#Lunch+Learn
Jeff Myers                     Holly MaustCreative + Strategy            social + Searchfacebook.com/THISISREDagency   fac...
Social Media isreally reallyeasy
hard
Your good                        for       Admit     ThinkBe           Be         something when you  before youYourself  ...
1BeYourself
Capability• Your  story should be one of  the core pieces of your              The pen that  business strategy            ...
Case Study / your story
2BeNice
Capability• Not everyone is going to   Create rules of engagement                             for negativity/criticism  be...
Case Study
3Your goodfor somethingFamily
Capability          58% of employees would                                     60% of employees say         rather work at...
Whether it’s an army of  1 or 1,000, when all   members of a team share the same vision of success, amazing  things can ha...
Case Study•   When Sony Electronics    launched their Pinterest page    “We have so many Sony fans that are    they reache...
results                              Pin It button has Over 2,500 followers in   received more than 10X  the first six mon...
4Admit whenyou arewrong
Capability• Have a crisis communications plan ready• Polite & thankful• Personable• Listen, empower & engage participants•...
case studySept. 30                                                            Nov. 15 (10:58 p.m.)Johnson & Johnson posts ...
5Thinkbefore youspeak
Capability              Listen &               Learn Measure & Learn                  Define     FOcus on how to          ...
Case Study• visitPA social media launched in September 2008  (Facebook, Twitter, YouTube and Flickr)• We listened to the c...
Case Study• Gammet    Interactive Report  (launched in July 2009)–  How Social Is Your State  DMO?• #1 in July 2009• #2 in...
6Try newthings
Capability• Be open to try new things• Think about who their                                 Don’t  current target audienc...
Case Study
7Be a goodlistener
Capability• Who is talking?• What are people saying?• Where people are talking?                               Listening is...
capability
capability
8Do yourhomework
Capability• An editorial calendar keeps your  content consistent and relevant.• Everyone will be on the same page      pla...
Case Study                         Week of 4/9   Week of 4/16   Week of 4/23   Week of 4/30 FB Needs Operational Creative ...
9Practicemakesperfect
Capability• What are your marketing goals and  objectives                              Don’t measure• A strategy to meet t...
Case Study
Case Study                Identify the               networks and             communities where               people engag...
Case Study              Identify what the              demographics of                the people you               engage ...
10ActAppropriate
Capability• Managing    different accounts from the same  location can create the temptation for you                      ...
capability Content Strategy    Activating your story Channel     Know what you own             Understanding your audience...
Your good                        for       Admit     ThinkBe           Be         something when you  before youYourself  ...
1
11BeResponsive
Capability• Be armed – website, blog, help desk, etc• What is your response rate per social  media channel? Positive or Ne...
Case Study                                         I’ve heard a lot of brands say                                         ...
Case Study• Ford Motor Co. is using social media to be more  proactive with customer concerns for its biggest auto  brand....
Case Study• Ford  is now responding to an average of  2,000 people weekly via social media and  the interactions have cont...
Q&A
LEGAL & SOCIAL MEDIA     Pinterest Mobile ReadinessContent Marketing     and more
!Prizes!
#Lunch+Learn
10 things my mom taught me about social media
10 things my mom taught me about social media
10 things my mom taught me about social media
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10 things my mom taught me about social media

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10 things my mom taught me about social media

  1. 1. #Lunch+Learn
  2. 2. Jeff Myers Holly MaustCreative + Strategy social + Searchfacebook.com/THISISREDagency facebook.com/InteractiveSwim@thisisredagency @interactiveswimpinterest.com/thisisred/ pinterest.com/interactiveswim/
  3. 3. Social Media isreally reallyeasy
  4. 4. hard
  5. 5. Your good for Admit ThinkBe Be something when you before youYourself Nice Family are wrong speakDon’t talkabout Be a Do Practicemoney, good your makes ActIt’s rude listener homework perfect Appropriate
  6. 6. 1BeYourself
  7. 7. Capability• Your story should be one of the core pieces of your The pen that business strategy writes your story• Story is the most effective way to make your message connect must be held in in this fragmented media landscape your own hand.• Know how your story changes shape per medium
  8. 8. Case Study / your story
  9. 9. 2BeNice
  10. 10. Capability• Not everyone is going to Create rules of engagement for negativity/criticism be happy with your • Widespread Criticism customer service • Individual Solution-Seekers• Acknowledge & be nice • Complainers • Trolls • Solicitors • Fan to fan interaction
  11. 11. Case Study
  12. 12. 3Your goodfor somethingFamily
  13. 13. Capability 58% of employees would 60% of employees say rather work at a company use of internal social that uses internal social media demonstrates media effectively innovation 61% of employees say 86% would refer others their companies’ social for employment media tools help them collaborateSource: APCO Worldwide and Gagen MacDonald, Survey on the State ofthe U.S. Workplace as Viewed by America’s Workforce, October 2011.
