Social Media: What is your Strategy?
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1 Social Media: What is your Strategy? AMA-DC, 29 July 2010 TERRANCE BARKAN CAE Chief Strategist Business Architect GLOBALSTRAT
2 SOCIAL MEDIA A COMPLICATED LANDSCAPE BlackPlanet.com, Flickr.com, Reunion.com, asmallworld, Bebo, Blue Dot, Bolt, Broadcaster.com, Buzznet, CarDomain, Consumating, Couchsurfing, Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang, Ecademy, espin, Facebook, Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited, Gaia Online, Geni.com, GoPets, Graduates.com, Grono.net, Hyves, imeem, Google, Infield Parking, IRC-Galleria, iwiw, Joga, Bonito, Last.fm, LibraryThing, LinkedIn, LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply, My Opera Community, myyearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven, Pownce, RateItAll, Reunion.com, Searchles, Sconex, Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld, TakingITGlobal, The Doll Palace, The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, TWITTER, WebBiographies, Windows Live Spaces, Woophy, XING, Xuqa, Yelp, Zaadz,
3 SOCIAL MEDIA A DEFINITION Social Media Social Media includes public sites such as Facebook, Linkedin, Yahoo! Groups, Myspace as well as private online communities, empowering individuals to: connect with friends, colleagues or strangers create, contribute and publish content, comment on, rank or embellish that content, communicate freely using multiple formats including; , text, mobile devices, voice and video and all for free or next to free in terms of real costs!
4 SOCIAL MEDIA SURVEY RESULTS
5 SOCIAL MEDIA SURVEY RESULTS Please list each source of information your organization is currently using to learn about or to develop your Social Networking strategy. ASM consultant, Association Forum of Chicagoland, Blogs, CESSE, CSAE Digital Now Conference, eweek, Facebook Folio, Forums and blogs, GLOBALSTRAT Higher Logic Groundswell Here Comes Everybody, Higher Logic, IAEE, Interactions magazine, Internet, intronetwors, istrategy Labs IT staff, IxDA, Meetup.com, MemberFuse, Members, Microsoft, National Association of Realtors, National Council for Marketing and Public Relations, NTEN website, Other knowledgeable people, Peers, ReadWriteWeb.com, SIGCHI, Smart Brief for Social Networks, Social Fish SusQTech, Tech Republic CNet The Port, Twitter UPA, Websites: WOMMA
6 SOCIAL MEDIA SURVEY RESULTS How would you best describe your organization's current status regarding Social Technologies? Overall results
7 SOCIAL MEDIA SURVEY RESULTS Which tools are you using?
8 SOCIAL MEDIA SURVEY RESULTS How do you plan to obtain, or are currently obtaining revenue?
9 SOCIAL MEDIA SURVEY RESULTS Who is responsible for Social Media in your organization?
10 SOCIAL MEDIA SURVEY RESULTS Do you have a budget for Social Media in your organization?
11 SOCIAL MEDIA SURVEY RESULTS When will Social Media be the primary means of communication?
12 Why will most Social Media projects fail? No clear objectives No clear measurements No one person accountable No budget or resource allocation No sustainable business model (ROI) No integration into AMS / CRM database
13 SOCIAL MEDIA STRATEGY A DEFINITION Social Media Strategy addresses: Your objectives Your audience (current and potential) Your message Your Intellectual Property (IP) Your network champions Technology tools and platform(s) Measurement The process, structure, plan and resource allocation to implement your strategy
14 SOCIAL MEDIA STRATEGY A DEFINITION Social Media Strategy addresses: Your objectives Your audience (current and potential) Your message Your Intellectual Property (IP) Your network champions Technology tools and platform(s) Measurement The process, structure, plan and resource allocation to implement your strategy
15 SOCIAL MEDIA TOOLS SOCIAL MEDIA What do you want it to do?
16 CUSTOMER SEGMENTATION WHO ARE YOU TRYING TO REACH? 1. Identify and profile your ideal customer, member or stakeholder*. 2. What are the top 3 concerns/problems/needs of this stakeholder group? 3. Identify and recruit the thought leaders and experts in your field that are working on these problems. 4. Align messaging & services to address key target group(s) 5. Quantify & qualifdy target markets & stakeholder cohorts *In most organizations, 20% or less of your total customer / membership base accounts for more than 80% of profit or revenue. Focus on attracting and retaining your most profitable 20% of stakeholders.
17 YOUR AUDIENCE
18 SOCIAL NETWORK USER PROFILES
19 COMMUNITY CHAMPIONS WHAT IT TAKES TO SUCCEED Online communities and communities in general require quality discussion and engagement in order to prosper and grow. This is true of every type of community of interest whether for a for-profit customer group, a professional association or a community of citizens. Community Champions will have a disproportionate impact on the quality of the user experience and it is important to support their usually volunteer efforts. Copyright Pixar Animation Studios Who are your Community Champions?
20 SOCIAL MEDIA TOOLS SOCIAL MEDIA WHICH COMMUNITIES SHOULD I BELONG TO?
21 SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS FACEBOOK 500 million users and growing. 70% of users are based outside of the United States
22 SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS FACEBOOK Large user base but has a much more casual look and feel, less professional than LinkedIn. 25% are % are % are and older is the fastest growing segment.
