Putting the ‘Social’ in ‘Social Media’ 2011.10.14
Putting the ‘Social’ in ‘Social Media’
2011.10.14
@abelniak http://www.abelniak.com
Agenda
Introductions A Couple Of Definitions What’s The Value In This A Social Strategist’s Career Theory and Application: A Mini-review of
Projects Objectives: Set Them Up to Knock Them
Down How Do You Do This? Conclusion
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image source: modified screen capture
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Introductions
Alan Belniak http://www.abelniak.com - blog http://www.abelniak.com/t - Twitter http://www.abelniak.com/l - LinkedIn http://www.abelniak.com/g - Google+ http://www.abelniak.com/d - my delicious links
PTC (about)
Director of Social Media Marketing
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image source: Microsoft clipart
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Definitions
‘Social’ Media ‘New’ Media B2B and B2C Advertising and Marketing
Take-away: It’s a Modern-day Cocktail Party
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http://linkgui.de/B2B-vs-B2C
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Definitions
‘Social’ Media ‘New’ Media B2B and B2C Advertising and Marketing
Take-away: It’s a Modern-day Cocktail Party
@abelniak http://www.abelniak.com
image sources: http://www.flickr.com/photos/brainfag/355239733/ ; http://www.flickr.com/photos/ironrodart/4155664186
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image source: http://www.flickr.com/photos/volcanologist/2878457358/
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What’s the Value of Social Media? Why Should You (or Shouldn’t You) ‘Do’ This?
Away From Advertising, Toward Marketing
Connect With Customers and Prospects
You Think That It’s a Silver Bullet You Think That This Is Your Marketing
Strategy
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So, What Do I Do?
image source: http://www.flickr.com/photos/paladin27/170419601
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The Interplay
Drive That Feedback Back to Marketing, Sales, Product Management,
…
Take Park In Those
Conversations
Listen To Conversatio
ns Online
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Some Examples
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Some Examples
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The Proof of The Pudding is In The Eating
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image source: http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg
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Ford
What aren’t theydoing right?
Which channelsresonate withtheir buyers?
image source: http://www.scottmonty.com
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The Cottage
How does this renderon a mobile device?
Do I get the info Iwant quickly?
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Great Example http://linkgui.de/PGillin-Customer-Ser
vice
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Real-time Example
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Keep This In Mind… ‘Mobile’ isn’t
just phone… it’s tablet, too
People’s patience level with getting the information they want on a mobile device islower than from a desk-top/laptop
Quote source: http://www.nuclearblogger.com/how-to-improve-your-bounce-rate-for-mobile-viewers/
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La Riviera Gourmet
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Consider This Restaurant on Facebook
https://www.facebook.com/TomassoTrattoria
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Café Fresh Bagel
Where are they?! Use social data to
their advantage
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Idea Paint
‘Like-gating’
Mine the followers and lists
Targeted ads on Facebook for keywords
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Objectives and Metrics: A Marriage
image source: http://www.flickr.com/photos/flakstad/3890860642/
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Set Objectives Early and Clearly; Measure Against Those Tone (sentiment) Velocity (spread over time, URLs, trackbacks) Attention (duration on site) Participation (comments, trackbacks) Qualitative attributes (comments, what did
they say, what did they mean)
These metrics may change over time Including the way you measure them
The key is to align the metric to the objective
presentation source: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
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So, How Do You Start? Listen.
This is so fundamentally important that I’m going to say it again: start with listening
Where do your customers + prospects hang out? Join the networks if required
Listen to the conversations that are happening
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Focus on the ‘Why?’
Why are you bothering to do this? What do you hope to learn from this?
Where are the conversations happening?
What are they talking about? What form/s of media are being
consumed?
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Tools To Help
http://www.socialmention.com http://search.twitter.com/advanced http://www.wordle.net
https://adwords.google.com/select/KeywordToolExternal
http://www.keyworddiscovery.com/search.html
http://www.blogpulse.com/trend
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image source: http://www.flickr.com/photos/lselibrary/4171839670/
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Focus on The Verbs
You Need to Do This… Stop Listen Contribute and
Create (Participate)
Engage
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Focus on The Verbs
You Need to Do This… Stop Listen Contribute and
Create (Participate)
Engage
… Before You Do This Sell
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Remember…
image source: http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg
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Thanks!
Alan Belniak http://www.abelniak.com - blog http://www.abelniak.com/t - Twitter http://www.abelniak.com/l -
LinkedIn http://www.abelniak.com/g -
Google+ http://www.abelniak.com/d - my
delicious links
Extra Stuff
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http://www.youtube.com/watch?v=nXQdy-22TXM
Why Is This A Big Deal?
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Backdrop (1 of 2)
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Backdrop (1 of 2)
In Summary….
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Backdrop (2 of 2)