How to Engage Customers through Social Media
A Quick Start Guide for Avaya BusinessPartners
+ Plan + Execute Use this guide to learn how Follow steps to develop your business can benefit and manage your social through Social Media efforts presence online.
Visit Avaya Partner Marketing Central at https://pmc.avaya.com for more Quick Start Guides and additional resources. Social Media Your Customers How Avaya Uses Introduction Get Started Glossary Basics and Social Media Social Media
How to Engage Customers through Social Media A Quick Start Guide for Avaya BusinessPartners
What is social media?
The term “social media” refers to a broad range of online networks, Web sites and applications that allow you to easily and publicly share information. Social media lets you create, distribute and publish your own content instantly (photos, job listings, product reviews, personal “status,” etc.) and also helps you discover what other people (who you may or may not know) have posted for all to see.
Some examples of social media include:
++Blogs: Short for “web log,” a blog is a type of Web site that features chronological “posts” or articles by an author, usually all loosely related to a topic or theme. ++Microblogging: A super-condensed blog format that limits you to postings of just a sentence or two, a practice popularized by Twitter twitter.com. It is typically used to answer the question “What are you doing right now?” ++Wikis: A Wiki is a collaborative Web site guidebook with all content editable by the users themselves. The most famous is Wikipedia—the free online encyclopedia en.wikipedia.org/wiki/Main_Page. ++Forums: Online forums are Web sites that allow users to create strings of conversation about certain topics, each person adding to the information previously posted. The Community for Avaya Users is a good example www.avayausers.com. ++Social networks: Social networks are Web sites that enable you to create a personal profile, directly link to others to create a personal network and then freely share information within that network. Facebook www.facebook.com and LinkedIn www.linkedin.com are two popular examples.
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Social Media Your Customers How Avaya Uses Introduction Get Started Glossary Basics and Social Media Social Media
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Introduction
Leveraging social media as part of your larger marketing efforts can be a powerful way to amplify sales efforts and engage your customers. The ease of use of most social media means you can start quickly and see for yourself how others use social media to create visibility, encourage participation and manage growth and reputation. How social media can help your business
Most social media began as tools for personal use—people blogging about their interests, college students forming personal networks, etc. As social media has grown in popularity, the business world has begun to see its potential for commercial use—companies blogging about their new product development and sales forces forming professional networks. As the market becomes more advocacy-driven, social media and its enabling of trusted conversation and recommendation will impact business more and more. In fact, 88% of communications decision makers say they use their peers as their #1 source of recommendations.
Here are some broad ways social media can help your business:
1. Create visibility 3. Manage growth and reputation
Hundreds of millions of people online use social As an open environment, social media presents media every day. Add to that, the inherently viral unique opportunities—but also unique challenges nature of social media, where everything can to your company. After all, a critical comment be shared instantly with others and you have a can be posted and distributed by someone powerful tool for awareness. That’s not to say that just as easily as a flattering one. By monitoring social media involvement guarantees attention; social media and your presence there, you can more like it enables distribution on a level no other manage your reputation with both customers and media can. Having a company profile on a few employees, potentially addressing dissatisfaction social networks, creating a professional network of or clarifying misinterpretation if needed. This type contacts and creating content through blogging or of monitoring and management has a big upside, similar means are all ways a company can create since you can also intervene with prospects and more awareness. customers through social media to improve close rates and shorten sales cycles. 2. Encourage participation Some marketers believe that you can use social In most cases, social media enables person-to- media to accomplish all of the above with minimal person interaction near real time. As a business, investment. However, contracting with an agency you can either participate directly in these or PR company specialized in social media is likely interactions or learn from the conversations to require an additional investment. Also, social of others. Direct participation could include media is a time-intensive tactic that requires an demonstrating expertise by posting links and investment from your people. See for yourself opinions on breaking industry news, blogging as you begin to explore the current Avaya social about your company and inviting comments, or media efforts. answering questions from customers or peers. Observing others could help you gain some insight This Quick Start Guide will explain and offer advice about your competitors or customers that can about the most popular social media resources shape your efforts, discover unmet customer needs and how you might use them for business, as well or learn new uses for social media that might apply as how you might participate in existing programs to your business. from Avaya. This and other guides can be found at Partner Marketing Central: https://pmc.avaya.com.
