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Social Media Implementation Slides

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Workshop slides on 15 Oct

Workshop slides on 15 Oct

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  • 1. Social Media Implementation
  • 2. Workshop Outline
    • Listening – What are people talking about you?
    • 3. Planning your move into the social web
    • 4. Building an advocate community
    • 5. Control the conversation with an engagement policy
    • 6. Blogging to engage your audience
    • 7. Personalize your organization with Facebook
    • 8. Break the news with Twitter
    • 9. Making your organization interesting through video
  • 10. Listening – What People Are Talking About You Online?
  • 11. The Importance of Listening
    • People research products and services online before making a purchase
    • 12. They won't hesitate to share about their experiences
    • 13. Reviews by the public can influence consumers' attitude and behavior
    • 14. People are avoiding bad advertising campaigns, clueless PR, inefficient customer service
  • 15. What to Listen on Social Media?
    • The complaint - Watch for posts complaining about your products or services, company, and staff
    • 16. The compliment - Compliments can come in many forms. It could be a congratulations message about a recent award.
    • 17. The expressed need - The best way to watch for expressed needs is to look for keywords often used to describe those needs.
    • 18. The crowd - Topics will often pop up online that draw huge crowds from a page visits or commenting perspective.
    • 19. The influencer - Influencers within a space can carry a lot of weight.
    • 20. The crisis - Discussions happening in social media can serve as an early warning system before an issue goes mainstream.
  • 21. 5 Steps to Free Social Monitoring
    • Firefox – Allows you to include rss feeds of anything
    • 22. Igoogle – Free to create multiple dashboards
    • 23. Google Trends – Monitor your search traffic
    • 24. Google News Search – Monitor the media mention
    • 25. Google Blog Search – Monitor the blog mention
    • 26. FriendFeed.com – Monitor Facebook voices
    • 27. BoardReader.com – Monitor forums for mentions
    • 28. BackType.com – Monitor comments on blogs
    • 29. Twitter Advance Search – Brand mention on Twitter
  • 30. 5 Steps to Free Social Monitoring – Step 1 Now it’s your turn to build your own dashboard, you will need two things to start:
  • 32. 5 Steps to Free Social Monitoring – Step 2 Now that you have that, open up Firefox and go to the following sites:
      • BackType.com
      • 33. FriendFeed.com/search
      • 34. BoardReader.com
      • 35. blogsearch.google.com
      • 36. news.google.com
      • 37. Twitter Advance Search
  • 38. 5 Steps to Free Social Monitoring – Step 3
      Search for the terms you want to track
  • 39. 5 Steps to Free Social Monitoring – Step 4
      Now click on the RSS icon and you will have the option to add that query to your iGoogle homepage.
  • 40. 5 Steps to Free Social Monitoring – Step 5
      Go to your iGoogle page, click on “Add Stuff” in the top right hand side. Search for the following items and add them to your page:
      • Google Trends
  • 41.
      Planning Your Move Into The Social Web
    • Understand your target audience
    • 42. Develop your objectives
    • 43. Select your strategy
    • 44. Select your tactics
    • 45. Measure your success
  • 46.
      Understand Your Target Audience
    • Who are they? (Their age, gender)
    • 47. What are their interests/hobbies?
    • 48. What are their professions?
    • 49. What types of media will your targeted users likely use?
    • 50. What are they talking about already?
    • 51. What value can we provide in terms of knowledge, opinion or content?
    • 52. How can we earn their trust?
  • 53.
      Develop Your Objectives
    • Listening – using social media as “real time” research and gaining insights from listening to customers
    • 54. Talking – using conversations with customers to promote products or services
    • 55. Energizing – building brand stewardship; and identifying enthusiastic customers and using them to persuade others
    • 56. Supporting – making it possible for customers to help each other
    • 57. Embracing – turning customers into a resource for innovation
  • 58. Building an Advocate Community
    • Model One: Innovation
    • 59. Model Two: Corporate Voices
    • 60. Model Three: User-Generated Campaign
    • 61. Model Four: Loyalty
    • 62. Model Five: Enthusiasts
    • 63. Model Six: Association/Subcription
    • 64. Model Seven: Peer Support
    • 65. Model Eight: Events
  • 66.
