Published on February 15, 2014
Module 3: Corporate social media
Social media and you • Four pillars of engagement: Content, Communications, Credibility, Community. • Choose the different types of social content that plays to your strength: eg: newsy, humorous, weekly thought leadership, customer support, daily helpful tips, photoblog • Choose your channel: Blog, Twitter, Facebook, LinkedIn, Google+, YouTube, Mobile Apps • Set guidelines to moderate comments and manage negative feedback • Use best practices of posting on social media channels
Best practices: Intel • Turning followers into brand ambassadors Source: Ekaterina Walter, Social Media Strategist, Intel
Get to know your audience
Make it fun with quirky questions, games, polls
Avoid automated updates* • Frequent automated status updates makes your Page inhuman • Facebook hides repeated updates in “Show Similar Posts” • Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day • Find a balance between “official” updates and being human and spontaneous * Exceptions: Long weekend or going on leave or reaching customers in different time zones. Do not post every tweet to FB, instead use Selective Tweets app and #fb to cross-post relevant tweets.
Encourage shares, @mentions, show gratitude for sharing • Use @<insert name of fan> to encourage interaction • Use of photos and videos gets a lot of traffic
Meet f2f: Offline engagement • Organize tweetups, blogger meets and Facebook fan days or “meet the social media team” • Invite fans for launches, roadshows, community projects, sponsored events, festivals 8
Provide house rules or moderation guidelines
Facebook stats • 1.11 billion active monthly users, 751m via mobile (3/2013) • 655m log in daily, 79% of users outside US • Average user has 141.5 friends • Average daily Facebook likes: 2.7 billion • On average, more than 350 million photos are uploaded per day. Facebook now hosts more photos than the top 20 photo sites combined • Facebook bypassed Google as a No 1 most visited site in US • 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral* Source: http://newsroom.fb.com except * from eMarketer 11
Why Facebook? 1. Built-in audience Your target audience is already on Facebook. No additional registration or profile to fill to participate. 2. Rapid rollout Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT. 3. Minimal costs A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money. 12
4. Viral Features If you post something interesting, it will have a life of its own. 5. Minimal Hassle Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community. 6. Multimedia features Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share 13
7. Referral engine Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, ecommerce platform or other owned sites. 8. Leads You can find new customers you would not have discovered otherwise and review profiles to generate new leads. 9. Engagement You can engage with existing customers in new ways and build longterm relationships for customer retention. 14
10. Targetted promos Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners. 11. Customer support You can do one-to-one customer support and redirect to right personnel for resolution. 12. Reputation mgt Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis. 15
Cons of Facebook • Facebook may change: While Facebook is the current “it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too. • You’re Limited to Facebook’s Feature Set: If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck. • No Data Ownership: You are limited by number of invites to your page and applications. • Your Competitors Can Do the Same Thing: There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge. 16
Case study: CIMB on Facebook http://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your bank. CIMB – curse this bank!” CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab 17 CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.
