5 Social Media Strategies for Success
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Kim Snedaker & Kati Driscoll of AAA Mid-Atlantic. present on the five key strategies for social media success to New Castle County Chamber of Commerce Members. Presenting on Listening & Dialog: Kati; presenting on Advocacy, Support and Innovation: Kim. Included for each strategy are case studies, best practices, tools and metrics for success.
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5 Social Media Strategies for Success
- 1. 5 Social Strategies for Success Kim Snedaker Social Media Manager, AAA Mid-Atlantic @kimsnedaker Kati Driscoll Social Media Analyst, AAA Mid-Atlantic @katidriscoll #NC4Social Listening // Dialog // Advocacy // Support // Innovation
- 3. “ If I have seen a little further it is by standing on the shoulders of giants.“ Sir Isaac Newton LISTENING
- 4. Not an effective listening strategy.
- 5. LISTENING is about Audience // Language // Time
- 7. LISTENING :tools I want to hear conversations about my brand / products / industry / competitors on… >> NEWS SITES: Google Alerts >> BLOGS: Google Blog Search technorati >> FACEBOOK: Looxii >> TWITTER: twitter search hootsuite >> MY SITE: widgetbox
- 8. LISTENING :integration
- 9. LISTENING :analysis Volume : How many mentions are you receiving over a given period of time? Sentiment : Positive / Negative / Neutral & Comparison / Suggestion Priority : Actionability of the item “ I wish AAA would start reading these boards.... It might occur to them that the failure of their agents to have a CLUE is driving some of us away from them for ALL travel.... I figure if they can't do Disney where they have a relationship and a LOT of travel bookings, I would be TERRIFIED to give them something complicated! ”
- 10. “ To listen well is as powerful a means of influence as to talk well and is as essential to all true conversation ” -Ancient Proverb DIALOG
- 11. Not an effective dialog strategy.
- 12. DIALOG is about: Sharing // Listening // Meaning
- 15. DIALOG :tools I want to share… SUPPORT >> FORUM: PHPbb vBulletin get satisfaction CONTENT >> BLOG: WordPress TypePad Blogger Tumblr >> PHOTO: flickr >> facebook twitter YouTube
- 16. DIALOG Integration can be widgets & icons
- 17. DIALOG Integration can be text & links or a combination of the two
- 18. DIALOG Integration is not just website > social media Integration is also social > social and social > web
- 19. Measuring dialog is all about measuring engagement >> Blogs: Comments per post >> Forums: Comments per thread / New threads >> Community: New registrations / Posts per member >> flickr: Comments per photo / Favorites >> twitter: Re-tweets & Mentions per qualified follower >> facebook: Likes & Comments per active user >> YouTube: Comments per video / Likes / Favorites DIALOG :analysis
- 20. “ When two men share an umbrella, both of them get wet. ” -Michael Isenberg ADVOCACY
- 21. Not an effective advocacy strategy.
- 22. ADVOCACY is about Finding Fans // Promotion // Sharing
- 24. Likes & Friends on Facebook
- 25. Advocacy: Case Study: RMH? Followers on Twitter
- 27. Integrate social tools on your website
- 28. Have robust social sharing tools
- 30. Let users read & give reviews
- 32. ADVOCACY :analysis Shares: How many times is your message being shared over a period of time? Reviews: How many times is your customer’s message being shared over time? Superusers: How many brand advocates do you engage formally or informally? Reach: What is the impact of your advocacy program?
- 33. SUPPORT “ Help, I need somebody, Help, not just anybody, Help, you know I need someone , help.” -The Beatles
- 34. Not an effective supporting strategy.
- 35. SUPPORTING is about Assisting // Facilitating // Helping
- 36. Case Study: The $20,000+ Tow I had my car towed last Monday. The tow truck driver wrapped the tow chain around my axle boot. As soon as he pulled on the chain, the axle boot burst and grease came squirting out as if someone had stomped on a tube of toothpaste. I was standing 3 feet away. I informed the driver that he had damaged my car. When the car got to my mechanic, my mechanic looked under the car while it was still on the truck and confirmed that the driver had damaged the axle boot. I reported this to AAA and provided a clear picture of the damaged axle. To my utter amazement, AAA concluded that it was pre-existing damage. I have called many people at AAA over many days to question them about this absurd finding. No one returns my calls. I keep asking to speak to supervisors and am given more names. These people don't answer their phones or return my messages either. I am shocked and disgusted by AAA's handling of this problem . I have been a AAA member for 20 years and also purchase my car insurance and homeowners insurance from them. I have only used their tow service twice in 20 years. AAA, thank you for treating a long time, faithful customer like s***. - disgruntled
- 37. AAA has finally agreed to reimburse me for the full repair of the damaged axle. A AAA vice-president called to inform me that AAA was sorry for the way the situation was handled. It really wasn’t about the money ($206). I just don’t like being jerked around when I know I’m right. I’d like to thank Lance S. for resolving this. - disgruntled Thanks for letting us know about your experience and the frustration you encountered when attempting to resolve with us. Please be assured that we do value your continued support of Membership and Insurance and I will personally see that your expenses are fully reimbursed. We provide AAA Members with service over 1.8 million times each year and it’s always our goal to do so in a safe, prompt and efficient manner. This community is another way for Members to tell us about their experiences so that we can share the good news and take action when we didn’t meet our Members expectations – Lance Sabouni. VP, Automotive Services
- 38. Social media can help you turn your Brand Detractors into Advocates Wow, this is really personal involvement. I was iffy on whether to go with a membership or not, but this tips the scales that way! - Luwizzy Community saved one Member worth thousands & influenced new members
- 39. Your customers will turn to your social pages for assistance.
