2009 Social Media. The conversation has started...Where are you?

1. The conversation has started…where are you? Loren Stone, sovereignhospitality.com www.facebook.com/SovereignHospitality
2. By 2010, Gen Y will outnumber Baby Boomers.... 96% have already joined a social network. The fastest growing segment on Facebook is 55-65, females. 80% of companies use LinkedIn as a primary tool to find employees. ~ Social Media Revolution
3. Generation Y and Z consider email passé... In 2009, Boston College stopped distributing email addresses to freshmen. ~ Social Media Revolution
4. #2 largest search engine in the world is In the near future, we will no longer search for products and services; they will find us via social media. ~ Social Media Revolution
5. Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertisers. ~ Social Media Revolution
6. Socrates taught his followers the true power of words. ~ Social Media Revolution
7. Best Buy recently posted a seemingly innocent question on its Facebook page: “What do you think about offering Bestbuy.com in Spanish?” It didn’t get the constructive dialogue that it was looking for says Tracey Benson, Best Buy’s senior director of interactive marketing media: “It was a landmine. There were hundreds of negative responses flowing in, people posting racist, rude comments” Feedback doesn’t always reflect the actual voice of the customer. A loud minority can disrupt almost any conversation. If you initiate a conversation, you should have rules for terminating it. Being open and honest sometimes requires being firm and intolerant
8. ~ Social Media Revolution
9. LISTENto the BUZZ – enter the conversation, listen and respond. STRATEGY – develop a strategy and select the Social Media tools. Outbound vs. INBOUND Marketing Measurements to ROI Roadmap to Social Media
10. What are they saying about your products and company? Is it positive or negative? Discover where they are talking about you What is the buzz, where is it taking place, what is your competition doing? LISTEN
11. Eavesdrop and listen with a purpose Do you like what they are saying about your Brand? Google News Alert, RSS Reader Socialmention.com, Howsociable.com Facebook, Twitter Search, YouTube Google BlogSearch, Blogpulse.com Trendrr.com Boardreader.com Google Groups PhotoBucket.com, Flickr.com Paid Tools: Trackur.com, BrandsEye.com, FiltrBox.com LISTEN
12. LISTEN to the Buzz
13. Gauge Market Share or the Voice Grab a Share of the Voice = Market Share Set Goals to Maximize ROI Determine Your Online Influencers Create content that is on point Develop a Strategy
14. Outbound Marketing Reaching customers through traditional marketing means.
15. Inbound Marketing
16. Social Media (Inbound) Measures Loyalty, Engagement and Support and Trust Comments Feedback Relationships Mentions Traditional Media (Outbound) Measures the Media’s Effectiveness Reach Frequency Impressions VS
17. News Release using multimedia and bookmarks Blogs, Podcasts, Video, RSS Feeds Microblogging (i.e. Twitter) Social Networks (i.e. Facebook, LinkedIn)
18. No One-way Streets! Facilitate a Two-way Conversation Reviews, opinions and comments are the top influencers when purchasing Engage the conversation with quality content and provide the social media tools to share and discuss Results = they talk positively about you and share with in the community
19. ROI Determine what you want to measure Qualitative Approach: Reputation, Conversations, Customer Relationships Quantitative Approach: Measuring traffic, sales or SEO ranking Aide RSS, Google Analytics, Google Feedburner xinureturns.com
20. Loren’s Suggestions Twendz.com – measures Twitter for positive, negative and neutral tweets Technorati.com – determine what bloggers think of you Delicious.com – bookmark case studies while developing goals Websitegrader.com – will grade your site and tell you exactly what you have to do to improve your grade Blog.grader.com – does the same thing for a blog Compete.com – enter your website with your competitors which it will then compare all of you. See how you stack up. Techcrunch.com – for statistics http://kdpaine.blogs.com PR measurement blog
21.
