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Social Media Training April 2010 Ed

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Social Media Training April 2010 Ed

  1. 1. Social Media Friend or Foe?
  2. 2. What is Social Media? “ Social Media is like teenage sex! Everyone's talking about it, everyone seems to be doing it ...how come I'm not getting any? ”
  3. 3. Defining Social Media...? <ul><li>“ Social Media is content created by people using highly accessible and scalable publishing technologies..” </li></ul><ul><li>“ It's how I keep in contact with my mates...” </li></ul><ul><li>“ It's where I rant and rave...” </li></ul><ul><li>“ It's where I can ask questions and get honest answers...” </li></ul><ul><li>“ It's the creation and exchange of User Generated Content (UGC) in the form of a conversation or dialogue facilitated by internet applications” </li></ul><ul><ul><ul><li>It's a conversation! </li></ul></ul></ul>
  4. 4. Social Media
  5. 5. How much UGC is out there? <ul><li>30% of search results for the World’s Top 20 largest brands are links to user generated content </li></ul><ul><li>38% of bloggers post brand or product reviews. </li></ul><ul><li>77% of all active internet users regularly read blogs </li></ul><ul><li>70% of buyers use user recommendations before purchase decisions </li></ul><ul><ul><ul><ul><li>LOTS! </li></ul></ul></ul></ul>
  6. 6. How much UGC is out there? <ul><li>“If you're not talking about your brand and your products... </li></ul><ul><li>… the chances are someone else is!” </li></ul><ul><li>Define or be defined! </li></ul>
  7. 7. When is Social Media a risk? <ul><li>Social Media is a risk when it is - </li></ul><ul><ul><li>Relevant to your business or your marketplace </li></ul></ul><ul><ul><li>Affecting your business </li></ul></ul><ul><ul><ul><li>By reputation </li></ul></ul></ul><ul><ul><ul><li>By the bottom line </li></ul></ul></ul><ul><ul><ul><li>By working practices </li></ul></ul></ul><ul><ul><li>Not accepted by your company as a major contributing marketing factor </li></ul></ul>
  8. 8. Bottom Line... <ul><li>“ ... socially engaged companies are more financially successful...” </li></ul><ul><li>Wetpaint/Altimeter Group 2009 </li></ul>
  9. 9. How to deal with Social Media? <ul><li>In business, events happen around us without our consent or control. </li></ul><ul><li>As a company, we must evaluate and make decisions from the fallout of the events that will affect our business and the company in general. </li></ul><ul><li>Dealing with Social Media is exactly the same... </li></ul><ul><li>… consider, evaluate and respond! </li></ul>
  10. 10. Quick Analogy <ul><li>You miss a train? </li></ul><ul><li>What are the consequences? </li></ul><ul><li>Depends on where you were going? </li></ul><ul><ul><li>Meeting your mates </li></ul></ul><ul><ul><li>Meeting your wife </li></ul></ul><ul><ul><li>Catching a plane for luxury holiday </li></ul></ul>… consider, evaluate and respond!
  11. 11. Can it really have an impact?
  12. 12. Silence is not Golden!
  13. 13. Silence is not golden... <ul><li>Movieum London </li></ul>
  14. 14. Silence is not golden...
  15. 15. Tiger's Response
  16. 16. Silence... <ul><li>If your brand is built on a image then alteration of that image is permanent online </li></ul><ul><ul><li>Silence allows rumour, gossip and speculation to fill the gap </li></ul></ul><ul><li>A brand may be able to sustain minor damages but one major incident is powerful </li></ul><ul><li>The conversation is happening, you cannot stop it or control it </li></ul><ul><ul><li>Engagement </li></ul></ul>
  17. 17. So can I be Silent? <ul><li>Yes, but deciding not to act is different from not doing anything! </li></ul>
  18. 18. Getting it wrong Rather than having an open conversation with the public, Nestle responded with sarcasm and arrogance There needs to be a clear policy and training on how to deal with social media channels Don’t insult your customers!
