Social Media and the 3 R’s
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Research, recognize, and respond - the 3 R's CB Social consultant, Kristin Clifford, covered in her presentation at the 2011 Marketing Planning and Analysis Conference in Chicago.
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Social Media and the 3 R’s
- 1. Social Media and the 3 Rs Presented By: Kristin Clifford Senior Consultant, Social Media Solutions @kristincliff
- 2. A Winning Equation Experience in Recruitment & Technology Innovation Results We Do It All (Or Just Part) Go ahead and give us a piece of a social media project or outsource the whole thing to us. We can help from soup to nuts and always put strategy first to ensure measureable results. Recruitment Results No one knows job seekers better than CareerBuilder and how to get their attention with content then drive them to act. Our art plus science techniques allow us to provide measurable results. Flexibility Marketing & Social Media Expertise Marketing Expertise We’ve been helping clients with social media solutions since 2005 and have worked with more than 1,000 clients across the globe to garner branding results. From Fortune 500 to small business and consumer marketing to recruitment, our team delivers results because our consultants know how to use social media marketing to drive action. Whether it is recruitment, product, or service goals, CB Social is the right fit because we know your business intimately.
- 3. A Few of Our Clients
- 4. Liberty Tax Problem: Wanted to know the extent and nature of their unofficial social media presence managed decentrally by franchisees. CB Social Solution: Comprehensive social media audit of current presence, plus franchisee and customer opinions. Results: Implemented all suggestions : edited franchise operating manual to disallow creation of Liberty Tax presences, closed unofficial pages/profiles unwilling to adopt new guidelines, and created channel to gather local content. “ When I hear you speak about Liberty, I have to remind myself that you aren’t franchise owners yourselves. You went above and beyond in your analysis and recommended a turn-key strategy that is perfect.” - Melissa Shattuck, Liberty Franchisee Franchise Operating Manual ENDORSED! REVISED!
- 5. Research!
- 7. Research! Imagine you are an airline, gathering data on customer service. Where would you go? What would you want to find?
- 8. Research!
- 9. Research!
- 10. Recognize!
- 11. Recognize! Imagine you are a company that sells shoes, handbags and more online. You have a huge customer base and continue to grow. How should you communicate to your customers on social media?
- 12. Recognize!
- 13. Recognize!
- 14. Recognize! Picture your own current traditional marketing campaigns. Is there any aspect of it that translates well into social media? Why?
- 15. Recognize!
- 16. Respond!
- 17. Respond! Imagine you are a manufacturer of cameras. You’ve done pretty well, and have completely embraced digital technology. How can you find your niche in social media?
- 18. Respond! “ The worst thing that anyone can say about your company is … nothing.” - Thomas Hoehn, director-interactive marketing and convergence for Eastman Kodak Co
- 19. Respond!
Hinweis der Redaktion
- We work with 1,000s of clients, big and small, to help them with their social media needs. Some are consumer, some are recrutiment, some hybrid – all get great treatment and individual attention from our consultants.
- Lot of fieldwork from our team, compiled into large audit with results and recs. We then acted on the results, and Liberty did too. Worked in tandem. We did the fieldwork of gathering content and pulling down anything usable from old pages, moving fans over from ind. Franchise pages and helping to communicate the shutdown.
- Find out what people are saying about you. Lots of listening tools available, some for free. Fact of the matter is – people are out there talking about you. Where conversations used to be ‘water cooler’ talk, now the internet has taken those conversations online and the word is spreading. Not only are current customers reviewing and talking about what you are doing as a company, but employees are also getting in on the conversation. You can be in social media but if you aren’t listening – then you aren’t being effective in your communication strategy, and you are only giving people another thing to nail you to the wall for. Nobody likes an inactive/non-responsive/ignorant company’s social media page.
- Companies need to identify certain things about themselves when doing research. They need to find out what people are saying about them, w hat people are saying about their competitors, what people are saying industry-wide. Only once you’ve done the research will you be able to see what (and more importantly – HOW) you should be engaging with customers.
- Companies need to identify certain things about themselves when doing research. They need to find out what people are saying about them, w hat people are saying about their competitors, what people are saying industry-wide. Only once you’ve done the research will you be able to see what (and more importantly – HOW) you should be engaging with customers.
- These are just a few of the free tools and sites you can use to find out what consumers and employees are saying about your company. They make it really easy to get a quick glance at your own presence and reputation online, at no cost to you. Some of these sites function as message boards, where people post and grade things (yelp, glassdoor). Others pull data on a higher level that can really be useful. Some are employment specific, like jobitorial and glassdoor but others will enable you to get more general information about brand. Klout is a twitter tool. Hootsuite enables real-time keyword tracking and much more. For example, we ran United Airlines, our airline example, through a few of these sites.
- Tools like SocialMention.com can give you a quick glance at all the conversations about your company. Social Mention monitors more than 80 sites for Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc. For example, I looked up United Airlines and they had an overall brand sentiment that is neutral – meaning there’s a lot of talk that doesn’t endorse but also doesn’t blatantly hate the airline. For strength, that is the likelihood that your brand is being discussed in SM. Their strength is 18% - point of comparison – Coke is 30%, Lady Gaga is 39% - it’s pretty unlikely you’re going to get 100%. Sentiment is a ratio – positive to negative mentions. Passion is measuring if people talking about your brand will do it repeatedly. United has a higher passion score than GAGA! Which means that they have a group of very passionate advocates who talk about them often – more of those, higher score. But if each post is by a different author, passion score lower. Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions. We ran their twitter through klout.com, and their company name through Social Mention. As you can see with just a few pieces of the data, it’s starting to paint a picture of where they stand as a company and in social media. These free sites pull and aggregate the content so you can even see exactly what is being posted publicly about your company and in real time. However, just because a lot of content is neutral doesn’t mean bad things aren’t happening. Not only did a customer take to Twitter to complain about their customer service, but an employee wrote about the bad experience he or she had working for United. It’s important to recognize what people are saying and why they are saying as much.
- Recognize your opportunities to communicate through social media! Now that you’ve done your research, what do you do with it? Well, you figure out how to address the specific issues you have uncovered and begin to come up with a communication strategy. And from there, you begin to identify ways in which you can create content that is engaging with consumers or employees or any audience that you are targeting.
- Recognize your opportunities to communicate through social media! Now that you’ve done your research, what do you do with it? Well, you figure out how to address the specific issues you have uncovered and begin to come up with a communication strategy. And from there, you begin to identify ways in which you can create content that is engaging with consumers or employees or any audience that you are targeting.
- Recognize your opportunities to communicate through social media! Communications should be authentic, not salesy – even if your mail goal is to sell product. People don’t like sales speak. Sure, consumers may not be that violent, but do you really want to take that chance? If you were writing content for Zappos Facebook, what do you think some topics would be?
- For example, Zappos is a company that exists solely to sell shoes, purses, etc. online. You would think that their social media presence would be all about selling but it’s not! It’s all about having fun and providing customer service – they’ve put the focus onto the customers instead of on themselves. They have a fan of the week – not only does this encourage viral content and growth, because fans post pictures on the page to be considered, but they foster a sense of community and inclusion – fans see other fans photos and feel a part of things. Zappos also asks questions that have nothing to do necessarily with selling shoes, like “How many states have you lived in?” Why would they do this – to foster engagement, strengthen their community and build credibility. People want to be a fan because they like the service and want occasional updates but they’d get bored if all zappos did was post coupons and sales info.
- You may not realize it, but advertising and marketing usually can lend itself pretty easily to social media. Recognize how social media can become a part of your typical IMC campaign. When you are thinking of your brand message, communications and strategy, consider how it can be translated to social platforms. For example, Antwerp Zoo had something that appealed emotionally to everyone. They incorporated it into their IMC campaign, advertising and then inviting people to get involved in many social ways – getting text messages, uploading custom Facebook pics, blogging and more. Roll video. [in this case, the video tells most of the story] http://www.youtube.com/watch?v=F1uwexYeKAg Not only did Antwerp take a very simple event, they created a social experience around it – people got text messages, they built up their fan base, increased visitors – it was huge! Some people might have taken that and like they said, done a campaign with print ads and giant bibs. They did something that touched so many more outlets and people and brought them together.
- Put your plan into place! Once you’ve figured out what platform best fits for your company and the delivery of your message and your content is ready to go
- Response. If you’ve done the homework, and realized that your brand audience is on social media, how can you respond? You need to put that information into action. Kodak is a great example of a large, established brand who has made significant strides in social media. Not only do they have multiple twitter accounts, Facbeook pages and more, they respond to customers and post fun content on their pages. They offer tips on their produts, contests, and just ask questions relating to photos. They also respond back to customers questions and offer feedback and help. Not only that they have integrated social sharing capabilities into their products. Their EasyShare camera incorporates a function where you can share photos directly from your camera to social media outlets like Facebook, Flickr, etc. Kodak also uses it to enhance the launch of their new products, and correct false info and rumors. Kodak's transformation from a consumer film company to a focus on digital b2b products necessitated its embrace of social media marketing, Hoehn said. The company's use of social media was necessitated, he said, by the realization that social is where Kodak's customers spend their time, he added
- Not only did Kodak use social media to respond to fans with questions about their products, they even revolutionized their products to be more social – now competing directly with mobile users who can upload photos to FB or Twitter from their phone. It’s a great example of listening to both their customers, and the industry as a whole. They even used their own product to film a commercial, posted to social media that is not very polished, but perfect for SM. http://www.youtube.com/watch?v=leI5iYSCj6E&feature=relmfu They know their audience, and they responded by providing them with a place to gather and the tools to share the photos in a social way – great response!