Spredfast pocketguide-final

SOCIAL MEDIA
POCKET GUIDE
6 Ways to Use Social Media for Business and
Practical Guidance on Developing Full-Scale Programs

AN INTRODUCTION TO THE SOCIAL MEDIA POCKET GUIDE
In just a short time, social media has become a ubiquitous mainstay in the lives of consumers. Popular
platforms have rapidly grown to hundreds of millions of users, and the adoption of social media platforms
has no end in sight.

This social media “revolution” has changed the traditional, corporate monologue into a two-way dialogue
with customers and prospects.

Social media:

followers and friends

Harnesses the importance and relevancy of “now” – real-time, immediate communications

marketing communications channels

What this means for businesses is the time to embrace social media channels to reach customers and
prospects is now. And while social media marketing and communications is no small task to undertake,
there are six objectives every company should consider to have at the core of their social activity. These
include:

1. Building Brand Awareness

2. Making Customer Service Personal with Social Media

3. Adding Events to Social Media Programs

4. Adding Social Media to Product Introductions

5. Embracing Social Media to Build Your Sales Pipeline

6. Activating Your Community to Take Action

This guide walks through each of the “Big Six” objectives and provides a tactical overview of the business
case, team considerations and actual content examples and templates to use for your social media
initiatives.

In other words, the following pages can be used as a cheat sheet on how to get started today using
proven tactics and best practices, with sample content and examples to help jump-start your social media
success.

Social Media Pocket Guide
© 2011 Spredfast 2

CASE #1 BUILDING BRAND AWARENESS

Case #1 - Building Brand Awareness
BUSINESS CASE

Using social media to build brand awareness is the number one goal of most social media marketers.
Hundreds of millions of people are talking, learning and engaging through social media channels. If

communication channel in the marketing mix.

audiences who are hungry for information and conversation. For professional communicators, having

have.

© 2011 Spredfast 3

THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA FOR
BRAND AWARENESS:

Building branding awareness is centered around reaching more people. One
1. Reach of the strengths of social media is wide reach, and employing the use of

2. Traffic

As media becomes more fragmented, social media helps reach new and
3. New Audiences
these people.

to share, educate and provide relevant information to your prospects and
4. Expertise
that highlights the expertise you hold in your respective industry.

TEAM TRAITS & EXPERTISE

Outgoing, willing to be “face” of the company

Strong knowledge of company
background, its products or services

Engaging “online” personality; genuine

Strong writer

Understanding of relevant corporate content to share

© 2011 Spredfast 4

CONTENT

1. Details About the Company, Including Services and Offerings

Examples:

Tweet pictures or details around a fun Post a YouTube video showcasing clients
company function. talking about how they use your product.

Post on Facebook sharing the latest Upload a presentation to SlideShare
information and updates about your highlighting your industry, services, and
products or enhancements in services. importance of your area of expertise.

2. Thought Leadership Content

Beyond corporate collateral, your business is probably publishing content that illustrates your domain
expertise. This is commonly referred to as thought leadership and is powerful in raising awareness. If your
focus is B2B, this might be a white paper or best practices guide. If you are consumer focused, this might

while elevating your placement as a leader in your space.

Examples:

Share a link on Facebook of the latest Upload pictures to Flickr, tagged with your
whitepaper or helpful article published by company and keywords, showing your

Create a series of Tweets sharing interesting
product facts tied to interests that resonate Share a YouTube video of employees giving
with your target audience. advice on how to use your product or service
in creative ways.

3. Company News

Every company has interesting activities happening regularly. Maybe you hired a new leader who brings an
exciting or unique background. Or perhaps you have a new corporate initiative worthy of sharing publicly.
All of these news updates help highlight what type of company you are and promote the growth of your
network by building interest in your corporate activities.

Examples:

Interview new team leaders about what they
are excited about and include as a post on teams that work there.
corporate blog – written or videoed.
Post public facing presentations for product
Post a Flickr image of a corporate social and service announcement details on
initiative promotion poster to share what SlideShare.
your company is doing to give back to the
community.

