build winning integrated social media campaigns
TRANSCRIPT
Build Winning Integrated Social Media Campaigns
Kami Watson Huyse, APR
Presented for:
Flickr Photo by Kevin Dooley
SITUATION AUDIT
Communication Audit
SWOT AnalysisGoal POST process
• Where can social improve tools and processes?
• Where can social supplement these tools and processes?
Charting Tactics
Environmental ScanStakeholdersInfluentials Vocal BystandersDetermined DetractorsCompetitors
Creators
Critics
Collectors
Joiners
Spectators
Conversation
Taken From: Forrester Technographics Ladder
Inactives
Conversation Map
Do your HOMEWORK
Build a viable BUSINESS CASE
Manage Risk
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
POLICY
Analyze Opportunities
1 •Competitive Advantages•Profit, positioning, insights
2 •People Talk Anyway•Employees, customers, competitors, detractors,
drive-by onlookers
3 •Early Warning and Relationships•SEO, silence is guilt, no direct channels
4 •Marketplace Opportunities•Evangelists, feedback, reviews, ratings, loyalty
From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
GoDaddy and NetSol
Correlate: Engagement dB
Altimeter and Wet Paint, 2008
Revenue Growth
Financial Performance
Backdoor Blog
THE CONDUCTOR
Owned
EarnedPaid $
Integrated Media
Editorial Strategy
Stakeholder MappingValue PropositionEditorial MissionContent PlanVehicle Choice
Own Up
Creators
Critics
Collectors
Joiners
Spectators
Conversation
Taken From: Forrester Technographics Ladder
Inactives
“Ask not what your [community] can do for you, but what you can do for your [community]”
Relational Objectives
Interests of Organization
Interests of Community
Context
Social Environment
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
Based on Communication Process Model, Wilbur Schramm
CSR – Approach 1
“Pledge to End Hunger” SxSWi – 2 influencers (@Kanter and @ChrisBrogan)– 140 kids per click– Results: 140,000 lbs of food to Austin and 560,000 lbs. in
other states
CSR – Approach 2
Tide – “Feeding America” partnership– 150 influencers– Tide T-Shirt Sale $20 (donate portion of proceeds)– Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson
and general derision
Social Media Ecosystem
The Trust Principle
“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. You accomplish this over a period of TIME with Words, Actions and Deeds that allow trust to be built.”
-Little Teal Book of Trust, Gitomer
HUMAN RESOURCES
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am
“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
The Social Media Team
Cross Functional Teams
PR Conducts
SMEs
C-Suite
Marketing
Community
Social Media Guidelines
Comfort levelStructureLeverage
Laws and Regulations
Fair UseIntellectual PropertyDefamationFTC GuidelinesField-specificIRS
On Lawyers…“The Best Way to Deal with
Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”- Guy Kawasaki, “The Art of Partnering”
MEASUREMENT AND OBJECTIVES
“We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” Leo F. Buscaglia (American author and speaker, 1924-1998)
What to Measure
Action
Attitudes
Interests
Setting Measurable Objectives
requires asking
How MANY by WHEN?
WHAT do you hope to ACHIEVE?
Measure THAT
ActionAttitudes
Interes
t
Beware Outputs or Interests
Following countsNumber of mentionsNumber of re-tweets/sharesNumber of linksRSS Subscriptions
But are they taking action?
5S Attitude Measures
Sentiment AnalysisSatisfaction ScoresSearch ActionStickinessSurvey Relationship
Measuring Relationships
Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship
Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations
Business Outcomes/Actions
CorrelationsButts in SeatsCoupons and CodesBenchmarkingThe FunnelAsk them why
Waste Management/Greenopolis
Waste Management VCIncrease recycling and reduce wasteLearn. Act. Reward. Together
Online: Community, Twitter, YouTube, Facebook and User Generated Content
On-Street: Greenopolis Recycling KiosksStakeholder Rewards: Greenopolis Rewards
program
Greenopolis Measures
Measurement Tools
Analytics – Google Analytics, Web Trends
Mentions –Google blogs, Ask.com blogs
Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others
Traditional Tools – Surveys, polls, focus group research
Grunig Relationship Survey – Institute for Public relations Research
Benchmark to Competitors
Sentiment Analysis
@netsolcares
Trackable Offers
Conversation?
@lettergirl
#journchat
BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott
Meerman– Measuring Public Relationships, KD Paine (purchase at
www.measureofsuccess.com)– Personality Not Included, Rohit Bhargava– Groundswell, Charlene Li and Josh Bernoff– Twitterville, by Shel Israel– The Networked NonProfit, Beth Kanteryvj
Copyright 2010 © all rights reserved
Kami Watson Huyse, [email protected]@zoeticamedia.comBlog: www.kamihuyse.com