5 Social Strategies for Success

Kim Snedaker Social Media Manager, AAA Mid-Atlantic @kimsnedaker

Kati DriscollSocial Media Analyst,AAA Mid-Atlantic@katidriscoll

#NC4Social

Listening // Dialog // Advocacy // Support // Innovation

“If I have seen a little further it is by standing on the shoulders of giants.“ Sir Isaac Newton

LISTENING

Not an effective listening strategy.

LISTENINGis aboutAudience // Language // Time

6

LISTENING :tools

I want to hear conversations about mybrand / products / industry / competitors on…>> NEWS SITES: Google Alerts>> BLOGS: Google Blog Search technorati >> FACEBOOK: Looxii>> TWITTER: twitter search hootsuite>> MY SITE: widgetbox

LISTENING :integration

LISTENING :analysis

Volume: How many mentions are you receiving over a given period of time?Sentiment: Positive / Negative / Neutral & Comparison / SuggestionPriority: Actionability of the item

“I wish AAA would start reading these boards.... It might occur to them that the failure of their agents to have a CLUE is driving some of us away from them for ALL travel.... I figure if they can't do Disney where they have a relationship and a LOT of travel bookings, I would be TERRIFIED to give them something complicated!”

“To listen well is as powerful a means of influence as to talk well and is as essential to all true conversation” -Ancient Proverb

DIALOG

Not an effective dialog strategy.

DIALOG is about:Sharing // Listening // Meaning

DIALOG :tools

I want to share…SUPPORT >> FORUM: PHPbb vBulletin get satisfactionCONTENT >> BLOG: WordPress TypePad Blogger Tumblr >> PHOTO: flickr >> facebook twitter YouTube

DIALOGIntegration can bewidgets & icons

DIALOGIntegration can be text & linksor a combination of the two

DIALOGIntegration is not just website > social mediaIntegration is alsosocial > social andsocial > web

Measuring dialog is all about measuring engagement

>> Blogs: Comments per post>> Forums: Comments per thread / New threads>> Community: New registrations / Posts per member>> flickr: Comments per photo / Favorites>> twitter: Re-tweets & Mentions per qualified follower>> facebook: Likes & Comments per active user>> YouTube: Comments per video / Likes / Favorites

DIALOG :analysis

“When two men share an umbrella, both of them get wet.” -Michael Isenberg

ADVOCACY

Not an effective advocacy strategy.

ADVOCACYis aboutFinding Fans // Promotion // Sharing

Likes & Friends on FacebookLikes & Friends on Facebook

Advocacy: Case Study: RMH?

Followers on TwitterFollowers on Twitter

Integrate social tools on your websiteIntegrate social tools on your website

Have robust social sharing toolsHave robust social sharing tools

Let users read & give reviewsLet users read & give reviews

ADVOCACY :analysis

Shares: How many times is your message being shared over a period of time? Reviews: How many times is your customer’s message being shared over time?Superusers: How many brand advocates do you engage formally or informally?Reach: What is the impact of your advocacy program?

SUPPORT“Help, I need somebody,Help, not just anybody,Help, you know I need someone, help.”-The Beatles

Not an effective supporting strategy.

SUPPORTINGis aboutAssisting // Facilitating // Helping

I had my car towed last Monday. The tow truck driver wrapped the tow chain around my axle boot. As soon as he pulled on the chain, the axle boot burst and grease came squirting out as if someone had stomped on a tube of toothpaste. I was standing 3 feet away. I informed the driver that he had damaged my car. When the car got to my mechanic, my mechanic looked under the car while it was still on the truck and confirmed that the driver had damaged the axle boot. I reported this to AAA and provided a clear picture of the damaged axle. To my utter amazement, AAA concluded that it was pre-existing damage. I have called many people at AAA over many days to question them about this absurd finding. No one returns my calls. I keep asking to

speak to supervisors and am given more names. These people don't answer their phones or return my messages either. I am shocked and disgusted by AAA's handling of this problem. I have been a AAA member for 20 years and also purchase my car insurance and homeowners insurance from them. I have only used their tow service twice in 20 years. AAA, thank you for treating a long time, faithful customer like s***. - disgruntled

Case Study: The $20,000+ Tow

AAA has finally agreed to reimburse me for the full repair of the damaged axle. A AAA vice-president called to inform me that AAA was sorry for the way the situation was handled. It really wasn’t about the money ($206). I just don’t like being jerked around when I know I’m right. I’d like to thank Lance S. for resolving this. - disgruntled

Thanks for letting us know about your experience and the frustration you encountered when attempting to resolve with us. Please be assured that we do value your continued support of Membership and Insurance and I will personally see that your expenses are fully reimbursed.

