How social media can carry your message to the masses


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How social media can carry your message to the masses

  1. 1. Full-service online + interactive marketing firmHow Social Media Can Carry Your Message to the MassesPresented to:Abbott Labs
  2. 2. Agenda • About Marcel Media Intro • About Kelly Cutler • Best Practices • Video Section 1 • Case Study #1 • Group Exercise (Case Study Analysis: The Good & Bad) • Video • Crisis Management Best Practices Section 2 • Group Exercise (Ensure Product Tampering Scenario) • Lunch • Video • How to Launch Your Product with Social Media Wrap-Up • Case Study #2 • Group Exercise (Social Media Editorial Calendar)4/27/2011 2
  3. 3. About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics. @marcelmedia 2 3
  4. 4. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly‟s achievements include serving as the first woman president of the Chicago Entrepreneurs‟ Organization, instructing at the University of @kfcutler Chicago and DePaul University, and speaking on industry topics across the country. /in/kellycutler4/27/2011 4
  5. 5. Social Media: A Guide to Getting It Right4/27/2011 5
  6. 6. Considerations for a Social Media Policy1. Forbidden Content: Identify off-limit subjects and the process for handling those subjects.2. Define the Rules of Engagement: Clearly communicate your organization‟s comment policy. Define what „acceptable behavior‟ is for your employees via social media. Remember, Google never forgets.1. Trust: Employees should be trusted to communicate and develop relationships with customers. Reviewing every blog post, tweet and post can be laborious and slow down the real-time pace of social media.2. Training: Provide complete training about how to blog, and review legal issues with employees3. Transparency: Full disclosure is imperative, don‟t rely on your affiliates to follow proper disclosure protocol. Always call out commercial or personal connections. Require employees to identify their relationship with the company if they are promoting Abbott brands.4/27/2011 6
  7. 7. Considerations for a Social Media Policy Cont…6. Avoid Legal Jargon: Write the policy in terms your employees can understand, filling it with legal speak will cause confusion and intimidation.7. Define What Social Media Means to Your Business: Define exactly what sites/tools/etc fall under the „social media‟ umbrella for the purposes of your policy.8. Make Sure Employees Understand the Chain of Command: If different groups/departments should handle responses based on content, etc, then clearly spell that out.9. Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy. Different tools have different audiences and goals, and require a slightly different approach.4/27/2011 7
  8. 8. The Strategy: Getting StartedStart by setting manageable, measurable goals soyour team can feel a sense of completion andaccomplishment. If you don‟t set goals you can getlost in the social media abyss.LISTEN first. Few ideas should be rejected out ofhand; not everything is going to work, but in95% of the cases, even if something doesn‟twork there is value to be gained and lessons tobe learned from the „failure.Suggestions: • Transform the content in your company newsletter into an internal blog and give all employees the ability to contribute. • Let employees vote on the best ideas suggested by other team members to brainstorm creative campaigns and workshop implementation and execution. • Resolve to respond to customer service issues within three hours, via social media. • Create a Twitter handle and hashtag dedicated solely to customer service issues.4/27/2011 8
  9. 9. The Strategy: Define Your ObjectivesGeneral Motors Example: Their director of global social media outlined specificobjectives the company wanted to accomplish through social media.• Become more responsive to people/consumer audiences• Incorporate audience/consumer feedback into your organization more quickly and effectively than has happened traditionally• Make your brand a little more “human” to the outside world, and show people the smarts, personality and passion of the people behind your logo• Increase product knowledge and brand awareness and provide perspective/accurate information about your company4/27/2011 9
  10. 10. The Strategy: Your Social Audit1. The Pitch: Describe your company in 120 characters or less2. What type of program do you want to pursue first? • Awareness • Loyalty • Engagement3. How well does your audience know you?4. How well does your audience use social media?5. How will you execute the “human” aspect of social media; its about people not logos.6. How are you going to measure success? What benchmarks will you use?7. What is the soul of your brand, what defines “Abbott” • Example: Apple = Innovation4/27/2011 10
  11. 11. Social Media: How to Execute4/27/2011 11
  12. 12. Old Spice’s Seamless Execution1. The P&G and Wieden+Kennedy marketing teams targeted a handful of “socialinfluencers” to jumpstart their viral video campaign. I.E. Kevin Rose (founderof Digg), Ellen Degeneres, The Huffington Post etc.2. Questions were requested and collected on Twitter, the Old Spice Facebook page,YouTube, Reddit, and blogs. During the course of the day, the questions were answeredin near-real time via custom-made YouTube videos.3. Instead of telling people about the product via press release, or even a custompitch via email – they created a meme (viral content and social syndication).4. By approaching influencers in public with an unusual request, and then respondingin real time on the same or main platforms with the results of that exchange, theyBegan to engage the rest of the marketers and pundits in those networks.4/27/2011 12
