What Does Social Media do for You? Barbara Shuck, FSMPS, CPSM August 16, 2011 SMPS Alabama

Transcription

1 What Does Social Media do for You? Barbara Shuck, FSMPS, CPSM August 16, 2011 SMPS Alabama

2 Setting the Stage What are some of the platforms that you are familiar with? If you re not looking beyond Twitter, FB and LI, why? Does your firm embrace LI = business, FB = personal? Why? What are your biggest concerns today?

3 Today s Agenda Quick Overview of Current AEC activity Implementation Planning Twitter Blogging Social Media Monitoring Social Media Policies AUDIENCE PARTICIPATION!!!

4 YouTube Announces RFP Winner Ebay Data Center Project Mercury

5 AEC Live Sites (SmithGroup) Rynearson-Associates-Inc/

6 Implementation Planning POST Objectives & Strategies Listening Talking Energizing Supporting Embracing

7 POST People Objectives Strategies Technology

8 People What are your clients ready for? Social Technographics 2b.html Assess how your clients will engage, based on what they re already doing.

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10 Objectives What are your goals? Are you more interested in talking or generating sales by energizing your best clients? Are you interested in listening to learn how to improve efficiencies?

11 Objectives B2C B2B P2P Listening Talking Energizing Supporting Embracing

12 Objectives You already have this business function Now you can pursue this groundswell objective How things are different in the groundswell Research Listening Ongoing monitoring of client conversations with each other, instead of occasional surveys and focus groups Marketing Talking Participating in and stimulating two-way conversations your clients have with each other, not just outbound communications to your clients. Sales Energizing Making it possible for your enthusiastic clients to help sell each other Support Supporting Enabling your clients to support each other Development Embracing Helping your clients work with each other to come up with ideas to improve your services

13 Objectives Create a plan that starts small but has room to grow Create a rough plan what you will do first how you will measure success, and if you have success, how you will build on that success Put somebody in charge of it Use great care in selecting your technology and agency partners.

14 Strategies If we allow people to review our services, do we publish negative reviews? If so, how will our team react? (employees, consultants, other clients, etc.) How will we expand and use the information? How will we engage our clients and how will that engagement grow over time?

15 What can go wrong? Inadequate definitions of POST processes Clients engage you in ways you didn t expect DEN Example Poor technology implementation Things will go wrong!

16 When things go wrong You cannot ignore this trend. You cannot sit this one out. It s too late to quit and let somebody else handle it. There s no right way to engage with the groundswell.

17 Private Community Brand Monitoring Listening Find out what your brand stands for Understand how buzz is shifting Save research money; increase research responsiveness Find the sources of influence in your market Manage PR crisis Generate new services and marketing ideas Check the Social Technographics Profile of your clients Start small, think big Make sure you re listening vendor has dedicated an experienced team to your effort Choose a senior person to interpret the information and integrate it with other sources How it will change your firm Change the power structure Availability of information will be like an addictive drug No more being stupid It s low risk

18 Talking Engage in social networks and user-generated content sites Blogs Communities Video Engage in social networks and user-generated content sites Find out if clients are in social networks Move forward if people love your brand See what s there already Create a presence that encourages interaction Join the blogosphere Create a community Post a viral video

19 Technology cmo guide to social landscape.pdf

20 Q: Do you have any special insight for professional service firms, ones that sell a service, not a product? A: I think blogging and Twitter are especially effective and useful for professional services firms because people want to know about YOU. They want to buy from a personality they trust. Twitter is networking on steroids. If you are in the type of business that would benefit from networking at a Chamber meeting, let's say, you would undoubtedly benefit from twitter. If you are new to Twitter, you would probably enjoy my new book:

21 Twitter The Tao of Twitter, by Mark Schaefer Targeted Connections + Meaningful Content + Authentic Helpfulness

22 Blogging 1. Listening a cocktail party 2. Goal announcements? Respond to news? Support existing clients? 3. ROI

23 Blogging Start Up Costs Planning and Development Training for blogger Ongoing Costs (annual) Blogging platform Brand-monitoring service IT support Content production, including executive time Review and redirection

