Digitalsurgeons Social Media Seminar C C A T

Tips to Enhance Your Business Through Social Media Presented by: David Salinas & Peter Sena principles of Digital Surgeons

Overview •  The Basics •  Communities vs. Audiences •  The L.E.A.R.N method •  Leverage Social Media for growth and cost reduction •  Some helpful tools

The Basics: What is Social Media? •  Websites, blogs, and social networks that create a foundation for users to search, connect and share information with one another in a community

The Social Ecosystem at a Glance

The Shift to Social Media •  Traditional media is what a brand wants to say •  Social Media is what consumers want to hear

Online communities own the web. •  4 out of 5 top viewed websites are social communities – Yahoo, Facebook, Youtube, Myspace •  YouTube has 10% of the total Internet traffic •  U.S Facebook monthly viewers over 100M+ •  100 million+ active blogs “Opting out of the benefits that user-generated content affords is no longer a healthy decision.” Razorfish: Cultivating Effective User-Generated Content July 2009.

What We Know: Brands using Social see success.

What We Know: People using Social see success!

Its all about the people...

Lots of people.

What we know: People = Audiences Audiences become communities. …and everyone has an audience.

What we know: Communities have leaders. Leaders are inﬂuencers. Who are your inﬂuencers?

The L.E.A.R.N Method •  Locate •  Engage •  Analyze •  Respond •  Nurture

Locate •  Search for your company and brand •  Read industry blogs •  Locate your audience and see what the inﬂuencers are saying •  Monitor Google Alerts, brand and product mentions

Engage •  Entertain –  Provide interesting content •  Teach •  Help –  Offer support •  Give –  Promotions, sweepstakes, coupons, gifts, can be virtual vs. tangible

Analyze • What is the overall tone of the responses you are receiving?" • Positive vs. Negative" • How are you going to handle these responses?" • Individual vs. Mass Announcements

Respond •  Who’s going to do it? •  Uniformity guidelines •  Don’t just respond to negative feedback •  Praise for positive feedback •  Remember: customer feedback is public, so is your response •  Customers are ultimately promoters. How you respond is how they will promote your brand

Nurture •  Customer Service •  People are looking for a response and answers to their questions •  Respond to feedback

Remember to SELL last! •  Selling ﬁrst = spamming i.e “Buy my product” or “visit my website” •  Turn happy people into promoters •  Empower users of your products/ services and cause people to interact with each other

Ways to Leverage Social Media •  Promotion & Engagement •  Customer service •  Job recruitment •  Collaboration

Promotion" Case Study: Edible Arrangements •  100,000 new fans in under 3 days •  Within 3 weeks over 167,000 fans •  Sales saw an immediate rise (call center, internet, and in-store) •  Increased excitement and engagement around the products

Engagement" Case Study: McDonalds •  McDonald’s did a survey: fans are interested in content. •  And they have 1,400,000+ of them. •  You need to earn the right to participate in customer communities •  Facebook, Twitter, Microsites for employees

Customer Service Case Study: JetBlue •  Customer Service •  18 million Twitter users (2009) •  1.4 million followers •  Staff of 6 that tweet •  Not full-service •  Information booth •  Don’t duplicate your efforts.

Customer Service Case Study: JetBlue •  FAQ is there for a reason! •  Volleyball game – push the ball back in their court •  What remains “outside the norm” is where you come in •  Be nimble, thorough, and responsive!

Job Recruitment" Case Study: Digital Surgeons" •  Reducing Costs of Talent Acquisition •  Reduced time to ﬁll position by expanding reach •  Avoid high recruiting fees and incorrect ﬁts •  Increased access to pipeline and talent planning •  Identify culture and set the tone early

Collaboration Tools of the Trade"

Listening & Monitoring Tools –  Customer reviews (Google Review, Yahoo Reviews) –  Google Alerts (News and Blog Search) –  Topsy –  Bit.ly and other URL shorteners –  Twitter Search – separate feeds for different search strings /keywords –  Technorati Blog Search –  TweetBeep – a good backup to capture mentions of your brand on Twitter –  SocialMention.com –  Icerocket.com –  Backtype – search among blog comments –  BoardTracker – search forums and bulletin boards –  Facebook Polls •  Realtime user feedback to questions

Key Takeaways •  1) Listen 2) Engage 3) Sell •  Walk before you run •  Think outside the box. Social Media is not “one size ﬁts all” •  Different industries = different audiences = different communication channels •  Be ﬂexible and nimble: new trends are around the corner

Digitalsurgeons Social Media Seminar C C A T

by Digital Surgeons on Nov 24, 2009

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