Humanizing Social Media Strategy For Business - Where is the Love?


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Businesses need to keep the humanness in their social media strategy.

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Humanizing Social Media Strategy For Business - Where is the Love?

  2. HUMANIZING social media STRATEGY for business . . . where is the LOVE? Jay Massey Coco Design AAF Southeastern Leadership Conference
  3. Who Am I? <ul><li>Jay Massey – Founder Coco Design </li></ul><ul><li>Established 1994 </li></ul><ul><li>Duties - Dev internet marketing strategy & fire control </li></ul><ul><li>There are no SM experts </li></ul>
  4. The Love Strategy <ul><li>Conversation </li></ul><ul><li>Engagement </li></ul><ul><li>Transparency </li></ul><ul><li>Trust </li></ul><ul><li>Duration </li></ul><ul><li>Letting Go </li></ul><ul><li>Measurement </li></ul>♥
  5. <ul><li>Social media websites were developed for people not businesses </li></ul><ul><li>It is about human connections </li></ul><ul><li>Be where consumers are </li></ul><ul><li>Listen and learn from them </li></ul><ul><li>Only then you will be ready to engage </li></ul><ul><li>Very similar to cocktail party etiquette </li></ul>A Place For People
  6. Establish a Game Plan
  7. Conversation <ul><li>Social media as a public conversation </li></ul><ul><li>Conversations about your organization are occurring with or without you </li></ul><ul><li>Join the conversation </li></ul><ul><li>Embrace conversational risk </li></ul><ul><li>Word of mouth </li></ul>
  8. Engagement <ul><li>Once your organization is part of the conversation establish which departments have a direct interaction with your customers </li></ul><ul><li>Not just the marketing department </li></ul><ul><li>Customer service, tech support, advisory, account execs, reputation management, corporate culture, recruiting </li></ul><ul><li>Your organization have one or many personal voices </li></ul>
  9. Engagement Guidelines <ul><li>Intel social media guiding principles for employees: </li></ul><ul><li>Stick to your area of expertise. </li></ul><ul><li>Provide unique, individual perspectives on what's going on at Intel and in the world. </li></ul><ul><li>Post meaningful, respectful comments. </li></ul><ul><li>Respect proprietary information and content. </li></ul><ul><li>When disagreeing with others' opinions, be polite. </li></ul>
  10. Engagement – Simple
  11. Engagement <ul><li>Zappos interactive map to post customers favorite shoes or clothes </li></ul><ul><li>Kinda fun & company gets direct feedback </li></ul>
  12. Engagement – Zappos Map
  13. Engagement – Zappos Twitter
  14. Engagement – Virgin American
  15. Transparency <ul><li>Customers, Prospects, Partners and Competitors are all sharing the same conversational space </li></ul><ul><li>Prospects trust consumers more than you </li></ul><ul><li>Be authentic - the world is watching </li></ul><ul><li>Never forget this </li></ul>
  16. <ul><li>Wal-Mart / Edelman blog scandal in 2006 – “Wal-Marting Across America” </li></ul><ul><li>Produced negative publicity and real blogger outrage </li></ul><ul><li>The Edelman firm may have suffering more than Wal-Mart  </li></ul>Trust – Bad Example
  17. Trust – Good Example <ul><li>Little Debbie - 100-calorie snacks Luckie & Company in Birmingham </li></ul><ul><li>Sent sampler package with each 100-calorie product plus giveaway packages to 50 Mom bloggers </li></ul><ul><li>NO RULES </li></ul><ul><li>More than 100 blog posts on 75+ sites leading to 5,500+ comments </li></ul><ul><li>Led to higher sales and huge increase in brand awareness </li></ul>
  18. Duration <ul><li>Are you in it for the long haul? </li></ul><ul><li>All phases of the customer life cycle: </li></ul><ul><ul><li>Awareness, engagement, education, pitch, negotiation, deployment, support, product research, customer feedback, market and competitive intelligence, and then repeat </li></ul></ul><ul><li>These public conversations will be archived as long as the web is searchable </li></ul><ul><li>Google is the public conversation “memory” </li></ul><ul><li>Will you still be here? </li></ul>
  19. Letting Go <ul><li>The people that use social media services are in charge </li></ul><ul><li>Consumers have been using social media long before businesses </li></ul><ul><li>Let go & engage the conversation </li></ul><ul><li>The more an organization tries to control the conversation the less effective it will be </li></ul>
  20. Letting Go - Legal
  21. Measure Success <ul><li>Unlike other campaigns, measuring social media success begins by asking more questions: </li></ul><ul><li>Did we learn something about our customers that we didn’t know before? </li></ul><ul><li>Did our customers learn something about us? </li></ul><ul><li>Were we able to engage our customers in new conversations? </li></ul><ul><li>Do our employees have an effective new tool for external feedback and reputation management? </li></ul><ul><li>Terms such as Engagement, Participation, and Attention are rising. Qualitative responses are what is important, not Quantitative page views or downloads. </li></ul>
  22. Retail Integration <ul><li>Facebook integrated product search </li></ul><ul><li>Share with your friends </li></ul><ul><li>Get advice from your friends </li></ul>
  23. BEST BUY: Social Media Job <ul><li>Responsibilities – </li></ul><ul><li>Be human online (and offline) </li></ul><ul><li>Manage & integrate social content (Blogs, Twitter, YouTube) </li></ul><ul><li>Participate in conversations; even if they are critical or accusatory </li></ul><ul><li>Collaborate with internal stakeholders like legal, customer support, Geek Squad, product management and others </li></ul><ul><li>Work closely with other marketing organizations to ensure a tight integration with the social web activities/initiatives </li></ul><ul><li>Measure the success of social media activities; and report the results to management </li></ul>
  24. Questions ~ Comments Jay @