Social Networking
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My presentation at the Orlando Marketing Bootcamp. This was the Social Networking section of a 4-week marketing class
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Social Networking
Editor's Notes
- Social networking is an evolution about what has been around - people have always talked about these kinds of things offline, it has just been moving online - the web is an extension of that. It’s just now easier for people to eavesdrop about what others are thinking and marketers can listen in and hear what they are saying.
- Example - Vocalpoint is a Proctor and Gamble site for moms gives them a chance to see what their target market is interested in, learn more about them, and provide information to their audience that will help their customers evangelize for them.
- You don’t want to go out and start spamming. What you instead want to do is put yourself out there as a valuable resource / show that you are an expert in the area and that you want to add value and that you care about your customers. Then, you can go in and talk about your brand Define this at the beginning… What will you do if you don’t reach your objectives? Set up milestones that say ‘o.k. I’m hoping to get here at this point - if you aren’t there then make adjustments. Need to continually measure to see if you are meeting your goals. Can anyone post or are there certain people who can post? Is there an approval process - i.e. Do things need to be approved before they get posted? Take a hard look at what you are comfortable with. Set up guidelines as to how you will respond to negative feedback. Don’t get defensive - if you come across this way, that’s bad for the customer and for anyone else who is reading it. Remember you are talking to everyone, not just a particular customer. Keep in mind with social media that it is difficult to come up with a specific ROI. There are hard metrics you can put in place, but keep in mind the softer measures that are just as important. I.e. What value are you adding by simply being involved? you have corporate blogs - CEO of Sun All of these are ways about learning about your customer, providing information to your customer and then letting them have conversations about you.
- Examples Wal-Mart fake blog is an example of how a good idea can go bad. Jim and Laura went across the country in their RV blogging about their trip and it was then the public discovered that they were being paid by Wal-Mart. Wal-Mart ended up having a lot of bad publicity from an unauthentic social media idea. Another example of an idea gone badly was when Target paid college students to spam Facebook with notes about how cool Target is. Dell Hell is an example of how one company turned it around by their response to people voicing their opinions about problems associated with Dell. Dell openly stated, “Our goal is to join the conversation and speak directly and candidly with our customers. The more we engaged, the more we learn and the better we can do for our customers.”