1. A Roadmap for
using Social Media
Jeff Risley, VP Social Media, Barkley
November 16, 2010
This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported
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3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San
Francisco, California, 94105, USA.

2. Purpose

3. 3
What is Social Media?
Social media is another
communications
strategy, like advertising,
PR and interactive, except
different.

4. Conversations that build
mutually beneficial
relationships between
organizations and
stakeholders.
4

5. Markets are relationships.
Relationships depend on
conversations.
Conversations are fire.
Social media is arson.
5

6. Principles

7. THEM, NOT US
The best advertising is not us talking
about us. It’s other people talking
about us. Make conversations about
the consumer first.
7

8. 8
“There is no demand for messages.”
-Doc Searls, co-author of the Cluetrain Manifesto

9. 9

10. 10

11. BE WHERE YOUR
AUDIENCES ARE
Find your evangelists. Know where
your customers and prospects
congregate. Contribute to those
communities and conversations first.
11

12. 12
Audiences
The Universe
Potential Customers
Customers
Repeat Customers
Loyal Customers
Evangelists

13. New Formula
Customer Lifetime Value =
Engagement Value
+
Social Value
13

14. 14
Customer Data Analysis
PURCHASE BEHAVIORAL DEMOGRAPHIC
COMPETITIVE SATISFACTION
CRM Database “Clean” Data

15. 15
Which customer
has more value?
Purchases 20 12
Household Income $180,000 $100,000
Location 66205 64108
Lifetime Value $4,800 $2,700

16. 16
PURCHASE BEHAVIORAL DEMOGRAPHIC
COMPETITIVE SATISFACTION
CRM Database “Clean” Data
BLOGS
Social “Dirty” Data
Customer Data Analysis

17. 17
Now which one is
more valuable?
Twitter Followers 50 2,500
Blog No Yes
Facebook Friends 25 500
Email Open rate 10% 40%
Fan/Follower No Yes
Purchases 20 12
Household Income $180,000 $100,000
Location 66205 64108
Lifetime Value $4,800 $2,700

18. 18
Need To Know:
• Where do we engage with them?
• When do we engage with them?
• How do we engage with them?

19. 19
High Social Influence
Low Social Influence
High
Engagement
Low
Engagement
EVANGELISTS
FANS
INFLUENTIALS
POTENTIALS
New Framework

20. 20
High Social Influence
Low Social Influence
High
Engagement
Low
Engagement
55%
25%15%
5%
Value To The Business

21. 21
High Social Influence
Low Social Influence
High
Engagement
Low
Engagement
55% 25%
15% 5%
Number of People

22. 22

23. SHOW SIGNS OF LIFE
Integrate fresh, relevant content
throughout your social presence.
23

24. 24

25. 25

26. ACTION TRUMPS EYEBALLS
Aim for engagement, endorsement
and evangelism. Design for action
and interaction. Think hearts and
minds, not just eyeballs.
26

27. 27

28. 28

29. 29

30. 30

31. Process

32. 3 Step
Social Media Plan
32

33. 1. Listen & Learn
2. Strategize
3. Engage
33

34. 34
1. Listen & Learn
Capture insights and feedback;
re-active engagement

35. 35
Social Media Audit
~21,500 relevant* discussions** between July 1,
2006, and March 31, 2007
*Relevant is defined as relating directly to the event
**Discussions are defined as posts, mentions, comments, photos, videos or podcasts that are
tagged, titled or described by the search terms

36. Monitor
36

37. 37

38. 38
2. Strategize
Plan your work

39. 39
Source: Forrester

40. 40
Source: Forrester

41. 41
Facebook ads
Paid search
Sponsorships
FB Fanpage
Web site
Twitter profile
Blog posts
News coverage
Fan videos
PAID MEDIA
(Brand Leverages)
OWNED
MEDIA
(Brand
Controls)
EARNED
MEDIA
(Customer
Controls)

42. 42
3. Engage
Work your plan, proactively

43. 43
Talking Example

44. 44
3-Day Ambassadors
• Objective: Engage evangelists --
walkers, survivors and fans --
and encourage word of mouth,
RFIs, registrations

45. 45
Fundraising Push

46. 46
“In less than one hour six Twitter users made enough donations on my
behalf to get me to $1,056. A little friendly competition also helped.”

47. Energizing Example
47

48. 48
Lee Fit Ambassadors
• Identified 28 bloggers based on 3 criteria:
– Content: Was the blogger writing about
fashion for everyday women?
– Engagement: How do her readers respond?
Did she acquire multiple comments each
time she posted?
– Influence: Did she have solid site traffic?
What was their Technorati Authority and
Rank?

49. 49
1. Momma’s Review www.mommasreview.com
2. A Mommy Story www.amommystoryreviews.blogspot.com
3. Intricate Art www.intricateart.com
4. Posh Glam www.poshglam.com
5. Cool Moms Rule www.coolmomsrule.blogspot.com
6. Your Style Star www.yourstylestar.com
7. All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
13. Savvy Housewife www.savvyhousewife.com
14. Mamanista www.mamanista.com
15. Therapeutic Reviews and Giveaways www.themomreviews.com
16. The Domestic Diva www.thedomesticdiva.org
17. Blissfully Domestic www.blissfullydomestic.com
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
Response
“What an amazing
opportunity, I appreciate
the offer - and accept!”
“WOW! you aren't kidding -
what an awesome thing! I
definitely want to be a part
of this.”

50. 50

51. 51

52. 52
Supporting Examples

53. 53

54. 54

55. 55

56. 56

57. 57

58. 58
Embracing Example

59. 59
“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

60. Thank You
Jeff Risley, VP Social Media, Barkley
jrisley@barkleyus.com
@risleyranch
risleyranch.blogs.com
www.linkedin.com/in/jeffhrisley
This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported
License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/
3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San
Francisco, California, 94105, USA.

61. Appendix

62. Tools To Watch

63. 63
Geolocation
• Geolocation programs
allow users to check in to
places they visit
• Repeat usage is awarded
with ‘mayorships’ or
badges of venues
• Set up online, used in
mobile devices
• Brands and marketers are
learning to leverage this
platform as an interaction
platform
• In the works for Blue
Bunny

64. 64
Apps
• App: A program/application
designed to do one thing
• Third-party software
programs developed
specifically for a smart
phone
• The applications available
can be downloaded directly
by the cell phone, or
downloaded to a computer
and transferred to the phone
• Currently there are over
250,000 apps for the iPhone
alone

65. 65
WeReward
• This application sits on
top of geolocation
programs like foursquare
and allows points to be
redeemed for tasks
performed upon venue
check in
• Points are redeemed for
cash or prizes, prompting
additional participation

66. 66
Facebook Integration
• Facebook is moving from
being a hub for social
activity to an enabler of
social activity (Kevin Tate,
StepChange)
– Like button: share information with
one click (lowing friction and
increasing sharing)
– Activity stream plugin: recent
activity from the wall, displayed on
your website.
– Recommendations plugin: finding
content most relevant to user and
recommending it
– Social bar: an ‘all in one’ bottom
frame for your website to make it
more social and easily integrate

67. 67
Quick Response Codes
• A QR Code is a matrix
barcode (or two-
dimensional code),
readable by QR scanners,
mobile phones with a
camera, and smartphones
• The information encoded
can be text, URL or other
data

68. Thank You
Jeff Risley, VP Social Media, Barkley
jrisley@barkleyus.com
@risleyranch
risleyranch.blogs.com
www.linkedin.com/in/jeffhrisley
This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported
License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/
3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San
Francisco, California, 94105, USA.