Putting Social Media To Work

Putting Social Media to Work Questions? Text them to 619-994-1881

Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better. ‐ Avinash Kaushik, Google http://twitter.com/avinashkaushik /status/1270289378 Questions? Text them to 619-994-1881

The Thing to Remember Social Networking that matters is helping people achieve their goals. Doing it reliably and repeatability so that over time people have an interest in helping you achieve yours. ‐ Seth Godin, Marketing Genius Questions? Text them to 619-994-1881

Does it Matter? What’s important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world. ‐ Seth Godin Questions? Text them to 619-994-1881

If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881

Social Media has overtaken porn as the #1 activity on the Web ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881

Generation Y and Z consider e‐mail passé… In 2009 Boston College stopped distributing e‐mail addresses to incoming freshmen ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881

The fastest growing segment on Facebook is: 55‐65 year‐old females ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881

25,366,195,000 August http://comscore.com/Press_Events/Press_Releases/2009/9/Google_Sites_Surpasses_10_Billion_Video_Views_in_August Questions? Text them to 619-994-1881

What’s It All About? Connections » With customers » With media » With suppliers » With influencers » With colleagues » With people Questions? Text them to 619-994-1881

What’s It All About? Authority » Build a reputation » Demonstrate expertise » Share information » Help people » Do it all freely http://www.flickr.com/photos/macwagen/131360868/ Questions? Text them to 619-994-1881

What’s It All About? Value » For customers » For the community » For others » For you http://www.flickr.com/photos/schlachet/3366994378/ Questions? Text them to 619-994-1881

Relationships Questions? Text them to 619-994-1881 http://www.flickr.com/photos/cayusa/2838505123/

Where do I start? Questions? Text them to 619-994-1881

Questions? Text them to 619-994-1881 http://www.flickr.com/photos/stabilo‐boss/93136022/

Like everything else. You need a plan… Questions? Text them to 619-994-1881 http://www.flickr.com/photos/ryanricketts/2295726918/

… and a Framework • People – identifying business owners and responsibilities • Objectives – identify objectives of social media efforts • Strategies – identify strategies, messages, and tactical execution • Technologies – identify technologies, communities, measurement and monitoring tools Questions? Text them to 619-994-1881

People • Identify business owners and staffing needs – Customer service – Marketing – Public Relations – Partner Management – Sales/Business Development – Technology • Identify resources for execution – To intern or not to intern? – Full time vs. part‐time – Do you need a social media or community manager? Questions? Text them to 619-994-1881

Objectives • Create clear objectives – what are you hoping to accomplish? – Customer acquisition – Reputation management – Brand awareness – Customer service – Media relations • Your objectives will determine – Personnel needs – Channel commitment/prioritization – Budget requirements Questions? Text them to 619-994-1881

Strategies • Sound strategy will ensure your brand: – Maintains consistency and voice across mediums/platforms – Respond quickly to conversations online – Participate authentically in online communities – Identify proper internal escalation policies to ensure high service to visible issues – Understand restrictions and sensitivities with Investor Relations, disclosure and other public company issues Questions? Text them to 619-994-1881

Technologies • Choosing the right technologies will ensure that your brand: – Can communicate effectively with target audiences wherever they are on the Web – Monitor relevant conversations and brand mentions to engage and respond accordingly – Can track, follow‐up and service issues that arise from the social channel – Track and report on success towards program objectives Questions? Text them to 619-994-1881

Common Social Media Uses • Reputation Management • Customer Service • Brand awareness • Customer Acquisition • Generating Buzz Questions? Text them to 619-994-1881

Reputation Management • Healthcare crisis handled poorly/slowly • Backlash on Facebook, Twitter • Recovered with: – Customer forums (22k posts to healthcare issue) – Communication on Facebook, Twitter – Focus on corporate values in online communications Questions? Text them to 619-994-1881

Brand Awareness • Building Buzz • 1500+ blogs participating • Thousands of mentions • Hundreds of links, comments, responses and feedback • Loads of online and traditional media coverage Questions? Text them to 619-994-1881

Customer Acquisition Twitter, Facebook, Friendfeed are used to share offers with online communities driving in store traffic and sales. iPhone Apps make locating a nearby Dairy Queen easy and provide constant brand presence on customer’s phone Questions? Text them to 619-994-1881

Customer Service • 30,000 followers • "This is just one way people have gotten to know us," says Eliason. "It's a little more personal. More back‐ and‐forth discussions, and it's less formal. And it gives immediacy to interactions." • Reputation for leading customer service use of Twitter Questions? Text them to 619-994-1881

Generating Buzz • Migrating successful brand to social media • Using celebrity plus social media footprint as asset • Building a business of teaming with other restaurant brands for special events Questions? Text them to 619-994-1881

A few reminders before we go. Questions? Text them to 619-994-1881

Social Media is a marathon, not a sprint. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/oskarn/125630791/

Don’t spread yourself too thin. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/lynac/373285375/

What’s your plan? It’s OK to start small. Questions? Text them to 619-994-1881

Let’s get started. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/dcdead/3503766087/

Group Sessions Questions? Text them to 619-994-1881

Scenario #1 • You’re in charge of communications at the Mango Board. A scare about the safety of mangos has popped up on the news after six children have been reported ill, and the word is spreading quickly. • How will you manage this crisis? – Online, social media – Mainstream media Questions? Text them to 619-994-1881

Scenario #2 • You’re an agency for a company that is launching new self‐heating soup cans and you want to get the word out to your target audiences including stores and consumers. • What type of social media campaign can you utilize to promote the new product online, and how? Questions? Text them to 619-994-1881

Scenario #3 • You’re the sales manager for a processing house and you want to build relationships with restaurants to increase sales of your high‐quality, processed avocado spread in the B2B foodservice channel. • How do you go about gaining mindshare and building relationships to drive new channel sales? Questions? Text them to 619-994-1881

Scenario #4 • You’re the director of marketing for a startup and want to build loyalty and repeat purchase for your specialty food and wine online magazine and store. • How can you use social media to achieve this goal? Questions? Text them to 619-994-1881

Scenario #5 • You’re a research company hired by Top Chef to find out how consumers would react to a new chain of restaurants leveraging the Top Chef brand. • Develop the social media components of a plan to gauge interest in the new venture. Questions? Text them to 619-994-1881

Friend Us • Jack Abbott • jack@oakcreektrail.com • 619‐994‐1881 • facebook.com/jack.abbott • Morgan Brown • morgan.brown@turnhere.com • 949‐954‐0205 • facebook.com/morganb Questions? Text them to 619-994-1881

Putting Social Media To Work

by Morgan Brown on Oct 11, 2009

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