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Expansion Plus, Inc. September 2009 Authored by: Sally Falkow, Principal & Social Media Strategist
Copyright 2004 2010 Expansion Plus, Inc.
Table of Contents
1. Social Media overview 2. Listen to Conversations 3. Establish Share of Voice 4. Set Goal/Benchmark 5. Find Bloggers and Communities 6. Identify Influencers 7. Develop a Content Strategy 8. Pick Tools 9. Create and Deliver the Content 10. Engage and Facilitate Conversations 11. Measure Results
Social Media Strategy E+ Whitepaper | September 2009
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12. Conclusion
The value proposition of Social Media (Web 2.0) or online PR is: Sustained conversations that shape perceptions.
Once you have this information you can allocate your resources wisely. Youll know where to start and what social sites you should be concentrating on. When you know the lay of the land its much easier to plot a path to your destination. A social media marketing strategy is your roadmap.
Brand mentions Google News Alerts Yahoo News Moreover How Sociable Socialmention RSS Reader like NetVibes
Facebook Lexicon
Yahoo Groups
Multi Media YouTube Truveo MetaCafe Viral Video Chart Flickr PhotoBucket Now that you know just how much there is to be tracked, here are some of the paid tools that can do a lot of the heavy lifting for you.
Subscription Tools Radian6 Trackur Nielsen BuzzMetrics BrandsEye Trackur Visible Technologies BuzzLogic Techrigy SM2 FiltrBox
The context of your content in a competitive set shows how your brand stacks up against competitors online. Markets are Conversations Share of voice leads to market share. Establishing and tracking share of voice used to be a advertising metric, but since the most trusted form of advertising is now conversations, its become an important one for social media. A gain in Share of Voice is an important measurement for social media programs.
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Reduce R&D spend: Dells Idea Storm, My Starbucks Idea and Crayolas kids comments have all tapped into the wisdom of their customers. 98% of consumers
indicate Id definitely buy a product I helped to evolve.
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Once you know where the majority of the conversations take place you can sensibly allocate your resources for best ROI. According to eMarketer the number of influencers is growing, as more and more people publish content online.
Its no longer about how many people did we reach, its have we reached the right people who want to engage and communicate with us?
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1. Find the bloggers who talk about your company or product and those who talk about your industry, but have not mentioned your company. 2. Monitoring blog posts even if you do it manually in Google Blog Search will show you who is writing on a certain key topic. You should also track mentions of your brand and generic keywords that describe what you do in social news sites like digg, Newsvine, Kirtsy and StumbleUpon. 3. Track content about you and your industry in social networks like Facebook and Twitter, as well as smaller, niche networks that are relevant to your brand or organization. There are so many small social network built around a group that is passionate about a subject. Find the ones that are relevant to your company or organization.
Niche social communities: Closet Couture a site for women who want advice on how to be stylish A Small World a private international community of influential people
Social Media Strategy E+ Whitepaper | September 2009
Sober Circle: Recovering Addicts English Companion: A network for English teachers QuiltingFriends: Quilters The same applies in social news sites, like StumbleUpon, Twitter and Digg. Find members who talk about you and about your industry or competitors. Once you have the full list, you can rank them according to influence.
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Traffic Unique visitors, page views, RSS subscribers Inbound Links Primarily contextual links from well-ranked sites and blogs Reader Engagement Time spent on site, comments Recommendations Retweets, bookmarking, tagging and sharing of content Connections Number of followers/mutual connections across multiple social sites Track Record Age of domain, number of blog posts, length of engagement Traffic Referred to your site or blog analytics tells which referring sites send the most traffic Conversion rate of those visitors what is the rate of conversion for each referring site?
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Search Optimized press releases Social Media News Release format- with multimedia and social bookmarks Search optimized articles News Feeds (RSS) to syndicate all your content Socializing your news content share this buttons, tagging & bookmarking Blogs Micro blogging (Twitter) Podcasts Images Video Social Networks Facebook, LinkedIn, niche networks Social Media News Sites Kirtsy, Newsvine, StumbleUpon, digg Widgets Social Media News Room - gather and present all your social media content on your website
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The Will it Blend videos have engaged millions of people around the world and increased BlendTecs sales by 500%
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Good content not only sparks conversations it also build links. People will share the content and theyll link to it from blog posts and tweets. This can raise your search visibility and drive lots of traffic to your content.
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Facilitating Conversations (h2) Word of mouth has long been the holy grail of marketing. Peer reviews, opinions and comments are now the number one influencer prior to purchase or decision online. Not only do you want them engaged with you, you want them talking positively about you to each other. Facilitating these conversations should be your ultimate goal. Make it easy for them provide excellent content that they will want to share and discuss. And then give them tools to make it easy to do this send to a friend buttons, share this, bookmark this, subscribe, discuss, comment.
Since word of mouth, online conversations, reviews and comments are regarded as the most trusted forms of information today, getting people to talk about your product is the goal. Example: I work in restaurants and using barrier skin shields is very common. One of the bad things about washing your hands constantly is getting small open cuts on the hands that allow bacteria and viruses to enter freely. I am sure this is a problem in hospitals too. A shielding lotion works well to handle this. This comment was posted in the GardenWeb Forum Example: G-Map, the first GPS app for the iPhone, has found many conversations about their product in Twitter and MacForums.
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Providing a platform where people can engage with other users is a good way to do this. Travel is a perfect example. CruiseTube.com connects cruisers so they can stay in touch with fellow passengers and meet other cruise enthusiasts worldwide by sharing memories and travel information online.
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Return on Engagement There are many tools available today to track engagement how many people clicked a link in a blog post? How many times was the message re-tweeted? How many followers does the person who re-tweeted you have? Track the Growth of your Share of Voice Compare the number of articles, posts, tweets, videos or images where a brand and its competitors are mentioned. Calculate brand is mentioned the most, relative to its competitors, and by what margin. Track your growth in the share of voice. Track Your Share of Conversation Share of Conversation is the degree to which a brand is associated with the problem or need that it is setting out to help with. Skin MD Natural helps with dry skin, so you can calculate the share of conversation like this: Share of Conversation = AND Skin MD Total # of articles/post/tweets about dry skin Total # of articles/posts/tweets about dry s
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Conclusion:
A well-planned social media program based on listening to your audience will result in deeper relationships with your customers and other stakeholders. By tapping into the knowledge and desires of your customers your R&D will be right on the money and your product or service improvements will meet the needs of your particular audience. Markets are indeed conversations. Listen, learn and respond.
Yet when someone wants to find out about your company they still go to your website. And in fact, its the goal of many a marketer to use social media to drive traffic to the website. How do you plan to aggregate and host all your social media content on your website?
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Expansion Plus is an online PR and social media agency based in Pasadena, CA.
Our services: Executive Briefing on Social Media Social Media Strategy Online PR and Media Relations Online Reputation Management Locating and Identifying Influencers and Brand Ambassadors Social Media and Online PR Training and Coaching
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