Presenting Social Media Strategy to FRG

What is social media?

Exent – Social Media 2011

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Exent – Social Media 2011

4/10/2011

Exent –Social Media 2011

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Creating lasting social media success in a companyrequires a company-wide social media blueprint.

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Basic keys to social success:1. Getting started, the uphillclimb: Why? Who? How?

2. Ownership - often withoutbenefits: Plan, test, review

3. Focus is essential

Exent –Social Media 2011SOCIAL BUSINESS PLANNING: A BLUEPRINT FOR SOCIAL BRANDTRANSFORMATION

You’re brand is personal, connected, a living brandHow can you create long term relationships that are conversation vs. broadcastingaround the web? Brands have become the people behind them, the source has changed themarketing voice. (Stern's communication model)


Be active - listen, learn and improve#1 - Listening is like making a list before going to the grocery store, know what you want before you go

shopping.Listen for real-time monitoring and engagement

The Dell experience: Richard Binhammer, Dell – Reads and Listens to 25,000 posts aday, tracking conversations to get that information online to right people in the business

CIA's "Facebook" Program Dramatically CutAgency's Costs

Social media Success is dependent on a social media strategy

A company now serves as the observer, moderator, mediator, and participant

1. What is your social media objective?

2. What do you want to achieve?

3. Is your fabric changing?

4. Do you want it to change?

2011 Social Media Strategy - Exent

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Social Media does not only involve marketing but also• HR• Legal• Employee Ambassadors• Product development• Marketing• Online presence• Sales• Customers service• Communication• PR

What is a brand? Not a logo, not a typeline but..-> the customer’s journey


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WHO is the boss?•Central Governance is a MUST•Translated to necessary languages, simplicity and transparency are key.•Examples: rules, non practices, monthly internal newsletters, user guidelines/tips,legal guidelines, shared content calendar

Defining theJourney


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HR & Legal - Establish CompanyGuidelines

Policy of “3Rs” – Responsibility, Respect and Representation (TelestraOnline Guide)

Salesforce Social Media Policy - Employee Training VideoInspiring -Simplicity and the Power of Words

• Regardless of your profession, we all know using social media allows us to expand our network. And humanresources is no exception. I’ve often said human resources can be a lonely profession. One minute you’re atthe holiday party and the next you’re terminating someone’s employment. Having the ability to interact withcolleagues around the world about the challenges facing human resources is priceless.

• As Kohn mentioned, staying connected has the extra benefit of possibly finding new talent for theorganization.Victorio Milian, human resources generalist for global fashion retailer H&M, points out that socialmedia allows human resources to stay engaged with former employees. This allows the company to continueto keep the brand in the forefront of their minds. It also helps to reduce the amount of knowledge that gets lostwhen an employee leaves. Lastly, it’s a potential pool of rehires for H&M.”

• Kohn also mentioned the importance of creating value not only for the business but for the internal workforceand the industry. “On our Facebook Page, we’ve worked hard to focus on ’news you can use,‘ fun informationrelated to the design industry, community activities that our employees have participated in and fun events thatgo on in our offices. We have succeeded in developing an internal following of employees that are moreengaged with their colleagues, which we think and hope will lead to stronger retention rates.”

• When human resources begins to include employee involvement in their corporate social media strategy, italso means working with senior leadership to create a culture that supports the change.

HR and Social Media -


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7 Secrets to Tweeting Your Corporate Culture

Employees - Social Media Ambassador ProgramIt’s not personality, it’s personalities -No one person can be the jack of all trades


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Get your employees on board: GROW• Grassroots – Leaving our comfort zone• Market Research• Result testing• Operationalize• Widespread adoption

Phase 1: Led by early adaptors (volunteers, those already using SM tools just don’t realizeit)Phase 2: Learn by experience. Accept to fail, but learn fast.Phase 3: Establish internal central governance.

