A seminar at the International Association of Business Communicators, Canada (IABC) on how to achieve a sustainable social media ecosystem. The need for the right mindset, assessment, strategy, planning and management. This deck includes an intro to Twitter plus case studies.
How to achieve a Sustainable Social Media Ecosystem - IABC seminar
1. How to Achieve a Sustainable
Social Media Ecosystem
Presented at
International Association of Business Communicators
(IABC Canada)
Evelyn So
2. In the next 90 mins…
Evelyn So
Introduction
Think, Strategy, Plan
Peter Fletcher
Blog
Jeffrey Veffer
Facebook
Evelyn So
Twitter
All
Q and A
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13. It’s about the (audience/brand) Experience
“Social” is a big part of the experience
I was never approached
It’s not about 1-way telling
Ambassadors tell the stories
Social Media seems quick, easy & free to do
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15. Join a user forum
Email a colleague
“What camera do you have?”
“Canon Rebel! The best, trust me”
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16. Social Networking existed before Web 2.0
“Old” communications are alive and well
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17. Think
The Right Mindset
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18. Think!
#1 - Social Communication Ecosystem
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19. If you see or operate like this …
Web 1.0 Web 2.0
Old Tech Offline
(Phone, (Print, Event,
Email, etc.) etc.)
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20. ..reset to this (Social Communication Ecosystem)
Website
Social
Email
network
Social
Print
sharing
Phone Blog
Life Event
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21. Your Company, as Experienced by your Audience
Website
Social
Email
network
Social
Print
sharing
EXPERIENCE
Phone Blog
Life Event
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22. People Engagement has
never been limited to
a specific technology or space
Web 1.0, Web 2.0 and Offline
do co-exist
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23. Think!
#2 – A Customer-Led Landscape
(Many-to-Many)
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24. The Influence
Website
Social
Email
network
Social
Print
sharing
Phone Blog
Life Event
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25. Decision Making Process
Ambassador
Involvement
Trust
Enthusiasm
EXPERIENCE Knowledge
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26. A brand is
a collection of experiences and associations
connected with a service, a person or
any other entity.
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27. What’s your Social Brand?
Are you counting short-term
Eyeballs and Sales ..
Or are you nurturing
Relationships and Influence?
28. Think!
#3 - Social Media ≠ Marketing
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29. If you only see Social Media as a new marketing channel…
TV Spot
Press Release
Direct Mail
Email Newsletter
NEW PRODUCT CUSTOMER
Facebook
Twitter
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30. …change and think about it as a Relationship
Increase sales
Enhance communication
COMPANY Seek feedback CUSTOMER
Provide support
Improve products
Co-create new products
Boost operation
Maintain loyalty
Create ambassadors
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31. Can I still do a campaign?
Yes!!
For example, to bring awareness to a specific launch…
….within the overall long-term strategy of building
relationships within your social communication ecosystem
TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR
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33. Social Media leverages
your close relationships
with your audience
to improve your business
outside-in and inside-out
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34. Assess
Know Where You Are
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35. Why Assessment?
Need to know where you are before going forward
Assess where you are on the Social Web
Get to really know your audience
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36. The All Important Process
Assessment
Strategy
Plan
Execute
Maintain
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37. The Danger of Diving In
Syndromes:
“Me too!” Assessment
“Must do now!”
Strategy
Start and Stop
Fragmented messages Plan
Costly operation
Not responsive (backfire)
Lose connections Execute
Lost trust
Maintain
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38. Website Gaps
Social - Can your audience find you?
Email
network - Can they “travel” through your ecosystem?
Inconsistencies
Social
Print
sharing - Inconsistent messages?
EXPERIENCE - Dated information?
- News distributed on only some channels?
Phone Blog - Inappropriate use of logo?
Life - Broken links?
Event
Operation efficiency
- A feedback loop to capture all info?
- A consolidated, accessible database?
Housekeeping can be a quick, effective fix!
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39. Dig Deeper through Social Media
What do people talk about you (good, bad, ugly)?
How do people feel about you (but not telling you)?
Where do they “hang out” in the social space?
Who do they trust?
Who are the influencers? Who are their followers?
Free tools
e.g. Search, Twitter Search, Read Blog, Google Alerts
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40. What do people talk about? How do they feel about you?
Social Media Tracking & Monitoring Tools ($$)
- Find the right information
- Data Analysis
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41. Where is your “reach”?
Is your staff, as individuals, on Social Networks? Are they
connected with each other?
Do you have a community (e.g. customer, reseller)? Have
you extended your offline meetings to online
conversations?
Is anyone sharing – blogs, photos, videos, etc. with
friends..but not with your group?
People who are interested in XYZ may also be interested in
your products – do you know where they are? Are you
connected to the influencers?
and many more..
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42. Our network is not that big yet
• You know more people than you thought…through networks of
networks of networks
• Ecosystem - how many people on your mailing list are also on
your Social Network?
