10 things my mom taught me about social media
Post on 01-Nov-2014
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#Lunch+Learn
Jeff MyersCreative + Strategy
Holly Maustsocial + Search
facebook.com/THISISREDagency@thisisredagencypinterest.com/thisisred/
facebook.com/InteractiveSwim@interactiveswimpinterest.com/interactiveswim/
Social Media isreally really
easy
hard
BeYourself
Be Nice
Your good for something Family
Admit when you are wrong
Think before you speak
Don’t talk about money,It’s rude
Be a good listener
Do your homework
Practice makes perfect
Act Appropriate
1BeYourself
Capability•Your story should be one of the core pieces of your business strategy
•Story is the most effective way to make your message connect in this fragmented media landscape
•Know how your story changes shape per medium
The pen that writes your story
must be held in your own hand.
Case Study / your story
Be Nice2
Capability
•Not everyone is going to be happy with your customer service
•Acknowledge & be nice
•Widespread Criticism•Individual Solution-Seekers•Complainers•Trolls•Solicitors•Fan to fan interaction
Create rules of engagement for negativity/criticism
Case Study
Your good for something Family3
Capability
Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.
58% of employees would rather work at a company that uses internal social
media effectively
60% of employees say use of internal social media demonstrates
innovation
86% would refer others for employment
61% of employees say their companies’ social media tools help them
collaborate
Whether it’s an army of 1 or 1,000, when all members of a team
share the same vision of success, amazing things can happen.
Case Study• When Sony Electronics
launched their Pinterest page they reached out to employees as one of their strategies holding a contest.
• The contest encouraged employees to check out and follow the Sony boards and to create a board of their own about what Sony meant to them.
• The key to generating internal support is to give feedback about their contributions, letting them know what is working and what isn’t.
“We have so many Sony fans that are already at our fingertips, we wanted to get them involved from the very start. A lot of companies do this backwards, thinking of their employees last.
There are people who have been at Sony for 30 years, and they had access to assets that I’d never seen or even heard of.”
Callan GreenSenior social media specialist at Sony Electronics
Over 2,500 followers in the first six months
Pin It button has received more than 10X more clicks than Tweet
This button
800% increase in traffic from Pinterest to Sony Store website
More than 4 million brand impressions
(via Curalate dashboard)
results
4Admit when you are wrong
Capability•Have a crisis communications plan ready •Polite & thankful•Personable•Listen, empower & engage participants•Don’t launch a campaign right before the weekend unless you’re prepared to respond
case studySept. 30 Johnson & Johnson posts an online video on Motrin.com featuring a voice-over of a mom who carries her baby in a sling because it's good for her kid and she sees it as "a fashion statement" and validation of her as "an official mom."
Nov. 14 (Friday)The first discoverable blog post on the video from MagicCitySlingers says the "Motrin ad lady" is looking tired and crazy because she's using a schwing-style sling, and should instead learn to use a non-schwing carrier correctly.
Nov. 15 (5:54 p.m.) (Saturday)Barb Lattin, a Fort Collins, Colo., mom sees a post about the Motrin ad on a Yahoo Group dedicated to "attachment parenting." Offended, Ms. Lattin, who specializes in photos of nursing moms as mementos, criticizes the ad on the blog for her business, Perfectly Natural Photography.
Nov. 15 (10:28 p.m.)Amy Gates of the Colorado-based CrunchyDomesticGoddess blog posts the first tweet on the ad at Twitter.
Nov. 15 (10:58 p.m.) Blogger Jessica Gottlieb (JessicaGottlieb.com) posts another tweet criticizing the Motrin ad.
Nov. 16 (Sunday) Ms. Gottlieb uses #motrinmoms tag to help keep track of tweets, and the tag hits the top of Twitter's "trending topics" (with a total of about 1,500 tweets among around 1,000 Twitter handles by Nov. 17). Blogger, online retailer and PR consultant Katja Presnal creates YouTube video showing anti-Motrin posts. About 300 blogs post on the controversy, and some of the most active begin contacting mainstream media outlets about the story.
Nov. 16:J&J shuts down Motrin website before 9 p.m. VP-marketing Kathy Widmer sends apology to people who had e-mailed complaints and says the campaign will be discontinued.
Nov. 17 (Monday):J&J brings site back up with apology appended. Numerous news outlets begin covering controversy and J&J's retreat, including websites of New York Times, Forbes, Wall Street Journal, Reuters, AP and Advertising Age.
