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Transform Your Company From a Wallflower into a Social Media Butterfly


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In this session we will look at the people, tools and strategies you need to get your company on board and on track with social media today, including:

1. Why social media?
2. Who should be involved?
3. What is the benefit for each stakeholder?
4. What are the objectives of each stakeholder?
5. Where do you start?
6. How is a social media strategy formed?
7. What can you do to avoid failure?
8. How can you measure success?

As a bonus, you can download a side-by-side feature comparison of several social media vendor solutions (listening platforms, reporting and analysis) that can be used to compare potential solutions for your own company. Whether you’re a small or large business, you’ll leave with first steps to successfully getting involved in social networks.

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Transform Your Company From a Wallflower into a Social Media Butterfly

  1. 1. Transform Your Company from Wallflower to Social Media Butterfly The people, tools, and strategies you need to provide the underlying groundwork for long term successful social media execution Laura Lippay Dir. Technical Marketing, Yahoo! Inc @lauralippay YAHOO! CONFIDENTIAL
  2. 2. In this session we will look at <ul><li>Why social media? </li></ul><ul><li>Who should be involved? Who are the stakeholders at your company? </li></ul><ul><li>What is the process for getting involved in social media? </li></ul><ul><li>What are the avoidances I need to know to make sure I don’t fail </li></ul>
  3. 3. Why should my company be involved in social media ?
  4. 4. Social networking online is like social networking offline
  5. 5. People are talking about you .
  6. 6. You walk into a room of people talking. You want to become part of this group. What do you do?
  7. 7. But SO many big brands are socially awkward. And they’re paying for it. VERY PUBLICALLY.
  8. 8. United Airlines breaks guitars
  9. 9. United Airlines breaks guitars
  10. 10. Who should be involved in social media at my company?
  11. 11. who has a hand in social media? <ul><li>Product </li></ul><ul><li>Marketing </li></ul><ul><li>Research </li></ul><ul><li>Customer Care </li></ul><ul><li>Sales </li></ul><ul><li>PR/Corporate Communications </li></ul><ul><li>Editors/Writers/Bloggers </li></ul><ul><li>Brand </li></ul><ul><li>Community Managers </li></ul>Some people wear multiple hats
  12. 12. how does each stakeholder get involved? <ul><li>Download this paper </li></ul>Social Media Stakeholders in a Medium-Large Company: Traditional vs. Social Media Processes and Data + Social Media Involvement
  13. 13. how do I set up the groundwork for successful long term social media engagement?
  14. 14. Example of how Yahoo is currently setting up the groundwork
  15. 15. Yahoo’s step 1: Centralization <ul><li>STAKEHOLDERS : A Social Media tiger team was set up with stakeholders from </li></ul><ul><li>CONSENSUS : A consensus was reached on these things </li></ul><ul><ul><li>Centralizing data/reporting system across as many Yahoo business units as possible (in order to get cross-BU data) </li></ul></ul><ul><ul><li>Allowing each business unit and/or product to appoint community managers and own their own social media strategies </li></ul></ul><ul><li>CENTER OF EXCELLENCE: Stakeholders collaborated on company social media guidelines, resources, email lists, internal social media meetups, etc. </li></ul><ul><ul><li>Customer Care </li></ul></ul><ul><ul><li>PR/Corporate Communications </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Research & Insights </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Editorial </li></ul></ul>
  16. 16. Yahoo’s step 2: Define <ul><li>NEEDS ASSESSMENT: Stakeholders were interviewed to determine needs </li></ul><ul><ul><li>Ex: Customer care needs broad reach in real time </li></ul></ul><ul><ul><li>Ex: SEO needs to measure SEO effect of social network promotion </li></ul></ul><ul><ul><li>Ex: Product needs unsolicited feedback, competitor sentiment comparisons and global market direction </li></ul></ul><ul><li>REQUIREMENTS: In the process we determined things to look for in a social media listening platform vendor </li></ul><ul><ul><li>Ability to provide global market data in multiple regions, countries and/or languages </li></ul></ul><ul><ul><li>Ability to differentiate sentiment when people reference something they found on Yahoo vs. sentiment towards the Yahoo! product </li></ul></ul><ul><ul><li>Automated sentiment: there is too much data for a company our size to sift through items to manually apply sentiment </li></ul></ul>
  17. 17. Yahoo’s step 3: Setup <ul><li>REVIEW : Over a dozen social media listening platform vendors were formally reviewed by several stakeholders </li></ul><ul><li>CHOOSE : After some hands on evaluation, a vendor was chosen </li></ul><ul><li>SETUP : Accounts were set up for Community Managers or people assuming the Community Manager role for each property or business unit </li></ul>
