"High Impact Communications Technology Tools"

Transcription

The big picture
THE BIG PICTURE
What is your social media strategy?
SOCIAL MEDIA
WHAT IS IT?
BlackPlanet.com,
Flickr.com
Bebo
Dandelife,
, Reunion.com, aSmallWorld,
CarDomain, Consumating, Couchsurfing, Cyworld,
Ecademy, eSPIN,
Facebook
Geni.com, GoPets, Graduates.com,
Joga, Bonito, Last.fm, LibraryThing,
, Faceparty, Flickr, Flirtomatic, Fotki,
Grono.net, Hyves, imeem,
LinkedIn
, Blue Dot, Bolt, Broadcaster.com, Buzznet,
DeadJournal, DontStayIn, Doostang,
Friends Reunited, Gaia Online,
Google
, LiveJournal,
, Infield
Parking, IRC-Galleria, iWiW,
LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply,
My Opera Community, myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven,
Pownce,
RateItAll
TakingITGlobal, The Doll Palace,
, Reunion.com, Searchles, Sconex,
Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld,
The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks,
Vox, WAYN, WebBiographies,
Windows Live Spaces, Woophy,
XING
SOCIAL MEDIA
WHAT IS IT?
Flickr.com
Bebo
Most
people are confused
by the terms:
CarDomain
Couchsurfing
Dandelife,
CarDomain
Couchsurfing
“social”,
“media” and
“technology”
BlackPlanet.com,,
BlackPlanet.com
Reunion.com, aSmallWorld,
aSmallWorld,
,, Reunion.com,
Blue Dot,
Dot, Bolt,
Bolt, Broadcaster.com,
Broadcaster.com, Buzznet,
Buzznet,
,, Blue
Cyworld,
,, Cyworld,
DeadJournal, DontStayIn,
DontStayIn, Doostang,
Doostang,
DeadJournal,
Consumating,
,, Consumating,
Ecademy,, eSPIN,
eSPIN,
Ecademy
Facebook
Faceparty, Flickr,
Flickr, Flirtomatic,
Flirtomatic, Fotki,
Fotki,
,, Faceparty,
Friends Reunited
Reunited,, Gaia
Gaia Online,
Online,
Friends
“Social Media Strategy”
Grono.netvalue by
Google
Infield Parking
Parking
Grono.net
Infield
creates
leveraging
the use
of “Social Technology”
tools
LunarStorm,
LinkedIn
LunarStorm,
Geni.com, GoPets,
GoPets, Graduates.com,
Graduates.com,
Geni.com,
Joga, Bonito,
Bonito, Last.fm,
Last.fm, LibraryThing,
LibraryThing,
Joga,
Hyves, imeem,
imeem,
,, Hyves,
,,
LiveJournal,
,, LiveJournal,
IRC-Galleria, iWiW,
iWiW,
,, IRC-Galleria,
MEETin, MiGente.com,
MiGente.com, Mixi,
Mixi, MOG,
MOG, Multiply,
Multiply,
MEETin,
My Opera
Opera Community
Community,, myYearbook,
myYearbook, Netlog,
Netlog, Nexopia,
Nexopia, OUTeverywhere,
OUTeverywhere, Passado,
Passado, Piczo,
Piczo, Playahead,
Playahead, ProfileHeaven,
ProfileHeaven,
My
Pownce,
Pownce,
RateItAll
Shelfari
Sportsvite
…adding value to Shelfari
a “community”
or
The Student
Student Center
Center
The
network
of people
and organizations
Reunion.com, Searchles,
Searchles, Sconex,
Sconex,
,, Reunion.com,
TakingITGlobal, The
The Doll
Doll Palace,
Palace,
TakingITGlobal,
Vox, WAYN,
WAYN, WebBiographies,
WebBiographies,
Vox,
,Soundpedia,
,Soundpedia,
Studivz, TagWorld,
TagWorld,
,, Studivz,
Threadless, TravBuddy.com,
TravBuddy.com, Travellerspoint,
Travellerspoint, Tribe.net,
Tribe.net, Vampire
Vampire Freaks,
Freaks,
,, Threadless,
Windows Live
Live Spaces
Spaces,, Woophy,
Woophy,
Windows
XING
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
