frocomm social media bootcamp 2009 ogilvy 360 di
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Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital InfluenceTRANSCRIPT
360° Digital Influence Workshop
Social Media BootcampJune 2009
Agenda
01 Why does this matter & what will you get out of this?
02 Mapping communication goals to measurement
03 How to set up advanced listening posts
04 Creating effective engagement strategies
05 Influencer and network planning
06 Effective Blogger Outreach
07 Netvibes Power Hour
08 Knighting and next steps
01 Why Does Social Media Matter?(and what you will get out of this?)
Internet Penetration – Australia
• AU – 21,807,000 population – Country Area: 7,686,850
• Capital City: Canberra – population 345,257 („08)
• 16,926,015 users as of March/09, 80.6% penetration
• Wireless broadband subscriptions tripled in Australia in 2008
• 8,000,000 active internet subscribers – 84% broadband connections
• Ranks 6th in the world for total number of Internet users, despite it‟s small population.
Australians have become very active users of
social technologies like blogs, podcasting,
forums, and social networks.
75% of Australian online adults now
use social technologies
50% are members of a social network
25% create their own content
Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008
Why Social Media Matters
It‟s Going Mainstream
(PR Pro figure)
Anatomy of a Communications Professional circa 2009
Your Stories
Media (Consumer Generated & New Media)
Social Networks
Broadband Media
Search
Syndication & Delivery
Multimedia Sharing
Why Social Media Matters
Content is Consumed Differently
Old School Emerging
75% of people don't believe that companies tell the truth in advertisements.(Yankelovich)
What’s the most trustworthy source for purchase ideas?
Word of Mouth
Editorial
Advertising
US 81%
WW 70%
56%
55%
55%
59%
2006 eMarketer
Recap: Why does social media matter?
1. It‟s core to marketing and communications
2. Trust favors Word of Mouth
3. Interruptive advertising is losing effectiveness
4. Search is the new homepage
5. Clients demand digital & word of mouth
The 7 Barriers
It defies current org structures
It’s about relationships not transactions
Engagement is the new “Reach”**need measurement standards…
1 Power Tech
G0 G2
x 4.14 individuals
G1
x 12 individuals = 60+ Communications
It scales differently
It started with horror stories
Not enough training
Social media cannot be controlled
Overcoming Barriers
Social media defies current organizational structure
It begs for a long term relationship (yet different than CRM)
No measurement standard...yet
It scales differently
The big stories are based upon fear
Not enough training
Social media cannot be "controlled“
Create your own organization, methods & tools
Get beyond campaign-thinking
Define the value through engagement
Scale via tools and time
Tell positive stories (w/measureable outcomes)
Build a training culture
Demonstrate the planning
02 Mapping Goals to Measurement
Your Briefs
Define the communication goal
Awareness
Evaluation
Engagement
Loyalty
Conversion
Make people aware of
brand, product or issue
Educate people and begin
to demonstrate the
relevance
Get people involved
through spending time and
interactions.
Motivate people to openly
support you, contribute
something, share WOM
Convert people to
Promoters & loyal
customers
Viral videos, games,
display advertising,
head-of-tail blog
outreach, SEO plus
Brand Web sites,
syndicated content, new
media desk & room,
social media outreach
Brand Web sites,
contests, blogs, games,
social network
participation.
