Leveraging Social Media to Increase Brand Awareness and Drive Leads

2010 Exceptional Web Experience

Session Code: BUS-G02
Session Title: Leveraging Social Media to Increase Brand
Awareness and Drive Leads

Speaker 1: Nicole Carrier, Program Director, IBM
Speaker 2: Brian Cheng, Technical Product Manager, IBM

IBM Portal Excellence Conference July 19 – 22, 2010 Chicago, Illinois
© 2010 IBM Corporation

2010 Exceptional Web Experience Conference

Agenda

• Social Media in 5 Minutes – What and Why
• Benefits of Social Media Done Right
• Top Social Media Mistakes
• Measuring the Effects of Social Media
• Tips for Leveraging Social Media to Positively Influence Your Business

IBM Portal Excellence Conference July 19 – 22, 2010 2


Agenda




What is Social Media?

Social Media -
Internet-based applications
that support the creation and
exchange of user-generated
content.

Source: http://upload.wikimedia.org/wikipedia/en/1/14/Theconversationprism.jpg


Why Social Media? Reason Web Experience Conference
2010 Exceptional 1:

FishWhere the Fish Are
Fish Where the Fish Are

Photo by Dachalan : http://www.flickr.com/photos/54945394@N00/2425862349/sizes/l/


2 BILLION Tweets Per month

65 Million Tweets Per Day

Source: http://www.pcmag.com/article2/0,2817,2364793,00.asp

Photo Source: http://www.flickr.com/photos/buzzbishop/3323389892/sizes/o/
Data Source: http://mashable.com/2010/06/08/twitter-hits-2-billion-tweets-per-month/

6 IBM Portal Excellence Conference July 19 – 22, 2010


Every Day, 2 BILLION videos are watched and hundreds of
thousands of videos are uploaded.

Youtube is the 2nd
most popular
search engine in
the world.

Source: http://www.youtube.com/t/fact_sheet Source: http://www.nytimes.com/2010/05/17/technology/17youtube.html?_r=1&th&emc=th



Facebook Statistics:
 More than 400 million active users
(This would make Facebook the
world's 3rd most populated country)
 ½ of these users log in every day
 Users spend 8.3 Billion Hours a month on Facebook
 More than 25 billion pieces of content are shared a month

Source: http://www.facebook.com/press/info.php?statisticst



Globally, 75% of Internet
Users visited a social media
site in April 2010, spending
22% of their online time.

Facebook users spend, on
average, over 6 hours per
month on the site.

Source: http://www.soravjain.com/2010/06/social-media-usage-increased-by-3-hours.html

IBM Portal Excellence Conference July 19 – 22, 2010

2010 Exceptional
2:

Fish Where the Fish Are
Keep Pace with the Competition

Photo by Gerry Balding : http://www.flickr.com/photos/8929612@N04/3727390636/sizes/l/


Social Media spend projected to
be 17.7% of the marketing
budget within 5 years

86% of companies
plan to spend more
money on social
media in 2010. 13%
are keeping the
same budget.

Source: http://www.marketingprofs.com/charts/2010/3456/cmos-to-ramp-up-hiring-budgets-double- Source: http://www.marketingcharts.com/interactive/86-of-
social-media-spend companies-plan-social-media-budget-bumps-11248/


2010 Exceptional
3:

Participate in the Conversation

Photo Phil H: http://www.flickr.com/photos/hi-phi/64055296/sizes/l/


25% of search results for the world's Top 20 Largest
brands are links to user generated content.

90% of consumers online trust recommendations from
people they know. 70% trust opinions of unknown users.
Only 14% trust advertisements.
Source: http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
Source: Econsultancy, July 2009 Photo Source: http://www.flickr.com/photos/tranchis/3708549622/


2010 Exceptional
4:

Positively Impact Your Business

Photo Phil H: http://www.flickr.com/photos/hi-phi/64055296/sizes/l/


Brands most engaged in Social Media WAY
Outperformed brands with the lowest engagement
Revenue Growth % (last 12 months)

Companies with highest
levels of Social Media
20
Engagement
17.5

15

12.5

10
18%
7.5

5 Companies with lowest
2.5 levels of Social Media
Engagement
0

-2.5 -6%
-5

-7.5
Row 1
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf



Agenda




How Social Media Can Positively Impact Your Business

Functional Area Benefits
Marketing • Capture attention, generating new leads and driving traffic
• Improve brand perceptions / reputation and loyalty
• Drive awareness
• Improve Search Engine Optimization
• Foster brand fans
• Reduce marketing costs
Customer Support • Provide better customer experience and care
• Reduce support costs
• Help retain customers
Sales • Generate revenue
• Help close business
R&D ● Capture new idea from the community

PR ● Generate exposure for the business
● Provide real-time communication in times of crises
Finance ● Help reduce costs (marketing, customer service, recruiting)
HR ● Help recruit



Social Media – Positive Impact on Customer Service
• Why use social media for customer service? Better Customer Care
• More personalized experience (can lead to greater brand awareness)

• Listen - discover and resolve problems before they spin out of control

• Rapid problem resolution

• Reduce costs

• Community can help answers problems
• Cost per interaction in customer support averages $12 via the contact center versus $0.25 via
self-service options. (Forrester, 2006)
• Examples to emulate: Brands that successfully leverage social media
for customer service
• TurboTax – Twitter @TeamTurboTax and hosted community called “Live Community”. Average
response time on twitter – 4 minutes
• Comcast - http://twitter.com/comcastcares. Frank Eliason.
• Whole Foods -http://twitter.com/wholefoods. 1.78 million followers.
• Lenovo – 20% reduction in call-center activity in US over 6 months because ~50k customers go to
its community website for information about laptops
• BestBuy - twitter twelpforce. As of 5/2010, there were over 2600 team members answered 28k
questions so far. Ave time to answer – 12 minutes or less.