Employees - Social Media Ambassador Program cont…

Social CRM - Customer Loyalty Program -KLM proved that as a company it has the most passion for its customers, because it develops innovative marketing

concepts based on customer insight and segmentation (incl. World Deal Weeks, Economy Comfort, Flying Blueinitiatives and the KLM Open), geared to optimizing customer loyalty. The two other companies nominated for2011 were Rabobank and Xerox.

Customer Loyalty Networks• InterContinental Hotels Group (IHG) says it has become the first global hotel company to offer bonus loyalty points

to customers who “check in” at IHG hotels on location-based social media networks.

• Priority Club members who become Topguest members will now be awarded loyalty points with each geolocationcheck-in at any one of its more than 4,400 hotels across the globe.

• Loyalty points and rewards for “check-ins” on all major location-based-services (LBS) applications, includingFoursquare, Twitter, Gowalla, Yelp, Loopt and Google Latitude will give members 50 Priority Club points, up to 50points per day. Priority Club points can be redeemed for rewards such as hotel stays, flights, or dining andshopping certificates.

Exent –Social Media 2011You are the curator - -The web is your museum – organize art, document,

highlight, provide insight to what’s most essential, do this with things orspaces related to your brand. i.e. etsy, alltop

Customer Loyalty

CitiBank On Twitter, Banks And Social Media – An Awkward Fit?• If there is one sector that has been slow to embrace social media it has to be the banking sector and probably

with good reason as they hold a lot of very private data.

• Citibank have just launched a Twitter account @askciti that is aimed at dealing with customer complaints. This isa huge step for the banking industry as this is one of the biggest consumer facing banks in the USA basicallysaying we are here to help you online.

Good Move For Citibank?• They clearly haven’t done this without putting some serious thought in to it and this will have been planned for

some time. Apparently they have trained 100 staff to deal with queries which shows that they are very seriousabout this latest move and expect to have quite a lot of contact from customers.

Privacy Concerns?• Their main aim will be to take sensitive conversations offline.

Benefits Of Social Media For Banking Sector?• It’s where all the customers are. The younger generations that the banks covet so highly all communicate

through social media and are increasingly ignoring traditional media and marketing. Banks are businesses andthey need to attract customers so the banks that engage with social media will ultimately win more customersand increase profits. It will be hard to sway some of the negative opinion out there around banks but sentimentcan change over time and this is a great opportunity for them to chip away at their negative reputations.

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Case Study: Customer Service Social MediaProgram

Customer Service

“Best Social Media Customer Service” Finalists Discuss Their Success[INTERVIEWS]

Co-Partnerships - Creative - Disruptive

Category positioning & co-creativity brings your customers into the process.

Cirque du Soleil Helps Unveil Kinect for Xbox 360 Cirque du Soleil uses social media to promote Calgary event | Free tickets! #kooza Red Bull is using Facebook to promote a nationwide scavenger hunt called Red Bull Stash. The

company is using the social media page to post clues and pictures to help people find theenergy shots they’ve hidden across the country.

2011 Social Media Strategy - Exent

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• Branding –creating a unified product• Increased content – FB, Blog, Twitter• Monthly Themes include Game Promotions• Sweepstakes=Growth in audience, interactions, & feedback


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Marketing -Free Ride Games

• Free Love -Silent Film - Free Ride Games

• Santa Claus is Coming to Town - Rap Version

• Chameleon Gems Game Play - 6,000 views

Marketing -Free Ride Games continued…


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IZEA - Social Media Marketing Tool


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Exent –Social Media 2011USING SOCIAL MEDIA TO MANAGE YOUR BRAND ANDORGANIZATION or NOT "Social Media refers to a set of tools and interactions whose purpose is to create a consumer“

Top reasons to fail:• Unrealistic expectations• Failure to execute• Lack of transparency• Too much focus on sales• Un-social goals such as boosting twitter followers or Fb likes=not enough• Too much attention on viral, trying to be all things to all people=impossible• Lack of corporate champions (the Social Media influential people within the organization)• Bad or not enough content• Lack of social media talent to operate programs

Presenting Social Media Strategy to FRG

Technology

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