  13. 13. Most Commonly Used Social Media Tools Source: Mashable.com4/27/2011 13
  14. 14. Distribution ChannelsFacebookGreat for brands. Built for community engagement through applications like sweepstakes,contents, and coupons. It is a great place for product launches. This would be a strongplatform for Abbott Nutrition.TwitterGreat tool to share information and resources, and very effective for customer service.Create a Twitter handle and hashtag for customer service, hold monthly Tweet Chats whereconsumers can have a discussion using a designated hashtag to ask questions and shareinformation.YouTubeYouTube is a great platform to “humanize” yourbrand and a very powerful response in the event of asocial media crisis. Multimedia is the most readilyshared content on the web. Video has emotivetendencies and can visually convey compelling content.With a simple flip camera you can create quick, basicvideos.4/27/2011 14
  15. 15. Distribution Channels Cont…FoursquareCreate to-do lists for users to explore around your area, work with Foursquareto create a custom badge for your venue or event. Create raffles or specials,offer discounts to people who check into your location. If you don‟t have astorefront create a virtual storefront for your “online” consumers.LinkedInCommonly used as a professional referral engine. Often times journalists turnto LinkedIn for expert resources, and consumers the Q&A functionality to getmore information about products and services. All of your executive teamlisted on your website should have a LinkedIn profile which can be found nextto their website bio.Blogging NetworkBlogging networks are a great tool for product launches, industry endorsementsand referrals/reviews. If you employ a service like “” fulldisclosure on your end and their end is a must. A more grass roots effective solutions isto send product samples to bloggers for review, or invite them to your office for a “newmedia” day where you can have them sample products and engage in open discussions.4/27/2011 15
  16. 16. New Media Same Message70% of journalists now use social networks to assist reporting: it makes sense forhealthcare marketers to leverage social media channels to achieve coverage by bothmainstream media and industry publications.Published in 2010, a George Washington University and Cision survey of journalistsreports 89% use blogs and 65% use social networks to research stories.TIPS :• You can follow journalists on Twitter to learn more about what kinds of stories they are working on• Muckrack– free listing of journalists on Twitter, search by topic and outlet• Journalist Tweets – subscribe to email updates or a RSS of a search term and see what journalists are Tweeting about it• Listorious– search through their directory which contains lists of journalists in your desired topic area• WeFollow – search “journalism” in their directory for people you may be interested in connecting with4/27/2011 16
  17. 17. Social Media Tool KitSocial Mention (free): Allows you to set up email alerts and real time mentions ofyour brand on social mediaTrackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal forsmall businesses and bloggers who are on a limited budget.Klout (free): Determines the level of influence your brand has in the social mediamarketplace .Cinch: This simple tool can record audio, either via the web or phone so you canshare audio messages with your followers.4/27/2011 17
  18. 18. Social Media Tool Kit ContinuedPostRank - You can gain an amazing amount of insight into what topics get the mostengagement on a particular blog post. Marcel uses it and loves it.HootSuite: The Enterprise plan allows you to have multiple contributors to your socialprofiles without sharing passwords. Assign messages for follow-up and trackresponses. Monitor and post to multiple social networks, including Facebookand Twitter using the HootSuite dashboard.Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once.4/27/2011 18
  19. 19. 10 MINUTE BREAK4/27/2011 19
  20. 20. Video – Social Media Case Studies4/27/2011 20
  21. 21. The Nestle Case StudyPROBLEM The whole world is criticizing Nestlé for sourcing palm oil from Sinar Mas which is used for products such as their Kit Kat bar. Sinar Mas is Indonesia‟s largest producer of palm oil and has been accused of illegal deforestation of rainforests. This has other effects such as CO2 emissions and destroying communities. Greenpeace then launched a report called “Caught Red handed” detailing the situation and encouraging their readers to create and share their own Kit Kat videos. Thousands of people are on Facebook and Twitter calling for a boycott of Nestlé products. The Nestlé fan page is being bombarded with criticisms and very negative messages aimed at destroying Nestlé‟s reputation. Greenpeace has already launched an international campaign which is targeted directly at Nestlé. The clip they made ends with a twist from Kit-Kat‟s famous slogan: “Have a break? Give the orang-utan a break“. 21
