Full-service online + interactive marketing firm

Presented to:

How Social Media Can Carry Your

Message to the Masses

Abbott Labs

Agenda

•About Marcel Media

•About Kelly CutlerIntro

•Best Practices

•Video

•Case Study #1

•Group Exercise (Case Study Analysis: The Good & Bad)

Section 1

•Video

•Crisis Management Best Practices

•Group Exercise (Ensure Product Tampering Scenario)

•Lunch

Section 2

•Video

•How to Launch Your Product with Social Media

•Case Study #2

•Group Exercise (Social Media Editorial Calendar)

Wrap-Up

4/27/2011 2

4/27/2011 32

About Marcel Media

Marcel Media is a full service, award-winning, interactive marketing

agency specializing in Search Engine Marketing (SEM).

We provide creative and customized marketing solutions such as Pay

Per Click (PPC), Search Engine Optimization (SEO), Social Media,

Interactive Facebook Applications, Conversion Optimization, Website

Development and Web Analytics.

@marcelmedia

Facebook.com/marcelmedia

www.marcelmedia.com/blog

About Kelly Cutler

Kelly Cutler is the CEO of Marcel

Media, a Chicago-based, interactive,

marketing firm specializing in Search

Engine Marketing.

Beginning her career in 1997 with

companies including AOL and

Classified Ventures, Kelly‟s

achievements include serving as the

first woman president of the Chicago

Entrepreneurs‟ Organization,

instructing at the University of

Chicago and DePaul University, and

speaking on industry topics across

the country.

4/27/2011 4

/in/kellycutler

@kfcutler

Social Media: A Guide to Getting It Right

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Considerations for a Social Media Policy

1. Forbidden Content: Identify off-limit subjects and the process for handling those subjects.

2. Define the Rules of Engagement: Clearly communicate

your organization‟s comment policy. Define what

„acceptable behavior‟ is for your employees via social

media. Remember, Google never forgets.

1. Trust: Employees should be trusted to communicate and develop relationships with customers. Reviewing every blog post, tweet and post can be laborious and slow down the real-time pace of social media.

2. Training: Provide complete training about how to blog, and review legal issues with employees

3. Transparency: Full disclosure is imperative, don‟t rely on your affiliates to follow proper disclosure protocol. Always call out commercial or personal connections. Require employees to identify their relationship with the company if they are promoting Abbott brands.

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Considerations for a Social Media Policy Cont…

6. Avoid Legal Jargon: Write the policy in terms your employees can understand,

filling it with legal speak will cause confusion and intimidation.

7. Define What Social Media Means to Your Business: Define exactly what

sites/tools/etc fall under the „social media‟ umbrella for the purposes of your

policy.

8. Make Sure Employees Understand the Chain of Command: If different

groups/departments should handle responses based on content, etc, then clearly

spell that out.

9. Create Addendums for Stand Alone Sites: Your

corporate blogging policy will differ from your

Facebook policy. Different tools have different

audiences and goals, and require a slightly different

approach.

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The Strategy: Getting Started

Start by setting manageable, measurable goals so

your team can feel a sense of completion and

accomplishment. If you don‟t set goals you can get

lost in the social media abyss.

LISTEN first. Few ideas should be rejected out of

hand; not everything is going to work, but in

95% of the cases, even if something doesn‟t

work there is value to be gained and lessons to

be learned from the „failure.

Suggestions:

• Transform the content in your company newsletter into an internal blog and give all

employees the ability to contribute.

• Let employees vote on the best ideas suggested by other team members to

brainstorm creative campaigns and workshop implementation and execution.

• Resolve to respond to customer service issues within three hours, via social media.

• Create a Twitter handle and hashtag dedicated solely to customer service issues.

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The Strategy: Define Your Objectives

General Motors Example: Their director of global social media outlined specific

objectives the company wanted to accomplish through social media.

• Become more responsive to people/consumer

audiences

• Incorporate audience/consumer feedback into

your organization more quickly and effectively

than has happened traditionally

• Make your brand a little more “human” to the

outside world, and show people the smarts,

personality and passion of the people behind

your logo

• Increase product knowledge and brand awareness and provide perspective/accurate

information about your company

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The Strategy: Your Social Audit

1. The Pitch: Describe your company in 120 characters or less

2. What type of program do you want to pursue first?

• Awareness

• Loyalty

• Engagement

3. How well does your audience know you?

4. How well does your audience use social media?

5. How will you execute the “human” aspect of social media; its about people

not logos.

6. How are you going to measure success? What benchmarks will you use?

7. What is the soul of your brand, what defines “Abbott”

• Example: Apple = Innovation

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Social Media: How to Execute

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Old Spice’s Seamless Execution

1. The P&G and Wieden+Kennedy marketing teams targeted a handful of “social

influencers” to jumpstart their viral video campaign. I.E. Kevin Rose (founder

of Digg), Ellen Degeneres, The Huffington Post etc.