SOCIAL NETWORK
USER PROFILES
SOCIAL NETWORK
USER PROFILES
ty
i
un
m
m
o
C
k
r
o
w
t
e
N
l
ia
c
So
SOCIAL NETWORK
USER PROFILES
WHAT TYPE OF
ORGANIZATION?
SOCIAL MEDIA
OBJECTIVES
YOUR OBJECTIVES:
Manufacturing Company
Sample Social Media Objectives for a:
Manufacturing Company
• Increase sales
• Generate Word of Mouth (WOM) marketing from
current clients
• Obtain honest end-user feedback on your products
• Identify and attract new buyers
• Market intelligence – identify new product needs
• Conduct competitive intelligence
• Technical staff recruitment
YOUR OBJECTIVES:
Trade Associations
“How do I meet my organizational objectives by
meeting the objectives of our members and clients?”
Organization
Objectives
Social Network
Strategy (SNS)
Member / Client
Objectives
More members
Education
Sell more product
Training
More delegates
Networking
Better branding
Recognition
Content development
Standards
Outreach
Business Results
YOUR OBJECTIVES:
Trade Association
Sample Social Media Objectives for a:
Trade Association
• Recruit and retain members
• Provide improved networking and communication for
members and customers
• Generate awareness for the mission and objectives
of the organization
• Help members improve their business results
• Increase participation in association events, training
and product sales (increased revenue)
YOUR OBJECTIVES:
Trade Association
Example:
•
Enable members
to network with
peers
•
Promote your
services, products
and events
•
Encourage your
members to
create, contribute
and rank content
CUSTOMER
SEGMENTATION
CUSTOMER
SEGMENTATION
CUSTOMER SEGMENTATION
WHO ARE YOU TRYING TO REACH?
T
it
d
ra
a
n
io
m
o
t
us
C
l
Se
r
e
n
e
gm
on
i
t
ta
Traditional Customer Segmentation is by:
•
Age, income, geographic location etc.
Alternative Customer Segmentation by:
•
Customers needs and problems to be solved
•
Customer expectations
•
Customer stages (personal, professional or
business maturity curve)
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 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.
EXAMPLES
Type of Organization
Key Target / Stakeholder
Stakeholder’s priorities
Manufacturer
Wholesale and distributers
Quality product with good
reputation
Retailer
Mother’s / Head of Household
Safety / cost effective
Services
Small business of 10 – 50
employees
How to grow revenue or
reduce costs and risks
Trade Association
Business owners (5-30$mil)
How to grow revenue or
reduce costs and risks
Professional Association
Mid-career professionals
Professional advancement
Federation
National associations with
limited funding
Increased relevance locally
Foundation, Charity, NGO
Individuals that have created
wealth and want to give back
Efficiency and effectiveness
Government
Constituents/active voters
Transparency and honesty
COMMUNICATIONS YOUR MESSAGE…AND
THE MEDIUM
COMMUNICATIONS
YOUR MESSAGE AND THE MEDIUM
Your Message & The Medium
What is your message? | medium?
Your Communication Objectives
Inform | Motivate | Call to Action
Educate | Guide | Connect |Position
Telephone
X
Fax
X
Direct Mail
X

