Social Strategy: Building Relationships One Tweet At a Time

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This is a presentation I recently made at the "Integrating Media" conference in Little Rock, Arkansas. I focused on the power of relationship-building using social media tools.

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  • Yes, we’re going to get to all the fun stuff like Twitter and Facebook and where to start, but first you’ve got to ask yourself what your goal is? What are the measurable objectives you want to achieve?

    What do you want to do? I’m from the PR world, so often our goals are things such as raising awareness about a product or service, better engaging customers with the product, improving customer service, etc. Or is your sole goal to stand out in the crowd, to have a voice, to move the needle?
  • Setting MEASURABLE objectives is key ... without specifying HOW you want to move the needle, there’s no way to measure whether you moved the needle or not.

    And without setting goals and objectives, how do you know what your strategy needs to be.
  • There’s all sorts of opinions and theories out there about whether social media and the many tools out there are considered strategy or tactics. I believe social media as a whole - like media relations or special events - is a public relations strategy.

    But what I’ve found - particularly with social media - is that often the answer to whether Twitter or Facebook or YouTube is a strategy or tactic is both.
    What is a tactic when looked at from one level can be a strategy at another level. It often depends on the scope of the work and the lay of the land.

    The typical scenario is that a company might have a strategy to use social media as its primary marketing communications tool. It would use various tactics to achieve that: blog comments, Facebook pages, Twitter, and so forth.

    That’s not to say there isn’t strategy to using one of these tools .... but it’s just another layer of strategy.
  • The conversation prism outlines where conversations are taking place online. From blog communities to Twitter to reviews and ratings to video and pictures.

    But don’t let this slide overwhelm you. You don’t need to be in all of these places - in fact, I don’t think you’d be thinking very strategically if you just started opening accounts and diving in.
  • Think through ....

    Some tools are better than others for achieving different missions. Read about technology, talk to users, and conduct small experiments. Faily safely. Fail small. Don’t talk big - and expensive - risks.
  • These are some of the most popular social media tools right now. You heard Brant discuss some of these. I personally have had a lot of success with some of these individually and as a combination. Towards the end of my presentation I’ll take you through a local case study where we’ve integrated several of these tools.
  • Relationships between the BRAND and the PEOPLE are happening out in the open. That means, that tweets, blog comments, ratings, whatever are not just viewed by those people interacting. They’re coming up in the Google searches by thousands of other Internet users.

    According to PR Squared’s Todd Defren, “The responsiveness and diplomacy that a brand demonstrates TODAY are going to be judged TOMORROW.”

    An example: Spirit Airlines and their scathing reviews on Yelp - it’s the 3rd item on a Google search. Despite the fact that Yelp allows business owners to publicly respond to criticisms, there is no response from Spirit.

    So you see a cheap fare for a dream trip by Spirit. You Google to find their website but you see “Spirit Airlines is an abomination, a disgrace to the airline industry.” Yikes. And NO response from the Airline. Do you still buy the ticket??
  • Relationships between the BRAND and the PEOPLE are happening out in the open. That means, that tweets, blog comments, ratings, whatever are not just viewed by those people interacting. They’re coming up in the Google searches by thousands of other Internet users.

    According to PR Squared’s Todd Defren, “The responsiveness and diplomacy that a brand demonstrates TODAY are going to be judged TOMORROW.”

    An example: Spirit Airlines and their scathing reviews on Yelp - it’s the 3rd item on a Google search. Despite the fact that Yelp allows business owners to publicly respond to criticisms, there is no response from Spirit.

    So you see a cheap fare for a dream trip by Spirit. You Google to find their website but you see “Spirit Airlines is an abomination, a disgrace to the airline industry.” Yikes. And NO response from the Airline. Do you still buy the ticket??
  • Relationships between the BRAND and the PEOPLE are happening out in the open. That means, that tweets, blog comments, ratings, whatever are not just viewed by those people interacting. They’re coming up in the Google searches by thousands of other Internet users.

    According to PR Squared’s Todd Defren, “The responsiveness and diplomacy that a brand demonstrates TODAY are going to be judged TOMORROW.”

    An example: Spirit Airlines and their scathing reviews on Yelp - it’s the 3rd item on a Google search. Despite the fact that Yelp allows business owners to publicly respond to criticisms, there is no response from Spirit.

