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Social Media and the 3 R’s


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Research, recognize, and respond - the 3 R's CB Social consultant, Kristin Clifford, covered in her presentation at the 2011 Marketing Planning and Analysis Conference in Chicago.

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Social Media and the 3 R’s

  1. 1. Social Media and the 3 R’s Presented By: Kristin Clifford Senior Consultant, Social Media Solutions @kristincliff
  2. 2. A Winning Equation Experience in Recruitment & Technology Innovation Results We Do It All (Or Just Part) Go ahead and give us a piece of a social media project or outsource the whole thing to us. We can help from soup to nuts and always put strategy first to ensure measureable results. Recruitment Results No one knows job seekers better than CareerBuilder and how to get their attention with content then drive them to act. Our art plus science techniques allow us to provide measurable results. Flexibility Marketing & Social Media Expertise Marketing Expertise We’ve been helping clients with social media solutions since 2005 and have worked with more than 1,000 clients across the globe to garner branding results. From Fortune 500 to small business and consumer marketing to recruitment, our team delivers results because our consultants know how to use social media marketing to drive action. Whether it is recruitment, product, or service goals, CB Social is the right fit because we know your business intimately.
  3. 3. A Few of Our Clients
  4. 4. Liberty Tax Problem: Wanted to know the extent and nature of their unofficial social media presence managed decentrally by franchisees. CB Social Solution: Comprehensive social media audit of current presence, plus franchisee and customer opinions. Results: Implemented all suggestions : edited franchise operating manual to disallow creation of Liberty Tax presences, closed unofficial pages/profiles unwilling to adopt new guidelines, and created channel to gather local content. “ When I hear you speak about Liberty, I have to remind myself that you aren’t franchise owners yourselves. You went above and beyond in your analysis and recommended a turn-key strategy that is perfect.” - Melissa Shattuck, Liberty Franchisee Franchise Operating Manual ENDORSED! REVISED!
  5. 5. Research!
  6. 6. Research! <ul><li>Assets </li></ul><ul><ul><li>What’s going right – good products, good stories, unique differentiators. </li></ul></ul><ul><li>Audience/Brand advocates </li></ul><ul><ul><li>Who are you trying to reach, who are your champions </li></ul></ul><ul><li>Brand Identity </li></ul><ul><ul><li>What are you projecting to consumers and employees? Does it jibe with what your overall goals are? </li></ul></ul><ul><li>Brand Sentiment </li></ul><ul><ul><li>Overall, is sentiment negative, positive or neutral? </li></ul></ul><ul><li>Brand Strengths and Weaknesses </li></ul><ul><ul><li>From the brand sentiment information, you can determine what others see as your strengths and weaknesses. </li></ul></ul>
  7. 7. Research! Imagine you are an airline, gathering data on customer service. Where would you go? What would you want to find?
  8. 8. Research!
  9. 9. Research!
  10. 10. Recognize!
  11. 11. Recognize! Imagine you are a company that sells shoes, handbags and more online. You have a huge customer base and continue to grow. How should you communicate to your customers on social media?
  12. 12. Recognize!
  13. 13. Recognize!
  14. 14. Recognize! Picture your own current traditional marketing campaigns. Is there any aspect of it that translates well into social media? Why?
  15. 15. Recognize!
  16. 16. Respond!
  17. 17. Respond! Imagine you are a manufacturer of cameras. You’ve done pretty well, and have completely embraced digital technology. How can you find your niche in social media?
  18. 18. Respond! “ The worst thing that anyone can say about your company is … nothing.” - Thomas Hoehn, director-interactive marketing and convergence for Eastman Kodak Co
  19. 19. Respond!
  20. 20. But Wait, There’s More! <ul><li>Kristin Clifford </li></ul><ul><li>[email_address] </li></ul><ul><li>@kristincliff </li></ul><ul><li> </li></ul><ul><li>CB Social Solutions </li></ul><ul><li>@cb_social </li></ul><ul><li> </li></ul><ul><li> </li></ul>