Social Media as a Growth Strategy – Professionally and Personally
Anne Theis January 20, 2010
[email protected] www.linkedin.com/in/annemtheis [email protected] [email protected]
1 The Official Social Media Glossary of 2010 Quiz
• Let’s test your knowledge!
2 What is “Spurned Media?”
• Just like it sounds, earned media that goes horribly negative, invades otherwise pristine search results or bleeds into traditional media. Bad customer service is a top driver of "spurned media."
3 How about a “Wiki Wart?”
• A bad piece of news or an embarrassing brand episode (e.g., an activist protest or a social-media campaign that backfired) that just won't go away in a brand's Wikipedia description. PR pros often give false hope to brands of removing the warts, but relentless Wikipedia editors put them right back.
4 “Faux Post?”
• When you are talking to someone on the phone and they notice an unrelated tweet or Facebook status update from you showing up in real-time. Bad form -- don't do it.
5 “Shelf Storm?”
• When organic search results suddenly go haywire, or shift to the dark side, thanks to the link-love logic of social media. Consider Tiger Woods' search-result shift from 95% positive to 60% hostile (in a matter of days). Or how brands with highly publicized service failures quickly acquire shelf-venom.
6 “Quad Stalker?”
• Folks from your past who "friend" you (e.g., folks you marginally knew from the high-school quad) and who seem to comment on everything you post on Facebook. Mostly benign, but a tad curious.
7 “Twit Stop or Tweet Shifting?”
• TWITSTOP: A bathroom detour from a meeting or conversation in order to check e-mail, Twitter or the latest and greatest via an app. • TWEET-SHIFTING: Delaying or mixing Twitter posts so axe murderers don't know you're miles from home. Increasingly common as a spousal and family covenant among folks who travel with high frequency.
8 PayPal Mafia 9 http://www.nytimes.com/2006/10/17/technology/17paypal.html?_r=1&oref=login What we’ll discuss today
1. What you should be doing individually to develop your own social media strategy. What sites you should consider--basics for setup, and how to make the time commitment
2. How to use social media as a business growth strategy – where do you start, how do you get internal buy in and commitment, and what are the steps to follow
3. Some of the critical success factors necessary in developing a social media presence
10 About Navvis & Company
Navvis & Company is a national healthcare management consultancy focused on one goal -- to help leading health systems gain a sustainable competitive advantage in a rapidly changing marketplace.
We work with health systems and hospitals in the areas of: • Strategy & Leadership • Physician Integration & Alignment • Growth & Innovation • Brand & Marketing • Performance Transformation • Facility Strategy & Design
St. Louis Norfolk Orlando 11 Social Media Strategy
New media requires a new way of thinking
12 Evolution of the Mafia and Silicon Valley
13 PayPal Mafia
14 http://www.nytimes.com/2006/10/17/technology/17paypal.html?_r=1&oref=login EX
Bret Taylor, Jim Norris started FriendFeed. FriendFeed was bought by Facebook for $15 Satya Patel at Battery Ventures million in cash, and $32.5 million in Chris Sacca Facebook stock. Anna Patterson Russell Power, Neil Daswani, Sean Knapp, Belsasar Lepe and Bismarck Lepe Joe Sriver David Friedberg
Google Mafia http://www.nytimes.com/2007/12/28/business/28vc.html?ref=business 15 http://www.gaebler.com/Businesses-Started-by-Former-Google-Employees.htm Much of it started here
Rick Levine
Christopher Locke
Doc Searls
David Weinberger
http://www.cluetrain.com/#manifesto
16 Today it lives inside here
Massive data centers host social media services inside “clouds” powered by the following vendors.
