Engaging Members Through Social Media
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Transcript of Engaging Members Through Social Media
Engaging Members Through Social MediaAugust 13, 2014
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Amy HeissSocial Media & Community
Program Manager
@AmyHatDell
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• Global Lead for Dell’s Social Media Training & Activation Program (SMaC U)
• Previously ran Dell’s Social Media Listening Command Center
• Amy & her husband live in Austin with their 2 very active children
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Today’s Agenda• Why Social Media
• Dell History
• Social Media & Community University (SMaC University)
• Top 10 Ideas
• Top 10 Questions an Executive Should Ask
• Make Time for Social Media
• Q&A
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HigherEngagement
Socially Mobilized Workforce
Brand Advocates
Real-timeResponse & Engagement
Dynamic Communicatio
n
EmpoweredWorkforce
Over 50% of organizations now
consider Social Business
applications to be imperative or significant
to business goals.
Benefits of Social Media
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Questions to Ask in the Planning Stage:
• What are the organizations’ goals?• What is the business plan?• What is the current relationship with our customers?• What is the relationship we want with our customers?
How does social media support these goals?
Idea 2: Tie social media to your business and customer objectives
I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz
Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
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Questions to Ask in the Listening Stage
Idea 3: Identify and target your community
• Any social strategy first begins with listening to feed & inform your strategic plan
• Listening should be for conversations about the company, product(s), category, competitors and the industry
• By listening, you gain insights on what people are talking about & how they talk about companies and products
– What are people saying about your brand?– What are the popular topics about your brand?– Who are the advocates, detractors and influencers in your industry?– Where are the conversations happening?
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Standard conversation values for engagement:
• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• Educational
It’s not just about being outthere and participating, it’s about being authentic andbringing value
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Engagement Questions to get started…
Twitter• ReTweet relevant, useful content and provide comment• Reply promptly • Twitter events with hashtag #FoodieChat, #SmallBizChat
LinkedIn• Provide status update• Share business relevant content
Blogs• Post a comment on relevant blogs
Slideshare• Upload most recent, relevant presentation• Tweet, LinkedIn, Google+ that you uploaded presentation with link to share
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Content rules – 80/20
• People more likely to do business with a friend
• You need to make friends to influence people
• Follow 80/20 rule: 80% to support others and 20% self promotion
• Being real on social media makes 80% target easy to reach
• When you share a great article or blog post, use their twitter name
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Identifying good content to share:
• Idea 5: Follow Other Restaurants/Influencers
– What publications do you already read?› Follow their Twitter account
– Follow customers, partners and your industry thought leaders
– Follow industry experts and thought leaders in social media
– Stay up to date with industry blogs
Followers: 7,397Following: 4,674
Key Influencers:@WeRRestaurants@UNFI@susanbeebe@Pinkberry@Sunda@DZRestaurants
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Online curated sites for relevant content:
Idea 6: Vary your content and keep target audience in mind
Guy Kawasaki recommendations:Smartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendation:LinkedIn Today@LinkedInToday (twitter)LinkedIn Pulse
Schedule posts
Avoid pushing the same content to all
your platforms
Sites to Consider:• Buffer• Later Bro• EveryoneSocial
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Customer Experience
Provide Customer Service and address fans in social media.