      Model One: Innovation
    T he Objective
    • Creation of a new product
    • 67. Creation of a new service
    • 68. Major changes to a new product or service
    • 69. Market research into customer preferences
    • 70. Exploration of how to improve a business program (e.g., subscriber program, partner program, etc.)
    How Success is Measured
    • Number of Members vs. Number of Ideas
    • 71. Number of Acted on Ideas
    • 72. Latest Ideas
  • 73. Case Study – My Starbucks Idea
  • 74.
      Model Two: Corporate Voices
    The Objective
    • Executive dialogue: CEO, CTO, CMO, etc.
    • 75. Product or technology areas: direct communication between a product team and its users to keep them informed about news and activities and hear what they think.
    • 76. Corporate topics: provides a way to have a personal dialog with your market about topical issues (e.g., environmental, brand-related, etc.)
    How Success is Measured
    • Page Views Trend
    • 77. Number of Comments against Post Dates
    • 78. Number of Registered Users Trend
  • 79. Case Study – CNA Blogs
  • 80.
      Model Three: User-Generated Campaign
    The Objective
    • Branding campaign
    • 81. Product launch or major new release
    • 82. Lead generation program
    • 83. Launch of new company or division
    • 84. PR event or campaign
    How Success is Measured
    • Number of Contributions vs. Viewers Trend
    • 85. Number of Registered Users
    • 86. Most Recent Contributors (5 or 10)
  • 87. Case Study – NTUC Fairprice
  • 88.
      Model Four: Loyalty
    The Objective
    • You have a loyal base of customers with whom you would like to engage and reward
    • 89. You have a formal loyalty program that you’d like to build on
    How Success is Measured
    • Number of Members vs. Member Participation graph
    • 90. Number of Page Views Trend
    • 91. Top Contributing Members
  • 92. Case Study – Converse Japan
  • 93.
      Model Five: Enthusiasts
    The Objective
    • To stimulate a common passion in your audience
    • 94. Encourage members to share their thoughts and ideas on anything related to the theme as well as invite others that share the same interest.
    How Success is Measured
    • Number of Registered Users vs. Participation
    • 95. Page View Trend
    • 96. Profile Completeness
  • 97. Case Study – HungryGoWhere.com
  • 98.
      Model Six: Association/Subcription
    The Objective
    • Private community for your customers
    How Success is Measured
    • Number of Members vs. Member Activity Chart
    • 99. New Members this month (By level)
    • 100. Most Active Members
  • 101. Case Study - StartUp.biz
  • 102.
      Model Seven: Peer Support
    The Objective
    • Members can support each other
    • 103. Members who like to solve others’ problems
    How Success is Measured
    • Questions vs. Answers Trend Graph
    • 104. Total Questions vs. Open
    • 105. Total Answers ($ amount per answer option)
    • 106. Top Supporters
  • 107. Case Study – Hardware Zone
  • 108.
      Model Eight: Events
    The Objective
    • Builds and maintains buzz around an event
    How Success is Measured
    • Registrants vs. Participation graph
    • 109. Top Participants/Most Active Registrants
  • 110. Case Study - Twestival
  • 111.
      Select Your Tools
    Type Tool
  • 128.
      Measure Your Success
    • Content Metrics – Who is talking about you?
    • 129. Relevance Metrics – Are your content relevant to your audience?
    • 130. Impact Metrics – Can your content create call for action?
  • 131. Content Metrics Objectives Metrics Source Reveals Audience Blog posts, Recommendations, Tweets, video views Google Alerts, Techrigy, Social media platform providers Who is talking about you; What people are saying about you or your industry
  • 132. Relevance Metrics Objectives Metrics Source Reveals Influence Time on site Bounce rate Web analytics, Google analytics The value of the options and conversations to those interested in purchase. Engagement
    • Pass Alongs
    • 133. Comment to post ratio
    • 134. Podcast listens or video views
    Web analytics, Google analytics The interest levels in your message: Are customers willing to pass referral? Loyalty
    • Blog post for brand
    • 135. Recommendations
    • 136. Tweets or status updates
    Google alerts, Techrigy, blog search The context and intensity of blog posts. Are people sticking up to you?
