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With�Lisa�Barbieri
Social�Media:�necessary�evil�or�judicious�investment�
17/04/2012Presented�by�Lisa�Barbieri��
An�overview�of�social�media�concepts�covered�in�today’s�session
• What�is�social�media
• Dangers�of�ignoring�social�media
• Social�media�for�your�business�– where�should�you�be,�how�to�start
• How�to�ensure�corporate�governance
• How�to�ensure�data�security
• How�to�determine�necessary�budget
• Tools�to�help�facilitate
17/04/2012 Presented by Lisa Barbieri [email protected]
It’s�recognizing�the�changing�landscape�of�communications…
17/04/2012Presented�by�Lisa�Barbieri��
Dangers�of�ignoring�social�media
• Part�of�integrated�marketing�communications�strategy�and�web�marketing�
• Lose�out�on:
– Social�customers�marketing�programs
– Insights�from�analytics
– Thought�leadership�position
– Product�development
– SEO
17/04/2012 Presented by Lisa Barbieri [email protected]
How�companies�are�using�social�media
Marketing
PreͲSales�information
Igniting�Fans
Content�Generation
Thought�Leadership
Reputation�Management
Product
Research�Product�Issues
Gather�Info�for�Product�
Development
Provide�Product�Updates
Identify�Gaps�in�Product�Portfolio
Support
Respond�to�Support�Questions
Critical�Support�Issues
Promote�Company�Support�Community
Crisis�Management
Safety�Issue
Website�Errors�or�Problems
Highly�Negative�Post�/�Mentions�of�
Lawsuit
17/04/2012Presented�by�Lisa�Barbieri��
25%�of�time�online�is�spent�on�social�media
• YouTube�(158�million�users)• Create�product�demonstrations�or�“How�To”,• Interview�authority�figures,• Document�promotional�events
• LinkedIn�(100�million�users)• Create�connections�with�decision�makers,�• Great�for�recruiting�or�finding�customers
• Facebook (800�million�users)• Create�a�community
• Ask�questions�and�get�to�know�customers
• Share�content�that�has�been�created�on�other�platforms
• Google+�(90�million�users)• Similar�to�Facebook• Assists�in�SEO�ranking
• Twitter�(�500�million�users)�• Share�breaking�news�and�attach�a�link• Promote�events• Tweet�from�live�events
17/04/2012 Presented by Lisa Barbieri [email protected]
Program
Policy
Audit��
Monitoring
Strategy
Content
Metrics
17/04/2012Presented�by�Lisa�Barbieri��
Breaking�out�the�social�media�policy
• How�employees�can�(or�can’t)�use�social�tools
• Disclaimer�on�personal�blogs/LinkedIn
• Time�commitment�staff�will�dedicate�to�outreach�and�response�(e.g.�Alerting�the�community�that�employees�will�respond�to�requests�during�the�hours�of�X�and�X.)
• Who�is�allowed�to�respond
• What�to�do�in�the�case�of�negative�comments.�• Best�practices�for�negative�comments�suggest:
• Thank�the�commentator�for�taking�the�time�to�share�thoughts.• Take�time�before�responding• Learn�from�commentator
• If�you�made�a�mistake,�don’t�try�to�hide�it.
17/04/2012 Presented by Lisa Barbieri [email protected]
Policy�workflow
Facilitator
Support
Hub
Marketing
Hub
Product�Mgmt
Hub
PR
Hub
• “Conductor”�or�facilitator• Listen• Distribution�and�alerts• Workflow
• Subject�Matter�Experts• Product�expertise• Train,�i.e.�Code�of�Business�Conduct
17/04/2012 Presented by Lisa Barbieri [email protected]
A�social�media�audit�is�a�benchmark�that�provides
measured�insight�into�what�your�online�presence
looks�like.
17/04/2012Presented�by�Lisa�Barbieri��
Audit�– measure�&�compare
• Blogs:�Who�has�a�corporate�blog?
• Microblogs:�Who’s�on�Twitter?�How�many�followers?�Retweets?
