how to use online intelligence as part of a total media strategy

How To Use Online Intelligence As Part of a Total Media Strategy

Feb 8, 2011First in a monthly series

www.socialstrategy1.com

http://www.socialstrategy1.com/

Proprietary & Confidential | Social Strategy1, Inc. Proprietary & Confidential | Social Strategy1, Inc.

Agenda

• Intros

• Overview/Shift in communication

• Strategy to optimize intelligence from the ecosystem

• Questions can be asked throughout via text and via phone at the end of the presentation


About Your Presenters

Lisa Calhoun, CEO, Write2Market

Steve Ennen, President /Chief Intelligence Officer, SocialStrategy1

Lisa Calhoun, CEO, Write2Market

• Founded Write2Market in 2003

• Leads team of top publicity thinkers and activists

• Write2marketeers “create industry leaders”

• Start Up Nation “Top Financial Performer”

• Raised in family printing business

• MBA, University of Texas

• BA, Professional Writing, Baylor

• Leads vision and strategy atWrite2Market

• Blog at www.lisacalhoun.com

• Twitter at twitter.com/write2market

http://www.lisacalhoun.com/

Steve Ennen, President / Chief Intelligence Officer

Social Strategy1• Founding Managing Director, Wharton Interactive Media

Initiative and Wharton Lab for Innovation in Publishing, University of Pennsylvania

• Lecturer, The Wharton School

• Instructor, New York University, SUNY; Mayor Michael Bloomberg’s JumpStart Program; Guest Instructor Northwestern University

• Worked with U.S. State Dept. to educate foreign media on transformative strategies

• Award-winning media professional

• @Ennenss1

Yesterday, Information Gathering Was Easy


Today, Information Gathering is More Complex


Nielson 2010 Internet & Social Media Insights Study

• 75% of US households use social media

• The average US computer worker spends 5.5 hours accessing social media from work

– The average US Internet user spends just 6.6 hours per month on social media

– 22% of all online time is “social networking”

– The world spends 2 hours per month with “google”

– 6 hours per month with “facebook”

Ubiquity vs. Corporate Savvy

Change in Mindset

Despite the vast potential social media brings, many companies seem focused on social media activity primarily as a one-way promotional channel, and have yet to capitalize on the ability to not only listen to, but analyze, consumer conversations and turn the information into insights that impact the bottom line.

For instance:

•Three-quarters (75%) of the companies in the survey said they did not know where their most valuable customers were talking about them.

•Nearly one-third (31%) do not measure effectiveness of social media.

•Less than one-quarter (23%) are using social media analytic tools.

Harvard Business Review Analytic Services


• A fraction (7%) of companies are able to integrate social media into their marketing activities.

• Only a small group — 12%— of the companies in the Harvard survey said they felt they were currently effective users of social media. Companies were most likely to deploy: – multiple channels

– use metrics

– have a strategy for social media use

– integrate their social media into their overall marketing operations.

Harvard Business Review Analytic Services


Companies are Starting to Understand the Value of a “Total” Media Point-of-View

Stock Price (adjusted) UGC Chatter

Chatter ConsumerOpinion

Negative Chatter

NegativeExpressions

Short Term

Cum Short Term

Cum Short Term

Cum Short Term

Cum

Stock Returns ** 3.8 4.8 -2.1 -3.6 -2.9 -3.9 -3.7 -4.7

“You can take UGC to the Bank”“You can take UGC to the Bank”

RESEARCH ON UGC, UNVEILED AT WHARTON, 2009

Tirunillai and Tellis“Does Chatter Really Matter? Dynamics of

User-Generated Content and Stock Performance”

No Doubt, Every Conversation Online Can Affect Your Brand

What’s the Cost of Doing it Wrong?

1212Proprietary & Confidential | Social Strategy1, Inc. Proprietary & Confidential | Social Strategy1, Inc.

