Social Media - Be Part Of It !

Introduction & concept overview

version 0.4

Vevey

Wording

• Social networks always existed as social structures made up of individuals which are tied by one or more specific types of interdependency, such as friendship, common interest, beliefs, or knowledge.

• Today a lot of social networks are online in Internet with usergenerated content(UGC)

• Social media aremedia for socialinteraction onthese networksusing Internet,mobile technologies,applications (Web2.0) Montreux

Internet evolution /

• Web site (e-shop)

• e-mail / newsletter

• Banners

• Search (optimisation / paid)

• Forum (moderator)

Internet evolution //

• Web 2.0: individual active for others

• Blogs

• User generated content

Internet evolution ///

• Social network/media

• Communities (groups)

• Mobile: location& immediate

• Open, poreous

ConceptOverview

adaptation

continuous

Steps 1 to 3

• Possible without presence or engagement on social media

Listen > Search

• Keyword

- Area

- Brand

- Product

- Service

your …

Vevey

Listen > Monitoring > Where

• Which social networks

• Blog & posts from indentifed influencers

• Search engines

- What others says

- Your ranking(SEO)

• Classification,Restriction by

- Languages

- Countries

Versailles

Listen > Monitoring > What

(see Listen > Search)

- Area

- Brand

- Product

- Service

+

• Competitors

• Subsidiaries

• Topic (hash)tags

Bonn

Listen > Monitoring > When

• History – trends(+ understand afterwards)

• Now - today

• (near) Real time - automatic alerts

Listen > Monitoring > How

• Manually - per social networks

• Tools (efficiency, automatic)

- Per social networks(sources)

- Global,prioritized &structuredmultiple sources

- (countries &languages)

Lausanne

Analyze > Online mapping

• Where are your brand & services discussed

• Do already fake/unofficial accounts exist?

http://www.theconversationprism.com/

Analyze > Measure

• Conversations & transactions (volume)

• Frequency & traffic

• Sentiment (influencers, segmentation, topics)

• Trends

• Sustainability(mid/long term)

• Influence(shares)

• Reach(friends & followers)

Bonn

Analyze > KPI

• Goals from measurement

• Dashboards- Filter

- Comparison

• ROI , e.g.

- Fan/follower cost from campaign

- Customer service (other channels reduction)

- Sales support

- GetGrowthKeep

Bonn

Analyze > Sources screening

for content publication (subject matter)

• Keyword alerts

• rss reader (e.g. netvibes)

• Influencers in your lists / contacts

• Curation (paper.li, NewsMix)

Define > Understand

Current situation

• Business plan

- Marketing mix

- Customer segments

• Customer insights

- Needs

- Touch points

- Decision

Marseille

Define > Understand

Define > Strategy > Message

• Message(s) to target segment(s):

- Brand

- Product

- Service

• Area(for contentpublication/sharing)

- Subject matter

- Employees' expertise

Community without content is often weaksee http://twitter.com/#!/NicolasSierro/status/28574636546

Bonn

Define > Strategy > Content

• Content types

- text

- picture

- audio

- video

- presentation

• Where?

- Select sites/networks accordingcontent type, area, segment

- Re-use the conversation prism

- mind map

- pdf

- favorites

- event

- rss reader page

- etc.(+ tag mgmt)

Define > Strategy > To whom

• Target segment(s)

• Level of participation

1. Creators

2. Conversationalists

3. Critics

4. Collectors

5. Joiners

6. Spectators

7. Inactives

http://www.forrester.com/empowered/ladder2010

Define > Strategy > Where

• Blog, forum, wiki

• Social networks

• Own web sites (widget, application)

- Home (links, message flow syndication)

- or e.g."social mediacenter",such as H&M

http://about.hm.com/gb/socialmediaroom

__socialMediaRoom.nhtml

Define > Strategy> Account, group, page

• Individual

- Private

- Business

• Company

- Country

- Language

• Organization

• Multi-accounts

Alsace

Define > Strategy> Services scenarios

• Current ones updated with social media

• For social media itself

Define > Strategy> Cartography

• Content

• Social networks e.g. MobileMonday Switzerland:

• Flow

Define > Strategy > Goals

• Company / Organization

- Brand & reputation management

- Customer engagement(& satisfaction)

- Product & services awareness

- Customer target info &proximity/ sales increase

- Product feedback(+ customer driven innovation)

- Talented employees attraction

Vevey

Define > Strategy > Goals

• Departments

- Branding

- Communication

- Marketing (sales)

- Human resource

- Customer service !

... linked to their involvement

+ synergy (common management or best practices) :

◦ within departments

◦ within subsidiaries (multinational, holding)

Define > Strategy> internal communication

• Project marketing(with internal social channels?)

• Governance & policies

• Culture of responsible transparency

• Visualise what success would looks like for the organisation

Define > Organization

• Guidelines

- Content

- Community

• Change management

- Support (Top Management, HR)

- Roles (new v.s. current resource)

- Process

- Training

• Value

- Collaboration

- Expertise

- in/out-sourced

Vevey

Define > Organization> Tools

• Monitoring& analyze

or

• ... + engagement& social CRM

Define > Strategy > Planning

• Project

- Project/program (social media) internal activities

- Synchronize with "external" activitiese.g. current online presence, offline marketing, service/market launch

- Pilot project

- Step by step

• Lifecycle (operation)

as part of the project

Steps 4 to 6

• Start ofpresence and engagement on social media

Converse

• Allow sharing

• Respond

• Create accounts

• Post

• Follow/connect

Engage

• Moderate

• Create & nurture relation (attract & win)

• Crisis management

• Use feedback (e.g. service improvement)

• Own network(s)

• Best practices

- External

- Internal

Engagement categories

Customer Service, Sales[+ community mgmt]

Fans interaction

Marketing[+ content mgmt]

avoid marketing only

Promote

• Visibility

- Relevance

◦ of content/message

◦ for the “recipient” customer (target, segment)

- Experience

◦ show/share customer experience

◦ with your product, service, brand

- Story

◦ encourage storytelling of customer experience

Main influence comes from product & service quality (customer focus, support)

Promote

• Presence, e.g.

- All web pages

- Newsletter

- e-mail footnotes

- Profile (employees)

- Offline marketing

• Campaign

- Own community/ies

- Identify

- Reward

Bonn

Operation &Improvement

adaptation

continuous

reporting

improvement,next main phases

dashboard

operationEngage

Converse

Listen

Analyze

Promote

Define

Tool?:

All pictures and diagrams from @NicolasSierro

Valais