Learn how to listen on social media, how to engage your customers, how to build your community and how deal with negative social media attention aka trolls.

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Rare Communications
Social Media Summer School
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

2. Live Tweeting!
Ask your Social Media Questions to:
@rareresults or #SMSummerSchool
slideshare.net/rareresults

3. Todays session will cover:
• Social Listening
• How to Engage with Customers
• How to Create a Community
• Dealing with Negative Social Media (trolls)
• Examples
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
#SMSummerSchool @rareresults @WurstCalgary @AcceleratorYYC

4. Social Listening
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

5. What is Social Listening?
Listening to conversations taking place on social media and looking
for opportunities to participate and engage customers and
prospects.
• Identify specific words and phrases
• Identify key influencers

6. Key Words & Phrases
Do some test searches and refine the terms as needed in order to
achieve the kinds of results you’re looking for.
• Your brand name: Add a few variations of your
brand/organization names, variations on key staff (first
name only, last name only, first & last), and any
abbreviations of your company name.
• Slogans, key messages, or mottos.
• Key words or items that are relevant to your industry.

7. Key Influencers
Type in names or keywords or businesses or whatever makes
sense for the kind of person you’re looking for, and see what comes
up.
• Follow them and gain insight into your own business and industry as a result of reading
what they say and share.
• Create opportunities for you to share and retweet these key thoughts and links to your
own followers, creating value.
• By sharing and retweeting, and actively participating in the online conversations
happening around these updates and individuals, you begin to link yourself with those
individuals.
• The more you engage with and show an interest in these influencers, the more interest
they will show in you. But it has to be genuine. Retweeting me 25 times a day is not
going to get me to show interest in you and your business.

8. How To Engage Customers
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

9. Engaging Your Customers
Engagement helps your brand and is a crucial step towards a sale.
• What does your audience want? Listen to what they’re
saying to find out.
• Ask & answer questions.
• Promote others content.
• Talk like a real person.

10. Ask & Answer Questions
Your audience will ask you questions through social channels.
• Always address them, even if you don’t have the actual
answers.
• Answer tweeted questions about your industry, even if
they aren’t specifically for you.

11. Promote Others Content
In addition to promoting your own content, feel free to share other people’s.
• Tweet.
• Blog post.
• Something a competitor did.

12. Talk Like A Real Person
For the average consumer, it’s often easy to forget that there’s an
actual human being behind every Facebook and Twitter profile.
• Use every interaction as an opportunity
to change that perception.
• Use their name.
• Use your initials.
• Employ a non-corporate tone.

13. How To Create A Community
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

14. The BRAVE Framework
”If you build the community, the community will build your brand.”
• Go beyond communicating your brand messages to customers, beyond two-way
conversations between you and those customers, all the way to building
a community by enabling customers to have conversations with each other.
• Behaviours, relationships, attitudes, values and environment.

15. ENVIRONMENT
Where to play – context.
• “the majority of social media is not social it’s still traditional advertising, print,
digital and PR approaches shoved through social channels. It needs to and
will move towards being truly social with a focus on dialogue among and with
customers, which in turn builds relationships.…Still social media has moved
from being an experiment, to another channel, to a big channel, to the main
channel, to the main driver of attention.”
• You must play and standing out is going to get harder and harder.

16. VALUES
What matters and why – bedrock.
• Clarify your goals.
• Make sure there’s an ROI whether it’s new customers, new sales, enhanced
reputation or something else.
• Be clear on the organizational or brand principles that you will not sacrifice on
the way to success.
• Think about what kind of party is your brand’s social media presence.

17. APPROACH
How to win – choices.
• Make clear choices about your strategy and approach.
• Know your target demo and go after them.

18. RELATIONSHIPS
The most important social media relationships are the ones between
members of your community.
• 34 million followers of the Walmart Facebook page.
• Their secret is in focusing relentlessly on the customer experience.
• Take a page out of Apple’s old playbook.
• Apple knows it’s not about the technology, it’s about the person’s experience
supported by the technology.

19. BEHAVIOURS
What impact – action.
• Let go of your “brand first” mentality.
• Moving from broadcast, to engagement, to deep involvement through
conversations and ongoing relationships.

20. Dealing With Negative SM
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

21. Beware of the Troll
• You can’t react if you don’t know
• Be quick to acknowledge
• See it from their point of view
• Take it out of the spotlight
• Say sorry when it’s your fault
• Don’t feed the troll

22. Examples
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

23. Examples:

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26. Examples:
Ship My
Pants

27. Examples:

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30. Tools:

31. Next Week:
Management & Analytics Tools
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

32. Questions?
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary