7. Your good
for Admit Think
Be Be something when you before you
Yourself Nice Family are wrong speak
Don’t talk
about Be a Do Practice
money, good your makes Act
It’s rude listener homework perfect Appropriate
9. Capability
• Your story should be one of
the core pieces of your The pen that
business strategy writes your story
• Story is the most effective way
to make your message connect must be held in
in this fragmented media
landscape
your own hand.
• Know how your story changes
shape per medium
12. Capability
• Not everyone is going to Create rules of engagement
for negativity/criticism
be happy with your
• Widespread Criticism
customer service
• Individual Solution-Seekers
• Acknowledge & be nice
• Complainers
• Trolls
• Solicitors
• Fan to fan interaction
15. Capability
58% of employees would 60% of employees say
rather work at a company use of internal social
that uses internal social media demonstrates
media effectively innovation
61% of employees say
86% would refer others their companies’ social
for employment media tools help them
collaborate
Source: APCO Worldwide and Gagen MacDonald, Survey on the State of
the U.S. Workplace as Viewed by America’s Workforce, October 2011.
16. Whether it’s an army of
1 or 1,000, when all
members of a team
share the same vision
of success, amazing
things can happen.
17. Case Study
• When Sony Electronics
launched their Pinterest page “We have so many Sony fans that are
they reached out to employees
as one of their strategies already at our fingertips, we wanted to
holding a contest. get them involved from the very start. A
• The contest encouraged lot of companies do this backwards,
employees to check out and thinking of their employees last.
follow the Sony boards and to
create a board of their own There are people who have been at Sony
about what Sony meant to
them. for 30 years, and they had access to
• The key to generating internal assets that I’d never seen or even heard
support is to give feedback of.”
about their contributions,
letting them know what is
working and what isn’t.
Callan Green
Senior social media specialist at Sony Electronics
18. results
Pin It button has
Over 2,500 followers in received more than 10X
the first six months more clicks than Tweet
This button
800% increase in More than 4 million
traffic from Pinterest brand impressions
to Sony Store website (via Curalate dashboard)
20. Capability
• Have a crisis communications plan ready
• Polite & thankful
• Personable
• Listen, empower & engage participants
• Don’t launch a campaign right before the
weekend unless you’re prepared to respond
21. case study
Sept. 30 Nov. 15 (10:58 p.m.)
Johnson & Johnson posts an online video on Motrin.com Blogger Jessica Gottlieb (JessicaGottlieb.com) posts
featuring a voice-over of a mom who carries her baby in a another tweet criticizing the Motrin ad.
sling because it's good for her kid and she sees it as "a fashion
statement" and validation of her as "an official mom." Nov. 16 (Sunday)
Ms. Gottlieb uses #motrinmoms tag to help keep track of
Nov. 14 (Friday) tweets, and the tag hits the top of Twitter's "trending
The first discoverable blog post on the video from topics" (with a total of about 1,500 tweets among around
MagicCitySlingers says the "Motrin ad lady" is looking tired 1,000 Twitter handles by Nov. 17). Blogger, online retailer
and crazy because she's using a schwing-style sling, and and PR consultant Katja Presnal creates YouTube video
should instead learn to use a non-schwing carrier correctly. showing anti-Motrin posts. About 300 blogs post on the
controversy, and some of the most active begin contacting
Nov. 15 (5:54 p.m.) (Saturday) mainstream media outlets about the story.
Barb Lattin, a Fort Collins, Colo., mom sees a post about the
Motrin ad on a Yahoo Group dedicated to "attachment Nov. 16:
parenting." Offended, Ms. Lattin, who specializes in photos of J&J shuts down Motrin website before 9 p.m. VP-marketing
nursing moms as mementos, criticizes the ad on the blog for Kathy Widmer sends apology to people who had e-mailed
her business, Perfectly Natural Photography. complaints and says the campaign will be discontinued.
Nov. 15 (10:28 p.m.) Nov. 17 (Monday):
Amy Gates of the Colorado-based CrunchyDomesticGoddess J&J brings site back up with apology appended. Numerous
blog posts the first tweet on the ad at Twitter. news outlets begin covering controversy and J&J's retreat,
including websites of New York Times, Forbes, Wall Street
Journal, Reuters, AP and Advertising Age.
24. Capability
Listen &
Learn
Measure
& Learn Define FOcus on how to
be social, not on
Distribute
Integrate
how to do social
Editorial
& Engage
Calendar
Content
Strategy
25. Case Study
• visitPA social media launched in September 2008
(Facebook, Twitter, YouTube and Flickr)
• We listened to the conversation on Radian6 to make sure
visitPA was in the right spaces and being positioning
properly
• Defined what the KPI’s for success looked like for the social
media channels
• Developed an editorial calendar
• Created a new blog and positioned it as the insider voice
26. Case Study
• Gammet Interactive Report
(launched in July 2009)–
How Social Is Your State
DMO?
