SlideShare a Scribd company logo
1 of 55
Download to read offline
Social Media Buyer’s Guide Short Description William Gaultier, CEO - e-Storm International Chris Heuer, Founder - Social Media Club Month Year PREPARED BY
Project Background
What We Did ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS OVERVIEW
Total Survey Size ,[object Object],[object Object],[object Object],MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS OVERVIEW
Geographical Location of Respondents n=45 of 46 org buyers total respondents 145 MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS OVERVIEW
Primary Goals of SMBG Analysis
Our Preliminary Findings
It’s Real. Social Media is Here to Stay.
[object Object],[object Object],Does your company have a defined Social Media Strategy?  OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION
n=21of 46 org buyers total respondents 145 OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION Does your company have a defined Social Media Strategy?
Does your company have a defined Social Media Strategy?  OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION “ Over the past eighteen to twenty-four months, there has been an explosion of 2.0 technologies, and consumer participation in the social graph…continues to increase - not just people watching it, but also joining it and promoting it. Marketers and organizations are waking up to the potential opportunity to market to these audiences as well as learn from them through a research perspective, while also tapping this new channel as a way to manage the customer.” Blake Cahill Visible Technologies
Does your company have a defined Social Media Strategy?  OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION "My first social media plan failed.  It wasn't so much that the community didn't respond, but the employees didn't stick with it.  The company wanted to see instant results and as the months went by with only a few traceable conversions the employees quit putting in the time. Our new strategy (yet to be tested) is to make the social media plan a part of a specific department.  Before I had a team of 5 people from every department. Now it will just be me and the content department.”  Anonymous  Participant
People in Your Organization Who "get" Social Media? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
Does Senior Management Support Social Media? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS “ Operationally, everybody needs to be ready because the responses that come back, again from the community, may cut across the lines outside of the charter of the social media project…” “ If you’re launching out something for a marketing purpose and suddenly you’re getting inundated with customer service or product issues, the objectives of “I’m prepared to message and communicate with you with an objective around sales, or perception shifting or something like that, or engagement, and suddenly, I’m having to respond to service and product issues; I need to get my customer service team engaged in this.”  Peter Fasano Coca-Cola/MassLogic CHALLENGES Readiness : it’s not just being armed with the knowledge of social media, but also your team’s ability to scale…
What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS CHALLENGES “ Know your internal audience, and, get to know your external community very well so you can provide them the best service.” Peter Fasano Coca-Cola/Mass Logic Readiness : …and also how to rally your community to help when needed.
What are the roadblocks? “ The people who are most involved with social media - interns or very junior level marketing people - may get social media better than others, in terms of [their involvement with] Facebook.  But they don’t necessarily get brand management to the degree that a senior brand manager does.  That’s a real issue.” David Berkowitz 360i OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Experience : Many involved with Social Media have an elementary or non-existent understanding of marketing. CHALLENGES
What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Measuring ROI : Two different schools of thought on what matters most – from the pragmatic… CHALLENGES “ When it comes to Social Media, ROI is not Return on Investment. It's Return on Interaction, Return on Involvement, Return on Influence, Return on Idea-sharing. In a nutshell it's a return on being part of the community through conversation and relationship development. Really no different than face-to-face networks. The one difference is the use of technology to have the interaction.” “ Number of New Leads/Prospects/Partners, Customer Satisfaction Metrics, # of New Ideas/Feedback”  Anonymous  Participant Anonymous  Participant … to the romantic.
What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Measuring ROI : Hard metrics go much further than brand sentiment, and most practitioners don’t realize how to measure. “ The questions we get on a daily basis often tie into ‘what is the ROI’ and ‘what is the best way to measure it.’  It often gets into some gray areas.  It’s not like you’re going to necessarily sell more shampoo because you’ve got 5% more chatter on Facebook.  There are a lot of ways to get closer to figuring out what the value [of ROI] is. Looking at the sentiment along with the volume of conversation or whatever it is you’re measuring, whether it’s conversations, video views, or friends or fans you have on Facebook.  I don’t want to knock the field entirely, but we haven’t seen any that replace just going ahead and doing it manually.” David Berkowitz 360i CHALLENGES
What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Negative WOM : There really is a direct relationship to ROI. “ When considering ROI, companies should not ignore the Elephant in the room – Negative Word of Mouth. A study by London School of Economics showed that companies can generate 3x more ROI by just decreasing negative word of mouth – that’s a compelling story for anyone looking for Social Media ROI.”  William Gaultier e-Storm CHALLENGES
Does Senior Leadership Listen to Social Media Feedback? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS CHALLENGES
[object Object],[object Object],[object Object],Is enough being invested? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS CHALLENGES
So how do brands get started on social media plans?
Do Corporate Buyers have an annual Social Media budget? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
Percentage of total budget allocated to Social Media in 2009 N=19 of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
When to invest in social media OVERVIEW MOTIVATION MEASUREMENT ANALYSIS “ Start to get a sense of is there stuff going on already?  Is there some pressing need or is it just a low- level of chatter about that kind of brand and industry over the course of conversation?  That could also help adjust marketers’ timing or overall thinking around it before they even start investing the money” “ One of the early stages of your readiness as an organization that it says, “I need to activate social media services” … “ Operationally, you need to be prepared in a number of ways to deal with the response you’re going to get, positively or negatively” David Berkowitz 360i Peter Fasano Mass Logic CHALLENGES IMPLEMENTATION
The Buying Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
Top Social Media Objectives OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
So what are your top questions to ask?
What are the top 3 Questions you should ask social media vendors or experts? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
[object Object],[object Object],[object Object],[object Object],OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION What are the top 3 Questions you should ask social media vendors or experts?
What are the top 3 Questions you should ask social media vendors or experts? OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION “ What is your commitment to our brand to make sure it works?”  Paula Drum H&R Block “ Do you understand the business I am in well enough to be a strategic partner in my communications efforts? How will you help me achieve my business objectives? How will you measure the results you have promised?”  Joel Postman Intridea “ What needs does your tool/service specifically meet?  What training will my users require to be able to use this effectively?  Where would your tool work best, and in which situations would not be the best choice?”  Jeff Moriarty Intel
So how do you measure?
Do you currently produce reports? N=16 of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS MEASUREMENT
What type of metrics do you use to measure Social Media? n=27 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS MEASUREMENT
Numbers vs. Emotions ,[object Object],[object Object],OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
Free Rein or Tight Leash? ,[object Object],[object Object],OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS Anonymous  Participant ,[object Object],MEASUREMENT
What's the ROI? ,[object Object],[object Object],OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS MEASUREMENT
What's the ROI? OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS ,[object Object],Luc Levesque TravelPod Christopher Barger General Motors “ It’s on more of a brand and even vehicle level than the entire experience somebody has with General Motors from end to end. [...There are...] multiple kinds of measures of success.” MEASUREMENT
What's the ROI? OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS Isabelle Christensen RECsolar “ What I do internally is for the type of business that we do, we track two things for all of our marketing efforts.  Number one is the cost per lead.  That is something we can track.  Secondly, is the payback for this investment to launch this campaign?  We don’t have any fancy tool at this moment to track the lead generation and the payback.  Basically, we use Google Analytics and Excel spreadsheet to track that information.” ,[object Object],Jonathan Coffman PBS MEASUREMENT
So which approach is best suited for Social Media with your strategy? Why?
Short Term Revenue Driving OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS Isabelle Christensen RECsolar “ For 2009, the marketing objective for the company really is more short term than long term.  It’s mostly for lead generation; therefore, based on those criteria, the social media advertising really doesn’t support our objective.  I would use social media advertising when my marketing objective is for long term demand generation and branding”  MEASUREMENT
Long Term Brand Preference OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS Christopher Barger General Motors “ How do you impact the consideration of your products?  Are there people who, prior to their interaction with you, weren’t even going to be willing to consider an American vehicle or a GM vehicle, who are now looking differently at it.  Have you shifted the tonality of their conversations on their sites?  Have you shifted the tonality of the conversations in whatever platform you’re engaging?  Are you increasing the consideration?  Are you increasing the brand affinity?  Are you increasing the number people who are just willing to say, “I’ll give you a chance, where I wouldn’t have before the engagement”?” MEASUREMENT
Long Term Brand Preference OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS “ One of my big measurements is how do I increase consideration in my brand.  You might have to look at different ways to get to a bigger brand building measure, such as changing consideration.  Definitely, the micro measurements of ‘did I increase search rankings, how many people, and what activity has happened’ is one of them.  PR mentions would be another one, but then you might have to put something in or alter your brand tracking studies or your product tracking studies to be able to get to something that might be a higher level metric.” Paula Drum H&R Block MEASUREMENT
What is the Most Important Advice for Other’s Buying Social Media Technologies and Advertising?
[object Object],Stop talking. Start doing. OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS Anonymous  Participant ,[object Object]
[object Object],Stop talking. Start doing. OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS Anonymous  Participant ,[object Object]
Further Advice From Your Peers
Advice on Purchasing Social Media Technology OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS ,[object Object],[object Object],Alan Lepofsky Socialtext Ensure vendors know how to manage  change
Three criteria that corporate buyers should use in evaluating social media providers (e.g. technology)? OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT Peter Fasano Coca-Cola/Mass Logic ,[object Object],[object Object],[object Object],ANALYSIS Understand how the provider measures ROI
What are some of the questions to ask of vendors (e.g. technology)? OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT Blake Cahill Visible Technologies “ Can you collect the data?” “ Can you sentiment it?” “ Can you help me find influencers?” “ How can I appoint the conversations to subject matter experts inside my organization?”  AND “Once I’ve listened, and I start to interact, how can I integrate that and manage that across my organization?” ANALYSIS Analyzing and applying the data
Initial study foretells a maturing industry ,[object Object],[object Object],[object Object],OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
With Special Thanks To: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
There is so much more to discuss... Social Media Buyer’s Guide #2 with IDC, Gartner – coming soon!
So join the conversation at  http://socialmediabuyersguide.com/   William Gaultier [email_address]   twitter: @wgaultier Chris Heuer [email_address]

