Facebook, Twitter & Online Communities


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Discussion of how B2B companies can participate in Twitter, Facebook and Online Communities by Juliann Grant.

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Facebook, Twitter & Online Communities

  1. 1. Juliann Grant Telesian Technology www.telesian.com May 14, 2009
  2. 2. Agenda <ul><li>Social Media Market Now </li></ul><ul><ul><li>Latest trends and numbers </li></ul></ul><ul><li>Social Media Best Practices </li></ul><ul><ul><li>Setting a Strategy </li></ul></ul><ul><ul><li>Building Online Communities </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Top Ten Things Not to Do in Social Media </li></ul><ul><li>Questions </li></ul>
  3. 3. How does Social Media boost the bottom line? <ul><li>Companies needs to recognize: </li></ul><ul><ul><li>Shift thinking to how to serve customers here, not about revenue </li></ul></ul><ul><ul><li>By building relationships </li></ul></ul><ul><ul><li>By adding value to a customer or buyer’s day </li></ul></ul><ul><ul><li>Putting a human face on your brand will…. </li></ul></ul><ul><li>Favorably position your company when demand resets </li></ul><ul><li>Be prepared to communicate to your audiences </li></ul><ul><li>Enable sales to sell more effectively </li></ul><ul><li>People buy from people </li></ul>
  4. 4. Social Media Tipping Point? 49% of Americans have a MySpace or Facebook account 48% of adults have either a MySpace or Facebook page 16% of adults updating their page at least once a day Only 5% of Americans are currently using Twitter Source: Harris Interactive Poll, May 2009 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105274
  5. 5. Who do Consumers Trust?
  6. 6. It’s all new Keep in mind that any statistics you see today will likely be different 3-6 months from now Question is: When will it plateau?
  7. 7. It’s a Fast Moving Wave Take your time Get your sea legs Learn how to ride the wave
  8. 8. These numbers will only grow www.universalmccann.com
  9. 9. Trends over Time www.universalmccann.com
  10. 11. Social Media: It’s All About Conversations
  11. 12. Manage your reputation <ul><li>57% CEOs concerned about overall company reputation </li></ul><ul><li>Social media impacts your brands reputation </li></ul><ul><li>34% post opinions about products and brands on their blog </li></ul><ul><li>36% think more positively about companies that have blogs </li></ul>http://www.indiaprwire.com/pressrelease/information-technology/2009020419095.htm
  12. 13. Key Social Media Components Widgets Chat Social Networks Micro blog Blogs Photo Share Message Boards Podcasts Video Share RSS
  13. 14. Creating a Social Media Strategy <ul><li>Establish company/brand voice </li></ul><ul><ul><li>How can it help you serve customers better? </li></ul></ul><ul><ul><li>How will it help you engage buyers, influencers, customers? </li></ul></ul><ul><ul><li>How do you present your company brand? </li></ul></ul><ul><ul><ul><li>Individuals, one corporate ID, several IDs </li></ul></ul></ul><ul><li>What are the risks? </li></ul><ul><li>Who needs to be involved? </li></ul><ul><ul><li>Sales, marketing, product managers, engineering, customer service, legal </li></ul></ul>
  14. 15. A Good Social Media Plan… <ul><li>Will have management input and approval </li></ul><ul><li>Will include a listening strategy </li></ul><ul><ul><li>Know what is being said out there, about whom, by whom, and the things you care about </li></ul></ul><ul><li>Will include a plan for assigning resources </li></ul><ul><li>Will include a content plan </li></ul><ul><li>May include a social media policy </li></ul><ul><ul><li>http://123socialmedia.com/2009/01/23/social-media-policy-examples/ </li></ul></ul>Recommended Podcast: A Look at Social Media with Emerson’s Jim Cahill and Deborah Franke http://www.telesian.com/newsnotes/archive/news0087-4.mp3
  15. 16. What’s in a Policy? <ul><li>IBM Social Computing Guidelines: Executive Summary Excerpt </li></ul><ul><li>1. Know and follow IBM's Business Conduct Guidelines. </li></ul><ul><li>2. IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy. </li></ul><ul><li>3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM. </li></ul><ul><li>4. If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: &quot;The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions.” </li></ul><ul><li>http://www.ibm.com/blogs/zz/en/guidelines.html </li></ul>
