Why go social?

WHY
SOCIAL?

Thursday, March 1, 2012 1

NW
Women’s
Conference

Why

SOCIAL? 2012

HEIDI MILLER @heidimiller

@heidimiller www.heidi-miller.com


“We should
be on
TWITTER”

‘If you don’t know where you are going,
any road will get you there.

Lewis Carroll

WHY?


Your
KNOW Where you’re going. What are your goals?

STRATEGY



Your

STRATEGY

KNOW What success looks like. How will you measure?



Your

STRATEGY


Where your inﬂuencers reside and strategize your
KNOW participation accordingly.



Your

STRATEGY


Where your inﬂuencers reside and strategize your
KNOW participation accordingly.

Who your key inﬂuencers are and what they care about in
KNOW order to strategize relevant content.



TRUST



A PERSON LIKE ME
TRUST
Rose 22% over 2011, beating out CEOs,
analysts, government ofﬁcials and NGO reps.



TRUST

REGULAR EMPLOYEE
Rose 16% over 2011, greatest increase since
2001. Also topping out over the CEO, analysts
and government and NGO reps.



TRUST

CEO
Declined sharply 12% since 2011, the biggest
drop in Edelman Trust Barometer history.



TRUST

TRUST IN SOCIAL MEDIA
Trust in media was the only category to rise,
with social media gaining 75% over 2011.



‘ PR contributes to the brand
personality, perception and resonance
of a company. It is the voice. It shapes
the company's personality. It helps
keep companies, products and services
on the radar screens of their
customers.

Brian Solis

WHAT SOCIAL MEDIA IS


‘
Always be a ﬁrst-rate version of
yourself, instead of a second-rate
version of somebody else.
Judy Garland

Social media is... PERSONABLE


PERSONABLE



SHOWS PERSONALITY
PERSONABLE
People are more likely to follow proﬁles with a
photo. And more likely to follow a proﬁle with a
headshot rather than a brand logo.



PERSONABLE

DON’T BE A JERK
This agency representative was ﬁred after
representing Chrysler publicly in an unﬂattering
manner.



PERSONABLE

BE YOURSELF
No need to be all business. Be on topic, and feel
free to share your integrated self.



‘ A conversation is a dialogue, not a
monologue.

Social media is...
Truman Capote

A CONVERSATION


CONVERSATION



CONSISTENT WITH THE BRAND
CONVERSATION
Comcast team monitors keywords and is trained
to reply with “Can I help?” or “What’s going on?”
and ask for a DM with account number.



CONVERSATION

PERSONABLE
Representatives should show their personalities
and broad interests in their bios and in their
posts.



CONVERSATION

INITIATES CONVERSATION
Don’t just self-promote; ask questions to begin
conversations.



CONVERSATION

CONTINUES CONVERSATION
Conversation grows organically, not just around
the product/service. Respond.



‘ A man has no more character than he
can command in a time of crisis.

Social media is...
Ralph W. Sockman

A CRISIS CHANNEL


CRISIS
CHANNEL



CRISIS GOOD IN A PINCH
CHANNEL Social channels provide a way to offer timely
content in an immediate manner to people with
whom credibility and trust has been established.



CRISIS
CHANNEL

MOM SLAMS THE TSA
Mom blogger writes that her son was taken
from her during a TSA search.



CRISIS
CHANNEL

TSA RESPONDS
TSA responds on the same day with post titled
“Response to The TSA Took My Son.”



CRISIS
CHANNEL

MULTIMEDIA
The TSA post not only contains video evidence
proving the blogger’s claims were false, but also
included nine additional video views of the
incident.


Monitor key channels 24/7 and respond immediately. 24 hours
CRISIS TIMING is too long.
CHANNEL



CHANNEL

Personable without being too personal. Sincere, human
TONE apologies go a long way.



CHANNEL


Never delete comments. Don’t lie; the internet will ﬁnd out
ENGAGEMENT and punish you. Choose which comments deserve individual
responses.