  19. 19. <ul><li>Vodafone’s Response: </li></ul><ul><li>‘ breach of the rules by staff in our building, dealing with that internally. We’re very sorry’ </li></ul><ul><li>What Vodafone did wrong: </li></ul><ul><li>loose control over the corporate account </li></ul>Keeping an eye on security…
  20. 20. <ul><li>What Vodafone did right: </li></ul><ul><li>quick response </li></ul><ul><li>responded within the original community </li></ul><ul><li>didn’t hide </li></ul>Vodafone Response
  21. 21. Post apology, Twitter followers have steadily increased What happened next?
  22. 22. Policy “ As with blogging within Reuters News, you should make sure that if you have hard news content that it is broken first via the wire. Don't scoop the wire. ” What they got right: Encouraging use of social media and setting out a set of guidelines is a good first step. What they got wrong: Highlighting the dangers and not seeing the opportunities that social media offer – as above.
  23. 23. Be transparent, genuine and consistent &quot;Wal-Marting Across America,&quot; “ Wal-Mart's Social Media Marketing Transgressions” Wal-mart Today… Target vs. Wal-Mart: the back to school battle vs.
  24. 24. Spot the opportunity “ Furniture Causes FedEx Fits” Rather than encourage the designer and use this is a quirky promotional exercise, they alienated the public with legal action against the site owner
  25. 25. Don’t try to cheat...
  26. 26. …it’ll haunt you for ages...
  27. 27. Conversation...
  28. 28. Conversation... “ Unfortunately we are unable to respond to your inquiry because Motrin does not participate with non-traditional media outlets, This practice, is in place to allow us to focus on publications that reach our core consumers.”
  29. 29. Conversation <ul><li>“ Apple does not repair or replace dead iPod batteries and that it was policy of the company to recommend you purchase a new iPod when the battery fails.” </li></ul>
  30. 30. Lessons Learned <ul><li>Don’t insult your audience </li></ul><ul><li>Keep control of security </li></ul><ul><li>Have a policy, but don’t stifle the conversation </li></ul><ul><li>Be transparent </li></ul><ul><li>Don’t cheat </li></ul><ul><li>Empower your fans and create brand evangelists </li></ul><ul><li>LISTEN, EVALUATE and RESPOND! </li></ul>
  31. 31. Getting it right
  32. 32. When it comes to communication, try to find the right balance between contribution and invasion
  33. 34. Think globally, act globally...
  34. 35. The Results
  35. 36. <ul><li>in less than 7 months, the fan site attracted over 3 .3 million fans, since then, the site has attracted 5,387,764 fans </li></ul><ul><li>Coke has given the creators full support rather than pull the page </li></ul><ul><li>support your brand evangelists </li></ul>Engagement…
  36. 37. Obama vs McCain <ul><li>Older </li></ul><ul><li>Experienced </li></ul><ul><li>Not in touch with modern media </li></ul><ul><li>Young </li></ul><ul><li>Not Experienced </li></ul><ul><li>Knows modern media </li></ul>
  37. 38. Barack Obama <ul><li>Knew that social/new media was an untapped area in an election </li></ul><ul><li>Realised that he could use people power online to gain advantage over political veteran McCain </li></ul><ul><li>Had a consistent message and played to his strengths </li></ul><ul><li>Set his benchmark </li></ul><ul><ul><li>Get elected! </li></ul></ul>
  38. 39. New Media Use
  39. 40. Bottom Line Results
  40. 41. New Media Results Votes <ul><li>2,000,000 new voters online </li></ul>
  41. 42. Success Benchmark
  42. 43. Engagement... <ul><li>Online conversation is the same a offline conversation: </li></ul><ul><ul><li>Listen... </li></ul></ul><ul><ul><li>Stay on topic... </li></ul></ul><ul><ul><li>Let them who you are.. </li></ul></ul><ul><ul><li>Be honest... </li></ul></ul><ul><ul><li>Think before you speak... </li></ul></ul>
  43. 44. Measure
  44. 45. Why measure? <ul><li>What's out there? </li></ul><ul><li>What can I change? </li></ul><ul><li>What difference did that make? </li></ul><ul><li>What's my ROI for this work? </li></ul><ul><li>What's the trend? </li></ul>
  45. 46. Utopia?
