Social media marketing

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The challenge in 2018 and
beyond

Competition from unlikely
places

Media today: Big Data
• Volume
• Velocity
• Variety
• Veracity
• Value

Social media and news
• Acceleration: Stories can go viral fast
• Amplification: Small issues appear large
• Authenticity: Is it real? Fake news?

Where is everyone?
2 billion monthly active users
Malaysia: >23 million
1b unique users/month, 6b hrs watched/month
300hrs of video uploaded/1 min
1.2b monthly active users
Malaysia: 75% penetration
600million active users/month
500m registered users
Malaysia: >3m
328m monthly active users
Malaysia: >2m (estimate)
200m daily active users
Malaysia: ?
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Sources: Statista(Apr, 2017), ExpandedRamblings.com, Facebook, Linkedin, Twitter,
Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR

The future of messaging
https://www.youtube.com/watch?v=VAesMQ6VtK8

The “viral” campaign:
ALS ice bucket challenge
• Simple: Visual, fun,
shareable, easy to
replicate
• Gamify: Set up a
challenge that was passed
on to 3 others, feel-good
factor of supporting a
worthy cause
• Authentic people power:
Attracted celebs and
ordinary folk. Real stories
of people with ALS and
their family and friends.
26

Escaped ostrich makes a mad
dash down Malaysian highway
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Piggybacking on a viral video
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“Technology is nothing.
What's important is that you
have a faith in people, that
they're basically good and
smart, and if you give them
tools, they'll do wonderful
things with them,”
Steve
Jobs

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Can we ignore
social media?

31
There will be consequences…

32
1. You won't know what
people are saying about
you
The conversation is taking place anyway.
You can choose to participate or you can
ignore it, but people are talking -- even
when you're not listening.

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2. You won't know what's going
on
Listening in to conversations on Facebook, Twitter and the
social sphere is like having a free focus group going 24/7.
 If you listen to your market, you'll be able to anticipate
customer needs, make better products, improve services and
hear what's wrong with what you are currently delivering.

34
3. No one knows the real
you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If you don't secure your brand accounts on Twitter,
Facebook, no one will know if it's real or fake.
• Get out there with your own voice and establish a
reputation for authenticity and truth - it's a lot harder
for someone else to hijack your brand.

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4. When you need a voice,
you won't have any
credibility
• Typically, organizations only think of a blog or a
Twitter account, after a crisis hits.
• Whether you're talking online or off, it takes
months – even years – to establish trust in a
relationship.
• You need to start the conversation in order to
start making deposits in the bank of trust.
Then when you need it, the credibility will be
there.

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5. You're giving away a
competitive advantage
• Whether you are listening
or not, chances are your
competition is monitoring
what your stakeholders
are saying about you.
• They may get the
feedback you don’t and
be able to bring a new
product to market faster,
and meet the needs of
the marketplace better
than you can.

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4-step social media
guidance
Step 1:
ListenWhat are people
saying about your
brand online?
Who’s saying what?
Who comments and
responds?
What they say and
how they say it.

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Make friends – one at
a time
Participate in
conversations and find
your voice
Observe comments
and reactions, if any
Do not dominate the
conversations!
Step 2:
Connect

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2/3 of the economy now influenced by
personal recommendations – McKinsey&Co

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Step 3: Add
value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
conversation.
Do not flood streams
with marketing
messages!

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Step 4: Measure
Track engagement, reach,
pageviews, unique visitors,
downloads, subscribers,
followers, fans
Cost savings, sales and
call-to-actions
Measure sentiment,
positive vs negative
comments, issues resolved,
feedback received

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Five key trends in social
media marketing in 2018
1. Mobile-first: It has to work on mobile
2. Visual: Rise of videos, photos, infographics
3. H2H: Humanizing the experience wins
4. Social media management going in-house,
round-the-clock monitoring is the reality
5. Early days yet, big corporations still make
blunders

