Social media puzzle Handout

The Social Media Puzzle

Puzzle Piece 1
The Overview

Puzzle Piece 2
What Are The Tools & How To Use Them

Puzzle Piece 3
B2B/ B2C - The Approach and the Differences

Puzzle Piece 4
Social Marketing SWOT – Are You Ready?

Puzzle Piece 5
Measurement

Puzzle Piece 6
The Seven Deadly Sins & The 5 Second Challenge

Presenter:
Holly Grenvicz
Chief Strategist, Werkshop Marketing
holly@werkshopmarketing.com

2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

PUZZLE PIECE 1: The Overview
Putting Together the Social Marketing Puzzle

The use of Social Media as a marketing tool is more than just an addition to the marketing
toolbox; it is a cultural change. We are creating business in a way that never existed before.
Social Marketing has become the conduit for content. Businesses can now deliver messages,
develop and monitor opinions, offer customer support, communicate promotions and drive sales
activity - completely virtually.

There are many things to consider when determining how to use Social Media in a marketing mix.
So where do you start?

What is it?
Let’s start with how Social Media was born. Since the beginning of time, people have been
“marketing” to one another. Social behavior dictates that when we like or dislike something, we
tell others. In its simplest form, this “sharing” without the intentional goal of selling defines Word-
of-Mouth Marketing. This “customer evangelism” is the most pure and least expensive kind of
marketing available. The challenge is that as a marketer, it is nearly impossible to “buy” customer
evangelists. They have to be developed over time.

Enter: Social Media Marketing
After decades of marketing using traditional channels and holding our breath while we hope that a
group of customer evangelists emerge on their own, Social Marketing is generating brand
loyalists in droves. By creating discussions online, building an online reputation and keeping our
“friends and fans” up-to-date literally minute-by-minute, Social Media is changing everything. It is
inexpensive compared to traditional tools, intangible, yet easily tracked to ROI. Finally, marketers
can track response and progress.

Not so fast!
The great thing about social marketing is that we can do much to create our own destiny. The bad
thing about social marketing is that there are so many options and tools available, with so much
functionality, that it can be overwhelming. The best users of social tools think it through first. The
contents of this presentation will challenge, and teach you how to do that.


PUZZLE PIECE 2: The Tools
What Are The Tools & How To Use Them

This is by no means a complete list but rather the tools that you should be familiar with to begin!

Primary Social Media Tools include:

Tool Description Examples
Social Networks Social Networking Tools enable businesses to open new channels of communication with Facebook
consumers and business prospects. As more and more people adopt social media into MySpace
their everyday routines, it is becoming a critical contact point between businesses and
potential and existing clients. Should all businesses be using social media tactics? No. LinkedIn
Strategy is what it’s all about. Ning
Email / Newsletters: Email and Newsletter has expanded to offer extensive connectivity with the advent of Emma (Werkshop is
Mobile technology, enabling businesses to broadcast their messages and consumers to an Emma Agency)
retrieve and read emails virtually anywhere. Mail Chimp
Wikis: Wikis are web based applications enabling users to develop, edit and to distribute their Wikipedia
knowledge on the topic of their choice. Companies are beginning to leverage the power of
Wikis to lower training costs, product development and to retain various types of
procedural business information.
Blogs: Blogs are the most effective, easiest and most popular Social Media Tool to develop; Wordpress
communication and conversation, and to create an environment of trust between your Blogger
business’s and current and potential clients and customers.
Micro Blogging: Followers and followed develop online communities and networks based on interests and Twitter
previous friendship and associations. Find the Micro bloggers interested in your business
and services and begin the conversation and soon, providing you are offering a
meaningful message you will soon have a following you can leverage and engage.The
immediacy and portability of micro blogging using online applications in conjunction with
mobile devises is possibly one of the most powerful Social Media tools.
Audio / Podcasts: Without a doubt Podcasts enable your business message to be heard, it is not text, it is www.feedforall.com
not a photograph, it is a personal recording of your business message which you can
record on your computer / upload to your server and enable those interested to download
and listen to on their computers. Humans have used verbal communication since the
dawn of time to spread ideas and to influence others. What could be better than verbal
communication for your business?
Video: Video is hard to match for providing an engaging experience, it is visual, it is audio and YouTube
hopefully it is unique and creative. Video has come to the forefront of Social Media, the Vimeo
popularity of You Tube is proof of this. Video enables you to visually communicate with
your target audience in your blog, shared on You Tube and wherever you audience wants
to view your video on their IPods or mobile phones, offering you unlimited opportunities to
connect and enthrall your audience

