Social MediaA Look Ahead

Presented by Lynne d Johnson, SVP Social Media, The ARF

Twitter: @lynneluvahemail: lynne@thearf.orgwww.slideshare.net/lynneluvah

What’s Inside?

• Why Social Media?

• Social Media Planning

• Monitoring Social Media

• Social Media ROI

• The Future of Social Media

What Is Social Media?

What Is Social Media?

Social Media, in Web 2.0 terms, is a two-way communication channel in which a social media site or service, interacts with you in some way, enabling engagement and collaboration.

For example: Users comment, vote, interact with others, receive recommendations, join groups and discussions, and create content.

Why Social Media?• Social Media > E-mail (Time spent)

• If Facebook Were a Country it Would Be 3rd Largest (500 million users globally)

• Social Media > Search (FB traffic >Google)

• #1 for Sharing News and Information

• YouTube 2nd Largest Search Engine

• 20% of Conversations on Twitter = Brand Mentions

Social Media Planning

• Listening to the Consumer

Social Media Planning“The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.”

The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF!

The ARF Listening Playbookby Steve Rappaport, Knowledge Solutions Director, ARF

Social Media PlanningBrands can use listening to:1) discover new customers2) develop new products3) monitor the competition4) give the consumer a voice5) take brand pulse6) understand shifts in consumer perspectives

Social Media PlanningExample: Hennessy Discovers New Customers

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Social Media PlanningExample: Hennessy Discovers New Customers

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The challengeHennessy stumbled upon a new consumer by listening to linking

behaviors. Consumers used Hennessy brand on BlackPlanet pages and linked back to site.

The conceptHennessy developed a full research plan to learn more about the

consumer and its values and connection with the brand.The result (or) insight

Hennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integration.

Monitoring SM

Monitoring SMFree Tools Paid Tools

• Ripple 6 Social Insights• Radian 6 Dashboard• Conversition Evolisten• Netbase Consumerbase• Communispace• Scoutlabs• Motivequest• Nielsen Buzzmetrics• Meltwater Buzz

• Google Alerts• Hootsuite Social Media Dashboard• Tweetdeck• Social Mention• Cotweet

Monitoring SMThe Future

Monitoring Complete LifestreamsKnowing Who People Really Are

Using Social CRM Tools

Monitoring SM

Monitoring SM

•All contacts in one place•Taps into 60,000 news sources•Connect and share from one dashboard

Social CRM Example

Social Media Planning

• Defining Goals/Biz Objectives/KPIs

Social Media Planning

Social Media Planning

• Considering Resources

Social Media Planning

• Who does social media?

• Where is social media done?

• Is it integrated across the organization?

• What’s the spend? (Media Plan/Media Mix)

• What’s the budget?

Social Media Planning

• Writing The Action Plan

Social Media Planning• Define Biz Objectives

• Define Target Audience

• Define Your Story and Voice

• Create Your Brand Hub To Link Back To

• Determine Your Consumer Backyards (blogs, video, Facebook, Twitter, etc.)

• Develop a Timeline

• Measure Against Objectives

• Tweak and Re-activate

Social Media Planning

• Social Media Plan also includes: social media guidelines and policy for the company as a whole. Describes how employees use social media. Also used as a public-facing guide.

Social Media Planning

• Evaluate & Measure

Social Media ROI

There is no Holy Grail, there are just frameworks. Each

business use case is different.

Social Media ROI

Source:http://www.netpromoter.com/np/calculate.jsp

Social Media ROI

Source:Razorfish Fluent http://fluent.razorfish.com

Social Media ROI

Source:Razorfish Fluent http://fluent.razorfish.com

SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry

The components of the above formula are:

Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Brand

Net Sentiment for the Industry =(Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry

Social Media ROI

Social Marketing Analytics!

A New Framework for Measuring Results inSocial Media

Source: Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html

Share Engagement Reach Influence Impact Issue Resolution Satisfaction Score Trends Sentiment

What Lies Ahead?

“Social Networks Will Be Like Air.”

- Charlene LiFounding Partner, Altimeter Group Author of "Open Leadership" and co-author of "Groundswell"

The Open Graph

Future Open Graph

• Will There Be Only One Open Graph ?

• How Many Open Graphs ?

• Will There Be No More Websites ?

Future Open Graph“Social networking sites are set to connect disparate areas of the web that are currently being built by other social sites (Pandora for music, Yelp for small business etc.). The goal—a smarter, more personalized, more social media environment. What transformational effects will these have on the social media as we know it today? How will audiences of these new “entities” be measured?” - The ARF, AM 5.0

SM Goes Hyperlocal

Beyond Geotargeting.Meeting Consumers Where They Are.

Extend Brand Engagement.Localized Services And Information.

Mobile Has Arrived.Use Social Media To Influence POP/POS.

SM Goes Hyperlocal

Hyperlocal Marketing

NIN Hyperlocal iPhone/iTouch/iPad App

Source: http://access.nin.com/nearby/earth

Augmented Reality

Source: http://www.youtube.com/user/Lebarguide

Augmented RealityQuiznos/Layar Mobile Augmented Reality Campaign

Source: http://www.quiznos.com/about_in_the_news_press_2010_65.html

Digital Out Of HomeAmerican Eagle’s 15 Seconds of Famein Times Square

Source: http://www.rga.com/work/american-eagle-outfitters-15-seconds-of-fame

Digital Out Of Home

Locamoda Brings Foursquare to the City of Lights

Source: http://vimeo.com/9944170

...and SM Is Now Checking in With Brands

in Real-time

Checking In With Brands

Source: http://foursquare.com/thrillist

Checking In With Brands

Source: http://getglue.com/about

Thank You!? Questions ?

• Video: Social Media Revolution 2 (Refresh) http://socialnomics.net/2010/05/05/social-media-revolution-2-refresh/

• Groundswell: Winning in a World Transformed by Social Technologies http://www.forrester.com/groundswell/book.html

• The Social Media Bible: Tactics, Tools & Strategies For Business Success http://www.thesocialmediabible.com/

• Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web http://www.briansolis.com/2010/01/engage/

• Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470293705.html

• The ARF Listening Playbook http://www.thearf.org/assets/listening-to-consumer

• Social Media Policies - The Altimeter Wiki http://wiki.altimetergroup.com/page/Social+Media+Policies

• ARF Social Media Insights: Can Social Media Effectively Track Influence? http://www.jackmyers.com/commentary/ARF/97963394.html

• Net Promoter Score http://www.netpromoter.com/np/calculate.jsp

• The Razorfish Social Influence Marketing Report http://fluent.razorfish.com

• Altimeter Report: Social Marketing Analytics http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics

• Nielsen/Facebook Report: Advertising Effectiveness: Understanding the Value of a Social Media Impression

• Video: Social Media’s Open Graph http://www.scribemedia.org/2010/07/29/social-medias-open-graph/

• Hyperlocal Marketing for Mobile Augmented Reality www.perey.com/MobileARSummit/AcrossAir-Hyperlocal-marketing-for-MobileAR.pdf

• Videos: Porter Novelli and Augmented Realityhttp://www.google.com/search?q=augmented+reality+porter+novelli&hl=en&prmd=vo&source=univ&tbs=vid:1&tbo=u&ei=bppYTPq0NoKOnwfi79D_CA&sa=X&oi=video_result_group&ct=title&resnum=1&ved=0CCcQqwQwAA

• ARF Insights Brief: Social Media Opportunities and Challenges in Digital Signage http://www.slideshare.net/lynneluvah/arf-digitalsignagesminsights070210

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