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Thursday, March 1, 2012   1
WHY                          SOCIAL?Thursday, March 1, 2012             1
Thursday, March 1, 2012   2
NW                                                              Women’s                                                   ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               3
“We should                  be on             TWITTER”                                      ‘If you don’t know where you a...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               4
Your                                      KNOW   Where you’re going. What are your goals?             STRATEGY  @heidimill...
Your                                      KNOW   Where you’re going. What are your goals?             STRATEGY            ...
Your                                      KNOW   Where you’re going. What are your goals?             STRATEGY            ...
Your                                      KNOW   Where you’re going. What are your goals?             STRATEGY            ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               5
TRUST  @heidimiller www.heidi-miller.comThursday, March 1, 2012               5
A PERSON LIKE ME                 TRUST                                      Rose 22% over 2011, beating out CEOs,         ...
TRUST                                               REGULAR EMPLOYEE                                      Rose 16% over 20...
TRUST                                                          CEO                                      Declined sharply 1...
TRUST                                             TRUST IN SOCIAL MEDIA                                      Trust in medi...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               6
‘         PR contributes to the brand                                          personality, perception and resonance      ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               7
‘                                                     Always be a first-rate version of                                    ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               8
PERSONABLE  @heidimiller www.heidi-miller.comThursday, March 1, 2012               8
SHOWS PERSONALITY             PERSONABLE                                      People are more likely to follow profiles wit...
PERSONABLE                                                  DON’T BE A JERK                                      This agen...
PERSONABLE                                                      BE YOURSELF                                      No need t...
PERSONABLE                                                      BE YOURSELF                                      No need t...
PERSONABLE                                                      BE YOURSELF                                      No need t...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               9
‘   A conversation is a dialogue, not a                                                    monologue.                     ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               10
CONVERSATION  @heidimiller www.heidi-miller.comThursday, March 1, 2012               10
CONSISTENT WITH THE BRAND             CONVERSATION                                      Comcast team monitors keywords and...
CONVERSATION                                                    PERSONABLE                                      Representa...
CONVERSATION                                           INITIATES CONVERSATION                                      Don’t j...
CONVERSATION                                         CONTINUES CONVERSATION                                      Conversat...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               11
‘ A man has no more character than he                                          can command in a time of crisis.           ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               12
CRISIS             CHANNEL  @heidimiller www.heidi-miller.comThursday, March 1, 2012               12
CRISIS                           GOOD IN A PINCH             CHANNEL                  Social channels provide a way to off...
CRISIS             CHANNEL                                              MOM SLAMS THE TSA                                 ...
CRISIS             CHANNEL                                                   TSA RESPONDS                                 ...
CRISIS             CHANNEL                                                   TSA RESPONDS                                 ...
CRISIS             CHANNEL                                                      MULTIMEDIA                                ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               13
Monitor key channels 24/7 and respond immediately. 24 hours                CRISIS                TIMING   is too long.    ...
Monitor key channels 24/7 and respond immediately. 24 hours                CRISIS                TIMING   is too long.    ...
Monitor key channels 24/7 and respond immediately. 24 hours                CRISIS                    TIMING   is too long....
Monitor key channels 24/7 and respond immediately. 24 hours                CRISIS                    TIMING   is too long....
@heidimiller www.heidi-miller.comThursday, March 1, 2012               14
Non-                 social                                      ‘   Don’t be evil.                                       ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               15
WHAT SOCIAL            IMPERSONAL                 MEDIA                                      Social media isn’t           ...
WHAT SOCIAL            IMPERSONAL                 MEDIA                                      Social media isn’t           ...
WHAT SOCIAL            IMPERSONAL                 MEDIA                                      Social media isn’t           ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               16
WHAT SOCIAL             ONE WAY                 MEDIA                                      Social media isn’t             ...
WHAT SOCIAL             ONE WAY                 MEDIA                                      Social media isn’t             ...
WHAT SOCIAL             ONE WAY                 MEDIA                                      Social media isn’t             ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               17
SLEAZILY               WHAT SOCIAL                 MEDIA                OPPORTUNISTIC                    ISN’T            ...
SLEAZILY               WHAT SOCIAL                 MEDIA                OPPORTUNISTIC                    ISN’T            ...
SLEAZILY               WHAT SOCIAL                 MEDIA                OPPORTUNISTIC                    ISN’T            ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               18
‘   There is no information overload.                                                 There is only filter failure.        ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               19
@heidimiller www.heidi-miller.comThursday, March 1, 2012               20
@heidimiller www.heidi-miller.com                                      Pinterest   Prettiest doughnuts ever!Thursday, Marc...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               21
What’s the               VALUE                          of...  @heidimiller www.heidi-miller.comThursday, March 1, 2012   ...
What’s the           A FACEBOOK LIKE               VALUE                          of...                                   ...