  46. 47. Reality?
  47. 48. Reality!
  48. 49. Reality?
  49. 50. If you want to understand... <ul><ul><li>What is the conversation about your company, brand and products </li></ul></ul><ul><ul><ul><ul><li>and is it a risk or opportunity? </li></ul></ul></ul></ul><ul><ul><li>What and where are my competitors? </li></ul></ul><ul><ul><ul><ul><li>can I get an edge? </li></ul></ul></ul></ul><ul><ul><li>Why and how do we respond? </li></ul></ul><ul><ul><ul><ul><li>are people getting all they need to do their jobs </li></ul></ul></ul></ul><ul><ul><li>What effect your efforts are having </li></ul></ul><ul><ul><ul><ul><li>is this helping my business objectives? </li></ul></ul></ul></ul><ul><ul><li>What's new? </li></ul></ul>
  50. 51. Consider <ul><li>Is there a need? </li></ul><ul><li>Is there a will? </li></ul><ul><li>Is there a budget? </li></ul><ul><li>In house or out source? </li></ul>
  51. 52. Joining In the conversation
  52. 53. Joining the conversation <ul><li>In house or outsource? </li></ul><ul><li>Strategy </li></ul><ul><li>Planning </li></ul><ul><li>Set up </li></ul><ul><li>Execution </li></ul>
  53. 54. Ok, I’m convinced… <ul><li>…but how do I sell it internally? </li></ul>
  54. 55. Making a case (some common arguments) <ul><li>We can’t measure ROI </li></ul><ul><li>We don’t have the resources </li></ul><ul><li>We can’t control the message </li></ul><ul><li>What’s the hurry, let’s wait for it to mature </li></ul><ul><li>We don’t need it </li></ul><ul><li>Don’t just look at the direct financial return, look at the brand recognition, cost savings and sales opportunities </li></ul><ul><li>It does require resources, but look at what you want to accomplish through thought leadership, increased awareness and free competitive research. </li></ul><ul><li>It actually give you more control but knowing what customers are saying </li></ul><ul><li>Your competitors aren’t going to stand still </li></ul><ul><li>It gives your company a voice and shows your potential customers that you’re willing to listen and engage. </li></ul>
  55. 56. <ul><li>We tried it - it didn’t work </li></ul><ul><li>We’ll stick to what we know works </li></ul><ul><li>Social media doesn’t fit with the brand </li></ul><ul><li>What good can it do? </li></ul><ul><li>Management doesn’t want it </li></ul><ul><li>For how long and did you have a clear strategy in place? </li></ul><ul><li>Fear of the unknown is common, but think of the missed opportunities for lead generation and think of the brands out there that have already had success through social media </li></ul><ul><li>Social media doesn’t discriminate, think about PR, marketing, CRM, business development and how social media can enhance your activities. </li></ul><ul><li>Lets see…increase traffic, raise brand awareness, SEO, cost savings, etc…etc… </li></ul><ul><li>Think about your core company values and objectives and align the potential benefits of social media against your company KPIs </li></ul>Making a case (some common arguments)
  56. 57. The most important element Skill Experience Budget Resource Will Expertise Time
  57. 58. Policy: Some points to consider <ul><li>Define what social media means </li></ul><ul><li>Who owns it? </li></ul><ul><li>Where do you stand? </li></ul><ul><li>Crisis Plan </li></ul><ul><li>Privacy and confidentiality </li></ul><ul><li>Response guidelines </li></ul><ul><li>Who’s responsibility? </li></ul><ul><li>Training </li></ul><ul><li>No fly zones </li></ul>
  58. 59. Where is it all heading?
  59. 60. Where’s it all heading?
