Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Aalto Venture Program Students Kickstarter 30 May 2013
1. Social Media Kickstart
Getting better results with social media
30.5.2013 Richard von Kaufmann // Head of Social Media & Collaboration // co-founder
facebook.com/zipipop linkedin.com/company/zipipop
2. Helping businesses win through being social.
Zipipop is the social media
company in Finland
more loyal clients
better customer support
improved business collaboration
better employee motivation and recruitment
7. No Doubt
Social media has change the way we do things.
New encyclopedias
New photo albums
New contact books
New diaries
8. What is social media?
Online applications, platforms and media which
aim to facilitate interaction, collaboration and
the sharing of content.
(Universal McCann’s Social Media Research Wave 3, 2008)
10. Customers are becoming more social
There are now 3 types of customers:
• traditional
• online
• social
11. • Use social networks
What do social customers do?
12. • Use social networks
• Buy more online
What do social customers do?
13. • Use social networks
• Buy more online
• Provide more feedback
What do social customers do?
14. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
What do social customers do?
15. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
What do social customers do?
16. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
• Like to connect with like-minded peers
What do social customers do?
17. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
• Like to connect with like-minded peers
• Expect a better customer experience =
What do social customers do?
24. Spread the message
share to a wall
shared on company
wall (240 likes)
share to own wall
(450 friends)
3 likes
(with more than 1,500
friends)
Shared to their own wall
(300 friends)
2 likes and 1 share
(with a total of more than
1,000 friends)
15 likes
A total of nearly
27,000 people were
reached
Provide customers with content that is
useful, entertaining and relevant.
25. Customer support is marketing
Happy customers tell a few friends.
Unhappy customers tell many more.
On average users have around
150 friends in Facebook
26. Reach out through social platforms
Customer support can be provided through
existing social media services.
Go to where your customers already are.
27. Responded quickly
Gave direct help (i.e. did not send
me to customer support)
Made customer happy
Customer gave service feedback
3 people Liked the discussion
28. Cost of Missed Opportunities
Ask not what is the the ROI of social media
Ask what is the cost of not doing it
29. Oh my, that’s serious. But what
can a small fish do about it?
30. Quality, quality, quality
Social media can help promote
quality.
But it also exposes problems.
However, you can use social media
as an feedback channel in your
efforts to thrill your customers.
http://scheincommunications.com/turd-polishing-the-deadly-new-trend-in-content-marketing/
31. One thing
Direct focus onto one thing you can
genuinely claim to provide at a
world class level.
Even better – best in the world.
You can output many messages but
they should all support the one
thing.
32. VALUE OFFERING
You should be able to summarize the
one thing on the back of a business
card.
This will be the cornerstone of your
social media efforts.
33. Influence Agency Zipipop Freud
Combines communications and
social media expertise to exert
the right influence at the right
time and in the right place.
35. Listening / Engaging / Supporting (across all departments and all channels but
with social media being the frontline)
client’s quality product / service
36. Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (across all departments and all channels but
with social media being the frontline)
client’s quality product / service
37. Marketing (integrating social media potential) Social conversations
(influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (across all departments and all channels but
with social media being the frontline)
client’s quality product / service
38. Community Fans (empowering users to promote in social media)
Marketing (integrating social media potential) Social conversations
(influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (across all departments and all channels but
with social media being the frontline)
client’s quality product / service
40. Participate in conversations
Go to the social media spaces that are
relevant to your industry and start
commenting on other people’s posts.
And start your own discussions too.
You find this spaces after starting to
monitor.
41. Goals
• What are you trying to achieve?
• What resources do you have?
• How will you know you are being
successful?
http://www.flickr.com/photos/barretthall/4039775568/
42. Social Media “Marketing” Strategy:
• What are objectives
• Target groups/audiences
• What does the audience expect
• What do we want the audience to do
• What do we do to achieve these goals
• Continuity with brand identity (tone of voice, etc.)
