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How to Use Social Media to Boost Marketing Effectiveness

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The Advertising Research Foundation
The Advertising Research Foundation

Presentation at the ARF Social Media Council.

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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-Ng What 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.png
ARF 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.jpg
ARF University Social Media Bootcamp How to Sell Social Media Internally » Be Clear That Social Media Isn’t 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 Can’t Get Anywhere Else
#4 Diving In» Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg
ARF 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 it’s 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.jpg
ARF 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 (It’s Not Just About Display Advertising Anymore)
#7 Finding Your Voice»
ARF University Social Media Bootcamp What’s The Voice of Your Company? » Write a Social Media Strategy » Write a Company Social Media Policy/Standards » Telling Your Brand’s 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.jpg
ARF 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 » Don’t 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.jsp
ARF University Social Media Bootcamp Determining ROI » Razorfish Social Influence Marketing 3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
ARF University Social Media Bootcamp Determining ROI » Razorfish SIM Score »  SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry The components of the above formula are:" Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Brand Net Sentiment for the Industry =" (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry 3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
ARF 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 in Social Media 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
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

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How to Use Social Media to Boost Marketing Effectiveness

  • 1. How To Use Social Media To Boost Marketing Effectiveness June 21, 2010
  • 2. Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@thearf.org
  • 3. Video Credit: Socialnomics, http://www.youtube.com/watch?v=lFZ0z5Fm-Ng What is Social Media?»
  • 4. #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.png
  • 5. ARF 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
  • 7. 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
  • 8. #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.jpg
  • 9. ARF University Social Media Bootcamp How to Sell Social Media Internally » Be Clear That Social Media Isn’t 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 Can’t Get Anywhere Else
  • 10.
  • 11.
  • 12. #4 Diving In» Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg
  • 13. ARF 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 it’s Infused Across the Organization.
  • 14. #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.jpg
  • 15. ARF University Social Media Bootcamp Start Small By Tracking Buzz » Google Alerts » Social Mention » Ice Rocket » BlogScope » Tweet Reach » Twitter Sentiment » Hootsuite » Co Tweet
  • 17. 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 (It’s Not Just About Display Advertising Anymore)
  • 18. #7 Finding Your Voice»
  • 19. ARF University Social Media Bootcamp What’s The Voice of Your Company? » Write a Social Media Strategy » Write a Company Social Media Policy/Standards » Telling Your Brand’s Story » Content Creation » Compelling Video » Find Your Voice And Stick With It: Consistency Builds Trust
  • 21. 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
  • 22. #9 Engage the Consumer» Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
  • 23. ARF 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 » Don’t Just Sell 3
  • 24.
  • 25.
  • 26. Engagement drives sales and profits. - Hall& Partners »
  • 29. ARF University Social Media Bootcamp Determining ROI » Net Promoter Score 3 Source:http://www.netpromoter.com/np/calculate.jsp
  • 30. ARF University Social Media Bootcamp Determining ROI » Razorfish Social Influence Marketing 3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
  • 31. ARF University Social Media Bootcamp Determining ROI » Razorfish SIM Score »  SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry The components of the above formula are:" Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Brand Net Sentiment for the Industry =" (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry 3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
  • 32. ARF 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 in Social Media Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
  • 33. 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
  • 34. 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