The document discusses the business case for social media presence. It outlines what social media is, including social interactions, personal marketing, community building, and customer support. It discusses the benefits of social media such as reaching consumers on a personal level, engagement, decreasing marketing budgets, and indicating that a business is on the leading edge. It provides examples of how social media presence positively impacted companies like Yelp and Delta Airlines through customer service and reviews. It emphasizes the importance of social media analytics, tracking, and tying social metrics to business key performance indicators.

1. SOCIAL MEDIA
The Business Case for a Social Presence
Krista Seiden
Twitter: @bloggerchica
www.bloggerchica.com

2. What is Social Media?
• Social Interactions
• Personal Marketing
• Community Building
• Customer Support
• Brand Awareness
• Social Media is much more than a tool of the millenials, it effects
everyone, everywhere, and needs to be taken seriously!
• Crowd-sourced reviews, such as those on Yelp.com or Amazon.com, can
make or break a business or product
• Business reaction to social media trends, customer comments and
complaints, and presence in the space is a growing necessity
• The effect of Social Media isn’t going away, it’s growing!
@bloggerchica

3. The Social Landscape

4. Why Social Media: The Benefits
• Social Media has created opportunities to reach consumers on
a much more personal level than traditional media
• Social Media is engaging – allows a 1:1 rather than 1:Many
relationship with consumers
• Used effectively, a shift to Social Media can decrease
Marketing Budget spend while increasing CSAT, traffic, sales,
awareness, etc
• It’s Fun! Consumers look for companies/products who are on
the leading edge, and a strong Social Media presence gives a
good indication of this.
@bloggerchica

5. Social Media: Open Communication
• Social Media has opened the way brands communicate with
their consumers. It’s no longer a one way conversation
• Both Brands and individual products can live and die by the
sentiment of Social Media
• Social Media is instant. You’re response to good or bad press,
product releases, awards, or other news worthy content
should be as well
• Vary your content – your fans and followers don’t want to
hear the same thing over and over
@bloggerchica

6. A Few Quick Stats…
• Facebook: 800+ million active users
• An average Facebook user has 130 friends and likes 80 pages
• 56% of consumers say that they are more likely recommend a
brand after becoming a fan
• Each week on Facebook more than 3.5 billion pieces of
content are shared
• Twitter: 100+ million active users
• 34% of marketers have
generated leads using Twitter
• 55% of Twitter users access the
platform via their mobile
• LinkedIn: 64 million active users
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ @bloggerchica

7. More Stats…
• 30% of B2B marketers are spending million of dollars each
year on social media marketing
• Nearly 30% of these users are not tracking the impact of this
marketing
• Out of the 6 billion people on the planet 4.8 billion have a
mobile (only 4.2 billion own a toothbrush)
• 65% of adult internet users report using social media sites
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ @bloggerchica

8. Source: http://www.pagemodo.com/blog/marketers-social-media-marketing-successfully-infographic/ @bloggerchica

9. Two Real-Life Examples…
Yelp: A story of excellent customer service and the effect on
public reviews
Delta: @DeltaAssist’s customer service via Twitter to
reschedule flights and deal with unhappy customers

10. Example 1 - Yelp
• Yelp.com is a website that provides a place for people to
review businesses on their services/offerings and to provide
tips to other prospective customers
• Growing reliance on Yelp reviews has affected businesses,
both positively and negatively
• A string of negative reviews can bring down the business’s star
count on the site. A business with less than a 3 Star rating can
see a dramatic drop in business/CSAT
• Yelp has become an industry leader in Lo-So-Mo
(intersection of location, social, and mobile technologies)
and has used gamification to drive user adoption/behavior
@bloggerchica

11. Yelp Mobile App
• Yelp has a mobile app
which is used on-the-go by
consumers looking to find
places to eat, drink, shop,
etc.
• GPS location allows the app
to serve up nearby options,
the user can narrow them
by category preferences
@bloggerchica

12. Checking In
• Users can check-in to a
business via the Yelp
mobile app.
• Users can see who else has
checked in there, who is
the proclaimed “Duke” or
“Duchess,” and quick tips
and ratings of the business
they select.
@bloggerchica

13. Check-in Offers
• Similar to Foursquare,
the Yelp mobile app can
offer check-in deals for
consumers. The user can
decide whether or not
to redeem the offer on
that visit, or save it for a
later time.
@bloggerchica

14. Yelp Elite
• Some users (identified by a committee at Yelp) are deemed
“Yelp Elite” – generally those who have regularly posted
substantive and useful reviews
• These users are considered to be ‘super’ or ‘power’ users.
• They are identified via a small badge on their
reviews/profile as ‘Elite’ which is visible to anyone looking
through reviews/profiles
• In general, browsers of reviews weight ‘Elite’ reviews more
heavily in their consideration of a potential restaurant or
business
@bloggerchica

