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Navigating the Social Media Terrain

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Kelly Kearney

The document discusses the large size and impact of social media. It notes that 3 out of 4 online Americans use social media, Twitter averages 3 million tweets per day, and Facebook would be the 8th largest country. It recommends that companies have a social media presence because 85% of users believe companies should interact with customers and 93% believe all companies should have a social media presence. The document provides tips on listening to audiences, understanding their needs, and engaging with communities on social media. It also discusses measuring the impact of social media efforts.

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Navigating the Social Media Terrain Kelly Kearney Whitney Mathews www.spiral16.com
Marketers dont understand channels where you have to talk and listen at the same time The marketing industrys idea of two-way communication is to put an 800 number or a web address in an ad and take orders. - Josh Bernoff, Forrester Analyst
How BIG is social media? 3 of 4 online Americans are using it. Forrester
How BIG is social media? Twitter averages 3,000,000 Tweets Every. Single. Day. What the F**K is Social Media
How BIG is social media? If Facebook were a country, it would be the 8 th largest in the world > just ahead of Japan. What the F**K is Social Media
Why should you care? Because social media WILL impact your business. Because 85% of social media users believe companies should interact with their customers. Because 93% of social media users believe all companies should have a presence in social media. Cone Research, 2008
Be prepared to meet your curmudgeon. Its a FAD. Its a TIME SUCK. There is no ROI. Its too RISKY . Its too INVASIVE . Info from Charlene Li, Convince the Curmudgeon
Be prepared to take detours. Adapt on short notice. Identify your top 5-10 nightmares. Rehearse with fire drills before disasters happen. You will most likely have to:
How do you start? LISTEN to your audience to understand the buzz about your brand. UNDERSTAND what they need out of your relationship. ENGAGE with your community to build trust, respect, and loyalty.
Why should you invest? Going it alone can be like drinking water from a fire hose . Photo: Chris Blakeley, Flickr
What are the benefits? Gather transparent competitive intelligence (Strategy) Monitor brand reputation (Public Relations) Quicker customer service response time (Customer Service) Validate the success of marketing campaigns (Marketing / MarCom) Track feedback of a product launch (Product Dev. / R&D) Increase efficiencies / improve employee morale (Internal) Acquire new customers (Sales) Increase brand loyalty & presence (Brand) Your Business Real-time market research (Research) Effectively manage marketing spend (Marketing / MarCom)
How do you measure impact? Your goals determine your metrics. Use the same metrics as your corporate goals. - Charlene Li, Forrester Analyst
How do you measure impact? Examples of Micro Metrics Info from Charlene Li, Convince the Curmudgeon Goal Metric Value Learn # of customer feedback Faster, better insights Dialog # of comments # of referrals # of sales Brand loyalty Faster, more closes Help # of issues addressed Employee satisfaction Innovate # of implemented ideas Faster development
Case Study: Miller High Life In 2009, MillerCoors created the one-second Super Bowl ad. The campaign generated hundreds of conversations in a five-day period. Over 80% of these conversations were on social technology sites (blogs, social networks, videos). Less than 1% of sites were corporate URLs. Reaction was overwhelmingly positive . In fact, semantic analysis revealed that over 50% of all conversations used the words brilliant , good , great , like , and love .
Case Study: Miller High Life These statistics are better understood by visualizing the data. Remember when we said that corporate URLs were less than 1% of the ecosystem? How influential was that single Miller High Life URL?
What if you dont sell beer? You dont have to have a sexy product to make social media work. Century21 held a viral video contest among their real estate agents. What follows is the winning video, which grabbed over 22,000 views and a 4-star rating (and oodles of publicity).
Take a deep breath. Monitoring is only one way to measure success . But it can open new doors of opportunity for your business.
[email_address] @kellykearney [email_address] @whitneymathews

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Navigating the Social Media Terrain

  • 1. Navigating the Social Media Terrain Kelly Kearney Whitney Mathews www.spiral16.com
  • 2. Marketers dont understand channels where you have to talk and listen at the same time The marketing industrys idea of two-way communication is to put an 800 number or a web address in an ad and take orders. - Josh Bernoff, Forrester Analyst
  • 3. How BIG is social media? 3 of 4 online Americans are using it. Forrester
  • 4. How BIG is social media? Twitter averages 3,000,000 Tweets Every. Single. Day. What the F**K is Social Media
  • 5. How BIG is social media? If Facebook were a country, it would be the 8 th largest in the world > just ahead of Japan. What the F**K is Social Media
  • 6. Why should you care? Because social media WILL impact your business. Because 85% of social media users believe companies should interact with their customers. Because 93% of social media users believe all companies should have a presence in social media. Cone Research, 2008
  • 7. Be prepared to meet your curmudgeon. Its a FAD. Its a TIME SUCK. There is no ROI. Its too RISKY . Its too INVASIVE . Info from Charlene Li, Convince the Curmudgeon
  • 8. Be prepared to take detours. Adapt on short notice. Identify your top 5-10 nightmares. Rehearse with fire drills before disasters happen. You will most likely have to:
  • 9. How do you start? LISTEN to your audience to understand the buzz about your brand. UNDERSTAND what they need out of your relationship. ENGAGE with your community to build trust, respect, and loyalty.
  • 10. Why should you invest? Going it alone can be like drinking water from a fire hose . Photo: Chris Blakeley, Flickr
  • 11. What are the benefits? Gather transparent competitive intelligence (Strategy) Monitor brand reputation (Public Relations) Quicker customer service response time (Customer Service) Validate the success of marketing campaigns (Marketing / MarCom) Track feedback of a product launch (Product Dev. / R&D) Increase efficiencies / improve employee morale (Internal) Acquire new customers (Sales) Increase brand loyalty & presence (Brand) Your Business Real-time market research (Research) Effectively manage marketing spend (Marketing / MarCom)
  • 12. How do you measure impact? Your goals determine your metrics. Use the same metrics as your corporate goals. - Charlene Li, Forrester Analyst
  • 13. How do you measure impact? Examples of Micro Metrics Info from Charlene Li, Convince the Curmudgeon Goal Metric Value Learn # of customer feedback Faster, better insights Dialog # of comments # of referrals # of sales Brand loyalty Faster, more closes Help # of issues addressed Employee satisfaction Innovate # of implemented ideas Faster development
  • 14. Case Study: Miller High Life In 2009, MillerCoors created the one-second Super Bowl ad. The campaign generated hundreds of conversations in a five-day period. Over 80% of these conversations were on social technology sites (blogs, social networks, videos). Less than 1% of sites were corporate URLs. Reaction was overwhelmingly positive . In fact, semantic analysis revealed that over 50% of all conversations used the words brilliant , good , great , like , and love .
  • 15. Case Study: Miller High Life These statistics are better understood by visualizing the data. Remember when we said that corporate URLs were less than 1% of the ecosystem? How influential was that single Miller High Life URL?
  • 16. What if you dont sell beer? You dont have to have a sexy product to make social media work. Century21 held a viral video contest among their real estate agents. What follows is the winning video, which grabbed over 22,000 views and a 4-star rating (and oodles of publicity).
  • 17. Take a deep breath. Monitoring is only one way to measure success . But it can open new doors of opportunity for your business.