July2011aimasocialmediasigluncheon final2
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July2011aimasocialmediasigluncheon final2
- 1. July 12, 2011 The trials and tribulations of managing your brand's social presence
- 2. AiMA Social SIG 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 2 Source: Jenfongspeaks.com
- 3. Introductions Teresa Caro VP Strategy at rDialogue - Social Loyalty Lead Always seeking new technologies to find, measure, engage, and reward brand enthusiasts. Bianca Buckridee AVP, Social Media Engagement | SunTrust Bank Lives real-time marketing, including collaboration, reporting, and feedback. Jake Aull Part-Time Instructor, GSU, Social Media Marketing & SEOHas so much knowledge about social media he can’t fit it in one semester, let alone one hour. 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 3
- 4. What Today is Not About 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 4
- 5. What Today is Not About 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 5
- 6. Shameless Plug 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 6
- 7. 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 7 What it is About… Well a Little
- 8. Start With a Plan 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 8 Source: penn-olson.com
- 9. Build Out Your Requirements What IT Wants 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 9 What You Want What You Both Want
- 10. @blatantlybianca 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 10
- 11. @blatantlybianca 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 11
- 12. @blatantlybianca 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 12
- 13. @blatantlybianca 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 13
- 14. @blatantlybianca 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 14 Channel Strategy Live Solid Web @livesolid Live Solid Facebook Service @askSunTrust @SunTrust SunTrust Facebook
- 15. @blatantlybianca 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 15
- 16. @jakeaull 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 16 Social Media Listening: Digital Audits and Monitoring
- 17. Digital & Social Audits Markets and communities analysis Where are your customers online? What are they saying? Retention vs. acquisition Industry experts, bloggers, thought leaders? Media partners, trade pubs, directories, resources? How about competitors? 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 17
- 18. Digital Research & Monitoring Plan Situation - e.g., online brand buzz has increased in recent months Problem - e.g., brand is unaware of its online reputation Measurement Objectives- e.g., identify quantity and ratio of existing online "brand fanatics" vs. haters Measurement Questions - e.g., what tags (such as "love this brand") and channels best fit our problem and objectives? 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 18 For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring Marketing Research by William G. Zikmund and Barry J. Babin.
- 19. Digital Research & Monitoring Plan Hypothesis- e.g., the brand has more social media promoters than detractors Action Standard - e.g., a Net Promoter Score over 30% in Twitter Measurement Method & Tool- e.g., NPS, Twitter and SAS 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 19 For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring Marketing Research by William G. Zikmund and Barry J. Babin.
- 20. Measuring Increase in Social/ Search Effects (Brand Awareness) Increase in channels/pages appearing in major keyword search results (SEO Book Tools) Increase in search rankings for website concurrent with increases in social content output (SEO Book Tools and Google Alerts) Increase of brand name search results and mentions in social “search engines” such as Digg, StumbleUpon, Reddit or Del.icio.us (Synthesto Unity) 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 20
- 21. Measuring Increase in Social/ Search Effects (Brand Awareness) Increase in share-of-voice of important keywords in search engines, Twitter, Facebook and LinkedIn (HootSuite social keyword monitoring) 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 21
- 22. Measuring Brand Loyalty 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 22 Positive brand social mentions per customer (e.g., Synthesto Unity) Brand ReTweets and post-sharing (HootSuite, HubSpot) Customer brand recommendations and positive reviews (Synthesto Unity) Increase in joins and chatter in retention/ rewards community (channel-specific or Google Analytics) Increase in up-sales (HubSpot with Salesforce.com)
- 23. Content Strategy Questions Brand online content What terms do you want to own? E.g., HubSpot and “inbound marketing” Competitive differentiation Niche thought leadership Content/terms in customer demand Acquisition vs. retention 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 23
- 24. Social Media Objectives & Approaches 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 24 Brand Awareness & Fan Promoters For more on this & other objectives, see my blog post: http://jakeaull.wordpress.com/2011/04/25/four-usable-social-media-objectives-kpis/
