nagw webinar: social media - the good, the bad, and the wow!
DESCRIPTION
Social Media best practices, presented by Jessica Best on the August 2014 NAGW webinar. In 2014, social media is no longer optional. At the very least, business leaders have to understand its impact and how it works. At its best, it's an impactful part of an integrated marketing strategy. This session is perfect for marketers who are already trying a social media channel or two or who are just dipping their toes into the social media water. Learn 10 things you should always do in social media and and 10 things you should never do, plus see great ideas from those who are innovative in social media and do it well.TRANSCRIPT
Social Media: The Good, the Bad and the Wow!
Jessica Best
@bestofjess or @emfluence
#NAGWwebinar
What is Social Media?
Web- and mobile-enabled marketing & engagement channels that allow groups to generate content and engage in peer-to-
peer conversations and exchange of content (examples are Facebook, YouTube,
Twitter, blogs, email, etc.).
#NAGWwebinar
The Draw of Social Media
• Low barrier to entry
• Immediate
• Trackable
• Cost-effective
• Sharable
@
#NAGWwebinar
The Draw of Social Media
• 60% of marketers say they have generated leads from social media sites, with over 50% of those having generated revenue from social media leads.
• Because of this success, 65% of respondents plan to increase social media marketing budget in 2014.
Source: webmarketing123
#NAGWwebinar
What Social Media Isn’t
• A strategy
• A stand-alone channel
• A magic pathway to success
Social Media + Digital Marketing + Traditional combine to create successful communication.
Marketing Strategy
Digital
marketing
SEO
Social
PPC
#NAGWwebinar
What Social Media Isn’t
• FREE – It always costs your time, invested by you or your
marketing/PR/customer service department
– Budget $5K for paid/promoted posts, prizes for giveaways, message management tools and measurement tools
– Budget $25K to hire a consulting firm for market and competitive research, social media strategy and execution and targeted paid ad placement
#NAGWwebinar
Understand why you want to utilize these channels and what you want to accomplish.
• Sales and Marketing
• Branding
• Web Traffic
• Customer Support
• Reputation Management
• Hiring
• SEO
@
#NAGWwebinar
What you’ll learn about Social Media if you stay awake
The Good = YES 10 things you should always do
The Bad = NO 10 things you should never do
The Wow That Kicked Ass
#NAGWwebinar
What you’ll learn about Social Media if you stay awake
The Good = YES 10 things you should always do
#NAGWwebinar
The Good 10 things you should always do
Focus on the majors.
• Facebook: 1.3 billion users spend 640 million minutes on Facebook each month
• Twitter: 58 million tweets per day
• LinkedIn: 2 new users every second
• YouTube: 1 billion unique visitors each month
Source: eMarketer, Socialnomics, LinkedIn, etc.
1
#NAGWwebinar
The Good 10 things you should always do
Focus on the majors.
• 75.3% of B2C companies are the most active on Facebook, followed by 8.4% on Twitter and 6.2% on LinkedIn.
• B2B companies are active more evenly across all three leading networks: 34.6% Facebook, 25.6% Twitter, and 25.3% LinkedIn.
1
Source: Social Media Examiner
#NAGWwebinar
The Good 10 things you should always do
Focus on the majors.
What do you want to accomplish? Which channel(s) fit that goal best?
1
@
#NAGWwebinar
The Good 10 things you should always do
Know your audience.
• Where are your prospects in Social Media?
• How do they use Social Media?
• Use Insights Tools on Facebook and Google Analytics & Alerts.
2
#NAGWwebinar
The Good 10 things you should always do
Know your audience.
• Alerts. 2
#NAGWwebinar
The Good 10 things you should always do
Listen first.
• How are your customers/prospects using social media in your industry?
• What do they pay attention to?
3
#NAGWwebinar
The Good 10 things you should always do
Engage. Have conversations.
• Tweets and posts don’t have to stay on topic all the time.
• Keep topics light.
• Learn what gets people talking.
• You want people to always pay attention to what you’re saying.
4
#NAGWwebinar
The Good 10 things you should always do
Engage. Have conversations. 4
#NAGWwebinar
The Good 10 things you should always do
Build relationships.
• This is relational marketing.
• Develop long-term relationships.
5
#NAGWwebinar
The Good 10 things you should always do
Be timely
• Follow the trend, if/when it’s relevant to you.
6
#NAGWwebinar
The Good 10 things you should always do
Learn from the success of others.
See how partners and competitors have successfully utilized social media to engage their customers.
Every social media plan is unique.
7
#NAGWwebinar
The Good 10 things you should always do
Partner with others
• Who else suits your audience and how can you play nicely together?
8
#NAGWwebinar
The Good 10 things you should always do
Share good “stuff” – Jason Falls
• Share your own messages
– Entertain, inform, engage
• Share others 4-8x more than yourself
9
#NAGWwebinar
The Good 10 things you should always do
Go beyond promotion.
• Social media provides easy access to reputation research and management.
• Cast a wider net (think viral) for your newest rockstar employee. (or your next employer?)
• Social media customer service can turn squeaky wheels into evangelists.
10
#NAGWwebinar
The Good 10 things you should always do
Go beyond promotion.
10
Within five minutes, @DunkinDonuts was following me on
Twitter. Five more minutes and they had tweeted at me to
send a direct message with my phone number. Five minutes
later they called, asking to know which Dunkin' Donuts this
happened at and what my experience had been. They took
my address and a week later I received a $10 gift card.
#NAGWwebinar
The Good 10 things you should always do
Go beyond promotion.
10
#NAGWwebinar
What you’ll learn about Social Media if you stay awake
The Bad = NO 10 things you should never do
#NAGWwebinar
The Bad 10 things you should never do
Don’t post without a plan
• Define your goals up front
• Where/when can you find your customers or prospects in social?
