Things you don’t need to knowbut that might come in handywhen you’re thinking of openingup Pandora's box of social mediafor your company / organization.

Koen Delvaux

@kodel

What the social media books don’t tell you

Disclaimer: I should not be here

Because it’s not about campaigns

A campaign is like a session with a shrink:not a real conversation

Sometimes, social media feels like this

But when you’re prepared to loose control, it becomes like this

Give it time to grow*

* now is the time to learn and observe.As yourself, not as a company.

Don’t start if you have things to hide

Because the truth is out there…And people want to know what you’re up to.

Why do you want to dive into social

media?

We wanna be social, to do…

Promotion (campaign)

Support (helpdesk)

Recruiting (jobtweets)

Wrong. It’s not a tool, it’s a way to achieve business transformation

You have to be social to…

make customers part of the organization

And then support them, let them promote your service or find new employees

Buzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm, conversation manager, employee brandbuilding, VRM, crowdsourcing

Case : Partyplanners.be

“Let’s do this social campaign”

450 followers later…

What happened?

Twitter users discover the first “winner” is an account of partyplanners themselves and suspect the iPad will not be awarded.

Partyplanners says they made a mistake but will appoint the correct winner.

They take the page with the winner offline.

Busted?

Result: twitterstorm

Fight, fight, fight!

A lot of negative reactions

Goes from defensive to offensive

Repair attempt 1:appoint new winner (yes, me!)

Mistakes:Not proactively communicating mistakeTrying to divert attentionStaying impersonal (“we” vs. “I”, name)

Repair attempt 2:apologize and explain (on my advice)

Mistakes (corrected later):Accusing whilst apologizingPointing fingers to an individualVery bad spelling & grammar

Repair attempt 3:give up on social media

(note: private message to me)

Mistakes:Tweets deleted in a cover-up attemptNot commenting on hostile blog postsWithdrawing without explanation

End result: disaster

convicted without a trial… (or: didn’t show up in court)

Learnings from partyplanners

1. Get good advice2. Treat people with respect: honest & open3. Behave like you’re at a cocktail party

(taking the stage is for the in crowd only)

Never start with a campaign. If you have to campaign, do something relevant.

Let’s put practice into theory

3 steps to a social organization

1. Set up your infrastructure2. Interact with people3. Campaign

1. Set up your infrastructure*

PurposeToolsMonitoringPolicy

*a lot of social media advisors to choose from

Choose the media appropriate for you

2. Interact*

Inside & outsideOpen organizationReal life storiesEmployee branding

*BrandShake sells a program for this

People do not want to talk about your brand. They want to talk with you.

3. Campaign* (there, I said it)

Amplify messageConnect audience

Make it sustainableRemain yourself

*a lot of agencies to choose from

Do it for your fans, not for strangers

So, there is no magical formula.It’s just hard work.

Enjoy transforming your business through social media

Start to finish http://mylongwalk.comShrink http://thisismarilyn.com/John_FloreaHamster http://thinkplandoreview.wordpress.comDrinking http://www.picasa.com/Dunedin__WebsizePregnant http://www.righttolife.toAirport scanner http://nationalpost.comXfiles http://www.cybermage.seDummies http://karthik-btech.blogspot.com/Band http://hooplanow.com/University of IowaMagician http://www.theallteach.com

Picturecredits

koen@del-mot.be www.del-mot.be

Koen Delvaux Innovation Consultant

+32 478 482111

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