Why go social?

Thursday, March 1, 2012 1

WHY SOCIAL?Thursday, March 1, 2012 1

NW Women’s Conference Why SOCIAL? 2012 HEIDI MILLER @heidimillerThursday, March 1, 2012 2

@heidimiller www.heidi-miller.comThursday, March 1, 2012 3

“We should be on TWITTER” ‘If you don’t know where you are going, any road will get you there. Lewis Carroll WHY? @heidimiller www.heidi-miller.comThursday, March 1, 2012 3

Your KNOW Where you’re going. What are your goals? STRATEGY @heidimiller www.heidi-miller.comThursday, March 1, 2012 4

Your KNOW Where you’re going. What are your goals? STRATEGY KNOW What success looks like. How will you measure? @heidimiller www.heidi-miller.comThursday, March 1, 2012 4

Your KNOW Where you’re going. What are your goals? STRATEGY KNOW What success looks like. How will you measure? Where your inﬂuencers reside and strategize your KNOW participation accordingly. @heidimiller www.heidi-miller.comThursday, March 1, 2012 4

Your KNOW Where you’re going. What are your goals? STRATEGY KNOW What success looks like. How will you measure? Where your inﬂuencers reside and strategize your KNOW participation accordingly. Who your key inﬂuencers are and what they care about in KNOW order to strategize relevant content. @heidimiller www.heidi-miller.comThursday, March 1, 2012 4

TRUST @heidimiller www.heidi-miller.comThursday, March 1, 2012 5

A PERSON LIKE ME TRUST Rose 22% over 2011, beating out CEOs, analysts, government ofﬁcials and NGO reps. @heidimiller www.heidi-miller.comThursday, March 1, 2012 5

TRUST REGULAR EMPLOYEE Rose 16% over 2011, greatest increase since 2001. Also topping out over the CEO, analysts and government and NGO reps. @heidimiller www.heidi-miller.comThursday, March 1, 2012 5

TRUST CEO Declined sharply 12% since 2011, the biggest drop in Edelman Trust Barometer history. @heidimiller www.heidi-miller.comThursday, March 1, 2012 5

TRUST TRUST IN SOCIAL MEDIA Trust in media was the only category to rise, with social media gaining 75% over 2011. @heidimiller www.heidi-miller.comThursday, March 1, 2012 5

‘ PR contributes to the brand personality, perception and resonance of a company. It is the voice. It shapes the companys personality. It helps keep companies, products and services on the radar screens of their customers. Brian Solis WHAT SOCIAL MEDIA IS @heidimiller www.heidi-miller.comThursday, March 1, 2012 6

‘ Always be a ﬁrst-rate version of yourself, instead of a second-rate version of somebody else. Judy Garland Social media is... PERSONABLE @heidimiller www.heidi-miller.comThursday, March 1, 2012 7

PERSONABLE @heidimiller www.heidi-miller.comThursday, March 1, 2012 8

SHOWS PERSONALITY PERSONABLE People are more likely to follow proﬁles with a photo. And more likely to follow a proﬁle with a headshot rather than a brand logo. @heidimiller www.heidi-miller.comThursday, March 1, 2012 8

PERSONABLE DON’T BE A JERK This agency representative was ﬁred after representing Chrysler publicly in an unﬂattering manner. @heidimiller www.heidi-miller.comThursday, March 1, 2012 8

PERSONABLE BE YOURSELF No need to be all business. Be on topic, and feel free to share your integrated self. @heidimiller www.heidi-miller.comThursday, March 1, 2012 8

‘ A conversation is a dialogue, not a monologue. Social media is... Truman Capote A CONVERSATION @heidimiller www.heidi-miller.comThursday, March 1, 2012 9

CONVERSATION @heidimiller www.heidi-miller.comThursday, March 1, 2012 10

CONSISTENT WITH THE BRAND CONVERSATION Comcast team monitors keywords and is trained to reply with “Can I help?” or “What’s going on?” and ask for a DM with account number. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10

CONVERSATION PERSONABLE Representatives should show their personalities and broad interests in their bios and in their posts. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10

CONVERSATION INITIATES CONVERSATION Don’t just self-promote; ask questions to begin conversations. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10

CONVERSATION CONTINUES CONVERSATION Conversation grows organically, not just around the product/service. Respond. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10

‘ A man has no more character than he can command in a time of crisis. Social media is... Ralph W. Sockman A CRISIS CHANNEL @heidimiller www.heidi-miller.comThursday, March 1, 2012 11

CRISIS CHANNEL @heidimiller www.heidi-miller.comThursday, March 1, 2012 12

CRISIS GOOD IN A PINCH CHANNEL Social channels provide a way to offer timely content in an immediate manner to people with whom credibility and trust has been established. @heidimiller www.heidi-miller.comThursday, March 1, 2012 12