2. Questions were requested and collected on Twitter, the Old Spice Facebook page,

YouTube, Reddit, and blogs. During the course of the day, the questions were answered

in near-real time via custom-made YouTube videos.

3. Instead of telling people about the product via press release, or even a custom

pitch via email – they created a meme (viral content and social syndication).

4. By approaching influencers in public with an unusual request, and then responding

in real time on the same or main platforms with the results of that exchange, they

Began to engage the rest of the marketers and pundits in those networks.

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Most Commonly Used Social Media Tools

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Source: Mashable.com

Distribution Channels

Facebook

Great for brands. Built for community engagement through applications like sweepstakes,

contents, and coupons. It is a great place for product launches. This would be a strong

platform for Abbott Nutrition.

Twitter

Great tool to share information and resources, and very effective for customer service.

Create a Twitter handle and hashtag for customer service, hold monthly Tweet Chats where

consumers can have a discussion using a designated hashtag to ask questions and share

information.

YouTube

YouTube is a great platform to “humanize” your

brand and a very powerful response in the event of a

social media crisis. Multimedia is the most readily

shared content on the web. Video has emotive

tendencies and can visually convey compelling content.

With a simple flip camera you can create quick, basic

videos.

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Distribution Channels Cont…

Foursquare

Create to-do lists for users to explore around your area, work with Foursquare

to create a custom badge for your venue or event. Create raffles or specials,

offer discounts to people who check into your location. If you don‟t have a

storefront create a virtual storefront for your “online” consumers.

LinkedIn

Commonly used as a professional referral engine. Often times journalists turn

to LinkedIn for expert resources, and consumers the Q&A functionality to get

more information about products and services. All of your executive team

listed on your website should have a LinkedIn profile which can be found next

to their website bio.

Blogging Network

Blogging networks are a great tool for product launches, industry endorsements

and referrals/reviews. If you employ a service like “SponsoredReviews.com” full

disclosure on your end and their end is a must. A more grass roots effective solutions is

to send product samples to bloggers for review, or invite them to your office for a “new

media” day where you can have them sample products and engage in open discussions.

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New Media Same Message 70% of journalists now use social networks to assist reporting: it makes sense for

healthcare marketers to leverage social media channels to achieve coverage by both

mainstream media and industry publications.

Published in 2010, a George Washington University and Cision survey of journalists

reports 89% use blogs and 65% use social networks to research stories.

TIPS :

• You can follow journalists on Twitter to learn more

about what kinds of stories they are working on

• Muckrack– free listing of journalists on Twitter,

search by topic and outlet

• Journalist Tweets – subscribe to email updates or a RSS

of a search term and see what journalists are Tweeting about it

• Listorious– search through their directory which contains lists of journalists in your desired topic area

• WeFollow – search “journalism” in their directory for people you may be interested in connecting with

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Social Mention (free): Allows you to set up email alerts and real time mentions of

your brand on social media

Trackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal for

small businesses and bloggers who are on a limited budget.

Klout (free): Determines the level of influence your brand has in the social media

marketplace .

Cinch: This simple tool can record audio, either via the web or phone so you can

share audio messages with your followers.

Social Media Tool Kit

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PostRank - You can gain an amazing amount of insight into what topics get the most

engagement on a particular blog post. Marcel uses it and loves it.

HootSuite: The Enterprise plan allows you to have multiple contributors to your social

profiles without sharing passwords. Assign messages for follow-up and track

responses. Monitor and post to multiple social networks, including Facebook

and Twitter using the HootSuite dashboard.

Ping.FM: Simple, free, web based app that allows you to post

to multiple sites at once.

Social Media Tool Kit Continued

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10 MINUTE BREAK

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Video – Social Media Case Studies

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PROBLEM

The whole world is criticizing Nestlé for sourcing palm oil from Sinar Mas which is

used for products such as their Kit Kat bar. Sinar Mas is Indonesia‟s largest producer

of palm oil and has been accused of illegal deforestation of rainforests. This has

other effects such as CO2 emissions and destroying communities. Greenpeace then

launched a report called “Caught Red handed” detailing the situation and

encouraging their readers to create and share their own Kit Kat videos. Thousands

of people are on Facebook and Twitter calling for a boycott of Nestlé products. The

Nestlé fan page is being bombarded with criticisms and very negative messages

aimed at destroying Nestlé‟s reputation. Greenpeace has already launched an

international campaign which is targeted directly at Nestlé. The clip they made

ends with a twist from Kit-Kat‟s famous slogan: “Have a break? Give the orang-utan

a break“.

http://vimeo.com/10236827

The Nestle Case Study

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THE RESPONSE

Nestle was slow to respond and when they did, Nestlé thought it was most

important was to contact Google to remove the video due to copyright

infringement. Although it was removed within several days of posting, it already

had been posted on vimeo.com and re-posted on many other sites as well as

YouTube, and had close to a million hits.

