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2010 TASSCC Annual Conference Good, Bad and Ugly: Truths About Social Media #TASSCC2010 CONTACT: Kenneth Cho @chonuff e: [email protected] p: 512.745.1565
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2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

May 15, 2015

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Page 1: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

2010 TASSCC Annual Conference

Good, Bad and Ugly: Truths About Social Media#TASSCC2010

CONTACT:

Kenneth Cho@chonuffe: [email protected]: 512.745.1565

Page 2: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 3: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 4: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

Sentiment Analysis on TASSCC• Sentiment analysis allows organizations to understand what social media users think of their product,

brand, company, etc..

Page 5: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 6: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

Agenda

1. Why Social Media?

2. Social media is cool but not that cool

3. Social Media Strategy & Tactics

Page 7: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Email

Online Gam

ing

Socia

l Media

0

5

10

15

20

25

8.3 10

23

US Internet Activity

Page 8: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 9: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 10: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

• 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

Page 11: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 12: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

• 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

Page 13: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 14: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 15: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

• 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

Page 16: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 17: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

• 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

Page 18: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 19: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

It’s all about

TrustSharingListening

Flickr photos by niclindh, samshad473, notsogoodphotography

Page 20: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 21: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

• 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

Page 22: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 23: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

• 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

Page 24: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 25: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

How do You Manage All of these Social Media Channels?

Brian Solis’s Conversation Prism

Page 26: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 27: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 28: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

Texas State Agencies’ Social Media Presence

Page 29: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 30: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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.

Page 31: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 32: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 33: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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

Page 34: 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

Thank You.

CONTACT:

Kenneth Cho@chonuffe: [email protected]: 512.745.1565