Social CRM: Managing online relationships

Social CRM: Best Practices for Building & Managing Online Relationships Heidi Miller, Social Media Consultant, www.heidi-miller.com @heidimiller http://proﬁle.to/heidimillerWednesday, April 13, 2011 1

Goals, not tools @heidimiller #huzzahWednesday, April 13, 2011 2

Focus your strategy @heidimiller #huzzahWednesday, April 13, 2011 3

Focus your strategy • Who is your target audience? • What is your marketing goal(s)? • How will you measure success? @heidimiller #huzzahWednesday, April 13, 2011 3

Relationship Strategy • Whom do you want to reach? • Why? • What do you want them to do? • How can you help them? • How will you know when you’ve succeeded? • What are your current marketing goals? @heidimiller #huzzahWednesday, April 13, 2011 4

Where are your key inﬂuencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzahWednesday, April 13, 2011 5

Who are you trying to engage? @heidimiller #huzzahWednesday, April 13, 2011 6

% Growth of adults updating Twitter status @heidimiller #huzzahWednesday, April 13, 2011 7

Average Facebook User Proﬁle @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day ✦ More than 30 billion pieces of content are shared each day @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day ✦ More than 30 billion pieces of content are shared each day ✦ Users that access Facebook on mobile devices are twice as active as non-mobile users @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average Facebook User Proﬁle ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day ✦ More than 30 billion pieces of content are shared each day ✦ Users that access Facebook on mobile devices are twice as active as non-mobile users ✦ Facebook generates a staggering 770 billion page views per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8

Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9

Know your superpower @heidimiller #huzzahWednesday, April 13, 2011 10

Why should anyone interact with your brand? @heidimiller #huzzahWednesday, April 13, 2011 11

Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ @heidimiller #huzzahWednesday, April 13, 2011 11

Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ @heidimiller #huzzahWednesday, April 13, 2011 11

Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • After interacting with us will enjoy _________________ @heidimiller #huzzahWednesday, April 13, 2011 11

Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • After interacting with us will enjoy _________________ • While enabling ______________ @heidimiller #huzzahWednesday, April 13, 2011 11

Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • After interacting with us will enjoy _________________ • While enabling ______________ • Compared to _______________ @heidimiller #huzzahWednesday, April 13, 2011 11

Know before you Tweet... monitor @heidimiller #huzzahWednesday, April 13, 2011 12

Set up Google alert www.google.com/alert Your name Your brand Your product or service Competitor’s names Issues Keywords @heidimiller #huzzahWednesday, April 13, 2011 13

1. Enter search term @heidimiller #huzzahWednesday, April 13, 2011 14

1. Enter search term 2. Choose Everything @heidimiller #huzzahWednesday, April 13, 2011 14

1. Enter search term 2. Choose Everything @heidimiller #huzzah 3. Enter email & createWednesday, April 13, 2011 14

Build online reputation @heidimiller #huzzahWednesday, April 13, 2011 15

@heidimiller #huzzahWednesday, April 13, 2011 16

Be personalBe generousBe relevant @heidimiller #huzzahWednesday, April 13, 2011 16

Building Presence @heidimiller #huzzahWednesday, April 13, 2011 17

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content Reply promptly Twitter events with hashtag Participate in Follow Friday @heidimiller #huzzah • Comment on LinkedIn group postsWednesday, April 13, 2011 17

Expose yourself @heidimiller #huzzahWednesday, April 13, 2011 18

Act like a person... not a brand @heidimiller #huzzahWednesday, April 13, 2011 19

Express personality @heidimiller #huzzahWednesday, April 13, 2011 21

Be personable... without being too personal @heidimiller #huzzahWednesday, April 13, 2011 23

Keep a topical focus • Strategize your superpower keywords and topics • Focus 75% of your original content on those topics • Keep a clear content focus • Keep a clear brand identity @heidimiller @heidimiller #huzzah #huzzahWednesday, April 13, 2011 24

Setting up your Facebook proﬁle/Page @heidimiller #huzzahWednesday, April 13, 2011 25

Page or Person? Page Beneﬁts Page Drawbacks • Name as brand entity • Friends can’t friend you • Multiple admins • Friends can’t invite you to events • Access to analytics • Lack of desire to friend a brand • Can message over 5,000 fans • Updates go to a separate inbox • Can message all fans simultaneously • Unique ID with 25+ fans @heidimiller #huzzahWednesday, April 13, 2011 26

Proﬁle Basics • Use logo for Facebook Page • Use consistent, friendly, professional proﬁle photo everywhere else • Person’s face • No kids or pets • Create consistent one-line brand statement • Create consistent one-paragraph statement • Representatives should disclose company relationships • Use www.knowem.com to save name across SNS • Capture your brand or as close as you can get to it @heidimiller #huzzahWednesday, April 13, 2011 27

Proﬁle do’s • Basic info • Proﬁle photo • Relationships • Likes and interests • Education and work • Contact info @heidimiller #huzzahWednesday, April 13, 2011 28

Proﬁle do’s • Basic info • Proﬁle photo • Relationships • Likes and interests • Education and work • Contact info • Look like you • Convey your brand image @heidimiller • Convey a human being #huzzahWednesday, April 13, 2011 29