CIMB advertises for social mediasavvy employees 19
CIMB ad copy “CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about, then read on!” 20
Job: Asst Mgt/Exec-Social Media Team • Location: The World Wide Web Responsibilities: • Create and execute social media campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc) • Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community • Formulate strategies for programs on social media that will complement CIMB's initiatives • Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region • Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field • Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape • Able to work and engage with people easily and comfortably • Understand and appreciate the difference between LOL and ROFLMAO • Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference. 21
News updates 22
Tie-ups: Eg: CIMB and SF Coffee 24
FB Fail: What not to do https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375 25
Set up Facebook account (if you haven’t already) 26
Best practices • Turn on Follow – Click at the top right of any Facebook page – Click Account Settings – Click Followers from the left column and then check the Turn on Follow box • • • • • Use authentic photos for Profile Fill up About section Post breaking news Include your own comments, analysis Use Interests lists 27
Must-know Facebook Basics Info Like Add photo Update Status Share Create album Messages Comment Tag photo Chat @ Mentions Upload video Friend Request Notes Create A Page Subscriptions Question Apps Join Group Privacy Settings Events Wall Acct Settings Vanity URL 28
10 Facebook Tips 1. Create a Page to promote events, conferences, seminars, projects, launches, your blog, your website. 2. Share: Be useful. Answer questions, offer tips, guides, timely information. 3. Do link and promote to stories on your organisation, but provide some other value-add or insider insight, this is not just a broadcast medium. 4. Be human: Show you care, be witty, disclose some of your personal interests, it helps to get to know you better. 5. Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! (http://apps.facebook.com/selectivetwitter) 29
10 Facebook Tips 6. Tag all photos and videos with “Company ABC” for events. Divide photos into separate albums. 7. Address new fans with personal messages 8. Have two or three admins as backups 9. For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio. 10. Use smart lists to divide group and target messages once you have mastered various apps Note: Pages vs Groups: Pages are better for a long-term relationships with your fans, readers or customers; Groups are better for hosting an active discussion and attracting quick attention. Community pages are for generic causes or topics. http://bit.ly/pagesvsgroups 30
Facebook Page Basics How To Start A Page: http://www.facebook.com/pages/create.php Facebook for Business http://www.facebook.com/business/ 31
What type of Facebook page is right for me? Local Business or Place page is best: • Merge with Bing Place data (map & link on info tab) • Fans can ‘check in’ to your location • Fields on info tab are more detailed • Categories help potential clients find your business 32
Why a Facebook page is the best for business: Page • Custom URLs • Unlimited Fans/Likes • Can add Apps, Custom Tabs, Games • Visitor insights and analytics • Indexed by search engines and can be seen by non-fans • Messages appear as updates • Can target by location, language vs Profile • Custom URLs • Limited Friends, Manual friending • Line between personal and business blurred • No analytics • Cannot appoint admins • Limited custom apps vs Group • No custom URLS • No support for custom apps • Can restrict who can access: open, closed, and secret. • Can send bulk message into inbox of up to 5000 members • No analytics • Better for quick, active discussions 33
Steps to creating a new page 1. Go To: http://www.facebook.com/pages/create.php • Also a link to ‘Create a Page’ on the Home Page • Links to ‘Create a Page’ In lower left corner of existing pages 2. Select the ‘Local Business or Place’ Page type • Choose your business type category • Enter business name & info • Click ‘Get Started’ 3. Log into the personal account you want to admin the page • You will be prompted to do so if you were not logged in when you started 4. Fill out your ‘info’ tab with details about your business • Add links to your website, Twitter, etc. • Add info about what you specialize in and offer • Make a good first impression that makes people want to like the page 5. Follow the steps on the “Get Started” tab 34
‘Get started’ tab makes it easy! ‘Get started’ tab walks you through: 1. Adding images 2. Posting a status update • Encourage your friends to share your page • Announce a new website or promo offer 3. Adding a ‘Like’ button to your website • Takes a little coding knowledge 4. Inviting friends & announcing to fans • Upload an Excel doc • Import email contacts • Suggest to personal Facebook friends 5. Syncing to a mobile device 35
Converting a Group to a Page Facebook DOES NOT allow you to convert a group to a page – Groups were part of Facebook BEFORE Pages were introduced – When Pages were first introduced Facebook temporarily allowed converting – Only way to migrate group members to page fans now is to ask them to ‘Like’ it – Post new page URL on group wall and invite member to ‘Like’ the page – Send a message and/or chat to members ask them to spread the news & like the page – Consider incentives to ‘like’ the page & suggest it (eg:% off a service, coupons, being entered into a drawing for a free gifts, etc.) 36
Converting your Profile to a Page • Facebook lets you convert a personal Profile into a Page! http://www.facebook.com/pages/create.php?migrate – Cannot be undone – So be sure it’s your best option. – Friends will be converted into fans that ‘Like’ the Page – Only Photos will be transferred. NOTE: All other data lost! – Facebook will provide you with a stripped-down version of a Personal Profile, called a Business Account, which will be the admin of the new Page. It cannot become ‘Friends’ with anyone or ‘Like’ 37 anything, etc.
