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Social media in real life
- 1. SOCIAL MEDIA IN REAL LIFE – ENHANCING YOUR BUSINESS REACH Are you getting it right or wrong? Presented by Denise Bahs with Profitecture
- 2. HEADS COMING OUT OF THE SAND
- 3. KNOW ME LIKE ME TRUST ME
- 4. SOCIAL MEDIA MISTAKES: WHAT WOULD THEY LOOK LIKE IN REAL LIFE?
- 5. #1: INCOMPLETE LINKEDIN PROFILE
- 7. HUH?
- 8. #2: SALES MESSAGE HAMMERING
- 9. #3: NOT UNDERSTANDING THE CULTURE OF EACH CHANNEL
- 10. #4: SOCIAL MEDIA SHOUTING
- 11. #5: PAYING FOR FOLLOWERS
- 12. #6 NOT MONITORING WHAT IS BEING SAID
- 13. #7 DELETING OR IGNORING NEGATIVE COMMENTS
- 14. #8 HASHTAG ABUSE #most #people #don’t #really #get #hashtags
- 15. #9 NO SOCIAL MEDIA POLICY
- 16. GETTING IT RIGHT Dell’s Social Media Policy Cisco’s Social Media Policy IBM Social Media Policy Intel Social Media Policy
- 17. GETTING IT WRONG Bad Judgement Bad Strategy
- 19. GETTING IT RIGHT
- 20. HOW MAERSK LINE STRATEGICALLY USES SOCIAL CHANNELS TO ENGAGE CUSTOMERS Facebook: Attracts attention by not being afraid to share both positive and negative newsworthy stories, including users’ own images and stories, reflecting Maersk’s efforts to be vibrant as well as credible. Twitter: Shares more serious news with the shipping press and other industry people with a panel of employees to bring expertise and diversity into play and foster a transparent social corporate culture. Instagram: Started a #maersk spotting trend where people around the world take pictures of Maersk ships and containers with their mobile phone and share it on Instagram. LinkedIn: Set up The Shipping Circle LinkedIn group to invite shipping experts from around the world to debate industry challenges, opportunities, etc. Google+: Uses Hangouts to hold smaller press briefings
- 21. GETTING IT RIGHT
- 23. THE BIG PICTURE: ENGAGEMENT
Notes de l'éditeur
- My name is Denise Bahs and I am (among other things) a social media coach. I work with a company called Profitecture that trains business executives how to build social authority. Cisco, IBM and ANSYS are just a few of the companies that Profitecture has helped train. This is not going to be the kind of session where your furiously writing down a bunch of stuff to take back to the office. I’m hoping to help you begin to see a bigger picture of social media and how it fits in to today’s business environment.
- When it comes to companies and social media, banks too. Heads are finally coming out of the sand. Everyone understands they have to participate in social media, but they don’t necessarily know HOW to do it correctly. Cartoon: What is the first thing we all do when we have a meeting or conference call with someone we haven’t met before? We go straight to LinkedIn to check out their Profile. See what their background is, check out their picture. Social media is just a new mode of communication. Email example: remember when email was this THiNG on the side of your desk? That is what is happening with social media – it is becoming entrenched in our everyday lives and is a new mode of communicating and engaging. So, I’m going to share the core fundamentals of getting social media right and some examples of what not to do.
- People do business with people they know, like and trust. We can leverage social media to move people through that Know Me Like Me Trust me continuum. People trust their peers more than they trust advertising. We’ve see the trend of major companies pulling advertising dollars and divert them to channels of engagement. Why are they doing that? It’s because this isn’t a one way street anymore: company blasts message to consumer. It’s a two way communication channel now that requires engagement. And we can’t engage unless we have some trust.
- Show Conference Call in Real Life video I got a germ of an idea when I saw this video. It made me realize that so many of the mistakes that people make in social media relate in a ridiculous way to real life scenarios. And if we use real life as a guide, that can help us decide how to behave in the social channels. So, here are the top 9 mistakes that people make and what they would look like in real life.
- Probably the most common mistake that people make is an incomplete profile on LinkedIn. The scenario is real life is going to a networking function with no business card, or handing out a card with no name on it. We would NEVER do that, so why do it on LinkedIn? If we know that the first thing people are going to do is go straight to our profile, then it should be top notch.
