Social Media Marketing Landscape:Competitive Tactics
& Strategies for 2013Speaker: Todd Wilms, Digital, Social, Communities, SAPSession Description:Keeping up with the Joneses? Not anymore. What matters these days is keeping up with socialmedia! The choices are endless and no matter what the platform or technology, everyoneseems to have cracked the code to social media success. Even with all the success weveseen, staying on top is not easy in this constantly evolving landscape. So many changes havecome through social media in the past few years, and no doubt that more are on their way in2013. Interested in where it is all going? What should be in store for you for the next year? Thissession is not predictive – there is no crystal ball -- but what Todd can do is share insight tohelp you stop reacting to the market and develop the program you want for your brand and foryour audiences. It’s not simple, but we can make it easier!In this session you will learn: How to develop a program for you that is manageable How to find your audience today and where they are going tomorrow What others are doing similar to you, what others are doing you should avoid
7 Things About Your Speaker1.
Social Media for SAP2. Speaker3. Writer on Forbes4. Been Doing This Awhile5. Husband and Dad6. Enjoys the Bay Area7. Fun Fact: Bodyguard for a U.S. Women’s Gymnastics Team
“The problem is focusing onscoring.
Just like it would beinappropriate to base all ofyour decisions on someonebased on their credit score,a measure of social influenceis just one aspect, but it iscertainly not a measure ofeverything.”
No jokes – Just real
lifeIf a tweet falls in the This move is “out of The Un-apologywoods … fashion”One of the world’s largest oil “Theres no one who wants this During violent protests in Egyptcompanies (this time not BP), didn’t over more than I do. I would like early in the year, fashion designersee the need for a Twitter account my life back” – BP’s Tony Hayward Kenneth Cole personally tweeted– so Greenpeace created one for ...them. "Millions are in uproar in #Cairo.For 6 weeks they broadcast to the Rumor is they heard our newworld how this company was spring collection is availabledestroying the planet from the online."“companies own” twitter handle.Friends don’t let friends drink and tweet . . . “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the companys social-media agency had got confused about which account he was logged into and while drinking one Friday night …
Anti- “Love Story”“Social Means Having
To Say You Are Sorry” Pre-Social: Raised to level of awareness by leaders Movement Protest Rally Awareness Threshold Letter / Op- Ed Communal Pre-Social: May be invisible to Annoyance leaders Post-Social: Easily visible to Angst Vote with leaders Irritation Wallet
Rules for Crisis Social Communications
Tone Direction1. Be Humbled 5. Take Action2. Be Real 6. Learn from Mistakes3. Be Honest 7. Steps to Ensure . . .4. Be Direct/Smart 8. Where to go for . . .
Air Force Web Posting Response
Assessment Blog or Twitter PostDiscover Has someone discovered a blog post about SAP? Is it a positive post? N Y “TROLLS”Evaluate Is this site dedicated to bashing & degrading others? CONCUR N Y MONITOR ONLY A factual well cited “RAGER” Y Avoid responding / monitor for relevant info response, which Is this post a rant, rage, joke, ridicule or may agree or satirical? N disagree w/post, yet is not negative FIX THE FACTS N “MISGUIDED” Y Respond w/factual info directlyLET POST Are there erroneous facts in the post? (see blog response considerations below)STAND NNo response Y “UNHAPPY CUSTOMER” RESTORATION Y Rectify the situation, respond and act upon Is the post a result of a negative a reasonable solution. experience from stakeholder(s) See blog response considerations below.Respond N FINAL EVALUATION SHARE SUCCESS LET POST Proactively share your Base response on present circumstances, influence and N STAND Y story & mission w/blog No response prominence. Will you respond? Y Y SOURCING INFLUENCE TIMELINESS TONEConsiderations TRANSPARENCY Cite your sources Focus on the most Take time to create Respond in a tone Disclose your SAP by including links, influential blogs a good response – that reflects highly Affiliation video, images, related to SAP 24 hours maximum on SAP other references