The document provides 10 ways to operationalize social media for a brand. It discusses setting up social media monitoring and listening centers, guidelines for employee social media use, identifying influential users, investing in community managers, using social media to enable sales, creating and distributing content across multiple channels, tracking results in the marketing database, and building an integrated social media presence. The overall goal is to start building a social business and gain insights from social media to enhance marketing strategies.

1. How to Operationalise Social Media VP Corporate Marketing and Digital Engagement Bob Barker http://twitter.com/bob_barker

2. Grown up mostly digital

3. Alterian is a Leader in Social Media Community Management Social Media Content Social Media Monitoring Tools Social Media & Market Research

4. Social Media Reputation Index Versus Interbrand

5. Buzz bowl – Social media mentions around Superbowl advertising

6. Facebook family... 400+ On Linkedin 1500 on Outlook 50 Facebook 750 On Facebook 550 On Facebook 450 On Facebook Not On Facebook

7. Contributor...

8. Yes but whats the ROI of social media? “ At its broadest sense the right notion. But it’s the wrong question. You may as well ask what the ROI of putting your underpants every day” Scott Monty - Ford

9. The Internet is probably the greatest human invention of all time?

10. We are social animals...

12. Its not just about Twitter

13. Its the Socialisation of your brand = 1m = 14m

14. Here goes... 10 ways to operationalise Social media

15. OSM #1 – Brand Listening

16. Social Media Monitoring and SMM tools FREE?

17. Social Media Performance: Inputs

21. Customers’ Perception - In their words “ Brand X is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!” (mstipsvintage, twitter.com , Oct 1 st , 2010) “ I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE ! ” (vivekcool789, twitter.com, Oct 1 st , 2010) “ Brand X cut too much money from account i earn with so much hardwork and they cut it” (mohit_yup, twitter.com, Oct 10 th , 2010) “ Brand X 's iPhone Check Deposit Is Impressive” (Estella Mark, twitter.com , Oct 10 th , 2010) “ Stupid Brand X holding my money for 21 days. I want my money bitch” (dsayala, twitter.com , Oct 10 th , 2010)

23. Recurring Conversations Oct 1: 198 results How to donate through Brand X and increasing donations for the Mahoning Dogs program comprised the bulk of mentions on the peak day. Oct 8: 1,086 posts Senior Director of Brand X Mobile announced more than $100,000 in donations via the iPhone app in 3 days.

24. Theme Cloud / Social SEO Top 20 paid keywords by searches per day for the company’s website Social Keywords (above) NOT found in paid list for the company’s website Diesel 12266 crude oil 903 energy efficiency 493 crude oil prices 403 energy management 220 energy consultants 96 energy meter 80 energy consulting 63 oil and gas consultants 63 energy consultant 53 energy management software 53 energy services 53 energy management services 43 commodity trading firms 33 building energy management 24 building energy management systems 24 sweet crude oil 19 energy management program 19 energy consulting firms 19 total energy management 19 Carbon Accounting 40 Cost-effective 36 Rate analysis 25

25. What they said about Features

26. Key Findings Key influencers are heavily integrated in the technology industry. Their posts sparked conversations that were mainly around convenience, time-saved and account safety. Key Influencers for Brand X iPhone App

27. Tools and Insight Insight Services

28. OSM #2 – Listening Centres

29. Listening Centre

30. Listening Centre

31. OSM #3 PR Crisis Management

33. OSM #4 – Corporate Guidelines

34. People participating in at least one

35. Issue some guidlines

36. Better still – offer training

37. OSM # 5 – Identify and empower your Social Media Rock Stars

38. Is it your CEO? Job requirements for CEO’s will include blogging

39. Finding your passion

40. The internet forces you to define yourself

42. But will they have the time?

43. Make it easy

44. Make it a process – help them = Edcals

45. Social Capital – the business finds you

46. Social Capital – the market asks you

47. OSM #6 Invest in Community Managers

48. Engaging in the conversation

49. Building online brand presence over time

50. Finding people with their hands up to buy

51. At any one time who is the market? In the Market Not in the Market 3% Source: Chet Holmes 91% 6% Might be

53. Impact of Social Media on Sales Funnel

54. A Community Based Approach

55. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

56. Basically if Mary Porta did social media....

57. OMS #7 Sales Enablement

58. Finding your way in

60. Outsource set up to specialists Pick me

61. OSM #8 Social media content creation

62. Content is currency Content is the new currency of marketing

63. Video CISCO:By 2014 video traffic will make up 90% of the internet

64. Engaging Times TV

65. Thought Leadership

66. Content Creation Process Say What’s hot? Social What’s trending? Search What’s clicking Site What’s viewed? Sales What’s used? Stuff What’s there already? Written Repurpose PR/News Lead the conversation Deploy on social channels Join the conversation Keyword SEO/PPC Let your content be found Website deployment Engage your customers Campaign Deployment Nurturing your customers Identify Create & Edit Publish & Syndicate Video Graphical

67. OSM #9 Social Media deployment process

68. website Corp blog ET-TV Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Build a holistic online presence

69. Write Once Publish many Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways

70. Asset deployment by SM channel

71. Twitter deployment Schedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2

73. OSM #10 Marketing database enhancement process

74. Social media data enhancement Marketing Database = Data Enhancement Customer Intelligence Messaging Relevance Analysis = £ Social Media Data

75. Warning Your brand is at risk if you do not make this move

77. Why? Need to start building a social business