#SBASocial

Social Media: Helping You Get Started

Aaron Strout (W2O Group)April 2013

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A Tectonic Shift Has Occurred

Where, how and when conversations happen• Language: Customers speak

online in their first language (there are 10 languages that reach 88% of people online, worldwide)

• Location: Facebook, Twitter, forums, other social places online. Different locations for different purposes.

• Time of Day: Lower volume during day, high volume in evenings

The new prime time is 9pm to 1am in your time zone

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All Age Groups Are Using Social Media

SOURCE: Pew Research Center’s Internet & American Life Project surveys 2005-2012

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Content Creation is Still in the Hands of the Few

The 1-9-90 Principle of Social Media

Source: Jake McKee; Manhattan Research, Cybercitizen Health® v2.0-9.0

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Understanding the Ten Areas of Online InfluenceInfluence Areas Trend Relevance

Audio Favorite of sales force, customers on the go

Podcasts of all types, plus audio tracks of video segments are an undefined area of online, yet have growing utility

Blogs>200MM; trend is to have multiple blogs, multiple languages

We should know the top influencers by topic who drive relevant share of voice. The numbers of influencers are small, precision is key.

Data / Slides 80MM uniques at SlideShare A great location to share all public presentations.

Forums The engine of conversations online; often patient driven

Knowing who is driving conversation in forums is key. We should treat high volume moderators with the same respect as we do with journalists.

Images Is all content tagged to impact natural search?

Companies often forget to tag all content in the 10 languages that reach 90% of the online population.

Micro BloggingAn effective way to alert influencers, help propel news cycles

A great opportunity to build a network of influencers who want to share your news in real time. Twitter is a prime example.

Search Yes, Google is #1, but YouTube is #2

We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search.

Social NetworksThe communities that are often our “first place” to go online

Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.

VideoConsumption habits are starting to favor video vs. copy

There are over 50 video sites to analyze, which sometimes house ratings and reviews of our products.

Wikis Free online peer edited online encyclopedia

Nearly every topic has a Wikipedia entry, which means it could be the first information a consumer finds about any topic they are seeking information about.

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Facebook (social network)

• 1 billion+ users• Over 60% log in daily• Average user has 130

friends• Average user spends 55

minutes per day on site• More than 70 languages• >80% of users outside

USA• Other social networks

• Google+• LinkedIn• Path

Source: Facebook -http://newsroom.fb.com/Key-Facts (December, 2012)

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YouTube (video sharing)

Source: http://www.youtube.com/yt/press/statistics.html (April 2013)

• More than 1 billion unique users visit YouTube each month• Over 4 billion hours of video are watched each month on

YouTube• 72 hours of video are uploaded to YouTube every minute• 70% of YouTube traffic comes from outside the US• YouTube is localized in 53 countries and across 61

languages• In 2011, YouTube had more than 1 trillion views or around

140 views for every person on Earth

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Twitter (micro blog)

• Twittero Over 200 million users

worldwideo 20% of U.S. adult internet

users are on Twittero Fastest growing social

network in 2012• A “tweet”

o A message up to 140 characters long

o Can include a link to other websites or images

Source: Media Bistro http://www.mediabistro.com/alltwitter/twitter-growth_b36955 (February 2013)

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• 200 million users in 200 countries

• 74 million users in U.S.

• 2 new signups/second

• More than 2.7 million companies have LinkedIn Company Pages.

• LinkedIn members are sharing insights and knowledge in more than 1.5 million LinkedIn Group

LinkedIn (Business Social Network)

Source: http://press.linkedin.com/about (December 2012)

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Social Media Business Framework

Fundamentals Analytics and Insights

Content Mapping and

Planning

Content Creation and Syndication

Engagement

• Content Mgmt• SMR Online

Newsroom• Webcast• E-mail Mktg• Podcasts• Videos• Social pages (e.g.,

SlideShare, YouTube)

• Brand protection• Catalog existing

content• Content gap

analysis• Editorial planning• Keyword

dictionary• Identify channels• Train community

mgr• Linking strategy

• Conversation blueprint

• Regular listening• Influencer

analysis• Real time

listening / early warning system

• Blogger outreach• Customer service• Response protocol• Ambassador

network• Community

management

• SM Policy Development

• Planning• Guidelines

creation• SM Training &

Education• Strategic

partnering

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Your Getting Started Checklist

• What do you want to achieve?