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Social Media Basics
You should learn the basics about social media for several reasons: your customers are already using them, Avaya is already using them and you can participate on whatever level makes you comfortable. You don’t have to be a super-user. However, we recommend that you know what’s out there, how it can affect your business and watch to see how it unfolds in the near future since it has already changed the web and marketing in profound ways. Popular social media examples:
Blogs
A blog (short for “web log”) is a type of Web site To learn more about blogging and to see that allows individuals, groups, or businesses to some in action, visit: easily and instantly publish articles, commentary, video and more. Typically, the entries are open Sample Blogs for comment from readers (although you can • Avaya Insights - www.avayablog.com also disable this feature), appear in reverse chronological order (newest posts first) and • Technorati Popular: Top 100 Blogs - archived so you can access older posts. Business technorati.com/pop/blogs blogs are usually written more informally than other company marketing materials and are intended to Competitor Blogs inspire discussion, distribute compelling content and enhance overall company communication • Cisco Blog: The World of all things Cisco - goals. To increase exposure, blogs can also enable www.ciscoblog.com widespread sharing of content to interested audiences by leveraging technology like Really Blog creation services Simple Syndication (RSS). • WordPress - wordpress.org Business blogs are used many ways, including • LiveJournal - www.livejournal.com sharing company perspectives on business topics, showcasing company and industry product • Blogger - www.blogger.com development, demonstrating expertise with third party and proprietary content and more. • TypePad - www.typepad.com
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Social Media Basics
LinkedIn is an interconnected network of As a LinkedIn member, you can also create and experienced professionals from around the world, join groups focused on specific topics. Groups representing 170 industries and 200 countries. You have their own discussion forums, job boards, can find, be introduced to and collaborate with announcements, and so forth. While some groups qualified professionals that you need to work with are open to all, other groups may require approval to accomplish your goals. of the group manager.
When you join, you create a profile that summarizes To learn more about LinkedIn and to see the Avaya your professional expertise and accomplishments. company profile and related groups, visit: You can then form enduring connections by inviting trusted contacts to join LinkedIn and connect to you. • LinkedIn home page - www.linkedin.com Your network consists of your connections, your • Avaya Company Profile on LinkedIn - connections’ connections and the people they know, www.linkedin.com/companies/1494?trk=ape_ linking you to a vast number of qualified professionals s000001e_1000 and experts. Through your network you can:
++Manage the information that’s publicly available • LinkedIn Group: Avaya DevConnect - about you as professional www.linkedin.com/groupRegistration?gid=38814 ++Find and be introduced to potential clients, • LinkedIn Group: Unified Communications service providers and subject experts who come (A non-Avaya group) - www.linkedin. recommended com/groups?gid=47425&trk=anetsrch_ ++Create and collaborate on projects, gather data, name&goback=.gdr_1248379105651_1 share files and solve problems ++Be found for business opportunities and find • LinkedIn Answers: Ask an industry question or potential partners answer one - www.linkedin.com/answers ++Gain new insights from discussions with likeminded professionals in private group settings ++Discover inside connections that can help you land jobs and close deals ++Post and distribute job listings to find the best talent for your company
(source: LinkedIn)
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Social Media Basics
Started as a side project in March of 2006, Twitter this is called “retweeting”, and is often indicated by has grown into a real-time short messaging service including the phrase ‘RT @avaya’ in the message to that works over multiple networks and devices. acknowledge the originating source. Twitter messages In countries all around the world, people follow (called “tweets”) can also contain hastags (e.g. #UC), the sources most relevant to them and access which help organize content for searching. information via Twitter as it happens—from breaking world news to updates from friends. See There are dozens, if not hundreds of publicly what people are doing right now. (source: Twitter) available tools to help manage, organize, search and utilize Twitter users and messages. The basic premise of Twitter is that you can