CASE STUDY: Nestlé“For nearly two weeks, environmental activists

have been using social media to wage war against Nestlé over its purchases of palm oil for

use in KitKat candy bars and other products, catching the Swiss food giant off guard”

WSJ

Public opinion can take on viral velocity that surprises companies, erodes trust in the brand and forces companies into a dangerous defensive position

What’s the Cost of Doing it Wrong?


"This is the place where major corporations are very vulnerable," says Daniel Kessler, press officer at Greenpeace.

Nestlé told Facebook users it would delete their comments from its Facebook page if they included the altered logo. Social-media experts say that only incited the protesters. Nestlé's fan base on Facebook, now mostly protesters, swelled to more than 95,000.

"Like all companies, we are learning about how best to use social media, particularly with such complex issues," Ms. Backes says. "What we take out of this is that you have to engage."

CASE STUDY: Nestlé

Rule #1. All media is marketing.

Rule #2. Show up for coverage.

Rule #3. Write your own news.User-generated content is read…

Rule #4. Participate.

Rule #5. Pick the right medium.Do what you can—start where you understand.

New Rules for Communication

Where Do Markets Meet?

Blogs

NewslettersMagazines

Losing Voice to Competitors?

“Many do not yet understand the true scope and depth of these new communications tools for journalistic usage.

As a result, some companies are losing share of voice among journalists to their competitors.

Social media presents a new opportunity to communicate and develop relationships with a whole new generation of journalists through these new channels of choice.”

SNCR Senior Fellow Don Middleberg

What is Your Core Competency?

• Grab your niche

• Create content you can stand behind

• Everyone is an expert at something

Five Strategic Steps to Optimize Intelligence Gathering for

All Available Channels

Using Social Media to Drive Reach and Revenue Step 1:

Understand the environment / Landscape analysis• Listen: Gain a greater understanding of total media ecosystem

• Everyone in the organization should know the various platforms at work for the brands they represent and how they are used

• Blogs (internal/staff, external)

• Communities/Social Networks (Twitter, Facebook)• Discussion forums• Games • Mobility• Sharing• Video• Apps• Wikis• Traditional media platforms


Step 1:

Understand the environment / Landscape analysis•Gain a greater understanding of total media ecosystem

•What is the balance between traditional media platforms, new entrants?

•What is the function of new platforms and what content will they support?


Step 2:

Develop a strategy/philosophy

• Interactive media function differently than traditional “analog media” or two-dimensional

• Have you clearly defined a desired outcome? What are you trying to accomplish?

• Branding

• Sales

• Buzz

• Short-time campaign, Longer-term

• First mover/ fast follower

• Where do you want to lead the customers/clients/users?- What do you want them to do?

• What is the value to the user?


Step 2:

Develop a strategy/philosophy

• Have you thought through the role of each platform?

- Long-term, short-term

- Does one drive traffic to the other

- Is this coordinated; Does marketing work with PR, with Finance? What is the division of labor?

• The role of a brand is changing

- What is the role of your brand in social media?

• How does the ecosystem fuel your business structure?


Step 3:

•Analyze your audience:

•What is the “value” to them in using each platform?

•How will the consumer respond to…

• Social Network messaging

– Broad-based community involvement – connection

– Niche-based community involvement

2323

• Interactive media allow you to hear the voice of the customer from the customer

• Listening =- Opinions on brands, content, memes- Opinions on products- The pulse of the community- Automated Market Research- Competitive analysis- Recruiting

Step 4: Listening

Step 5:

What is your measurement strategy?

•What are you measuring across the ecosystem?

•How will you measure success?- Can you clearly define metrics for successes and failure?

- Can you determine ROI, ROE?

• What are the mechanisms for gathering the data?

• How do you determine what’s important?

• How will you analyze the data?

• Who owns it?

• How does the information move across the organization?


Contact us:

Steve [email protected]

@EnnenSS1@sstrategy1

646-334-5893

Lisa Calhoun, CEOWrite2Market (404) 477-4579

@write2market


mailto:[email protected]

how to use online intelligence as part of a total media strategy

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