What to do next?
1. Recognize that social media is a core competency
requirement for your staff and central to your
business success moving forward
2. Form a social media team: audit, research, survey,
study competition, benchmark
3. Identify resources: champions, projects, platforms,
tools and apps
4. Train and coach staff, set up processes, guidelines,
response flowchart, support, policy
5. Plan and strategize your roll-out, engage
6. Set objectives, goals, KPIs, ROI, measure results

Module 2:
Social media
marketing

Case study 1: DiGi Yellow
Coverage Fellow:
“I will follow you” campaign

Strikes a cord with public,
becomes iconic

Little Rachel Chan gets
to meet DiGi’s ‘yellow men’
Tuesday March 27, 2007
PETALING JAYA: Little Rachel
Chan had been so enchanted by
the yellow men on TV that she
wanted to meet them. So the seven-
year-old wrote them a letter.
“DiGi man, can you come to my
house please? I like you because
you are yellow.
“I see you on TV, you follow people;
please, please, please come to my
house and follow me to school.”
Yesterday, she got her wish. The
yellow men showed up at her
doorstep…
Source: The Star

Yellow Man wins AME award
• NAGA DDB, together with DiGi Telecommunications, brought home
Malaysia’s first-ever gold at the Asian Marketing Effectiveness
(AME) Awards 2006 for the recent DiGi Yellow Coverage Fellow
campaign..The AME is the only international marketing award in Asia
judged primarily on the measurable impact of advertising campaigns
on the clients’ business.
• In total, the DiGi campaign brought home the gold for “Most Effective
Use of Advertising in Asia” and a silver AME in the “Best Idea”
category.
• In one month, generated an estimated media value of
RM826,144.83 at the time of submission back in April. In the same
period, Naga DDB also tracked and documented 349 online blog
mentions in at least three different languages and 50 YouTube
films, including six home-made spoofs.
• “You know you’ve done something right when people ask for Yellow
Man baby-sitting services and guest appearances at weddings,”
Naga DDB managing director Chit Quah said in a statement.

Digi: Revs and Profits 2006-2010
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Case study 2: Virgin Mobile:
Game of Phones
• As a small telco operator with just
a 4 percent market share, Virgin
Mobile needed to outsmart the
competition in order to increase
footfall into its stores.
• To reach mobile-obsessed young
adults, Virgin Mobile created
“Game of Phones,” a mobile
gaming app that became
Australia’s largest location-based
mobile app challenge, where
contestants fought to win more
than AU$200,000 in prizes.

Results
• In the three weeks of game play, 14,568 warriors took refuge in the Virgin
Mobile safe houses, representing a 10.8 percent increase period on
period, smashing the target. The mobile app secured more than
40,000 downloads, climbing to the top 15 apps on
Android within the first week. The battlefield accrued 39,245
active warriors playing 64,942 sessions. The 531 prizes were stolen
82,395 times, an average of 155 steals per prize.
• With Game of Phones as the lead promotion and no other advertising
running in that month, the brand delivered an increase in its key brand
metrics of “offers the best contracts” and “best
devices,” up 6 and 8 percent respectively.
• The game warriors amassed 12,992 social shares on Facebook
and Twitter and 76,000 unique visitors to the game’s
Facebook page.
• Total game play equated to more than five years with players traveling
over 239,500 kilometers, delivering AU$2.5 million in earned
media.

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Case study 3: HP’s 31-Day
Dragon Campaign
• HP provided its flagship notebook HDX Dragon systems
to 31 selected influencers to give away to lucky readers
on their sites over 31 days (one per blogger)
• Worth US$5,500: 500GB HDD, Blu Ray player, games,
movies, software.
• Each blogger was able to create
their own unique contest
• 31 days of ongoing discussions as
bloggers also created and shared
custom marketing materials,
graphics, logos, videos,
RSS feeds and then
cross-promoted these items.

