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Social Media Toolkit   Guide to how small and medium businesses       can make the most of social media         #dellsmb  ...
About this guideDell’s Social Media team has produced this guide for any small or mediumbusinesses who are looking to embr...
Objectives of the guide1. Support small and medium business owners and entrepreneurs with a  simple guide on the fundament...
Objectives of the guide2. Offer general guidance on how to engage responsibly and effectively for  both professional and p...
Why use it?Social media is a collective term that describes a means of communicatingand engaging with people. It’s somethi...
How do you use it?Because this guide is presented in a modular format with easy-to-findsections that address the topics in...
Ch.1                                                                                                    Building strong   ...
Building strong socialmedia foundations forbusiness successIf you are trying to put some structure around social media as ...
Seven reasons why social mediamatters to business success1. Social media can help foster a genuine connection   between a ...
Seven reasons why social mediamatters to business success4. A fifth of journalists access Twitter at least  once a day as ...
Let’s be clear aboutsocial mediaWith all the talk you hear about Facebook, Twitter, YouTube, LinkedIn andother online soci...
We define “social media”like this:The term “social media” can mean different things to different people. Wewant to be sure...
So why should we careabout social media?We care about social media because it’s changing how marketing andcommunication wo...
Why agree on socialmedia guidelines?We’ve all seen social media clangers, where a company’s or individual’sreputation has ...
Why agree on socialmedia guidelines?Dell social media principles                                                     1. Pr...
Ten social media tipsfor employeesTips we’ve learned from engaging with our customers online                              ...
Tips for dealing with a crisisIncreasingly, social media is where people go for information in timesof crisis. From a cris...
Tips for dealing with a crisis1. Acknowledge           2. Do not respond     3. Humor—or at         4. Removingthat there ...
Social Media Toolkit   Guide to how small and medium businesses       can make the most of social media         #dellsmb  ...
Ch.2                                                                                                    Planning your     ...
Planning yoursocial media strategyPeople often think of social media in terms of tools and channels, withFacebook and Twit...
Planning yoursocial media strategyIt’s an unmistakable trend. You only need   We’ll help you answer some specificto look a...
Know your audience                                                                           The Social                   ...
Make your business caseIn thinking about how you want to usesocial media, whether launching a blogto demonstrate your thou...
A framework for developinga social media strategySocial media is strategic when it is planned as a means of addressingcore...
Step 1Outline your objectivesWhat is the core business issue you want to address? Consider theprimary and secondary object...
Step 2Conduct a listening auditAbove all else, listening is paramount. It’s what you do before you start orconduct any eng...
Step 2Conduct a listening auditThere are many tools and services you can choose from that will helpyou conduct a listening...
Step 2Conduct a listening auditAudit frameworkQuestions to ask in your planning:Where are people talking         Who are t...
Step 3Define your available resourcesEach social media channel has its pros and cons. You must consider thebenefits of eac...
Step 3Define your available resourcesBlogs                   Relevance:                   •  tating an opinion, demonstrat...
Step 3Define your available resourcesDocument sharingRelevance:•  ervices like SlideShare and Scribd are favored locations...
Step 4Plan your approachThe results you get from listening will enable you to identify the keyinfluencers, those whose com...
Step 5Test and refine   Be engaged.                             Listen carefully.   Find ways to join the conversation.   ...
To sum it upHere’s your starting guide:                              1. If you understand the shifts in                   ...
Social Media Toolkit   Guide to how small and medium businesses       can make the most of social media         #dellsmb  ...
Ch.3                                                                                                    Engaging with     ...
Engaging with your audiencesFree your imagination in terms of what can be achieved with social media.Get inspired by what ...
Wiggly Wigglers podcastOne of the pioneers of business podcasting (its first show was publishedin 2005), organic farming a...
Jagex: Community developmentJagex is an independent developer and publisher of online games. It is thelargest independent ...
Lonely PlanetFounded in 1973, Lonely Planet is the largest travel guidebook and digitalmedia publisher in the world, now o...
ebookers: iPad appLondon-based ebookers.com is a pan-European online travel agencyspecializing in worldwide travel. It off...
ebookers: iPad appHere’s what the app does:• bookers Explorer pulls together socially  e                                  ...
Endeavor: Global connectivityHailed by New York Times columnist Thomas Friedman as “the best anti-poverty program of all,”...
Sew what?Blog for thought leadership“If you can dream it, we can sew it!” is the motto of California-based SewWhat? Inc. S...
Sew what?Blog for thought leadershipHaving such a niche audience presents Sew What? with a great opportunity to showcase i...
Dell #tradesecrets:Influencer outreachTo support the introduction in 2011 of a new business laptop computer,the VostroTM V...
Worth your attentionThere are many other examples of imaginative uses of social media bysmall and medium businesses. We’ve...
Worth your attentionThere are many other examples of imaginative uses of social media bysmall and medium businesses. We’ve...
Social Media Toolkit   Guide to how small and medium businesses       can make the most of social media         #dellsmb  ...
Ch.4                                                                                                    Social media      ...
Social media best and nextpracticesPractical how-tos and advice on using social media tools and channelsare always helpful...
LinkedIn best practices:5 tips to engage your followersMike Grishaver, senior product manager for Company Pages at LinkedI...
LinkedIn best practices:5 tips to engage your followersThis powerful new tool isn’t just a way for companies to recruit ta...
LinkedIn best practices:5 tips to engage your followers3. Think quality, not quantity.                     Offer news, tip...
Twitter best practices:Build your following,reputation and customers’ trustTwitter for Business: Let your brand take fligh...
Twitter best practices:Build your following,reputation and customers’ trust5. Reward.   Tweet updates about special offers...
Facebook best practices:5 guiding principlesFacebook allows marketers to stay connected with people throughouttheir day, w...
Facebook best practices:5 guiding principlesBuild a strategy that is socialby design. Social media shouldbe baked into eve...
