CSM Module 4: Leveraging social networks


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Leveraging social networks and social media marketing

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  • While Facebook’s application platform lets you build unique functionality for users of your page, you’re limited to the tools it provides, and the guidelines that accompany them. With many big companies are still trapped in a Web 1.0 mindset, ownership of the e-mail list is priority #1. You’re never going to get that with Facebook.
  • Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
  • Same pic appeared on front pages of major dailies.
  • Pepsi Ad appears in German magazine of “last calorie suicide” found to be insensitive by Tweeters and was immediately killed.
  • Botanicalls allows plant to send tweets to owner when it is running low on moisture. US$99.99 for the kit.
  • Zappos is a company that believes in a good customer experience and that repeat customers are the key to success.
  • Zappos has put culture first by launching twitter.zappos, com, a site that pulls in live feeds of all their employees who are on Twitter and of anyone who mentions Zappos on Twitter. It’s a constantly evolving conversation, a patchwork that represents their culture, but it’s also a completely transparent way to show how they are communicating with their customers - not just a company providing a service, but human to human conversation. Within a month of starting his Twitter account, the CEO has been sharing what he is up to personally and professionally and providing behind the scenes information about working at Zappos. It’s about customer service, it’s brand building, it’s reputation management, it’s CRM. But what does that do for the bottomline?
  • Zappos customers become evangelists of the brand.
  • I wrote Tony Hsieh an email after he said he would send anyone the Zappos Culture Book, then tweeted about it and received immediate reply from @Zappos_Service and three days later the UPS guy showed up outside my house in Malaysia. It arrived in 72 hours all the way from Vegas. Cool.
  • Twestivals are events run via Twitter. In September 2008, a group of Twitterers based in London UK decided to organise an event where the local Twitter community could socialize offline; meet the faces behind the avatars, enjoy some entertainment, have a few drinks and tie this in with a food drive and fundraising effort for a local homeless charity. The bulk of the event was organized in under two weeks, via Twitter and utilized the talents and financial support of the local Twittersphere to make this happen. Around the world similar stories started appearing of local Twitter communities coming together and taking action for a great cause. Twestival was born out of the idea that if cities were able to collaborate on an international scale, but working from a local level, it could have a spectacular impact. By rallying together globally, under short timescales, for a single aim on the same day, the Twestival hopes to bring awareness to this global crisis.
  • First Malaysian twestival was held at Mist Club, Bangsar, Sept 12, 2009. They raised RM11k and had two PCs with broadband connection donated to Destiny Starting Point a home for delinquent boys in Klang. Various sponsors such as Air Asia, Digi, Tiger, 1901 Hotdogs, Crocs, GSC, Cupcake Chic and NZ Natural Ice Cream.
  • CSM Module 4: Leveraging social networks

    1. 1. Module 4: Leveraging Social Networks
    2. 2. MAS: Engaging bloggers using Facebook
    3. 3. <ul><li>As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme. </li></ul><ul><li>During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill. </li></ul><ul><li>Location: Malaysia Airlines Academy, Kelana Jaya </li></ul>MAS: Blogger outreach
    4. 4. <ul><li>Photos first posted on MAS Facebook page </li></ul><ul><li>Re-posted on blogger’s blog with personal account of experience </li></ul><ul><li>Article re-posted on “Living Malaysian Hospitality” – MAS blog </li></ul>Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711 http://lenaee.blogspot.com/2009/05/7.html http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew
    5. 6. CIMB on Facebook http://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution
    6. 7. Recruitment
    7. 8. CIMB advertises for social media-savvy employees
    8. 9. CIMB ad copy <ul><li>“CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about , then read on!” </li></ul>