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Enthusiastic reaction
• 31 participating sites/blogs saw an average 150%
increase in traffic, with some increasing as much
as 5,000%
• Estimated reach for the programme is well over
50 million impressions (Alexa data)
• Coverage reached 123 countries and was
translated into 40+ languages
• Readers/entrants created more than 10,000
videos on sites such as YouTube.com and Blip.tv
• In excess of 25,000 entries received by
participating sites

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Results
Month over month data from HPshopping.com
84% increase in sales on the HDX Dragon system
14% increase in traffic
10% increase in overall consumer PC sales
Sales figures for the month of the program set
several records.
Usually a softer month and does not include
channel sales
The sales gains continued even 2 months after the
program
Costs
• Total cost for systems, shipping, software and
paying to offset taxes $250K (costs shared by HP
and partners)
• $0 media spend

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Google reports well
over 380,000 links
discussing the 31
sites and giveaways.
Virtually no negative
comments about HP
or the promotion
associated with the
giveaway
Linkbait

59
Why it worked
1. HP and Buzz Corps built up real relationships with
the influencers: “We really know them at a personal
level – we consider each other friends, not just cards in a
rolodex. We spent over a year demonstrating that we were
willing to do the right things for, with and by them and
therefore earned their trust.”
2. Provided the tools, then gave them control: They
helped design the rules and helped manage and organize
each other.
3. Not just for big boys: Mix of small and large blogs/sites
to vary the coverage
4. Social media marketing is about conversation, not
news: The HDX Dragon had been shipping for 10 months
when the giveaways began

Social Media: Definitions
• Social media: platforms that allow people or
companies to create, share or exchange
information via text, pictures and videos in
communities and networks using online
publishing and communication tools and apps.
Social media is rooted in conversations,
participation and engagement.
• Social media marketing: any form of direct or
indirect marketing that is used to build
awareness, recognition, recall, loyalty and call-to-
action for a person, brand, product, service,
business or other entity and is carried out using
the platforms, tools and apps of social media.

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Tomorrow’s customers are
today’s “digital
natives.”

62
The old communication
model was a
monologue.

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The new communication model
is a dialogue.

64
I don’t know who you are.
I don’t know your company.
I don’t know your company’s
product.
I don’t know what your company
stands for.
customers.
record.
reputation.
Now – what was it you
wanted to sell me?
Moral: Sales start before your
salesman calls…

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“In 2018, if you’re
not on a social
networking site,
you’re not on the
Internet.”
Fish where
the fish are

Owned, Paid and Earned Media
Owned Media – These are the content
channels that you own. You create and
control it. Eg: Your website, blog, social
media pages.
Earned Media – This is the media that
you’ve earned. Eg: Press coverage of your
event, people voluntarily sharing your
content or discussing about you.
Paid Media – These are the third-party
channel that you pay to leverage. Eg:
Advertising, advertorials, sponsored content.

Social media and you
• Four pillars of engagement: Content,
Communications, Credibility, Community.
• Choose the different types of social content that
plays to your strength: eg: newsy, humorous,
weekly thought leadership, customer support,
daily helpful tips, photoblog
• Choose your channel: Blog, Twitter, Facebook,
LinkedIn, Google+, YouTube, Mobile Apps
• Set guidelines to moderate comments and
manage negative feedback
• Use best practices of posting on social media
channels

Case study: fb.com/intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel

Make it fun with quirky
questions, games, polls

Avoid automated updates*
• Frequent automated status updates
makes your Page inhuman
• Facebook hides repeated updates in
“Show Similar Posts”
• Space out updates so you don’t clog up
your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates
and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.

Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
interaction
• Use of photos and videos gets a lot of traffic

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Meet f2f: Offline engagement
• Organize tweetups,
blogger meets and
Facebook fan days
or “meet the social
media team”
• Invite fans for
launches,
roadshows,
community projects,
sponsored events,
festivals

Provide house rules or
moderation guidelines

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Your target audience is already on Facebook. No additional
registration or profile to fill to participate.
1. Built-in audience
Setting up a Facebook Page is easy - it doesn’t require a
developer or approval from IT.
2. Rapid rollout
A Facebook Page is free, versus high costs of developing
a custom social networking site. But note: Experts,
custom apps, games, landing pages cost money.
3. Minimal costs
Why Facebook?

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If you post something interesting, it will have a life of its
own.
4. Viral Features
Facebook is aggressive in deleting spammers, rogue
accounts and inappropriate content. This minimizes issues
in managing your own community.
5. Minimal Hassle
Hosting photos/videos is a lot easier and tagging makes
those photos easy for friends to share
6. Multimedia features

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Facebook, LinkedIn, Twitter and other social networks are
great ways to drive traffic to your flagship website, e-
commerce platform or other owned sites.
7. Referral engine
You can find new customers you would not have discovered
otherwise and review profiles to generate new leads.
8. Leads
You can engage with existing customers in new ways and
build longterm relationships for customer retention.
9. Engagement

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Friends’ recommendations of your promotions are better
received. Your giveaways, coupons, promos may trigger
call-to-actions and direct sales. It is easier to cross-promote
with partners.
10. Targetted promos
You can do one-to-one customer support and redirect to
right personnel for resolution.
11. Customer support
Proactive correction of misinformation, errors, inaccuracies,
myths and responding quickly to negative comments may
avert a crisis.
12. Reputation mgt

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Cons of Facebook
• Facebook may change: While Facebook is the current
“it” social network, traffic may flatten and its future is not
guaranteed. If users abandon Facebook, they’ll be
abandoning your company/brand page too.
• You’re Limited to Facebook’s Feature Set: If
Facebook decides to drop or add features that aren’t
popular, or imposes restrictions that kill your
community’s growth, you’re out of luck.
• No Data Ownership: You are limited by number of
invites to your page and applications.
• Your Competitors Can Do the Same Thing: There are
no barriers to entry for Facebook pages. They can copy
the popular apps you develop. They can join your group
without your knowledge.

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A word of caution…
1. Avoid shameless plugs on
how wonderful you or the
company are.
2. Your personal views are
your own, don’t post
updates in anger or in spite.
Nothing is private on
Facebook.
3. Don’t sign up for every
game/quiz and annoy others
with your updates.
4. Do not disclose confidential
information obtained
through work that may bring
the company into disrepute.
5.Don’t undermine your
effectiveness at work.
6.“Friending” should not be
taken literally – but others
may misconstrue this as
being partisan or biased.
7.Avoid racial, religious slurs
and personal attacks.
8.You are still a company rep
24/7: Verify facts, identify
sources before passing along
news. Make it clear if you are
skeptical of veracity of
information, if you are.

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Facebook jumpstarters
Fan Page Friday: Highlight one fan every
Friday
Expert hour: Set one-hour per week where an
expert answers questions on FB, ask them to
post questions early via video
“Office hours” – tell people when you are live.
Do live video
Surprise giveaways for lightning quizzes
Run polls asking people what they think about
a specific story or subject.
More tips: https://www.facebook.com/business/a/online-sales/page-post-tips

Timeline of crisis
• March 9, 2016: Lowyat.net forum user posts that his friend
in Sabah was counter-offered a more attractive plan by
Maxis at reduced price when she tried to switch to Celcom
• Post goes viral on social media, Maxis customers vent
their anger of unfair treatment
• April 3: Maxis states offer is “exaggerated” and that
sometimes it has “special deals” to stimulate markets.
• Loyal Maxis customers feel shortchanged, start to port out
and document it on social media
• April 4: “Potong” Maxis page set up, gains 10K likes
• April 4: Robert Cumaraswamy posts analysis on Linkedin,
amplifying crisis
• April 6: Musician Russell Curtis posts breakup song on
Facebook

People can form a group online very
quickly to attack your brand

Online protesters are a creative lot

Apr 8: Maxis apologizes, offers
upgraded free data on Facebook Live

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Would you trust a surgeon
who tweeted your
operation?

95
How are companies using
Twitter
EXTERNAL
• Customer service
• News, blog updates
• Branding, promotion,
marketing
• PR, media relations
• Finding leads,
prospects
• Extending touchpoints
• Community building
• Networking, tweetups
• Direct sales
• Recruitment
• Driving traffic to website
INTERNAL
• Connecting sales teams
• Coordinating
decentralized teams
• Event planning
• Project status and
updating staff, teams
• Employee support
• Mentoring
• Problem-solving
• Purely social

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Twitter: Best practices
• Listen: Follow popular tweeters first
• Share: Find great stuff to share
• Be authentic
• Be active! No one is interested if your last
tweet was from several months ago
• Don’t hard sell: If you are plugging your own
product, service, event, cause, say so.
Preface with “Shameless plug…”
• Preface a personal opinion with IMHO, or
“My personal opinion is…”

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Scott Monty, Ford Motor Company
Head of social media, Ford
http://www.scottmonty.com
http://twitter.com/scottmonty
1. Always shows gratitude
2. Constantly corrects misinformation
3. Encourage conversation

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Frank Eliason, formerly of
Comcast
http://www.frankeliason.com
Formerly @comcastcares
4. Problem solver: Fields customer
support issues, re-directs to right person
5. Always helpful and adding value

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Lee Aase, Mayo Clinic
Director, Social Media, Mayo
http://tinyurl.com/smugu
http://twitter.com/leeaase
http://twitter.com/mayoclinic
6. Health tips
7. Sharing patient, inspiring stories
8. Promoting radio shows, webcasts

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“People relate to people,
not companies,”
Tony Hsieh, Zappos.com,
Zappos.com: Shoevangelism

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Case study: Zappos.com
• Free shipping, a 24/7 open call center, and 365-
day return policy.
• Turned an e-commerce shoe site into a US$1B
business in 10 years. Sold to Amazon.com
• Obsession with customer service, little
advertising, organic word-of-mouth
recommendations.
• Five weeks of employee training on culture,
core values, customer service. Uses Twitter as
communications channel.

Social media and the banana leaf

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“In the past you were what you
owned.
Now you are what you share,”
Charles Leadbeater

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Module 3:
Strategy and Planning
Building the community

108
Determine where you are today
Level 0: Near-zero use of social media
Level 1: Passive integration
Level 2: Limited integration, some
commitment
Level 3: Committed to strategy, integration,
training
Level 4: Full turnaround, seamless
integration

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Level 0
No social media strategy, planning, training
• Management sees social media as time-wasting,
unproductive and not aligned to business goals.
• All employees are banned from use of social media
during office hours.
• Employees steal time to view social media feeds via
smartphones or “illegal” access on office PCs.
• All communication still relying on traditional means.
• Rivals start implementing social media tactics and
start showing results.

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Level 1: 90 degrees
Passive integration
• Management allowed access to social media but still
views social media with suspicion or as a passing
fad. Does not see integration as important to
business goals.
• Employees are allowed to implement social media
tactics on their own, with little or no management
support or direction.
• A marketing or communications exec may
collaborate with an ad agency or outside consultant
on a single project.
• An occasional deal struck whereby social media
elements are introduced in an important event or
activity – product launch, promo or contest.

111
Level 2: 180 degrees
Limited commitment, some integration
•Management curious about benefits and integration
process, but still without a defined strategy,
budget, timetable and training process
•Employees experiment with social media, some
training available, social media policy adopted
•A social media lead may be appointed at junior level
in some departments
•Communication and marketing teams see clear
benefits and integrates social media in planning but
still working in silos
•Social media integration starting to be planned in
advance rather than as an afterthought

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Commitment to social media
strategy, integration and training
• Social media integration under implementation.
• Appointment of social business-savvy director at board
level. Management team have budgetary and
managerial power for social media integration, and
a social media lead for the integration process.
• Full commitment to ongoing training required for
social media integration in production, management,
communication, marketing, sales, human resources
and innovation.
• Social media strategy rolled out through cross-
functional, multi-department teams.

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Full turnaround, seamless integration
• Employees and management not learning about
social media, they are living it. No distinction
among new or old staff in social media-savviness.
• Company transformed into a “social business
engine.”
• Processes in place where social media is a primary
source of revenue-generation.
• Management decisions flow from a social media
perspective, all business processes are fully
integrated with social media platforms and channels.
• All internal and external communication is rich with
community elements; constant feedback loop;
transparent and accountable processes in place.