• Social�Networks:�Who�is�on�Facebook,�LinkedIn�and�Google+
• Online�Communities:�Who�has�a�user�forum?�Is�it�well�maintained?�
• Other�Sites:�How�are�users�talking�about�you�versus�your�competitors?
• SEO:�How�well�are�you�ranking?
17/04/2012 Presented by Lisa Barbieri [email protected]
Audit�– where�to�get�information
• Utilize�alerts�across�search�engines�such�as�Google�and�Yahoo.
• Use�specific�searches�such�as�Google�Blog�Search�and�Technorati.
• Use�free�social�media�monitoring�tools�such�as�SocialMention.com.
• Consider�using�a�pay�tool
17/04/2012 Presented by Lisa Barbieri [email protected]
Audit�– web�analysis
Use�external�sites�to�measure�company�traffic�in�comparison�to�your�competitors:
– Compete.com
– Alexa.com
– Quantcast.com
– Company�analytics
17/04/2012 Presented by Lisa Barbieri [email protected]
Monitoring�=�research�and�insight
• Understand�where�conversations�take�place• Reputation/risk�management
• “Voice�of�Customer” research�(realͲtime)
• Monitor�conversation�trends�and�reveal�emerging�themes
• Uncover�influencers�and�potential�advocates• Competitive�tracking• Sales�and�lead�generation• Program�metrics�and�benchmarking
17/04/2012 Presented by Lisa Barbieri [email protected]
Listening Report
Share of Voice Blogs Facebook Twitter Groups/ForumsOther SocNets NotesTotal # of Company MentionsTotal # of Competitor Mentions
Share of Conversation Blogs Facebook Twitter Groups/ForumsOther SocNets Notes# of Industry Keyword MentionsTotal # of Company MentionsTotal # of Competitor Mentions
Conversations Requiring Respo Blogs Facebook Twitter Groups/ForumsOther SocNets NotesMarketingCustomer ServiceSupportSalesHRFinanceExecutivePR
Sentiment Blogs Facebook Twitter Groups/ForumsOther SocNets NotesBrandCompetitor
Potential Impressions/Reach Blogs Facebook Twitter Groups/ForumsOther SocNets Notes
Company Mentions
Monthly visitors
Number of likes and # potentially exposed to each like
Number of people connected to each Tweet (followers)/
Thread views
Competitor MentionsKeywords
Looming Crises/Opportunities Blogs Facebook Twitter Groups/ForumsOther SocNets NotesBrandProduct
Recurring Themes Blogs Facebook Twitter Groups/ForumsOther SocNets NotesBrandProduct
17/04/2012 Presented by Lisa Barbieri [email protected]
Strategy�and�execution�plan�should�be�developed�from�monitoring,�budget,�resources��
and�objectives.
17/04/2012Presented�by�Lisa�Barbieri��
What�do�we�want�to�accomplish
• Establish brand as an expert• Leads• Customer service hub• Connect with people talking
about topic• Listen/lurk• Spy on a competitor• Meet bloggers• Other - HR
17/04/2012 Presented by Lisa Barbieri [email protected]
Weekly�time�commitment�for�social�media�
2012�Social�Media�Marketing�SocialMediaExaminer.com
Industry�Report�of�3,800�marketers�surveyed.�©�2012�Social�Media�Examiner
17/04/2012 Presented by Lisa Barbieri [email protected]
Reactive�vs.�proactive�approach
• Reactive
– Focus�on�most�important�and�respond�only
• Posts,�influencers,�topics
• Proactive
– Respond�to�important�posts
– Part�of�overall�strategy
– Central�hub,�generate�blog,�Facebook�page,�Twitter�account
– More�resources�for�content�
17/04/2012 Presented by Lisa Barbieri [email protected]
Commonly�used�social�media�tools
2012�Social�Media�Marketing�SocialMediaExaminer.com
Industry�Report�of�3,800�marketers�surveyed.�©�2012�Social�Media�Examiner
17/04/2012 Presented by Lisa Barbieri [email protected]
Take�an�integrated�approach�for�synergy
• Social�PR• Engage�with�journalists�and�bloggers�online�by�commenting�on�their�
blogs,�retweeting or�responding�to�their�tweets
• Blogging�to�share�news�with�reporters/bloggers/influencers
• SEO
• Advertising• Facebook ads
• Google�AdWords (for�SEO)�
17/04/2012 Presented by Lisa Barbieri [email protected]
Conversion�path�can�result�in�leads�from�social�media
•Step�1.•Create�a�video�with�callͲtoͲaction�to�schedule�a�visit�and�post�on�YouTube.
