Rules of Engagement in Social Media


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  • Read objectives, then, Imagine a person's social media properties as that individual's online homes. The social media marketer maybe an invited guest, or maybe dropping by unannounced. It is polite to build some rapport before requesting for someone's time and attention.
  • Why social media? Can be answered by comparing Interruption vs. Permissive marketing
  • When engaging in social media there are 2 types of engagement: Passive and Active. Test the waters first and then plunge!
  • To be successful in a permission-based social media marketing world requires giving the community something of value. They should meet one or more of the PARC Principles (Participatory, Authentic, Resourceful, Credible)
  • Being aware of the rules will help the marketer avoid common mistakes in entering social media
  • What does it mean to be ethical in using social media marketing professionally? Here are some principles to keep in mind…The internet has a long memory, and any unethical action or mistake will linger and haunt the brand and the marketer
  • Social Media is an international phenomenon.
  • 1. Will be able to Search, Listen, Respond. Establish followers and supporters. Establish rapport. Will establish proactivity a year before than being reactionary. Use of Social Media will be seen as more authentic 2. BP had bigger problems to solve so better concentrate on it. Making an issue of it and spoiling the fun would probably just heighten negativity against the company. However I will ask Twitter to enforce its rules and ask these accounts to clearly state on their profiles that they are parody accounts. 3. "Don't speculate. If you know, say so. If you don't know, say you don't know.” However they should listen to experts.
  • 4. The message is not well constructed, it is very glossy – they mentioned about organizing the largest response in history (still bragging tone), another problem is the question on Tony Hayward’s sincere delivery of the message. Show actual footages of the effort (both negative and positive) – transparent videos. Might be better to see a raw video of Hayward doing a dirty job of joining staff and volunteers doing the clean-up. 5. Responses are quite similar,. Change in times – response is expected much faster now due to digital and social media. Much more channels are available.
  • Rules of Engagement in Social Media

    1. 1. Rules of Engagement for Social Media Presenter: Leo Concepcion
    2. 2. Objectives• Explain why social media is important• Define social media marketing• Explain the 7 social myths of marketing• Explain how social media marketing is different• Identify the characteristics of a successful social media marketer
    3. 3. Why Social Media?
    4. 4. Interruption marketing• Old/traditional media heavily relied on this• purchase the right to interrupt people and demand their attention• ex. TV ads, magazine ads, billboards, pop-ups, radio ads-content is focused on selling the product• needs million dollars to spend to come up with a noticeable ad to be noticed amidst a sea of marketing• expensive because it counts not just the retail value of a product but also the value of ways that the consumer has to go through to purchase the product
    5. 5. “You can’t escape me! I got your attention!” typical adult is exposed to 600 - 625 ads per day
    6. 6. Interruption Marketing• It is hard to compete anymore in a cluttered interruption marketing space• People consciously blind themselves and block ads from interruption marketing• In order for traditional advertising to create an impact, millions of dollars are needed to be spent
    7. 7. Permission marketing• Relies on attention being earned from the audience• consumers consent to be marketed• ex. Opting into email newsletter, account following on Twitter, signing up to text message alerts• social media marketing where consumers choose• economical solution as budget is less important than strategy with passion and compelling personalities
    8. 8. “Subscribe for me please???” ‗Hmm…okay, I want to hear from you more!‘
    9. 9. Permission marketing• Money is not enough to buy the way in• attention is ―earned‖ from people who have a choice whether or not to engage with the marketing campaign• People often choose brand engagement that are authentic, transparent, caring, empathic, respectful of consumers time and opinions, and have a human presence online• If done well, ROI can be huge
    10. 10. Initial Entry Strategy: Passive• Passive Strategy - Search, Listen and Respond – advisable for those new in social media – Search out mentions of your business, its competitors, category or industry – Listen to what people are saying – Reply with simple appreciation
    11. 11. Initial Entry Strategy: Passive
    12. 12. Initial Entry Strategy: Passive