We provide AAA Members with service over 1.8 million times each year and it’s always our goal to do so in a safe, prompt and efficient manner. This community is another way for Members to tell us about their experiences so that we can share the good news and take action when we didn’t meet our Members expectations – Lance Sabouni. VP, Automotive Services

Wow, this is really personal involvement. I was iffy on

whether to go with a membership or not, but this tips the scales that way! -

Luwizzy

Social media can help you turn your Brand Detractors into Advocates

Community saved one Member worth thousands & influenced new members

Community saved one Member worth thousands & influenced new members

Your customers will turn to your social pages for assistance.Your customers will turn to your social pages for assistance.

Now in the social world, each person influences anaverage of 130 other peopleNow in the social world, each person influences anaverage of 130 other people

Wells Fargo responds to customers – within business hours41

Demonstrating both a human voice and setting expectations of how they’ll help customers during office hours, Wells Fargo demonstrates best practices.

With 18K followers, Allstate provides multiple levels of support through Twitter42

SUPPORT :analysis

Resolution Rate: How many customer issues have you resolved?Time to Respond: How quickly were you able to address customer concerns?Cost Reduction: How well does your program allow customers to self-support?

“Participation is the new brand loyalty. If you allow me to participate in the making of a product you consider me-the customer-an important part of your process rather than just a recipient of what you think is best.”Yves Behar

INNOVATION

Not an effective innovation strategy.

INNOVATIONis aboutInsight // Improvement // Building new

InterContinental listens to Priority Club guests – and gathers insight to innovate47

InterContinental built 3 private communities of about 350 members each to engage, listen,

and innovate. InterContinental has asked members “for help in developing promotions,

new features and services for the loyalty program, hotels, their brands…”

Rubbermaid learned from customer feedback, and innovated a new Produce Saver

48

Dell innovates across the organization49

Use new listening platforms, identify in-house and external

experts, and know and influence key people

AAA used a private community to

talk with members about community

AAA used a private community to

talk with members about community

INNOVATION :analysis

Creation How many successful, crowdsourced products have you launched?

Satisfaction: How has ideation improved satisfaction ratings?

Cost Reduction: How has collaboration impacted your bottom line?

Kim SnedakerSocial Media Manager, AAA Mid-Atlantico.302.299.4443c. 267.994.1820ksnedaker@aaamidatlantic.comfacebook / twitter / LinkedIn:

kimsnedaker

Find us both on:aaa.com/communityksquaredsocial.wordpress.com

Kati DriscollSocial Media Analyst, AAA Mid-Atlantickdriscoll@aaamidatlantic.comfacebook / twitter / LinkedIn: katidriscoll

#NC4Social

SUMMARY• Pick the Social Strategy (Strategies) that

make the most sense for your business

• Create your strategy before you pick your tools

• Always be listening; this informs all other strategies

• Provide social sharing tools for your customers to talk about you to the people they influence

• Be ready to support your customers on your social pages

• Handle Innovation organically – survey customers about products/services on your social pages

• Integrate your social pages into every marketing endeavor

• Analyze, test & analyze again

Thank you to all of the incredible flickr photographers & social media thinkers out there whose works were used in this presentation:

KATISlides 1, 3 – 5, 7, 10 - 12, 15, 19, 43, 51: http://www.flickr.com/photos/katidriscollisntdead/galleries/72157626954374211Slide 6: http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelinesSlide 33: http://blog.zuberance.com/blog/loyal-customers-brand-advocates-what%E2%80%99s-the-difference

KIM: Slides 20, 21, 33-35, 45, 46:http://www.flickr.com/photos/katidriscollisntdead/galleries/72157627092071180Slides 2, 22, 23: Erik Qualman - http://www.youtube.com/user/Socialnomics09#p/a/u/1/fpMZbT1tx2oSlide 44: Yves Behar - http://www.fuseproject.com/yves_behar.phpSlides 41, 42, 47-49: Courtesy Jeremiah Owyang - http://www.altimetergroup.com