© 2011 Spredfast 5

4. Questions for Feedback

from others. Asking for input gets more people engaged with your brand and sharing ideas across their

networks. As a bonus, input can be used to learn about your network and potentially used for aspects of
future marketing.

Examples:

Always pose a question at the end of blog
favorite aspect of the latest product, service posts asking if readers have any other ideas
or communications campaign focus area. or helpful feedback.

Introduce a Facebook poll asking what areas Ask what type(s) of industry-related content
of your product, new features, or services
your community cares about the most. useful to help inform what the best content
is for your brand.

5. Community Content

Many people keep up with social media accounts to learn about industry news. Employees of companies
are followed because they talk about their industry – not just the product they sell. Marketing agencies
are followed because they share content from leaders in their space – not just their services. And millions
of people follow companies because they share noteworthy news about their industry, the people in it and
third party resources – not just for discounts or product news.

Examples:

Write a blog post sharing helpful resources Enhance Your Blog:
from industry leaders. 10 Tips to Make Your
Blog Best in Show
Share links to industry events in which your
network may be interested in attending.

6. Research

tangible products may conduct research on user perceptions or quality of ingredients. This research

unique positioning in your industry.

Examples:

Post industry infographics and charts on Share your research with well-known
Flickr with relevant tags. bloggers and invite them to share insights
with their readers.
Interview the person(s) leading research
projects on video to post to YouTube for
additional insights. part series of blog posts to grow readership
over time.

© 2011 Spredfast 6

7. Customer Success Stories

Sometimes these are formal case studies based on lengthy results. Other times, they are prompted or

spontaneous content shared by your community. Regardless, sharing customer success allows results and
personal feedback of customers to speak on behalf of your company.

Examples:
Invite customers to write guest blog posts Ask for user submitted videos of anecdotes
to discuss interesting product experiences about your product or service. Interesting
stories and testimonials help break through
the clutter and get attention.
Tweet links to success stories, tagging
customers and partners discussed to make
them aware they can share the content, too.

Real World Content Examples

Left: TOMS Shoes uses Twitter to send out updates and pictures to their followers around their One Day Without Shoes campaign.

Top Right: HomeAway uses Facebook polls to engage their community by asking for feedback on travel related questions.

Bottom Right: Carnival Cruises posts pictures to their Flickr page showing customers in action enjoying various activities available while on a Carnival Cruise.

© 2011 Spredfast 7

MEASUREMENT

1. Activity to Engagement Ratio

to engagement (or interactions) from your audience
will help determine the value of your content. In social
media, value is displayed by engagement.

2. Potential Impressions

Mere exposure to your content is important when the goal is to build familiarity with your brand. Content

information is being delivered via trusted sources.

3. Confirmed Impressions

time vested in your brand via views of your content, social media sites

not necessarily in network because not everyone will publicly display
their commitment to your brand.

4. Change in Current Network

When someone opts into your social network as a fan, friend
or follower, a relationship is established with that user. A

commitment to your brand.

5. Comments & Replies

Comments and replies are great resources for qualitative

validation that your network is paying attention to the content and messages you share.

6. Mentions by Audience

Keeping track of independent mentions by your audience will help to identify how often your brand is
being discussed publicly and if you have any brand advocates. You will know when your initiative has
gone beyond the pushing of a message by your brand and has become something people are spreading
awareness of in their personal networks.

© 2011 Spredfast 8

CASE #2 MAKING CUSTOMER SERVICE PERSONAL WITH SOCIAL MEDIA

BUSINESS CASE

Case #2 - Making Customer Service Personal with Social Media
The advantage of using social media for customer service is simple – it allows for fast, personal responses
to your customer base on the platforms on which they prefer to communicate.

Your customers are talking about you right now on Twitter and Facebook. They may be asking questions
about you on LinkedIn. Or, they may be leaving tips or recommendations about your services on location
based services.

customers.

© 2011 Spredfast 9

CUSTOMER SUPPORT

1. Immediacy
in real time and let customers know you are working to help them.

Helpful responses publicly show clients, and potential prospects, the
2. Helpfulness
helps build a positive brand perception.