More Related Content

What's hot

Social Marketing: Launch Your Marketing to the Moon
Social Marketing: Launch Your Marketing to the MoonSocial Marketing: Launch Your Marketing to the Moon
Social Marketing: Launch Your Marketing to the MoonYasin Güler
 
Social media communications strategy by Robin Gurney
Social media communications strategy by Robin GurneySocial media communications strategy by Robin Gurney
Social media communications strategy by Robin GurneyAltex Marketing OÜ
 
Creating An Integrated Social Media Strategy
Creating An Integrated Social Media StrategyCreating An Integrated Social Media Strategy
Creating An Integrated Social Media Strategypholbrook
 
Influence 2.0. The future of Influencer Marketing
Influence 2.0. The future of Influencer Marketing Influence 2.0. The future of Influencer Marketing
Influence 2.0. The future of Influencer Marketing Ninja Van Vietnam
 
Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...Laurence Borel
 
Social Media Assessment Workbook
Social Media Assessment WorkbookSocial Media Assessment Workbook
Social Media Assessment WorkbookTom Humbarger
 
Word of Mouth Marketing
Word of Mouth MarketingWord of Mouth Marketing
Word of Mouth MarketingDemand Metric
 
Ch.5 social media in advertising and marketing
Ch.5 social media in advertising and marketingCh.5 social media in advertising and marketing
Ch.5 social media in advertising and marketingLeslie044
 
Ch.5 social media in advertising and marketing
Ch.5 social media in advertising and marketingCh.5 social media in advertising and marketing
Ch.5 social media in advertising and marketingpmckell
 
How to Drive 10X More Leads with Social Selling
How to Drive 10X More Leads with Social SellingHow to Drive 10X More Leads with Social Selling
How to Drive 10X More Leads with Social SellingMohamed Mahdy
 
Social Media Changed Events Forever. Here is Proof!
Social Media Changed Events Forever. Here is Proof!Social Media Changed Events Forever. Here is Proof!
Social Media Changed Events Forever. Here is Proof!Julius Solaris
 
Effective use of Instagram for Business
Effective use of Instagram for BusinessEffective use of Instagram for Business
Effective use of Instagram for BusinessDemand Metric
 
Social Media Yield 3 5 Cb
Social Media Yield  3 5 CbSocial Media Yield  3 5 Cb
Social Media Yield 3 5 Cbnashgold
 
Ibm 10 marketing trends for 2016
Ibm 10 marketing trends for 2016Ibm 10 marketing trends for 2016
Ibm 10 marketing trends for 2016Pascal Stolz
 
Nailing social media marketing roi
Nailing social media marketing roiNailing social media marketing roi
Nailing social media marketing roiAudacious Leap
 
Social selling white paper pitch you
Social selling white paper  pitch youSocial selling white paper  pitch you
Social selling white paper pitch youAlexander Lofts
 

What's hot (19)

Social Marketing: Launch Your Marketing to the Moon
Social Marketing: Launch Your Marketing to the MoonSocial Marketing: Launch Your Marketing to the Moon
Social Marketing: Launch Your Marketing to the Moon
 
Social media communications strategy by Robin Gurney
Social media communications strategy by Robin GurneySocial media communications strategy by Robin Gurney
Social media communications strategy by Robin Gurney
 
Creating An Integrated Social Media Strategy
Creating An Integrated Social Media StrategyCreating An Integrated Social Media Strategy
Creating An Integrated Social Media Strategy
 
Influence 2.0. The future of Influencer Marketing
Influence 2.0. The future of Influencer Marketing Influence 2.0. The future of Influencer Marketing
Influence 2.0. The future of Influencer Marketing
 
Social Media B 2 B
Social Media B 2 BSocial Media B 2 B
Social Media B 2 B
 
Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...
 
Social Media Assessment Workbook
Social Media Assessment WorkbookSocial Media Assessment Workbook
Social Media Assessment Workbook
 
50 Social Insights From Real Marketers
50 Social Insights From Real Marketers50 Social Insights From Real Marketers
50 Social Insights From Real Marketers
 
Word of Mouth Marketing
Word of Mouth MarketingWord of Mouth Marketing
Word of Mouth Marketing
 
Ch.5 social media in advertising and marketing
Ch.5 social media in advertising and marketingCh.5 social media in advertising and marketing
Ch.5 social media in advertising and marketing
 
Ch.5 social media in advertising and marketing
Ch.5 social media in advertising and marketingCh.5 social media in advertising and marketing
Ch.5 social media in advertising and marketing
 
How to Drive 10X More Leads with Social Selling
How to Drive 10X More Leads with Social SellingHow to Drive 10X More Leads with Social Selling
How to Drive 10X More Leads with Social Selling
 
Social strategies for 2014
Social strategies for 2014Social strategies for 2014
Social strategies for 2014
 
Social Media Changed Events Forever. Here is Proof!
Social Media Changed Events Forever. Here is Proof!Social Media Changed Events Forever. Here is Proof!
Social Media Changed Events Forever. Here is Proof!
 
