Category: Social Media Club

Recap: Agile Marketing – Adapting & Optimizing #SMCSEA

Panel: @kdubleu, @jcolman, @grmeyer, and @shimmage

Key Takeaways:

  • In regard to measurement, assign qualitative data to numbers. Next step is to build correlative models and watch for changes and clues.
  • A product owner in agile is different. They must recognize the difference between a one-off and trend.
  • In agile, customers are the heart and soul of what we do. Social practitioners are at the front line of this!
  • Document what you need and broadcast that to your team. This ensures you get what you need and wins are celebrated.
  • Tout your successes. Scream them from the roof tops. They become your fuel.
  • Failure happens faster in agile. You see it coming and can adjust immediately instead of waiting.
  • In agile, there is one entire person (scrum master) charged with removing obstacles enabling awesome for everyone.
  • Customer wow is something we should integrate into every aspect of the customer experience.
  • Inability to get things done is a contributor to burnout. An agile process battles that with regularly scheduled accomplishments.
  • Key with agile is getting it in to the people doing the work. Beyond – that leadership is key!
  • The easiest way to get buy-in… is to just do it.
  • Institutional boundaries prevent you from moving forward and delivering customer value
  • Agile helps you get sh*t done and out the door.
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Recap: Beneath the Surface: A Deep Dive Into the World of Social Analytics with #SMCSEA

Speaker: @chuckhemann
Host: #smcsea
Sponsors:  @vitrue, @CityofSeattle, @alaskaair and @Uber_SEA!
Live Stream!

“In 2009 more data was generated by individuals than in the entire history of mankind through 2008” – Andreas Weigend, Amazon.com

Agenda:

  • How do we turn listening data into something actionable?
  • How do I build a robust measurement program to show value and please my boss?
  • Can influencer analysis be quantified, and can I do it without using Klout?

Key Takeaways:

  • There are 4 quads a brand can fall into: Monitoring, Listening, Analyzing, Measuring
  • Analyzing is the future! How should we go to market in new/different ways?
  • Listening and data are at the foundation of everything we do.
  • We must listen, leverage, link and launch.
  • Listening gives you:
    • The ability to optimize content real-time
    • Foster a better customer experience
    • Alert you about potential product issues
  • Ask yourself the 5 W’s while listening.
    • What are people saying about your brand?
    • Where are people talking about your brand?
    • When are people talking about your brand?
    • Who is talking about your brand?
    • Why are people talking about your brand?
  • How do I listen effectively?
    • Have you identified a tool?
      • Once selected, ask yourself the following questions:
        • How many sites does the tool capture?
        • Does it have workflow management?
        • Does it have the ability to import and export data from the tool?
        • Does it incorporate other data sources?
        • What is the cost?
    • Do you have a training protocol?
    • Have you outlined a regular reporting schedule?
    • Have you developed a competitive set?
    • Will you list for the broader category?
    • Don’t review all tools, pick 5 and go into further details.
  • Measurement has two tracks!
    • Improve: real-time intelligence gathering
    • Prove: weekly analysis and monthly dashboards
  • What should we be asking more often? Did the program drive results? Sales/leads/consumer satisfaction. However, without awareness we would never get to the end of the funnel.
  • Process for effective measurement:
    • Understand what your campaign goal and objectives are
    • Conducting benchmark research
    • Developing your strategy and tactics
    • Execution of your campaign
    • Measure and tweak
    • Then REPEAT!
  • Good blog source for thoughts on social media: Being Peter Kim
  • Less than 50 people drive the share of conversations about a brand online, so it is important to have complete clarity into who influences your world, and how to reach them with your content.
  • Relevance is KEY!

 

Reinventing Your Company in a Customer-Driven Marketplace

The topic for the February #SMCSEA event was “Reinventing your company in a customer-driven marketplace” and was presented by Sean Moffitt. If you would like to attend future events, you can find out more at smcseattle.com.

Below are a few of my key takeaways:

  • 99% of us make decisions about a website in less than a minute.
  • There are 4 F words of social media:
    • get FOUND
    • get FAME
    • get FANS
    • get FEEDBACK
  • The average lifespan of a tweet is 12 minutes.
  • Below is a roadmap for building a wikibrand:
    • Focus
    • Language/Content
    • Incentives/Outreach
    • Rules/Guidelines/Training
    • Tools and Platforms
  • If the customer is KING, then content is QUEEN.
  • Which path is your content on? Content quality vs. Quantity vs. Variety
    • To be great in content frequency, here are some monthly guidelines:
      • 30+ blog posts
      • 400 tweets
      • 180 Facebook posts
      • 12 videos
      • 8 emails
    • The minimum requirement for content frequency, here are some monthly guidelines:
      • 8 blog posts
      • 100 tweets
      • 30 Facebook posts
      • 1 video
      • 1 email
  • One way to measure social ROI is by calculating how much you save by using social media for customer service.
  • Social media is now essential for successful SEO, as search barely exists without social signals now.
  • We currently spend 22-25% of our time on social media and its only expected to grow in the next few years.
  • Where is social media headed in the near future? Healthcare, Law and Politics.