  16. 17. Need internal processes <ul><li>How to handle product requirement requests or suggestions </li></ul><ul><li>How to handle customer service issues </li></ul><ul><ul><li>Prepare for escalating customer complaints, problems, questions </li></ul></ul><ul><li>Who is responsible for developing content </li></ul><ul><li>A content publishing schedule and flow of information </li></ul>
  17. 18. Establish Content Flow Plan
  18. 19. Building Online Communities Best Practices
  19. 20. Grow Online Organically <ul><li>Be where people are </li></ul><ul><li>It has a self-organizing mechanism. Let it happen. </li></ul><ul><li>How can you best serve your audience? </li></ul><ul><li>What kind of community would be useful? </li></ul>
  20. 21. Building a Community
  21. 22. It’s an Opt-In World <ul><li>Power is shifting to the consumer and communities </li></ul><ul><li>Provide multiple mechanisms to interact </li></ul><ul><ul><li>Voting, surveys, guest posts, comments </li></ul></ul><ul><li>Offer options on media choice to receive information </li></ul><ul><ul><li>PDF, audio, video </li></ul></ul><ul><li>Want to feel connected to your brand/company </li></ul><ul><li>They want it their way </li></ul><ul><li>Corporate speak is not welcome </li></ul>
  22. 24. A View of a Twitter Network Ari Herzog: http://ariwriter.com/2009/01/scientific-study-of-twitter-proves-what-you-told-me-value-value-value/ All Connections Inner Circle
  23. 25. Twitter’s Exponential Growth 5M
  24. 26. The Oprah & Ashton Effect March grew 131% to 9.3M In April Twitter grew another 5.33M U.S. unique visitors, up 45% from the last week in March. A slight dip the week ending Apr. 19, when Twitter attracted 5.60 million U.S. visitors comScore report: http://www.businessinsider.com/twitters-us-traffic-down-post-oprah-2009-5
  25. 27. But there are challenges <ul><li>Nielsen Study reported 60% of Twitter users stop using the service after one month </li></ul>http://blog.nielsen.com/nielsenwire/online_mobile/update-return-of-the-twitter-quitters/
  26. 28. Be Plugged into Twitter Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the lines in between,&quot; Andrew Lipsman ComScore
  27. 29. Twitter Best Practices (TBP) <ul><li>Set up a corporate ID for the organization. </li></ul><ul><ul><li>Add brand IDs, use naming conventions to align with corporate ID brand </li></ul></ul><ul><ul><li>Even if you are not ready to dedicate time to Twitter, claim your ID now </li></ul></ul><ul><ul><li>Build custom templates to reflect brand </li></ul></ul><ul><li>Maintain a 1:10 ratio of broadcast-type/self-promotion messages to pure participation </li></ul>
  28. 30. TBP: Choose Follows Wisely <ul><li>You don’t need to follow back everyone who follows you . </li></ul><ul><li>Beware of Spammers </li></ul><ul><li>Automatic Direct Messages with a pitch is Bad </li></ul>
  29. 31. TBP: Share <ul><li>Have a giving spirit </li></ul><ul><ul><li>Offer guidance, humor, perspective, expertise whenever possible </li></ul></ul><ul><li>Make daily – weekly contributions </li></ul><ul><li>Focus on sharing info that would be valuable to a customer or potential buyer </li></ul>
  30. 32. TBC: Participate, Be Visible. Informative Educational Photo Share Direct Reply
  31. 33. TBP: Listen <ul><li>Search for keywords </li></ul><ul><li>Search by #hashtag </li></ul><ul><li>Monitor competitors </li></ul><ul><li>Catch a conference you could not attend </li></ul>http://search.twitter.com
  32. 34. TBC: Listen using RSS Feeds <ul><li>FriendFeed, Google/Yahoo Reader to manage RSS Feeds </li></ul>Organize Streams by Folder Join/Create Groups Add in Google key word search RSS feeds Build Business Intel
  33. 35. TBP: Respond Quickly <ul><li>Most </li></ul><ul><li>social </li></ul><ul><li>media </li></ul><ul><li>black eyes </li></ul><ul><li>come from </li></ul><ul><li>a slow </li></ul><ul><li>response </li></ul>
  34. 36. Twitter is Changing PR Last chance: Pitch us a story idea & win a chance to hear Jim Collins talk about his new book next week in NYC
  35. 37. Analysts are on Twitter
  36. 38. Twitter is Affecting Politics
  37. 39. Twitter is… <ul><li>Making marketers think in new dimensions </li></ul><ul><ul><li>Think visual, audio, video </li></ul></ul><ul><li>Continually evolving through its users </li></ul><ul><li>Not just for celebrities, there is a place for B2B </li></ul><ul><li>A place for brands to engage like never before </li></ul><ul><li>NOT going away anytime soon </li></ul>
