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Social Media Starter Kit


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A guide for social media newbies on what it actually is, why managers should take it seriously and what it means for customer interaction.

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Social Media Starter Kit

  1. 1. Getting started with social media<br />
  2. 2. Social Media describes the online tools that people use to share opinions, experiences, and perspectives with each other.<br />
  3. 3. “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is!” (Scott Cook)<br />
  4. 4. Changes<br />
  5. 5. Monitoring & Measuring Social Media-Agent Wildfire 2009<br />
  6. 6. Media landscape is changing…<br />New channels are taking a relevant role…<br />
  7. 7. Old vs New<br />Source: Meerman Scott<br />
  8. 8. Source: Brian Solis<br />
  9. 9. Take your chance!<br />
  10. 10. Opportunities<br />Build ongoing relationships <br />Gain brand advocates by social recommendations<br />Increase brand awareness <br />Crisis and reputation management<br />Enhance findability<br />Traffic to website<br />Reach top influencers and create viral buzz effects<br />Showcase & promote product<br />Extreme targeting<br />Enhance customer service<br />Build credibility<br />
  11. 11. Focus is on earned media “spending”: 81% of the brand executives surveyed expected an increase in digital projects<br />
  12. 12. Advertisement<br />Source: Flowtown, 2010<br />
  13. 13. Consumers in control<br />
  14. 14. Social media changes how consumers buy <br />Traditional <br />purchase <br />funnel thinking <br />does not accurately <br />capture the way consumer <br />buy products<br />McKinsey’s* 2009 research shows online influences purchase and loyalty considerably<br />Trigger<br />Source: The Consumer Decision Journey; McKinsey Quarterly 2009<br />
  15. 15. How many social media users turn to social media when making purchase decisions?<br />Source: Flowtown, 2010<br />
  16. 16. 76%<br />...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich<br />FUTURELAB<br />
  17. 17. Social media turns around conversation & interaction…<br />Build friendship relations!<br />40%<br />15%<br />People considers social media as a space to express themselves- air their talent<br />People becomes fan of a brand because of the exciting & attractive profile<br />49%<br />25%<br />People searches interactivity- something to do with the brand<br />People forbid advertising of brands they consider non-honest<br />64%<br />22%<br />40%<br />People need to feel that a brand is trustworthy and honest to WOM it<br />People that are friends of a brand, spend more money with it<br />People that are friends of a brand remember it when buying un the street<br />Source: adtofriends study<br />
  18. 18. Making a plan<br />
  19. 19. Where to start?<br />
  20. 20. The Big 5<br />
  21. 21. What are consumers saying about our brand,<br />products and competitors?<br />Collaborate and co-create: use your customer‘s ideas and insights<br />Embracing<br />Listening<br />Talking <br />Supporting<br />Presence on relevant platforms, ongoing communication & relevant, engaging content<br />Social Media Strategy<br />Include customer service and encourage peer-to-peer help<br />Energizing<br />Buzz, buzz, buzz. Target and engage with key influencer and customers.<br />Source: Groundswell, Forrester<br />
  22. 22. Being human!<br />
  23. 23. Time to change<br />Participate – it’s a conversation, not a monologue.<br />Don’t be shy. Even if you are not the originator of the posts you can still participate and provide context!<br />Lose the idea of control and think about what adds value for customers and prospects.<br />
  24. 24. Listen and interact<br />Key to success: EMPATHY<br />I’m not just listening to you, I hear you. I see and feel what you’re saying.<br />
  25. 25. Be relevant or they don‘t find you.<br />
  26. 26. Fragmented media landscape & real-time provision leads to …<br />INFORMATION<br />OVERLOAD<br />Thus, people search what is relevant for them and listen what their peers recommend<br />
  27. 27. Be relevant<br />
  28. 28. When things go wrong…<br />
  29. 29. Crisis Management <br /><ul><li>Figure out what happened and what the emotions are behind it
  30. 30. Address issues or emotions in your responses
  31. 31. Show empathy
  32. 32. Give credence to the other party’s feelings and perceptions.
  33. 33. If something is wrong and you have a solution, go for it.
  34. 34. Sometimes nothing is wrong but your customer might perceive that it is wrong. Don’t dismiss their concerns. Provide context and information.
  35. 35. Take every exchange seriously. Do your best. That is all anyone can ask for.
  36. 36. Sincere efforts + consistency = goodwill (even if the problem is not entirely resolved)</li></li></ul><li>Typical mistakes <br />Mind-Stagnation – There needs to be a shift in mindset<br />Lack of dedicated time and resources<br />Put at the front of it a team under-skilled<br />Defining the strategy after the launch<br />Try to control the conversation<br />Not pro-active. <br />Bomb the users with interrupting marketing messages instead of providing relevant and useful content<br />
  37. 37. “We don’t have achoice on whether we DO social media …the question is how well we DO it.”<br />Eric Qualman, Socialnomics<br />
  38. 38. Any Questions?Thank you!<br />Twitter: @JanineWegner<br />Facebook:<br />LinkedIn:<br />