  14. 14. Whether it’s an army of 1 or 1,000, when all members of a team share the same vision of success, amazing things can happen.
  15. 15. Case Study• When Sony Electronics launched their Pinterest page “We have so many Sony fans that are they reached out to employees as one of their strategies already at our fingertips, we wanted to holding a contest. get them involved from the very start. A• The contest encouraged lot of companies do this backwards, employees to check out and thinking of their employees last. follow the Sony boards and to create a board of their own There are people who have been at Sony about what Sony meant to them. for 30 years, and they had access to• The key to generating internal assets that I’d never seen or even heard support is to give feedback of.” about their contributions, letting them know what is working and what isn’t. Callan Green Senior social media specialist at Sony Electronics
  16. 16. results Pin It button has Over 2,500 followers in received more than 10X the first six months more clicks than Tweet This button 800% increase in More than 4 million traffic from Pinterest brand impressions to Sony Store website (via Curalate dashboard)
  17. 17. 4Admit whenyou arewrong
  18. 18. Capability• Have a crisis communications plan ready• Polite & thankful• Personable• Listen, empower & engage participants• Don’t launch a campaign right before the weekend unless you’re prepared to respond
  19. 19. case studySept. 30 Nov. 15 (10:58 p.m.)Johnson & Johnson posts an online video on Motrin.com Blogger Jessica Gottlieb (JessicaGottlieb.com) postsfeaturing a voice-over of a mom who carries her baby in a another tweet criticizing the Motrin ad.sling because its good for her kid and she sees it as "a fashionstatement" and validation of her as "an official mom." Nov. 16 (Sunday) Ms. Gottlieb uses #motrinmoms tag to help keep track ofNov. 14 (Friday) tweets, and the tag hits the top of Twitters "trendingThe first discoverable blog post on the video from topics" (with a total of about 1,500 tweets among aroundMagicCitySlingers says the "Motrin ad lady" is looking tired 1,000 Twitter handles by Nov. 17). Blogger, online retailerand crazy because shes using a schwing-style sling, and and PR consultant Katja Presnal creates YouTube videoshould instead learn to use a non-schwing carrier correctly. showing anti-Motrin posts. About 300 blogs post on the controversy, and some of the most active begin contactingNov. 15 (5:54 p.m.) (Saturday) mainstream media outlets about the story.Barb Lattin, a Fort Collins, Colo., mom sees a post about theMotrin ad on a Yahoo Group dedicated to "attachment Nov. 16:parenting." Offended, Ms. Lattin, who specializes in photos of J&J shuts down Motrin website before 9 p.m. VP-marketingnursing moms as mementos, criticizes the ad on the blog for Kathy Widmer sends apology to people who had e-mailedher business, Perfectly Natural Photography. complaints and says the campaign will be discontinued.Nov. 15 (10:28 p.m.) Nov. 17 (Monday):Amy Gates of the Colorado-based CrunchyDomesticGoddess J&J brings site back up with apology appended. Numerousblog posts the first tweet on the ad at Twitter. news outlets begin covering controversy and J&Js retreat, including websites of New York Times, Forbes, Wall Street Journal, Reuters, AP and Advertising Age.
  20. 20. 5Thinkbefore youspeak
  21. 21. Capability Listen & Learn Measure & Learn Define FOcus on how to be social, not on Distribute Integrate how to do social Editorial & Engage Calendar Content Strategy
  22. 22. Case Study• visitPA social media launched in September 2008 (Facebook, Twitter, YouTube and Flickr)• We listened to the conversation on Radian6 to make sure visitPA was in the right spaces and being positioning properly• Defined what the KPI’s for success looked like for the social media channels• Developed an editorial calendar• Created a new blog and positioned it as the insider voice
  23. 23. Case Study• Gammet Interactive Report (launched in July 2009)– How Social Is Your State DMO?• #1 in July 2009• #2 in August 2009
  24. 24. 6Try newthings
  25. 25. Capability• Be open to try new things• Think about who their Don’t current target audience is – spread does this mirror your customer? yourself• Type of content used – how is it shared? too thin• Time & resources
  26. 26. Case Study
  27. 27. 7Be a goodlistener
  28. 28. Capability• Who is talking?• What are people saying?• Where people are talking? Listening is the• When people are talking?• Why people are talking? foundation of any social media strategy
  29. 29. capability
  30. 30. capability
  31. 31. 8Do yourhomework
  32. 32. Capability• An editorial calendar keeps your content consistent and relevant.• Everyone will be on the same page plan ahead.• Great reference for your management It wasnt raining• Get ideas on how you can repurpose content what you have when Noah built and what you are planning• Plan your content for humans & the ark. robots (SEO)
  33. 33. Case Study   Week of 4/9 Week of 4/16 Week of 4/23 Week of 4/30 FB Needs Operational Creative Comm MGMT Facebook Ads Twitter Operational Creative Comm MGMT Pinterest Operational Creative Comm MGMT Marketing Initiatives   Email Blasts   PR Initiatives Website Initiatives
  34. 34. 9Practicemakesperfect
  35. 35. Capability• What are your marketing goals and objectives Don’t measure• A strategy to meet those goals and objectives• Metrics/Key Performance Indicators everything, just (KPIs) to measure the goals and objectives• The business results (cost savings or the things that revenue generation) or the return on investment (ROI) matter• Take what you learn and keep optimizing your social media strategy
  36. 36. Case Study
  37. 37. Case Study Identify the networks and communities where people engage with your content. Learn about each community, and identify your best performing content on each network.
  38. 38. Case Study Identify what the demographics of the people you engage with on Facebook are. Learn about what content works better than others
  39. 39. 10ActAppropriate
  40. 40. Capability• Managing different accounts from the same location can create the temptation for you You would not to use the same updates over different talk to your platforms. The problem in doing so is that customers often follow you on multiple mom the same sites and dont want to find the same content from site-to-site. way you would• In general, form follows function with the Big Two. Twitter can be effective for talk to your sharing links, thoughts and quick updates friend – know about your company. Facebook can be better for creating and sharing photo the medium albums, longer summaries of your links and customer comments.
  41. 41. capability Content Strategy Activating your story Channel Know what you own Understanding your audience in each channel + personas Context (Listening, Insights, Google Analytics) Content Your Assets audiences we can engage other than the channels you own Community (making things sharable)
  42. 42. Your good for Admit ThinkBe Be something when you before youYourself Nice Family are wrong speakDon’t talkabout Be a Do Practicemoney, good your makes ActIt’s rude listener homework perfect Appropriate
  43. 43. 1
  44. 44. 11BeResponsive
  45. 45. Capability• Be armed – website, blog, help desk, etc• What is your response rate per social media channel? Positive or Negative Responsiveness change things? wins on social• What time frame do have to expect customers to read social responses and media – sales, take some action? endorsements,• How much time are you willing to dedicate to a single client or interaction? engagement, etc.• What processes are in place to track the results of your social engagements with each customer?
  46. 46. Case Study I’ve heard a lot of brands say they don’t want to use social media because they’re afraid of negative interactions. That doesn’t make any sense. The In 20 negative brand sentiment doesn’t vanish because you’re minutes I not their to yell at. It just gets unheard and therefore the anger brews. went from irate to smiling. Source: Forbes, 5/29/2012
  47. 47. Case Study• Ford Motor Co. is using social media to be more proactive with customer concerns for its biggest auto brand.• The Ford brand’s eight, dedicated customer service agents use a customized search engine tool based on May I key words to monitor concerns, questions or comments on Twitter, Facebook, auto forums and message boards. Each issue is assigned to one agent until resolved. help• Their goal is under four hours to engage with the customer.• The conversations move quickly from the public realm you? of social media to private interactions with the agents, who often need to collect vehicle identification numbers and other personal data from owners. Source: Forbes, 5/29/2012
  48. 48. Case Study• Ford is now responding to an average of 2,000 people weekly via social media and the interactions have continued to rise from a year ago. From• Although the bulk of customer service issues are handled in the traditional way-it reactive to is way is reactive, social allows you to be proactive• Sometimes happy Ford customers even help proactive diffuse situations with people who post online negative comments about Ford. Source: Forbes, 5/29/2012
  49. 49. Q&A
  50. 50. LEGAL & SOCIAL MEDIA Pinterest Mobile ReadinessContent Marketing and more
  51. 51. !Prizes!
  52. 52. #Lunch+Learn

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