Making The Case For Your Organization’s Adoption of Social Media Marketing

making the case for your organization’s

adoption of social media marketing

- Copyright © 2009 Radian6 5/31/2010

Katie Morse

Community Manager

Radian6

[email protected]

C: 347.408.0638

www.twitter.com/misskatiemo

how do I get there?

25/31/2010- Copyright © 2009 Radian6

• Do your Research

• Plan – Where does SM fit your org?

• Manage expectations, including risk!

• Iterate – Learn, expand, and repeat

• Measure – How does it all come together?

it begins with a vision


research and educate


80% of companies use Social Media for recruitment

Facebook tops Google for weekly traffic in the U.S.

The fastest-growing user segment on Facebook?

55-65 year-old females

YouTube is the 2nd-largest search engine in the world

start at the top

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Social media goes beyond the marketing department

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from the top to the bottom

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• Objectives• Department or company-wide

• Goals• SMART – specific, measurable,

attainable, realistic, timely

• Strategies• Social media strategies

• Tactics• Tools and specific actions

manage expectations

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• Consider Risk

– “How can we control our message?”

– “What happens if people say bad things?”

– “How can we prevent a crisis from

happening?”

– “How is this affected by regulations?”

– “How does legal feel about this plan?”

manage expectations

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• When will we see returns?

• What will these returns look like?

• How much time is involved?

• Who should be involved?

Metrics are a Two-Way Street

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Metrics and Measurement

Activity & Engagement•Members

•Posts/Threads

•Comments or Ideas

•Inbound Links

Revenue and Biz Dev• Speed of sales cycle

• % customer retention

• Transaction value

• Referrals

Cost Savings• Issue Resolution Time

• % of issues resolved online

• Account turnover

• Hiring/Recruiting

•New Product Ideas

Awareness and Value

• Brand loyalty/affinity

• Media placements

• Share of Conversation

• Net Promoter Score

Integrate and Iterate

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Making The Case For Your Organization’s Adoption of Social Media Marketing

Technology

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