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Presentation given at TFMA Februray 2010, covers: - What ‘social media marketing’ will mean in 2010- The listening organisation- How to move from listening to customer engagement- Effective ways of managing organisational challenges
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Feb 2010
Michelle Goodall Online PR/Social Media Consultant Econsultancy
Introduction to social media marketing [email protected] http://twitter.com/greenwellys http://www.linkedin.com/in/michellegoodall
Hello!
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 2
This is what you’ll learn
- What ‘social media marketing’ means in 2010 - The listening organisation - How to move from listening to customer engagement
| Feb 2010 | Trainer: Michelle Goodall, | 3
| Feb 2010 | Trainer: Michelle Goodall, | 4
What social media marketing means in 2010
Presence in larger SM channels
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 5
Fun, innovation and transparency
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 6
Smarter content syndication
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 7
Still experimenting…
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 8
How would you describe the extent of your organisation's social media activity?
Source: http://econsultancy.com/reports/social-media-and-online-pr-report
News about social media + profitability
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 9
Experimenting with analysis
Social Media
SEO
Affiliate
Paid Search
Links
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Evolution of customer service through SM
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High profile reputational blips…
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More serious issues exposed
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Online communities
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BUT, many orgs remained unconvinced of value…
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Source: http://econsultancy.com/reports/social-media-and-online-pr-report
Because social media has key challenges for orgs
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Cultural Resource Speed Departmentalism - corporate silos Skills Rapidly evolving tools Measurement Global vs. local Individuals can have a loud voice Reputation ROI Regulatory and legal – e.g. financial services
Challenge - Culture change
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Source: http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010
Challenge - Culture change
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Interest Invest Commit Engage Embed
Recognise problem or potential opportunities For better customer interaction - further research required
Make case for investment – resource, time, development, training etc
Long term commitment from top down to improve customer interaction through investment
Move from listening org to one that engages with customer through multiple channels
Create a feedback loop to ensure innovation and evolution of org
Source: Forrester
Challenge - Meaningful Metrics
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Traffic Interaction Sales Leads Search Marketing PR – reputation, sentiment, advocates, detractors Customer engagement Retention Profits Operational cost reduction Customer Service - Net Present Value, First Touch Resolution
Challenge - Resources
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 20
Source: http://econsultancy.com/reports/social-media-and-online-pr-report
Habitat
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... ‘Twinterngate’
Social media channels are your organisation/brand eyes, ears and voice – should you use untrained junior staff/agencies?
Challenge - Speed
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 22
Challenge - Departmentalism
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 23
Source: http://econsultancy.com/reports/social-media-and-online-pr-report
Challenge - Departmentalism
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 24
Challenge - Skills
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 25
Increase in job roles:
Community Manager
Social Media Researcher
Social Media Strategist
Challenge - Focus business objectives not tools
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 26
“We’ve got to have a……..
……..strategy.”
Challenge - empowering individual voices
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 27
Challenge - empowering individual voices
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 28
Challenge - Reputation Management
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 29
Challenge - Reputation Management
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 30
Source: http://econsultancy.com/reports/customer-engagement-report
Challenge - Regulation
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 31
Social media activity: breakdown by sector
Source: http://econsultancy.com/reports/social-media-and-online-pr-report
Challenge - Legal issues
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The listening organisation
Do I want to hear it?
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 34
Earplugs Flickr image by: quinn.anya
Why monitor?
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Competitor Monitoring
Uncovering Customer issues
Discovering opportunities
Reputation Management
New Entrants Products/services/staff/partners
Expressed need – “can anyone recommend..”
Social media audits/network analysis
New products/service
ID other complainants
Gap analysis Early warning issues IDing
New partners/suppliers
Preferred channel
Research and development
Tracking campaign success
Key advocates/detractors
Key advocates/detractors
Key advocates/detractors
Key advocates/detractors
A successful listening organisation has…
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 36
1. Set objectives – clear about why the are doing it 2. Understood resource required and has mandate 3. Tested and evolved keywords/phrases that they are monitoring 4. Established its main listening posts (but not ruled out evolving
channels and peripheral sites) 5. Tested and evolved free tools 6. Invested in enterprise technology if free tools unsuitable
How to monitor
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 37
Simple and free listening process
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 38
Step 1. Define, refine monitoring keywords/ phrases
Step 2. Snapshot Tools
Step 3. Set up alerts and feeds
Step 4. Set up and manage in RSS reader
Step 5. Tweak keyphrases
Enterprise Tools
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Soon to be updated – Econsultancy’s Online Reputation and Buzz Monitoring Buyer’s Guide
Organisations who have moved from listening to engaging have…
| Feb 2010 | Trainer: Michelle Goodall, Econsultancy | 40
1. Set objectives based on sound business objectives 2. Have established meaningful metrics 3. Established workflows 4. Established processes – e.g. online comment policies, social
media risk matrix, escalation procedures 5. Established social media/customer engagement guidelines 6. Are prepared for positive comment and things they don’t like/
aren’t prepared for 7. Take a multi-channel approach 8. Have the right channels to respond – on-site and off-site 9. Have the right people and resources to respond 10. Established key advocates and detractors 11. Something genuinely interesting, useful and relevant to say 12. The mandate to learn by doing
Workflows and conversationalists structured approach
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Workflows and conversationalists organic approach
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Processes and guidelines
http://www.globalnerdy.com/2008/12/30/ the-air-forces-rules-of-engagement-for-blogging/
http://econsultancy.com/blog/5049-16-social-media-guidelines-used-by-real-companies
What channels do you own?
| Feb 2010 | Trainer: Michelle Goodall, Online PR/social media consultant, Econsultancy
| 44
blog
Video sites
Image sharing
presentation sharing
press centre
Summary Quiz 1. What Percentage of B2B and B2C UK orgs are ‘doing nothing
in social media’? a) B2B = 11% B2C = 8% b) B2B = 21% B2C = 17% c) B2B = 24% B2C = 19% 2. To the nearest $.25 million, how much has Dell Outlet
reportedly made from direct sales via Twitter? $6.5 3. What are the five key stages in Forrester’s process for orgs
wishing to develop a customer-centric organization? a) Denial, Anger, Bargaining, Depression, Acceptance b) Relationships, Functionality, Colonization, Context, Commerce c) Interest, Invest, Commit, Engage, Embed 4. What %age of UK orgs surveyed for Econsultancy’s SM/OPR
survey manage SM through a cross functional team? 19% 5. What %age of UK orgs have processes and workflows in place
to encourage staff use of SM? 17% | Feb 2010 | Trainer: Michelle Goodall, | 45
Suggested reading/subscribing Social media generic
- http://www.mashable.com
- http://www.econsultancy.com/blog
Social media measurement
• http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success
• http://beth.typepad.com/beths_blog/metrics/
• http://measurementcamp.wikidot.com/start
Brand monitoring
- http://econsultancy.com/blog/3890-20-free-buzz-monitoring-tools
- http://econsultancy.com/reports/online-reputation-and-buzz-monitoring-buyer-s-guide-2008 - Soon to be updated for 2010!
| Feb 2010 | Trainer: Michelle Goodall, | 46
Thanks and do connect… [email protected] http://twitter.com/greenwellys http://www.linkedin.com/in/michellegoodall