I’d Rather Meet the

Cruise Director than the

Prom King

Monte LutzEdelman :: Digital@montelutz

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A Social Media Prayer

2

Our user profiles, who art online, hallowed be our names.

Thy check-ins done,thy badges won,on Earth as they are on Foursquare.

Give us this day our Facebook updates.

And forgive us our overuse of emoticons and exclamation points, as we forgive those who tag us in old high school photos.

And lead us not into print, but deliver us from Google, er, I mean, evil.

For thine is the Twitter, the blog post, and the lifestream, for ever and ever -- at least until the next damn thing comes along.

Amen.

HT @g24khamr

What is Social Media?

4

But really, it’s about engagement.

TrueTransparent

Straightforward

Social

Sociable

Fluid

Respectful

TrustworthyWin-WinInspiring

Original

It’s about authenticity –meaning...

5 @montelutz

It’s about authenticityand relevance.

Connections

Personal

Real

You

Me

Us

6 @montelutz

It’s about trust.It’s about trust.

7 @montelutz

Trust Deficit for Media at All-time Low

@montelutz

Trust in Experts is Up, Peers is Down

@montelutz

Who Do You Trust?

Billiam the SnowmanAnderson Cooper

@montelutz

3-5 times60%

Informed publics need information from multiple sources

@montelutz

The New Public Engagement Model

@montelutz

The Wonkavator

Upwards

Downwards

Backwards Forwards

@montelutz

Slantw

ards

The Maggie Simpson Problem

You never had control either.

@montelutz

You have a lot of tools available to you

Employees have access but aren’t trained 3 4Employees

are blockedTrained spokesperson

Trained team of spokespeople

Employees are trained and encouraged to participate1 2 5

Marginal impact

Accidentally on message

Limited impact

Corporate message

Significant impact

Broad corporate message

Maximum impact

Authentic message

No impact

No message

Reach

Influence

++ +

+ +

-

- - - -

-

- -

Source: Edelman with a HT @jowyang

And Options for How to Organize Your Company

1. Understanding the Conversation

2. Identifying “Influencers”

3. Return on Involvement

There are 7 billion pages on the web

There are 100+ million blogs

@montelutz

Listening Can Seem Like Baptism by Firehose

@montelutz

It’s easy to get lost in the maze

and forget why you started monitoring the conversation in the first place.

@montelutz

Does your data

resemble the script for

Inception?

What are you measuring?

• Volume – How big is the conversation?

• Velocity – How quickly does the conversation spread?

• Sentiment – What is the tone of the conversation?

• Influence – Are you reaching the right people?

• Groundswell – Are you sparking additional conversations?

• Impact – Are you changing the conversation?

Chevron Pulse Report

@montelutz

2. Identifying “Influencers”

PassivityInfluence

All men may be created equal, but not all conversations are.

Prom King

• Popular

• Insular

• Formal

• Shiny Objects

Follow ME

Cruise Director

I’ve Got Something for YOU

• Personal

• Activities

• Engagement

• Experience

29

PERCh Influence Score

The PERCh Influence Score measures influence across social media channels based on four primary elements of influence:

• Popularity – Number of fans, friends, followers, viewers and visitors

• Engagement – Number/share of retweets, mentions, links and comments

• Relevance – Topical, demographic and geographic match with program goals

• Clout – Second order reach; the number of your friends’ friends

• h – Hanifan’s Law, a measure of social capital, the ability of some people to transcend their social network and influence conversations across media.

Influencer Identification Tools

ComprehensiveMonitoring

Channel-specificMeasures

Native Insights

MTV Chooses its First TJ

@montelutz

3. Return on Involvement

Just Because You Build It… Doesn’t Mean They’ll Come

But You Don’t Need to Build It Yourself

Sully Me

@montelutz

YouTube

Telling Stories

Facebook

Building Community

Twitter

Sharing Content

Blogger Engagement

Targeted Relevance

Website

Community-Building

Product/Issue Communications

You Need Order and Place

@montelutz

But remember,

you are a guest

at the party.

It’s hard to put a value on fanship

…but many have tried.

Vitrue Page Evaluator?

@montelutz

Syncapse: Value of a Facebook Fan?

• People who “like” a brand on Facebook spend $72 more on that brand than those who do not.

• Fans are 28% more likely than non-fans to continue using the brand.

• Fans are 41% more likely than non-fans to recommend a fanned product to their friends

@montelutz

Source: Altimeter’s most valuable brands by engagement

1. Starbucks (127)2. Dell (123)3. eBay (115)4. Google (105)5. Microsoft (103)6. Thomson Reuters (101)7. Nike (100)8. Amazon (88)9. SAP (86)10. Tie – Yahoo!/Intel (85)

Think Deep, You’ll Get Better Return

Interest

Content downloads, added content

Fans, updates, retweets

Clickthroughs

Sales interactions

Purchases

Repeat purchases, NetPromoter scores

Customer

Loyalty

Deep interest

Lead

Awareness

Engagement

Pageviews

Recommendations from promoters feed the funnel

Return on Involvement

41

Measurement Web & Search Measurement

Engagement Measurement

Conversational Research Analysis

Mobile Metrics

Social impacts each step

@montelutz

Friends have a way of

showing up when you need them the most.

Like when you are in a

dancing knife fight.

Speak Now …. or … Email Me, Tweet Me, Cyber-Stalk Me

Twitter: @montelutzEmail: Monte.lutz@edelman.com

Work Blog: www.edelmandigital.comMovie Blog: http://reelsoundtrack.wordpress.com

White Paper: http://tinyurl.com/socialpulpit

Questions???

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