    So you see a cheap fare for a dream trip by Spirit. You Google to find their website but you see “Spirit Airlines is an abomination, a disgrace to the airline industry.” Yikes. And NO response from the Airline. Do you still buy the ticket??
  • search.twitter.com

    Viral Heat

    Radian 6

    Social Mention

    Technorati
  • search.twitter.com

    Viral Heat

    Radian 6

    Social Mention

    Technorati
  • search.twitter.com

    Viral Heat

    Radian 6

    Social Mention

    Technorati
  • Don’t be afraid to discuss your competitors. Serve as a source for all things in your industry. ENGAGE!!!
  • Don’t be afraid to discuss your competitors. Serve as a source for all things in your industry. ENGAGE!!!
  • Remember that content is king, and the more places your content is, the better the opportunity for people to read it, view it, consume it, ENGAGE with it!
  • Remember that content is king, and the more places your content is, the better the opportunity for people to read it, view it, consume it, ENGAGE with it!
  • This is the REAL MEAT to two-way communication. Taking criticism and using it to improve. This is the ultimate interaction.

    And when you make those improvements based on the negative comments, thank that person for drawing your attention to it – and then tweet it out! It’s about being open – not closing the door.
  • This is the REAL MEAT to two-way communication. Taking criticism and using it to improve. This is the ultimate interaction.

    And when you make those improvements based on the negative comments, thank that person for drawing your attention to it – and then tweet it out! It’s about being open – not closing the door.
  • Don’t forget about those individual successes .... those count too! The person that say they appreciated your recent blog post. The customer who said she bought the latest and greatest widget because she saw it on Twitter. Or the prospective client who included you in the bid process because of a comment you made on her blog.
  • Don’t forget about those individual successes .... those count too! The person that say they appreciated your recent blog post. The customer who said she bought the latest and greatest widget because she saw it on Twitter. Or the prospective client who included you in the bid process because of a comment you made on her blog.
  • Don’t forget about those individual successes .... those count too! The person that say they appreciated your recent blog post. The customer who said she bought the latest and greatest widget because she saw it on Twitter. Or the prospective client who included you in the bid process because of a comment you made on her blog.
  • Social Strategy: Building Relationships One Tweet At a Time

