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Presentation given at Waco Social Media Breakfast on August 31, 2010. "Social Media Strategizin'" with case studies from Wilsonart International's social media efforts.

Presentation given at Waco Social Media Breakfast on August 31, 2010. "Social Media Strategizin'" with case studies from Wilsonart International's social media efforts.

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  • Intro & Background
  • Where are we?Where to we want to go from here?Who do we want to talk to?What do we want to tell them?Don’t think tools at this point – think about your overall goals. You can get too bogged down by the details.
  • So many times people are in a hurry to get the most friends, followers or connections. The problem with this is there is no real connection going on.
  • The same can be true of signing up for services which automatically post information to your account. Most of the content is cheap and people quickly dump you when they find you’re not genuine.
  • To steal from Dave Ramsey – “we’re selling crock pots, not microwaves.”
  • Public customer service is great for helping people see you are responsive to their needs. It helps you stand out from the crowd.
  • You can’t please everyone - Sometimes you will make mistakes - Sometimes people just complainPractice and learn when to ignore “chronic complainers”Don’t be snarky back to people & don’t flame critics.Look for great suggestions for improvements.Sometimes it’s better to just say “Thank you” and go on.
  • Listen for people who don’t have the whole or correct story. Think about blog posts to address these issues and point people to them.You have to tell your story – you can’t always rely on others to do it for you.
  • Again, look for ways to address these questions. Questions are great places to get ideas for blog posts tweets and Facebook postings.
  • Example: we knew there were many ways people use laminate which was “nontraditional” but we have learned about so many more since we started an active social media monitoring program. Such as home theatre enthusiasts who use laminate sheets mounted to a frame for projection TV screens.
  • An excellent book coveringall aspects of online reputation management
  • As you work out where you are, where you want to go and you have information about youraudience it’s time to look at and make adjustments to your tactics
  • This diagram shows how I look at connecting web efforts together. The Web Site (or sites) is the central area of information – especially that which doesn’t change a lot like contact info and product lines. Keep it updated, but have most of your fluid content in other areas and link them all together as appropriate.
  • This is a simplified version of the previous chart. Everything links together and goes back and forth as appropriate, but mostly driven down the “funnel” to the web site.
  • It’s easy to get overwhelmed. Start with one tool at a time. Work until you feel comfortable before you move to the next. Some will adapt to different sites faster than others.Some people express disappointment in social media efforts because they jump in too fast and expect immediate results (sales or conversions). Lots of times it’s because they have unrealistic expectations. As Dan Zarrella says, “It’s not all unicorns and rainbows.” This kind of thing takes time to develop.
  • I hear a lot of people involved in socmed complain that they just get burned out. Take a break, relax, unplug from time to time.
  • If you can, build a team within your organization to help. More eyes and ears make monitoring/listening much more effective. Having multiple voices helps show your organization is really committed to helping.
  • Remember – this is not a race!
  • Consumer/Homeowner as opposed to the Architect/Designer/Fabricator communities plus Adhesives
  • We’re building our channels with specific audiences in mind. Keeps the messages on target for those who want the information.Remember – you don’t necessarily need to be everywhere. You especially need to be where your customers/audience is.
  • “The Statement” was moved from a home-rolled classic ASP application to a Wordpress blog. “LFJ Skinny” was converted from a print newsletter to a Wordpress blog. We have some folks who write stuff for us, and some of what we publish is in-house.
  • It really takes more than one person to do this in a larger company. The more you can spread it around, the more can get done.
  • Because we can’t be everywhere and know everything, we have others who assist us in our efforts and help us to identify new tools and new opportunities. It’s not a bad idea to have an outside agency come in to review what you’re doing – they can sometimes see things you can’t.

Transcript

  • 1. Waco Social Media Breakfast
    Social Media Strategizin’
    August 31, 2010
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 2. Agenda:
    • Strategy
    • 3. Tactics
    • 4. Case Study: Wilsonart’s Social Media Activities
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 5. Strategy
    Review where youare from time totime and make sureyou’re going where you want to go.
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 6. Don’t be in a hurry!
    Creative Commons |Image by Rennett Stowe | www.flickr.com/photos/tomsaint
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 7. Rome wasn’t built in a day.
    Creative Commons |Image by Argenberg | www.flickr.com/photos/argenberg
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 8. Think crock pot versus microwave
    This is the crock pot and microwave in my kitchen photographed by my wifehttp://www.justkeepingbusy.com Twitter: @jkbusy
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 9. Listen for Customer Service Issues
    Creative Commons |Image by Mark Smichiklas | www.flickr.com/photos/intersectionconsulting
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 10. Listen for Bad “Press”
    blogs.phoenixnewtimes.com/bella/2010/08/ouch_todays_hard_lesson_on_pelp.php
    From Amazon.com
    But respond appropriately
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 11. Listen for Information Gaps
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 12. Listen for …
    Questions about your products or services
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 13. You might be amazed where people are talking about you!
    Creative Commons |Image by billjacobus1 | www.flickr.com/photos/billjacobus1
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 14. Listen
    Radically Transparent by Beal & Strauss
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 15. Tactics
    Weave and cast a bigger net.
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 16. Connecting
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 17. Connecting
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 18. Don’t jump in too fast, ease yourself along
    Creative Commons |Image by katybate | www.flickr.com/photos/chingchong
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 19. Avoid Burnout
    Creative Commons |Image by jurvetson | www.flickr.com/photos/jurvetson
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 20. Build a Team – If Possible
    Creative Commons |Image by jurvetson | www.flickr.com/photos/jurvetson
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 21. Tactics
    Remember:
    Crock Pot versus Microwave
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 22. Wilsonart’s Recent Socmed History
    Multiple Audiences = Multiple Web Sites
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 23. Multiple Audiences =
    Multiple Channels
    Creative Commons |Image by geocam20000 | www.flickr.com/photos/65439930@N00
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 24. Building Channels
    1 Twitter
    1 Flickr
    2 Facebook
    2 Blogs
    3 YouTube
    Forums & Other Sites
    Blogger Conference Sponsorships
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 25. Building A Team for Blogging
    (Including Outsourcing)
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 26. Building A Team for
    Tweeting and Facebooking
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 27. Ongoing Process
    • Plans for More Channels
    • 28. Continue Building Team(s)
    • 29. Watch for New Opportunities
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin
  • 30. Thank you!
    Questions?
    Comments?
    Complaints?
    Elmer Boutin– www.crossingmarketingandit.com - elmo@crossingmarketingandit.com
    Twitter: @rehor- LinkedIn: http://www.linkedin.com/in/elmerboutin