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
Social media toolkit - Guide to how small and medium businesses can make the most of social media
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  1. 1. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Social Media Toolkit 01
  2. 2. About this guideDell’s Social Media team has produced this guide for any small or mediumbusinesses who are looking to embrace or further develop their use ofsocial media.What is it? Who is it for?This guide looks at social media through This guide is designed to provide you withthe lens of small and medium business, a good basic knowledge of the socialwith the core principles of online sharing media landscape, an understanding of howand collaboration. It’s designed to be a businesses and consumers are using socialpractical resource for not only using social media, and best practices and trends.media professionally, but also personallyin the context of how your employees It will help:can represent your company. • People who are new to social mediaIn creating this guide, we’ve drawn on engagementexperiences and insights from the DellSmall and Medium Business team and • Users who are already engaged with othermany of our friends and followers online. people via social media and who want toWe hope you find it a useful resource take their participation to the next leveland see your business grow through yourefforts in social media. • Business owners who are looking for some no-nonsense tips and best practices Social Media Toolkit 02
  3. 3. Objectives of the guide1. Support small and medium business owners and entrepreneurs with a simple guide on the fundamentals of social media. How we communicate has fundamentally changed. The informality of social communication has brought about a new playing field with five key principles: 1. Channels have fragmented. 4. Content creation and It’s not just the traditional media anymore. distribution have been democratized. And the word “media” doesn’t mean the Today, anyone has the tools to voice an same as it did. It’s no longer just about opinion, ask a question or criticize your newspapers, TV and radio, but also the brand anywhere at any time 24/7 if he Internet, mobile and interactive. or she has a connection to the Internet. And consider, in 2011, the first students 2. The customer is in control. to grow up with the Internet graduated In reality, when we’re talking about from university. messages and communication, no one’s really in control. But if we consider control as meaning who can influence the opinion 5. Sources of trust have of others through word-of-mouth and make shifted. Authority figures it happen online faster than you can say are less trusted. Today, people look “customer,” then the customer is in control. more to their peers, friends, colleagues and subject matter experts for news, information and knowledge. So a major 3. Social media has arrived. challenge for companies is how to be It started among the early adopters with part of such informal networks of trust Social Media Toolkit blogs in the early part of this century. and influence, where word-of-mouth is Then came podcasts, YouTube and the the unwritten rule. social networks that are ubiquitous today. 03
  4. 4. Objectives of the guide2. Offer general guidance on how to engage responsibly and effectively for both professional and personal purposes. Getting started with social media doesn’t mean you have to create a Facebook business page or open a Twitter account. On the contrary, your first step isn’t talking, it’s listening. When you listen carefully, you’ll know your You will be able to focus on your customer’s online world. That information planning by asking yourself some will help you focus on insights, which can specific questions, such as: inform your planning. That will help you identify who drives share of conversation. • What do you want to achieve? In other words, who you should pay attention to. • Who do you want to reach? In addition to texts and rich content, this • How do you want to do it? guide contains worksheets and checklists that will help you develop effective plans • What social media tools will you use? to help you make your business case for using social media, developing a clear and • How does social media integrate Social Media Toolkit measurable objective and showing how with your overall communication plan your use of social media will help you in the long term? achieve that business objective. 04
  5. 5. Why use it?Social media is a collective term that describes a means of communicatingand engaging with people. It’s something many people see as evolutionary,if not revolutionary, in helping people connect with each other in genuine,authentic and informal ways. This guide will help you engage and interact more effectively online, by showing you how to: • Leverage best social media practices • Learn from the experiences of businesses that have leveraged social media • Link online engagement to measurable objectives specific to your goalsHowever you see it, social media usage is increasing rapidly and dramatically in all levels ofsociety and in more countries around the world. It isn’t merely the domain of geeks and theyoung. Increasingly, businesses of all shapes and sizes are embracing it.Now, online sites like Facebook, Twitter, YouTube and many others attract hundreds ofmillions of people every day, who share their lives and experiences. More businesses aredeveloping homes in those places too. Social Media ToolkitWhat’s important isn’t so much the tools and the channels: It’s about people and new,simpler and more effective means of connecting with other people. 05
  6. 6. How do you use it?Because this guide is presented in a modular format with easy-to-findsections that address the topics in an easy-to-understand manner, youwill be able to adopt and adapt these practices, strategies and tactics in amanner consistent with your personal interests, objectives, planning andbusiness needs. Social Media Toolkit 06
  7. 7. Ch.1 Building strong social media foundations for business success Why social media matters for business success Ch1-03 Creating employee guidelines Ch1-08 Tips for employees Ch1-10 Dealing with a crisis Ch1-11Please note the following about your use of the Social Media Toolkit.This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  8. 8. Building strong socialmedia foundations forbusiness successIf you are trying to put some structure around social media as well asmitigate risks for your business and employees, then setting out somesimple social media guidelines is a good place to start. In this chapter, werun through some of the basics of why social media increasingly mattersto small-and midsized businesses and highlight best practices for usingsocial media guidelines as a foundation for success.How effective is social media?* Fall 2012 Spring 2011 47% 82% 47% Twitter Facebook LinkedIn 60% 86% 55% Soci al Media Toolkit*eWeek, “Social Media Marketing Grows Among Small Businesses,” Nov. 16, 2011 Ch1-02
  9. 9. Seven reasons why social mediamatters to business success1. Social media can help foster a genuine connection between a company and its customers. Usage is increasing rapidly and dramatically; businesses of all shapes and sizes are embracing it. Why? Because they see measurable benefits from directly connecting with other businesspeople in ways that are more natural and authentic than the traditional marketing-led approaches of the past. 2. Increasing importance of word-of- mouth on purchasing behavior.Much customer purchasing behavior online is research — finding outwhat others think about Brand X, reading product reviews, askingquestions on social networks… all the activities that involve activeword-of-mouth engagement with other people online.By the time a customer takes the concluding step and actually makesa purchase, decisions and expectations about that brand have alreadybeen made, shaped and influenced by the consumer’s peer networkand online community. 3. By 2014, 20% of all business users will rely on social media rather than email for personal communication.1 Social media has begun to threaten the effectiveness of the inbox. Soci al Media Toolkit Faster, more up-to-date, easier to interact with and share (with any connected device wherever you happen to be), this up-to-the-minute communication poses a serious threat to email’s relevance as a personal communication method. 1 Gartner, “Top Predictions for IT Organizations and Users, 2011 and Beyond,” Nov. 2010 Ch1-03