•Step�2.•Post�on�website�and�Facebook page�of�Video.
•Step�3•Blog,�tweet�and�linking�to�Facebook/website��regarding�video.
•Step�4•Feed�visit�registrations�into�CRM�with�first�action�attribute�using�analytics.
17/04/2012 Presented by Lisa Barbieri [email protected]
measure
monitor
Social�media�process
Discover real-time, relevant, impactful conversations
Active dialog with customers or
prospects, track/tag comments for further
use
Analyze and track conversations, show business impact
17/04/2012Presented�by�Lisa�Barbieri��
How�to�set�a�budget• Depends�on�objective
• 5�years�ago�Coca�Cola�spent�3%�of�total�media�spend�on�social�media.�Today�it�is�20%.
• 2011�Altimeter�group�interviewed�140�social�strategists�
• Average�budget�for�novice�programs�is�$66K.�Includes�3.1�people,�monitoring,�reactive�approach,�policy.
• Average�budget�for�intermediate�programs�$1million.�Includes�8.2�employees,�community�programs,�strategy.
• Average�budget�for�advanced�program�$1.3million.��Includes�20.8�employees,�social�agencies,�social�CRM.
17/04/2012 Presented by Lisa Barbieri [email protected]
Things�to�consider• Time�to�devote�to�social�media�Ͳ 2�hrs/day�is�a�good�place�to�start
• Cost�of�monitoring�tool,�compliance�tool,�maintenance�and�IT�to�support
• Resources�for�content�creation
• Images�and�video�production
• Training
• Measurement
17/04/2012 Presented by Lisa Barbieri [email protected]
Reduce�costs/resources�by
• Monitoring�tool
• Assigned�personnel�to�respond
• Only�respond�to�most�important
• Content�calendar
• Similar�content�across�multiple�platforms
• Combining�company�material�with�3rd party�material
• Scheduler�software
17/04/2012 Presented by Lisa Barbieri [email protected]
How�to�ensure�data�security�&�compliance
• Assigned�people�and�workflow
• Software�Ͳ Smarsh.com
– Firms�can�automate�policy�companyͲwide,�define�which�features�employees�have�access�to,�and�firms�can�review,�approve,�or�reject�messages�before�they�are�posted.
– All�messages�are�captured,�preserved�in�their�native�form�and�indexed�in�the�secure�Smarsh�archive.�Postings�will�be�indexed�and�searchable�via�message�criteria,�including�date�and�content�keywords.
17/04/2012 Presented by Lisa Barbieri [email protected]
2012�Social�Media�Marketing�SocialMediaExaminer.com
Industry�Report�of�3,800�marketers�surveyed.�©�2012�Social�Media�Examiner
Benefits�of�social�media�marketing
17/04/2012 Presented by Lisa Barbieri [email protected]
33%�Of�BestͲinͲClass�companies�have�social�profile�integrated�within�prospect�or�
customer�record.�(Social�CRM)
2012 Aberdeen GroupB2B Social Media Marketing: Are we There Yet?
17/04/2012Presented�by�Lisa�Barbieri��
Consider�for�ROI
• How�do�you�calculate�ROI�on�current�marketing�programs?
