Social Media

A Look Ahead
Leslie Hutchings
Membership Services
Manager
646.465.5782
leslie@thearf.org
 Presented by
Lynne d Johnson, SVP
Social Media, The ARF

Twitter: @lynneluvah
email: lynne@thearf.org
www.slideshare.net/lynneluvah
 What’s Inside?

• Why Social Media?

• Social Media Planning
• Monitoring Social Media
• Social Media ROI
• The Future of Social Media
What Is Social Media?
 What Is Social Media?
Social Media, in Web 2.0 terms, is a two-way
communication channel in which a social media site or
service, interacts with you in some way, enabling
engagement and collaboration.

For example: Users comment, vote, interact with

others, receive recommendations, join groups and
discussions, and create content.
 Why Social Media?
• Social Media > E-mail (Time spent)
• If Facebook Were a Country it Would Be
3rd Largest (500 million users globally)
• Social Media > Search (FB traffic >Google)
• #1 for Sharing News and Information
• YouTube 2nd Largest Search Engine
• 20% of Conversations on Twitter = Brand
Mentions
 Social Media Planning

• Listening to the Consumer

 Social Media Planning
“The study of naturally occurring conversations,
behaviors, and signals, that may or may not be guided,
that brings the voice of people’s lives in to the brand.”
TheThe
ARFARFListening Playbook
Listening Playbook
by Steve
by Steve Rapport – Knowledge
Rappaport, KnowledgeSolutions
SolutionsDirector, The ARF
Director, ARF!
 Social Media Planning
Brands can use listening to:
1) discover new customers
2) develop new products
3) monitor the competition
4) give the consumer a voice
5) take brand pulse
6) understand shifts in consumer perspectives
 Social Media Planning
Example: Hennessy Discovers New Customers

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 Social Media Planning
Example: Hennessy Discovers New Customers
The  challenge
Hennessy  stumbled  upon  a  new  consumer  by  listening  to  linking  behaviors.  
Consumers  used  Hennessy  brand  on  BlackPlanet  pages  and  linked  back  to  
site.
The  concept
Hennessy  developed  a  full  research  plan  to  learn  more  about  the  consumer  
and  its  values  and  connec>on  with  the  brand.
The  result  (or)  insight
Hennessy  redeveloped  its  website  to  include  this  new  customer  into  the  
brand’s  messaging,  also  including  recipes  and  wallpapers  for  downloading,  as  
well  as  music  integra>on.

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Monitoring SM
 Monitoring SM
Free Tools Paid Tools
• Google Alerts • Ripple 6 Social Insights
• Hootsuite Social Media Dashboard • Radian 6 Dashboard
• Tweetdeck • Conversition Evolisten
• Social Mention • Netbase Consumerbase
• Cotweet • Communispace
• Scoutlabs
• Motivequest
• Nielsen Buzzmetrics
• Meltwater Buzz
 Monitoring SM
The Future

Monitoring Complete Lifestreams

Knowing Who People Really Are
Using Social CRM Tools
Monitoring SM
 Monitoring SM

•All contacts in one place

•Taps into 60,000 news sources
•Connect and share from one
dashboard

Social CRM Example

 Social Media Planning

• Defining Goals/Biz Objectives/KPIs

Social Media Planning
 Social Media Planning

• Considering Resources
 Social Media Planning

• Who does social media?

• Where is social media done?
• Is it integrated across the organization?
• What’s the spend? (Media Plan/Media Mix)
• What’s the budget?
 Social Media Planning

• Writing The Action Plan

 Social Media Planning
• Define Biz Objectives

• Define Target Audience

• Define Your Story and Voice

• Create Your Brand Hub To Link Back To

• Determine Your Consumer Backyards (blogs, video,

Facebook, Twitter, etc.)

