OMSPhoenix6-15-2011-workshop two
-
Upload
kathy-jacobs -
Category
Technology
-
view
414 -
download
0
description
Transcript of OMSPhoenix6-15-2011-workshop two
Executing a social strategy
Workshop 2:
KATHY JACOBS
CallKathy for social media support, training, and consulting!
INTERACTION OPPORTUNITIES
Delta Airlines and military personnel baggage fees
• What the online world did• Delta’s response:
http://blog.delta.com/2011/06/07/military-travel-baggage-policies-our-thoughts/
• What would you have done if you were Delta?
Blog Death
• Your IT department has updated your blog software as you requested. Unfortunately, the site crashes when more than 100 people access it at a time. You know that the problem is being fixed, but you don’t know how long it will take for the site to be fully online again.
• What do you do?
Facebook Hijack
• Your company Facebook page has been co-opted by a disgruntled customer. The problem they are having has been fixed, but they don’t like that it happened in the first place.
• What do you do?
Powerful Good
• Your team participated in the local food drive. The food bank tweets an acknowledgement of your efforts.
• What do you do?
Follow Friday
• Several of your clients tweet that people should follow you for good content.
• What should you do?
Your turn
One of your target customer groups complains on Twitter and Facebook that your product made their kid sick. The product wasn’t at fault, but the story is picked up by enough Twitter and Facebook members that the hashtag #(yourhandlehere)FAIL starts trending on Twitter.
How would you handle the situation?
Time limit: 5 minutes
TACTICAL GOALS
Potential clients
Clients
Returning clients
Fan
Traditional customer engagement
Online interaction
Creates a fan who
Talks to their network
Which brings more people to
your door
Whom you turn into a new
client
The Social Engagement
Process
Customer retention and reactivation
Customers talk
You listen and
respond
They come back
Other customers find answers
They come back again
They buy more
ROI (intro)
Investments• Time• Effort• Support• Cloud content• Training
Returns• Better service• Lower customer
acquisition costs• Lower customer
retention costs• Reputation
So your ROI goals should be…
____ interactions via each channel per day/week/month
Which turn into:• ____ new sales/time• ____ sales from existing customers/time• ____ sales from reinvigorated customers/time
Your turn
Start a tactical goals sheet for the next month. Include at least three channels.
Time Limit: 10 minutes
ALL WELL AND GOOD, BUT…I NEED CONTENT TIPS!
Create good content
• Customer focused writing• Actionable• Clear, concise, scannable• Images and videos where appropriate• Connect regularly and frequently
Share good content
• Watch for content created by your customers• PR their content (with permission and credit)• Share content from other experts• Make it easy for them to let you know they
said something
Sample Content PlanTwitter Blog Facebook Images Video
# tweets per day
# of blog posts per week
# of page posts per week
# of new images per week
# of videos per month
Scope of tweets
Content of posts
Content (tweets, blog posts, images, videos)
# for Blog Length of each video
Content of tweets
Sharing mechanisms
# of discussion posts per week
# for FB Participants
Retweet goals Author Author Subject Content
Author Comment check
Comment and response checks
Creator Sharing mechanism
Your turn
Start a content calendar for the next quarter.
• Time limit: 5 minutes
SOCIAL MEDIA POLICY AND PROCEDURES
5 W’s plus a bit
• Who can post• Who can respond• What do they say• When do they say it• How do they say it• Where do the say it
What not to say
• Don’t make promises you can’t keep• Under promise, over deliver• Don’t lie!
SAMPLE POLICY DOCUMENTS
WOMMA sample:http://womma.org/files/womma-smpolicytemplate.pdf
123Social Media Policyhttp://123socialmedia.com/social-media-policy/
DoD and Social Mediahttp://www.defense.gov/socialmedia/
Two other sites…
• Online Policy database (176 policies samples)http://socialmediagovernance.com/policies.php
• Build your own with PolicyTool:http://socialmedia.policytool.net/
What about legal?
Legal says not to say….
Legal says not to post….
Legal wants to review
everything I write…
Legal is worried about…
But what if…
Your turn:
Working as a group, pick one of the samples and decide whether it is a policy that would be useable by your team.
Working together, define what it would take to create a policy and procedures sheet for one of the members of your group.
Time Limit: 15 minutes
DRIVING PEOPLE ACROSS CHANNELS
Herding cattle
• Cross post• Share cross platform• Encourage sharing• Contests
Cross channel hooks
• “Like us on Facebook” on your blog• Directions for RSS in your FB discussion space• “Tweet this video”
What else can you come up with?
Your turn
Create two cross channel hooks for your organizations social media plans. Share your ideas with your group.
Time Limit: 5 minutes
WRAP UP