Social Media:
The Good, the Bad and
the Wow!
Jessica Best
jbest@emfluence.com
@bestofjess or @emfluence
#NAGWwebinar
What is Social Media?
Web- and mobile-enabled marketing &
engagement channels that allow groups to
generate c...
#NAGWwebinar
The Draw of Social Media
• Low barrier to entry
• Immediate
• Trackable
• Cost-effective
• Sharable
@
#NAGWwebinar
The Draw of Social Media
• 60% of marketers say they have generated
leads from social media sites, with over ...
#NAGWwebinar
What Social Media Isn’t
• A strategy
• A stand-alone channel
• A magic pathway to
success
Social Media + Digi...
#NAGWwebinar
What Social Media Isn’t
• FREE
– It always costs your time, invested by you or your
marketing/PR/customer ser...
#NAGWwebinar
Understand why you want to utilize these channels
and what you want to accomplish.
• Sales and Marketing
• Br...
#NAGWwebinar
What you’ll learn about Social Media if you stay awake
The Good = YES
10 things you should always do
The Bad ...
#NAGWwebinar
What you’ll learn about Social Media if you stay awake
The Good = YES
10 things you should always do
#NAGWwebinar
The Good
10 things you should always do
Focus on the majors.
• Facebook: 1.3 billion users spend 640 million
...
#NAGWwebinar
The Good
10 things you should always do
Focus on the majors.
• 75.3% of B2C companies are the most active
on ...
#NAGWwebinar
The Good
10 things you should always do
Focus on the majors.
What do you want to accomplish? Which
channel(s)...
#NAGWwebinar
The Good
10 things you should always do
Know your audience.
• Where are your prospects in Social
Media?
• How...
#NAGWwebinar
The Good
10 things you should always do
Know your audience.
• Alerts.2
#NAGWwebinar
The Good
10 things you should always do
Listen first.
• How are your customers/prospects
using social media i...
#NAGWwebinar
The Good
10 things you should always do
Engage. Have conversations.
• Tweets and posts don’t have to stay on
...
#NAGWwebinar
The Good
10 things you should always do
Engage. Have conversations.
4
#NAGWwebinar
The Good
10 things you should always do
Build relationships.
• This is relational marketing.
• Develop long-t...
#NAGWwebinar
The Good
10 things you should always do
Be timely
• Follow the trend,
if/when it’s relevant
to you.
6
#NAGWwebinar
The Good
10 things you should always do
Learn from the success of others.
See how partners and competitors
ha...
#NAGWwebinar
The Good
10 things you should always do
Partner with others
• Who else suits your audience and how
can you pl...
#NAGWwebinar
The Good
10 things you should always do
Share good “stuff” – Jason Falls
• Share your own messages
– Entertai...
#NAGWwebinar
The Good
10 things you should always do
Go beyond promotion.
• Social media provides easy access to
reputatio...
#NAGWwebinar
The Good
10 things you should always do
Go beyond promotion.
10
Within five minutes, @DunkinDonuts was follow...
#NAGWwebinar
The Good
10 things you should always do
Go beyond promotion.
10
#NAGWwebinar
What you’ll learn about Social Media if you stay awake
The Bad = NO
10 things you should never do
#NAGWwebinar
The Bad
10 things you should never do
Don’t post without a plan
• Define your goals up front
• Where/when can...
#NAGWwebinar
The Bad
10 things you should never do
Don’t post without a plan
• Measure growth/engagement
– Google Analytic...
#NAGWwebinar
The Bad
10 things you should never do
Don’t anticipate mega $$.
• Social Media likely won’t
be a cash cow. De...
#NAGWwebinar
The Bad
10 things you should never do
Don’t ignore negative feedback.
• Engage with your current customers as...
#NAGWwebinar
The Bad
10 things you should never do
Don’t ignore negative feedback.
3
Source: Shel Holtz, 2011
#NAGWwebinar
The Bad
10 things you should never do
Don’t ignore negative feedback.
Etsy’s blog: “If you see any offensive ...
#NAGWwebinar
The Bad
10 things you should never do
Don’t ignore negative feedback.
That comment was deleted, too.3
#NAGWwebinar
The Bad
10 things you should never do
Don’t force the relationship.
• Keep your audience aware of your
presen...
#NAGWwebinar
The Bad
10 things you should never do
Don’t do social media in a vacuum.
• It works best as part of a larger
...
#NAGWwebinar
The Bad
10 things you should never do
Don’t do social media in a vacuum.
5
#NAGWwebinar
The Bad
10 things you should never do
Don’t repeat others’ mistakes.
• Don’t repeat what others have
already ...
#NAGWwebinar
The Bad
10 things you should never do
Don’t treat people like dollar signs.
• People engage because they are ...
#NAGWwebinar
The Bad
10 things you should never do
Don’t treat people like dollar signs.
• If you’re B2B,
be an expert!
Ed...
#NAGWwebinar
The Bad
10 things you should never do
Don’t be forgettable.
• The second your posts get boring,
people will b...
#NAGWwebinar
The Bad
10 things you should never do
Don’t ignore what employees.
• Are employees positive or negative
about...
#NAGWwebinar
The Bad
10 things you should never do
Don’t ignore what employees.
9
#NAGWwebinar
The Bad
10 things you should never do
Don’t go on the defensive.
• Take feedback to heart.
• Kill ‘em with ki...
#NAGWwebinar
The Bad
10 things you should never do
Don’t go on the defensive.
10
Source: CNET, 2010
#NAGWwebinar
The Bad
10 things you should never do
Go on the defensive.
10 A provocative Web video campaign
on behalf of G...
#NAGWwebinar
The Wow,
That ROCKS!
#NAGWwebinar
Wow
H&R Block
Social Media is
year-round.
• Despite their
seasonality, email
and social don’t
stop in summer ...
#NAGWwebinar
Wow
Downtown Council of Kansas City
Comment bait
is the new
link bait.
• Promotions that
gain interactions
ke...
#NAGWwebinar
Wow
Donna’s Dress Shop
Tell stories. Use images!
$
#NAGWwebinar
Wow
Donna’s Dress Shop
Extend the customer experience.
$
#NAGWwebinar
Wow
Country Music TV
Behind the scenes at events
• CMT’s website has a page that
aggregates tweets from artis...
#NAGWwebinar
Cross promote to grow.
Wow
Multi-media
$Invite your email subscribers to find you in
social media & vice vers...
#NAGWwebinar
Wow
American Century Investments
Augment existing sponsorships.
With all the industry regulations,
American C...
#NAGWwebinar
Ready for 2.0?
Don’t Just Add Social Media – Integrate It!
In 2014, you can't just launch a social media prof...
Social Media:
The Good, the Bad and
the Wow!
Jessica Best
jbest@emfluence.com
@bestofjess or @emfluence
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NAGW Webinar: Social Media - The Good, the Bad, and the WOW!

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Social Media best practices, presented by Jessica Best on the August 2014 NAGW webinar. In 2014, social media is no longer optional. At the very least, business leaders have to understand its impact and how it works. At its best, it's an impactful part of an integrated marketing strategy. This session is perfect for marketers who are already trying a social media channel or two or who are just dipping their toes into the social media water.

Learn 10 things you should always do in social media and and 10 things you should never do, plus see great ideas from those who are innovative in social media and do it well.

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NAGW Webinar: Social Media - The Good, the Bad, and the WOW!

  1. 1. Social Media: The Good, the Bad and the Wow! Jessica Best jbest@emfluence.com @bestofjess or @emfluence
  2. 2. #NAGWwebinar What is Social Media? Web- and mobile-enabled marketing & engagement channels that allow groups to generate content and engage in peer-to- peer conversations and exchange of content (examples are Facebook, YouTube, Twitter, blogs, email, etc.).
  3. 3. #NAGWwebinar The Draw of Social Media • Low barrier to entry • Immediate • Trackable • Cost-effective • Sharable @
  4. 4. #NAGWwebinar The Draw of Social Media • 60% of marketers say they have generated leads from social media sites, with over 50% of those having generated revenue from social media leads. • Because of this success, 65% of respondents plan to increase social media marketing budget in 2014. Source: webmarketing123
  5. 5. #NAGWwebinar What Social Media Isn’t • A strategy • A stand-alone channel • A magic pathway to success Social Media + Digital Marketing + Traditional combine to create successful communication. Marketing Strategy Digital marketing SEO Social Email PPC
  6. 6. #NAGWwebinar What Social Media Isn’t • FREE – It always costs your time, invested by you or your marketing/PR/customer service department – Budget $5K for paid/promoted posts, prizes for giveaways, message management tools and measurement tools – Budget $25K to hire a consulting firm for market and competitive research, social media strategy and execution and targeted paid ad placement
  7. 7. #NAGWwebinar Understand why you want to utilize these channels and what you want to accomplish. • Sales and Marketing • Branding • Web Traffic • Customer Support • Reputation Management • Hiring • SEO @
  8. 8. #NAGWwebinar What you’ll learn about Social Media if you stay awake The Good = YES 10 things you should always do The Bad = NO 10 things you should never do The Wow That Kicked Ass
  9. 9. #NAGWwebinar What you’ll learn about Social Media if you stay awake The Good = YES 10 things you should always do