22. Web 1.0...Web 2.0…Get Ready …The Semantic Web
23. Loren Stone, managing partnerinfo@sovereignhospitality.com ~ sovereignhospitality.com303-800-6161Facebook.com/SovereignHospitalityTwitter: @SovereignHospCopyright © 2009 Loren Stone. All rights reserved worldwide

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A common theme of my presentations is to talk about you as the traveler. Maybe this comes from the influences of years of global travel. When you developed your sales and marketing strategy you evaluated the routes that you were going to take in order to reach your goals or destination. Your team completed the due diligence to support the decisions being made in strategy and budget. Well to enter the highway of social media you will need to go back to basics. I am sure everyone can go back in time and remember a fundamental lesson that a parent or peer instilled in you…that is to be a good ‘listener’.I know the impulse is to dive right in and get those FB pages and open all those accounts to get into the game. And I am sure many of you have done just that prior to developing a strategy. Don’t be pulled into packing your bags with all the items you need until you know where you are going. The last thing you want is to have a pair of swim trunks and flip flops when you are actually going to go skiing. <reference back to list>List Eavesdrop…who is talking about you. Where can you listen? Some free tools that you can use are Branding: Google News Alerts, Yahoo News, Howsociable, Socialmention, RSS Feeds to name a fewSocial Media: Facebook, Youtube, Photobucket, TwitterSearch, TweetBeep, Blogs78% of people trust a friends recommendation vs only 14% trust advertisements What are they saying? Example a skincare company discovers there is a conversation about dry skin in gardening forums every type of group has their own niche social network. Monitor bloggers who talk about your company or specific industry and track mentions, and content. Besides relevant information this is important in order to demonstrate ROI once you have your SM strategy in place. Is it positive or negative. And don’t just look for all the good, but also the bad. And resist reacting to what you see as you just want to listen first. Develop that roadmap of the places you will return to.
A common theme of my presentations is to talk about you as the traveler. Maybe this comes from the influences of years of global travel. When you developed your sales and marketing strategy you evaluated the routes that you were going to take in order to reach your goals or destination. Your team completed the due diligence to support the decisions being made in strategy and budget. Well to enter the highway of social media you will need to go back to basics. I am sure everyone can go back in time and remember a fundamental lesson that a parent or peer instilled in you…that is to be a good ‘listener’.I know the impulse is to dive right in and get those FB pages and open all those accounts to get into the game. And I am sure many of you have done just that prior to developing a strategy. Don’t be pulled into packing your bags with all the items you need until you know where you are going. The last thing you want is to have a pair of swim trunks and flip flops when you are actually going to go skiing. <reference back to list>List Eavesdrop…who is talking about you. Where can you listen? Some free tools that you can use are Branding: Google News Alerts, Yahoo News, Howsociable, Socialmention, RSS Feeds to name a fewSocial Media: Facebook, Youtube, Photobucket, TwitterSearch, TweetBeep, Blogs78% of people trust a friends recommendation vs only 14% trust advertisements What are they saying? Is it positive or negative. And don’t just look for all the good, but also the bad. And resist reacting to what you see as you just want to listen first. Develop that roadmap of the places you will return to.
A common theme of my presentations is to talk about you as the traveler. Maybe this comes from the influences of years of global travel. When you developed your sales and marketing strategy you evaluated the routes that you were going to take in order to reach your goals or destination. Your team completed the due diligence to support the decisions being made in strategy and budget. Well to enter the highway of social media you will need to go back to basics. I am sure everyone can go back in time and remember a fundamental lesson that a parent or peer instilled in you…that is to be a good ‘listener’.I know the impulse is to dive right in and get those FB pages and open all those accounts to get into the game. And I am sure many of you have done just that prior to developing a strategy. Don’t be pulled into packing your bags with all the items you need until you know where you are going. The last thing you want is to have a pair of swim trunks and flip flops when you are actually going to go skiing. <reference back to list>List Eavesdrop…who is talking about you. Where can you listen? Some free tools that you can use are Branding: Google News Alerts, Yahoo News, Howsociable, Socialmention, RSS Feeds to name a fewSocial Media: Facebook, Youtube, Photobucket, TwitterSearch, TweetBeep, Blogs78% of people trust a friends recommendation vs only 14% trust advertisements What are they saying? Example a skincare company discovers there is a conversation about dry skin in gardening forums every type of group has their own niche social network. Monitor bloggers who talk about your company or specific industry and track mentions, and content. Besides relevant information this is important in order to demonstrate ROI once you have your SM strategy in place. Is it positive or negative. And don’t just look for all the good, but also the bad. And resist reacting to what you see as you just want to listen first. Develop that roadmap of the places you will return to.