CHANNEL


Never delete comments. Don’t lie; the internet will ﬁnd out
ENGAGEMENT and punish you. Choose which comments deserve individual
responses.

Take immediate action to solve the issue. Fire the employee,
ACTION offer to retrain the staff.



Non-
social

‘ Don’t be evil.

Larry Page

WHAT SOCIAL MEDIA ISN’T


WHAT SOCIAL IMPERSONAL
MEDIA
Social media isn’t
ISN’T about acting like a
corporation; the best
engagement comes
from acting like a
human being.



WHAT SOCIAL ONE WAY
MEDIA
Social media isn’t
ISN’T about shouting to a
crowd. The best
engagement comes
from sharing,
questioning and
conversing.



SLEAZILY
WHAT SOCIAL
MEDIA OPPORTUNISTIC
ISN’T Social media isn’t
about getting RTs,
shares, Likes and
repins at any cost.
Spam and bad taste
don’t generate long-
term, replicable
results--and may
generate mockery.



‘ There is no information overload.
There is only ﬁlter failure.

Clay Shirky

What are the channels?



Pinterest Prettiest doughnuts ever!

What’s the

VALUE
of...



What’s the A FACEBOOK LIKE
VALUE
of...
What is the value of
a Facebook Like or a
Fan?

LIKES / FANS



What’s the A FACEBOOK LIKE A RETWEET
VALUE
of...
What is the value of What is the value of a
a Facebook Like or a mention or a
Fan? reTweet?

LIKES / FANS MENTIONS / RTS



What’s the A FACEBOOK LIKE A RETWEET A REPIN
VALUE
of...
What is the value of What is the value of a
What is the value of a
a Facebook Like or a mention or a
Like or repin?
Fan? reTweet?

LIKES / FANS MENTIONS / RTS LIKES / REPINS



How to use

SOCIAL

‘
The only value social media can provide
is that which is strategized and aligned
with speciﬁc, measurable goals/gets you
where you want to go

VALUE


How to use

SOCIAL

‘
“It takes 20 years to build a reputation
and ﬁve minutes to ruin it. If you think
about that, you'll do things differently.”

Warren Buffet

#1 REPUTATION MANAGEMENT


Domino’s
FAIL



Domino’s DAMAGING VIDEO
FAIL In 2009, two Domino’s franchise employees posted a
YouTube video depicting their doing disgusting acts
with food ostensibly intended for customers.



Domino’s
FAIL

SILENCE FOR 48 HOURS
For 48 hours, there was no online nor public
response from Domino’s. In that time, the video was
viewed nearly one million times, and the blogosphere
exploded with criticism.



Domino’s
FAIL

NO TWITTER HANDLE
No corporate Twitter handle existed until the
following Monday, when Domino’s created a new
Twitter handle @dpzinfo to deal with the backlash.



Domino’s
FAIL

CORPORATE RESPONSE
The following Monday, Domino’s America CEO
Patrick Doyle posted a scripted video response
to YouTube. It got 20,000 views.


‘
Amplifying the voices and the faces of
trustworthy employees, customers,
and managers can help us convey a
believable and sympathetic persona that
offers something or someone to
connect to for those open to the other
side of the story.

Brian Solis

Open channels save your
reputation


How to use

SOCIAL

‘
Customers don’t expect you to be
perfect.
They do expect you to ﬁx things when
they go wrong.

Donald Porter

#2 CUSTOMER SERVICE


Domino’s
WIN



Domino’s DISGRUNTLED TWEET
WIN In 2009, @interactiveamy Twittered that she’d waited
over an hour for her Domino’s pizza. When it ﬁnally
arrived, it wasn’t what she ordered.



Domino’s
WIN

ESTABLISHED TWITTER ACCOUNT
Ramon operates three Chicago Domino’ franchises
and has an active Twitter presence at @dpzramon.
When he saw Amy’s Tweet, he responded immediately.



