360° Digital Influence

Y S i l M di S Your Social Media Score 2008

Anatomy of a Public Relations Professional circa 2009

(PR Pro figure)( o gu )

A global discipline using social media and digital marketing to drive word of mouth

With a methodology for identifying and engaging influencers and

Activating networks of people to share and recommend products,

i d iservices and issues

We create engaging experiencesd i d t t designed to promote awareness, brand loyalty, advocacy and conversion

Media (Consumer Generated & New Media) Broadband Media

Social Networks S hSyndication & D li

Multimedia Social Networks SearchDelivery Sharing

1. Does anyone within the company already blog in some way about a b i l t d i ( )?business-related issue(s)?

2. Does your company have any Facebook groups or are they users of Linked in (or

th i l t k)?any other social network)?

3. Has senior management stopped laughing when a junior staffer mentions T itt i ti ?Twitter in a meeting? WikiWikiTagginggg gMash-ups…

4. Have you ever invited customers to a company meeting just to hear their

ti ?perspective?

Listening: Message Boards, Blogs, Social Networks Opinion SitesNetworks, Opinion Sites…I will not recommend Sleep Number to anyone again (and I have done so in the past) and if it comes up in the conversation. I post on Epinions and Craigslist and intend to mention this in my posts and on my Blog. Instead of using a little common sense, looking at longtime customer satisfaction, you have lost this

We were sorry to read about your experience and hope to be able to resolve

customer for life.

We were sorry to read about your experience and hope to be able to resolve this issue and regain your confidence in us once again. In order for us to do so, we’ll need more information from you to access your account and remedy the situation. Please call Select Comfort directly at 1-800-787-5230 and ask to speak with AJ Stewartand ask to speak with AJ Stewart.

Two days after my diatribe about the Sleep Number bed appeared on this screen, I was apologized to and told to call a number and ask for a particular person.I was apologized to and told to call a number and ask for a particular person. When I called I got a nice young lady named Amanda who asked what the problem was and then the poor dear had to endure my ire while I detailed the trouble. She listened with patience and asked me to hold on to see what could be done. About 2-4 minutes later she comes on and says “we’ll be taking thatbe done. About 2 4 minutes later she comes on and says we ll be taking that charge off your Amex”. I rescind my cessation of possible future purchases of their product. The beds are as good as they advertise.

Listening: Message Boards, Blogs, Social Networks Opinion SitesNetworks, Opinion Sites…

Most Influential

Most Influential = 9%

High = 20%

High

Medium

Low

Low = 58% Medium = 13%We knew that Select Comfort customers were enthusiastic about their beds – enough to write about While most bloggers writing about the brand are of low influence. How can we amplify the WOM from them? them on their blogs and message boards – but we also knew that they were not influential voices within social media So we needed to turn up the volumesocial media. So we needed to turn up the volume.

5. Is Search Engine Optimization a PR Responsibility?

6. Have you ever published public information — done an interview, released some

id thinews, said something publicly without priorpublicly — without prior approval from legal?approval from legal?

7. Do you have RSS feedsand/or collaborative filtering features on your

t W b it ( )?corporate Web site(s)?

Share-able Content

SUBSCRIBE >

SEND THIS TO A FRIEND >

PRINT THIS >

8. Does your marcom team value engagement as a metric?

Define the communication goal

Awareness Make people aware of brand product or issue

Viral videos, games, display advertising, head-of-tail blog

Communication Goal Potential Tactics

Awareness

Evaluation

brand, product or issue

Educate people and begin to demonstrate the relevance

head-of-tail blog outreach, SEO plus

Brand Web sites, syndicated content, newmedia desk & room, social media outreachEvaluation

Engagement

relevance

Get people involved through spending time and

social media outreach

Brand Web sites, contests, blogs, games, social networkEngagement

Conversion

through spending time and interactions.

Motivate people to openly support you, contribute

social network participation.

Blog summits, Blogs, vlogs, social network

Loyalty

Conversion pp ysomething, share WOM

Convert people to

groups, blogger relations. Share-able programs

Fan activation centersLoyalty Convert people to Promoters & loyal customers

Fan activation centers, co-creation programs, communities

EngagementCONVERSATION

Product Feedback

EngagementDeepening levels of interaction

CONTENT CREATIONProduct Reviews

Testimonials

Blog Posts/CommentsMessage Board Posts

TIME SPENTBranded EntertainmentTask Fulfillment

Blog Posts - Outreach

COLLABORATIVE

CO-CREATIONProduct/Service InnovationTask Fulfillment COLLABORATIVE

FILTERINGBookmarkingTaggingRating

Co-creating advertisingCrowdsourcingCrowdfunding

gVotingSharing

ReachEngagementMeasurement Ingredients

Simple Reach

•Page Impressions

•Visits, Unique Visitors

ReachWord of Mouth

•Number of Mentions, Posts, Comments

•Tone: Positive Negative Neutral

Engagement

Visits, Unique Visitors

•Emails opened, click-throughs

•Videos viewed, audio plays

•Tone: Positive, Negative, Neutral

•Conversation Index

•Recommendations

•Send This To A FriendSearch Visibility

•Higher search results

•Greater search results “share”