• #1 in July 2009
• #2 in August 2009
28. Capability
• Be open to try new things
• Think about who their
Don’t
current target audience is – spread
does this mirror your
customer? yourself
• Type of content used – how
is it shared? too thin
• Time & resources
31. Capability
• Who is talking?
• What are people saying?
• Where people are talking?
Listening is the
• When people are talking?
• Why people are talking?
foundation of
any social media
strategy
35. Capability
• An editorial calendar keeps your
content consistent and relevant.
• Everyone will be on the same page plan ahead.
• Great reference for your
management It wasn't raining
• Get ideas on how you can
repurpose content what you have when Noah built
and what you are planning
• Plan your content for humans &
the ark.
robots (SEO)
36. Case Study
Week of 4/9 Week of 4/16 Week of 4/23 Week of 4/30
FB
Needs
Operational
Creative
Comm MGMT
Facebook Ads
Twitter
Operational
Creative
Comm MGMT
Pinterest
Operational
Creative
Comm MGMT
Marketing Initiatives
Email Blasts
PR Initiatives
Website Initiatives
38. Capability
• What are your marketing goals and
objectives Don’t measure
• A strategy to meet those goals and
objectives
• Metrics/Key Performance Indicators
everything, just
(KPIs) to measure the goals and
objectives
• The business results (cost savings or
the things that
revenue generation) or the return on
investment (ROI) matter
• Take what you learn and keep
optimizing your social media strategy
40. Case Study
Identify the
networks and
communities where
people engage
with your
content. Learn
about each
community, and
identify your best
performing
content on each
network.
41. Case Study
Identify what the
demographics of
the people you
engage with on
Facebook are.
Learn about what
content works
better than others
43. Capability
• Managing different accounts from the same
location can create the temptation for you
You would not
to use the same updates over different talk to your
platforms. The problem in doing so is that
customers often follow you on multiple mom the same
sites and don't want to find the same
content from site-to-site. way you would
• In general, form follows function with the
Big Two. Twitter can be effective for
talk to your
sharing links, thoughts and quick updates friend – know
about your company. Facebook can be
better for creating and sharing photo the medium
albums, longer summaries of your links and
customer comments.
44. capability
Content
Strategy Activating your story
Channel Know what you own
Understanding your audience in each channel + personas
Context
(Listening, Insights, Google Analytics)
Content Your Assets
audiences we can engage other than the channels you own
Community (making things sharable)
45. Your good
for Admit Think
Be Be something when you before you
Yourself Nice Family are wrong speak
Don’t talk
about Be a Do Practice
money, good your makes Act
It’s rude listener homework perfect Appropriate
48. Capability
• Be armed – website, blog, help desk, etc
• What is your response rate per social
media channel? Positive or Negative
Responsiveness
change things? wins on social
• What time frame do have to expect
customers to read social responses and
media – sales,
take some action? endorsements,
• How much time are you willing to
dedicate to a single client or interaction?
engagement, etc.
• What processes are in place to track the
results of your social engagements with
each customer?
49. Case Study
I’ve heard a lot of brands say
they don’t want to use social
media because they’re afraid of
negative interactions. That
doesn’t make any sense. The
In 20 negative brand sentiment
doesn’t vanish because you’re
minutes I not their to yell at. It just
gets unheard and therefore the
anger brews.
went from
irate to
smiling.
Source: Forbes, 5/29/2012
50. Case Study
• Ford Motor Co. is using social media to be more
proactive with customer concerns for its biggest auto
brand.
• The Ford brand’s eight, dedicated customer service
agents use a customized search engine tool based on
May I
key words to monitor concerns, questions or comments
on Twitter, Facebook, auto forums and message boards.
Each issue is assigned to one agent until resolved.
help
• Their goal is under four hours to engage with the
customer.
• The conversations move quickly from the public realm
you?
of social media to private interactions with the agents,
who often need to collect vehicle identification numbers
and other personal data from owners.
Source: Forbes, 5/29/2012
51. Case Study
• Ford is now responding to an average of
2,000 people weekly via social media and
the interactions have continued to rise from
a year ago. From
• Although the bulk of customer service
issues are handled in the traditional way-it reactive to
is way is reactive, social allows you to be
proactive
• Sometimes happy Ford customers even help
proactive
diffuse situations with people who post
online negative comments about Ford.
Source: Forbes, 5/29/2012