Domino’s
WIN

IMMEDIATE, PERSONAL RESPONSE
Not only did Ramon reply personally via Twitter, he
went to the store in question and ﬁlmed an informal
video apology and posted it to their YouTube and
Viddler pages.



Domino’s
WIN

RESULTS
The video apology was embedded in over 75,000
blogs, Ramon sponsored pizza for the next Chicago
Social Media Club event and spoke at Harvard.


The how is important. Monitor your keywords, your brand,
HOW and your competition. Find who loves your topic and what
5 TIPS FOR they talk about.
SOCIAL
SERVICE



SOCIAL
SERVICE
Post high-value content, not just promotion. Links to related
WHAT expert content, expected outages or downtime, engage in
conversations that your followers start. Share liberally.



SOCIAL
SERVICE

The person who should monitor social feeds is the one who is
WHO most passionate about customer service.



SOCIAL
SERVICE


Social channels are 24/7, not 9:00-5:00. Responses should be
WHEN lightening fast, within minutes or hours.



SOCIAL
SERVICE


Social channels are 24/7, not 9:00-5:00. Responses should be
WHEN lightening fast, within minutes or hours.

Social media doesn’t replace traditional channels; it
WHERE complements them.

How to use

SOCIAL

‘ For pleasure has no relish unless we
share it.

Virginia Woolf

#3 CUSTOMER ACQUISITION


‘ Pinterest is a social shopping
experience disguised as a website full
of interest.

Brad McCarty, The NextWeb

Sharing motivates



New visual sharing site Pinterest has experienced phenomenal
SHARING ON TRAFFIC growth, with over 12 million unique monthly visitors.
PINTEREST



PINTEREST

The average Pinterest session is 72 minutes (versus 45 for
ENGAGEMENT Facebook).



PINTEREST


Over 70% of Pinterest users are women. Over 80% of pins are
SHARING repins: the network is built for sharing and viral content.



PINTEREST


Over 70% of Pinterest users are women. Over 80% of pins are
SHARING repins: the network is built for sharing and viral content.

Over 150 brands are already participating on Pinterest; Etsy
BRANDS has the biggest following.



Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-trafﬁc-facebook/231576/


DRIVING
SALES



IDEELI.COM
DRIVING
SALES
Retail site ideeli.com saw
a 446% rise in trafﬁc
from Pinterest.

446% RISE



IDEELI.COM IDEELI.COM
DRIVING
SALES The same site
Retail site ideeli.com saw reported a ﬁvefold
a 446% rise in trafﬁc increase in sales
from Pinterest. directly tied to those
visits.

446% RISE 5x SALES RISE



IDEELI.COM IDEELI.COM REAL SIMPLE
DRIVING
“Pinterest is a huge
SALES The same site
source from a referral
Retail site ideeli.com saw reported a ﬁvefold
standpoint, even
a 446% rise in trafﬁc increase in sales
from Pinterest.
beating out referrals
directly tied to those
from Facebook in the
visits.
month of October.”

446% RISE 5x SALES RISE BEAT FACEBOOK



Do I know my audience? Have I chosen my channel
TARGET engagement accordingly? Do I know what success looks like?
CHECKLIST



CHECKLIST

Do I know my goals? Am I targeting relationship management,
STRATEGIZE customer service, customer acquisition or thought leadership?
Do I know what success looks like?



CHECKLIST


Is my presence personal? Does it reﬂect the brand promise? Is
ENGAGE it conversational and engaging? Is the content relevant? Am I
monitoring and ready should a crisis occur?



CHECKLIST


Is my presence personal? Does it reﬂect the brand promise? Is
ENGAGE it conversational and engaging? Is the content relevant? Am I
monitoring and ready should a crisis occur?

Is the brand coming across as impersonal, evil or tastelessly
CHECK opportunistic?



GO FORTH AND CONQUER

FOLLOW ME

@heidimiller facebook/heidi.miller.rocks

www.heidi-miller.com heidimillerpresents@gmail.com

Why go social?

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