Time-out
How do your customers feel? Are they upset?
What are they saying?   What are they saying?
Where do they go for help?   Can you control the Message?
Do you talk to them? Their clothing has been ruined and they want to know why?
Are they getting creative with complaints?
United Airlines ignored advice This cost United Airlines Over $180 million
So lets take a look at your customers
This is an internet map showing user activity
Overwhelming isn't it You are here
Break it into bite sized chunks
Split the community into groups COLLECTORS CRITICS CREATORS CAMPAIGN BUZZ JOINERS SPECTATORS
Here’s your (creators) <ul><li>Bloggers </li></ul><ul><li>Video makers </li></ul><ul><li>Podcast creators </li></ul>
These are your (critics) <ul><li>Answers Yahoo </li></ul><ul><li>Reviews - Trip advisor </li></ul><ul><li>Changes to Wikis...
The (Collectors) <ul><li>Adding tags to posts </li></ul><ul><li>Categorising content </li></ul><ul><li>Voting on content <...
The (Joiners) <ul><li>Updates on facebook </li></ul><ul><li>Retweets in Twitter </li></ul><ul><li>Pokes in facebook </li><...
The (spectators) <ul><li>Consumers </li></ul><ul><li>RSS readers </li></ul><ul><li>Blog lovers </li></ul><ul><li>Tripadvis...
The (inactives) Yawn …
This is what is called the social eco system <ul><li>C reators </li></ul><ul><li>C ritics </li></ul><ul><li>C ollectors </...
So how can we use this  Knowledge?
Mid 30’s – Female - UK
Are they ready? x x x x
But what if it Fails?
The Fresh egg   approach I’m here, don’t get up
Monitor your BUZZ Networks Set Conversation Reach Stats Noted Collect Stats Launch campaign Goals chosen Tracking set Harv...
Listen to your community
Know your community Blaa Blaa Blaa Blaa Blaa Blaa
Put your community to work Oi, hands. Cheeky
Track your reach
Use FREE tools
Manage Reputation You don’t have  A Twitter account? My hooves hit Too many keys
Empower learning!
Then Rinse …..
Repeat >> Moo Tweet
<ul><ul><li>Talk to us </li></ul></ul>What You can do tomorrow: Woofie!
The end . .
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Socialmediamagic Part2

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Giving away our trade secrets at the Magic Circle, London - here social media guru Claire Stokoe highlights free tools for us all to use

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  • Thankyou Gavin. Ok I am Claire and I handle the social media for Fresh Egg Over the next 20 mins or so I’m going to be talking about – Customer service – Community – engagement and what Fresh Egg have to offer
  • Ask yourself these questions quickly and hold those answers in your mind throughout the presentation – How do your customers feel about the service you give them?
  • Do you know what they are saying about you – your products and services online?
  • The worry is, if your not answering these peoples questions … only the uninformed are answering these questions on your behalf?
  • If you do know what they are saying and where? Have you started a dialogue with them? Resolved their issues
  • This is a good example of reputation management handled appallingly by United Airlines. The people who have heard of this, please bear with me. Basically, United Airlines customer Dave Carrol, was travelling with his band on a United Airlines flight out of Chicago went he noticed the cargo guys throwing around guitar cases. Subsqently Dave founf out that his guitar had been snapped and was refused any compensation. So Dave a pretty creative guy annonced on his blog that he was going to make 3 songs about how badly United had treated him. Days after the first song “United breaks guitars hit YouTube, it had 3.2 million views and 14,000 comments. But what affect could that have on United right?
  • The bad PR from the ‘Videos’ sent United’s stock plummeting by 10% costing their shareholders around 180 million dollars – this is the power of social media
  • So we have talked about what they are saying, where and how… but lets look at who is saying it
  • Its not the solar system, this is actually user activity online based on I.P’s. The big white nodes that look like supernovas are likely to be sites like Amazon and Youtube
  • Your probably right about there. So lets get a bit closer to them, get to know them a bit better
  • This is where we are going to ‘get to know our targets’
  • This is a chart of activity sectors, so think about that big universal map and try and imagine it fitting into different boxes
  • These guys are your Creators – bloggers, hands on video makers and podcast hosts
  • These are your Critics, these are the guys you would go to, to ask if you can feed goldfish food to your Koi carp? Or Sarah on Trip advisor who said that apartment in Spain had a horrible pool
  • These are your Collectors, These guys are the people categorizing all the information with descriptions, and tags and voting on content so it goes viral
  • These guys are your Joiners, they are your friends on Facebook, the people who send you MSN updates,
  • These guys are you and me, your kids, your mum and dad, grandma, aunt…. People reading blogs, watching that video of the cat playing the piano, buying DVD’s from Amazon and booking a last minute trip to Paris
  • These guys are useless – but cute
  • So now you know your social eco system, what drives them? Where do they hang out?
  • Lets Digg in and see how we can use this
  • This is a quick advantage of how to use these groups; lets say this is your target group. You can see all the relevant social sectors where this groups is active so you can start planning a campaign – BUT
  • No one in this age bracket are really creators or Editors answering questions in that area or Collectors, tagging the content so it can be found by the relevant communities. So any campaign would have to be focused towards Joiners and Spectators
  • So what if it does, this is online – they’ll forgive you. Just take the cheese off your head and start again
  • So whats the Fresh egg approach? Lets take a look a look at a Campaign cycle
  • I’ll break this all down in a second, but lets look at this. It has a beginning – Goals Chosen and an end – Harvesting buzz. But the interesting bit is where you hand it over to the communities – that ’ s where those little stick guys are
  • Listen to what the communities are saying, this guides you towards those who will help you. Hands up who listens to what is being said about their business online? A ll 2 of you, ok …
  • This is a community map that I created for a client, I ’ve listened to the community;s, plotted were the influencial individuals are hanging out and these will be the grass roots of my campaign
  • Once you kn ow who they are, you can give them interesting content, tools, videos anything and them them do what they do best – promote it
  • Your tracking helps you see where this content goes, how far does it travel? Who carries it? Who reads?
  • Track your own brand terms, employees and products using the free tools that we have given you in the keys Use Google alerts Monitor them every day and learn what your customers are saying about you?
  • A fun excerise to do is: Monitor your competitors keywords Find out what people are saying about them Find out how they are engaging This is FREE research!!
  • Everything you need to know is out there Identify a resource in your business who can make this happen for you – find your own “Liberty Dan”
  • Socialmediamagic Part2

