Social Media - definition, 10 rules of success, marketing and strategy, channels, best practices, trends 2018. Yammer (from ideation to implementation), other tools like Slack, Confluence and Sharepoint. Activity time Security. Recap

1. Social Media Presentation
RAJESH MENON
1

2. 2 hours fast track course on Social
Media
Hour 1
 Introduction (5 mins)
 Social Media Definition (5 mins)
 10 keys to success on Social Media (10 mins)
 Business and Marketing Strategy (6 ways you can measure ROI) (10mins)
 Social Media Management (5 mins)
 Best practices (5mins)
 Tools (also called Channels) – FB / Twitter / Linked-In / Google + / Instagram /
Pinterest / WhatsApp (10 mins)
 Trends 2018 (10 mins)
2

3. 2 hours fast track course on Social
Media
Hour 2
 Yammer (20 min)
 Strategy
 Use Cases
 Best practices (80% Culture, 20% Technology)
 Driving ongoing engagements
 Gathering the right people for success
 Execution – the cornerstone of a successful project
 Activity – Marketing dept launching a new project (10 mins)
 Understanding Yammer like tools (Slack, SharePoint etc) (10 mins)
 Advantages / Disadvantages of Social Media (5 mins)
 Security (5 mins)
 Review and Conclusion (10 mins)
3

4. Introduction Lets get to know each
other
4

5. What is social media?
Social media is a
conversation
online.
Look who’s talking:
– your customers
– your donors
– your volunteers
– your employees
– your investors
– your critics
– your fans
– your competition....
– anyone who has internet
access and an opinion.
SOCIAL MEDIA DEFINED
5

6. The social media conversation
The conversation is not:
– controlled
– organized
– “on message”
The conversation is:
– organic
– complex
– speaks in a human voice
Social media is not a strategy
or a tactic –
it’s simply a channel.
SOCIAL MEDIA DEFINED
6

7. The conversation is powered by
• Social Networks
• News & Bookmarking
• Blogs
• Microblogging
• Video Sharing
• Photo Sharing
• Message boards
• Wikis
• Virtual Reality
• Social Gaming
• Related:
– Podcasts
– Real Simple Syndication (RSS)
SOCIAL MEDIA DEFINED
7

8. The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.
SOCIAL MEDIA DEFINED

9. 10 keys to success
on Social Media
9

10. o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share
KEYS TO SUCCESS

11. 1. Discovery
(people, competition,
and search engines)
3. Skills
(identify internal
resources and gaps)
5. Maintenance
(monitor and adapt)
2. Strategy
(opportunities,
objectives)
4. Execution
(tools, integration,
policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

12. o YouTube
o MySpace
o Facebook
o Twitter
o EHarmony
o “Digits” (their own online
community)
o Virtual communities –
Second Life
Source:
http://www.podtech.net/home/5209/h-
block-social-media-programs-success
CASE STUDY

13. Leveraged core goals across
all networks:
1. Reinforce their brand as tax
experts
2. Deliver on advocacy
positioning of the brand
3. Present the brand as being
innovative
o Through “unexpected and
meaningful interactions
with consumers”
CASE STUDY

14. o Be community
appropriate
and relevant
(interacting on Second
Life is different than
YouTube)
o It’s not free -
Human capital increased
as media buys decreased
– Ask yourself if this is
successful how do you
scale it?
CASE STUDY

15. 1. Brand Perception
o Evaluated brand metrics
through a brand tracking
study
2. Engagement
o 600,000 YouTube views
o 1 million unique visits to
their community site
3. Word of Mouth
o Increased online mentions
in blogs, forums, and
other social media
CASE STUDY

16. o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen
KEYS TO SUCCESS

17. o Tap into the wisdom of the
crowd to access a wider talent
pool and gain customer
insight
o Companies that use crowd
sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
KEYS TO SUCCESS

18. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched
their biggest screw-up's
rise to the top 10 of a
Google search
o Admit your mistakes right
away
KEYS TO SUCCESS

19. o Don’t be afraid to share.
Corporations, like people,
need to share information
to get the value out of
social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend
KEYS TO SUCCESS

20. o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not
a corporate marketing
shill or press secretary
o Personify your brand –
give people something
they can relate to.
KEYS TO SUCCESS

21. o Think like a contributor, not
a marketer
o Consider what is relevant to
the community before
contributing
o Don’t promote your
product on every post
o Win friends by promoting
other people’s content if it
interests you
KEYS TO SUCCESS

22. o Don’t try to delete or
remove criticism (it will
just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and
legitimate solution
KEYS TO SUCCESS

