M ARY L OU R OBERTS April 2010 INTEGRATING SMM into YOUR ORGANIZATION and YOUR MARKETING MIX April 15, 2010

M ARY L OU R OBERTS April 2010 REMEMBER THE HIERARCHY

M ARY L OU R OBERTS April 2010 IS INTEGRATION IMPORTANT?

M ARY L OU R OBERTS April 2010 MANAGERS VIEW ROLE OF SMM

M ARY L OU R OBERTS April 2010 SOCIAL MEDIA IN THE MKTING BUDGET

M ARY L OU R OBERTS April 2010 THEY WANT MEASURABLE ROI Commentary from Brian Solis However, the study found that the exact implications of social media still evade CMOs. - 53% are unsure about their return on Twitter () () - 50% are unable to assess the value of LinkedIn () or industry blogs () Most importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook (). ()

M ARY L OU R OBERTS April 2010 WHAT DOES IT TAKE TO CREATE A DIGITALLY-SAVVY ORGANIZATION???

M ARY L OU R OBERTS April 2010 ORG MODELS – SMM All quoted from Ad Age February 22, 2010, February 22, ORG MODELS – SMM All quoted from Ad Age February 22, 2010, February 22, Centralized The social-media department functions at a senior level, reporting to the CMO or CEO, and is responsible for all social-media activation for the brand. (Ford/ Scott Monty) Distributed In this setup, no one person technically owns social media. Instead, all employees from customer care, marketing, media and beyond are represent the brand and work social media into their roles. (Best Buy, Intel, IBM) Combination This involves centralized best practices and decentralized execution. A brand maintains a committee of social-media stakeholders to work up its position and voice, which it disseminates to the company at large. From there, each discipline is left to incorporate social media into its individual executions. (Kodak)

M ARY L OU R OBERTS April 2010 INTEGRATING SOCIAL INTO THE ORG 1.Observe and Report 2.Set the Stage and Run Trial Programs 3.Implement Social Channels 4.Find a Voice and a Sense of Purpose 5.Turn Response into Strategic Communication 6.Humanize the Brand; Define the Experience 7.Build Community 8.Practice Social Darwinism 9.Socialize Business Processes (eg CRM) 10.Implement Relevant Performance Metrics Adapted from See also

M ARY L OU R OBERTS April 2010 OVERLAP – STRATEGY AND MONITORING

M ARY L OU R OBERTS April 2010 SELLING YOUR BOSS – THE PREPARATION * Create an organizational chart of all the different departments or divisions that a social media effort might touch - think HR, PR, legal, marketing, customer service, and others. Find out who else in those departments was issued an edict and partner with them to share the load and create a best practice approach to a successful social media program that meets enterprise needs. * Create an audience profile; then spend time understanding how your audience uses the Web and social media and what they would find relevant and valuable associated with your brand or company. This will form the foundation of your effort. * Check out the direct competition in social media as well as others who share your audience. Find what appears to be successful efforts and try to estimate the effort associated with their work. Double it - I am certain you underestimated it. Ask your boss about budgetary support because these efforts are not free. Strategy, creative, outreach, internal training, and many other items come into play and they all require an outright expense or the use of expensive and scarce resources to support. * Find the aimless, ill-conceived, or abandoned efforts in the reviewed competitive field and highlight them as well. We can learn from failed experiments just as surely as successful ones. * Bring in the creative team. There is thought required to build the best program or campaign. It takes time and special skill sets - not least of which is experience in social media. * Develop both a content strategy and a content plan with resources outlined. Social media programs require care and feeding. Conversations must be nurtured and followed. * Put together a realistic launch timeline that allows for iterations of learning. * Identify a monitoring and listening tool to help you regularly report on and tweak your program. Develop a mock dashboard for your boss that will capture and show key metrics from your social media efforts. * Create a set of guiding principles and defend it from the temptations of others to use the channels you are so carefully crafting as push vehicles for marketing messages. If you have to, distribute daily leaflets that state: "Our social media program is about our customers - not about us."

M ARY L OU R OBERTS April 2010 SELLING YOUR BOSS – THE CONVERSATION From “Tips on Talking to Your Boss about Social Media” emphasis mine # Ask your boss if you can count on his support for this effort and budget for at least two years. Social media is about building relationships over time and you don't want to abandon this prematurely. # Ask what he is willing to give. Most often the core elements of the successful programs you found in your homework offered something of value to the audience. Is your company prepared to invest in building a program and offering content, tools, discounts, entertainment, access to other like members, or something else in exchange for goodwill and engagement? # Talk goals. Like any other marketing effort, unless you have a road map you will be forever lost. Insist on defining clear goals for the proposed program well before you talk about any specific tactics. # Remove "viral" from your vocabulary. You can't reasonably plan to get viral uptake - so don't plan on it. It is as much a strategy as a lottery ticket is a retirement plan. Lots of smart, relevant, entertaining, and useful content never makes it past a small audience. # Set regular check-in meetings where you can discuss the program performance against the goals you set.

