Post on 01-Nov-2014
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Sametz Blackstone Associates
A Seven Step Scientific Method for Selling Social Media to Skeptics
MarketingProfs PRO Seminar - 2.24.11
Sound familiar?
Um… What’s a Twitter?
3
Oh, right! Facebook! That’s where I play Farmville!
4
People actually care about what you had for lunch?
5
Feh. Just a fad.
6
Can’t we get the intern to do it?
7
8 Image: http://www.flickr.com/photos/anderspace/
WHAT’S THE ROI?
9
What’s really going on?
Image: http://www.flickr.com/photos/offthahook-two/
Why?
SCIENCE.
Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
Well, homeostasis, really.
Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
What’s that?
The property of a system, either open or closed, that regulates its internal environment and tends to maintain a stable, constant condition.
Folks are here:
And want to be here:
BEFORE
AFTER CHANGE
What’s happening…
BEFORE
(denial)
Or not.
It’s a process.
And it looks like this:
Or rather…this.
The Stages of Social Media Acceptance
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
5. Acceptance "A door closes... but a Facebook chat window opens.”
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
5. Acceptance "A door closes... but a Facebook chat window opens.”
6. Experimentation “You always remember your first…RT.”
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
5. Acceptance "A door closes... but a Facebook chat window opens.”
6. Experimentation “You always remember your first…RT.”
7. Integration "Stop by our Facebook page and tell us what you had for lunch!"
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Skepticism
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
5. Acceptance "A door closes... but a Facebook chat window opens.”
6. Experimentation “You always remember your first…RT.”
7. Integration "Stop by our Facebook page and tell us what you had for lunch!"
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
Your job?
Figure out: Where they are How to move them to
the next stage
Be we don’t have to reinvent the wheel.
Image: http://www.flickr.com/photos/vgm8383/
Or the process. (That exists, too.)
And it’s SCIENCE.
Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
Well, the scientific method, really.
Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
the method
0 Define the question
1 Observe 2 Investigate
3 Hypothesize
4 Experiment 5 Analyze
6 Retest
Here’s why this works:
SCIENTISTS =
SKEPTICS (always questioning)
41 © Sametz Blackstone Associates
SCIENTISTS =
SKEPTICS (always questioning)
42 © Sametz Blackstone Associates
Use it in two ways: Making your case Getting started
Let’s see how.
Image: http://www.flickr.com/photos/wiless/
0 define the question
Um… What’s a Twitter?
46
How can we best use social media in our business?
Is a Facebook page an effective way for us to increase awareness of our new products?
QUESTIONS REVEAL
FEAR
QUESTIONS REVEAL
(the nature of their) FEAR
The Stages of Social Media Acceptance
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
5. Acceptance "A door closes... but a Facebook chat window opens.”
6. Experimentation “You always remember your first…RT.”
7. Integration "Stop by our Facebook page and tell us what you had for lunch!"
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
Also?
QUESTIONS REVEAL WORLD VIEW
© 2010 Altimeter Group
The ROI Pyramid
Role: Metrics: Specific Data (examples)
How do you get there?
Ask, “why?”
Image: http://www.flickr.com/photos/markkeren/
A lot.
Why do we need to be on Twitter?
58 © Sametz Blackstone Associates
Why do we need to be on Twitter?
59 © Sametz Blackstone Associates
Why?
It's all anyone ever TALKS about!
60 © Sametz Blackstone Associates
It's all anyone ever TALKS about!
61 © Sametz Blackstone Associates
Why?
Well, they are our competitors. What if they're making connections we aren’t?
62 © Sametz Blackstone Associates
Well, they are our competitors. What if they're making connections we aren’t?
63 © Sametz Blackstone Associates
Why?
Because we're not there yet!
64 © Sametz Blackstone Associates
Because we're not there yet!
65 © Sametz Blackstone Associates
Why?
Because anywhere customers are, we need to be!
66 © Sametz Blackstone Associates
Because anywhere customers are, we need to be!
67 © Sametz Blackstone Associates
Why?
Because we need more business – right now.
68 © Sametz Blackstone Associates
So you want to know whether or not we can
use Twitter to generate new
business?
69 © Sametz Blackstone Associates
So you want to know whether or not we can
use Twitter to generate new
business?
70 © Sametz Blackstone Associates
YES.
Answer the question: What am I (or they)
trying to figure out about social media?
How do I frame it in a way that resonates?
Example
Mid-size B2B services firm Brand pros:
— 30 years old, well-established — Strong – and real – thought leadership in primary
practice areas Brand cons:
— Shrinking traditional market — Reputation as conservative, expensive
New business traditionally through word of mouth In social media for two years (blog, Twitter)
— Awareness is up, but not new clients Highly social media-skeptical CEO
72 © Sametz Blackstone Associates
Could a Web-based “talk show” help generate new leads?