• Web�marketing�provides�metrics�• Decide�on�KPIs• Reduction�in�cost�customer�service��• Programs�have�to�work�together
– Use�social�media�to�support�SEO�efforts– Incorporate�calls�to�actions�which�drive�leads– Use�social�media�to�see�where�target�market�is�and�support�with�advertising
17/04/2012 Presented by Lisa Barbieri [email protected]
17/04/2012 Presented by Lisa Barbieri [email protected]
NonͲtraditional�ROILocation Metric
Corporate Blogs %�increase�in�repeat�visits, %�increase�in�ratio�of�comments�to�posts�
Facebook Page,�Google+
%�increase�in�ratio�of threads�to�likes,�%�increase�in�participation�in�threads,�%�increase�in�likes�,�%�of�desirable�vsundesirable�comments
Twitter�Account %�increase in�Twitalyzer scores,�%�increase�in�Retweets,�%�increase�in�share�of�hashtags
YouTube�Channel� %�increase�in�Ratings, %�increase�in�Comments
17/04/2012Presented�by�Lisa�Barbieri��
Program�Ͳ Recap
Policy
Audit��
Monitor
Strategy
Content
Metrics
17/04/2012Presented�by�Lisa�Barbieri��
Tools�Ͳ Blogging
Blog�Comment�Platforms•�LiveFyre•�DisqusBlog�Platforms•�Wordpress
•�Tumblr
• Blogger
•�Posterous
Blogger�Identification�and�ContactInformation•�Technorati
Stock�Photos�for�Blogs•�Where�to�Find�Free�Images�andVisuals�for�My�Blog�(blog�post)•�Freepik•�Photos.com (paid)
•�Shutterstock.com (subscription)
Syndicate�Your�Online�Platforms•�Flavors.me
Crowdsourcing platforms•�Quora
17/04/2012 Presented by Lisa Barbieri [email protected]
Tools�– Facebook�&�LinkedIn
HOW�TO�Create�Facebook Ads•�Facebook Ad�Best�Practices•�5�Easy�Steps�to�Creating�aFacebook ad
HOW�TO�Build�a�Facebook Fan�Page•�How�to�build�a�Facebook Fan�Page•�How�to�Develop�a�Facebook Pagethat�Attracts�Millions�of�Fans�(blogpost)
Overview�of�Facebook Fan�Page�Plugins•�Facebook’s Social�Plugins•�12�Useful�Wordpress Plugins for
Bloggers
HOW�TO:�LinkedIn�for�Business•�33�Ways�to�Use�LinkedIn�forBusiness�
Getting�started�with�LinkedIn•�Sevans white�paper
17/04/2012 Presented by Lisa Barbieri [email protected]
Tools�– Online�Monitoring
Monitor�Brand/Clients�Online(FREE)•�AddictͲOͲMatic
•�Twitalyzer•�BoardTracker•�SocialMention
•�GoogleAlerts•�Tweetstats•�Tweetreach•�TwitterGrader•�Topsy
Website�Analytics�(FREE)•�Quarkbase•�Alexa•�Compete
•�Google�Analytics
Keyword�Finder�Tools•�Google�Trends•�Google�AdWords
•�Wordtracker (not�free)•�KeywordSpy (not�free)
17/04/2012 Presented by Lisa Barbieri [email protected]
Tools�Ͳ TwitterHashtag Monitoring�and�Tracking•�WTHashtag.com
•�Search.Twitter.comTwitter�Live�Chat�Management•�Tweetchat•�Tweetgrid•�TweetdeckFind�People�on�Twitter•�Twellow•�WeFollow
•�TweetfindTwitter�Clients• Hootsuite
•�Tweetdeck• Twhirl
•�Twitter.com
URL�Shorteners•�Bit.ly•�Ow.lyComprehensive�List�of�TwitterIndustry�Chats•�Wthashtag.com�chats�pageInfluencer�Identification•�Mpact (paid�service)•�KloutTwitter�Lists•�Listorious
17/04/2012 Presented by Lisa Barbieri [email protected]
Feel�free�to�contact�me�at�the�email�below�with�any�questions.
Lisa�[email protected]
17/04/2012Presented�by�Lisa�Barbieri��
