Social Media Strategies For Business Decmester
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Transcript of Social Media Strategies For Business Decmester
Using Social Media
for Business
Kennesaw State MBA Decmester
Josh Neckes, MS&LKristin Parrish, Ogilvy Public
RelationsKatherine Malone, Fleishman-
Hillard
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Introduction
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Intro to Social Media
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Intro of Social Media
Social networks are the 4th most popular online activity Ahead of email, behind search
Facebook has more than … 350 million active users 700,000 local business Facebook Pages
Twitter has had a growth rate of 752% in 2008 (Compete)
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Using Social Media for Business
Customer Relations
Product Promotion and Sales
Event Activation
Crisis Management
Corporate Reputation Management
Issue Advocacy
Getting Started: Tools
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Strategic Approach to Social Media
Listen>Plan>Engage
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Customer Service
Anyone who has customers – B2C, B2B, G2B, G2C, etc... – can use social media to quickly listen and respond to customer feedback before problems escalate and to activate brand ambassadors….
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@comcastcares
Frank Eliason at Comcast started @comcastcares in April 2008 in
response to the customer conversations he and his team found on
Twitter through monitoring. Offers customers specific troubleshooting
tips, online resources, new product info and a key customer relations
personality (i.e. Frank’s).
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Product Promotion and SalesA successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, influencers can be activated to not only become loyal customers, but also evangelists for your brand and your promotions.
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Coca-Cola Zero
Building upon the launch of Coke Zero, Coca-Cola has developed and maintained a strong
Facebook community of fans. As a key to building a strong Facebook community is ongoing
and quality engagements, Coca-Cola has developed a sharable application – the Facial
Profiler – that entertains fans and encourages word of mouth about the product with other
Facebook users.
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Event Activation
The real-time ability to connect with others and share experiences makes social media a great outlet for individuals, or companies, to use during a major event.
Live, online coverage of an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event. Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.
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@fordfiesta
To build buzz around the upcoming launch of the Ford Fiesta in the 2010 US market, Ford developed
the Fiesta Movement - recruiting 100 online influencers to receive a new Ford Fiesta with the
instruction to complete a series of missions, or challenges, throughout the course of a year with their
Fiesta. To build momentum and allow these drivers, as well as the larger general audience to interact
with Ford, the @fordfiesta Twitter handle and #fiestamovement hashtag were created, to publish
challenges, get updates from drivers and engage in an ongoing conversation around the Fiesta
Movement.
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Crisis Management
Using social media for crisis communications is as much about preventing an isolated issue from becoming a full-blown crisis as it is about communicating to the public once a crisis has hit.
Social media can be used as a fast way to respond and maintain an open channel.
Social media monitoring and response should be integrated into the broader crisis communications strategy.
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Additional Thoughts…
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Uh oh.
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Pre-Established Social Media Architecture, Response Plan in Place
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Story Broke on Morning of 3/6/2008 – Real-time Response
It might be a bumpy ride…
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…but the process works.
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Again, and again, and again…
Corporate Reputation Management
Social media offers a an opportunity to portray the “face” of your company. Social media can help businesses create relationships with those online – making it easier to communicate with industry peers and target audiences.
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Boeing’s B2B Blog – Randy’s Journal As the basis of Boeing’s social media presence, Randy’s Journal
was started over 4 years ago to build the online conversation around commercial aviation. Creating a
personality, and a “face” to Boeing, Marketing VP, Randy Baseler (now authored by new VP, Randy
Tinseth) cultivated relationships and engaged over 500,000 viewers in its first two years.
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Issue AdvocacyThrough online communication platforms, message boards and communities, social media provides the ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organizations.
Creating a community of support by providing useful information to those they serve, volunteers, donors and other supporters.
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LiveStrong
Led by the LiveStrong Blog, @lancearmstrong and @livestrongceo, the LiveStrong
Foundation spreads the word about cancer and provides people with the tools they need to
“live life on their own terms.” These communication platforms are aimed to provide
communication and support to those dealing with cancer, while also building awareness and
raising funds for the foundation and cancer research.
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A Strategic Approach to Using Social Media
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ENGAGEPLANLISTENSTRATEGY
Customer Relations
Crisis Management
Corporate Reputation
Management
Event Coverage
Product Promotion & Sales
Issue Advocacy
Your customers and potential customers
Content relevant to your customers: tips, company info, etc.
Answer questions, respond to comments about your brand
Your brand, products and relevant issues
Direct to additional resources, updated information, explanation
Answer questions, respond to comments, raise issues, provide info
Industry leaders, similar interest groups, news/media
Insights, expertise, become a thought leader
Jump in the conversation. Be transparent and add value
Current and potential customers, those interested in similar products
Event information, updates, behind the scenes coverage
Set up online events, talk to attendees, ask and answer questions
Those interested or attending event, media
Links to online promos, insider info on upcoming sales, discount codes
Provide incentives, exclusive online offers, opportunities to review product
Those interested in your cause, industry leaders, news
Added value: health tips, disaster alerts, fundraising info
Know your online supporters, express gratitude and get them involved
Tools to Get Started with
Social Media
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Do Some Research
Talk to customers offline Where are they online? What sites do they use?
Are there sites or groups already?
What are people saying?
Set up Google Alerts and Google Analytics
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Strategize
What is your goal?
Set achievable goals
Overnight success vs. long term rewards
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Create your profile Add a Company Logo, locations, feeds
LinkedIn will pull in information automatically Job listings, current and former
employees
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Search for established groups
Check out competitors’ pages
Set up a Fan Page
Tell people
Buy Facebook ads
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Do some research Keywords , competitors Your company
Set up account
Find people to follow
Tell, listen and engage
Check out the Twitter for Business Guide:http://business.twitter.com/twitter101/
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Set up a Social Media Policy
Set foundations and empower employees
Pull from established guidelines Kodak: Transparency Intel: Content Moderation IBM: Social Media Value Source:
http://mashable.com/2009/10/02/social-media-policy-examples/
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