• How do you plan to interact with them?
• How will you handle a crisis?
1
#NAGWwebinar
The Bad 10 things you should never do
Don’t post without a plan
• Measure growth/engagement
– Google Analytics, Facebook Insights, Crowdbooster Follower trends, click-throughs
1
#NAGWwebinar
The Bad 10 things you should never do
Don’t anticipate mega $$.
• Social Media likely won’t be a cash cow. Dell’s old story is the exception.
• Definitely consider ROI in your efforts if it’s part of your social media goals.
• Customer happiness > revenue
2 $6MM
#NAGWwebinar
The Bad 10 things you should never do
Don’t ignore negative feedback.
• Engage with your current customers as well as your prospects.
• If one person asks, there are likely others watching to see your answer.
• Respond to questions and feedback in a timely fashion.
3
#NAGWwebinar
The Bad 10 things you should never do
Don’t ignore negative feedback. 3
Source: Shel Holtz, 2011
#NAGWwebinar
The Bad 10 things you should never do
Don’t ignore negative feedback. Etsy’s blog: “If you see any offensive material on here, please let us know,” adding that comments are welcome.
Comment: “If that’s the case, why is every single post related to this person gone? There have been multiple posts that I have personally viewed…and they have all been deleted…The way Etsy is responding to this issue is leaving a lot of your customers feeling as though their thoughts and feelings do not matter.”
3
#NAGWwebinar
The Bad 10 things you should never do
Don’t ignore negative feedback. That comment was deleted, too.
3
#NAGWwebinar
The Bad 10 things you should never do
Don’t force the relationship.
• Keep your audience aware of your presence, but don’t force the issue.
• People are looking to be your ‘friend.’
• But, don’t get too personal.
– Avoid inflammatory topics (politics, religion, etc.)
4
#NAGWwebinar
The Bad 10 things you should never do
Don’t do social media in a vacuum.
• It works best as part of a larger marketing mix.
• Strategy should come from the same main hub as other media.
– Don’t make a Social Media strategy. Make a marketing strategy with a SM “spoke.”
5
#NAGWwebinar
The Bad 10 things you should never do
Don’t do social media in a vacuum.
5
#NAGWwebinar
The Bad 10 things you should never do
Don’t repeat others’ mistakes.
• Don’t repeat what others have already done.
• Understand WHY the mistake was made.
6
#NAGWwebinar
The Bad 10 things you should never do
Don’t treat people like dollar signs.
• People engage because they are fans. Help them become your advocates.
7
#NAGWwebinar
The Bad 10 things you should never do
Don’t treat people like dollar signs.
• If you’re B2B, be an expert! Educate your audience.
7
#NAGWwebinar
The Bad 10 things you should never do
Don’t be forgettable.
• The second your posts get boring, people will begin to ignore you.
8
#NAGWwebinar
The Bad 10 things you should never do
Don’t ignore what employees.
• Are employees positive or negative about your business?
• Use social to create an online sense of community as your IRL business grows.
• Find willing representatives.
9
#NAGWwebinar
The Bad 10 things you should never do
Don’t ignore what employees.
9
#NAGWwebinar
The Bad 10 things you should never do
Don’t go on the defensive.
• Take feedback to heart.
• Kill ‘em with kindness instead.
• Legal action will confirm you as the “bad guy”
10
#NAGWwebinar
The Bad 10 things you should never do
Don’t go on the defensive.
10
Source: CNET, 2010
#NAGWwebinar
The Bad 10 things you should never do
Go on the defensive.
10 A provocative Web video campaign
on behalf of Greenpeace's U.K. arm
targeted the food manufacturer as a
threat to the livelihoods of
orangutans, and according to
Greenpeace, Nestle lobbied to have
the video removed from YouTube,
citing a copyright complaint.
Cue plenty of free press for
Greenpeace.
#NAGWwebinar
The Wow, That ROCKS!
#NAGWwebinar
Wow H&R Block
Social Media is year-round.
• Despite their seasonality, email and social don’t stop in summer & winter months.
$
#NAGWwebinar
Wow Downtown Council of Kansas City
Comment bait is the new link bait.
• Promotions that gain interactions keep you at the top of the news feed.
$
#NAGWwebinar
Wow Donna’s Dress Shop
Tell stories. Use images! $
#NAGWwebinar
Wow Donna’s Dress Shop
Extend the customer experience. $
#NAGWwebinar
Wow Country Music TV
Behind the scenes at events
• CMT’s website has a page that aggregates tweets from artists and event hosts on the night of the event. It provides awesome content that users want from CMT artists on the CMT main website to drive traffic “home.”
$
#NAGWwebinar
Cross promote to grow.
Wow Multi-media
$ Invite your email subscribers to find you in social media & vice versa. Tell them WIIFM?
#NAGWwebinar
Wow American Century Investments
Augment existing sponsorships.
With all the industry regulations, American Century legally prohibited from discussing $$.
$
#NAGWwebinar
Ready for 2.0?
Don’t Just Add Social Media – Integrate It! In 2014, you can't just launch a social media profile or assign it to the person who is least busy in the office. Social media should be fully integrated into your business, from research & development to customer service to awareness and advocacy. Learn how to seamlessly integrate current and emerging social media channels into your organization's plan for success.
3 key takeaways:
1. Integrating for branding and advocacy
2. Integrating for better customer service & consistent customer experience
3. Learning to listen for more successful campaigns & outreach
Speaker: Jessica Best Session time: Wed, Sept. 10 @ 1:30-2:45PM
Venue: Breakout Room 2
Social Media: The Good, the Bad and the Wow!
Jessica Best
@bestofjess or @emfluence