Face-to-Face

X
Email
X
Website (1.0)
X
Website (2.0)
X
X
X
X
X
X
X
Blogs
X
X
X
X
Social Networks (Public | Private)
X
X
X
X
X
X
X
WIKI’s
Your organization communicates to your Member | Customer
 Your Member | Customer communicates to your organization
 Conversation between your organization and your Member | Customer
Conversation between your Members | Customers and each other!
TRADITIONAL vs NEW MEDIA
SOCIAL MEDIA COMMUNICATIONS
CRITICAL PHASES
SOCIAL MEDIA COMMUNICATIONS
CRITICAL PHASES
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?
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?
Conversion: How many transactions (purchase decisions) are you able to
trace that either originated or were heavily influenced by social media
conversations?
METRICS
YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
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?
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?
COMMUNICATIONS
TOOLS AND USES
COMMUNICATIONS
TOOLS AND FREQUENCY
COMMUNICATIONS
LISTENING STRATEGIES
Inputs
LISTEN
ANALYSE
COMMUNICATE
Outputs
WHAT IS YOUR
INTELLECTUAL PROPERTY
STRATEGY?
IP STRATEGY
WHAT IS YOUR
STRATEGY?
WHAT IS YOUR STRATEGY?
WHAT IS YOUR “IP” STRATEGY?
• What is your organization’s most valuable asset?
– (Hint: Intellectual Property!)
• How much of your IP is:
– Legacy vs. leading edge
– Internal (staff / member) vs. External (3rd party)
• How will Social Media change your IP strategy?
CROWDSOURCING
SOCIAL MEDIA & CROWDSOURCING
• Social Media tools allow a large community of interested people to collaborate and create
significant new Intellectual Property. Example – Wikipedia, the world’s largest
encyclopedia crafted by volunteers
CROWDSOURCING
SOCIAL MEDIA & CROWDSOURCING
• Example: My Starbucks Idea – Amazingly simple and equally brilliant. Have your
customers submit ideas about your brand, company or organization. Have the same
group of customers read, rank and vote on the ideas. R&D and Market Research for
almost free…
SOCIAL MEDIA TOOLS
SOCIAL MEDIA TOOLS
WHICH TECHNOLOGY SOLUTIONS?
SOCIAL MEDIA PLATFORMS
KEY CONSIDERATIONS
KEY QUESTIONS REGARDING TECHNOLOGY:
• Internal vs External social media platforms
• Integration issues:
– AMS/CRM (database management tools)
– Finance systems
– CMS (content management systems)
• E-groups / Discussion platforms
• HTML support for email
• Open systems – avoid “golden handcuffs”
SOCIAL MEDIA PLATFORMS
KEY CONSIDERATIONS
KEY QUESTIONS REGARDING TECHNOLOGY:
• Searchable Member Profiles
• Resource Libraries
–
–
–
–
–
Documents
Video
Sound
Searchable “Body of Knowledge”
WIKI
• Micro-sites
– Components / divisions / chapters / SIG’s
SOCIAL TECHNOLOGY TOOLS
SOCIAL NETWORKS
SOCIAL NETWORKS
Social Network applications are
designed to allow people to
connect with one another and
create groups with rich
application features.
The most popular applications
include:
LinkedIn (www.linkedin.com)
Facebook (www.facebook.com)
Xing (www.xing.com)
SOCIAL NETWORKS
SOCIAL NETWORKS
You will most likely want to have a
presence on multiple public
social network sites, and on
multiple groups within those
public network platforms.
SOCIAL NETWORKS
SOCIAL NETWORKS
Other specialized applications are
designed for custom social
media network groups that allow
greater control and
customization.
Examples include:
Higher Logic (www.higherlogic.com)
Drupal (http://drupal.org)
Socious (http://www.socious.com)
MEASUREMENT
MEASUREMENT TOOLS
You will need to measure the results
of your social media actions.
Email management and tracking;
ConstantContact
(www.constantcontact.com)
Website clicks and hits;
Google Analytics
(www.google.com/analytics/)
Custom Link Tracking;
BudUrl
(www.budurl.com)
MEASUREMENT
MEASUREMENT TOOLS
You will need to measure the results
of your social media actions.
Discussion tracking;
Google Alerts
(www.google.com/alerts/)
Blogs;
Technorati
(www.technorati.com) Blogpulse
(www.budurl.com)
PUBLISHING - BLOGS
PUBLISHING TOOLS
Blogs are an important
communication tool that allow
free form communication with
your audience while
encouraging feedback , ranking
and sharing.
Wordpress (www.wordpress.com)
Blogger (www.blogger com)
Many of the better social media
applications have blogging
applications embedded within
them.
PUBLISHING - MICROBLOGGING
PUBLISHING TOOLS
Micro-Blogging is one of the most
recent new forms of social
media tools, allowing instant
“status updates” to be sent and
received over mobile devices or
any other Internet ready device.
Twitter (www.twitter.com)
Plurk (www.plurk.com)
Micro-blogging tools are often used
to direct readers to other sites or
for instant feedback but are
limited to very short messages.
COLLABORATION
COLLABORATION
WIKI – A collaboration tool that
allows a large number of
individuals to create, contribute
and edit an open collection of
web pages and content.