M ARY L OU R OBERTS April 2010 ANOTHER GOOD PRESENTATION

M ARY L OU R OBERTS April 2010 WHAT ARE THE MAIN ORGANIZATIONAL BARRIERS TO SMM?

M ARY L OU R OBERTS April 2010 Reputation Monitoring and Managment People Are Talking About Your Brand! Do You Know What They Are Saying??? Do You Have A Plan For Listening? For Responding?

M ARY L OU R OBERTS April 2010 PR IS AN IMPORTANT STAKEHOLDER IN SMM Offline Techniques Including – Press Releases – Placement of Content/Features The Web Has Added – Press Releases Optimized for Search – Reputation Management

M ARY L OU R OBERTS April 2010 OPTIMIZE PRESS RELEASES FOR SEARCH Select Most Important Keyword – Place In Headline, Subhead, Body (3 times or more) Include Complete Website URL ( Use Generic Product Name Post On Website as Separate Page Send To Distribution Services Tag Entries – Keywords, Categories Can Also Use an Online Distribution Service Optimizing Press Releases to Show Up in Search Engines

M ARY L OU R OBERTS April 2010 REPUTATION vs. BRAND Brand Is A “Customer-Centric” Concept Reputation Is A “Company-Centric” Concept

M ARY L OU R OBERTS April 2010 MARKETING > BRAND PUBLIC RELATIONS > REPUTATION In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect Responsive: The ability to accelerate solutions to customer problems Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder

M ARY L OU R OBERTS April 2010 MONITORING FOR REPUTATION MANAGEMENT

M ARY L OU R OBERTS April 2010 ONE VIEW OF THE SOCIAL WEB

M ARY L OU R OBERTS April 2010 GOOGLE ALERTS—’TRADITIONAL WEB’

M ARY L OU R OBERTS April 2010 SERVICES ARE SPRINGING UP

M ARY L OU R OBERTS April 2010 FREE MONITORING TOOLS Have To Configure Properly See URL for More Tools, Posts on How to Use

M ARY L OU R OBERTS April 2010 NOTE THE INTERACTIVE, CONTEXTUAL AD

M ARY L OU R OBERTS April 2010 NEXT STEP—PAID TOOLS Now, build your Topic Analysis widget using a selection of keywords, or choose to graph and display results from your entire topic profile... You can also sort your Topic Analysis results by eight different conversation metrics that demonstrate the discussion and engagement around your topic or keywords including: number of posts comment count view count vote count Twitter followers on topic inbound links total inbound links number of unique sources

M ARY L OU R OBERTS April 2010 CONSULTING/ SERVICES FIRMS

M ARY L OU R OBERTS April 2010 PLATFORM-SPECIFIC -- FACEBOOK

M ARY L OU R OBERTS April 2010 PLATFORM-SPECIFIC -- TWITTER Good article on Social Media Examiner /

M ARY L OU R OBERTS April 2010 RECENT LIST FROM MASHABLE

M ARY L OU R OBERTS April 2010 DIY YOUR OWN DASHBOARD?

M ARY L OU R OBERTS April 2010 A ROBERTS RULE Don’t Pay for Tools Until You’ve Got Free Ones Working— And Can PROVE That Your Programs and the Metrics They Produce ARE INFLUENCING DECISIONS (Marketing and Corporate)

M ARY L OU R OBERTS April 2010 MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?

M ARY L OU R OBERTS April 2010 TWITTER AS AN EXAMPLE Updated Post Less Recent But Has 140 Tools

M ARY L OU R OBERTS April 2010 ANOTHER ROBERTS RULE If You Are Using Multiple Tools, You Are Soon Going To Require Some Aggregation/Filtering Tools Free, Paid or DIY

M ARY L OU R OBERTS April 2010 CASE HISTORIES

M ARY L OU R OBERTS April 2010 WORTH READING AND FOLLOWING Comcast Has Gotten a Lot of Press Comcast Customer Care Dell Keeps on Learning Dell Sells Stuff on the Dell Outlet

M ARY L OU R OBERTS April 2010 DANGERS TO AVOID

M ARY L OU R OBERTS April 2010 ‘BLACK HAT’ REPUTATION MONITORING In Social Media False Ads, False Profiles, False Statements, Misleading URLs, ‘Flogs,’ Pay to Post, Other??? – Overlap With Black Hat Search Attempt To Trick Search Engines – Can Result in Banning – Hiding Keywords with White-on-White Text – Create Irrelevant Pages Just for the Spiders – Misuse of Meta Tags All Search Engines Have Webmaster Pages There Will Always Be Gray Techniques

M ARY L OU R OBERTS April

M ARY L OU R OBERTS April 2010 WHERE DOES MARKETING STOP AND PR START? (Or Vice Versa, Depending on Your Perspective)

M ARY L OU R OBERTS April 2010 BRAND REPUTATION MANAGEMENT CRITICAL Can’t Afford To Be The Ostrich!! Must Do It Both Effectively and Efficiently!!!!