17 Old and new ways of communicating
18 Consumers are taking control, you have less
More Control Less Control
Podcasts & Mobile User-created Wiki Blogs Twitter Video Messaging websites
19 Demographics of social media users The % of online Americans who have a profile on a social networking site • Adults’ use of social networks All Adults 35% has sky-rocketed, from 8% in Sex 2005 to 35% in 2008 Men 35 • Adults make up a larger Women 35 percentage of the U.S. Age population than teens (65% of 18-24 75 whom are online), so the 35% 25-34 57 represents a larger number of 35-44 30 adult users than teen users 45-54 19 54-64 10 65+ 7 • MySpace (most popular social Race media platform at 50%) users tend to be women, Hispanic or black, White 31 with some college education or Black 43 less. Median age: 27. Hispanic 48 • Facebook users (22% of adult Locale social media users) are more likely Urban 34 to be men with a college degree. Suburban 26 Median age: 26. Rural 23
20 Source: Pew Internet & American Life Project 21 22 Top Five Social Media Websites
Source: www.ebizmba.com
23 Healthcare meets new media
Customers are now connecting with and drawing power from one other. They are defining their own perspective on companies and brands, a view that's often at odds with the image a company wants to project.
Regardless of the type of organization, the result of embracing the groundswell was the same: a cultural shift in a customer centric direction.
http://sloanreview.mit.edu/smr/issue/2008/spring/01/ 24 Losing Control in a 2.0 World
• Last year, an unhappy patient posted her experience on YouTube • Although dated, two of her videos are on the opening page of search results in September 2009
25 Health industry uses new media to connect
26 Managing the brand through social media
• More companies are monitoring their brands on social media platforms • The nimble ones respond quickly to inaccurate or frustrated posts
27 Targeting consumer segments
63% use Facebook 32% use internet more while use of other media decreased after baby’s birth • TV viewing plummets after baby’s arrival 92% carry a cell phone at all times
Mothers are armed with technology
28 Patients find support from online networks
29 Using social media for job search What you are saying could "make or break" your next job!
85% of employers use social media to source and screen candidates
What do you want them to find out about you?
30 31 Using Twitter to recruit for health jobs
32 Physician advertising using YouTube
Some doctors, today - mostly cosmetic surgeons & dentists, are paying their patients so they can post their surgeries or outcomes in video format
33 Social Media example: WegoHealth
Micro-segmenting online health information for deeper conversation, using videos, blogs, forums, and content from experts and consumers Attracting “prosumers” looking to manage their own health Health providers, be prepared to work with this patient! Accepts online contributions, puts a “face” on their community
34 Social Media Trends - Predictions for 2010
1. Businesses finally integrating social media and seeing an actual ROI 2. A shrinking/customization of the online world 3. Social media begins to look less social 4. Corporations look to scale There are relatively few big companies that have scaled social initiatives beyond one-off marketing or communications initiatives - like Best Buy's Twelpforce 5. Social business becomes serious play 6. Your company will have a social media policy (and it might actually be enforced) 7. Mobile becomes a social media lifeline With approximately 70 percent of organizations banning social networks and, simultaneously, sales of smartphones on the rise, it's likely that employees will seek to feed their social media addictions on their mobile devices 8. Sharing no longer means e-mail – broadcasting across networks like Facebook & Twitter 9. Enterprise Social Software Applications Will Become Commonplace 10. More Social Media Regulation Will Follow the FTC’s October Endorsement Guides 11. Social Search Will Shake Out, and the Search Metaphor Will Change 12. ROI Will Be Measured -- and It Will Matter 13. Women Will Rule Social Media! 2009 revealed the growing role women play online. Women make 75% of all buying decisions for the home, and 85% of all consumer purchases. Social networks have at least 50% female members, and it is women ages 35-55 who make up the fastest-growing population on Facebook -- not the expected Gen-Y population as previously anticipated 14.
35 Stay Informed, Learn!
Change your digital diet.
Study authors, history, books, sites competitors.
Share you knowledge with others inside and outside the organization.
36 http://www.youtube.com/watch?v=MpIO http://www.youtube.com/watch?v=dd http://www.youtube.com/watch?v=jGbLW ClX1jPE&feature=channel O9idmax0o&feature=channel QYJ6iM&feature=channel
http://www.youtube.com/watch?v=0klgLs http://www.youtube.com/watch?v=6a_KF7 http://www.youtube.com/watch?v=VSP SxGsU&feature=channel TYKVc&feature=channel Z2Uu_X3Y&feature=channel
37 Social Media Thought Leaders
Follow and Learn!
