3/6 Corporate social media

1. Module 3:
Corporate social
media

2. Social media and you
• Four pillars of engagement: Content,
Communications, Credibility, Community.
• Choose the different types of social content that
plays to your strength: eg: newsy, humorous,
weekly thought leadership, customer support,
daily helpful tips, photoblog
• Choose your channel: Blog, Twitter, Facebook,
LinkedIn, Google+, YouTube, Mobile Apps
• Set guidelines to moderate comments and
manage negative feedback
• Use best practices of posting on social media
channels

3. Best practices: Intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel

4. Get to know your audience

5. Make it fun with quirky
questions, games, polls

6. Avoid automated updates*
• Frequent automated status updates
makes your Page inhuman
• Facebook hides repeated updates in
“Show Similar Posts”
• Space out updates so you don’t clog up
your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates
and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.

7. Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
interaction
• Use of photos and videos gets a lot of traffic

8. Meet f2f: Offline engagement
• Organize tweetups,
blogger meets and
Facebook fan days
or “meet the social
media team”
• Invite fans for
launches,
roadshows,
community projects,
sponsored events,
festivals
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9. Provide house rules or
moderation guidelines

10. Celebrate milestones

11. Facebook stats
• 1.11 billion active monthly users, 751m via mobile
(3/2013)
• 655m log in daily, 79% of users outside US
• Average user has 141.5 friends
• Average daily Facebook likes: 2.7 billion
• On average, more than 350 million photos are uploaded per
day. Facebook now hosts more photos than the top 20
photo sites combined
• Facebook bypassed Google as a No 1 most visited site in
US
• 65% of US Facebook users said they are more likely to
buy a product based on a positive Facebook friend
referral*
Source: http://newsroom.fb.com except * from eMarketer
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12. Why Facebook?
1. Built-in audience
Your target audience is already on Facebook. No additional
registration or profile to fill to participate.
2. Rapid rollout
Setting up a Facebook Page is easy - it doesn’t require a
developer or approval from IT.
3. Minimal costs
A Facebook Page is free, versus high costs of developing
a custom social networking site. But note: Experts,
custom apps, games, landing pages cost money.
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13. 4. Viral Features
If you post something interesting, it will have a life of its
own.
5. Minimal Hassle
Facebook is aggressive in deleting spammers, rogue
accounts and inappropriate content. This minimizes issues
in managing your own community.
6. Multimedia features
Hosting photos/videos is a lot easier and tagging makes
those photos easy for friends to share
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14. 7. Referral engine
Facebook, LinkedIn, Twitter and other social networks are
great ways to drive traffic to your flagship website, ecommerce platform or other owned sites.
8. Leads
You can find new customers you would not have discovered
otherwise and review profiles to generate new leads.
9. Engagement
You can engage with existing customers in new ways and
build longterm relationships for customer retention.
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15. 10. Targetted promos
Friends’ recommendations of your promotions are better
received. Your giveaways, coupons, promos may trigger
call-to-actions and direct sales. It is easier to cross-promote
with partners.
11. Customer support
You can do one-to-one customer support and redirect to
right personnel for resolution.
12. Reputation mgt
Proactive correction of misinformation, errors, inaccuracies,
myths and responding quickly to negative comments may
avert a crisis.
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16. Cons of Facebook
• Facebook may change: While Facebook is the current
“it” social network, traffic may flatten and its future is not
guaranteed. If users abandon Facebook, they’ll be
abandoning your company/brand page too.
• You’re Limited to Facebook’s Feature Set: If
Facebook decides to drop or add features that aren’t
popular, or imposes restrictions that kill your
community’s growth, you’re out of luck.
• No Data Ownership: You are limited by number of
invites to your page and applications.
• Your Competitors Can Do the Same Thing: There are
no barriers to entry for Facebook pages. They can copy
the popular apps you develop. They can join your group
without your knowledge.
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17. Case study: CIMB on Facebook
http://www.facebook.com/CIMBMalaysia
One-to-one customer
complaint resolution
Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your
bank. CIMB – curse this bank!”
CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab
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CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.