Effective use of Instagram for Business
Effective use of Instagram for BusinessEffective use of Instagram for Business
Effective use of Instagram for Business
 
Social Media Yield 3 5 Cb
Social Media Yield  3 5 CbSocial Media Yield  3 5 Cb
Social Media Yield 3 5 Cb
 
Ibm 10 marketing trends for 2016
Ibm 10 marketing trends for 2016Ibm 10 marketing trends for 2016
Ibm 10 marketing trends for 2016
 
Nailing social media marketing roi
Nailing social media marketing roiNailing social media marketing roi
Nailing social media marketing roi
 
Social selling white paper pitch you
Social selling white paper  pitch youSocial selling white paper  pitch you
Social selling white paper pitch you
 

Viewers also liked

Web 2.0 Collaboration – Using digital tools for redesigning governance
Web 2.0 Collaboration – Using digital tools for redesigning governanceWeb 2.0 Collaboration – Using digital tools for redesigning governance
Web 2.0 Collaboration – Using digital tools for redesigning governancePaul Gilbreath
 
Social Media: A short Introduction
Social Media: A short IntroductionSocial Media: A short Introduction
Social Media: A short IntroductionBob Northey
 
Social Media in the Enterprise
Social Media in the EnterpriseSocial Media in the Enterprise
Social Media in the EnterpriseDick Pepper
 
A Manifesto For Social Enterprise In Scotland
A Manifesto For Social Enterprise In ScotlandA Manifesto For Social Enterprise In Scotland
A Manifesto For Social Enterprise In ScotlandBob Northey
 
Collaboration Tools and Patterns for Creative Thinking
Collaboration Tools and Patterns for Creative ThinkingCollaboration Tools and Patterns for Creative Thinking
Collaboration Tools and Patterns for Creative ThinkingChristian Kohls
 
Social Media Buyers Guide Preview
Social Media Buyers Guide PreviewSocial Media Buyers Guide Preview
Social Media Buyers Guide Previewsocialmedia
 
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management PlatformThe B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management PlatformSapir Segal
 
Codemash pre-compiler - Collaborative Decision Making
Codemash pre-compiler - Collaborative Decision MakingCodemash pre-compiler - Collaborative Decision Making
Codemash pre-compiler - Collaborative Decision MakingDoc Norton
 
EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...
EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...
EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...{code}
 
Accessing Enterprise Content with Mobile Search
Accessing Enterprise Content with Mobile SearchAccessing Enterprise Content with Mobile Search
Accessing Enterprise Content with Mobile SearchFindwise
 
Collaboration tools
Collaboration toolsCollaboration tools
Collaboration toolsdeniseram00
 
Web 2.0 Online Collaboration (Public)
Web 2.0 Online Collaboration (Public)Web 2.0 Online Collaboration (Public)
Web 2.0 Online Collaboration (Public)Daniel Livingstone
 
collaboration tools and digital presence
collaboration tools and digital presencecollaboration tools and digital presence
collaboration tools and digital presenceGloria Román
 
Dreamforce14 Multi Org Collaboration Architecture
Dreamforce14  Multi Org Collaboration ArchitectureDreamforce14  Multi Org Collaboration Architecture
Dreamforce14 Multi Org Collaboration ArchitectureRichard Clark
 
Creative Collaboration: Tools for Teams
Creative Collaboration: Tools for TeamsCreative Collaboration: Tools for Teams
Creative Collaboration: Tools for TeamsDoc Norton
 
Social Media Tools for Business Buyer's Guide
Social Media Tools for Business Buyer's GuideSocial Media Tools for Business Buyer's Guide
Social Media Tools for Business Buyer's GuideNeal Schaffer
 
Collaborate to Win - Why Every Company Needs a Culture of Collaboration
Collaborate to Win - Why Every Company Needs a Culture of CollaborationCollaborate to Win - Why Every Company Needs a Culture of Collaboration
Collaborate to Win - Why Every Company Needs a Culture of CollaborationWrike
 
Collaboration Trends and Strategy Approaches for 2016
Collaboration Trends and Strategy Approaches for 2016Collaboration Trends and Strategy Approaches for 2016
Collaboration Trends and Strategy Approaches for 2016Dion Hinchcliffe
 
Collaboration tools and Digital Presence
Collaboration tools and Digital PresenceCollaboration tools and Digital Presence
Collaboration tools and Digital PresenceEdgardo Zeledón
 

Viewers also liked (20)

Web 2.0 Collaboration – Using digital tools for redesigning governance
Web 2.0 Collaboration – Using digital tools for redesigning governanceWeb 2.0 Collaboration – Using digital tools for redesigning governance
Web 2.0 Collaboration – Using digital tools for redesigning governance
 
