Social media integration strategy
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The document provides guidance on effectively using social media for business purposes. It discusses developing a social media plan and strategy, choosing appropriate platforms, managing content, building relationships, focusing on quality over quantity, and measuring return on investment. Key recommendations include listening to customers, empowering employees, and making social media an integrated part of the company culture.
Social media integration strategy
- 1. By : Robin Low SOCIAL MEDIA in a nutshell
- 2. things people want from social media I want a Facebook Page I want bloggers to write about me I want a twitter account I want a YouTube Channel I want a Flickr Group
- 3. social media involves creating FB pages, Twitter account, YouTube account. Updating profile, bio. Getting Fans to join page Planning theme and strategy to engage public. Creating Engaging Content Monitoring Comments and Feedback. Analyzing Reports ONE OFF EVERY CHANGE DAILY DAILY DAILY MONTHLY MONTHLY
- 4. how some companies start social media Engage PR companines Hold media / social events, invite bloggers, tweeps. Send press release to bloggers. Send samples to bloggers. Expect blogs to be written by the people they engage.
- 5. how some companies start social media Engage Advertising Agencies Buy Ads on all forms of media to promote blog. Pay for banners. Pay bloggers to blog about them. Focus on blogs to drive specific events and traffic to their company.
- 6. how some companies start social media Engage Social Media Gurus / Companies Blog for them Tweet for them Manage their Fan Pages Manages their groups Podcast their events / news.
- 7. unrealistic goals I want bloggers to say good things about me. I don’t want any bad comments or feedback. I want a lot of traffic and fans within a short period. I want statistics for impressions, and reach, on every platform.
- 8. results Unproductive social media effort, slow and ineffective. Staff untrained, uninterested and uninvolved. Lack of social media awareness amongst staff. Lack of social media policies. Cannot deal with any form of crisis.
- 9. hindrance to social media Inertia – a great barrier to social media, if you don’t start now, you will never find the time to start it. Risk Adverse – afraid of negative feedbacks? Conversations will happen with or without you. Lack of knowledge – don’t know where to start. Resistant to change – scared of new technology. Lack of empowerment – need a lot of approval cut through the bureaucracy.
- 10. objections to social media Recruiters will poach staff. Its just a fad. We don’t have time. We don’t want employees wasting time. LinkedIn is for people who are looking for jobs. My target audience is not on Facebook.
- 11. KNOWLEDGE
- 12. what is… social media? “ Social Media is a group of online media which has the following characteristics.” Participation Networks Two-way communication Connectivity Open source
- 13. Golden Rules Communication in a 2 way street -- speak, listen and learn Other people are allowed to have opinions Give before receiving Be truthful with your messages
- 14. The “ satisfaction effect ” Source: http://www.churchofthecustomer.com
- 15. Attention Engagement The new paradigm
- 16. know what you want to accomplish Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.
- 17. decide on purpose of social media and company’s position Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.
- 18. decide on which platform to use There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.
- 19. decide on how your social media will be managed Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.
- 20. develop social media policies Decide on what can be said and what can’t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.
- 21. market passively Social media folks are not used to aggressive marketing, and will be turned off by it. Aggressive marketing may bring negative results.
- 22. Be sure you provide many great reasons to follow you. Keep content interesting and varied. Always have your audience in mind. add value
- 23. be consistent Consistency is key. Allocate a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.
- 24. build relationships Listen Get involved in conversations Reply to feedbacks Reach out where people gather Be real (and transparent) Be committed Be personal (not behind a corporate account)
- 25. respect copyright and reference source There are codes and ethics you need for follow, and in social media, there is no exception. Referencing source, adding links adds credibility to your blogs.
- 26. be helpful and approachable Do not just broadcast your own messages. RT (Re-tweet) interesting news and information to your audience. Reply to comments. Answer questions you know the answer to that appear in your feeds. Participate in conversations.
- 27. focus on quality rather than quantity On Twitter and Facebook, focus on quality interactions, and build deep relationships. Convert fans into Evangelists and hope they can promote your company through word of mouth. Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that.
- 28. cross promote and share messages There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite. It is ok to update your new blog post on all your different channels and no reason why you should not do that.
- 29. be in for long haul Building relationship and trust takes time. Do not give up after trying out for one month. Relationships are not built overnight. Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.
- 30. don’t allow it to consume your time If not managed properly, social media can be a distraction if you just have conversations in small groups. Make you’re your efforts are not in the way of doing business.
- 31. observations As the number of channels increase, overall engagement increases at a faster rate. Engagement differs by industry. Financial performance correlates with engagement . It Provides ” Multiple Communication Touch Points” (More touch points can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume.) http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 32. best practices Listen to public Deputize people throughout the organization Understand how each channel provides a different dimension of engagement Centralize coordination Find champions who can explain and mitigate risk. Be in it for the long haul http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 33. best practices (cont.) Pick channels carefully. Spread engagement to employees beyond the social media team. Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done Engage in new channels where people already are Support engagement as an extension of the company culture. http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 34. best practices (cont.) Be conversational from the start. Make social media part of the job, just like email Modularize and synchronize content across channels To scale engagement, make social media part of everyone’s job. Emphasize quality, not just quantity. http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 35. “ A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.” -- Brian Solis, author and principal of the FurtureWorks agency measuring ROI
- 36. staff empowerment Trust your staff Get everyone involved Amplify word of mouth Everyone has their networks Find comfort levels Find comfort niche Allocate time and resource Give rewards.