5Think before you speak
Capability
FOcus on how to be social, not on how to do social
Listen &Learn
De!ne
IntegrateEditorialCalendar
ContentStrategy
Distribute& Engage
Measure& Learn
Case Study
•visitPA social media launched in September 2008 (Facebook, Twitter, YouTube and Flickr)
•We listened to the conversation on Radian6 to make sure visitPA was in the right spaces and being positioning properly
•De!ned what the KPI’s for success looked like for the social media channels
•Developed an editorial calendar•Created a new blog and positioned it as the insider voice
Case Study•Gammet Interactive Report (launched in July 2009)– How Social Is Your State DMO?
•#1 in July 2009•#2 in August 2009
6Try new things
Capability
•Be open to try new things•Think about who their current target audience is – does this mirror your customer?
•Type of content used – how is it shared?
•Time & resources
Don’t spread yourself too thin
Case Study
7Be a good listener
Capability•Who is talking?•What are people saying?•Where people are talking?•When people are talking?•Why people are talking?
Listening is the foundation of
any social media strategy
capability
capability
8Do your homework
Capability• An editorial calendar keeps your
content consistent and relevant.• Everyone will be on the same page • Great reference for your
management• Get ideas on how you can
repurpose content what you have and what you are planning
• Plan your content for humans & robots (SEO)
plan ahead. It wasn't raining when Noah built
the ark.
Case Study Week of 4/9 Week of 4/16 Week of 4/23 Week of 4/30FB NeedsOperational Creative Comm MGMT Facebook Ads Twitter OperationalCreative Comm MGMT Pinterest OperationalCreative Comm MGMT Marketing Initiatives Email Blasts PR Initiatives
Website Initiatives
9Practice makes perfect
Capability
• What are your marketing goals and objectives
• A strategy to meet those goals and objectives
• Metrics/Key Performance Indicators (KPIs) to measure the goals and objectives
• The business results (cost savings or revenue generation) or the return on investment (ROI)
• Take what you learn and keep optimizing your social media strategy
Don’t measure everything, just the things that matter
Case Study
Case StudyIdentify the
networks and communities where
people engage with your
content. Learn about each
community, and identify your best
performing content on each
network.
Case StudyIdentify what the demographics of the people you engage with on Facebook are.
Learn about what content works
better than others
10Act Appropriate
Capability• Managing different accounts from the same
location can create the temptation for you to use the same updates over different platforms. The problem in doing so is that customers often follow you on multiple sites and don't want to !nd the same content from site-to-site.
• In general, form follows function with the Big Two. Twitter can be effective for sharing links, thoughts and quick updates about your company. Facebook can be better for creating and sharing photo albums, longer summaries of your links and customer comments.
You would not talk to your mom the same way you would talk to your friend – know the medium
capabilityContent Strategy
Channel
Context
Content
Community
Know what you own
Understanding your audience in each channel + personas (Listening, Insights, Google Analytics)
Your Assets
audiences we can engage other than the channels you own (making things sharable)
Activating your story
BeYourself
Be Nice
Your good for something Family
Admit when you are wrong
Think before you speak
Don’t talk about money,It’s rude
Be a good listener
Do your homework
Practice makes perfect
Act Appropriate
1
11Be Responsive
Capability• Be armed – website, blog, help desk, etc
• What is your response rate per social media channel? Positive or Negative change things?
• What time frame do have to expect customers to read social responses and take some action?
• How much time are you willing to dedicate to a single client or interaction?
• What processes are in place to track the results of your social engagements with each customer?
Responsiveness wins on social media – sales, endorsements, engagement, etc.
Case Study
Source: Forbes, 5/29/2012
In 20 minutes I went from irate to smiling.
I’ve heard a lot of brands say they don’t want to use social media because they’re afraid of negative interactions. That doesn’t make any sense. The negative brand sentiment doesn’t vanish because you’re not their to yell at. It just gets unheard and therefore the anger brews.
Case Study• Ford Motor Co. is using social media to be more
proactive with customer concerns for its biggest auto brand.
• The Ford brand’s eight, dedicated customer service agents use a customized search engine tool based on key words to monitor concerns, questions or comments on Twitter, Facebook, auto forums and message boards. Each issue is assigned to one agent until resolved.
• Their goal is under four hours to engage with the customer.
• The conversations move quickly from the public realm of social media to private interactions with the agents, who often need to collect vehicle identi!cation numbers and other personal data from owners.
Source: Forbes, 5/29/2012
May I help you?
Case Study• Ford is now responding to an average of
2,000 people weekly via social media and the interactions have continued to rise from a year ago.
• Although the bulk of customer service issues are handled in the traditional way-it is way is reactive, social allows you to be proactive
• Sometimes happy Ford customers even help diffuse situations with people who post online negative comments about Ford.
Source: Forbes, 5/29/2012
From reactive to proactive
Q&A
LEGAL & SOCIAL MEDIA
Mobile Readiness
Content Marketing
and more
!Prizes!
#Lunch+Learn
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