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”
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>