• Develop a Timeline

• Measure Against Objectives

• Tweak and Re-activate

 Social Media Planning

• Social Media Plan also includes: social media

guidelines and policy for the company as a
whole. Describes how employees use social
media. Also used as a public-facing guide.
 Social Media Planning

• Evaluate & Measure

 Social Media ROI
There is no Holy
Grail, there are just
frameworks. Each
business use case is
different.
 Social Media ROI

Source:http://www.netpromoter.com/np/calculate.jsp
 Social Media ROI

Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1

 Social Media ROI
SIM Score = Net Sentiment for the Brand/Net
Sentiment for the Industry

The components of the above formula are:

Net Sentiment for the Brand = (Positive + Neutral Conversations –

Negative Conversations) /Total Conversations for the Brand

Net Sentiment for the Industry =

(Positive + Neutral Conversations – Negative Conversations) /Total
Conversations for the Industry

Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1

 Social Media ROI
Share
Engagement
Reach
Influence Social Marketing Analytics
A New Framework for Measuring Results in
!  

Impact Social Media

Issue Resolution
Satisfaction Score
Trends
Sentiment

Source: Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html

What Lies Ahead?
“Social Networks Will
Be Like Air.”
- Charlene Li
Founding Partner, Altimeter Group Author of "Open Leadership" and co-author of "Groundswell"
The Open Graph
 Future Open Graph

• Will There Be Only One Open Graph ?

• How Many Open Graphs ?
• Will There Be No More Websites ?
 Future Open Graph
“Social networking sites are set to connect
disparate areas of the web that are currently
being built by other social sites (Pandora for
music,Yelp for small business etc.). The goal—a
smarter, more personalized, more social media
environment. What transformational effects will
these have on the social media as we know it
today? How will audiences of these new
“entities” be measured?” - The ARF, AM 5.0
SM Goes Hyperlocal
 SM Goes Hyperlocal

Beyond Geotargeting.
Meeting Consumers Where They Are.
Extend Brand Engagement.
Localized Services And Information.
Mobile Has Arrived.
Use Social Media To Influence POP/POS.
 Hyperlocal Marketing
NIN Hyperlocal iPhone/iTouch/iPad App

Source: http://access.nin.com/nearby/earth
 Checking In With Brands

Source: http://foursquare.com/thrillist
 Augmented Reality

Source: http://www.youtube.com/user/Lebarguide
 Augmented Reality
Quiznos/Layar Mobile Augmented Reality Campaign

Source: http://www.quiznos.com/about_in_the_news_press_2010_65.html
 Digital Out Of Home
American Eagle’s 15
Seconds of Fame
in Times Square

Source: http://www.rga.com/work/american-eagle-outfitters-15-seconds-of-fame
 Thank You!
? Questions ?
Resources:
• Video: Social Media Revolution 2 (Refresh) http://socialnomics.net/2010/05/05/social-media-revolution-2-refresh/

• Groundswell: Winning in a World Transformed by Social Technologies http://www.forrester.com/Groundswell

• The Social Media Bible: Tactics, Tools & Strategies For Business Success http://www.thesocialmediabible.com/

• Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web http://www.briansolis.com/2010/01/engage/

• Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand http://www.wiley.com/WileyCDA/WileyTitle/
productCd-0470293705.html

• The ARF Listening Playbook http://www.thearf.org/assets/listening-to-consumer

• Social Media Policies - The Altimeter Wiki http://wiki.altimetergroup.com/page/Social+Media+Policies

• ARF Social Media Insights: Can Social Media Effectively Track Influence? http://www.jackmyers.com/commentary/ARF/97963394.html

• Net Promoter Score http://www.netpromoter.com/np/calculate.jsp

• The Razorfish Social Influence Marketing Report http://fluent.razorfish.com

• Altimeter Report: Social Marketing Analytics http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics

• Nielsen/Facebook Report: Advertising Effectiveness: Understanding the Value of a Social Media Impression

• Video: Social Media’s Open Graph http://www.scribemedia.org/2010/07/29/social-medias-open-graph/

• Hyperlocal Marketing for Mobile Augmented Reality www.perey.com/MobileARSummit/AcrossAir-Hyperlocal-marketing-for-MobileAR.pdf

• Videos: Porter Novelli and Augmented Realityhttp://www.google.com/search?q=augmented+reality+porter+novelli&hl=en&prmd=vo&source=univ&tbs=vid:

1&tbo=u&ei=bppYTPq0NoKOnwfi79D_CA&sa=X&oi=video_result_group&ct=title&resnum=1&ved=0CCcQqwQwAA

• ARF Insights Brief: Social Media Opportunities and Challenges in Digital Signage http://www.slideshare.net/lynneluvah/arf-digitalsignagesminsights070210