Post on 21-Oct-2014
description
Anette Brandt7. April 2023
Social Media Hands-On Workshop
How to Combine Tools, Tactics and Strategy
Anette Brandt7. April 2023
Workshop Content
- Fundamentals of Social Web
- Tours of Features & Functionality - Facebook, Twitter, XING/LinkedIn, Mr.Wong, Slideshare
- Risks of Social Networking and Media Platforms
- Social Media Guidelines
- Measure your Success
- Social Media Strategy : trends and developments / crisis communication
tools & tactics to help you place targeted messages
Anette Brandt7. April 2023
What is social media?
The Streisand effect
Anette Brandt7. April 2023
What is social media?
Social Media Buzz
http://business.blogs.cnn.com/2010/11/17/bookies-kenya-bet-on-royal-
union/?hpt=C1
Anette Brandt7. April 2023
Facebook, Google, YahooTop 3
Source: many eyes
Time spent on Facebook was greater than time spent on Google sites in the U.S. in August for the first time in history, according to fresh data from comScore. Meanwhile, Yahoo continues its slide from the top of the heap to the bottom.
72% of Internet users are part of at least one social network, which translates to 940 million users worldwide
Anette Brandt7. April 2023
Facebook500 million active users
Facebook’s current user base is more than 1.6 times the size of the entire US population.
If Facebook were a country, it’d be second only to China and India.
Anette Brandt7. April 2023
Facebook - breaking news
http://www.telegraph.co.uk/news/newstopics/theroyalfamily/4339524/Chelsy-Davy-announces-end-of-relationship-to-Prince-Harry-on-Facebook.html
Anette Brandt7. April 2023
Twitter microblogging
Twitter announced on 4 Sept that they now have more than 145 million registered users.
Twitter processed 2.64 billion tweets this August, an increase of 33% over May.
In August, an average of 85 million tweets passed through Twitter every day.
Anette Brandt7. April 2023
Twitter microblogging
Anette Brandt7. April 2023
http://getsatisfaction.com/twitter/topics/aquiring_an_inactive_twitter_name
own experience: brandtaktuell Get Satisfaction : Community-powered support
http://getsatisfaction.com/twitter
Twitter microblogging
Anette Brandt7. April 2023
http://getsatisfaction.com/twitter
Twitter microblogging
Anette Brandt7. April 2023
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Twitter TweetReach
Anette Brandt7. April 2023
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Twitter TweetReach
Anette Brandt7. April 2023
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Twitter Twitter grader
Anette Brandt7. April 2023
Social Media : XING / LinkedIn
Business Networks :manage groups, manage contacts,
create connections, find jobs,
engage in discussion forums
Anette Brandt7. April 2023
Social Media : manage groups on XING
Business Networks :
manage groups, manage contacts, access profiles
Anette Brandt7. April 2023
XING who‘s looking for me?
Business Networks :
manage groups, manage contacts, access profiles
Anette Brandt7. April 2023
Location-based services - Foursquare
Foursquare Boasts 4.5 Million Users
Anette Brandt7. April 2023
free library of digital documents
organize favorite bookmarks, allocate them, stream
them, put them in sub folders, share them
Mr. Wong / delicious
Anette Brandt7. April 2023
http://edition.cnn.com/2010/TECH/social.media/11/19/
social.media.isolation.project/index.html?hpt=C1
- image and video hosting
- web services
- online community platform
Flickr / Slideshare
Anette Brandt7. April 2023
video sharing website
bit.ly
www.bitly.com
YouTube / bit.ly
Anette Brandt7. April 2023
allocate competence, speaker roles
create dialogue - speedy response/feedback
network on several channels
offer added value / valuable content
Social Media Strategythe challenge
Anette Brandt7. April 2023
be alerted immediately when people are saying bad / good things about your brand
respond to all customer service queries
quickly see who is talking about you and join the conversation to bring more credibility to
the brand
keep a finger on the pulse of the market to figure out what the market actually needs and
then create it
Social Media StrategyMonitoring your success
Anette Brandt7. April 2023
Decide What to Monitor
Track your company name, brand names, product names, names of key execs,
competitor names, competitive product names, industry keywords
Listen and observe the culture of the community, interactions between members, how
influence is expressed
Social Media Monitoring
Anette Brandt7. April 2023
Social Media Strategycrisis communication
Anette Brandt7. April 2023
Respond Quickly, Personally and Directly
Acknowledge questions and negative comments, and assure consumers you’re working toward
an answer.
Execute your official response as detailed in your escalation plan — an official blog post on your
domain can be the first, best place to post new relevant information.
- Speak personally and directly.
- Speed and honesty are what customers value most.
How to avoid a Social Media desaster
Anette Brandt7. April 2023
Stand up for your mistakes
Acknowledge that you are working to correct the problem, and inform those looking for guidance when and how you will improve the situation
How to avoid a Social Media desaster
Anette Brandt7. April 2023
Virgin America
proactive social media outreach
-> Through its various social channels, Virgin America keeps users informed and
content
Best Practice
Anette Brandt7. April 2023
Ford : social media leader when it comes to keeping customers happy
Ford’s social media specialist gets a lot of attention for his efforts on Twitter
His actions on blogs and forums helped avert a potential PR disaster
Best Practice
Anette Brandt7. April 2023
-> develop a comprehensive social media policy and community management plan
within your company before any potential PR disasters strike
How to avoid a Social Media desaster
Anette Brandt7. April 2023
speedy and effective communication
-> avoid censorship
-> de-escalate: avoid escalation into destructive, counterproductive confrontation
open dialogue: Q & A discussion forum - respond to critical questions
Set up blogs to discuss the issue, prepare editorial info material beforehand
-> transparency, fair dialogue
Social Media Strategycrisis communication
Anette Brandt7. April 2023
w.facebook.com/home.php?sk=group_164369456935874#!/adidasoriginals
Social Media StrategyBest Practice
Anette Brandt7. April 2023
Social Media potential risks and pitfalls
Anette Brandt7. April 2023
Dont‘t tell everybody on the Internet youe’re not
home
Be conscious of what information you’re making
available
Twitter Your Way to Getting RobbedFoursquare, Google Places, Facebook Places
Anette Brandt7. April 2023
Social Media Guidelines
privacy
settings
Anette Brandt7. April 2023
Social Media GuidelinesFacebook profile pic
http://www.cooloutfit.at/wp-content/uploads/2008/03/kermit.jpg
Anette Brandt7. April 2023
Connecting Social Tools to Organizational Strategy and Capabilities
Anette Brandt7. April 2023
driven and flexible usage of channels -> maximum reach
image und up-to-dateness -> reach new target markets
transparency -> increase credibility
-> combine tools, tactics and strategy
Social Media Strategysuccess factors
Anette Brandt7. April 2023
･ What types of people do I want to talk to and where do I find them?
･ What are they talking about already?
･ Is it appropriate for me to join that conversation and, if so, when?
･ How do I inject usefulness into the conversation without being overly promotional?
･ What value can I provide in terms of knowledge, opinion or content?
･ How can I earn their trust?
･ Under what circumstances can I point the conversation toward considering our
product/services?
Setting Goals
Anette Brandt7. April 2023
Thank You
Anette Brandt
www.twitter.com/brandt_aktuell