© 2009 NetPlus Marketing

Effectively Using Social

Media in Your Day To Day

Business

January 19, 2010

© 2010 NetPlus Marketing2

Agenda

What is Social Media?

Planning a social media program

POST

Metrics and measurement

Individual Use of Social Media

Join the conversation

Case Studies

Q & A

© 2010 NetPlus Marketing3

Look who’s talking now…

People are talking to each other

Customers are blogging about

companies

Consumers are reviewing products

People are re-posting commercials

on YouTube

Groups are forces on Facebook

Enthusiasts define companies on

Wikipedia

News now travels at the speed of

‘Twitter’

© 2010 NetPlus Marketing4

What is social media?

© 2010 NetPlus Marketing5

What is social media?

© 2010 NetPlus Marketing6

POST

People

Understand your audience and where they are active

Objectives

What are you trying to accomplish?

How are you going to measure it?

Strategy

What is the plan to get from the current to the desired state?

Technology

Platform, channels and technologies like Twitter, blog, wiki and

social applications

© 2010 NetPlus Marketing7

POST - People

People

Creators

• Create videos, maintain a blog, Wikipedia editors

Critics

• Review products, rate videos, post experiences

Collectors

• Bookmark content, tag content, share videos

Joiners

• Social networks, groups, forums

Spectators

• View user generated content

Inactives

© 2010 NetPlus Marketing8

POST - Objectives

Objectives Listening

Dialogue

Energize and enthuse

Supporting

Connect and embrace

To achieve Sales

Awareness

Conversions

Traffic

Buzz

New customers

Customer satisfaction

New ideas

© 2010 NetPlus Marketing9

POST - Strategy

Strategy

What is the plan to get from the current to the desired state?

What will be different if we accomplish our goals?

• A better 2-way relationship with customers

• More buzz and awareness

• An effective customer service channel

• More sales

• Customer collaboration

• Customers connected with each other

© 2010 NetPlus Marketing10

POST - Technology

© 2010 NetPlus Marketing11

Individual Use of Social Media

The dangers? The payoffs?

Establish Goals and Objectives

Understand the world you are entering

Be active and bring something to the

conversation

Try to focus on one major area of

interest

Style

© 2010 NetPlus Marketing12

The Benefits

The Altimeter

July 20th, 2009

Study: Deep brand engagement correlates with financial performance

100 most valuable brands — as identified by the 2008

BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11

different online social media channels.

They critiqued the brands on not only their breadth of engagement across

these channels, but also their depth, such as whether they reply to

comments made on blog posts. Each brand was given a numerical score.

© 2010 NetPlus Marketing13

The Benefits

The top 10 ENGAGEMENTdb brands with their scores are:

Starbucks (127)

Dell (123)

eBay (115)

Google (105)

Microsoft (103)

Thomson Reuters (101)

Nike (100)

Amazon (88)

SAP (86)

Tie - Yahoo!/Intel (85)

Findings: Engagement Correlates To financial Performance

Rev growth, gross margin, net profit

© 2010 NetPlus Marketing14

ROI - Monitoring

Monitoring Human analysis

Addictomatic.com

Google Blog Search, News, and Alerts

Yahoo Pipes

Twitter Search

Technorati

Co.mments

Blogpulse

BoardTracker

Keotag

Google Analytics

Paid tools Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain

© 2010 NetPlus Marketing15

ROI - Monitoring

© 2010 NetPlus Marketing16

ROI - Metrics

Metrics and measurement

Traffic referred from social media sites

• Google Analytics, Omniture, etc

Conversions and HVTs referred from social sites

• Google Analytics, Omniture, etc

Number of friends and level of discussion

• Human analysis

- Growth of new friends over time

- Friends/discussions

Social links and bookmarks

• AddThis

Video viewership

• TubeMogul

Qualitative

© 2010 NetPlus Marketing17

Not listening. Not responding. Not good.

Schmoozing instead of connecting

No transparency or authenticity

Social media purely as a single channel

Applying traditional marketing tactics to social media

Social media mistakes

“Mistakes in social media are inevitable

– after all, you’re building relationships

and what relationship is perfect?”

- Charlene Li

© 2010 NetPlus Marketing18

Guiding Principles

Plan with purpose

Align key stakeholders in the organization

Set expectations and guidelines

Be transparent and add value

Monitor and apply feedback

Give first!

© 2010 NetPlus Marketing19

Social Media Group

Marketing

Legal

Merchandising

PR

Customer Service

Creative

HR

Organizational Alignment

© 2010 NetPlus Marketing20

Trust is the key.

Increased trust builds

customer

acquisition/retention and

improves performance

Trust creates brand

advocates and evangelists

Lack of transparency

decreases trust

Research report: The Importance of Consumer Trust

on FI Profitability, Javelin Strategy & Research, April 2009

© 2010 NetPlus Marketing21

How Social Media Can Build Trust

By listening and responding

By increasing transparency

By being accessible and

helpful

© 2010 NetPlus Marketing22

What’s Next?

The ‘what’s the next Twitter?’ syndrome;

aggregators; location-based apps

© 2010 NetPlus Marketing23

Questions

© 2010 NetPlus Marketing24

“It is not the strongest of the species that

survive, nor the most intelligent, but the

one most responsive to change.”

Charles Darwin

Thank You!

Robin NeifieldCEO

NetPlus Marketing, Inc.

www.netplusmarketing.com

Twitter: @neifield

Linkedin.com/ rneifield