Social Media Strategies


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Social media strategies geared for a sales/business development audience with some real world ROI examples.

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Social Media Strategies

  1. 1. Social Media Strategies Larry Borsato
  2. 2. A Cautionary Tale <ul><li>Dave Carroll </li></ul><ul><ul><li>United Airlines breaks Dave’s guitar </li></ul></ul><ul><ul><li>Dave makes a YouTube video </li></ul></ul><ul><ul><li>Dave appears on EVERY news show </li></ul></ul><ul><ul><li>United Airlines loses $180mm of shareholder value </li></ul></ul><ul><ul><li>Last week United Airlines lost Dave’s luggage </li></ul></ul>
  3. 3. What is Social Media? Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests. Joseph Thornley, CEO, Thornley Fallis PR
  4. 4. What is Social Media? The democratization of media, resulting in online media over which you have no control, generally driven by either rabid fans or full time complainers. Media becomes a conversation.
  5. 5. Examples <ul><li>Social Networks </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Digg </li></ul>
  6. 6. Why It Matters <ul><li>Online video (YouTube, Hulu) is 27% of global internet traffic </li></ul><ul><ul><li>Up from 13% in 2008 </li></ul></ul><ul><li>Over 133,000,000 blogs </li></ul><ul><ul><li>77% of active internet users read blogs </li></ul></ul><ul><li>Over 3,000,000 Tweets per day </li></ul><ul><ul><li>Last week Britney Spears premiered her new video on Twitter </li></ul></ul>
  7. 7. Why It Matters <ul><li>Over 300,000,000 active Facebook users </li></ul><ul><ul><li>In 35 countries </li></ul></ul><ul><ul><li>150,000,000 users log on once per day </li></ul></ul><ul><ul><li>Over 8,000,000,000 aggregate global minutes spent on Facebook daily </li></ul></ul>
  8. 8. Strategies <ul><li>Customer Service </li></ul><ul><li>Customer Engagement/Community Building </li></ul><ul><li>Crisis Mitigation </li></ul><ul><li>Driving Sales </li></ul>
  9. 9. Customer Service <ul><li>Direct path to support </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Proactive approach </li></ul><ul><ul><li>Watch (search) for company name </li></ul></ul><ul><ul><li>Act on customer concerns </li></ul></ul>
  10. 10. Customer Engagement <ul><li>United Airlines Facebook Page </li></ul><ul><ul><li>11,331 fans </li></ul></ul><ul><ul><li>Unofficial – no information at all </li></ul></ul><ul><li>Southwest Airlines Facebook Page </li></ul><ul><ul><li>84,615 fans </li></ul></ul><ul><ul><li>Travel specials (driving sales) </li></ul></ul><ul><ul><li>Fan testimonials </li></ul></ul>
  11. 11. Customer Engagement <ul><li>Facebook Pages </li></ul><ul><ul><li>Provide information/drive sales </li></ul></ul><ul><ul><li>Gather fans and their stories </li></ul></ul><ul><ul><li>Starbucks – top company with almost 5,000,000 fans </li></ul></ul><ul><li>Blogs </li></ul><ul><li>Twitter messages </li></ul><ul><ul><li>Ford (ScottMonty) – almost 8500 followers </li></ul></ul>
  12. 12. Crisis Mitigation <ul><li>Motrin (pain relievers) </li></ul><ul><ul><li>Ad angers moms </li></ul></ul><ul><ul><li>Mom makes YouTube video </li></ul></ul><ul><ul><li>Moms twitter en masse (#motrinmoms) </li></ul></ul><ul><ul><li>Motrin apologizes and pulls ads </li></ul></ul><ul><ul><li>Motrin gets credit for listening to customers </li></ul></ul>
  13. 13. Crisis Mitigation <ul><li>Watch </li></ul><ul><ul><li>Google searches </li></ul></ul><ul><ul><li>Twitter searches, TwitScoop, hashtags </li></ul></ul><ul><li>Act quickly and transparently </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  14. 14. Driving Sales <ul><li>Dell </li></ul><ul><ul><li>$1 million through Twitter sales alerts </li></ul></ul><ul><ul><li>Followers are notified of discounted Home Outlet products </li></ul></ul><ul><li>HP </li></ul><ul><ul><li>Engaged 31 influential bloggers with contest to win Dragon notebook </li></ul></ul><ul><ul><li>Resulting 85% product sales increase </li></ul></ul>
  15. 15. Driving Sales <ul><li>Alert customers/fans/followers of sales offers (with links to purchase) </li></ul><ul><li>Direct channel to customers </li></ul><ul><li>Direct call to action for potential customers </li></ul>
  16. 16. The Final Message <ul><li>Your customers are talking about you </li></ul><ul><li>Your competitors are listening </li></ul><ul><li>You can’t control what they say, but you can change their beliefs by acting transparently </li></ul>
  17. 17. Social Media Strategies Discussion Thank You