Webinar presented by Lynne d Johnson, SVP Social Media, ARF (Advertising Research Foundation) to IPG (Interpublic Group), a global marketing communications and marketing services company, and its agency brands. Content: where social media is today as a real part of the media plan and the future of social media.

1. Social Media
A Look Ahead

2. Presented by
Lynne d Johnson, SVP
Social Media, The ARF
Twitter: @lynneluvah
email: lynne@thearf.org
www.slideshare.net/lynneluvah

3. What’s Inside?
• Why Social Media?
• Social Media Planning
• Monitoring Social Media
• Social Media ROI
• The Future of Social Media

4. What Is Social Media?

5. What Is Social Media?
Social Media, in Web 2.0 terms, is a two-way
communication channel in which a social media site or
service, interacts with you in some way, enabling
engagement and collaboration.
For example: Users comment, vote, interact with
others, receive recommendations, join groups and
discussions, and create content.

6. Why Social Media?
• Social Media > E-mail (Time spent)
• If Facebook Were a Country it Would Be
3rd Largest (500 million users globally)
• Social Media > Search (FB traffic >Google)
• #1 for Sharing News and Information
• YouTube 2nd Largest Search Engine
• 20% of Conversations on Twitter = Brand
Mentions

7. Social Media Planning
• Listening to the Consumer

8. Social Media Planning
“The study of naturally occurring conversations,
behaviors, and signals, that may or may not be guided,
that brings the voice of people’s lives in to the brand.”
The ARF Listening Playbook
The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, ARF!
by Steve Rappaport, Knowledge Solutions Director, The ARF

9. Social Media Planning
Brands can use listening to:
1) discover new customers
2) develop new products
3) monitor the competition
4) give the consumer a voice
5) take brand pulse
6) understand shifts in consumer perspectives

10. Social Media Planning
Example: Hennessy Discovers New Customers
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11. Social Media Planning
Example: Hennessy Discovers New Customers
The challenge
Hennessy stumbled upon a new consumer by listening to linking
behaviors. Consumers used Hennessy brand on BlackPlanet
pages and linked back to site.
The concept
Hennessy developed a full research plan to learn more about the
consumer and its values and connection with the brand.
The result (or) insight
Hennessy redeveloped its website to include this new customer
into the brand’s messaging, also including recipes and
wallpapers for downloading, as well as music integration.
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12. Monitoring SM

13. Monitoring SM
Free Tools Paid Tools
• Google Alerts • Ripple 6 Social Insights
• Hootsuite Social Media Dashboard • Radian 6 Dashboard
• Tweetdeck • Conversition Evolisten
• Social Mention • Netbase Consumerbase
• Cotweet • Communispace
• Scoutlabs
• Motivequest
• Nielsen Buzzmetrics
• Meltwater Buzz

14. Monitoring SM
The Future
Monitoring Complete Lifestreams
Knowing Who People Really Are
Using Social CRM Tools

15. Monitoring SM

16. Monitoring SM
•All contacts in one place
•Taps into 60,000 news sources
•Connect and share from one
dashboard
Social CRM Example

17. Social Media Planning
• Defining Goals/Biz Objectives/KPIs

18. Social Media Planning

19. Social Media Planning
• Considering Resources

20. Social Media Planning
• Who does social media?
• Where is social media done?
• Is it integrated across the organization?
• What’s the spend? (Media Plan/Media Mix)
• What’s the budget?

21. Social Media Planning
• Writing The Action Plan

22. Social Media Planning
• Define Biz Objectives
• Define Target Audience
• Define Your Story and Voice
• Create Your Brand Hub To Link Back To
• Determine Your Consumer Backyards (blogs, video,
Facebook, Twitter, etc.)
• Develop a Timeline
• Measure Against Objectives
• Tweak and Re-activate

23. Social Media Planning
• Social Media Plan also includes: social media
guidelines and policy for the company as a
whole. Describes how employees use social
media. Also used as a public-facing guide.

