Social Media Summer School - Session 5 (social listening, engaging customers, creating community and dealing with trolls)

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#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Rare CommunicationsSocial Media Summer School

Live Tweeting!Ask your Social Media Questions to:

@rareresults or #SMSummerSchool

slideshare.net/rareresults

#SMSummerSchool @rareresults @WurstCalgary @AcceleratorYYC

• Social Listening

• How to Engage with Customers

• How to Create a Community

• Dealing with Negative Social Media (trolls)

• Examples

Todays session will cover:

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Social Listening

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

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

Key Words & PhrasesDo 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.

Key InfluencersType 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.

How To Engage Customers

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Engaging Your CustomersEngagement 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.

Ask & Answer QuestionsYour 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.

Promote Others ContentIn addition to promoting your own content, feel free to share other people’s.

• Tweet.

• Blog post.

• Something a competitor did.

Talk Like A Real PersonFor 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.

How To Create A Community

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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.

ENVIRONMENTWhere 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.

VALUESWhat 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.

APPROACHHow to win – choices.

• Make clear choices about your strategy and approach.

• Know your target demo and go after them.

RELATIONSHIPSThe 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.

BEHAVIOURSWhat impact – action.

• Let go of your “brand first” mentality.

• Moving from broadcast, to engagement, to deep involvement through

conversations and ongoing relationships.

Dealing With Negative SM

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

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

Examples

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Examples:

Examples:

Examples:

Examples:

Ship My

Pants

Examples:

Examples:

Examples:

Tools:

Next Week:Management & Analytics Tools

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Questions?

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary