32. STEP 2: PLAN
‣ Social media policy
‣ Monitoring plan
‣ Response plan
‣ Engagement plan
33. STRATEGIC QUESTIONS
1. What are the attitudes of key stakeholders about
the importance of social media?
2. Audit findings
What is your target audience doing in social
media?
What are competitors doing in social media?
3. What topics are relevant to your target audience?
Product? Offers? Promotions? Brand?
4. How will we measure results?
37. “The good news is that
shortly after posting my piece I heard
from Dave Finnegan, Build-A-Bear’s "Chief on
Monitoring caught blog story
InBearmation Officer." Kitschy executive
ZDNET.com (1.4M visitors
designations aside, you’ve got to beabout privacy practices
monthly)
impressed by
a company that responds soone day, it spread to other
In
highquickly, directly,
traffic sites
and receptively to criticism; I am,The
(BoingBoing.net;
Consumerist)
anyway.”
Sent a response directly to
Denise Howell
Outreach resulted in a positive
follow-up blog post
38. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers
‣ Create community to educate
39.
40. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers
‣ Create community to educate
‣ Energize word of mouth
41. FREE FLOAT NIGHT
‣ Twitter outreach
‣ “Sonic” was the #2 trend on Twitter;
Approx. 8,000 Tweets in 24-hour period
‣ 5 million floats; double 2007
‣ June evening sales increased
‣ Increased awareness of Sonic as “late-
night destination”
42. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers
‣ Create community to educate
‣ Energize word of mouth
‣ Co-create
43.
44.
45. “You can choose not to
engage in social media,
but you’ll still be talked
about in the space.
Benefits come from being
involved in the
conversations.”
46. THANK YOU
JEFF RISLEY
Email: jrisley@barkleyus.com
Blog: http://risleyranch.blogs.com
Twitter: http://twitter.com/RisleyRanch
LinkedIn: http://www.linkedin.com/in/jeffhrisley
Del.icio.us: http://del.icio.us/RisleyRanch