Sources: turbotax - http://smartblogs.com/socialmedia/2010/07/07/turbotax-tackles-twitter-becoming-a-service-all-star/
best buy - http://www.thesocialcustomer.com/Home/17110
Forrester data - http://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_four_bett.php



Social Media – Positive Impact on Revenue

As of 12/09, Dell revealed that they 73.8% of marketers who
made over $6.5 million on Twitter. have been using social
Source: http://community.brandrepublic.com/blogs/gordons_republic/archive/2009/12/08/dell-has-
made-6-5m-out-twitter.aspx media for years report it
helped them close
In 2010, 80% of CMOs predict social business (12% increase
media will have up to 5% impact on from 2009)
revenue. 15% say a 5-10% impact Source: 2010 Social Media Marketing Industry Report. http://
marketingwhitepapers.s3.amazonaws.com/
http://www.marketingprofs.com/charts/2009/3274/cmos-want-measurable-results-from-social-media SocialMediaMarketingReport2010.pdf.



Social Media – Positive Impact on Innovation
• Leverage communities as an early, focused research group
• Drive new ideas through crowdsourcing or by simply listening
Dell's IdeaStorm – Over 14k ideas. Over My Starbucks Idea– Over 80k ideas.
400 implemented. Over 90 implemented.



DEMO!



Agenda




Top Social Media Mistakes
• Not investing in social media due to fear or feelings that 'our
customers don't use it'
• Social media is not just a waste of time and it is not just for marketing. It can be a
valuable customer service and communication tool.
• Dec 19, 2009 – Eurostar train got stuck in a tunnel for 15+ hours. PR disaster - “case
study in horrible communications.” Eurostar didn't even own @eurostar twitter
account.
• Jumping in full force – across all channels – with...
• No objectives
• No measurement / ways to know what works and what doesn't work
• No work done to target the right audiences and the right channels for those audiences
• No idea of the investment / opportunity cost of social media efforts (it is not free!)
• Lack of consistency in branding and messaging
• “Spamming” communities - too heavy hand- turns users off



Agenda




Measuring the Effects of Social Media – The Great ROI Debate
The Social Media True Believer: The Social Media Sceptic:
“If you are asking about ROI with Social Media, “I am not investing one cent into Social Media
you don't 'get it'. Just relax and go with the flow!” until you can prove an ROI!”

VS

Photo source: http://www.flickr.com/photos/vramak/3567615703/sizes/m/ Photo source: http://www.flickr.com/photos/_davo_/4178404726/



Measuring the Effects of Social Media – Where to Begin?
Step by Step suggestions for getting started:
1 Set objectives (business goals) and metrics (what you want to track).
2 Select the appropriate social media channels (based upon your goals and
where you audience will likely be)
3 Establish a baseline for your business goals and set targets
4 Get started!
5 Measure, measure, measure.
● Don't go data crazy – track most meaningful metrics on a regular timeline

that makes sense to your business
● Correlate to events and campaigns

● Graph progress over time

6 Analyze, refine, repeat



Measuring the Effects of Social Media – What to Measure?
Exposure Influence Engagement Conversions Core business
• Brand mentions • Share of voice • @replies • Downloads • Ave order value
• Fans / Friends • Sentiment • Bookmarks • Feedback • Cost savings
• Churn rate
• Followers • Social • Form filled out • Cost per lead
mentions • Click-throughs
• Impressions • Install widget • Cost per
• Authority • Comments / support case
• Press (+/-) post • Registered users
• Profiles / members • Customer
Contribution • Depth of visit
• Request for info complaints /
• Subscribers • Forward tickets opened
• Posts
• Views (video, • Sessions/ • Likes • Subscriptions
• Call center
images, ads) visitor • Linkbacks volume
• Visits • Ratings • Customer Sat.
• Questions
• Visitors answered / • Retweets
• Customers
asked • Reviews
• Loyalty
• Visitor recency • Share
• Tagging • Response time
• Time spent • Revenue
• Tot. contributors



Measuring the Effects of Social Media – Example

Objectives Channels Metrics
Higher customer satisfaction Twitter Community
- Members / subscribers
Lower customer support costs Customer community - Questions asked and resolved

More loyal customers Twitter
- Click-throughs on links shared
- Response time for replies

Core
- Customer support costs (or cost per
case)
- Customer complaints submitted / tickets
opened
- Call center volume
- Customer satisfaction / Brand loyalty /
customer sentiment



