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

3.
Who am I?
@DavidBThomas #RaganSocMed

4.
Who am I?
@DavidBThomas #RaganSocMed

5.
How big is it? It’s 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.
THAT’S LIKE, ALMOST A BILLION, YO.
@DavidBThomas #RaganSocMed

7.
June 2009
493 tweets per second
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8.
May 2010
10,000 tweets per second
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9.
The Social Graph
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10.
The Social Graph
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11.
The Social Graph
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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

17.
Listen
Discover
Measure
Engage
@DavidBThomas #RaganSocMed

18.
Listen
@DavidBThomas #RaganSocMed

19.
Listen
People are talking about you
whether you’re there or not.
Ignoring them is like ignoring a
ringing phone.
@DavidBThomas #RaganSocMed

20.
People are Talking About Your Company
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21.
Dell Command Center
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22.
Radian6/Salesforce Command Center at Dreamforce
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23.
Listening Tools
• paid tools like Radian6
• free tools:
– Google Alerts
– Twitter Search
– Google Blog Search
– Social Mention
– BoardTracker and BoardReader
@DavidBThomas #RaganSocMed

24.
Discover
@DavidBThomas #RaganSocMed

25.
“Customer service is the new PR”
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26.
Market Research
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27.
Listening for Intent
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28.
Measure
@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
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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 – cost
cost
@DavidBThomas #RaganSocMed

41.
Engage
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42.
Six Keys to Social
Media Success
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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 you’ve made
mistakes.
@DavidBThomas #RaganSocMed

44.
Engagement: The Basics
Be relevant.
It’s not about you, it’s about your
community.
Share a lot that’s useful for them
and they’ll 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 you’ve
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 you’re already
creating.
Share it in all your channels.
@DavidBThomas #RaganSocMed

49.
Success Stories
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50.
Success Stories – Kinaxis
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51.
Success Stories – Kinaxis
@DavidBThomas #RaganSocMed

52.
Success Stories – Kinaxis
@DavidBThomas #RaganSocMed

53.
Success Stories – Kinaxis
2.7x increase in web traffic
@DavidBThomas #RaganSocMed

54.
Success Stories – Kinaxis
2.7x increase in web traffic
3.2x increase in leads (conversions)
@DavidBThomas #RaganSocMed

55.
Success Stories – 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 – 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 – 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 – Relish Gourmet Burgers
Traditional forms of marketing do not
allow you to engage and connect with
your client. That’s how relationships are
built.
Rivers Corbett
Chief Experience Officer
Relish Gourmet Burgers
@DavidBThomas #RaganSocMed

59.
Success Stories – Relish Gourmet Burgers
How are they using social
media?
• connecting with customers
• finding employees
• promoting franchise
opportunities
@DavidBThomas #RaganSocMed

60.
Success Stories – Relish Gourmet Burgers
@DavidBThomas #RaganSocMed

61.
Success Stories – Relish Gourmet Burgers
2010: 1 store
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62.
Success Stories – Relish Gourmet Burgers
2012: 8 stores
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63.
Success Stories - Blendtec
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64.
Success Stories - Blendtec
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65.
Success Stories - Blendtec
700% increase
in sales
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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

68.
radian6.com/resources
@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

71.
What about B2B?
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72.
B2B vs B2C – The Differences
Longer sales cycles
More influencers
Higher dollar
value sales
(considered purchase)
Higher value to
relationships
@DavidBThomas #RaganSocMed

73.
B2B vs B2C – 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