  18. 18. Yahoo’s step 4: Listen <ul><li>LISTENING : Properties and business units are watching data around things like </li></ul><ul><li>Company asset (brand, services, people, products) sentiment </li></ul><ul><li>Company asset issues, problems, needs </li></ul><ul><li>Industry trending topics </li></ul><ul><li>Sentiment around launches & news </li></ul><ul><li>Global market needs </li></ul><ul><li>Influencer and potential partner identification </li></ul><ul><li>Sentiment around competitors </li></ul><ul><li>The following are some report screenshots that provide insight and can help drive strategy, from vendors we reviewed </li></ul>
  19. 19. NetBase MarketScout: Brand sentiment broken down by demographic
  20. 20. Dow Jones: People favorability (sentiment) comparison
  21. 21. Dow Jones: People share of voice comparison
  22. 22. Yahoo’s step 5: Plan <ul><li>Each product or business unit determines these things (and more) based on the data they gather: </li></ul><ul><ul><li>Global markets to go after, and with what content </li></ul></ul><ul><ul><li>Communities and Influencers to engage with online and offline </li></ul></ul><ul><ul><li>New products and product features , or feature enhancements/fixes based on product and competitor sentiment, market needs, and industry trends </li></ul></ul><ul><ul><li>Marketing messaging based on product and competitor sentiment, market needs, and industry trends </li></ul></ul><ul><ul><li>Negative sentiment issues to address </li></ul></ul><ul><ul><li>Potential content partners to approach </li></ul></ul>
  23. 23. Yahoo’s step 6: Engage <ul><li>Different groups engage in different ways. </li></ul><ul><li>For example: </li></ul><ul><ul><li>Customer Care doesn’t need a long listening time to begin to engage in various places online to address issues. </li></ul></ul><ul><ul><li>Research doesn’t engage at all – they solely provide insight and analysis </li></ul></ul><ul><ul><li>Product listens for several months in order to determine engagement needs. Some hire full time community managers and some address social media engagement through various teams within the product. Engagement is with communities online (forums, Twitter, blogs, Facebook, etc) and offline (community events, industry events) </li></ul></ul>
  24. 24. Yahoo’s step 7: Evaluate <ul><li>As with Engagement, each product or business unit is monitoring different metrics. </li></ul><ul><li>The following are some report screenshots from vendors we reviewed. </li></ul>
  25. 25. Nielsen BuzzMetrics Topic volume comparisons
  26. 26. Nielsen BuzzMetrics: Tracking YSM sentiment before and after feature launch
  27. 27. TruCast Dashboard
  28. 28. social media vendor comparison <ul><li>Download a side by side feature comparison of several social media vendor solutions (listening platforms, reporting, and analysis) who we reviewed at Yahoo, and that you can use to compare potential solutions for your own company. </li></ul><ul><li> </li></ul>
  29. 29. It’s * important * to note, that just like in real world, live person communities…
  30. 30. … the time and resource you put into engaging with your community will determine your success
  31. 31. engaging with communities is a dedicated full-time job <ul><li>WHY? </li></ul><ul><li>Here’s some of the things a Community manager needs to have </li></ul><ul><li>A deep understanding of the industry </li></ul><ul><ul><li>Industry trends </li></ul></ul><ul><ul><li>Needs, wants, gaps, opportunities of industry participants </li></ul></ul><ul><ul><li>Solutions to needs, wants, gaps, opportunities </li></ul></ul><ul><li>A lot of friends </li></ul><ul><ul><li>A ton of real (not bot) Twitter followers </li></ul></ul><ul><ul><li>Highly engaged and active communities on Social Networks </li></ul></ul><ul><ul><li>A following in the industry through blogs, articles, conference and event appearances </li></ul></ul>
  32. 32. engaging with communities is a dedicated full-time job <ul><li>WHY? </li></ul><ul><li>Here’s some of the things a Community manager needs to do </li></ul><ul><li>Stay on top of real time industry events, trends, news </li></ul><ul><li>Identify and manage communication and engagement with communities and influencers through multiple online and offline channels </li></ul><ul><li>Channel issues, questions, etc to the appropriate people in the organization </li></ul>Article: 36 Responsibilities and Goals of a Community Manager
  33. 33. what are the avoidances I need to know so I don’t fail? Eliminate random acts of Social Networking: Make sure you understand where to engage, who to engage with, what your message and goals are, and how you will manage efforts full time, before you enter into social networks
  34. 34. what are the avoidances I need to know so I don’t fail? Push = Shove Hooking up an RSS feed to a Twitter account is Push Marketing (so Web 1.0), not Social Networking. Compare it to walking into a room and blurting out to everyone over and over again that you sell hammers. No fun. Engage with communities, don’t push your agendas on them.
  35. 35. what are the avoidances I need to know so I don’t fail? Avoid becoming another Social Media FAIL story Be sure to monitor negative sentiment trends about your company assets to squash fires before they spread
  36. 36. what are the avoidances I need to know so I don’t fail? Don’t just hand over efforts to whoever is available Make sure to put the right person in charge of your social media engagements – someone who attracts people to them for their contributions, insights, and engagement in the community.
  37. 37. thank you . @lauralippay