  10. 10. Seven reasons why social mediamatters to business success4. A fifth of journalists access Twitter at least once a day as part of their story sourcing.2 The microblogging service has found an important place in the reporter’s toolbox as an effective way to research stories. If something just happened that is newsworthy, someone is probably talking about it on Twitter. For reporters, it’s foolish not to monitor it. 5. Build relationships with online influencers.They can generate positive word-of-mouth among online communitiesabout your brand or a new product or service. They can also sharethought leadership to demonstrate that your company is innovative,helping to put an attractive name and face on your business.6. Manage issues and crisis situations by responding quickly. The 24-hour news cycle is a reality around the world, with commentary, opinion and discussion online rapidly affecting the spread of news. This means that talk about you and your business can happen at any moment, anywhere in the world. You need to be paying attention 24/7, not just 9 to 5. Social media can work well for you in this regard by acting as an early-warning alert system, giving you minutes or hours in advance to be prepared. 7. Influence mainstream media coverage. Soci al Media ToolkitSocial media extends and expands the news cycle, giving you ahighly effective, rapid and low-cost means of getting your perspectiveand views out in the mainstream in ways that get attention and caninfluence opinion.2 Cision, “European survey highlights journalists’ increasing dependency on social media,” Sept. 2010 Ch1-04
  11. 11. Let’s be clear aboutsocial mediaWith all the talk you hear about Facebook, Twitter, YouTube, LinkedIn andother online social meeting places, it wouldn’t be too difficult to think thatsocial media is all about Facebook, Twitter and the others. Yet it’s not.What’s important isn’t the tools and the channels. It’s the people and new,simpler and more effective means of connecting with other people.Click to watch the video: Social Media Revolution 2011. Based on the book Socialnomics: How Social Soci al Media Toolkit Media Transforms the Way We Live and Do Business by Erik Qualman. Ch1-05
  12. 12. We define “social media”like this:The term “social media” can mean different things to different people. Wewant to be sure we’re all clear as to what the term means in our context.Social media is any tool or service that The Conversation Prism is a living, breathingfacilitates conversations over the Internet. representation of social media that evolves asSocial media applies not only to traditional services and conversation channels emerge,big names such as Facebook, Twitter and fuse and dissipate.Renren, but also to other platforms youmay use that include user conversations, Creator Brian Solis explains,which you may not think of as social “We view conversationsmedia. Platforms such as YouTube, Flickr, across the networks throughblogs and wikis are all part of social media. the prism of our social dashboard. Each shade ofSocial media is a collective term that color represents an entirelydescribes a means of communicating unique reflection of light,and engaging with people. It’s something meaning separating contextmany people see as evolutionary, if not and intention by network.”revolutionary, in helping people connectwith each other in ways that are genuine,authentic and informal.Social media usage is increasing rapidlyand dramatically at all levels of societyand in more countries around the world.It isn’t merely the domain of geeks andthe young. Increasingly, businesses of all Soci al Media Toolkitshapes and sizes are embracing it. The Conversation Prism 3.0 by Brian Solis and JESS3. Used with permission under Creative Commons license. Ch1-06
  13. 13. So why should we careabout social media?We care about social media because it’s changing how marketing andcommunication work. It’s an affordable way to get results, it’s rapidlygrowing, and customers turn to you and their peers for answers. Social media enables us to engage in dialogue, provide and exchange information, and build understanding. Soci al Media Toolkit At Dell, we believe that social media, when used properly, can be an effective business tool. We’re leveraging and experimenting with social media to build relationships and better connect with consumers and key influencers. But there are responsibilities to consider and practices we all must follow, as we’ll explain. Ch1-07
  14. 14. Why agree on socialmedia guidelines?We’ve all seen social media clangers, where a company’s or individual’sreputation has been damaged by injudicious use of social media. Lack ofawareness of privacy settings has also led to oversharing of information.In the most visible cases, individuals have been fired, arrested, sued orburgled, and businesses have lost brand value, customers and revenue.This is why guidelines are so critical for any company or employeelooking to engage in social media.Best practices ExamplesAs a business owner or employee, you engage in Chris Boudreaux has collectedconversations about your business every day. Joining social media guidelines fromthe conversation online really isn’t all that different. over 100 organizations.Much of what you do with social media—for businessas well as for personal use—and how you use itcomes down to common sense. You’ll know, forinstance, that the kinds of things you would nevershare with someone outside your company via emailor phone, you also wouldn’t share via social mediachannels like Twitter or Facebook.In the online world, there are additional considerationsto be aware of, to enable and protect your employees Soci al Media Toolkitwhen engaging online. We’ll take a look at a fewexample social media guidelines used today byleading businesses. If you have not already createda company social media policy, these will be usefulguidelines for what to consider. Ch1-08
  15. 15. Why agree on socialmedia guidelines?Dell social media principles 1. Protect informationFor example, Dell has five Social Media Principles 2. Be transparent and disclosethat guide our employees when they’re engagingin any type of online conversation. We think 3. Follow the law, follow thethese principles are equally useful in the wider Code of ConductDell community, enabling everyone to be clear 4. Be responsibleon what the rules are as well as providing you 5. Be nice, have fun and connectwith some practical advice to help you beconfident and effective in your online activities.Guidelines don’t have to be boring 4 minutes and 20 seconds well spent. This example from the Department of Justice (Victoria, Australia) Soci al Media Toolkit explaining the key elements of its social media policy shows just how effective video guidelines can be. Ch1-09
