1. 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

2. 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 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 and
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?

3. 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:

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

5. 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

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

7. 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

9. 100,000 hits within a week gets you into top 10 viral ad chart (ad age)

11. How was it handled?

14. 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 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.

17. 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

18. 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.