18. Recruitment
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19. CIMB advertises
for social mediasavvy employees
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20. CIMB ad copy
“CIMB is looking for someone who wants
to spend all day on Facebook and get
paid for it. We want to bring our brand
closer to our customers and stakeholders
and are looking for people to help us do
so. If you believe that social media is the
next step in getting people to connect with
brands and if this is something you are
passionate about, then read on!”
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21. Job: Asst Mgt/Exec-Social Media Team
• Location: The World Wide Web
Responsibilities:
• Create and execute social media
campaigns across the various
platforms that CIMB has
established communities in
(forums, Facebook, Twitter,
YouTube etc)
• Manage, monitor and engage in our
online community as well as
provide quantitative and qualitative
insights based on feedback from
this community
• Formulate strategies for programs
on social media that will
complement CIMB's initiatives
• Assist in the development of social
media strategies as well as
community management and
implementation of social media
campaigns across the region
• Requirements: Bachelors
Degree in any field, at least 1-3
years working experience in any
field
• Facebook & Twitter savvy
with an intimate knowledge
on developments of the media
landscape
• Able to work and engage with
people easily and comfortably
• Understand and appreciate
the difference between LOL
and ROFLMAO
• Please ensure that resumes are
submitted together with your
Facebook ID and Twitter handle
for our reference.
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22. News updates
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23. Marketing
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24. Tie-ups: Eg: CIMB and SF Coffee
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25. FB Fail: What not to do
https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375
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26. Set up Facebook account
(if you haven’t already)
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27. Best practices
• Turn on Follow
– Click at the top right of any Facebook page
– Click Account Settings
– Click Followers from the left column and then
check the Turn on Follow box
•
•
•
•
•
Use authentic photos for Profile
Fill up About section
Post breaking news
Include your own comments, analysis
Use Interests lists
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28. Must-know Facebook Basics
Info
Like
Add photo
Update Status
Share
Create album
Messages
Comment
Tag photo
Chat
@ Mentions
Upload video
Friend Request
Notes
Create A Page
Subscriptions
Question
Apps
Join Group
Privacy Settings
Events
Wall
Acct Settings
Vanity URL
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29. 10 Facebook Tips
1. Create a Page to promote events, conferences,
seminars, projects, launches, your blog, your
website.
2. Share: Be useful. Answer questions, offer tips,
guides, timely information.
3. Do link and promote to stories on your organisation,
but provide some other value-add or insider
insight, this is not just a broadcast medium.
4. Be human: Show you care, be witty, disclose some
of your personal interests, it helps to get to know you
better.
5. Use apps to automate stuff: blog posts, Twitter
updates ~ but don’t overdo it!
(http://apps.facebook.com/selectivetwitter)
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30. 10 Facebook Tips
6. Tag all photos and videos with “Company ABC”
for events. Divide photos into separate albums.
7. Address new fans with personal messages
8. Have two or three admins as backups
9. For CSR: like-minded groups for related pages: eg
Breast Cancer Awareness, Eradicate Polio.
10. Use smart lists to divide group and target
messages once you have mastered various apps
Note: Pages vs Groups: Pages are better for a long-term relationships
with your fans, readers or customers; Groups are better for hosting an
active discussion and attracting quick attention. Community pages are for
generic causes or topics. http://bit.ly/pagesvsgroups
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31. Facebook Page Basics
How To Start A Page:
http://www.facebook.com/pages/create.php
Facebook for Business
http://www.facebook.com/business/
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32. What type of Facebook page
is right for me?
Local Business or Place
page is best:
• Merge with Bing Place data
(map & link on info tab)
• Fans can ‘check in’ to your
location
• Fields on info tab are more
detailed
• Categories help potential
clients find your business
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33. Why a Facebook page
is the best for business:
Page
• Custom URLs
• Unlimited
Fans/Likes
• Can add Apps,
Custom Tabs,
Games
• Visitor insights and
analytics
• Indexed by search
engines and can be
seen by non-fans
• Messages appear
as updates
• Can target by
location, language
vs
Profile
• Custom URLs
• Limited Friends,
Manual friending
• Line between
personal and
business blurred
• No analytics
• Cannot appoint
admins
• Limited custom
apps
vs
Group
• No custom URLS
• No support for
custom apps
• Can restrict who
can access: open,
closed, and secret.
• Can send bulk
message into inbox
of up to 5000
members
• No analytics
• Better for quick,
active discussions
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34. Steps to creating a new page
1. Go To: http://www.facebook.com/pages/create.php
• Also a link to ‘Create a Page’ on the Home Page
• Links to ‘Create a Page’ In lower left corner of existing pages
2. Select the ‘Local Business or Place’ Page type
• Choose your business type category
• Enter business name & info
• Click ‘Get Started’
3. Log into the personal account you want to admin the page
• You will be prompted to do so if you were not logged in when
you started
4. Fill out your ‘info’ tab with details about your business
• Add links to your website, Twitter, etc.
• Add info about what you specialize in and offer
• Make a good first impression that makes people want to like
the page
5. Follow the steps on the “Get Started” tab
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35. ‘Get started’ tab makes it easy!
‘Get started’ tab walks you through:
1. Adding images
2. Posting a status update
• Encourage your friends to share your page
• Announce a new website or promo offer
3. Adding a ‘Like’ button to your website
• Takes a little coding knowledge
4. Inviting friends & announcing to fans
• Upload an Excel doc
• Import email contacts
• Suggest to personal Facebook friends
5. Syncing to a mobile device
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36. Converting a Group to a Page
Facebook DOES NOT allow you to convert a group
to a page
– Groups were part of Facebook BEFORE Pages were
introduced
– When Pages were first introduced Facebook temporarily
allowed converting
– Only way to migrate group members to page fans now is
to ask them to ‘Like’ it
– Post new page URL on group wall and invite member to
‘Like’ the page
– Send a message and/or chat to members ask them to
spread the news & like the page
– Consider incentives to ‘like’ the page & suggest it (eg:% off
a service, coupons, being entered into a drawing for a free
gifts, etc.)
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37. Converting your Profile to a Page
• Facebook lets you convert a personal Profile into
a Page!
http://www.facebook.com/pages/create.php?migrate
– Cannot be undone – So be sure it’s your best
option.
– Friends will be converted into fans that ‘Like’ the
Page
– Only Photos will be transferred. NOTE: All other
data lost!
– Facebook will provide you with a stripped-down
version of a Personal Profile, called a Business
Account, which will be the admin of the new Page.
It cannot become ‘Friends’ with anyone or ‘Like’
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anything, etc.