Blog summits, Blogs,
vlogs, social network
groups, blogger
relations. Share-able
programs
Fan activation centers,
co-creation programs,
communities
Communication Goal Potential Tactics
Measurement Models
Most PR measurement models report:
• Activity (output)
• Impressions (reach)
• Message pull-through (impact)
Most Internet measurement models report:
• Impressions (reach)
• Action (e.g. click-through, email opens)
New Measurement Model
• Reach
Preference
• Action
Awareness
Evaluation
Engagement
Advocacy
Conversion
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Conversation Impact™ Dashboard SummaryMetric / Goal Data Aware-
nessConsidera-tion
Prefer-ence Action Loyalty
Reach
• UMV – blogs, site, microsite, applications, other, total # / % change
Real-time to weekly
• Time on site, # / % change Real-time
• Volume of online conversation, #/% change, Cost per Online Conversation Generated (CPICG)
Real-time to daily
• Share of voice in category (=Volume for brand / volume for category), # / % change, Cost per Increase in Share of Voice (CPISV)
Real-time to daily
Preference
• Sentiment index of online conversation (% positive - % negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI)
Daily
• Share of positive voice in category (=Sentiment index for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP)
Daily
• Relative net promoter score (NPS) in category (=brand NPS / category NPS), # / % change, consumers reached vs. all, Cost per Point Increase in NPS (CPINP)
Monthly/Quarterly survey
Action
• WOM network action: RPA, CPA, $, # Daily to weekly
• Blog contest-based action: RPA, CPA, $, # Real-time to weekly
• Microblog/Twitter-based action: RPA, CPA, $, # Real-time to weekly
Your Stories
Expanding the Impact of Marketing with Social Media
Ogilvy‟s 360° Digital Influence applies a strategic approach to activating word
of mouth – the most trusted source for opinions. We identify and engage
influencers, build grassroots community and rally people to causes they care
about. We have a 3-part approach:
Listening – discovering what people are saying about brands and experiences across all social media
Planning – finding influencers and affinity groups to join our cause or community
Engaging – involving influencers and community members such that they care to tell their community of friends and family to get involved
Strategic Approach to Social Media & Word of Mouth
Conversation Maps Influencer Maps
Community Design & Management
Blogger & Influencer Engagement Programs
Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Social Network Activation
Search Reputation Management
Digital Media Relations
03 Advanced Listening Posts
Listening: Message Boards, Blogs, Social Networks, Opinion Sites…
We were sorry to read about your experience and hope to be able to
resolve this issue and regain your confidence in us once again. In order
for us to do so, we’ll need more information from you to access your
account and remedy the situation. Please call Select Comfort directly at
1-800-787-5230 and ask to speak with AJ Stewart.
I will not recommend Sleep Number to anyone again (and I have done so in the
past) and if it comes up in the conversation. I post on Epinions and Craigslist
and intend to mention this in my posts and on my Blog. Instead of using a little
common sense, looking at longtime customer satisfaction, you have lost this
customer for life.
Two days after my diatribe about the Sleep Number bed appeared on this screen,
I was apologized to and told to call a number and ask for a particular person.
When I called I got a nice young lady named Amanda who asked what the
problem was and then the poor dear had to endure my ire while I detailed the
trouble. She listened with patience and asked me to hold on to see what could
be done. About 2-4 minutes later she comes on and says “we’ll be taking that
charge off your Amex”. I rescind my cessation of possible future purchases of
their product. The beds are as good as they advertise.
Flubies & Flublogia
Planning & Strategy Insights(Conversation Maps)
Listening Post
Brand
Category
Brand Ideas
Competitors
Rapid Response & Engagement
Measurement
Intelligence
Using Social Media Strategically
Services: Listening Programs
Listening Post : By creating the right conversation criteria, we can use technology to collect and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites. Our strategists apply insight and recommended action to every report
Listening Post powered by Radian6: This is our fastest , keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media
Listening Post powered by Crimson Hexagon: Our CH-based platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for benchmarking measurement and informing strategy
Listening Post powered by Visible Technologies: A more comprehensive solution to enterprise-level cgm monitoring and response, our VT-based solution is great for operationalizing large organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media at a large scale
What is a Conversation Map?
• Starting point for all social media programs
• Focuses on discussion around brands, products or issues
• 1x, 50-70 slide research document
• The Conversation Map reveals:
– What is being said by whom
– Volume, tone and topics of conversation
– Insights resulting from the analysis
– Preliminary engagement ideas
How Conversation Maps Can Help
• Tracks perceptions and how messages are being interpreted
• Begins to identify important new influencers
• Triggers issue & communications response
• Offers a high-level view of emerging trends and what others are doing
• Demonstrates the impact and value of public relations or advertising
• Helps manage and improve an organization‟s reputation
• Identifies important conversations to join
When to do a Conversation Map
• Prior to starting any social media engagement program
• Initial research phase for new or existing client (e.g., focus
groups)
• Enlist supporters or identify potential detractors
• Establish a measurement benchmark
Conversation Map Overview: Research Methodology
Engaging the Flubies
Elevating Low Influence Enthusiasts
Uncovering a Need for Credible Answers
Example Conversation Maps
How To Create a Conversation Map
1. Orientation
1. Define objectives, goals, and budget
2. Understand the target audience
– Are they online? What sites are popular?