Find customers with new issues you might not otherwise see. Not everyone
3. Discovery
make a public statement about you within their network.

Social media builds on personal connections. By providing customer support
4. Personal on your social channels, you make the experience more personal for your
customers.


Responsive

Friendly or personable

Ability to work across multiple divisions/
teams to get needed info/updates

Conversational

Strong knowledge of products or service

© 2011 Spredfast 10

CONTENT

1. Managing Expectations

Examples:

Reply to Facebook wall posts asking
escalated his or her issue. customers for information to further
investigate posted issues.

and provide an update that you will get back
to them.

2. Building Relationships

a customer service initiative is among the best to cater to your fans. It particularly pays to do so with your

Examples:

patience by rewarding good behavior. other interests and start a conversation on
Facebook.
Retweet someone who says something
interesting and relevant to the greater
community.

3. Troubleshooting

Resolving issues in a timely, reliable manner is a fundamental part of excellent customer support. This

customers expect the public help.

Examples:

Post a Facebook response asking customers Suggest a solution to a problem on Twitter
for more information about publicly shared or Facebook with a link to a web tutorial for
problems. more information.

Send a Tweet with a suggestion about how
to troubleshoot an issue.


4. Sharing Public Resources

e-commerce or build a knowledge base. These can be the perfect supplement for responding to inquiries
requiring in-depth explanations or for using proactively to prevent customer problems before they arise.

Examples:

Post a Facebook link that includes directions Send a Tweet linking your followers to a wiki
to your repair locations. for detailed resources.

5. Define Social Support Scope

Examples:

Write a Facebook post introducing a product Send a Tweet sharing new product
specialist available to help. availability and invite questions through the
channel.
Share on Twitter bio any geographic
limitations or time availabilities for support.

6. Customer Education

an advantage. This applies across virtually all industries. If you work for a consumer electronics company,
this may mean explaining product lines. If you are an insurance provider, this may mean providing tips for
natural disaster readiness.

Examples:

Create a YouTube channel devoted to short Update your Facebook status or wall post
tutorial videos on product(s) and services. asking customers to share their favorite uses
of a product.
Send a series of Twitter tips on how to
preserve or protect a product.

7. Customer-Centric Announcements

Customer service-oriented channels are a natural place for customer-centric announcements. These can
often preempt much of the activity you may receive from customers in terms of questions or concerns.

Examples:
Send a Tweet or update your Facebook Write a blog post outlining new product
status indicating a known service upgrades with tips on how to best use the
interruption or scheduled maintenance. product.

Send a Tweet letting customers know about
a product or software enhancement.




Top: Discover uses Twitter to make customer-centric announcements such as the option to get cash back on certain purchases and discounts only available to
cardholders.

Middle: Samsung shares video product demonstrations on YouTube to walk users through using new products.

Bottom:
further investigation.


MEASUREMENT

1. Impressions

Views to your customer support content, social media

channels and web page will measure the number of
people searching for support-related content.

2. Activity

In a customer service initiative, activity can be seen as

3. Activity Assigned but Not Completed and Activity Completed

want to track the follow-through rate to guarantee expectations are met.


mentions of your brand will allow you to acknowledge and address mentions of your brand.

5. Average Engagement by Publication

Undoubtedly, certain topics will appeal to a broader audience.
Average engagement by publication will evaluate how useful (or
valuable) your content is to a broader audience.

6. Monitor Success by Content Label
(such as “Thank You”)

Tracking the performance of social media content
by segmenting what types of content performs best,
allows you to learn which type of content is most

teams to prove the impact of work.


CASE #3 ADDING EVENTS TO SOCIAL MEDIA PROGRAMS

BUSINESS CASE

Case #3 - Adding Events to Social Media Programs
elements that make social media so powerful.

Many companies already have established events such as conferences, user groups and meet-ups as part
of their corporate business plans. For this reason, social media can easily be folded into existing event
marketing plans to help augment email marketing, public relations and promotions.


EVENT MARKETING

Sharing the myriad details involved in an event can be challenging, because the
need to share information with your community is seemingly endless. Social media
1. Promotion
channels are outlets where updates and promotions can be shared more often and
regularly than traditional channels.

Before, during and after events, there are an overwhelming number of activities
that take place. Social media allow communicators to send out reminders and alerts
2. Real-Time
in real time. Rather than fret how attendees will learn about noteworthy speakers,
Awareness
on-site promotions or schedule changes, social media can deliver these messages
on the spot.

3. Audience rate with social media. The immediacy of conversations and content sharing allows
Participation you and your audience to participate with one another and create a larger presence
around event activities.

One of the top reasons people attend or participate in events is because of the
4. Community people involved. Strategically incorporating social media into event marketing
Sharing fosters a community full of shared content and experiences. In turn, this helps
drive higher attendance and awareness of your event.


Organized and systematic

Engaging

Knowledge of compelling event content to share

Responsive


CONTENT

1. Promotion of Activities

“register now” or “learn more about products.” Attendance is the end goal, but promoting the event in
ways that provide value and create interest is key. Talk about noteworthy people and insightful learnings

Examples:

Create a Facebook event for your activities. Send regular Tweets @mentioning speakers,
Ensure an update is sent to your fans and attendees or partners.
content is updated regularly through the
event. Create a web page curating all social media
event updates to provide your community
Write a series of blog posts up to the event
with agenda details, noteworthy participants activity. Bonus: include this link in other
and previews of special activities. event emails, websites and public relations.

2. Reminders

the midst of a busy event. Even with lengthy email newsletters and on-site event guides, attendees often
lose track of time or simply overlook functions. Using social media to send out real-time reminders and
updates helps ensure your network has every opportunity to be in the right place at the right time.

Examples:

Tweet about social gatherings and parties an Post special event tips on Foursquare and
hour before they take place using the event Gowalla venues.

Include updates on your Facebook Page
Post on your blog each morning about the
event line-up for the day. information within 24-hours of schedule.

3. Prompting Feedback

During events, attendees look for ways to share their perceptions and thoughts. These may be personal
takeaways with their network or sharing experiences they had directly with you. Prompting this feedback
helps encourage attendees to share and create a bigger impact for your event. It also helps you collect
information quicker and easier to decide how to share or use for future marketing.

Examples:

Create and promote an event hashtag for Prompt people to share event experiences
attendees to use when sharing feedback. through Facebook polls or surveys.

Retweet attendees when they ask for help or Write blog posts highlighting event
advice throughout event. activities, prompting participant comments.


4. Answering Questions

With any event, there are going to be questions from attendees and speakers. Using social media
channels can help your events team publicly answer questions to a broad audience and provide a place to
respond to questions in real-time before, during and after the event.

Examples:

Monitor event Facebook presence and Master Using Twitter:
Twitter hashtag(s) to respond to questions 10 Tips to Rock the

or concerns. Twittersphere

Tweet answers to questions posed in person
during the event to acknowledge questions
publicly.

5. Sharing Content from the Event
Events provide a great opportunity to network, increase brand awareness and learn from others. However,
they also provide an opportunity to generate thought leadership and connect with community members
who might not be able to attend the event live by sharing takeaways from the event.

Examples:

Designate people to live blog from the event Take attendee feedback and comments
on your corporate blog. during conferences to share takeaways from
the event. Share these while the event is
Share pictures on Flickr daily to highlight taking place to build excitement and save
event attendees and activities. Tag these for future marketing use.
with your brand, keywords and event tags.
Post presentations from sessions, panels
or meetups on Slideshare to extend the
lifecycle of content and expand the reach of
your event.

6. Giving Exclusive Benefits for your Social Network

attendance, as well as increase participation in certain event activities.

Examples:

Provide special tips and deals on Foursquare Share a special discount code on Facebook
for people who check in to designated for event registration.
locations.
Give early updates about special events on
Create a unique badge on Gowalla or Twitter, especially those with capacity limits,
Foursquare for people who participate to provide incentive for following you.
in certain event activities to provide
participation incentive.