  16. 16. Ten social media tipsfor employeesTips we’ve learned from engaging with our customers online Be transparent If you are commenting on someone’s Apply your common sense Facebook wall, tweeting to them on Always pause and think before Twitter, or writing a blog post, use your commenting or sharing an opinion. If real name. Identify your employer if a in doubt, don’t do it — stop and seek post involves your company. advice from your manager or another. Be human first SPAM If you are engaging in a forum and posting Be respectful information about your company, don’t When disagreeing with others’ opinions, use the forum to sell your products and keep it appropriate and polite. services unless you are certain it will be useful and appropriate. Don’t speak out of turn Get to know the community Always listen first before diving in. Don’t assume the role of spokesperson — Consider how you are contributing to unless you are an official one for the community and adding value to a your company. conversation. Brand yourself well Respect confidential content Select a profile picture and screen name Be smart about protecting yourself and (or handle) that best represents who your privacy — be selective in disclosing you are and topics others may want to your personal details. connect with you on. Stay focused Soci al Media Toolkit Copyright applies Have a business objective when Never use images, text or any other engaging in social media and identify content you’ve found on the Web what success will look like. Make sure unless you have permission or the site your objective is one that will both makes it clear that you may use such benefit your company and the content and under what conditions. communities you engage with. Ch1-10
  17. 17. Tips for dealing with a crisisIncreasingly, social media is where people go for information in timesof crisis. From a crisis management point of view, it’s easy to updatethat information. Social media means you can speak naturally withother people, in a so-called “human voice.” Two-way communicationis transparent and credible. And importantly, keeping a record ofconversations is easy to do with social media.Crises can take many forms. And sometimes, what appears to be a crisis turns out to be anissue that requires management. Conversely, an issue can rapidly develop into a genuine crisis,especially in this interconnected age of 24/7 online. Soci al Media Toolkit Ch1-11
  18. 18. Tips for dealing with a crisis1. Acknowledge 2. Do not respond 3. Humor—or at 4. Removingthat there is an to negative least a human negative commentsissue, and agree to comments in a voice—can often is pointless –look into it. way that is snide, defuse or side- they will appear nasty, demeaning track issues. elsewhere. or snarky because you cannot win.5. Make the 6. Let people have 7. Respond with 8. Don’t assumecompany’s official their say no matter alacrity to customer the mainstreamposition clear in how negative. complaints online. media are the onlyall online places influencers.where conversationis happening. Donot bury it on thecompany website.9. Recognize that 10. Realize that 11. Always have 12. Don’t launchenthusiasts—brand “Internet time” staff on hand to a campaign rightevangelists—are means, literally, be prepared to before a weekendyour powerful allies: hours and respond during a or public holidayit’s not difficult for minutes, not days, weekend. unless you’rethem to become let alone weeks. prepared topowerful critics. respond.13. The participants 14. Don’t dismiss 15. Engage Soci al Media Toolkithave the power, so blogs and other rapidly with yourparticipate. social media as community. “unimportant.” Ch1-12
  19. 19. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch2-01
  20. 20. Ch.2 Planning your social media strategy Know your audience Ch2-05 Make your business case Ch2-06 A framework for developing a social media strategy Ch2-07 To sum it up Ch2-17Please note the following about your use of the Social Media Toolkit. SMB Social Media ToolkitThis Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  21. 21. Planning yoursocial media strategyPeople often think of social media in terms of tools and channels, withFacebook and Twitter being especially popular. But the truth is, socialmedia is about people and what they do with the technological toolsthey have at their disposal.Getting started with social media doesn’t in a consumer or B2B setting. Whenmean you have to create a Facebook employed effectively, it presents yourpage for your business or open a Twitter business with an affordable way toaccount. On the contrary, your first step get measurable results quickly. It’sisn’t talking; it’s listening. rapidly growing, and customers are increasingly turning to their peers forWhy should you care about social media? answers through social networks andIt’s a good question. You should care other online tools and channels. Thesebecause social media is changing how channels are precisely the places wheremarketing and communication work and your business needs to be present. Buthow people connect with brands, whether it has to be done the right way. Soci al Media Toolkit Ch2-03
  22. 22. Planning yoursocial media strategyIt’s an unmistakable trend. You only need We’ll help you answer some specificto look around you to see it happening questions that will be the key elementsright before your eyes. in your strategy planning:• ocial media highlights the increasing S • ow do I make a business case for H importance of word-of-mouth in social media? regard to consumer behavior, including • hat is the framework for developing a W recommendations and actual purchasing. social media strategy?• ocial media amplifies and accelerates S • What social media channels do I use? word-of-mouth, rapidly shaping and influencing opinion. We’ve included a worksheet that will assist you in piecing together all the elements• ocial media can help foster a genuine S you need to develop your strategy plan. connection between a company and its stakeholders. Go to the strategy worksheet online. Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social Web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us. –Michael Dell Soci al Media Toolkit Ch2-04
  23. 23. Know your audience The Social Technographics Ladder, Forrester Research, 2010.“ any companies approach Social Computing as a list of technologies to be deployed as M needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with seven levels of participation; we use the term “Social Technographics,” to describe analyzing a population according to its participation in these levels. Brands, websites and any other company pursuing social technologies should Soci al Media Toolkit analyze their customers’ Social Technographics first, and then create a social strategy based on this profile.”*• Charlene Li with Josh Bernoff, Remy Florentino, and Sarah Glass, “Social Technographics,” * Forrester Research, April 2007• Presentation on SlideShare Ch2-05
  24. 24. Make your business caseIn thinking about how you want to usesocial media, whether launching a blogto demonstrate your thought leadershipor creating a Facebook page or a Twitterhandle to engage with customers, thereare two essential elements to consider:• ake your business case to your M stakeholders to get their support. Discuss your ideas with them.• evelop a strategy plan to get started (i.e., D resources, content, budget, processes, timing, etc.)It will help you focus if you ask yourself Your gettingsome specific questions such as: started checklist:• What do you want to achieve? Y ou must have a clear• Who do you want to reach? objective.• How do you want to do it?• What social media tools will you use? Your objective should be measurable.• ow will social media integrate with your H overall communications in the long term? Your use of social media should help you achieveOnce you’ve got the support you need, your objective. Soci al Media Toolkityou’re ready to develop your strategy andget started. Ch2-06
  25. 25. A framework for developinga social media strategySocial media is strategic when it is planned as a means of addressingcore business issues, and its impact on the business can be measured.In your approach to developing a social media plan for your small-tomedium-sized business, there are five key elements to focus on: 1. Outline your objectives 5. Test and refine 2. Listening audit Soci al Media Toolkit 4. Plan your approach 3. Available resources Ch2-07
