A presentation I gave to the Ceramic Tile Distributors Association on the basics of social media

1. HARNESSING
THE POWER OF
SOCIAL MEDIA
JEFF RISLEY
VP, PR & SOCIAL MEDIA

2. Can you harness
the power of
social media?
Should you?
2

3. 1) Engagement
2) Tools
3

4. Conversations that
build relationships
between companies
and stakeholders.
4

5. Conversations that
build relationships
between companies
and stakeholders.
5

6. Conversations that
build relationships
between companies
and stakeholders.
6

7. Conversations that
build relationships
between companies
and stakeholders.
7

8. 8

9. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS
9

10. CONTENT & CONVERSATION
10

11. “...I'd like to build the shower
base with complimenting ceramic
tile, but I'm not sure how to do
this properly.”
11

12. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS
12

13. MASS
CORPORATE
NICHE
SOCIAL
NETWORKS
13

14. 14

15. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS
15

16. MEDIA
SHARING
16

18. 3 Step
Social Media
Strategy
18

19. LISTEN & LEARN
PLAN
ENGAGE
19

20. Step 1: Listen & Learn
• Find conversations currently taking place
about your company and category
• Quantitative analysis
• Qualitative analysis
20

21. VIDEO
Google video, Yahoo, Youtube,
Grouper, Break, Dailymotion,
Metacafe
BLOGS/
BOARDS
Boardreader, Google alerts,
Live, Technorati, Icerocket
TWITTER
Twemes, Tweetscan, Dittes,
Telewebber, Terraminds
DIY SERVICES

22. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/

24. Step 2: Plan
• Social media policy
24

25. 25

26. Step 2: Plan
• Social media policy
• Monitoring plan
26

27. Spark Social Media Monitoring, Analysis & Metrics
6.4.2009
©SPIRAL 16 LLC 27

28. Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
28

29. Do Nothing
Credibility Influence
Engage Velocity Fix Facts
Relevance Reach
Rectify
29

30. Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
• Engagement plan
30

31. Strategic Questions
1. What are the attitudes of key stakeholders about
the importance of social media?
2. Audit findings
• What is your target audience doing in social
media?
• What are competitors doing in social media?
3. What topics are relevant to your target audience?
• Product? Offers? Promotions? Brand?
4. How will we measure results?
31

32. Step 3: Engage
32

33. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
33

34. Online reviews
34

35. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
35

36. • Most early adopters
generating 5% of
leads through social
media
• 35% expect social
media leads to
increase by 1%-5%
over next 12 months
• Joining/participating in
industry groups (25%)
• Starting conversations
on industry topics
(25%)
• Answering questions on
industry topics (23%)
“The Social Strategy for Driving Demand,” DemandGen, June 2009 36

37. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied customers and consumers
37

38. Build-A-Bear Workshop
“The good news is that
shortly after posting my piece I heard
from Dave Finnegan, Build-A-Bear’s "Chief
InBearmation Officer."Monitoringexecutive story
• Kitschy caught blog
designations aside, you’ve got ZDNET.com (1.4M by
on
visitors be impressed
to monthly) about
a company that responds so quickly, directly,
privacy practices
and receptively to criticism; Iitam, to other
• In one day, spread
anyway.” traffic sites The
high
(BoingBoing.net;
Consumerist)
• Sent a response directly to
Denise Howell, high profile
attorney/tech blogger
• Outreach resulted in a
positive follow-up blog post
38

39. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied customers and consumers
4. Create community to educate about your products
and services
39

40. 40

41. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied customers and consumers
4. Create community to educate about your products
and services
5. Identify influencers; energize their w.o.m.
41

42. Free Float Night
• Twitter outreach
• “Sonic” was the #2 trend on
Twitter; Approx. 8,000 Tweets
in 24-hour period
• 5 million floats; double 2007
• June evening sales increased
• Increased awareness of Sonic
as “late-night destination”
42

43. “You’re in a new
place. The bad news:
There are no maps.
The good news? You
are the mapmaker.”
Shoshana Zuboff, former Harvard B-School Prof and
author of The Support Economy
43

44. jrisley@barkleyus.com
twitter.com/risleyranch
risleyranch.blogs.com
delicious.com/risleyranch
THANK YOU!
JEFF RISLEY
VP, PR & SOCIAL MEDIA