38 Jeremiah Owyang Altimeter Group http://www.web-strategist.com/blog
Charlene Li Altimeter Group http://www.altimetergroup.com
39 Chris Brogan Cross Tech Media http://www.chrisbrogan.com http://crosstechmedia.com/
Seth Godin Tribes http://www.sethgodin.com
40 Tara Hunt Cross Tech Media http://www.horsecowpig.com
Andy Sernovitz BlogWell http://www.damniwish.com
41 Other women to follow Top social media strategists to follow in 2010
1. Angela Connor (@communitygirl) is the Managing Editor of User-Generated Content at WRAL.com. Her job includes managing day-to-day content direction, long term planning strategies and driving user engagement. Connor is the author of the book “18 Rules of Community Engagement: A Guide for Building Relationships and Connecting with Customers Online.” 2. Sally Falkow (@sallyfalkow) created the POWER branding formula, and is an accredited member of the Public Relations Society of America. Falkow is the author of the books “Your Brand of Expansion – How You Can Use PR Strategies to Expand Your Business,” and “WebSense: Effective Website Marketing Strategies.” 3. Beth Harte (@bethharte) is the Community Manager for MarketingProfs. She not only maintains a blog of her own called, “The Harte of Marketing,” but also she regularly contributes to Marketing Prof’s “Daily Fix.” 4. Jackie Huba (@jackiehuba) is the co-founder of the Society for Word of Mouth, which encourages members to embrace the power of word-of-mouth in business. She is the co-author of the books “Citizen Marketers: When People Are The Message,” and “Creating Customer Evangelists: How Loyal Customers Become A Volunteer Sales Force.” The blog, “Church of the Customer,” which Huba co- writes, is one of the world’s most popular business blogs. 5. Christina Kerley (@ckepiphany) is the Founder of CK Epiphany. She regularly contributes to MarketingProfs, an outlet that targets 270,000 marketers and professionals. Kerley created the first- ever marketing book club and her blog, “ck-blog.com,” ranks in Advertising Age’s “Power150” as well as in Viral Garden’s “Top 25.”
42 Other women to follow Top social media strategists to follow in 2010
1. Valeria Maltoni (@SG_AS) is an expert blogger at Fast Company, a magazine focusing on the conversation between marketer and customer. She also contributes to websites such as Marketing 2.0, Social Media Today, and The Blog Herald; as well the eBook, “The Age of Conversation.” Maltoni’s marketing blog, “Conversation Agent,” is regarded as one of the best of its kind. 2. Shannon Paul (@shannonpaul) is the Communications Manager for PEAK6 Online, a parent company of OptionsHouse.com, OptionsNewsNetwork (ONN.tv) and WeSeed.com. She manages the integration of social media communication into PR and marketing strategies. She gained her experience in communications by designing the social media strategy for the NHL’s Detroit Red Wings. She currently has her own blog, “Shannon Paul’s Very Official Blog,” which she updates regularly. 3. Liz Strauss (@lizstrauss) is a social web strategies and community builder and works with businesses, universities and individuals to help them understand the world of the social communications. She is the Founder of the business bloggers conference, SOBcon. She was featured in the “Top 100 Social Media & Internet Marketing Bloggers,” the “Top 100 Most Influential Marketers of 2008,” the “50 of the Most Powerful and Influential Women of Social Media,” and NxE’s “Fifty Most Influential ‘Female’ Bloggers.” In addition, her own blog, “Liz Strauss at Successful Blog,” is listed on Alltop Social Media and Alltop Twitterati. 4. Lena West (@lenawest) is the CEO and chief strategist at xynoMedia, a web-development and consulting group dedicated to assisting women-led companies with social media and Internet based objectives. West has been honored with several awards, including The Network Journal’s “40 Under 40,” and the “Entrepreneurial Champion for Women” by The Women’s Congress. 5. Linda Zimmer (@lgzimmer) is president and CEO of MarCom:Interactive. She sits on the Advisory Board at Web Wise Kids and is a consulting council member with the Gerson Lehrman expert network. She regularly updates her blog, “Business Communicators of Second Life,” where she discusses topics such as social media and ethics for marketers, communicators and agency professionals.
