Keynote luncheon presentation at the 2012 Receptive Services Association of America Summit on February 7, 2012 at the Hyatt Regency New Orleans.

1. The Yin and Yang of Social Media
Receptive Services Association of America
Robert Cole | Founder - RockCheetah
February 7, 2012 | Hyatt Regency New Orleans
Image: MAMJODH (Flickr)

2. The
Science of
Social
Media
v.
The
Religion of
Social
Media
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 2
Image: duluoz cats (Flickr)

3. Yin & Yang: Complementary Forces
•
•
Two Sides of the Same Thing
One Can’t Exist Without Other
Yin Yang
• Dark • Light
• Have Part of Each in the Other
• Passive • Active
• Rarely Stable – Always Changing
• Unconscious • Conscious
• Follower • Leader
• Intuition • Logic
• Devoted • Creative
• Nature • Technology
• Eternity • History
• Cold • Hot
• Feminine • Masculine
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 3
Image: neverfeltbetter (Flickr)

4. Social Media: A Global Revolution
• Streamlining Communication
• Creating Human Introductions
• Sustaining Distant Relationships
• Revolutionizing Politics
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 4
Image: kannanokannan (Flickr)

5. Social Media: A Cynic’s Perspective
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 5
Image: Vaguely Artistic (Flickr)

6. Customer Engagement is a Relationship
• Not Just Broadcasting
– Active Listening
– Relevant Communication
– Mutual Understanding
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 6
Image: joshfassbind.com (Flickr)

7. Customer Engagement ≠ Marriage
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 7
Image: Defence Images (Flickr)

8. Loyalty is Based on Values
Example: jetBlue
– Integrity
– Passion
– Safety
– Caring
– Fun
Value Drives Transactions ● Values Drive Loyalty
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 8
Image: maistora (Flickr)

9. Understand Your Customers
Offer Unique Value: Better۰Easier۰Faster۰Cheaper
Beware: Customers May Be Opportunistic & Brand Agnostic
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 9
Image: Sergey Galyonkin (Flickr)

10. Understand Customer Expectations
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 10
Data: Edelman 2012 Trust Barometer

11. Every Customer is Different
• Operators, Suppliers, Agents & Consumers - Different Needs
• Recognize That Needs Vary Based on Timing & Trip Purpose
• Participate Where Customers Are Active
• True Customer Engagement Doesn’t Scale Well
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 11
Image: kagey_b (Flickr)

12. Multiple Customer Personas
Commercial
Educational
Escorted
Fly-Drive
Eco
Meetings
Incentives
Sporting Events Conferences
Religious FIT Exhibitions
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 12
Image: Greything (Flickr)

13. Seven Distinct Phases of Travel
Inspiration
Sharing Research
Travel Planning
Booking Validation
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 13
Images: Dru!, adwriter, Stuck in Customs (Flickr) & Wikimedia Commons (public domain)

14. Multiple Experience Touch Points
Pre-
Departure
Post-Trip Departure
In-
Return
Destination
At Specific
Venue
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 14
Image: M.V. Jantzen, spettacolopuro, Werner Kunz (Flickr) & Wikimedia Commons (public domain)

15. Now What?
• The Golden Rule
– Focus on Running a Quality Operation
– Treat Others How You Want to be Treated
– Create Opportunities for Customers to Engage with You
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 15
Image: dalylab (Flickr)

16. Don’t Underestimate
Your Competition
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 16
Image: BMW Blog

17. 1) Clearly Define Objectives
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18. 2) Assign Management Responsibility
Who ۰ Does What ۰ When
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 18
Image: juhansonin (Flickr)

19. 3) Track Key Performance Metrics
• First Ask: “Why Are We Doing This?
– Ensure Metrics Are Aligned with These Objectives
• Applause
– Favorites, Follows, Likes, +1’s
• Amplification
– Retweets, Shares, Clicks on a Video or Post
• Conversion
– Comments, Replies, Clicks to a Landing Page
• Economic Value
– Revenue (Short & Long Term) + Cost Savings
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 19
Hat Tip: Avinash Kaushik (Google)

20. 4) Sincerely Engage
• Listen
• Share
• Be Relevant
• Help Someone
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 20
Image: dorena-wm (Flickr)

21. 5) Connect the Dots
• More Intermediate & Advanced Steps
• Integrate Social Media Into Core Platforms
– Website Analytics
– Customer Relationship Management
– Offline Sales & Promotional Campaigns
• Cross-Link Customer Social Media Profiles
– Identify Same Person Across Social Networks
– Email Address is the Glue that Binds All
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 21
Image: josh.ev9 (Flickr)

22. Too Many Social Platforms to Cover
• Prioritize Them
• Follow Customers
• Support Partners
• Positively Contribute
• Maintain Continuity
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 22
Image: Brian solis & JESS3 (theconversationprism.com)

23. Fish Where the Fish Are
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Image: Explore The Bruce (Flickr)

24. Review Sites
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31. Timing is
Important
• Mean Half-Life (hours)
– Twitter Link – 2.8
– Facebook Link – 3.2
– Direct (Email/IM) – 3.4
– YouTube Link – 7.4
• Time Between Posting
& Receiving 50% Clicks
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 31
Data: bit.ly Blog | Image: flod (Flickr)

32. Not Everyone Plays by the Rules
• Great Ideas Will Be Copied
• Your Content May Get “Repurposed”
• “Crowdturfing” Skews Reviews & Ratings
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 32
Image: m.aquila (Flickr)

33. In Summary – Embrace Yin & Yang
• Run a Quality Operation
– Satisfy Needs
– Be Relevant
– Be Unique
• Create an Achievable Social Media Strategy
– Clear Objectives
– Assign Management Resources
– Track Key Metrics
– Sincerely Engage
– Connect the Dots
• Select Social Networks Carefully
– Support Networks Where Customers Are Active
– Help Everyone Support Your Partners
– It’s Not About You, It’s All About Them
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 33
Image: davedehetre (Flickr)

34. The Yin & Yang of Social Media
Questions?
Copies of the Presentation?
Comments?
Robert Cole
mail: robert@rockcheetah.com
phone: +1.262.309.9560
skype: robertkcole
twitter: @robertkcole
web: rockcheetah.com/blog/
February 7, 2012 | New Orleans, LA Receptive Services Association of America ● Summit Robert Cole | RockCheetah – 34