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Social Media Strategies For Business Decmester
 

Social Media Strategies For Business Decmester

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Panel Discussion on Social Media Strategies for Business by Kristin Parrish, Josh Neckes, Katherine Malone.

Panel Discussion on Social Media Strategies for Business by Kristin Parrish, Josh Neckes, Katherine Malone.

Kennesaw State University, Decmester 2009

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    Social Media Strategies For Business Decmester Social Media Strategies For Business Decmester Presentation Transcript

    • Using Social Media for Business
      Kennesaw State MBA Decmester
      Josh Neckes, MS&L
      Kristin Parrish, Ogilvy Public Relations
      Katherine Malone, Fleishman-Hillard
      1
    • Introduction
      2
    • Intro to Social Media
      3
    • Intro of Social Media
      Social networks are the 4th most popular online activity
      Ahead of email, behind search
      Facebook has more than …
      350 million active users
      700,000 local business Facebook Pages
      Twitter has had a growth rate of 752% in 2008 (Compete)
      4
    • Using Social Media for Business
      Customer Relations
      Product Promotion and Sales
      Event Activation
      Crisis Management
      Corporate Reputation Management
      Issue Advocacy
      Getting Started: Tools
      01
      02
      03
      04
      05
      06
      07
      5
    • Strategic Approach to Social Media
      Listen>Plan>Engage
      6
    • Customer Service
      Anyone who has customers – B2C, B2B, G2B, G2C, etc... – can use social media to quickly listen and respond to customer feedback before problems escalate and to activate brand ambassadors….
      7
    • @comcastcares
      Frank Eliason at Comcast started @comcastcares in April 2008 in response to the customer conversations he and his team found on Twitter through monitoring. Offers customers specific troubleshooting tips, online resources, new product info and a key customer relations personality (i.e. Frank’s).
      8
    • Product Promotion and Sales
      A successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, influencers can be activated to not only become loyal customers, but also evangelists for your brand and your promotions.
      9
    • Coca-Cola Zero
      Building upon the launch of Coke Zero, Coca-Cola has developed and maintained a strong Facebook community of fans. As a key to building a strong Facebook community is ongoing and quality engagements, Coca-Cola has developed a sharable application – the Facial Profiler – that entertains fans and encourages word of mouth about the product with other Facebook users.
      10
    • Event Activation
      The real-time ability to connect with others and share experiences makes social media a great outlet for individuals, or companies, to use during a major event.
      Live, online coverage of an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event. Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.
      11
    • @fordfiesta
      To build buzz around the upcoming launch of the Ford Fiesta in the 2010 US market, Ford developed the Fiesta Movement - recruiting 100 online influencers to receive a new Ford Fiesta with the instruction to complete a series of missions, or challenges, throughout the course of a year with their Fiesta. To build momentum and allow these drivers, as well as the larger general audience to interact with Ford, the @fordfiesta Twitter handle and #fiestamovementhashtag were created, to publish challenges, get updates from drivers and engage in an ongoing conversation around the Fiesta Movement.
      12
    • Crisis Management
      Using social media for crisis communications is as much about preventing an isolated issue from becoming a full-blown crisis as it is about communicating to the public once a crisis has hit.
      Social media can be used as a fast way to respond and maintain an open channel.
      Social media monitoring and response should be integrated into the broader crisis communications strategy.
      13
    • 14
      Additional Thoughts…
    • Uh oh.
      15
    • 16
      Pre-Established Social Media Architecture, Response Plan in Place
    • 17
      Story Broke on Morning of 3/6/2008 – Real-time Response
    • It might be a bumpy ride…
      18
    • …but the process works.
      19
    • Again, and again, and again…
      20
    • Corporate Reputation Management
      Social media offers a an opportunity to portray the “face” of your company. Social media can help businesses create relationships with those online – making it easier to communicate with industry peers and target audiences.
      21
    • Boeing’s B2B Blog – Randy’s Journal As the basis of Boeing’s social media presence, Randy’s Journal was started over 4 years ago to build the online conversation around commercial aviation. Creating a personality, and a “face” to Boeing, Marketing VP, Randy Baseler (now authored by new VP, Randy Tinseth) cultivated relationships and engaged over 500,000 viewers in its first two years.
      22
    • Issue Advocacy
      Through online communication platforms, message boards and communities, social media provides the ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organizations.
      Creating a community of support by providing useful information to those they serve, volunteers, donors and other supporters.
      23
    • LiveStrong
      Led by the LiveStrong Blog, @lancearmstrong and @livestrongceo, the LiveStrong Foundation spreads the word about cancer and provides people with the tools they need to “live life on their own terms.” These communication platforms are aimed to provide communication and support to those dealing with cancer, while also building awareness and raising funds for the foundation and cancer research.
      24
    • A Strategic Approach to Using Social Media
      25
      ENGAGE
      PLAN
      LISTEN
      STRATEGY
      Customer Relations
      Crisis Management
      Corporate Reputation Management
      Event Coverage
      Product Promotion & Sales
      Issue Advocacy
      Answer questions, respond to comments about your brand
      Content relevant to your customers: tips, company info, etc.
      Your customers and potential customers
      Direct to additional resources, updated information, explanation
      Answer questions, respond to comments, raise issues, provide info
      Your brand, products and relevant issues
      Insights, expertise, become a thought leader
      Jump in the conversation. Be transparent and add value
      Industry leaders, similar interest groups, news/media
      Event information, updates, behind the scenes coverage
      Set up online events, talk to attendees, ask and answer questions
      Those interested or attending event, media
      Links to online promos, insider info on upcoming sales, discount codes
      Provide incentives, exclusive online offers, opportunities to review product
      Current and potential customers, those interested in similar products
      Those interested in your cause, industry leaders, news
      Added value: health tips, disaster alerts, fundraising info
      Know your online supporters, express gratitude and get them involved
    • Tools to Get Started with Social Media
      26
    • Do Some Research
      Talk to customers offline
      Where are they online?
      What sites do they use?
      Are there sites or groups already?
      What are people saying?
      Set up Google Alerts and Google Analytics
      27
    • Strategize
      What is your goal?
      Set achievable goals
      Overnight success vs. long term rewards
      28
    • LinkedIn
      Create your profile
      Add a Company
      Logo, locations, feeds
      LinkedIn will pull in information automatically
      Job listings, current and former employees
      29
    • Facebook
      Search for established groups
      Check out competitors’ pages
      Set up a Fan Page
      Tell people
      Buy Facebook ads
      30
    • Twitter
      Do some research
      Keywords , competitors
      Your company
      Set up account
      Find people to follow
      Tell, listen and engage
      Check out the Twitter for Business Guide: http://business.twitter.com/twitter101/
      31
    • Set up a Social Media Policy
      Set foundations and empower employees
      Pull from established guidelines
      Kodak: Transparency
      Intel: Content Moderation
      IBM: Social Media Value
      Source: http://mashable.com/2009/10/02/social-media-policy-examples/
      32