Social Media: A short Introduction
Social Media: A short IntroductionSocial Media: A short Introduction
Social Media: A short Introduction
 
Social Media in the Enterprise
Social Media in the EnterpriseSocial Media in the Enterprise
Social Media in the Enterprise
 
A Manifesto For Social Enterprise In Scotland
A Manifesto For Social Enterprise In ScotlandA Manifesto For Social Enterprise In Scotland
A Manifesto For Social Enterprise In Scotland
 
Collaboration Tools and Patterns for Creative Thinking
Collaboration Tools and Patterns for Creative ThinkingCollaboration Tools and Patterns for Creative Thinking
Collaboration Tools and Patterns for Creative Thinking
 
Social Media Buyers Guide Preview
Social Media Buyers Guide PreviewSocial Media Buyers Guide Preview
Social Media Buyers Guide Preview
 
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management PlatformThe B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
 
Codemash pre-compiler - Collaborative Decision Making
Codemash pre-compiler - Collaborative Decision MakingCodemash pre-compiler - Collaborative Decision Making
Codemash pre-compiler - Collaborative Decision Making
 
EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...
EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...
EMC World 2016 - code.10 Jumpstart your Open Source Presence through new Coll...
 
Accessing Enterprise Content with Mobile Search
Accessing Enterprise Content with Mobile SearchAccessing Enterprise Content with Mobile Search
Accessing Enterprise Content with Mobile Search
 
Collaboration tools
Collaboration toolsCollaboration tools
Collaboration tools
 
Web 2.0 Online Collaboration (Public)
Web 2.0 Online Collaboration (Public)Web 2.0 Online Collaboration (Public)
Web 2.0 Online Collaboration (Public)
 
collaboration tools and digital presence
collaboration tools and digital presencecollaboration tools and digital presence
collaboration tools and digital presence
 
Dreamforce14 Multi Org Collaboration Architecture
Dreamforce14  Multi Org Collaboration ArchitectureDreamforce14  Multi Org Collaboration Architecture
Dreamforce14 Multi Org Collaboration Architecture
 
Creative Collaboration: Tools for Teams
Creative Collaboration: Tools for TeamsCreative Collaboration: Tools for Teams
Creative Collaboration: Tools for Teams
 
Digital Presence and collaboration tools
Digital Presence and collaboration toolsDigital Presence and collaboration tools
Digital Presence and collaboration tools
 
Social Media Tools for Business Buyer's Guide
Social Media Tools for Business Buyer's GuideSocial Media Tools for Business Buyer's Guide
Social Media Tools for Business Buyer's Guide
 
Collaborate to Win - Why Every Company Needs a Culture of Collaboration
Collaborate to Win - Why Every Company Needs a Culture of CollaborationCollaborate to Win - Why Every Company Needs a Culture of Collaboration
Collaborate to Win - Why Every Company Needs a Culture of Collaboration
 
Collaboration Trends and Strategy Approaches for 2016
Collaboration Trends and Strategy Approaches for 2016Collaboration Trends and Strategy Approaches for 2016
Collaboration Trends and Strategy Approaches for 2016
 
Collaboration tools and Digital Presence
Collaboration tools and Digital PresenceCollaboration tools and Digital Presence
Collaboration tools and Digital Presence
 

Similar to Web 2.0: Social Media Buyer's Guide

Role of social media
Role of social mediaRole of social media
Role of social mediaVivek Roy
 
Role of Social Media
Role of Social MediaRole of Social Media
Role of Social MediaVivek Roy
 
Omniture Workbook Measuring Social Media Impact
Omniture Workbook Measuring Social Media ImpactOmniture Workbook Measuring Social Media Impact
Omniture Workbook Measuring Social Media ImpactRalph Paglia
 
Workbook measuring the impact of social media
Workbook   measuring the impact of social mediaWorkbook   measuring the impact of social media
Workbook measuring the impact of social mediaNuno Fraga Coelho
 
Social Media Solutions
Social  Media  SolutionsSocial  Media  Solutions
Social Media SolutionsAriel Dagan
 
Hisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial
 
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
 
Social mediateamguide
Social mediateamguideSocial mediateamguide
Social mediateamguideLUONG NGUYEN
 
Winning at Social - 4 Steps to Enhance Your Social Media Strategy
Winning at Social - 4 Steps to Enhance Your Social Media StrategyWinning at Social - 4 Steps to Enhance Your Social Media Strategy
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
 
Why PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media StrategyWhy PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media StrategySally Falkow
 
The 7 whiteboard sessions every social media strategist needs to have in 2012
The 7 whiteboard sessions every social media strategist needs to have in 2012The 7 whiteboard sessions every social media strategist needs to have in 2012
The 7 whiteboard sessions every social media strategist needs to have in 2012Valentin Vesa
 
Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?Spiral16
 
Simple Steps to a Social Media Strategy
Simple Steps to a Social Media Strategy Simple Steps to a Social Media Strategy
Simple Steps to a Social Media Strategy Gina Bowes
 
Social Media Strategies for 2014
Social Media Strategies for 2014Social Media Strategies for 2014
Social Media Strategies for 2014Allan V. Braverman
 
Making marketing work!
Making marketing work!Making marketing work!
Making marketing work!Browne & Mohan
 
Integrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedIntegrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedShanq Web
 
2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing planJustin Tamsett
 

Similar to Web 2.0: Social Media Buyer's Guide (20)

Role of social media
Role of social mediaRole of social media
Role of social media
 
Role of Social Media
Role of Social MediaRole of Social Media
Role of Social Media
 
Omniture Workbook Measuring Social Media Impact
Omniture Workbook Measuring Social Media ImpactOmniture Workbook Measuring Social Media Impact
Omniture Workbook Measuring Social Media Impact
 
Omniture Workbook Measuring Social Media Impact
Omniture Workbook Measuring Social Media ImpactOmniture Workbook Measuring Social Media Impact
Omniture Workbook Measuring Social Media Impact
 
Workbook measuring the impact of social media
Workbook   measuring the impact of social mediaWorkbook   measuring the impact of social media
Workbook measuring the impact of social media
 
Social Media Solutions
Social  Media  SolutionsSocial  Media  Solutions
Social Media Solutions
 
Hisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial review. facebook coupon app
Hisocial review. facebook coupon app
 
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...
 
Social mediateamguide
Social mediateamguideSocial mediateamguide
Social mediateamguide
 
Social media for lead generation
Social media for lead generationSocial media for lead generation
Social media for lead generation
 
Winning at Social - 4 Steps to Enhance Your Social Media Strategy
Winning at Social - 4 Steps to Enhance Your Social Media StrategyWinning at Social - 4 Steps to Enhance Your Social Media Strategy
Winning at Social - 4 Steps to Enhance Your Social Media Strategy
 
Why PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media StrategyWhy PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media Strategy
 
The 7 whiteboard sessions every social media strategist needs to have in 2012
The 7 whiteboard sessions every social media strategist needs to have in 2012The 7 whiteboard sessions every social media strategist needs to have in 2012
The 7 whiteboard sessions every social media strategist needs to have in 2012
 
Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?
 
Simple Steps to a Social Media Strategy
Simple Steps to a Social Media Strategy Simple Steps to a Social Media Strategy
Simple Steps to a Social Media Strategy
 
Social Media Strategies for 2014
Social Media Strategies for 2014Social Media Strategies for 2014
Social Media Strategies for 2014
 
Pa685 m6 ppt_alternate
Pa685 m6 ppt_alternatePa685 m6 ppt_alternate
Pa685 m6 ppt_alternate
 
Making marketing work!
Making marketing work!Making marketing work!
Making marketing work!
 
Integrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedIntegrated web marketing and Social media -explained
Integrated web marketing and Social media -explained
 
2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan
 

More from e-storm international

Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing e-storm international
 
What every paid search marketer needs to know about Google +1
What every paid search marketer needs to know about Google +1What every paid search marketer needs to know about Google +1
What every paid search marketer needs to know about Google +1e-storm international
 
Social Media for Education: Walk before you run - AMA Higher Education
Social Media for Education: Walk before you run - AMA Higher EducationSocial Media for Education: Walk before you run - AMA Higher Education
Social Media for Education: Walk before you run - AMA Higher Educatione-storm international
 
Beyond google analytics new media asia - daniel riveong
Beyond google analytics   new media asia - daniel riveongBeyond google analytics   new media asia - daniel riveong
Beyond google analytics new media asia - daniel riveonge-storm international
 
Education Research Group Conference - Walk Before you Run
Education Research Group Conference - Walk Before you RunEducation Research Group Conference - Walk Before you Run
Education Research Group Conference - Walk Before you Rune-storm international
 
Solar Power International Education Customers
Solar Power International   Education CustomersSolar Power International   Education Customers
Solar Power International Education Customerse-storm international
 
Social Media & Search (SEO) - Convergence of two marketing channels - why you...
Social Media & Search (SEO) - Convergence of two marketing channels - why you...Social Media & Search (SEO) - Convergence of two marketing channels - why you...
Social Media & Search (SEO) - Convergence of two marketing channels - why you...e-storm international
 

More from e-storm international (8)

SMX West 2013
SMX West 2013SMX West 2013
SMX West 2013
 
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
 
What every paid search marketer needs to know about Google +1
What every paid search marketer needs to know about Google +1What every paid search marketer needs to know about Google +1
What every paid search marketer needs to know about Google +1
 
Social Media for Education: Walk before you run - AMA Higher Education
Social Media for Education: Walk before you run - AMA Higher EducationSocial Media for Education: Walk before you run - AMA Higher Education
Social Media for Education: Walk before you run - AMA Higher Education
 
