Social Media Camp - Building A Community Without Blowing Your Budget
•
0 likes•581 views
Drawing on his previous experience as head of social media for a national professional sports league and his current experience as head of social media for a major financial institution, Jaime Stein will lead you through a series of cases that demonstrate why it takes more than just money and technology to build a community of brand ambassadors. From how a simple aggregator of social content – the CFL.ca Online Water Cooler – became a fan favourite feature to learning how an ING DIRECT Orange Scarf ended up at the Taj Mahal, Jaime will showcase simple forms of engagement that helped build loyal communities of brand advocates.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Social Media Camp - Building A Community Without Blowing Your Budget
Similar to Social Media Camp - Building A Community Without Blowing Your Budget (20)
Recently uploaded
Recently uploaded (20)
Social Media Camp - Building A Community Without Blowing Your Budget
- 1. Building A Community Without Blowing Your Budget by Jaime Stein, ING DIRECT
- 4. The Golden Rule “If you treat people well, the way you would like to be treated, they will do the same.” -Isadore Sharp- (Four Seasons Founder)
- 11. Key Stats: 161 Unique Donors 2,000+ Page Views 15 Blog Posts 33 Hikers 2 Articles $14,801 raised
- 12. CASE STUDY: CFL.ca Water Cooler
- 13. K.I.S.S. (Keep It Significant & Shareable)
- 16. Focus on people over technology
- 17. TweetUp n. A real world meeting between two or more people who know each other through the online Twitter service.
- 18. #GCTweetUp
- 19. Imagine winning Grey Cup tickets in a Rock, Paper, Scissors tournament.
- 20. Or how about winning V.I.P. sideline passes to the halftime show playing ‘heads’ or ‘tails’?
- 21. My favourite part of the TweetUp was… •47% said meeting other fans •11% said meeting the Commissioner •9% said contests & prizes •8% said meeting CFL players •4% said seeing the Grey Cup
- 22. “I enjoyed putting faces to the many people I have been tweeting with all season.”
- 23. “We have a tighter-knit community than any other professional major sport, and having this event every year just converts more casual fans into hardcore fans.”
- 24. “I felt like royalty and it was the best part of Grey Cup for me.”
- 25. The CFL brings the conversation into its house and makes sure that the League is at the centre of that conversation by creating a community where fans can interact.
- 27. ING DIRECT and The Social CEO
- 30. How you handle the bad situations will be what matters most
- 33. Twitter Feedback
- 35. The Result - Media
- 36. The Result - Blogs “I have to hand it to ING DIRECT and their social media department for how they handled the backlash.” - YummyMummyClub.ca
- 37. CASE STUDY: The Orange Scarf
- 38. Your primary focus should be on building loyalty and retention
- 39. #OrangeScarf
- 47. FACTS & STATS: 365 Scarves Produced 200+ Client Ambassadors 100+ Staff Ambassadors 100+ Tumblr Photos 1,500+ mentions in social media COUNTRIES: Argentina Brazil Canada Czech Republic England Germany Iceland India Italy Netherlands Peru Singapore Spain Sweden Switzerland USA DESTINATIONS: 2012 Summer Olympics 100th Grey Cup The White House CNN Headquarters Taj Mahal Peak-2-Peak Gondola at Whistler
- 51. “I can’t say thank you enough. It really means a lot that I’m part of the exclusive ambassador program! I will keep referring more people to this wonderful bank.”
- 52. “Came home from a long day of travelling to an #OrangeScarf from @SuperStarSaver! Thank you, so exciting to be an Orange Ambassador!”
- 53. Vancouver
- 54. Calgary
- 55. Toronto
- 56. Montreal
- 58. Prominent Canadian personal finance blogger, Cait Flanders (@blondeonabudget), posted about her decision to choose ING DIRECT as her new primary bank.
- 59. 5 Takeaways for building a community without blowing your budget
- 61. K.I.S.S. (Keep It Significant & Shareable)
- 62. Focus on people over technology
- 63. How you handle the bad situations will be what matters most
- 64. Your primary focus should be on building loyalty and retention
- 65. And remember…
- 66. Community Building is a commitment not a campaign.
Editor's Notes
- Good morning and welcome to social media camp. I’m Jaime Stein and I’m here to share my experiences on how to build a community without blowing your budget.
- If you are Tweeting today, here are some important handles to keep in mind.
- Before I jump into a series of case studies, I think it is important to share a little bit about who I am, where I’m from, and what drives me on a daily basis to participate in social media.I was born and raised in Vancouver, B.C. I spent the past 10 years working in professional sports before joining ING DIRECT in 2012.This is my dad. He taught me to always treat people equally and fairly. It is a message that has stuck with me to this day and one that has helped me both personally and professionally while working in social media.
