2010 TASSCC Annual Conference Good, Bad and Ugly: Truths About Social Media #TASSCC2010 CONTACT: Kenneth Cho @chonuff e: [email protected] p: 512.745.1565
May 15, 2015
2010 TASSCC Annual Conference
Good, Bad and Ugly: Truths About Social Media#TASSCC2010
CONTACT:
Kenneth Cho@chonuffe: [email protected]: 512.745.1565
Search is Still Relevant• It is a great overview on a keyword but not the results are not real-time and little to no personalization.
Twitter Search Complements Traditional Search• As of 10:30pm last night (08/02/2010), eight tweets have mentioned the 2010 TASSCC conference. This
is a missed opportunity. Use the #TASSCC hashtag and tell us your thoughts about the conference.
Sentiment Analysis on TASSCC• Sentiment analysis allows organizations to understand what social media users think of their product,
brand, company, etc..
Conclusion
• Good: Overall, the sentiment of the TASSCC conference is positive
• Bad: Social media activity/volume is surprisingly low
• Demographics/psychographics of the TASSCC audience may not use social media
• Ugly: TASSCC has not encouraged, enabled or promoted a social media feedback loop
Agenda
1. Why Social Media?
2. Social media is cool but not that cool
3. Social Media Strategy & Tactics
Social Media is Not a Fad
• Social media sucks up 23% of our online time, email is third at 8.3%
• In May, Twitter users posted 2 billion posts in the month
• In June, Facebook added its 500 millionth user
• According to an August, 2010 Nielsen survey, once dominant email now the third most popular internet activity, trailing social networks and online gaming among American Internet users
Online Gam
ing
Socia
l Media
0
5
10
15
20
25
8.3 10
23
US Internet Activity
Integration
“If you're attacking your market from multiple positions and your competition isn't, you have all the advantage and it will show up in your increased success and income.” – Jay Abraham
Social media engagement shouldn’t be an island
Ok, people use it. So what?
We blog. We have a Twitter account and a Facebook page but we have no focus. We also don’t have the resources to manage it all. We don’t know if it’s effective. But we know we have to do it.
Isaac Barchas, former McKinsey & Co. consultant & Director of the Austin Technology Incubator
• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.
Steps to Running a Social Media Initiative
I. Determine the Social Media Initiative’s Objective
• Define objectives
• Set goals, benchmarks & KPIs
• Establish social media guidelines
• The most effective social media initiatives are tied together by a common business objective. The key performance indicators (KPIs) are determined by business objective.
Examples of Social Media Policieshttp://socialmediagovernance.com/policies.php
OBJECTIVE KEY PERFORMANCE METRICS
Create brand awareness # of Followers, # of Mentions, Mention Audience, Retweet Audience, # of Fans/Likes, # of Video Views, # of Channel Views, # of Subscribers
Customer care # of Replies , # of Direct Messages, # of Twitter Click-thrus, # of Comments, # of Likes, # of FB Click-thrus, # of Ratings, # of Comments
Demand generation Email addresses, username, Real name, Location, # of Followers, Engagements, Click-to-Conversion
• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.
Steps to Running a Social Media Initiative
II. Develop Content & Plan
• Great content is social media gold. Content effectiveness can be measured by the number of user engagements such as click-thrus, retweets, replies or comments.
• Keyword searches & RSS feeds
• Use of multiple voices & personas depending on demographic/psychographic targets
• Content templates
• Channel selection
• Identify key influencers
Channel Strategy Selection
Channel Customer Care Brand Awareness Traffic to Your Site SEO
Use keyword search monitoing through a program as Spredfast or Radian 6 to track what people are saying about you and your competitors
Offers unique opportunities for Web site integration and to engage with customers in a viral way helping your company stand out from the masses
Potential can be large but promotion is an art form- promote your brand too heavily and turn off followers, yet don’t promot enough and receive little attention
Value in your site is limited, but tweets will rank high in search results – good for ranking your profile name and breaking news. Although shortened URL are of little benefit
Great for engaging people who like your brand, want to share your opinions and participate in giveaways and contests.
Facebook brand pages are great for brand exposure jump-start your brand exposure through the ad platform or hire a Facebook consultant to help you grow your brand presence.
Traffic is decent and on the rise thanks to share buttons and counters, but don’t expect massive numbers of unique visitors to go to your site
Little to no value, aside from blogs picking up and featuring your posted links. Not worth the time expenditure.
Unnecessary to spend too much time on this, though properly tagged photosets of company events can help customers put a face on the team behind your brand
Participation in industry-related groups might get your photos, and thus your brand, viewed by people with similar interests but numbers will be small.
Even if you get tens of thousands of visits to a photo hyperlinked with your URL, click-through rates are among the lowest around
Heavily indexed in search engines, passing links and page ranks. Also helps images rank higher in Google Images and in building inbound links.
Not the primary focus, but customer engagement opportunities are possible by answering industry-related questions establishing yourself as an expert in the field.
Effective for personal branding and demonstrating your organizations professional prowess. Encouraging employees to maintain complete profiles to strengthen your team’s reputation as advisable.
Unlikely to drive any significant traffic to your site, though you never know who those few visits might be from – perhaps a potential client or customer.
Very high page rank – almost guaranteed on the first page of search results – especially for your company name or individual employees’ names but that’s about it.