  60. 61. Use of mobile and social media <ul><li>32% of mobile internet users access social networks via mobile </li></ul><ul><li>The UK currently has 120% mobile penetration </li></ul><ul><li>The average user logs into social networks 3 times per day as opposed to 1.5 time for non-mobile users. </li></ul><ul><li>Source: InSites Consulting Survey (2,800 respondents), Jan 2010, MMA Statistics </li></ul>
  61. 62. What do I do now? <ul><li>Decide what you want to get out of it </li></ul><ul><li>Create a policy </li></ul><ul><li>Determine resource </li></ul><ul><li>Set KPIs </li></ul><ul><li>Monitoring: What’s there already? </li></ul><ul><li>Create a strategy (pick your channels, empower staff, engage) </li></ul><ul><li>Follow the rules (transparency, trust, engagement, etiquette) </li></ul><ul><li>LISTEN, EVALUATE and RESPOND! </li></ul>
  62. 63. And finally… Remember, through collaboration with individuals in a social environment, brands can do great things…
  63. 64. Q & A

Notes de l'éditeur

  • What is social media? Social Media is like teenage sex; everyone is talking about it, not many are really doing it and those who do rarely get what they want form it?
  • Thanks Steve, during the next part of the session, I’ll be going over some examples of how social media has worked for some brands and what some of the consequences have been when getting it wrong.
  • So, what is the cost of doing nothing?
  • To give you a bit of background, Movieum London is a movie museum (rebranded as London Film Museum in January 2010) and didn’t bother to mention it or change the domain. The old Movieum URL goes to a dead site. Above there are comments that were posted on the website criticising the venue and value for money. Movieum not only didn’t respond, but when they rebranded they didn’t bother to tell anyone. What we have here is a business that has given the option for people to voice opinion, but haven’t done anything with the information which is missing out on an opportunity to take comments on board, make changes and engage with the audience. To allow people to post and ignore them is not just a wasted opportunity, it’s a slap in the face of the people who took the time to comment. It sends out a clear “I don’t give a monkeys” attitude to the public. Big mistake. And speaking of big mistakes…
  • I’m guessing that there isn’t anyone in the room who hasn’t been aware of happened with Tiger Woods a few months ago. The news of his car accident first broke on the 27 th of November, and a few days later, on the 2 nd of December, the first of a series of women came forward with claims that she had an affair with Woods. It wasn’t until the 12 th of December, after a half a dozen women did the same that Woods issued a statement/apology. As the news of his bad behaviour spread online Woods was slow to respond and while we waited to hear what he had to say for himself, the public went to town on the story. There were constant updates on twitter, real-time search results on Google and by the time he did respond…
  • This statement that appears on the Tiger Woods site appeared on the 12 th of December.
  • So, what can we take from this incident? By saying nothing you’re allowing others to fill the gap. In Tiger Woods case, you could argue that he should have communicated with his fans, the very people he depended on to help him build his image rather than putting his head in the sand and hoping it would all go away. So, here. Engagement is the key. Moving on…
  • By being aware of the potential pitfalls, you can make an educated decision on when and how you respond within social media.
  • Now, once you have decided to respond, you need to decide how you’re going to interact with your online community. A few weeks ago, Nestle gaffed when one of their employees got into an online tiff with one of their facebook fans regarding the use of their logo. The argument escalated and by the end, it was Nestle that was seen in a bad light. Here, I would argue that the brand made a mistake by insulting their fans and rather than having a calm conversation, they greeted their fans with sarcasm. So, when stepping into online communities, you have to remember that everything is out in the open and people are free to voice opinions and take sides. You need to be prepared for that.
  • Now, about a month ago, a rather crude tweet appeared on Vodafone’s corporate account. They picked up on it and removed it quickly, but not before it had been re-tweeted by hundreds of followers. Here’s how Vodafone responded….So, what did they do wrong? They didn’t have a handle on security and it didn’t take long for a flood of tweets to come pouring in from followers wondering if they had been hacked. So, what did Vodafone do right?
  • They responded to each individual who had contacted them, they didn’t hide and they responded within the community where the incident took place, letting people know that they were really there to engage with their followers.
  • So, there may have been a blip in their PR, but ultimately, by responding quickly, the damage has been minimal and there continues to be a steady increase in their follow numbers.