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43. Your Connections
(and their connections)
Facebook
You
Facebook
IT Team
Reseller
Colleagues LinkedIn
Cousin
Johnny School
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44. We cannot approach total strangers!
It’s not about blasting out messages
Social Networks encourage meeting new friends
It is NOT about telling; it is about
building relationships
participating in conversations
contributing to the community
being genuine and helpful
TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR
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45. What if my audience is not on Social Media?
• Have you asked or are you guessing?
• E.g. Seniors are not tech savvy, they are not on social
networks. Or are they?
• Gen X, Y, Z …
• Who will be decision makers soon?
• Who will be decision makers 10 years?
Note – it takes time to build a Social Media Presence
and a Relationship
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46. Know where you are and
where you can be
Develop direct relationships
Reach
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47. Strategy
Define Objectives
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48. Why are you on Social Media?
Increase sales
Enhance communication
COMPANY Seek feedback AUDIENCE
Provide support
Improve products
Co-create new products
Boost operation
Maintain loyalty
Create ambassadors
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49. NEVER base
a Long-Term Strategy
on a Specific Technology/Platform
We aim for 10K fans on Facebook by 2010
We aim for having a community to get
24/7 feedback for product improvements
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50. Plan
Who, What, When,
How, How Much
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51. Tools
• Blog
• Social Network
• Social Sharing
• Mobile/Web
Content
• Own Content
• UGC
• Asset Management
Resources
• Time
• Manpower
Management
• Policy
• Protocol
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53. Provide a Place for Story Sharing
Where’s the easiest place??
Pictures
Videos
Organization
Blog
(Protocol)
(Process)
Discussions
Recommendations
News
Dealing with sensitive issues
Presentations
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54. Operation Efficiency – Inside Out
Database
Workflow
Project
Management
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55. Uploading pictures and videos take a lot of time
Not necessary, if you leverage the Web 2.0 technology
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56. Facebook Applications Social Sharing Sites
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57. Website LinkedIn Twitter
BLOG
Website LinkedIn Slideshare
SLIDES
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58. Pick the right tools for your objectives
Social Media is NOT free
Handling vast amount of
activities and information
via
Project Management best practice
Smart applications
Ongoing data collection
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59. Build, Maintain and Grow!
Coming up..
Examples about…
Blog (Peter Fletcher)
Facebook (Jeffrey Veffer)
Twitter (Evelyn So)
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64. Why is it so popular?
Looks like a time waster!
Only GenY kids use it, I bet!
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65. 63% Males
Largest age demographic = 35-to-44 years old = 5.9%
Most common Twitterer =“Stable Career” = 14.7%
Young and ethnically diverse singles
Live in big-city metros
Tend to work in the arts and entertainment industry
drive small cars
very liberal political views
2nd largest type = “Young Cosmopolitan” = 12.3%
40-somethings
Likely drive a hybrid car
household incomes > $250,000 per year
very liberal political views
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66. What are you
doing?
Follow Unfollow Block
Direct
Message Retweet
Message
Hashtag
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74. @Comcastcares
“I was waiting for the Customer Service Rep on
the phone and got my issue resolved over Twitter”
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75. @Delloutlet
Dell said Thursday night that the company had earned
$3 million in revenue directly through Twitter since
2007, when it started posting coupons and word of new
products on the microblogging site.
In the last six months, Dell Outlet earned $1 million in
sales from customers who came to the site from
Twitter, after taking 18 months to earn its first $1
million.
Dell has also earned another $1 million from people who
click from Twitter to Dell Outlet to Dell.com and make a
purchase there.
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77. @Lululemon
Culture , Strategy, Plan –
NOT accidental!
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78. Get Closer to Customers
Listen Observe Find
Help
Talk WITH Talk TO
BUILD or BREAK a Brand in 140 characters or less
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79. Before Companies Dive into Twitterville
Who and Where are your Customers?
Why? Fit into customer strategy & operation?
Who will be responsible for tweeting?
How to start a Twitter communication?
How to adopt the right conversational style?
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80. Group Vs Individual
POLL
Brands on Twitter:
Who do you want to tweet with?
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81. 2 Twitterers
Refresh Events
Business Week
57 Twitterers
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82. Logo Person Combined
Remember: it’s the relationship that counts
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83. 20 Leaders - Art piece
1 min Intro - Aunction
“Is there any way we can use Twitter to get
people’s attention? We are on Twitter but not
totally active.”
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84. Live Twitter Interviews
Geoffrey Roche Founder & CCO Lowe Roche
Kevin McLaughlin President AutoShare
Tony Chapman CEO Capital C
Lee Lefever Founder CommonCraft
Frank Palmer CEO DDB Canada
Dave Stevens GM MySpace
Mia Wedgbury President High Road Communications
David Feldt SVP, GM Organic
Jacquelyn Corbett Cyr CEO Espresso
Goodwin Gibson President MacLaren MRM
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