how to operationalize social media tfm&a 2011
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How to Operationalise Social MediaVP Corporate Marketing and Digital Engagement
Bob Barker
http://twitter.com/bob_barker
Grown up mostly digital
Alterian is a Leader in Social Media
Community Management
Social Media ContentSocial Media Monitoring Tools
Social Media & Market Research
Social Media Reputation IndexVersus Interbrand
Buzz bowl – Social media mentions around Superbowl advertising
400+On Linkedin
1500 on Outlook50 Facebook
750On Facebook
550On Facebook
450On Facebook
NotOn Facebook
Facebook family...
Contributor...
Yes but whats the ROI of social media?
“At its broadest sense the right notion. But it’s the wrong question. You may as well ask what the ROI of putting your underpants every day”
Scott Monty - Ford
The Internet is probably the greatest human invention of all time?
We are social animals...
Its not just about Twitter
Its the Socialisation of your brand
= 1m = 14m
Here goes...
10 ways to operationalise Social media
OSM #1 – Brand Listening
Social Media Monitoring and SMM tools
FREE?
Social Media Performance: Inputs
Total Results Overview
112,791 results
Key Findings
• Within the 40,230 non-advertisement results, Twitter held the highest conversation volume (34%). Twitter was also the channel that had the highest proportion of results with positive/negative sentiment.
• YouTube was the top domain for Brand X advertisement conversations (17%).
Total Brand X resultsFrom 10/1 to 10/10
Brand X Focused Conversations
Share of Voice- Non-advertisement
Within all brands that receive a discount from Brand X, here are the top 10 brands being mentioned the most.
(based on all sentimented results)
Key Findings
•The main topic on Twitter was the new iPhone app for Brand X checking accounts.
•The majority of posts on Facebook centered around the Donation function of Brand X. This feature scored highly positive in the sentiment analysis. The reason for positive sentiment was mainly due to the convenience of making a donation at any time. 16% of these donation conversations mentioned the Mahoning County Dog Program (the fund raised for collecting money to support and help homeless dogs at Youngstown, Ohio.)
Brand X Customer Perceptions
What is negative sentiment about?
Key Findings
•Sentiment on Twitter: 16% Positive, 10% Negative and 70% Neutral.
•Positive posts were mainly compliments on the new iPhone app. It was considered to be a breakthrough for the online banking market. A conference hosted by Brand X was also mentioned positively as people felt it showed that they were actually listening to its users.
•Negative posts were about the safety of accounts, high transaction fees and poor customer support service.
•Neutral posts were mainly references to how customers used Brand X services. Other posts refer to press releases for various events.
* Sentiment analyzed based on Twitter results only
Wait time to transfer money into an account takes too long.
Service fee is too high.
Account safety may be in jeopardy due to hackers.
Accounts were frozen for unknown reasons.
Poor customer support services. Several customers mentioned that Brand X
employees were not friendly or knowledgeable of processes, resulting in
slower time to resolution.
Customers’ Perception - In their words
“Brand X is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!”
(mstipsvintage, twitter.com , Oct 1st, 2010)
“I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE!”
(vivekcool789, twitter.com, Oct 1st, 2010)
“Brand X cut too much money from account i earn with so much hardwork and they cut it”
(mohit_yup, twitter.com, Oct 10th, 2010)
“Brand X's iPhone Check Deposit Is Impressive”
(Estella Mark, twitter.com, Oct 10th, 2010)
“Stupid Brand X holding my money for 21 days. I want my money bitch”
(dsayala, twitter.com, Oct 10th, 2010)
Recurring Conversations
6423 results for Donations through Brand X, their conference, and their iPhone app.
Key Findings•There were 6,423 results for the iPhone app, the conference, and the Donation program through Brand X.
•The majority of posts for the Donation Program came from facebook.com. 16.9% of those mentions refer to the Mahoning County Dog Program.
•The conference hosted by Brand X was mainly discussed on Twitter. Although this report was pulled before the conference happened, Brand X users were already interested in sharing experiences and ideas to create a more practical payment method with Brand X. 75% were positive towards the event while 25% just referenced it (neutral).
iPhone AppiPhone App
Function called “Donate Button” where users can create an account to collect money from donators directly on their websites through Brand X.
Application that allows users to deposit money to a Brand X account via iPhone just by sending the front and back photos of their check.
Recurring Conversations
Oct 1: 198 resultsHow to donate through Brand X and increasing donations for the Mahoning Dogs program comprised the bulk of mentions on the peak day.