CRISIS CHANNEL MOM SLAMS THE TSA Mom blogger writes that her son was taken from her during a TSA search. @heidimiller www.heidi-miller.comThursday, March 1, 2012 12

CRISIS CHANNEL TSA RESPONDS TSA responds on the same day with post titled “Response to The TSA Took My Son.” @heidimiller www.heidi-miller.comThursday, March 1, 2012 12

CRISIS CHANNEL MULTIMEDIA The TSA post not only contains video evidence proving the blogger’s claims were false, but also included nine additional video views of the incident. @heidimiller www.heidi-miller.comThursday, March 1, 2012 12

Monitor key channels 24/7 and respond immediately. 24 hours CRISIS TIMING is too long. CHANNEL @heidimiller www.heidi-miller.comThursday, March 1, 2012 13

Monitor key channels 24/7 and respond immediately. 24 hours CRISIS TIMING is too long. CHANNEL Personable without being too personal. Sincere, human TONE apologies go a long way. @heidimiller www.heidi-miller.comThursday, March 1, 2012 13

Monitor key channels 24/7 and respond immediately. 24 hours CRISIS TIMING is too long. CHANNEL Personable without being too personal. Sincere, human TONE apologies go a long way. Never delete comments. Don’t lie; the internet will ﬁnd out ENGAGEMENT and punish you. Choose which comments deserve individual responses. @heidimiller www.heidi-miller.comThursday, March 1, 2012 13

Monitor key channels 24/7 and respond immediately. 24 hours CRISIS TIMING is too long. CHANNEL Personable without being too personal. Sincere, human TONE apologies go a long way. Never delete comments. Don’t lie; the internet will ﬁnd out ENGAGEMENT and punish you. Choose which comments deserve individual responses. Take immediate action to solve the issue. Fire the employee, ACTION offer to retrain the staff. @heidimiller www.heidi-miller.comThursday, March 1, 2012 13

Non- social ‘ Don’t be evil. Larry Page WHAT SOCIAL MEDIA ISN’T @heidimiller www.heidi-miller.comThursday, March 1, 2012 14

WHAT SOCIAL IMPERSONAL MEDIA Social media isn’t ISN’T about acting like a corporation; the best engagement comes from acting like a human being. @heidimiller www.heidi-miller.comThursday, March 1, 2012 15

WHAT SOCIAL ONE WAY MEDIA Social media isn’t ISN’T about shouting to a crowd. The best engagement comes from sharing, questioning and conversing. @heidimiller www.heidi-miller.comThursday, March 1, 2012 16

SLEAZILY WHAT SOCIAL MEDIA OPPORTUNISTIC ISN’T Social media isn’t about getting RTs, shares, Likes and repins at any cost. Spam and bad taste don’t generate long- term, replicable results--and may generate mockery. @heidimiller www.heidi-miller.comThursday, March 1, 2012 17

‘ There is no information overload. There is only ﬁlter failure. Clay Shirky What are the channels? @heidimiller www.heidi-miller.comThursday, March 1, 2012 18

@heidimiller www.heidi-miller.com Pinterest Prettiest doughnuts ever!Thursday, March 1, 2012 20

What’s the VALUE of... @heidimiller www.heidi-miller.comThursday, March 1, 2012 21

What’s the A FACEBOOK LIKE VALUE of... What is the value of a Facebook Like or a Fan? LIKES / FANS @heidimiller www.heidi-miller.comThursday, March 1, 2012 21

What’s the A FACEBOOK LIKE A RETWEET VALUE of... What is the value of What is the value of a a Facebook Like or a mention or a Fan? reTweet? LIKES / FANS MENTIONS / RTS @heidimiller www.heidi-miller.comThursday, March 1, 2012 21

What’s the A FACEBOOK LIKE A RETWEET A REPIN VALUE of... What is the value of What is the value of a What is the value of a a Facebook Like or a mention or a Like or repin? Fan? reTweet? LIKES / FANS MENTIONS / RTS LIKES / REPINS @heidimiller www.heidi-miller.comThursday, March 1, 2012 21

How to use SOCIAL ‘ The only value social media can provide is that which is strategized and aligned with speciﬁc, measurable goals/gets you where you want to go VALUE @heidimiller www.heidi-miller.comThursday, March 1, 2012 22

How to use SOCIAL ‘ “It takes 20 years to build a reputation and ﬁve minutes to ruin it. If you think about that, youll do things differently.” Warren Buffet #1 REPUTATION MANAGEMENT @heidimiller www.heidi-miller.comThursday, March 1, 2012 23