- 40. Now in the social world, each person influences an average of 130 other people
- 43. SUPPORT :analysis Resolution Rate : How many customer issues have you resolved? Time to Respond: How quickly were you able to address customer concerns? Cost Reduction: How well does your program allow customers to self-support?
- 44. “ Participation is the new brand loyalty . If you allow me to participate in the making of a product you consider me-the customer-an important part of your process rather than just a recipient of what you think is best.” Yves Behar INNOVATION
- 45. Not an effective innovation strategy.
- 46. INNOVATION is about Insight // Improvement // Building new
- 50. AAA used a private community to talk with members about community
- 51. INNOVATION :analysis Creation How many successful, crowdsourced products have you launched? Satisfaction: How has ideation improved satisfaction ratings? Cost Reduction: How has collaboration impacted your bottom line?
- 53. Thank you to all of the incredible flickr photographers & social media thinkers out there whose works were used in this presentation: KATI Slides 1, 3 – 5, 7, 10 - 12, 15, 19, 43, 51: http://www.flickr.com/photos/katidriscollisntdead/galleries/72157626954374211 Slide 6: http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines Slide 33: http://blog.zuberance.com/blog/loyal-customers-brand-advocates-what%E2%80%99s-the-difference KIM: Slides 20, 21, 33-35, 45, 46: http://www.flickr.com/photos/katidriscollisntdead/galleries/72157627092071180 Slides 2, 22, 23: Erik Qualman - http://www.youtube.com/user/Socialnomics09#p/a/u/1/fpMZbT1tx2o Slide 44: Yves Behar - http://www.fuseproject.com/yves_behar.php Slides 41, 42, 47-49: Courtesy Jeremiah Owyang - http:// www.altimetergroup.com
Editor's Notes
- Erik Qualman
- Always be lsitening
- Consider your audience: Who are they, where do they gather, what are they talking about? Understand their language: An effective listening program often relies heavily on the quality of your keywords. Experiment with new search parameters as often as you can. Make the time: this is the hardest step and one you really have to force your dedication. We are all short on time & for many people the first step is to get out there and get talking – so it’s hard to back track and just listen for a while. But I promise you, if you don’t listen to your audience, your network, your customers, your donors – it will come back to bite you.
- http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines
- You can solicit Information on your website. Really, though, you want to be monitoring and paying attention to conversations about you & your brand.
- Category / Volume (# mentions in given time frame) / Sentiment > Priority. I am a believer that most conversations warrant a response. Some people think, if it is positive, leave it alone. I think it’s important to thank them and, if it’s really awesome, share their story with your people. Informational vs actionable
- Transition to dialog
- Sharing: Share yourself, your experiences. Talk about what you do know. Talk with, don’t talk at. Contribute more than just a sales pitch to the conversation. Listening: Always be listening Meaning: Create meaningful relationships.
- There’s sometimes a feeling or pressure to market to our audience at all times. There’s a tasteful way to do this and a very distasteful way. This exchange is sort of awkward.
- Some people think blogs are too one-directional, but I think they lend themselves well to public dialog. Here we have a post highlighting a reader request & our response to that. In the comments below, other people who may have been looking for similar themes can chime in with their suggestions or requests.
- Integration can be widgets and icons
- Integration can also be text & links… or a combination of the two
- Engagement > Reach > Qualified follower: http://mytweeple.com
- Transition to dialog
- Consider your audience: Who are they, where do they gather, what are they talking about? Understand their language: An effective listening program often relies heavily on the quality of your keywords. Experiment with new search parameters as often as you can. Make the time: this is the hardest step and one you really have to force your dedication. We are all short on time & for many people the first step is to get out there and get talking – so it’s hard to back track and just listen for a while. But I promise you, if you don’t listen to your audience, your network, your customers, your donors – it will come back to bite you.
- Engagement > Reach (RT & Mentions) Superusers Positive reviews http://blog.zuberance.com/blog/loyal-customers-brand-advocates-what%E2%80%99s-the-difference/
- Transition to dialog
- Consider your audience: Who are they, where do they gather, what are they talking about? Understand their language: An effective listening program often relies heavily on the quality of your keywords. Experiment with new search parameters as often as you can. Make the time: this is the hardest step and one you really have to force your dedication. We are all short on time & for many people the first step is to get out there and get talking – so it’s hard to back track and just listen for a while. But I promise you, if you don’t listen to your audience, your network, your customers, your donors – it will come back to bite you.
- Resolution Rate > Time to Respond > Cost
- Consider your audience: Who are they, where do they gather, what are they talking about? Understand their language: An effective listening program often relies heavily on the quality of your keywords. Experiment with new search parameters as often as you can. Make the time: this is the hardest step and one you really have to force your dedication. We are all short on time & for many people the first step is to get out there and get talking – so it’s hard to back track and just listen for a while. But I promise you, if you don’t listen to your audience, your network, your customers, your donors – it will come back to bite you.
- http://www.emarketingandcommerce.com/story/building-loyalty-lobby IHG currently has three private online communities: Priority Club Rewards Elite Community (U.S.), Priority Club Rewards Elite Community (U.K.) and Priority Club Rewards Partner Visa Credit Card. Each community has roughly 350 members recruited from IHG’s Priority Club Rewards membership base and selected by IHG to be representative of the demographics, status levels and behavioral profiles of the membership at large. From http://www.communispace.com/news/groundswell/default.aspx?groundswell=9: Cassandra Jeyaram, PhD, Social Marketing Manager for IHG: "Our early successes in engaging with customers, testing ideas, and developing processes and learnings from their input have enabled some major wins for our company. I can’t imagine how we could have accomplished so much and made so many customer-driven changes without this ongoing connection to our most valued guests."
- <tags> #cpg #learn #innovate #scm #christine
- New Product Development > Sales > Positive Sentiment > Improved Satisfaction