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I’d Rather Meet the
Cruise Director than the
Prom King
Monte LutzEdelman :: Digital@montelutz
Click Here to See all the Presentations From Alterian’s Engaging Times Summit
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A Social Media Prayer
2
Our user profiles, who art online, hallowed be our names.
Thy check-ins done,thy badges won,on Earth as they are on Foursquare.
Give us this day our Facebook updates.
And forgive us our overuse of emoticons and exclamation points, as we forgive those who tag us in old high school photos.
And lead us not into print, but deliver us from Google, er, I mean, evil.
For thine is the Twitter, the blog post, and the lifestream, for ever and ever -- at least until the next damn thing comes along.
Amen.
HT @g24khamr
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What is Social Media?
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4
But really, it’s about engagement.
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TrueTransparent
Straightforward
Social
Sociable
Fluid
Respectful
TrustworthyWin-WinInspiring
Original
It’s about authenticity –meaning...
5 @montelutz
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It’s about authenticityand relevance.
Connections
Personal
Real
You
Me
Us
6 @montelutz
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It’s about trust.It’s about trust.
7 @montelutz
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Trust Deficit for Media at All-time Low
@montelutz
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Trust in Experts is Up, Peers is Down
@montelutz
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Who Do You Trust?
Billiam the SnowmanAnderson Cooper
@montelutz
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3-5 times60%
Informed publics need information from multiple sources
@montelutz
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The New Public Engagement Model
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The Wonkavator
Upwards
Downwards
Backwards Forwards
@montelutz
Slantw
ards
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The Maggie Simpson Problem
You never had control either.
@montelutz
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You have a lot of tools available to you
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Employees have access but aren’t trained 3 4Employees
are blockedTrained spokesperson
Trained team of spokespeople
Employees are trained and encouraged to participate1 2 5
Marginal impact
Accidentally on message
Limited impact
Corporate message
Significant impact
Broad corporate message
Maximum impact
Authentic message
No impact
No message
Reach
Influence
++ +
+ +
-
- - - -
-
- -
Source: Edelman with a HT @jowyang
And Options for How to Organize Your Company
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1. Understanding the Conversation
2. Identifying “Influencers”
3. Return on Involvement
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There are 7 billion pages on the web
There are 100+ million blogs
@montelutz
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Listening Can Seem Like Baptism by Firehose
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It’s easy to get lost in the maze
and forget why you started monitoring the conversation in the first place.
@montelutz
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Does your data
resemble the script for
Inception?
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What are you measuring?
• Volume – How big is the conversation?
• Velocity – How quickly does the conversation spread?
• Sentiment – What is the tone of the conversation?
• Influence – Are you reaching the right people?
• Groundswell – Are you sparking additional conversations?
• Impact – Are you changing the conversation?
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Chevron Pulse Report
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PassivityInfluence
All men may be created equal, but not all conversations are.
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Prom King
• Popular
• Insular
• Formal
• Shiny Objects
Follow ME
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Cruise Director
I’ve Got Something for YOU
• Personal
• Activities
• Engagement
• Experience
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PERCh Influence Score
The PERCh Influence Score measures influence across social media channels based on four primary elements of influence:
• Popularity – Number of fans, friends, followers, viewers and visitors
• Engagement – Number/share of retweets, mentions, links and comments
• Relevance – Topical, demographic and geographic match with program goals
• Clout – Second order reach; the number of your friends’ friends
• h – Hanifan’s Law, a measure of social capital, the ability of some people to transcend their social network and influence conversations across media.
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Influencer Identification Tools
ComprehensiveMonitoring
Channel-specificMeasures
Native Insights
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MTV Chooses its First TJ
@montelutz
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3. Return on Involvement
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Just Because You Build It… Doesn’t Mean They’ll Come
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But You Don’t Need to Build It Yourself
Sully Me
@montelutz
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YouTube
Telling Stories
Building Community
Sharing Content
Blogger Engagement
Targeted Relevance
Website
Community-Building
Product/Issue Communications
You Need Order and Place
@montelutz
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But remember,
you are a guest
at the party.
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It’s hard to put a value on fanship
…but many have tried.
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Vitrue Page Evaluator?
@montelutz
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Syncapse: Value of a Facebook Fan?
• People who “like” a brand on Facebook spend $72 more on that brand than those who do not.
• Fans are 28% more likely than non-fans to continue using the brand.
• Fans are 41% more likely than non-fans to recommend a fanned product to their friends
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Source: Altimeter’s most valuable brands by engagement
1. Starbucks (127)2. Dell (123)3. eBay (115)4. Google (105)5. Microsoft (103)6. Thomson Reuters (101)7. Nike (100)8. Amazon (88)9. SAP (86)10. Tie – Yahoo!/Intel (85)
Think Deep, You’ll Get Better Return
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Interest
Content downloads, added content
Fans, updates, retweets
Clickthroughs
Sales interactions
Purchases
Repeat purchases, NetPromoter scores
Customer
Loyalty
Deep interest
Lead
Awareness
Engagement
Pageviews
Recommendations from promoters feed the funnel
Return on Involvement
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Measurement Web & Search Measurement
Engagement Measurement
Conversational Research Analysis
Mobile Metrics
Social impacts each step
@montelutz
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Friends have a way of
showing up when you need them the most.
Like when you are in a
dancing knife fight.
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Speak Now …. or … Email Me, Tweet Me, Cyber-Stalk Me
Twitter: @montelutzEmail: [email protected]
Work Blog: www.edelmandigital.comMovie Blog: http://reelsoundtrack.wordpress.com
White Paper: http://tinyurl.com/socialpulpit
Questions???
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