  10. 10. #NAGWwebinar The Good 10 things you should always do Focus on the majors. • Facebook: 1.3 billion users spend 640 million minutes on Facebook each month • Twitter: 58 million tweets per day • LinkedIn: 2 new users every second • YouTube: 1 billion unique visitors each month Source: eMarketer, Socialnomics, LinkedIn, etc. 1
  11. 11. #NAGWwebinar The Good 10 things you should always do Focus on the majors. • 75.3% of B2C companies are the most active on Facebook, followed by 8.4% on Twitter and 6.2% on LinkedIn. • B2B companies are active more evenly across all three leading networks: 34.6% Facebook, 25.6% Twitter, and 25.3% LinkedIn. 1 Source: Social Media Examiner
  12. 12. #NAGWwebinar The Good 10 things you should always do Focus on the majors. What do you want to accomplish? Which channel(s) fit that goal best? 1 @
  13. 13. #NAGWwebinar The Good 10 things you should always do Know your audience. • Where are your prospects in Social Media? • How do they use Social Media? • Use Insights Tools on Facebook and Google Analytics & Alerts. 2
  14. 14. #NAGWwebinar The Good 10 things you should always do Know your audience. • Alerts.2
  15. 15. #NAGWwebinar The Good 10 things you should always do Listen first. • How are your customers/prospects using social media in your industry? • What do they pay attention to? 3
  16. 16. #NAGWwebinar The Good 10 things you should always do Engage. Have conversations. • Tweets and posts don’t have to stay on topic all the time. • Keep topics light. • Learn what gets people talking. • You want people to always pay attention to what you’re saying. 4
  17. 17. #NAGWwebinar The Good 10 things you should always do Engage. Have conversations. 4
  18. 18. #NAGWwebinar The Good 10 things you should always do Build relationships. • This is relational marketing. • Develop long-term relationships. 5
  19. 19. #NAGWwebinar The Good 10 things you should always do Be timely • Follow the trend, if/when it’s relevant to you. 6
  20. 20. #NAGWwebinar The Good 10 things you should always do Learn from the success of others. See how partners and competitors have successfully utilized social media to engage their customers. Every social media plan is unique. 7
  21. 21. #NAGWwebinar The Good 10 things you should always do Partner with others • Who else suits your audience and how can you play nicely together? 8
  22. 22. #NAGWwebinar The Good 10 things you should always do Share good “stuff” – Jason Falls • Share your own messages – Entertain, inform, engage • Share others 4-8x more than yourself 9
  23. 23. #NAGWwebinar The Good 10 things you should always do Go beyond promotion. • Social media provides easy access to reputation research and management. • Cast a wider net (think viral) for your newest rockstar employee. (or your next employer?) • Social media customer service can turn squeaky wheels into evangelists. 10
  24. 24. #NAGWwebinar The Good 10 things you should always do Go beyond promotion. 10 Within five minutes, @DunkinDonuts was following me on Twitter. Five more minutes and they had tweeted at me to send a direct message with my phone number. Five minutes later they called, asking to know which Dunkin' Donuts this happened at and what my experience had been. They took my address and a week later I received a $10 gift card.
  25. 25. #NAGWwebinar The Good 10 things you should always do Go beyond promotion. 10
  26. 26. #NAGWwebinar What you’ll learn about Social Media if you stay awake The Bad = NO 10 things you should never do
  27. 27. #NAGWwebinar The Bad 10 things you should never do Don’t post without a plan • Define your goals up front • Where/when can you find your customers or prospects in social? • How do you plan to interact with them? • How will you handle a crisis? 1
  28. 28. #NAGWwebinar The Bad 10 things you should never do Don’t post without a plan • Measure growth/engagement – Google Analytics, Facebook Insights, Crowdbooster Follower trends, click-throughs 1
  29. 29. #NAGWwebinar The Bad 10 things you should never do Don’t anticipate mega $$. • Social Media likely won’t be a cash cow. Dell’s old story is the exception. • Definitely consider ROI in your efforts if it’s part of your social media goals. • Customer happiness > revenue 2 $6MM
  30. 30. #NAGWwebinar The Bad 10 things you should never do Don’t ignore negative feedback. • Engage with your current customers as well as your prospects. • If one person asks, there are likely others watching to see your answer. • Respond to questions and feedback in a timely fashion. 3
  31. 31. #NAGWwebinar The Bad 10 things you should never do Don’t ignore negative feedback. 3 Source: Shel Holtz, 2011