  • One of the first steps in getting involved in social media as a business is to set out a clear policy which encourages the use of social media but also protects the business. The tricky bit is finding the right balance. A few weeks ago, Reuters published their social media guidelines where they stated that they encourage the use of social media as a research and communication tool they didn’t want journalists to “scoop the wire” or post news before it hits Reuters publications. So, they have the right idea, but I can see that news publications are going to have a hard time finding their feet in social media. Where they could take advantage of social media is using it to let people know top level information about news as it breaks and let a wider audience know that they can get the full story on the site. So, in effect, they can generate interest before the full story is released.
  • One repeat offender when it comes to social media is Walmart – over the past few years there have been three notable gaffs in their attempt to break into this space. The first was a couple of years ago when a couple created a blog called “Wal-Marting” across America” the concept was that they would drive their campervan across the US and park overnight in wal-Mart carparks. The uproar came when people discovered that the blog was fake and a PR stunt developed by Wal-Mart. People who had followed the blog felt cheated. So, if you’re going to use social media, rule number 1 is BE TRANSPARENT, BE GENUINE. The next cockup came when they set up a facebook group trying to target college students as they started university. They made a couple of mistakes here. The first was to try to push themselves as a “stylish” place for students to get dorm essentials when in fact Wal-Mart is know for being cheap and functional. They also tried too hard to sell directly from the fan page, constantly bombarding students with offers, product suggestions and links to the Wal-Mart site. The campaign results were poor and in the end, people left abusive comments on the fan page. At the same time, Target went after the same audience, but rather than try to sell themselves as hip and stylish, their message was about being the place to buy things that are cheap, functional and there to help you survive college. They allowed their users to post their own photos and before long, people were making their own product suggestions. So, what’s the key message? Stick to your brand values, be transparent, use the language that fits the channel and do try to sell. Finally, if you look at the Walmart site today, they have a blog that hasn’t been updated with any regularity, too many writer profiles and stale information. If used correctly, and written by someone who actually cares about the brand the subject they’re writing about can work really well for a business. However, here, Walmart have too many middle managers listed as writers who will always find other parts of the job higher in their priority lists. So, if you’re blogging, you need to keep content fresh and interesting. So, the upshot is that I can give Wal-Mart credit for persistence, they still haven’t really created a social media strategy that works.
  • This is one of my favourites. This happened a while back, but it is still a good example of how big companies can sometimes miss an opportunity by taking a defensive position on what is happening online. In this case, a young industrial designer was a bit broke and decided to furnish his flat with furniture built entirely from FedEx boxes. He even created a bed and weight tested it by jumping up and down on it. He posted pictures of his creations on his blog. Unfortunately, when FedEx discovered it, rather than see it for the great PR opportunity it was, they ordered the blogger to take the site down and threatened him with legal action. What they could have done here was support him and enjoy the free quirky PR.
  • This one is probably one of the incidents that annoyed people the most. For those of you who aren’t familiar with this function on twitter, users developed a system whereby if you want people to find information on common subjects, you can add a hashtag to your post so that anyone looking for conversations covering a particular subject can search using the unique tag. Last year, during the Iran Elections, people discussing the elections on twitter tagged their conversations with the Iran Elections tag. Habitat hijacked the tag by adding it to tweet about their sale. Users looking for comments about the election we then finding tweets from Habitat about their promotion, which had nothing to do with the election. So, pretty poor move. They blamed the incident on an intern, but in any case it was a nasty abuse of the channels and a serious breech of social media etiquette.
  • This was nearly a year ago (June 2009) but if you type Habitat UK into Google one of the top results is the coverage of the company’s misuse of Twitter.
  • Finally, two responses from companies where the public tried to connect but were knocked back.
  • Motrin put out an ad that effectively called babies fashion accessories. Mothers took offence to the ad and a blogger contacted the company and wrote about their objections. Here was Motrin’s response.
  • The issue within the context of social media is not the policy itself, but the way in which apple communicated the message to the public. In between the time the battery issue came to light and the time it took to change the policy, Apple estimated that 2 million unit sales were lost. Public dissatisfaction could have been reduced by merely letting people know that their commments had been taken on baord and that they were reviewing their policy. They did this, but it took a while and sales suffered.
  • With that, I’ll hand you back over to Steve