COMMUNICATION TRAINING

04/04/2011 – Com & IM Function

Basic Communication

interrupted communication

smooth communication

Email Communication

Internal Using [TAG] in email title Always CC leader and related

people

Email Communication

External Using one email account only BCC when sending to a list of

people

Verbal Communication

Consistent Clear Concise Customer-focus

Message

The AIESEC Way

Social Media Listening & Reputation Management

Content

Social Media Listening What is social media listening? Why do we have to listen? How to listen effectively?

Reputation Management Analysize listening results Join the conversation Measurement

What is social media listening?

From the people talking specifcally about you, to people talking about your industry or even your competitors, listening is about harnessing the conversations that matter to your business.

Why do we have to listen?

A sound listening strategy forms the cornerstone of a sustainable, scalable social media strategy. Playing the role of a compass, listening helps the company to choose the right direction for social media strategy as well as adjust continued activities.

How to listen effectively?

To find the signal in the noiseTo sweep the entirety of the social web

a set of tools

Content

Social Media Listening What is social media listening? Why do we have to listen? How to listen effectively?

Reputation Management Analysize listening results Join the conversation

Analyse listening results

Divide your audience into addressable segments, start by focus on one metric like favorability or awareness.

Analyse listening results

For example to measure how favorable people are generally about your brand, you might first divide the voices into:

Analyse listening results

Take Levi’s Vietnam as a case study. Currently its Facebook fanpage has 2000 fans and its Facebook profile has 2500 friends.

Analyse listening results

Fanatics tell stories about you. They don’t just love you;

they want to tell the world about you.Fantics are like employees you don’t have to

pay – theyactively advocate for your brands and spread

your news.They tend to be very few, but can be

incredibly vocal.

Analyse listening results

Friends exhibit a positive attitude toward your brand,

they’re in like with you.Friends are less vocal then Fanatics, but more

plentiful.

Analyse listening results

Acquaintances are aware of your brand and always

reveal a truly neutral attitude.They might be looking for a thought leader.

Analyse listening results

Foes are people who just voice a generally negative

impression of your brand. They may had a mildly bad

experience they feel like sharing.

Analyse listening results

Fiends are people who actively want to spread a negative

vibe about your brands.They are few, but they are powerful. Negative

is fun.

IT’S TIME TO JUMP INTO THE WATER, NO MATTER IT’S HOT OR COLD

Join the conversion

Employ a specific engagement strategy for each

defined group.Don’t try to turn your darkest enemy into

your biggest fan because it’s a completely totally a

waste of time.

a good direction should be like this

Join the conversion

empower them

reward them

befriend them

baffle them

engage them

COMPARE YOUR PRE- AND POST- INTERVENTION TO EVALUATE THE IMPACT

Measurement

If it is like this, then…

CONGRATULATIONS!!!

REPEAT

Thank you!