Introduction To Social Media Marketing Tfm 2010 Presentation Michelle Goodall
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Presentation given at TFMA Februray 2010, covers: - What ‘social media marketing’ will mean in 2010 - The listening organisation - How to move from listening to customer engagement - Effective ways of managing organisational challenges
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Introduction To Social Media Marketing Tfm 2010 Presentation Michelle Goodall
- 1. Introduction to social media marketing Feb 2010 michelle.goodall@econsultancy.com Michelle Goodall http://twitter.com/greenwellys Online PR/Social Media http://www.linkedin.com/in/michellegoodall Consultant Econsultancy
- 2. Hello! | 2 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 3. This is what you’ll learn - What ‘social media marketing’ means in 2010 - The listening organisation - How to move from listening to customer engagement | 3 | Feb 2010 | Trainer: Michelle Goodall,
- 4. What social media marketing means in 2010 | 4 | Feb 2010 | Trainer: Michelle Goodall,
- 5. Presence in larger SM channels | 5 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 6. Fun, innovation and transparency | 6 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 7. Smarter content syndication | 7 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 8. Still experimenting… How would you describe the extent of your organisation's social media activity? Source: http://econsultancy.com/reports/social-media-and-online-pr-report | 8 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 9. News about social media + profitability | 9 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 10. Experimenting with analysis Email SEO Affiliate Links Social Media Paid Search | 10 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 11. Evolution of customer service through SM | 11 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 12. High profile reputational blips… | 12 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 13. More serious issues exposed | 13 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 14. Online communities | 14 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 15. BUT, many orgs remained unconvinced of value… Source: http://econsultancy.com/reports/social-media-and-online-pr-report | 15 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 16. Because social media has key challenges for orgs Cultural Resource Speed Departmentalism - corporate silos Skills Rapidly evolving tools Measurement Global vs. local Individuals can have a loud voice Reputation ROI Regulatory and legal – e.g. financial services | 16 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 17. Challenge - Culture change Source: http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010 | 17 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 18. Challenge - Culture change Interest Invest Commit Engage Embed Recognise Make case for Long term Move from Create a problem or investment – commitment listening org to feedback loop to potential resource, time, from top down to one that engages ensure opportunities development, improve with customer innovation and For better training etc customer through multiple evolution of org customer interaction channels interaction - through further research investment required Source: Forrester | 18 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 19. Challenge - Meaningful Metrics Traffic Interaction Sales Leads Search Marketing PR – reputation, sentiment, advocates, detractors Customer engagement Retention Profits Operational cost reduction Customer Service - Net Present Value, First Touch Resolution | 19 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 20. Challenge - Resources Source: http://econsultancy.com/reports/social-media-and-online-pr-report | 20 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 21. Habitat ... ‘Twinterngate’ Social media channels are your organisation/brand eyes, ears and voice – should you use untrained junior staff/agencies? | 21 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 22. Challenge - Speed | 22 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 23. Challenge - Departmentalism Source: http://econsultancy.com/reports/social-media-and-online-pr-report | 23 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 24. Challenge - Departmentalism | 24 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 25. Challenge - Skills Increase in job roles: Community Manager Social Media Researcher Social Media Strategist | 25 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 26. Challenge - Focus business objectives not tools “We’ve got to have a…….. ……..strategy.” | 26 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 27. Challenge - empowering individual voices | 27 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 28. Challenge - empowering individual voices | 28 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 29. Challenge - Reputation Management | 29 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 30. Challenge - Reputation Management Source: http://econsultancy.com/reports/customer-engagement-report | 30 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 31. Challenge - Regulation Social media activity: breakdown by sector Source: http://econsultancy.com/reports/social-media-and-online-pr-report | 31 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 32. Challenge - Legal issues | 32 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 33. The listening organisation | 33 | Feb 2010 | Trainer: Michelle Goodall,