  32. 32. #NAGWwebinar The Bad 10 things you should never do Don’t ignore negative feedback. Etsy’s blog: “If you see any offensive material on here, please let us know,” adding that comments are welcome. Comment: “If that’s the case, why is every single post related to this person gone? There have been multiple posts that I have personally viewed…and they have all been deleted…The way Etsy is responding to this issue is leaving a lot of your customers feeling as though their thoughts and feelings do not matter.” 3
  33. 33. #NAGWwebinar The Bad 10 things you should never do Don’t ignore negative feedback. That comment was deleted, too.3
  34. 34. #NAGWwebinar The Bad 10 things you should never do Don’t force the relationship. • Keep your audience aware of your presence, but don’t force the issue. • People are looking to be your ‘friend.’ • But, don’t get too personal. – Avoid inflammatory topics (politics, religion, etc.) 4
  35. 35. #NAGWwebinar The Bad 10 things you should never do Don’t do social media in a vacuum. • It works best as part of a larger marketing mix. • Strategy should come from the same main hub as other media. – Don’t make a Social Media strategy. Make a marketing strategy with a SM “spoke.” 5
  36. 36. #NAGWwebinar The Bad 10 things you should never do Don’t do social media in a vacuum. 5
  37. 37. #NAGWwebinar The Bad 10 things you should never do Don’t repeat others’ mistakes. • Don’t repeat what others have already done. • Understand WHY the mistake was made. 6
  38. 38. #NAGWwebinar The Bad 10 things you should never do Don’t treat people like dollar signs. • People engage because they are fans. Help them become your advocates. 7
  39. 39. #NAGWwebinar The Bad 10 things you should never do Don’t treat people like dollar signs. • If you’re B2B, be an expert! Educate your audience. 7
  40. 40. #NAGWwebinar The Bad 10 things you should never do Don’t be forgettable. • The second your posts get boring, people will begin to ignore you. 8
  41. 41. #NAGWwebinar The Bad 10 things you should never do Don’t ignore what employees. • Are employees positive or negative about your business? • Use social to create an online sense of community as your IRL business grows. • Find willing representatives. 9
  42. 42. #NAGWwebinar The Bad 10 things you should never do Don’t ignore what employees. 9
  43. 43. #NAGWwebinar The Bad 10 things you should never do Don’t go on the defensive. • Take feedback to heart. • Kill ‘em with kindness instead. • Legal action will confirm you as the “bad guy” 10
  44. 44. #NAGWwebinar The Bad 10 things you should never do Don’t go on the defensive. 10 Source: CNET, 2010
  45. 45. #NAGWwebinar The Bad 10 things you should never do Go on the defensive. 10 A provocative Web video campaign on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube, citing a copyright complaint. Cue plenty of free press for Greenpeace.
  46. 46. #NAGWwebinar The Wow, That ROCKS!
  47. 47. #NAGWwebinar Wow H&R Block Social Media is year-round. • Despite their seasonality, email and social don’t stop in summer & winter months. $
  48. 48. #NAGWwebinar Wow Downtown Council of Kansas City Comment bait is the new link bait. • Promotions that gain interactions keep you at the top of the news feed. $
  49. 49. #NAGWwebinar Wow Donna’s Dress Shop Tell stories. Use images! $
  50. 50. #NAGWwebinar Wow Donna’s Dress Shop Extend the customer experience. $
  51. 51. #NAGWwebinar Wow Country Music TV Behind the scenes at events • CMT’s website has a page that aggregates tweets from artists and event hosts on the night of the event. It provides awesome content that users want from CMT artists on the CMT main website to drive traffic “home.” $
  52. 52. #NAGWwebinar Cross promote to grow. Wow Multi-media $Invite your email subscribers to find you in social media & vice versa. Tell them WIIFM?
  53. 53. #NAGWwebinar Wow American Century Investments Augment existing sponsorships. With all the industry regulations, American Century legally prohibited from discussing $$. $
  54. 54. #NAGWwebinar Ready for 2.0? Don’t Just Add Social Media – Integrate It! In 2014, you can't just launch a social media profile or assign it to the person who is least busy in the office. Social media should be fully integrated into your business, from research & development to customer service to awareness and advocacy. Learn how to seamlessly integrate current and emerging social media channels into your organization's plan for success. 3 key takeaways: 1. Integrating for branding and advocacy 2. Integrating for better customer service & consistent customer experience 3. Learning to listen for more successful campaigns & outreach Speaker: Jessica Best Session time: Wed, Sept. 10 @ 1:30-2:45PM Venue: Breakout Room 2
  55. 55. Social Media: The Good, the Bad and the Wow! Jessica Best jbest@emfluence.com @bestofjess or @emfluence
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