  22. 22. Nestle Case Study Cont…THE RESPONSE Nestle was slow to respond and when they did, Nestlé thought it was most important was to contact Google to remove the video due to copyright infringement. Although it was removed within several days of posting, it already had been posted on and re-posted on many other sites as well as YouTube, and had close to a million hits. Nestlé released a statement on March 17, 2010, which said that “Nestlé recently undertook a detailed review of its supply chain to establish the source of its palm oil supplies and we have made a commitment to using only „Certified Sustainable Palm Oil‟ by2015, when sufficient quantities should be available. Nestle‟s updates kept pushing people to their corporate page to see its official corporate response.4/27/2011 22
  23. 23. Their Social Response4/27/2011 23
  24. 24. The Social Feedback Part 14/27/2011 24
  25. 25. Social Media Feedback Part 24/27/2011 25
  26. 26. Group Exercise: The Do’s and Dont’s of Social Media4/27/2011 26
  27. 27. 10 MINUTE BREAK4/27/2011 27
  28. 28. Social Media Management4/27/2011 28
  29. 29. Crisis Management: A Quick Case Study4/27/2011 29
  30. 30. 10 Tips that Help Contain Crisis1. Control Your Tone: Always respond positively and respectively. (Ex. If a consumer posts negative feedback about a product recall respond with positive, reassuring video from the CEO)2. Use Multiple Channels: Utilize all the social media avenues available to you (e.g., blogs, Twitter, Facebook, YouTube). This will increase the chances that your message/response has been seen and shared.3. Own the Message: Create a community around the crisis. People will be talking and looking for information. Own the messaging, monitor the conversation and create a platform for conversation by creating a “hub” where people can go to ask questions, give feedback, talk to other consumers, etc.4. Brand Ambassadors: There is no stronger force than your internal team. Allow your sales personnel, customer service reps and communications team to engage in social media before and after the crisis. Have them help monitor brand sentiment and conversation, and alert management of potential “crisis” situations as well.4/27/2011 30
  31. 31. 10 Tips that Help Contain Crisis Cont…5. Take it Offline: If there‟s a naysayer leading the attack, contact them directly, or respond to a post and ask them how you can follow up with them directly. Thank them for their feedback and try for a one-to-one conversation via email or phone.6. Keep Your Permission Settings Open: Don‟t lockdown your Facebook page, keep your permission settings open. Not allowing for comments or wall posts on your pages sends a clear message about your brand; we arent interested in having a conversation. o If your competitor has an open door policy and you don’t, it doesn’t reflect well on your brand.7. Act Swiftly : First 24 hours of a crisis is when people are turning to each other for answers. Be ready to respond. Speed to response is critical – even if you don‟t have the answer, acknowledging that you‟re listening and seeking an answer can buy a lot of time and more importantly quell continued angry sentiment.4/27/2011 31
  32. 32. 10 Tips that Help Contain Crisis Cont….8. Full Disclosure is Key: Be clear about your limitations – not every problem can be solved the way your consumers expect. Full disclosure adds an element of humanity to your brand and is crucial.9. Monitor Conversation Not Sentiment: Many monitoring tools determine brand sentiment. If someone doesn‟t like you, don‟t leave it at that. Ask why they are angry and how you can you fix it? Negative sentiment often is because they haven‟t had their questions answered.10. Be Prepared: Don‟t wait for a crisis to bring your team together . A Community Manager should already be in place, as well as a social media policy that outlines how employees should react without approval from your CEO. The Internet (i.e. your consumers) is not going to patiently await a response from your CEO, and not having procedures in place will inhibit an efficient reaction time.4/27/2011 32
  33. 33. Your Response Team• Identify a main point of contact to field media calls (someone of authority)• Identify a group/person to monitor social media and post updates on social platforms Facebook, Twitter, YouTube, Blog etc (a community manager)• Create a short YouTube video with a member of your Executive Team (CEO) addressing the issue, taking responsibility for the issue and sharing your resolution.• Create an FAQ of all questions and concerns submitted over social media and make available on your website for download.• Hold a webinar or live chat where consumers can join a virtual event and ask questions to get real-time feedback from your team regarding concerns and receive reassurance.• Cover all announcements via your corporate blog, in additional to press releases.4/27/2011 33
  34. 34. The ChecklistPre-crisis • Identify key social media platforms where your brand should engage communities and start interacting with consumers. • Monitor broadly for trends, competitors and early warning signals • Create, train, and enforce social media policyDuring a crisis • Acknowledge situation to create time and space (example: Ford or Dominos) • Understand and respond, try and take the message offline • Create content that evokes response, syndicate, and have your supports and employees help carry your messagePost-crisis • Track new terms related to crisis • Thank your supporters; monitor your naysayers • Adjust policy, workflow, and escalation procedures • Remain present4/27/2011 34
  35. 35. Group Exercise: Mock Scenario What Would You Do?4/27/2011 35
  36. 36. 30 MINUTE LUNCH BREAK4/27/2011 36
  37. 37. Dove True Beauty Campaign4/27/2011 37