24 Blogging Benefit Analysis Advertising visibility/traffic PR press stories about/driven from blog content Word-of-mouth referring posts on other medium-high profile blogs Support support calls avoided because of information on blog Research customer insights

25 Blogging 4. Develop a plan 5. Rehearse 6. Develop an editorial process 7. Design the blog and its connection to your site 8. Develop a marketing plan so people can find the blog 9. Remember, blogging is more than writing 10. Be honest

26 Twitter Twitter is a relationship building and relationship maintenance tool Develop and promote your brand Interact with your customer base Track what people are saying about your company and brand Create buzz around upcoming events Help individual employees act as liaisons to the public Promote other content you ve created, including webinars, blog posts or podcasts Develop direct relationships with bloggers and journalists for potential PR placement

27 Twitter Company account: Represents the company as a whole. Keep your customer base up to date on your events Promote recent blog articles or news Update your consumers about products/services Give real time updates at conferences and events How to Twitter for Business A Beginners Guide

28 Twitter Personal account: Used by an individual employee at the company, is more personalized, can be used to talk about non company related things and is better for direct relationship building. Act as a liaison to the public for your company Update people on what you re working on Share tidbits about your personality Expand your company s network and make connections How to Twitter for Business A Beginners Guide

29 Twitter Handles Your full name (JamesDean) A variation of your name (JDean) A combination of your name and your company (CompanyJane) A combination of your name and your industry (MarketingJane) How to Twitter for Business A Beginners Guide

30 Types of Tweets An observation: Tweet about what you re doing, thinking or feeling What you re reading: Post a link to an interesting blog post or news article What you re watching: Post a link to a cool video from Hulu or YouTube What events you re going to: Share a link to the next conference you plan to attend Promote your content: Post a link to your most recent company or personal blog article Promote someone else s content: Post a link to someone else s blog article as a helpful resource Chat with someone: Send messages using sign (to be explained later) Retweet what someone else has said: Retweet (using RT or Retweet in the beginning of the message) to repeat what someone else has said How to Twitter for Business A Beginners Guide

31 Find People to Follow Hubspot has Twitter Grader to measure the power of a profile Twitter Search ( Follow People Your Followers are Following: Follow Thought Leaders and Bloggers: Collect People s Twitter Names at Events: Follow Hashtags (#) at Events: How to Twitter for Business A Beginners Guide

32 Get People to Follow You Make your company s Twitter usernames easy to find. Make your tweets useful resources so people need you. Interact with those people you follow who don t follow you back yet. How to Twitter for Business A Beginners Guide

33 Twitter for Business Use Twitter to drive people to your company s website. Monitor your brand on Twitter. Use the Twitter Favorites feature as a list of company testimonials. Use Twitter to promote events. Use Twitter to promote new tools. Establish yourself as a thought leader in your industry. How to Twitter for Business A Beginners Guide

34 Twitter for PR Develop relationships with reporters, bloggers and other media people through Twitter. Watch for tweets about editorial opportunities. Direct Message reporters instead of sending them an . Use Twitter to check in on your media person before PR pitching. How to Twitter for Business A Beginners Guide

35 Energizing Supporting Embracing Ratings and reviews Communities Ambassador Programs Viral marketing Writing reviews Word of mouth How much is a promoter worth? 1. Do you want to energize? 2. Check the Social Technographics profile of clients 3. What is the client s problem? 4. Pick a strategy that fits the Social Technographics profile 5. Long haul 6. Not all clients are equal 7. What if they turn against you? 8. They want to see a difference Support Forums Wikis Q&A Your services raise a lot of questions Fan phenomena or passion 1. What problem is your support going to solve? 2. Groundswell support needs your participation 3. Why build it if you can join it? 4. Start small, but plan for big 5. Reach out to your most active customers 6. Drive traffic to your community 7. Build a reputation system 8. Let your clients lead you Idea Exchanges Crowdsourcing Ask clients for ideas Innovating with your clients It moves fast! 1. Continuous improvement happens 2. If you have clients, they can help you 3. Show what you ve done with feedback 4. Balance skill and humility