Location-based Location-based social networking (or “lo-so” to the cool kids) is hot right now and dubbed Foursquare
as the next big thing. These apps use GPS technology to broadcast a person’s location Gowalla
and offer many opportunities for both entertainment as well as marketing. This is a huge
market and is not going away any time soon. Loopt
Brightkite
Google Latitude
(Yelp & Facebook
are dabbling)


Secondary Tools include:

Tool Description Examples
Photo Sharing: Photo Sharing due to its popularity could be classified as a primary Social Media tool Flickr
however, although they say “A picture is worth a thousand words” I classified Photo
Sharing as a secondary tool Photo Sharing offers less interactivity than for example,
Blogging, Video or Social Networks.
Live Casting: Live Casting is both Internet Radio and TV. Create your own online Radio or TV show on Justin.tv
the topic of your choosing. Creativity, controversy and informative broadcasts on the BlogTalk
Internet have the ability to develop a large following for you and your business.
Virtual Worlds: One principle of Social Media and Social Networking is a business should active in the Second Life
same space as the consumer. With the popularity of virtual worlds (Linden Labs
Estimated Second Life Population 7.5 Million) computer generated virtual world have the
potential to connect with consumers and product users.
Gaming: Online Gaming has developed numerous global communities where gamers compete and
interact in games. In many ways Gaming is a virtual world with the competitive edge.
Social Book Marks / Social Book marking sites in conjunction with Aggregating sites such as offer different Digg, Delicious and
Aggregators: methods to accumulate information for easy retrieval and later use. From book marking a Reddit
web site, to following news topics which are important to your business, to automatic RSS Technocrati,
feeds of information from numerous web spaces Social Book marking and Aggregation Netvibes and Google
tools will assist you to keep abreast of what’s happening online and share and access this Reader
information with ease.

These tools often offer an insight to trends and the opinions of the general public on an
endless variety to topics, services and products.
Rich Site Summary (RSS): Managing and keeping up to date with the web content that is important to you is not Google Reader
always easy when content is delivered by numerous sources.RSS enables the
subscription of content from Blogs, news sites and a variety of web sites which update
their content regularly and have the content delivered to your RSS reader or integrated
into web pages. RSS is also a valuable Social Media Tool to enable your company to
broadcast updated content to web site visitors and subscribers.
Communication: Communication tools are not new to Social Media, instant chat from MSN, Yahoo and Skype
AOL have been around for years. However, new Social Media Tools are constantly Ichat
developed which assist with communication and collaboration business to business and
business to consumer. A couple of my preferred Social Media Communication GoToMeeting

Skype enables users to have video calls, conference calls all free when computer to
computer and access any land line or mobile phone for extremely competitive rates.
Go To Meetings is becoming an increasingly effective and popular Social Media Tool for
providing Webinars, sales presentation and empowering business to collaborate online
reducing travel costs significantly.

How to Use the Tools
Understanding how to use the tools and their functionality is the first step to utilizing them to their
fullest potential. Below are some helpful links to get you started (and dig deeper) four major
Social Networking sites.

