With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business? Find out in this webcast, where you’ll get a preview of our upcoming ARF University: Social Media Bootcamp: Social Media for Research and Marketing [http://www.thearf.org/assets/arf-university], where we’ll uncover moving from listening, to creating actionable insights, to developing a well-thought out social media strategy.

1. May 19, 2010
10 Essential Tips For Social
Media Research and Marketing
Twitter Hashtag: #ARFCAST

2. Presented by
Lynne d Johnson, SVP Social
Media, The ARF
Twitter: @lynneluvah
email: lynne@thearf.org

3. Social
Media
Bootcamp
Social
Media
For
Research
and
Marke6ng
NEW
YORK
CITY
June
21,
2010
•
10:00am–3:00pm
For
info
and
registraDon:
hFp://www.thearf.org/assets/arf-­‐university

4. » #1 You Need to Be Where
Your Consumers Are
Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png

5. Your Consumers Are Using Social Media
» Social Media > E-mail
» Social Media Nearly Rivals Search
» 20% of Conversation on Twitter = Brand Mentions
» Conversations Are Occurring About Your Brand Without You
» #1 Method for Sharing News and Information
ARF University Social Media Bootcamp

6. » #2 Set Clear Goals

7. Be Clear in Your Aim
» Knowing What You Want From Your Social Media Efforts First,
Helps You Better Plan, Execute, and Measure
» Product Awareness vs Sales vs Customer Service vs
Whatever Your Objectives Are
ARF University Social Media Bootcamp

8. » #3 Sell Social Media to the
C-Suite and Get Everyone on
Board
Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg

9. How to Sell Social Media Internally
» Be Clear That Social Media Isn’t Just an Also, But a “Must-
Have”
» Integrated Research
» Integrated Marketing
» Unstructured Conversations
» You’re Getting Valuable Rich Data You Can’t Get Anywhere
Else
ARF University Social Media Bootcamp

10. » #4 Dive In
Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg

11. Just Do It
» Leave the Fear Factor to Reality Shows
» Who Owns It? Everyone!
» Do We Have the Resources? Yes, if it’s Infused Across the
Organization.
ARF University Social Media Bootcamp

12. » #5 Test the Waters
Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327-
N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg

13. Start Small By Listening and Tracking
Buzz
» Google Alerts
» Social Mention
» Ice Rocket
» BlogScope
» Tweet Reach
» Twitter Sentiment
» Hootsuite
» Co Tweet
ARF University Social Media Bootcamp

14. » #6 Monitor Your
Competition

15. Learn From Others
» Read and Research Case Studies
» Read Websites That Cover Social Media
» Watch the Pros on Facebook and Twitter
» See How Publishers Build Social Media Into Their Sites To
Figure Out Where You Fit In (It’s Not Just About Display
Advertising Anymore)
ARF University Social Media Bootcamp

16. » #7 Find Your Voice

17. What’s The Voice of Your Company?
» Write a Social Media Strategy
» Write a Company Social Media Policy/Standards
» Telling Your Brand’s Story
» Content Creation
» Compelling Video
» Find Your Voice And Stick With It: Consistency Builds Trust
ARF University Social Media Bootcamp

18. » #8 Measure Consumer
Satisfaction

19. More Than Listening
» Customer Experience Moves to the Social Web
» Engage a Listening Platform
» Track, Monitor, and Analyze Sentiment Analysis
» Measure Real-Time Impact
ARF University Social Media Bootcamp

20. » #9 Engage the Consumer
Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg

21. Engagement vs Message Push
» Create Community (Private, MROC, Forums, Groups, Fans,
Followers)
» Find Your Influencers and Let Them Engage New Customers
For You
» Listen, Respond, Engage
» Contesting and Promotions
» Don’t Just Sell
3
ARF University Social Media Bootcamp

22. » #10 Assess Your
Achievements

23. Determining ROI
» Net Promoter Score
Source:http://www.netpromoter.com/np/calculate.jsp
3
ARF University Social Media Bootcamp

24. Determining ROI
» Razorfish SIM Score
» SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry
The components of the above formula are:
Net Sentiment for the Brand = (Positive + Neutral Conversations –
Negative Conversations) /Total Conversations for the Brand
Net Sentiment for the Industry =
(Positive + Neutral Conversations – Negative Conversations) /Total
Conversations for the Industry
Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
3
ARF University Social Media Bootcamp

25. Determining ROI
» Share
» Engagement
» Reach
» Influence Social Marketing Analytics !
A New Framework for Measuring Results in
» Impact Social Media
» Issue Resolution
» Satisfaction Score
» Trends
» Sentiment
Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
ARF University Social Media Bootcamp

26. Upcoming Events
June 22-23 2010
Social Media Bootcamp
To register, visit:
June 21 2010
https://my.thearf.org/
ARF University Social Media Bootcamp

27. Upcoming Council Meetings
Social Media – June 8
Digital Media (AM) – June 10
Multicultural (PM) – June 10
Engagement – June 15
Advertising Effectiveness – June 24
To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org
ARF University Social Media Bootcamp

28. The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, The ARF!
http://bit.ly/TheARFListeningPlaybook_Rappaport (From ARF store book and download)
http://bit.ly/TheARFListeningPlaybook_Amazon (Amazon and Amazon Kindle)
http://bit.ly/TheARFListeningPlaybook_BandN (Barnes and Noble)