7. Contests

excitement and awareness for an upcoming event.

Examples:

Run a giveaway contest for free event Send out event details on Twitter for

registration through a blog post for a set networking parties, keynote presentations
number of people who share how winning
person to respond in the correct fashion
– answer a question, share an experience,
Launch a Flickr contest for people to post send out a Tweet, etc. – wins a designated


Top:

Bottom:


MEASUREMENT

1. Activity

Measuring activity will help evaluate how successful your team was in posting content leading up to,
during and following your event.


Events are often promotional tools. Potential impressions of your event-related content will quantify the
reach of your event beyond physical attendees or your social network.

3. Engagement by Date

Engagement by date can be an indicator of the hype
surrounding your event. In some cases, tracking
engagement will allow you to predict attendance, set
expectations and prepare accordingly. It will also help
inform decisions on when to share content for the most
interactions.

4. Clicks by Engagement

Throughout your event you may post pictures, videos or links
to a live feed to share with your network. Measuring clicks by

interested in various aspects of your event.


Mentions by your audience are unsolicited reactions to your event. Measuring these mentions will help you
understand the impact of your event on your audience.

6. Keyword Sentiment

Pulling in sentiment of major keywords helps measure
the overall sentiment surrounding an event. This data
will help explain which elements of the event were
well received, or not, and inform future decisions.
Additionally, combing through qualitative data
associated with these keywords such as Tweets,
comments or posts will allow you to identify which


CASE #4 ADDING SOCIAL MEDIA TO PRODUCT INTRODUCTIONS

BUSINESS CASE

Making a large marketing and Public Relations impact at the time of product launches is a priority for any
company introducing new products. These launches can be expensive and time consuming, especially

Case #4 - Adding Social Media to Product Introductions
Social media allows companies to expand their traditional approach to launching products by building a
higher level of interest around new introductions, as well as tapping into engaged networks to help create
excitement on their behalf.


PRODUCT INTRODUCTIONS

Traditionally, launching products is expensive, but social media is helping

1. Affordability
than spend millions of dollars on media placement, marketers can use social
media to reach the same number of impressions for a fraction of the price.

Though traditional channels such as email, TV and Public Relations remain
2. Enhance Other top channel choices in product launches, social media is helping to

Media Spend augment these media spends. In conjunction with other media, social helps
Efforts exponentially increase impressions and provides opportunity for engagement
unavailable via traditional outlets.

Between providing exclusive deals and providing opportunities to share
feedback, social networks can create hype around product launches.
3. Social Networks
Build Excitement
than those you share about yourself.

4. Grows Between a social network sharing “exclusive” new product information and
Opportunities
for Adoption boost adoption of a product at the time of launch.


Public relations-savvy

Strong knowledge of new product/service


CONTENT

1. Tease Content of Launch

Social media can help build interest in products before they are launched. Without giving away all the new
details and features of a product, teasing elements can create excitement leading up to the actual launch

Examples:

Tweet general hints about new product Upload Flickr and Facebook photo “previews”

features to tease new enhancements soon with sneak peeks of product imagery.
available.
Share an announcement across all social
Create a blog post outlining the “most media accounts of new, upcoming product.
Commit to regular updates leading up to
upcoming product. launch to give a reason for people to follow
you and return.

2. Live Action Demonstrations

product by illustrating them.

Examples:

Create a video of the new product in action
or a demonstration of it in use. Post the
video to your YouTube account and embed the new product to see and share.

Post a Slideshare presentation including
Record a video interview with early or beta product images with product walkthroughs.
users revealing positive experiences and
personal adoption.

3. Provide Exclusive, Social-only Product Information

and helps promote an element of exclusivity for being part of your network.

Examples:

Post invites to become a Beta user via Post YouTube video and Facebook photo
Facebook and Twitter. “extended” views of product available only in
social media. Link these from your website,
Tweet daily or weekly “social tips” for
product use directly after launch to share your social accounts.
helpful information. Use the same hashtag

share.


