Everything you and your company do is a part of your brand – good or bad. Don’t use this medium to “push”, but let the customers “pull” what they like, listen and do more of what they like, less of what they don’t… [disclaimer] customers don’t always know what’s possible, so you have to do SOME pushing (experimentation or rapid prototyping…) SLICK or REAL? [draw diagram] …”it depends” Ideas: -training through YouTube (18 wheeler how to video) -training through screencasts, webinars, web tv -mini-conferences – web satellite events; corporate dissemination of vision, strategies, changes… -product tutorials -field interaction (diagnostics, documentation, standard work, testimonials with happy customers) -communication to remote/mobile “offices” picture = thousand words & video 30 frames per second = 30,000 words
In engagement, interaction must be used Engagment & interaction require intentionality People do read these things - they will scrutinize your posts Engage with this in mind. Remember that actual people are on both ends of the communication stream This is different than mass marketing or push tactics
What most of us are accustomed to is, traditional written communication pieces which are written by professional copywriters & receive several rounds of revisions to get just right.
Who wouldn’t want to interact with others instantly Especially when it comes to our business, customers & those we serve We’re in business because we have something others want If we loose touch with what people want, then we face a difficult future You can’t NOT ENGAGE - 96% of Gen Y on social media. Who’s slated to become the next leaders? World Changer?
Let’s do a quick lesson on trust
Trust is a fundamental part of all relationships - even online, especially now. I need to trust that what content you put online is accurate and if I find out otherwise, I’m going to be hurt Share the Jeremy Cowart illustration of trust
Very first thing to evaluate when embarking on a social media journey is: What is my goal? Is it: Customer Service Increasing Revenue Driving traffic to my web site Peer-to-peer knowledge sharing Positioning your business as subject matter experts. Expressing Thought Leadership. You can do ALL of the above using social media.
The answer to these questions will lead you to: Where you need to be – go where your audience is ONLY What you need to do – how is your audience using the sites? Interact with them in that way. Give them a reason to interact with you online as much as offline. There are many Channels out there available for you to have a presence on and it might seem overwhelming. Again, evaluate your goal and use the Channels that will help you achieve those goals
I’m going to use the Hedgehog concept from Jim Collins to consider a successful social media integration model.
Depending on your goal and the size of your organization, you’ll need to identify how best to position yourself and your business on social media channels. A large company w/various activities, location, services, etc. would have success utilizing the following type of social media integration: Company account Department or Service specific accounts Employee Accounts – not authorized, but you have to be aware your employees are out there speaking – sometimes about you – and how can you leverage this presence in your favor? (OR your own personal account if you’re self-employed) Who owns it? Everyone! Incorporate every team that may be able to play a role including: HR Compliance IT Marketing
This is an example of a business choosing specific channels where they expect to interact with their audience. Company Account - At a minimum, you should consider a corporate account. This is where your brand has the most value. This is most likely going to turn up in first searches. Consider this your 1 st priority and your 1 st line of communication. Covers the broadest messaging. Content should include: PUSH – any content Company would like to share about its services, initiatives, innovative ideas, community involvement, etc. This is positioning information. It can be driving sales and activity. SHARE – any content the Company chooses to share from other sources. This is a very good thing! Adds to your credibility and shows your broad knowledge base. Adds to authenticity. ……
Company account AND ENGAGE – interact with your followers and friends. It’s not just about sending information out. It’s about building relationships. You build a relationship with one individual, you have now created an ambassador for your Company who shares the information with their networks, etc. It’s the Viral Loop.
This illustrates the fact that your secondary accounts can use any or all of the channels your primary account uses. In this example, the service line accounts will exist on 2 of the channels the company account is on. Thinking about this practically, how would your service line use these other sites differently than the company? If there’s no difference, you don’t need the secondary accounts to have a presence there. Department or Service specific accounts Content includes Reposted information from Company Account Unique content generated by the specific department co-workers
Okay – here’s the reality – your employees have big mouths. And, they are out there already. Where? EVERYWHERE? Not just where you are. And this is good! Don’t be afraid. You’re not worried when they go to the grocery store and the mall are you? They have just as much opportunity to spread a message about your brand in a crowd of people as they do online. So – how do you leverage their online presence? You must EDUCATE & EMPOWER employees. Create Social Media Ambassadors Implement Social Media guidelines – give good, safe recommendations about how to behave online in light of corporate concerns. They reference HR and Technology policies. They may reference FTC or other regulatory guidelines. Provide Training & Education – (ex. Mayo’s Tweetcamps) Smart online presence, best practice Personal Safety Etiquette Emphasize the employee ambassador role – both online and offline Ongoing staff education – (ex. Mayo’s opt-in eNewsletter “In the Loop”
Looking back at this integrated model – how does it translate in a real-life example?
A quick word of caution: Carefully determine the names you select. You should also use the same naming procedure on all sites. Length of name is important on sites like Twitter.com Don’t use industry jargon (ex: PH) Is it easily searchable? (for SEO) Is it available on all the sites you want to have a presence on? If you have authorized employee accounts, try to incorporate your company name. (ex. Kodak logo on avatar photo; incorporate company name into username) Why is a healthy mix so important? Corporate Account - lets your customers get to know your brand’s “personality”. KEY! Department Account - allows you to get out all your messages to targeted audiences Employee Accounts – allow you to transfer some ownership to your co-workers, making them feel important and a part of your success. AMAZING for corporate culture!
This might look like a lot of stuff. It might seem overwhelming and like a lot of work. But in terms of investment, your greatest contribution will be TIME. This allows every business to enter into social media regardless of your annual revenue or size of your workforce. There are many tools that help you do this efficiently. For example: Writing posts and post them for later Having multiple users posting under one, moderated account Posting only once and have it populate multiple sites like LinkedIn, Twitter and Facebook
Don’t forget to re-evaluate…. What is my goal? AND did I meet it? ROI is a very important and often forgotten part of social media.
Social Media in the Corporate Environment
Social Media in the Corporate Environment… @TQMNetwork #TQMSM
What are we going to cover? overview engagement & trust corporate case study @craigdcrook @BeTheLink @HSchoegler
“ Consumers today want communication authenticity and personality behind a company. If you are a stoned face corporation sitting in a corporate park somewhere and are NOT listening to your customers needs and wants: YOU WILL FAIL. By blogging and creating an area for dialogue you are telling your customers: I trust you. I want to hear what you have to say. This goes for both big business and small business.” @kyleplacy engagement & trust :: @BeTheLink
Social Media can leverage people to do anything. Including changing the world. engagement & trust :: @BeTheLink
corporate case study:: @HSchoegler 1 st task when embarking on social media journey: establish your GOAL.