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Presentation on Social Business given by Adam Proehl at Pubcon South in Austin, Tx on March 8, 2011
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Social Business Best Practices
Presented by: Adam Proehl@adamproehl
About MeOnline marketer since 1998
Worked with a Gazillion different client large and small
Founding Partner – NordicClick Interactive
Glutton for punishment: - Hopeless MN Viking Fan
Twitter: @adamproehl
Topics
• Social Business: What & Why?
• Measurements
• Real Life Examples
• Practical Advice & Tools
• Traps to Avoid
Social Business – What it isn’t
Tweeting all day does NOT make your business social
Social Business – What it isn’t
Customers & employees checking in does NOT (necessarily) make your business social
Social Business – What it isn’t
A Facebook page with a ton of “Likes” does NOT make your business social
Social Business – What it is
Social Business – Why?
Large companies leveraging their online community to improve Customer Service:
2010........................5%2012………………………………30%
Source: Gartner, IncFebruary 2011
Social Business – Why?Retailers – Holiday 2010
68% who posted a negative review got a response.
Of the 68%:
33% reposted a POSITIVE review34% DELETED their original negative review
Source: Right Now & Harris Interactive January 2011
Examples
Example: AT&T
Free Tool: Geo Tweets
Applications:
•Delivery Services•Utilities•Franchises•Chains (retail, food, etc)•Service Industries
www.geotwt.com
Example: GoMockingBird
Description:
•Small Shop (2)
•No big support budgets
•They code
Example: GoMockingBird Crowdsource market research
Simple Twitter Conversations
Cheap Tool: User VoiceBetween $5 & $35 / mo
Listen & Interact with your customers
Support
Features
www.uservoice.com
Example: Crashplan
Support
Thanks
Example: Crashplan
Prospecting:
Example: Crashplan
• 90% @replies
• Simple tools
Example: Crashplan
Their fancy tool:
Cost: $0
(Non-Social Business) Example: iTunes Music
(Non-Social Business) Example: iTunes Music
(Frequent) Broadcast
No interaction
No @replies
“Well, they’re trying” example: Southwest
At 30k feet?
Example: Reviews
• Highly Measurable
• Great interaction opportunity
• SEO Benefits – Crowdsource your longtail
Review Tools
$50 a yearwww.review-script.com
Freewww.citricle.com
www.bazaarvoice.com
www.powerreviews.com
Cheap
Enterprise
Quick Audit Tools: Website Grader
www.websitegrader.com
Quick Audit Tools: Heardable
www.heardable.com
Quick Audit Tools:
Tools: 48ers
• Search & Filter Multiple Networks
http://48ers.com
Tools: Who’s Talkin
• Search Multiple platforms• Narrow/Filter by platform
www.whostalkin.com
Tools: BackType
• Engagement Comparisons Chart• Audience / Link Metrics
www.backtype.com
Tools: Keotag
• Multiple Engineswww.keotag.com