of the abovecontent of any kind @augieray 28
  28. Publish a blog Publish your own Web pagesConversationalists Creators Upload video you created Upload audio/music you createdupdate status on a social Write articles or stories and post themnetworking site or post to Post ratings/reviews of products/servicesTwitter at least weekly Critics Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above @augieray 29
  29. Differences Geographically
  30. Differences in B2B by Role
  31. Differences by gender and agehttp://empowered.forrester.com/tool_consumer.html
  32. It is Vital toUnderstand theSocial Behaviorsof Your Audience @augieray 33
  33. PO Objectives Decide what you want to accomplish •What is the problem you wish to solve? •What is benefit you wish to deliver?S •How will you measure success?T @augieray 34
  34. Start with Business Objectives… Learn Ascertain consumer behaviors, needs or opinions about brand or product, Manage reputation Enhance reputation; correct erroneous information; decrease specific negative brand sentiment; build trust; increase positive ratings; monitor for reputation, product and security crises Provide support Decrease call volumes, furnish service in channel of choice, educate Enhance marketing and sales Increase share of voice, create more demand, improve awareness and consideration, sell in social channels, listen for selling opportunities, empower advocates and employees Develop new products and business models Crowdsource to develop and test ideas, new shareable economy concepts, gather and use “big data”
  35. Objective One: Learn: Doritos Locos Taco Taco Bell used NetBase to analyze social media data Learned 80 to 90% of Taco Bell-related conversations taking place on Twitter Learned most significant driver of negative conversations was limited quantities of product.Plan: Developed marketing plan for “tweet off” with prize being exclusive advance access to productOutcome: Net sentiment for entire brand rose 20%; 200M Dorito Locos Tacos sold, most successful product launch to date
  36. Objective Two: Manage Rep: Total SA Energy giant Total SA monitors social media to manage reputation. In March, it faced a potentially lethal industrial accident: a gas leak in its Elgin gas field.Plan: Monitor for questions and misinformation, responding in real time.Outcome: Estimates are the company decreased by 20% potentially damaging articles or discussions online. CEO praises handling, saying incident was handled responsibly and transparently, demonstrating the priority placed on safety and the environment."
  37. Objective Three: Provide Support: Skype Skype wanted to cut support costs and enhance self servicePlan: Enhance and promote existing support community; offer it in eight languages; launch #SkypeTalks live events with questions streamed communities and TwitterOutcome: First contact resolution at 70% for 10 million users/month; 10% reduction in traditional support costs; Community members are 30% more likely to use long-term subscriptions
  38. Objective Four: Marketing/Sales: Cisco Cisco’s YouTube channel has 20,000 followers Wanted to leverage videos to increase inbound traffic, leads and salesPlan: Leverage the free annotations available with YouTube Brand channels to link to the next step in the customer journey.Outcome: In the first 60 days, the calls to actions received 3,660 clicks. Cisco now adding clickable calls to action for all of new videos.
  39. Objective Five: New Products: Barclaycard Desired to test how social media might enhance the launch of a new credit cardPlan: Launch the worlds first community-designed credit card. Barclaycard is transparent about financial performance and engages cardmember community to build a better credit card experience.Outcome: More than 50 crowdsourced customer ideas and suggestions implemented; Barclaycard’s cardmember community has helped drive customer retention up 25% versus typical programs, and decreased customer complaints by 50%.
  40. Define Metrics Before Strategies More Directly Financial Financial: Risk Mitigation: •Sales •Decrease cost of future •Leads reputation crises •Costs saved •Share of wallet •Decreased return rates •Media mix modelingShort LongTerm Term Digital: Brand: •Clicks •Awareness •SEO •Consideration •Traffic •Intent •Fans •NPS/Advocacy •Engagements •RTs Less Directly Financial
  41. Examples of Financial Metrics In December 2009, Dell announced it had measured through trackable links $6.5m in revenue from its @DellOutlet Twitter handle. Petco.com found that products with reviews have return rates that are 20% lower than those without reviews — and the return rate is 45% lower for products with more than 25 reviews — saving on shipping, restocking, and customer service costs. One financial services firm used Media Mix Optimization to discover social media contributed 1.3% of its insurance, 1.5% of its credit cards and 3.1% of its bank products volume.
