2011 marketer meet-up social media
TRANSCRIPT
Michael BergerSocial Media
Best Practices – Social Media: OVERVIEW
• Host of an ongoing conversation
• Treat everyone as an important guest
• 4 key parts:
• Listen
• Engage
• Build trust
• Build fan base
Best Practices – Social Media: LISTEN
• Your Website, Blog, Facebook, Twitter = Attention & Participation
• Others’ Websites, Blogs, Facebook, Twitter or other external presences = Authority & Influence
Best Practices – Social Media: LISTEN
• Results?
• Tweets to 100K followers
• Blogs to thousands of readers
• News media RUN with the story
• ROI on direct one-to-one marketing can be huge!
Best Practices – Social Media: ENGAGE
1. Interact
2. Gauge reaction
3. Ask questions
4. Give honest answers
5A. Poor results? Do things differently
5B. Good results? Do more of the same
Best Practices-Social Media: ENGAGE
• Social Media element in every KFC project
• ROI = connect with fans; ensure brand remains relevant
• Double Down - Facebook, Twitter, Youtube
Best Practices-Social Media: TRUST
• People trust people, not institutions
• Edelman Trust Barometer
• We trust most “a person like me”
• Doctor/healthcare specialist - 2nd/3rd
• Not high on list – financial/industry expert
Best Practices-Social Media: TRUST
• How do we earn trust?
• Quality products and services
• Transparent and honest business practices
• Communicate frequently
Michael BergerSocial Media