tmab-socialmedia-daytraining-21-08-2012

Mic Adam

Social Media activities• Awareness Building• Inventory Services• Policy Creation• Training• Monitoring

• Market research

Become Social Media Manager in a day

Customers

Publications & Blogs

A quick intro – a video

• Who are you?

• Company?

• Social Media experience?

• What is the burning question(s) you need answered?

Agenda

• Overview

• Strategy

• Social Media Policy

• Monitoring, measurement and ROI

• 8 must have social media accounts

• Platforms to watch

• Conclusion

One message before social media

Beth Kanter -2010

Recall of flawed U-shaped locks could cost firms tens of millions of dollars, experts say.

What is social media?

Vanguard Leadership March,2010 (c)

One message after social media

Beth Kanter -2010

Source:COM.COM

The CMO’s Guide to social MediaSource:COM.COM

External Objectives Social Media Strategy in 2012

Internal Objectives Social Media Strategy in 2012

• Get Management buy-in

• Define organizational model for social media

• Develop internal education

• Create good ROI measurements

Social Media and Networking is of all ages!

Vanguard Leadership March,2010 (c)

Classmates

Facebook

LinkedIn

Twitter

Ecademy

Turning big numbers into business

Face the facts

Where are you really?

Vanguard Leadership March,2010 (c)

I am sure you have heard some horror stories...Tell me about them

• Damage your brand• Loose your job• Never get hired• Ruin your life• How to get robbed• In the news

Damage your brand

Work related blunders

"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”

Never get hired (again)!

Ruining your life

Getting robbed

• Demonstrate your product

• Ideabox

• Generate €/$

• Customer Service

• Crisis Communication

• E-Learning

Demonstrate your products

Lesson: Social media marketing doesn’t always need to cost a lot of money. Creating funny, original video and leveraging an already large user base can be used to increase sales.

Online Ideabox

Lesson: Thinking of ways to build your company are great, but directly asking your consumers what they want, is better. Acting on that information and doing it publicly is key to the success of this campaign.

Direct selling

Lesson: Social media isn’t all about ROI, but it is possible. Creating cross-platform strategies can lead to the most success, especially when your demographic is already Internet and technologically savvy.

The@DellOutlet Twitter account, which links users to refurbished products from Dell’s outlet, drew in a whopping $6.5 million in revenue last year by direct links on Twitter alone (and a little help from its 1.6 million followers).

Lesson: Being active on Twitter/Facebook is great but tracking and seeing who’s mentioning you, is the next step. Social media allows for the possibility of great customer service, and with it, better brand loyalty.

Customer Service

Crisis Communication

E-learning from peers

The YouTube-style, podcast application won World of Learning’s “e-Learning Solution of the Year” award in November 2008 for significantly improving workplace productivity and performance through an electronic learning and skills development platform. World of Learning is an exhibition sponsored by Learning magazine, a trade publication targeted at business training buyers that publishes advice, product information, news and opinions on the learning industry.

How do you get started without loosing your reputation?

Social Media in the business worldInternal vs external

What is an Enterprise Social Network

• Enterprise Social Networks are a communication tool for organizations

• You post messages and respond to your colleagues’ messages

• You see messages from the people, groups, and tags that you follow

• Enterprise Social Networks networks are private. A valid company email address is required to join. For example, members of the YourCorp network need an @yourcorp.com email address

Why an Enterprise Social Network

• Making the intranet ‘social’

• Better internal collaboration

• Breaking down silo’s

• Faster responses

• Less e-mail

• Motivating employees

• Convince Management to join

How to get started

Source : Yammer

The key to success is a team effort

Source : Yammer

Process to implement Social mediaAwarenessBuilding/

ChallengerInventory

Social MediaPolicy

Training Monitoring

Goals, Objectives,

strategy

TeamsAmbassadors

Project: define – roll-out

Awareness Building

1.What2.Who3.Benefits4.Dangers

Presentation/Workshop

Goal: Inform ALL employees about the who, what, benefits and dangers

And now for a bit of strategy

How Social Media is thought to plug into a business

My Marketing could use

some of that social media!

Customer Support

Market Research

Online Reputation ManagementCommunity Management

Consumer Insights

RecruitingBusiness Development

Sales

P.R.