Twitter - Find a comprehensive twitter guide at www.twitter.mashable.com
Facebook - Get started with these guides www.butterscotch.com/tutorial/How-To-Sign-Up-For-A-
Facebook-Profile, www.facebook.com/help, http://blog.facebook.com/
LinkedIn - http://learn.linkedin.com
Foursquare - www.foursquareguide.com, http://blog.foursquare.com


PUZZLE PIECE 3: B2B/ B2C
The Approach and the Differences

The most effective tools for both B2B and B2C companies (in order of effectiveness):
B2B B2C
LinkedIn Facebook
Blog Blog
Twitter Twitter
Facebook LinkedIn

B2B Social Media Winners: B2C Social Media Winners:
• Amex Open • Coke
• HSBC • Pepsi: The Pepsi Refresh Project
• Microsoft Advertising • Dell: Dell Community and Second Life
• Archer Exchange • Jeep: Jeep Community Home Base
• Cree • HP: 31 Days of the Dragon

B2B Lessons From B2C Social Media Marketing Strategies (socialmediab2b.com)
Lesson 1: Leverage traditional media to support social media marketing activities (vitaminwater | Facebook)
Lesson 2: Anything can be interesting when you focus away from the product and toward how customers
use it. (King Arthur Flour - Bakers’ Banter)
Lesson 3: Bridging online and offline communications generates successful engagement (Molson)

5 Reasons B2B Product Marketers Should Increase Social Media Spending (Hubspot)
1. Reduced Cost of Entry to New Markets
2. Clearer ROI Reporting
3. Real-Time Budget Adjustments
4. Supports Other Inbound Marketing Efforts
5. Long Tail Content Supports Long Sales Cycles

7 Reasons Social Media Is A No-Brainer For Passionate B2C Brands (toprankblog.com)
1. Take your communications directly to consumer
2. Avoid a negative groundswell
3. Own your presence in popular platforms
4. Truly understand your demographic
5. Social media / SEO intersection
6. Real-time market research
7. It’s nearly 2010 – consumers expect it

B2C Engagement Is Beneficial:
In a recent Razorfish study, 40.1% of consumers reported friending a brand on Facebook or MySpace. Once
a connection was established, the resulting activity was profoundly beneficial to the awareness and potential
revenue of the brand. Out of those customers 62.09% report always or usually recommend the brand to
others while 60.35% reported purchasing a product or service from the brand.

Business.com studied where companies are focusing their attention and resources:
Facebook - B2B: 77% / B2C: 83%
Twitter - B2B: 73% / B2C: 45%
LinkedIn - B2B: 56% / B2C: 27%
YouTube - B2B: 43% / B2C: 30%
MySpace - B2B: 14% / B2C: 23%


PUZZLE PIECE 4: Social Marketing SWOT
Are you Ready?

To determine the strengths, weaknesses, opportunities and threats your business faces with
regards to the implementation and deployment of a Social Media program the following questions
are a starting point to what should be asked about your company’s SWOT:

1. Is your company and its employees, familiar with the Social Media tools available and understand
how to use the tools to the company’s advantage.

2. Do you currently have employees / business owners who use Social Media for personal use and
understand Internet Social Media interactions?

• Is there currently any business use of Social Media?
• How steep will your learning curve be?

3. Does your company have the creative people required to develop meaningful high quality content
and communication on a regular basis?

• Are copy writers and public relations experts required?

4. Does your business understand the keywords customers and prospects use to find your Social
Media content?

5. Does your business have strong change management skills?

• Will external change management consultants be required?
• Are staff and management adaptable and prepared to accept change?

6. Do you have a happy satisfied work force that your company feels comfortable allowing employee /
customer interaction using Social Media tools?

• Are you confident a positive message will be broadcast by company representatives?

7. Does your company have a disgruntled work force which could cause detrimental company
messages being broadcast to consumers via Social Media?

• What can be done to alleviate this issue?

8. Does the company feel comfortable with empowering company employees to interact with
customers using Social Media?

9. How do you perceive you customers and potential customer’s familiarity and comfort zone with new
technology?

10. Are your customers currently using and adapting to the various Social Media Tools and Networks
available?

• Which networks, which tools?

11. Are you customers using Social Media for personal or business reasons?

12. How do you currently communicate with your customers?

• How will this communication change with Social Media?


• How will you manage the change?
• How will the effectiveness of both current and changed communication methods be
measured?

