Explore & Engage - Jason Falls

Explore & Engage

January 19, 2011Wichita, Kansas

EXPLOREThe Tools For

Creating Meaningful RelationshipsWith Social Media Marketing

social media explorer | Explore & Engage

We Want To Engage

•But We Must ...

•Know our audience

•Have goals

•Build a content strategy

•Choose the right tools

•Implement & activate


We Must Do More Than Engage

•Then We Must Measure & Report

•Plan success strategically

•What tools exist

•What metrics are important

•Understand how & what to

report and to whom


Know Your Audience

•It’s more than demographics

•It’s more than psychographics

•You need to know technographics

•You need to know where they are online

•You need to know what they’re saying


Social CRM Solutions

• Flowtown • JitterJam • Surveys


Free Monitoring Solutions

• Google Alerts

• Twitter Search

• Social Mention

• PeopleBrowsr

• IceRocket

• uberVu (freemium)

• BoardTracker


Paid Monitoring Solutions

• Alterian SM2

• Lithium Social Media Monitoring

• Radian6

• Sysomos

• Trackur

• Visible Technologies

• Dozens more


Online Research Solutions

• Sprial16

• ConsumerBase

• Listen Logic

• Crimson Hexagon

• Collective Intellect

• Cymfony

• MotiveQuest

• Nielsen Online


Influencer Tools

• Alltop

• Listorious

• Twitalyzer

• Postrank

• Klout

• BlogDash

• mBlast

• Traackr


What Are We Looking For?

• Where are people talking about us? (Facebook, Twitter, Blogs)

• What are they saying? (Customer service, love, hate?)

• If not us, are they talking about products at all?

• What content do they seem to like? Need?

• Social insights!


Choosing The Right Platforms

• Blogs

• Facebook

• Twitter

• Location-Based Services

• Podcasts/Web TV

• Niche Multimedia (Presentations, etc.)

• Webinars, White Papers

• Collaboration PlatformsImage by Seregam on ShutterStock.com


Choosing The Right Tools

• Blog Platforms

• Compendium

• Innogage

• Facebook Management

• Expion

• BuddyPress

• Sendible

• Twitter Management

• HootSuite

• TweetDeck

• CoTweetImage by Seregam on ShutterStock.com


Develop A Content Strategy

• Customers don’t care about you

• Your content must stand out

• Take those social insights and drive content around customers

• Remember: Content changes per medium

• Be the media

• Plan it (Editorial calendar)


Define & Refine Around Them

• Who are we talking to?

• Why are we talking to them?

• Where and when are we delivering those messages?

• With what mediums/technologies?

• What do we want them to do?


Engage!

• Foundation: Consistency

• Content

• Customer Service

• Conversations

• Structure: Topics

• Value

• Information

• Entertainment

• Decor: Excitement

• Promotions/Events

• Creative Ideas


Examples

WorkShifting.com (GoToMeeting)

HomeMadeSimple & ManOfThe House(Proctor & Gamble)

GrowSmartBiz.com (Network Solutions)


Facebook Examples

• Western River Expeditions

• Ernst & Young

• Dell

• Graco Children’s Products

• WARN (off-road equipment & accessories)

• Air New Zealand


Twitter Examples

• @Ford

• @NakedPizza

• @DirecTV

• @HareChevy

• @cyberlaw (Kevin Thompson)

• @carolinadentist


We’ll Return Shortly ...


Measurement

Image by Tan Wei Ming on ShutterStock.com


What We Need To Know

Monitoring & Measurement

•The differences between the two

•What types of data each effort provides

•What each can do for your organization

•So we can set goals for them


In Other Words ...

What do monitoring & measurement

mean to me?


What the analysts say

•Define requirements first

•Develop your social media playbook

•Make you own measurement framework

Courtesy: The Altimeter Group. Used with permission.


What the analysts say



Key Takeaway ...

•What does monitoring mean for my organization?

•What does measurement mean for my organization?

Image by Agnieszka Guzowska on ShutterStock.com


Let’s Define

Monitoring is ...

watching or listening to conversations in order to determine a course of action

Measurement is ...

quantifying or qualifying online activity to establish success, failure or comparison


If You’re Monitoring ...

•Protect your reputation

•Facilitate customer support

•Invite innovation

•Build trust

•Market through conversation

•Gather business intelligence


If You’re Measuring ...

•Measure sales/leads

•Measure cost savings

•Measure customer satisfaction

(The three business metrics!)


If You’re Measuring ...

•Improve branding & awareness

•Protect/Improve reputation

•Build community/advocacy

•Increase customer satisfaction

•Harvest research

•Drive sales/leads


Key Takeaway ...

None of these things happen if you don’t first

know what you’re trying to accomplish!

