This document provides guidance on creating a coherent social media strategy. It discusses assessing organizational readiness, setting objectives, learning about customers through social media, engaging in dialog, using social platforms to provide support and drive innovation. Key recommendations include understanding customer social behaviors, integrating social data into workflows, encouraging two-way conversations, scaling social support, and developing open leadership to give up some control while inspiring commitment. The document advocates a holistic strategic approach to social media focused on building relationships.
14. Use appropriate metrics at each level 12 Business metrics: revenue, CSAT, reputation. Social media analytics: Insights, share of voice, resonance, WOM. Engagement metrics: fans, followers, clicks.
40. Track brand mentions with basic tools 23 What would happen if every employee could learn from customers?
41. Integrate monitoring with workflow 24 Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech. From Radian 6, to be acquired by Salesforce.com
42. Be sure to track the actual conversations, not just the tweets 25 @JaimieH is a top diabetics advisor who was talking with an insulin pump maker
48. Go beyond traditional data to understand your customers 32 Demographic Geographic Psychographic Behavioral Socialgraphic
49. Where are your customers online? What social information or people do your customers rely on? What is your customers’ social influence? Who trusts them? What are your customers’ social behaviors online? How do your customers use social technologies in the context of your products. Socialgraphics asks key questions 33
57. Conduct research to identify the social behaviors of your target customer Also identify: Where are they online: Surveys or brand monitoring Who do they trust: Surveys Who do they influence: Survey or brand monitoring How they use these tools in context of your products: Most often surveys. When you first understand your customers, your marketing efforts will naturally unfold. Putting socialgraphics to work 41
58. Listen and learn from your customers. Start with basic monitoring tools, but quickly evolve them. Invest in analytics that matter. Use metrics that are relevant to your business. Understand the socialgraphics of your customers. Summary - Learn 42
61. Blogs establish thought leadership 45 CEO Richard Edelman has been blogging consistently since Setpember 2004.
62. SonyEurope rewards Twitter followers with discount that drives significant sales 46 SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over €1m worth of product ordered.
63. VW inserted a tweet analyzing tool into their banner ad to suggest a specific model 47
70. Give out Flip cameras/smartphones Set up an internal “OurTube” Transcribe conversations into emails and posts Ask people for best practices, reactions, advice, opinion in areas of passion. Recognize key contributors. Getting people to share within your company 53
73. Tesco engages influencer blogs 56 Blog post series highlights & drives traffic to blogs by Influencers. Twitter feed encouages engagement too.
74. Have an authentic conversation with your customers that they want to have. Engage across and through social communities Engage off of your Web site. Recruit an army of customer advocates. Respond to your prospects and customers in real time. Summary - Dialog 57
79. Vodafone UK uses Twitter to proactively communicate with customers 62 Vodafone UK humanizes their Twitter account by including pictures of their support team and identifying different respondents by an “^” and the team member’s initials.
88. Retailer Best Buy has 2,500 employees providing support via Twitter 71
89. Real-time isn’t fast enough. Integrate “social” support into your support infrastructure. Scaling support to meet the groundswell will require that you create your own groundswell. Summary - Support 72
98. P&G goes outside for innovation 81 P&G made outside-in innovation a priority
99. P&G developed technology from diaper research Reached out to competitor Clorox to form a new joint venture Helped Glad become Clorox’s second largest brand Success story: Glad Press’n Seal 82
101. Innovating can come from any customer or employee interaction. Dedicated innovation communities require significant commitment and nurturing. Extend your firewall to bring customers into your organization. Summary - Innovating 84
112. Likenomics evaluation 90 User experience impact - moderate People with high social currency will enjoy benefits, richer experiences, receive psychic income. People with low social currency will find ways to get it. Business model impact – moderate New economics create opportunity for people who understand Likenomics to leverage gas. The cost of accessing social currency will increase, and raise barriers to entry. Ecosystem value impact – none
113. 91 2) Social Search – Beyond Friends to Interests Social sharing rises as a search ranking signal, esp in the enterprise Create a social content hub to gain traction Use microformats to highlight granularity (e.g. hProduct & hReview)
114. Social Search evaluation 92 User experience impact - Moderate Search becomes more useful, relevant to people. Business model impact – Moderate SEO takes on a different dimension, rewards companies with social currency, personalized experiences. Ecosystem value impact – Moderate New power brokers are social data/profile players who capture activity data and profiles. Google has little of either.