•3rd party results

•Inbound links

Site Activity

•Time spent on site 3 party resultsTime spent on site

•Number of Interactions

S lConversionResearch•Sales

•Subscription

•Registration

•Customer/stakeholder feedback

•Product sampling

9. Does your company reward entrepreneurial behavior from within the

i ti ?organization?

10. Are the principles of earned media vs. paid media well understood in th i ti ?the organization?

11. Does your marcom team use/read a RSS feed readerwith at least 5 blog, search

lt t f d ?results or tag feeds?

12. Has your marcom team done any of the following in the past 30 days:

Searched for a client on TweetscanStarted/maintained their Facebook pageCommented on a blogTwitter-edDigg-ed…

What’s Your Score?

Yes to 0–4 questions:

Curious but cautiousCurious but cautiousYes to 5–8 questions:

Ready to listen & talkYes to 9–12 questions:

E it d t EExcited to Engage

Yes to 0–4 questions:Curious but cautiousCurious but cautious.

• Read lots of feeds to start: http://feeds.ogilvypr.com

• Get an RSS reader on your desktop and set one up for a colleague

• Subscribe to Google alerts (email) and Technorati search • Subscribe to Google alerts (email) and Technorati search strings (RSS), Tweetscan, and the del.icio.us tags for your brand(s)

• Join Facebook, Linked in and one other social network

• Set up a Listening Post for your company

• Invite outsiders in to talk about social media, marketing, and communications

Yes to 5–8 questions: Ready to listen & talkReady to listen & talk• Email relevant blog posts to leaders within the company

S t RSS d f th CEO d CMO f l t l t • Set up an RSS reader for the CEO and CMO of select, relevant blogs mixed with traditional news sources

• Identify the most influential bloggers, message board posters d i f b i / d t and reviewers for your business/products

• Invite a panel of relevant new influencers to a campus meeting

• Do a brown bag session for all takers on any one of a number of key phenomena: blogs, YouTube, social networks, wikis, Web 2.0, mombloggers (choose one per session), Twitter

• Circulate a 1-2 page Listening report “upstairs”

Yes to 5–8 questions: Ready to listen & talkReady to listen & talk• Start a personal blog and post on issues that intersect with

your business

• Implement a blogging & commenting policy within your company

Sh i ti ' Wiki di ti l i t ll • Share your organization's Wikipedia article internally

• Set up an internal leadership blog for employees (this gets everyone more comfortable with social media behaviors)

• Go to a Word of Mouth Marketing Association conference —it's a great forum for organizations to share ideas about word of mouth programs (we are members)

Yes to 9–12 questions: Excited to EngageExcited to Engage• Create an engagement strategy for social media

Hi l t th t t • Hire a vlogger to cover the next company event

• Start a Facebook group

• Blog a conference or event

• Create a blog(s) at some level of the company

• Share the WOMMA Ethical Blogger Contact Guidelines (or the new Ogilvy Guidelines)

A k l t bl h t th thi k f i iti ti (if it' • Ask relevant bloggers what they think of an initiative (if it's secret, you can ask them not to blog on it)

Yes to 9–12 questions: Excited to EngageExcited to Engage• Set up a wiki internally as a collaborative worksite

I i t d t i ith • Imagine a way you can co-create a product or service with your customers or constituents

• Create a Flickr gallery of something related to your business

• Edit some company videos into 2:00 segments and put them on 6 of the video sharing sites to drive traffic back to you

• Consider creating or participating in a community

• Be social...

Strategic Approach to Social Media & Word of Mouth

ENGAGING

• Co-creation Program

PLANNING

• Influencer Engagement

LISTENING

• Conversation Design & Management

• Live Community Events

• Video Content: Viral, Episodic, Broadband Channels

Plans

• Network Maps

• Visibility Plan

Snapshots

• Live Listening Posts

• Crisis Monitoring

Channels

• Community Design & Management

• Blogger & Influencer Engagement ProgramsEngagement Programs

• Social Network Activation

• Search ReputationManagement

Thanks & Connect With MeThanks & Connect With Me

John H. BellManaging Directorg g360° Digital Influence

http://johnbell.typepad.comhttp://johnbell.typepad.com

Twitter: jbell99Del.icio.us: jbell99jEmail: john.bell@ogilvypr.com