July2011aimasocialmediasigluncheon final2

The trials and tribulations of managing your brand's

social presence

July 12, 2011

AiMA Social SIG

7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 2

Source: Jenfongspeaks.com

Introductions

Teresa CaroVP Strategy at rDialogue - Social Loyalty Lead Always seeking new technologies to find, measure, engage, and reward brand enthusiasts.

Bianca BuckrideeAVP, Social Media Engagement | SunTrust Bank Lives real-time marketing, including collaboration, reporting, and feedback.

Jake AullPart-Time Instructor, GSU, Social Media Marketing & SEOHas so much knowledge about social media he can’t fit it in one semester, let alone one hour.


What Today is Not About


Shameless Plug


7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 7What it is About… Well a Little

Start With a Plan


Source: penn-olson.com

Build Out Your Requirements

What IT Wants


Privacy, security, IP protection,

and compliance

Reliability, scalability,

and sustainability

Easy to work with,

increases efficiency

What You Want

What You Both Want

@blatantlybianca


@blatantlybianca


Channel Strategy

Live SolidWeb@livesolidLive Solid Facebook

Service@askSunTrust@SunTrustSunTrust Facebook

@blatantlybianca


@jakeaull


Social Media Listening:

Digital Audits and Monitoring

Digital & Social Audits

• Markets and communities analysis– Where are your customers online?

– What are they saying?

– Retention vs. acquisition

– Industry experts, bloggers, thought leaders?

– Media partners, trade pubs, directories, resources?

– How about competitors?


Digital Research & Monitoring Plan

• Situation - e.g., online brand buzz has increased in recent months

• Problem - e.g., brand is unaware of its online reputation

• Measurement Objectives - e.g., identify quantity and ratio of existing online "brand fanatics" vs. haters

• Measurement Questions - e.g., what tags (such as "love this brand") and channels best fit our problem and objectives?

7/12/2011 #aimasocial @jakeaull @blatantlybianca @teresacaro 18For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring Marketing Research by William G. Zikmund and Barry J. Babin.

http://jakeaull.wordpress.com/

Digital Research & Monitoring Plan

• Hypothesis - e.g., the brand has more social media promoters than detractors

• Action Standard - e.g., a Net Promoter Score over 30% in Twitter

• Measurement Method & Tool - e.g., NPS, Twitter and SAS


For reference and additional reading, see my blog at http://jakeaull.wordpress.com and Exploring Marketing Research by William G. Zikmund and Barry J. Babin.


Measuring Increase in Social/ Search Effects (Brand Awareness)

• Increase in channels/pages appearing in major keyword search results (SEO Book Tools)

• Increase in search rankings for website concurrent with increases in social content output (SEO Book Tools and Google Alerts)

• Increase of brand name search results and mentions in social “search engines” such as Digg, StumbleUpon, Reddit or Del.icio.us (Synthesto Unity)


Measuring Increase in Social/ Search Effects (Brand Awareness)

• Increase in share-of-voice of important keywords in search engines, Twitter, Facebook and LinkedIn (HootSuite social keyword monitoring)


Measuring Brand Loyalty


• Positive brand social mentions per customer (e.g., Synthesto Unity)

• Brand ReTweets and post-sharing (HootSuite, HubSpot)

• Customer brand recommendations and positive reviews (Synthesto Unity)

• Increase in joins and chatter in retention/ rewards community (channel-specific or Google Analytics)

• Increase in up-sales (HubSpot with Salesforce.com)

Content Strategy Questions

• Brand online content– What terms do you want to own?

• E.g., HubSpot and “inbound marketing”

– Competitive differentiation– Niche thought leadership– Content/terms in customer demand– Acquisition vs. retention


Social Media Objectives & Approaches


Brand Awareness & Fan Promoters

For more on this & other objectives, see my blog post: http://jakeaull.wordpress.com/2011/04/25/four-usable-social-media-objectives-kpis/

http://jakeaull.wordpress.com/2011/04/25/four-usable-social-media-objectives-kpis/

SAS Perspectives


Track the Elusive Sentiment

“Customers want to take what they are hearing and learning from online conversations,

and put some action to it… The key lies in being precise in extracting and tagging sentiment.”

Text analytic tools can categorize online content, uncover linked concepts, and reveal

the sentiment in a conversation as “positive,” “negative” or “neutral,” based on the

words people use. The technology gets down to very specific elements and can

separate positive and negative remarks within a single comment.

“A mixed-polarity phrase, such as ‘hotel in great location but bathroom was smelly’

should not be tagged as ‘neutral,’ if you want it to be actionable,” said Chaves. “Be

specific; ‘bathroom was smelly’ is something someone can own and improve upon.”

You can classify and categorize these sentiments, look at trends over time, and see

significant differences in the way people speak either positively or negatively about

you. Furthermore, you can compare sentiment about your brand to your competitors.

From SAS white paper Social Media Metrics: Listening, Understanding and Predicting the Impacts of Social Media on Your Business


BONUS SLIDES:

TOOLS FOR SOCIAL MEDIA MEASUREMENT

SAS Sentiment Tracking


Free Digital Marketing Tools You Need to Know


Internet research. Competitive analysis. Project management. SEO. Social networking. Content collaboration and sharing...

These are essentials for digital marketing today. And interestingly because of today’s freemium internet business models, there are more and more great free tools available to do these functions! And I don’t mean free trials with automatic credit card deductions after the first month – I mean entirely free basic plans offered (but you might have to dig around a bit to find these free plan options). Intrigued? Very well – hence and without further ado – Jake’s list of great free tools:• SEO Book Tools and Toolbar (for keyword, site and competitive analysis, social

reputation measurement and search; e.g. Compete.com, SEMRush, SEOMoz, etc.)• iSpionage.com and spyfu.com (spy tools doing similar functions to above)• Google tools (Google Webmaster tools, Alerts, Analytics, AdWords; keyword analysis,

monitoring and search)• HootSuite (social media dashboard, network management, stats and monitoring)• WordPress (blogs, websites, inbound/outbound link stats)…

See the complete list on Jake’s blog post, and comment with your own favorite tools: http://bit.ly/qHCRBn

http://tools.seobook.com/

http://ispionage.com/

http://spyfu.com/

http://www.google.com/intl/en/about/products/index.html

http://hootsuite.com/

http://wordpress.org/

http://bit.ly/qHCRBn

http://bit.ly/qHCRBn

Social Tools for Measurement


• Synthesio Unity• Online reputation management (across all social channels)• Crisis manament• Influencer identification• Campaign measurement

• HubSpot • Closed-loop marketing measurement (all customer digital touch points to

Salesforce.com conversion)• Social profiling of leads• Brand/keyword monitoring

• Omniture• Multi-touch metrics

• Argyle Social• Channel ROI attribution for multi-touch campaigns

Social Tools for Measurement


• HootSuite• Twitter mentions and HashTag/keyword monitoring• ReTweets• Klout score• LinkedIn stats and Facebook insights

• ExactTarget CoTweet• Campaign email metrics; compared to:• Twitter and Facebook

• SEO Book Tools• Website competition• Keyword competition• PPC competition• SEO rankings

• Google tools• Brand monitoring (Google Alerts)• PageViews (Google Analytics)• Duration of visit• Clicks• Referrals • Directs (bookmarks or type-ins, but also mobile app click-thrus)

• Wordpress stats, Bit.ly stats, etc.

For more info on social media tools, plans, etc. – http://jakeaull.wordpress.com


Questions?


Source: empowersocialmedia.com

July2011aimasocialmediasigluncheon final2

Business

Transcript of July2011aimasocialmediasigluncheon final2