1. Building Your Social Plan
Presented by: Cari Sultanik
SoMeBizLife Conference
June 1, 2011

2. Agenda
 Getting started
 Social Media monitoring
 Building a strategy and plan
 Content strategy
 Social Graph Integration
 Measurement and Influence
 Quick Note on Policy
Building Your Social Plan

3. Getting Started: What NOT to do
3 Building Your Social Plan

4. Getting Started
• Social Media requires
relationship marketing mindset
• Measurement of ROI requires a
more inclusive definition of “R”
• Financial return
• Impact / Influence
• Share of voice
• Earned media
• Customer satisfaction
• Return customers
• Share activity
• Assess current state of your
brand, competitors and topics
related to your business
• Listen, listen, listen
Building Your Social Plan

5. Social Media Monitoring
Building Your Social Plan

6. Social Media Monitoring
 The fear: What if our customers say bad things about us?
 The reality: They already are, you’re just not participating. (Oh
and by the way, they’re saying good things too.)
 The answer: Meet customers & prospects where they are.
Almost 20%
of
31% of consumers who
are loyal to, engaged
people using Twitter with and willing to
seek customer support recommend brands are
from a business each more likely to share a
month.* bad experience than a
*Source: zendesk.com May 2011 good one.*
Building Your Social Plan

7. Social Media Monitoring: Free Tools
Tools Comments
Google Alerts Used via Google Reader; include other RSS feeds
Facebook Search Enter search term and click “Posts by Everyone” on
the left nav to see public page results
Tweetdeck, Seesmic, HootSuite Desktop aggregators, primarily for twitter, can also
be used to schedule posts, monitor lists, integrate
Facebook, LinkedIn, FourSquare
Social Mention Searches for keywords on social media platforms —
including blogs, comments, bookmarks, events, news,
videos and microblogging services — and provides
metrics around keywords and sentiment
BlogPulse, Technorati Trend discovery in blogs
Boardtracker , BoardReader Scan and track forums
Trackur Keyword-based with some workflow capability,
trending, influence and sentiment
Building Your Social Plan

8. Social Media Monitoring
 What to listen for?
• Customer feedback
• Customer issues & complaints
• Prospect opportunities
• PR opportunities / crises
• Advertising feedback
• Competitive insights
• Industry trends
• Brand and financial noise
• Corporate officers’ names
• Celebrity endorsers’ names
Building Your Social Plan

9. Building Your Strategy
Building Your Social Plan

10. Building a Social Media Strategy
(Based on Forrester’s POST Approach)
P People
Assess our prospects’ and customers’ social activities
O Objectives
Decide what we want to accomplish
S Strategy
Plan for how relationships with our customers will change
T Technology
Decide which social technologies to use
Building Your Social Plan

11. Building a Social Media Strategy: People
P People
Assess our prospects’ and customers’ social activities
O Objectives
Decide what we want to accomplish
S Strategy
Plan for how relationships with our customers will change
T Technology
Decide which social technologies to use
Building Your Social Plan

12. P
Building a Social Media Strategy: People
 Social Technographics  Creators
classifies people according
 Conversationalists
to how they use social
technologies  Critics
 Profile your customer base,  Collectors
and see what they're ready
 Joiners
for, before planning a
project to reach out to them  Spectators
 Engage with customers and  Inactives
prospects based on what
they are already doing
Building Your Social Plan

13. P
Building a Social Media Strategy: People
http://www.forrester.com/empowered/tool_consumer.html
Building Your Social Plan

14. P
Building a Social Media Strategy: People
Sample Social Participation Profile
• “Dee” is a 25 year old mom
• Married with 2 children
• Former nursing student
• One of top 50 Neilson Power Moms
• Has been awarded many “badges
• Social Media Profile
• Creator
• Self-proclaimed and brand awarded
“brand ambassador” for many
products from coffee to baby and
pet products
• Influences purchase decisions
• Shares recipes, parenting advice,
product giveaways
14

15. P
Building a Social Media Strategy: People
 Evidence of influence
Building Your Social Plan

16. P
Building a Social Media Strategy: People
Building Your Social Plan

17. P
Building a Social Media Strategy: People
Building Your Social Plan

18. Building a Social Media Strategy: Objectives
P People
Assess our prospects’ and customers’ social activities
O Objectives
Decide what we want to accomplish
S Strategy
Plan for how relationships with our customers will change
T Technology
Decide which social technologies to use
Building Your Social Plan

19. O
Building a Social Media Strategy: Objectives
 Start with one PRIMARY objective
 Listening
 Talking
 Energizing
 Supporting
 Embracing
Building Your Social Plan

20. O
Building a Social Media Strategy: Objectives
Listening
 What is your brand?
 Monitor your competitors
 Find and monitor influencers
 Market research
 Social Media Monitoring tools
 Private community
 Crisis management plan
 Act on what you learn from
listening
Building Your Social Plan

21. O
Building a Social Media Strategy: Objectives
Talking
 Manners 101
 Attention must be earned
 People tend to trust information
from their friends
 Participate
 Talking can take many forms
 Encourage sharing of content
and conversation to influence
outcomes
 Develop a manageable content
strategy
Building Your Social Plan

22. O
Building a Social Media Strategy: Objectives
Energizing
 Find enthusiastic customers
 Develop a genuine
relationship
 Customers are your best viral
marketers
 Creators are crucial – find or
develop your advocates
 blogger outreach programs
 active Twitter followers
 raving Facebook fans
 YouTube content creators
 Ratings and reviews
 Blog commentors
Building Your Social Plan

23. O
Building a Social Media Strategy: Objectives
Supporting
 Traditional call center support
is expensive
 Developing a community of
people who can help each
other saves money and
builds loyalty
 Must be prepared to provide
prompt support in any open
channels
 Check out #custserv chat on
Twitter Tuesday nights at 9
p.m.
Building Your Social Plan

24. O
Building a Social Media Strategy: Objectives
Embracing
 Most challenging objective
 Can cause internal stress
 Increases ability to develop
product and service
enhancements that people
want
 Opportunity for continuous
improvement with rapid
feedback
Building Your Social Plan

25. Building a Social Media Strategy: Strategy
P People
Assess our prospects’ and customers’ social activities
O Objectives
Decide what we want to accomplish
S Strategy
Plan for how relationships with our customers will change
T Technology
Decide which social technologies to use
Building Your Social Plan

26. S
Building a Social Media Strategy: Strategy
 Envision how relationships
with customers will change
 How will we engage with
customers?
 How will we respond to negative
reviews?
 How will we help our advocates
be more influential?
 Determine organizational
impact
 Who will monitor, engage,
respond, etc.?
 What organizational structure will
best serve our strategy?
 Will we need to work with
partners, agences…and how?
Building Your Social Plan

27. S
Building a Social Media Strategy: Strategy
 Start small with room to grow
 Rough plan for how to start,
measure, and build
 Revise every 6-12 months
 Consider consequences
 Customer relationships
 Content planning
 Business processes , structure,
policies
 Marketing resources
 Sales processes,
compensation
 Legal considerations
 Crisis management
Building Your Social Plan

28. S
Building a Social Media Strategy: Strategy
 Leadership
 Marketing? Service? IT? –
depends on objectives
 Experience counts
 Ongoing communication
 Technology, Consullting &
Agency Partners
 Experience building social
applications
 Open to your objectives
 Results-driven
 Flexible
 Creative
 Ongoing research
 Thought leadership
Building Your Social Plan

29. Measurement
Building Your Social Plan

30. S
Building a Social Media Strategy: Strategy
Building Your Social Plan

31. Measurement
What Influence Is: What Influence Is NOT:
 in·flu·ence [in-floo-uhns]  Number of Twitter followers
noun, verb*  Number of Facebook fans
 The capacity or power of  Number of tweets, RTs, @s
persons or things to be a
 Diggs, Reddits, Stumbles
compelling force on or
produce effects on the  Number of blog comments
actions, behavior, opinions,  Number of YouTube
etc., of others. subscribers
*Source: Dictionary.com
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32. S
Building a Social Media Strategy: Strategy
Social Objectives Success metrics
•Customer insight
•Improved segmentation
LISTEN
•Reduced pain; alignment of offering with need
•Sentiment measures and values over time
•Changes in reach, impressions, brand awareness
TALK •Increased share of voice; sentiment ratings; SEO
•Higher quantity/quality of responses to offers
•Increased velocity of messages in market / sharing behavior
ENERGIZE and •Increased recommendation, promotion, advocacy
INSPIRE •Higher trust, brand trust perception
•Measure influence ratings of brand evangelists over time
•Reduced support costs
SUPPORT •Higher customer satisfaction
•Less churn
•Deliver products faster to market
EMBRACE
•Increased loyalty, increased advocacy
Building Your Social Plan

33. Building a Social Media Strategy
P People
Assess our prospects’ and customers’ social activities
O Objectives
Decide what we want to accomplish
S Strategy
Plan for how relationships with our customers will change
T Technology
Decide which social technologies to use
Building Your Social Plan

34. T
Building a Social Media Strategy: Technology
 Facebook  Blogs / Blogger Outreach
 Twitter (including RSS readers,
Wordpress, Blogger, tumblr)
 LinkedIn
 Social Bookmarking and
 Micro-communities: Get Sharing: Digg, Reddit,
Satisfaction, Ning Delicious, StumbleUpon, Diigo,
 Video: YouTube, Vimeo Yahoo Buzz
 Photo: Flickr, Instagram,  Social Graph Integration
Photobucket  Q&A: Quora, LinkedIn
 Location-based: FourSquare, Answers, Yahoo Answers,
Gowalla, Facebook Places, Facebook Questions,
Scoville, SCVNGR, Whrrl, Aardvark
Meetup  Search: Google +1, Bing,
 Reviews: Yelp, Technorati (UGC)
 Flash Sales: Groupon,  Music: Pandora, last.fm, itunes
LivingSocial  Slideshare
Building Your Social Plan

35. Content Strategy
Building Your Social Plan

36. Content Strategy
Building Your Social Plan

37. Content Strategy
Building Your Social Plan

38. Content Strategy
 Build a content plan for  Easy way to manage
each channel content is to create a
 Don’t be afraid to go “off Google Doc that can be
topic” shared
 Test various days of week  Develop at least a week
and times of day ahead of time but be
flexible
 Monitor closely for customer
feedback, engagement and  Consider:
negative comments  Interesting content
 Be open to “curating”  Engagement topics
content that will be valuable  Offers and Promotions
to your audience  Call for UGC
 Games
 Contests
 Sweepstakes
Building Your Social Plan

39. Quick Note on Policy
• Inform all employees of social media efforts and determine policy for
participation
• Meaningful constructive participation within clear guidelines
• At a minimum, ensuring employees that social media strategies and
objectives are in place prevents rogue, though well-intended, activities
Building Your Social Plan

40. Questions?
Contact
Cari Sultanik
csultanik@gmail.com
@CariSultanik
http://www.carisultanik.com
Building Your Social Plan