Image by Mare Kiliasz on ShutterStock.com


Monitoring Data (KPIs)

• Volume of conversation

• Sentiment & tone around

your brand

• Conversational

marketshare

• Competition comparison

• Audience characteristics

• Related topics

• Influential voices

• Location of conversations

• Brand mentions

• Service issues/needs

• Real-time opportunity


Measurement Data (KPIs)

• Website metrics• Traffic

• Social outpost traffic

• Conversions• Sales

• Leads

• Downloads

• Search metrics• Rankings

• Backlinks

• Share metrics• Shares

• Click throughs

• Social audience metrics• Fans/Followers/Friends

• Outpost activity

• User-generated content

• Comments

• Ratings/Reviews

• Volume of conversation

• Sentiment & tone

• Conversational marketshare

• Competition comparison

• Audience characteristics

• Bookmarks

• Referrals


Key Takeaway ...

Monitoring metrics ...

tell you who is saying what, when and where

Measurement metrics ...

tell you what you’re getting out of it


Monitoring Goals

• Protect your reputation

• Facilitate customer support

• Invite innovation

• Build trust

• Market through conversation

(promote and sell)

• Gather business intelligence

• Respond to negative/positive

• Respond & route issues to support

team

• Solicit product/feature

improvements from customers

• Proactively & reactively

participate in industry and

associated conversations

• Monitor & respond to appropriate

mentions of product need,

competition dissatisfaction, etc.

• Catalogue competitive set

conversations, industry trends,

target audience needs


Measurement Goals

• Improve branding and awareness

• Protect and improve reputation

• Build community or advocacy

• Increase customer satisfaction

• Harvest research & development

• Drive sales or leads

• Increase online awareness of

brand, messaging, features

• Enhance positive/decrease

negative conversations around

brand

• Improve/maintain search engine

rankings

• Increase product

recommendations/grow

ambassador club

• Address & resolve customer issues/

Decrease call center costs

• Facilitate idea contribution for

product/feature improvements

• Increase sales/leads/conversions

from social channels


Key Takeaway ...

• Select the monitoring service that provides results/functionality you want for your monitoring efforts

• Select a measurement service or metrics that provide results for your selected goals

• Sales & Conversions? Web analytics package

• Reputation management? Monitoring service/research tool

• Customer service routing and assignment? Monitoring service with workflow built in

• Search engine rankings? SEO tool that monitors and reports rankings, trends, changes, etc.


Free Monitoring Solutions

• Google Alerts

• Twitter Search

• Social Mention

• PeopleBrowsr

• IceRocket

• uberVu (freemium)

• BoardTracker


Problems With Free

• Limited data

• Limited functionality

• Most reporting is manual

• RSS


Paid Monitoring Solutions

• Spiral16

• Alterian SM2

• Lithium Social Media Monitoring

• Radian6

• Sysomos

• Trackur

• Visible Technologies

• Dozens more


Online Research Solutions

• ConsumerBase

• Listen Logic

• Crimson Hexagon

• Collective Intellect

• Cymfony

• MotiveQuest

• Nielsen Online


The Hardest Part Of The Tools

• Setting Up Your Searches

• Insist on assistance

• Expect trial and error

• Be patient

• Understand 100% accuracy is

not possible

Image by Helder Almeida on ShutterStock.com


Speaking Of Accuracy

• Sentiment analysis

• Random keyword

coincidences

• Totality of web not possible

• Variations in results

• Think averages and trends

sxch.hu


Measurement Reminders

• Remember what we are trying to accomplish

• Select reports that reflect the key performance indicators of those goals

• Produce different reports for different stakeholders

• Automate as much as you can

• Contextualize with summaryImage by Rudyanto Wijaya on ShutterStock.com


The ROI Pyramid



Reports

• Pretty PDFs of the service’s top line metrics

• CSV/Excel exports you can build yourself

• Screen captures of key charts/graphs

• Don’t forget the executive summary


Vendor Reporting

Easy Reports (Less Customizable)

•Spiral16

•Sysomos

•Radian6

•Lithium SMM

•Social Mention

•ViralHeat

Workload Reports (Manual)

•Export data

•Produce spreadhseets

•Written report with screen shots/charts as images


Reporting Solutions Emerging

•SWIX (swixhq.com)

•ViralHeat (viralheat.com)

•Social Report (socialreport.com)

•PeopleBrowsr (peoplebrowsr.com)


Automatic vs. Manual

•Automatic can produce disparate reports (style, data, etc.)

•Manual is time consuming

•Automatica can offer real-time data checks


•Automatic is easier



Key Takeaway ...

• Don’t forget why we’re measuring

• Tie reporting to your goals

• Report the business metric first, KPIs after

• Produce different reports for different stakeholders

Image by Rudyanto Wijaya on ShutterStock.com


Framing Your Reports

• Remember context

• Averages & trends

• Current campaigns

• What the receiver cares about

• Remember the goals

• Remember the business metrics

• Remember C-level’s desire (or lack of) for details


Key Takeaway ...


Thank You!

Jason FallsPrincipal

Social Media Explorer

Email: [email protected]

Twitter: @JasonFalls

Phone: 502.509.4763

Web: socialmediaexplorer.com

Newsletter: socialmediaexplorer.com/newsletter

Coming Soon!

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Explore & Engage - Jason Falls

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