THE HOLISTIC APPROACH TO SOCIAL MEDIA FOR BUSINESS ON TWITTER? JOIN THE CONVERSATION USING...
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THE HOLISTIC APPROACH TOSOCIAL MEDIA FOR BUSINESS
ON TWIT TER? JO IN THE CONVERSATION USING #SOCIALBIZ
@ A L E X T H E G I R L
The Holistic Approach to Social Media for Business
The Holistic Approach to Social Media for Business
WHAT IS SOCIAL MEDIA?
Social Media is always about what the reader, community or customer needs/wants.
Social Media isn’t about the company’s agenda, products, or services.
It shows that companies are human; great people behind a great brand that really cares about their product and community.
Social networks are human networks.
The Holistic Approach to Social Media for Business
• build community.
• drive decision making.
• answer questions.
• build – or break – trust.
• Allows for real-time engagement &
response
• connects to new customers in
authentic ways.
• strengthen bonds with current ones.
• Inspire, educate and entertain.
WHAT SOCIAL CAN DO
The Holistic Approach to Social Media for Business
HOW IT WORKS
GINGERBecomes a new
Customer & Brand Advocate. Repeats Cycle.
GERRYNot a
GoToWebinar Customer. No
Brand Awareness. Twitter User.
Gerry: Have great sales pitch but no $$ or time to travel & pitch everywhere.Gerry: Suggestions?
GERRYGoToWebinar Customer
through traditional
channels. Twitter User.
Ginger: Try @GoToWebinar! No travel, no room hire & you can pitch in your pj’s!
The Holistic Approach to Social Media for Business
WHOIS IN ONLINE
BRAND
Web Team Demand
Gen
PMMs
Webinar Team
Events
PR
HR
SEO
CRM
CreativeCustomer
Service
Sales
Customer Insights
Affiliates
Social Media
Employees
Internal Comms
Radio
Media
Engineers
The Holistic Approach to Social Media for Business
Sold! But the question is – where do we
start?
The Holistic Approach to Social Media for Business
Define Goals – Connect & Engage with existing &
potential customers– Keep & Earn Trust– Expand Awareness– Drive Sales– Increase online brand share– Get Insights
Define Standards/Best Practices– Lead + Inspire– Connect + Engage– Create compelling, digestible,
evergreen & relevant content– Brand holistically– Be Authentic– Be Strategic
START AT THE V E RY BEGIN-NING
The Holistic Approach to Social Media for Business
DEFINE YOUR VOICE 3
2
1 Brand or Company Voice & Persona
Blog
About
Content
Response
Writers
About
Mission
Content
Response
Bio
Content
Response
Skin
YouTube
About
Content
Channel Info
Skin
The Holistic Approach to Social Media for Business
• Internal needs or customer needsWho
• Blog post, video, outreach, service, updateWhat• Calendar, campaign, product, PR, real-time
eventsWhen• Facebook, Slideshare, YouTube, Blog,
Twitter, blogger outreachWhere
• The needs of your community. Your goals.Why• Create, execute & measureHow
THINK OFGRAMMARSCHOOL
The Holistic Approach to Social Media for Business
DEFINE NEEDS, TOOLS & PROCESS
The Holistic Approach to Social Media for Business
• Create a Playbook• Educate team members on
voice, tools• Report back insights
EDUCATE
Monitoring is my life!
The Holistic Approach to Social Media for Business
Humanize brand (creative,
conversations)
Listen & Accept
Respond quickly & directly
Be transparent
Solve problems
Connect
Real Time
• YouTube
• LinkedIn Groups
• Slideshare
Daily
• Blogs & Media
• Forums
• Other Networks
Internal• Content writers• Brainstormers• Brand news, awards,
updates
External• Community of
passionate defenders• Partnerships• Helpers
Comments &concerns internally
MONITOR ENGAGE ADVOCATE
The Holistic Approach to Social Media for Business
• Community and Employees• Google Alerts• Hyperalerts• CoTweet, Hootsuite, Tweet Deck• Radian6 and Alterian6
MONITORING TOOLS
The Holistic Approach to Social Media for Business
I need proof thatwhat we’re doing
is actually working.
Investment Action Reaction
Non-financial Impact
Financial Impact
SOCIAL ROI
The Holistic Approach to Social Media for Business
$$ $$Even though ROI doesn’t live here these measurements are very
important.
Metrics
Marketing
GCS
UX
Customer InsightsCRM
PR
Creative
The Holistic Approach to Social Media for Business
MEASURE SUCCESS
=
Bi-Weekly, Monthly & Quarterly Reporting• Sentiment• Growth• Reputation• Areas of concern• Areas of opportunity• Campaign Effectiveness• Community Health• Content Call outs• Customer Service Issues &
Opportunities• Product Feedback • Brand Advocates
Defin
e
ROI
Metrics
Reaction
Leads
Retention
Acquisition
The Holistic Approach to Social Media for Business
• Radian6 and Alterian SM2• CoTweet and CoTweet
Enterprise• Google Analytics
REPORTING TOOLS
The Holistic Approach to Social Media for Business
Before I go in, what’s the mood in
there?
Not good.Someone said something about someone else who
tweeted it to us and now on Facebook they’re mad.
The Holistic Approach to Social Media for Business
1. Humanize your Brand
2. Listen and Accept – don’t censor
3. Respond directly
4. Be Transparent and Explain
5. Create opportunity
6. Fix the problem if there is one
7. Funnel comments/concerns internally
8. Build a Community of passionate defenders
9. Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway.
DEALWITH NEGATIVITY
The Holistic Approach to Social Media for Business
OWN IT
• Honesty, accountability cohesion and timeliness are the best policies with employees and vendors.
• If you’re not transparent your community, customers and competition will know and use this against you.
• Employee representatives should be in on the planning to have “ownership” in a Crisis situation.
The Holistic Approach to Social Media for Business
Three elements to crisis communication:
• Monitor: industry news, partners, campaigns, social channels, customer service calls
• Engage: Employees, Customers, Media, Partners, Brand Ambassadors, Communities
• Advocate: Rally your actions, position, response
Things to note:
• Someone else’s crisis could become yours
• Time is critical – you don’t have any
• Old and inaccurate online information can become truth
• When is a crisis over? Sometimes its obvious, sometimes not.
• Continue monitoring even when things seem to cool down – there could be a second wave
• Note of what a crisis did to the company’s reputation and communicate that with all internal sources.
CRISIS MANAGEMENT101
THE BASIC CHANNELS
The Holistic Approach to Social Media for Business
Purpose:
– Short snippets of communication
– Info Sharing
Great for:
– Acquisition & reach
– Real-time listening & hearing what others are saying about us
– Responding instantly to anything (customer, crisis, partner)
– Webinar & event promotions
– Sharing resources, content
– Promotions & campaigns
– Keeping track of media & partners
– Engagement with customers, partners, PR, employees etc.
The Holistic Approach to Social Media for Business
Purpose: • Share multi-media content
with a community that has chosen to ‘like’ you.
Good for:– Engagement – Feedback & Testing
(these are customers who know the product)
– Content Sharing (links, ideas, questions)
– Webinar & Event Promotion
– Contests– Polls– Photo & Video Sharing
The Holistic Approach to Social Media for Business
Purpose: • Sharing Photos & Images
Good For:– Excellent SEO– Sharing event,
company & employee photos that require high visibility
– Infographics– Organizing Videos– Media/Bloggers (they
can download, use, embed)
– Sharing directly to Twitter
The Holistic Approach to Social Media for Business
Purpose: • Videos (demos, news,
internal events, promotions)
Notes: – 2nd largest search engine– Can promote videos
through paid program– Great for media/bloggers
(Can embed files into blogs & get specific URL’s)
– create play lists– favourite other videos– People can leave
comments
The Holistic Approach to Social Media for Business
OTHER GREATTOOLS TO USE
The Holistic Approach to Social Media for Business
So I guess Social Mediais going to stick around a little
whilelonger after all, isn’t it?
Yessir.You can tell that social
Manager they haveJob security