13. Is it necessary to educate your customers on your product and services?

• How do you currently educate your customers?
• Is the information your customers require easy to understand and obtain?
• Do your customers have easy access to company representatives who possess the knowledge
required?

14. Have you identified and evaluated the efforts if any of your competitor’s Social Media presence?

• What Social Networks are you competitors active in?
• What Social Media Tools are your competitors using?
• What is the consumers reaction to competitors Social Media initiatives?

This by no means a comprehensive list of questions which need to be answered to complete a SWOT for
your business’s Social Media program however, it is an indication of the types of questions you should be
considering about your business’s capability to thrive in a Social Media environment.

Credit: Pete Hollier and to www.seowizardry.ca

The Social Marketing Plan

1. Set overall marketing goals
2. Define audiences or segments
3. Evaluate content
4. Determine messages and channels – then match to tools
5. Assess the staff or technology available to create and maintain a campaign
6. Nail down a timeline for creation and maintenance. Social Media is a living and ever-
changing
being so consistency is key!
7. Start implementation
8. Participate in on-going maintenance
9. Measure success and monitor reputation
10. Learn, tweak if necessary and continue


PUZZLE PIECE 5: Measurement
Measuring Impact of Social Media Activities

Social media measurement is one of those topics about which everyone has an opinion, but nobody agrees
on the solution. The question about how to measure the return on investment (ROI) for social media
participation comes up in every workshop I deliver, as definitive, statistic-based metrics seem to be the
primary way communicators feel they can secure approval and budget for these programs from their
management teams.

If you’re waiting for someone to provide that magic bean, then put away your watering can. It ain’t gonna
happen. That’s one of the reasons why I tend to think that social media (by which I mean actual
conversations and relationship building exercises, not widgets and Facebook (Facebook) fliers) is more
aligned with the goals of a PR program than it is with marketing.

In the absence of any accepted metrics, businesses still need to be able to determine whether or not a
social media program is moving the needle, moving product or otherwise making an impact. This largely
depends on the company’s social media objectives. Because these dramatically differ based on the
organization, it’s impossible to agree upon standards. That doesn’t mean we can’t measure ROI at the
company level, though.
With that in mind, here are a few ways to consider measuring social media ROI for your business:

Qualitative
First, determine what you want to measure, whether it’s corporate reputation, conversations or
customer relationships. These objectives require a more qualitative measurement approach, so let’s start
by asking some questions. For example, if the objective is measure ROI for conversations, we start by
benchmarking ourselves with questions like:
- Are we currently part of conversations about our product/industry?

- How are we currently talked about versus our competitors?

- Then to measure success, we ask whether we were able to:

- Build better relationships with our key audiences?

- Participate in conversations where we hadn’t previously had a voice?

- Move from a running monologue to a meaningful dialogue with customers?

There are companies that offer services to assist with this kind of measurement, which requires a great deal
of human analysis on top of the automated results to appropriately assess the tonality and brand positioning
across various social media platforms.

Quantitative
If the goal is to measure traffic, sales or SEO ranking, we can take a more quantitative approach.
There are some free tools that can help with this type of measurement, including:
AideRSS allows you to enter a feed URL and returns statistics about its posts, including which are
the most popular based on how many times they are shared on a variety of social networking sites
(Google (Google), Digg (Digg), Del.icio.us).
Google Analytics and Feedburner are essential, free tools to help analyze your company’s blog
traffic, subscriber count, keyword optimization and additional trends.
Xinu is a handy website where you can type in a URL and receive a load of useful statistics
ranging from search engine optimization (SEO) to social bookmarking and more.
In addition, you might look at how many people join your social network (or become your connection) in a
given period of time, how much activity there is in your forum or what the click-through rate is to your product
pages from any of these platforms that result in direct sales.
The key takeaway, regardless of how your company chooses to measure engagement, is that you have a
success metric in mind before you begin. Without some sort of benchmark, it’s impossible to determine
your ROI.


[Aaron Uhrmacher is a social media consultant. In addition to
his posts on Mashable, he blogs at DISRUPTology.]