24. Social Media Planning
• Evaluate & Measure

25. Social Media ROI
There is no Holy
Grail, there are just
frameworks. Each
business use case is
different.

26. Social Media ROI
Source:http://www.netpromoter.com/np/calculate.jsp

27. Social Media ROI
Source:Razorfish Fluent http://fluent.razorfish.com

28. Social Media ROI
SIM Score = Net Sentiment for the Brand/Net
Sentiment for the Industry
The components of the above formula are:
Net Sentiment for the Brand = (Positive + Neutral Conversations –
Negative Conversations) /Total Conversations for the Brand
Net Sentiment for the Industry =
(Positive + Neutral Conversations – Negative Conversations) /Total
Conversations for the Industry
Source:Razorfish Fluent http://fluent.razorfish.com

29. Social Media ROI
Share
Engagement
Reach
Influence Social Marketing Analytics
A New Framework for Measuring Results in
!
Impact Social Media
Issue Resolution
Satisfaction Score
Trends
Sentiment
Source: Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html

30. What Lies Ahead?

31. “Social Networks Will
Be Like Air.”
- Charlene Li
Founding Partner, Altimeter Group Author of "Open Leadership" and co-author of "Groundswell"

32. The Open Graph

33. Future Open Graph
• Will There Be Only One Open Graph ?
• How Many Open Graphs ?
• Will There Be No More Websites ?

34. Future Open Graph
“Social networking sites are set to connect
disparate areas of the web that are currently
being built by other social sites (Pandora for
music,Yelp for small business etc.). The goal—a
smarter, more personalized, more social media
environment. What transformational effects will
these have on the social media as we know it
today? How will audiences of these new
“entities” be measured?” - The ARF, AM 5.0

35. SM Goes Hyperlocal

36. SM Goes Hyperlocal
Beyond Geotargeting.
Meeting Consumers Where They Are.
Extend Brand Engagement.
Localized Services And Information.
Mobile Has Arrived.
Use Social Media To Influence POP/POS.

37. Hyperlocal Marketing
NIN Hyperlocal iPhone/iTouch/iPad App
Source: http://access.nin.com/nearby/earth

38. Augmented Reality
Source: http://www.youtube.com/user/Lebarguide

39. Augmented Reality
Quiznos/Layar Mobile Augmented Reality Campaign
Source: http://www.quiznos.com/about_in_the_news_press_2010_65.html

40. Digital Out Of Home
American Eagle’s 15
Seconds of Fame
in Times Square
Source: http://www.rga.com/work/american-eagle-outfitters-15-seconds-of-fame

41. Digital Out Of Home
Locamoda Brings
Foursquare to the
City of Lights
Source: http://vimeo.com/9944170

42. ...and SM Is Now
Checking in With Brands
in Real-time

43. Checking In With Brands
Source: http://foursquare.com/thrillist

44. Checking In With Brands
Source: http://getglue.com/about

45. Thank You!
? Questions ?

46. Resources:
• Video: Social Media Revolution 2 (Refresh) http://socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
• Groundswell: Winning in a World Transformed by Social Technologies http://www.forrester.com/groundswell/book.html
• The Social Media Bible: Tactics, Tools & Strategies For Business Success http://www.thesocialmediabible.com/
• Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web http://www.briansolis.com/2010/01/engage/
• Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand http://www.wiley.com/WileyCDA/WileyTitle/
productCd-0470293705.html
• The ARF Listening Playbook http://www.thearf.org/assets/listening-to-consumer
• Social Media Policies - The Altimeter Wiki http://wiki.altimetergroup.com/page/Social+Media+Policies
• ARF Social Media Insights: Can Social Media Effectively Track Influence? http://www.jackmyers.com/commentary/ARF/97963394.html
• Net Promoter Score http://www.netpromoter.com/np/calculate.jsp
• The Razorfish Social Influence Marketing Report http://fluent.razorfish.com
• Altimeter Report: Social Marketing Analytics http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics
• Nielsen/Facebook Report: Advertising Effectiveness: Understanding the Value of a Social Media Impression
• Video: Social Media’s Open Graph http://www.scribemedia.org/2010/07/29/social-medias-open-graph/
• Hyperlocal Marketing for Mobile Augmented Reality www.perey.com/MobileARSummit/AcrossAir-Hyperlocal-marketing-for-MobileAR.pdf
• Videos: Porter Novelli and Augmented Realityhttp://www.google.com/search?q=augmented+reality+porter+novelli&hl=en&prmd=vo&source=univ&tbs=vid:
1&tbo=u&ei=bppYTPq0NoKOnwfi79D_CA&sa=X&oi=video_result_group&ct=title&resnum=1&ved=0CCcQqwQwAA
• ARF Insights Brief: Social Media Opportunities and Challenges in Digital Signage http://www.slideshare.net/lynneluvah/arf-digitalsignagesminsights070210