THE HOLISTIC APPROACH TO SOCIAL MEDIA FOR BUSINESS ON TWITTER? JOIN THE CONVERSATION USING #SOCIALBIZ @ALEXTHEGIRL.

THE HOLISTIC APPROACH TOSOCIAL MEDIA FOR BUSINESS

ON TWIT TER? JO IN THE CONVERSATION USING #SOCIALBIZ

@ A L E X T H E G I R L

The Holistic Approach to Social Media for Business


WHAT IS SOCIAL MEDIA?

Social Media is always about what the reader, community or customer needs/wants.

Social Media isn’t about the company’s agenda, products, or services.

It shows that companies are human; great people behind a great brand that really cares about their product and community.

Social networks are human networks.


• build community.

• drive decision making.

• answer questions.

• build – or break – trust.

• Allows for real-time engagement &

response

• connects to new customers in

authentic ways.

• strengthen bonds with current ones.

• Inspire, educate and entertain.

WHAT SOCIAL CAN DO


HOW IT WORKS

GINGERBecomes a new

Customer & Brand Advocate. Repeats Cycle.

GERRYNot a

GoToWebinar Customer. No

Brand Awareness. Twitter User.

Gerry: Have great sales pitch but no $$ or time to travel & pitch everywhere.Gerry: Suggestions?

GERRYGoToWebinar Customer

through traditional

channels. Twitter User.

Ginger: Try @GoToWebinar! No travel, no room hire & you can pitch in your pj’s!


WHOIS IN ONLINE

BRAND

Web Team Demand

Gen

PMMs

Webinar Team

Events

PR

HR

SEO

CRM

CreativeCustomer

Service

Sales

Customer Insights

Affiliates

Social Media

Employees

Internal Comms

Radio

Media

Engineers


Sold! But the question is – where do we

start?


Define Goals – Connect & Engage with existing &

potential customers– Keep & Earn Trust– Expand Awareness– Drive Sales– Increase online brand share– Get Insights

Define Standards/Best Practices– Lead + Inspire– Connect + Engage– Create compelling, digestible,

evergreen & relevant content– Brand holistically– Be Authentic– Be Strategic

START AT THE V E RY BEGIN-NING


DEFINE YOUR VOICE 3

2

1 Brand or Company Voice & Persona

Blog

About

Content

Response

Writers

Facebook

About

Mission

Content

Response

Twitter

Bio

Content

Response

Skin

YouTube

About

Content

Channel Info

Skin


• Internal needs or customer needsWho

• Blog post, video, outreach, service, updateWhat• Calendar, campaign, product, PR, real-time

eventsWhen• Facebook, Slideshare, YouTube, Blog,

Twitter, blogger outreachWhere

• The needs of your community. Your goals.Why• Create, execute & measureHow

THINK OFGRAMMARSCHOOL


DEFINE NEEDS, TOOLS & PROCESS


• Create a Playbook• Educate team members on

voice, tools• Report back insights

EDUCATE

Monitoring is my life!


Humanize brand (creative,

conversations)

Listen & Accept

Respond quickly & directly

Be transparent

Solve problems

Connect

Real Time

• Twitter

• Facebook

• YouTube

• LinkedIn Groups

• Slideshare

Daily

• Blogs & Media

• Forums

• Other Networks

Internal• Content writers• Brainstormers• Brand news, awards,

updates

External• Community of

passionate defenders• Partnerships• Helpers

Comments &concerns internally

MONITOR ENGAGE ADVOCATE


• Community and Employees• Google Alerts• Hyperalerts• CoTweet, Hootsuite, Tweet Deck• Radian6 and Alterian6

MONITORING TOOLS


I need proof thatwhat we’re doing

is actually working.

Investment Action Reaction

Non-financial Impact

Financial Impact

SOCIAL ROI


$$ $$Even though ROI doesn’t live here these measurements are very

important.

Metrics

Marketing

GCS

UX

Customer InsightsCRM

PR

Creative


MEASURE SUCCESS

=

Bi-Weekly, Monthly & Quarterly Reporting• Sentiment• Growth• Reputation• Areas of concern• Areas of opportunity• Campaign Effectiveness• Community Health• Content Call outs• Customer Service Issues &

Opportunities• Product Feedback • Brand Advocates

Defin

e

ROI

Metrics

Reaction

Leads

Retention

Acquisition


• Radian6 and Alterian SM2• CoTweet and CoTweet

Enterprise• Google Analytics

REPORTING TOOLS


Before I go in, what’s the mood in

there?

Not good.Someone said something about someone else who

tweeted it to us and now on Facebook they’re mad.


1. Humanize your Brand

2. Listen and Accept – don’t censor

3. Respond directly

4. Be Transparent and Explain

5. Create opportunity

6. Fix the problem if there is one

7. Funnel comments/concerns internally

8. Build a Community of passionate defenders

9. Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway.

DEALWITH NEGATIVITY


OWN IT

• Honesty, accountability cohesion and timeliness are the best policies with employees and vendors.

• If you’re not transparent your community, customers and competition will know and use this against you.

• Employee representatives should be in on the planning to have “ownership” in a Crisis situation.


Three elements to crisis communication:

• Monitor: industry news, partners, campaigns, social channels, customer service calls

• Engage: Employees, Customers, Media, Partners, Brand Ambassadors, Communities

• Advocate: Rally your actions, position, response

Things to note:

• Someone else’s crisis could become yours

• Time is critical – you don’t have any

• Old and inaccurate online information can become truth

• When is a crisis over? Sometimes its obvious, sometimes not.

• Continue monitoring even when things seem to cool down – there could be a second wave

• Note of what a crisis did to the company’s reputation and communicate that with all internal sources.

CRISIS MANAGEMENT101

THE BASIC CHANNELS


Purpose:

– Short snippets of communication

– Info Sharing

Great for:

– Acquisition & reach

– Real-time listening & hearing what others are saying about us

– Responding instantly to anything (customer, crisis, partner)

– Webinar & event promotions

– Sharing resources, content

– Promotions & campaigns

– Keeping track of media & partners

– Engagement with customers, partners, PR, employees etc.


Purpose: • Share multi-media content

with a community that has chosen to ‘like’ you.

Good for:– Engagement – Feedback & Testing

(these are customers who know the product)

– Content Sharing (links, ideas, questions)

– Webinar & Event Promotion

– Contests– Polls– Photo & Video Sharing


Purpose: • Sharing Photos & Images

Good For:– Excellent SEO– Sharing event,

company & employee photos that require high visibility

– Infographics– Organizing Videos– Media/Bloggers (they

can download, use, embed)

– Sharing directly to Twitter


Purpose: • Videos (demos, news,

internal events, promotions)

Notes: – 2nd largest search engine– Can promote videos

through paid program– Great for media/bloggers

(Can embed files into blogs & get specific URL’s)

– create play lists– favourite other videos– People can leave

comments


OTHER GREATTOOLS TO USE


So I guess Social Mediais going to stick around a little

whilelonger after all, isn’t it?

Yessir.You can tell that social

Manager they haveJob security

THE HOLISTIC APPROACH TO SOCIAL MEDIA FOR BUSINESS ON TWITTER? JOIN THE CONVERSATION USING #SOCIALBIZ @ALEXTHEGIRL.

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