73 © Sametz Blackstone Associates
1 observe
Listen Watch
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan Image: http://www.flickr.com/photos/rollercoasterphilosophy/
LISTEN: IF
WHAT
WATCH: WHERE HOW
Run searches for relevant keywords
Establish accounts on the major social networks
Document what you learn
Example: Listening
Searches for practice-area conversations on — Blogs — Twitter — Facebook — LinkedIn
Findings: — Plenty of potential customers — Interest / needs focused on two of three practice
areas
79 © Sametz Blackstone Associates
Example: Watching
Searches for and listens to relevant — Podcasts — Webinars
Findings: — Plenty of podcasts and webinars on one practice
area, very few on second — Most webinars are 45 minutes – 1 hour and weekly — Most podcasts are 20-30 minutes, also weekly — Interactivity mostly limited to hashtag chats on
Twitter — Several are supported by email newsletters
80 © Sametz Blackstone Associates
2 investigate
Scope Audiences Content Resources Outcomes Measurement
Scope
Image: http://www.flickr.com/photos/justbcuz/ /
What’s the scope? The whole organization? A department? A specific product? An individual?
Example: Scope
Company decides initial scope would be the two practice areas customers seem to be looking for — Heavier focus on “underserved” area, to the extent
content is possible
84 © Sametz Blackstone Associates
Audiences
Image: http://www.flickr.com/photos/manyone/ /
For your scope, which audience(s) make the most sense?
What do they care about?
How do they perceive you?
Example: Audiences
Mid- to large-sized companies: — With established social media presence — Embarking on next phase of operation — Expressed (or evident) need in one of three main
practice areas — Interest from or access to C-level executives
87 © Sametz Blackstone Associates
Content
Image: http://www.flickr.com/photos/mrbill/
For your scope and audience, what’s the best content?
What already exists? What doesn’t?
Example: Content
Company can take advantage of pre-existing relationships with well-known social media figures as guests — Could set topics based on person’s area of expertise
or desired area of promotion Desired interactivity means content can come from
listeners (and prospective customers) — Best to “preload” to ensure full agenda — Opportunity to take “live” questions could
differentiate
90 © Sametz Blackstone Associates
Resources
Image: http://www.freepatentsonline.com/6508179-0-large.jpg
For your scope, audience, and defined content, which tools are most appropriate?
What resources do you need?
How will you get them?
Example: Resources
Currently under-utilized marketing manager could be assigned to this as primary project — If other projects come of his list
Bi-weekly schedule is more sustainable New, interactive platform is on offer – and is
differentiating Can tap into social media and professional networks for
guests Need to actively seek prospect questions and live
audience — So, need time to build awareness
93 © Sametz Blackstone Associates
Outcomes
Image: http://www.barcelonaphotoblog.com/2007/06/amusement-parks-roller-coaster-panic-at.html
© 2010 Altimeter Group
The ROI Pyramid
Role: Metrics: Specific Data (examples)
Are you trying to achieve: awareness? comprehension? participation? loyalty? support? (choose one)
Example: Outcomes
Skeptic = CEO, so this needs to be about — Money in the door — How that relates to social media efforts
Participation is key — Participation = increased # inquiries (including RFPs) — Inquiries need to be trackable from social media
97 © Sametz Blackstone Associates
Measurement
Image: http://www.flickr.com/photos/ericsbinaryworld/
99
Goals drive metrics, metrics drive results
Adapted from K.D. Paine & Partners, kdpaine.com.
Reputation / relationships
Get the word out Sales
Relationship scores
Rec’s
Positioning
Engagement
% hearing
% believing
% acting
Engagement index
Cost per customer acq.
Web analytics
Sales leads
Marketing mix modeling
GOALS
METRICS
100
What do you need to measure?
Did you get the exposure you wanted?
Were your messages communicated?
Did your relationships improve?
Did audience behavior change?
Did the right people show up?
Did your relationships change?
Did sales, revenue, or profits increase?
Impact (Outputs / outtakes)
ROI (Outcomes)
Adapted from K.D. Paine & Partners, kdpaine.com.
What does success look like?
How will you measure it?
How will you tie it to concrete business results?
Example: Measurement
Impacts — + Blog traffic — + Blog-to-website clickthroughs — + Invitations to speak / present — + Inquiries about appearing on show
Outcomes — + Inquiries — + Sales presentations — + Lead-to-sales conversions
102 © Sametz Blackstone Associates
3 hypothesize
Feeling scientific yet? Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
Example: Hypothesis
For our primary and secondary practice areas, we’ll produce a biweekly web “talk show” featuring our service providers and guests from our social and professional networks talking about and taking questions from prospective and current customers in a live format that takes advantage of a new, interactive webinar platform.
