- Five key social media strategies for success are listening, dialog, advocacy, support, and innovation. - Listening is important for understanding audiences, language used, and trends over time. Dialog involves sharing, listening, and creating meaning. Advocacy finds brand fans and promotes sharing. Support assists and helps customers. Innovation draws on customer insight to improve products and services. - To implement these strategies, companies should choose the most relevant tools, create a strategy before picking tools, integrate social media into all efforts, and continually analyze results. Social media provides a way to listen to customers, engage in conversations, support customers, and gather ideas for innovation.

1. 5 Social Strategies for Success
#NC4Social
Listening // Dialog // Advocacy // Support // Innovation
Kim Snedaker Kati Driscoll
Social Media Manager, Social Media Analyst,
AAA Mid-Atlantic AAA Mid-Atlantic
@kimsnedaker @katidriscoll

3. LISTENING
“If I have seen a little
further it is by standing on
the shoulders of giants.“
Sir Isaac Newton

4. Not an effective listening strategy.

5. LISTENING
is about
Audience // Language // Time

6. 6

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. DIALOG
“To listen well is as powerful a means of
influence as to talk well and is as essential
to all true conversation”
-Ancient Proverb

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. DIALOG :analysis
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

20. ADVOCACY
“When two men share an
umbrella, both of them get
wet.”
-Michael Isenberg

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
I am shocked and
speak to supervisors and am given more names. These people don't answer their phones or return my messages either.
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. Thanks for letting us know about your experience and the
AAA has finally agreed to reimburse frustration you encountered when attempting to resolve
me for the full repair of the damaged with us. Please be assured that we do value your
axle. A AAA vice-president called to continued support of Membership and Insurance and I
inform me that AAA was sorry for the will personally see that your expenses are fully
way the situation was handled. It reimbursed.
really wasn’t about the money
($206). I just don’t like being jerked We provide AAA Members with service over 1.8 million
around when I know I’m right. I’d like times each year and it’s always our goal to do so in a safe,
to thank Lance S. for resolving this. prompt and efficient manner. This community is another
- disgruntled 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

41. 41
Wells Fargo responds to customers – within business
hours
Demonstrating both a human voice and
setting expectations of how they’ll help
customers during office hours, Wells
Fargo demonstrates best practices.

42. 42
With 18K followers, Allstate provides multiple levels of
support through Twitter

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. INNOVATION
“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

45. Not an effective innovation strategy.

46. INNOVATION
is about
Insight // Improvement // Building new

47. 47
InterContinental listens to Priority Club guests – and
gathers insight to innovate
InterContinental built 3 private communities
of about 350 members each to engage, listen,
and innovate. InterContinental has asked
members “for help in developing promotions,
new features and services for the loyalty
program, hotels, their brands…”

48. 48
Rubbermaid learned from customer feedback, and
innovated a new Produce Saver

49. 49
Dell innovates across the organization
Use new listening platforms,
identify in-house and external
experts, and know and influence
key people

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?

52. SUMMARY Kim Snedaker
Social Media Manager, AAA Mid-Atlantic
• Pick the Social Strategy (Strategies) that o.302.299.4443
make the most sense for your business c. 267.994.1820
ksnedaker@aaamidatlantic.com
• Create your strategy before you pick your
facebook / twitter / LinkedIn:
tools kimsnedaker
• Always be listening; this informs all other
strategies
• Provide social sharing tools for your Kati Driscoll
customers to talk about you to the people Social Media Analyst, AAA Mid-Atlantic
they influence kdriscoll@aaamidatlantic.com
• Be ready to support your customers on facebook / twitter / LinkedIn: katidriscoll
your social pages
• Handle Innovation organically – survey Find us both on:
customers about products/services on your aaa.com/community
social pages ksquaredsocial.wordpress.com
• Integrate your social pages into every
marketing endeavor
• Analyze, test & analyze again #NC4Social

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