    1. 1. Time-out
    2. 2. How do your customers feel? Are they upset?
    3. 3. What are they saying? What are they saying?
    4. 4. Where do they go for help? Can you control the Message?
    5. 5. Do you talk to them? Their clothing has been ruined and they want to know why?
    6. 6. Are they getting creative with complaints?
    7. 7. United Airlines ignored advice This cost United Airlines Over $180 million
    8. 8. So lets take a look at your customers
    9. 9. This is an internet map showing user activity
    10. 10. Overwhelming isn't it You are here
    11. 11. Break it into bite sized chunks
    12. 12. Split the community into groups COLLECTORS CRITICS CREATORS CAMPAIGN BUZZ JOINERS SPECTATORS
    13. 13. Here’s your (creators) <ul><li>Bloggers </li></ul><ul><li>Video makers </li></ul><ul><li>Podcast creators </li></ul>
    14. 14. These are your (critics) <ul><li>Answers Yahoo </li></ul><ul><li>Reviews - Trip advisor </li></ul><ul><li>Changes to Wikis </li></ul><ul><li>Advice on products </li></ul>
    15. 15. The (Collectors) <ul><li>Adding tags to posts </li></ul><ul><li>Categorising content </li></ul><ul><li>Voting on content </li></ul><ul><li>Sharing content </li></ul>
    16. 16. The (Joiners) <ul><li>Updates on facebook </li></ul><ul><li>Retweets in Twitter </li></ul><ul><li>Pokes in facebook </li></ul><ul><li>MSN messages </li></ul>
    17. 17. The (spectators) <ul><li>Consumers </li></ul><ul><li>RSS readers </li></ul><ul><li>Blog lovers </li></ul><ul><li>Tripadvisor visitors </li></ul><ul><li>Podcast subscribers </li></ul>
    18. 18. The (inactives) Yawn …
    19. 19. This is what is called the social eco system <ul><li>C reators </li></ul><ul><li>C ritics </li></ul><ul><li>C ollectors </li></ul><ul><li>S pectators </li></ul><ul><li>J oiners </li></ul><ul><li>I nactive’s </li></ul>
    20. 20. So how can we use this Knowledge?
    21. 21. Mid 30’s – Female - UK
    22. 22. Are they ready? x x x x
    23. 23. But what if it Fails?
    24. 24. The Fresh egg approach I’m here, don’t get up
    25. 25. Monitor your BUZZ Networks Set Conversation Reach Stats Noted Collect Stats Launch campaign Goals chosen Tracking set Harvest Buzz Actions BUZZ
    26. 26. Listen to your community
    27. 27. Know your community Blaa Blaa Blaa Blaa Blaa Blaa
    28. 28. Put your community to work Oi, hands. Cheeky
    29. 29. Track your reach
    30. 30. Use FREE tools
    31. 31. Manage Reputation You don’t have A Twitter account? My hooves hit Too many keys
    32. 32. Empower learning!
    33. 33. Then Rinse …..
    34. 34. Repeat >> Moo Tweet
    35. 35. <ul><ul><li>Talk to us </li></ul></ul>What You can do tomorrow: Woofie!
    36. 36. The end . .

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