Harnessing The Power of Social Media

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Harnessing The Power of Social Media

• OIA Rendezvous
• October 2, 2008

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• Social Media
• A blessing or a curse?

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• Yes!

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http//www.flickr.com/photos/brianoberkirch/918139
04/
http//www.flickr.com/photos/minjung/155978134/
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• You can choose not to engage in social media,
  but youll still be talked about in the space.
  Benefits come from being involved in the
  conversations.

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1. Internet Penetration
http//www.internetworldstats.com/stats.htm
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2. Relationships Rule

• 400 b
• 3000
• 83
• 50

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3. The Genie Is Out!

• You cannot ignore this trend. You cannot sit
  this one out. Unless you are retiring in the
  next six months, its too late to quit and let
  somebody else handle ityou have to move forward.
  There is no going back.
• - The Groundswell

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Social Media Ecosystem
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Social Media Ecosystem
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http//www.technorati.com/blogging/state-of-the-bl
ogosphere/
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Social Media Ecosystem
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Social Media Ecosystem
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• 3-Step
• Social Media Strategy

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• Discover
• Listen Learn
• Engage

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Step 1 Discover (Audit)

• Find the conversations currently taking place
  about the brand and category
• Quantitative analysis
• How many blog-post mentions, comments,
  video-tags, photo-tags, message-board discussions
• Qualitative analysis
• Tone of the conversations, perceptions, sources

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147 discussions about Blue Bunny in 2007
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• Majority of discussions took place on message
  boards like iVillage, Calorie-Count.com and
  Online-Sweepstakes.com
• 7 of discussions took place on ice cream sites.
• Current blog discussion is not substantial and,
  when it exists, it is not doing a lot for the
  brand.

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Step 2 Listen Learn (Monitor)

• Learn the rules of engagement
• Understand your brand
• Sniff out problems
• React when necessary

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• The good news is that shortly after posting my
  piece I heard from Dave Finnegan, Build-A-Bears
  "Chief InBearmation Officer." Kitschy executive
  designations aside, youve got to be impressed by
  a company that responds so quickly, directly, and
  receptively to criticism I am, anyway.

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http//mashable.com/2008/08/20/tiger-woods-walk-on
-water/
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Step 3 Engage

• Talking engage in conversations

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• 170 design submissions
• 12,000 visits from 8000 people
• Average time of 17 minutes
• SIGGART was viewed for 204M user-minutes
• SIGGART did reach a small niche, yet that niche
  was deeply engaged the result of a
  well-planned, online word of mouth campaign.

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Step 3 Engage

• Talking engage in conversations
• Energizing Find evangelists supercharge their
  WOM

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Neat Receipts

• . . . there is a narrow slice of sites written
  by some seriously geeky, gadget-loving moms.
  Rather than hit-up all mombloggers widely, we
  narrowcasted our approach to a handful.

http//www.pr-squared.com/2008/04/blogger_relation
s_case_study_m.html
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Step 3 Engage

• Talking engage in conversations
• Energizing Find evangelists supercharge their
  WOM
• Supporting Facilitate customers helping each
  other

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http//www.myalli.com/
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Step 3 Engage

• Talking engage in conversations
• Energizing Find evangelists supercharge their
  WOM
• Supporting Facilitate customers helping each
  other
• Embracing Integrate customers, co-creation

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http//beactiveusa.ning.com/
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• Measurement

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Measurement

• Output
• Conversation volume, tone, location, reach
• Conversation Index (for blogs)

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Measurement

• Outcomes
• Requests for Information
• Perception changes
• Relationship changes
• Sales
• ROI

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ROI

• Cost per RFI for Social Media 17.89
• Cost per Walker for Social Media 569.09

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Ask Yourself

• Will you tell the truth, the whole truth and
  nothing but the truth all the time?
• Will you tell good news and bad?
• Will you use a human voice your human voice
  and not marketing buzz words?
• Will you have thick skin?
• If you screw up, will you acknowledge it
  quickly?
• If you dont have the answers, will you say so?
• Will you vow to never hide information?
• Will you say nice things about your competitors?
• Will you treat everyone in the social media space
  regardless of size with respect?

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Thank YouJeff Risley

• Email jrisley_at_barkleyus.com
• Blog http//risleyranch.blogs.com
• Twitter http//twitter.com/RisleyRanch
• LinkedIn http//www.linkedin.com/in/jeffhrisley
  
• Del.icio.us http//del.icio.us/RisleyRanch