- 25. SAS Perspectives 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 25 Track the Elusive Sentiment “Customers want to take what they are hearing and learning from online conversations, and put some action to it… The key lies in being precise in extracting and taggingsentiment.” Text analytic tools can categorize online content, uncover linked concepts, and reveal the sentiment in a conversation as “positive,” “negative” or “neutral,” based on the words people use. The technology gets down to very specific elements and can separate positive and negative remarks within a single comment. “A mixed-polarity phrase, such as ‘hotel in great location but bathroom was smelly’ should not be tagged as ‘neutral,’ if you want it to be actionable,” said Chaves. “Be specific; ‘bathroom was smelly’ is something someone can own and improve upon.” You can classify and categorize these sentiments, look at trends over time, and see significant differences in the way people speak either positively or negatively about you. Furthermore, you can compare sentiment about your brand to your competitors. From SAS white paper Social Media Metrics: Listening, Understanding and Predicting the Impacts of Social Media on Your Business
- 26. 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 26 BONUS SLIDES: TOOLS FOR SOCIAL MEDIA MEASUREMENT
- 27. SAS Sentiment Tracking 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 27
- 28. Free Digital Marketing Tools You Need to Know 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 28 Internet research. Competitive analysis. Project management. SEO. Social networking. Content collaboration and sharing... These are essentials for digital marketing today. And interestingly because of today’s freemium internet business models, there are more and more great free tools available to do these functions! And I don’t mean free trials with automatic credit card deductions after the first month – I mean entirely free basic plans offered (but you might have to dig around a bit to find these free plan options). Intrigued? Very well – hence and without further ado – Jake’s list of great free tools: SEO Book Tools and Toolbar (for keyword, site and competitive analysis, social reputation measurement and search; e.g. Compete.com, SEMRush, SEOMoz, etc.) iSpionage.com and spyfu.com (spy tools doing similar functions to above) Google tools (Google Webmaster tools, Alerts, Analytics, AdWords; keyword analysis, monitoring and search) HootSuite(social media dashboard, network management, stats and monitoring) WordPress (blogs, websites, inbound/outbound link stats)… See the complete list on Jake’s blog post, and comment with your own favorite tools: http://bit.ly/qHCRBn
- 29. Social Tools for Measurement 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 29 Synthesio Unity Online reputation management (across all social channels) Crisis manament Influencer identification Campaign measurement HubSpot Closed-loop marketing measurement (all customer digital touch points to Salesforce.com conversion) Social profiling of leads Brand/keyword monitoring Omniture Multi-touch metrics Argyle Social Channel ROI attribution for multi-touch campaigns
- 30. Social Tools for Measurement 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 30 HootSuite Twitter mentions and HashTag/keyword monitoring ReTweets Klout score LinkedIn stats and Facebook insights ExactTargetCoTweet Campaign email metrics; compared to: Twitter and Facebook SEO Book Tools Website competition Keyword competition PPC competition SEO rankings Google tools Brand monitoring (Google Alerts) PageViews (Google Analytics) Duration of visit Clicks Referrals Directs (bookmarks or type-ins, but also mobile app click-thrus) Wordpress stats, Bit.ly stats, etc. For more info on social media tools, plans, etc. – http://jakeaull.wordpress.com
- 31. Questions? 7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 31 Source: empowersocialmedia.com
Editor's Notes
- We’re not here today to discuss whether or not Google will be successful in general and an opportunity for business.
- And even thought I’d like to think our presentation is going to be “awesome” … we’re not going to talk about Facebook and Skype today.
- And if you want to discuss gamefication, we’re excited to have this discussion take place at an AiMA evening event next August.
- Instead of the fun, cool stuff about social. This one presentation is about the tools we need to make our jobs easier – to tame this wild beast aptly named “real-time” marketing. This is the situation we all face in the space. Whether we are vendors, agencies, or brands. For its 2011 report, Real Story Group evaluated over 200 Content Technology Vendors. Now only 27 of them were collaboration & social software vendors (point out this line in this image). Yet, it’s important to point out that they are known and considered enterprise level solutions. What about the hundred solutions knocking on our door? How do you know what you need? When do you need it?
- But that’s enough about my soap box. Bianca has lived this in one of the most regulated industries out there. So why don’t we turn it over to Bianca, so you can hear her story.“Seeing Beyond Money”No one got itThis misunderstanding manifested itself in the social discussionJust Get it DoneNo waiting aroundJumped right inCan’t Forget We’re a BrandListened – Emphasize how important this is.Reported back to LOBsAgreed upon the process – Spend some time here. What department (s) supported social? Centralized, De-Centralized?Risk and response planService level commitment – 30 minutesLegal support – shift in internal structureHow many at that time? How many today?Live Solid. Bank Solid.Briefly review the approaches and the intention of each approachHow these approaches manifest themselves in each channel – Twitter, FB, Blog and the different levels of opennessYes, You Can Measure Social…As long as you have clear objectivesService deliverySentiment tied to retentionFinally, A Discussion About ToolsNeeded to do all the upfront firstHow selectData retention requirementsSecurity requirementsFit for the teamFit for the objectives, the strategy, and the specific service level commitmentsRFP is a mustProcess followed to ensure the best two, even two years laterWhat is still done manually at this point?