  38. 38. How to Launch a Product Using Social Media1. Facebook Fan Page – A quick and easy way to get online branding for a new product. These pages are great at building community around the product Facebook offers built-in capabilities such as commenting, liking, sharing and uploading photos and videos. The challenge with Fan Pages, and websites of any kind, is to attract visitors. You can do this by offering incentives for liking the page and creating a small budget for Facebook media buys.2. Video Blog (vlog) - Give the product a personality. Create a blog that highlights the visual appeal of the brand. Syndicate it on Vimeo, YouTube and TubeMogul.3. Integration – Provide “share” links in your emails announcing the new products and promotions around the product. This will help promote sharing and help your content reach a broader audience.4/27/2011 38
  39. 39. Cont. How to Launch a Product Using Social Media4. Twitter Pitch – You should already be following your targeted media on Twitter. Journalists love short pitches, share your new product with them on their Twitter wall in a 140 characters or less.5. Official Launch Page – this should include or link to all related social media posts, press releases, YouTube video, provide information in a blog like forum, allow for users to submit questions etc. This should act as the hub for all product related information. Another option is to create a widget that provides all of this information.6. Analytics - measure and track Twitter sentiment, shortened links, views, re- tweets, conversations, bookmarks, subscriptions, conversions, impressions, and page traffic, among many others.4/27/2011 39
  40. 40. Social Products: A Case Study4/27/2011 40
  41. 41. Cisco Router Product LaunchCisco, who has been involved with social media since 2008, launched a new router inthe summer of 2010 using only social media. The results surprised even the socialmedia enthusiasts.This project shaved six figures off its launch expenses and set a new precedent forfuture product launches.“It was classified as one of the top five launches in company history,” said LaSandraBrill, senior manager, global social media. “It was the „crossing the chasm‟ point for usin the adoption phase of social media and helped us get over the hump of internalacceptance.”4/27/2011 41
  42. 42. Social Media Launch Highlights• 9,000 people attended the social media product launch event – 90 times more attendees than in the past• Saved 42,000 gallons of gas• Nearly three times as many press articles as with traditional outreach methods• More than 1,000 blog posts and 40 million online impressions• A Leading Lights award for Best Marketing• One-sixth the cost of a traditional launch Source: Socialmediaexaminer.com4/27/2011 42
  43. 43. Cisco’s Preferred Social Media PlatformsYouTube – Video gets eyeballs. Cisco‟s “Future of Shopping” is up to 3.3 million views.Additionally, the company heavily used video to educate customers and the mediaabout the ASR, encouraging them to pass along links via social sharing.Mobile – A video datasheet engaged engineers on their mobiledevices.Facebook – Hardcore network engineers could connect on theCisco Support Group for Uber User Internet Addicts.Social Media Widget – Cisco assembled videos, collateral and images in a widgetformat and embedded it into “social media” news releases and launch pages. Bloggersand others could spread the information easily with the embedded code.Cisco blogs – Videos and other content engaged bloggers and customers,encouraging viral pickups.Online forum – Cisco seeded its Networking Professionals Technology CommunityForum with launch-related discussion topics and gave customers an “Ask the Expert”function.4/27/2011 43
  44. 44. The End ResultMore than 9,000 people (90 times more than past launches)from 128 countries attended virtual launch events.Nearly 3X‟s as many press articles as a comparabletraditional launch, more than 1,000 blog postsand 40 million online impressions.The whole launch cost one-sixth of a similar launch that used traditional outreachmethods.Facebook and Twitter keep customers and the press engaged continuously. Cisco nowruns live public Q&A sessions showcasing John Chambers, Cisco‟s chairman and CEO, ashe answers questions coming in via Twitter.The company‟s chief technology officer, Padmasree Warrior, communicates with nearly1.4 million followers on Twitter.4/27/2011 44
  45. 45. Tips from Cisco for a Social Product LaunchListen first“For every product launch, our formula starts with listening. We start a list atleast a month before of buzzwords and challenges and then figure out the righttools,” Brill said.Use video oftenWeb pages with video draw five times more engagement than those without. Ciscoencourages video blogging to add transparency to bloggers‟ voices.“Talk at” versus “talk with”Product launches of the past communicated at the audience. Now, nearly allactivities have an interactive element.Always be brand-buildingNot everyone‟s ready to buy now, especially a six-figure purchase like the ASR.Activities like the online game engaged the loyalty of network engineers, who heavilyinfluence such decisions.4/27/2011 45
  46. 46. Group Exercise: Create a Social Media Calendar4/27/2011 46
  47. 47. Thank you! Kelly Cutler Questions? Prepared by Marcel Media CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other 445 West Erie, Suite 211 way without express consent of Marcel Media. t. 312.255.8044 Chicago, Illinois 60654 f. 866.643.75064/27/2011 47