The Yin and Yang of Social Media

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Keynote luncheon presentation at the 2012 Receptive Services Association of America Summit on February 7, 2012 at the Hyatt Regency New Orleans.

Keynote luncheon presentation at the 2012 Receptive Services Association of America Summit on February 7, 2012 at the Hyatt Regency New Orleans.

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  • 1. The Yin and Yang of Social Media Receptive Services Association of America Robert Cole | Founder - RockCheetah February 7, 2012 | Hyatt Regency New OrleansImage: MAMJODH (Flickr)
  • 2. The Science of Social Media v. The Religion of Social MediaFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 2Image: duluoz cats (Flickr)
  • 3. Yin & Yang: Complementary Forces•• Two Sides of the Same Thing One Can’t Exist Without Other Yin Yang • Dark • Light• Have Part of Each in the Other • Passive • Active• Rarely Stable – Always Changing • Unconscious • Conscious • Follower • Leader • Intuition • Logic • Devoted • Creative • Nature • Technology • Eternity • History • Cold • Hot • Feminine • Masculine February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 3 Image: neverfeltbetter (Flickr)
  • 4. Social Media: A Global Revolution• Streamlining Communication• Creating Human Introductions• Sustaining Distant Relationships• Revolutionizing PoliticsFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 4Image: kannanokannan (Flickr)
  • 5. Social Media: A Cynic’s PerspectiveFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 5Image: Vaguely Artistic (Flickr)
  • 6. Customer Engagement is a Relationship • Not Just Broadcasting – Active Listening – Relevant Communication – Mutual UnderstandingFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 6Image: joshfassbind.com (Flickr)
  • 7. Customer Engagement ≠ MarriageFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 7Image: Defence Images (Flickr)
  • 8. Loyalty is Based on ValuesExample: jetBlue – Integrity – Passion – Safety – Caring – FunValue Drives Transactions ● Values Drive LoyaltyFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 8Image: maistora (Flickr)
  • 9. Understand Your CustomersOffer Unique Value: Better۰Easier۰Faster۰CheaperBeware: Customers May Be Opportunistic & Brand Agnostic February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 9 Image: Sergey Galyonkin (Flickr)
  • 10. Understand Customer ExpectationsFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 10Data: Edelman 2012 Trust Barometer
  • 11. Every Customer is Different• Operators, Suppliers, Agents & Consumers - Different Needs• Recognize That Needs Vary Based on Timing & Trip Purpose• Participate Where Customers Are Active• True Customer Engagement Doesn’t Scale Well February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 11 Image: kagey_b (Flickr)
  • 12. Multiple Customer Personas Commercial Educational Escorted Fly-Drive Eco Meetings Incentives Sporting Events Conferences Religious FIT ExhibitionsFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 12Image: Greything (Flickr)
  • 13. Seven Distinct Phases of Travel Inspiration Sharing Research Travel Planning Booking ValidationFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 13Images: Dru!, adwriter, Stuck in Customs (Flickr) & Wikimedia Commons (public domain)
  • 14. Multiple Experience Touch Points Pre- Departure Post-Trip Departure In- Return Destination At Specific VenueFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 14Image: M.V. Jantzen, spettacolopuro, Werner Kunz (Flickr) & Wikimedia Commons (public domain)
  • 15. Now What?• The Golden Rule – Focus on Running a Quality Operation – Treat Others How You Want to be Treated – Create Opportunities for Customers to Engage with You February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 15 Image: dalylab (Flickr)
  • 16. Don’t Underestimate Your CompetitionFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 16Image: BMW Blog
  • 17. 1) Clearly Define ObjectivesFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 17
  • 18. 2) Assign Management Responsibility Who ۰ Does What ۰ WhenFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 18Image: juhansonin (Flickr)
  • 19. 3) Track Key Performance Metrics• First Ask: “Why Are We Doing This? – Ensure Metrics Are Aligned with These Objectives• Applause – Favorites, Follows, Likes, +1’s• Amplification – Retweets, Shares, Clicks on a Video or Post• Conversion – Comments, Replies, Clicks to a Landing Page• Economic Value – Revenue (Short & Long Term) + Cost SavingsFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 19Hat Tip: Avinash Kaushik (Google)
  • 20. 4) Sincerely Engage • Listen • Share • Be Relevant • Help SomeoneFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 20Image: dorena-wm (Flickr)
  • 21. 5) Connect the Dots• More Intermediate & Advanced Steps• Integrate Social Media Into Core Platforms – Website Analytics – Customer Relationship Management – Offline Sales & Promotional Campaigns• Cross-Link Customer Social Media Profiles – Identify Same Person Across Social Networks – Email Address is the Glue that Binds AllFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 21Image: josh.ev9 (Flickr)
  • 22. Too Many Social Platforms to Cover• Prioritize Them• Follow Customers• Support Partners• Positively Contribute• Maintain Continuity February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 22 Image: Brian solis & JESS3 (theconversationprism.com)
  • 23. Fish Where the Fish AreFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 23Image: Explore The Bruce (Flickr)
  • 24. Review SitesFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 24
  • 25. February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 25
  • 26. February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 26
  • 27. February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 27
  • 28. February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 28
  • 29. February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 29
  • 30. February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 30
  • 31. Timing is Important • Mean Half-Life (hours) – Twitter Link – 2.8 – Facebook Link – 3.2 – Direct (Email/IM) – 3.4 – YouTube Link – 7.4 • Time Between Posting & Receiving 50% ClicksFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 31Data: bit.ly Blog | Image: flod (Flickr)
  • 32. Not Everyone Plays by the Rules • Great Ideas Will Be Copied • Your Content May Get “Repurposed” • “Crowdturfing” Skews Reviews & RatingsFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 32Image: m.aquila (Flickr)
  • 33. In Summary – Embrace Yin & Yang• Run a Quality Operation – Satisfy Needs – Be Relevant – Be Unique• Create an Achievable Social Media Strategy – Clear Objectives – Assign Management Resources – Track Key Metrics – Sincerely Engage – Connect the Dots• Select Social Networks Carefully – Support Networks Where Customers Are Active – Help Everyone Support Your Partners – It’s Not About You, It’s All About ThemFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 33Image: davedehetre (Flickr)
  • 34. The Yin & Yang of Social MediaQuestions? Copies of the Presentation? Comments?Robert Colemail: robert@rockcheetah.comphone: +1.262.309.9560skype: robertkcoletwitter: @robertkcoleweb: rockcheetah.com/blog/February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 34