43 Top 100 Social Media Books
http://blog.mellowbillow.com/2009/08/17/top-100-best-social-media-books-ever/
44 Ok, so how do we get started?
• What do you belong to now? - poll
45 Start with you first! It has to be about what you want and need
What do you want to accomplish?
46 Survey: women perceive the broad categories of Social Networks to be: 1. Business or professionally-oriented sites 2. Sites for reconnecting with old friends and staying in touch with current friends 3. Sites that cater to special interests or hobbies 4. Sites that keep me updated (there is a distinction made between sites having professional editorial versus consumer- generated content, with a preference for the latter)
47 A sampling of Social Media sites & types 1. Twitter - microblogging 2. Facebook, MySpace – social networks 3. LinkedIn, Plaxo, Ning, Jigsaw, Xing, Spoke – professional network 4. Digg, Del.icio.us , Diigo, Furl, Spurl – bookmarking 5. Flikr, Photobucket – photo sharing 6. YouTube, iMemories, Jumpcut, Joost – media/video sharing 7. Slideshare.net, Scribd, issuu – presentation sharing 8. Rotten tomatoes, Gaia, offtopic – forums 9. BlogHer – group networks 10. Google – search 11. Answers.com, LinkedIn answers, questionville – answer services 12. Second Life – virtual reality 13. Buzzlogic, BlogPulse, Technorati, Feedburner – measuring SM 14. Sphinn, Mixx – news and discussion forums 15. Last fm – internet music
48 2/3 of women belong to 3 social networks
49 Social networks joined by women
50 51 Key survey findings
1. Women are one of the fastest growing segments on Social Networks with 53% of online women use Social Networks at least weekly. We believe this trend will continue for the foreseeable future. 2. The adoption of Social Networks by older women is especially strong. The largest age group in core user survey was women over 50 years of age. 3. They are highly educated, with 23% of respondents having a Masters, PHD, or other advanced degree (vs. 8% Nationally). 4. Over a third report they are in business for themselves. They spend a significant amount of time online each day with 49% reporting they spend 1 – 2 hours per day for personal use and 48% reporting they spend 5 or more hours per day online for work. 5. They belong to multiple Social Networks with 48% reporting they belong to four or more Social Networks. 6. The top 5 reasons they belong to Social Networks are: a. Network professionally b. Stay up-to-date with friends c. Stay up-to-date with groups they belong to d. Promote their business e. Research products or services
52 Key survey findings (cont.)
1. They visit Social Networks frequently with 59% visiting Social Networking sites multiple times per day, 14% reporting at least once per day, and 14% reporting several times per week. 2. They are highly engaged and comfortable with the technology. The most popular activities are: a. Viewing video b. Reading blogs c. Posting photos d. Writing in blogs e. Posting comments 3. The have a lot of connections/friends with 83% reporting they have 50 or more connections or friends. 4. They join and/or start a large number of groups with 28% reporting they belong to more than 10 groups, with business related groups being the most popular group they join or start. 5. Safeguarding personal privacy is the number one concern for women using Social Networks.
53 54 So what about all these social media sites?
• Which ones make sense for me?
