How to Manage Communities on Social Media
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How to Manage Communities on Social Media

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Are your Facebook fans or Twitter followers overwhelming you with their conversations? ...

Are your Facebook fans or Twitter followers overwhelming you with their conversations?

Afraid of re-creating the Chrysler or Nestle Social Media fiasco?

Don't worry, it's social media and not brain surgery!

The presentation will guide you through community management best practices for both the social media agency as well as your brand manager. This includes tips for your employees on how to behave on the internet.

Created for the digital marketing agency I work for, Vocanic in Singapore. Feel free to share this and check our website out at www.vocanic.com!

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How to Manage Communities on Social Media How to Manage Communities on Social Media Presentation Transcript

  • Social Media Community Management
  • Why are we on Social Media?
    Managing communities on Social Media
    Social Media and you
    Digital/Social Trends for 2011
    Agenda
  • Why are we on social media?
    To build a online relationship with existing customers
    To reach out and acquire a relationship with new customers
    Create awareness for a new campaign or brand
  • Why Facebook?
    2.3 million Singaporeusers
    Nearly 1 in 2 are using Facebook
    Data from checkfacebook.com accurate as of 30 Mar 2011
  • What is…
  • Twitter is a micro-blogging & social media platform that allows you to read & share info in the form of short messages (no longer than 140 characters)
    Think SMS but on the internet!
  • Why Twitter?
    Allows your brand to ‘be where your customers’ are at
    Gives your brand an opportunity to listen to your customer and respond
    Character limit allows messages to be concise
  • Community Management
    Tips
  • Community Management
    Listen
    Learn
    Respond
  • Social Media Monitoring
    Customer Experience
    Competitor Activity
    Crisis / Issue Insight
  • Community Management Guidelines
    • Follow the Code of Business Conduct and all other Company policies.
    • Be mindful that you are representing the Company
    • Fully disclose your affiliation with the Company
    • When in doubt, do not post.
    • Give credit where credit is due and don't violate others' rights.
    • Remember that your local posts can have global significance.
    • Know that the Internet is permanent.
    http://www.thecoca-colacompany.com/socialmedia/
  • Do’s: Support your response with sources
    To build a reputation and remain credible it is essential that you only make claims that can be verified i.e. no brand puffery
    Where relevant, cite sources by including links or other references.
  • Do’s: Build a relationship with fans
    Engage in 2 way communication with your fans as you would your customers in person.
    By building a good relationship with them through online conversations, you also create advocacy for your program thus securing you more supporters!
  • Do’s: Be honest
    100% honesty is the best currency in Social Media.
    Hiding the truth in fine print, marketing euphemisms, telling half truths are all NOT ACCEPTABLE in social media.
    E.g. If a service is not working, admit the error, apologize and explain what is being done to fix it.
  • Do’s: Keep your cool
    In the event there are unhappy customers who rant on the Wall, do not take it personally or get angry.
    Remain cool and make enquire after the customer’s problems and offer to make contact offline.
  • Don’ts: Go silent on the customer
    Due to the fact that a social media interaction takes place in real time, going silent while working out a response is not acceptable.
    If a query cannot be responded to immediately, a holding message needs to be left to inform the customer that their inquiry is in the process of being attended to.
  • Don’ts: Sound like a corporate robot
    It is important to remember that you are still having a conversation with the customer.
    Respond in a tone that is ‘human’ and friendly. Use language that is personal and not a ‘corporate voice’.
  • Don’ts: Feed the ‘trolls’
    Occasionally you will encounter ‘fans’ of the page who are unreasonable or just disruptive. They will post irrelevant or misguided information on the wall and provoke the community manager or other fans.
    Do not be afraid to report ‘fans’ to Facebook or ban them from the page if they are abusing FB regulations e.g. using fake accounts.
  • Do’s: Keep status updates short & sweet
    Keep status updates as short & concise as possible. If you are attaching links to the status update, use a URL shortener like bit.ly. Vary up your updates with photos & videos.
    Engage your fans further by posing the update in a way that they will be able to give you their opinions.
  • Social Media SOP
    Discover social media content about Brand
    Neutral
    Negative
    Content Analysis
    Category type
    Factually Correct?
    Positive
    Mistaken or Misguided facts
    Correct with extra info if relevant
    NO
    Thank and correct with extra info if relevant
    Unhappy customer
    Invite to make private contact
    YESThank and concur with extra info if relevant
    Unreasonable irrelevant / provoking bashing
    Do not respond Monitor only
    Internal queries to be handled privately e.g. Career opportunities
  • Social Media gone wrong…really wrong.
  • Social Media gone wrong…but done right!
  • Social Media and You
    Guidelines for personal social media usage
  • The Social Media Manifesto
    RULE #1
    Your company’s code of conduct applies not in the real world but also in the virtual world
  • The Social Media Manifesto
    RULE #2
    As an employee, you are responsible for your own actions
    If you post something that could potentially tarnish the brand’s name, you are responsible for your own actions.If you need to blog/tweet/facebook with direct reference a brand or client, please use common sense and good judgment
  • The Social Media Manifesto
    RULE #3
    Keep on the look out for compliments and criticism
    Even though you are not an official online spokesperson for your brand, we would still like you to share positive or negative remarks about the brandthat you come across online!
    Share them with the social media team by emailing them
  • The Social Media Manifesto
    RULE #4
    When the going gets tough, let the experts do the talking
    If you come across negative discussions or remarks about the brand, avoid the temptation of reacting and getting involved.
    Pass the link along to the social media team tohandle!
  • The Social Media Manifesto
    RULE #5
    Be conscious of mixing personal life and business life
    Keep in mind when posting about your working life, that your colleagues and supervisors often have access to the content you post because it’s in the public! Even if you post it privately for personal family and friends, don’t forget that your information can still be forwarded on.
    Never disclose any confidential info about the brand.
  • Social Media gone wrong…
  • Social Media gone wrong…
  • Summary
    Social media is fun but…
    …use Common Sense!
    If you can say it to your bosses, you can say it online!
  • Digital/Social Trends of 2011
  • Quick Response (QR) codes are barcodes which direct users who scan them to a URL, text or data
    Strong uptake in Japan and Korea – adoption rates are increasing in the west with a visible presence at this year’s SXSW
    QR Codes
  • Now that we have a online fan base, the next steps to take are recognizing these fans in store and tracking their spend and offline habits
    Offline Fan Recognition
  • Social Commerce
    Use social media to support e-commerce, assisting in the online-buying via user ratings and user-generated content sharing of product and information
  • Location Based
    Facebook Places/Deals & Foursquare
  • Individual
    You check-in and you’ll receive an offer
    Group
    Check-in with your friends to receive an offer
    Loyalty
    Check-in at X amount of times to receive an offer
    Donation
    Check-in and X amount will be donated on your behalf
    Facebook Deals
  • Facebook Deals US/UK
  • Questions?
  • Thank you!
    Josie Khng@omgitsjosie
    Client Engagement Manager
    Asia’s Leading Full Service Digital Agency www.vocanic.com