Putting Social Media To Work
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Transcript of Putting Social Media To Work
Questions? Text them to 619-994-1881
Putting Social Media to Work
Questions? Text them to 619-994-1881
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
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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
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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
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‐ Socialnomics, 2009
If Facebook were a country it would be the world’s
4th largest between the United States and Indonesia
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‐ Socialnomics, 2009
Social Media has overtaken porn as the #1 activity on the Web
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‐ Socialnomics, 2009
Generation Y and Z consider
e‐mail passé…In 2009 Boston College stopped distributing e‐mail addresses
to incoming freshmen
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‐ Socialnomics, 2009
The fastest growing segment on Facebook is:
55‐65 year‐old females
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25,366,195,000August
http://comscore.com/Press_Events/Press_Releases/2009/9/Google_Sites_Surpasses_10_Billion_Video_Views_in_August
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What’s It All About?
Connections» With customers
» With media
» With suppliers
» With influencers
» With colleagues
» With people
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What’s It All About?
Authority» Build a reputation
» Demonstrate expertise
» Share information
» Help people
» Do it all freelyhttp://www.flickr.com/photos/macwagen/131360868/
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What’s It All About?
Value» For customers
» For the community
» For others
» For you
http://www.flickr.com/photos/schlachet/3366994378/
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Relationshipshttp://www.flickr.com/photos/cayusa/2838505123/
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Where do I start?
Questions? Text them to 619-994-1881http://www.flickr.com/photos/stabilo‐boss/93136022/
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Like everything else. You need a plan…
http://www.flickr.com/photos/ryanricketts/2295726918/
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… 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
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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?
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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
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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
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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
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Common Social Media Uses
• Reputation Management
• Customer Service
• Brand awareness
• Customer Acquisition
• Generating Buzz
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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
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Brand Awareness
• Building Buzz
• 1500+ blogs participating
• Thousands of mentions
• Hundreds of links, comments, responses and feedback
• Loads of online and traditional media coverage
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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.
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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
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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
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A few reminders before we go.
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Social Media is a marathon, not a sprint.
http://www.flickr.com/photos/oskarn/125630791/
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Don’t spread
yourself too thin.
http://www.flickr.com/photos/lynac/373285375/
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What’s your plan?
It’s
OKto start small.
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Let’s get started.
http://www.flickr.com/photos/dcdead/3503766087/
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Group Sessions
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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
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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?
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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?
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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?
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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.
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Friend Us
• Jack Abbott• [email protected]• 619‐994‐1881• facebook.com/jack.abbott
• Morgan Brown• [email protected]• 949‐954‐0205• facebook.com/morganb