Edit Page > Manage Permissions 38
A word of caution… 1. Avoid shameless plugs on how wonderful you or the company are. 2. Your personal views are your own, don’t post updates in anger or in spite. Nothing is private on Facebook. 3. Don’t sign up for every game/quiz and annoy others with your updates. 4. Do not disclose confidential information obtained through work that may bring the company into disrepute. 5.Don’t undermine your effectiveness at work. 6.“Friending” should not be taken literally – but others may misconstrue this as being partisan or biased. 7.Avoid racial, religious slurs and personal attacks. 8.You are still a company rep 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are. 39
Facebook jumpstarters Fan Page Friday: Highlight one fan every Friday Expert hour: Set one-hour per week where an expert answers questions on FB, ask them to post questions early via video “Office hours” – tell people when you are live. Do live video eg: Ustream, JustinTV, Linqto Surprise giveaways for lightning quizzes Run polls asking people what they think about a specific story or subject. More tips: https://www.facebook.com/business/a/online-sales/page-post-tips 40
Facebook: Some Features • Follow Button – http://www.facebook.com/about/follow • Lists – http://www.facebook.com/help/lists • Timeline – http://www.facebook.com/about/timeline • Ticker • Privacy settings • Ads: http://www.facebook.com/ads/create/ 41
Allow Followers without Friending • To allow others to Follow your Public posts: – Click at the top right of any Facebook page and choose Settings – Click Followers from the left-hand column – Check the box to the right of Turn On Follow – Subscribers can see only the things you share publicly 42
Lists Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends. http://www.facebook.com/help/lists 43
Timeline 315px 851px http://www.slideshare.net/supernovastudios/facebooks-new-timelime http://www.facebook.com/CoverPhotoSize 44
Creative uses of new cover pic 45
MORE: http://reface.me/profile-pictures/facebook-timelinecover-photo-hacks/ 46
Facebook Video Chat • Powered by Skype • http://www.facebook.com/videocalling 47
Important considerations • Promotion Guidelines: http://www.facebook.com/promotions_guidelines.php • Analytics: http://www.facebook.com/insights • Sponsored stories: http://www.facebook.com/marketing • Facebook advertising: http://www.facebook.com/advertising • Facebook for Business: http://www.facebook.com/business 48
Case study: MAS Engaging bloggers using Facebook 49
MAS: Blogger outreach • As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme. • During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill. • Location: Malaysia Airlines Academy, Kelana Jaya 50
1. Photos first posted on MAS Facebook page 2. Re-posted on blogger’s blog with personal account of experience 3. Article re-posted on “Living Malaysian Hospitality” – MAS blog Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711 http://lenaee.blogspot.com/2009/05/7.html http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew 51
Would you trust a surgeon who tweeted your operation? 53
Tweeting what you eat 54
#defahmi vs Blu Inc 55
“Water me, please!” 57
How are companies using Twitter • • • • • • • • • • • EXTERNAL Customer service News, blog updates Branding, promotion, marketing PR, media relations Finding leads, prospects Extending touchpoints Community building Networking, tweetups Direct sales Recruitment Driving traffic to website • • • • • • • • INTERNAL Connecting sales teams Coordinating decentralized teams Event planning Project status and updating staff, teams Employee support Mentoring Problem-solving Purely social 58
CIMB on Twitter: Customer service twitter.com/cimb_assists 59
Twitter: Best practices • Listen: Follow popular tweeters first • Share: Find great stuff to share • Be authentic • Be active! No one is interested if your last tweet was from several months ago • Don’t hard sell: If you are plugging your own product, service, event, cause, say so. Preface with “Shameless plug…” • Preface a personal opinion with IMHO, or “My personal opinion is…” 60
Scott Monty, Ford Motor Company 1. Always shows gratitude 2. Constantly corrects misinformation Head of social media, Ford http://www.scottmonty.com http://twitter.com/scottmonty 3. Encourage conversation 61
Frank Eliason, Citi, formerly of Comcast 4. Problem solver: Fields customer support issues, re-directs to right person 5. Always helpful and adding value SVP of Social, Citi http://www.frankeliason.com http://twitter.com/askciti Formerly @comcastcares 62
Lee Aase, Mayo Clinic 6. Health tips 7. Sharing patient, inspiring stories 8. Promoting radio shows, webcasts Director, Social Media, Mayo http://tinyurl.com/smugu http://twitter.com/leeaase http://twitter.com/mayoclinic 63
Zappos.com: Shoevangelism “People relate to people, not companies,” Tony Hsieh, Zappos.com, 64
Case study: Zappos.com • Free shipping, a 24/7 open call center, and 365day return policy. • Turned an e-commerce shoe site into a US$1B business in 10 years. Sold to Amazon.com • Obsession with customer service, little advertising, organic word-of-mouth recommendations. • Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel. 65
Twitter 101 1. A tweet is 140 characters long 2. RT: re-tweet other tweets you think are worth repeating, 3. @username: used to reply to someone or engage in a conversation or as a hat tip. This a public tweet everyone can see. Eg: @username message 4. dm or d followed by space, then name of person eg: d username message OR click Messages (next to Profile). You can send private message to someone only if they 69 follow you.
