The document discusses David B. Thomas's presentation on listening to communities and building social media engagement. Some key points:
- Thomas is the director of community and social strategy at Radian6, a social media monitoring company.
- He discusses how to build communities by listening to conversations, discovering insights, measuring engagement, and actively engaging.
- Case studies show how companies like Kinaxis and Relish Gourmet Burgers improved metrics like traffic, leads, and sales through social media.
- Thomas provides tips on getting started with social media and highlights differences and similarities between B2B and B2C engagement.
1. Listening to Your Community
5th Annual Social Media for PR and Corporate
Communications Conference
Feb. 14, 2012
David B. Thomas
@DavidBThomas
Director of Community and Social Strategy
Radian6, a Salesforce.com company
@DavidBThomas #RaganSocMed
2. What is Radian6?
Leader in Social Media Monitoring and Engagement
Global Brands
⢠More than 3000 clients
including 55 of the
Fortune 100
⢠Leader in Gartner Social
CRM Magic Quadrant
Mice ⢠Leader in Forrester
Social Listening Wave
report
⢠Over 400 employees
globally
@DavidBThomas #RaganSocMed
5. How big is it? Itâs big.
35 plus hours of video 300 000 new people
11.5% of the world
are updated to join Twitter every day.
are now on Facebook,
YouTube every 155 million Tweets per
51% of the US.
minute. day.
The average US home Over 5 billion photos
50% of TV viewers
will have 5 to 10 web on Flickr, 2.5 billion
around the world
enabled devices by photos per month on
watch Internet TV.
2014 Facebook.
@DavidBThomas #RaganSocMed
6. THERE ARE
800 MILLION
PEOPLE ON
FACEBOOK.
THATâS LIKE, ALMOST A BILLION, YO.
@DavidBThomas #RaganSocMed
7. June 2009
493 tweets per second
@DavidBThomas #RaganSocMed
8. May 2010
10,000 tweets per second
@DavidBThomas #RaganSocMed
12. Competitive Advantage of Community
Emphasize
customer
service
Develop personal
relationships
Be more
responsive
Leverage your
social graph
@DavidBThomas #RaganSocMed
13. What is a
community?
@DavidBThomas #RaganSocMed
14. What is a community?
⢠Customers
⢠Prospects
⢠Employees
⢠Influencers
⢠Suppliers
⢠Partners
@DavidBThomas #RaganSocMed
15. Where is a community?
⢠Forums run by fans
⢠Forums run by
companies
⢠Blogs
⢠LinkedIn groups
⢠Facebook groups
⢠Yahoo and Google
groups
⢠Twitter
⢠Google+
⢠Flickr and others
⢠YouTube and others
⢠Social bookmarking
⢠Location-based apps
@DavidBThomas #RaganSocMed
16. How do you build
your community?
@DavidBThomas #RaganSocMed
23. Listening Tools
⢠paid tools like Radian6
⢠free tools:
â Google Alerts
â Twitter Search
â Google Blog Search
â Social Mention
â BoardTracker and BoardReader
@DavidBThomas #RaganSocMed
29. Listening: Know what you want to measure
Fans, followers, subscribers
and potential reach
What are the raw numbers?
Is your content being retweeted
and shared?
How many people are in the
extended network who it could
potentially reach?
@DavidBThomas #RaganSocMed
30. Listening: Know what you want to measure
Share of conversation
How much of the conversation
around a particular topic is about
your company?
Are you getting the right
eyeballs?
@DavidBThomas #RaganSocMed
31. Listening: Know what you want to measure
Strength of Referrals and
Recommendations
Are people recommending your
company online?
Do those people end up in your
pipeline?
Does increasing your online
outreach increase the percentage
of referrals that result in leads?
@DavidBThomas #RaganSocMed
32. Listening: Know what you want to measure
Inbound Links
Who is linking to and visiting your
website?
Where are they coming from?
Are your social media activities
generating inbound links and
driving traffic to your website?
Are people bookmarking your site
on services like Delicious?
@DavidBThomas #RaganSocMed
33. 7 Steps to Measuring
Social Media ROI
@DavidBThomas #RaganSocMed
34. 7 Steps to Measuring Social Media ROI
Establish your goals in
advance.
If you don't know what
you want to do, you're much
more likely to fail. (As in life.)
@DavidBThomas #RaganSocMed
35. 7 Steps to Measuring Social Media ROI
Tie them to your
existing business goals:
⢠leads
⢠conversions
⢠web traffic
⢠customer satisfaction
sentiment
⢠awareness
⢠employee satisfaction
recruiting
@DavidBThomas #RaganSocMed
36. 7 Steps to Measuring Social Media ROI
Understand that every
department will have a
different definition
of ROI.
@DavidBThomas #RaganSocMed
37. 7 Steps to Measuring Social Media ROI
Decide in advance how
you will measure
success.
What are the metrics that
spell success for you?
@DavidBThomas #RaganSocMed
38. 7 Steps to Measuring Social Media ROI
Focus on campaigns.
Break your activities down
into manageable chunks.
@DavidBThomas #RaganSocMed
39. 7 Steps to Measuring Social Media ROI
Make them trackable
through your web
analytics
⢠Create a unique landing
page
⢠Create a unique URL for
each social channel
⢠Use your web analytics
to see where the traffic
came from
@DavidBThomas #RaganSocMed
40. 7 Steps to Measuring Social Media ROI
Understand that, in the
end, ROI is a formula
and you need all the
data to truly calculate
it
ROI = gain â cost
cost
@DavidBThomas #RaganSocMed
42. Six Keys to Social
Media Success
@DavidBThomas #RaganSocMed
43. Engagement: The Basics
Be real.
Understand your community
before diving in.
Speak with a human voice.
Engage with your community
person-to-person.
