Holistic Social Business

The Holistic Approach toSocial Media for Business
@Alexthegirl
On Twitter? Join the conversation using #socialBiz

The Holistic Approach to Social Media for Business

What Is Social media?
Social Media is always about what the reader, community or customer needs/wants.
Social Media isn’t about the company’s agenda, products, or services.
It shows that companies are human; great people behind a great brand that really cares about their product and community.
Social networks are humannetworks.

build community.
drive decision making.
answer questions.
build – or break – trust.
Allows for real-time engagement & response
connects to new customers in authentic ways.
strengthen bonds with current ones.
Inspire, educate and entertain.
What SOCIAL can do

How it Works
Gerry: Have great salespitch but no $$ or time to travel & pitch everywhere.
Gerry: Suggestions?
Ginger: Try @GoToWebinar! No travel, no room hire & you can pitch in your pj’s!
GINGER
Becomes a new Customer & Brand Advocate. Repeats Cycle.
GERRY
Not a GoToWebinar Customer. No Brand Awareness. Twitter User.
GERRY
GoToWebinar Customer through traditional channels. Twitter User.

Whois in

Sold! But the question is – where do we start?

Define Goals
Connect & Engage with existing & potential customers
Keep & Earn Trust
Expand Awareness
Drive Sales
Increase online brand share
Get Insights
Define Standards/Best Practices
Lead + Inspire
Connect + Engage
Create compelling, digestible, evergreen & relevant content
Brand holistically
Be Authentic
Be Strategic
Start at the very begin-ning

Define your Voice

Think ofgrammArschool

Define needs, tools & process

Create a Playbook
Educate team members on voice, tools
Report back insights
Educate
Monitoring is my life!

ENGAGE
MONITOR
ADVOCATE
Humanize brand (creative, conversations)
Listen & Accept
Respond quickly & directly
Be transparent
Solve problems
Connect
Internal
Content writers
Brainstormers
Brand news, awards, updates
External
Community of passionate defenders
Partnerships
Helpers
Comments &concerns internally
Real Time
Twitter
Facebook
YouTube
LinkedIn Groups
Slideshare
Daily
Blogs & Media
Forums
Other Networks

Community and Employees
Google Alerts
Hyperalerts
CoTweet, Hootsuite, Tweet Deck
Radian6 and Alterian6
Monitoring Tools

I need proof that
what we’re doing
is actually working.

SOCIAL ROI
$$
$$
Even though ROI doesn’t live here these measurements are very important.

Measure Success
Bi-Weekly, Monthly & Quarterly Reporting
Sentiment
Growth
Reputation
Areas of concern
Areas of opportunity
Campaign Effectiveness
Community Health
Content Call outs
Customer Service Issues & Opportunities
Product Feedback
Brand Advocates
=

Radian6 and Alterian SM2
CoTweet and CoTweet Enterprise
Google Analytics
Reporting Tools

Before I go in, what’s the mood in there?
Not good.
Someone said something about someone else who tweeted it to us and now on Facebook they’re mad.

Humanize your Brand
Listen and Accept – don’t censor
Respond directly
Be Transparent and Explain
Create opportunity
Fix the problem if there is one
Funnel comments/concerns internally
Build a Community of passionate defenders
Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway.
Dealwith Negativity

Own it
Honesty, accountability cohesion and timeliness are the best policies with employees and vendors.
If you’re not transparent your community, customers and competition will know and use this against you.
Employee representatives should be in on the planning to have “ownership” in a Crisis situation.

Three elements to crisis communication:
Monitor: industry news, partners, campaigns, social channels, customer service calls
Engage: Employees, Customers, Media, Partners, Brand Ambassadors, Communities
Advocate: Rally your actions, position, response
Things to note:
Someone else’s crisis could become yours
Time is critical – you don’t have any
Old and inaccurate online information can become truth
When is a crisis over? Sometimes its obvious, sometimes not.
Continue monitoring even when things seem to cool down – there could be a second wave
Note of what a crisis did to the company’s reputation and communicate that with all internal sources.
Crisis Management101

The Basic Channels

Purpose:
Short snippets of communication
Info Sharing
Great for:
Acquisition & reach
Real-time listening & hearing what others are saying about us
Responding instantly to anything (customer, crisis, partner)
Webinar & event promotions
Sharing resources, content
Promotions & campaigns
Keeping track of media & partners
Engagement with customers, partners, PR, employees etc.

Purpose:
Share multi-media content with a community that has chosen to ‘like’ you.
Good for:
Engagement
Feedback & Testing (these are customers who know the product)
Content Sharing (links, ideas, questions)
Webinar & Event Promotion
Contests
Polls
Photo & Video Sharing

Purpose:
Sharing Photos & Images
Good For:
Excellent SEO
Sharing event, company & employee photos that require high visibility
Infographics
Organizing Videos
Media/Bloggers (they can download, use, embed)
Sharing directly to Twitter

Purpose:
Videos (demos, news, internal events, promotions)
Notes:
2nd largest search engine
Can promote videos through paid program
Great for media/bloggers (Can embed files into blogs & get specific URL’s)
create play lists
favourite other videos
People can leave comments

Other greattools to use

So I guess Social Media
is going to stick around a little while
longer after all, isn’t it?
Yessir.
You can tell that social
Manager they have
Job security

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Holistic Social Business

by Girl at Play Media on Jun 16, 2011

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Holistic Social Business — Presentation Transcript