Social Media and The Engaged BrandAmber Naslund, VP Social Strategy

Welcome to the social web.

The business game has changed dramatically.

Before...

We went out and found our customers.

Now, they find us.

This revolution is characterized by speed and information.

Markets Are Conversations.

We’re at the edge of a new era, full of old concepts.

So we need to move our business in a new direction.

Or risk being left behind.

The Culture Shift

Intent is King.

Cultural Roadblocks to Social Media

Destination & Purpose

Demonstrated Trust

Laboratories and Gardens

Idea Diversity

New Rewards

The New Telephone

RADIAN6 ADOPTION PATH

Responder

Responder

Responder

CommunicationsAnd PublicRelations

Operations

Sales andMarketing

ProfessionalServices

ProductTeams

ExecutiveAnd

Management

Customer Service

TrafficCoordinator

Responder

CommunityRelations

TrafficCoordinator

TrafficCoordinator

TrafficCoordinator

RepresentsManaged and Professional Services

Tactical Reporting &

Analysis

Brand Conversations

RADIAN6 SOCIAL ENTERPRISE

Communities and Engagement

The Humanization

Highway

Internal Communication

The Opportunity Economy

Don’t be That Guy.

The Social Media Team

The Fears and Risks

The Truth About “Control”

The right toolkit...

Policies and Guidelines

Fire Extinguishers

Education and Training

Measuring & Analyzing

Success can mean...

• Reputation• Awareness• Money • Engagement• Education• Entertainment

The Truth About ROI.

Benchmarking.

The Old Metrics

The New Metrics

Why We Need Both

Activity & Engagement• Members

• Posts/Threads

• Comments or Ideas

• Inbound Links

• Tags, Votes, Bookmarks

• Active Profiles

• Referrals

• Post Frequency/Density

Revenue and Biz Dev:• Speed of sales cycle

• Number/% of repeat biz

• % customer retention

• Transaction value

• Referrals

• Net new leads

• Cost Per Lead

• Conversions from community

Metrics and Measurement

Metrics and Measurement

Cost Savings:• Issue Resolution Time

• % of issues resolved online

• Account turnover

• Employee turnover

• Hiring/Recruiting

• Training costs

• New Product Ideas

• Development cycle time

• Product/Serv Adoption Rate

Awareness and Value:• Brand loyalty/affinity

• Media placements

• Share of Conversation

• Sentiment of Posts

• Net Promoter Score

• Interaction with Content

• Employee Social Graphs

Adaptation and Retooling

We are reaching out.

We are linking to each other.

We are watching.

But we are not waiting.

Amber Naslund, VP Social Strategyamber.naslund@radian6.com

http://www.radian6.com