Admit when youâve made
mistakes.
@DavidBThomas #RaganSocMed
44. Engagement: The Basics
Be relevant.
Itâs not about you, itâs about your
community.
Share a lot thatâs useful for them
and theyâll accept a little that
promotes you.
Yet another 80/20 rule.
@DavidBThomas #RaganSocMed
45. Engagement: The Basics
Be practical.
Social media is a set of tools, not
a strategy unto itself.
Tie your efforts to existing,
bottom-line business objectives.
How you will know if youâve
succeeded?
@DavidBThomas #RaganSocMed
46. Engagement: The Basics
Be patient.
It takes time to build a
community.
If you want to create valuable
relationships, there are no
shortcuts.
@DavidBThomas #RaganSocMed
47. Engagement: The Basics
Be active.
Engage often.
Engage regularly.
Respond quickly when
people engage with you.
Keep your content fresh.
@DavidBThomas #RaganSocMed
48. Engagement: The Basics
Use what you have.
Create a content calendar.
Tie it to your quarterly
communications goals.
Look for content youâre already
creating.
Share it in all your channels.
@DavidBThomas #RaganSocMed
53. Success Stories â Kinaxis
2.7x increase in web traffic
@DavidBThomas #RaganSocMed
54. Success Stories â Kinaxis
2.7x increase in web traffic
3.2x increase in leads (conversions)
@DavidBThomas #RaganSocMed
55. Success Stories â Kinaxis
2.7x increase in web traffic
3.2x increase in leads (conversions)
5.3x increase in
blog/community traffic
@DavidBThomas #RaganSocMed
56. Success Stories â Kinaxis
2.7x increase in web traffic
3.2x increase in leads (conversions)
5.3x increase in
blog/community traffic
5,700+ community members
@DavidBThomas #RaganSocMed
57. Success Stories â Kinaxis
2.7x increase in web traffic
3.2x increase in leads (conversions)
5.3x increase in
blog/community traffic
5,700+ community members
double digit sales growth
@DavidBThomas #RaganSocMed
58. Success Stories â Relish Gourmet Burgers
Traditional forms of marketing do not
allow you to engage and connect with
your client. Thatâs how relationships are
built.
Rivers Corbett
Chief Experience Officer
Relish Gourmet Burgers
@DavidBThomas #RaganSocMed
59. Success Stories â Relish Gourmet Burgers
How are they using social
media?
⢠connecting with customers
⢠finding employees
⢠promoting franchise
opportunities
@DavidBThomas #RaganSocMed
66. Six Steps to Getting
Started
@DavidBThomas #RaganSocMed
67. Six Steps to Getting Started
1. Start listening.
2. Find out where your
customers are engaging.
3. Learn what your competitors
are doing.
4. Get everybody together in
the same room.
5. Develop a social media policy.
6. Determine what works best
for you.
@DavidBThomas #RaganSocMed
69. David B. Thomas
@DavidBThomas
www.radian6.com
http://dbthomas.com
dave.thomas@radian6.com
@DavidBThomas #RaganSocMed
70. Other than my own, the photos in this presentation were
sourced via www.creativecommons.org and Flickr, and are
licensed under Creative Commons.
My sincere thanks to the photographers.
To see the photo credits, please visit
http://delicious.com/davidbthomas/presopics.
Photo credits
@DavidBThomas #RaganSocMed
72. B2B vs B2C â The Differences
Longer sales cycles
More influencers
Higher dollar
value sales
(considered purchase)
Higher value to
relationships
@DavidBThomas #RaganSocMed
73. B2B vs B2C â The Similarities
Importance of the
social graph
Reach is still important
Content Rules
Emotional aspects of
purchase decisions
Everybody loves a good
story
The Bs and Cs
are all people
@DavidBThomas #RaganSocMed
Hinweis der Redaktion
Michael Jacksonâs death caused a flurry of tweets that crashed Twitter. The company added more servers.
Steve Jobsâ death lead to 10,000 tweets per second, and Twitter never faltered.
The âsocial graphâ describes the way that users are connected via social media, creating a culture of word of mouth recommendation and peer review.
When I go to this Facebook page for a local eye doctor, I see that eight of my friends are fans. Thatâs a powerful endorsement.
Google conditions its search results based on your social connections. Youâre more likely to see search results that your friends and networks have shared or created.
If you structure your searches properly, you can find people expressing an âintent to buy.â Thatâs a sales lead.
People are sharing information on line everyday about products and features that we used to pay focus groups lots of money to provide.
If you structure your searches properly, you can find people expressing an âintent to buy.â Thatâs a sales lead.
Jeff Jarvis: Marcelâs story
Jeff Jarvis: Marcelâs story
Jeff Jarvis: Marcelâs story
Jeff Jarvis: Marcelâs story
Kinaxis, a supply chain management software company, set a goal of using social media to increase leads, increase web traffic and create greater awareness of the company. They created a blogâŚ
an online communityâŚ
and their own online comedy show, as well as other YouTube videos.
and their own online comedy show, as well as other YouTube videos.
and their own online comedy show, as well as other YouTube videos.
and their own online comedy show, as well as other YouTube videos.
and their own online comedy show, as well as other YouTube videos.
and their own online comedy show, as well as other YouTube videos.
Blendtecâs retail sales have increased 700% since launching their viral YouTube campaign in 2006.
They opened one store in 2010.
They have opened four additional stores, and expect three more to open soon.
Blendtec is a company that makes high-end blenders, originally for institutional use. They started a YouTube series where their president would put unusual items in a blender and ask the question, âWill it blend?â
The video where he blended an iPad has more than 13 million views on YouTube. And thatâs just for this one video.
Blendtecâs sales have increased 700% since launching their viral YouTube campaign in 2006, and allowed them to develop a retail market.