Social Media Strategies Larry Borsato

A Cautionary Tale Dave Carroll United Airlines breaks Dave’s guitar Dave makes a YouTube video Dave appears on EVERY news show United Airlines loses $180mm of shareholder value Last week United Airlines lost Dave’s luggage

Dave Carroll

United Airlines breaks Dave’s guitar

Dave makes a YouTube video

Dave appears on EVERY news show

United Airlines loses $180mm of shareholder value

Last week United Airlines lost Dave’s luggage

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

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.

Examples Social Networks Facebook MySpace Blogging Twitter YouTube Digg

Social Networks

Facebook

MySpace

Blogging

Twitter

YouTube

Digg

Why It Matters Online video (YouTube, Hulu) is 27% of global internet traffic Up from 13% in 2008 Over 133,000,000 blogs 77% of active internet users read blogs Over 3,000,000 Tweets per day Last week Britney Spears premiered her new video on Twitter

Online video (YouTube, Hulu) is 27% of global internet traffic

Up from 13% in 2008

Over 133,000,000 blogs

77% of active internet users read blogs

Over 3,000,000 Tweets per day

Last week Britney Spears premiered her new video on Twitter

Why It Matters Over 300,000,000 active Facebook users In 35 countries 150,000,000 users log on once per day Over 8,000,000,000 aggregate global minutes spent on Facebook daily

Over 300,000,000 active Facebook users

In 35 countries

150,000,000 users log on once per day

Over 8,000,000,000 aggregate global minutes spent on Facebook daily

Strategies Customer Service Customer Engagement/Community Building Crisis Mitigation Driving Sales

Customer Service

Customer Engagement/Community Building

Crisis Mitigation

Driving Sales

Customer Service Direct path to support Twitter.com/comcastcares Twitter.com/rogershelps Proactive approach Watch (search) for company name Act on customer concerns

Direct path to support

Twitter.com/comcastcares

Twitter.com/rogershelps

Proactive approach

Watch (search) for company name

Act on customer concerns

Customer Engagement United Airlines Facebook Page 11,331 fans Unofficial – no information at all Southwest Airlines Facebook Page 84,615 fans Travel specials (driving sales) Fan testimonials

United Airlines Facebook Page

11,331 fans

Unofficial – no information at all

Southwest Airlines Facebook Page

84,615 fans

Travel specials (driving sales)

Fan testimonials

Customer Engagement Facebook Pages Provide information/drive sales Gather fans and their stories Starbucks – top company with almost 5,000,000 fans Blogs Twitter messages Ford (ScottMonty) – almost 8500 followers

Facebook Pages

Provide information/drive sales

Gather fans and their stories

Starbucks – top company with almost 5,000,000 fans

Blogs

Twitter messages

Ford (ScottMonty) – almost 8500 followers

Crisis Mitigation Motrin (pain relievers) Ad angers moms Mom makes YouTube video Moms twitter en masse (#motrinmoms) Motrin apologizes and pulls ads Motrin gets credit for listening to customers

Motrin (pain relievers)

Ad angers moms

Mom makes YouTube video

Moms twitter en masse (#motrinmoms)

Motrin apologizes and pulls ads

Motrin gets credit for listening to customers

Crisis Mitigation Watch Google searches Twitter searches, TwitScoop, hashtags Act quickly and transparently Blog Twitter

Watch

Google searches

Twitter searches, TwitScoop, hashtags

Act quickly and transparently

Blog

Twitter

Driving Sales Dell $1 million through Twitter sales alerts Followers are notified of discounted Home Outlet products HP Engaged 31 influential bloggers with contest to win Dragon notebook Resulting 85% product sales increase

Dell

$1 million through Twitter sales alerts

Followers are notified of discounted Home Outlet products

HP

Engaged 31 influential bloggers with contest to win Dragon notebook

Resulting 85% product sales increase

Driving Sales Alert customers/fans/followers of sales offers (with links to purchase) Direct channel to customers Direct call to action for potential customers

Alert customers/fans/followers of sales offers (with links to purchase)

Direct channel to customers

Direct call to action for potential customers

The Final Message Your customers are talking about you Your competitors are listening You can’t control what they say, but you can change their beliefs by acting transparently

Your customers are talking about you

Your competitors are listening

You can’t control what they say, but you can change their beliefs by acting transparently

Social Media Strategies Discussion Thank You