Domino’s FAIL @heidimiller www.heidi-miller.comThursday, March 1, 2012 24

Domino’s DAMAGING VIDEO FAIL In 2009, two Domino’s franchise employees posted a YouTube video depicting their doing disgusting acts with food ostensibly intended for customers. @heidimiller www.heidi-miller.comThursday, March 1, 2012 24

Domino’s FAIL SILENCE FOR 48 HOURS For 48 hours, there was no online nor public response from Domino’s. In that time, the video was viewed nearly one million times, and the blogosphere exploded with criticism. @heidimiller www.heidi-miller.comThursday, March 1, 2012 24

Domino’s FAIL NO TWITTER HANDLE No corporate Twitter handle existed until the following Monday, when Domino’s created a new Twitter handle @dpzinfo to deal with the backlash. @heidimiller www.heidi-miller.comThursday, March 1, 2012 24

Domino’s FAIL CORPORATE RESPONSE The following Monday, Domino’s America CEO Patrick Doyle posted a scripted video response to YouTube. It got 20,000 views. @heidimiller www.heidi-miller.comThursday, March 1, 2012 24

‘ Amplifying the voices and the faces of trustworthy employees, customers, and managers can help us convey a believable and sympathetic persona that offers something or someone to connect to for those open to the other side of the story. Brian Solis Open channels save your reputation @heidimiller www.heidi-miller.comThursday, March 1, 2012 25

How to use SOCIAL ‘ Customers don’t expect you to be perfect. They do expect you to ﬁx things when they go wrong. Donald Porter #2 CUSTOMER SERVICE @heidimiller www.heidi-miller.comThursday, March 1, 2012 26

Domino’s WIN @heidimiller www.heidi-miller.comThursday, March 1, 2012 27

Domino’s DISGRUNTLED TWEET WIN In 2009, @interactiveamy Twittered that she’d waited over an hour for her Domino’s pizza. When it ﬁnally arrived, it wasn’t what she ordered. @heidimiller www.heidi-miller.comThursday, March 1, 2012 27

Domino’s WIN ESTABLISHED TWITTER ACCOUNT Ramon operates three Chicago Domino’ franchises and has an active Twitter presence at @dpzramon. When he saw Amy’s Tweet, he responded immediately. @heidimiller www.heidi-miller.comThursday, March 1, 2012 27

Domino’s WIN IMMEDIATE, PERSONAL RESPONSE Not only did Ramon reply personally via Twitter, he went to the store in question and ﬁlmed an informal video apology and posted it to their YouTube and Viddler pages. @heidimiller www.heidi-miller.comThursday, March 1, 2012 27

Domino’s WIN RESULTS The video apology was embedded in over 75,000 blogs, Ramon sponsored pizza for the next Chicago Social Media Club event and spoke at Harvard. @heidimiller www.heidi-miller.comThursday, March 1, 2012 27

The how is important. Monitor your keywords, your brand, HOW and your competition. Find who loves your topic and what 5 TIPS FOR they talk about. SOCIAL SERVICE @heidimiller www.heidi-miller.comThursday, March 1, 2012 28

The how is important. Monitor your keywords, your brand, HOW and your competition. Find who loves your topic and what 5 TIPS FOR they talk about. SOCIAL SERVICE Post high-value content, not just promotion. Links to related WHAT expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally. @heidimiller www.heidi-miller.comThursday, March 1, 2012 28

The how is important. Monitor your keywords, your brand, HOW and your competition. Find who loves your topic and what 5 TIPS FOR they talk about. SOCIAL SERVICE Post high-value content, not just promotion. Links to related WHAT expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally. The person who should monitor social feeds is the one who is WHO most passionate about customer service. @heidimiller www.heidi-miller.comThursday, March 1, 2012 28

The how is important. Monitor your keywords, your brand, HOW and your competition. Find who loves your topic and what 5 TIPS FOR they talk about. SOCIAL SERVICE Post high-value content, not just promotion. Links to related WHAT expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally. The person who should monitor social feeds is the one who is WHO most passionate about customer service. Social channels are 24/7, not 9:00-5:00. Responses should be WHEN lightening fast, within minutes or hours. @heidimiller www.heidi-miller.comThursday, March 1, 2012 28

The how is important. Monitor your keywords, your brand, HOW and your competition. Find who loves your topic and what 5 TIPS FOR they talk about. SOCIAL SERVICE Post high-value content, not just promotion. Links to related WHAT expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally. The person who should monitor social feeds is the one who is WHO most passionate about customer service. Social channels are 24/7, not 9:00-5:00. Responses should be WHEN lightening fast, within minutes or hours. Social media doesn’t replace traditional channels; it @heidimiller www.heidi-miller.com WHERE complements them.Thursday, March 1, 2012 28

