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Stop broadcasting and_have_a_conversation

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A discussion about using

A discussion about using

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  • First of all, SM is not a new way of doing business, it is a new tool for doing what we always have done, just better - or at least differently. I have a presentation about Social Media that starts with what I think are the 3 main functions of SM... Listen, Learn, & Share (I can't take credit for this) We are really good about sharing. Most of us are much more comfortable 'standing on a stage' or 'writing a factsheet' and giving our 'research based' information - than having discussions or asking questions. We are in control of the situation. We can plan it and know where we are going with it. But a good social media strategy involves Listening and Learning as well. Sure I listen , and I certainly learn a lot from my social media efforts.   But, am I listening and learning from the right people?   I know I listen very intently to what people I respect and think are more knowledgeable than me. But, I also need to be listening to my 'customers'. Learning what the customer wants and expects from us and how we can help them.  What are their problems? SM offers a great way to do that. If we use it. I also want to stress the importance of going where the audience is and not building a new site and expecting them to come to you. There is no way we are going to be able to outcompete Facebook, Google, Twitter and the hundreds (or thousands) of other destinations already built with existing communities.
  •   Summed up, this means building, nurturing and maintaining relationships. When you listen to someone, learn from them and share what you know you are building a relationship.  In a relationship, both parties benefit.   We have to think, not only about what do I want from this relationship, but what does the customer want? First of all, they don't want to be 'sold to' all the time. They know you have to sell your product to stay in business, but they want more.  They want a relationship that is beneficial to them.
  • Let me step back and look at the basic tenets of marketing communications.   The first tenet in Marketing  Communications is to build relationships.   How many commercials do you see that are not 'selling' a product? They are selling their brand. They are trying to get you to like them.   SM is a great tool for building and maintaining relationships with your customers and potential customers.. Once we have established a relationship, only then they be willing to be influenced by us, then they can be persuaded and finally moved to action. What actions do we want out of our marketing efforts - and I consider SM just one piece of our marketing effort.
  • I think most of our goals can be summed up into these 4 categories: Marketing Increase awareness of Extension & what we have to offer Develop a positive impression of Extension Be perceived as the 'go to' organization for information about [fill in the blank] Increase attendance at Extension programs. (which will lead to... Increase in revenues,  federal, state and local funding (or at least smaller cuts) Teaching Answer questions in our areas of expertise Teach clientele how to [fill in the blank] Continuation of face-to-face educational programs Program Planning What are the needs of our clientele where Extension can help? Evaluation Evaluation of programs Statements of support
  • How do we get there? You have to start by building the relationship.   Just as with your spouse, your children or your friends, this is done through conversations.     Not lectures. (aka broadcasting)
  • How do we do this with Social Media?   Ask questions Ask open ended questions Ask questions where you don't know the correct answer Let some one else answer and correct other's wrong answers first. Make them comfortable create a welcoming environment answer with a smile are you smiling in your picture?  (if you are using your personal account to respond) do you look like you are happy and having fun? do your comments make it sound like you like your job or what you are doing? make them feel that their question is a 'good question' 'take action' when others respond in an unkind manner they can see how you've responded to other's questions and comments. Be interesting use some humor (self deprecating is often the safest) give away stuff - 'home visit', 'garden evaluation', 'soil sampling' consider discounts for classes as 'marketing expenses' for future classes Respond respond - acknowledge their post answer their questions say 'thank you' Be personable be nice be real at least X% of your posts should be updates should not be 'work' e.g. promoting a program and selling stuff. need to share some 'inside' information to make them feel special Be present Post regularly new posts or discussions once or twice a day don't ask a new question every hour
  • How do we do this with Social Media?   Ask questions Ask open ended questions Ask questions where you don't know the correct answer don't be afraid of silence Let some one else answer and correct other's wrong answers first.
  • Make them comfortable create a welcoming environment answer with a smile are you smiling in your picture?  (if you are using your personal account to respond) do you look like you are happy and having fun? do your comments make it sound like you like your job or what you are doing? make them feel that their question is a 'good question' 'take action' when others respond in an unkind manner they can see how you've responded to other's questions and comments.
  • Respond respond - acknowledge their post answer their questions say 'thank you'
  • Be interesting use some humor (self deprecating is often the safest) give away stuff - 'home visit', 'garden evaluation', 'soil sampling' - consider discounts for classes as 'marketing expenses' for future classes share some 'inside' information to make them feel specialbe nice be real - be yourself at least X% of your posts should be updates should not be 'work' e.g. promoting a program and selling stuff.
