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Integrating social media into your organization
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Integrating Social Media and How To Use It
Jared Roy President, Risdall Integration Group
#AdaptOrDie
Social Media ROI: Socialnomics
• http://www.youtube.com/watch?v=ypmfs3z8esI
Social Media Sites Are Just Tools
Once you define your objectives,
some tools will be more appropriate than others
… Not Silver Bullets
What is Social Media?
Social Media is…
..…a Conversation
Conversations Are Happening Whether You Are There Or Not
What’s Your ROI? Return On Ignoring
From Interruption to Engagement Move from interruption to engaging
in conversations Push marketing needs to be replaced
by engagement marketing
Are you a Tradigital Marketer?
Traditional Purchase Funnel
Awareness Identify and brief
key influencers
Discovery Leverage social
channels for outreach through listening and engagement
Purchase
Validation Listening to
conversations for post purchase and buying criteria
Analytics
19% of internet users say they use Twitter or another
service to share updatesabout themselves, or to see
updates about others
Data source: Pew Internet
Facebook and YouTube largest gain of online usage over the
past 3 years
Social Media is Growing
Social Media is Not Just for Kids 70% of online adults use social media
The median age of a LinkedIn user is 40 More than two-thirds of Facebook users
are older then 21 - The fastest growing demographic is those 35 years old and older
Twitter age demographics- Ages: 25-34 = 20%- Ages: 35-49 = 42%- Ages: 55+ = 17%
Social Media Tools
Social Networks Blogs Social Ads Micro-Blogs RSS Feeds Wikis Applications Widgets
Social Bookmarking
Multi-Media Sharing
Tagging Forums Communities
• “What we see at Facebook is that there’s a shift going on from an information economy to the social web. Google will continue to be important, the search for sites, but we believe in the wisdom of friends………..The world is shifting towards real-time sharing.”
Facebook COO Sheryl Sandberg
Fan pages, groups Knowledge sharing Create awareness for events,
contests, campaigns Facebook social ads
Targeted Facebook Ads - Sentiment profile-targeted (age, sex, location,
relationship status, interests, education), imagine if you could target users according to their mood in real time.
Groups Jobs Answers People Companies
MySpace
Web 2.0 Conference Evan Williams of Twitter "Twitter is not a social network, but an information network." …. One way he sees Twitter being used is to provide front-line information and service to consumers
Blogs
Express your opinions and report on company happenings
Media relations/blogger outreach Sources for information you can’t
find anywhere else
Communities, Forums, Newsgroups The original social media
- Usenet groups 1979 Where the “real” conversations are
happening Trends
Monitoring
RSS Readers
Blogger Outreach
Our recommendations
Using Social Media-Identify
Identify Set your objectives and goals Social media mapping Identify social media habits of your
audience Identify influencers Identify channels
Using Social Media-Listen
Listen Market intelligence Monitor conversations to learn
what is being said about your brand, competitors, and opportunities
Early warning system Gauge public opinion Trends
Using Social Media-Strategy
Strategy The foundation for all social media
outreach initiatives Voice development Channel leveraging Content planning
Using Social Media-Engage
Engage Building relationships with
audiences or customers or sources Address concerns Clarify statements or assumptions Continue discussion Get advice / sources / leads
Using Social Media-Measure Set Goals
Traffic Funnels Mentions Sentiment ROI
Using Social Media-Measure Tools
Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Digg (Diggs) Flickr (photo views) Facebook (analytics, fans,…) Feedburner (subscribers) Google Analytics
Get Started Today
Know what you are talking about Always be transparent Be yourself Post frequently Add value Respond Listen to what others have to say Learn from your mistakes Have fun
Making it work for You Register your name and company name
Join LinkedIn, Facebook, Twitter, YouTube, Flickr…
Identify trends & stories Read blogs Monitor social networks
Track brands & topics Set up an RSS reader Set up alerts
Make connections Cultivate your network
Share information
Large websites and brands areadopting social media. It’s not something we can stop and it’s
not afad that’s going to go away. There is no
pointin being scared about the social web, it’sgoing to exist with or without you.
Final Thoughts From Last Week’s Web 2.0 Conference
• Corporate sites should be the hub of a robust Web strategy that goes to where the conversations are outside .com.
Final Thoughts From Last Week’s Web 2.0 Conference
• Departments - Customers Don’t Care - Customers just want their problems solved. They don’t care what department you work for as long as you can help them. This means that you need to be integrating all of your customer information; i.e. your CRM systems/databases/and monitoring tools. There’s no point in having these things fragmented, they need to interconnect.
Final Thoughts From Last Week’s Web 2.0 Conference
• Social Personalization – People are using information on their personal
profiles that is more accurate than information they use to sign up or register to purchase a product or service.
– Websites are now allowing users to access information by logging in with their Facebook or Twitter accounts.
– This means that a company knows who their customers are and where they exist online, hence they should be able to provide targeted and relevant messages/information to people.
– This information can plug neatly into a CRM tool that a company may be using.
Final Thoughts From Last Week’s Web 2.0 Conference
The B2B Question