  26. 26. Step 1Outline your objectivesWhat is the core business issue you want to address? Consider theprimary and secondary objectives you aim to achieve with social media.How will you measure success? Set two or three SMART goals where SMART =specific, measurable, achievable, realistic, timed. Product Development Sales Marketing • Feedback loop • Collaboration • Demand forecast • Early warning • Thought leadership • Lead generation • ew product ideation N • Blogs • essage reach M Online Presence Customer Service Communication • Ratings and reviews • Listening • Rich media • Communities • Support widgets • Brand reputation • ustomer stories C • Outreach • nfluence I • Resolution • eputation R Soci al Media Toolkit Ch2-08
  27. 27. Step 2Conduct a listening auditAbove all else, listening is paramount. It’s what you do before you start orconduct any engagement activity online, from leaving simple commentson a blog or posting your comments on Twitter, to performing a deeperrelationship-building exercise with a prominent influencer.Listen to what your customers have to say, understand where they are as well as whatcommunication they’d welcome from your company. Learn from them constantly. One ofthe best things about social media is that it enables you to connect and understand whatyour customers need or would find useful. If you don’t yet know with some precision whatyour customers are saying about you, where and with whom, then you need to find thatout via a listening audit.Listening is a monitoring approach that tells you:• ho is driving share of voice for your brand(s). W• hat the top issues are that matter to your customers. W• here your customers live online. W• here conversations that matter are occurring. W• ow news is shared and by whom. H• ow you can add value for your customers. H• hen you should engage the community. W Soci al Media Toolkit• hy customers are passionate about certain topics. W Ch2-09
  28. 28. Step 2Conduct a listening auditThere are many tools and services you can choose from that will helpyou conduct a listening audit and interpret the resulting data. Some arepaid for; many are free. Which you use depends on a number of factorsstarting with how comprehensive you want to make your auditing.You have these choices:Paid for: Depth analysis across the social media universe, taking in all keyword-matchingconversations discovered on all social media platforms, from forums to video sharing topopular social networks. Dell has been listening for six years and has built expertise in howto decipher insights from the huge amount of data available. This includes how to best usethe tools, where to listen, who to listen to and much more. Dell can monitor conversationsrelevant to your company’s industry and competitors, provide business intelligence, improvesocial media outreach and give you the detailed insight reports behind the data. If you areinterested in leveraging Dell’s listening capabilities, contact SM_Solutions@dell.com.Free: “Snapshot views” across specific social media platforms that require manual setupof keywords, specifying what to search and where. Typically used on the fly as the needarises; more for temperature-testing goals than to conduct in-depth analysis or see detailedreporting. No contracts, no commitments. Just use the services you need as you requirethem. Most require significant time commitments, especially to set up your audit keywordson each service you use and then to monitor the results. Products include Google Alerts,Google Blog Search, Social Mention, TweetLevel and Technorati. Soci al Media Toolkit $$$ FREE Ch2-10
  29. 29. Step 2Conduct a listening auditAudit frameworkQuestions to ask in your planning:Where are people talking Who are the influencers What is your share ofabout your brand and your related to topics that conversation comparedindustry online? List the matter to you? List the to your competitors?top five opportunities. top five opportunities.What are the top keywords What content do your Who is defining yourfor your company? How do customers care about brand, pro or con?they stack up against what most? List the top fiveyou see your customers topics customers areand others searching for? looking for from your company. Soci al Media Toolkit Go to the listening audit worksheet. Ch2-11
  30. 30. Step 3Define your available resourcesEach social media channel has its pros and cons. You must consider thebenefits of each one as part of an integrated approach to connecting withand influencing people where social media tools and channels are usedin tandem with more traditional marketing and communication activities.Knowing which channel is likely to be most effective for what you want to achieve is anessential step in your strategy planning. Let’s look at eight areas online that have developedpowerful reputations as places where influencers gather or pay attention and where we findinfluential opinions. Some descriptions may not mean much to you yet, but the specifictools and channels will.Wikis Relevance: • ikipedia is the public wiki with the greatest awareness. There’s a Wikipedia W entry for almost anything you can imagine, which means it could be the first information people find about any topic they are seeking information about. • s a tool, a wiki enables communities to write documents collaboratively, A making it easy to create, edit and share content and increase opportunities for knowledge sharing. Trend: • rowing appeal within organizations for collaborative working tools that are G easy to use and support (browser-based) from anywhere (the cloud).TwitterRelevance: Soci al Media Toolkit• great opportunity to build a network of influencers who want to A share your news in real time.Trend:• n effective way to alert and connect with influencers, help propel A news cycles. Ch2-12
  31. 31. Step 3Define your available resourcesBlogs Relevance: • tating an opinion, demonstrating thought leadership, providing a stimulus S for discussion, getting your voice into the conversation. • Building a community, opportunities for citation — being referenced by and linked to by other people. Trend: • With over 200 million blogs globally, a trend in business is for multiple blogs in multiple languages.Social networksRelevance:• any people’s days often start and end with Facebook, LinkedIn, Google+, M XING, Viadeo and others, depending on where they live and their specific personal and business interests.• f a social network is where our community of interest spends time and I shares opinions, that’s where we want to be.Trend:• ncreasingly, the communities that are often the “first place” people go to online. I• inkedIn’s Groups feature is popular among business users for developing community. LYouTube Relevance: • Video learning is increasing in importance — visual information can improve understanding of spoken words as much as sixfold. Soci al Media Toolkit • YouTube is the world’s second largest search engine — opportunities for your content to be discovered, cited, shared. Trend: • onsumption habits are starting to favor video over the printed word. C Ch2-13
  32. 32. Step 3Define your available resourcesDocument sharingRelevance:• ervices like SlideShare and Scribd are favored locations to share public S and internal presentations that become referenced and used by others.• Aids knowledge sharing and collaborative working.Trend:• ncreasing awareness and use in business; development of business channels. IImage sharing Relevance: • Image sharing services like Flickr, Photobucket and others provide opportunities to offer tagged images for other users and search engines to find easily. • Such services enable others to share your images, thus increasing exposure of your brand or product across the social Web. Trend: • Offering images with clear copyright permissions for sharing by others; tagging images in multiple languages to increase opportunities for discovery and sharing.AudioRelevance:• odcasts of all types, plus audio tracks of video segments, have P growing utility as complementary communication and community- building channels. Soci al Media ToolkitTrend:• A favorite of sales force, customers and others on the go. Download the planning worksheet. Ch2-14
