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Introductory presentation prepared for the NFAIS Humanities Roundtable, October 2009.
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Leveraging Social Networks
Twitter: annmichael
Ann Michael
Why Social Networks?
Trend#1
Exercise#2
• Discoverability through recommendation
• Who recommends us?PEOPLE DO
Marketing Socially
Exercise#3
• Global• Mobile• Social
• Open• Playful• Intelligent
Fred Wilson, Union Square Ventures, 2009, http://www.avc.com
Nobody Does It Better
Social networks allow us to do two things – en masse – that almost all other marketing channels do not:
HUMANIZE OUR ORGANIZATION
ENGAGE IN 2-WAY COMMUNICATION
Why Bother with Social Networks?
• Is it a fad?– Debate abounds– New tools allowing us to do things we always did
anyway – only now we can do them:• globally • quickly • and anywhere we happen to be
What Could We Gain?
• Reputation• Customers• Leverage (with partners, customers, etc.)• Insight (product, customer, environment)
What Might We Lose?
• Reputation• Customers• Leverage (with partners, customers, etc.• Control (psst…we didn’t have it anyway)
Do We Really Have a Choice?
• Where are our customers?• How are their habits changing?• Are we up to date on how our customers
communicate with each other?– Professionally– Personally
(The lines are blurring)
Getting Started
• Have a social networking strategy & objectives
• Develop & execute an engagement plan• Define how we will measure success• Adjust as needed
Getting Started
• Any of these items can be as formal or as informal as we’d like
• Bottom Line: Think before we act
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Getting Started
11 Creating a Social Strategy & ObjectivesCreating a Social Strategy & Objectives
22 Developing an Engagement PlanDeveloping an Engagement Plan
33 Measuring SuccessMeasuring Success
No One Socializes in Isolation
• Social media strategy is not something developed in isolation
• Starts with organizational and product mission/objectives
• Becomes PART of the overall marketing approach (can be cheaper than advertising!)
Strategy: Some Ideas
• Increase awareness of our products– In the market overall– Within a targeted group
• Refresh our product development efforts• Deliver proactive customer service
Objectives: Some Ideas
• Increase Awareness– Increase traffic to our website– Increase sales
• Refresh Product Development– Customer feedback received– Competitive intelligence
Objectives: Some Ideas
• Customer Service– Address customer concerns (even when they
didn’t ask us to)– Offer expert insight/advice
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11 Social Network Strategy with ObjectivesSocial Network Strategy with Objectives
22 Creating an Engagement PlanCreating an Engagement Plan
33 Measuring SuccessMeasuring Success
Engaging with Customers
• Find our customers (potential customers)– Facebook? Twitter? LinkedIn?– Industry specific networks?– Blogs?– Listserves?– Meetings/Conferences (offline engagement too)
• Look, Listen, Participate
Engaging with Customers
• What are they doing? With whom?– What do they like/dislike? Why?
• How can we participate without becoming a billboard?– Subject Matter Expertise: research pointers– Connecting customers to each other
Social Networking Etiquette
Ç√Ç√Ç√Ç√
Some Do’s and Don’ts
• Do be genuine• Do be open• Do be honest• Do be active
• Don’t shout• Don’t dominate• Don’t dismiss• Don’t disappear
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11 Social Network Strategy with ObjectivesSocial Network Strategy with Objectives
22 Creating an Engagement PlanCreating an Engagement Plan
33 Measuring SuccessMeasuring Success
Measuring Success
• For each strategy, have a goal• For each goal, have an objective• For each objective, have a measurement• For each measurement, have a baseline• Don’t measure everything – pick a short list
Measuring Success
• Give yourself a little time – then evaluate– Is the success measure the right one?– Is the objective the right one?– How are social networking activities impacting
other marketing efforts?– Where else might they work together?
Measuring Success: Some Ideas
• Increase Awareness– Increase traffic to our website by …
• # of visitors to our website that originated from a social network
– Increase # of mentions of our product on social network sites
– Start X # of new relationships– Convert X new relationships to customers
Measuring Success: Some Ideas
• Refresh Product Development– Customer feedback received– Competitive insights discovered
• Customer Service– # of issues addressed through social networking– # of connections made between customers– Ratio of positive to negative mentions
Metrics, Metrics, Metrics
• Search and find what’s right for you• A very long list of metrics:
– http://www.thesocialorganization.com/social-media-metrics.html
– http://www.searchenginejournal.com/measuring-social-media-marketing-its-easier-than-you-think/5397/
Measuring Success: Tools
• Radian6• BuzzMetrics (Neilson)• Google Analytics• Lithium• MS – “code name LookingGlass”
One Last Thought
• Professional (Organizational) versus Personal• It’s good to get first hand experience
Questions?
