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Monday, November 22, 2010

Social Media Power Planning at Internet Summit 2010

Internet Summit Intensives: Building a Social Media Power Plan
Raleigh Convention Center, room 302
November 17, 9am

Jim Tobin, Ignite Social Media – also MC of this series
Eric Boggs, Argyle Social
Myles Kleeger, BuddyMedia
Marty Collins, Microsoft, seattle girl

Some Social Media Power Plan mentionables from Jim
  • 75% of people will base their buying decisions solely on "customer experience" in the next 5 years. Experience means looking beyond just "browsing" photos or videos. This is about the experience – social interaction will be the primary focus.
  • First thing to ask is not "What do you want to gain?" or "What do I want to say?" – Ask "what does my business offer that people want to talk about and discuss?" – is it data, it it an event, is it a thing?
  • Jim Tobin likes the POST method from Forrester – From 2007, POST is People, Objectives, Strategy and Technology. Note: Technology is never first.
  • Pro tip: Have a plan before you start "being social" – then be social in a genuine way.
  • Ignite Social Media uses a 6 step methodology to build a social plan.
  • All steps are important but Jim focused on important steps 2 and 4 – determine where your customers are and develop an engagement plan.
  • Step 2: Community Analysis is key. An example framework for this examination is the Forrester Technographic profile. Where do your customers fit on the social ladder? Are there multiple layers or groups?
  • Step 1: Discovery is especially important from an agency perspective, and it will reveal insights about the business as part of the process.
  • Step 5 is also important – measure!
  • Measurement tools are out there – such as Radian6, Crimson Hexagon, Trackr, Argyle
  • Decide what your most important KPI are in relation to your audience, goals and business model.
  • Audience asked what KPI are... I won't get into Key Performance Indicators here.
  • Jim gave an example of determining social ROI with KPI for a campaign where customers navigate a certain path on a retail website with product discovery and exploration and statistical likelihood to purchase.
  • Listening plans mostly focus on frequency, keywords (still) and escalation paths.
  • Jim treats social channels with the 'puppy principle' – if you choose to adopt a social profile, you must commit to walk it, feed it, clean it, and socialize it – or it will die! (tweet)
  • An example campaign development plan has 4 aspects: Audience specific, Event specific, Product specific, and Facebook specific. This is not representative of all campaigns.
  • There is no 1 size fits all in social media. The customer should guide you.
  • Research social networks and tools via Compete, Quantcast and Wikipedia. Rab: or search and lurk on the network itself.

Jeffrey Cohen covered social media tools including but not limited to...
  • Blogs – they are the center of your online corporate identity in social media.
  • Wordpress – it's the big blog platform of choice.
  • Decide whether your needs are covered by Wordpress.com (hosted) or Wordpress.org (roll your own).
  • Meta, mobile and email based bloggin: Tumblr & Posterous
  • tumblr example: Newsweek (also see Mashable and me)
  • Posterous example: Chevrolet
  • Audience asked why you would choose a Tumblr blog over a "normal" blog. I could talk about this at length, but my example given was look at IBM Smart Planet and Smarter Cities tumblr sites. It's interactive with network effects, questions, contributions, reblogging etc. All of this is a core behavior of the tumblr platform.
  • Social networks drive conversations back to your blog
  • Social workbench tools for twitter and Facebook: Installed – Tweetdeck, Web – CoTweet and Hootsuite.
Eric Boggs covered 3 key decisions and 3 rookie mistake for adoption social tools. Also check out the homework. His presentation is on slideshare. Audience asked about "inside the firewall" or B2B social collaboration. Is Facebook a good platform for business users? My example was IBM Lotus Connections, used by hundreds of thousands of IBMers everyday and by IBM customers for social business.

Myles talked about branding Facebook and building custom experiences. He mentioned the term "Fan gate" for this practice – which was new jargon for me.

Note: I missed the last panel session featuring Eric and Marty.
Note 2: Eric Delima also had a great live-blog recap of this talk series.

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