Social Media Marketing: Separating Truth from Fiction

Dorothea Sieber @D_SieberNatascha Thomson @NaThomson

November 3rd, 2012

#MCSV

Who We Are

@NaThomson

@D_Sieber

Agenda

Positive & Negative Social Media ExamplesWhat WorksWhat Doesn’t Work

#Social Fiction

– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media

x

@D_Sieber

CHANNEL PROLIFERATIONNegative Way to Use Social Media

Social Media Strategy #FAIL

Social Media Channel Proliferation

Source: Altimeter Group (http://www.slideshare.net/jeremiah_owyang/smms-report-010412finaldraft)

How does this happen?

SAP

200+ Twitter Accounts100+ Facebook Accounts

300+ Social Accounts

What Can You Do?

• Governance model• Set up Policies• Audit• Performance Measurements• Shut down unsuccessful accounts• EDUCATE, EDUCATE, EDUCATE

TWEETCHATPositive Way to Use Social Media

Engage via TweetChat – Why?• Customers share brand experiences on

Twitter with or without you

Example:• SAP’s new technology “HANA” triggers

discussions on Twitter• Instant responses

Source: http://www.intersectionconsulting.com/2009/social-media-roi/

How to Set Up a TweetChat – First Steps

• Is your audience having discussions on Twitter? Only think about setting up a tweet chat if your answer is YES

• Choose the right hashtag • Use the URL www.tweetchat.com • Choose a moderator• Who should be your experts?

1. Twitter Savvy2. Influential on Twitter 3. Choose between 2-3 in total4. At least 1 participant should be external

Important to Remember

• Choose a topic (directional) & arrange date/time• Write a Preview Blog Post • Announce 3-4 weeks via relevant channels use the chat

hashtag and relevant industry hashtags• Set up a phone line with the ‘speakers’ and some experts

while the tweet chat is running • Prepare 2-3 questions in advance

• Be flexible

After the TweetChat: To-Do’s

• Share the key take aways of the tweet chat in a post-chat blog and provide transcript of the chat

• Ask for next topics• Monitor if sentiment changes • Answer follow-up questions with executive blog series• Measure participation

More questions?• Read this blog with some tips

@NaThomson

KITCHENAIDHPCISCO

Negative Way to Use Social Media

KitchenAid #debate2012

YouTube Views

“You might have better odds playing the lottery than of becoming a viral video sensation.”

EVTECHNOLOGIES BODYFORM

Positive Ways to Use Social Media#MCSV

“A Tweetup is an event where people who

tweet come together to meet in person.”

TweetUp Tips from Eric Vallo

• Know your audience• Piggyback on the main event hashtag • Be an event sponsor to get access to event @handle• Set up a simple page outlining the event, the time, the

place, and the rules• “Bring your own booze or buy it”• Come and network like crazy with fans of the show• Don’t try to sell anything. It's just time for friends to get

together and make connections• Don’t count on a spontaneous venue

https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow

https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow

“I am sorry we have lied to you. SORRY.”

“We wanted to protect you from the truth of a period.”

“You exposed men to a truth we hoped they’d

never have to face.YOU DID THAT.”

x

#Social Fiction

– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media

#Social Truths

– Social media is not for everybody– Social media requires resources– Social media is also for B2B– The intern might be able to do it– Viral video = lottery win– You can’t control social media

Contact us on Twitter!@D_Sieber@NaThomson

Bibliography & Resources

• Twitter gets you fired in 140 characters or less• The Day HP got killed• Bodyform responds: YT video• 42 Rules for B2B Social Media Marketing• Cisco fails with Old Spice Copy Cat Campaign• Will my video get 1 million views on YT?• BBC: Tom Daley Twitter abuse• Social Media ROI Article• YT: English by Germans for Germans• What is a Tweetup