untangling the web: putting it all together
DESCRIPTION
April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'TRANSCRIPT
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Untangling the Web:Bringing it all together
Ryan Hanser, APR
April 15, 2009
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Bringing it all together…
1. The value of the social Web
2. A suggested approach
3. Measurement that matters
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First, what we’ve heard…
Exploring “new Web tools and trends”… Google is important Marketers are plugging in SEO matters, too Social networks are ubiquitous Video has reach and power And we’re just scratching the surface…
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1. Value of the social Web
50% of marketers say delivering ROI is top priority.
– Jupiter
What is your ROI for… Marketing? Product development? Customer service? Managers? Office supplies?
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Who do you trust?
Edelman is tracking the decline… Not corporations Not government Not media
I trust “a person like me”
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All Media are Social
‘Social media’ break and spread news
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All Media are Social
‘Old media’ include content contribution, sharing and conversation
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Markets are Conversations
“People are discovering and inventing new ways to share relevant knowledge with blinding speed… becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”
- cluetrain.org in 1999
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Authentic, useful conversations
75% of consumers routinely research products on retail web sites before making offline purchases.
- Forrester
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But corporations don’t listen
In January, CMO Council found: 16% of marketers monitor online discussion 23% track customer feedback emails 37% gather insight through customer
engagement 40% compensate employees for helping build
customer loyalty or satisfaction
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Still, “everybody’s doing it”
88% of marketers say they are now using some form of social media for marketing to, primarily, get attention for their business.
– Michael Stelzner
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And many are failing
Half of Fortune 1000 efforts at social media will fail.
– Gartner
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2. A Suggested Approach
Let’s succeed by asking…
1. How can we hold attention?
2. How can we be useful?
3. How can we make people happy?
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Highest ROI in social media?
Investments that enable you to exceed expectations of the people important to your future.
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Strategy: inside out
To build trust and hold attention: Be informed Be authentic Deliver value Integrate
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Strategy: what do you need?
Business outcomes… Awareness Insight Product development Issue management Advocacy Recruitment Sales Service
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Strategy: get ready
1. Law
2. Culture
3. Policies
4. Resources
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Planning (to never stop)
1. Identity
2. Research
3. Integration
4. Resources
5. Execution
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Identity (planning)
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Research (planning)
Who is relevant and important? Find successes (and failures) Find conversations Inventory communities Ask questions
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Integration (planning)
Are your employees/customers in your marketing?
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Integration (planning)
Go online to offline and back again
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Resources (planning)
Listening is mandatory; engagement is conditional…
How much time? How much money? Which tools?
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Execution
Always… Stay in ‘beta’ Be responsive Be helpful
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3. Measurement that matters
Engagement is a means to an end Web metrics Word of Mouth metrics Other discrete metrics
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What matters most to you?
Seeing the value…. customer loyalty return rate cross-sell time to market profitability etc.
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For discussion…
Ryan Hanser, APR
Hanser & Associates
515.224.1086
@ryanhanser
http://www.hanser.com