36 Social Media Policies Employee Code of Conduct for Online Communications Employee Code of Conduct for Company Representation in Online Communications Employee Blogging Disclosure Policy Employee Facebook Usage Policy Employee Personal Blog Policy Employee Personal Social Network Policy Employee Personal Twitter Policy Employee LinkedIn Policy Corporate Blogging Policy Corporate Blog Use Policy Corporate Blog Post Approval Process Corporate Blog Commenting Policy Corporate Facebook Brand Page Usage Policy Corporate Facebook Public Comment/Messaging Policy Corporate Twitter Account Policy Corporate YouTube Policy Corporate YouTube Public Comment Policy Company Password Policy

37 Social Media Planning & Policies Vanir Smithgroup

38 Highly Empowered & Resource Operative

39 Monitoring Social Media How to Monitor Your Social Media Presence in 10 Minutes a Day

40 Monitoring Social Media How to Monitor Your Social Media Presence in 10 Minutes a Day

41 Monitoring Social Media Agree Strongly Agree How to Monitor Your Social Media Presence in 10 Minutes a Day

42 Facebook Wall Posts: Anyone who Likes your Page can post content to your Page s wall. Anyone! They can say good things, complain, talk about a recent experience they have anything! These remarks are user-generated content about your brand. Comments: Comments are an opportunity to react to a wall post. Both you and your fans can comment. Consider it a mini conversation that spurred from the original post. Likes: The classic thumbs up! If someone Likes a wall post, this means they like the content of that post. This can also be translated to mean I agree. FB Newsfeed How to Monitor Your Social Media Presence in 10 Minutes a Day

43 Twitter Monitoring Relevant questions about your company Relevant questions about your industry Requests for support Complaints and feedback Praise Competitor Mentions How to Monitor Your Social Media Presence in 10 Minutes a Day

44 LinkedIn Monitoring LinkedIn Answers Group Discussions How to Monitor Your Social Media Presence in 10 Minutes a Day

45 Blogosphere Monitoring Blog Articles Comments Links How to Monitor Your Social Media Presence in 10 Minutes a Day

46 10 Minutes a Day Schedule 3 minutes Check for Twitter chatter about your company and its competitors. 2 minutes Scan Google News and Blogs Alerts for important articles. 3 minutes Filter and flag relevant industryrelated LinkedIn and Quora questions. 2 minutes Log in to Facebook to scan your wall and comments. How to Monitor Your Social Media Presence in 10 Minutes a Day

47 So What Does Social Media Do? Connects Communicates Shares Content Educates

48 So What Does Social Media NOT Do? Replace the Human Connection It requires Time commitment Judgment Collaboration - Generation Y Reverse Mentoring Understanding - Public vs. private persona

49 Social media marketing is not something that can be taught it has to be experienced and this is why schools have a hard time teaching classes about it. Students who take advantage of social media will have a leg up on those who do not. Formal education and books can show you the tools but it is up to you to learn how to apply them for you and your business.

50 More Resources 2011 Social Media Marketing Industry Report (Social Media Examiner) The Definitive Guide to B2B Social Media The Definitive Guide to Lead Generation Local newspaper, Business Journal, USA Toda, Wall Street Journal, Fast Company, Bloomberg Business Week, etc. CareerTrack, National Seminars Training, etc.

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53 What Does Social Media do for You? Barbara Shuck, FSMPS, CPSM August 16, 2011 SMPS Alabama

54 What Does Sociall Media August 16, Barbara Shuck, FSMPS, CPSM do for You? Sites and Resources Ebay Data Center RFP / _Eqk SmithGroup HOK Life Barton Malow Social Technographics / CMO Guide to Social Landscape media/cmos guide social media Registration) Hubspot How to Twitter for Business A Beginnerss Guide (Download with Registration) landscape Social Media Guidelines & Policies: Hubspot How to Monitor Your Social Media Presence in 10 Minutes a Day (Download with Hubspot How to Leveragee Social Media for Public Relations Success (Download with Registration) awesome marketing quotes Marketo The Definitive Guide to B2B Social Media Groundswell, Charlene Li and Josh Bernoff (Search e books) Google Search, Alerts, Analytics, etc. The Tao of Twitter, Mark Schaefer

