how to manage communities on social media

• Why are we on Social Media?

• Managing communities on Social Media

• Social Media and you

• Digital/Social Trends for 2011

What’s in this presentation

Why are we on social media?

To build a online relationship with existing customers

To reach out and acquire a relationship with new customers

Create awareness for a new campaign or brand

Why Facebook?

Data from checkfacebook.com accurate as of 30 Mar 2011

What is…

Twitter is a micro-blogging & social media platform that allows you to read & share info in the form of short messages (no longer than 140 characters)

Think SMS but on the internet!

Why Twitter?

Allows your brand to ‘be where your customers’ are at

Character limit allows messages to be concise

Gives your brand an opportunity to listen to

your customer and respond

Community Management

Tips

Community Management

Social Media Monitoring

http://www.thecoca-colacompany.com/socialmedia/

•Follow the Code of Business Conduct and all other Company policies.

•Be mindful that you are representing the Company

•Fully disclose your affiliation with the Company

•When in doubt, do not post.

•Give credit where credit is due and don't violate others' rights.

•Remember that your local posts can have global significance.

•Know that the Internet is permanent.

Community Management Guidelines

To build a reputation and remain credible it is essential that you only make claims that can be verified i.e. no brand puffery

Where relevant, cite sources by including links or other references.

Do’s: Support your response with sources

Engage in 2 way communication with your fans as you would your customers in person.

By building a good relationship with them through online conversations, you also create advocacy for your program thus securing you more supporters!

Do’s: Build a relationship with fans

Do’s: Be honest

100% honesty is the best currency in Social Media.

Hiding the truth in fine print, marketing euphemisms, telling half truths are all NOT ACCEPTABLE in social media.

E.g. If a service is not working, admit the error, apologize and explain what is being done to fix it.

In the event there are unhappy customers who rant on the Wall, do not take it personally or get angry.

Remain cool and make enquire after the customer’s problems and offer to make contact offline.

Do’s: Keep your cool

Don’ts: Go silent on the customer

Due to the fact that a social media interaction takes place in real time, going silent while working out a response is not acceptable.

If a query cannot be responded to immediately, a holding message needs to be left to inform the customer that their inquiry is in the process of being attended to.

It is important to remember that you are still having a conversation with the customer.

Respond in a tone that is ‘human’ and friendly. Use language that is personal and not a ‘corporate voice’.

Don’ts: Sound like a corporate robot

Occasionally you will encounter ‘fans’ of the page who are unreasonable or just disruptive. They will post irrelevant or misguided information on the wall and provoke the community manager or other fans.

Do not be afraid to report ‘fans’ to Facebook or ban them from the page if they are abusing FB regulations e.g. using fake accounts.

Don’ts: Feed the ‘trolls’

Keep status updates as short & concise as possible. If you are attaching links to the status update, use a URL shortener like bit.ly. Vary up your updates with photos & videos.

Engage your fans further by posing the update in a way that they will be able to give you their opinions.

Do’s: Keep status updates short & sweet

Discover social media content about Brand

Content Analysis

Neutral

Factually Correct?

Positive

NOThank and

correct with extra info if

relevant

YESThank and

concur with extra info if

relevant

Internal queries to be handled privately e.g. Career opportunities

Category type

Negative

Mistaken or Misguided facts

Unhappy customer

Unreasonable irrelevant / provoking bashing

Correct with extra info if relevant

Invite to make private contact

Do not respond Monitor only

Social Media SOP

Social Media gone wrong…really wrong.

Social Media gone wrong…but done right!

Social Media and YouGuidelines for personal social media usage

RULE #1

The Social Media Manifesto

Your company’s code of conduct applies not in the real world but also in the virtual world

RULE #2

The Social Media Manifesto

As an employee, you are responsible for your own actions

If you post something that could potentially tarnish the brand’s name, you are responsible for your own actions.

If you need to blog/tweet/facebook with direct reference a brand or client, please use common sense and good judgment

The Social Media Manifesto

RULE #3

Keep on the look out for compliments and criticism

Even though you are not an official online spokesperson for your brand, we would still like you to share positive or negative remarks about the brand that you come across online!

Share them with the social media team by emailing them

The Social Media Manifesto

RULE #4

When the going gets tough, let the experts do the talkingIf you come across negative discussions or remarks about the brand, avoid the temptation of reacting and getting involved.

Pass the link along to the social media team to handle!

The Social Media Manifesto

RULE #5

Be conscious of mixing personal life and business life

Keep in mind when posting about your working life, that your colleagues and supervisors often have access to the content you post because it’s in the public! Even if you post it privately for personal family and friends, don’t forget that your information can still be forwarded on.

Never disclose any confidential info about the brand.

Social Media gone wrong…

Social Media gone wrong…

Social media is fun but…

…use Common Sense!

If you can say it to your bosses, you can say it online!

Summary

Digital/Social Trends of 2011

• Quick Response (QR) codes are barcodes which direct users who scan them to a URL, text or data

• Strong uptake in Japan and Korea – adoption rates are increasing in the west with a visible presence at this year’s SXSW

QR Codes

Now that we have a online fan base, the next steps to take are recognizing these fans in store and tracking their spend and offline habits

Offline Fan Recognition

Use social media to support e-commerce, assisting in the online-buying via user ratings and user-generated content sharing of product and information

Social Commerce

Facebook Places/Deals & Foursquare

Location Based

• Individual

You check-in and you’ll receive an offer

• Group

Check-in with your friends to receive an offer

• Loyalty

Check-in at X amount of times to receive an offer

• Donation

Check-in and X amount will be donated on your behalf

Facebook Deals

Facebook Deals US/UK

QUESTIONS?

Thank you!Josie Khng

@omgitsjosieClient Engagement Manager

Asia’s Leading Full Service Digital Agency www.vocanic.com