  • 137. Impact Metrics Objectives Metrics Source Reveals Audience Referers, demographics Web analytics, Google analytics To whom your social media campaign is appealing? Influence loyalty Time on site, bounce rate Web analytics, Google analytics, repeat customers How involve your audience is with your message and brand, product or service as a result of your exposure to social media Action Conversations, reviews, recommendations, tweets and status updates Web analytics, Google analytics, reviews and ratings The number of times a desired outcome occurs following exposure to your holistic campaign
  • 138. Social Media Engagement Policies
  • 139. Statistics
    • 63% of businesses fear that social networking endangers their corporate security (Sophos, April 2009)
    • 140. More than one in three businesses have no policies concerning the use of social media sites such as Facebook and Twitter in the workplace (Russell Herder and Ethos Business Law, August 2009 )
    • 141. 71% of IT departments block users from social networking (American Management Association, July 2009 )
  • 142. Case Study – Getting Fired
  • 143. Getting Fired in 140 Characters or Less Cisco Fatty : "Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” Cisco : "Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web."
  • 144. 10 Must Haves for Your Social Media Policy
    • Introduce the purpose of social media
    • 145. Be responsible for what you write
    • 146. Be authentic
    • 147. Consider your audience
    • 148. Exercise good judgment
    • Understand the concept of community
    • 149. Respect copyrights and fair use
    • 150. Remember to protect confidential & proprietary info
    • 151. Bring value
    • 152. Productivity matters
    Guideline Database : socialmediagovernance.com
  • 153. Blog Marketing
  • 154. Blog Marketing
    • Who Should Blog
    • 155. Topics You Can Write About
    • 156. 5 Source For Headlines Ideas
    • 157. Develop a Plan For Your Blog
    • 158. Two Ways to Kickstart Your Blog
    • 159. Handling Comments and Feedback
  • 160. Why Start a Business Blog?
    • A blog allows your business to engage with current and potential customers in a direct, informal, no-pressure way.
    • 161. Because of its collaborative nature, a blog can help you gain insight into customers' needs and interests.
    • 162. A blog can make your company appear more "alive'' and approachable.
    • 163. Blogs cost little, if any, money. Some public blogging sites are free; others charge only nominal fees.
  • 164. Who Should Blog?
  • 165. Who Should Blog?
  • 166. Who should Blog?
  • 167. Topics You Can Write About
  • 173. Build a List
  • 174. Product Comparision
  • 175. Consumer Report
  • 176. Tutorials
  • 177. Tutorials (Video)
  • 178. Reviewing Online Tools or Services
  • 179. Guest Posts or Interviews
  • 180. 4 Source For Headlines Ideas
  • 184. Magazine Cover
  • 185. Newspaper Headlines
  • 186. Google Reader
  • 187.
      Develop a plan for your blog
    Step 1: Calculate how many posts you want to post in the coming week Step 2: Set up a spreadsheet or table in a word document Step 3: Take the list of ideas that you’ve previously brainstormed and begin to slot them into the empty slots in the table Step 4: For each post that you slot in write a sentence or two about what the post is about
  • 188. Editorial Calendar
  • 189.
      Two Ways to Kickstart Your Blog
    • Start With Your Current Network
    • 190. Leverage Other Places Where you Have a Presence
  • 191. Start With Your Current Network
  • 196.
      Leverage On Places Where You Have a Presence
  • 202. Handling Comments and Feedback http://bit.ly/10GqFj
  • 203. Handling Comments and Feedback
    • If someone is leaving negative comments about your company, respond
    • 204. Be thankful and polite
    • 205. If commenters are jumping to the wrong conclusion about your company, kindly correct them
    • 206. Thank them for their feedback and provide an avenue for them to give feedback
  • 207. Facebook Marketing
  • 208. Facebook Marketing
    • Creating an attractive profile page
    • 209. How to create and leverage on facebook page for your business
    • 210. Supporting your Facebook marketing campaign with social ads
  • 211. Introduction to Facebook
    • More than 1,400,000 Singapore accounts and more than 300 million accounts world wide
    • 212. The fastest demographic is those 30 years old and older
    • 213. Average user has 150 friends
    • 214. More than 4 million users become fans of pages each day
  • 215.
      Creating an Attractive Profile Page
    • Make your profile photo fabulously attractive
    • 216. Fill out your profile
    • 217. Spice up your profile
  • 218.