    9. 10. Job: Asst Mgt/Exec-Social Media Team <ul><li>Location: The World Wide Web Responsibilities: </li></ul><ul><li>Create and execute social media campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc) </li></ul><ul><li>Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community </li></ul><ul><li>Formulate strategies for programs on social media that will complement CIMB's initiatives </li></ul><ul><li>Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region </li></ul><ul><li>Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field </li></ul><ul><li>Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape </li></ul><ul><li>Able to work and engage with people easily and comfortably </li></ul><ul><li>Understand and appreciate the difference between LOL and ROFLMAO </li></ul><ul><li>Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference. </li></ul>
    10. 11. News updates
    11. 12. Marketing
    12. 13. Pros of Facebook <ul><li>Built-In Audience : Your target audience (and competitors) are already on Facebook. No additional registration or profile to fill to participate. </li></ul><ul><li>Rapid Rollout : Setting up a Facebook Page is easy - it doesn’t even require a developer or approval from IT. </li></ul><ul><li>Minimal Development Costs : A Facebook Page is free, versus high costs of developing a custom social networking site. Of course, custom apps cost money, but there are dozens of firms that specialize in doing just that. </li></ul><ul><li>Built-In Viral Features : If you post something interesting, it will have a life of its own and be broadcast through News Feeds. </li></ul><ul><li>Minimal Community Management Hassle : Facebook is aggressive in deleting accounts and inappropriate content. Half of the problem of managing your own community will be Facebook’s problem to deal with. </li></ul>
    13. 14. Cons of Facebook <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>No Data Ownership : You are limited by number of invites to your page and applications. </li></ul><ul><li>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. </li></ul>
    14. 15. 5 Facebook Tips <ul><li>Start a group or fan group: Keep it public, you have option to kick out members. </li></ul><ul><li>Leverage on members, existing friends, use app to invite Yahoo Mail, Gmail friends. </li></ul><ul><li>Promote events, conferences, seminars, projects, launches, your blog, your website. </li></ul><ul><li>Use apps to automate stuff: blogposts, Twitter updates, invites ~ but don’t overdo it! </li></ul><ul><li>Tag all photos and videos, encourage colleagues to tag their photos with “Company ABC” for events. Divide photos into separate albums. </li></ul>
    15. 16. 5 More Facebook Tips <ul><li>Don’t overdo the silly things or clog up your wall with Game updates or funny YouTube videos – no matter how tempting. </li></ul><ul><li>Address new fans with personal messages </li></ul><ul><li>Have two or three admins as backups </li></ul><ul><li>Link to like-minded groups for CSR: eg Breast Cancer Awareness, Eradicate Polio. </li></ul><ul><li>Use privacy settings to divide group once you have mastered various apps </li></ul><ul><li>Link: http://social-media-university-global.org/ </li></ul>
    16. 17. Exercise: Facebook <ul><li>Add a Note to your Profile </li></ul><ul><li>Add photos, videos to your Wall </li></ul><ul><li>Set up an Events page on Facebook </li></ul><ul><li>Add photos, videos to an Event </li></ul><ul><li>Tip: Pages vs Groups: Pages are better for a long-term relationships with your fans, readers or customers; Groups are better for hosting an active discussion and attracting quick attention. Community </li></ul><ul><li>pages are for generic causes or topics. </li></ul><ul><li>http://bit.ly/pagesvsgroups </li></ul>
    17. 19. Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k
    18. 21. From Twitter to Front page
    19. 22. Lessons <ul><li>A single person with a smartphone can make a huge impact globally </li></ul><ul><li>Some characteristics of social media: immediacy, velocity, amplification, archival, offers more engagement and instant feedback . </li></ul><ul><li>People care more when it’s someone “like me”: more human , more real, more visual , more believable, more authentic. </li></ul>
    20. 23. Twitter as a canary in the coalmine
    21. 24. Would you trust a surgeon who tweeted your operation?
    22. 25. Tweeting what you eat
    23. 27. “ Water me, please!”
