4. Creating lasting social media success in a company
requires a company-wide social media blueprint.
4/10/2011
5. Basic keys to social success:
1. Getting started, the uphill
climb: Why? Who? How?
2. Ownership - often without
benefits: Plan, test, review
3. Focus is essential
Exent –Social Media 2011
SOCIAL BUSINESS PLANNING: A BLUEPRINT FOR SOCIAL BRAND
TRANSFORMATION
You’re brand is personal, connected, a living brand
How can you create long term relationships that are conversation vs. broadcasting
around the web?
Brands have become the people behind them, the source has changed the
marketing voice. (Stern's communication model)
6. Exent –Social Media 2011
Be active - listen, learn and improve
#1 - Listening is like making a list before going to the grocery store, know what you want before you go
shopping.
Listen for real-time monitoring and engagement
The Dell experience: Richard Binhammer, Dell – Reads and Listens to 25,000 posts a
day, tracking conversations to get that information online to right people in the business
CIA's "Facebook" Program Dramatically Cut
Agency's Costs
7. Social media Success is dependent on a social media strategy
A company now serves as the observer, moderator, mediator, and participant
1. What is your social media objective?
2. What do you want to achieve?
3. Is your fabric changing?
4. Do you want it to change?
2011 Social Media Strategy - Exent
4/10/2011
8. Social Media does not only involve marketing but also
• HR
• Legal
• Employee Ambassadors
• Product development
• Marketing
• Online presence
• Sales
• Customers service
• Communication
• PR
What is a brand? Not a logo, not a typeline but..-> the customer’s journey
Exent –Social Media 2011
4/10/2011
WHO is the boss?
•Central Governance is a MUST
•Translated to necessary languages, simplicity and transparency are key.
•Examples: rules, non practices, monthly internal newsletters, user guidelines/tips,
legal guidelines, shared content calendar
Defining the
Journey
9. Exent –Social Media 2011
4/10/2011
HR & Legal - Establish Company
Guidelines
Policy of “3Rs” – Responsibility, Respect and Representation (Telestra
Online Guide)
Salesforce Social Media Policy - Employee Training Video
Inspiring -Simplicity and the Power of Words
10. • Regardless of your profession, we all know using social media allows us to expand our network. And human
resources is no exception. I’ve often said human resources can be a lonely profession. One minute you’re at
the holiday party and the next you’re terminating someone’s employment. Having the ability to interact with
colleagues around the world about the challenges facing human resources is priceless.
• As Kohn mentioned, staying connected has the extra benefit of possibly finding new talent for the
organization.Victorio Milian, human resources generalist for global fashion retailer H&M, points out that social
media allows human resources to stay engaged with former employees. This allows the company to continue
to keep the brand in the forefront of their minds. It also helps to reduce the amount of knowledge that gets lost
when an employee leaves. Lastly, it’s a potential pool of rehires for H&M.”
• Kohn also mentioned the importance of creating value not only for the business but for the internal workforce
and the industry. “On our Facebook Page, we’ve worked hard to focus on ’news you can use,‘ fun information
related to the design industry, community activities that our employees have participated in and fun events that
go on in our offices. We have succeeded in developing an internal following of employees that are more
engaged with their colleagues, which we think and hope will lead to stronger retention rates.”
• When human resources begins to include employee involvement in their corporate social media strategy, it
also means working with senior leadership to create a culture that supports the change.
HR and Social Media -
Exent –Social Media 2011
4/10/2011
7 Secrets to Tweeting Your Corporate Culture
11. Employees - Social Media Ambassador Program
It’s not personality, it’s personalities -
No one person can be the jack of all trades
Exent –Social Media 2011
4/10/2011
12. Exent –Social Media 2011
Get your employees on board: GROW
• Grassroots – Leaving our comfort zone
• Market Research
• Result testing
• Operationalize
• Widespread adoption
Phase 1: Led by early adaptors (volunteers, those already using SM tools just don’t realize
it)
Phase 2: Learn by experience. Accept to fail, but learn fast.
Phase 3: Establish internal central governance.