3. Define the timeframe (30 days)
How To Create a Conversation Map
2. Define the Conversation CriteriaTopic Sub-Topics Keywords
Online Education and the Kaplan POV
• Online Education• Teacher Focused Model• Student Focused Model• Learner Focused Model
– Online Education - Student focused education– Education + Talent gap - Student centric education– Adaptive education - Student oriented education– Experiential learning - Student goals in education– Experiential teaching - Learner focused education– Work study programs - Teaching for best learning– Life learning and education - Learner oriented education– Change and education - Learner centric education– Education Reform - Diversity and learning – Teacher training - Work experience and learning– New teaching methods - Conscious learning– Better teachers - New teaching
Online University • Online University• Online Grad School • Adult Education• Continuing Education
– Online University - Online MBA– Online College - Online law school– Online Classes - Online graduate program– Internet University - Online career advancement– Internet College - Adult Education– Internet Classes - Continuing Education
Kaplan and Competitors
• Kaplan University• University of Phoenix• Strayer University• Devry University• Walden University• Capella University
– Kaplan University, Kaplan online university, Concord Law*– University of Phoenix, U of P– Strayer University, Strayer– Devry University, Devry– Walden University, Walden– Capella University, Capella
How To Create a Conversation Map
3. Start Listening
Monitoring Type
Tools
Free Google Blogs, Technorati, Blogpulse, BoardReader, Summize, Facebook Lexicon
Consolidated Monitoring
Radian 6, Buzz Numbers
Advanced Services
Visible Technologies (enterprise & response)Nielsen Buzzmetrics (outsourced reports)BuzzLogicCymfony (cgm & traditional)UmbriaBrand DimensionsKaavaOthers: Andiamo, Biz360, eWatch, MediaSource
• Radian 6
• Manual Search Tools (See Links for Listening Handout)
• Cataloging – Delicious
How To Create a Conversation Map
3. Start Listening
How To Create a Conversation Map
4. Generate Insights
• Trends show what is; an insight says what it means
• Good Insights are:
– Tied to a business objective
– Supported by data/metrics
– Supported by sample verbatims
– Leading toward engagement ideas
How To Create a Conversation Map
5. Plot the Map
• Create an Executive Summary
– This section should summarize in 1-3 slides the general
findings and the recommendations for engagement
• Build a narrative throughout the supporting research slides, tell
the story of the insight
• Review for consistency in language, formatting
WORK SESSION:
Create a Conversation Map
1.Choose your conversation criteria
2.Search using free tools
1. Google Blogs/Technorati, YouTube, Flickr, del.icio.us,
tweetscan, BlogPulse
3.Find & Report Back 2-3 trends
05Influencer & Network Planning
Leo Babauta
How to Determine Influence
• Blogs & Microblogs
– Number of inbound links
– Frequency/timeliness of posts
– Followers & subscribers
– Number and content of comments
– Affiliation of author
– Search engine visibility
– Traffic
– RSS feed subscriptions
• Videos & Photo Communities
– Number of views and downloads
– Number and content of comments
– Ratings/peer assessment
– Relevant groups
– Number of subscribers
– Number of inbound links
• Message Boards & Forums
– Breadth of boards
– Quantity and timeliness of activity
– Search engine visibility
– Affiliation
– Membership numbers
– Traffic
• Social Networks
– Membership numbers
– Types of community features present
(e.g., profiles, blogs, video, message
boards)
– Activity level on features
– Affiliation
– Search engine visibility
Inbound Links
RSS Subscriptions
Site Traffic
Conversation Index
Recency & Frequency
Identity & Affiliation
How to create an influencer audit
1. Determine 3-5 categories of influencers
2. Search for influencers
– Use free search tools
– Review the conversation map
– Follow blog rolls
3. Profile the influencers
4. Finalize the audit
How to create an influencer audit
Profiles should include the following:
Header
• Name of media outlet
• Audience/beat
• Media
Screen Grab and URL
Description
• Universally relevant
Relevance
• Why/how it fits into the strategy
Audience Reached
Criteria for Influence
• Based on type of media
Opportunities
• Checklist of tactics to consider
WORK SESSION:
Create an Influencer Audit
1. Look at the Conversation Map
2. Choose 1-2 “categories” of influencers to research
3. Each group is responsible for finding one of the following:
1. Blogger
2. Twitter
3. Message Board
4. Social Network Group (e.g., Facebook or Myspace)
5. Multimedia (e.g., Flickr or YouTube)
04Creating Effective Engagement Strategies
Strategic Approach to Social Media & Word of Mouth
Conversation Maps Influencer Maps
Community Design & Management
Blogger & Influencer Engagement Programs
Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Social Network Activation
Search Reputation Management
Digital Media Relations
Why is search important?