38. Edit Page > Manage Permissions
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39. A word of caution…
1. Avoid shameless plugs on
how wonderful you or the
company are.
2. Your personal views are
your own, don’t post
updates in anger or in spite.
Nothing is private on
Facebook.
3. Don’t sign up for every
game/quiz and annoy others
with your updates.
4. Do not disclose confidential
information obtained
through work that may bring
the company into disrepute.
5.Don’t undermine your
effectiveness at work.
6.“Friending” should not be
taken literally – but others
may misconstrue this as
being partisan or biased.
7.Avoid racial, religious slurs
and personal attacks.
8.You are still a company rep
24/7: Verify facts, identify
sources before passing along
news. Make it clear if you are
skeptical of veracity of
information, if you are.
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40. Facebook jumpstarters
 Fan Page Friday: Highlight one fan every
Friday
 Expert hour: Set one-hour per week where an
expert answers questions on FB, ask them to
post questions early via video
 “Office hours” – tell people when you are live.
Do live video eg: Ustream, JustinTV, Linqto
 Surprise giveaways for lightning quizzes
 Run polls asking people what they think about
a specific story or subject.
More tips: https://www.facebook.com/business/a/online-sales/page-post-tips
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41. Facebook: Some Features
• Follow Button
– http://www.facebook.com/about/follow
• Lists
– http://www.facebook.com/help/lists
• Timeline
– http://www.facebook.com/about/timeline
• Ticker
• Privacy settings
• Ads: http://www.facebook.com/ads/create/
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42. Allow Followers without Friending
• To allow others to Follow your Public
posts:
– Click at the top right of any Facebook page
and choose Settings
– Click Followers from the left-hand column
– Check the box to the right of Turn On Follow
– Subscribers can see only the things you
share publicly
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43. Lists
Create lists for Close Friends, Acquaintances,
Work Mates or Restricted. Good for targetting
posts to appropriate list of friends.
http://www.facebook.com/help/lists
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44. Timeline
315px
851px
http://www.slideshare.net/supernovastudios/facebooks-new-timelime
http://www.facebook.com/CoverPhotoSize
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45. Creative uses of new cover pic
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46. MORE: http://reface.me/profile-pictures/facebook-timelinecover-photo-hacks/
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47. Facebook Video Chat
• Powered by Skype
• http://www.facebook.com/videocalling
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48. Important considerations
• Promotion Guidelines:
http://www.facebook.com/promotions_guidelines.php
• Analytics: http://www.facebook.com/insights
• Sponsored stories:
http://www.facebook.com/marketing
• Facebook advertising:
http://www.facebook.com/advertising
• Facebook for Business:
http://www.facebook.com/business
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49. Case study: MAS
Engaging bloggers using Facebook
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50. MAS: Blogger outreach
• As part of MAS' blogger engagement
programme, 15 bloggers won a simple
contest and were invited to participate in an
exclusive cabin crew training programme.
• During the half-day programme, they were
given insights into cabin crew procedures on
grooming, first aid, emergency landing
evacuation, and water/raft drill.
• Location: Malaysia Airlines Academy,
Kelana Jaya
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51. 1. Photos first posted on MAS Facebook page
2. Re-posted on blogger’s blog with personal account of
experience
3. Article re-posted on “Living Malaysian Hospitality” –
MAS blog
Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711
http://lenaee.blogspot.com/2009/05/7.html
http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew
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52. 52