Nestlé released a statement on March 17, 2010, which said that “Nestlé recently

undertook a detailed review of its supply chain to establish the source of its palm

oil supplies and we have made a commitment to using only „Certified Sustainable

Palm Oil‟ by2015, when sufficient quantities should be available. Nestle‟s updates

kept pushing people to their corporate page to see its official corporate response.

Nestle Case Study Cont…

4/27/2011 22

Their Social Response

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The Social Feedback Part 1

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Social Media Feedback Part 2

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Group Exercise: The Do’s and Dont’s of Social Media

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10 MINUTE BREAK

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Social Media Management

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Crisis Management: A Quick Case Study

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1. Control Your Tone: Always respond positively and respectively. (Ex. If a consumer posts

negative feedback about a product recall respond with positive, reassuring video from

the CEO)

2. Use Multiple Channels: Utilize all the social media avenues available to you (e.g.,

blogs, Twitter, Facebook, YouTube). This will increase the chances that your

message/response has been seen and shared.

3. Own the Message: Create a community around the crisis. People will be talking and

looking for information. Own the messaging, monitor the conversation and create a

platform for conversation by creating a “hub” where people can go to ask questions,

give feedback, talk to other consumers, etc.

4. Brand Ambassadors: There is no stronger force than your internal team. Allow your

sales personnel, customer service reps and communications team to engage in social

media before and after the crisis. Have them help monitor brand sentiment and

conversation, and alert management of potential “crisis” situations as well.

10 Tips that Help Contain Crisis

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5. Take it Offline: If there‟s a naysayer leading the attack, contact them directly, or respond to a post and ask them how you can follow up with them directly. Thank them for their feedback and try for a one-to-one conversation via email or phone.

6. Keep Your Permission Settings Open: Don‟t lockdown your Facebook page, keep your permission settings open. Not allowing for comments or wall posts on your pages sends a clear message about your brand; we aren't interested in having a conversation.

o If your competitor has an open door policy and you don’t, it doesn’t reflect well on your brand.

7. Act Swiftly : First 24 hours of a crisis is when people are turning to each other for answers. Be ready to respond. Speed to response is critical – even if you don‟t have the answer, acknowledging that you‟re listening and seeking an answer can buy a lot of time and more importantly quell continued angry sentiment.

10 Tips that Help Contain Crisis Cont…

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8. Full Disclosure is Key: Be clear about your limitations – not every problem can be

solved the way your consumers expect. Full disclosure adds an element of

humanity to your brand and is crucial.

9. Monitor Conversation Not Sentiment: Many monitoring tools determine brand

sentiment. If someone doesn‟t like you, don‟t leave it at that. Ask why they are

angry and how you can you fix it? Negative sentiment often is because they

haven‟t had their questions answered.

10. Be Prepared: Don‟t wait for a crisis to bring your team together . A Community

Manager should already be in place, as well as a social media policy that outlines

how employees should react without approval from your CEO. The Internet (i.e.

your consumers) is not going to patiently await a response from your CEO, and not

having procedures in place will inhibit an efficient reaction time.

10 Tips that Help Contain Crisis Cont….

4/27/2011 32

Your Response Team

• Identify a main point of contact to field media calls (someone of authority)

• Identify a group/person to monitor social media and post updates on social

platforms Facebook, Twitter, YouTube, Blog etc (a community manager)

• Create a short YouTube video with a member of your Executive

Team (CEO) addressing the issue, taking responsibility for the issue and sharing

your resolution.

• Create an FAQ of all questions and concerns submitted over social media and make

available on your website for download.

• Hold a webinar or live chat where consumers can join

a virtual event and ask questions to get real-time

feedback from your team regarding concerns and

receive reassurance.

• Cover all announcements via your corporate blog,

in additional to press releases.

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The Checklist

Pre-crisis

• Identify key social media platforms where your brand should engage

communities and start interacting with consumers.

• Monitor broadly for trends, competitors and early warning signals

• Create, train, and enforce social media policy

During a crisis

• Acknowledge situation to create time and space (example: Ford or Dominos)

• Understand and respond, try and take the message offline

• Create content that evokes response, syndicate, and have your supports and

employees help carry your message

Post-crisis

• Track new terms related to crisis

• Thank your supporters; monitor your naysayers

• Adjust policy, workflow, and escalation procedures

• Remain present

4/27/2011 34

Group Exercise: Mock Scenario What Would You Do?

