social media & brand management

Social Media

&

Brand Management

Mirza Shakeel Baig

oxiem.com

Internet-Based

Tools For Sharing

& Discussing

Information Among

Human Beings.

Social Media Defined

oxiem.com

Social Media Strategy

The Old Way Shout!

The Shout Method

Old Marketing Funnel

Source: Forrester Research

oxiem.com

Social Media Strategy

The New Way Listen

Facilitate the Conversation

New Marketing Funnel

Social Media Strategy

It’s Happening Whether you Participate or Not

Social Technographics Ladder

Source: Forrester Research

Social Technographics Ladder

Benefits of using Social Media

Ways in which Social Media can help your business:

Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration

Customer Support Immediate feedback and response, positive impact in public forum, cost reduction

Human Resources More effective recruiting, online monitoring of employee behavior (risk management)

Public Relations Online Reputation Management, improved brand image via Social Web

Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand,

Increased trust in brand, increased mindshare of brand, greater values alignment

Business Intelligence

900 Million

People interact with their favorite brands on Facebook far more than other social

networks

Did You Know?

56% of those under 35 interact with their

favorite brands on Facebook

Online community/forum/bulletin board 9%

Blogs 4%

MySpace 1%

Other 2%

None of these 59%

34%

4%

1%

Base: Those who go online ● Q31. What social networking sites do you use to interact with your favorite brand(s)?

Engagement is real: 78% of people who “like” brands on Facebook like fewer than 10 brands

33%

25%

20% 22%

0%

5%

10%

15%

20%

25%

30%

35%

Number of Brands Fanned on Facebook

1-2 3-4 5-9 10+

Base: Those who are fans of brands on Facebook ● Q32a. Approximately, how many brands are you a fan of?

Social Media

Strategy

Harnessing “People Streams”

Discovery Goal &

Objective Engagement

Monitor & Measure

Steps to Follow

• What are they doing on social media

• Why they use it

• What do they use

Customers

• Are they using social media

• What are their objectives

• Are there untapped opportunities

Competitors

• What is brand’s current online perception

• Are there opportunities to connect

Brand

Discovery Goal &

Objective Engagement

Monitor & Measure

Awareness Customer

Service New Ideas

Research & Market

Intelligence

Reach New Customer

Thought Leadership

Goals & Objectives

Discovery Goal &

Objective Engagement

Monitor & Measure

Discovery Goal &

Objective Engagement

Monitor & Measure

Responding to the public

Your website

Responding to your audience comes in 2 forms: 1. Conversational Responses (chat) 2. Informational Responses (link)

Either way, never argue, always be helpful, don’t Ever become defensive.

Engagement

PR

Responding to the public

Measurement & Accountability

Some thoughts about ROI and measurement

Discovery Goal &

Objective Engagement

Monitor & Measure

. . .

RETURN ON INVESTMENT

THE R.O.I. EQUATION

Investment Expectation of return

ROI = COST OF INVESTMENT

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

THE R.O.I. EQUATION

Non-financial impact is not ROI (yet).

Types of non-financial impact

Website Visitors

Click-throughs

Visitors to a brick & mortar store

Positive press

Positive WOM

Negative press

Negative WOM

Customer complaints

Employment applications

Retweets

FaceBook friends Blog comments

Social mention

YouTube views

Twitter followers

Impressions

Delivered emails

Coupons distributed

ROI = actualized potential.

Non-Financial Measurement & Accountability

1. Set Goals 2. Set Standards 3. Set Milestones 4. Pick the right measurement tools for the job

http://www.google.com/analytics/

Track website visits Monitor visitor behavior

Track the growth of your Twitter Account Monitor your Twitter stats

http://twittercounter.com/pages/dashboard_info

Track video downloads Track video embeds

Track FB & LinkedIn group members Track blog visitors & comments Track offline numbers and results

Track online mentions Compare mentions

http://www.blogpulse.com/trend

Examples of free tools:

Mirza Shakeel

• Social media by Veronica Peng • www.vujade.com (facebook and google financials) • An insight to social media (Omllion) • Twitter vs, facebook • Thanks to the contributors at Flickr • Google Search • The world is in your hands - Hristo Radichev