    1. 1. Social Strategy Building Relationships One Tweet At a Time
    2. 2. Communicating Today
    3. 3. Things are a bit different
    4. 4. UpTake now has 20 million consumer reviews of the hospitality industry
    5. 5. UpTake now has 20 million consumer reviews of the hospitality industry Arkansas has 502,880 18+ Facebook users
    6. 6. UpTake now has 20 million consumer reviews of the hospitality industry Arkansas has 502,880 18+ Facebook users Arkansas has more than 25,000 Twitter users in Little Rock
    7. 7. UpTake now has 20 million consumer reviews of the hospitality industry Arkansas has 502,880 18+ Facebook users Arkansas has more than 25,000 Twitter users in Little Rock Statistics courtesy of @bryanjones, CJRW
    8. 8. Don’t Get Lost in the Crowd
    9. 9. What’s Your Goal?
    10. 10. Measurable Objectives Specify an outcome (To increase, to decrease, to maintain) State the level of change (from 10% to 20%) Set a target date (by December 2010)
    11. 11. “Strategy without tactics is the slowest route to victory. Tactics without strategy are the noise before the defeat.” - Sun Tzu, The Art of War
    12. 12. Set Your Strategy: How Are You Getting
    13. 13. Who are you trying to reach? Parents? Kids? Seniors? People who love cars? Fitness gurus? Business owners? Where are these people online? Go back to those goals and objectives. What spells success for you? What tools can you manage best with your time and resources? What will be the best ROI for you?
    14. 14. Relationship Building: Two-Way
    15. 15. Two-Way Communication
    16. 16. Two-Way Communication Initiate conversation
    17. 17. Two-Way Communication Initiate conversation Ask for feedback and response
    18. 18. Two-Way Communication Initiate conversation Ask for feedback and response Maintain dialogue and interaction with your brand
    19. 19. Remember!
    20. 20. Long-term relationships do NOT start with short-term campaigns.
    21. 21. But short-term campaigns are READILY supported by long-term relationships. - Todd Defren, @TDefren
    22. 22. Things I’m Continually Learning
    23. 23. Be Real.
    24. 24. Social media is transparent
    25. 25. Social media is transparent People can tell when you’re fake.
    26. 26. Post frequently and consistently.
    27. 27. When you blog, tweet it, Facebook it, YouTube it. You name it.
    28. 28. When you blog, tweet it, Facebook it, YouTube it. You name it. Beginning formula – Daily: 1 @reply, 1 retweet, 1 post/link/thought
    29. 29. Be valuable.
    30. 30. Think before you tweet or post.
    31. 31. Think before you tweet or post. Sharing is caring – building valuable relationships.
    32. 32. Think before you tweet or post. Sharing is caring – building valuable relationships. Pass on tips, advice, tricks of the trade, insight.
    33. 33. Think before you tweet or post. Sharing is caring – building valuable relationships. Pass on tips, advice, tricks of the trade, insight. Ask yourself, will people be better off by reading/viewing this content?
    34. 34. Listen. Listen. And listen some more.
    35. 35. Listening is the KEY to communicating and building conversation.
    36. 36. Listening is the KEY to communicating and building conversation. Take the time to truly hear what others are saying.
    37. 37. Listening is the KEY to communicating and building conversation. Take the time to truly hear what others are saying. Monitor the conversation. When people talk about you, know it immediately.
    38. 38. Then Respond.
    39. 39. Let people know they are being heard and that you value their opinion.
    40. 40. Let people know they are being heard and that you value their opinion. Whether their comment is good or bad, respond. When you don’t respond, there can be no good from it.
    41. 41. Let people know they are being heard and that you value their opinion. Whether their comment is good or bad, respond. When you don’t respond, there can be no good from it. Ditch “message control” theory. Embrace conversation and engagement.
    42. 42. Think beyond your doors.
    43. 43. Share. Retweet. Become part of the broader conversation.
    44. 44. Share. Retweet. Become part of the broader conversation. If you’re selling furniture, take part in the design conversation. If you’re selling shoes, discuss what others are doing.
    45. 45. Integrate Your Tools.
    46. 46. In the immediate future, you won’t find the content; the content will find you.
    47. 47. In the immediate future, you won’t find the content; the content will find you. Use all your tools to get your message out. Tweet your blog posts. Facebook your new YouTube video.
    48. 48. Make time to tweet.
    49. 49. Designate one person or a team of people to post content, listen, and engage.
    50. 50. Designate one person or a team of people to post content, listen, and engage. The ONLY way to be successful with this is to take the time to build relationships. Isn’t that how it is offline?
    51. 51. Embrace the negative when it comes (because it will).
    52. 52. When you read negative comments, use these as a way to positively respond and extend your customer service.
    53. 53. When you read negative comments, use these as a way to positively respond and extend your customer service. If it’s legitimate criticism, thank them for the feedback and use the information to improve.
    54. 54. Engage. Engage. Engage.
    55. 55. You will gain no followers, fans or blog readers if you don’t take part in the conversation.
    56. 56. Buy a handheld camcorder.
    57. 57. Your connection to the world is immediate.
    58. 58. Your connection to the world is immediate. Don’t save the news for a later post; share while it’s happening. Your followers will appreciate it.
    59. 59. Your connection to the world is immediate. Don’t save the news for a later post; share while it’s happening. Your followers will appreciate it. Oh, and these things are CHEAP!
    60. 60. Measure.
    61. 61. Go back to those measurable goals and objectives. What is “moving the needle” to us? What do I need to measure?
    62. 62. Go back to those measurable goals and objectives. What is “moving the needle” to us? What do I need to measure? Free and paid tools
    63. 63. Go back to those measurable goals and objectives. What is “moving the needle” to us? What do I need to measure? Free and paid tools Ask yourself: Is what I’m doing adding value to my community of interest?
    64. 64. I.O. Metro Case Study
    65. 65. Hello Metro Blog http://iometro.blogspot.com
    66. 66. Twitter www.twitter.com/iometro
    67. 67. YouTube Channel www.youtube.com/iometrodesign
    68. 68. Flickr www.flickr.com/iometro
    69. 69. Facebook Fan Page www.facebook.com/iometrofurniture
    70. 70. Random Resources
    71. 71. Beth Kanter’s Nonprofit Social Media Blog http://beth.typepad.com/beths_blog
    72. 72. Mashable www.mashable.com
    73. 73. KDPaine’s PR Measurement Blog http://kdpaine.blogs.com
    74. 74. Brian Solis www.briansolis.com
    75. 75. Forrester Research “Groundswell” Blog http://blogs.forrester.com/groundswell
    76. 76. Todd Defren’s PR-Squared Blog www.pr-squared.com
    77. 77. HootSuite www.hootsuite.com
    78. 78. TweetDeck http://tweetdeck.com/beta/
    79. 79. Natalie Ghidotti, APR @ghidotti natalie@ghidotticommunications.com

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