55 Twitter an information site in 140 words or less – called microblogging – or a river of data rushing by that you dip your cup into occasionally
1.How do you make it relevant for you? 2.How will you use it? a.Personally b.Personally, but for business
56 57 58 USA Today – yesterday! Socially modern message
59 Twitter language What does all this mean? 1. Tweet - a message sent via Twitter, or the sending of a message via Twitter 2. Retweet (RT) - “forwarding” of someone else’s tweet 3. #hashtag - a way to group like tweets 4. Twitterview (Twitter + Interview) - an interview conducted on Twitter 5. Tweetup (Tweet + Meetup) - a meeting of Twitter users offline
60 61 Using it for intelligence
62 Getting excited about being followed!
63 64 65 66 66 67 Social Networks Sharing information with family and friends 1.Facebook 2.MySpace 3.Places to connect, can for pictures, background, more details, groups 4.MySpace skews younger 5.Facebook one of fastest growing sites
68 Professional networks Pick one or two and use them well – as people finders, sharing references and referrals
1.LinkedIn (as opposed to the new Drinked In) a.Interesting discussion groups 2.Plaxo 3.Ning 4.Jigsaw 5.Xing 6. Spoke
69 Change how you start your day - a personal social media schedule http://www.marketingtwo.net/profiles/blogs/social-media-marketing-in-30 1. Check mail 2. Check RSS feeds on major topics (content of your choice aggregated to one place) a. Mobile development b. mobile services c. mobile enterprise d. mobile and retail e. Emerging technologies f. Mobile marketing 3. Star the files 4. Check personal Twitter in TweetDeck a. organize by groups. Best Buy, General Mills, Costco, Kimberly Clark, etc.. b. respond and interact 5. Check Hootsuite - Aggregated Twitter on your browser 6. Add interesting reads to your Twitter account. Share with others 7. Add interesting reads to your Delicious account. Share with others 8. Check metrics and progress
9. Best RSS Feed Readers: Bloglines, Newsgator, Firefox Live Bookmarks, NewzCrawler
70 Using Social Media for Business
• How do you get started?
71 Where to start?
Developing Your Social Media Strategy Listening Creating Structure Internal Engagement Outside Engagement
72 Creating a Social Media strategy
• Establish a small and clear goal • Examples: internal employee blog to improve workforce morale; external MySpace page to reach at-risk sexually active teens • Develop action plan • Listen first – find out what others are saying about your organization on the web, then answer the following questions: • Who needs to buy in to the plan? • Who will „own‟ the community? • What's the right level of engagement (corporate vs. audience vs. product)? • How will we deal with negative comments and customer service issues? • How much should we spend? • Use tools, tactics, and techniques • Reach out and get the help you need, from internal stakeholders and external vendors if needed. • Find groups that are focused on relationships, not campaigns • Find agencies that are using social media successfully themselves • Ask whether they commit resources to continued learning and training
73 The right strategy begins with the end in mind What message can work across multiple platforms and be scaled so quickly and broadly it can drive sufficient revenues to support a business model?
1. Must fit a multimedia mix 2. Connects brand meaning with search habits 3. Can accommodate casual conversations and consumer generated content 4. Spark and fuel conversations with surveys, forums, contests and invitations for contributions that pertain to the change your brand's products and services can help people achieve 5. Keeping ongoing conversations fresh is where contextual ads, blogs, websites, videos and social media shine
74 Strategy Planning Tools
75 What should you do?
• Listen - Monitor and evaluate conversations • Engage – participate in conversations • Start conversations – build communities and fans • Contribute resources – seed it, make it easy to find, share • Involve – include customer in innovation • Open your content for ratings and comment • Use your employees - in video, participate in conversations, existing online communities • Embrace multimedia • Transparency – don’t fake it or bury negatives • Don’t filter negatives
76 Register all your names immediately! Check Username availability at multiple social media sites
www.namechk.com
77 Begin listening Important links for you
1. Listening 2. TweetDeck - http://www.tweetdeck.com Summize.com - http://www.summize.com 3. Addictomatic.com - http://www.addictomatic.com 4. Socialmention.com - http://www.socialmention.com 5. Backtype.com - http://www.backtype.com 6. Boardreader.com - http://www.boardreader.com 7. Facebook Lexicon - http://www.facebook.com/lexicon/new/
8. Google News - http://news.google.com/
9. Industry Newsletters - web
10. Google Blog Search - http://blogsearch.google.com/
11. Ezinger.com - http://www.ezinger.com
Moreover.com - http://www.moreover.com 12. Monitorthis.com - http://www.monitorthis.com 13. Blogpulse - http://www.blogpulse.com 14. Twittermeter - http://www.twittermeter.com 15. Tweetvolume - http://www.tweetvolume.com
78 Keep listening More important links, yada, yada, yada… 1. Backtweets - http://www.backtweets.com 2. Monitter - http://www.monitter.com 3. Tweetbeep - http://www.tweetbeep.com 4. Backtype - http://www.backtype.com 5.