    13. 13. Initial Entry Strategy: Active• Active Strategy - The marketer creates content and engages in conversations through different social media channels
    14. 14. Initial Entry Strategy: Active
    15. 15. Initial Entry Strategy: Active
    16. 16. PARC Principles• Participatory – interact with the community, answer questions, thank those who respond – one can start fresh, but one can show interest or participate in existing communities – be ready to respond and be conversational (two-way communication expectation)• Authentic – rapid spread of information makes it impossible for deception, so lack of authenticity runs a risk of being outed – more than telling the truth; conversing without forced attitudes or false demeanor – Social media interactions should be professional but also personable
    17. 17. PARC Principles• Resourceful – provide the audience with helpful information – powerful method to earn trust and gain attention through social media – being a resource positions a business as an expert as well as showing that the company cares about the target audiences needs• Credible – demonstrating thought leadership by showcasing original thoughts and ideas related to the product or the industry in general – 2sides of credibility: building a reputation for knowledge and expertise in the field; building a brands trustworthiness by being ready to share information and explain the rationale behind decisions
    18. 18. Rules of Engagement• Rule # 1: Use social media channels as intended – Be aware and look how the general community is using each social media channel, use common sense on the intended use, then keep usage within standards
    19. 19. Rules of Engagement• Rule # 2: Dont be a dirty spammer – Dont send unwanted messages without their permission. Give the audience the chance to opt in or opt out
    20. 20. Rules of Engagement• Rule # 3: Assume people dont care about the product – Not everyone who follows you or who accepts you as a network is interested with your product or services
    21. 21. Rules of Engagement• Rule # 4: Have a personality – People connect with other people on a deeper level than they can connect with a brand. Sharing some personality helps build common ground and trust, but a professional line should still be drawn but it will be good to talk about harmless character traits
    22. 22. Rules of Engagement
    23. 23. Rules of Engagement• Rule # 5: Provide context when seeking connections – Have a tactful way to add new connections that may rarely or never be seen in person. Provide reason or context when connecting with people to lead higher acceptance rates• Rule # 6: Be transparent – Companies need to be upfront with their information. Be prepared to address issues and problems in an open and honest manner.
    24. 24. Rules of Engagement• Rule # 7: Talk about the topic – Do not jump into discussion threads or conversations related to your business lines with a marketing message• Rule # 8: Social media profiles are not billboards – Do not overtly advertise on someone‘s profile pages
    25. 25. Rules of Engagement• Rule # 9: Be nice – Be pleasant, nice and polite – Look for opportunities to give back to other people in the same social community e.g. ―Please‖, ―Thank you‖, Re-post, Re-tweet, Share
    26. 26. Social Media Marketing Ethics- same with traditional media, but has its own challenges and complications due to its highly-interactive and long distance nature• 1. Honesty - social media messages are exposed to public view - high degree of scrutiny• 2. Privacy - do not collect info without consent• 3. Respect – treat people as equals• 4. Responsibility - mistakes may happen. When problem arises, remember the 3 As: Acknowledge, Apologize, ActMaking Ethical Decisions - it is best to err on the side of caution and avoid a potentially unethical action
    27. 27. Global Perspective• Social media is an international phenomenon - communicating across national boundaries is an essential skill• Cultural Differences - different people have varying standards of contact and familiarity with others met through social media. Be friendly and not invasive – How to avoid confusing your global audience • expressions, proverbs, folksy sayings maybe unfamiliar • translation might be odd or strange • sarcasm or metaphor might be misinterpreted • avoid jokes or reference to pop culture, puns, domestic sporting events, etc. • make messages polite, concise and direct
    28. 28. Global Perspective
    29. 29. Global Perspective
    30. 30. Global Perspective• Google Translate- Translation services can help gather what international audiences are saying about different brands, but be careful as sometimes the results can be rough or can lack important context. Better translate to different languages then translate back to English.• Or better yet, get a reliable, professional, competent translators!