• 89% of all people online use search engines to find
information
• 49% of all people online use search engines every day
(second only to email)
• 75% of search engine users never scroll beyond the first
page of results
• The first 3 pages of search engine results are
defining our clients before they can “officially”
define themselves
MULTIMEDIA
ORGANIC SEARCH RESULTS
PAIDSEARCH RESULTS
Search “Golden Triangle”
Improve positive results by 35%
85% positive results in top 30
Common Search Programs
• Search Engine Optimization (SEO) – On page and off
page approach to optimizing a Web page to return higher
in organic search results.
• Search Engine Marketing (SEM) – Keyword buys that
place your clients URLs highly in the paid search results
• Press Release Optimization
•Using the right keywords•Incorporate into H1 Titles•Repeat, repeat, repeat
•Link keywords to site•First 250 words•2 – 8% keyword saturation
Digital Media Relations
Social Media Rooms
DIGITAL INFLUENCE HOW TO:Social Media Press Release
A social media press release is an interactive news release that combines text with multimedia
content – including photos, videos, slideshows, and PDF documents.
This Web-based tool transforms the traditional press release into a more impactful, useful and sharable array of content meant for media old
and new.
The following slides outline recommended best practices for developing and distributing a social
media press release.
(BRANDS IN SOCIAL MEDIA SLIDE)
http://wiki.beingpeterkim.com
Your Stories
Engagement
Awareness
Evaluation
Engagement
Loyalty
Conversion
Make people aware of
brand, product or issue
Educate people and begin
to demonstrate the
relevance
Get people involved
through spending time and
interactions.
Motivate people to openly
support you, contribute
something, share WOM
Convert people to
Promoters & loyal
customers
Viral videos, games,
display advertising,
head-of-tail blog
outreach, SEO plus
Brand Web sites,
syndicated content, new
media desk & room,
social media outreach
Brand Web sites,
contests, blogs, games,
social network
participation.
Blog summits, Blogs,
vlogs, social network
groups, blogger
relations. Share-able
programs
Fan activation centers,
co-creation programs,
communities
Communication Goal Potential Tactics
WORK SESSION:
Create an Engagement Plan
1. Review your communication goals and measurement options
2. Brainstorm around big ideas:
1. How can we be of-use to people?
2. Can you use social networks to extend reach?
3. Is their a co-creation opportunity here?
4. Can we extend our media relations via digital media relations?
5. Is their a content strategy here – video?
6. How can we get more people to pass along something…..
7. Can we embrace/create/activate brand ambassadors?
8. How do optimize for search?
9. Online & offline?
3. Present to group
Effective Blogger Outreach
*How to be a human being, play well with others, show some respect and not shoot yourself or your client in the foot
Ask not what bloggers can do for your campaign. Ask what your campaign can do for bloggers!
How to Reach Out to Bloggers
Familiarize Yourself First
1. Have they posted about your client (issue, brand or
product) in the past? What has been the tone of the
post? Positive? Negative?
2. Have they posted about being “pitched” in the past and
being turned off? Have they talked about someone who
reached out to them in an effective way?
3. What do they write about and in what context are they
likely to write about your client‟s brand, product or
issue?
4. Are they serious? Do they like to make people laugh?
How to Reach Out to Bloggers
Contacting Them Appropriately
1. Send the blogger a personal email (no cut and paste jobs) and clearly identify
yourself.
2. Tell them why you are specifically reaching out to them. What was it about their
blog that makes them relevant?
3. If you get a response from the blogger indicating that they are willing to engage,
follow up right away: send product for them to review or additional information
they‟ve requested.
4. Urge bloggers to be transparent about the projects on which they are engaged
and divulge any relevant information: do they get to keep the products they
review?
5. Don‟t pester them unnecessarily, but build relationships with influential bloggers
who are relevant to the clients with which you work so that you can approach
them again in the future.