  33. 33. Step 4Plan your approachThe results you get from listening will enable you to identify the keyinfluencers, those whose commentary and opinions drive the attention ofothers online. This is the key aspect in planning how you will develop youraction steps for engagement — the heart of your social media strategy. Soci al Media Toolkit Ch2-15
  34. 34. Step 5Test and refine Be engaged. Listen carefully. Find ways to join the conversation. Listening to and learning from You can start by leaving comments on the community is a great way blog posts or responding to questions for us to better understand what in a forum or message board. is important to our customers and partners. Follow the What’s your POV? conversation. There are lots of Be relevant. Share information and tools to help you do that. perspectives that are valuable to the online community. If you focus only Get involved. on your own agenda, you will fail. Listen, post responses and engage in two-way conversations if you The power of your peers. have something to contribute. Expose brand evangelists within your Otherwise, just keep on listening. own company. Your employees are likely some of your biggest fans. Stay on topic. Encourage them to participate in Don’t get caught up in tit-for-tat online conversations, and make dialogue. Respect the broader sure your company policies allow conversation and ensure your them to do so. comments stay on topic. Get feedback. Add value. Give due attention to posts. Offer If you have new information to share thoughts or ideas when appropriate; with an influential blogger, you can invite others to respond as well. email him or her directly. You may even offer bloggers the chance to Treat people the way you review your company’s product would want to be treated. Soci al Media Toolkit or service and write about their Be polite, mutually respectful, experience, no strings attached. and don’t engage in negative, Speak about what you know. inappropriate remarks. Being Especially if you’re asked. vulgar or abusive doesn’t work in real life or in social media. Ch2-16
  35. 35. To sum it upHere’s your starting guide: 1. If you understand the shifts in behaviors we see all around us and in our workplaces, it becomes easier to understand why we must adapt how we communicate and connect with people online. 2. Understanding your audiences and what they expect of you is crucial. 3. Be clear on 4. Common- what you’re sense rules. doing and why. 5. Be clear on this point: Armed with the knowledge from a guide like this one, you can venture onto the web openly as an ambassador of your company and connect with anyone, Soci al Media Toolkit confident in the knowledge you are empowered to do this. Ch2-17
  36. 36. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch3-01
  37. 37. Ch.3 Engaging with your audiences Wiggly Wigglers Ch3-04 Jagex Ch3-05 Lonely Planet Ch3-06 ebookers Ch3-07 Endeavor Ch3-09 Sew what? Ch3-10 Dell Trade Secrets Ch3-12 Worth your attention Ch3-13Please note the following about your use of the Social Media Toolkit.This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia. Ch3-02Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  38. 38. Engaging with your audiencesFree your imagination in terms of what can be achieved with social media.Get inspired by what others have achieved in this chapter, which includesbusiness case studies focusing on successful uses of social media andengagement of online influencers. Soci al Media Toolkit Ch3-03
  39. 39. Wiggly Wigglers podcastOne of the pioneers of business podcasting (its first show was publishedin 2005), organic farming and mail-order gardening firm Wiggly Wigglerscounts the first-ever Dell Small Business Excellence Award in 2008 amongits many recognitions and awards.The Wiggly Wigglers podcast is a key elementof the company’s social media engagementwithin its community of customers and fans.Published every Monday, content typicallyembraces discussion of the environment,wildlife, gardening, farming, biodiversity andthings everyone can do to make a difference.“With thousands of listeners from all aroundthe world, and over 100 5-star reviews oniTunes, it seems that our audience enjoyslistening to the shows as much as we enjoy The podcast is created and producedmaking them,” says Wiggly Wigglers founder in-house by the Wiggly WigglersHeather Gorringe. team at the company’s office in Herefordshire, England. It’s saved inThe company’s use of social media, which universal MP3 format and playabletoday also includes a blog, Facebook and on nearly any digital device, fromTwitter, has let the firm cut its advertising computers to music players tobudget by 90 percent. Today, the firm smartphones. The podcast is also Soci al Media Toolkitcounts over 100,000 customers worldwide. available free via iTunes as well as direct from the Wiggly Wigglers website and its Facebook page. Ch3-04
  40. 40. Jagex: Community developmentJagex is an independent developer and publisher of online games. It is thelargest independent games studio in the U.K. with 450 employees. It hasdeveloped over 40 titles. It’s best known for RuneScape, the world’s mostpopular free-to-play, multiplayer online role-playing game, recognized assuch by Guinness World Records the last four years in a row.Since its beginning a decade ago, RuneScape has reached more than 150 million registeredaccounts worldwide, offering over 15,000 hours of free game content and many times morein the paid members expansion. Providing a framework for online engagement with playersand fans is an important element in Jagex’s community-development plans. The companyhas embraced multiple social media tools and channels to further this goal, many ofthem managed by the community:• vibrant and lively Facebook community with more than 620,000 “likes.” A• n active and engaged Twitter feed, commenting on matters of interest to fans, issuing A frequent responses and retweets, and providing links to other content.• YouTube channel with over 100,000 subscribers and community-created videos. A• wiki with a wide range of game-related content, support advice, guides and how-tos, A tips and tricks, developed by the company and the community.• raditional multilayer forum with 65 separate channels and millions of discussion threads. TIn addition, Jagex runs a RuneScape merchandise store as well as a member loyalty program. Soci al Media Toolkit Ch3-05
  41. 41. Lonely PlanetFounded in 1973, Lonely Planet is the largest travel guidebook and digitalmedia publisher in the world, now owned by BBC Worldwide. It was oneof the first series of travel books targeting backpackers and other budgettravelers. By 2010, Lonely Planet published about 500 titles in eightlanguages, as well as TV programs, a magazine, mobile phone applicationsand websites. It has about 450 employees.Clearly, community, storytelling andengagement are key elements to LonelyPlanet’s success and appeal. Its onlinecommunity, Thorn Tree, is used by over600,000 travelers for travel tips and advice.Lonely Planet’s social media portfolioincludes the Lonely Planet website, RSSfeeds, community blogs, FacebookConnect, Flickr photo sharing, a groupsplatform, the ability to rate and review sitesand restaurants, as well as a trip planner tool.While all its online activity encouragesinteraction with and among theircommunities, Twitter has proven to be Lonely Planet’s Twitter propositionits most effective platform for community is clear and clearly stated:engagement. Tweeting ( retweeting) the best in travel.Since opening the “@lonelyplanet” Twitter 1. Follow us. Soci al Media Toolkitaccount in June 2008, Lonely Planet has 2. Tag your tweets with #lpgrown a community of more than 575,000 3. We read your postsfollowers (and it follows some 464,000). 4. e re-tweet the best of them W Ch3-06