  42. Examples of Brand Metrics Secret implemented “Let Her Jump,” a petition to allow female ski jumping in the Winter Olympics. The brand used a combination of online surveys of Facebook users and Nielsen Brand Lift surveys to discover that the belief that Secret deodorant works better than other deodorants increased 8 points and purchase intent jumped 11%. Bank of America used its private online community of high school students, the Student Pulse, to learn about high school students relationship with their finances. Insights garnered from community helped BAC to increase unaided brand awareness 30%, brand favorability 40% and brand consideration 13%.
  43. The Risk Mitigation Calculation
  44. Examples of Digital Metrics Dell’s Trade Secrets campaign launched to support Vostro V180 laptop sales to SMB market. Identified a list of 150+ influencers in the US and UK and distributed laptops, asking for feedback and recommendation through Twitter chats, giveaways and offline events. Exceeded goals for Facebook posts by 547%; tweets by 8235%; blog posts by 113%, and total digital impressions by 250%. To build awareness of its telecommunications offerings for brand and enterprise IT, CenturyLink identified blogs and communities where tech decision makers participate and launched participation. Increased brand impressions by 50% and clickthroughs from social channels by 60% in one quarter.
  45. Look! A Fan Surge!170,000 Bank Transfer Day160,000150,000140,000 11/19130,000 159,577120,000110,000100,000 10/22 90,000 66,353 80,000 70,000 10/20 10/23 10/26 10/29 11/1 11/4 11/7 11/10 11/13 11/16 11/19
  46. +$ Advoc at e Loyal custom Active er shopp Blogg er er/Jou rnalist Occas ional C ustom Prosp er High Value Fans ect High Value Fans Emplo y ee Vendo r Freeb ie see ker Swee pstake r Conte st Hou nd Comp etitor Disgru ntled c ustom Detrac t or er Activis t Low Value Fans Low Value Fans All Fans are Not Created Equal-$
  47. Sources are Not Created Equal er er ustom ustom rnalist er ker nd er ntled c ional C custom r shopp st Hou pstake ie see er/Jou etitor y ee t or ect at e t Detrac r Disgru Activis Emplo Comp Vendo Prosp Occas Active Conte Freeb Advoc Swee Blogg Loyal Earn Earn Pay Pay Earn Earn• Product & Service Experience • Product & Service Experience• What you stand for • What you stand for• How you conduct business • How you conduct business
  48. Look! Lots of Engagement!Total Insurance Conversation Percentage of Social Media Volume by Brand Conversations by Topic
  49. Progressive’s Fan “Success”? 4,501,045 likes 52,530 talking about this
  50. Progressive’s Fan “Success”? 4,501,045 likes 52,530 talking about this
  51. Where’s the affinity for brand?
  52. b = SuccessSuccess is more than mere o r ct e ve dg d re an fo Br or ct fa Engagement y r ca g e to de ed ea cr * e i s e m th g Ti or ed tf & e gh er ∑UWD ei us W n ee e tw be ity fin e Af n ity ffi fA FansA * o er w po e th to ns Fa
  53. Fans andEngagement arenot BusinessMetrics @augieray 54
  54. P Strategy Plan for how relationships withO customers will change: •How will you alter perception and behavior?S •How will you acquire resources & skills needed? •Where in organization will responsibilities fall?T •What are the risks and how will they be mitigated? @augieray 55
  55. P Technology Decide which social technologies to useO •What technology will be used? •Homegrown or procured? •SAAS or on premise?S Tactics Define tactics •Standard Operating ProceduresT •Escalation rules •Moderation standards •Content approval processes @augieray 56
  56. Thank You Augie Ray @augierayhttp://ExperieceTheBlog.com

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