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10 Essential Tips for Social Media Research and Marketing
1. 10 Essential Tips For Social
Media Research and Marketing
May 19, 2010
Twitter Hashtag: #ARFCAST
2. Presented by
Lynne d Johnson, SVP Social
Media, The ARF
Twitter: @lynneluvah
email: lynne@thearf.org
3. NEW
YORK
CITY
June
21,
2010
•
10:00am–3:00pm
For
info
and
registraDon:
hFp://www.thearf.org/assets/arf-‐university
Social
Media
Bootcamp
Social
Media
For
Research
and
Marke6ng
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
» Unstructured Conversations
» You’re Getting Valuable Rich Data You Can’t Get Anywhere
Else
11. 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.
12. #5 Test 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
13. ARF University Social Media Bootcamp
Start Small By Listening and Tracking
Buzz
» Google Alerts
» Social Mention
» Ice Rocket
» BlogScope
» Tweet Reach
» Twitter Sentiment
» Hootsuite
» Co Tweet
15. 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)
17. 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
19. 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
20. #9 Engage the Consumer»
Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
21. 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
23. ARF University Social Media Bootcamp
Determining ROI
» Net Promoter Score
3
Source:http://www.netpromoter.com/np/calculate.jsp
24. 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
25. 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
26. ARF University Social Media Bootcamp
Upcoming Events
Social Media Bootcamp
June 21 2010
June 22-23 2010
To register, visit:
https://my.thearf.org/
27. ARF University Social Media Bootcamp
Upcoming Council Meetings
Social Media – June 8
Digital Media (AM) – June 10
Multicultural (PM) – June 10
Engagement – June 15
Advertising Effectiveness – June 24
To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org
28. The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, The ARF!
http://bit.ly/TheARFListeningPlaybook_Rappaport (From ARF store book and download)
http://bit.ly/TheARFListeningPlaybook_Amazon (Amazon and Amazon Kindle)
http://bit.ly/TheARFListeningPlaybook_BandN (Barnes and Noble)