Proﬁle do’s • Basic info • Proﬁle photo • Relationships • Likes and interests • Education and work • Contact info • Consider relatives’ privacy wishes @heidimiller #huzzahWednesday, April 13, 2011 30

Proﬁle do’s • Basic info • Proﬁle photo • Relationships • Likes and interests • Education and work • Contact info @heidimiller #huzzahWednesday, April 13, 2011 31

Proﬁle do’s • Basic info • Proﬁle photo Add personal and professional activities • Relationships and interests • Likes and interests • Education and work Music, books and movies show your personality • Contact info @heidimiller #huzzahWednesday, April 13, 2011 31

Basic info • Hometown • Location • Birthday • Gender • Bio: tell a story @heidimiller #huzzahWednesday, April 13, 2011 32

Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzahWednesday, April 13, 2011 33

Set brand + others as Wall default @heidimiller #huzzahWednesday, April 13, 2011 34

Always let others post to your Wall @heidimiller #huzzahWednesday, April 13, 2011 35

Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzahWednesday, April 13, 2011 36

Say which humans are posting and listening @heidimiller #huzzahWednesday, April 13, 2011 37

Link back to site(s) Give mission statement Give product info Say which humans are posting and listening @heidimiller #huzzahWednesday, April 13, 2011 37

Page Notiﬁcations @heidimiller #huzzahWednesday, April 13, 2011 39

Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40

Setting up your Twitter proﬁle @heidimiller #huzzahWednesday, April 13, 2011 41

Proﬁle do’s @heidimiller #huzzahWednesday, April 13, 2011 42

Proﬁle do’s Handle: Descriptive, shortest version of your brand @heidimiller #huzzahWednesday, April 13, 2011 42

Proﬁle do’s List brand name Handle: Descriptive, shortest version of your brand @heidimiller #huzzahWednesday, April 13, 2011 42

Proﬁle do’s List brand name Handle: Descriptive, shortest version of your brand List email so friends can ﬁnd you via email @heidimiller #huzzahWednesday, April 13, 2011 42

Proﬁle do’s @heidimiller #huzzahWednesday, April 13, 2011 43

Proﬁle do’s Link to brand website @heidimiller #huzzahWednesday, April 13, 2011 43

Proﬁle do’s Link to brand website Bio: list beneﬁt statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzahWednesday, April 13, 2011 43

Twitter engagement best practices @heidimiller #huzzahWednesday, April 13, 2011 44

Answer the questions @heidimiller #huzzahWednesday, April 13, 2011 45

Answer the questions • What are you reading? • What are you commenting on? • What are you blogging? • What are you furious about? • What are you excited to see? • What do you need right now? @heidimiller • What are you wondering about? #huzzahWednesday, April 13, 2011 45

Answer the questions @heidimiller #huzzahWednesday, April 13, 2011 46

Answer the questions • What would you like to ask? • What are you participating in? • Who are you with? • What are you talking about? • What are you laughing about? • What are you rolling your eyes over? @heidimiller #huzzahWednesday, April 13, 2011 46

Which is more relevant? @heidimiller #huzzahWednesday, April 13, 2011 47

Which is more relevant? eating oatmeal ﬁghting off zombies @heidimiller #huzzahWednesday, April 13, 2011 47

Twitter conventions @heidimiller #huzzahWednesday, April 13, 2011 48

Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49

Mentions @heidimiller #huzzahWednesday, April 13, 2011 50

The Power of the ReTweet @heidimiller #huzzahWednesday, April 13, 2011 51

Rules of the ReTweet • Read the linked article • Give credit to original poster • Add a hashtag • Add a commentary • Shorten if necessary @heidimiller #huzzahWednesday, April 13, 2011 52

Conventions H/T = Hat tip (thanks/credit) CC = mention to speciﬁc followers via @follower = credit to original poster (after a RT) #FF = Follow Friday, a convention in which Twitterers @heidimiller list suggestions of cool people to follow on Fridays #huzzahWednesday, April 13, 2011 53

Shared Posting Tools •➡ www.cotweet.com Set up cotags ➡ Schedule Tweets ➡ Assign Tweets to team members ➡ Take and share notes on Twitter users •➡ www.hootsuite.com Set up cotags ➡ Schedule Tweets ➡ Schedule Facebook updates ➡ Get link stats @heidimiller #huzzahWednesday, April 13, 2011 54

Tips for relationship building • Be generous and gracious. Check your ego at the door. • Stay on topic. Post content related to your stated, keyword interests and expertise. • Don’t be That Guy: no blatant self-promotion. Help others ﬁrst and most. • Set guidelines and trust employees to be personable without being too personal. • Be omnipresent: take advantage of cross- posting automation. • Be a nerd: track and measure everything. • Be patient: allow yourself to make mistakes. • Be generous with comments, praise, likes, opinions, responses and reTweets. @heidimiller #huzzahWednesday, April 13, 2011 55

Social CRM: Best Practices for Building & Managing Online Relationships Heidi Miller, Social Media Strategist, www.heidi-miller.com @heidimiller http://proﬁle.to/heidimillerWednesday, April 13, 2011 56

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Social CRM: Managing online relationships

by Heidi Miller

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