  42. 42. ebookers: iPad appLondon-based ebookers.com is a pan-European online travel agencyspecializing in worldwide travel. It offers a wide range of travel products,including a choice of over 250 airlines, more than 100,000 hotels, holidays,car rentals and insurance. A subsidiary of Orbitz Worldwide, a leadingglobal online travel company, ebookers.com operates local online travelagencies across 13 countries in Europe.ebookers.com is a travel company that has embraced the Internet, not the other way around.It wanted to understand its user base and offer them a method of researching and sharing Soci al Media Toolkitinformation as well as a convenient way to book their next holiday or travel experience. So,they introduced the ebookers Explorer iPad app, a unique experiential app developed bydigital agency Fortune Cookie. Ch3-07
  43. 43. ebookers: iPad appHere’s what the app does:• bookers Explorer pulls together socially e • he groundbreaking (and free) app T generated content from across the delivers personalized content in an Internet. The content is tailored to easily digestible travel magazine format. the destination and activity the user is • lickr photographs, YouTube videos, F looking to explore. Twitter tweets, Google blog posts and• ocially generated content is pulled S hotel information from ebookers are from sites around the Web: photos from combined, allowing users to access and Soci al Media Toolkit Flickr, videos from YouTube, blogs from share all the latest information about Google, tweets from Twitter and hotels their chosen destination. from ebookers. Ch3-08
  44. 44. Endeavor: Global connectivityHailed by New York Times columnist Thomas Friedman as “the best anti-poverty program of all,” Endeavor is a nonprofit organization that supportshigh-impact entrepreneurs in emerging markets to fuel economic growth.Endeavor connects entrepreneurs to what they need most: experienced mentors, timelyconnections to “smart capital” and the inspiration to think big. With Endeavor’s help, theseentrepreneurs break down barriers, creating thousands of jobs and millions in revenue—over 156,000 jobs and over $4.5 billion in revenue in 2010. Headquartered in New York,Endeavor currently operates in 15 countries throughout Latin America, Africa, SoutheastAsia and the Middle East.Endeavor uses social media in the following ways to engage with its mentor networkand help entrepreneurs:• High-Impact Entrepreneurship blog featuring original content highlighting entrepreneurial successes worldwide, and guest content syndicated from around the Web.• YouTube channel with original video, TV interviews and community-generated content. Soci al Media Toolkit• Facebook page for community-building featuring content highlights from blog and YouTube channel, additional photos and video and information on community events.• Twitter account to build a network of influencers who want to share Endeavor’s news in real time. Ch3-09
  45. 45. Sew what?Blog for thought leadership“If you can dream it, we can sew it!” is the motto of California-based SewWhat? Inc. Since its founding in 1992, Sew What? has grown to becomethe premier provider of custom-sewn theatrical drapes/curtains and fabricsfor the entertainment and special events industries.“We’ve manufactured drapes and softgoods for numerous major artists,including Maroon 5, Slipknot, Green Day,Sting, James Taylor, Dave Matthews Band,Madonna, Rod Stewart and Don Henley,”says Founder Megan Duckett. “In additionto the ’big stuff,’ we also manufacturestage curtains for elementary, middleand high schools, community theaters,churches and college auditoriums. Andthat’s not to mention providing drapes andsoft goods for special events, trade shows,fashion shows, conferences, even theoccasional inaugural ball.”Sew What? capitalizes on its leadership Katy Perry dropped intoposition in a highly specialized VH1’s Salute the Troopsmarketplace, demonstrating its thought TV show in 2010 as sheleadership via It’s All Sew Biz, a blog descended onto stage in Soci al Media Toolkitabout theatrical drapery and stage curtains a giant parachute in thefor production managers, set designers, form of the U.S. flag –custom drapery resellers and local/school/ made by Sew What?church productions. Ch3-10
  46. 46. Sew what?Blog for thought leadershipHaving such a niche audience presents Sew What? with a great opportunity to showcase itsknowledge of the industry in ways that engage with that audience, offering them contentthat specifically addresses their needs. For example, recent posts discussed such topics as: Expert opinion on how lighting can affect the look of Austrian drapes. “...With a slight change in the angle of the lights, lighting color, and stage design, we can help create a unique and exciting look for any event. Some of our satisfied clients have been the Jennifer Hudson/Robin Thicke Tour, Maxwell, Foo Fighters, the Glee Live Tour, and an amFAR Benefit starring Lady Gaga, the queen of fresh and innovative style herself. Each Austrian Drape has such Case study example of using a wonderfully rich and special look to them, Cambio projection screen that you can use them for practically any material. event you can think of where you may need “This summer and fall, we worked to add a little touch of ’wow-factor’.” with Faith Bible Church of The Woodlands, Texas, on just such a project. We created a 19’ h x 32’ w Tips on getting color right. Projection Screen in Cambio!, “...Some people think just because you accompanied by three Triangle assign a Pantone color in Photoshop it will Shapes, 18’x 18’, also in Cambio!. automatically print that Pantone color on The pieces worked great for the press. Actually, if you want to give your logo church, and we were so pleased the best chance of printing correctly, get Soci al Media Toolkit to be mentioned in the church’s a conversion book, look up your desired blog. Want to see a Cambio! Pantone color and dial it in by the numbers Projection Screen in action? based on what [the] Pantone conversion Check out their blog.” book tells you.” Ch3-11
  47. 47. Dell #tradesecrets:Influencer outreachTo support the introduction in 2011 of a new business laptop computer,the VostroTM V130, Dell launched “Trade Secrets,” a marketing campaignhosted on the Dell SMB Facebook page and under the Twitter hashtag#tradesecrets.The campaign included a significant element of influencer outreach where bloggers andothers formed part of the conversation through using the computer and talking online abouttheir experiences with the Vostro V130 via tweets, Facebook posts, blog posts, video andother channels. I n this interview with the For Immediate Release podcast, co-host Neville Hobson talks with Laura Thomas at Dell about the campaign, its objectives, outcomes, expectations and more. • isten to the interview L Soci al Media ToolkitThe 2011 “Trade Secrets” campaign won the “Business • ee the Trade Secrets: Sto Consumer North America: Listening” Groundswell First Impressions 2011Award from Forrester Consulting. The campaign is presentation deckevolving and continues into 2012. Ch3-12
  48. 48. Worth your attentionThere are many other examples of imaginative uses of social media bysmall and medium businesses. We’ve added this collection of pointers thatwe think are worth looking at to see what they do and how they do it.Cakelove Good Energy Lighting the LED Revolution“Cakes from scratch,” seven Renewable electricity supplier U.S. lighting manufacturerlocations in Washington, DC; in the U.K. Cree started a contest inMaryland; and Virginia. 2009: “If you’ve been living or • Twitter working under the oppression• Blog • Facebook of inferior lighting, we want• Twitter • ouTube Y to know. We also want to see.• Facebook Submit your photos of dismal lighting here. Each month,• iPhone app we’ll give away five Cree CR6 recessed downlights to Soci al Media Toolkit revolutionize one person’s poorly lit space.” • Blog • Twitter • Facebook • ouTube Y Ch3-13