Some of the most common uses
are for glossaries, reference
works or any situation in which a
large number of discreet pieces
of information need to be
collected, categorized and
organized.
COLLABORATION
RSS FEEDS & READERS
RSS – “Really Simple Syndication” is a
way to distribute regular changing
content, such as from a blog, and to
distribute the updates to an “RSS
Reader”. This allows individuals to
collect updates from multiple sources in
a single RSS reader.
COLLABORATION
VIDEO SHARING
The ability to upload and publish videos
for public viewing has created new
media stars. It has also raised
awareness for many organizations
beyond what they could ever hope for
in paid advertising.
COLLABORATION
PRESENTATION SHARING
The ability to publish computer
presentations, such as PowerPoint,
allowing the public to view, rank and
share presentations on any subject.
REVENUE OPPORTUNITIES
REVENUE
OPPORTUNITIES
TRADITIONAL SOURCES
Banner ads on Primary Website
Banner ads on Component Websites
Banner ads in "friend requests"
Banner ads in Group/Community invitations
Banner ads in eGroup/Listserve communications
Banner ads in email messages (header or footer)
Banner ads/sponsors for Webinars
Banner ads/sponsors for online videos
Banner ads/sponsors for recorded session content
Banner ads/sponsors for electronic newsletters
Banner ads/sponsors for sms messages
Banner ads/sponsors on a collaboration site
Banner ads/sponsors on a bulletin board application
Banner ads/sponsors on a "Virtual World" site
Verbal ads/sponsors on audio files
Click-through ad sales
NEW SOURCES
Customer / custom market research
WOM marketing of standard products and services
Online education / training
VIP forum access
Enhanced member networking
Enhanced employment exchange services
MEASUREMENT & METRICS
MEASUREMENT &
METRICS
HOW DO WE DO MEASURE SOCIAL MEDIA?
METRICS
Typical Online Metrics
METRICS
Metric
Baseline
Start Date
Frequency
End Date
Goal
+/- %
Achieved
# Members
3,450
Jan 09
Monthly
June 09
4,000
-
# Logins
2,000
Jan 09
Daily
June 09
3,200
-
# Page Views
30,000
Jan 09
Daily
June 09
60,000
-
# New Content
250
Jan 09
Weekly
June 09
350
-
2,300
Jan 09
Monthly
June 09
2,800
-
# Blog Entries
375
Jan 09
Weekly
June 09
500
-
# Click-through
1,340
Jan 09
Daily
June 09
2,500
-
# Page Rankings
METRICS
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.
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”.
METRICS
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 NonMember 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.
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.
METRICS
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”.
CHAMPIONS!
CHAMPIONS!
WHAT IS YOUR
SOCIAL NETWORK
WITHOUT CHAMPIONS?
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.
Who are your
Community Champions?
BUSINESS PLAN
IMPLEMENTATION
SOCIAL MEDIA USE
SURVEY RESULTS
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.
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: http://web-strategist.com
http://www.mashable.com
WOMMA
How would you best describe your organization's current status
regarding Social Technologies? Mark each that applies.
How do you plan to obtain, or are currently obtaining revenue ?
Please indicate your organization's awareness of these Social Networking Platforms.
NAW Responses
Trade Associations
Who is responsible for Social Media in your organization?
NAW Responses
Trade Associations
Who are the “champions” for Social Media in your organization?
NAW Responses
Trade Associations
Do you have a budget for Social Media in your organization?
NAW Responses
All Organizations
When will Social Media be the primary means of communication in your organization?
NAW Responses
All Organizations
When will Social Media be the primary means of communication in your organization?
NAW Responses
All Organizations
If you haven’t taken the survey
and would still like to add your input:
http://budurl.com/NAWSMS
Social Network Strategies® Framework
Phase
1. Discovery & Scoping
2. Stakeholder Segmentation
3. Define Communication Objectives
4. Intellectual Property Strategy (IP)
5. Integrated Communication Strategy
6. Technology Assessment and
Recommendations
7. Implementation Plan
WHAT’S NEXT?
•Define specific, achievable, initial objectives
•Include a broad group of stakeholders
•Identify internal project “Champions” and a team
•Build a ranking or vetting and feedback system
•Get expert advice regarding your business strategy
•Get expert advice regarding your technology tools
•Get expert legal advice regarding official terms of use
Want more information?
call +1 202 294 5563
www.globalstrat.org
tbarkan@globalstrat.org
Terrance Barkan CAE
Chief Strategist & CEO

"High Impact Communications Technology Tools"

Transcription

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