Business Measurement

Marketing

Education

Thought Leadership

Search/SEO Mobility

How Social Media actually plugs into a business

Customer Acquisition

Lead GenerationCrisis Management

Internal collaboration

Customer Retention

Advertising

Advocacy

Event Management

Fund-Raising

Corporate Communications

What person do you need?

• Social Media Manager

• Strategy for all departments

• Platform choices

• Monitoring

• Conversation Manager

• Hands-on person

• Training

• Community Manager

• Manage community

• Brand/topic focussed

• Online content manager

• Web content

• Web and social integration

The ultimate time question

How much time does it take?

• 10 minutes/day?

• 20 minutes/day?

• 1 hour/day?

• 20 hours/week?

• More?

The reality is: it depends..

• It is like a networking event, but continiously

• Content is (still) king

• How many account do you manage

• How much reading & reacting are you doing?

• How much information are you sharing?

• Are you all the content?

• Are you using ambassadors?

Source: Chief Marketer – 2011 Social Marketing survey

What companies are doing?

Source: Chief Marketer – 2011 Social Marketing survey

Source: Chief Marketer – 2011 Social Marketing survey

10 Best Practices

1. Define your goals

2. Know who you are and create consisten picture

3. Be where your customer is

4. Join the conversation & add value

5. Tell you customers where you are

Tell you customers where you areWebsite & Email & Offline

Share

10 best practices

6. Be relevant

7. Be engaging

8. Be active

9. Respond in a timely manner

10.Give credit where it is due

How does this work in practice?

Beth Kanter -2010

Potential platforms to be used

Beth Kanter -2010

Making an inventory – Part 1

Making an inventory – Part 2Where are people talking about you?

Tools to make an inventory

Using SoME Monitoring tools for inventory purposes

Social Media Policy/Guidelines35 areas of interest

Social Media in your company...

Social networks are being blocked

Social networks are open

Guidelines/policies & Monitoring are needed!

Topics• Policy or Guidelines?

• Why do you need a policy?

• Who makes the policy?

• Perspectives of the policy?

• How do you make a policy?

• What needs to be in the policy?

• How do you implement a policy?

Guidelines or Policy

• Policy is official and enforceable

• Control legal burden

• Cover HR items

• Identify risk

• Guideline is a suggestion and not enforceable

• Communication piece

• Motivate and inspire users (ambassadors)

• Create positive frame of mind

Why do you need a social media policy?

• Brand damage

• Productivity loss

• Security issues

• Identity issues

• Conflict handling

• And many more...

Who makes the policy?

Marketing HR IT Legal Mngt Team Employees Unions

Different perspectives

• Employee Code of Conduct for Online Communications

• Employee Code of Conduct for Company Representation in Online Communications

• Employee Blogging Disclosure Policy

• Employee Facebook Usage Policy

• Employee Personal Blog Policy

• Employee Personal Social Network Policy

• Employee Personal Twitter Policy

• Employee LinkedIn Policy

• Corporate Blogging Policy

• Corporate Blog Use Policy

• Corporate Blog Post Approval Process

• Corporate Blog Commenting Policy

• Corporate Facebook Brand Page Usage Policy

• Corporate Facebook Public Comment/Messaging Policy

• Corporate Twitter Account Policy

• Corporate YouTube Policy

• Corporate YouTube Public Comment Policy

• Company Password Policy

Vanguard Leadership – Januari 2011

How to create a social media policy?

• Social media policy creation software

• http://socialmedia.policytool.net/

• http://socialpolicygenerator.com

• Social media policy examples

• http://socialmediagovernance.com/policies.php

• Write one your own

What can be included in the policy?

7Areas

What does such a policy look like?

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

• 40% just press “I accept”!• 15% read first line – 5 seconds• 37% read briefly – 30 seconds• 8% read carefully – 5 minutes

What does such a policy look like?

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

What does such a policy look like?

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

What does such a policy look like?

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

What does such a policy look like?

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

What does such a policy look like?

Philosophy

Terms of service

Your Identity

Ownership

Disclaimers

Hardware and Software

Handling conflicts

What does such a policy look like?

There is more...

How to distribute your Social Media Policy?