  38. 41. Facebook <ul><li>193M users 51% Female, 45% Male </li></ul><ul><li>Women still represent the majority of users </li></ul><ul><li>Users over 55 are driving recent growth </li></ul>
  39. 42. Top 4 Things To Do On Facebook <ul><li>Create a community </li></ul><ul><ul><li>Set up a Group </li></ul></ul><ul><ul><li>Set up a Fan Page </li></ul></ul><ul><li>Find a few advocates to get things started off </li></ul><ul><li>Leverage demographics for targeted advertising </li></ul><ul><li>Integrate with Twitter Feed, FriendFeed </li></ul>
  40. 43. FBBP: Create a Group <ul><li>Company Profile </li></ul><ul><li>Group/Fan/Event Pages </li></ul><ul><ul><li>“ Friends” maxes out at 5,000 contacts </li></ul></ul><ul><li>Centralize information sharing and discussions </li></ul>
  41. 44. FBBP: Create a Fan Page
  42. 45. FBBP: Slice and dice demographics
  43. 46. FBBP: Integrate other Apps <ul><li>Aggregate other social media sources </li></ul><ul><ul><li>Import Twitter, Bookmarking applications, blogs, RSS feeds </li></ul></ul>
  44. 47. Other Communities To Consider <ul><li>LinkedIn </li></ul><ul><ul><li>Great for creating professional interest groups </li></ul></ul><ul><ul><ul><li>ISA Marketing & Sales Summit </li></ul></ul></ul><ul><ul><ul><ul><li>www.isa.org/mktgsales </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.linkedin.com/xxxxx </li></ul></ul></ul></ul>
  45. 48. Other: Ning for Custom Groups <ul><li>www.ning.com </li></ul><ul><li>Member Profiles </li></ul><ul><li>Discussions </li></ul><ul><li>Blogs </li></ul><ul><li>Photos, Videos </li></ul>
  46. 49. Keep Them Coming Back <ul><li>Develop a Content Plan </li></ul><ul><li>Needs to capture interest, engage readers </li></ul><ul><li>Engage with dialog and surveys, find out what they want </li></ul><ul><li>Build on core pieces like technology papers, white papers, success stories </li></ul><ul><li>Need a balanced media mix: print, digital, audio, video </li></ul>
  47. 50. Benefits for Online Communities <ul><li>Build a stronger emotional connection with community participation </li></ul><ul><li>Better understand buying behaviors </li></ul><ul><li>Glean insight into business drivers, what’s happening in your customers’ worlds </li></ul><ul><li>Networking for members </li></ul><ul><ul><li>Professional and personal growth </li></ul></ul><ul><ul><li>Benefit through interaction </li></ul></ul>
  48. 52. Ten Things to Avoid in SM <ul><li>Set up a profile and then ignore it. </li></ul><ul><li>Sign up for Twitter and follow 1,000s of people in the first weeks. </li></ul><ul><li>Use these applications to broadcast your standard news only. </li></ul><ul><li>Use corporate speak. Tone down third person language, emulate a conversation. </li></ul><ul><li>Make it hard for your visitors to find content. Set up a central media landing page. </li></ul>
  49. 53. Ten Things to Avoid in Social Media <ul><li>Not establish a Listening Strategy first. </li></ul><ul><li>Ignoring information gathered from Listening Strategy. </li></ul><ul><li>Thinking there is some level of control over the message. It’s ok, we’ve never had control. </li></ul><ul><li>Not taking control over content ownership. Reserve IDs now before they disappear. Know what videos are on YouTube. </li></ul><ul><li>Defending against negative buzz. Easier to fall on your sword. </li></ul>
  50. 54. Final Thought… <ul><li>If your new efforts at listening and gaining insight fail to cause you to rethink the effectiveness of your many interaction channels (not their efficiencies), it is unlikely you will find your listening skills, or bottom line, much improved. Social CRM is crucial - cross channels and across your business. </li></ul><ul><li>Michael Maoz, Gartner Analyst </li></ul><ul><li>http://blogs.gartner.com/michael_maoz/ </li></ul>
  51. 55. Q&A <ul><li>Thank you for your time </li></ul><ul><li>Contact Me: Juliann Grant </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Blog: http://blog.telesian.com </li></ul></ul><ul><ul><li>Twitter: www.twitter.com/julianng </li></ul></ul><ul><ul><li>LinkedIn: http://www.linkedin.com/in/julianngrant </li></ul></ul><ul><ul><li>Facebook: Juliann O’Connor Grant </li></ul></ul>