• Who do you want to reach?• What social media learnings

do you have?• How do you want to

implement?• What social media tools will

you use?• How does social media

integrate with your overall communications in the long term?

You need to make yourbusiness case

1. You must have a clear objective

2. You must have learnings about why social media is the right channel

3. Your objective should be measurable

4. How does your use of social media help you achieve your objective?

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4 Important Types of Social Media Learnings

Translating metrics into ROI (or something close)“How successful are the things I’m doing online?”

Insights that inform your decision making process“How should we go to market in new / different ways?”

Indicators into what the market thinks about you“What is most important to our customers?”

Listening

Analyzing

Measuring

Capturing what people are saying with no intent of talking “What are people talking about today?”

Monitoring

#SBASocialTools You Can Use Right Now (1-4)

Google Trends: Identifies top search keywords, where the searches are taking place and how search activity has trended over time – http://google.com/trends/

Google Analytics: Available to anyone who embeds a tracking code into their site to measure site traffic – http://google.com/analytics/

Google Adwords: Provides volume for the top keywords, phrases and related keywords/phrases about any topic – http://google.com/adwords/

Hootsuite: A social media engagement solution that offers users the ability to post to many social networks with some analytics – http://hootsuite.com

Source: Chuck Heman http://digitalanalyticsbook.com/ (April 2013)

#SBASocialTools You Can Use Right Now (5-8)

PeerIndex/Kred: These free influencer identification tools provide a high level list of influencers about a certain topic –http://www.peerindex.com | http://kred.com

SocialMention.com: One of the best freely available social media monitoring tools – http://socialmention.com/

Alexa/Quantcast: Provide statistics on traffic to your site (or competitors) – http://alexa.com | http://quantcast.com/

SocialBakers: – Straightforward way to benchmark your Facebook page’s performance vs. a general average – http://socialbakers.com

Source: Chuck Heman http://digitalanalyticsbook.com/ (April 2013)

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Small Business Blogs

• SBA’s Bloghttp://www.sba.gov/community/blogs

• Jim Connolly’s Marketing Blog – Marketing tips and ideas to help you grow your business – http://jimsmarketingblog.com

• Escape from Cubicle Nation – advice for small/startup bizhttp://www.escapefromcubiclenation.com/pamela-slims-blog

• CopyBlogger – All things content marketing for small biz –• http://www.copyblogger.com/blog/• Duct Tape Marketing – http://www.ducttapemarketing.com/blog

/• WCG’s Blog (a W2O Group Company) –

http://blog.wcgworld.com

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Measuring Your Social Media CapabilityWhat we are Measuring Example Metrics

Reach How many of our target audience are we reaching overall and per activity?

• Share of Conversation• Impressions• Content Views• SOC among Influencers

Engagement How are my audiences engaging with my content overall and per activity?

• Comments• Sharing and Linking• Behavior Change /

Advocacy

Cost SavingsHow much would it have cost us to reach the same people through traditional online channels?

• Organic Search Placements

• Unpaid Impressions

Learnings What are we learning that makes us more effective?

• Consumer Preferences• Product Feedback

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Area of InfluenceBrand

Mentions % ∆# People

Discussing % ∆Share of

Conversation % ∆ Key Insight

754 260% 716 268% 18.06% 11%

1279 120% 1076 160% 17.33% -2%

22 138% 19 173% 12.09% -2%

799 138% 685 145% 1.30% 0%

1214 140% 819 143% 1.55% 0%

6 200% 3 150% 4.48% -1%

51,120 NA 550 NA 6.74% NA

Example Scorecard – How is our Position in the Online Market?

Facebook

Twitter

Videos

Blogs

Forums

Images

Search

Qualitatively Defined Key Insights Critical

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THANK YOU!

• Aaron Strout, Managing Director,W2O Group

• Co-author of Location-Based Marketing for Dummies.

• Blog: http://blog.wcgworld.com• Twitter: @aaronstrout