Now that you have LISTENED through the various channels you know what your customers and potential customers are talking about, what they like and dislike. Since the most trusted form of advertising is now conversations, its become an important part of SM. Armed with all this new found information you ready to build a WINNING Social Media campaign right? C’mon bit more enthusiasmGoals give you a roadmap to your future. They provide something to strive for – some point in the future to reach. A goal is specific with an intended result of a strategy. So what are your goals to improve brand reputation, increase brand awareness (Skin MD Natural example, pg 12); increase share of voice; take on a leadership position in the industry; increase sales, reduce spending (pg 13), etcOnce you know where the majority of the conversation takes place you can allocate resources for best ROI. The number of influencers is growing as more people publish content online. Since 2006 the number of adult Internet Users who are word of mouth influencers was 23mil, 2009 30mil, 2011 34mil. About 1% a year and expected to grow more rapidly. Its about reaching the right people always. A targeted demographic that want to engage and communicate with us. Online influencers: what influences people online has changed significantly the past few years. It is not about who has the most friends and followers. It is about accuracy and trust. We all know there has been a cultural change with the recession, corruption and inaccuracies of what we have been told for many years. Social Media has become that medium in which the actual truth can be discovered whether you participate or not. As the influencers become more rooted in the different industries and Social Media continues to flourish they will talk about you and products. This conversation is what the customers will use to purchase and what companies and products it will choose. So you want to find and reach those influencers (bloggers and networks). As they are the ones that can send a large number of people to you. To rate these bloggers and networks you measure their success by traffic, recommendationsContent: As what has held true since the inception of a website and also with social media today it is all about the CONTENT Success in SM is about the quality of your content. Engaging people people and the key is good content. Your customers are sharing content, retweeting, saving and reading based on what is deemed valuable content Remember about LISTENING. Maybe you have been listening on Twitter to some health benefits of a product you represent. So you come up with a strategy linking your product to this discussion by white papers, articles, how to videos, etc. You want to plan on linking all your content together between a company blog, website, video and network sites. This also will help in how you are rated in search using links and such.
Outbound marketing is becoming less effective.
Now that you have LISTENED, and studied what is being said and reviewed statistics the road to take and the right vehicle will be clear. If the majority of the conversations about your products or industry are happening on Twitter, then you need a Twitter account. If your customer is using video for training and instruction then you need a branded YouTube channel immediately. Ultimately, you will have a presence in all Social Media forums, but you have to prioritize based on the Voice, customers, competition and most importantly where you think the company should be joining the conversation.
You didn’t just jump in your car, jump on the Facebook highway and start selling your product. Here lies the problem with what is happening in Social Media platforms. You have to remember that Social Media is a result of a revolution of the users and customers to seek out accuracy and truth. Traditional marketing practices are changing and the customer expects truthful and honest engagement with the companies it works with and buys from. Now this has always been the case, but the evolution of technology has created a medium to make everyone accountable. The people have raised their voices. So the you are not driving down a one way road on FaceBook. You have created a strategy for content and now you are entering a two way street of conversation. The consumer is not going to just watch you drive by now, they want to be part of the car pool and ride along for the conversation93% of those people want to be able to actively engage with that company and the people in that company. The customer does not want to do business Pg 27
QualitativeFirst, 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?QuantitativeIf 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(), 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.ConclusionThe 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.As I said at the beginning, this topic is one that has been tossed around in the blogosphere for a long time and this is an overview. google Cross Channel and Multimedia Tracking
QualitativeFirst, 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?QuantitativeIf 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(), 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.ConclusionThe 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.As I said at the beginning, this topic is one that has been tossed around in the blogosphere for a long time and this is an overview. google Cross Channel and Multimedia Tracking

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