How to use SOCIAL ‘ For pleasure has no relish unless we share it. Virginia Woolf #3 CUSTOMER ACQUISITION @heidimiller www.heidi-miller.comThursday, March 1, 2012 29

‘ Pinterest is a social shopping experience disguised as a website full of interest. Brad McCarty, The NextWeb Sharing motivates @heidimiller www.heidi-miller.comThursday, March 1, 2012 30

New visual sharing site Pinterest has experienced phenomenal SHARING ON TRAFFIC growth, with over 12 million unique monthly visitors. PINTEREST @heidimiller www.heidi-miller.comThursday, March 1, 2012 31

New visual sharing site Pinterest has experienced phenomenal SHARING ON TRAFFIC growth, with over 12 million unique monthly visitors. PINTEREST The average Pinterest session is 72 minutes (versus 45 for ENGAGEMENT Facebook). @heidimiller www.heidi-miller.comThursday, March 1, 2012 31

New visual sharing site Pinterest has experienced phenomenal SHARING ON TRAFFIC growth, with over 12 million unique monthly visitors. PINTEREST The average Pinterest session is 72 minutes (versus 45 for ENGAGEMENT Facebook). Over 70% of Pinterest users are women. Over 80% of pins are SHARING repins: the network is built for sharing and viral content. @heidimiller www.heidi-miller.comThursday, March 1, 2012 31

New visual sharing site Pinterest has experienced phenomenal SHARING ON TRAFFIC growth, with over 12 million unique monthly visitors. PINTEREST The average Pinterest session is 72 minutes (versus 45 for ENGAGEMENT Facebook). Over 70% of Pinterest users are women. Over 80% of pins are SHARING repins: the network is built for sharing and viral content. Over 150 brands are already participating on Pinterest; Etsy BRANDS has the biggest following. @heidimiller www.heidi-miller.comThursday, March 1, 2012 31

Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-trafﬁc-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32

DRIVING SALES Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-trafﬁc-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32

IDEELI.COM DRIVING SALES Retail site ideeli.com saw a 446% rise in trafﬁc from Pinterest. 446% RISE Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-trafﬁc-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32

IDEELI.COM IDEELI.COM DRIVING SALES The same site Retail site ideeli.com saw reported a fivefold a 446% rise in traffic increase in sales from Pinterest. directly tied to those visits. 446% RISE 5x SALES RISE Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32

IDEELI.COM IDEELI.COM REAL SIMPLE DRIVING “Pinterest is a huge SALES The same site source from a referral Retail site ideeli.com saw reported a fivefold standpoint, even a 446% rise in traffic increase in sales from Pinterest. beating out referrals directly tied to those from Facebook in the visits. month of October.” 446% RISE 5x SALES RISE BEAT FACEBOOK Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32

Do I know my audience? Have I chosen my channel TARGET engagement accordingly? Do I know what success looks like? CHECKLIST @heidimiller www.heidi-miller.comThursday, March 1, 2012 33

Do I know my audience? Have I chosen my channel TARGET engagement accordingly? Do I know what success looks like? CHECKLIST Do I know my goals? Am I targeting relationship management, STRATEGIZE customer service, customer acquisition or thought leadership? Do I know what success looks like? @heidimiller www.heidi-miller.comThursday, March 1, 2012 33

Do I know my audience? Have I chosen my channel TARGET engagement accordingly? Do I know what success looks like? CHECKLIST Do I know my goals? Am I targeting relationship management, STRATEGIZE customer service, customer acquisition or thought leadership? Do I know what success looks like? Is my presence personal? Does it reﬂect the brand promise? Is ENGAGE it conversational and engaging? Is the content relevant? Am I monitoring and ready should a crisis occur? @heidimiller www.heidi-miller.comThursday, March 1, 2012 33

Do I know my audience? Have I chosen my channel TARGET engagement accordingly? Do I know what success looks like? CHECKLIST Do I know my goals? Am I targeting relationship management, STRATEGIZE customer service, customer acquisition or thought leadership? Do I know what success looks like? Is my presence personal? Does it reﬂect the brand promise? Is ENGAGE it conversational and engaging? Is the content relevant? Am I monitoring and ready should a crisis occur? Is the brand coming across as impersonal, evil or tastelessly CHECK opportunistic? @heidimiller www.heidi-miller.comThursday, March 1, 2012 33

GO FORTH AND CONQUER FOLLOW ME @heidimiller facebook/heidi.miller.rocks www.heidi-miller.com heidimillerpresents@gmail.comThursday, March 1, 2012 34

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Why go social?

by Heidi Miller

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Why go social? Presentation Transcript