• How do we know we have succeeded
• How can we keep the activity going
• How do we respond to a crisis situation / or amplify the positive
43. Experimenting
Joe McEwan, Innocent Communities
Manager:
• We have always encouraged people to
get in touch (even on packaging)
• Social media is at a basic level just
talking to people
• Natural engaging tone of voice
• Learning as we go, and willingness to
admit to cock ups
• Experimenting with ideas and find what
the right mix of content is
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
44. Plan – Do – Review – Repeat what works
There are standard practices used in social media
engagement but to some extent social media
activities are always an experiment.
45. But I’m so small no one is
going to listen to me
48. The Importance of Attitude
Brands that do particularly well in social media have a
consistent “attitude” across the various channels.
These are some brand and communication values that will
help your social media activities:
• values (ethics)
• attitude (tone of voice)
• What are you for?
• What are you against?
• story (hook for journalists)
• agendas (current key messages)
49. Be authentic
• Social media rewards authentic interesting
voices
• It’s a conversation with equals
• Tap into your natural interests and personality
• Select content with defined associations, e.g.
innovative, creative, accessible, etc — but
make sure you can live up to them
• Reach out to related communities
• Learn from others but find your own path
50. Innocent’s clear and likable
story allowed them to grow
rapidly and be bought by Coke
Story Telling
Narrative is a fundamental way we
make sense of the world.
More than ever organizations need a
compelling story to stand out from
the crowd.
Social media channel for telling your
story
http://www.sxc.hu/photo/103262
51. Telling your story
Through the social media channels
communicate:
•Why you are remarkable
•What you stand for
•Who you are
•What are your goals
•What’s happening now
52. Be a purple cow
To get noticed you need to:
• Be a “purple cow”*, i.e. be remarkable and stand out
• Provide a genuinely lovable or useful service
• Find interesting, authentic stories behind your team,
brand, product or company
* http://www.fastcompany.com/magazine/67/purplecow.html
53. SEO (findable)
Content (relevant, useful, entertaining)
social media (sharable)
“Content Marketing”
empower people to tell your story
57. The aim of of all social
media activity is to send
people to your key
landing page.
Give people reasons to
link back to your content
and site.
By cross-linking between
social media services you
increase exposure and
improve search results.
Landing page
All roads lead back to your websiteBasecamp
Text
58. Campaign Landing website
Zipipop was particularly impressed with the F-Secure event landing page that
was used for the LinkedIn campaign we ran for the Mobile World Congress.
http://mwc.f-secure.com/
60. Main Social Media Channels
Initial:
• Facebook Page
• LinkedIn
• Blog
• Twitter
Later:
• SlideShare
• YouTube
• Google+
• Wikipedia (check the rules and
recommendations before starting)
Concentrate on one account at a time and do it properly; however, you should
also reserve your brand name in other accounts.
61. A focused topical blog can be
used to claim your space as
an expert in the field.
Start blogging
Reach out and inform your
community about what you are
doing.
62. Blog
• Good for telling your story
• Personal channel to the customers
• Natural way to participate and
guide the public debate
• Increase the visibility of the
company on the internet (search
engines)
• Invite guest writers
63. Facebook Page
• Start your Facebook Fan Page
• Invite your friends
• Customize your page
• Convert you existing network friends
into Likes
• Engage and reward
• Advertise with Facebook ads
• Prepare advanced crisis response plan
• Analysis the statistics
http://www.facebook.com/pages
64. The key measurements
• 200+ potential ways to analyze a Facebook Page
Followers
Talking
about
Comments Likes Shared
Number of
clicks
Paid presence
Fan growth
Organic
presence
Viral reach
66. LinkedIn
• Popular with business professionals
• Use the products and services
features
• You can also update your status to
keep visitors informed
• Note: Discussion groups are hard to
make work and require active
moderation.
67. Twitter
• Build up your network
• Share links to interesting internal
and external posts, e.g. news and
articles.
