The document discusses how social media is important for businesses to leverage. It provides definitions of social media, outlines why it matters to businesses through examples like Dell's customer service issues and word-of-mouth influencing purchases. It then gives recommendations on how businesses can measure ROI in social media through metrics like lower call volumes, customer insights, sales from social media links, and changes in brand perception.
5. Social Media Landscape personal / self expression private Social Networking utilitarian public Wikis Blogs/ Microblogs Virtual Communities Content Rating Social Book Marking Feeds Professional Networking Viral Pass Along
18. New Car Launch Challenge: The graphic below shows how conversation related to the new car spiked when a video was “leaked” to YouTube. The video received mostly negative sentiment, because it was a teaser that failed to show images of the car. Solution : The car brand adjusted its video release plan. The brand had planned to release the same video the day before the LA Auto Show, but changed their strategy based on the predominantly negative sentiment expressed toward the video. Instead, the brand was able to edit the video and release it after the LA Auto Show. In addition, a photo-seeding campaign leveraged sites and authors identified by TruCast to maintain buzz coming out of the LA Auto Show.
19. You Have Two Choices … .or procrastinate and then join the conversation later on anyway…. Join the conversation….
23. Brand Perceptions – Track and measure changes in overall brand perception, and your share of voice in online communities. Ongoing changes in volume and sentiment can be evaluated, as well as the underlying causes. Campaign Development Insights – You can leverage word cloud and qualitative analysis for creative insights that help you relate to your customers and communities better. Keyword insights support a range of product, brand and acquisition campaigns year-round with optimization for search, media buying and PR. Customer Service – Issues can be categorized and resolved with the help of social media tracking tools to quickly reveal customer service complaints published in online communities and respond to them on a real-time basis. Use a tool that helps track open issues and the number of cases resolved. Customer Acquisition – Direct response, conversational marketing programs, including brand ambassador campaigns can to engage with online influencers and to drive traffic to your sites. Social Media mapping supports targeting, media optimization and message propagation. Measure click-through and registration rates. Social Media Business Intelligence for the Enterprise
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25. Dialogue is Fueling the “Conversation Economy” CONVERSATION RELATIONSHIPS AFFINITY COMMUNITY Conversation Architecture
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27. This chart shows critical sites and the hyperlinks that connect them based on comprehensive keyword searches. Studying network dynamics and centrality allows better prioritization of engagement, increasing campaign effectiveness and overall program ROI. Advanced Ecosystem Mapping
Zune Media Player main menu…. Being social is now a medium….but it’s different from other media, because it’s also a way that ideas about media are transmitted….Facebook’s idea of “user generated programming”. .....with Social Media, is the Message also the Medium? In other words, is the act of being social now like the act of singing, or acting or painting? Can someone be better at it? i.e., more friends, more influence, GO TO TRUCAST DEMO…..better reputation?
![The Social Web ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)