While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may "get it"—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive in.
But what if instead of relying on faith, you could show results? What if you could replace skepticism with support—and success?
You can. By dropping a little ... science!
In this seminar, we'll explore how the centuries-old Scientific Method provides a framework that anyone can use within any organization to make a case for social media. You'll convert even the deepest fears about going social into confident enthusiasm.
Plus, you'll discover a straightforward, seven-step framework to get you started implementing customized, documentable, and measurable social media efforts.
24. The Stages of
Social Media Acceptance
Energy
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
25. The Stages of
Social Media Acceptance
Energy
1. Shock
"There's no chance anyone
cares what you had for
lunch."
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
26. The Stages of
Social Media Acceptance
Energy
2. Denial
"Yes, and we all loved acid
wash, too."
1. Shock
"There's no chance anyone
cares what you had for
lunch."
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
27. The Stages of
Social Media Acceptance
Energy
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation
"Surely I can tweet from my
rotary phone?"
1. Shock
"There's no chance anyone
cares what you had for
lunch."
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
28. The Stages of
Social Media Acceptance
Energy
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation
"Surely I can tweet from my
rotary phone?"
1. Shock
"There's no chance anyone
cares what you had for
lunch."
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
29. The Stages of
Social Media Acceptance
Energy
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation
"Surely I can tweet from my
rotary phone?"
1. Shock 5. Acceptance
"There's no chance anyone "A door closes... but a
cares what you had for Facebook chat window
lunch." opens.”
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
30. The Stages of
Social Media Acceptance
Energy
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation 6. Experimentation
"Surely I can tweet from my “You always remember your
rotary phone?" first…RT.”
1. Shock 5. Acceptance
"There's no chance anyone "A door closes... but a
cares what you had for Facebook chat window
lunch." opens.”
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
31. The Stages of
Social Media Acceptance
7. Integration
"Stop by our Facebook page
Energy and tell us what you had for
lunch!"
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation 6. Experimentation
"Surely I can tweet from my “You always remember your
rotary phone?" first…RT.”
1. Shock 5. Acceptance
"There's no chance anyone "A door closes... but a
cares what you had for Facebook chat window
lunch." opens.”
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
32. The Stages of
Social Media Skepticism
7. Integration
"Stop by our Facebook page
Energy and tell us what you had for
lunch!"
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation 6. Experimentation
"Surely I can tweet from my “You always remember your
rotary phone?" first…RT.”
1. Shock 5. Acceptance
"There's no chance anyone "A door closes... but a
cares what you had for Facebook chat window
lunch." opens.”
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
51. The Stages of
Social Media Acceptance
7. Integration
"Stop by our Facebook page
Energy and tell us what you had for
lunch!"
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation 6. Experimentation
"Surely I can tweet from my “You always remember your
rotary phone?" first…RT.”
1. Shock 5. Acceptance
"There's no chance anyone "A door closes... but a
cares what you had for Facebook chat window
lunch." opens.”
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
99. Goals drive metrics,
metrics drive results
Reputation / Get the
GOALS relationships word out
Sales
METRICS Relationship Engagement
% hearing
scores index
Cost per
Rec’s % believing
customer acq.
Positioning % acting Web analytics
Engagement Sales leads
Marketing mix
modeling
Adapted from K.D. Paine & Partners, kdpaine.com. 99
100. What do you need to measure?
Impact ROI
(Outputs / outtakes) (Outcomes)
Did sale
s, reven
profits in ue, or
Did your crease?
relations
hips imp Did your
rove? relations
hips
Were yo change?
ur mess
commun ages
icated? Did the r
ight peo
show up ple
Did you ?
exposur get the
e you wa Did audi
nted? e n ce
behavior
change?
Adapted from K.D. Paine & Partners, kdpaine.com. 100
101. What does success look
like?
How will you measure
it?
How will you tie it to
concrete business
results?
109. You have to do it.
Image: http://www.flickr.com/photos/seanettles/ 109
110. Outline the steps of
your experiment, with
start and end dates
Execute your plan,
while documenting
significant events,
impressions, and
ongoing results
114. Collect metrics
Overlay results onto
experiment steps and
significant events
Note alignments
Draw a conclusion
115. Step 1: Establish baselines
8% YoY growth
Before social media After social media
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 115
116. Step 1: Establish baselines
8% YoY growth 60% YoY growth
Before social media After social media
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 116
117. Step 1: Establish baselines
Is something happening
here?
8% YoY growth 60% YoY growth
Before social media After social media
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 117
118. Step 2: Create activity timelines
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 118
119. Step 2: Create activity timelines
week 32 week 33 week 34 week 35 week 36
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 119
120. Step 2: Create activity timelines
week 32 week 33 week 34 week 35 week 36
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 120
121. Step 3: Track key metrics
Revenue
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 121
122. Step 3: Track key metrics
Net new customers
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 122
123. Step 3: Track key metrics
positive mentions
negative mentions
Transactional precursors
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 123
124. Step 3: Track key metrics
website visitors
blog-to-website
clickthroughs
blog comments
blog visits
Transactional precursors
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 124
125. Step 4: Overlay all timelines
activities
social data
web data
transactions
loyalty metrics, etc.
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 125
126. Step 5: Look for patterns
impact
impact
uncertain impact
impact
no impact
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 126
127. Step 6: Prove relationships
How was this group touched
by social media?
Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 127
134. Limitations
Not necessarily suited to the “dive right in” types
“Experimental” and “iterative” can be a tough sell
There needs to be at least a willingness to try
(or a culture of forgiveness)
135. Benefits
Time-tested method
Can be time-bound – low-commitment
Documented
Thus, repeatable
And measurable
Shows, rather than tells
Iterative
140. Identify where your skeptic is
7. Integration
"Stop by our Facebook page
Energy and tell us what you had for
lunch!"
2. Denial
"Yes, and we all loved acid
wash, too."
3. Negotiation 6. Experimentation
"Surely I can tweet from my “You always remember your
rotary phone?" first…RT.”
1. Shock 5. Acceptance
"There's no chance anyone "A door closes... but a
cares what you had for Facebook chat window
lunch." opens.”
4. Depression
Checking in @ "Valley of Tears”
Time
Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html