Training

• Social Media• LinkedIn• Facebook• Twitter• Blogging• Customized

Social Media Training

Social Media Monitoring

In the real world...

What should you be listening for?

• Complaints

• Compliments

• Questions

• Leads and Inquiries

• Opportunity Conversation

Types of social media monitoring

1. Own accounts

2. Business and brand monitoring

3. Market monitoring

4. Personal monitoring

Type of services

5. Free

6. Freemium

7. Payable

Social Media Monitoring Tools

Social media tools you must use

Measurement and ROI

How do you measure success?

Social Media Measurements

Source: Olivier Blanchard

8 Must-have Social Media platforms for your Business

You!

To Avatar or not to AvatarHere are a few guidelines for creating an Avatar you can be proud of for years to come:

• Use photos you wouldn’t mind showing a client, prospective boss or superior• Use language you would use with clients and superiors (no swearing!)• Ask for clarification before taking offence-it is easy to misread something

online• If you disagree, disagree respectfully• Don’t “push” your products, services, or agenda• Find ways to compliment others (i.e. knowledge, ideas, writing, products,

services)• Contribute to others (knowledge, ideas, support, resources, etc)• Recommend others on LinkedIn• Give others exposure by following them on Twitter• Give others exposure by retweeting, Friday Follow (Twitter), links, etc.)

Social Media Platform #1Blogging

A blog (a blend of the term web log)[1] is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order

• Not a writer

• No technical knowledge

• It must be perfect

• Too many people blog

• No comments

• Quantity over Quality

• Expensive

• Only for inroverts, academics and popular people

• Boring

Why use for your business B2B & B2C?

• Increase online presence an improve SEO (B2B)

• Communications

• Demonstrate experience and credibility (B2B)

• Share information & become a resource

• Talk with clients and prospects

• Find hot topics

• Influence influencers

• Generate leads!

Blogging result!

Have a good design

Produce useful and unique content

Be brief - Watch the length of the post

Talk about 1 topic

Use good titles

Tell stories

Do not overthink

Make text easily scannable

Select one blog platform and stick with it.

Include links (do not forget to credit)

Include multi media (and do not foget to credit)

Be yourself, authentic and honest

Write be helpful, whining does not help

Build a relationship with your audience

Blogging tips

How to get started for your business?

Preparation

• Choose your theme

• Define your purpose

• Define your target audience

• Choose a platform

• Plan time to write

• Think ahead

• Promote your Blog

How to get started?

• Create an account

• Choose a template

• Create your 1st post

• Add tags

A Real example!

Let’s get practical with blogging

1. Login into Wordpress

2. Create a new blog

3. Create a New Post

Social Media Platform #2Document Sharing

Tools to• Network• Contribute• Participate

Ressource for• Resource of information• Following content• Thought leadership

Why use for your business?• Among top 300 websites

• 30 million viewers/month view 80 million pages

• Drive traffic

• Create awareness

• Support and promote thought leadership

• Create dialog with peers

• Find new clients

How to get started

• Create an account• Select free or payable• Upload all your (public) presentation • Add your email address to every presentation• Use tags• Link to other social media accounts

Type of accounts

More B2B Benefits & Use

• Tell stories

• Share presentations with clients

• Webinar via ZIPcast

• Demonstrate expertise

• Create thought leadership

• Improve SEO

ExampleFrost & Sullivan

Example

Let’s get practical with Slideshare

1. Look for a presentation

1. By your company

2. By your competition

3. In your industry (topic)

2. Login to Slideshare

3. Upload Powerpoint to account

Social Media Platform #3Video

Why use for your business?

• Engage people

• Viral effect

• Faces, Voices and Personality

• Authenticity

• Affordable

• Demonstrate your product

• Customer testimonials

• Introduce staff

• Evangelize

• Show location (culture)

• Fun place to work

• Events

• Training

How to get started (2)?

• Do your homework (check out peers)

• Decide on a topic

• Get the gear (video camera, micro, software, ect.