- “Seeing Beyond Money”No one got itThis misunderstanding manifested itself in the social discussionJust Get it DoneNo waiting aroundJumped right inCan’t Forget We’re a BrandListened – Emphasize how important this is.Reported back to LOBsAgreed upon the process – Spend some time here. What department (s) supported social? Centralized, De-Centralized?Risk and response planService level commitment – 30 minutesLegal support – shift in internal structureHow many at that time? How many today?Live Solid. Bank Solid.Briefly review the approaches and the intention of each approachHow these approaches manifest themselves in each channel – Twitter, FB, Blog and the different levels of opennessYes, You Can Measure Social…As long as you have clear objectivesService deliverySentiment tied to retentionFinally, A Discussion About ToolsNeeded to do all the upfront firstHow selectData retention requirementsSecurity requirementsFit for the teamFit for the objectives, the strategy, and the specific service level commitmentsRFP is a mustProcess followed to ensure the best two, even two years laterWhat is still done manually at this point?
- “Seeing Beyond Money”No one got itThis misunderstanding manifested itself in the social discussionJust Get it DoneNo waiting aroundJumped right inCan’t Forget We’re a BrandListened – Emphasize how important this is.Reported back to LOBsAgreed upon the process – Spend some time here. What department (s) supported social? Centralized, De-Centralized?Risk and response planService level commitment – 30 minutesLegal support – shift in internal structureHow many at that time? How many today?Live Solid. Bank Solid.Briefly review the approaches and the intention of each approachHow these approaches manifest themselves in each channel – Twitter, FB, Blog and the different levels of opennessYes, You Can Measure Social…As long as you have clear objectivesService deliverySentiment tied to retentionFinally, A Discussion About ToolsNeeded to do all the upfront firstHow selectData retention requirementsSecurity requirementsFit for the teamFit for the objectives, the strategy, and the specific service level commitmentsRFP is a mustProcess followed to ensure the best two, even two years laterWhat is still done manually at this point?
- “Seeing Beyond Money”No one got itThis misunderstanding manifested itself in the social discussionJust Get it DoneNo waiting aroundJumped right inCan’t Forget We’re a BrandListened – Emphasize how important this is.Reported back to LOBsAgreed upon the process – Spend some time here. What department (s) supported social? Centralized, De-Centralized?Risk and response planService level commitment – 30 minutesLegal support – shift in internal structureHow many at that time? How many today?Live Solid. Bank Solid.Briefly review the approaches and the intention of each approachHow these approaches manifest themselves in each channel – Twitter, FB, Blog and the different levels of opennessYes, You Can Measure Social…As long as you have clear objectivesService deliverySentiment tied to retentionFinally, A Discussion About ToolsNeeded to do all the upfront firstHow selectData retention requirementsSecurity requirementsFit for the teamFit for the objectives, the strategy, and the specific service level commitmentsRFP is a mustProcess followed to ensure the best two, even two years laterWhat is still done manually at this point?
- “Seeing Beyond Money”No one got itThis misunderstanding manifested itself in the social discussionJust Get it DoneNo waiting aroundJumped right inCan’t Forget We’re a BrandListened – Emphasize how important this is.Reported back to LOBsAgreed upon the process – Spend some time here. What department (s) supported social? Centralized, De-Centralized?Risk and response planService level commitment – 30 minutesLegal support – shift in internal structureHow many at that time? How many today?Live Solid. Bank Solid.Briefly review the approaches and the intention of each approachHow these approaches manifest themselves in each channel – Twitter, FB, Blog and the different levels of opennessYes, You Can Measure Social…As long as you have clear objectivesService deliverySentiment tied to retentionFinally, A Discussion About ToolsNeeded to do all the upfront firstHow selectData retention requirementsSecurity requirementsFit for the teamFit for the objectives, the strategy, and the specific service level commitmentsRFP is a mustProcess followed to ensure the best two, even two years laterWhat is still done manually at this point?
- “Seeing Beyond Money”No one got itThis misunderstanding manifested itself in the social discussionJust Get it DoneNo waiting aroundJumped right inCan’t Forget We’re a BrandListened – Emphasize how important this is.Reported back to LOBsAgreed upon the process – Spend some time here. What department (s) supported social? Centralized, De-Centralized?Risk and response planService level commitment – 30 minutesLegal support – shift in internal structureHow many at that time? How many today?Live Solid. Bank Solid.Briefly review the approaches and the intention of each approachHow these approaches manifest themselves in each channel – Twitter, FB, Blog and the different levels of opennessYes, You Can Measure Social…As long as you have clear objectivesService deliverySentiment tied to retentionFinally, A Discussion About ToolsNeeded to do all the upfront firstHow selectData retention requirementsSecurity requirementsFit for the teamFit for the objectives, the strategy, and the specific service level commitmentsRFP is a mustProcess followed to ensure the best two, even two years laterWhat is still done manually at this point?