What’s the           A FACEBOOK LIKE          A RETWEET               VALUE                          of...                ...
What’s the           A FACEBOOK LIKE          A RETWEET                   A REPIN               VALUE                     ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               22
How to use             SOCIAL                                      ‘                                        The only value...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               23
How to use             SOCIAL                                      ‘                                          “It takes 20...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               24
Domino’s                      FAIL  @heidimiller www.heidi-miller.comThursday, March 1, 2012               24
Domino’s                            DAMAGING VIDEO                      FAIL            In 2009, two Domino’s franchise em...
Domino’s                      FAIL                                              SILENCE FOR 48 HOURS                      ...
Domino’s                      FAIL                                                NO TWITTER HANDLE                       ...
Domino’s                      FAIL                                             CORPORATE RESPONSE                         ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               25
‘                                               Amplifying the voices and the faces of                                    ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               26
How to use             SOCIAL                                      ‘                                       Customers don’t...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               27
Domino’s                      WIN  @heidimiller www.heidi-miller.comThursday, March 1, 2012               27
Domino’s                          DISGRUNTLED TWEET                      WIN             In 2009, @interactiveamy Twittere...
Domino’s                      WIN                                      ESTABLISHED TWITTER ACCOUNT                        ...
Domino’s                      WIN                                        IMMEDIATE, PERSONAL RESPONSE                     ...
Domino’s                      WIN                                                         RESULTS                         ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               28
The how is important. Monitor your keywords, your brand,                                      HOW   and your competition. ...
The how is important. Monitor your keywords, your brand,                                      HOW    and your competition....
The how is important. Monitor your keywords, your brand,                                      HOW    and your competition....
The how is important. Monitor your keywords, your brand,                                      HOW    and your competition....
The how is important. Monitor your keywords, your brand,                                      HOW     and your competition...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               29
How to use             SOCIAL                                      ‘   For pleasure has no relish unless we               ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               30
‘    Pinterest is a social shopping                                        experience disguised as a website full         ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               31
New visual sharing site Pinterest has experienced phenomenal              SHARING ON              TRAFFIC   growth, with o...
New visual sharing site Pinterest has experienced phenomenal              SHARING ON              TRAFFIC      growth, wit...
New visual sharing site Pinterest has experienced phenomenal              SHARING ON              TRAFFIC      growth, wit...
New visual sharing site Pinterest has experienced phenomenal              SHARING ON              TRAFFIC      growth, wit...
Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/  @heidimiller www.heidi-...
DRIVING               SALES                                      Source: http://adage.com/article/digitalnext/real-simple-...
IDEELI.COM              DRIVING               SALES                                      Retail site ideeli.com saw       ...
IDEELI.COM                   IDEELI.COM              DRIVING               SALES                                          ...
IDEELI.COM                   IDEELI.COM                                  REAL SIMPLE              DRIVING                 ...
@heidimiller www.heidi-miller.comThursday, March 1, 2012               33
Do I know my audience? Have I chosen my channel                                      TARGET   engagement accordingly? Do I...
Do I know my audience? Have I chosen my channel                                         TARGET    engagement accordingly? ...
Do I know my audience? Have I chosen my channel                                         TARGET    engagement accordingly? ...
Do I know my audience? Have I chosen my channel                                         TARGET    engagement accordingly? ...
Thursday, March 1, 2012   34
GO FORTH AND CONQUER      FOLLOW ME                          @heidimiller           facebook/heidi.miller.rocks           ...
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Why go social?

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Why go social? talk from NW Women's Conference Social Media Day, March 2012. For more information, visit http://www.heidi-miller.com

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Transcript of "Why go social?"