publish short updates (140 characters) from anywhere you To learn more about Twitter and “follow” have an Internet connection to all Twitter users. Avaya Support: You also create a network of other Twitter users • Twitter home page - twitter.com who explicitly follow you (receive your updates) and who you are following (receive their updates). • Follow these Avaya Twitter Accounts - With Twitter, you can demonstrate expertise by @Avaya, @devconnect, @Avaya_Support, publishing insights and linking to content, interact @avayasmallbiz with peers and customers and see what topics are inspiring the most discussion in your industry. • Related Twitter Accounts - @PaulDunay, @iguis, @cmcgugan, @ucexpo, Part of the value of Twitter is the ability to @debkline, @agreenjay, @robertalexander and disseminate, search and organize content across all @AvayaGeek (non-employee) Twitter users. A Twitter user is identified by an @ sign before their name (e.g. @avaya), and messages from one user are often passed along by their followers’—
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Social Media Basics
Facebook YouTube
Founded in February 2004, Facebook is a social Founded in February 2005, YouTube is the leader in utility that helps people communicate more online video and the premier destination to watch efficiently with their friends, family and coworkers. and share original videos worldwide through a Web The company develops technologies that facilitate experience. YouTube allows people to easily upload the sharing of information through the social graph, and share video clips on YouTube and across the the digital mapping of people’s real-world social Internet through Web sites, mobile devices, blogs connections. Anyone can sign up for Facebook and e-mail. (source: YouTube) and interact with the people they know in a trusted environment. (source: Facebook) While most visitors to YouTube simply watch and share videos, some business have discovered that Facebook recently announced it now has over creating and uploading company videos to YouTube 250 million users. More than two thirds of its users is an effective way to get the word out. Video can be are outside of college and its fastest growing used to offer employees and/or customers executive demographic is those 35 years and older. By presentations, training, events coverage, marketing participating in Facebook, you can connect with campaigns and more. Keep in mind, however, that existing and potential customers, create a network no proprietary information about Avaya should be for your company, connect with Avaya and support shared on YouTube without permission. our efforts and promote yourself within those circles. To learn more about YouTube and watch videos on To learn more about Facebook and to visit the the Avaya channel, visit: Avaya fan page, go to: • YouTube home page - www.youtube.com • Facebook home page - www.facebook.com • Avaya Interactive YouTube Channel - • Avaya Fan Page on Facebook - www.youtube.com/user/Avayainteractive www.facebook.com/avaya
To Be Continued
Like most of the Web, social media is constantly changing. There are many other examples like Flickr for photography, Digg for news, epinions. com for product and service reviews and many more. We encourage you to explore social media and get comfortable with using them. That way, as your customers adopt social media and businesses find value in using them, you’ll be ready to determine how you might enter the social media space.
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Your Customers And Social Media
Social media has grown hugely over the last few years. So big, in fact, that people now spend more time in member communities (social networks) than they do with e-mail. Plus social networks are growing everywhere, country by country, with Brazil leading the way but with brisk growth in Germany, U.K. and Italy among others. So the world is adopting social media quickly. Here are some just a few examples of how that growth may impact you directly:
++88% of communications decision makers use their peers as their #1 source of recommendations. So they might be having conversations about you that you could at least observe if not influence. ++More than 34% of Web users post opinions about products and brands on their blogs and over 36% think more positively about companies that have blogs. So existing and potential customers really are interested in what you have to say. ++Facebook is the #1 social networking site in the top 10 when ranked by average time per person, with visitors spending an average of 4 hours and 33 minutes on the site in June 2009. So there is an opportunity for real and deep engagement with employees, customers and peers. ++Nearly 60% of marketing and management professionals think social networking can significantly influence their company’s brand awareness. So social networking has proven its value as a marketing channel.