- 34. Do I want to hear it? Earplugs Flickr image by: quinn.anya | 34 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 35. Why monitor? Competitor Uncovering Discovering Reputation Monitoring Customer opportunities Management issues New Entrants Products/ Expressed need – “can Social media services/staff/ anyone recommend..” audits/network partners analysis New products/ ID other Gap analysis Early warning service complainants issues IDing New partners/ Preferred Research and Tracking suppliers channel development campaign success Key advocates/ Key Key advocates/ Key advocates/ detractors advocates/ detractors detractors detractors | 35 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 36. A successful listening organisation has… 1. Set objectives – clear about why the are doing it 2. Understood resource required and has mandate 3. Tested and evolved keywords/phrases that they are monitoring 4. Established its main listening posts (but not ruled out evolving channels and peripheral sites) 5. Tested and evolved free tools 6. Invested in enterprise technology if free tools unsuitable | 36 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 37. How to monitor | 37 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 38. Simple and free listening process Step 1. Step 2. Step 3. Step 4. Step 5. Define, refine Snapshot Set up alerts Set up and Tweak monitoring Tools and feeds manage in keyphrases keywords/ RSS reader phrases | 38 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 39. Enterprise Tools Soon to be updated – Econsultancy’s Online Reputation and Buzz Monitoring Buyer’s Guide | 39 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 40. Organisations who have moved from listening to engaging have… 1. Set objectives based on sound business objectives 2. Have established meaningful metrics 3. Established workflows 4. Established processes – e.g. online comment policies, social media risk matrix, escalation procedures 5. Established social media/customer engagement guidelines 6. Are prepared for positive comment and things they don’t like/ aren’t prepared for 7. Take a multi-channel approach 8. Have the right channels to respond – on-site and off-site 9. Have the right people and resources to respond 10. Established key advocates and detractors 11. Something genuinely interesting, useful and relevant to say 12. The mandate to learn by doing | 40 | Feb 2010 | Trainer: Michelle Goodall, Econsultancy
- 41. Workflows and conversationalists structured approach | 41 | Feb 2010 | Trainer: Michelle Goodall,
- 42. Workflows and conversationalists organic approach | 42 | Feb 2010 | Trainer: Michelle Goodall,
- 43. Processes and guidelines http://www.globalnerdy.com/2008/12/30/ http://econsultancy.com/blog/5049-16-social- the-air-forces-rules-of-engagement-for-blogging/ media-guidelines-used-by-real-companies | 43 | Feb 2010 | Trainer: Michelle Goodall,
- 44. What channels do you own? Twitter blog press centre presentation sharing Image sharing Video sites | 44 | Feb 2010 | Trainer: Michelle Goodall, Online PR/social media consultant, Econsultancy
- 45. Summary Quiz 1. What Percentage of B2B and B2C UK orgs are ‘doing nothing in social media’? a) B2B = 11% B2C = 8% b) B2B = 21% B2C = 17% c) B2B = 24% B2C = 19% 2. To the nearest $.25 million, how much has Dell Outlet reportedly made from direct sales via Twitter? $6.5 3. What are the five key stages in Forrester’s process for orgs wishing to develop a customer-centric organization? a) Denial, Anger, Bargaining, Depression, Acceptance b) Relationships, Functionality, Colonization, Context, Commerce c) Interest, Invest, Commit, Engage, Embed 4. What %age of UK orgs surveyed for Econsultancy’s SM/OPR survey manage SM through a cross functional team? 19% 5. What %age of UK orgs have processes and workflows in place to encourage staff use of SM? 17% | 45 | Feb 2010 | Trainer: Michelle Goodall,
- 46. Suggested reading/subscribing Social media generic - http://www.mashable.com - http://www.econsultancy.com/blog Social media measurement • http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success • http://beth.typepad.com/beths_blog/metrics/ • http://measurementcamp.wikidot.com/start Brand monitoring - http://econsultancy.com/blog/3890-20-free-buzz-monitoring-tools - http://econsultancy.com/reports/online-reputation-and-buzz-monitoring-buyer-s-guide-2008 - Soon to be updated for 2010! | 46 | Feb 2010 | Trainer: Michelle Goodall,
- 47. Thanks and do connect… michelle.goodall@econsultancy.com http://twitter.com/greenwellys http://www.linkedin.com/in/michellegoodall
Notas do Editor
- FM Training taster brief The purpose of these sessions is to give attendees a taster of what econsultancy training is like and it not to be just another keynote. Each session will have 100 attendees. With this in mind I would like to follow the following format for each 45 minute session. 1. Craig Hanna, Training Director, will do a 2 minute introduction to the sessions to set the expectations 2. We would like you to think about looking in detail at an certain area rather than being to general - not just the what to do but the how to do 3. We want each session to begin with a 'this is what you will learn slide' 4. Each session should have interaction (either automated quiz or handout sheets to fill in etc). We will let you know if we are able to get the automated quiz in place. If not then a short quiz on paper will do. 6 questions should suffice. 5. Each session should end with a review of knowledge gained (marked against above interaction. This will be automatic if the technology in place. If not people can mark the person next to them) 6. Each session should have a short further reading handout Logistically we will need quiz questions and further reading sheets 7 days before the event. If you have any questions then please call us and we can run trhough the details. -- Craig Hanna Director 07714 688973
- Most brands and orgs have a social media presence
- Experimentation has moved from toe in the water to full blown integrated campaigns and use of SM to highlight customer sentiment and provide visible challenge to orgs to do better….e.g F Direct
- Experimentation has moved from toe in the water to full blown integrated campaigns and use of SM to highlight customer sentiment and provide visible challenge to orgs to do better….e.g F Direct
- Most brands and orgs have a social media presence
- That some orgs and brands have seen value in social media for acquisition, sales and traffic, e.g. Dell…ASOS
- Some orgs (less likely to share this type of date) are reviewing comparative ROI against other DM channels This report shows ave value of a visit to econsultancy from indiv dig mktng channels
- Some orgs are serious about the role SM plays in customer service and retention e.g. Carphone Warehouse, Dell, Easyjet, Virgin Trains
- Others have had unfortunate human errors issues painfully exposed due to the high profile of social media
- And other issues have taught us that social media is more than brand, marketing and PR campaigns that a social media strategy needs to cross traditional departments and functions rather than viewing it as a bolt on to their marketing comms campaigns or operating in silos – e.g. Eurostar, Habitat Twinterngate
- Community includes support forums, blogs and Ideastorm A single customer has saved Dell $1million in support costs 12,000 ideas contributed to Dell Ideastorm 400 ideas put into practice - including 6 key features in the new Latitude laptop
- The biggest barrier and most underestimated…. What’s the secret of those orgs who have a well developed social media strategy? they’ve been through Hell…e.g. Dell they are a young, digital business…e.g Zappos, ASOS It’s supported top down and bottom up - They are small organisations with flatter hierarchies and silos not established What do you need to do to drive the culture change?
- Forrester outlined a five stage process that organizations need to go through to foster the evolutionary change towards a customer-centric organization: 1) Interest – Discuss that there may be a problem with customer interaction and that the company may need to research its stakeholders 2) Invest – Upon realizing that there is a lack of understanding about customer needs, get the company to invest in a “voice of the customer” program 3) Commit – This is where getting C-Suite buy-in is absolutely necessary for success. The company must commit to responding to customer feedback. 4) Engage – Take the feedback from customers, and apply it across the line. Change the experience. 5) Embed – Make the customer experience feedback loop and product innovation part of the actual cultural lifeblood of the organization. metrics, Covered by Karl Harvard but can include – operational cost savings as well as
- MM can help develop the Invest stage by using metrics that orgs are used to and introducing others that might be learned and developed through social media strategy development Reputation/PR metrics - PR industry has been grappling with this…reality is very few orgs deny the value of a positive/earned reputation (with exception of Ryan Air)….value of conversations through dig channels is the ability to create some tangible metrics. Covered in more detail by Karl Harvard but can include – ….
- Increase in social media manager, community manager type roles…..the Dell’s of this world have cross functional and community manager approach….understand role and resp within the enterprise and who to pass on to… Most orgs currently view social media as the resp of the digital marketing or PR teams…but I predict that we will see more cross functional teams in 2010.the 2% who are allowing students or interns to manage their SM will have learned from Habitat’s Twitter hashtag issue
- For those of you who don’t know….
