Social Media | Demystified

Social Media… Demystified

Cleveland Ideas

Strategy Development

Training (Platforms & Tools)

Best Practices including SEO

Outreach (Industry members)

Metrics development

Steering committee involvement

Personal Branding development

Training (Google Profiles & LinkedIn)

Best Practices including SEO

Outreach -Financial Advisors

Policy reinforcement

Are you ‘In’?

The New Equation + =

Social media tools and online communities are how and where your customers are talking about you. It's a conversation that you need to be aware of, understand, and, in some cases, participate in .

Image Courtesy Brian Solis

Social media sites contain rich fields of customer data.

300 MM 100 MM 50 MM 7-20 MM 13 MM Blogs 84 MM Readers

>150 MM Bookmarked URLS

Sometimes It Starts with Search

A Little More Detail…

Latest LinkedIn Facts

LinkedIn has over 50 million members in over 200 countries and territories around the world.

A new member joins LinkedIn approximately every second.

Half of LinkedIn members are outside the U.S.

Executives from all Fortune 500 companies are LinkedIn members .

So What Has Been Learned So Far?

Real Life Examples

Increase Customer Engagement | Drive Loyalty

Launched a contest.

Invited the world to give it great ideas.

The winners get to:

Join Cisco and is funded to make the idea real.

specifically: Join Cisco, drive the development of their business idea (and are eligible to receive a $250,000 cash prize.)

Cisco may then invest approximately $10 million over three years to staff, develop, and go to market with a new business based on the idea.

Crowdsourcing |Cisco iPrize

Crowdsourcing | Netflix Prize

Launched a contest.

Invited the world to drive a 10 percent improvement to

the accuracy of software that makes additional viewing

recommendations for the company’s online DVD rental

subscribers.

Prize: $ 1 MM

Internal Collaboration

Getting Real Feedback

Improve Operational Efficiencies

Google Video Dashboard for employees

Executive Communication

Training

Peer to Peer Communications

Share events

Searchable

Upload

Sort (tagging)

Provide feedback

CASE STUDY|DAIRY QUEEN The story of the DQ brand is told through the eyes of their employees. Dairy Queen’s Chief Brand Officer actively contributes to the blog. They reached out to 250 bloggers with a creative contest. BLOG

CASE STUDY|DAIRY QUEEN

Reputation monitoring

Customer service

Platform for promotion for all things Dairy Queen

Identifying and rewarding brand endorsers and evangelists

Re-tweeting Dairy Queen follower’s tweets

Follows back Dairy Queen customers on Twitter

So Where do You Go From Here?

90% of what you share on Twitter should be made up of personal insights and thoughts along with a heavy dose of helpful links 10% should be made up of messages that more directly benefit you. 90 -10-10 RULE

APPROACH

LISTENING Look at best practices from other industries and competitions

Know who is already using social media in all company departments

(including LInkedIn)

As well as external agencies, etc on the company’s behalf

PLANNING Ensure that plan is aligned and supporting Business Goals (PR, Crisis Communications, Customer Service, Recruiting, etc)

Establish Governance and Curation policies

Assess the audience for each initiative

Create Goals for each initiative and how each will be measured Resource Management Plan

TOOL SELECTON Leverage the right tool for the right audience; consider mobile

PARTICIPATION Start small – take a pilot approach and a learning approach

TACTICS Have a communication Plan : Editorial Calendar, Communication

Rinse. Repeat.

Align With Business Objectives Sample Social Objectives Functional Alignment Value LISTENING & LEARNING Marketing, PR, Internal Communications

Insight/Issues

Improved segmentation

Alignment of solution/offering with need

SEEDING & PARTICIPATING Marketing, Internal education, Training

Changes in reach, impressions, brand awareness

Increased velocity of communications across departments

Increased internal awareness , collaboration

SELLING Sales Maven outreach

Increased responsiveness to customer needs

Higher quality of responses

Increased advocacy

EDUCATION Internal External

Exec to employee, employee to employee KM

Process Faster deployments of product launch

Overall business conditions- new wins , etc

SUPPORTING Customer service, technical support

Reduced support costs

Higher customer satisfaction

Less churn, less use of traditional tools (800#)

INNOVATION Development, Product Marketing

Customer involvement and collaboration Deliver products faster to market

Increased loyalty, increased advocacy, better solutions

LISTENING – Holistic Tools

Gain Insights using multiple data points

Start with your target audience. Determine what kind of relationship you want to build with them. Use tools like the social technology profile tool. Generate Word of Mouth

Learn about the behavior types that interact with your brand. Capitalize on emerging social behaviors . Reach new audiences

Real Time Monitoring

LISTENING and Measuring – By Property

Risk Mitigation

Don’t try to boil the ocean and get overwhelmed

Use a Pilot Process model | Choose an area of engagement

See what is able to be enforced and maintained (resource allocation)

Get IT involved –or use a Steering Committee

Build Governance and Usage policy from current communications policies

1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute.

2. Do not undermine your effectiveness at work.

3. Do not imply ABC endorsement of your personal views.

4. Do not disclose confidential information obtained through work.

5. ABC will add user-generated content to its online presence in the future and may launch a nation-wide program to help communities generate their own media content

Social Media Trends