The Holistic Approach to Social Media for Business

1. The Holistic Approach toSocial Media for Business @Alexthegirl On Twitter? Join the conversation using #socialBiz

2. The Holistic Approach to Social Media for Business

3. 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. It shows that companies are human; great people behind a great brand that really cares about their product and community. Social networks are humannetworks. The Holistic Approach to Social Media for Business

4. 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

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

6. Whois in The Holistic Approach to Social Media for Business

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

8. 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 Start at the very begin-ning The Holistic Approach to Social Media for Business

9. Define your Voice The Holistic Approach to Social Media for Business

10. Think ofgrammArschool The Holistic Approach to Social Media for Business

11. Define needs, tools & process The Holistic Approach to Social Media for Business

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

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

14. Community and Employees • Google Alerts • Hyperalerts • CoTweet, Hootsuite, Tweet Deck • Radian6 and Alterian6 Monitoring Tools The Holistic Approach to Social Media for Business

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

16. SOCIAL ROI $$ $$ Even though ROI doesn’t live here these measurements are very important. The Holistic Approach to Social Media for Business

17. 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 Measure Success = The Holistic Approach to Social Media for Business

18. Radian6 and Alterian SM2 • CoTweet and CoTweet Enterprise • Google Analytics Reporting Tools The Holistic Approach to Social Media for Business

19. 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. The Holistic Approach to Social Media for Business

20. Humanize your Brand • Listen and Accept – don’t censor • Respond directly • Be Transparent and Explain • Create opportunity • Fix the problem if there is one • Funnel comments/concerns internally • Build a Community of  passionate defenders • Know when to walk away: If someone is flaming your brand, realize when you’re not going to make any headway. Dealwith Negativity The Holistic Approach to Social Media for Business

21. 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

22. 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. Crisis Management101 The Holistic Approach to Social Media for Business

23. The Basic Channels

24. 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

25. 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

26. 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

27. Purpose: • Videos (demos, news, internal events, promotions) Notes: • 2nd 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

28. Other greattools to use The Holistic Approach to Social Media for Business

29. 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 The Holistic Approach to Social Media for Business