holistic social business

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

The Holistic Approach to Social Media for Business

WHAT IS SOCIAL MEDIA?


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.


•  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


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!


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


Sold! But the question is – where do we start?


DEFINE YOUR VOICE

3

2

1 Brand or Company Voice & Persona

Blog

About Content

Response Writers

Facebook

About Mission Content

Response

Twitter

Bio Content

Response Skin

YouTube

About Content

Channel Info Skin

•  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


THINK OF GRAMMAR SCHOOL


DEFINE NEEDS, TOOLS & PROCESS

•  Create a Playbook •  Educate team members on voice,

tools •  Report back insights


EDUCATE

Monitoring is my life!

Humanize brand (creative,

conversations)

Listen & Accept

Respond quickly & directly

Be transparent

Solve problems

Connect


Real Time

•  Twitter

•  Facebook

•  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

•  Community and Employees •  Google Alerts •  Hyperalerts •  CoTweet, Hootsuite, Tweet Deck •  Sprout Social, Radian6 and Alterian6


MONITORING TOOLS


I need proof that what we’re doing

is actually working.

Investment Action Reaction Non-

financial Impact

Financial Impact

SOCIAL ROI


Even though ROI doesn’t live here these measurements are very important.

Metrics

Marketing

GCS

UX

Customer Insights CRM

PR

Creative


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

•  Radian6 and Alterian SM2 •  CoTweet and CoTweet Enterprise •  Google Analytics


REPORTING TOOLS


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.

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.


DEAL WITH NEGATIVITY

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.


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.


CRISIS MANAGEMENT 101

THE BASIC CHANNELS

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.


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


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


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


OTHER GREAT TOOLS TO USE



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