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Social media: strategic planning
1.Objectives = the broad goals and the
measurable steps to achieve them
2.Identify key target audiences, platforms
3.Tactics = the activities, apps, tools,
channels you will use, including offline
activities
4.Resources: internal, external
5.Budget
6.Metrics, KPIs, success criteria

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1a. Objectives: Examples
• Improve internal
communication
• Improve external
communication with
media, vendors,
suppliers, partners
• Connect and engage
with present customers
where they are
• Increase customers,
generate leads, drive
sales
• Reach and educate
new customers
• Build awareness of
products and services
• Humanize brand,
service, management
team
• Establish thought
leadership, become
subject matter expert,
go-to industry
spokesperson

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1b. Objectives: Specifics
Example: Improve external
communications with the media
– Challenges: Media lacks information
about our products and services, technical
expertise to cover event
– Execution: Set up a closed group to reach
specific reporters to connect informally,
educate and inform them about new
products and services that may result in
stories in media

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2. Identify key audiences, platforms
• Objective: Connect and engage with
present customers where they are.
– Challenge: Unaware of which social networks
customers are using and what they are saying
– Execution:
• Run a survey of present customer base
• Listen and monitor conversations
• Follow product ‘keywords’
• Determine content shared in which platforms
• Identify critics, rivals
• Identify gaps in which you can add value

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Spectators/Watchers
Sharers
Commenters
Producers
Curators
Engagement pyramid
Source: Open Leadership, Charlene Li

119
Advocacy: Help the fanbase
Fanboy/girls: People who
help promote your brand or
product or service online
because they like it.
“Help them help you.”
Ideas: Influencer outreach programme.
Provide content they can use, link, share,
mashup, send to others.Eg: videos, widgets,
free fun apps, games, prizes for their
followers.

120
3. Tactics and methods
• Choose platform: Facebook, Twitter,
Instagram, Snapchat, YouTube
• Apps or tools: Free or custom-built
• What activities?
– Contests, conferences, events, concerts
themed monthly features, video uploads,
community activities
• Offline activities:
– Outreach programmes, tweetups,
exclusive giveaways for loyal customers,
community gatherings

121
3. Tactics: Examples
Platform Description Objectives
Internal blog
Multiple individual/group
blogs
Gauge social media talent:
For employees and interns
only
Internal forums Technology discussions
Better communication, support
for customers
LinkedIn Business networking
Engagement: Make
employees, partners, suppliers
upload profiles, start a group
Facebook Group Collaborative publishing
Improve knowledge database
– open to employees,
partners, customers, students
Facebook Page
Showcasing new products,
services, launches, events
Engagement with advocates
Twitter Microblogging, open
Engagement, brand
awareness, media relations
YouTube CEO’s speeches, talks
Promote CEO thought
leadership, start conversations

122
4. Resources: Internal, external
•What can the company handle?
•What resources can we dedicate in
terms of people, tech, etc?
•Accept that staff, customers may be
critical or negative.
•If the company’s culture is top-down,
command-and-control, you need to
break mold by seeking third-party
expert help.
•Third-party may not have share
authentic voice of company

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Internal resources: The rollout
• Fail fast: People will appreciate transparency. Don’t fear
failures - first time you cock up, try again.
• Lobby: Personal motivations matter: eg: if there’s someone
wanting a promotion approach them individually. Get them
on board and to champion project early so they can claim
benefit later on. It’s all lobbying skills.
• Champion: Champions come from all depts. Age is not an
issue. Just because someone is young doesn’t mean he/her
is innately ‘digital.’
• Skeptics: Get some pessimists and
skeptics on board. Give them the tools, learn
from their criticisms.

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Scenario 2: SWAT team: Get a small
team sneakily doing something and rack up
some small wins. (This method can backfire
though. Eg: A page that attracts attacks.)
4. Resources: scenarios
Scenario 1: Corporate-wide awareness
training: Drum up support for social media, identify
talent, bring in trainers, speakers.
Scenario 3: Start small with a few
external committed bloggers, social
networkers and tweeters and roll out
wider if necessary.
NOTE: Document successes and failures
and lessons from above.

