OMSPhoenix6-15-2011-workshop two


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Execution:  Meeting Goals, Community Sourcing and Creating Shareable Content

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OMSPhoenix6-15-2011-workshop two

  1. 1. Executing a social strategy<br />Workshop 2:<br />
  2. 2. Kathy Jacobs<br />CallKathy for social media support, training, and consulting!<br />
  3. 3. Interaction Opportunities<br />
  4. 4. Delta Airlines and military personnel baggage fees<br />What the online world did<br />Delta’s response: <br />What would you have done if you were Delta?<br />
  5. 5. Blog Death<br />Your IT department has updated your blog software as you requested. Unfortunately, the site crashes when more than 100 people access it at a time. You know that the problem is being fixed, but you don’t know how long it will take for the site to be fully online again.<br />What do you do?<br />
  6. 6. Facebook Hijack<br />Your company Facebook page has been co-opted by a disgruntled customer. The problem they are having has been fixed, but they don’t like that it happened in the first place. <br />What do you do?<br />
  7. 7. Powerful Good<br />Your team participated in the local food drive. The food bank tweets an acknowledgement of your efforts.<br />What do you do?<br />
  8. 8. Follow Friday<br />Several of your clients tweet that people should follow you for good content. <br />What should you do?<br />
  9. 9. Your turn<br />One of your target customer groups complains on Twitter and Facebook that your product made their kid sick. The product wasn’t at fault, but the storyis picked up by enough Twitter and Facebook members that the hashtag #(yourhandlehere)FAIL starts trending on Twitter.<br />How would you handle the situation?<br />Time limit: 5 minutes<br />
  10. 10. Tactical goals<br />
  11. 11. Traditional customer engagement<br />
  12. 12. The Social Engagement Process<br />
  13. 13. Customer retention and reactivation<br />
  14. 14. ROI (intro)<br />Investments<br />Returns<br />Time<br />Effort<br />Support<br />Cloud content<br />Training<br />Better service<br />Lower customer acquisition costs<br />Lower customer retention costs<br />Reputation<br />
  15. 15. So your ROI goals should be…<br />____ interactions via each channel per day/week/month<br />Which turn into:<br />____ new sales/time<br />____ sales from existing customers/time<br />____ sales from reinvigorated customers/time<br />
  16. 16. Your turn<br />Start a tactical goals sheet for the next month. Include at least three channels.<br />Time Limit: 10 minutes<br />
  17. 17. All well and good, but…I need content tips!<br />
  18. 18. Create good content<br />Customer focused writing<br />Actionable<br />Clear, concise, scannable<br />Images and videos where appropriate<br />Connect regularly and frequently<br />
  19. 19. Share good content<br />Watch for content created by your customers<br />PR their content (with permission and credit)<br />Share content from other experts<br />Make it easy for them to let you know they said something<br />
  20. 20. Sample Content Plan<br />
  21. 21. Your turn<br />Start a content calendar for the next quarter.<br />Time limit: 5 minutes<br />
  22. 22. Social Media Policy and Procedures<br />
  23. 23. 5 W’s plus a bit<br />Who can post<br />Who can respond<br />What do they say<br />When do they say it<br />How do they say it<br />Where do the say it<br />
  24. 24. What not to say<br />Don’t make promises you can’t keep<br />Under promise, over deliver<br />Don’t lie!<br />
  25. 25. Sample Policy documents<br />
  26. 26. WOMMA sample:<br />
  27. 27. 123Social Media Policy<br />
  28. 28. DoDand Social Media<br />
  29. 29. Two other sites…<br />Online Policy database (176 policies samples)<br /><br />Build your own with PolicyTool:<br /><br />
  30. 30. What about legal?<br />Legal says not to say….<br />Legal says not to post….<br />Legal wants to review everything I write…<br />Legal is worried about…<br />But what if…<br />
  31. 31. Your turn:<br />Working as a group, pick one of the samples and decide whether it is a policy that would be useable by your team. <br />Working together, define what it would take to create a policy and procedures sheet for one of the members of your group.<br />Time Limit: 15 minutes<br />
  32. 32. Driving people across channels<br />
  33. 33. Herding cats<br />Photo by muir.ceardach<br />
  34. 34. Herding cattle<br />Cross post<br />Share cross platform<br />Encourage sharing<br />Contests<br />
  35. 35. Cross channel hooks<br />“Like us on Facebook” on your blog<br />Directions for RSS in your FB discussion space<br />“Tweet this video”<br />What else can you come up with?<br />
  36. 36. Your turn<br />Create two cross channel hooks for your organizations social media plans. Share your ideas with your group.<br />Time Limit: 5 minutes<br />
  37. 37. Wrap up<br />