      Make Your Profile Photo Fabulously Attractive
  • 219. Fill Up Your Profile
  • 220. Fill Up Your Profile
  • 221. 5 Elements of a Successful Facebook Page
    • Networking with other platforms
    • 222. Creating a resource
    • 223. Creating contests that include participation
    • 224. Empowering pre-existing pages
    • 225. Targeting the proper demographic
  • 226.
      Become a Resource Center
  • 227.
      Creating Contests That Include Participation
  • 228.
      Empowering Pre-Existing Pages
  • 229.
      Targeting the proper demographic
  • 230.
      Supporting your Facebook marketing with social ads
  • 231. Social Ad Dashboard
  • 232. Social Ads Report
  • 233. Twitter Marketing
  • 234. Twitter Marketing
    • Introduction to Twitter
    • 235. Businesses Using Twitter
    • 236. Twitter Etiquette
    • 237. Tools That Make Tweeting a Breeze
  • 238. Introduction to Twitter
  • 239. What Can Twitter Do For You
  • 240. Customer Service
  • 241. Poll on Twitter
  • 242. Discounts on Twitter
  • 243. DellOutlet
  • 244.
      Annouce Job Openings - MTV
  • 245.
      Annouce Job Openings - AT&T
  • 246. Tweeples Spread Your Msg to Others
  • 247. Help to Organize Meetup
  • 248. Tampines 1 Using Twitter
  • 249. InSing Using Twitter
  • 250. StarHub Using Twitter
  • 251. Twitter Etiquette
    • A complete bio and avatar pic. We want to know who you are
    • 252. Be yourself. It is ok and welcome to be different on twitter
    • 253. Promoting others and talking with others is a great way to show your participation to the community.
    • 254. Only blurting out your information and links doesn’t usually come off as friendly or community-minded.
    • 255. Remember, Twitter is a conversation
  • 256. Tools That Make Tweeting a Breeze
  • 264. TweetDeck
  • 265.
      HootSuite
  • 266. Twtpoll
  • 267. TwtQpon
  • 268. Geochirp
  • 269. Smsyo
  • 270. Selective Twitter Status (FB)
  • 271. Twitterholics
  • 272. Video Marketing
  • 273. Video Marketing
    • Introduction to video marketing
    • 274. Tips For Producing More Effective YouTube Videos
    • 275. Type of video content
    • 276. Successful video case studies
    • 277. Not so successful video case studies
    • 278. Tools you can use to produce videos
  • 279. Introduction to video marketing
    • YouTube users upload 15 hours of video every minute of the day . . .
    • 280. YouTube has about 345 million worldwide monthly visitors (80 million in the U.S.)
    • 281. Compete.com says YouTube visitors surf about 14 pages per visit
    • 282. By 2013, U.S. consumers will spend as much time consuming video as they do sleeping
    • 283. 26.57 - average age of uploader
  • 284. Tips For Producing More Effective YouTube Videos
    • Be entertaining – Give the people what they want
    • 285. Be informative – People on YouTube might come for the entertainment, but they will stay for the information
    • 286. Go for the funny – The majority of top rated videos on YouTube are funny ones.
    • 287. Keep it short – Videos should be no more than 2-3 mins. The shorter, the better
    • 288. Avoid the Hard Sell – If a video feels like an ad, most Youtube viewers will avoid it like the plague
    • 289. Design for remixing – Design a video that can be edited, adding their own dialog and music
  • 290. Type of Video Content
    • Infomercials
    • 291. Product Presentations or Demonstrations
    • 292. Customer Testimonials
    • 293. Company Introductions
    • 294. Expert Presentations
  • 295. Successful Case Studies
    • YouBlendIt
    • 296. Guy Catches MSI Laptop With His Butt
    • 297. Sony Vaio
  • 298. Failed Case Studies
    • MDA Rap
    • 299. Motrin Mom Commerical
  • 300.
      Tools You Can Use to Produce Videos
  • 302. Contact Me
    • Email @ [email_address]
    • 303. Facebook: facebook.com/rodericklow
    • 304. Facebook Page: facebook.com/kinetiqbuzz
    • 305. Twitter: twitter.com/rodericklow
    • 306. Blog: expeditusmedia.com