  • Be present Post regularly at least a couple times a week. new posts or discussions once or twice a day don't ask a new question every hour   Twitter - ITTOTD
  • How do we get there? You have to start by building the relationship.   Just as with your spouse, your children or your friends, this is done through conversations.     Not lectures. (aka broadcasting)
  • At U.S. Cellular, we're excited by the opportunity to listen to and interact with our fans. We hope you'll share your ideas and opinions with us and the U.S. Cellular fan community. We understand that you may be very passionate about your own ideas and opinions and those expressed by other fans. But we ask that you observe a few guidelines in the spirit of creating and maintaining a friendly community. No profanity or defamatory, libelous, offensive or demeaning comments No links to profane, defamatory, libelous, offensive or demeaning videos or Web sites No obscene or offensive pictures/logos used as profile pictures or included in wall posts No disparaging or threatening comments about others No posts containing proprietary, confidential, sensitive, or nonpublic information about, or related to, U.S. Cellular No posts related to current or future litigation in which U.S. Cellular is involved No spam! No posts that are excessively repetitive and/or disruptive to the community. We realize that's a lot of stuff to remember, so, when in doubt, don't post anything you wouldn't want your parents to see. We want all of our fans to feel free to share. And we're open to differing opinions and even criticisms. However, posts that violate our guidelines will be removed. This is a community for, and about, U.S. Cellular fans, so we'll do our best to limit the removals and deletions, but please let us know if there are posts you feel should be removed. Otherwise, read at your own risk and know that, while we're listening, we can't certify or validate the accuracy of statements made by the U.S. Cellular fan community, and opinions expressed here are not representative of the opinions of U.S. Cellular. One final note: The Discussion tab is all yours. Use it to share information and discuss topics of interest with your fellow U.S. Cellular fans. The guidelines still apply, but we won’t be adding our voice to your discussions; we’ll keep to the Wall. Now that that's out of the way, enjoy yourself and share!
  • Miracle Mission:   Let’s make a dad's first Father’s Day one he’ll never forget. The mission is to help give dads the time he and his baby deserve to bond. As it's so critical to his baby's development. Just by running some of his errands, covering his late meeting at work or helping him out with some chores at home can make room for some precious quality time with his little miracle. Pick one or one of your own and tell us how it goes. For committing to help, you can enter The Little Miracles sweepstakes for a chance to win free diapers and wipes for a year.   Pampers Pledge: if we get 4000 commitments (they had 3895 with 11 days left - 5 minutes later, they had 3920) Pampers will throw special Father's Day cookouts for dads and babies across the country designed to give dads and their babies valuable bonding time.  It'll be a day to remember. Upload photos from your mission and tell us all about it.
  • This lady went on to tell how everything turned out - they are 6 months old now... She wrote an 855 word story to share with the world.
  • Question was asked and answered the same day.   Not all questions are 'nice' to Pampers - many are complaints. PG insert? I never got the brandsaver insert in my newspaper. I got the sunday paper on sunday and wasn't in that one. Then purchased another sunday paper today not in that one either. Where can I get one?     View all 3 Responses Cathy (Employee) I'm sorry it wasn't in your paper Samantha. First check the link to make sure your local paper carried it. If so, contact your local newspaper and let them know the inserts were missing-they probably still have some in stock they can send you. http://www.pgeverydaysolutions.com/pg.. . Have a good day! Cathy at Pampers Samantha Kitchen Yes I already checked it is supposed to be carried Yesterday Cathy (Employee) Call your local newspaper and let them know that it was missing. They need to send the inserts to you! Today
  • http://www.facebook.com/pampers?sk=wall#!/video/video.php?v=181507078561144&oid=89121585311&comments&set=o.89121585311&type=1
  • Just as new parents are proud of their babies, gardeners are just as proud of their flowers or gardens,    horse owners are proud of their animals community volunteers want to let their community and the world know about their projects
  • Some of their answers can lead to 'educational opportunities' e.g. if someone talks about how what a great cleaning compound clorox and amonia make Of course, you could get some 'plants' - to post and get the conversation started.  Be sure to use 'real' people telling true stories - or it will backfire on you. Listen and you will learn what their problems are too.
  • These can give us some great quotes to use in our reports to our funding partners
  • For evaluation, you can ask useful questions - like    "How have you used xyz"   "Did you calibrate your sprayer" "Did you wipe down your counter with a chlorine bleach solution?" "How much chlorine bleach do you mix with a quart of water to get a 10% solution?"
