2. #451Workshop
Francis Skipper
Director of Search Marketing
617-896-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
16. Didn’t Do Their Due Diligence
Twitter handle was TAKEN
NO association with Netflix
Brand image/reputation sacrificed
17. Reasons for Failure
sending out the
wrong messages inconsistency
Lack of Strategy
lack of research not understanding
your customers
underestimation of
time commitment
Lack of Internal
Resources to Manage
no one dedicated
to social media
21. What Are Your Objectives?
• What are you trying to accomplish?
• Why social media?
• What social platforms will help you achieve our
goals?
22. Do Your Goals Include…
• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Increasing direct or indirect sales?
• Attracting new employees, investors, partners/vendors?
• Customer Service?
24. Where is Your Audience?
• Is your target audience on social sites?
• Which sites do your audience use?
• Do they belong to specialized groups?
• Who are they interacting with?
• Which social media channels would be best to use for the
type of content you have?
28. Evaluate Your Current Resources
• Content?
• Staff?
• Consistency?
• Technology/Tools?
29. Step 4: Assign Roles and Responsibilities
Customer Relations Social Media Metrics
Social Media Strategist
Advertising/Sales Social Media Manager
Privacy/Security
Content Developer
Legal
Public Relations
31. What Activities/Results Measured
to Determine Success?
• How many sales/leads were generated?
• How many people are talking about your
company?
• How have you reduced operational costs?
• How have you helped recruiting?
• How many demos views/downloads?
33. Consider
1. What info do we want to keep private? Public?
2. What is the voice (persona) of the brand?
3. What personal social media use is appropriate?
Inappropriate?
4. Who are quality followers? How can we engage them?
5. How can we consistently send our messages?
6. Should we have a set of rules for proactive/reactive social
media use?
7. How do we respond to positive engagement versus negative
engagement?
34. Step 7: Execute Your New Strategy
Define Content Topics Schedule Share!
& Create Content
36. Measure
• Have your networks grown or changed? How?
• What worked/didn’t work?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?
38. Best Buy #Twelpforce Social Media Policy
Be smart. Be respectful. Be human.
What You Should Do: What You Should Not Disclose:
• Disclose Your Affiliation • The Numbers
• State That It’s YOUR Opinion • Promotions (In Advance)
• Protect Yourself • Personal Information About Customers
• Act Responsibly and Ethically • Legal Information
• Honor Differences • Anything that belongs to someone else
• Confidential Information
>265,000 Followers >5,990,000 Fans >3,900 Subscribers
39. Oracle Social Media Policy
"Use common sense"
• Follow the Code of Ethics and Conduct
• Protect Confidential Information
Don't Comment on M&A Activity
• Don't Discuss Future Offerings
• Refrain from Objectionable or Inflammatory Posts
• Don't Speak for Oracle
• Don't Post Anonymously
• Respect Copyrights
• Use Video Responsibly
• Stick to Oracle Topics on Oracle-Sponsored Blogs
• Don't Misuse Oracle Resources
40. The Five Core Social Media Values
Continue Learning and Training
• Transparency in every social media engagement.
• Protection of our consumers' privacy.
• Respect of copyrights, trademarks, rights of publicity, and other
third-party rights in the online social media space, including with
regard to user-generated content (UGC).
• Responsibility in our use of technology.
• Utilization of best practices, listening to the online community,
and compliance with applicable regulations to ensure that these
Online Social Media Principles remain current and reflect the
most up-to-date and appropriate standards of behavior.
41. Social Media Guidelines
Follow the Core Principles
1. Honesty about who you are
2. Clarity That Your Opinions Are Your Own
3. Respect and Humanity in All Communication
4. Good Judgment in Sharing Only Public Information – Including
Financial Data
5. Awareness that What You Say is Permanent
42. Social Computing Guidelines
Do: Don't
• Be personally responsible for the • Provide confidential or other
content they publish on-line proprietary information
• Use a disclaimer for opinions • Cite or reference clients, partners or
• Respect copyright, fair use, and suppliers without their approval
financial disclosure laws. • Pick fights, be the first to correct
• Respect your audience your own mistakes.
