1. The How and Why of Social Media
November 29, 2012

2. The (Digital)Landscape

3. The Impact of Social on Customers
• 71% more likely to
purchase when referred
by social media
• 90% believe brand
recommendations from
friends
• 70% believe consumer
opinions

4. What stops businesses from going social?
• 70% - Lack of resources
• 57% - Poorly defined
goals
• 44% - Lack of
knowledge about social
media
(Research from BtoB 2012)

5. The Digital Landscape
Customers are inundated with
marketing messages
• The customer journey is dynamic and they
interact with content all day on Twitter,
Facebook, searching Google, RSS feeds
• Brands need to provide relevant content i.e. the
right content, at the right time, in the right
channel to the right customer – in order to fight
through the clutter
• Customers need to see, hear and interact with
content 3 – 5 times before they start to believe it
• Brands need to have a truly integrated digital
program to reach the social customer i.e. paid
media, employee ambassadors, influencer and
advocacy programs, search, paid media

7. Opportunities In Real-time
Customer service and social
media opps are 24/7/365
• People are posting content in real-time and
companies must respond quicker than ever
• Responding to customer service issues in a
timely manner can stop the issue before they
gain momentum
• Build customer loyalty by engaging in two-
way conversations

8. Telling Your Story

9. American Wineries on Social Media
• 94% are on Facebook
• 73% are on Twitter
• 47% say Facebook
helps them generate
sales

10. Agriculture on Social Media
• #Agchat
• 76% of younger
farmers are active on
social
• Connects consumers
with the industry

11. The San Joaquin Valley Story
• 60% of California wine
comes from your vineyards
• 80% of all exported wine
comes from your vineyards
• Only region of the state
where ALL varieties of
grapes are grown
• Largest wine region in the
state

12. Keys to Successful Story Creation
• Engaging across
platforms
• Highlight your
community (Not
necessarily the
product)
• No longer about “buy
my product”

13. What about non-consumers?
• Your knowledge is your
story
• Recommendations
• Knowledge sharing
• Thought leadership

14. Online Engagements Overview:
Leveraging Social Media for Your Business

15. Overview
• Review sites
• Twitter
• Facebook
• Location-based apps
• Online deals
• LinkedIn

16. Review Sites
• Set up a business
owner profile
• Monitor and
respond to reviews
accordingly
• Consider setting up
deals

17. Review Sites: Best Practices for Response
• Positive review – Send a private message to deliver a thank you
and let them know you care. No gifts. No invitation.
• Negative review – Keep it simple by thanking your customer for
the patronage and feedback. You have a chance to help the
situation and maybe even change this customer's perspective for
the better. Be specific about the customer's experience and any
changes you may have made as a result.

18. Twitter
• Twitter is a real-time information
network powered by people
Overview of Twitter
• Billions of conversations every day
Twitter – (n.) a free social networking and micro- • Working adults aged 35-49: nearly 3
blogging service that allows users to post updates million unique views and 42 percent of
of up to 140 characters, which are displayed on the site audience.
the user’s profile page and delivered to other
users who have opted-in to receive them. • 37% of Twitter usage is on mobile
www.twitter.com devices
Tweet – (n.) a term used to describe an update • 600,000,000 searches per day
posted by a Twitter user; (v.) act of using Twitter.
Variations: Tweeting, Tweeted
Twitterer – (n.) a Twitter user; a person who
tweets.

19. Twitter Basics
• Your name or Twitter handle is denoted and
Twitter Basics@ sign in front of it.
searchable by the
• The hashtag symbol # is used before relevant
keywords in tweets to categorize tweets to
show more easily in Twitter Search.
• RT means “retweet” and designates that the
content was written by someone else. It’s key
Twitter etiquette.

20. Twitter Best Practices
• Creating a business vs. individual
Paper.li
accounts
– Be consistent with your
business brand/voice
@mention
• Types of engagements
– Customer service
– Sharing info
– Daily deals
Photo sharing

21. Twitter Best Practices
Twitter Best Practices
• Build long-term relationships with stakeholders. Be transparent and human.
• Actively monitor Twitter to follow your name in conversations.
• Include links. Twitter limits communications to 140 characters but short hyperlinks can direct
followers to additional information.
• Develop guidelines on what should and should not be discussed. Create a process for
channeling information requests that do not fall within these guidelines.
• Treat Twitter as a discussion, not a broadcast.
• Utilize the 70/30 rule: 70% of tweets should be building a relationship and responding to
inquires, 30% of tweets should be campaign-driven.

22. Who’s Doing It Right?
Responding to customer Utilizing personality to Promotions, service updates
inquires interact with consumers

23. Facebook
• Difference
between profile
and fan page
• Setting up a
business fan page
• Types of
engagements
– Customer
service
– Sharing info
– Daily deals
• Facebook ads

24. Facebook Best Practices
FACEBOOK BEST PRACTICES
Engage Fans & Encourage
Interactions 1.
• Remember Facebook pages are not one-way
communications tools by posting updates that
encourage interaction
• Comment on content posted by others (Macy’s
comments when fans upload pictures—1.) 2.
• Help fans connect with each other—Pampers posts
fan questions & solicits further help (2.)
24

25. Facebook Best Practices
Set Expectations 1.
• Define the purpose of the community and
stick with it—SEARS prompts backlash by
responding to some customer service
issues & not others (1.)
• Establish community guidelines, a la 2.
Chevron (2.)
25

26. Location-Based Apps
• People sharing where
they’re shopping, eating,
staying, etc.
• Collect points for check-ins
• Show what’s nearby
• Share tips, photos