• Be natural – authentic

• Get an account and a “channel”

• Upload your videos

• Link to your other social media accounts

B2B Benefits and Usage

• Training (employees and clients)

• Thought Leadership

• Get personal with employees and clients

• Crisis communication

• Product/event/company promotion and presentation

Examples

Work for the Government?FOD Social Security

Let’s get pratical with Youtube

1. Go to YouTube

2. Search for a video

3. Login to YouTube

4. Upload Video

Social Media Platform #4Photo

Why use for your business?

• Show your product portfolio

• Show (happy) customers

• Share information

• Offer promotions

• Drive traffic to your website

How to get started?

• Get a good quality camera

• Create an account (see next slide)

• Upload and advertize your company, products, people, events

• Add descriptions and text

• Create photo albums

• Use tags

• Find groups to share

Type of account

Pro• Unlimited photo uploads (20MB per

photo)

• Unlimited video uploads (90 seconds max, 500MB per video)

• The ability to show HD Video

• Unlimited storage

• Unlimited bandwidth

• Archiving of high-resolution original images

• The ability to replace a photo

• Post any of your photos or videos in up to 60 group pools

• Ad-free browsing and sharing

• View count and referrer statistics

Free• 300 MB monthly photo upload limit

(15MB per photo)

• 2 video uploads each month (90 seconds max, 150MB per video)

• Photostream views limited to the 200 most recent images

• Post any of your photos in up to 10 group pools

• Only smaller (resized) images accessible (though the originals are saved in case you upgrade later)

B2B Benefits and use

• Introduce company members

• Products/services/company presentation

• Office pictures (recruitment)

• Charts, Awards,

• Event Pictures

• Client testimonials

Example

Let’s get practical with Flickr

1. Login to Flickr

2. Upload 3 pictures

3. Create an Album

4. Create a slideshow

Let’s revisit the Blog

• Add Link to blog

• Add picture to blog

• Add Video to blog

Social Media Platform #5Business Networking

Why use it for your business?

Groups Companies

Networking Profiling Lead Generation Becoming an

Expert Job search

Community building Conversations Sharing content Branding Building

relationships Create influence

Present company Present products Status update for

followers See staff changes Employer

branding

4. How does it work?

Personal

How to get started?Groups1. Create a Group

2. Setting up group

3. Inviting people

4. Regular postings

5. Promoting group and posts

6. Moderate and Manage

Company1. Create company profile

2. Enter company details

3. Add products & Services

4. Create landing page for products & services

5. Inform employees to follow profile

Note: follow your clients - peers

B2B Benefits & Use

• Build and expand network

• Find new hires (recruitment)

• Create communities

• Find resources (freelance and other)

• Promote events

• Create polls

Examples

Examples

Example

Let’s get practical with your Personal LI profile

1. Have a good picture

2. Create a professional and good headline

3. Chnage your vanity URL

4. Complete education and experience

5. Include website with full name description

6. Integrate Twitter Feed

7. Add applications such as Slideshare, Wordpress, etc.

8. Add events, polls, etc; to your profile

9. Have recommendations

10. Create good summary and specialities

Other business Uses

Answers

Events

Let’s get practical with LinkedIn

1. Personal

• 10 steps to a professional profile

• Add events/polls to your profile

2. Groups

• Find group

• Post Blog as new discussion

3. Company

• Create company profile

• Add Service of product

Social Media Platform #6Personal Networking

Why use for your business?

• 800 million users (4.6M in Belgium)

• B2B, B2C and B2B2C

• Reach out to fans

• Host discussions on topics of interest

• Provide offers

• Hosts contests and events

• Monetize

How to use for your business?

• Create a personal account

• Create a group

• Create a page

• Add events

• Regular posts

• Monitor and moderate

B2B Benefits and use

• Promote products & services in your target audience

• Promote your brand

• Listen to and interact with your customer

• Create & promote events

• Create communities

• Recruitment

Example: Sales and Service

4. How does it work?

Example: Educational

4. How does it work?

Example: Customer Service

Let’s get practical with Facebook

• Setting you privacy settings

• Create a Page

• Post pictures, Video and Blog

• Create a Group

Social Media Platform #7Microblogging

YouFollowOthers

OthersFollow

You

Twitter Speak – Part 1• Twitter Handle – User name

• To Follow - See updates from others

• Followers – Other people seeing your updates

• Follow Back – To follow a followers

• Lists – People you follow

• Twitter Stream – List of a person’s updates

• Tweetup – face-to-face meeting setup thru Twitter

• Twunch – Twitter Lunch (See VincentVQ)

