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The Holistic Approach to Social Media for Business

WHAT IS SOCIAL MEDIA? Social Media is always about what the reader, community or customer needs/wants. Social Media isn’t about the company’s agenda, products, or services. The Holistic Approach to Social Media for Business It shows that companies are human; great people behind a great brand that really cares about their product and community. Social networks are human networks.

The Holistic Approach to Social Media for Business build community. drive decision making. answer questions. build – or break – trust. Allows for real-time engagement & response connects to new customers in authentic ways. strengthen bonds with current ones. Inspire, educate and entertain. WHAT SOCIAL CAN DO

The Holistic Approach to Social Media for Business HOW IT WORKS GINGER Becomes a new Customer & Brand Advocate. Repeats Cycle. GINGER Becomes a new Customer & Brand Advocate. Repeats Cycle. GERRY Not a GoToWebinar Customer. No Brand Awareness. Twitter User. GERRY Not a GoToWebinar Customer. No Brand Awareness. Twitter User. Gerry: Have great sales pitch but no $$ or time to travel & pitch everywhere. Gerry: Suggestions? GERRY GoToWebinar Customer through traditional channels. Twitter User. GERRY GoToWebinar Customer through traditional channels. Twitter User. Ginger: No travel, no room hire & you can pitch in your pj’s!

The Holistic Approach to Social Media for Business WHO IS IN ONLINE BRAND Web Team Demand Gen PMMs Webinar Team EventsPRHRSEOCRMCreative Customer Service Sales Customer Insights Affiliates Social Media Employees Internal Comms RadioMediaEngineers

The Holistic Approach to Social Media for Business Sold! But the question is – where do we start?

Define Goals – Connect & Engage with existing & potential customers – Keep & Earn Trust – Expand Awareness – Drive Sales – Increase online brand share – Get Insights Define Standards/Best Practices – Lead + Inspire – Connect + Engage – Create compelling, digestible, evergreen & relevant content – Brand holistically – Be Authentic – Be Strategic The Holistic Approach to Social Media for Business START AT THE VERY BEGIN- NING

The Holistic Approach to Social Media for Business DEFINE YOUR VOICE Brand or Company Voice & Persona Blog About Content Response Writers Facebook About Mission Content Response Twitter Bio Content Response Skin YouTube About Content Channel Info Skin

Internal needs or customer needs Who Blog post, video, outreach, service, update What Calendar, campaign, product, PR, real-time events When Facebook, Slideshare, YouTube, Blog, Twitter, blogger outreach Where The needs of your community. Your goals. Why Create, execute & measure How The Holistic Approach to Social Media for Business THINK OF GRAMMAR SCHOOL

The Holistic Approach to Social Media for Business DEFINE NEEDS, TOOLS & PROCESS

Create a Playbook Educate team members on voice, tools Report back insights The Holistic Approach to Social Media for Business EDUCATE Monitoring is my life!

Humanize brand (creative, conversations) Listen & Accept Respond quickly & directly Be transparent Solve problems Connect The Holistic Approach to Social Media for Business Real Time Twitter Facebook YouTube LinkedIn Groups Slideshare Daily Blogs & Media Forums Other Networks Internal Content writers Brainstormers Brand news, awards, updates External Community of passionate defenders Partnerships Helpers Comments &concerns internally MONITOR ENGAGE ADVOCATE

Community and Employees Google Alerts Hyperalerts CoTweet, Hootsuite, Tweet Deck Radian6 and Alterian6 The Holistic Approach to Social Media for Business MONIT ORING TOOLS

The Holistic Approach to Social Media for Business I need proof that what we’re doing is actually working.

Investmen t ActionReaction Non- financial Impact Financial Impact SOCIAL ROI The Holistic Approach to Social Media for Business Even though ROI doesn’t live here these measurements are very important. Metrics MarketingGCSUX Customer Insights CRMPRCreative

The Holistic Approach to Social Media for Business MEASURE SUCCESS Bi-Weekly, Monthly & Quarterly Reporting Sentiment Growth Reputation Areas of concern Areas of opportunity Campaign Effectiveness Community Health Content Call outs Customer Service Issues & Opportunities Product Feedback Brand Advocates Define ROI Metrics Reaction Leads Retention Acquisition

Radian6 and Alterian SM2 CoTweet and CoTweet Enterprise Google Analytics The Holistic Approach to Social Media for Business REPOR TING TOOLS

The Holistic Approach to Social Media for Business Before I go in, what’s the mood in there? Not good. Someone said something about someone else who tweeted it to us and now on Facebook they’re mad.

1.Humanize your Brand 2.Listen and Accept – don’t censor 3.Respond directly 4.Be Transparent and Explain 5.Create opportunity 6.Fix the problem if there is one 7.Funnel comments/concerns internally 8.Build a Community of passionate defenders 9.Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway. The Holistic Approach to Social Media for Business DEAL WITH NEGATIVITY

OWN IT Honesty, accountability cohesion and timeliness are the best policies with employees and vendors. If you’re not transparent your community, customers and competition will know and use this against you. Employee representatives should be in on the planning to have “ownership” in a Crisis situation. The Holistic Approach to Social Media for Business

Three elements to crisis communication: Monitor: industry news, partners, campaigns, social channels, customer service calls Engage: Employees, Customers, Media, Partners, Brand Ambassadors, Communities Advocate: Rally your actions, position, response Things to note: Someone else’s crisis could become yours Time is critical – you don’t have any Old and inaccurate online information can become truth When is a crisis over? Sometimes its obvious, sometimes not. Continue monitoring even when things seem to cool down – there could be a second wave Note of what a crisis did to the company’s reputation and communicate that with all internal sources. The Holistic Approach to Social Media for Business CRISIS MANAG EMENT 101

THE BASIC CHANNELS

Purpose: – Short snippets of communication – Info Sharing Great for: – Acquisition & reach – Real-time listening & hearing what others are saying about us – Responding instantly to anything (customer, crisis, partner) – Webinar & event promotions – Sharing resources, content – Promotions & campaigns – Keeping track of media & partners – Engagement with customers, partners, PR, employees etc. The Holistic Approach to Social Media for Business

Purpose: Share multi-media content with a community that has chosen to ‘like’ you. Good for: – Engagement – Feedback & Testing (these are customers who know the product) – Content Sharing (links, ideas, questions) – Webinar & Event Promotion – Contests – Polls – Photo & Video Sharing The Holistic Approach to Social Media for Business

Purpose: Sharing Photos & Images Good For: – Excellent SEO – Sharing event, company & employee photos that require high visibility – Infographics – Organizing Videos – Media/Bloggers (they can download, use, embed) – Sharing directly to Twitter The Holistic Approach to Social Media for Business

Purpose: Videos (demos, news, internal events, promotions) Notes: – 2 nd largest search engine – Can promote videos through paid program – Great for media/bloggers (Can embed files into blogs & get specific URL’s) – create play lists – favourite other videos – People can leave comments The Holistic Approach to Social Media for Business

OTHER GREAT TOOLS TO USE The Holistic Approach to Social Media for Business

So I guess Social Media is going to stick around a little while longer after all, isn’t it? Yessir. You can tell that social Manager they have Job security