115. Social monitoring merges with Web analytics HOT: Omniture, Coremetrics/IBM, Webtrends Technology like Hadoop makes it easy for companies to tap “Big Data” E.g. New York Times making its archives public Twitter archived by Library of Congress Facebook Cassandra, Amazon Dynamo, Google BigTable Data visualization tools make it easy to digest Balancing privacy and personalization 3) Big Data 93
116. Big Data evaluation 94 User experience impact - Low Most users won’t directly experience Big Data. Business model impact – High New businesses and initiatives can be started at very low cost. Ecosystem value impact – Moderate Owners of Big Data repositories can assert control, demand payments for access.
118. TurboTax used “games” to encourage sharing and support 96 Social design can enter training, collaboration, support, hiring
119. Gamification evaluation 97 User experience impact – High Experiences get richer, more engaging Business model impact – Moderate Work gets done faster, cheaper. New organizational structures and cultures emerge. Ecosystem value impact – Low Service providers will remain focused, boutique firms.
121. Curation evaluation 99 User experience impact – Moderate User authority established from better curation, better content is organized well. Business model impact – Moderate Easier for businesses to create their content. Ecosystem value impact – Moderate Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.
131. Open Leadership 109 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
167. Structure your risk-taking and failure systems to create resilience 140 Conduct pre- and post-mortems. E.g. Johnson & Johnson after Motrin Moms. Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. E.g. Ford’s “lost” Fiesta. Build in responsiveness. E.g. Best Buy’s Black reward card. Prepare yourself for the personal cost of failure.
168. Audit the last few failures you and your organization experienced. 25% - what happened. 25% - what you learned. 50% - what you will do next. Keep a failure file. Identify risk-taking training needs. Build failure into your planning and operating processes. Create support networks for the inevitable failures. Action plan to prepare for failure 141
n_sala: @ Piposala updating the software. court shall have to go to English and you doAutomatically translated from Spanish 12 minutes ago via web · Reply · View Tweet · Show Conversation joejcurry: Dear @ ConAgraFoods : I Was That elated to see Peter Pan peanut butter is for sale in Madrid's El Corte Ingles. :)Automatically translated from Spanish about 1 hour ago via web · Reply · View Tweet adelantando: Spent the evening shopping at El Corte Ingles. I couldn't have been happier.Already in English about 1 hour ago via TweetCaster from Madrid, Madrid · Reply · View Tweet Averny: @ Xansi good case and makes you not personally read the English cutsuits meAutomatically translated from Spanish about 2 hours ago via Echofon · Reply · View Tweet · Show Conversation acha_szemzo: Well, today was a day duuuuro, I ate a 1 in English .. I cut my hair, train in San Carlos, r ECINE arrived .. that straw, now # UniqueAutomatically translated from Spanish about 3 hours ago via web · Reply · View Tweet Karoliineeea: Today is already on sale in Spain new CD-The Remixes Justin Bieber! Not reach 10 €! In the English court but brings x 10 1 T €Automatically translated from Spanish
http://surprise.klm.com/
We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
http://www.slideshare.net/socialmediainfluence/ruth-speakman-from-sony-electronics-europe-at-social-media-influence-conference (slide 9 for Twitter as retail channel)http://twitter.com/#!/sonyeuropehttp://www.gadgetlite.com/2009/10/23/10-sony-vaio-laptops-weve-e-voucher/To celebrate their 1,000th follower on Twitter, SonyEurope promoted a special 10% discount offer if they followed them and customized a laptop on their website. This offer was given as an exclusive to three online publications and teaser tweets were sent to promote it as well. The end result was over 1million Euros worth of product orders.
http://www.bannerblog.com.au/2009/06/vw_twitter.phpVW set up a banner ad whereyouenteredyourTwitter handle, itanalyzed the keywordsyouused in yourtweets and thensuggested a specific model VW based on thatanalysis.
http://www.typicallyspanish.com/news/publish/article_25232.shtmlTurespaña ( The Spanish Institute of Tourism) has launched an innovative online campaign on social networks, such as Facebook, Twitter and Youtube relating to the subject, “Spain, a country to share”. The project aims to completely change the way of communicating and promoting Spanish destinations, going beyond the classic idea of Spain as a destination for “sun and beach”.http://www.facebook.com/spainhttp://www.formspring.me/ilovespainhttp://www.youtube.com/spain
http://www.businessweek.com/globalbiz/content/jun2009/gb20090619_984913.htmhttp://twitter.com/#!/vodafoneukAlmost ALL of Vodafone UK’s 47,000+ tweets are public @replies to customer inquiries. The only tweets that aren’t are to let customers now when their team is signing off for the night and signing back on in the morning. Although the article I read that mentioned them said they also used it for marketing purposes, I didn’t see any marketing messages recently.
Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.