3 May 2023HughStephens
Online credibility: beyond the myths of social mediaSOCAP Conference, 17 August 2015Available online:
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What we’ll cover• Who uses what• Value drivers• Costs• Differences• Risks• Stories
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A bit about us
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Activity 1a: stakeholdersExternal
Internal
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Activity: stakeholders (example)External
Internal
Marketing
Comms
Agency
Customers
Regulator
Ombudsman
Suppliers
Politicians
Competitors
Other depts
ExecCustServ
Complaints
Legal
Media
Members
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Social Media is a communication tool.
It’s anything that uses the internet to facilitate communication.
The value of social media is the networks and communities of relationships that it can cultivate.
A relationship can only be valuable if it is real. It’s totally useless to both parties if it’s fake.
***
A communications strategy is used to establish the means by which you are going to deliver value to both ends of the relationship.
A paradigm based on principles.
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Everybody uses social media
MYTH
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Platforms….
Audience
Activity
?
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So what do you need? What’s right?
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Who?
These slides from the Sensis social media report, May 2015 (available online)
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Use of social media
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What?
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When?
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Where?
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Why use them?
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Why? (2)
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Why? (3)
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Why not?
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How
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The importance ofknowing and understanding your customer.
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Activity 1b: our stakeholders• Who are they?• Demo/psychographics– Age, location, gender– Interests?– Brand activities?
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The first rule of communication: Seek first to understand, then to
be understood.
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This means we need to be patient.
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Social media is freeMYTH
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There are no free lunches.• People = $• Time = $• Tools = $• Advertising = $• Diversion = $
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Activity 2: what channels do we use?
• What channels do you use?
Think online and offline, internal and external.
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Please, please please: fish where the fish are.
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You need to use social media
MYTH
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What’s the problem
• Time = $• $ ≠ ∞• People don’t care about you• Cost increases exponentially
• But you can save $ with social – diversionary savings.
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What’s the value?
• Identify a clear value proposition.– Why should someone click ‘Like’?– Why should someone click ‘Comment’?
• Might be ‘free stuff’ or something of more meaningful value (improve experience for others, inform of issues, get to front of queue, preferred channel)
• What’s the value to you?
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The Social Media Exchange
adapted from Larson & Watson, 2011
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Activity 3: what’s your value?
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Social media is differentMYTH
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How do you do, fellow kids?
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What problem are you solving?
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Directly addressing the problem.That same health insurer used social media as a means for people to lodge their complaint and call them back. They leveraged the problems they were receiving to find their strategy
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It’s not free.
https://twitter.com/KLM/with_replies
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Some data on timeliness (2013)
http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ
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Know when to refer
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Activity 4: moving between channels
• What can’t you talk about online?• When should you move the discussion somewhere else?
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We can’t be interestingMYTH
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The Queensland Police Service
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Pinterest: What The Fridayshttps://www.pinterest.com/qldpolice/what-the-friday/
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Exhibit A:
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Exhibit B:http://mypolice.qld.gov.au/blog/2015/05/14/attempted-atm-theft-townsville/
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3 May 2023
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• The entire organisation working together (almost everyone, that’s hard.)• It’s not all on a single person (~2-4 people, hundreds of officers, one presence)• The process of how they built that (slowly)• There is no workflow diagram, no formalized process – it needs to be fluid.
(because they have no idea what they’re going to find tomorrow)• But you need to learn the rules before you break them – building trust is a slow
process.• Expectations being exceeded (authenticity, humanization, empathy) • Because it’s fluid and because they have a clearly communicated centre of gravity,
there’s no obstacle they can’t get around. (“We’ve never had a major problem.”)• Everyone has ownership, everyone is on the same page.
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It’s too riskyMYTH
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What risks are you concerned about?- Or if not you, the folks who make you accountable?
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The risk of shooting from the hip.
Protein World
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The risk of snowballing.
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The risk of keeping them waiting.
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Zoo weekly (2012) & Smirnoff (2011)Is it editorial or advertising?
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The (real) risk of silence.• Nobody cares and the resources are wasted.
• Not actually the worst thing from a customer service perspective.
• However… Just so we’re clear… What’s our exit strategy?
• How will we know when we even need to implement it?
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The real risks (likelihood/impact)• Stuff goes wrong (low/*)• Nothing happens (medium-high/low)• You look stupid for not being there (high/medium)• People talk about you anyway (high/medium)
• You don’t behave consistently (?/high)
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Key themes for success• Listen more than speak• Use customer-preferred channel as far as possible• Respond in kind• Speed of response – even if only a holding statement• Consistency and processes• Evaluate to prove value and return• Never delete anything
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Questions?• Myth 1:
Everybody uses social media.• Myth 2:
Social media is free.• Myth 3:
You need to be there.• Myth 4:
Social media is different.• Myth 5:
We can’t be interesting.• Myth 6:
It’s too risky.
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My contact information• http://www.dialogueconsulting.com.au• [email protected]• 1300 846 768 / 0431 304 464
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