    24. 28. How are companies using Twitter <ul><li>EXTERNAL </li></ul><ul><li>Customer service </li></ul><ul><li>News, blog updates </li></ul><ul><li>Branding, promotion, marketing </li></ul><ul><li>PR, media relations </li></ul><ul><li>Finding leads, prospects </li></ul><ul><li>Extending touchpoints </li></ul><ul><li>Community building </li></ul><ul><li>Networking, tweetups </li></ul><ul><li>Direct sales </li></ul><ul><li>Recruitment </li></ul><ul><li>Driving traffic to website </li></ul><ul><li>INTERNAL </li></ul><ul><li>Connecting sales teams </li></ul><ul><li>Coordinating decentralized teams </li></ul><ul><li>Event planning </li></ul><ul><li>Project status and updating staff, teams </li></ul><ul><li>Employee support </li></ul><ul><li>Mentoring </li></ul><ul><li>Problem-solving </li></ul><ul><li>Purely social </li></ul>
    25. 29. CIMB on Twitter: Customer service twitter.com/cimb_assists
    26. 30. “ People relate to people, not companies,” Tony Hsieh, Zappos.com, Zappos.com: Shoevangelism
    27. 31. Case study: Zappos.com <ul><li>Free shipping, a 24/7 open call center, and 365-day return policy. </li></ul><ul><li>Turned an e-commerce shoe site into a US$1B business in 10 years . Sold to Amazon.com </li></ul><ul><li>Obsession with customer service, little advertising, organic word-of-mouth recommendations. </li></ul><ul><li>Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel. </li></ul>
    28. 36. Twitter 101 <ul><li>A tweet is 140 characters long </li></ul><ul><li>RT : re-tweet other tweets you think are worth repeating, </li></ul><ul><li>@username : used to reply to someone or engage in a conversation or as a hat tip. This a public tweet everyone can see. </li></ul><ul><li>dm or d followed by space, then name of person: a direct private message to someone who follows you. </li></ul><ul><li>#subject : hashtag used to refer to subject or topic of discussion. </li></ul>
    29. 37. Twitter: Best practices <ul><li>Listen: Follow popular tweeters first </li></ul><ul><li>Share: Find great stuff to share </li></ul><ul><li>Be authentic </li></ul><ul><li>Be active! No one is interested if your last tweet was from several months ago. </li></ul><ul><li>Don’t hard sell: If you are plugging your own product, service, event, cause, say so. Preface with “Shameless plug…” </li></ul><ul><li>Preface a personal opinion with IMHO , or “My personal opinion is…” </li></ul>
    30. 38. Sample Twitter Accts/Lists <ul><li>Media on Twitter: http://www.mediaontwitter.com </li></ul><ul><li>Journalists on Twitter: http://muckrack.com </li></ul><ul><li>List of Malaysian journalists: </li></ul><ul><li>http://twitter.com/trinetizen/malaysian-journalists </li></ul><ul><li>List of Malaysian media: </li></ul><ul><li>http://twitter.com/trinetizen/malaysian-media </li></ul><ul><li>List of Malaysian politicians: </li></ul><ul><li>http://twitter.com/trinetizen/malaysian-politicians </li></ul><ul><li>List of Malaysian celebs: </li></ul><ul><li>http://twitter.com/trinetizen/malaysian-politicians </li></ul><ul><li>List of Malaysian brands: </li></ul><ul><li>http://twitter.com/trinetizen/malaysian-brands </li></ul>
    31. 39. Tweetups, Twestivals
    32. 40. Raised RM11,000 + two PC Desktops + Broadband Destiny Starting Point , a home Klang
    33. 41. Ashton Kutcher vs CNN @aplusk beats @cnnbrk to 1m followers, then donates US$100,000 to buy 10,000 nets for ‘Malaria No More’, a nonprofit which wants to end malaria deaths in Africa by 2015. No malaria video
