Social Media 101 - Where to Get Started for Customer Engagement

Where to Get Started for Customer Engagement Cheryl McKinnon, CMO @ Nuxeo [email_address] Or Twitter @CherylMcKinnon Social Media 101

Agenda
Why Engage with Social Media?
Understanding the Ground Rules & Objectives
Where to Start?
How do I Measure it?
Success Stores and #Fails
Q&A – Share Your Own “Getting Started Story”

Why Engage ?
Rise of Web 2.0 – Social Networking and User Generated Content = Mainstream
Companies Need to Cut Costs of Customer Service, New Client Acquisition, Be Greener, Be Leaner, Meaner, More Responsive
The Social Marketplace in Action
Customers and Partners Want to Feel Heard & Respected

What is a Social Marketplace?
Word of Mouth
Word of Click
Awareness of Spoken and Unspoken Needs
Working as a Community for Shared Goals
Economies of Scale

Rise of “Web 2.0”
Collaborative Content Creation and Consumption via Web and Mobile Applications
You Know the Drill
Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking
Gained popularity in Consumer World, but becoming Business mainstream in recent years

Why Engage ? 'Cuz I Don't Care What You Had For Lunch
(Cool – Your Competitor Does...)

Why Engage?
Need a Clear Purpose - Start with 1 – not many
Listening vs. Engaging vs. Reacting
Event? Brand? Company Promotion?
Personal or Professional Development?
Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence
Unleash Your Alter Ego for Practice

Rules of Engagement
Most Social Media environments respect Transparency, Authenticity, Helpfulness
Investigate Company Appropriate Use Policies
Access to social networks from work machines?
What are you allowed to discuss?
What is off limits?
Spokesperson Guidelines?

Rules of Engagement
Most organizations require an update to Appropriate use policies
Corporate Examples Available
http://socialmediagovernance.com/policies.php

Rules of Engagement
“ Social” Media means Interacting with People
Conversation
Plain Language
Sense of Personality
Don't Talk Like a Press Release
Always Remember the Network Effect

Rules of Engagement
Distinguish Between a Corporate Social Media Name and a Personal One
Corporate Name – links to more formal Press Releases, Events, Articles, Call to action
Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.

Rules of Engagement

Rules of Engagement
Regardless of Channel – blog, Twitter, Community or Networking Site
Not a one-sided conversation
Follow Back, Comment, Link To What is Good
What Would the Conversation Look Like in Real Life?
Click back – who are the commenters? The followers? Connections in your network?

Where to Engage
#1 Rule – Figure out:
Who Is Your Target Audience
Where Do they Hang Out Online?
Won't be the same for every business

Where to Engage
Professional Sites
Linked In, Plaxo, Orkut ... (regional)
Industry and Professional Associations (Information Zen for AIIM ECM Association)
Corporate Customer / Partner Extranets
Alumni Forums
Slideshare.Net

Where to Engage
Personal / Professional Mixed Sites
Facebook
YouTube
Twitter / FriendFeed
Wikipedia or niche wiki sites

How to Measure Success?
Begin with Clear and Achievable Goals
Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site
Enhance Search Engine Optimization
Use Analytical Tools to Measure
SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite, others...)

One Hour Experiment – Canada 3.0

Successes
Success:
Dell – $1M in new business over Twitter
@FoodLandOntario – Ontario Producers
Intuit – Community Peer Support for Tax and Small Business Accounting
Independent/Local Business, Artists

Q & A
Round Table
Where have you started?
What worked?
What Didn't?
What Will you Try This week?
At Home?
At Work?

Who is Nuxeo?
Founded in 2000 – European HQ
Opened North American Operations in 2009
Dedicated to Enterprise Content Management
Available under LPGL (yes – free ECM...)
Galaxy Partner Program for Integrators/ISVs
www.nuxeo.com

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Social Media 101 - Where to Get Started for Customer Engagement

by Cheryl McKinnon on Oct 31, 2009

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Social Media 101 - Where to Get Started for Customer Engagement — Presentation Transcript