PUZZLE PIECE 6: The Seven Deadly Sins
and the 5 Second Challenge

Seven Deadly Sins
There are a million ways for businesses to use social
media well, and only a handful of ways to do it horribly
wrong. So why do companies keep falling into the same
traps?

The answer is easy: human nature. And as we all know,
humans are constantly beset by malicious temptations.

So as a public service, I've decided to break down the Seven Deadly Sins that make social media
go sour.

1. Lust: Loving your customers is great, but take it slow. In the ribald days of 2006, a
business would sign up on MySpace and then start “friending” everyone with a pulse.
These days, lusting after fans like that will get you labeled as desperate — or even as a
spammer. So keep it in your pants and truly get to know the first people who connect with
your brand. In return, they might just love you for life.

2. Gluttony: Don’t bite off more than you can chew. Once companies decide to take a
seat at the social media table, they often dig in with gusto. The downside: They want to
be everywhere at once, spreading themselves across the Web instead of being strategic
and focused. You don’t need accounts on all social networks — just the right ones.

3. Greed: It’s hard to shake hands while you’re reaching for someone’s wallet. We’d
all like to make money through social media, and if your business is strong, it’ll happen.
But if all you do on your Twitter feed or Facebook page is spout off sales messages, no
one’s going to stick around. Be yourself. Be helpful. Be a good listener. Then the money
will come to you.

4. Sloth: Always avoid the temptation to “set it and forget it.” Starting a blog or creating


a presence on a social network? That’s easy. Keeping it alive and growing? That takes
commitment, adaptability and good-old effort. You would never open a storefront, then
close shop two weeks later because of low turnout. Go for the long term, and plan
accordingly.

5. Wrath: There are a lot of people out there itching for a punch in the nose, but
you’re not the one to give it to them. Once you’re active online, you’re bound to get a
few critics. Some will offer valuable feedback. Some will shout obscenities. You won’t
have a hard time telling the difference, so focus on the ones who deserve a response.
And no matter what, never lash out. Your scathing “private” e-mail will probably end up
on 100 blogs before breakfast, and the Internet has a long (if not infinite) memory.

6. Envy: Don’t be dissuaded by other people “doing it better than you.” Someone will
always have more followers, more blog comments, more write-ups in Wired. Focus on
who you are and what your business has to offer, not on what the other guy is doing. And
when you must steal an idea (because hey, it happens), find a way to make it so much
bigger and better, no one can even recognize the original.

7. Pride: Stay humble, rock star. Successful social media really is easier than you’d
think. If you plan ahead, pace yourself and listen more than you talk, you’ll strike a chord
with existing customers and potential fans alike. It will open new opportunities and
enhance your brand in ways you never imagined. But don’t let it go to your head. There’s
always more work to do.

The Five-second Challenge

Here's how it works: Next time you're about to post a Facebook status, Twitter update or blog
comment, pause for five seconds. At worst, it might help you think of a better way to phrase
things. At best, it might stop you from writing something that could have unintended
consequences — like identity theft, hurt feelings, embarrassment or burglary.

A few things you might ask yourself in that five seconds:

• Why am I writing this?
• Am I giving away private info about myself or my family?
• Would I ever say this to a stranger on the street?
• Am I revealing my travel plans or otherwise showing when I'm not home?
• Am I just bragging to impress people?
• How will I feel if my boss sees this?
• What about a client?
• This will live on the Web forever. Am I cool with that?
• Am I adding to the sum of human knowledge?
• Does anyone really give a crap?

OK, so I doubt you'll have time to tackle all that. But you get the idea.

I've tried my best to do this since that talk with Alan months ago. And you know what? I've
probably deleted a fourth of the updates I've started to write. Oh, I doubt they would have done
any damage. But they also wouldn't have had any benefit to anyone whatsoever.

So take the Five-Second Challenge and let me know how it goes.

The goal isn't to make you paranoid or to suck all the fun out of social media. But if it makes you a
little more cautious and insightful, then I'd say it's five seconds well spent.

Credit: The Social Path by David Griner


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