    34. 42. Celebs using Twitter to promote their causes <ul><li>http://twitter.com/Jamie_Oliver </li></ul><ul><li>http://twitter.com/aplusk </li></ul><ul><li>http://twitter.com/RyanSeacrest </li></ul><ul><li>http://twitter.com/oprah </li></ul><ul><li>http://twitter.com/QueenRania </li></ul><ul><li>http://twitter.com/JimCarrey </li></ul><ul><li>http://twitter.com/BillGates </li></ul><ul><li>http://twitter.com/charlizeafrica </li></ul><ul><li>List: celebritytweet.com </li></ul>
    35. 43. Useful Twitter apps <ul><li>Twitter clients: Tweetdeck, Twitterfeed, Twitterrific, Twhirl, Seesmic, Ubertwitter, Hootsuite </li></ul><ul><li>TweetAlarm: Put in a keyword and get emails when others tweet it. </li></ul><ul><li>Twellow, Tweepsearch: Search for tweeple </li></ul><ul><li>Twitpic, Lockerz: Post photos, captions </li></ul><ul><li>Yfrog, Twitvid: Post videos </li></ul><ul><li>Twapperkeeper: Archives tweets </li></ul><ul><li>Tweetstats : Graphs your stats </li></ul><ul><li>Spy: http://spy.appspot.com/ </li></ul>
    36. 44. Short links <ul><li>Helps reduce character space. Became popular with rise of Twitter </li></ul><ul><li>Popular services: tinyurl.com, bit.ly </li></ul><ul><li>Others: is.gd, snipurl.com, tr.im </li></ul><ul><li>When posting a link, use Topsy.com to find out how popular/timely the link already is and whether your friends have already tweeted/posted it. </li></ul><ul><li>Bit.ly provides transparent stats: Add + sign at the end of shortlink eg: bit.ly/123456+ </li></ul>1. 2.
    37. 45. Using #hashtags <ul><li>The Hash Tag aka Pound Symbol [#] is used to categorize tweets into topics, events, trends </li></ul><ul><li>Hashtags are the Twitter equivalent of keywords. </li></ul><ul><li>Search at http://search.twitter.com and you will find all the tagged tweets with matching words. </li></ul><ul><li>For eg: #followfriday or #ff is used by a majority to spotlight individuals they consider worth following. </li></ul><ul><li>Use a unique hashtag to promote a contests, event or product eg: #contest123. </li></ul><ul><li>TIP: Use Rowfeeder to track tweets </li></ul>
    38. 46. Exercise: Twitter <ul><li>Go to Twitter (set up account, if you don’t already have one) </li></ul><ul><li>Find a news story to tweet </li></ul><ul><li>Make a shortlink using bit.ly of that story link </li></ul><ul><li>Create 140-character tweet and add the short link </li></ul><ul><li>Find people to follow </li></ul><ul><li>Create a list </li></ul><ul><li>Re-tweet another person’s tweet </li></ul><ul><li>Post a photo using Twitpic </li></ul>
    39. 48. Start a YouTube channel
    40. 49. Ideas for videos <ul><li>Customer interviews, testimonials </li></ul><ul><li>Customer submits questions and CEO replies </li></ul><ul><li>CEO weekly fireside chat or thought leadership “editorials” </li></ul><ul><li>Profile employee of the month </li></ul><ul><li>Industry trends or issues or controversies </li></ul><ul><li>Sneak previews of new products/services </li></ul><ul><li>Info-educational on services: 10 ways to… </li></ul>
    41. 50. 5 tips on posting video on YouTube <ul><li>Keep it short: 3 - 15 minutes max. </li></ul><ul><li>Homemade is fine: be creative. </li></ul><ul><li>Title and tags: Have descriptive keywords that pull-in viewers, link to website. </li></ul><ul><li>Resize to 640x480 res: QuickTime .mov, Windows .avi, .mpg, .3gp or mpeg4 (Divx, Xvid) with mp3 audio. </li></ul><ul><li>Try making slideshows using MS Photostory: </li></ul><ul><li>http://www.microsoft.com/windowsxp/using/digitalphotography/PhotoStory/default.mspx </li></ul>