@DellCares• On average team addresses 4,000
posts a week in 14 languages– 98% resolution rate– 50% ranters to ravers conversion– Team proactively developing helpful
content based listening and engagements
• Idea 7: Listen to your customers to determine relevant content needs
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Increasing fans and followers:
• Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways
– Keep asking questions
– Create virtual projects› Brainstorming for a campaign or raising $$ for disaster relief
– Celebrate follower activities & achievements
– Add value› Give sneak peeks, exclusive content and special promotions
– Complete the circle› Tie off the communication: Thank them for reaching out and ask if
you can be of additional assistance
Build stronger relationships by bridging social & in-person• Idea 9: Take advantage of in-person interaction to deepen
relationships
• Events are powerful opportunities to build relationships
• Recommended tools: Twitter & Slideshare
– Offer inside access by “live-tweeting” during the event & use hashtag– Join conversations to share your thoughts and opinions– Connect with influencers attending or covering the event– Post-event, share presentations on Slideshare
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No single measurement for social media success• Idea 10: Select key performance indicators based on your
objectives
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InfluenceEx. # page likes,/shares, external
RTs, # of subscribers
AdvocacyEx. Message delivery, sentiment,
recommendations
InsightsEx. Cost savings over focus
group/surveys, campaign insights, competitive insights
AwarenessEx. Monthly gross impressions, # of
fans/followers
EngagementEx. Total interactions, # fan
photos/videos, % engaged on page, comments/posts
SupportEx. Questions answered, # of avoided
support calls
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Types of success metrics aligned with goals
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Reach
Social Impact• visits, pages viewed, navigation paths, links
clicked
Influence
Customer Impact• likes, re-tweets, sentiment, forwards,
membership
Outcome
Business Impact• sales inquiries, new business leads, customer
loyalty
Free Tools to compile this data
Google Analytics, Bitly, Analog, Webalizer
Social Media platform metrics and analysis tools
KwikSurvey,Survey Monkey
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Value the real-time insights
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• Social media can also provide timely insights into campaign research, competitor analysis, sales leads, and customer needs
Circle of Social Life
ListenAnalyze
for Action
Quickly Track
Results
Tweet
Satisfied customer
Issue Fixed!Technician
Call Support
Issue
Customer Reach mass
0
50
100
150
200
250
300
350
4/5
4/1
2
4/1
9
4/2
6
5/3
5/1
0
5/1
7
5/2
4
5/3
1
6/7
Volume of posts
Apr - Jun
@XYZCares been on hold 90+min now…
Another flawless, painless experience with XYZSupport
• Real time data vs. waiting for calls/surveys
• Identify & resolve the Negatives
• Accentuate the Positives
• Unsolicited feedback can be more genuine and typically not biased
Negative
Positive
Too many transfers?
Unable to identify/resolve issue?Slow service?
Thankful customers- Spare parts- Saving in IT
Social referrals- Should get PS- Refurbs
500 friends
5K followers
23 Confidential Social Media Listening and Customer Insights
There was no big differentiation between the messages on security systems of HP, Lenovo and Dell• Fingerprint reader technology was perceived as a favorable security feature
after Apple’s announcement of the technology
• Customers remembered the fingerprint readers in laptops made by OEMs since the 9/10 announcement
• HP’s free security software was mentioned frequently in social HP Lenov
o
Resource: Radian 6 June 17 to Oct 1, 2013
24 Confidential Social Media Listening and Customer Insights
#SocialSME Scorecard Unleash Your Experts
25 Confidential Social Media Listening and Customer Insights
#SocialExec Activate Your Executives
Personalized sessions per executive--Individual social media audit--LinkedIn consulting session--Scorecard
26 Confidential Social Media Listening and Customer Insights
Create A Social Culture
Special employee events for social media advocates• Guest speakers• Love notes• Movie Day• Happy Hours
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Top Ten Ideas:
Idea 1: Write up a plan
Idea 2: Tie social media to your business and customer objectives
Idea 3: Identify and target your community
Idea 4: Sign up for free Listening tools if you haven’t already…
Idea 5: Follow Influencers (twitter) for content inspiration
Idea 6: Vary your content and keep target audience in mind
Idea 7: Listen to your customers to determine relevant content needs
Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways
Idea 9: Take advantage of in-person interaction to deepen relationships
Idea 10: Select key performance indicators based on your objectives
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Top Ten Questions Executive should ask:
Question 1: How will social support my business goals?
Question 2:What is the conversation volume and sentiment about my business, products or services?
Question 3: Which online communities are important to my business and is my team involved in those conversations?
Question 4: Are there other technology conversations taking place that my team should be a part of and if so where?
Question 5:Are there specific content gaps or customers questions that aren’t getting addressed?
Question 6: Who are my industry’s Influencers?
Question 7: Which of my customers are online?
Question 8: Am I connected with our most important customers online?
Question 9: Have I identified subject matter experts on my team to connect with those influencers?
Question 10: Am I taking advantage of customer feedback and insights via social media?
Make time for social media
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• Add 30 minutes to your calendar 2x a week to listen or engage in social media
• Don’t go overboard – just start with 1-2 platforms
• Download social applications to your phone
• Find a social media mentor
• After a customer meeting, thank the customer in social media
• Use relevant hashtags to connect with event attendees, speakers, etc.
Thank you for Listening
Q & A