Omniture UTC Social Media Presentation

Social Media and PRby Brian Watkins

PR Manager, Social Media

July 8, 2008

© 2004 Omniture Inc, Confidential & Proprietary

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What We’ll Cover

1. What is Social Media?

2. Why Your Company Should Participate

3. Do’s and Don’ts of Social Media

4. Social Media Strategy

5. Omniture Case Study

6. Measurement & Reporting

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What is Social Media?

• Online tools that allow for collaboration such as Internet forums,

message boards, blogs, wikis, podcasts, pictures and video-

sharing sites

How is Social Media Different From Traditional Media?

Social Media is interactive. Readers can interact in real time with a

blog by posting comments

• In the new environment of Social Media, messages cannot be

“controlled”

• Anyone can participate in the conversation

Social Media Can Be Scary!

Common Objections to Social Media

• Time commitment

• Difficult to Measure Success

• Fear of letting go of “control” of your message

• Legal implications

• Giving away competitive information

• Beginning a “project” that doesn’t end

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• Increased visibility within the industry

• Enhanced corporate Web site traffic

• Third party credibility

• Improved customer loyalty. Customers become brand champions

• Conversational marketing and ability for consumer to directly deal

with corporation

• Ability to watch customer behavior and quickly respond

• Increased sales leads/revenue/new customers

• Increased media coverage

• Cheaper than focus groups. Instant feedback

Why Should Your Company Participate?


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Do’s and Don’ts of Social Media

• Be “authentic”

• In the new environment of Social Media, messages cannot be

“controlled”

• Be Prepared to Receive Negative Feedback

• If customers tell you what is wrong, be prepared to fix it

• Allow all comments and suggestions (even if they are

uncomfortable) unless they violate your posted code of conduct

• Avoid the “Get me one of those” approach to social media

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Social Media Strategy: Where Should You Start?

Where are your customers online now?

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What Will Be Different When You're Done

Develop Your Strategy

Examples of Strategy:

• Foster a two-way relationship with our customers and potential

customers through the use of our internal blog

• Establish spokespeople as respected thought leaders through

blogging and speaking engagements

• Get key bloggers and thought leaders to defend and evangelize on

behalf of your company

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How You Are Going to Do It

Identify one person responsible in your organization for overseeing

social media.

Framework for approaching social media:

• Monitor

• Respond

• Influence

• Publish

• Measure

Social Media Monitoring

Free Solutions

• Social Media Firehose (Yahoo! Pipes built by Kingsley Joseph of

Salesforce.com)

• Tweetscan, Twemes, Google Alerts, custom RSS feeds, etc.

Paid solutions

• Less Expensive Solutions

• Andiamo, BuzzLogic, Radian6

• High-end Solutions:

• Visible Technologies, Collective Intellect, Cymfony, BuzzMetrics

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Omniture Case Study: What We Are Doing

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Respond

Positively influence message board and blog posts by:

• Answering questions about how to use our products or services

• Answering customer service-related questions

• Redirecting/correcting inaccurate posts or information

• Communicate regarding upcoming events

• Have a response plan in place

• Write standard responses to common questions or complaints. (Be

sure to customize each one)

Triage System

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• Monitor all posts involving your company

• Classify each post as critical, watch or no response necessary

• Identify the appropriate spokesperson to respond to the post

• Draft responses with input from spokespeople and subject matter experts

• Coordinate with the spokesperson to post the response, including full disclosure

Responding to a Negative Post

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Responding to a Negative Post

Critical

Example of a “Watch” Post

Watch

Example of a “No Response Necessary” Post

No Response Necessary

Influence

• Develop a Blogger Relations Program

• Identify key bloggers in your industry

• Offer bloggers access to company executives, product briefings,

etc.

• Participate in the conversation on their blogs by leaving comments

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Publish

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Corporate blog

• Post regularly

• Content is key

• Not too much self promotion

• Show personality

• Encourage Discussion

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Measurement & Reporting

Choose metrics to define success:

• Influence on lead generation (see SiteCatalyst example below)

• Unique visitors

• Subscription to RSS feeds

• Comments on blog (engagement)

• Increase in Technorati authority

Social Media Tools: Twitter

• Conversation/Networking/ Customer Service Channel

• Not a traditional PR/Marketing Channel

• Don’t just send press releases

• Who is Using it Well?

• JetBlue, Comcast, Dell, Salesforce.com, Zappos

• Follow me on Twitter!

• @brianwatkins

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Other Social Media Ideas

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Dell’s IdeaStorm

allows customers

post and promote

ideas.


Thank You!

[email protected]

Connect with me on Facebook, LinkedIn, Twitter and Friendfeed

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mailto:[email protected]

Omniture UTC Social Media Presentation

Technology

Transcript of Omniture UTC Social Media Presentation