The web talk show will increase inquiries from manager- and C-level staff by 100% (to an average of 2 per week) and conversions by 50% (to 50% of inquiries).
106 © Sametz Blackstone Associates
4 experiment
Design Execution
Observation ≠ participation.
You have to do it. 109 Image: http://www.flickr.com/photos/seanettles/
Outline the steps of your experiment, with start and end dates
Execute your plan, while documenting significant events, impressions, and ongoing results
Example: Experiment
Design — 3-month experiment, 6 episodes — Determined baselines — Set editorial calendar — Designed promotion plan
> Awareness > Content
Execution — Went as anticipated – met deadlines — Unexpected coverage of experiment in traditional
press
111 © Sametz Blackstone Associates
5 analyze
Numbers Sentiment Actions
Image: http://www.flickr.com/photos/kiwi2/
Collect metrics Overlay results onto
experiment steps and significant events
Note alignments Draw a conclusion
115
Step 1: Establish baselines
Before social media After social media
8% YoY growth
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
116
Step 1: Establish baselines
Before social media After social media
8% YoY growth 60% YoY growth
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
117
Step 1: Establish baselines
Before social media After social media
8% YoY growth 60% YoY growth
Is something happening here?
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
118
Step 2: Create activity timelines
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
119
Step 2: Create activity timelines
week 32 week 33 week 34 week 35 week 36
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
120
Step 2: Create activity timelines
week 32 week 33 week 34 week 35 week 36
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
121
Step 3: Track key metrics
Revenue
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
122
Step 3: Track key metrics
Net new customers
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
123
Step 3: Track key metrics
Transactional precursors
negative mentions
positive mentions
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
124
Step 3: Track key metrics
website visitors
blog-to-website clickthroughs
blog comments blog visits
Transactional precursors
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
125
Step 4: Overlay all timelines
activities
social data
web data
transactions
loyalty metrics, etc.
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
126
Step 5: Look for patterns
uncertain impact impact
impact
impact
no impact
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
127
Step 6: Prove relationships
How was this group touched by social media?
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission.
Example: Analyze
Results: — Increased show “attendance” week over week — Underserved practice area resulted in more inquiries
than primary practice area — Inquiries up 100% — Conversions unchanged — Waiting list for on-air prospects to help — Blog traffic up — Website click-throughs virtually unchanged
128 © Sametz Blackstone Associates
6 retest
It takes practice.
Image: http://www.flickr.com/photos/nfalsey/
Hypothesis confirmed? Define a new question
and start again
Disproven or inconclusive?
Revise hypothesis Design new experiment Retest
Example: Retest
Revise hypothesis: — Tighten focus on underserved practice area — Add talk show landing page with call to action — Add supporting newsletter — Add blog posts to support SEO — Increase links back to main website from blog — Etc.
132 © Sametz Blackstone Associates
Pros & Cons
Not necessarily suited to the “dive right in” types “Experimental” and “iterative” can be a tough sell There needs to be at least a willingness to try (or a culture of forgiveness)
Limitations
Time-tested method Can be time-bound – low-commitment Documented Thus, repeatable And measurable Shows, rather than tells Iterative
Benefits
Back to the ride...
Remember that feels like this.
And not everyone’s a fan.
To do
Identify where your skeptic is
1. Shock "There's no chance anyone cares what you had for lunch."
4. Depression Checking in @ "Valley of Tears”
5. Acceptance "A door closes... but a Facebook chat window opens.”
6. Experimentation “You always remember your first…RT.”
7. Integration "Stop by our Facebook page and tell us what you had for lunch!"
3. Negotiation "Surely I can tweet from my rotary phone?"
2. Denial "Yes, and we all loved acid wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
141
What to use, with whom, and when
© Sametz Blackstone Associates
Stage of Acceptance What they need What to use or highlight
SHOCK Reassurance Whole method
DENIAL Commiseration Incognito method
NEGOTIATION Low-commitment Experimental nature
DEPRESSION Consolation Steps and limited timeframe
ACCEPTANCE Planning Whole method
EXPERIMENTATION Practice Experimental nature
INTEGRATION You, needing them Success
the method
0 Define the question
1 Observe 2 Investigate
3 Hypothesize
4 Experiment 5 Analyze
6 Retest
Most importantly?
© Sametz Blackstone Associates Image: http://www.flickr.com/photos/jettrocks/
Tamsen McMahon tamsen@sametz.com @tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz
Brass Tack Thinking brasstackthinking.com
Who I am