Whether you seek to entertain, inform or both, video is a powerful channel for quickly engaging your customers responding to complaints and demonstrating your social media savvy.
One of the most powerful brand topics on the Web when you build your channel, promote via high-traffic sites and brand your videos.
Traffic goes to the videos. If the goal is to drive traffic back to your site, then add a hyperlink in the video description but don’t expect traffic to correlate closely with video views.
Very good for building links back to your site because videos rank high. Also a tried-and-true way for your brand to gain exposure.
Not the site’s primary strength though occasionally an objective third-party write-up as a PR effort, perhaps to counteract bad press or customer sentiment, can be promoted.
Opportunities are huge, especially for promoting objective press/blog coverage of your brand. Make sure content doesn’t read like an ad, or your site might be banned for being overly commercial.
The grandfather of the traffic spikes become active in the community or hire someone who is. If your site is corporate then consider launching an industry blog on a noncommercial web domain to establish
Very good because even if your story doesn’t become popular then your page will still be indexed quickly. If your story does become popular, this is likely the best site in terms of getting linked to by bloggers.
• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.
Steps to Running a Social Media Initiative
III. Publish Content
• Schedule content
• Team & user roles
• The publishing of content should viewed holistically and establishing cadence that does not border on “spew” or social media spam. User roles and access controls are establish to help with governance.
• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.
Steps to Running a Social Media Initiative
IV. Build Customer Base
• Engage in the conversation
• Capture user info (Social CRM)
• Your social media team should monitor and engage in the conversations what is being said about your product, brand, company, competitors and or industry.
It’s all about
TrustSharingListening
Flickr photos by niclindh, samshad473, notsogoodphotography
Social Media offers
A fundamental shift in communication A true feedback loop
• A real conversation• Free focus groups for all!
The chance to reach and find new supporters Ability to illustrate a core understanding of the issues, trends and
needs of supporters A chance for influencers and advocates to evangelize for your initiatives
Monologue Dialogue
• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.
Steps to Running a Social Media Initiative
V. Gather Analytics
• Measure the effectiveness of each message
• Gather metrics by channel, voice, account and initiative
• Measure the sentiment of your product, brand or company
• Calculate both “hard” & “soft” ROI on the initiative
• Your social media team should monitor and engage in the conversations what is being said about your product, brand, company, competitors and or industry.
• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.
Steps to Running a Social Media Initiative
VI. Refine Campaign & Content
• Revise content strategy: Add, edit, delete scheduled messages according to historical performance
• Sharpen the initiative: Leveraging the gathered analytics, assess the effectiveness of the content and refine the messaging if necessary.
How do You Manage All of these Social Media Channels?
Brian Solis’s Conversation Prism
Taxonomy of Social Media Marketing Systems
• Consolidation within social media point solutions in addition to the “big consolidation” amongst multi-channel partners.
Last updated July 20101. Acquired by Seesmic2. Jive Software acquires Filtrbox3. Acquired by ExactTarget4. Acquired by MarketWire
Conclusions
• Social media initiatives are based off of organization’s objectives
• Objectives drive the interpretation of metrics
• Understand how you can use various “voices” to reach different demographics/psychographics
• Content is social media gold and must be thought holistically with other channels
• Engaging, measuring and iteration will help you sharpen your initiative and increase your reach
Texas State Agencies’ Social Media Presence
TX State Agencies: Social Media Reach
Agency Unique Visitors Twitter Followers
Facebook Fans/Likes Reach
TPWD 499,831 1,256 31,844 33,100
Tx Education Agency 278,779 5,999 N/A 5,999
Texas Governor’s Office 69,159 3,941 1,423 5,364
TxDOT 203,186 2,379 2,222 4,601
TX Legislature 21,240 3,047 N/A 3,047
TX Dept. of Agriculture 23,981 1,518 974 2,492
UT Health Science 18,463 484 1,895 2,379
TX Comptroller 288,020 2,229 N/A 2,229
TX AG Office 307,683 1,739 N/A 1,739
DSHS 264,614 367 499 866
TxDMV 172,304 163 483 646
TX Board of PE 13,421 46 364 410
TX Dept. of F&PS 93,720 N/A 384 384
Texas.gov 424,528 160 216 376
Jekyll & Hyde Content: Texas Parks & Wildlife
• Texas Parks & Wildlife has very different content strategies from Twitter to Facebook. The Facebook page content is engaging and as a result is 31,844+ likes – the most of any agency.
Good Engagement: Texas Dept. of Public Safety
• The Texas Department of Public Safety does a good job in engaging its constituents evident by the numerous @replies.
• No use of hashtags
• Inconsistent use of url shorteners
• Minimal sharing of content external content
Bad Engagement: Texas Education Agency
• Despite not engaging with a single user, the Texas Education Agency has the largest number of followers (6,003) than any other agency.
• Objective seems to be a play-by-play of meetings
• No use of hashtags
• No use of url shorteners
• Minimal call-to-actions
• Minimal sharing of content external content
TX State Agencies: Social Media Conclusions
• In general, social media reach is disappointing
• No correlation between unique visitors & social media reach
• Social media best practices must be incorporated
• More content sharing amongst the agencies should occur
• Multi-channel strategies and social media promotion must be incorporated
• Agencies are limited by time, resources & policies