introduction to social media marketing tfm 2010 presentation michelle goodall

Feb 2010

Michelle Goodall Online PR/Social Media Consultant Econsultancy

Introduction to social media marketing [email protected] http://twitter.com/greenwellys http://www.linkedin.com/in/michellegoodall

Hello!

| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 2

This is what you’ll learn

 - What ‘social media marketing’ means in 2010  - The listening organisation  - How to move from listening to customer engagement

| Feb 2010 | Trainer: Michelle Goodall, | 3


What social media marketing means in 2010

Presence in larger SM channels


Fun, innovation and transparency


Smarter content syndication


Still experimenting…


How would you describe the extent of your organisation's social media activity?

Source: http://econsultancy.com/reports/social-media-and-online-pr-report

News about social media + profitability


Experimenting with analysis

 Email

 Social Media

 SEO

 Affiliate

 Paid Search

Links


Evolution of customer service through SM


High profile reputational blips…


More serious issues exposed


Online communities


BUT, many orgs remained unconvinced of value…



Because social media has key challenges for orgs


Cultural Resource Speed Departmentalism - corporate silos Skills Rapidly evolving tools Measurement Global vs. local Individuals can have a loud voice Reputation ROI Regulatory and legal – e.g. financial services

Challenge - Culture change


Source: http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010

Challenge - Culture change


Interest Invest Commit Engage Embed

Recognise problem or potential opportunities For better customer interaction - further research required

Make case for investment – resource, time, development, training etc

Long term commitment from top down to improve customer interaction through investment

Move from listening org to one that engages with customer through multiple channels

Create a feedback loop to ensure innovation and evolution of org

Source: Forrester

Challenge - Meaningful Metrics


Traffic Interaction Sales Leads Search Marketing PR – reputation, sentiment, advocates, detractors Customer engagement Retention Profits Operational cost reduction Customer Service - Net Present Value, First Touch Resolution

Challenge - Resources



Habitat

| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 21 | Feb 2010 | Trainer: Michelle Goodall, | 21

... ‘Twinterngate’

Social media channels are your organisation/brand eyes, ears and voice – should you use untrained junior staff/agencies?

Challenge - Speed


Challenge - Departmentalism



Challenge - Skills


Increase in job roles:

Community Manager

Social Media Researcher

Social Media Strategist

Challenge - Focus business objectives not tools


“We’ve got to have a……..

……..strategy.”

Challenge - empowering individual voices


Challenge - Reputation Management


Challenge - Reputation Management


Source: http://econsultancy.com/reports/customer-engagement-report

Challenge - Regulation


Social media activity: breakdown by sector


Challenge - Legal issues



The listening organisation

Do I want to hear it?


Earplugs Flickr image by: quinn.anya

Why monitor?


Competitor Monitoring

Uncovering Customer issues

Discovering opportunities

Reputation Management

New Entrants Products/services/staff/partners

Expressed need – “can anyone recommend..”

Social media audits/network analysis

New products/service

ID other complainants

Gap analysis Early warning issues IDing

New partners/suppliers

Preferred channel

Research and development

Tracking campaign success

Key advocates/detractors




A successful listening organisation has…


1.  Set objectives – clear about why the are doing it 2.  Understood resource required and has mandate 3.  Tested and evolved keywords/phrases that they are monitoring 4.  Established its main listening posts (but not ruled out evolving

channels and peripheral sites) 5.  Tested and evolved free tools 6.  Invested in enterprise technology if free tools unsuitable

How to monitor


Simple and free listening process


Step 1. Define, refine monitoring keywords/ phrases

Step 2. Snapshot Tools

Step 3. Set up alerts and feeds

Step 4. Set up and manage in RSS reader

Step 5. Tweak keyphrases

Enterprise Tools


Soon to be updated – Econsultancy’s Online Reputation and Buzz Monitoring Buyer’s Guide

Organisations who have moved from listening to engaging have…


1.  Set objectives based on sound business objectives 2.  Have established meaningful metrics 3.  Established workflows 4.  Established processes – e.g. online comment policies, social

media risk matrix, escalation procedures 5.  Established social media/customer engagement guidelines 6.  Are prepared for positive comment and things they don’t like/

aren’t prepared for 7.  Take a multi-channel approach 8.  Have the right channels to respond – on-site and off-site 9.  Have the right people and resources to respond 10.  Established key advocates and detractors 11.  Something genuinely interesting, useful and relevant to say 12.  The mandate to learn by doing

Workflows and conversationalists structured approach



Workflows and conversationalists organic approach


Processes and guidelines

http://www.globalnerdy.com/2008/12/30/ the-air-forces-rules-of-engagement-for-blogging/

http://econsultancy.com/blog/5049-16-social-media-guidelines-used-by-real-companies

What channels do you own?

| Feb 2010 | Trainer: Michelle Goodall, Online PR/social media consultant, Econsultancy

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blog

Video sites

Image sharing

presentation sharing

Twitter

press centre

Summary Quiz 1.  What Percentage of B2B and B2C UK orgs are ‘doing nothing

in social media’? a)  B2B = 11% B2C = 8% b)  B2B = 21% B2C = 17% c)  B2B = 24% B2C = 19% 2.  To the nearest $.25 million, how much has Dell Outlet

reportedly made from direct sales via Twitter? $6.5 3.  What are the five key stages in Forrester’s process for orgs

wishing to develop a customer-centric organization? a)  Denial, Anger, Bargaining, Depression, Acceptance b)  Relationships, Functionality, Colonization, Context, Commerce c)  Interest, Invest, Commit, Engage, Embed 4.  What %age of UK orgs surveyed for Econsultancy’s SM/OPR

survey manage SM through a cross functional team? 19% 5.  What %age of UK orgs have processes and workflows in place

to encourage staff use of SM? 17% | Feb 2010 | Trainer: Michelle Goodall, | 45

Suggested reading/subscribing Social media generic

- http://www.mashable.com

- http://www.econsultancy.com/blog

Social media measurement

•  http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success

•  http://beth.typepad.com/beths_blog/metrics/

•  http://measurementcamp.wikidot.com/start

Brand monitoring

- http://econsultancy.com/blog/3890-20-free-buzz-monitoring-tools

-  http://econsultancy.com/reports/online-reputation-and-buzz-monitoring-buyer-s-guide-2008 - Soon to be updated for 2010!


Thanks and do connect… [email protected] http://twitter.com/greenwellys http://www.linkedin.com/in/michellegoodall

introduction to social media marketing tfm 2010 presentation michelle goodall

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challenge skills

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