  • Think of the people you have the best relationship with
  • For evaluation, you can ask useful questions - like    "How have you used xyz"   "Did you calibrate your sprayer" "Did you wipe down your counter with a chlorine bleach solution?" "How much chlorine bleach do you mix with a quart of water to get a 10% solution?"
  • Transcript

    • 1. Stop Broadcasting... have a Conversation John Dorner go.ncsu.edu/jdorner
    • 2. Objectives of Social Media (SM) Listen Learn Share
    • 3. Relationships
    • 4. Basic tenets of marketing communications
        • Build relationships
        • Influence
        • Persuade
        • Move to action
    • 5. Goals
        • Marketing
        • Teaching
        • Program Planning
        • Evaluation
    • 6. Conversations
    • 7. Conversations - How?
        • Ask questions
        • Make them comfortable
        • Respond
        • Be interesting
        • Be present
    • 8. Ask questions
        • Open ended
        • You don't know the answer
        • Let others answer
        • Let others make corrections
    • 9. Make them comfortable
        • Create a welcoming environment
        • Answer with a smile
        • "Good question"...
        • Take action with offenders
        • They see how you respond to others
    • 10. Respond
        • Acknowledge posts
        • Answer questions
        • Say "Thank you"
    • 11. Be interesting
        • Use some humor
        • Give away stuff
        • Share 'inside information'
        • Be nice
        • Be yourself
        • Non-work/selling posts
    • 12. Be present
        • Post regularly
        • Post at least a couple times a week.
        • Don't post too frequently
    • 13. 2 Facebook Examples
    • 14. US Cellular - Happiest Customers
        • Used for profile pic each week
      "happy customer.. on nights like tonight when its stormy my daughter can still have her nightly chat with her nana when no one else has signal" ~ Jennifer
    • 15. US Cellular - Community Guidelines
        • No profanity or defamatory, etc. comments
        • No links to profane, etc. videos or Web sites
        • No obscene or offensive pictures/logos
        • No disparaging or threatening comments
        • No posts containing  nonpublic information about, or related to, U.S. Cellular
        • No posts related to current or future litigation
        • No spam!
        • No posts that are repetitive and/or disruptive 
    • 16. Pampers - Wall Your toddler used to love to sleep in his room. Now he's afraid of the monster under the bed. What sends your little ones flying into your arms in fright, and what do you do to help ease their fears?  Anita at Pampers shared, "When my daughter was a toddler, she was afraid of monsters. So, I came up with a vanilla scented “Monster spray” that we sprayed in her room each night to keep the monsters away." In just 4 hours - 112 comments and 280 likes
    • 17. Pampers - Miracle Missions
    • 18. Pampers - Miracle Stories I found out I was expecting in June of 2010. In August we found out we would be adding twins to our family of five. WOW. Yep for about a month that is what we said when we passed one another in the hallway or sat beside each other on the couch. We were so completely happy and already in love with our little set of awesomeness. In September our world turned upside down in yet another way. I was diagnosed with Twin to Twin Transfusion Syndrome and told that every day was a gift...
    • 19. Ask Pampers
    • 20. Pampers - Videos
        • 10 Pampers videos 
          • commercials
          • insight to a packaging change
          • Dr. talking about diaper rash
          • 1,000s of comments
        • More than 100 customer produced videos
          • customer created commercials 
          • baby home movies
    • 21. Applied to Extension?
        • Invite fans to upload pictures of:
          • food they've cooked/canned
          • their flowers and gardens
          • their compost pile/bin
          • their 4-H animals & projects
          • crops - both healthy and problems to get solved
          • animals
          • their community projects
    • 22. Applied to Extension?
        • Ask fans how they:
          • save energy
          • exercise
          • get motivated to exercise
          • keep weeds out of their gardens
          • clean house
          • keep siblings from fighting
          • volunteer
    • 23. Applied to Extension?
        • Ask clients how Extension:
          • helped save them money
          • changed their life
          • helped their children
          • saved their plants/crops
          • prepared for life
          • get a job
          • "how have you used what you learned from Extension"
    • 24. Applied to Extension?
        • Continue face-to-face discussions
          • By creating a Facebook Group
          • Use the discussion app
          • Use polls for evaluation
    • 25. Stop Broadcasting... Have a Conversation John Dorner go.ncsu.edu/jdorner slideshare.net/jdorner
    • 26. Image Credits Title Slide: http://www.flickr.com/photos/theparadigmshifter/470341923/   Conversations: http://www.flickr.com/photos/jonathancroughton/4701446110/ Thank you: http://www.flickr.com/photos/desiitaly/2372258159/