  49. 49. Worth your attentionThere are many other examples of imaginative uses of social media bysmall and medium businesses. We’ve added this collection of pointers thatwe think are worth looking at to see what they do and how they do it.Ten ways for Five small Nine small businesssmall businesses businesses using social mediato use LinkedIn Twitter right success storiesWriting on the LinkedIn blog, Here are five examples This article highlights nineentrepreneur and author of small businesses using small businesses of variousGuy Kawasaki says, “Many Twitter effectively. From sizes and industries that havesmall-business people are sales to research, word- transformed their onlineusing the site in ways you’d of-mouth marketing to presence with innovativecommonly imagine: finding localization, and everything social media marketingleads, growing their business in between, Twitter can practices. These tacticsglobally, or finding the right help you reach your target will work for just about any Soci al Media Toolkitvendors. My buddies at audience in ways you business, from solopreneurLinkedIn recently provided probably never thought of to multi-employee-me a list of ten additional before. manufacturer.ways small businesses canuse LinkedIn.” Ch3-14
  50. 50. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch4-01
  51. 51. Ch.4 Social media best and next practices LinkedIn best practices Ch4-04 Twitter best practices Ch4-07 Facebook best practices Ch4-09 Google+ best practices Ch4-11 SEO best practices Ch4-12 Social media measurement best practices Ch4-14 Social media next practices Ch4-16Please note the following about your use of the Social Media Toolkit. SMB Social Media ToolkitThis Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  52. 52. Social media best and nextpracticesPractical how-tos and advice on using social media tools and channelsare always helpful. You can find such advice in this toolkit. In this chapter,we offer some tips and tricks on current best practices for social mediaacross a number of channels to help you get the most from your use ofsocial media in business. On page 16, hear what some expert voices haveto say on next practices. Soci al Media Toolkit Ch4-03
  53. 53. LinkedIn best practices:5 tips to engage your followersMike Grishaver, senior product manager for Company Pages at LinkedIn,shares a few tips to optimize your company status updates, a LinkedInfeature that allows companies to engage directly with its LinkedInfollowers. Take an audiovisual tour of company status updates with Soci al Media Toolkit LinkedIn in this short video. Ch4-04
  54. 54. LinkedIn best practices:5 tips to engage your followersThis powerful new tool isn’t just a way for companies to recruit talent,market goods or sell stuff. Think of it as an engagement channel to buildlong-term relationships with your followers — be they potential customers,employees or advocates who can help your business succeed.Not sure how to start? Or maybe you feel a little nervous about what to say to your followerson a professional social network? Well, here are a few easy ways to start the conversation.1. How do you start a relationship? Say “hello.” Introduce yourself. Describe who you are and why you and your business are here. Get to know your audience. An IT services firm would tailor messages to it’s tech-savvy followers differently than to, say, marketing executives. Remember: Your followers are already interested in hearing what you have to say, so be succinct, authentic, genuine and relevant. 2. Mix it up. Vary your status updates.In one post, share a link to press coverage or industry news; in another,highlight a new product release or a list of hot jobs. Photos are great. Soci al Media ToolkitA YouTube video, infographic or poll? Even better. Ch4-05
  55. 55. LinkedIn best practices:5 tips to engage your followers3. Think quality, not quantity. Offer news, tips and other insightful, relevant information about your industry or business. Get your followers engaged and build relationships. Don’t just sell all the time or blast them with promotional messages. $$$ Become friends first! If you build it, the business results will come. A pithy, punchy status update can go viral and expose you to a broader audience as your followers share, “like,” or comment on company- driven content with their own professional networks. 4. Be part of the conversation.Solicit feedback from your followers; find out what they want fromyour company. Ask questions, watch how they respond and interactwith users who are commenting. Answer their questions, highlightinsightful comments and show your followers that you’re listening.5. Analyze your engagement. How do you know if you’re doing well? Check the stats that appear on your posts about 24 hours after your status update goes live, and see what types of information and links create the most “likes,” comments and clicks. Use this data to understand who your followers are, refine your strategy and optimize the conversation. Soci al Media ToolkitFirst published on the LinkedIn blog. Ch4-06
  56. 56. Twitter best practices:Build your following,reputation and customers’ trustTwitter for Business: Let your brand take flight with the faster, easier,simpler Twitter. Learn more.1. Share. Share photos and behind-the-scenes info about your business. Even better, give your followers a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!2. Listen. Regularly monitor the comments about your company, brand and products.3. Ask. Soci al Media Toolkit Ask your followers questions to glean valuable insights and show you are listening.4. Respond. Repond to compliments and feedback in real time. Ch4-07
  57. 57. Twitter best practices:Build your following,reputation and customers’ trust5. Reward. Tweet updates about special offers, discounts and time-sensitive deals.6. Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.7. Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.8. Establish the right voice. Twitter users tend to prefer a direct, genuine and, of course, a likable tone from your business, but think about your voice as you tweet. How do you want your business to appear to the Twitter community? Useful resource: Download Twitter’s small business one-pager (PDF) for more tips and best practices including the following: • How to get started with Twitter • Ideas for great tweets • More Soci al Media Toolkit Visit Twitter for Business for a wide range of free resources, information, guides and tips to help you understand more about what Twitter can help you do for your business. Ch4-08
  58. 58. Facebook best practices:5 guiding principlesFacebook allows marketers to stay connected with people throughouttheir day, whether they are on their computers or mobile devices, athome or at work, watching TV or shopping with friends. This enablesbusinesses to create rich social experiences, build lasting relationshipsand amplify the most powerful type of marketing — word-of-mouth. Soci al Media Toolkit Ch4-09
  59. 59. Facebook best practices:5 guiding principlesBuild a strategy that is socialby design. Social media shouldbe baked into everything you do, not addedat the end of a campaign or done on the Nurture your relationships.side. Facebook should be integrated with Just like in the real world, buildingyour broader marketing efforts and part of relationships with people on Facebookhow you reach your business objective. takes time and requires a long-term investment. Keep content fresh and easy to consume, use ads to stay in touch, and reward people for their loyalty through deals and promotions.Create an authentic brand voice.People on Facebook are clear andopen about who they are. Be the same byproviding straightforward information aboutyour business. Facebook is an ideal place tobring your brand personality to life through Keep learning. Facebookan authentic and consistent voice. allows you to get feedback from people in real time, giving you the ability to learn on the fly. Use reporting tools to learn about your fans and the content and products they find most interesting.Make it interactive. People spendtime on Facebook communicating and sharing These tips appear in Facebook’s Bestwith others, so always engage in two-way Practice Guide: Marketing on Facebook Soci al Media Toolkitconversations. Think about the aspects of your (PDF), available for free download.brand that are inherently social and createcontent people will be excited to pass along. Ch4-10

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