HUMANIZING social media STRATEGY for business . . . where is the LOVE? Jay Massey Coco Design AAF Southeastern Leadership Conference

Who Am I? Jay Massey – Founder Coco Design Established 1994 Duties - Dev internet marketing strategy & fire control There are no SM experts

Jay Massey – Founder Coco Design

Established 1994

Duties - Dev internet marketing strategy & fire control

There are no SM experts

The Love Strategy Conversation Engagement Transparency Trust Duration Letting Go Measurement ♥

Conversation

Engagement

Transparency

Trust

Duration

Letting Go

Measurement

Social media websites were developed for people not businesses It is about human connections Be where consumers are Listen and learn from them Only then you will be ready to engage Very similar to cocktail party etiquette A Place For People

Social media websites were developed for people not businesses

It is about human connections

Be where consumers are

Listen and learn from them

Only then you will be ready to engage

Very similar to cocktail party etiquette

Establish a Game Plan

Conversation Social media as a public conversation Conversations about your organization are occurring with or without you Join the conversation Embrace conversational risk Word of mouth

Social media as a public conversation

Conversations about your organization are occurring with or without you

Join the conversation

Embrace conversational risk

Word of mouth

Engagement Once your organization is part of the conversation establish which departments have a direct interaction with your customers Not just the marketing department Customer service, tech support, advisory, account execs, reputation management, corporate culture, recruiting Your organization have one or many personal voices

Once your organization is part of the conversation establish which departments have a direct interaction with your customers

Not just the marketing department

Customer service, tech support, advisory, account execs, reputation management, corporate culture, recruiting

Your organization have one or many personal voices

Engagement Guidelines Intel social media guiding principles for employees: Stick to your area of expertise. Provide unique, individual perspectives on what's going on at Intel and in the world. Post meaningful, respectful comments. Respect proprietary information and content. When disagreeing with others' opinions, be polite.

Intel social media guiding principles for employees:

Stick to your area of expertise.

Provide unique, individual perspectives on what's going on at Intel and in the world.

Post meaningful, respectful comments.

Respect proprietary information and content.

When disagreeing with others' opinions, be polite.

Engagement – Simple

Engagement Zappos interactive map to post customers favorite shoes or clothes Kinda fun & company gets direct feedback

Zappos interactive map to post customers favorite shoes or clothes

Kinda fun & company gets direct feedback

Engagement – Zappos Map

Engagement – Zappos Twitter

Engagement – Virgin American

Transparency Customers, Prospects, Partners and Competitors are all sharing the same conversational space Prospects trust consumers more than you Be authentic - the world is watching Never forget this

Customers, Prospects, Partners and Competitors are all sharing the same conversational space

Prospects trust consumers more than you

Be authentic - the world is watching

Never forget this

Wal-Mart / Edelman blog scandal in 2006 – “Wal-Marting Across America” Produced negative publicity and real blogger outrage The Edelman firm may have suffering more than Wal-Mart Trust – Bad Example

Wal-Mart / Edelman blog scandal in 2006 – “Wal-Marting Across America”

Produced negative publicity and real blogger outrage

The Edelman firm may have suffering more than Wal-Mart

Trust – Good Example Little Debbie - 100-calorie snacks Luckie & Company in Birmingham Sent sampler package with each 100-calorie product plus giveaway packages to 50 Mom bloggers NO RULES More than 100 blog posts on 75+ sites leading to 5,500+ comments Led to higher sales and huge increase in brand awareness

Little Debbie - 100-calorie snacks Luckie & Company in Birmingham

Sent sampler package with each 100-calorie product plus giveaway packages to 50 Mom bloggers

NO RULES

More than 100 blog posts on 75+ sites leading to 5,500+ comments

Led to higher sales and huge increase in brand awareness

Duration Are you in it for the long haul? All phases of the customer life cycle: Awareness, engagement, education, pitch, negotiation, deployment, support, product research, customer feedback, market and competitive intelligence, and then repeat These public conversations will be archived as long as the web is searchable Google is the public conversation “memory” Will you still be here?

Are you in it for the long haul?

All phases of the customer life cycle:

Awareness, engagement, education, pitch, negotiation, deployment, support, product research, customer feedback, market and competitive intelligence, and then repeat

These public conversations will be archived as long as the web is searchable

Google is the public conversation “memory”

Will you still be here?

Letting Go The people that use social media services are in charge Consumers have been using social media long before businesses Let go & engage the conversation The more an organization tries to control the conversation the less effective it will be

The people that use social media services are in charge

Consumers have been using social media long before businesses

Let go & engage the conversation

The more an organization tries to control the conversation the less effective it will be

Letting Go - Legal

Measure Success Unlike other campaigns, measuring social media success begins by asking more questions: Did we learn something about our customers that we didn’t know before? Did our customers learn something about us? Were we able to engage our customers in new conversations? Do our employees have an effective new tool for external feedback and reputation management? Terms such as Engagement, Participation, and Attention are rising. Qualitative responses are what is important, not Quantitative page views or downloads. Mashable.com

Unlike other campaigns, measuring social media success begins by asking more questions:

Did we learn something about our customers that we didn’t know before?

Did our customers learn something about us?

Were we able to engage our customers in new conversations?

Do our employees have an effective new tool for external feedback and reputation management?

Terms such as Engagement, Participation, and Attention are rising. Qualitative responses are what is important, not Quantitative page views or downloads.

Retail Integration Facebook integrated product search Share with your friends Get advice from your friends

Facebook integrated product search

Share with your friends

Get advice from your friends

BEST BUY: Social Media Job Responsibilities – Be human online (and offline) Manage & integrate social content (Blogs, Twitter, YouTube) Participate in conversations; even if they are critical or accusatory Collaborate with internal stakeholders like legal, customer support, Geek Squad, product management and others Work closely with other marketing organizations to ensure a tight integration with the social web activities/initiatives Measure the success of social media activities; and report the results to management

Responsibilities –

Be human online (and offline)

Manage & integrate social content (Blogs, Twitter, YouTube)

Participate in conversations; even if they are critical or accusatory

Collaborate with internal stakeholders like legal, customer support, Geek Squad, product management and others

Work closely with other marketing organizations to ensure a tight integration with the social web activities/initiatives

Measure the success of social media activities; and report the results to management

Questions ~ Comments SlideShare.com/CocoDesign LinkedIn.com/in/CocoDesign Facebook.com/CocoDesign Twitter.com/CocoDesign Jay @ CocoDesign.com