Mastering Social Media


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Wystąpienie Randi Zuckenberg
Była dyrektor marketingu w Facebooku, przez R to Z Media
Kongres Biznes To Rozmowy 2011 NETIA

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Mastering Social Media

  1. 1. Mastering Social MediaRandi ZuckerbergOctober 2011
  2. 2. Introduction
  3. 3. Poland Facebook Statistics**7+ Million Facebook users in Poland**#24 in the ranking of all Facebook statistics by country**Penetration of total pop: 18.05% (.87% higher than Suriname, .66% lower than Thailand)**Penetration of online population: 30.93%**Total number of Facebook users in Poland grew by more than 1 million in last 6 months**Largest age group = 18-24 (2.3M people), followed by 25-34.**47% Male users, 53% female usersSource:
  4. 4. Pew Report: Top Nations for Social Media
  5. 5. Most Popular Facebook Pages
  6. 6. Most Engaging Facebook Pages
  7. 7. Why Use Social Media?Customers want to engage with you on their turf.They want to be part of the conversation.They want to endorse your brand. For free!Grow/nurture your community, so it’s there when you really need them.
  8. 8. The Opportunity…and the ChallengesFriend recommendations matterimmensely. Whether it’s purchasingdecisions, restaurant choices, parentingadvice, travel recommendations, etc.Positive news/recommendations travelfaster & farther than ever before.On the other hand…negative info canhurt in the age of the “digitalmegaphone.”(time for a movie industry anecdote!)
  9. 9. James Blunt Angers Polish Fans
  10. 10. Our generation lives in public.People share deeply personal & emotionalexperiences -- and their friends listen.Make sure your brand has a strong presence where people are paying attention.
  11. 11. Our engagement…
  12. 12. The Power of the “Trusted Referral”Friends ask one another for suggestionsall the time.-- where to dine in Montreal-- 3am NYC activities when jet lagged-- one day “Best-of-Warsaw” itinerary-- friendly airlines for travel with infant(now that Im THAT PERSON on flights)
  13. 13. Who’s Doing it Well?WSJ Social lets your Facebook friends curate the news
  14. 14. Who’s Doing it Well?Swedish music service Spotify allows a social music experience
  15. 15. Who’s Doing it Well?Etsy – local/personal crafts
  16. 16. Top Social Media Do’s & Don’ts
  17. 17. A few questions to think through:1) Who runs social media for your brand? One person or multiple people?2) How often will you post? What times of day will you target?3) Will you create guidelines for the types of content you post?4) How many languages will you post in?5) Will you educate the entire company about your social media presence?This is how your brand is represented to millions of people, so you’ll want to puttime, energy, and thought into these decisions.
  18. 18. Before we dive in…customize your Page!
  19. 19. Tip #1) Timely contests & promotionsFacebook allows businesses to quickly &economically reach a large audience.American Airlines Facebook page grewfrom 2,600 -> 210,000 in 2 days withtheir "Mystery Miles Journey" promotion.Fans earned 100 to 100,000 miles byentering their Aadvantage # on thePage.
  20. 20. “Liking” a hotel could win you a vacation…
  21. 21. …or a JOB!
  22. 22. Tip #2) Celebrate loyal customers What does the loyalty program of the future look like?
  23. 23. Go out of your way to provide an awesomeexperience to “digital influencers”You know, that person who mentions a restaurantwith great pasta and 400 ppl comment, “OMG! I atepasta once too!”If you notice a customer updating Facebook orTwitter about your product, respond to them,thanking them for spreading the word
  24. 24. Tip #3) Give your business a human faceSometimes the best way to show yourawesomeness, is by turning the spotlighton your employees!Empower them to give a little behind-the-scenes scoop we wouldn’t normally knowabout.Needs to feel real and authentic.
  25. 25. Tip #4) Listen to what people are sayingTrack key words such as: your brand’s name,phrases that relate to your brand, like “slowinternet connection”Facebook analytics show detailed info aboutpeople who “Like” your Page, time of day formost engagement, and more. New insight:“what people are saying.”If you have a global audience on Facebook,target updates by geo and post in multipletime zones & languages.
  26. 26. Tip #5) Stay timely, relevant, and funny!VisitBritain’s objective: Use interestaround Royal Wedding to engageprospective travelers on Facebook.LoveUK Facebook Page postedinteresting & timely content about thewedding & London.Gained 127,546 new fans (doubledtheir “likes”)Page viewed by 1.3 million + people.
  27. 27. But sometimes “timely & relevant” = crisis!
  28. 28. Build your community BEFORE a crisis!
  29. 29. Tip #6) Embrace customer feedback(“crowd-sourcing”)
  30. 30. Tip #7) Create new purchase options
  31. 31. Want/Own vs Like Buttons
  32. 32. Sampling
  33. 33. Real-world eCommerce
  34. 34. Tip #8) Additional customer service channelMake sure your team isresponding to good commentsas well, not just complaints!!!
  35. 35. The (Squeaky) Wheels On The Bus
  36. 36. Tip #9) Show “behind-the-scenes” info
  37. 37. Hmm…maybe a bit too much info…
  38. 38. Gives viewers glimpse into hotel opening
  39. 39. Tip #10) Integrate a Mobile Experience
  40. 40. Mobile is one of the most disruptive & innovative areas, especially with geolocation.Many services allow for mobile “deals”Hundreds of millions of people using Facebook via mobile deviceImportant to design web site vs mobile site for explicit use case
  41. 41. And a few social media “Don’ts”-- RSS feeds for content-- Using a plain logo/image-- Being overly promotional-- “Like-gating”-- Deleting negative feedback
  42. 42. Fostering innovation inside your company *Empower employees to be creative -- good Ideas can come from anywhere! *Hackathons – encourage people to get out of their comfort zone *Allow employees of all levels to author blog posts/be featured *Encourage experimentation. If you try 10 ideas, one will work! *Adopt a “yes, and..” approach, rather than a “no” approach *Forums to present open ideas *Weekly all-hands Q&A
  43. 43. *Make special offers*Celebrate your loyal customers*Give businesses a human face*Listen to what customers are saying*Engage with prospects around timely events*Get customer feedback*Creates new purchase options*Supplies alternative contact channel*Shows customers behind the scenes*Stay in touch with customers on the go