- ‘ Real time’ not fast enough…..orgs struggling to manage the issues that real time conversations can have on their siloed structures…..expectations from customer Tweeting a customer service complaint or posting an issue on a Face book Group vs. different from posting a feedback form in an in-store box or writing a letter. Equally so many orgs are ill equipped for the social media issues that can erupt (almost out of nowhere)..e.g. Paper chase Hidden Eloise Motrin Mums (Jeremiah Owyang’s blog post)
- Obvious that the orgs who are embracing and seeing most value from SM are smaller orgs with flatter org structures and therefore, fewer dept/silo issues….reality is that a customer using social media won’t care who you are, but that you represent the org that they want to engage with, complain to, get involved with, donate to etc…
- When my car breaks down, Louise is the person who represents the RAC, yet she is only one touch point… Telling that the orgs who are embracing and seeing most value from SM are smaller orgs with flatter org structures and therefore, fewer dept/silo issues….reality is that a customer using social media won’t care who you are, but that you represent the org that they want to engage with, complain to, get involved with, donate to etc…
- Couple of issues here: Early adopters of SM have largely been Marketing/PR/Digital experts – some wanting to hold on to their knowledge In spite of the wealth of information and assets out there, those (agencies and orgs) who have invested heavily in SM are reluctant to share knowledge (quite rightly)… Training can cover a lot of the basics (quick plug for Econ – 2,500 OPR/SM students in X years), but no substitute for getting your hands dirty…..do things under the radar, measure, demonstrate ROI etc
- We can so we will…..develop X Twitter feeds, X FB pages, X LinkedIn group, 8 org blogs etc Being first can give you some PR mileage, but when you have to exit/abandon channels because you can’t justify resource/time – better to create a strategic plan to resource, manage and provide content for a few channels dependent on where you audiences are and what you wish to measure do…..BUSINESS OBJECTIVES!!!
- Can be a bad or a good thing…. Paper chase Hidden Eloise Coca Cola – unofficial FB group Issue here is understanding who your customers are, where they are, the networks they operate within and how you can help and engage (is it appropriate, who, what channels etc)
- Can be a bad or a good thing…. Paper chase Hidden Eloise Coca Cola – unofficial FB group Issue here is understanding who your customers are, where they are, the networks they operate within and how you can help and engage (is it appropriate, who, what channels etc)
- Social media with all its instant "updates" is a medium where mistakes will happen. Ideally, not too often, and there is a need for companies to have social media guidelines. However, human errors will occur and by doing so, will demonstrate that there are real people, with real personalities, like you and me, behind the corporate face. Sometimes it's not a bad thing to divert from scripts and rigourous communications processes. Isn't this what the social web is all about? Online organisations recognising this fact have the opportunity to build stronger relations with their customers and attract new ones. People relate to people. I suspect Vodafone will come out of this in a very positive way, especially with the honesty they demonstrated after the incident occurred. Although the @mentions to everyone did turn up the Twitter decibels somewhat, I'm pretty sure they will look back at last Friday very fondly in the months to come, even if it doesn't feel like that at the moment.
- Social media with all its instant "updates" is a medium where mistakes will happen. Ideally, not too often, and there is a need for companies to have social media guidelines. However, human errors will occur and by doing so, will demonstrate that there are real people, with real personalities, like you and me, behind the corporate face. Sometimes it's not a bad thing to divert from scripts and rigourous communications processes. Isn't this what the social web is all about? Online organisations recognising this fact have the opportunity to build stronger relations with their customers and attract new ones. People relate to people. I suspect Vodafone will come out of this in a very positive way, especially with the honesty they demonstrated after the incident occurred. Although the @mentions to everyone did turn up the Twitter decibels somewhat, I'm pretty sure they will look back at last Friday very fondly in the months to come, even if it doesn't feel like that at the moment.
- Publishing and retail leading with the most involvement in social media, clear that some sectors e.g. financial services and healthcare are hindered by specific regulatory environments
- Many orgs struggling with legal issues around SM name squatting now the whole new area of location based SM issues, data, privacy etc
- More robust solutions for organisations serious about listening – most have dashboards, multiple user capabilities, workflow tracking, sentiment analysis etc
- ASOS have this too….
- Forrester A – is 5 stage of open source software development, B – 5 eras of social web