23. o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them
KEYS TO SUCCESS

24. o You need buy in from
everyone in the
organization
o Convince your CEO that
social media is relevant to
your organization
o Get your communications
team together, discuss the
options, then divide and
conquer
KEYS TO SUCCESS

25. 1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all yourself
KEYS TO SUCCESS

26. Business and Marketing
Strategy (6 ways you can
measure ROI)
26

27. Social Media Strategy
Improve Business
Social Media
Strategic Alignment
27

28. Social
Media
Graphic
28

29. Blue Ocean Strategy
 Make Competition Irrelevant
 Current Favorable Conditions
 Period of adjustment / opportunity to change
the game
 New tools of competition
 New economics of influence (smarter
thinking/less media)
Key Takeaway: Now is the time to think about making competition
irrelevant.
Business Strategy 29

30. Source: Hubspot
Marketing Strategy 30

31. Inbound vs. Outbound
Outbound
 Old
 Push
 Interruptive
 Print
 TV
 Direct Mail
 Email
Inbound
 New
 Pull
 Attracting
 Getting Found
 Content
 Social Media
 SEO
Key Takeaway: Recognize the momentum
shift.
Marketing Strategy 31

32. Return on Investment
 $$$
 Man hours
 Training
 Culture shift
 Learning curve
Key Takeaway: Consider the total
investment.
Framework 32

33. More opportunities
More conversations
More customers
Rewards from Social Media 33

34. Ideal but
Unrealistic
Dead Zone
Social Media Strategic Investing Control Map
Investment
Time
ROI
1 Object e.g.
Facebook
Multiple objects
Add blogging, casual
activity & listening
Add consistent
activity and
participation
Add creating and
thought leadership
Key:
Area =
Opportunity
34

35. ROI Models
Amplification
1
Value of Social Traffic
vs Display
2
Quality of Visitors
From Social
3
Revenue From
Facebook Fans
4
Revenue From Social
Media Marketing
5
Social Promotions
Sales ROI
6
35

36. None of the
models are
perfect.
36

37. All of the
models
are better than
nothing.
37

38. Model 1: Amplification
38

39. Amplification Step By Step
Calculate social
impressions,
actions
Facebook impressions and clicks, Twitter
impressions and clicks, YouTube views,
Online mentions, etc.
Sum value of
impressions,
actions
Assign value to impressions and actions,
weighting actions more heavily that
impressions.
Compare to total
social media
spend
Map social impressions and actions to paid
marketing value equivalency.
39

40. Amplification Model Example
Social Impressions, Actions Paid Advertising Equivalent Value
2,000 Facebook impressions $10 CPM $20
100 Facebook clicks $0.50 per click $50
100 YouTube Views $0.20 per view $20
Total Value: $90
Social Budget: $30
Social ROI: 300%
40

41. Likely
Questions &
Consideration
s
 Most of the social data inputs are available
for free.
 The model is complex. It requires proxy
values for social actions based on non-
social comps.
 The model aggregates cross-channel social
data and maps it to familiar marketing
metrics.
 The output is a relative comparison, not an
actual sales return on investment.
41

42. Model 2: Value of Social
Traffic versus Display
42

43. Example Traffic Comparison
Description Display Social Delta
Net New Visitors
Above baseline
30,000 170,000 Social drove 5.67X
more visitors
Cost $150,000 $130,000 Social cost only
86.7% of display
Cost per visitor $5.00 $0.76 Social generated a
6.5X better return
This data reflects actual performance from an Ignite Social Media client.
43

44. Likely Questions &
Considerations
 This approach is less complicated
than others, it requires fairly simple
inputs.
 The model works well if you have an
active display advertising campaign
as a basis for comparison.
 The model doesn’t incorporate
impression value, only traffic value.
 The channels are the variable, so try
to keep other variables constant.
44

45. Social Media ROI Models revisited:
1.) The Amplification Model
How much would it cost to buy these impressions/actions via paid media?
2.) Value of Social Traffic versus Display
How much does it cost to get a visitor to your site via social versus display?
3.) Quality of Visitors from Social Media
How well do social-driven visitors perform on your site?
4.) Revenue From Facebook Fans
How much incremental revenue do your Facebook Fans create?
5.) Revenue from Social Media Marketing
How many sales can we attribute to your social media marketing programs?
6.) Social Promotions Sales ROI
How many sales can we attribute to specialized social media promotions?
Social Media ROI Models revisited:
45

46.  Importance of digital skills
 Who should manage?
 Social Media policy
 Monitoring activity
Key Takeaway: There are 4 core elements to Social Media
management
Social Media Management 46