55 Social Media Marketing/Public Relations Plan As of September 8, 2010 Social media is not a fad, it is a fundamental shift in the way we communicate. Social media touches every facet of business and is more an extension of good business ethics. Socialnomics.net, 2009 Part I: Overview The ISSUES Vanir is Facing: Social media has become a well-recognized marketing tool, with people now using their networks to communicate. Our target markets now expect to interact with brands and receive regular updates and information. They are no longer willing to seek out this information on their own, but expect it to come to them through their networks. In order for Vanir to make the most of its marketing efforts and to embrace these evolving technologies, it is imperative that Vanir employ a corporate social media marketing and public relations plan. Additionally, with the introduction of our new corporate Web site, a social media presence will not only complement the new site, but will serve as its number one traffic generator. FEATURES of Social Media: Social media allows companies to reach a vast amount of people quickly and easily, and for very little money: Global Reach/Lightening Fast: You can reach a global audience in a matter of seconds Incredible Accessibility: Tools can be used and accessed from virtually anywhere, using only an Internet connection Creates Traction: Social media draws target markets in and demands their attention Low Cost: Tools are usually free and the only cost to implement a campaign is time How Vanir Will BENEFIT From Social Media: A social media strategy will help Vanir leverage key opportunities to connect with customers, potential customers, industry partners and members of the media, while also developing stronger relationships with each of these target markets. Social media creates an on ongoing dialogue and easily keeps target markets abreast of the latest company news and happenings in a comprehensive and cost-effective way. The PROOF for Social Media as an Effective Marketing Tool: Social media allows companies to easily enhance relationships for very little cost. No longer just a fad for Generation Y, social media has become a well-recognized business tool with proven ROI results. In fact, according to marketing consulting firm Kinesis, Inc.: Over 300,000 businesses have a presence on Facebook and roughly a 1/3 of these are small businesses Web host provider Moonfruit saw their Web site traffic soar more than 300 percent while corresponding sales increased more than 20 percent The University of Texas MD Anderson Cancer Center witnessed a 9.5 percent increase in registrations by using social media ebay found that participants in online communities spend 54 percent more money

56 Twenty-five percent of Ford s marketing spend is on digital/social media; they are the only U.S. auto company that did not take a government loan Software company Genius.com reports 24 percent of social media leads convert to sales opportunities Furthermore, social sites and their popularity are growing at a rapid pace and the audience demographics are expanding. According to Nielsen in the 2010 Industry Media Fact Sheet, social networking sites jumped 277 percent in the United States. Additionally: There are: 195M active Internet users in the U.S. Facebook reaches 56 percent of the active U.S. Internet universe with an average usage of 6 hrs/month/per user Facebook is the #3 site visited by users 65 and older Facebook recently announced 500 million users If Facebook were its own country, it would be the third most populous nation in the world behind China and India both countries have populations north of one billion people Twitter has become the #1 search engine with more than 800 million search queries per day Twitter grew 500 percent year over year Twenty-four of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us Part II: The Plan OBJECTIVE: Expand Vanir s reach and enhance relationships with key target markets Increase Web traffic to the Vanir CM Web site Broaden the Web site s audience beyond potential employees Pull the Web site s audience in and get them to stay longer on the site Further establish Vanir as a thought-leader in the industry Highlight Vanir as a company committed to the happiness of its clients and employees Further market Vanir s successful work STRATEGY: Draw on social media to: Regularly communicate, educate and engage audiences about what is happening at Vanir Drive conversations about the industry Feed traffic to the Vanir CM Web site; link back to the site wherever possible Complement the Vanir CM Web site and serve as an additional outlet for news and information Distribute Vanir s thought leadership ideas and visions

