Brian explained the theories and ideas needed to succeed in New Media; Jason Falls brought the practical tools required to monitor and measure. Some of these tools I’m familiar with and will share what little I know, others I’ve yet to dive into. All of the product names are listed in his slide deck so I’ve omitted the majority from my notes below.
We want to engage but we must…
Know our audience
Build a content strategy
Choose the right tools
Implement and activate
Become the expert in your company/product/customers
You may think you understand your customers, however, you probably don’t understand the way they behave online.
What does social media marketing do for our company?
How are we going to use these tools intelligently?
Figure out what you’re going to say in what mediums.
What are you persuading your followers to do?
Choose your tools based on your audience.
We must do more than engage, we must then measure and report
Plan success strategically
Find what tools exist
Define what metrics are important
Understand how and what to report and to whom
3 different audiences when reporting – implementation team (doers), marketing team, executive team
know your audience
it’s more than demographics
it’s more than psychographics
you need to know technographics
– what types of techy tools do they use
– what types of information do they share
you need to know where they are online
you need to know what they’re saying
Social CRM (Customer Relationship Management) solutions
Used for retention, marketing campaigns – your customer database recording how they use your product
Social adds a layer to that database of info mined from social networks
How will you use this data?
Target advertising to the very specific demographic, including interest, at the most relevant time.
If you want to know more about your customers and what they do online – ask them. Put together a survey, ask them where they are getting their information.
Paid monitoring solutions
I have the privilege of using this tool every day. There are many aspects of this tool I find useful; I can track discussion of our brand across all platforms, categorize them into custom built categorizations (customer complaint, product inquiry, service issues, etc), send a daily River of News report to multiple department heads. Radian6 also has a workflow and Engagement Console that help me assign tasks to team members (not that my need for control allows me to delegate much). Currently, however, this tool does not have a workflow feature that allows me to track an important metric in a call center, Service Level. I import this information into a spreadsheet manually but I’m always looking for an easier way to track the time between the initial tweet and our response.
Online research solutions
When I first became involved with The World Company Social Media team Whitney Mathews introduced me to this tool. I was instantly impressed with it’s power and especially the 3D Virtualization. Unfortunately, we soon changed products and I never fully delved into all of it’s features. Watching this demo shows they’ve only evolved since I used this product. I also had the pleasure of meeting Ken Miner, Vice President of Sales and Eric Melin, Marketing and Communications Manager of Spiral16 at this event.
My Klout score is 45 but whatevs…
Sarah Scoular is an Explorer
You actively engage in the social web, constantly trying out new ways to interact and network. You’re exploring the ecosystem and making it work for you. Your level of activity and engagement shows that you “get it”, we predict you’ll be moving up.
mBlast and mPact
mBlast was a sponsor for Explore and Engage and they spoke about their newest product, mPact. I have yet to look at this tool for influential monitoring but after the glimpse they gave I’m eager to do some research.
What are we looking for?
Where are people talking about us? Facebook, twitter, blogs
What are they saying? Customer service, love, hate
If not us, are they talking about products at all?
What content do they seem to like? Need?
Social insights! What content are they looking for that they can’t find?
Factor in cost per call and then savings by answering via social media tools – this is where I got to speak up a teeny tiny bit! I have 9 years experience in a call center and I know the way to show ROI is to prove how you are stopping calls from hitting the queue. In fact, just today I was asked to show how many digital interactions we handle via email and social media each month. Luckily for my GM I had that information at the ready. Unluckily for me, this means I have a new report to send each week.
Choosing the right platforms
Niche multimedia (presentations)
Webinars, white papers
Expion allows you to manage multiple pages at the corporate level with different permissions on the division level, has analytics to measure response time filtered out by sentiment for yourself and competitors. This product appears to have multiple characteristics that I’m looking for in my current position and I plan to do more research. I’ll keep you posted.
I’ve used TweetDeck to manage @SFBroadband since day one and I can’t break the habit. It’s easy for me to track my key search terms and like Brian Solis said, it’s my Social Media slot machine. He’s right, it never comes up straight cherries.
I mainly use HootSuite for prescheduling posts on twitter and multiple facebook pages. This tool has proven invaluable for me in the past week as the majority of tweets were predetermined. It also allows me to track interactions by my team members. I love the HootSuite app for Android because it not only notifies me when I have an @ mention, but also when I receive a DM.
Blogs provide content consistently, compelling reason to use it – Search Engine Optimization (SEO)
Consumer centric, not product centric
Develop a content strategy
Customers don’t care about you
Your content must stand out
Take those social insights and drive content around customers
Remember: content changes per medium
Be the media
Plan it – outline posts, 1 blog per week, planned out 1 month in advance
Dangle a carrot in front of your audience on facebook, ask your fans to respond
Blogs and websites need to be keyword rich, have links with a call to action
If you ask for engagement, their interaction is shared with their friends. It is built to become viral.
Use twitter to drive them to the blog, the facebook and use it to engage in a smaller way
Define and Refine around them
Who are we talking to?
Why are we talking to them?
what do monitoring and measurement mean to me?
Define requirements first – Altimeter Group ROI pyramid
Develop your social media playbook
Make your own measurement framework
You have to define what monitoring and measurement means for your company
Monitoring is watching or listening to conversations in order to determine a course of action
Measurement is quantifying or qualifying online activity to establish success, failure or comparison
If you’re monitoring you’re looking to:
Protect your reputation
Facilitate customer support
Market through conversation
Gather business intelligence
If you’re measuring you’re looking to:
Trying to improve branding and awareness
Increase customer satisfaction
Set goals. None of these things happen if you don’t first know what you’re trying to accomplish
KPIs Key Performance Indicators
Volume of convo
Sentiment and tone
Location of convos
Monitoring metrics tell you who is saying what, when and where
Measurement metrics tell you what you’re getting out of it
Don’t forget why you’re measuring
Tie reporting to your goals
Remember context of metrics and kpi’s
Explain the audience
Show the context within the current campaign
The key is knowing what is important to your company and what isn’t. Define that.
Make your website compelling with content that brings people back
And there you have it, all of my notes and takeaways from #EEICT. I’m sure I will have more revelations in the coming weeks and I’ll try to post as they come to me. More than anything, I’m extremely grateful for this learning opportunity. Now all I need to do is put these tools into action and Lead The Way.