Comm 464- class 5 agenda News #sauder464 #comm464 Finish c4 on intro to Search Intro to Social Media Setting objectives Intro to metrics & ROI & dashboards Check-in: HSU, clients, web audit, blogs Next steps: c6

Prep Qs -what are the different types of business objectives one could have for social media? -how would you plan to evaluate and report on these? Required reading: “The business return of social media” Erica Buckley, Admap: July/Aug 2013.http://bit.ly/143vpkO UBC users will be prompted for their CWL and taken to the article from Admap, within the WARC database. Or if this shortlink does not work then go to the WARC database in the Lam UBC library database, log-in and then search article by title. Optional Readings: “Marketers misunderstand ROI” -WARC http://bit.ly/14KH8He and http://www.forbes.com/sites/forbesinsights/2013/07/09/why-roi-is-often-wrong-for-measuring-marketing-impact/ Questions to prepare: -what are the different types of business objectives one could have for social media? -how would you plan to evaluate and report on these?

Shiny Object Syndrome One of the challenges with social media is “bright shiny object syndrome!” Companies say, “build be an iPhone app” without thinking about why someone would download it, how it provides utility that does not already exist, etc.   So, as we go through this guide you will find that we start with passionate communities, then look at objectives and campaign ideas, and then finally we go to the SM tools. SONOMA IPHONE APP: http://travel2dot0.com/2010/02/case-study-sonoma-county-iphone-app/

Building on Groundswell’s POST People – Segment & profile. - technographics, customer decision journey Objectives Strategies Tactics & Tools & technologies

Setting social media objectives & metrics What objectives will you set? How will you measure? How will this link to your overall online marketing plan? And your combined online/offline marketing plan? More detail on metrics & ROI –later classes

Social Media Objectives Monitoring – listening (with a purpose) Talking - conversing Energizing, (Supporting, Embracing)

In exercise previewing WHY MONITOR ONLINE CONVERSATION? Crisis and reputation management Find opportunities for niche campaign ideas Market research for long-term campaigns We will return to this In detail in class 6 In exercise previewing Social media audit

100,000 hits within a week gets you into top 10 viral ad chart (ad age) http://adage.com/digital/article?article_id=145015

How was it handled?

Social media “triage” Positive Negative Yes Yes No Yes Yes No No No Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you want to respond? Assess the message Evaluate the purpose Does customer need/deserve more info? No Response Yes Unhappy Customer? Yes Are the facts correct? No Gently correct the facts http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final No No Yes Can you add value? No Dedicated Complainer? Yes Are the facts correct? No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Is the problem being fixed? Explain what is being done to correct the issue. Yes No This framework was built using the USAF Blog Triage. (Added this attribution post webinar) From Slideshare public view, Altimeter Group. Yes Let post stand and monitor.

Next steps Client lockdown and plan discovery meeting Website audit Blog HSU modules News for class and twitter back channel C6 prep – see next slide

Class 6 prep Topics: monitoring online, technographics, brief social media audit Readings: review relevant parts of “Engage” ch 2 and Ch 18 on the Conversation Prism. Explore reports on “monitoring communities or conversations” in Forrester Questions to prepare: What and who will you try to monitor? How? Why? Consider in a specific context such as your client.