holistic social business
TRANSCRIPT
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THE HOLISTIC APPROACH TO SOCIAL MEDIA FOR BUSINESS
B Y @ A L E X T H E G I R L O N A P R I L 2 0 1 1
J O I N T H E C H AT O N T W I T T E R U S I N G
# S O C I A L B I Z
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The Holistic Approach to Social Media for Business
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WHAT IS SOCIAL MEDIA?
The Holistic Approach to Social Media for Business
Social Media is always about what the reader, community or customer needs/wants. Social Media isn’t about the company’s agenda, products, or services. It shows that companies are human; great people behind a great brand that really cares about their product and community.
Social networks are human networks.
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The Holistic Approach to Social Media for Business
• build community.
• drive decision making.
• answer questions.
• build – or break – trust.
• Allows for real-time engagement &
response
• connects to new customers in authentic
ways.
• strengthen bonds with current ones.
• Inspire, educate and entertain.
WHAT SOCIAL CAN DO
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The Holistic Approach to Social Media for Business
HOW IT WORKS
GINGER Becomes a new
Customer & Brand Advocate. Repeats
Cycle.
GERRY Not a GoToWebinar
Customer. No Brand Awareness.
Twitter User.
Gerry: Have great sales pitch but no $$ or time to travel & pitch everywhere. Gerry: Suggestions?
GERRY GoToWebinar
Customer through traditional channels.
Twitter User.
Ginger: Try @GoToWebinar! No travel, no room hire & you can pitch in your pj’s!
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The Holistic Approach to Social Media for Business
WHO IS IN ONLINE
BRAND
Web Team Demand
Gen
PMMs
Webinar Team
Events
PR
HR
SEO
CRM
Creative Customer Service
Sales
Customer Insights
Affiliates
Social Media
Employees
Internal Comms
Radio
Media
Engineers
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The Holistic Approach to Social Media for Business
Sold! But the question is – where do we start?
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The Holistic Approach to Social Media for Business
DEFINE YOUR VOICE
3
2
1 Brand or Company Voice & Persona
Blog
About Content
Response Writers
About Mission Content
Response
Bio Content
Response Skin
YouTube
About Content
Channel Info Skin
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• Internal needs or customer needs Who
• Blog post, video, outreach, service, update What • Calendar, campaign, product, PR, real-time
events When • Facebook, Slideshare, YouTube, Blog, Flickr,
Tumblr, Twitter, blogger outreach Where • The needs of your community. Your goals. Why • Create, execute & measure How
The Holistic Approach to Social Media for Business
THINK OF GRAMMAR SCHOOL
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The Holistic Approach to Social Media for Business
DEFINE NEEDS, TOOLS & PROCESS
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• Create a Playbook • Educate team members on voice,
tools • Report back insights
The Holistic Approach to Social Media for Business
EDUCATE
Monitoring is my life!
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Humanize brand (creative,
conversations)
Listen & Accept
Respond quickly & directly
Be transparent
Solve problems
Connect
The Holistic Approach to Social Media for Business
Real Time
• YouTube
• LinkedIn Groups
• Slideshare
Daily
• Blogs & Media
• Forums
• Other Networks
Internal • Content writers • Brainstormers • Brand news, awards, updates
External • Community of passionate defenders
• Partnerships • Helpers
Comments &concerns internally
MONITOR ENGAGE ADVOCATE
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• Community and Employees • Google Alerts • Hyperalerts • CoTweet, Hootsuite, Tweet Deck • Sprout Social, Radian6 and Alterian6
The Holistic Approach to Social Media for Business
MONITORING TOOLS
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The Holistic Approach to Social Media for Business
I need proof that what we’re doing
is actually working.
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Investment Action Reaction Non-
financial Impact
Financial Impact
SOCIAL ROI
The Holistic Approach to Social Media for Business
Even though ROI doesn’t live here these measurements are very important.
Metrics
Marketing
GCS
UX
Customer Insights CRM
PR
Creative
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The Holistic Approach to Social Media for Business
MEASURE SUCCESS
Bi-Weekly, Monthly & Quarterly Reporting • Sentiment • Growth • Reputation • Areas of concern • Areas of opportunity • Campaign Effectiveness • Community Health • Content Call outs • Customer Service Issues &
Opportunities • Product Feedback • Brand Advocates
Def
ine
ROI
Metrics
Reaction
Leads
Retention
Acquisition
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• Radian6 and Alterian SM2 • CoTweet and CoTweet Enterprise • Google Analytics
The Holistic Approach to Social Media for Business
REPORTING TOOLS
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The Holistic Approach to Social Media for Business
Before I go in, what’s the mood in there?
Not good. Someone said something about
someone else who tweeted it to us and now on Facebook they’re mad.
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1. Humanize your Brand
2. Listen and Accept – don’t censor
3. Respond directly
4. Be Transparent and Explain
5. Create opportunity
6. Fix the problem if there is one
7. Funnel comments/concerns internally
8. Build a Community of passionate defenders
9. Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway.
The Holistic Approach to Social Media for Business
DEAL WITH NEGATIVITY
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OWN IT
• Honesty, accountability cohesion and timeliness are the best policies with employees and vendors.
• If you’re not transparent your community, customers and competition will know and use this against you.
• Employee representatives should be in on the planning to have “ownership” in a Crisis situation.
The Holistic Approach to Social Media for Business
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Three elements to crisis communication:
• Monitor: industry news, partners, campaigns, social channels, customer service calls
• Engage: Employees, Customers, Media, Partners, Brand Ambassadors, Communities
• Advocate: Rally your actions, position, response
Things to note:
• Someone else’s crisis could become yours
• Time is critical – you don’t have any
• Old and inaccurate online information can become truth
• When is a crisis over? Sometimes its obvious, sometimes not.
• Continue monitoring even when things seem to cool down – there could be a second wave
• Note of what a crisis did to the company’s reputation and communicate that with all internal sources.
The Holistic Approach to Social Media for Business
CRISIS MANAGEMENT 101
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THE BASIC CHANNELS
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Purpose:
– Short snippets of communication
– Info Sharing
Great for:
– Acquisition & reach
– Real-time listening & hearing what others are saying about us
– Responding instantly to anything (customer, crisis, partner)
– Webinar & event promotions
– Sharing resources, content
– Promotions & campaigns
– Keeping track of media & partners
– Engagement with customers, partners, PR, employees etc.
The Holistic Approach to Social Media for Business
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Purpose: • Share multi-media content
with a community that has chosen to ‘like’ you.
Good for:
– Engagement – Feedback & Testing
(these are customers who know the product)
– Content Sharing (links, ideas, questions)
– Webinar & Event Promotion
– Contests – Polls – Photo & Video Sharing
The Holistic Approach to Social Media for Business
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Purpose: • Sharing Photos & Images Good For:
– Excellent SEO – Sharing event, company &
employee photos that require high visibility
– Infographics – Organizing Videos – Media/Bloggers (they can
download, use, embed) – Sharing directly to Twitter
The Holistic Approach to Social Media for Business
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Purpose: • Videos (demos, news, internal
events, promotions) Notes:
– 2nd largest search engine – Can promote videos through
paid program – Great for media/bloggers
(Can embed files into blogs & get specific URL’s)
– create play lists – favourite other videos – People can leave comments
The Holistic Approach to Social Media for Business
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OTHER GREAT TOOLS TO USE
The Holistic Approach to Social Media for Business
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The Holistic Approach to Social Media for Business
So I guess Social Media is going to stick around a little while
longer after all, isn’t it?
Yessir. You can tell that social
Manager they have Job security