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
![Anatomy of Strategic Communication [2012-13] from "The Public Relations Practitioner's Playbook"](https://static.cupdf.com/doc/110x72/54538296af795911308b5466/anatomy-of-strategic-communication-2012-13-from-the-public-relations-practitioners-playbook.jpg)