27. Location-Based Apps
Business use to
• Engage with customers
• Provide offers
• Leave tips

28. Online Deals
• Which site works best
– Largest Bay Area subscriber based:
Groupon and LivingSocial

29. Creating Content

30. Creating Good Content
• Facebook
– Keep updates short
– Use photos or videos when possible
– Behind-the-scenes content
• Blogs
– Lists and “How to’s” do well
– Link to other blogs
– Be casual
• Twitter
– Re-tweet others
– Follow local users
– Share unique information and links

31. Content ideas
• Live reports/Behind-the scenes
• Pictures and videos of executives
or staff in action
• Quizzes on industry topics
• Great articles you read
• Fill-in-the-blanks
• Tips, techniques, guidance

32. Content ideas (B2B)
• Best practices
• Photos and video of your equipment
• Networking with others in the field
• Case studies
• Being a resource and thought leader
• Calls-to-action
• Focusing on who is interacting with your product/service

33. Good Content Is…
•Portable
•Accessible
•Easy to Understand

34. Next Steps

35. If you/staff have 30 minutes per week
• Set up social media accounts
• Create a Facebook fan page and post an update or photo a few times during the week
• Set up your business account on Yelp, TripAdvisor and Foursquare so you can review what your customers
are saying about your business
• Set up an online deal
• Explore creating a deal with Groupon, LivingSocial, Google or Yelp. Think about the best discount or
experience that will be suitable for new and repeat customers
• Set up a paid media
• Create a self-serve ad on LinkedIn/Facebook
• Your ad consists of a headline, description, company name, image and URL
• Select a target audience
• Set your budget and bid
• Pay per click (most common) – you pay when someone clicks on your ad
• Pay per 1,000 impressions – determines the number of times your ad is shown

36. If you/staff have 30 minutes per day
• Engage on social media sites on a daily basis
• Respond to customer service inquiries
• Monitor and respond your online reviews
• Tweet three times a day and update your Facebook twice a day
• Write a blog post
• Create and maintain your blog with a daily blog post or use the time to write
2-3 blog posts per week
• Set up a paid media
• Set up an online deal

37. If you/staff have 30 hours per week
• Start a influencer/blogger engagement program
• Build upon your word-of-mouth advertising
• Identify targeted influencers or bloggers for your industry
• Using Klout, Tweetlevel, Wefollow, etc.
• Engage with influencers on an ongoing basis
• Read and comment on their blogs, follow their tweets, etc.
• Engage on social media sites on a daily basis
• Write a blog post
• Set up a paid media
• Set up an online deal

38. Measurement

39. Defining Objectives
Business Outcomes
Social Media Outcomes
Revenue
Increased Trust Engagement Components
Awareness Engagement Advocacy Influence Perception Authority
• Traffic • Comments • Sharing • Reach • Sentiment • Consensus
• Coverage • Event content • Action rate • Affiliation • Validity
Behavior • Brand attendance • Action rate • Level tools
Change Deeper recognition
Communities

40. The Measurement Journey
CRAWL WALK RUN FLY
Linking Social
Gathering data Measuring data Holistic measurement Media to Outcomes
• Conversation Volume & • Share of Voice • Influencer Maps & • Measure before starting
Total Number of Posts • Conversation over Time Blogger Engagement programs to determine
• Scorecards influence of Social
• Content Sharing Rates • Key Terms & Message
• Measure Social activity
• Review existing in- Resonation • Web Analytics & Search
from start to finish
house research (i.e. 8095 • Social Referrals • Identify strategic needs
• Measure outcomes (i.e.
data) based on results and
sales where possible) of
campaign executions
Social Media activity
40

41. The Measurement Journey
Channel Awareness Engagement Authority Influence Perception
• Fans • Total “Likes” • On-Message
• Total Interactions • External Links to
• Unique Visits • Subscribed “Likes” • Positive/Negative/
Facebook • Photos/Videos Content &
• Impressions • Audience Profile as Neutral
• • Post Quality Discussion
Page Views Reflection of Target • Change Over Time
• Retweets • Extended Network/ • On-Message
• Total Followers • Direct Messages • Inbound Links Influence of Followers • Positive/Negative/
Twitter • @Replies • External Coverage • Follower Profile as Neutral
• Shared Content Reflection of Target • Change Over Time
• Likes/Dislikes • On-Message
• Subscribers
• Views • Comments • Inbound Links • Positive/Negative/
YouTube • Subscribers • Favorites • External Coverage
• Demographic Insights
Neutral
• • Audience Profile
Replies • Change Over Time
• On-Message
• # of Comments • Inbound Links • Audience Profile as
Blogger • Positive/Negative/
• Share of Voice RelativetoAudienc • Subscribers Reflection of Target
Engagement Neutral
e Size • External Coverage • Referral Traffic
• Change Over Time
• # of Check-ins
• Positive/Negative/
Foursquare/ • # of Unique Visitor • # of Repeat broadcast to • Audience Profile as
Neutral Commentary
Geolocation Check-ins Check-Ins Twitter or Reflection of Target
w/Check-ins
Facebook
• # Page Views
• Traffic to Site (Overall) • Profile of Visitors as • Most Popular Search
Search • Inbound links
• Unique Visitors • # Page Views/User Reflection of Target Terms
• Time Spent on Site
41

42. Social Media Monitoring Tools
Premium Free
42

43. Questions?
• Adam Rosenberg
• Email: adam.rosenberg@edelman.com
• Twitter: @phillyberg

44. Appendix

45. Edelman Digital: Services Wheel

46. Edelman Digital Capabilities
At Edelman Digital, we live and breathe all things digital
and achieve results through a highly specialized set of
capabilities.
Digital Creative Digital Social Media
Strategy Strategy, Production Engagement and
and Planning Development Community Management
and Execution
SEO and SEM Measurement Digital Crisis Research
and Analysis Management and Insights

47. Our Clients Out West