how to operationalize social media tfm&a 2011

How to Operationalise Social MediaVP Corporate Marketing and Digital Engagement

Bob Barker

http://twitter.com/bob_barker

Grown up mostly digital

Alterian is a Leader in Social Media

Community Management

Social Media ContentSocial Media Monitoring Tools

Social Media & Market Research

Social Media Reputation IndexVersus Interbrand

Buzz bowl – Social media mentions around Superbowl advertising

400+On Linkedin

1500 on Outlook50 Facebook

750On Facebook

550On Facebook

450On Facebook

NotOn Facebook

Facebook family...

Contributor...

Yes but whats the ROI of social media?

“At its broadest sense the right notion. But it’s the wrong question. You may as well ask what the ROI of putting your underpants every day”

Scott Monty - Ford

The Internet is probably the greatest human invention of all time?

We are social animals...

Its not just about Twitter

Its the Socialisation of your brand

= 1m = 14m

Here goes...

10 ways to operationalise Social media

OSM #1 – Brand Listening

Social Media Monitoring and SMM tools

FREE?

Social Media Performance: Inputs

Total Results Overview

112,791 results

Key Findings

• Within the 40,230 non-advertisement results, Twitter held the highest conversation volume (34%). Twitter was also the channel that had the highest proportion of results with positive/negative sentiment.

• YouTube was the top domain for Brand X advertisement conversations (17%).

Total Brand X resultsFrom 10/1 to 10/10

Brand X Focused Conversations

Share of Voice- Non-advertisement

Within all brands that receive a discount from Brand X, here are the top 10 brands being mentioned the most.

(based on all sentimented results)

Key Findings

•The main topic on Twitter was the new iPhone app for Brand X checking accounts.

•The majority of posts on Facebook centered around the Donation function of Brand X. This feature scored highly positive in the sentiment analysis. The reason for positive sentiment was mainly due to the convenience of making a donation at any time. 16% of these donation conversations mentioned the Mahoning County Dog Program (the fund raised for collecting money to support and help homeless dogs at Youngstown, Ohio.)

Brand X Customer Perceptions

What is negative sentiment about?

Key Findings

•Sentiment on Twitter: 16% Positive, 10% Negative and 70% Neutral.

•Positive posts were mainly compliments on the new iPhone app. It was considered to be a breakthrough for the online banking market. A conference hosted by Brand X was also mentioned positively as people felt it showed that they were actually listening to its users.

•Negative posts were about the safety of accounts, high transaction fees and poor customer support service.

•Neutral posts were mainly references to how customers used Brand X services. Other posts refer to press releases for various events.

* Sentiment analyzed based on Twitter results only

Wait time to transfer money into an account takes too long.

Service fee is too high.

Account safety may be in jeopardy due to hackers.

Accounts were frozen for unknown reasons.

Poor customer support services. Several customers mentioned that Brand X

employees were not friendly or knowledgeable of processes, resulting in

slower time to resolution.

Customers’ Perception - In their words

“Brand X is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!”

(mstipsvintage, twitter.com , Oct 1st, 2010)

“I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE!”

(vivekcool789, twitter.com, Oct 1st, 2010)

“Brand X cut too much money from account i earn with so much hardwork and they cut it”

(mohit_yup, twitter.com, Oct 10th, 2010)

“Brand X's iPhone Check Deposit Is Impressive”

(Estella Mark, twitter.com, Oct 10th, 2010)

“Stupid Brand X holding my money for 21 days. I want my money bitch”

(dsayala, twitter.com, Oct 10th, 2010)

Recurring Conversations

6423 results for Donations through Brand X, their conference, and their iPhone app.

Key Findings•There were 6,423 results for the iPhone app, the conference, and the Donation program through Brand X.

•The majority of posts for the Donation Program came from facebook.com. 16.9% of those mentions refer to the Mahoning County Dog Program.

•The conference hosted by Brand X was mainly discussed on Twitter. Although this report was pulled before the conference happened, Brand X users were already interested in sharing experiences and ideas to create a more practical payment method with Brand X. 75% were positive towards the event while 25% just referenced it (neutral).

iPhone AppiPhone App

Function called “Donate Button” where users can create an account to collect money from donators directly on their websites through Brand X.

Application that allows users to deposit money to a Brand X account via iPhone just by sending the front and back photos of their check.

Recurring Conversations

Oct 1: 198 resultsHow to donate through Brand X and increasing donations for the Mahoning Dogs program comprised the bulk of mentions on the peak day.

Oct 8: 1,086 postsSenior Director of Brand X Mobile announced more than $100,000 in donations via the iPhone app in 3 days.

Theme Cloud / Social SEO

Diesel 12266crude oil 903energy efficiency 493crude oil prices 403energy management 220energy consultants 96energy meter 80energy consulting 63oil and gas consultants 63energy consultant 53

energy management software 53energy services 53

energy management services 43commodity trading firms 33

building energy management 24building energy management systems 24

sweet crude oil 19energy management program 19

energy consulting firms 19total energy management 19

Top 20 paid keywords by searches per day for the company’s website

Social Keywords (above) NOT found in paid list for the company’s website

Carbon Accounting 40

Cost-effective 36Rate analysis 25

What they said about Features

Key Findings

Key influencers are heavily integrated in the technology industry. Their posts sparked conversations that were mainly around convenience, time-saved and account safety.

Key Influencers for Brand X iPhone App

Tools and Insight

InsightServices

OSM #2 – Listening Centres

Listening Centre

Listening Centre

OSM #3 PR Crisis Management

PR

• Monitoring system 24x7

• Escalation

• Response

OSM #4 – Corporate Guidelines

People participating in at least one

Issue some guidlines

Better still – offer training

OSM # 5 – Identify and empower your Social Media Rock Stars

Is it your CEO?

Job requirements for CEO’s will include blogging

Finding your passion

The internet forces you to define yourself

How to find your passion

• Core Process

• Flame

• Know me, Like me, follow me

But will they have the time?

Make it easy

Make it a process – help them = Edcals

Social Capital – the business finds you

Social Capital – the market asks you

OSM #6 Invest in Community Managers

Engaging in the conversation

Building online brand presence over time

Finding people with their hands up to buy

In the Market

Not in the Market

3%

At any one time who is the market?

Source: Chet Holmes

91%

6%Might be

Social Networks offer a huge marketing opportunity

• Twitter provides warm inbound leads

• LinkedIn has people asking what they should buy

Impact of Social Media on Sales Funnel

A Community Based Approach

Show me the money

A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations

as opposed to interrupting the conversation. Four months later, the

social channel territory sales comprised 10% of all sales

Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

Basically if Mary Porta did social media....

OMS #7 Sales Enablement

Finding your way in

Invest in helping key salespeople

• Profiles

• Questions

• Groups

• Emails

Outsource set up to specialists

Pick me

OSM #8 Social media content creation

Content is currency

Content is the new currency of marketing

Video

CISCO:By 2014 video traffic will make up 90% of the internet

Engaging Times TV

Thought Leadership

Content Creation Process

SayWhat’s hot?

SocialWhat’s

trending?

SearchWhat’s clicking

SiteWhat’s viewed?

SalesWhat’s used?

StuffWhat’s there

already?

Written

Repurpose

PR/NewsLead the conversation

Deploy on social channelsJoin the conversation

Keyword SEO/PPCLet your content be found

Website deploymentEngage your customers

Campaign DeploymentNurturing your customers

Identify Create & Edit Publish &Syndicate

Video

Graphical

OSM #9 Social Media deployment process

website

Corp blog

ET-TV

Twitter

Slide Share

Facebook

LinkedIn

YouTube

Ybc/VIP Player

RSSFeeds

CustomerCommunity

Build a holistic online presence

Write Once Publish many

Repurposing content opens new points of distribution and has a

compounding effect on reach

Start a discussion

Chop into episodic blog posts

Deploy as formal release

Repackage as presentation

Add voice for video

Tweet key takeaways

Asset deployment by SM channel

Twitter deployment Scedule

Suggested Tweet

Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight

Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian

Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2

Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2

Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2

OSM #10 Marketing database enhancement process

Social media data enhancement

MarketingDatabase =

DataEnhancement

CustomerIntelligence

MessagingRelevance

Analysis = £

SocialMediaData

Warning

Your brand is at risk if you do not make this move

Summary – Operationalising Social Media

1. Regular Brand Monitoring Listening reports

2. Building Listening Centres for service

3. PR Crisis Management processes

4. Corporate guidelines and SM training rollout

5. Managed ‘Social Media Rock Stars’

6. Community management resources and workflows

7. Deploying Sales Enablement Tools

8. Managing the content creation process

9. Social Media deployment procedure

10.Marketing database enhancement process

Why?

Need to start building a social business

Thank you

• Email– Bob.barker@alterian.com

• Twitter – @bob_barker• Corporate blog – Engaging Times

– www.alterian.com/blog

• Personal blog– www.adigitalmindset.com

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