Putting Social Media To Work

Putting Social Media to Work

Questions? Text them to 619-994-1881

Social media is like teen sex. Everyone
wants to do it. No one actually knows
how. When finally done, there is surprise
its not better.

‐ Avinash Kaushik, Google
http://twitter.com/avinashkaushik
/status/1270289378


The Thing to Remember

Social Networking that matters is helping
people achieve their goals. Doing it
reliably and repeatability so that over
time people have an interest in helping
you achieve yours.
‐ Seth Godin, Marketing
Genius


Does it Matter?
What’s important is that it is now
common, and will soon be expected, that
every intelligent person (and quite a few
unintelligent ones) will have a media
platform where they share what they
care about with the world.
‐ Seth Godin


If Facebook were a country it would be the world’s

4th largest
between the United States and Indonesia

‐ Socialnomics, 2009


Social Media has overtaken porn as the #1 activity on the Web


Generation Y and Z consider

e‐mail passé…
In 2009 Boston College stopped distributing e‐mail addresses
to incoming freshmen



The fastest growing segment on Facebook is:

55‐65 year‐old females ‐ Socialnomics, 2009


25,366,195,000 August

http://comscore.com/Press_Events/Press_Releases/2009/9/Google_Sites_Surpasses_10_Billion_Video_Views_in_August


What’s It All About?
Connections
» With customers
» With media
» With suppliers
» With influencers
» With colleagues
» With people


Authority
» Build a reputation
» Demonstrate
expertise
» Share information
» Help people
» Do it all freely http://www.flickr.com/photos/macwagen/131360868/


Value
» For customers
» For the
community
» For others
» For you

http://www.flickr.com/photos/schlachet/3366994378/


Relationships

http://www.flickr.com/photos/cayusa/2838505123/

Where do I start?


http://www.flickr.com/photos/stabilo‐boss/93136022/

Like everything else. You need a plan…


http://www.flickr.com/photos/ryanricketts/2295726918/

… and a Framework
• People – identifying business owners and
responsibilities

• Objectives – identify objectives of social media
efforts

• Strategies – identify strategies, messages, and
tactical execution

• Technologies – identify technologies, communities,
measurement and monitoring tools

People
• Identify business owners and staffing needs
– Customer service
– Marketing
– Public Relations
– Partner Management
– Sales/Business Development
– Technology

• Identify resources for execution
– To intern or not to intern?
– Full time vs. part‐time
– Do you need a social media or community manager?

Objectives
• Create clear objectives – what are you hoping to accomplish?
– Customer acquisition
– Reputation management
– Brand awareness
– Customer service
– Media relations

• Your objectives will determine
– Personnel needs
– Channel commitment/prioritization
– Budget requirements


Strategies
• Sound strategy will ensure your brand:
– Maintains consistency and voice across
mediums/platforms
– Respond quickly to conversations online
– Participate authentically in online communities
– Identify proper internal escalation policies to
ensure high service to visible issues
– Understand restrictions and sensitivities with
Investor Relations, disclosure and other public
company issues

Technologies
• Choosing the right technologies will ensure
that your brand:
– Can communicate effectively with target
audiences wherever they are on the Web
– Monitor relevant conversations and brand
mentions to engage and respond accordingly
– Can track, follow‐up and service issues that arise
from the social channel
– Track and report on success towards program
objectives

Common Social Media Uses
• Reputation Management
• Customer Service
• Brand awareness
• Customer Acquisition
• Generating Buzz


Reputation Management
• Healthcare crisis
handled poorly/slowly

• Backlash on Facebook,
Twitter

• Recovered with:
– Customer forums
(22k posts to
healthcare issue)
– Communication on
Facebook, Twitter
– Focus on corporate
values in online
communications


Brand Awareness
• Building Buzz

• 1500+ blogs participating

• Thousands of mentions

• Hundreds of links,
comments, responses
and feedback

• Loads of online and
traditional media
coverage


Customer Acquisition
Twitter, Facebook, Friendfeed are
used to share offers with online
communities driving in store traffic
and sales.

iPhone Apps make locating a
nearby Dairy Queen easy and
provide constant brand presence
on customer’s phone


Customer Service
• 30,000 followers

• "This is just one way
people have gotten to
know us," says Eliason.
"It's a little more
personal. More back‐
and‐forth discussions,
and it's less formal.
And it gives immediacy
to interactions."

• Reputation for leading
customer service use
of Twitter


Generating Buzz
• Migrating
successful brand to
social media

• Using celebrity plus
social media
footprint as asset

• Building a business
of teaming with
other restaurant
brands for special
events

A few reminders before we go.


Social Media is a
marathon, not a sprint.


http://www.flickr.com/photos/oskarn/125630791/

Don’t spread

yourself
too thin.

http://www.flickr.com/photos/lynac/373285375/

What’s your plan?

It’s

OK
to start small.


Let’s get started.


http://www.flickr.com/photos/dcdead/3503766087/

Group Sessions


Scenario #1
• You’re in charge of communications at the
Mango Board. A scare about the safety of
mangos has popped up on the news after six
children have been reported ill, and the word
is spreading quickly.

• How will you manage this crisis?
– Online, social media
– Mainstream media

Scenario #2
• You’re an agency for a company that is
launching new self‐heating soup cans and you
want to get the word out to your target
audiences including stores and consumers.

• What type of social media campaign can you
utilize to promote the new product online,
and how?

Scenario #3
• You’re the sales manager for a processing
house and you want to build relationships
with restaurants to increase sales of your
high‐quality, processed avocado spread in the
B2B foodservice channel.

• How do you go about gaining mindshare and
building relationships to drive new channel
sales?

Scenario #4
• You’re the director of marketing for a startup
and want to build loyalty and repeat purchase
for your specialty food and wine online
magazine and store.

• How can you use social media to achieve this
goal?


Scenario #5
• You’re a research company hired by Top Chef
to find out how consumers would react to a
new chain of restaurants leveraging the Top
Chef brand.

• Develop the social media components of a
plan to gauge interest in the new venture.


Friend Us
• Jack Abbott
• jack@oakcreektrail.com
• 619‐994‐1881
• facebook.com/jack.abbott

• Morgan Brown
• morgan.brown@turnhere.com
• 949‐954‐0205
• facebook.com/morganb

Putting Social Media To Work

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