Salesforce - http://www.salesforce.com 6. Techrigy - http://www.techrigy.com 7. Radian6 - http://www.radian6.com
8. Sysomos - http://www.sysomos.com 9. Buzzmetrics/ Nielson Online http://www.buzzmetrics.com Buzzlogic - http://www.buzzlogic.com/
10. Scout Labs - http://www.scoutlabs.com
11. DNA13 - http://www.dna13.com
12. TNS/Cymfony - http://cymfony.com Social Sense - http://networkedinsights.com Media Miser 13. VoxTrot 14. Visible Measures 79 Creating Structure
1. What are your goals? Why are you using social media? 2. What are your success metrics? 3. What are your guidelines for others to follow? 4. Who are your evangelists? 5. How will you coordinate across departments? 6. Who is your executive sponsor? How will you get buy-in?
80 Establish Social Media guidelines
1. http://laurelpapworth.com/enterprise-list-of-40-social-media-staff-guidelines/ 2. IBM’s Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html 3. Electronic Frontier Foundation How to Blog Safely about Work http://www.eff.org/wp/blog-safely 4. Canadian Broadcasting Corporation http://www.insidethecbc.com/bloggingrules interesting because this version caused World War III 5. Opera http://my.opera.com/community/blogs/corp-policy/ 6. Harvard Law School Blogs Terms of Use http://blogs.law.harvard.edu/terms-of-use/ 7. Sun Guidelines on Public Discourse http://www.sun.com/communities/guidelines.jsp (original from 2005 elsewhere) Also http://www.sun.com/aboutsun/media/blogs/BloggingGuidelines.pdf
81 Internal Engagement
• Start inside before going outside
82 "Don't underestimate the amount of bravery it takes. You find yourself almost immediately in a two-front war, fighting both an entrenched bureaucracy and a skeptical audience.”
Andy Sernovitz, author of "Word of Mouth Marketing,” speaking on social media advocates within a large business.
83 Internal employees must start the movement. It may be a little lonely.
84 http://www.flickr.com/photos/genarobardy/ External Engagement
• Start with something that will generate an early win
85 6 ways to get started
1. Audience – Listen and understand your audience and how they communicate/interact on the social web. What types of social networks, media sharing and assets do they engage? What are their goals for doing so? 2. Objectives – It’s important to consider both the goals of the company as well as the audience you’re trying to reach. Marketing on the social web is about giving to get. Knowing what your community wants is key in reaching your own organization’s goals because you’re going to give it to them. 3. Strategic Plan - What approach will you take to meet the needs and interests of your audience in order to meet your own? Will you engage influencers, will you energize brand advocates or will you create demand by offering non-branded resources? 4. Tactics – What social media marketing tactics and corresponding technologies will you use to implement the plan? Blogging, microblogging, social networks, video, forums, blogger relations and outreach. There are many to consider. 5. Tools – What specific tools will you use to efficiently monitor, communicate, create and promote social content? WordPress, Facebook or MySpace, Twitter, YouTube, etc. Again, there are many to consider. 6. Metrics – How will you measure success according to the objectives you’ve identified? What tools will you employ and at what point will you take benchmark measurements as well as interval measurements? Who will you report results to in the organization and will there be success metrics that you can share with the community you’re engaging?
