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

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  • + dheerendra dheerendra 3 months ago
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  • + CocoDesign Coco Design 3 months ago
    Jerome - Thanks. That one line about experts put a whole room of ad execs into spontaneous applause. Caught me off guard a bit. That was just part of my bio. :-)
  • + mysuso MTel @Chinamobile 3 months ago
    SM is a new way to spead the brand and carry out thestrategy ,great and add oil,:)
  • + JeromeAmoudruz Jerome Amoudruz 3 months ago
    Nice prez, great. I totaly agree with you, there is no SM expert ;-)
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Humanizing Social Media Strategy For Business - Where is the Love? - Presentation Transcript

  1.  
  2. HUMANIZING social media STRATEGY for business . . . where is the LOVE? Jay Massey Coco Design AAF Southeastern Leadership Conference
  3. Who Am I?
    • Jay Massey – Founder Coco Design
    • Established 1994
    • Duties - Dev internet marketing strategy & fire control
    • There are no SM experts
  4. The Love Strategy
    • 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
  5. Establish a Game Plan
  6. 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
  7. 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
  8. 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.
  9. Engagement – Simple
  10. Engagement
    • Zappos interactive map to post customers favorite shoes or clothes
    • Kinda fun & company gets direct feedback
  11. Engagement – Zappos Map
  12. Engagement – Zappos Twitter
  13. Engagement – Virgin American
  14. 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
    • 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
  15. 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
  16. 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?
  17. 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
  18. Letting Go - Legal
  19. 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
  20. Retail Integration
    • Facebook integrated product search
    • Share with your friends
    • Get advice from your friends
  21. 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
  22. Questions ~ Comments SlideShare.com/CocoDesign LinkedIn.com/in/CocoDesign Facebook.com/CocoDesign Twitter.com/CocoDesign Jay @ CocoDesign.com

+ Coco DesignCoco Design, 3 months ago

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