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Holistic Social Business

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  • Storytelling – Peter Gruber’s book, “Tell to Win”
  • Transcript

    • 1. THE HOLISTICAPPROACH TOSOCIAL MEDIA BY @ALEXTHEGIRLFOR BUSINESS O N A P R I L 2 0 11 J O I N T H E C H AT O N TWITTER USING #SOCIALBIZ
    • 2. The Holistic Approach to Social Media for Business
    • 3. WHAT IS Social  Media  is  always  about  what  the   SOCIAL reader,  community  or  customer  needs/ wants.     MEDIA? 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 human networks.The Holistic Approach to Social Media for Business
    • 4. •  build community. •  drive decision making. WHAT •  answer questions. SOCIAL •  build – or break – trust. •  Allows for real-time engagement & C A N DO response •  connects to new customers in authentic ways. •  strengthen bonds with current ones. •  Inspire, educate and entertain.The Holistic Approach to Social Media for Business
    • 5. HOW IT WORKS Gerry: Have great Ginger: Try sales pitch but no $$ @GoToWebinar! No or time to travel & travel, no room hire & pitch everywhere. you can pitch in your Gerry: Suggestions? pj’s! GERRY GERRY GINGER Not a GoToWebinar GoToWebinar Becomes a new Customer. No Customer through Customer & Brand Brand Awareness. traditional channels. Advocate. Repeats Twitter User. Twitter User. Cycle. The Holistic Approach to Social Media for Business
    • 6. Web Team Demand Engineers Gen Media PMMs Webinar Radio Team Internal EventsWHO CommsIS IN Employees ONLINE BRAND PR Social Media HR Affiliates SEO Customer Insights CRM Sales Creative Customer Service The Holistic Approach to Social Media for Business
    • 7. Sold! But the question is – where do we start?The Holistic Approach to Social Media for Business
    • 8. DEFINE 1 Brand or Company Voice & PersonaYOUR 2 Blog Facebook Twitter YouTubeVOICE 3 About About Bio About Content Mission Content Content Response Content Response Channel Info Writers Response Skin Skin The Holistic Approach to Social Media for Business
    • 9. THINK OFGRAMMARSCHOOL Who •  Internal needs or customer needs What •  Blog post, video, outreach, service, update When •  Calendar, campaign, product, PR, real-time events Where •  Facebook, Slideshare, YouTube, Blog, Flickr, Tumblr, Twitter, blogger outreach Why •  The needs of your community. Your goals. How •  Create, execute & measure The Holistic Approach to Social Media for Business
    • 10. DEFINENEEDS,TOOLS &PROCESS The Holistic Approach to Social Media for Business
    • 11. EDUCATE •  Create a Playbook •  Educate team members on voice, Monitoring tools is my life! •  Report back insightsThe Holistic Approach to Social Media for Business
    • 12. MONITOR ENGAGE ADVOCATEReal  Time   Humanize  brand  (creative,   Internal   •  Content  writers  •  Twitter   conversations)   •  Brainstormers  •  Facebook   •  Brand  news,  awards,   updates  •  YouTube   Listen  &  Accept   External  •  LinkedIn  Groups   Respond  quickly  &  directly   •  Community  of    •  Slideshare   passionate  defenders   Be  transparent   •  Partnerships  Daily   •  Helpers  •  Blogs  &  Media   Solve  problems   Comments  &concerns  •  Forums   Connect   internally  •  Other  Networks     The Holistic Approach to Social Media for Business
    • 13. MONIT •  Community and Employees •  Google AlertsORING •  •  Hyperalerts CoTweet, Hootsuite, Tweet DeckTOOLS •  Sprout Social, Radian6 and Alterian6The Holistic Approach to Social Media for Business
    • 14. I need proof that what we’re doingis actually working. The Holistic Approach to Social Media for Business
    • 15. SOCIAL ROI Non- FinancialInvestment Action Reaction financial Impact Impact Even though ROI doesn’t live here these measurements are very important. Marketing Creative GCS Metrics PR UX Customer CRM Insights The Holistic Approach to Social Media for Business
    • 16. MEASURESUCCESS Bi-Weekly, Monthly & ROI Quarterly Reporting   •   Sentiment Metrics •  Growth •  Reputation Reaction •  Areas of concernDefine •  Areas of opportunity •  Campaign Effectiveness Leads •  Community Health •  Content Call outs •  Customer Service Issues & Retention Opportunities •  Product Feedback •  Brand Advocates Acquisition   The Holistic Approach to Social Media for Business
    • 17. REPOR •  Radian6 and Alterian SM2 •  CoTweet and CoTweet EnterpriseTING •  Google AnalyticsTOOLSThe Holistic Approach to Social Media for Business
    • 18. 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.The Holistic Approach to Social Media for Business
    • 19. 1.  Humanize your Brand 2.  Listen and Accept – don’t censor 3.  Respond directlyDEAL 4.  Be Transparent and ExplainWITH 5.  Create opportunityNEGATIVITY 6.  Fix the problem if there is one 7.  Funnel comments/concerns internally 8.  Build a Community of passionate defenders 9.  Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway. The Holistic Approach to Social Media for Business
    • 20. 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.The Holistic Approach to Social Media for Business
    • 21. Three  elements  to  crisis  communication:   •  Monitor:    industry  news,  partners,  campaigns,   social  channels,  customer  service  calls   •  Engage:  Employees,  Customers,  Media,  CRISIS Partners,  Brand  Ambassadors,  Communities   •  Advocate:  Rally  your  actions,  position,  response  MANAGEMENT Things  to  note:   •  Someone  else’s  crisis  could  become  yours  101 •  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.  The Holistic Approach to Social Media for Business
    • 22. THE BASICCHANNELS
    • 23. 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.The Holistic Approach to Social Media for Business
    • 24. 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 SharingThe Holistic Approach to Social Media for Business
    • 25. 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 TwitterThe Holistic Approach to Social Media for Business
    • 26. 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 commentsThe Holistic Approach to Social Media for Business
    • 27. OTHERGREATTOOLSTO USEThe Holistic Approach to Social Media for Business
    • 28. 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 securityThe Holistic Approach to Social Media for Business

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