The Yin and Yang of Social Media

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)

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)

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)

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)

Social Media: A Cynic’s PerspectiveFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 5Image: Vaguely Artistic (Flickr)

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)

Customer Engagement ≠ MarriageFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 7Image: Defence Images (Flickr)

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)

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)

Understand Customer ExpectationsFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 10Data: Edelman 2012 Trust Barometer

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)

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)

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)

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)

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)

Don’t Underestimate Your CompetitionFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 16Image: BMW Blog

1) Clearly Define ObjectivesFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 17

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)

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)

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)

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)

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)

Fish Where the Fish AreFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 23Image: Explore The Bruce (Flickr)

Review SitesFebruary 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 24

February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 25

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)

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)

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)

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

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The Yin and Yang of Social Media

by Robert Cole on Feb 08, 2012

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The Yin and Yang of Social Media — Presentation Transcript