86 External Engagement
1. TweetDeck - http://www.tweetdeck.com 2. Summize.com - http://www.summize.com 3. Addictomatic.com - http://www.addictomatic.com 4. Socialmention.com - http://www.socialmention.com 5. Backtype.com - http://www.backtype.com 6. Boardreader.com - http://www.boardreader.com 7. Facebook Lexicon - http://www.facebook.com/lexicon/new/ 8. Google News - http://news.google.com/
87 External Engagement 1. Google Blog Search - http://blogsearch.google.com/ 2. Ezinger.com - http://www.ezinger.com 3. Moreover.com - http://www.moreover.com 4. Monitorthis.com - http://www.monitorthis.com 5. Blogpulse - http://www.blogpulse.com 6. Twittermeter - http://www.twittermeter.com 7. Tweetvolume - http://www.tweetvolume.com 8. Backtweets - http://www.backtweets.com 9. Monitter - http://www.monitter.com 10.Tweetbeep - http://www.tweetbeep.com 11.Backtype - http://www.backtype.com
88 Building your company with social media
89 89 Driving business value with social media Using social networking—tagging, forums, blogs, wikis, ratings and reviews 1. Engage in dialogue – product reviews 2. Build community - fans 3. Listen to your customers – customer service 4. Strengthen relationships – new product development
Opportunities Support & Expert forums Customer Stories Corporate Voice Brand-affinity communities Professional Marketplace Job Search and Recruitment 90 "Measure consistently. Tweak accordingly. Repeat daily.”
Social Media Marketing in 30 Minutes a Day Keith Monaghan
91 Relevancy requires new habits
Q How are you adjusting to a new digital culture?
92 Does your company need a “twittervention?” Accounts not actively engaged as measured by numbers of links, hashtags, references and retweets.
For companies not maximizing the potential of their Twitter accounts, you should take this four-step plan of action: 1. Create a companywide engagement strategy and a set of guidelines with best practices 2. Demonstrate a consistent and comprehensive brand presence 3. Build a dialogue that paves the way to new relationships with customers and advocates 4. Generate loyalty among new and existing communities
93 Why should you have a branded Twitter account? 1. Brand Protection. If you claim your organization’s name on Twitter, others can’t. One headache you don’t want is having someone impersonating your organization on Twitter. Claiming your Twitter handle is a good step, even from a purely defensive perspective.
2. Scalability. You can have a Twitter account without putting a lot of human resources into it. It’s reasonable at first to use a service that converts the RSS feed of your news releases into tweets, without any additional human involvement.
3. Serving stakeholders. A non-human Twitter account connected to an RSS feed isn’t ideal, but like RSS it does at least provide a way for people interested in your news to get it in a way that’s convenient for them. And as you become more familiar with Twitter, it can lead to a much better use, Listening and Engagement, which I list as my last reason.
4. Increased News Coverage. Journalists are increasingly involved in Twitter, and looking to it as a quick way to identify sources and story ideas.
5. It’s Free. Nothing I have mentioned above involves any cash. Your Twitter account is free. Twitterfeed to convert your RSS feed to tweets also is free. But even if you have to manually send tweets about your news, and including a link to your news releases, the time investment can be minimal. It doesn’t involve incremental cash outlays. If you’re like most organizations, you probably pay EurekAlert or PR Newswire or BusinessWire to distribute your news releases. If you are paying for those services, why wouldn’t you take advantage of a free tool like Twitter?