It’s up to you to decide whether the time is right to add social media to your overall marketing mix. However, it’s clear now that when you’re ready, you won’t be alone. In fact, Avaya already has a solid presence across social media properties that you could learn from and use as a way to begin participating.
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How Avaya Uses Social Media
Avaya recognizes the value of social media and actively participates in social networking, user forums, blogging and microblogging. Naturally, there are brand-related conversations happening that we don’t initiate, we want to be a part of those conversations and help to possibly bring our thought leadership into the discussion as well. Our objectives for social media participation will probably look familiar by now:
++Increasing brand awareness ++Generating demand ++Demonstrating thought leadership ++Showcasing innovation ++Assessing competitive positioning ++Encouraging self service
Once you have your objectives, you need to evaluate which social media tactic is appropriate for helping you achieve those goals. The answer somewhat depends on your target audience but you can start to see the strengths and weaknesses of each vehicle once you understand what they offer. Some Examples:
Blog: Avaya Insights Blog Online Community: Avaya fan page on Facebook
A company blog can be a refreshing alternative Facebook offers a compelling mix of profile to typical company information. Its format of customization, real-time status updates, content relatively short, personal articles and open publishing (articles, photos, music, etc.) and social commenting give it a casual feel and give a human network interaction. It’s an ideal place for a company “voice” to the business. The Avaya Insights blog at to aggregate information from various sources www.avayablog.com features bloggers from across (company blog, Twitter, publications) and distribute Avaya departments writing about subjects that it to a personal network. Visit the Avaya Facebook interest them—and hopefully our customers. Company Page at www.facebook.com/avaya and become a fan of our work. Microblog: Avaya Twitter accounts Participating in current Avaya social media efforts Twitter’s limitation is its strength: sharing short, is an ideal way to learn about social media. Follow quick bits of information and following others who us on Twitter. Become a fan on Facebook. Add are doing the same. Twitter also has built-in search your voice to our user forum community. As you and third-party applications that help sort and participate and monitor what others are doing, collect “tweets.” Put it all together and you have a you’ll start to see how social media can support powerful customer service and brand/competitive your company, how Avaya can support you and how monitoring tool. our social media relationships can build awareness and demand among our customers. Follow these Avaya Twitter accounts to see it in action - @Avaya, @devconnect, @Avaya_Support, User forum: Community of Avaya users @Avaya_UC, and @Avayasmallbiz. Since users can introduce any topic and add to any conversation, user forums are an excellent way to elicit many opinions on a specific subject. The Community for Avaya Users at www.avayausers.com is like a help desk that offers product support not only from Avaya, but also among customers themselves.
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Getting Started
“We should have a blog.”
Has anyone at your company ever said that? You may even have said it yourself. It’s understandable. The popularity and power of social media gets people excited. However, it’s just good business sense to start with strategy. You need to know what you want to accomplish so you can measure your effectiveness and adjust accordingly as you progress.
The POST Method
A few years ago, Forrester Research popularized the POST Method for formulating social media strategy. We’ve included a condensed version here for you to use to map your next move after participating with Avaya in our existing efforts.
People (P) Strategy (S) Assess your customers’ social activities Plan for how customer relationships will change
You need to do some research into your customers Now think about how your social media to find out what social media they prefer. It can participation will affect your relationships with your be as simple as asking or as deep as independent customers. How will things be different? What will marketing research, but either way, find out which have improved? Put yourself into the future and social media your customers actually use before look back—your strategy will reveal itself. you begin. Technology (T) Objectives (O) Decide which social technologies to use Decide what you want to accomplish We’ve shown you just a sample of all the different Do you want to learn from customers or teach forms of social media. Not all of them are right for them? Do you want to grow a large network or you. Once you’ve learned all you can about your interact with a select few? Figure out which one customers’ behavior, your business objectives and objective is best for your company (and most your strategy, you can decide which social media achievable) and then how you will measure it. can best help you achieve your goals.
