social media 101 - where to get started for customer engagement
TRANSCRIPT
Where to Get Started for Customer Engagement
Cheryl McKinnon, CMO @ Nuxeo
[email protected] Or Twitter @CherylMcKinnon
Social Media 101
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AgendaWhy Engage with Social Media?
Understanding the Ground Rules & Objectives
Where to Start?
How do I Measure it?
Success Stores and #Fails
Q&A – Share Your Own “Getting Started Story”
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Why Engage ?Rise of Web 2.0 – Social Networking and User
Generated Content = Mainstream
Companies Need to Cut Costs of Customer Service, New Client Acquisition, Be Greener, Be Leaner, Meaner, More Responsive
The Social Marketplace in Action
Customers and Partners Want to Feel Heard & Respected
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What is a Social Marketplace?Word of Mouth
Word of Click
Awareness of Spoken and Unspoken Needs
Working as a Community for Shared Goals
Economies of Scale
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Rise of “Web 2.0”Collaborative Content Creation and Consumption
via Web and Mobile Applications
You Know the Drill
Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking
Gained popularity in Consumer World, but becoming Business mainstream in recent years
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Why Engage ?
'Cuz I Don't Care What You Had For Lunch
(Cool – Your Competitor Does...)
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Why Engage?Need a Clear Purpose - Start with 1 – not many
Listening vs. Engaging vs. Reacting
Event? Brand? Company Promotion?
Personal or Professional Development?
Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence
Unleash Your Alter Ego for Practice
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Rules of EngagementMost Social Media environments respect
Transparency, Authenticity, Helpfulness
Investigate Company Appropriate Use Policies
Access to social networks from work machines?
What are you allowed to discuss?
What is off limits?
Spokesperson Guidelines?
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Rules of EngagementMost organizations require an update to
Appropriate use policies
Corporate Examples Available
http://socialmediagovernance.com/policies.php
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Rules of Engagement“Social” Media means Interacting with People
Conversation
Plain Language
Sense of Personality
Don't Talk Like a Press Release
Always Remember the Network Effect
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Rules of EngagementDistinguish Between a Corporate Social Media
Name and a Personal One
Corporate Name – links to more formal Press Releases, Events, Articles, Call to action
Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.
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Rules of Engagement
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Rules of EngagementRegardless of Channel – blog, Twitter, Community
or Networking Site
Not a one-sided conversation
Follow Back, Comment, Link To What is Good
What Would the Conversation Look Like in Real Life?
Click back – who are the commenters? The followers? Connections in your network?
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Where to Engage#1 Rule – Figure out:
Who Is Your Target Audience
Where Do they Hang Out Online?
Won't be the same for every business
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Where to EngageProfessional Sites
Linked In, Plaxo, Orkut ... (regional)
Industry and Professional Associations (Information Zen for AIIM ECM Association)
Corporate Customer / Partner Extranets
Alumni Forums
Slideshare.Net
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Where to EngagePersonal / Professional Mixed Sites
YouTube
Twitter / FriendFeed
Wikipedia or niche wiki sites
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How to Measure Success?Begin with Clear and Achievable Goals
Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site
Enhance Search Engine Optimization
Use Analytical Tools to Measure
SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite, others...)
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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One Hour Experiment – Canada 3.0
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SuccessesSuccess:
Dell – $1M in new business over Twitter
@FoodLandOntario – Ontario Producers
Intuit – Community Peer Support for Tax and Small Business Accounting
Independent/Local Business, Artists
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#Fail
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Q & ARound Table
Where have you started?
What worked?
What Didn't?
What Will you Try This week?
At Home?
At Work?
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Who is Nuxeo?Founded in 2000 – European HQ
Opened North American Operations in 2009
Dedicated to Enterprise Content Management
Available under LPGL (yes – free ECM...)
Galaxy Partner Program for Integrators/ISVs
www.nuxeo.com