The New Playbook: Social Media and the Science of New Communication

The New Playbook

Social Media and the Science of

New Communication

What is all this stuff and why should I care?

Conversation isn’t just a push mechanism anymore.

It’s a pull mechanism, too.

Markets Are Conversations.

They decide how, where, and if to listen.

You have to be where the conversation is.

Not where you want it to be.

“Key Messages” feel contrived and impersonal.

People want to be talked to like...well, people.

They don’t trust you.

The game isdifferent now.

We’re at the edge of a new era, full of old concepts.

The signal-to-noise ratio is high.

Companies need to speak humanly in order to be heard.

Or risk being left behind.

Social Media Is Not...

The Culture Shift

Intent is Everything.

Fears: But what if...?

The Truth About “Control”

Start with Objectives.

Goals related to:

• Reputation• Awareness• Money • Engagement• Education• Entertainment

Listen.

Passive

Active

Brand-Centered

Conversation-Centered

Listening Tools

Engage & Connect.

Social Media Maturity

Passive

Responsive

Engaged*

Creating*

Tota

l T

ime

Co

mm

itm

en

t

Monitoring & Research - 80% Measuring - 20%

Monitoring & Research - 60% Measuring - 20%Responding - 20%

Monitoring & Research - 50% Responding - 20% Measuring - 20%Initiating - 20%

Monitoring & Research - 40%

Monitoring & Research - 50% Creating - 40% Measuring 10%

Responding - 20% Measuring - 20%Initiating - 20%

Allocating Resources

Integrated Social Media - SMB

Listening1 team member

10-15 hours per week

Engaging, Initiating & Creating1-3 team members1-3 hours per day

Measuring1 team member

5-10 hours per week

Exclusive Social Media - SMB

Listening1-3 FTE

Engaging, Initiating and Creating2-4 FTE

Measuring1-2 FTE*

Integrated Social Media - Larger Biz

Allocating Resources

Measuring & Analyzing

The Truth About ROI.

ROI: The Truth

(payback -investment)

x 100investment

Benchmarking.

The Old Metrics

The New Metrics

Why We Need Both

Activity & Engagement• Members

• Posts/Threads

• Comments or Ideas

• Inbound Links

• Tags, Votes, Bookmarks

• Active Profiles

• Referrals

• Post Frequency/Density

Revenue and Biz Dev:• Speed of sales cycle

• Number/% of repeat biz

• % customer retention

• Transaction value

• Referrals

• Net new leads

• Cost Per Lead

• Conversions from community

Metrics and Measurement

Metrics and Measurement

Cost Savings:• Issue Resolution Time

• % of issues resolved online

• Account turnover

• Employee turnover

• Hiring/Recruiting

• Training costs

• New Product Ideas

• Development cycle time

• Product/Serv Adoption Rate

Awareness and Value:• Brand loyalty/affinity

• Media placements

• Share of Conversation

• Sentiment of Posts

• Net Promoter Score

• Interaction with Content

• Employee Social Graphs

The Ultimate Metric:

Learn.

Capture and share ideas.

Do something with them.

We are reaching out.

We are linking to each other.

We are watching.

But we are not waiting.

More ResourcesSocial Media is a Samaritan, Not a Savior: Jason Baerhttp://www.convinceandconvert.com/email-marketing-advice/social-media-is-a-samaritan-not-a-savior/

Social Media and the Reality of Controlhttp://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/

The 6 Dangerous Fallacies of Social Media: Jason Baerhttp://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

What Social Media Is and Isn't: Louis Grayhttp://blog.louisgray.com/2009/01/what-social-media-is-and-what-social.html

How To Create Measurable Objectiveshttp://altitudebranding.com/2009/12/how-to-create-measurable-objectives/

Social Media Metrics Superlist:http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/

Social Media Ebooks:http://altitudebranding.com/2010/01/social-media-ebooks-you-may-have-missed/

Recommended Reading:

Groundswell - Josh Bernoff and Charlene LiThe New Community Rules - Tamar WeinbergCluetrain Mainfesto - Doc Searles et. alTrust Agents - Chris Brogan and Julien Smith

Amber Naslundamber@radian6.com

http://altitudebranding.com847.302.3471

Twitter: @AmberCadabra