PEOPLE Assess your customers’ social activities
OBJECTIVES Decide what you want to accomplish
STRATEGY Plan for how customer relationships will change
TECHNOLOGY Decide which social technologies to use
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Getting Started
Tips for social media “behavior”
Like public relations, social media is a means to reach potential customers and influence their perception of your company and the Avaya solutions you sell. It can influence decisions and help generate new business. It can help you build and maintain a public perception of your company that is both positive and distinct from your competitors. (For more on public relations, see the Quick Start Guide “How to Implement Successful Public Relations Initiatives.”)
If you’re ready to join in any of the existing Avaya social media efforts (or your own) and establish public perception of your company in that channel, here are some recommendations for successful interactions:
Be a real person, not a company Define and adhere to your goals for social media
The appeal of social media is the human interaction You’ve taken the time to determine a strategy. it enables. Even if you’re acting as an “official” Make sure to stick to it. As mentioned before, social representative of your company, you can still be yourself. media is in a constant state of change. Rather than Feel free to be casual and always be as transparent trying a little bit of everything, focus on your goals and truthful as you can. Deception in social media and adjust your behavior based on them, not trends circles is unwelcome and often publicly criticized. or popularity.
Be realistic about your commitment Act like everyone can see everything you do
This isn’t a “set it and forget it” proposition (in fact, Remember, most social media is extremely none of your online efforts should be). A healthy public and highly visible—even more so when social media presence, especially in social networks something becomes “viral” and is passed and and blogs, requires you to regularly contribute and posted from friend to friend. In an instant, content communicate. Answer questions. Update content. and comments can be distributed outside of Be there if you’re going to be there. networks and gain momentum outside of your control. Conduct yourself like you would in person Distribute the “work” of social media throughout and respond to any criticism with respect. Never the company contribute anything you wouldn’t want widely publicized. Again, it’s best to first monitor what You might find it easier to have different people in others are doing and figure out where you should your company be responsible for different social be and then consider how you can take advantage media activity (which should all be part of a unified of the opportunities of social media. strategy). For example, if an employee is already an active Twitter user, it might be easier for her to manage that than for someone new to learn it.
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Getting Started
None of these tips are meant to discourage you. Instead, we’re trying to give you the knowledge you need to succeed. Many companies—Avaya included—have embraced social media and found it to be a powerful ally for business growth. Feel free to start small, listen first and do what you’re comfortable doing.
Remember, leveraging social media as part of your larger marketing efforts can be a powerful way to amplify sales efforts and engage your customers. The ease of use of most social media means you can start quickly and see for yourself how others use social media to create visibility, encourage participation and manage growth and reputation.
Explore social media efforts with Avaya and see how we start conversations by distributing content and interacting with customers. Explore how the competition is using social media, and leverage their communities for competitive insight. And by all means, add your voice to the mix! Then, when you feel ready to establish yourself more formally in the social media space, use this guide to establish your objectives and strategy, decide which social media are best for you and put yourself out there in a professional and brand-building way.
