3. *What is social media?
“ All of the activities, platforms and
practices that enable users to share,
co-create, recommend and filter
knowledge, opinions and content. ”
5. *It works for multiple
business teams
It enables organisations to build
stronger relationships with
customers, employees, partners,
supporters, the media…
It can help numerous
organisational departments and
teams meet their objectives
6. *Success requires
integration & collaboration
It requires these teams to
work together to extract
maximum benefit from their
activity
7. *In summary, social media:
Helps people share, co-create,
filter and recommend information
Influences relationships and level
of trust in an organisation
Enables organisations to build
stronger relationships with
customers, employees, partners,
supporters, the media…
Helps multiple business teams
meet their objectives
Requires these teams to work
together to create maximum
benefit
10. *1. Listen
Listening involves monitoring relevant conversations in social
media spaces
Listen for comments on your organisation, products, services,
competitors or topics that might drive customer preference
Listening gives you insight into your market-place, audience
and how they interact with your organisation
It also helps you identify customer service issues
Useful free tools: Google Alerts (online mentions)
BoardTracker (forum mentions) and Tweetdeck (Twitter)
Paid-for tools: Scoutlabs, Alterian SM2 (with a freemium
service) and Sentiment Metrics and ViralHeat (which is a low
cost solution)
11. *Chief listener: Kodak
Kodak ‘s ‘Chief Listening
Officer’ monitors and
gathers any mention of
Kodak across social
media
Kodak uses mentions to
inform product R&D,
brand comms and
customer service
12. *2. Respond
Respond to customers who are making comments about
your organisation, products and services in social spaces
Responding to queries and mitigating complaints helps to
build positive sentiment towards your organisation
As it is done in public social spaces, it can effect not only the
person who asks the initial question, but anyone searching
online who has a similar issue
Monitor and categorise any feedback and create a suitable
response
Be polite, respond promptly and respond authentically –
maintain a friendly, personal tone while taking customer
issues seriously
13. *Customer service: Dishoom
Dishoom restaurant
monitors and responds to
customer comments on
Twitter
Quick responses to
complaints made via social
media - and
encouragement to take
serious issues offline
Over 1,000 followers on
Twitter
14. *3. Engage
Proactively join conversations in your own and third-party
social media spaces with your customers and other
stakeholders (e.g. media)
Engaging in relevant online discussions will help generate
awareness, interest and consideration of your organisation’s
point of view – as well as driving traffic to your own online
properties.
Create content on your organisation’s blog, generate
discussion through comments and proactively contribute to
discussions across relevant forums, newsgroups and social
networks.
Identify relevant niche conversation topics on social
networks and then decide how to participate
15. *Niche blogs: Xerox
Xerox hosts a number of
blogs focused on niche
topics
Very specific content
enables Xerox to target and
engage deeply with niche
communities
13 niche topic blogs on the
Xerox network
16. *4. Network
Make and receive relevant introductions to prospects,
partners and media within your own business social network
This will increase the size of your network by exchanging
introductions
Use your own or a third-party networking site (e.g. LinkedIn)
to join communities which provide a platform to facilitate
introductions
LinkedIn is a free, business-oriented social networking site
and enables users to set up and manage communities
focused around specific topics
Make sure your introductions are relevant and of a high
quality – don’t just link for the sake of it
17. *OPEN forum: AMEX
American Express’
OPEN forum enables
small business owners
to network and discuss
ideas
AMEX becomes
synonymous with the
concept of innovation in
small businesses
18. *5. Enlist
Use social media to turn your best and most vocal
customers into advocates for your organisation
Encourage users to leave feedback publicly, in
social spaces
Create ambassador programmes for reward
customers for advocacy
Create social objects for advocates to share easily
among their networks – e.g. video clips, comment
pieces, online vouchers…
19. *TripAdvisor reviews:
Mandarin Oriental
Mandarin Oriental hotels
actively drive users to leave
feedback on TripAdvisor
Generates trust and public
advocacy as customers
view feedback left on third-
party site
The original Mandarin
Oriental in Hong Kong is
the no. 1 hotel on
TripAdvisor for Hong Kong,
with 308 reviews
20. *6. Transform
Use your own community to discuss, debate and
feedback on ways in which your products and
services can be improved
Collaborate with your customers and partners to
evolve and improve products & services
Collaborate with your employees through Enterprise
2.0 tools (e.g. Yammer, BlueKiwi)
Ensure participating stakeholders are aware that
you have implemented their feedback – publicise
any product changes and thank them for their input
21. *User-generated menus:
AJ Bombers
Burger joint, AJ
Bombers, invites user
input for all aspects of
their products
Products and services
constantly revolve
around what users
want
Sales of items
promoted via social
media have risen 30%
22. *In summary:
Use social media to:
1. Listen
2. Respond
3. Engage
4. Network
5. Enlist
6. Transform