57 TACTICS (IMMEDIATE): (For Facebook and Twitter; other social networks may be added at a later date) Tactic Frequency Create Company Facebook and Twitter pages that complement the Vanir Careers pages. The pages will serve as an extension of the Vanir CM Web site Have Vanir Careers post to Twitter and Facebook to Join Our Corporate Site, Vanir CM, On (Facebook and Twitter) and link to page Develop an initial calendar of Facebook posts and Twitter Tweets (through end of the year); modify when necessary. Posts to include: News updates, new employee interviews, company events, etc. (link back to Vanir CM wherever possible) Post company pictures of events, new projects, etc. (Facebook) Post industry thought leadership ideas linking to blogs, advertorials, bylined articles, etc. Post thought leadership re: industry events, regulations, etc. Invite others to join in on a discussion on Facebook Follow reporters on Twitter to gain insight into what they are covering/sourcing for stories; encourage them to follow us Coordinate posts with Vanir careers as appropriate One time One time Ongoing Facebook: at least 1/Week Twitter: updates: 2-3/Week Ongoing Ongoing Part III: Logistics/Background Materials APPROACH (Twitter, Facebook, Company blog?): Although there are many different social media tools, the two recommended tools for Vanir s marketing efforts are Facebook and Twitter, with an eventual company blog. Other social networks such as LinkedIn and YouTube may be added at a later date. This approach will allow us to immediately leverage Facebook and Twitter with only a small amount of participation from other members of the organization (some generation of content/approvals). A company blog will be more time intensive and will require immense participation by many members of the organization for content development, regulation, monitoring, etc. In order to not miss the social media boat, yet avoid getting in too deep with content generation, it is recommended that we first start with building a Facebook and Twitter presence. We can

58 then move to a blog later in the year once the company becomes more familiar and comfortable with the way social media works and is managed. Facebook and Twitter can be managed in as little as ten minutes per day. PROCEEDURES/IMPLEMENTATION: Kelli Kobiolka, under the direction of Bob Fletcher, in Business Development will be driving the corporate social media efforts Social media updates/posts will be handled much like the news for the Web site and intranet Similar to the news, Kelli Kobiolka will look for opportunities to further promote the company based on recent company news, project updates, events, etc. All updates will first be reviewed by any contributing parties (project directors, clients where appropriate, etc.); then Bob Fletcher Kelli Kobiolka will be in charge of all posting all approved material and will own the access to the social media accounts These accounts will only be accessible by the appropriate parties and are only to be used for corporate social media purposes All material must support the Vanir brand, image and philosophies CRITICAL SUCCESS FACTORS: Patience: Successful social media campaigns need time to take flight establishing a social media presence takes some care and feeding to take root Diligent monitoring: Networks will need to be monitored on a daily basis; however, this can be done in as little as 10 minutes per day Regular updates: Content needs to be updated on a regular basis; as such, approval of content needs to happen in a timely manner Buy-in from company thought leaders: It will be imperative for leaders in the company to regularly provide updates to help aid in content generation note: this can include the repurposing of already existing content such as bylined articles, info from speeches, lectures, white papers, presentations, etc. It can also include project updates, news, etc. SAMPLE TWEETS/FACEBOOK POST IDEAS: Vanir adds 3 more CCM s to its roster; firm brings total to 55 Vanir makes cover of ENR magazine (link to article on Web site) LAPD Building Receives LEED certification (link to news story on site) Vanir uses BIM to create Information Management System for San Quentin (link to fact sheet on Web site) What are some of your favorite LEED Certified buildings (encourage Facebook discussion) Vanir sees CM certification as the key to industry success (link to bylined article or other thought leadership piece these can be to other publications, Vanir s Web site, CMAA, etc.) SOCIAL MEDIA KEY: Facebook: Is a social networking site where companies can create pages to keep in touch with their contacts (partners, customers and members of the media) who can become fans of the company on Facebook allowing them to view the page and its content, as well as get updates in their news feeds and add comments. Pages can include updates, photos, articles, etc. Posts can be more in-depth than Twitter and longer in length. Twitter: Is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. Blog: A blog (a contraction of the term "web log") is a type of Web site, usually maintained by a company with regular entries of commentary, descriptions of events, or other material such as graphics or video. It usually serves as an extension of the Web site and is often used to highlight thought leadership and to provide additional insight into the company and their expertise.

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