Twitter 101: Using #hashtags 5. The Hash Tag aka Pound Symbol [#] is used to categorize tweets into topics, events, trends.Hashtags are the Twitter equivalent of keywords. eg: #socialmedia 6. Search specific hashtags and save those searches for future reference. 7. Tip: Use a unique hashtag to promote a contests, event or product eg: #contest123 (make sure no one is using it first) 8. #followfriday or #ff is used by a majority to spotlight individuals they consider worth following, not necessarily on Friday 70
Short links 1. 2. • Helps reduce character space. Became popular with rise of Twitter • Popular services: tinyurl.com, bit.ly • Others: is.gd, snipurl.com, tr.im • When posting a link, use Topsy.com to find out how popular/timely the link already is and whether your friends have already tweeted/posted it. • Bit.ly provides transparent stats: Add + sign at the end of shortlink eg: bit.ly/123456+ 71
Must-know Twitter Basics Settings:Profile Shortlink Add Image Time Zone/Location Reply TwitPic Notifications Messages(DM) TwitVid Design #hashtag Selective Tweets Follow @Mentions Block spammer Tweet Searches Who To Follow RT Lists Trends @Username FF Tweet Button 72
Sample Twitter Accts/Lists • Media on Twitter: http://www.mediaontwitter.com • Journalists on Twitter: http://muckrack.com • List of Malaysian journalists: http://twitter.com/trinetizen/malaysian-journalists • List of Malaysian media: http://twitter.com/trinetizen/malaysian-media • List of Malaysian politicians: http://twitter.com/trinetizen/malaysian-politicians • List of Malaysian celebs: http://twitter.com/trinetizen/malaysian-celebs • List of Malaysian brands: http://twitter.com/trinetizen/malaysian-brands 73
Useful Twitter apps • Twitter clients: Tweetdeck, Seesmic, Ubersocial, Hootsuite, Twitterrific, Twhirl • TweetAlarm, Twilert: Put in a keyword and get emails when others tweet it. • Twellow: Search for tweeple • Twitpic, Lockerz, Instagram: Post photos • Yfrog, Twitvid: Post videos • Twapperkeeper: Archives tweets • Tweetstats: Graphs your stats • Spy: http://spy.appspot.com/ 74
Useful Twitter analytics • Twitter Web Analytics (from Twitter, coming soon) • Rowfeeder: http://rowfeeder.com/ • Tweetstats: http://tweetstats.com • Twittercounter: http://twittercounter.com • The Archivist: http://archivist.visitmix.com • Klout: http://klout.com • Twitter Grader: http://tweet.grader.com • Twitalyzer: http://twitalyzer.com • Monitter: http://monitter.com 75
Exercise: Twitter • Go to Twitter (set up account, if you don’t already have one) • Find a news release from your site to tweet • Make a shortlink using bit.ly of that story link • Create 140-character tweet and add the short link • Find people to follow • Create a list • Re-tweet another person’s tweet • Post a photo using Twitpic 76
“In the past you were what you owned. Now you are what you share,” Charles Leadbeater 77
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