Beyond google analytics new media asia - daniel riveong
Beyond google analytics   new media asia - daniel riveongBeyond google analytics   new media asia - daniel riveong
Beyond google analytics new media asia - daniel riveong
 
Education Research Group Conference - Walk Before you Run
Education Research Group Conference - Walk Before you RunEducation Research Group Conference - Walk Before you Run
Education Research Group Conference - Walk Before you Run
 
Solar Power International Education Customers
Solar Power International   Education CustomersSolar Power International   Education Customers
Solar Power International Education Customers
 
Social Media & Search (SEO) - Convergence of two marketing channels - why you...
Social Media & Search (SEO) - Convergence of two marketing channels - why you...Social Media & Search (SEO) - Convergence of two marketing channels - why you...
Social Media & Search (SEO) - Convergence of two marketing channels - why you...
 

Recently uploaded

Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyfashionfound007
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 

Recently uploaded (20)

Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the company
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 

Web 2.0: Social Media Buyer's Guide

  • 1. Social Media Buyer’s Guide Short Description William Gaultier, CEO - e-Storm International Chris Heuer, Founder - Social Media Club Month Year PREPARED BY
  • 3.
  • 4.
  • 5. Geographical Location of Respondents n=45 of 46 org buyers total respondents 145 MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS OVERVIEW
  • 6. Primary Goals of SMBG Analysis
  • 8. It’s Real. Social Media is Here to Stay.
  • 9.
  • 10. n=21of 46 org buyers total respondents 145 OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION Does your company have a defined Social Media Strategy?
  • 11. Does your company have a defined Social Media Strategy? OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION “ Over the past eighteen to twenty-four months, there has been an explosion of 2.0 technologies, and consumer participation in the social graph…continues to increase - not just people watching it, but also joining it and promoting it. Marketers and organizations are waking up to the potential opportunity to market to these audiences as well as learn from them through a research perspective, while also tapping this new channel as a way to manage the customer.” Blake Cahill Visible Technologies
  • 12. Does your company have a defined Social Media Strategy? OVERVIEW CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS MOTIVATION "My first social media plan failed. It wasn't so much that the community didn't respond, but the employees didn't stick with it. The company wanted to see instant results and as the months went by with only a few traceable conversions the employees quit putting in the time. Our new strategy (yet to be tested) is to make the social media plan a part of a specific department. Before I had a team of 5 people from every department. Now it will just be me and the content department.” Anonymous Participant
  • 13. People in Your Organization Who "get" Social Media? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
  • 14. Does Senior Management Support Social Media? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT ANALYSIS
  • 15. What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS “ Operationally, everybody needs to be ready because the responses that come back, again from the community, may cut across the lines outside of the charter of the social media project…” “ If you’re launching out something for a marketing purpose and suddenly you’re getting inundated with customer service or product issues, the objectives of “I’m prepared to message and communicate with you with an objective around sales, or perception shifting or something like that, or engagement, and suddenly, I’m having to respond to service and product issues; I need to get my customer service team engaged in this.” Peter Fasano Coca-Cola/MassLogic CHALLENGES Readiness : it’s not just being armed with the knowledge of social media, but also your team’s ability to scale…
  • 16. What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS CHALLENGES “ Know your internal audience, and, get to know your external community very well so you can provide them the best service.” Peter Fasano Coca-Cola/Mass Logic Readiness : …and also how to rally your community to help when needed.
  • 17. What are the roadblocks? “ The people who are most involved with social media - interns or very junior level marketing people - may get social media better than others, in terms of [their involvement with] Facebook. But they don’t necessarily get brand management to the degree that a senior brand manager does. That’s a real issue.” David Berkowitz 360i OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Experience : Many involved with Social Media have an elementary or non-existent understanding of marketing. CHALLENGES
  • 18. What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Measuring ROI : Two different schools of thought on what matters most – from the pragmatic… CHALLENGES “ When it comes to Social Media, ROI is not Return on Investment. It's Return on Interaction, Return on Involvement, Return on Influence, Return on Idea-sharing. In a nutshell it's a return on being part of the community through conversation and relationship development. Really no different than face-to-face networks. The one difference is the use of technology to have the interaction.” “ Number of New Leads/Prospects/Partners, Customer Satisfaction Metrics, # of New Ideas/Feedback” Anonymous Participant Anonymous Participant … to the romantic.
  • 19. What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Measuring ROI : Hard metrics go much further than brand sentiment, and most practitioners don’t realize how to measure. “ The questions we get on a daily basis often tie into ‘what is the ROI’ and ‘what is the best way to measure it.’ It often gets into some gray areas. It’s not like you’re going to necessarily sell more shampoo because you’ve got 5% more chatter on Facebook. There are a lot of ways to get closer to figuring out what the value [of ROI] is. Looking at the sentiment along with the volume of conversation or whatever it is you’re measuring, whether it’s conversations, video views, or friends or fans you have on Facebook. I don’t want to knock the field entirely, but we haven’t seen any that replace just going ahead and doing it manually.” David Berkowitz 360i CHALLENGES