- My dad’s message is also articulated by Four Seasons founder Issy Sharp. His company is known as one of the most customer centric companies in the world. One of the reasons for its success is because he asks each of his employees to follow the Golden Rule, which reads as follows:“If you treat people well, the way you would like to be treated, they will do the same.”If you leave here with one message today for how to ineract in social media, it is to always follow the Golden Rule. Trust me, you can’t go wrong!
- Unfortunately, I lost my dad in 2006. He died as a result of leukemia. But his memory lives on. In fact, he remains one of the driving forces behind this first case study that I would like to share with you today.
- This is a case that will helpful for anyone who operates in the not-for-profit sector.
- Building scale for a community will start online – using Facebook, Twitter, etc. – but the only way to strengthen those relationships is by continuing them offline.
- I sit on the fundraising cabinet for the campaign For All Canadians.Our mission is to build Canada’s new national public cord blood bank. If we achieve our goal, we will be able to save lives. Currently, more than 1,000 people are waiting for a stem cell transplant.To achieve our goal, we must raise $12.5 Million.
- One of the tactics that we are using to raise this money is the #Climb4Cord – 30 executives will be heading to Tanzania in August to climb Mt. Kilimanjaro.Each climber is expected to raise a minimum of $10,000. A monumental task for someone like me – or so I thought.My goal was to engage as many people as possible in the process. So I borrowed on an idea from Richard Loat, the CEO of Five Hole for Food. As part of my training, I had to hike each week, so I decided to engage the community to help achieve my goal. We created a hashtag so that everyone could follow along: #KiliHikeTOI the blogged weekly about each hike to continue to create content and keep engagement up on social media.
- Here is a snapshot of some of the friends who came out and supported me during my hikes. The coldest day was close to -20 with wind chill, but each week I had at least one person join me and as may as six people come out to hike, a couple of weeks ago.
- So was it successful? With 100 days or so until we depart for Tanzania, I have already exceeded my initial fundraising goal. I have also managed to engage hundreds of people and built a small community of supporters in the process. This even led to a couple of articles being written in the local newspaper as a result of the social media buzz.
- The CFL.ca Online Water Cooler was created to aggregate social commentary from fans and put it in a single place. Like the water cooler from the past, this would become the central place for the biggest and most important conversations each week.
- The CFL.ca Water Cooler was successful because the content was significant and shareable.
- The CFL.ca Water Cooler encouraged participation on multiple social media channels. It was also posted consistently on Thursdays at 12pm ET so fans knew when to expect it and they loved seeing if they made the list or not. If they did make the list, they would share the content or call out other friends on Twitter if their friends made the list.
- The Grey Cup TweetUp was an annual event that we started in 2009 at the Grey Cup in Calgary. We had about 25 participants show up at the Unicorn pub downtown along with the Commissioner and some players.
- Too often attention is focused on creating fancy apps or having the best tools in place to manage social media. It is easy to get caught up in the technology game and forget that at the end of the day social media is about people and creating relationships.
- Who knows what a TweetUp is? Back in 2009 when BC Lions fan Bryan Wawryshyn Tweeted us at the CFL and asked if we were hosting one at the Calgary Grey Cup, I had no idea what he was talking about. I had to Google the term…
- Here are some tips on creating a successful TweetUp from my time in the CFL:-Create a hashtag: #GCTweetUp-Work with partners to select locations, arrange beer deals and provide prizes-Invite guests using Eventbrite.com ticketing system (builds database of guests and allows easy post event survey & communication)-Publicize event on Twitter-Bring “Celebrities” such as players, Commissioner, Grey Cup
- Two tickets to the game won in a Rock, Paper, Scissors tournament.
- Sideline passes won by playing the Heads or Tails game.
- We were shocked by the survey results in back-to-back years that put meeting other fans at the top of the list, well ahead of meeting the Commissioner and way ahead of seeing the Grey Cup in person.This is a reminder to ALWAYS run a post event survey.
- Survey comment from a fan who attended the Grey Cup TweetUp.
- Survey comment from a fan who attended the Grey Cup TweetUp.
- Survey comment from a fan who attended the Grey Cup TweetUp.
- The Grey Cup TweetUp is about the CFL providing a hub for fans to meet other fans. The CFL is bringing the conversation into our house and making sure that we are at the centre of it by creating a community for fans to interact with each other and the league.