Oct 8: 1,086 postsSenior Director of Brand X Mobile announced more than $100,000 in donations via the iPhone app in 3 days.
Theme Cloud / Social SEO
Diesel 12266crude oil 903energy efficiency 493crude oil prices 403energy management 220energy consultants 96energy meter 80energy consulting 63oil and gas consultants 63energy consultant 53
energy management software 53energy services 53
energy management services 43commodity trading firms 33
building energy management 24building energy management systems 24
sweet crude oil 19energy management program 19
energy consulting firms 19total energy management 19
Top 20 paid keywords by searches per day for the company’s website
Social Keywords (above) NOT found in paid list for the company’s website
Carbon Accounting 40
Cost-effective 36Rate analysis 25
What they said about Features
Key Findings
Key influencers are heavily integrated in the technology industry. Their posts sparked conversations that were mainly around convenience, time-saved and account safety.
Key Influencers for Brand X iPhone App
Tools and Insight
InsightServices
OSM #2 – Listening Centres
Listening Centre
Listening Centre
OSM #3 PR Crisis Management
PR
• Monitoring system 24x7
• Escalation
• Response
OSM #4 – Corporate Guidelines
People participating in at least one
Issue some guidlines
Better still – offer training
OSM # 5 – Identify and empower your Social Media Rock Stars
Is it your CEO?
Job requirements for CEO’s will include blogging
Finding your passion
The internet forces you to define yourself
How to find your passion
• Core Process
• Flame
• Know me, Like me, follow me
But will they have the time?
Make it easy
Make it a process – help them = Edcals
Social Capital – the business finds you
Social Capital – the market asks you
OSM #6 Invest in Community Managers
Engaging in the conversation
Building online brand presence over time
Finding people with their hands up to buy
In the Market
Not in the Market
3%
At any one time who is the market?
Source: Chet Holmes
91%
6%Might be
Social Networks offer a huge marketing opportunity
• Twitter provides warm inbound leads
• LinkedIn has people asking what they should buy
Impact of Social Media on Sales Funnel
A Community Based Approach
Show me the money
A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations
as opposed to interrupting the conversation. Four months later, the
social channel territory sales comprised 10% of all sales
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
Basically if Mary Porta did social media....
OMS #7 Sales Enablement
Finding your way in
Invest in helping key salespeople
• Profiles
• Questions
• Groups
• Emails
Outsource set up to specialists
Pick me
OSM #8 Social media content creation
Content is currency
Content is the new currency of marketing
Video
CISCO:By 2014 video traffic will make up 90% of the internet
Engaging Times TV
Thought Leadership
Content Creation Process
SayWhat’s hot?
SocialWhat’s
trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SalesWhat’s used?
StuffWhat’s there
already?
Written
Repurpose
PR/NewsLead the conversation
Deploy on social channelsJoin the conversation
Keyword SEO/PPCLet your content be found
Website deploymentEngage your customers
Campaign DeploymentNurturing your customers
Identify Create & Edit Publish &Syndicate
Video
Graphical
OSM #9 Social Media deployment process
website
Corp blog
ET-TV
Slide Share
YouTube
Ybc/VIP Player
RSSFeeds
CustomerCommunity
Build a holistic online presence
Write Once Publish many
Repurposing content opens new points of distribution and has a
compounding effect on reach
Start a discussion
Chop into episodic blog posts
Deploy as formal release
Repackage as presentation
Add voice for video
Tweet key takeaways
Asset deployment by SM channel
Twitter deployment Scedule
Suggested Tweet
Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2
OSM #10 Marketing database enhancement process
Social media data enhancement
MarketingDatabase =
DataEnhancement
CustomerIntelligence
MessagingRelevance
Analysis = £
SocialMediaData
Warning
Your brand is at risk if you do not make this move
Summary – Operationalising Social Media
1. Regular Brand Monitoring Listening reports
2. Building Listening Centres for service
3. PR Crisis Management processes
4. Corporate guidelines and SM training rollout
5. Managed ‘Social Media Rock Stars’
6. Community management resources and workflows
7. Deploying Sales Enablement Tools
8. Managing the content creation process
9. Social Media deployment procedure
10.Marketing database enhancement process
Why?
Need to start building a social business
Thank you
• Email– Bob.barker@alterian.com
• Twitter – @bob_barker• Corporate blog – Engaging Times
– www.alterian.com/blog
• Personal blog– www.adigitalmindset.com
Visit StandE18
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