- Here is an example of a great profile. Notice her headline is NOT her job title. It encompasses more than her job.
- You wouldn’t walk up to a friends house and start banging on the door. You would walk in and offer a bottle of wine, or flowers. You would ask them how they are doing. The real life scenario for the mistake would be to walk in the house and start blatantly selling. Hurry! If you reply quickly, I’ll sell you this watch for a great deal! Start to think about how your actions on social media translate to real life. Because social media is simply a new method of communicating – but it is still just communicating.
- You would never go to the beach in a business suit, or wear flip flops to an important business meeting, so it’s important to know the differences between each of the social channels. Most people understand the diff between Facebook and LinkedIn, but there are a lot of subtle differences that many people don’t know about. For instance Hashtags are widely used on Twitter, but frowned up in LinkedIn. Google+ is all about photos and sharing with specific groups of people.
- A lot of people want to get into social media in order to BLAST out promotional messages. In fact I’ve had beginner students tell me that they want to be able to share their companies promotional messages and gain visibility for their company. Like I mentioned before, social media is a two way communication channel, not a one way like traditional advertising where a company targets an audience and sends out a message. So rather than thinking about getting your promotional message out there, think about building your social authority and that comes from sharing relevant articles, contributing to discussion groups, and being helpful. Remember that bottle of wine we gave at the front door – we asked how they were doing, we didn’t barge in and start selling.
- I guess you can buy one million followers for about $1000. But they are bots, not people. Some people call them Twitter zombies. They won’t do anything to help you. You wouldn’t pay for friends in real life, so don’t do it in social media. Two Italian researchers estimate there are 20 million fake follower accounts. Some ways to stop them is the Egg avatar, if they have NO followers, and if they haven’t tweeted anything. When I see profiles like that I block them and report as spam. Another reason why it’s so important to put a photo in your profile – so people don’t think you are a bot!
- Not monitoring what is being said is like covering your ears and doing the lalalalalalalalala! You need to listen to what is being said about you and your company. Some tools to monitor are Google Alerts, Twitter streams, look at the facebook activity of your competitors. If you want a really ramped up monitoring service, Radian6 I’ve heard is good. Stats from Concepts deck. Coke: Saw this billboard on 94 East just before I got to the airport. I couldn’t believe it. The blogosphere went nuts. So many bloggers wrote about how crazy this is. My own blogpost was titled, Marketing Madness. Coca Cola insisted that drug usage was not supposed to be a part of this message. Really? Either you’re lying, or you’re clueless. After three months of being mocked in the blogosphere, they removed all these ads and billboards.
- The real life equivalent to this would be to hang up on someone when they call. A negative comment or complaint is the customer asking you to make it right – we should be thanking them. They could just stop doing business and not say a word – those are the scarier customers. This can kind of tie in with the Coke situation. They tried to ignore what was being said until they decided it wasn’t worth the negative publicity.
- For those of you who are active in Twitter and tweet, knowing when and how to use a hashtag is critical. There are two purposes of a hashtag: to search for information and people who are talking about that particular topic, OR to be found by others who are interested in that topic. For example: Let’s say you are going to a big event like the NACHA Payments Conference and you want to see if there is any buzz. You can get on Twitter and do a search on the hashtag: NACHAPAYMENTS. On the flip side, let’s say you are going to have a booth there or you are speaking and you want people who are going to know….you can tweet and use the hashtag: NACHAPAYMENTS and all the people searching on it will see it. There is a log of confusion about the proper use of hashtags. My daughter may put something on Instagram like: #I’m #so #bored. Or take a look at the Skittles tweet. Almost no one would be searching on the term #too or #many.
- You can’t respond in a timely manner if you don’t have a social media policy in place. If you have a policy with how you’re going to handle responding, then it’ just a matter of carrying it out.
- These are links to their social media policies. If you take a look at them, they are not super duper in depth. It’s pretty basic common sense stuff.
- Guttridge is using Google+ to help boost their SEO rank. This is important for companies and people. If you create a Google+ profile for yourself or your company, and someone google’s your name, it will come up
- Here’s another example of a company that has a Google+ profile. You get all this real estate on the right hand side for free.