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1 - Business Social Media - Overall Strategy

2 Technology and Social Media Social media is enabled by technology, not created by it. Focus more on the people you want to reach rather than on the utilization of each tool or platform. ~Christopher Barger

3 Social Media is About People Social Media is not just about Technology Technology adds worth to social interactions Real time and sharing media (pictures, videos) Social Media for Business is about Return on Investment (ROI) thorough Interactions Or, Return of Relationship (ROR) Building and Maintaining Relationships Through Conversations that provide value (usefulness, worth)

4 Social Media Strategy A Social Media Strategy is built around your overall business plan -future projections, measurable objectives. An overall plan includes different aspects: Public Relations, Marketing and Customer Services

5 What People Want Hasn t Changed There will always be new tools, new technology, but What people want from a company hasn t changed Quality products that solve a problem or provide entertainment Good customer service Getting questions answered Complaints that are heard and addressed Users will ignore companies that do not provide that

6 Business Social Media It s done for a PURPOSE, with an intention and clear objectives and direction While companies have a bottom line or an ultimate objective to make money, Social Media users want to: Socialize, have fun, enjoy, relax, laugh, connect with others So, there is a DANCE to accomplish both

7 Companies vs. Users Companies want consumers or potential customers to Entice consumers to eventually buy Resolve any potential problem Learn about what would make them buy (gain market insight) What do users like you want from Apple, Boudin, Levi s, In-and-Out in SM for instance?

8 Business Goals Influence the conversations Building relationships with consumers to eventually Convert them into loyal customers Improve customer service Answer questions Easy access to information Brand and product awareness Help in selling

9 NGO s Strategic Goals in SM Spreading information Raising awareness about a cause Promoting their events Increasing membership Increasing support Collaboration with other Non-Profits Influencing an action Raising money Building relationships with influencers

10 Public Relations/Communications Represent the brand with general public To maintain a positive view (image) of the brand Deal with press and media events Are used to having conversations Are always ready to stay on central points Convey the organization/company s key messages PR staff responds to questions with right answers When dealing with criticism Trained to control the subject and tone of conversation However, Social Media users want and can have the same control

11 Marketing Know their target market or audience Decide the right message for each audience Know product s attributes very well Have done the research for the product Goal is to affect consumers behavior Entice them Keep customers loyalty

12 Customer Service Customers no longer pick up the phone when unhappy or have a problem They will let everybody know Tell their Facebook friends Or, post it on Twitter or Yelp

13 Customer Service Goals LISTENING to customers and solve their problems Keeping customers happy A happy customer will bring more customers Ensuring customer s satisfaction

14 Zapoos Customer Centered Online shoe and clothing store now operated by Amazon Main goal in social-networking sites (SNS s) is Customer Service At Zapoos, every employee is trained to provide customer service to Solve customers problems Keep them happy Reach to them Connect with them, and Ensure best shopping service BUT, What about non customers, how do they find out about Zapoos?

15 Product Endorsement It is a public approval and recommendation for your product Could be from a celebrity, or an organization

16 Testimonial It is a form of endorsement, but from a customer It s a type of sales pitch from a satisfied customer Example: I have been extremely impressed with Brand Power. In a highly specialized medical device industry, they seized quickly on the opportunities and issues in our business and put together a comprehensive plan. Their high-energy and analytical skills allowed them to present to us a completely different way of looking at one of our business segments, and we are now leveraging their talent across the rest of our company. We are very pleased with their results! E. Teutsch, VP Stryker Corp

17 Promotions Promotion is about Increasing awareness of a product or brand Generating followers, shares and likes eventually sales To keep customers coming back Brand loyalty This is how Google promotes its Promotion Services The What, The Why, The How

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