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2011 Marketer Meet-up Social Media

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Tim McAlpine
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Michael Berger Social Media
Best Practices – Social Media: OVERVIEW • Host of an ongoing conversation • Treat everyone as an important guest • 4 key parts: • Listen • Engage • Build trust • Build fan base
Best Practices – Social Media: LISTEN • Your Website, Blog, Facebook, Twitter = Attention & Participation • Others’ Websites, Blogs, Facebook, Twitter or other external presences = Authority & Influence
Best Practices – Social Media: LISTEN • Results? • Tweets to 100K followers • Blogs to thousands of readers • News media RUN with the story • ROI on direct one-to-one marketing can be huge!
Best Practices – Social Media: ENGAGE 1. Interact 2. Gauge reaction 3. Ask questions 4. Give honest answers 5A. Poor results? Do things differently 5B. Good results? Do more of the same
Best Practices-Social Media: ENGAGE • Social Media element in every KFC project • ROI = connect with fans; ensure brand remains relevant • Double Down - Facebook, Twitter, Youtube
Best Practices-Social Media: TRUST • People trust people, not institutions • Edelman Trust Barometer • We trust most “a person like me” • Doctor/healthcare specialist - 2nd/3rd • Not high on list – financial/industry expert
Best Practices-Social Media: TRUST • How do we earn trust? • Quality products and services • Transparent and honest business practices • Communicate frequently
Michael Berger Social Media

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2011 Marketer Meet-up Social Media

  • 2. Best Practices – Social Media: OVERVIEW • Host of an ongoing conversation • Treat everyone as an important guest • 4 key parts: • Listen • Engage • Build trust • Build fan base
  • 3. Best Practices – Social Media: LISTEN • Your Website, Blog, Facebook, Twitter = Attention & Participation • Others’ Websites, Blogs, Facebook, Twitter or other external presences = Authority & Influence
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  • 6. Best Practices – Social Media: LISTEN • Results? • Tweets to 100K followers • Blogs to thousands of readers • News media RUN with the story • ROI on direct one-to-one marketing can be huge!
  • 7. Best Practices – Social Media: ENGAGE 1. Interact 2. Gauge reaction 3. Ask questions 4. Give honest answers 5A. Poor results? Do things differently 5B. Good results? Do more of the same
  • 8. Best Practices-Social Media: ENGAGE • Social Media element in every KFC project • ROI = connect with fans; ensure brand remains relevant • Double Down - Facebook, Twitter, Youtube
  • 9. Best Practices-Social Media: TRUST • People trust people, not institutions • Edelman Trust Barometer • We trust most “a person like me” • Doctor/healthcare specialist - 2nd/3rd • Not high on list – financial/industry expert
  • 10. Best Practices-Social Media: TRUST • How do we earn trust? • Quality products and services • Transparent and honest business practices • Communicate frequently
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