  • 20. What are the roadblocks? OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS Negative WOM : There really is a direct relationship to ROI. “ When considering ROI, companies should not ignore the Elephant in the room – Negative Word of Mouth. A study by London School of Economics showed that companies can generate 3x more ROI by just decreasing negative word of mouth – that’s a compelling story for anyone looking for Social Media ROI.” William Gaultier e-Storm CHALLENGES
  • 21. Does Senior Leadership Listen to Social Media Feedback? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION IMPLEMENTATION MEASUREMENT ANALYSIS CHALLENGES
  • 22.
  • 23. So how do brands get started on social media plans?
  • 24. Do Corporate Buyers have an annual Social Media budget? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
  • 25. Percentage of total budget allocated to Social Media in 2009 N=19 of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
  • 26. When to invest in social media OVERVIEW MOTIVATION MEASUREMENT ANALYSIS “ Start to get a sense of is there stuff going on already? Is there some pressing need or is it just a low- level of chatter about that kind of brand and industry over the course of conversation? That could also help adjust marketers’ timing or overall thinking around it before they even start investing the money” “ One of the early stages of your readiness as an organization that it says, “I need to activate social media services” … “ Operationally, you need to be prepared in a number of ways to deal with the response you’re going to get, positively or negatively” David Berkowitz 360i Peter Fasano Mass Logic CHALLENGES IMPLEMENTATION
  • 27.
  • 28. Top Social Media Objectives OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
  • 29. So what are your top questions to ask?
  • 30. What are the top 3 Questions you should ask social media vendors or experts? n=21of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION
  • 31.
  • 32. What are the top 3 Questions you should ask social media vendors or experts? OVERVIEW MOTIVATION CHALLENGES MEASUREMENT ANALYSIS IMPLEMENTATION “ What is your commitment to our brand to make sure it works?” Paula Drum H&R Block “ Do you understand the business I am in well enough to be a strategic partner in my communications efforts? How will you help me achieve my business objectives? How will you measure the results you have promised?” Joel Postman Intridea “ What needs does your tool/service specifically meet? What training will my users require to be able to use this effectively? Where would your tool work best, and in which situations would not be the best choice?” Jeff Moriarty Intel
  • 33. So how do you measure?
  • 34. Do you currently produce reports? N=16 of 46 org buyers total respondents 145 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS MEASUREMENT
  • 35. What type of metrics do you use to measure Social Media? n=27 OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS MEASUREMENT
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41. So which approach is best suited for Social Media with your strategy? Why?
  • 42. Short Term Revenue Driving OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS Isabelle Christensen RECsolar “ For 2009, the marketing objective for the company really is more short term than long term. It’s mostly for lead generation; therefore, based on those criteria, the social media advertising really doesn’t support our objective. I would use social media advertising when my marketing objective is for long term demand generation and branding” MEASUREMENT
  • 43. Long Term Brand Preference OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS Christopher Barger General Motors “ How do you impact the consideration of your products? Are there people who, prior to their interaction with you, weren’t even going to be willing to consider an American vehicle or a GM vehicle, who are now looking differently at it. Have you shifted the tonality of their conversations on their sites? Have you shifted the tonality of the conversations in whatever platform you’re engaging? Are you increasing the consideration? Are you increasing the brand affinity? Are you increasing the number people who are just willing to say, “I’ll give you a chance, where I wouldn’t have before the engagement”?” MEASUREMENT
  • 44. Long Term Brand Preference OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION ANALYSIS “ One of my big measurements is how do I increase consideration in my brand. You might have to look at different ways to get to a bigger brand building measure, such as changing consideration. Definitely, the micro measurements of ‘did I increase search rankings, how many people, and what activity has happened’ is one of them. PR mentions would be another one, but then you might have to put something in or alter your brand tracking studies or your product tracking studies to be able to get to something that might be a higher level metric.” Paula Drum H&R Block MEASUREMENT
  • 45. What is the Most Important Advice for Other’s Buying Social Media Technologies and Advertising?
  • 46.
  • 47.
  • 48. Further Advice From Your Peers
  • 49.
  • 50.
  • 51. What are some of the questions to ask of vendors (e.g. technology)? OVERVIEW MOTIVATION CHALLENGES IMPLEMENTATION MEASUREMENT Blake Cahill Visible Technologies “ Can you collect the data?” “ Can you sentiment it?” “ Can you help me find influencers?” “ How can I appoint the conversations to subject matter experts inside my organization?” AND “Once I’ve listened, and I start to interact, how can I integrate that and manage that across my organization?” ANALYSIS Analyzing and applying the data
  • 52.
  • 53.
  • 54. There is so much more to discuss... Social Media Buyer’s Guide #2 with IDC, Gartner – coming soon!
  • 55. So join the conversation at http://socialmediabuyersguide.com/ William Gaultier [email_address] twitter: @wgaultier Chris Heuer [email_address]