Twitter Speak – Part 2

• Tweet – Twitter post

• Direct Message – SMS-like

• Promoted Tweet – Paid tweet

• Retweet – Forward a tweet

• Mentions - @twittername

• Hashtag – Tagging system to aggregate content around one topic

• Trending topic – Popular topic

• Follow Friday (#FF) – recommended people

The Perfect Tweet

1. Have good content

2. Uses a Hashtag

3. Has a link to more content

4. Optionally

Why use for your business?

• Connect with clients

• Branding

• Customer feedback

• Marketing

• News

• Influence people

• Drive traffic to website

• Give-aways, coupons, etc.

• Viral

• Following the competition

• Increase sales

• Brand loyalty

• Get ideas

• Customer support

How to get started?

1. Create an account

2. Complete profile

3. Send out your first tweet

4. Follow people (influencers, lists, clients)

5. Create you perfect tweet

6. Promote your Twitter handle

7. Offer content

B2B benefits & use

• Influence your influencers

• Create traffic to your website & blogs

• Promote products, services, people and events

• Extend and use your network

• Customer service

Example

$6M example

Yet another example

Let’s get practical on Twitter

• Create an account

• Find people to follow

• Send your first Tweet

• Find Tweets by Topic

Social Media Platform #8Location based Software

Why use for your business?

• Put your business on the map

• Drive traffic to your location

• “Checkin” offer indirect promotion

• Get recommendations

• Offer promotions

• Find other people

in the area

How to get started?

1. Create an account

2. Claim your location

3. Create a special

4. Promote your specials

Examples

B2B Benefits & Use

Limited use at this present moment but still...

• Create awareness for your com

• Event visibility

• Tradeshows

• Meetings

Managing all you accounts

Social Media Aggregators

Let’s get practical with Tweetdeck

• Download Tweetdeck

• Add accounts

• LinkedIn

• Facebook

• Twitter

Some final platforms to keep your eyes on

Wikipedia

• Research tool #1

• Gives Information

• Links to other pages

• Popular among students a journalists

• “Official” truth about you / your organization

• Houses company and other content topics

• Anyone can contribute (anonymously)

• Alerts in case of problems with articles

• Storify is building the future publishing and curate the social web

• Storify aims to help journalists, marketers and others to collect and filter all the details they find on social media and write a story

• If you are a business, you can use it to compile what people are syaing about you and your products

• Pick out the most important and relevant stories and amplify them

• Makes it simple to share information

How to use it

• Efficient way to organize information

• Access your bookmarks from any device

• Share bookmarks with friends and contacts

• Learn about new websites

• Build a network with other people

Getting started with Delicious

1. Register

2. Import your bookmarks from your browser

3. Get a browser button

4. Start Tagging websites

• Is a social network where users:

• Have a profile

• Have a newstream

• Have friends (in Circles)

• Are interesting in the same topic (Sparks)

• Interact via video (Hangouts)

• Follow people with being followed back

Why is Google+ Important

• Will become the core for Google services

• Facebook targets audiences – Google+ needs and content

• Brand and Company pages are now live!

• Biggest hurdle: Number of people on G+

Before I forget...

Vanguard Leadership (c) - May 2010

Social Media is....

202

What if acted offline like online...

Connect with me!

Vanguard Leadership (c) - May 2010

204

be.linkedin.com/in/micadam https://twitter.com/micadam

http://bit.ly/cPdiom http://micvadam.wordpress.com

micvadam

+32 478 50 41 35

Links to videos

Social Media is fad : http://www.youtube.com/watch?v=fpMZbT1tx2o

Blendec video: http://www.youtube.com/watch?v=qg1ckCkm8YI

Will you be my friend: http://www.youtube.com/watch?v=aDycZH0CA4I

Social media policy (Victoria) : http://www.youtube.com/watch?v=8iQLkt5CG8I

Diesel Cam: http://www.youtube.com/watch?v=_P-zA90yI64

Domno Pizza: http://www.youtube.com/watch?v=1D9PikBzNNo