six steps to developing your social business
DESCRIPTION
Social Media has "crossed the chasm" into a mainstream phenomenon. Has your brand or business developed and executed a social strategy? What steps do you need to take? Margaret Donnelly, Director of Marketing for Meltwater Group, takes you through the steps that every organization or brand should take to develop their business presence across social networks. This presentation was given at our Meltwater Group client events in New York and San Francisco.TRANSCRIPT
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Director of MarketingMeltwater Group
Twitter: @mwdonnelly
Margaret Donnelly
6 Steps to DevelopYour Social Business
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What is Meltwater Buzz?
Listen
Engage
Measure
Manage
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Brands are increasing investment in social media
By 2012 88% of Marketers Will Use Social Media
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Spend on social media is surpassing email
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“Changing consumer usage patterns make social media a MUST”
Source: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/
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Why are brands making the investment?
Almost half of active Internet users worldwide have joined a brand community online
Source: Universal McCann Wave 5 Report, April 2011
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We’re past the chasm
43 Million
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The reward
Source: Universal McCann Wave 5 Report, April 2011
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The risk
Brands no longer control “the message”
…and doing nothing can be dangerous
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The biggest risk…
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How do you get started? Try these 6 (easy) steps
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1. Listen (and learn)
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Extremely Important 43%
Quite Important 41%
Neither Important / unimportant 9%
Not particularlyImportant
5%
Not at allImportant 3%
The importance of monitoring buzz around company / brand
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What can you learn?
• Product• Uses• Favorite
places• Messages
• Who• Where• Activity level• Interests• Influencers• Demographi
cs
• Themes• Messaging• Trends• Troubles
• Volume• Sentiment
Analytics Topics
IdeasPeople
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2. Define your game plan
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Start with “why”
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Then define “how”
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Get everyone on the same page…
and then let go…
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3. Engage
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Let people know…
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What do you say? Try these 3 C’s!
1 Content
2 Canvasing
3 Connection
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4. Measure
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5. Evaluate
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6. Evolve