    31. 31. Global Perspective* Both Clairol and the Irish alcoholic drink Irish Mist did not properly consider the German language when they launched their products there. Clairols hair-curling iron "Mist Stick" and the drink "Irish Mist" both flopped - why? Mist translates in German as "manure". Article Source:* Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhea.‖ Article Source:
    32. 32. Case Study: British PetroleumRuns the Social Media Gauntlet British Petroleum - third largest energy company in the world; operates in more than 80 countries in the world - formally established in 1954 - Expanded to Alaska and struck oil in the North Sea - Its largest division is BP America
    33. 33. Case Study: British PetroleumRuns the Social Media Gauntlet Challenge: – On April 20, 2010, an explosion happened in Deepwater Horizon oil- drilling platform in Gulf of Mexico which caused crude oil leak – killed 11 and injured 17; threatened coastal Louisiana, Gulf Coast fisheries and Gulf of Mexico ecosystems – Finally stopped the leak on July 15, 2010 after releasing nearly 5 million barrels of crude oil – largest accidental marine oil spill in the history of the petroleum industry
    34. 34. British Petroleum Runs the Social Media Gauntlet• Challenge/BP‘s reactions – Early responses were less about public engagement but more about spin control; tried to downplay • "The Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume." —Tony Hayward, May 14, 2010 • "I think the environmental impact of this disaster is likely to have been very, very modest." —Tony Hayward, interview with Sky News television, May 18, 2010 • By 27 May, Hayward changed his assessment, calling the spill an "environmental catastrophe" in an interview with CNN • "Were sorry for the massive disruption its caused their lives. Theres no one who wants this over more than I do. I would like my life back." —Tony Hayward, May 31, 2010
    35. 35. British Petroleum Runs the Social Media Gauntlet• Challenge/BP‘s reaction – social media campaign started about a month after the oil spill was announced – promotional placement on Google and Yahoo to control search results for terms like "oil spill" and sent positive articles about the clean-up – Company spent US$50 million on a TV campaign to promote BP‘s positive role – CEO gave a public apology through YouTube - not received well and drew several parodies
    36. 36. British Petroleum Runs the Social Media Gauntlet – @BPGlobalPR Twitter account (parody account) got 175,000 followers mocking BPs failure to resolve the oil spill, but @BP_America Twitter account (official account) was used as broadcasting channel than community interaction; parody dominated the online conversation – anti-BP FaceBook groups sprang up
    37. 37. British Petroleum Runs the Social Media Gauntlet• Results: – Huge PR disaster – social media strategy came in late; they seemed to be not considering having a social media strategy until crisis happened; their efforts to bootstrap a social media presence was seen inauthentic. – initial strategy was to refuse direct responsibility of the leak; half- hearted approach – lowest ranked in customer loyalty – They did top-down image management campaign, they could have done more subtle social media campaign – failed to take advantage of social networking to open the lines of communication – they should have created social media accounts earlier for damage control, way before they are needed
    38. 38. Questions:1. What benefits would BP have gained from starting a serious social media campaign a year before instead of a month after the oil spill? Be as specific as possible.2. While the parody account was posting on Twitter, BP asked for the account to be shut down. The social media site refused, saying that parodies were allowed under its terms of service. Is there a better way BP could have handled the accounts making fun of them?3. BP was criticized for underestimating the extent of the oil spill at first: the company is said to have underestimated the leak‘s size by as much as a fifth the real amount. Would BP have been better off to report a higher number and perhaps risk overestimating the extent of the leak? Why or why not?
    39. 39. Questions:4. Go on YouTube and view Tony Hayward‘s apology. Was this a well-constructed social media message? Should YouTube have been used differently, the same, or not at all in presenting BP‘s case? Explain your argument.5. Do some external research and look up the Exxon Valdez oil spill. Compare and contrast Exxon‘s and BP‘s responses to their respective crises. How successful were they in comparison? How much of the difference can be attributed to a change in the times, different corporate cultures, or media strategies? Cite your sources.
    40. 40. Exxon Valdez oil spill The Exxon Valdez oil spill occurred inPrince William Sound, Alaska, on March 24,1989, when the Exxon Valdez, an oil tankerbound for Long Beach, California, struckPrince William Sounds Bligh Reef andspilled 260,000 to 750,000 barrels (41,000 to119,000 m3) of crude oil. It is considered tobe one of the most devastating human-caused environmental disasters. The Valdezspill was the largest ever in U.S. waters untilthe 2010 Deepwater Horizon oil spill, interms of volume released
    41. 41. Exxon Valdez oil spill• Two-week delay (in calm weather) before clean-up begins (now in rough weather)• CEO Lawrence G Rawl refuses to be interviewed; no time for such things• Amid media clamor, Dir of Exxon Shipping Frank Iarossi flew to Valdez for news conference• Mayor of Valdez John Devens said town was "betrayed" by Exxons inadequate response to the spill• After 6 days, Rawl made statement to media.• Eventually went on TV; unfamiliar with latest Exxon cleanup plans; claimed that, as CEO, it was not his responsibility to read such reports; blamed media for making a big deal of the spill• After 2+ weeks, Rawl finally visited site of oil spill• Corporate claims contradicted by eyewitness accounts• $1.8 million for full-page ad in 166 newspapers; apology but no acceptance of responsibility• Response publicity, such as Exxon news release "Exxon-Supported Otter Center Highly Successful" (issued one day before Wall Street Journal article about "otter slaughter
    42. 42. Thank you!