    42. 51. Useful YouTube links <ul><li>General help </li></ul><ul><li>http://www.google.com/support/youtube/ </li></ul><ul><li>YouTube Help videos </li></ul><ul><li>http://www.youtube.com/user/YouTubeHelp </li></ul><ul><li>Ten Ways You Can Use YouTube To Promote Your Online Content http://www.masternewmedia.org </li></ul><ul><li>YouTube Marketing </li></ul><ul><li>http://www.youtubemarketing.net </li></ul><ul><li>50 YouTube tricks and tips </li></ul><ul><li>http://chris.pirillo.com/50-youtube-and-online-video-tips-and-tricks </li></ul>
    43. 52. 5 tips on Photos <ul><li>People like seeing faces online. Post close-ups. </li></ul><ul><li>Buy a decent digital camera. </li></ul><ul><li>Always upload in smaller sizes: 800x600 or smaller, 150KB or smaller, unless you plan to allow users to download and print. </li></ul><ul><li>Use Picasa to edit: http://picasa.google.com, picasaweb.google.com ( Caveat: Picasa automatically makes duplicates of your pics, so if you have many pics in hard-disk, empty My Pictures folder, and manually import) </li></ul><ul><li>Use free sites: Flickr, Fotki, Photobucket, Facebook. Or pay minimum annual: Eg: SmugMug:US$40/year, Fotki: US$25/year </li></ul>
    44. 53. Social media campaigns: Managing expectations <ul><li>Get everyone on the same page </li></ul><ul><li>Set realistic goals </li></ul><ul><li>Under-promise and over-deliver </li></ul><ul><li>Be prepared for consequences </li></ul>
    45. 54. Social media campaigns: Managing the third-party <ul><li>Communicate your objectives clearly </li></ul><ul><li>Agency must provide a detailed plan with specifics on how they will take you to where you are headed </li></ul><ul><li>Be clear on your expectations: strategist or providing hands/legs </li></ul><ul><li>Start on project work before signing retainer </li></ul><ul><li>Track progress and measure results independently, ROI </li></ul>
    46. 55. 2.Connect 1.Listen 3.Add Value 4.Measure
    47. 56. 1. Listen <ul><li>Search keywords in Google </li></ul><ul><li>RSS feeds, iGoogle, Google Reader </li></ul><ul><li>Google Alerts, TweetAlarm </li></ul><ul><li>Facebook Group or Page </li></ul><ul><li>Use dashboard tools: SocialMention, Trackur, Brandtology </li></ul>
    48. 57. 2. Connect <ul><li>Twitter : Respond to tweets mentioning your brand, thank followers for re-tweets, say hello to new followers </li></ul><ul><li>Facebook: Thank new fans for “liking” your page, provide weekly Discussion topics </li></ul><ul><li>YouTube, Blogs: Comment on blogs mentioning your brand, show gratitude if positive </li></ul>
    49. 58. 3. Add value <ul><li>Provide customer support </li></ul><ul><li>Respond to complaints </li></ul><ul><li>Direct questions to real people who can provide the answers, if unavailable on website </li></ul><ul><li>Correct misinformation, myths, rumours </li></ul><ul><li>Promote issues important to your company </li></ul>
    50. 59. 4. Measure <ul><li>Quantitative: Page views, Unique visitors, time spent, downloads, number of friends, fans, followers, likes, tweets, re-tweets, clicks to short links (eg: bit.ly provides stats), comments, mentions, video embeds </li></ul><ul><li>Qualitative: Were we able to resolve a customer issue, avert a crisis, save costs, improve a service/product. Did we learn something that we didn’t know before? </li></ul><ul><li>Were we able to engage our customers in new conversations? What is the sentiment of people blogging/tweeting about our brand – positive, negative, neutral? </li></ul>
    51. 60. “ In the past you were what you owned. Now you are what you share,” Charles Leadbeater