Employees - Social Media Ambassador Program cont…
13. Social CRM - Customer Loyalty Program -
KLM proved that as a company it has the most passion for its customers, because it develops innovative marketing
concepts based on customer insight and segmentation (incl. World Deal Weeks, Economy Comfort, Flying Blue
initiatives and the KLM Open), geared to optimizing customer loyalty. The two other companies nominated for
2011 were Rabobank and Xerox.
Customer Loyalty Networks
• InterContinental Hotels Group (IHG) says it has become the first global hotel company to offer bonus loyalty points
to customers who “check in” at IHG hotels on location-based social media networks.
• Priority Club members who become Topguest members will now be awarded loyalty points with each geolocation
check-in at any one of its more than 4,400 hotels across the globe.
• Loyalty points and rewards for “check-ins” on all major location-based-services (LBS) applications, including
Foursquare, Twitter, Gowalla, Yelp, Loopt and Google Latitude will give members 50 Priority Club points, up to 50
points per day. Priority Club points can be redeemed for rewards such as hotel stays, flights, or dining and
shopping certificates.
Exent –Social Media 2011
You are the curator - -The web is your museum – organize art, document,
highlight, provide insight to what’s most essential, do this with things or
spaces related to your brand. i.e. etsy, alltop
Customer Loyalty
14. CitiBank On Twitter, Banks And Social Media – An Awkward Fit?
• If there is one sector that has been slow to embrace social media it has to be the banking sector and probably
with good reason as they hold a lot of very private data.
• Citibank have just launched a Twitter account @askciti that is aimed at dealing with customer complaints. This is
a huge step for the banking industry as this is one of the biggest consumer facing banks in the USA basically
saying we are here to help you online.
Good Move For Citibank?
• They clearly haven’t done this without putting some serious thought in to it and this will have been planned for
some time. Apparently they have trained 100 staff to deal with queries which shows that they are very serious
about this latest move and expect to have quite a lot of contact from customers.
Privacy Concerns?
• Their main aim will be to take sensitive conversations offline.
Benefits Of Social Media For Banking Sector?
• It’s where all the customers are. The younger generations that the banks covet so highly all communicate
through social media and are increasingly ignoring traditional media and marketing. Banks are businesses and
they need to attract customers so the banks that engage with social media will ultimately win more customers
and increase profits. It will be hard to sway some of the negative opinion out there around banks but sentiment
can change over time and this is a great opportunity for them to chip away at their negative reputations.
4/10/2011
Case Study: Customer Service Social Media
Program
Customer Service
“Best Social Media Customer Service” Finalists Discuss Their Success
[INTERVIEWS]
15. Co-Partnerships - Creative - Disruptive
Category positioning & co-creativity brings your customers into the process.
Cirque du Soleil Helps Unveil Kinect for Xbox 360
Cirque du Soleil uses social media to promote Calgary event | Free tickets! #kooza
Red Bull is using Facebook to promote a nationwide scavenger hunt called Red Bull Stash. The
company is using the social media page to post clues and pictures to help people find the
energy shots they’ve hidden across the country.
2011 Social Media Strategy - Exent
4/10/2011
16. • Branding –creating a unified product
• Increased content – FB, Blog, Twitter
• Monthly Themes include Game Promotions
• Sweepstakes
=Growth in audience, interactions, & feedback
Exent –Social Media 2011
4/10/2011
Marketing -Free Ride Games
17. • Free Love -Silent Film - Free Ride Games
• Santa Claus is Coming to Town - Rap Version
• Chameleon Gems Game Play - 6,000 views
Marketing -Free Ride Games continued…
Exent –Social Media 2011
4/10/2011
18. IZEA - Social Media Marketing Tool
Exent –Social Media 2011
4/10/2011
20. Exent –Social Media 2011
USING SOCIAL MEDIA TO MANAGE YOUR BRAND AND
ORGANIZATION or NOT
"Social Media refers to a set of tools and interactions whose purpose is to create a consumer“
Top reasons to fail:
• Unrealistic expectations
• Failure to execute
• Lack of transparency
• Too much focus on sales
• Un-social goals such as boosting twitter followers or Fb likes=not enough
• Too much attention on viral, trying to be all things to all people=impossible
• Lack of corporate champions (the Social Media influential people within the organization)
• Bad or not enough content
• Lack of social media talent to operate programs