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Glossary
A K
Avatar Entry Keywords A graphical image or likeness that An individual post or article published Descriptive words that summarize the replaces a photo of the author of the on a blog. Each of these entries, while contents of a piece of media for the content on a blog. appearing in an index, are also web purpose of making it easy to find in a pages unto themselves. search of the words. Web site designers B use keywords in the background of the Event Blog site so that when someone types that Blog A blog specifically launched as a word into a search engine the Web site Short for Web log, a blog is a Web page companion to an event. can be found. This process is known as a that serves as a publicly accessible search engine optimization. personal journal for an individual. F Typically updated daily, blogs often L reflect the personality of the author. Facebook (v.) To author a Web log. Other forms: Facebook is a social networking Web LinkedIn Blogger (a person who blogs). site that is operated and privately LinkedIn is a business-oriented social owned by Facebook, Inc. networking site founded in December Blogroll 2002 and launched in May 2003 mainly Found on blogs it is a list of links to Feed aggregator used for professional networking. other blogs and Web sites that the In Internet technology it is software or blog author commonly references or a hosted application that collects feeds M is affiliated with. Blogrolls help blog from various sources and displays it in a single consolidated view, either in a authors to establish and build upon a MicroBlogging window on your desktop or in a Web their blogger community. In Web 1.0 A form of blogging allowing users to browser. Also called feed aggregator or terminology, a blogroll would be the compose brief text updates and publish RSS aggregator. equivalent of a list of hyperlinks on a them. These messages can be submitted personal Web page. and received by a variety of means Folksonomy: and devices, including text messaging, Blogosphere The collective indexing by use of tags, instant messaging, e-mail, mobile device, Meaning all blogs, it is an expression labels or keywords by the consumers MP3 or the web. used to describe the ‘world of blogs’. of the content. The tagging system of Flickr of Delicious are examples of this MySpace social indexing. D The name of a social networking site (SNS) that consists of a network of Date-Based Archives H member’s profiles, Web logs, photos, The archives of a blog site, organized by e-mail, forums, group and more. time-stamp. Almost every blog will have Hyperlink or Link MySpace was founded in August 2003 some form of time-stamp and many A navigational reference to another by the Internet company eUniverse. archives are listed along the sidebar. document or page on the World Some list in weekly, but most on a Wide Web. Hyperlinks are specified as O month-by-month basis. Uniform Resource Locator (URL), which takes the form http://www.avaya.com or Open Profile http://
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R
RSS Social Networking Site TrackBack Is the acronym used to describe the Abbreviated as SNS a social networking TrackBack is a type of peer-to-peer de facto standard for the syndication site is the phrase used to describe any communication system that was of Web content. RSS is an XML-based Web site that enables users to create designed to send notification of updates format and while it can be used in public profiles within that Web site and between two Web sites via a Trackback different ways for content distribution, form relationships with other users of the Ping. Ping in reference to TrackBack its most widespread usage is in same Web site who access their profile. refers to a small message sent from distributing news headlines on the Web. Social networking sites can be used to one Web server to another. TrackBacks A Web site that wants to allow other describe community-based Web sites, are useful for informing a Web site that sites to publish some of its content online discussions forums, chatrooms you have referenced its Web site within creates an RSS document and registers and other social spaces online. your own Web site and is popular with the document with an RSS publisher. bloggers. TrackBack was first released Social Software as an open specification in August 2002. S A type of software or Web service that allows people to communicate and Tweets Social Bookmarks collaborate while using the application. Text-based posts of up to 140 characters A method for Internet users to store, e-mail, blogs and even instant messaging displayed on the author’s profile page search, organize and most importantly, are all examples of social software. and delivered to the author’s subscribers share web pages. Two favorites are who are known as followers. Delicious and StumbleUpon. For a T Twitter great video on how social bookmarking Twitter is a free social networking and works, check out CommonCraft’s Social Tagging micro-blogging service that enables its Bookmarking in Plain English. Commonly used in blogs, site authors users to send and read messages known attach keyword descriptions (called as tweets. Social Media Monitoring tags) to identify images or text within The act of monitoring a companies their site as a categories or topic. Web or competitor’s social activity across pages and blogs with identical tags can U the social media landscape, including then be linked together allowing users sources such as social media networks, to search for similar or related content. URL microblogs, forums, etc. If the tags are made public, online pages A Uniform Resource Locator (URL) that act as a Web-based bookmark describes the path to some piece of Social Network service are able to index them. internet content, commonly available A social structure made of nodes from a web browser. URLs takes that are generally individuals or Tag cloud the form http://www.avaya.com or organizations. A social network A tag cloud is a stylized way of visually http://
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W
Wiki A collaborative Web site comprises the perpetual collective work of many authors. Similar to a blog in structure and logic, a wiki allows anyone to edit, delete or modify content that has been placed on the Web site using a browser interface, including the work of previous authors. In contrast, a blog, typically authored by an individual, does not allow visitors to change the original posted material; only add comments to the original content.
Y
YouTube YouTube is a video sharing Web site on which users can upload and share videos.
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