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5. Budget
• Agency costs
• Custom-built apps
• Web design
• Additional internal staff
• External freelancers: bloggers,
photographers, videographers, designers
• Prizes and giveaways for contests
• Sponsorship for events

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6. Metrics, KPIs, success criteria
• You cannot improve what you don’t
measure
• Quantitative and qualitive metrics
• Set up monitoring tools to measure
downloads, views, followers, likes,
engagement, sentiment
• Don’t be afraid to set high numbers,
ambitious goals to grow community
• Constantly challenge the team

127
On management buy-in
ROI: There is no silver bullet to building a
business case
• The 1st question is often ‘How can this make money?’ but it
should be ‘How can we help our customers?’
• Evaluate the cost to achieve the same by traditional means
ie: print advertising, marketing, support and IT dept costs.
• Justification: “If we don’t, our competitors will take market
share.”
• Financial Dept: Give them the numbers.
• HR: Talk about staff retention.
• IT: Talk about leverage to buy new toys.
• Legal: Aim of legal dept is to reduce risk to zero.
Businesses work by taking and managing risks.
• Executive buy-in will expedite the financial, legal, HR teams
getting on board.

128
Social media policy: example
•Use common sense (don’t piss off
your boss)
•Do not post entries that are
personal attacks or culturally
sensitive or religiously offensive
•Do not discuss unreleased
products and features
•Post a standard company
disclaimer on your blog, profile
page and disclose affiliation to
company or specific projects
•If you post all or parts of an
internal email, conceal the names
of the sender and recipients
• When expressing an opinion,
emphasize that you speak only for
yourself, beginning a sentence
with "IMHO"
• If you doubt the appropriateness
of a post, ask a peer what they
think and then read it again the
next day as if it were headline in a
newspaper.
• Do not post too much noise (ie:
inane accounts of your boredom
with life)
• Respect the platform, be an adult
• Keep it friendly, and have fun
• Be wary of copyright issues
EG: http://channel9.msdn.com/About/
http://womma.org/blogger/read
http://www.intel.com/sites/sitewide/en_US/social-media.htm

129
Dealing with the trolls
Source: Forrester Research

130
Signs that your social media strategy is
working…on their blogs
 They have interesting things to say about your CEO, your
company, products, services and your industry
 They share and link regularly to interesting ideas, stories and
posts from your official accounts
 They provide glimpses into how you are humanizing your
brand for them
 They do not bad-mouth your company or staff (caveat: unless
there is a lesson worth learning)
They seem genuine and honest in their
opinions of your company and its products
Adapted from Boris Epstein, CEO and Founder
of BINC

131
Signs that your social media
strategy is working…on Twitter
 You often find positive tweets about your
company
 Your replies are viewed positively and seem
genuine and authentic
 Your official account is growing steadily and as
a diverse set of followers
 You keep a healthy balance between personal
and professional tweets
 You engage in discussions related to
your business and seem to be an
authority in your field

132
Signs your community is working…on
Facebook
Community is responding well to your regular
updates with increased Shares and Likes
Users sign up on your Events fast
Users leave comments and show genuine
interest in wanting to engage with brand and
admins
Staff on Facebook are enthused and constantly
finding new content to keep conversations fresh.
Fans find updates relevant to their profession
and industry

133
Signs that your social media
strategy is working…on LinkedIn
Users in your group have complete profiles
They make genuine recommendations
about peers, managers and colleagues
They voluntarily answer questions
They are linking to their employer, blog and
other projects of interest.
They are participating and getting involved
discussion in the community.

134
Signs of success… on Google
When company or brand is Googled:
1. Leads me to company blog, webpage, microsites, staff or
company social media pages or other owned media
2. Leads to news stories, active discussions and commentary
on social media sites on issues related to company
3. Does not lead to something controversial or negative,
(unless a lesson to be learnt)
When staff are individually Googled:
1. Doesn’t come up blank.
2. Leads me to their online blog, webpage or social media
profiles and company is identified.

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