How to Reach Out to Bloggers
Offer Something of Value
1. Serve as an advisor as you develop and launch your campaign
2. Become a host, face or visible contributor to your effort
3. Co-create content
4. Participate in offline events, summit, blog storms
5. Write or review your campaign
6. If engaged in a meaningful and engaging way,
influencers help create organic WOM among target
audiences
Sample E-mail from Nestle Crunch
Hi Jeremy,
I‟m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be
interested in participating. When I found your blog, I loved your commitment to being a good dad and the
playful way that you interact with your kids. The Crunch brand is all about finding the kid in you no matter what your
age. That means doing something that you enjoyed as a kid like playing on the capture the flag or "don‟t step on the
cracks", or eating candy before dinner. As a dad, I‟m sure you can relate to this concept of having a young, playful
spirit.
We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com,
www.facebook.com/nestlecrunch) campaign, which aims to start an online conversation about what people do to
keep the kid in themselves alive. Would you be interested in working with us to create a contest around this theme and
give away a Nintendo Wii game system to one of your readers?
We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to
doing a Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can
inspire the kid in you with this fun game. This might not be good for your diet (I know I‟d have a hard time resisting),
but it could be fun for a summer BBQ.
Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii.
If you are, I will provide you will more information about the contest.
I look forward to hearing from you.
Warm Regards, Sarah
PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You
can also read my bio to find out a little bit more about me.
What NOT to do…
Not Following the Blogger Code of Ethics…
“You are a marketer, and you obviously
didn't read my post about what crap it is that
your client is NOT producing real food. It's
an insult to real food.
But thanks for giving me something ELSE to
blog about.
Sorry. Read the blog next time.”
Best Practice Blogger Engagement
1. Do Your Homework
2. Engage. Don't Pitch.
3. Write The Perfect Email.
4. It's Not Their Day Job.
5. Follow The Code
Blogger Outreach Code of Ethics – Download:
http://tinyurl.com/ogilvy360
1. We reach out to bloggers because we
respect your influence and feel that we
might have something that is
“remarkable” which could be of interest to
you and/or your audience.
2. We will only propose blogger outreach
as a tactic if it complements our overall
strategy. We will not recommend it as a
panacea for every social media campaign.
3. Before we email you, we will check out
your blog‟s About, Contact and Advertising
page in an effort to see if you have
blatantly said you would not like to be
contacted by PR/Marketing companies. If
so, we‟ll leave you alone.
4. We will always be transparent and
clearly disclose who we are and whom we
work for in our outreach email.
5. We won‟t pretend to have read your
blog if we haven‟t, and we‟ll make a best
effort to spend time reading the blogs we
plan on contacting.
6. In our email we will convey why we
think you, in particular, might be
interested in our client‟s product, issue,
event or message.
7. We will seek to present you with a range of
opportunities to work together around a
campaign, so that you can create the best
experience possible for your audience. We
acknowledge that, when it comes to knowing your
audience, you are the expert.
8. We encourage you to disclose our relationship
with you to your readers, and will never ask you
to do otherwise.
9. You are entitled to blog on information or
products we give you in any way you see fit. (Yes,
you can even say you hate it.)
10. If we reach out to you with news about a
product, campaign or issue, we will not provide
monetary compensation, because we believe it is
unethical to “buy” favorable reviews and not want
to appear as if we are.
11. If you have advertising opportunities on your
blog, we will counsel our clients to consider
purchasing advertising as a way to reach your
readers. We will make it clear, however, that
paying for advertising does not mean that you
will post about the campaign or …
12. If we engage you as an advisor on a specific
project, we will consider providing you with
compensation (agreed upon at the start of the
project).
WORK SESSION: Write Blogger Outreach Email
1. Choose an influencer from the
influencer audit.
2. Determine how they could best get
involved.
3. Draft an email asking them to
participate.
08Netvibes Power Hour
How to Setup an RSS Aggregator
STEP ONE:
Register with a service!
STEP TWO:
Grab feeds!
STEP THREE:
Plug feed into aggregator!
1. Go to www.thedailyinfluence.com (Netvibes)
2. Create a free account and build your start
page.
3. Setup LinkedIn, Twitter, and Del.icio.us and
feed them into your Netvibes account.
WORK SESSION: Creating and Building Out Your Netvibes Account
09Knighting & Next Steps
What We Covered
01 Why does this matter & what will you get out of this?
02 Mapping communication goals to measurement
03 How to set up advanced listening posts
04 Creating effective engagement strategies
05 Influencer and network planning
06 Effective Blogger Outreach
07 Netvibes Power Hour
08 Knighting and next steps
Questions?
THANK YOU!
CONTACT:
Brian Giesen
Director | 360° Digital Influence
Ogilvy Public Relations Worldwide
p 61 2 8281 3853
@bdgiesen