Corporate Social Media Training for RunningUSA Kristin Carroll Vice President Corporate & Consumer Marketing Follow me @activekristin
Agenda As someone who is responsible for one or many of our social media accounts, you are here to understand our policies, your responsibilities and learn best practices. Social Strategy Overview Social Media Delegate Responsibilities Best Practices Q & A 10mins 20mins 15mins 15mins
Who Owns Social Media? Everyone! Brand managers Marketing Corporate communications Product developers Customer service Human resources Social media is a tool, not a tactic Asking who owns social media is like asking who owns the telephone
Social media IS sales Social media IS product development Social media IS marketing Social media IS PR Social media IS brand Social media IS customer service
Social media must align with business goals Source: Jay Baer
Cart (Facebook page) < Horse (Facebook strategy)
Which social channel do I start with? It depends Channel Blog Twitter Linked In Facebook YouTube Google + Why? Provide the best possible content I can to inspire and connect with target audiences. Enables me to reach a large network of folks who enjoy and share my content with their friends. Also enables me to build communities that are taken offline and on to other social networks for further nurturing. Where people validate what I do, what I have done and who I am. Enables me to more intimately connect with people via my personal Facebook page, business page and private groups. Similar to my blog but in video format. It was a key success contributor while in startup mode. Similar to all of the above but enables me to connect with my most favorite, geeky friends
Social Media Delegate Responsibilities
YOU are the face of YOUR brand Remember that you are representing the COMPANY with every post, tweet and update you make.
What should a policy consist of? Social media delegates must be certified by completing this training program. The key items that delegates need to remember are: Follow Company policies and code of conduct Remember that you are a representative of the Company Regularly monitor your channel for comments and issues Escalate crisis situations immediately Post regularly (for example 2 short blog articles per month) Respond to customer questions and comments in a timely fashion
We Will Listen Be Transparent Respect Protect We Are Responsible Honest Authentic Human
Where should I start? Listen Social Media is a fantastic medium to listen to customers and stakeholders in order to understand what is going on in your space. Take the time to listen and join the conversation rather than try to drive it. Be Transparent Let people know who you work for. Never post under fake or anonymous handles Clearly state that the views expressed in your personal blog/facebook/twitter/wiki are yours alone and do not necessarily represent the views of Active Network.
Social Media Guidelines Respect Respect coworkers, customers, partners and competitors Be fair to all religious, political, economic and racial differences Respect copyrights, trademarks, publicity rights, or other rights of others Don t make maliciously false statements about competitors or others Protect Protect proprietary information & access Protect your privacy and the privacy of our customers Ask your manager if you have any questions about what is appropriate Promptly direct crisis situations to the social media hotline
Social Media Guidelines Responsible When in doubt, don t post There s no DELETE button on the internet! What you say is permanent Be responsible for what you write and exercise good judgment You are also responsible for all content on your social media site, including user comments; monitor comments periodically to ensure content is appropriate, truthful and legal Adhere to all policies outlined in the Employee Handbook Ensure that your blogging activity does not interfere with work commitments
Social Media Guidelines Honest It s important to tell the truth and be honest at all times; also correct mistakes in a timely manner Authentic Stick to your area of expertise and provide unique, individual perspectives on what's going on at Active Network and in the world Keep your audience in mind Be positive, enthusiastic and upbeat Engage with your audience and focus on building relationships Have fun! Human Be yourself!
Admin Access & Exit Process When a social media delegate on your team is no longer with the company, remember to change passwords and admin rights within one week. Remove admin rights from Facebook pages Change Twitter passwords Remove from scheduling tools like Hootsuite Change blog passwords Remove from any other social media tool your team uses Take admin status very seriously and only grant account access when needed.
When Things Go Wrong
Act Fast! Original Post: ** Note In this case, Active deleted a post at the request of our facebook community and made it clear we did so. As a general practice, never delete a post from a community member without being upfront and honest about it first. Apology post: Here s the timeline of events: 8:30am Mao post made on Active.com FB 9:17am Customer service receives complaint call from client 9:53am Post deleted from Active.com FB 9:55-10:15am Post deleted from 4 other social accounts 10:20am Apology posted on Active.com FB
Act fast, and be human! Take accountability Be transparent and honest Don t take yourself too seriously Keep it simple
Quick, Personal Responses Respond quickly, personally and directly Acknowledge questions and negative comments You are providing individual attention on behalf of a team Follow escalation plan Speed and honesty are what customers value most
Escalation Process If you encounter any of the situations below, please escalate the issue immediately to XXX. Legal/copyright issues Major product problems Financial questions Press inquiries Arguments/disagreements in the social space Any difficult situation you are unsure how to handle If in doubt escalate it!
Aim to Surprise & Delight You are the ambassadors of our brand How do you make our customers LOVE us? Think outside the box, be creative Show the world your passion for Active! Peter Shankman is greeted at the airport with a porterhouse.
Public Relations What is PR? PR is the way in which an organization communicates and persuades its audiences. Social Media Social media is one of the tools to help increase awareness and promote goodwill between the organization and its targeted audience.
Social Media Best Practices
The S.M.A.R.T. approach to Social Media Credit: Garry Przyklenk
Socialize M A R T Engage & interact with your customers through social media channels. Create conversations around your activity, event or product. Credit: Garry Przyklenk
Socialize Monitor A R T Listen to multiple sources & monitor the conversations around your brand. Understand the consumer sentiment. Credit: Garry Przyklenk
Socialize Monitor Analyze R T Analyze your social traffic using free or paid tools. Quantify the impact of your efforts and identify key trends. Credit: Garry Przyklenk
Socialize Monitor Analyze Report T Report on real metrics like visits, registrations, memberships, revenue, leads and calculate ROI. Credit: Garry Przyklenk
Socialize Monitor Analyze Report Target Continually refocus your efforts based on the data and insights from the previous steps. Credit: Garry Przyklenk
Short, headline based messaging
Scientific proof Facebook is the Jersey Shore. Source: Dan Zarrella
Source: Dan Zarrella
Tone & Voice Informational Keep it simple Conversational Informal in nature Show your personality and passion! Frequency The goal for Twitter and Facebook is at least 4-5x per week Unique and original Custom content that links to other key news or landing pages with more detail
Effective Messaging Be timely, relevant & authentic Encourage interactivity Don t be afraid of negativity Ask questions Post up to 5-6 times per day Include photos when possible Top 10 lists & how to s are popular You have only a second to get their attention
Messaging Examples
Questions