Social Media 101 - Where to Get Started for Customer Engagement

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Workshop delivered by Cheryl McKinnon, Chief Marketing Officer for Nuxeo to the Waterloo Communitech Marketing Peer to Peer Group - October 27, 2009. A how-to-get-started session for marketers who want to start using social media as part of their marketing mix... but aren't sure how to get started.

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Social Media 101 - Where to Get Started for Customer Engagement

  1. 1. Where to Get Started for Customer Engagement Cheryl McKinnon, CMO @ Nuxeo [email_address] Or Twitter @CherylMcKinnon Social Media 101
  2. 2. Agenda <ul><li>Why Engage with Social Media?
  3. 3. Understanding the Ground Rules & Objectives
  4. 4. Where to Start?
  5. 5. How do I Measure it?
  6. 6. Success Stores and #Fails
  7. 7. Q&A – Share Your Own “Getting Started Story” </li></ul>
  8. 8. Why Engage ? <ul><li>Rise of Web 2.0 – Social Networking and User Generated Content = Mainstream
  9. 9. Companies Need to Cut Costs of Customer Service, New Client Acquisition, Be Greener, Be Leaner, Meaner, More Responsive
  10. 10. The Social Marketplace in Action
  11. 11. Customers and Partners Want to Feel Heard & Respected </li></ul>
  12. 12. What is a Social Marketplace? <ul><li>Word of Mouth
  13. 13. Word of Click
  14. 14. Awareness of Spoken and Unspoken Needs
  15. 15. Working as a Community for Shared Goals
  16. 16. Economies of Scale </li></ul>
  17. 17. Rise of “Web 2.0” <ul><li>Collaborative Content Creation and Consumption via Web and Mobile Applications
  18. 18. You Know the Drill </li><ul><li>Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking </li></ul><li>Gained popularity in Consumer World, but becoming Business mainstream in recent years </li></ul>
  19. 19. Why Engage ? 'Cuz I Don't Care What You Had For Lunch <ul>(Cool – Your Competitor Does...) </ul>
  20. 20. Why Engage? <ul><li>Need a Clear Purpose - Start with 1 – not many
  21. 21. Listening vs. Engaging vs. Reacting
  22. 22. Event? Brand? Company Promotion?
  23. 23. Personal or Professional Development?
  24. 24. Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence
  25. 25. Unleash Your Alter Ego for Practice </li></ul>
  26. 26. Rules of Engagement <ul><li>Most Social Media environments respect Transparency, Authenticity, Helpfulness
  27. 27. Investigate Company Appropriate Use Policies </li><ul><li>Access to social networks from work machines?
  28. 28. What are you allowed to discuss?
  29. 29. What is off limits?
  30. 30. Spokesperson Guidelines? </li></ul></ul>
  31. 31. Rules of Engagement <ul><li>Most organizations require an update to Appropriate use policies </li><ul><li>Corporate Examples Available
  32. 32. http://socialmediagovernance.com/policies.php </li></ul></ul>
  33. 33. Rules of Engagement <ul><li>“ Social” Media means Interacting with People </li><ul><li>Conversation
  34. 34. Plain Language
  35. 35. Sense of Personality
  36. 36. Don't Talk Like a Press Release </li></ul><li>Always Remember the Network Effect </li></ul>
  37. 37. Rules of Engagement <ul><li>Distinguish Between a Corporate Social Media Name and a Personal One </li><ul><li>Corporate Name – links to more formal Press Releases, Events, Articles, Call to action
  38. 38. Personalities – a commentary on the more formal content – highlight, best quote, why they liked it. </li></ul></ul>
  39. 39. Rules of Engagement
  40. 40. Rules of Engagement <ul><li>Regardless of Channel – blog, Twitter, Community or Networking Site </li><ul><li>Not a one-sided conversation
  41. 41. Follow Back, Comment, Link To What is Good
  42. 42. What Would the Conversation Look Like in Real Life?
  43. 43. Click back – who are the commenters? The followers? Connections in your network? </li></ul></ul>
  44. 44. Where to Engage <ul><li>#1 Rule – Figure out: </li><ul><li>Who Is Your Target Audience
  45. 45. Where Do they Hang Out Online?
  46. 46. Won't be the same for every business </li></ul></ul>
  47. 47. Where to Engage <ul><li>Professional Sites </li><ul><li>Linked In, Plaxo, Orkut ... (regional)
  48. 48. Industry and Professional Associations (Information Zen for AIIM ECM Association)
  49. 49. Corporate Customer / Partner Extranets
  50. 50. Alumni Forums
  51. 51. Slideshare.Net </li></ul></ul>
  52. 52. Where to Engage <ul><li>Personal / Professional Mixed Sites </li><ul><li>Facebook
  53. 53. YouTube
  54. 54. Twitter / FriendFeed
  55. 55. Wikipedia or niche wiki sites </li></ul></ul>
  56. 56. How to Measure Success? <ul><li>Begin with Clear and Achievable Goals </li><ul><li>Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site
  57. 57. Enhance Search Engine Optimization </li></ul><li>Use Analytical Tools to Measure </li><ul><li>SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite, others...) </li></ul></ul>
  58. 58. One Hour Experiment – Canada 3.0
  59. 59. One Hour Experiment – Canada 3.0
  60. 60. One Hour Experiment – Canada 3.0
  61. 61. One Hour Experiment – Canada 3.0
  62. 62. One Hour Experiment – Canada 3.0
  63. 63. One Hour Experiment – Canada 3.0
  64. 64. One Hour Experiment – Canada 3.0
  65. 65. One Hour Experiment – Canada 3.0
  66. 66. Successes <ul><li>Success: </li><ul><li>Dell – $1M in new business over Twitter
  67. 67. @FoodLandOntario – Ontario Producers
  68. 68. Intuit – Community Peer Support for Tax and Small Business Accounting
  69. 69. Independent/Local Business, Artists </li></ul></ul>
  70. 70. #Fail
  71. 71. Q & A <ul><li>Round Table </li><ul><li>Where have you started?
  72. 72. What worked?
  73. 73. What Didn't?
  74. 74. What Will you Try This week?
  75. 75. At Home?
  76. 76. At Work? </li></ul></ul>
  77. 77. Who is Nuxeo? <ul><li>Founded in 2000 – European HQ
  78. 78. Opened North American Operations in 2009
  79. 79. Dedicated to Enterprise Content Management
  80. 80. Available under LPGL (yes – free ECM...)
  81. 81. Galaxy Partner Program for Integrators/ISVs
  82. 82. www.nuxeo.com </li></ul>

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