- 37. Participate If you regularly ... your profile is: blog, podcast, tweet Creator write reviews, post replies Critic tag objects, use RSS Collector update your profile Joiner read blogs Spectator do none of the above Inactive
- 38. Find Comfort Zone Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search
- 39. digital footprint Internet users are becoming more aware of their digital footprint Most internet users are not concerned about the amount of information available Most do not take steps to limit that information Fully 60% of internet users say they are not worried about how much information is available about them online Majority of online adults (61%) do not feel compelled to limit the amount of information that can be found about them online. 2008 PEW RESEARCH CENTER
- 40. I know you Anyone can tell a great deal about you from your digital footprints. - where you've been - where you are - who you know - where you work - what your hobbies are - what you think about certain issues and much more.
- 41. why should you be concerned? HR departments, recruiters, universities are searching the Internet when you Interact with them. They're looking to: a) validate what your actual resume said b) learn more about you … in a non office environment In effect, every job seeker of the future will be not unlike a political candidate. Hopefully their closets are squeaky clean, and if not, devise strategies to address it. GOOGLE is a very common tool! In essence, your digital footprint is your resume.
- 42. why should you be concerned?
- 46. properties of social media 1. Persistence. What you say sticks around. This is great for asynchronicity, not so great when everything you've ever said has gone down on your permanent record. 2. Replicability. You can copy and paste a conversation from one medium to another, adding to the persistent nature of it. This is great for being able to share information, but it is also at the crux of rumor spreading. Worse: while you can replicate a conversation, it's much easier to alter what's been said than to confirm that it's an accurate portrayal of the original conversation.
- 47. 3. Searchability. It is quite easy to track someone down or to find someone as a result of searching for content. Search changes the landscape, making information available at our fingertips. This is great in some circumstances, but when trying to avoid those who hold power over you, it may be less than ideal. 4. Scalability. Social media scales things in new ways. Conversations that were intended for just a friend or two might spiral out of control and scale to the entire school or, if it is especially embarrassing, the whole world. Of course, just because something can scale doesn't mean that it will. 5. (de)locatability. With the mobile, you are dislocated from any particular point in space, but at the same time, location-based technologies make location much more relevant. This paradox means that we are simultaneously more and less connected to physical space. properties of social media (cont)
- 48. dynamics of social media Invisible Audiences. We are used to being able to assess the people around us when we're speaking. We adjust what we're saying to account for the audience. Social media introduces all sorts of invisible audiences. There are lurkers who are present at the moment but whom we cannot see, but there are also visitors who access our content at a later date or in a different environment than where we first produced them. As a result, we have to present ourselves and communicate without fully understanding the potential or actual audience. The potential invisible audiences can be stifling.
- 49. dynamics of social media (cont) 2. Collapsed Contexts. Connected to this is the collapsing of contexts. In choosing what to say when, we account for both the audience and the context more generally. Social media brings all of these contexts crashing into one another and it's often difficult to figure out what's appropriate, let alone what can be understood. 3. Blurring of Public and Private. Finally, there's the blurring of public and private. These distinctions are normally structured around audience and context with certain places or conversations being "public" or "private." These distinctions are much harder to manage when you have to contend with the shifts in how the environment is organized.
- 50. google you For those in the job market, it's critical to learn how to monitor and manage electronic information about yourself. While you can't control all the information out there, there are some steps you can take to ensure that your digital footprint presents an accurate, favorable, and professional image of you. Google yourself (yes Google is now a verb) and find out what information about you — if any — is already online. You may find very little is linked to your name, or you may discover much more information about you than you anticipated.
- 51. YOU If an online search of yourself reveals items that you wouldn't want hiring managers to see, such as photos or commentary you posted in an open forum, contact the person who posted the information or the website administrator to ask that it be taken down. Not happy with the results? Re-evaluate your participation habits and make adjustments. It is never too late or too early to start and rebrand yourself.
- 52. making social media part of your work life RSS widgets desktop apps
- 53. Twitter: dmediaacademy Blog: http:// digitalmediaacademy.blogspot.com / Facebook: http://www.facebook.com/digitalmediaacademy Try out social media There is nothing to be afraid of
Editor's Notes
- #13: In a nutshell, Social Media is online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
- #15: When a consumer is happy, they come back for more, they share with their friends, they are evangelist, eventually they SHOUT even louder when company value their thoughts and allow them to feel belong, a sense of ownership of the brands. Look at APPLE, before IPOD was out, everyone is talking about it, anticipate for IPOD because behind all this exist a community, a community of brand advocates! Speaking of functional attributes, doesn’t other products like SAMSUNG, IRIVER serves the same functional attributes, but why are they people still saying that they prefer more of IPOD than these brands!.. How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about.
- #16: Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.
- #19: Many people are stuck in where they are. By spending minutes a day to brainstorm and some time on the weekends to blog about your passion and network, you will never know when opportunity knocks on your door and you may get noticed to do something you really like doing. There is always something better out there, you will need to have the drive to want it and stand out from the crowd.
- #20: If you have YES for most of the answers to the above questions, you may be no better than a zombie.
- #45: In a nutshell, Social Media is online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
- #50: You need to market yourself to gain attention and eventually do what you like doing. Don’t hide your talents, simply share your knowledge and brand yourself as an expert in what you do.