making the case for your organization’s adoption of social media marketing
Post on 17-Oct-2014
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by Katie Morse, presented at the social media event Conversations, Connections & Opportunities, by Visability.ca on May 27, 2010TRANSCRIPT
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making the case for your organization’s
adoption of social media marketing
- Copyright © 2009 Radian6 5/31/2010
Katie Morse
Community Manager
Radian6
C: 347.408.0638
www.twitter.com/misskatiemo
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how do I get there?
25/31/2010- Copyright © 2009 Radian6
• Do your Research
• Plan – Where does SM fit your org?
• Manage expectations, including risk!
• Iterate – Learn, expand, and repeat
• Measure – How does it all come together?
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it begins with a vision
35/31/2010- Copyright © 2009 Radian6
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research and educate
45/31/2010- Copyright © 2009 Radian6
80% of companies use Social Media for recruitment
Facebook tops Google for weekly traffic in the U.S.
The fastest-growing user segment on Facebook?
55-65 year-old females
YouTube is the 2nd-largest search engine in the world
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start at the top
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Social media goes beyond the marketing department
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from the top to the bottom
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• Objectives• Department or company-wide
• Goals• SMART – specific, measurable,
attainable, realistic, timely
• Strategies• Social media strategies
• Tactics• Tools and specific actions
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manage expectations
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• Consider Risk
– “How can we control our message?”
– “What happens if people say bad things?”
– “How can we prevent a crisis from
happening?”
– “How is this affected by regulations?”
– “How does legal feel about this plan?”
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manage expectations
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• When will we see returns?
• What will these returns look like?
• How much time is involved?
• Who should be involved?
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Metrics are a Two-Way Street
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Metrics and Measurement
Activity & Engagement•Members
•Posts/Threads
•Comments or Ideas
•Inbound Links
Revenue and Biz Dev• Speed of sales cycle
• % customer retention
• Transaction value
• Referrals
Cost Savings• Issue Resolution Time
• % of issues resolved online
• Account turnover
• Hiring/Recruiting
•New Product Ideas
Awareness and Value
• Brand loyalty/affinity
• Media placements
• Share of Conversation
• Net Promoter Score
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Integrate and Iterate
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•http://www.radian6.com
•@Radian6
Questions?
© 2009 Radian6