Putting Social Media To Work

Questions? Text them to 619-994-1881

Putting Social Media to Work

Social media is like teen sex. Everyone wants to do it. No one actually knows

how. When finally done, there is surprise its not better.

‐ Avinash Kaushik, Googlehttp://twitter.com/avinashkaushik/status/1270289378

The Thing to Remember

Social Networking that matters is helping people achieve their goals. Doing it reliably and repeatability so that over time people have an interest in helping

you achieve yours.

‐ Seth Godin, Marketing Genius

Does it Matter?

What’s important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they

care about with the world.‐ Seth Godin

‐ Socialnomics, 2009

If Facebook were a country it would be the world’s

4th largest between the United States and Indonesia

Social Media has overtaken porn as the #1 activity on the Web

Generation Y and Z consider

e‐mail passé…In 2009 Boston College stopped distributing e‐mail addresses

to incoming freshmen

The fastest growing segment on Facebook is:

55‐65 year‐old females

25,366,195,000August

http://comscore.com/Press_Events/Press_Releases/2009/9/Google_Sites_Surpasses_10_Billion_Video_Views_in_August

What’s It All About?

Connections» With customers

» With media

» With suppliers

» With influencers

» With colleagues

» With people

Authority» Build a reputation

» Demonstrate expertise

» Share information

» Help people

» Do it all freelyhttp://www.flickr.com/photos/macwagen/131360868/

Value» For customers

» For the community

» For others

» For you

http://www.flickr.com/photos/schlachet/3366994378/

Relationshipshttp://www.flickr.com/photos/cayusa/2838505123/

Where do I start?

Questions? Text them to 619-994-1881http://www.flickr.com/photos/stabilo‐boss/93136022/

Like everything else. You need a plan…

http://www.flickr.com/photos/ryanricketts/2295726918/

… and a Framework

• People – identifying business owners and responsibilities

• Objectives – identify objectives of social media efforts

• Strategies – identify strategies, messages, and tactical execution

• Technologies – identify technologies, communities, measurement and monitoring tools

People

• Identify business owners and staffing needs– Customer service– Marketing– Public Relations– Partner Management– Sales/Business Development– Technology

• Identify resources for execution– To intern or not to intern?– Full time vs. part‐time– Do you need a social media or community manager?

Objectives

• Create clear objectives – what are you hoping to accomplish?– Customer acquisition– Reputation management– Brand awareness– Customer service– Media relations

• Your objectives will determine– Personnel needs– Channel commitment/prioritization– Budget requirements

Strategies

• Sound strategy will ensure your brand:– Maintains consistency and voice across mediums/platforms

– Respond quickly to conversations online– Participate authentically in online communities– Identify proper internal escalation policies to ensure high service to visible issues

– Understand restrictions and sensitivities with Investor Relations, disclosure and other public company issues

Technologies

• Choosing the right technologies will ensure that your brand:– Can communicate effectively with target audiences wherever they are on the Web

– Monitor relevant conversations and brand mentions to engage and respond accordingly

– Can track, follow‐up and service issues that arise from the social channel

– Track and report on success towards program objectives

Common Social Media Uses

• Reputation Management

• Customer Service

• Brand awareness

• Customer Acquisition

• Generating Buzz

Reputation Management

• Healthcare crisis handled poorly/slowly

• Backlash on Facebook, Twitter

• Recovered with:– Customer forums

(22k posts to healthcare issue)

– Communication on Facebook, Twitter

– Focus on corporate values in online communications

Brand Awareness

• Building Buzz

• 1500+ blogs participating

• Thousands of mentions

• Hundreds of links, comments, responses and feedback

• Loads of online and traditional media coverage

Customer Acquisition

iPhone Apps make locating a nearby Dairy Queen easy and provide constant brand presence on customer’s phone

Twitter, Facebook, Friendfeed are used to share offers with online communities driving in store traffic and sales.

Customer Service

• 30,000 followers

• "This is just one way people have gotten to know us," says Eliason. "It's a little more personal. More back‐and‐forth discussions, and it's less formal. And it gives immediacy to interactions."

• Reputation for leading customer service use of Twitter

Generating Buzz

• Migrating successful brand to social media

• Using celebrity plus social media footprint as asset

• Building a business of teaming with other restaurant brands for special events

A few reminders before we go.

Social Media is a marathon, not a sprint.

http://www.flickr.com/photos/oskarn/125630791/

Don’t spread

yourself too thin.

http://www.flickr.com/photos/lynac/373285375/

What’s your plan?

It’s

OKto start small.

Let’s get started.

http://www.flickr.com/photos/dcdead/3503766087/

Group Sessions

Scenario #1

• You’re in charge of communications at the Mango Board. A scare about the safety of mangos has popped up on the news after six children have been reported ill, and the word is spreading quickly.

• How will you manage this crisis?– Online, social media– Mainstream media

Scenario #2

• You’re an agency for a company that is launching new self‐heating soup cans and you want to get the word out to your target audiences including stores and consumers.

• What type of social media campaign can you utilize to promote the new product online, and how?

Scenario #3

• You’re the sales manager for a processing house and you want to build relationships with restaurants to increase sales of your high‐quality, processed avocado spread in the B2B foodservice channel.

• How do you go about gaining mindshare and building relationships to drive new channel sales?

Scenario #4

• You’re the director of marketing for a startup and want to build loyalty and repeat purchase for your specialty food and wine online magazine and store.

• How can you use social media to achieve this goal?

Scenario #5

• You’re a research company hired by Top Chef to find out how consumers would react to a new chain of restaurants leveraging the Top Chef brand.

• Develop the social media components of a plan to gauge interest in the new venture.

Friend Us

• Jack Abbott• jack@oakcreektrail.com• 619‐994‐1881• facebook.com/jack.abbott

• Morgan Brown• morgan.brown@turnhere.com• 949‐954‐0205• facebook.com/morganb

Putting Social Media To Work

Business

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