• Be aware of your association with • Use IBM logos or trademarks unless
IBM in online social networks. approved to do so.
• Try to add value.
43. Social Media Guidelines
What You Should Do Don’t
• Show respect and be polite, even • Do anything that breaks the law
if you disagree • Use corporate materials without
• Stay on topic permission
• Keep it real
44. In Review:
1.Define Objectives and Goals
2.Define Audience Online
3.Audit Current Resources
4.Assign Roles/Responsibilities
5.Define Success
6.Construct Your Strategy
7.Execute Your Strategy
8.Measure Results
46. Case Study: Dancing Deer Baking Co.
Goals:
• Increase brand awareness in time for their busy holiday
season (Thanksgiving-New Years) – in late October
Approach:
• Targeted bloggers and other influencers who were
relevant to target demographic using online
product review and giveaway program
• Invited a select group for an on-site tour of factory
in full production mode
• Associated brand with annual “Social Strategists to
Watch” list - honorees received a surprise
congratulatory gift from Dancing Deer
47. Case Study: Dancing Deer Baking Co.
5 million+ page views in 10 days
17,000+ contest entries
Facebook fans +20%
5,000+ unique visitors to DancingDeer.com $175,000+
in less than 2 months!
+2.5 million Twitter impressions
81 Targeted Blogs national coverage
including USA Today, “Wake Up With Al,” Fox
Business, “Daily Candy,” Forbes
49. Case Study: Heluva Good!
Goals:
• Expand Facebook following by generating brand awareness,
driving contest entries, and increasing “likes”
Approach:
• Determined ideal target audience:
women, particularly mothers, ranging in age from 18-45
• Developed two targeted campaigns: General for people who
enjoy “barbeque”, & a second geared towards “women who
like barbeque”
• Designed strategic keywords & incorporated an array of
images for Facebook Ads
52. Integrated Communications Campaigns
The experienced team at 451 Marketing
specializes in integrating public relations,
social media, and search marketing tactics
into dynamic communications campaigns.
We work with brands to build awareness,
engage customers, and drive business
using custom, integrated communications
campaigns.
53. – Founded in 2004
– 30 Communications
Professionals Based in Boston
– Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
54.
55.
56. Francis Skipper
Director of Search Marketing
415.542.6250
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Hinweis der Redaktion
Using hashtags in Tweets is (usually) a smart and effective way for a company to increase impressions by leveraging a trending conversation. To that end, brands that use twitter often search for trending topics in the news and craft tweets around those topics to maximize message exposure. One of the most important steps in using trending terms, however, is researching the meaning and context of a hashtag.In the wake of the Casey Anthony trial decision in July of 2011, the internet was buzzing with opinions around the not guilty ruling. This was especially true on Twitter, where the hashtag “#notguilty” quickly became a trending topic. Seeing this trending topic lead an intern executing social media for Entemann’s to craft the following Tweet: Who’s #notguilty about eating all the tasty treats they want?!?Obviously, the author had hoped to capitalize on the trending topic without first researching its meaning and gauging the surrounding sentiment. The tweet was later deleted after @Entenmanns followers, and others around the Twitter community, began tweeting their disapproval of the company's insensitive use of the hashtag.
So, what happens when a corporation does not have a strategy in place to effectively utilize social media? • They risk wasting a tremendous amount of time and resources.• They put their brand in great jeopardy.• They potentially fall short on many of their corporate marketing goals.If the platforms are free, then where is the cost?As many companies have already discovered, the true cost in social media is in employee time, resources,and management.
So, what happens when a corporation does not have a strategy in place to effectively utilize social media? • They risk wasting a tremendous amount of time and resources.• They put their brand in great jeopardy.• They potentially fall short on many of their corporate marketing goals.If the platforms are free, then where is the cost?As many companies have already discovered, the true cost in social media is in employee time, resources,and management.
