navigating the social media terrain
DESCRIPTION
A presentation we gave to the Kansas City Direct Marketing Association with some fun facts and stats from Charlene Li and a few others, as well as suggestions on preparing for and approaching social media.TRANSCRIPT
Navigating the Social Media Terrain
Kelly KearneyWhitney Mathews
www.spiral16.com
“Marketers don’t understand channels where you have to talk and listen at the same time…
The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”
- Josh Bernoff, Forrester Analyst
How BIG is social media?
3 of 4 online Americans are using it.
Forrester
How BIG is social media?
Twitter averages3,000,000 TweetsEvery. Single. Day.
What the F**K is Social Media
How BIG is social media?If Facebook were a country, it would be the 8th largest in the world…
>… just ahead of Japan.
What the F**K is Social Media
Why should you care?
Because social media WILL impact your business.
Because 85% of social media users believe companies should interact with their customers.
Because 93% of social media users believe all companies should have a presence in social media.
Cone Research, 2008
Be prepared to meet your curmudgeon.
It’s a FAD.
It’s a TIME SUCK.
There is no ROI.
It’s too RISKY.
It’s too INVASIVE.
Info from Charlene Li, Convince the Curmudgeon
Be prepared to take detours.
Adapt on short notice.
Identify your top 5-10 nightmares.
Rehearse with “fire drills” before disasters happen.
You will most likely have to:
How do you start?
LISTEN to your audience to understand the buzz about your brand.
UNDERSTAND what they need out of your relationship.
ENGAGE with your community to build trust, respect, and loyalty.
Why should you invest?
Going italone can be likedrinkingwater from afire hose.
Photo: Chris Blakeley, Flickr
What are the benefits?
Gather transparent competitive intelligence
(Strategy)
Monitor brand reputation
(Public Relations)
Quicker customer service response time
(Customer Service)
Validate the success of marketing campaigns
(Marketing / MarCom)
Track feedback of a product launch
(Product Dev. / R&D)
Increase efficiencies / improve employee morale
(Internal)
Acquire new customers
(Sales)
Increase brand loyalty & presence
(Brand)
Your Business
Real-time market research
(Research)
Effectively managemarketing spend
(Marketing / MarCom)
How do you measure impact?
“Your goals determine your metrics. Use the same metrics as your
corporate goals.”
- Charlene Li, Forrester Analyst
How do you measure impact?
Goal Metric Value
Learn # of customer feedback
Faster, better insights
Dialog # of comments# of referrals
# of sales
Brand loyaltyFaster, more
closes
Help # of issues addressed
Employee satisfaction
Innovate # of implemented ideas
Faster development
Examples of “Micro” Metrics
Info from Charlene Li, Convince the Curmudgeon
Case Study: Miller High LifeIn 2009, MillerCoors created the one-second Super Bowl ad.
The campaign generated hundreds of conversations in a five-day period. Over 80% of these conversations were on social technology sites (blogs, social networks, videos). Less than 1% of sites were corporate URLs.
Reaction was overwhelmingly positive. In fact, semantic analysis revealed that over 50% of all conversations used the words brilliant, good, great, like, and love.
Case Study: Miller High LifeThese statistics are better understood by visualizing the data. Remember when we said that corporate URLs were less than 1% of the ecosystem?
How influential was that single Miller High Life URL?
What if you don’t sell beer?
You don’t have to have a sexy product to make social media work.
Century21 held a viral video contest among their real estate agents. What follows is the winning video, which grabbed over 22,000 views and a 4-star rating (and oodles of publicity).
Take a deep breath.
Monitoring is only one way to measure success.
But it can open new doors of opportunity for your business.