47. Digital Skills
 Marketing or PR background
 Social networking
 Blogging and copywriting
 Microblogging
 Search Engine Marketing (organic or paid)
 Web content management
 Analytics
Key Takeaway: You may need to acquire digital
skills.
Elements of Social Media Management 47

48. Management Options
 IT
 Marketing
 PR
 HR
 SM
 Team
Key Takeaway: social media must be managed by
someone.
Elements of Social Media Management 48

49. Policy options
 Formal
 Informal
 Restrictive
 Non-restrictive
 Levels of approval
 Purpose
 Be responsible
 Be authentic
 Use good judgment
 Create re-markable content
Key Takeaway: Policy WILL exist-the question is whether it is by
default.
Elements of Social Media Management 49

50. Monitoring options
 Active
 Passive
 Informal
 Formal
Key Takeaway: Social Media must be managed.
Elements of Social Media Management 50

51. 7 - Best practices 2018
1. Use video content
2. Keep tabs on what happens with organic reach
3. Explore what paid ads can do for you
4. Get personal
5. Optimise user generated content
6. Get your frequency right
7. Sometimes less is more when it comes to social media platforms
51

52. 52

53. Tools (also called Channels)
Facebook
01
Twitter
02
Linked-In
03
Google +
04
Instagram
05
Pinterest
06
Whatsapp
07
53

54. 54

55. Hour 2 55

56. Yammer Strategy 56

57. Yammer Best practices (80% Culture,
20% Technology)
57

58. Yammer Use Cases 58

59. Yammer Best practices for culture 59

60. Yammer Drafting your vision 60

61. Yammer Gathering the right people for
success 61

62. Yammer Wave 1 and Wave 2 62

63. Yammer Driving ongoing engagements 63

64. Execution – the cornerstone of a successful project
30%
planning
70%
execution
64

65. Activity – Marketing dept launching a
new project
 Ray – CEO (Yammer approver)
 Deborah – Project Manager (Yammer Admin)
 Ravi – Programmer (Yammer User)
 Rajesh – Marketing Executive
 Kavitha – Marketing Manager
65

66. Understanding
Yammer like
tools (Slack,
SharePoint etc)
66

67. 67

68. 68

69. 69

70. 70

71. 71

72. Advantages / Disadvantages
of Social Media
 LARGE AUDIENCES
 FREE TO CREATE
 ENCOURAGES SHARING
 INCREASES BRAND LOYALTY
 UNCOVERS VALUABLE
INSIGHTS
 NEGATIVE FEEDBACK
 POTENTIAL FOR
EMBARRASSMENT
 TIME INTENSIVE
72

73. Security
 Work with marketing to gain access to
social accounts
 Continuously monitor corporate social
media accounts for cyber threats
 Blacklist/block malicious URLs and IPs
found of social media
 Establish workflow for dealing with
social media cyber crime targeting the
organization
 Takedown malicious posts and profiles
 Test employees on susceptibility to
social media cyber attacks
 Train employees on safe usage, best
practices, and what to do in the event
of an attack
 Work with marketing to keep a close
eye on social media initiatives and
campaigns
73

74. 2 hours fast track course on Social
Media
Hour 1
 Introduction (5 mins)
 Social Media Definition (5 mins)
 10 keys to success on Social Media (10 mins)
 Business and Marketing Strategy (6 ways you can measure ROI) (10mins)
 Social Media Management (5 mins)
 Best practices (5mins)
 Tools (also called Channels) – FB / Twitter / Linked-In / Google + / Instagram /
Pinterest / WhatsApp (10 mins)
 Trends 2018 (10 mins)
74

75. 2 hours fast track course on Social
Media
Hour 2
 Yammer (20 min)
 Strategy
 Use Cases
 Best practices (80% Culture, 20% Technology)
 Driving ongoing engagements
 Gathering the right people for success
 Execution – the cornerstone of a successful project
 Activity – Marketing dept launching a new project (10 mins)
 Understanding Yammer like tools (Slack, SharePoint etc) (10 mins)
 Advantages / Disadvantages of Social Media (5 mins)
 Security (5 mins)
 Review and Conclusion (10 mins)
75

76. THANKS !!!
KEEP IN TOUCH
RAJESH30MENON
@YAHOO, GMAIL, HOTMAIL, SKYPE, TWITTER, INSTAGRAM, PINTEREST
MY BLOG : HTTP://WWW.TECHNOSPIRITUAILTY.COM
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LINK : HTTPS://GOO.GL/OWGMXT (AMAZON.IN)
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