• Give thanks
• Discover and share other people’s
tweets
• Observe how people you admire use
Twitter
• Keep a log of things to tweet
68. Google+
• Powerful media content sharing
facilities — particularly video
• Easier editing of posts
• SEO advantages
• Also for internal communication
69. Prior to setting up a social channel
you should define:
• Who will maintain it?
• Content plan — what and when?
• Who produces the content?
• Process for posting?
• How to market it?
• How many members do you expect to get?
• How to measure the benefits?
71. Zipipop’s client process overview
Blogs
Facebook
Twitter
Wikipedia
LinkedIn
YouTube
Channel selection and detailed training
Social media strategy and its implementation
Social media strategy
workshop
Organizing social media
monitoring processes
Appointing a
Community Manager &
creating Social Media
Team to coordinating
activity across
departments
Initial team training
Initial social media
strategy
recommendations +
content plan
Benchmarking best
practices / competitors
etcSlideShare
Recommend rollout order (depending on organizational level of social media maturity)
73. Social media team
The members should come from different departments in the company
Marketing
HR
Customer service
Communications
R&D
Management
Sales
Team members should be enthusiastic and
comfortable with using social media
74. A Community Manager guides
communities towards smooth
and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
What is a Community Manager
75. Community Manager roles
Motivator
Takes care of release
schedules
Evangelist
Encourages
participation
Keeps discussions
going smoothly
Chair
Judge
Solves disputes
Content Manager
Organizes the content
76. Secret Group coordinating
Separate
collaboration
space /
website to
coordinate all
activity
Timetable
Instructions
Contact info
Separate
space where
admins can
share and
discuss
potential
content
Timetable
Access to
more than one
community
Monitors
Guidelines
Overall Account specific
80. Micro-blogging
Benefits:
• Improving awareness
• Requesting help
• Finding people
• Sharing tips and links
• Coordinating
• Reduces overall email
traffic
• Makes important email
standout
Business software has
now adapted the News
Feed and micro-blogging
practices to improve
collaboration within and
between organizations.
81. Business challenges in social media
• Empty and quiet accounts
• Account management
• Confusion over official accounts
• Maintaining good customer service in each
channel
82. Different ways accounts are organized
• Marketing / Communications
• A risk that other departments like
customer service, sales, HR are left
out of the process
• Social Media Team
• There is a risk that if the team is
not coordinated it will take a lot of
resources and decision-making will
be slowed down
• Outsourcing
• Full social media outsourcing is
rarely the preferred option
• A single person is responsible (e.g.
Community Manager)
• It is difficult for one person to
manage all the channels
• Works well if the Community
Manager is supported by the Social
Media Team
83. Social Media Benefits (some highlights)
Improve brand visibility.
Use new channels to get closer to customers.
Influence real-time "conversations" concerning your brand.
Make customer service more responsive and easier to interact with.
Improve efficiencies and innovations though collaboration.
New ways to support your employees to get their work done.
103. We
I respect and love you!
Being open and transparent is not
about giving away secrets, it’s about
being genuine, telling the truth,
enhancing organizational trust, and
winning the support of loyal customers.
Transparency
104. Social media guidelines
Educate users on basic
participation guidelines:
• representing self
• seeking permissions
• avoiding offence
• giving credit
• asking questions
• if in doubt, don’t post
lamunecadelasonrrisaalegre.blogspot.com
106. Reminders
Create a truly useful or lovable product
Focus on one channel at a time
Spread the content creation responsibilities
Be authentic
Be active and passionate
Set values, but experiment
Listen to your audience
107. Collaboration
Influence is moving towards those
who actively add value to their
communities.
“You will gain more by sharing
than you will by hoarding.” Garry
Hamel (BBC, 16 May 2010)
http://www.bbc.co.uk/programmes/p007g9yr
http://www.flickr.com/photos/isafmedia/4077756856/
108. Gift Giving
You should try to share something
that is useful, entertaining and
relevant
