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Social Media Is My Business
Module 6: Integrating Your Social Media Tools – Strategy Building
Special thanks to www.freedigitalphotos.net and Salvatore Vuono for the Image. Check out Mr. Vuono's Work at http://bit.ly/96Dwpb
Today’s Agenda
Twitter 101 Integrating Multiple Social Media
Channels Wrap Up Evaluation
Getting Started With Twitter
Fish Where The Fish Are
- Example: Find people who live in my community
www.twellow.comPalm beach county
“Like” Big Brands
Insurance & Florida http://twitter.com/AnnuityMaven
Running Ninja www.twitter.com/nikestore
Palm Beach State College http://twitter.com/FAUowls
Advertising Agency http://twitter.com/dlclarke (BGT)
“Like” Big Brands
Roofing and Florida http://twitter.com/RoofingSarasota
Executive Office / Virtual Office http://twitter.com/regusgroup
www.mashable.com
The 10 Stages of Social Media Business Integration
Stage 1: Observe and Report
This is the entry point for businesses to better understand the behavior of an interactive marketplace.
Listening with “Listening Devices” Google Alerts Twitter Search
Reporting Track some key metrics
Stage 2: Dress Rehearsal
Create Presence: Twitter Facebook YouTube Flickr
Research and Mimic Industry Best Practices Analysis:
Review activity for frequency (the rate of mentions) The state of sentiment allocation The size of connections (Connections, friends,
followers, fans, etc.) Provide managers with a limited glimpse into the
effects of presence and participation.
Stage 3: Socializing Media
“Join The Conversation” Conversation:
Evoke reactive engagement Proactive broadcasting of activity (7 to 1)
Rapid Response: Potentially heated, viral or emotional activity Flame fanning or
Metrics: Document aforementioned. “If it’s worth doing, measure it.”
Stage 4: Finding a Voice and a Sense of Purpose Thought leaders surface pain points, source ideas,
foster innovation, earn inspiration, learn, and feel a little empathy in order to integrate a sense of purpose into our socialized media programs.
Research: What is public sentiment? What types of responses are trending positively /
negatively? Strategic Visibility:
Be focused and relevant. Don’t be everywhere. Be where you would be missed. Fish where the fish are.
Relevance: “Chatter” or aimless broadcasting vs. strategic
communications and engagement. Communications should reflect your values.
Stage 5: Turning Words Into Actions
Actions speak louder than words. Businesses must act to affect change.
Empathy: Social Media humanizes business. Lens into what motivates buyers “The ability to truly understand someone, their
challenges, objectives, options, and experiences allows us to better connect with them.”
Purpose: Shift to providing purposeful, mutually beneficial
communication. (Conversations you would have with your best friend vs. cocktail party fodder.)
People can tell when businesses care.
Stage 6: Defining the Experience
We’ve created a “story”. Our story migrates from consumer to consumer. This chain forms a powerful connection that reveals true reactions, perception, and perspectives.
The Brand: Creating a persona worthy of attention and
affinity. The Experience:
Web Pages = BORING Social Media = Vibrant and Interactive A “Brand Makeover”
Stage 7: Community
Community is earned and fortified through shared experiences. It takes commitment.
Community Building/Recruitment: Reach out to Ambassadors proactively Reward Ambassadors with two things
everyone loves: Recognition Participation
Stage 8: Social Darwinism
FOR LARGE BUSINESSES ONLY Survival does not hinge solely on a company’s social media strategy. The social element
is but one part of an overall integrated strategy. It’s how we learn and adapt that ensures our place within the evolution of our markets.
Social Media is not scalable. The introduction of new roles will beget the restructuring of teams and workflow, which will ultimately necessitate organizational transformation to support effective engagement, production, and the ongoing evolution towards ensuring brand and product relevance.
Adaptation: In order to truly compete for the future, artful listening, community building, and advocacy must align with an organization’s ability to adapt and improve its products, services, and policies. In order for any team to collaborate well externally, it must first foster collaboration within. It is this interdepartmental cooperative exchange that provides a means for which to pursue sincere engagement over time.
Organizational Transformation: The internal reorganization of teams and processes to support a formal Social Customer Relationship Management (sCRM) program will become imperative. As social media chases ubiquity, we learn that influence isn’t relegated to one department or function within an organization. Any department affected by external activity will eventually socialize. Therefore, an integrated and interconnected network of brand ambassadors must work internally to ensure that the brand is responding to constructive instances, by department. However, at the departmental and brand level, successful social media marketing will require governance and accountability. Organizational transformation will gravitate towards a top-down hierarchy of policy, education, and empowerment across the entire organization.
Stage 9: The Socialization of Business Processes
Multiple departments will socialize. If success if obvious, infrastructure tweaks will be required.
Social CRM (sCRM): Not just “selling” but “servicing” via Social
Media. (i.e. Comcast, Carnival Cruise) Combining:
Voice Principles Philosophy Processes
Wider scope of active listening
Stage 10: Business Performance Metrics
In the Executive Suite, “transparency and authenticity” sound like Charlie Browns teacher.
Social Media requires numbers whether it is in a spreadsheet or on the back of a napkin. (i.e. Reduced inbound customer service calls,
more new appointments) ROI:
Immersive view of goals and objectives vs. outcome.
Thank You!
It was an honor, a pleasure and unbelievably rewarding experience working with you all.