- As a result of building a community of CFL fans and their extended network at the 99th Grey Cup in Vancouver, the buzz led to the Grey Cup becoming the top Twitter trend in Canada in 2011.
- So let’s jump back to Peter – the Social CEO – and the importance he plays on the success of our ability to build a community. I’ve never shared this story with Peter, but a couple of years ago he was speaking alongside Richard Branson. Peter was asked a question from the crowd: “If you had to choose between only focusing on your clients or your shareholders, which would you choose?” Peter paused. Then answered, “Neither.” He then explained that he would focus on his employees and that if he took care of his employees, then they would take care of both the clients and the shareholders. This is an important lesson for building a community – you need to have faith in your employees to speak out on behalf of the brand and you have to empower them to make decisions on the spot in real-time, pressure packed environments.
- To get a better picture of the ING DIRECT culture and how we use social media for our business, here is a short 3-minute video that was put together by HootSuite, our partner for delivering social media.
- This case study focuses on our campaign from the first quarter of 2013. This is one of the biggest campaigns we run each year and it is important for a babkto start the year off strongly as it often sets the tone for the remainder of the year.
- Many brands do an excellent job on social media each day and hardly ever get the recognition for it. However, when something goes wrong, mistakes are quick to hit the news. That is why it is so important to deal with negative situations quickly and be empathetic.
- Our campaign’s theme was Are You Suffering? It was based on survey data that showed that Canadians feel stress and anxiety when it comes to managing their savings and their RSPs. The television component, as you can see in the photo, showed a man feeling stressed and anxious about his RSPs. Unfortunately, this commercial was similar to other commercials about depression. This led to a complaints from the public on multiple channels, but it was especially felt on social media.
- This example from our Facebook page represents lots of the feedback we received.
- We also received similar feedback on Twitter.
- In the end, we decided to pull the television spot. We were swift in our action and we apologized quickly. This included posts on Twitter and Facebook. We took the time to respond to each individual post we received. Our CEO, Peter, also apologized from his Twitter account.
- As a result, the conversation turned. Instead, the focus shifted to how we handled the situation.
- We also saw positive results on blogs and many members of our community came out in support of ING DIRECT and very quickly we returned to business as usual.
- The ING DIRECT Orange Scarf Ambassador Program.
- Brands often try and use social media for selling or acquiring new clients. This can be a difficult path because most people do not want to be sold to on social media. Instead, social media should be used for strengthening relationships and building brand loyalty.
- We launched the #OrangeScarf midway through 2012. Only 365 scarves are created each year, so ambassadors can receive a new scarf with a new design each year.
- We feature photos of our #OrangeScarf ambassadors on our officalTumblr.
- It is also a great way to engage employees who are social and act as ambassadors for the brand.
- We also engage community influencers.
- And of course… Clients who receive a scarf send in photos like this awesome collage from Janine, who is from Edmonton.
- The #OrangeScarf has also partied with a couple of legendary trophies.
- And it paid a visit to the White House last year.
- This may be my favourite photo. This is Helen, one of our Orange Scarf Ambassadors. She took her scarf on a trip to India and Asia and even posed in front of the TajMahal with it.
- Here are some facts and stats from 2012 about the #OrangeScarf and where it has been.
- This is some of the feedback we received on Twitter about the #OrangeScarf.
- This is some of the feedback we received on Twitter about the #OrangeScarf.
- This is some of the feedback we received on Twitter about the #OrangeScarf. As you can see, it also helps with acquiring new Clients.
- This is from an email that was sent to us by one of our Ambassadors.
- And here we provided a ‘Wow Moment’ for another ambassador.
- So what’s in store for 2013? We just held a massive launch event party in Vancouver with some of our local partners.
- Our team in Calgary took a group of #OrangeScarf Ambassadors bowling.
- We had a launch event in Toronto, complete with photo wall where we handed out the 2013 scarves to our top ambassadors.
- And in Montreal, Ambassadors were invited into our Café to pick up their scarf and celebrate ING DIRECT’s 16th anniversary.
- Another example, which I have not shared publically, but I will today. Here’s an email that our CEO sent to one of our ambassadors thanking her for being a Client and supporting the bank.
- The results of the program can be seen in this blog post by Cait Flanders. It helped sway her decision to bank with ING DIRECT when she moved to Vancouver.
- The five key takeaways from this presentation.
- #Climb4Cord / #KiliHikeTO
- CFL.ca Online Water Cooler
- Grey Cup TweetUp
- ING DIRECT 2013 RSP/TFSA Campaign
- #OrangeScarf Program
- Community building is a commitment, not a campaign.
- Community building is a commitment, not a campaign.
- Questions & Thank You!!