Social Media Super PanelMarch 30th, 2011

Everyone eats…

Most can

FollowRecipes

Few are chefsTimeTime

StudyStudy

PracticePractice

Trial & ErrorTrial & Error

DedicationDedication

What is the end game?What is the end game?

Bad Reasons

Cheap advertising

Latest thing

Vanity

Competitive Pressure

Boss wants it

Bad Reasons

Cheap advertising

Latest thing

Vanity

Competitive Pressure

Boss wants it

Good Reasons

Learning

Understand Stakeholders

Exploring

Something to say

Be more relevant

Good Reasons

Learning

Understand Stakeholders

Exploring

Something to say

Be more relevant

2 3 4 51

Listening

Content

3 4 51 2

Technology

2 4 51 3

Measurement

2 3 51 4

Risk Management

2 3 41 5

Stage 1: Listening

Step 1: ListeningFind out what is important:

•Where does your community converse?

•What is your community talking about?

•How can you join respectfully and be welcomed?

• In what ways do they talk?

Step 1: Listening Find out who is important:

•Site Traffic

• Influence

•Number of friends, followers, subscribers, etc.

•Klout, PeerIndex, PostRank

READ them - get to know who they are and what they’re talking about. Subscribe to their RSS &

Twitter feeds.

Paid Services

Homebrew

Listening Options

www.sysomos.com www.radian6.com

Stage 2: Content

Step 2: Content•What kind of content will you require to be

successful?

•What kind of content is being created by your community?

•What gets lots of views/comments/sharing?

•What gets ignored?

•How can we bring value to this conversation?

Social Media Bank Account

Deposits

• Fresh content links

• Exclusive news

• Media (photos, videos)

• Engaging with others

Withdrawals

• Promotions/Discounts

• “come on down”

• Press release-style content

Stage 3: TechnologyStage 3: Technology

Step 3: Technology• What platforms is your community already using?

• What opportunities to add value do you see?

• Don’t assume IT will be supportive. Many programs end up being “rogue”.

• Has the tool we need been built? (Likely yes)

• What is the right brand monitoring tool/vendor based on our primary platforms?

Stage 4: Measurement

MeasurementMeasurement is like Martinis:

“One is alright,

Two is too many,

Three is not enough.”

James Thurber

Measurement•Decide what matters

•Know when to stop

•Establish concrete and realistic goals, eg.

o Blog posts:

o comments ratio (2:1)

o 1,000+ Facebook Likes

Measurement•Produce easy-to-understand

reports (1 page max.)

•Compare content produced to changes in views/engagement

•Also compare to other events (launches, PR, campaigns, etc.)

Stage 5: Managing Stage 5: Managing RiskRisk

Step 5: Managing Risk• Gather key internal stakeholders

• Based on the tactics you’re planning to deploy, run through all the “bad stuff” that could happen

• Assign each two rankings:

o How likely is it to happen?

o How damaging will it be if it does?

• Decide what you’ll do if it happnes

• Circulate and get buy-in. Update quarterly as your program evolves.

Low Production Cost

Labour IntensiveLabour Intensive

Thank You

Douglas Walker

Director of Social Strategy

Trigger Communications

@dougwalker

dwalker@ideasthattrigger.com

403.231.1654