53. Would you trust a surgeon who
tweeted your operation?
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54. Tweeting what you eat
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55. #defahmi vs Blu Inc
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56. 56

57. “Water me, please!”
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58. How are companies using Twitter
•
•
•
•
•
•
•
•
•
•
•
EXTERNAL
Customer service
News, blog updates
Branding, promotion,
marketing
PR, media relations
Finding leads,
prospects
Extending touchpoints
Community building
Networking, tweetups
Direct sales
Recruitment
Driving traffic to website
•
•
•
•
•
•
•
•
INTERNAL
Connecting sales teams
Coordinating
decentralized teams
Event planning
Project status and
updating staff, teams
Employee support
Mentoring
Problem-solving
Purely social
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59. CIMB on Twitter: Customer service
twitter.com/cimb_assists
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60. Twitter: Best practices
• Listen: Follow popular tweeters first
• Share: Find great stuff to share
• Be authentic
• Be active! No one is interested if your last
tweet was from several months ago
• Don’t hard sell: If you are plugging your own
product, service, event, cause, say so.
Preface with “Shameless plug…”
• Preface a personal opinion with IMHO, or
“My personal opinion is…”
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61. Scott Monty, Ford Motor Company
1. Always shows gratitude
2. Constantly corrects misinformation
Head of social media, Ford
http://www.scottmonty.com
http://twitter.com/scottmonty
3. Encourage conversation
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62. Frank Eliason, Citi, formerly of Comcast
4. Problem solver: Fields customer
support issues, re-directs to right person
5. Always helpful and adding value
SVP of Social, Citi
http://www.frankeliason.com
http://twitter.com/askciti
Formerly @comcastcares
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63. Lee Aase, Mayo Clinic
6. Health tips
7. Sharing patient, inspiring stories
8. Promoting radio shows, webcasts
Director, Social Media, Mayo
http://tinyurl.com/smugu
http://twitter.com/leeaase
http://twitter.com/mayoclinic
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64. Zappos.com: Shoevangelism
“People relate to people,
not companies,”
Tony Hsieh, Zappos.com,
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65. Case study: Zappos.com
• Free shipping, a 24/7 open call center, and 365day return policy.
• Turned an e-commerce shoe site into a US$1B
business in 10 years. Sold to Amazon.com
• Obsession with customer service, little
advertising, organic word-of-mouth
recommendations.
• Five weeks of employee training on culture,
core values, customer service. Uses Twitter as
communications channel.
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66. 66

