humanizing social media strategy for business - where is the love?
TRANSCRIPT
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 1
HUMANIZING social media STRATEGY for business
. . .where is the
LOVE?
Jay MasseyCoco Design
AAF Southeastern Leadership Conference
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 3
Who Am I?
• Jay Massey – Founder Coco Design
• Established 1994• Duties - Dev internet
marketing strategy & fire control
• There are no SM experts
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 4
♥
The Love Strategy
Conversation Engagement Transparency
Trust Duration
Letting GoMeasurement
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 5
• Social media websites were developed for people not businesses
• It is about human connections
• Be where consumers are
• Listen and learn from them
• Only then you will be ready to engage
• Very similar to cocktail party etiquette
A Place For People
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 6
Establish a Game Plan
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 7
Conversation
• Social media as a public conversation
• Conversations about your organization are occurring with or without you
• Join the conversation• Embrace conversational
risk• Word of mouth
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 8
Engagement
• Once your organization is part of the conversation establish which departments have a direct interaction with your customers
• Not just the marketing department
• Customer service, tech support, advisory, account execs, reputation management, corporate culture, recruiting
• Your organization have one or many personal voices
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 9
Engagement Guidelines
Intel social media guiding principles for employees:
• Stick to your area of expertise.
• Provide unique, individual perspectives on what's going on at Intel and in the world.
• Post meaningful, respectful comments.
• Respect proprietary information and content.
• When disagreeing with others' opinions, be polite.
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 10
Engagement – Simple
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Engagement
• Zappos interactive map to post customers favorite shoes or clothes
• Kinda fun & company gets direct feedback
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 12
Engagement – Zappos Map
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 13
Engagement – Zappos Twitter
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Engagement – Virgin American
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Transparency
• Customers, Prospects, Partners and Competitors are all sharing the same conversational space
• Prospects trust consumers more than you
• Be authentic - the world is watching
• Never forget this
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• Wal-Mart / Edelman blog scandal in 2006 – “Wal-Marting Across America”
• Produced negative publicity and real blogger outrage
• The Edelman firm may have suffering more than Wal-Mart
Trust – Bad Example
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 17
Trust – Good Example
• Little Debbie - 100-calorie snacksLuckie & Company in Birmingham
• Sent sampler package with each 100-calorie product plus giveaway packages to 50 Mom bloggers
• NO RULES
• More than 100 blog posts on 75+ sites leading to 5,500+ comments
• Led to higher sales and huge increase in brand awareness
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 18
Duration
• Are you in it for the long haul?
• All phases of the customer life cycle:– Awareness, engagement, education, pitch,
negotiation, deployment, support, product research, customer feedback, market and competitive intelligence, and then repeat
• These public conversations will be archived as long as the web is searchable
• Google is the public conversation “memory”
• Will you still be here?
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 19
Letting Go
• The people that use social media services are in charge
• Consumers have been using social media long before businesses
• Let go & engage the conversation
• The more an organization tries to control the conversation the less effective it will be
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 20
Letting Go - Legal
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Measure Success
Unlike other campaigns, measuring social media success begins by asking more questions:
• Did we learn something about our customers that we didn’t know before?
• Did our customers learn something about us?
• Were we able to engage our customers in new conversations?
• Do our employees have an effective new tool for external feedback and reputation management?
• Terms such as Engagement, Participation, and Attention are rising. Qualitative responses are what is important, not Quantitative page views or downloads.
Mashable.com
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 22
Retail Integration
• Facebook integrated product search
• Share with your friends
• Get advice from your friends
Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 23
BEST BUY: Social Media Job
Responsibilities –
• Be human online (and offline)• Manage & integrate social content (Blogs, Twitter,
YouTube)• Participate in conversations; even if they are critical or
accusatory• Collaborate with internal stakeholders like legal,
customer support, Geek Squad, product management and others
• Work closely with other marketing organizations to ensure a tight integration with the social web activities/initiatives
• Measure the success of social media activities; and report the results to management
Questions~
Comments
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