Thoughts on ROI Calculations
• ROI = (Gain from investment – Cost of Investment) / Cost of Investment
• What goes into the calculation will probably vary by company and what
they think is acceptable to measure
• Calculating gain from investment
• Don't forget to calculate the economic value of your social media efforts. For example:
• Value of # of subscribers to your blog = cost per email for highly qualified list x # of

subscribers
• Cost reductions – e.g., no longer spending 20k per year on monthly publication or

no longer spending x thousand on focus groups or reduced spending in PR or cut
tv advertising or no more fancy produced datasheets
• Savings in time

• Some might measure awareness or customer satisfaction

• Calculating cost of investment. Don't forget to measure...
• Time invested (as long as consistent for all marketing activities) (# employees x hours/
year x ave employee cost / hr)
• Cost for training employees
• Cost of measurement tools
• Technology costs (hardware and software)



Measuring Effectiveness of Social Media Across All Campaigns
• How do you determine which online marketing channels are most
effective?
• One way to do this - Coremetrics – Impression Attribution



Example – Seton Hall and Coremetrics

● Social Sites drive a high % of new visitors ● FB visitors are motivated to convert

● Facebook visitors return frequently ● Watch the Coremetrics and Seton Hall
Webinar: http://measure.coremetrics.com/
corem/regw/reg/social-media-analytics-
webinar



Agenda




Tip #1 – Invest in Social Media Monitoring
• Social media/ perception monitoring (a.k.a reputation management or
“listening”) – tools that allow you to monitor conversations on the social web
for certain words or phrases. Some measure authority. More advanced
tools measure sentiment and location.
• A small investment in time could be worth a lot in terms of PR, disaster
control, relationship building, and happier customers
• For relevant messages, be sure to interact appropriately:
• Thank – Give appreciation to those users promoting your brand or products
• Apologize – If folks are ranting about your company, products, or services, apologize
and see if you can make it better. Don't get snarky!
• Learn – Gather from your customers for better products, services, etc.
• Educate – Share ideas and information (without pushing your product!)
• Take sentiment scores with a grain of salt. Most still require some manual
intervention.

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about
that, you'll do things differently.” Warren Buffett.



Tools for Analytics / Monitoring
• Build your own monitoring system options...
• Google alerts, Google blog search, rss feeds, http://search.twitter.com/search?q=,
Technorati, Digg, Ingboo, Social Mention, Feedburner, etc.
• Issues with build your own (the following vary per service)
• More work to aggregate information
• Many missing sentiment, authority
• Pull model, not push / alerts

• Commercial ($$) social media monitoring tools (note – some offer
free versions)
• SPSS, Radian6, Postrank, Nielsen Buzzmetrics, Alterian, Sysomos, Attensity
(Biz360), Scoutlabs, Techrigy SM2, Spiral 16, Trackur, Sprinklr, etc.
• Free tools for twitter monitoring and basic analytics
• Twittercounter, Tweetreach, TweetEffect, Tweetscan, Twitalyzer, Twitter Analyzer,
Tweetstats, etc.
• URL Shorteners
• Tr.im, bit.ly

• Web Analytics
• Coremetrics, Webtrends, etc.



Tip #2 – Internalize all of the top “Social Media”
Mistakes – and make sure not to do them!
• Don't fear social media!
• If you have not started yet, start small. Show the value and then progress to a more
enterprise-wide engagement.
• Set objectives, measure. Remember social media is not free.
• Listen – don't spam communities
• Leverage content syndication to ensure consistency of branding &
messaging
• Single source of the truth
• Utilize in-house CMS for categorization, tagging, and analytics
• Versioning and history for regulatory and compliance



More Tips!
• Identify and establish relationships with brand fans (influencers)
• Develop a simple best practices document.
• Centralize coordination. Use tools like cotweet if needed.



For More Information (1)

WebSphere Portal – IBM Site
http://www-3.ibm.com/software/genservers/portal/
WebSphere Portal Information Center
http://www.ibm.com/developerworks/websphere/zones/portal/proddoc.html
WebSphere Portal Business Solutions Catalog (on Lotus Greenhouse)
https://greenhouse.lotus.com/catalog/home_full.xsp?fProduct=WebSphere%20Portal
WebSphere and Lotus Web Content Management Portal Open Beta
https://www14.software.ibm.com/iwm/web/cc/earlyprograms/lotus/portalopenbeta/
WebSphere Portal Blog
https://www.ibm.com/developerworks/mydeveloperworks/blogs/WebSpherePortal/



Questions?



For More Information (2 )

IBM Lotus Connections
http://www.ibm.com/software/lotus/products/connections
IBM Lotus Forms
http://www.ibm.com/software/lotus/forms
IBM Lotus Quickr
http://www.ibm.com/lotus/quickr
IBM Lotus Sametime
http://www.ibm.com/lotus/sametime
WebSphere Commerce
http://www.ibm.com/websphere/commerce
WebSphere Process Server and Business Process Automation
http://www.ibm.com/software/integration/wps



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BUS-G02
Session Speakers:
Nicole Carrier
Brian Cheng



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