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30 MINUTE LUNCH BREAK

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Dove True Beauty Campaign

4/27/2011 37

How to Launch a Product Using Social Media

1. Facebook Fan Page – A quick and easy way to get online branding for a new

product. These pages are great at building community around the product

Facebook offers built-in capabilities such as commenting, liking, sharing and

uploading photos and videos. The challenge with Fan Pages, and websites of any

kind, is to attract visitors. You can do this by offering incentives for liking the

page and creating a small budget for Facebook media buys.

2. Video Blog (vlog) - Give the product a personality. Create a blog that highlights

the visual appeal of the brand. Syndicate it on Vimeo, YouTube and TubeMogul.

3. Integration – Provide “share” links in your emails announcing the new products

and promotions around the product. This will help promote sharing and help your

content reach a broader audience.

4/27/2011 38

Cont. How to Launch a Product Using Social Media

4. Twitter Pitch – You should already be following your targeted media on Twitter.

Journalists love short pitches, share your new product with them on their Twitter

wall in a 140 characters or less.

5. Official Launch Page – this should include or link to all related social media posts,

press releases, YouTube video, provide information in a blog like forum, allow for

users to submit questions etc. This should act as the hub for all product related

information. Another option is to create a widget that provides all of this

information.

6. Analytics - measure and track Twitter sentiment, shortened links, views, re-

tweets, conversations, bookmarks, subscriptions, conversions, impressions, and

page traffic, among many others.

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Social Products: A Case Study

4/27/2011 40

Cisco Router Product Launch

Cisco, who has been involved with social media since 2008, launched a new router in

the summer of 2010 using only social media. The results surprised even the social

media enthusiasts.

This project shaved six figures off its launch expenses and set a new precedent for

future product launches.

“It was classified as one of the top five launches in company history,” said LaSandra

Brill, senior manager, global social media. “It was the „crossing the chasm‟ point for us

in the adoption phase of social media and helped us get over the hump of internal

acceptance.”

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Social Media Launch Highlights

• 9,000 people attended the social media product launch event – 90 times more

attendees than in the past

• Saved 42,000 gallons of gas

• Nearly three times as many press articles as with traditional outreach methods

• More than 1,000 blog posts and 40 million online impressions

• A Leading Lights award for Best Marketing

• One-sixth the cost of a traditional launch

4/27/2011 42

Source:

Socialmediaexaminer.com

Cisco’s Preferred Social Media Platforms

YouTube – Video gets eyeballs. Cisco‟s “Future of Shopping” is up to 3.3 million views.

Additionally, the company heavily used video to educate customers and the media

about the ASR, encouraging them to pass along links via social sharing.

Mobile – A video datasheet engaged engineers on their mobile

devices.

Facebook – Hardcore network engineers could connect on the

Cisco Support Group for Uber User Internet Addicts.

Social Media Widget – Cisco assembled videos, collateral and images in a widget

format and embedded it into “social media” news releases and launch pages. Bloggers

and others could spread the information easily with the embedded code.

Cisco blogs – Videos and other content engaged bloggers and customers,

encouraging viral pickups.

Online forum – Cisco seeded its Networking Professionals Technology Community

Forum with launch-related discussion topics and gave customers an “Ask the Expert”

function.

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The End Result

More than 9,000 people (90 times more than past launches)

from 128 countries attended virtual launch events.

Nearly 3X‟s as many press articles as a comparable

traditional launch, more than 1,000 blog posts

and 40 million online impressions.

The whole launch cost one-sixth of a similar launch that used traditional outreach

methods.

Facebook and Twitter keep customers and the press engaged continuously. Cisco now

runs live public Q&A sessions showcasing John Chambers, Cisco‟s chairman and CEO, as

he answers questions coming in via Twitter.

The company‟s chief technology officer, Padmasree Warrior, communicates with nearly

1.4 million followers on Twitter.

4/27/2011 44

Tips from Cisco for a Social Product Launch

Listen first

“For every product launch, our formula starts with listening. We start a list at

least a month before of buzzwords and challenges and then figure out the right

tools,” Brill said.

Use video often

Web pages with video draw five times more engagement than those without. Cisco

encourages video blogging to add transparency to bloggers‟ voices.

“Talk at” versus “talk with”

Product launches of the past communicated at the audience. Now, nearly all

activities have an interactive element.

Always be brand-building

Not everyone‟s ready to buy now, especially a six-figure purchase like the ASR.

Activities like the online game engaged the loyalty of network engineers, who heavily

influence such decisions.

4/27/2011 45

Group Exercise: Create a Social Media Calendar

4/27/2011 46

Thank you!

Questions?

Prepared by Marcel Media

445 West Erie, Suite 211

Chicago, Illinois 60654

www.marcelmedia.com

t. 312.255.8044

f. 866.643.7506

Kelly Cutler

kelly@marcelmedia.com

LinkedIn.com/kellycutler

Twitter.com/kfcutler

CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other

way without express consent of Marcel Media.

474/27/2011