15. Personal Yelp Elite Story
A group of coworkers and I received awesome and quick service
from a local Thai restaurant. I wrote them a great 5 star review
on Yelp, but more importantly, everyone who was stuck late at
work that night greatly appreciated the service we had received
and now had a much higher opinion of the business. Every time
that group of people are back together, we talk about the
awesome service we received that night – we’ve been back for
Thai more than once based on our good experience.
@bloggerchica

16. Example 2 - @DeltaAssist
• Backstory: I received an automated call around 12:30pm on a
Friday afternoon informing me that my 10:00pm flight had been
cancelled due to weather. I immediately jumped on the phone
and sat through an exhaustive phone tree trying to get through
to a Delta representative in hopes of finding an alternative to get
me to my destination by the next morning.
• After 30 minutes on the phone I gave up because I couldn’t get
through and didn’t have time to wait on hold any longer.
@bloggerchica

17. @DeltaAssist
It occurred to me that I had tweeted with the @DeltaAssist crew
once before when I’d had a bad customer service experience flying
out of SLC so I decided to give it a try.
@bloggerchica

18. @DeltaAssist
To my delight, I heard back almost immediately:
@bloggerchica

19. @DeltaAssist
The rest of the convo went like this:
@bloggerchica

20. @DeltaAssist
I was so pleased, I tried to push my luck:
Oh well! Happy to be on a flight!
@bloggerchica

21. @DeltaAssist
So pleased with the customer service, I immediately gave them a
couple of twitter shout-outs and a few days later wrote a blog post
detailing the situation (the @DeltaAssist team picked it up, thanked
me, and retweeted from the @Delta handle)
@bloggerchica

22. Takeaways from Examples
• Social presence is important – don’t underestimate the
damage customers can do to your brand and be prepared to
respond
• Be Proactive! Social is a great median to do this.
• Customers who have a positive experience with your
business are happy to share those feelings on a social
site, encourage this feedback via check-in offers or timely
customer service via social.
@bloggerchica

23. And Now My Favorite Topic…
Warning: I’m a data nerd!
@bloggerchica

24. Social Analytics
Why should you care?
• Understand the impact of the content you are generating
• Reach (potential audience)
• Engagement (Retweets, Likes, Comments, +1, click-thru)
• Proper tracking allows for analysis to tie social media
campaigns back to business KPIs
• ROI
• CSAT
• Super-users and strong brand
advocates can be identified
• Advocacy programs can be developed
with these users
@bloggerchica

25. Important Metrics
Counting Metrics (vanity metrics)
• Followers, Retweets, Likes, Comments, Shares
Engagement Metrics (how engaging is your content?)
• Reach, Velocity, Life-span (of tweet/post)
Business KPIs (what’s important to report back to the biz)
• RFI completes, Customer Sentiment, NPS, ROI
@bloggerchica

26. Social in the Enterprise
Strategy
• It’s important to start with a solid strategy in order to guide your social
presence towards business KPIs
• Strategy should not be siloed between networks, but some forms of
content will be more appropriate for one or another platform
• Organization: hub & spoke/centralized vs multiple hubs/decentralized
Listening
• Use a social media listening tool to follow your content/keywords (ex.
Radian6, Adobe Social, Swix, HootSuite)
Tracking
• All posts should be tracked via a tracking code appended to the URL
that gets passed into your digital analytics tool of choice (Google
Analytics, Omniture, Coremetrics, etc)
Data export!
• Must be able to export data from your social listening/engagement
platform (preferably via an API) in order to tie social metrics to
business objectives
@bloggerchica

28. Key Points
• Don’t put all your eggs in 1 basket. Use multiple social media
platforms to diversify your audience and to protect against
platform flameout.
• Quality vs Quantity argument
• Both are important. The more often you touch your audience, the
more memorable you can become, but only if you give them
quality information.
• Social Media is not ‘Set it and Forget it’ – it needs constant
attention and management!
• Track! Without proper tracking, your social media efforts only
exist in a vacuum!
• Have fun with social media! A good mix of serious and not so
serious content will attract the widest audience.
@bloggerchica

29. Who I’m Following
• Top Bloggers/Tweeters - Guy Kawasaki, Jack Dorsey (Twitter
Founder), eMetrics
• News – WSJ, NY Times, SF Weekly, SF Gate, Financial
Times, Huffington Post, eMarketer
• Brands – Apple, Adobe, Google, YouTube, Southwest, Virgin
America, American Airlines
• Celebrities (guilty pleasure) – Kardashians
• Other - Friends, Web Marketers, Digital Analytics
professionals, Tech companies
@bloggerchica

30. What I’m Reading
@bloggerchica

31. Thanks!
Twitter: @BloggerChica
Blog: bloggerchica.com