23 SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS FACEBOOK Groups Easy and free to establish. Many association members establish their own unofficial groups Issues around branding, IP control, member only benefits, etc.
24 SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS LinkedIn 68 Million users that are primarily professionals with an average income in excess of 100k per annum Focused on business and professional networking.
25 SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS
26 SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS LinkedIn Groups Free and easy to establish, they have a more professional set of tools to attract and gain members.
27 COMMUNICATIONS YOUR MESSAGE AND THE MEDIUM SOCIAL MEDIA METRICS WHAT AND HOW TO MEASURE
28 SOCIAL MEDIA COMMUNICATIONS CRITICAL PHASES The Social Media Virtuous Circle
29 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Awareness Awareness: How many new prospective clients have become aware of the offer / service / product / association through social media and word of mouth? How are you drawing attention to new products or services from your existing client base? Metric: Number of unique new visitors. Number of revived inactive contacts.
30 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Consideration Consideration: How many positive versus negative comments / endorsements are being populated on all of the various channels. How many are genuine (supporters and detractors). And how is the association / organization engaged in these discussions in an honest and participatory manner? Metric: Number of customers that agree with the statement: I would recommend this product / service / membership to a friend. Number of complaints. Ratio of supporters versus detractors. Note: New product or service ideas, including multiple requests for things you don t offer should be collected under IP Strategy.
31 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Consideration Consideration: How many positive versus negative comments / endorsements are being populated on all of the various channels. How many are genuine (supporters and detractors). And how is the association / organization engaged in these discussions in an honest and participatory manner? Metric: Number of customers that agree with the statement: I would recommend this product / service / membership to a friend. Number of complaints. Ratio of supporters versus detractors. Note: New product or service ideas, including multiple requests for things you don t offer should be collected under IP Strategy.
32 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Consideration Consideration: How many positive versus negative comments / endorsements are being populated on all of the various channels. How many are genuine (supporters and detractors). And how is the association / organization engaged in these discussions in an honest and participatory manner? Metric: Number of customers that agree with the statement: I would recommend this product / service / membership to a friend. Number of complaints. Ratio of supporters versus detractors. Note: New product or service ideas, including multiple requests for things you don t offer should be collected under IP Strategy.
33 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Conversion Conversion: How many transactions (purchase decisions) are you able to trace that either originated or were heavily influenced by social media conversations? Metric: Gross revenue per total customer base (includes Members and Non- Member sales). Gross revenue directly attributable to social media channels (awareness, consideration and conversion). Note: Total revenue per customer should increase with a successful campaign as it stimulates new sales and is a cost effective client recruitment tool.
34 Conversion METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
35 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Conversion What would you rather have? A.) 10,000 fans that convert at 1% to customers and purchase your lowest margin products. Or B.) 1,000 qualified prospects that convert at 7% and consume your highest margin products.? A.) 10,000 X.01 = 100 X $100 = $10,000 revenue (=$1.00 per lead ) - or - B.) 1,000 X.07 = 70 X $250 = $17,500 revenue (=$17.50 per lead )
36 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Consumption Consumption: Are you measuring customer satisfaction in real time at the point of experience with the product or service? Are you using social media to capture that experience? Metric: Number of customers that agree with the statement: I would recommend this product / service / membership to a friend. Number of complaints. Ratio of supporters versus detractors.
37 Consumption METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
38 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Word of Mouth Word of Mouth (WOM): Measure the echo. What are customers saying about your offer / product / service after consumption? Are you encouraging after sales WOM? What is the result? Metric: Number of customers that post positive comments about their experiences. Track the number of Forward to a friend messages you members are sending. Monitor the response rate to the Would you recommend this product / service to a friend.
39 COMMUNICATIONS TOOLS AND USES
40 COMMUNICATIONS TOOLS AND FREQUENCY
41 SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS You will need to measure the results of your social media actions. management and tracking; ConstantContact ( Website clicks and hits; Google Analytics ( Custom Link Tracking; BudUrl (
42 SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS management and tracking; ConstantContact (
43 SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS Custom Link Tracking; BudUrl (
44 SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS Website clicks and hits; Google Analytics (
45 SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS You will need to measure the results of your social media actions. Discussion tracking; Google Alerts ( Blogs; Technorati Blogpulse ( (
46 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Phase II Engagement is the objective and measurement gives you the tools you need to drive results
47 METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE Community Engagement is what it is all about!
48 Who are your most engaged members? METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
49 Why will most Social Media projects fail? No clear objectives No clear measurements No one person accountable No budget or resource allocation No sustainable business model (ROI) No integration into AMS / CRM database
50 WHAT S NEXT? How do I build a social media strategy? Define specific, achievable, initial objectives Identify and assign project Champions and a team Build a measurement, ranking, vetting and feedback system Get expert advice regarding the business strategy Get expert advice regarding the technology tools Get expert legal advice to protect the organization Be prepared for slow but steady, incremental growth
51 Questions? Resources and Reference Material
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