Build Winning Integrated Social Media Campaigns

Build Winning Integrated Social Media Campaigns

Kami Watson Huyse, APR

Presented for:

Flickr Photo by Kevin Dooley

SITUATION AUDIT

Communication Audit

SWOT AnalysisGoal POST process

• Where can social improve tools and processes?

• Where can social supplement these tools and processes?

Charting Tactics

Environmental ScanStakeholdersInfluentials Vocal BystandersDetermined DetractorsCompetitors

Creators

Critics

Collectors

Joiners

Spectators

Conversation

Taken From: Forrester Technographics Ladder

Inactives

Conversation Map

Do your HOMEWORK

Build a viable BUSINESS CASE

Manage Risk

From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4

POLICY

Analyze Opportunities

1 •Competitive Advantages•Profit, positioning, insights

2 •People Talk Anyway•Employees, customers, competitors, detractors,

drive-by onlookers

3 •Early Warning and Relationships•SEO, silence is guilt, no direct channels

4 •Marketplace Opportunities•Evangelists, feedback, reviews, ratings, loyalty

From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5

Mayo Clinic

http://www.youtube.com/watch?v=RI-l0tK8Ok0

GoDaddy and NetSol

Correlate: Engagement dB

Altimeter and Wet Paint, 2008

Revenue Growth

Financial Performance

Backdoor Blog

THE CONDUCTOR

Owned

EarnedPaid $

Integrated Media

Editorial Strategy

Stakeholder MappingValue PropositionEditorial MissionContent PlanVehicle Choice

Own Up

Creators

Critics

Collectors

Joiners

Spectators

Conversation

Taken From: Forrester Technographics Ladder

Inactives

“Ask not what your [community] can do for you, but what you can do for your [community]”

Relational Objectives

Interests of Organization

Interests of Community

Context

Social Environment

From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r

Based on Communication Process Model, Wilbur Schramm

CSR – Approach 1

“Pledge to End Hunger” SxSWi – 2 influencers (@Kanter and @ChrisBrogan)– 140 kids per click– Results: 140,000 lbs of food to Austin and 560,000 lbs. in

other states

CSR – Approach 2

Tide – “Feeding America” partnership– 150 influencers– Tide T-Shirt Sale $20 (donate portion of proceeds)– Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson

and general derision

Social Media Ecosystem

The Trust Principle

“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. You accomplish this over a period of TIME with Words, Actions and Deeds that allow trust to be built.”

-Little Teal Book of Trust, Gitomer

HUMAN RESOURCES

On Junior Staff…

agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”

The Social Media Team

Cross Functional Teams

PR Conducts

SMEs

C-Suite

Marketing

Community

Social Media Guidelines

Comfort levelStructureLeverage

Laws and Regulations

Fair UseIntellectual PropertyDefamationFTC GuidelinesField-specificIRS

On Lawyers…“The Best Way to Deal with

Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”- Guy Kawasaki, “The Art of Partnering”

MEASUREMENT AND OBJECTIVES

“We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” Leo F. Buscaglia (American author and speaker, 1924-1998)

What to Measure

Action

Attitudes

Interests

Setting Measurable Objectives

requires asking

How MANY by WHEN?

WHAT do you hope to ACHIEVE?

Measure THAT

ActionAttitudes

Interes

t

Beware Outputs or Interests

Following countsNumber of mentionsNumber of re-tweets/sharesNumber of linksRSS Subscriptions

But are they taking action?

5S Attitude Measures

Sentiment AnalysisSatisfaction ScoresSearch ActionStickinessSurvey Relationship

Measuring Relationships

Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship

Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations

Business Outcomes/Actions

CorrelationsButts in SeatsCoupons and CodesBenchmarkingThe FunnelAsk them why

Waste Management/Greenopolis

Waste Management VCIncrease recycling and reduce wasteLearn. Act. Reward. Together

Online: Community, Twitter, YouTube, Facebook and User Generated Content

On-Street: Greenopolis Recycling KiosksStakeholder Rewards: Greenopolis Rewards

program

Greenopolis Measures

Measurement Tools

Analytics – Google Analytics, Web Trends

Mentions –Google blogs, Ask.com blogs

Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others

Traditional Tools – Surveys, polls, focus group research

Grunig Relationship Survey – Institute for Public relations Research

Benchmark to Competitors

Sentiment Analysis

@netsolcares

Trackable Offers

Conversation?

@lettergirl

#journchat

BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott

Meerman– Measuring Public Relationships, KD Paine (purchase at

www.measureofsuccess.com)– Personality Not Included, Rohit Bhargava– Groundswell, Charlene Li and Josh Bernoff– Twitterville, by Shel Israel– The Networked NonProfit, Beth Kanteryvj

Copyright 2010 © all rights reserved

Kami Watson Huyse, [email protected]@zoeticamedia.comBlog: www.kamihuyse.com