How To Use Social Media to Boost Marketing Effectiveness

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How To Use Social Media To Boost Marketing Effectiveness presented at ARF University Social Media Bootcamp: Social Media for Research and Marketing June 21, 2010

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How To Use Social Media To Boost Marketing Effectiveness June 21, 2010 Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@thearf.org Video Credit: Socialnomics, http://www.youtube.com/watch?v=lFZ0z5Fm-NgWhat is Social Media? #1 You Need to Be Where Your Consumers Are Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.pngARF University Social Media Bootcamp Your Consumers Are Using Social Media Social Media > E-mail Social Media Nearly Rivals Search 20% of Conversation on Twitter = Brand Mentions Conversations Are Occurring About Your Brand Without You #1 Method for Sharing News and Information #2 Setting Clear Goals ARF University Social Media Bootcamp Be Clear in Your Aim Knowing What You Want From Your Social Media Efforts First, Helps You Better Plan, Execute, and Measure Product Awareness vs Sales vs Customer Service vs Whatever Your Objectives Are #3 Sell Social Media to the C-Suite and Get Everyone on Board Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpgARF University Social Media Bootcamp How to Sell Social Media Internally Be Clear That Social Media Isnt Just an Also, But a Must-Have Integrated Research Integrated Marketing PR/Marketing Convergence Marketing/Customer Service Convergence Unstructured Conversations Offer Valuable Rich Data You Cant Get Anywhere Else #4 Diving In Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpgARF University Social Media Bootcamp Just Do It Leave the Fear Factor to Reality Shows Who Owns It? Everyone! Do We Have the Resources? Yes, if its Infused Across the Organization. #5 Testing the Waters Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327-N-9312L-114_USS_Stennis_-_rescue_swimmer.jpgARF University Social Media Bootcamp Start Small By Tracking Buzz Google Alerts Social Mention Ice Rocket BlogScope Tweet Reach Twitter Sentiment Hootsuite Co Tweet #6 Monitoring Your Competition ARF University Social Media Bootcamp Learn From Others Read and Research Case Studies Read Websites That Cover Social Media Watch the Pros on Facebook and Twitter See How Publishers Build Social Media Into Their Sites To Figure Out Where You Fit In (Its Not Just About Display Advertising Anymore) #7 Finding Your Voice ARF University Social Media Bootcamp Whats The Voice of Your Company? Write a Social Media Strategy Write a Company Social Media Policy/Standards Telling Your Brands Story Content Creation Compelling Video Find Your Voice And Stick With It: Consistency Builds Trust #8 Measure Consumer Satisfaction ARF University Social Media Bootcamp More Than Listening Customer Experience Moves to the Social Web Engage a Listening Platform Track, Monitor, and Analyze Sentiment Analysis Measure Real-Time Impact #9 Engage the Consumer Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpgARF University Social Media Bootcamp Engagement vs Message Push Create Community (Private, MROC, Forums, Groups, Fans, Followers) Find Your Influencers and Let Them Engage New Customers For You Listen, Respond, Engage Contesting and Promotions Dont Just Sell 3 Engagement drives sales and profits. - Hall& Partners #10 Assessing Your Achievements Measurement is King ARF University Social Media Bootcamp Determining ROI Net Promoter Score 3 Source:http://www.netpromoter.com/np/calculate.jspARF University Social Media Bootcamp Determining ROI Razorfish Social Influence Marketing 3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1ARF University Social Media Bootcamp Determining ROI Razorfish SIM Score SIM Score = Net Sentiment for the Brand/Net Sentiment for the IndustryThe components of the above formula are:"Net Sentiment for the Brand = (Positive + Neutral Conversations Negative Conversations) /Total Conversations for the BrandNet Sentiment for the Industry ="(Positive + Neutral Conversations Negative Conversations) /Total Conversations for the Industry3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1ARF University Social Media Bootcamp Share Engagement Reach Influence Impact Issue Resolution Satisfaction Score Trends Sentiment Determining ROI Social Marketing Analytics! A New Framework for Measuring Results inSocial MediaSource:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html ARF University Social Media Bootcamp Determining ROI Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html ARF University Social Media Bootcamp Determining ROI Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html