Social Media & Your Brand

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AT&T's Chris Hoyt (aka: RecruiterGuy) talks about social media and branding at the New Media Training Institute - part of the Day Long Institutes sessions at the 22nd National Conference on LGBT Equality: Creating Change.

High level slides led to deep-dive conversations in this "un-conference" format that focused on applications and metrics that teams can easily put into place; getting leadership buy-in; listening when it matters.

Examples and discussions included celebrities, personal experiences and various companies to include AT&T.

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Social Media & Your Brand

  1. 1. Using Social Media to Monitor Your Brand<br />Christopher Hoyt, PHR<br />Associate Director of Talent Attraction<br />
  2. 2. Agenda<br />Social Media<br />Twitter<br />Talking it out – Twitter to you…<br />Twitter’s Growth & Why<br />Tools to monitor and engage<br />Facebook<br />Let’s Face it – it’s popular…<br />Engagement On Their Terms<br />Measuring the progress<br />Q & A<br />
  3. 3. What is Social Media?<br />Source: Mashable, July 20, 2009<br />Page 3<br />
  4. 4. What is Social Media?<br />Source: Mashable, July 20, 2009<br />Page 4<br />+ or – Marketing that is…<br /><ul><li>Organic
  5. 5. Transparent
  6. 6. Community
  7. 7. Authentic
  8. 8. User Generated
  9. 9. Word of Mouth
  10. 10. Viral</li></li></ul><li>What is Social Media?<br />Source: Mashable, July 20, 2009<br />Page 5<br />+ or – Marketing that is…<br /><ul><li>Organic
  11. 11. Transparent
  12. 12. Community
  13. 13. Authentic
  14. 14. User Generated
  15. 15. Word of Mouth
  16. 16. Viral</li></li></ul><li>Page 6<br />Talk it out…<br /><ul><li>What’s the “catch”?
  17. 17. Who’s using it?
  18. 18. Success story?
  19. 19. Tales of #EpicFail?</li></li></ul><li>Twitter<br />
  20. 20. Let’s Talk…<br />Who is your favorite person to follow - why?<br />Tell me a funny Twitter story. (I know you’ve got one!)<br />
  21. 21. Getting The Message Out<br />basic best practices to communicating your message<br /><ul><li>Monitor and LISTEN
  22. 22. Try to tweet 5 to 8 times per day – throughout the day
  23. 23. Only ~25% of tweets should be related to company “message” or perceived as “advertisements”
  24. 24. Majority of tweets should contain a “call to action” – link to your website, a blog, article, etc.
  25. 25. Various applications available to trackclickthrus and “ROI”
  26. 26. Automate whatever you can – but remain personal!</li></li></ul><li>Automation and Tracking<br />figuring out what works and is effective<br />
  27. 27. Team Management<br />delegation and teamwork to manage engagement<br />
  28. 28. Team Management<br />delegation and teamwork to manage engagement<br />
  29. 29. Team Management<br />delegation and teamwork to manage engagement<br />
  30. 30. Team Management<br />delegation and teamwork to manage engagement<br />
  31. 31. Team Management<br />delegation and teamwork to manage engagement<br />
  32. 32. Team Management<br />delegation and teamwork to manage engagement<br />
  33. 33. Team Management<br />delegation and teamwork to manage engagement<br />
  34. 34. Team Management<br />delegation and teamwork to manage engagement<br /><ul><li>Real time
  35. 35. Email Notifications
  36. 36. Threaded Conversations
  37. 37. Multiple users
  38. 38. Multiple accounts
  39. 39. Notes
  40. 40. Scheduling
  41. 41. FREE (beta)</li></li></ul><li>Contests and Free Stuff<br />adding value by making it fun<br /><ul><li>Buy the new Pearl Jam single – with a single tweet.
  42. 42. Use of Culture Jam’s Twitter application allows followers to download the track – and auto tweet about Pearl Jam</li></li></ul><li>Facebook<br />
  43. 43. It’s Popular<br />hey, everybody is doin’ it<br /><ul><li>6th most trafficked site in the US
  44. 44. Users spend an average of 20 minutes on site – per day.
  45. 45. The fastest‐growing demographic is the 25+ age group.
  46. 46. The number of US women over age 55 using Facebook grew by 175.3% since September 2008, making mature females one of the fastest growing demographic groups.
  47. 47. Visitors to the sites who are age 35+ have increased 23% in February 2009 compared with February 2008.</li></li></ul><li>Trust is Everything<br />facebook promotes transparency<br /><ul><li>We refer things we’re happy with to a friend.
  48. 48. People trust personal referrals from people they know.
  49. 49. People on Facebook are “real” people.
  50. 50. We refer things we’re unhappy with to 10 friends.
  51. 51. People remember to tell poor customer service stories more often than good.
  52. 52. People on Facebook are “real” people.</li></li></ul><li>Facebook Tools<br />how to deliver the message and stay engaged<br /><ul><li>Targeted Ads
  53. 53. Fanpages and Groups
  54. 54. Events
  55. 55. Causes (application)
  56. 56. Discussion Boards
  57. 57. Notes (aka: Blog)
  58. 58. Posted Items</li></li></ul><li>Facebook Tools<br />how to deliver the message and stay engaged<br /><ul><li>Targeted Ads
  59. 59. Fanpages and Groups
  60. 60. Events
  61. 61. Causes (application)
  62. 62. Discussion Boards
  63. 63. Notes (aka: Blog)
  64. 64. Posted Items</li></li></ul><li>Facebook Tools<br />how to deliver the message and stay engaged<br /><ul><li>Targeted Ads
  65. 65. Fanpages and Groups
  66. 66. Events
  67. 67. Causes (application)
  68. 68. Discussion Boards
  69. 69. Notes (aka: Blog)
  70. 70. Posted Items</li></ul>Pages<br />Generally better for long-term relationships with fans, readers or customers.<br />(applications, stats, events)<br />Groups<br />Generally better for hosting a quick active discussion and attracting quick attention.<br />(bulk invites, shared messaging)<br />
  71. 71. Facebook Tools<br />how to deliver the message and stay engaged<br /><ul><li>Targeted Ads
  72. 72. Fanpages and Groups
  73. 73. Events
  74. 74. Causes (application)
  75. 75. Discussion Boards
  76. 76. Notes (aka: Blog)
  77. 77. Posted Items</li></li></ul><li>Measuring Progress<br />repeating what works and expanding the scope<br />AT&T Example:<br /><ul><li>Customer Service Tab added 12/5
  78. 78. Organic relationship w/Twitter
  79. 79. 6,366 Customers assisted EOY 2009 via social (FB/Tw)
  80. 80. Over 600 positive tweets</li></li></ul><li>Q & A<br />Using Social Media to Monitor Your Brand<br />Christopher Hoyt, PHR<br />Associate Director of Talent Attraction<br />

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