Known for having great customer service via Twelpforce, Best Buy has a social media policy in place that preemptively addresses privacy concerns that could arise using social media. The company does not want information shared that isn’t meant to be public. Common sense? I think so.Tweeters cannot share Best Buy logos and other items related to the company. Does this smack of being too cautious? I guess that depends on the industry you are in. For a big brand like Best Buy, it's understandable.Best Buy wants each employee to differentiate themselves and state their tweets and posts are theirs -- and theirs alone -- and not associated with Best Buy. If an unscrupulous employee crosses a line, Best Buy won't experience such harsh brand backlash
Oracle’s approach to social media is a little on the stricter side. Oracle appears to be of the ilk that using social media in the workplace is a hinderance to productivity because it could lead to too much personal use. Understandable? Yes. Too strict? Debatable. While it can be good to blur the line between personal and professional in social media, that balancing act isn't always appropriate in regulated industries.Employees must establish that all opinions are their own and not Oracle’s, but at the same time, distinguish that they are indeed employees of Oracle. Contradictory? No. Blog posts can increase brand exposure, but employees must be careful with what they say and how they say it, not divulging new features, products, and confidential information is key.
For a consumer brand like Coca Cola that gets over 5,000 conversations a day, the pressure is high to keep it fresh and “happy” for their fans and followers online. If you are a consumer brand with a potential to get a high volume of interaction online, you can imagine the army of social media brand evangelists you need to have to respond in real time. What we can learn from Coca Cola is the investment they have made in the CONTINUOUS LEARNING and TRAINING that’s required to build a cross-functional team of employees who understand different channels. All Coca Cola Associates who wish to officially represent the company online must complete the Social Media Certification Program prior to beginning or continuing these activities.
Ford’s social media policy succeeds in being subtle, “human,” and sensible. Ford adheres to the philosophy that social media interaction follows the same rules as any other interaction, just on a new playground. This type of policy works for companies that have nailed their company culture and established great trust among employees. Their policy boils down to:Use your common sense.Beware of privacy issues.Play nice, and be honest.As long as your employees understand what common sense is and how to use it, this policy is A-okay.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/29441/5-Noteworthy-Examples-of-Corporate-Social-Media-Policies.aspx#ixzz1mHJ3S3YM
IBM's social media policy provides a nice balance of rules that help employees that work better with some guidelines and freedom about what can be discussed. Here's how IBM strikes that balance.Clear cut guidelines regarding what cannot be shared and how the company communicates.However, IBM also encourages “IBMers” to express themselves, let their voice shine, and demonstrate their skills and creativity on social media.Employees are encouraged to inspire discourse and share ideas via blogging and social media.Social media policies are important in order to avoid the “lack of common sense” mistakes. However, the degree of leniency is up to you and your management team to decide based on the structure of your company. Pick and choose what works best for your brand and company culture. Consider that, in an age where social media is playing a notable part in many companies' inbound marketing strategies, does it really make sense to completely stifle your employees' freedom and ability to share your content and spread your messages?Does your company have a social media policy in place? How strict or lenient is it? Do you think it is serving your company well, or do changes need to be made?
Walmart is dedicated to Twitter and believes in it as an avenue for customer service. Because of this dedication, there is one slightly surprising aspect of the Walmart social media policy.Walmart wants to make sure its employees who are “official” Twitter users for Walmart are identified as such, stick to customer replies, and focus on this alone. Walmart's Twitter users should only talk about Walmart and not engage in unnecessary banter.Too strict? Well, Twitter is a great way to humanize your brand and put a real face behind your company's social media presence. And people don't just talk business all the time, right? However, if they are providing excellent customer service and it is helping them advance their business objectives, can you really blame them?Read more: http://blog.hubspot.com/blog/tabid/6307/bid/29441/5-Noteworthy-Examples-of-Corporate-Social-Media-Policies.aspx#ixzz1mHJ1F9cA