  1. 1. Thursday, March 1, 2012 1
  2. 2. WHY SOCIAL?Thursday, March 1, 2012 1
  3. 3. Thursday, March 1, 2012 2
  4. 4. NW Women’s Conference Why SOCIAL? 2012 HEIDI MILLER @heidimillerThursday, March 1, 2012 2
  5. 5. @heidimiller www.heidi-miller.comThursday, March 1, 2012 3
  6. 6. “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
  7. 7. @heidimiller www.heidi-miller.comThursday, March 1, 2012 4
  8. 8. Your KNOW Where you’re going. What are your goals? STRATEGY @heidimiller www.heidi-miller.comThursday, March 1, 2012 4
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. @heidimiller www.heidi-miller.comThursday, March 1, 2012 5
  13. 13. TRUST @heidimiller www.heidi-miller.comThursday, March 1, 2012 5
  14. 14. 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
  15. 15. 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
  16. 16. TRUST CEO Declined sharply 12% since 2011, the biggest drop in Edelman Trust Barometer history. @heidimiller www.heidi-miller.comThursday, March 1, 2012 5
  17. 17. 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
  18. 18. @heidimiller www.heidi-miller.comThursday, March 1, 2012 6
  19. 19. ‘ 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
  20. 20. @heidimiller www.heidi-miller.comThursday, March 1, 2012 7
  21. 21. ‘ 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
  22. 22. @heidimiller www.heidi-miller.comThursday, March 1, 2012 8
  23. 23. PERSONABLE @heidimiller www.heidi-miller.comThursday, March 1, 2012 8
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. @heidimiller www.heidi-miller.comThursday, March 1, 2012 9
  30. 30. ‘ A conversation is a dialogue, not a monologue. Social media is... Truman Capote A CONVERSATION @heidimiller www.heidi-miller.comThursday, March 1, 2012 9
  31. 31. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10
  32. 32. CONVERSATION @heidimiller www.heidi-miller.comThursday, March 1, 2012 10
  33. 33. 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
  34. 34. 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
  35. 35. CONVERSATION INITIATES CONVERSATION Don’t just self-promote; ask questions to begin conversations. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10
  36. 36. CONVERSATION CONTINUES CONVERSATION Conversation grows organically, not just around the product/service. Respond. @heidimiller www.heidi-miller.comThursday, March 1, 2012 10
  37. 37. @heidimiller www.heidi-miller.comThursday, March 1, 2012 11
  38. 38. ‘ 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
  39. 39. @heidimiller www.heidi-miller.comThursday, March 1, 2012 12
  40. 40. CRISIS CHANNEL @heidimiller www.heidi-miller.comThursday, March 1, 2012 12
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. @heidimiller www.heidi-miller.comThursday, March 1, 2012 13
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. @heidimiller www.heidi-miller.comThursday, March 1, 2012 14
  52. 52. Non- social ‘ Don’t be evil. Larry Page WHAT SOCIAL MEDIA ISN’T @heidimiller www.heidi-miller.comThursday, March 1, 2012 14
  53. 53. @heidimiller www.heidi-miller.comThursday, March 1, 2012 15
  54. 54. 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
  55. 55. 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
  56. 56. 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
  57. 57. @heidimiller www.heidi-miller.comThursday, March 1, 2012 16
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. @heidimiller www.heidi-miller.comThursday, March 1, 2012 17
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. @heidimiller www.heidi-miller.comThursday, March 1, 2012 18
  66. 66. ‘ 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
  67. 67. @heidimiller www.heidi-miller.comThursday, March 1, 2012 19
  68. 68. @heidimiller www.heidi-miller.comThursday, March 1, 2012 20
  69. 69. @heidimiller www.heidi-miller.com Pinterest Prettiest doughnuts ever!Thursday, March 1, 2012 20
  70. 70. @heidimiller www.heidi-miller.comThursday, March 1, 2012 21
  71. 71. What’s the VALUE of... @heidimiller www.heidi-miller.comThursday, March 1, 2012 21
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. @heidimiller www.heidi-miller.comThursday, March 1, 2012 22
  76. 76. 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
  77. 77. @heidimiller www.heidi-miller.comThursday, March 1, 2012 23
  78. 78. 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
  79. 79. @heidimiller www.heidi-miller.comThursday, March 1, 2012 24
  80. 80. Domino’s FAIL @heidimiller www.heidi-miller.comThursday, March 1, 2012 24
  81. 81. 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
  82. 82. 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
  83. 83. 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
  84. 84. 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
  85. 85. @heidimiller www.heidi-miller.comThursday, March 1, 2012 25
  86. 86. ‘ 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
  87. 87. @heidimiller www.heidi-miller.comThursday, March 1, 2012 26
  88. 88. 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
  89. 89. @heidimiller www.heidi-miller.comThursday, March 1, 2012 27
  90. 90. Domino’s WIN @heidimiller www.heidi-miller.comThursday, March 1, 2012 27
  91. 91. 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
  92. 92. 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
  93. 93. 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
  94. 94. 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
  95. 95. @heidimiller www.heidi-miller.comThursday, March 1, 2012 28
  96. 96. 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
  97. 97. 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
  98. 98. 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
  99. 99. 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
  100. 100. 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
  101. 101. @heidimiller www.heidi-miller.comThursday, March 1, 2012 29
  102. 102. 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
  103. 103. @heidimiller www.heidi-miller.comThursday, March 1, 2012 30
  104. 104. ‘ 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
  105. 105. @heidimiller www.heidi-miller.comThursday, March 1, 2012 31
  106. 106. 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
  107. 107. 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
  108. 108. 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
  109. 109. 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
  110. 110. Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32
  111. 111. DRIVING SALES Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/ @heidimiller www.heidi-miller.comThursday, March 1, 2012 32
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. @heidimiller www.heidi-miller.comThursday, March 1, 2012 33
  116. 116. 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
  117. 117. 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
  118. 118. 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
  119. 119. 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
  120. 120. Thursday, March 1, 2012 34
  121. 121. 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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