67. 67

68. 68

69. Twitter 101
1. A tweet is 140 characters long
2. RT: re-tweet other tweets you think are worth
repeating,
3. @username: used to reply to someone or
engage in a conversation or as a hat tip. This
a public tweet everyone can see. Eg:
@username message
4. dm or d followed by space, then name of
person eg: d username message OR click
Messages (next to Profile). You can send
private message to someone only if they
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follow you.

70. Twitter 101: Using #hashtags
5. The Hash Tag aka Pound Symbol [#] is
used to categorize tweets into topics,
events, trends.Hashtags are the Twitter
equivalent of keywords. eg: #socialmedia
6. Search specific hashtags and save those
searches for future reference.
7. Tip: Use a unique hashtag to promote a
contests, event or product eg:
#contest123 (make sure no one is using
it first)
8. #followfriday or #ff is used by a majority
to spotlight individuals they consider
worth following, not necessarily on Friday
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71. Short links
1.
2.
• Helps reduce character space. Became
popular with rise of Twitter
• Popular services: tinyurl.com, bit.ly
• Others: is.gd, snipurl.com, tr.im
• When posting a link, use Topsy.com to find
out how popular/timely the link already is
and whether your friends have already
tweeted/posted it.
• Bit.ly provides transparent stats: Add + sign
at the end of shortlink eg: bit.ly/123456+
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72. Must-know Twitter Basics
Settings:Profile
Shortlink
Add Image
Time Zone/Location
Reply
TwitPic
Notifications
Messages(DM)
TwitVid
Design
#hashtag
Selective Tweets
Follow
@Mentions
Block spammer
Tweet
Searches
Who To Follow
RT
Lists
Trends
@Username
FF
Tweet Button
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73. Sample Twitter Accts/Lists
• Media on Twitter: http://www.mediaontwitter.com
• Journalists on Twitter: http://muckrack.com
• List of Malaysian journalists:
http://twitter.com/trinetizen/malaysian-journalists
• List of Malaysian media:
http://twitter.com/trinetizen/malaysian-media
• List of Malaysian politicians:
http://twitter.com/trinetizen/malaysian-politicians
• List of Malaysian celebs:
http://twitter.com/trinetizen/malaysian-celebs
• List of Malaysian brands:
http://twitter.com/trinetizen/malaysian-brands
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74. Useful Twitter apps
• Twitter clients: Tweetdeck, Seesmic,
Ubersocial, Hootsuite, Twitterrific, Twhirl
• TweetAlarm, Twilert: Put in a keyword and
get emails when others tweet it.
• Twellow: Search for tweeple
• Twitpic, Lockerz, Instagram: Post photos
• Yfrog, Twitvid: Post videos
• Twapperkeeper: Archives tweets
• Tweetstats: Graphs your stats
• Spy: http://spy.appspot.com/
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75. Useful Twitter analytics
• Twitter Web Analytics (from Twitter,
coming soon)
• Rowfeeder: http://rowfeeder.com/
• Tweetstats: http://tweetstats.com
• Twittercounter: http://twittercounter.com
• The Archivist: http://archivist.visitmix.com
• Klout: http://klout.com
• Twitter Grader: http://tweet.grader.com
• Twitalyzer: http://twitalyzer.com
• Monitter: http://monitter.com
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76. Exercise: Twitter
• Go to Twitter (set up account, if you don’t
already have one)
• Find a news release from your site to tweet
• Make a shortlink using bit.ly of that story link
• Create 140-character tweet and add the
short link
• Find people to follow
• Create a list
• Re-tweet another person’s tweet
• Post a photo using Twitpic
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77. “In the past you were what you owned.
Now you are what you share,”
Charles Leadbeater
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