New Rules for Business in the Social Media Age
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New Rules for Business in the Social Media Age David Rogers Author, The Network Is Your Customer Faculty director, Digital Marketing Strategy Columbia Business School Executive Education www.davidrogers.biz
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With social media now occupying more time than any other online activity, the question for businesses is no longer, “should I be using social media to communicate?” but “how should I?” Join digital strategy expert David Rogers as he outlines the best practices for planning a social media strategy to match your customers, your business and your objectives. Whether you are a B2B or B2C marketing or communications leader or a C-level executive, you will learn: • Best practices from top brands for building customer relationships online • Facebook, Twitter, LinkedIn, Google+: the critical differences for business • How much social media is too much? (for your business) • New research on when and how to best communicate with customers in social media • Why you need to integrate social media with the rest of your communications • How to know if your social media is paying off (with real metrics and ROI) David Rogers is a widely-recognized leader on brands and digital strategy, known for his unique insights into customer networks. He is the author of "The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age" published in 2011 by Yale University Press. Rogers is faculty director of the Digital Marketing Strategy program for Columbia Business School Executive Education. He is executive director of BRITE at Columbia's and host of the acclaimed BRITE conference. Rogers has advised and developed marketing and digital strategies for leading companies in the consumer packaged goods, technology, pharmaceutical, food & beverage, telecom, hospitality, non-profit and media industries, and has appeared on CNN, CNBC, Marketplace, Reuters, CNNfn, MSN Money, ZDNet Asia and Channel NewsAsia. Follow David on Twitter at http://twitter.com/david_rogers and his professional blog at http://davidrogers.biz.
Transcript of New Rules for Business in the Social Media Age
New Rules for Businessin the Social Media Age
David RogersAuthor, The Network Is Your Customer
Faculty director, Digital Marketing StrategyColumbia Business School Executive Education
www.davidrogers.biz
#TNIYC@david_rogers
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Webinar outline
● Social media usage and the key social networks for business
● Best practices for brands on Facebook
● Best practices for brands on Twitter
● Syndication & timing
● Optimal timing and frequency for social media publishing
● Integrating social media with corporate websites
● Measuring your social media for business impact
● Your questions
Go where the attention is
Social Media has gone mainstream
● Nearly 80% of online Americans now use social media (blogs, Twitter, and social networking sites)
● Over 140 million Americans visit Facebook per month
● Social media fills more time online for Americans (23%) than email, games, or than any other activity.
Source: Nielsen Q3 2011 Social Media Report
There is no “typical” social media user
● Young adults 18-34 are only marginally more active on social media than their bosses and parents
● Boomers are driving the growth of social networking on mobile devices
● Even Americans 65+ years old are only 9% less likely to be on social media than the average
Source: Nielsen Q3 2011 Social Media Report
Key social networks for business
● 800 million global users● More consumer-brand oriented
● 120 million business professionals● Increasing importance for link
sharing
● 200 million global users● Attracts “influencers” b2b and
b2c
● 50 million (or 1 billion?) users● Business features to come…
Best practices for brands on Facebook
Apps and premium content
Gated content (for fans only)
Localize the Facebook experience (for global brands)
Share photos, video, and status updates (not links) on Facebook
Source: Momentus Media Facebook Interaction Study 2011
Facebook posts can, and should, be longer than 140 characters
Source: Momentus Media Facebook Interaction Study 2011
Ask fans to “like” or “comment” on your Facebook posts
Source: Momentus Media Facebook Interaction Study 2011
Best practices for brands on Twitter
Twitter is all about links (trackable links)
Usage 1: Direct selling
Sample Tweet: @Amazonmp3
“You still have a few hours to get the Strokes’ brand-new album Angles for just $3.99: http://amzn.to/e9ytse #dailydeal”
Usage 2: Customer service
Sample Tweet: @SouthwestAir
“@bgindra We’ve reported the error to our online team. Try switching browsers. I’m sorry!”
Usage 3: CEO brand
Sample Tweet: @Zappos
“Vision + Values + Velocity of Adaptation is a great formula for business and for life.”
Usage 4: Valuable information
Sample Tweet: @HRBlock
”File an amended tax return to claim missed deductions and credits within 3 years. http://bit.ly/dWW4NE #taxes.”
All of the above
Sample Tweet: @WholeFoods
”ARTIFICIAL COLORINGS: we’ve never allowed them in our food and we never will. Read what the FDA is considering -http://cot.ag/i7ANJd”
Focus on sharing valued content Vs. “engaging in conversation”
Source: danzarella.com
Syndication & timing
Tools for syndication & timing
@account1
@account2
8:00am
11:30a
m
2:45p
m
7:30pm(or Tweetdeck, or Ping.fm, etc.)
Best Time of Day: Facebook
Take-away: 9:00pm – 7:00am EST is best; avoid 1-7:00 pm
Source: Momentus Media Facebook Interaction Study 2011
Pacific Standard Time (PST)
Best Time of Day: Twitter
Take-away: 2:00pm – 12:00am is best; avoid 1-8:00 am
Eastern Standard Time (EST)
Source: danzarella.com
Day of Week: Facebook
Take-away: Friday – Sunday is best; avoid Thursday
Source: Momentus Media Facebook Interaction Study 2011
Day of Week: Twitter
Take-away: Thursday-Sunday is best; avoid Monday
Source: danzarella.com
Best Posting Frequency: Facebook
Take-away: To increase “Likes”, post to your Facebook page about once every 2 days
Source: danzarella.com
Best Posting Frequency: Facebook
Take-away: To increase total re-shares, post frequently
Source: Momentus Media Facebook Interaction Study 2011
Posting Frequency: Twitter
Take-away: When posting links to your own content, space them out (max 5-10 tweets per day)
Source: danzarella.com
Don’t judge yourself against large datasets alone…
Take-away: Gather your own data!
Integration & Measurement
One Twitter or Facebook account -- or many?
●Single, unified brand
presence
●Different business units
●Different geography &
languages
●Different content topics
●Different local branches
●Different social media
strategies
●Unique voices within
company
●Strong sub-brands
Is It Time to Shut Down Your Website??
Benefits of integrating both approaches
Social media presence
1. Inherently interactive
2. Where your people are
3. Lightweight customer acquisition
4. Virality
Corporate website
1. Control over design
2. Ownership of data
3. Targeting and personalization
4. Reach 100% audience
Three Stages of Social Media Metrics
3 Stages
Definition
Example metrics for: an online community for idea generation
2. Engagementmetrics
Level of customer involvement, attention, and commitment Amount of
time spent by community members
Level of interaction
Number of ideas submitted
Impact on critical business outcomes (KPIs, ROI, etc.) Number of
ideas implemented
Cost savings, sales, or increased loyalty driven by implementing ideas
1. Activity metrics
"Something is happening"
Page views Number of
members joining community
3. Business metrics
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Get more.
Email meat [email protected] for
• Sample book chapter
• 2 articles on social media ROI
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How can I help your business?
• Public speaking• Workshops • Executive education• Strategic consulting
www.davidrogers.biz
www.linkedin.com/in/davidrogersnyc
@david_rogers