6. Listening and Engagement. The preceding reasons provide more than enough justification for getting a corporate Twitter account, but engaging stakeholders and listening to them is the best use for Twitter. 94 Facebook can be a business tool
1. Establish a public profile for business a. Can be indexed by search engines 2. Facebook Events 3. Facebook Groups – use search to find the right prospects 4. Facebook Ads 5. Facebook Apps 6. Facebook Share 7. Facebook Connect 8. Extend it by also having a personal profile
95 10 ways to promote your business Leverage social media and build a loyal customer base
1. Viral media - how sharing your pictures, videos and audio can work to your benefit 2. Community - the importance of both joining and building communities in the world of social media 3. Following your trail - why its important to know what's being said about you, and how to turn it to your advantage 4. Optimizing your content - a few simple tips on how you can make your content easy to share and spread the word about 5. Becoming an expert - how building up expertise in social media circles will further your cause 6. Aggregating information - how becoming a useful information resource will draw people to your online destination 7. Engaging with your customers - how stepping down from your ivory tower can have a positive impact on your marketing 8. Breaking news - why you should be on top of the latest news in your niche area, and how this will help you build a loyal following 9. Building identity - why it's importance to establish your identity in a number of high-traffic destinations 10. Arranging events - how you can create one-off situations that bring potential customers into direct contact with you and one another
96 Naysayers of social media
1. Employees will waste time with social media 2. Haters will damage our brand 3. We’ll lose control of the brand 4. Social media requires a real budget. It's not really cheap , or free 5. We’re afraid we’ll get sued 6. We're scared giving away corporate secrets or information on social networks will affect our stock price
97 Pitfalls Eight ways to ruin your social media strategy 1. Pretend you can do without it 2. Play down the costs 3. Act like you own the conversation 4. Fear empowering your employees 5. Assume you have little to learn 6. Take negative feedback personally 7. Fret about return on investment 8. Underestimate the power of seemingly small efforts
98 Barriers to Success • Resistance from the IT or legal department • Must have a champion from the executive team educate the Board about online user trends • If powerful brands such as Mayo Clinic and Kaiser can do it, smaller health systems can too – and be more nimble in the process • Lack of ROI • The consumer – not the company -- is in charge of the brand message with social media; health systems must get their content on the same stage, or they will lose ground to the savvy ones who know how to play • Tracking metrics are available • Resource requirements • Effective development of a social media strategy will require additional staffing, but start small and focused, such as an Internal employee blog, or Kaiser‟s recipe blog • Lack of expertise • Hire an outside vendor if there isn‟t the interest and expertise from within • Mindset – Fear or Opportunity? • Company culture can be its own worst enemy by throwing up roadblocks to something new or different • Identify areas of resistance, work collaboratively to overcome them, and start with a pilot project to get buy-in from the naysayers • Conversational marketing can change organization culture by weaving two-way customer communication s into the fabric of an organization
99 Yes, we’re finally getting to the end!
100 The social media strategy checklist Why should you spend dollars on social media?
1. What are we trying to accomplish? 2. Why Social Media? 3. What kind of social media will help us best achieve our goals? 4. Are we prepared to let go of our brand, at least a little? 5. Is our corporate culture bold enough to talk transparently, authentically & honestly to people online? 6. What will we do to encourage participation? 7. Who will maintain our social media presence? 8. Do we have buy-in to keep up with investments in resources, time and money? 9. Do we have the bandwidth and resources to keep this up, or will this be a short campaign? (The strength of Social Media is in the LIE model, i.e. the ability to listen, influence and engage. Do you have the time and people to LIE?) 10. How does engaging users via social media integrate into our overall marketing/communications strategy? 11. How do we measure success? What constitutes failure? 12. What will we do less of if we're spending resources on social media?
101 You might be addicted to social media if: 1. You count the number of friends you have by your facebook friend count 2. You have more Facebook friends than in real life 3. You tweet more than you talk 4. When you hear a joke you say "lol" instead of simply laughing 5. You own the Google Search results for your name. 6. You update your status to tell people what your having for dinner 7. You use your iPhone to check your RSS feeds while on the toilet 8. You would rather search for funny YouTube videos instead of watch America's funniest home video reruns. 9. You have an account on digg, del.icio.us, twitter, stumbleupon, youtube, flickr, sphinn, mixx, and last.fm 10. You actually know what all of the above sites are 11. You don't use AOL Instant Messenger because it's so 90's 12. You have a special avatar for when you sign up for a social site 13. You check your blogs feedburner readers count daily 14. You know what a feedburner is!
102 Thank You!
Anne Theis Senior Consultant Navvis & Company 15450 South Outer Forty Drive Suite 260 Chesterfield, MO 63017 Direct: 972.304.8389
Phone: 636.536.9443 Fax: 636.536.9774
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