4. Real-World Creators Interviews and Expertise Sharing

Sometimes products are so interesting that hearing from the creators or designers is intriguing. Provide an
“internal” perspective of your new product by airing insights from people involved in its creation. Or, give
a voice to your customer base by letting them chime in.

Examples:

Post a YouTube video case study from Beta Share insights from real people, as they
users talking about experiences as early become product users, by retweeting
product users. and posting social media feedback or
endorsements.
Share YouTube video interviews with

developers, designers, or company leaders
talking about creation of new product.
Provide perspective on direction and forward Produce a Blockbuster:
looking vision of the product line. 10 YouTube Tips
for Business
Start a Twitter online chat series with a
product hashtag to allow engaged users to
submit questions or feedback regarding the
product.

5. Exclusive Deals

expands the number of people to whom you can provide incentives. It also gives another incentive: to
follow you and pay close attention for deals in the future.

Examples:

Post links on Facebook to exclusive product Tweet discount short codes to enter at
coupons. checkout in online stores.

Add deals on Foursquare and Gowalla for
people who check-in to physical locations
like stores or launch parties.

6. Share Multimedia with Media and Brand Advocates

Marketing and public relations teams rely on media and public outlets to cover product launches for

they can share content, and media can be posted and shared quickly.

Examples:

Reach out and share multimedia and pre- Create a “day of launch” blog post with
created content with brand advocates or links to all available product-related
customers to share on day of launch like multimedia to make all launch content easy
Tweets, links to product images and videos.
shareable content in one location.
Brief key bloggers and share “permissible”
content to post in days leading up to launch
to create a larger hype.


7. Contests

sample or something bigger, contests greatly increase opportunities for engagement and participation
around product launches. In turn, you can develop a group of people talking and spreading the message
about your new product on your behalf.

Examples:

Promote a request for user-generated Ask Facebook fans to share their favorite
photos of people using the product with the new aspect of the product on your Wall with

to your Facebook Page and blog and allow

voting for the favorite picture of your
network.

Create a Twitter campaign to allow
submissions of new product ideas like name
or design features.


Top:
functionality.

Bottom: Quicksilver is running a contest exclusive to its Facebook fans for a chance to win a product, in this case a pair of custom boardshorts.


MEASUREMENT


product. These users are eager to learn more about the product launch and want additional information.


network and potentially further - to the connections of individuals within your network. A message
delivered via a trusted source will make the information more noteworthy.

3. Confirmed Impressions

represent time vested in your brand via views of your content,

not necessarily in network because not everyone will publicly
display their commitment to your brand.

4. Engagement by Content

Monitoring Engagement by Content will help you identify the
level of interest surrounding your product, as well as which
features are garnering the most attention – information that can

Keeping track of independent mentions by your audience

relied on for product recommendations.

6. Activity Assigned but Not Completed vs.
Completed

Sometimes when you introduce a new product there are a lot of questions. You want to guarantee the
appropriate departments are replying to assigned content.


CASE #5 EMBRACING SOCIAL MEDIA TO BUILD YOUR SALES PIPELINE

BUSINESS CASE

For most companies, the goal of marketing is to build awareness and positive perception of a brand to

which focus on marketing to raise money for their respective causes.

Case #5 - Embracing Social Media to Build Your Sales Pipeline


THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA TO BUILD
YOUR SALES PIPELINE

1. It’s Where Your prospects have an increasingly large number of options on where to spend
Prospects are
their time. And for most people, social media is where a good majority is
Spending Time
spent.

2. Effective to Drive
Traffic to Home
Base (Website)

Marketers have spent a great deal on enhancing their websites for inbound
3. Enhances Inbound
Marketing by getting prospects and current clients to the right inbound location where
conversion can take place.

4. Insight into
Previously informal conversations on the social web. Conversations about your product,
Unknown competitors and your area of expertise are taking place. You would be
Opportunities walking away from sales opportunities by not monitoring and engaging.


Consistent monitoring of competitor/industry conversations

Outgoing

Responsive

Strong knowledge of products or services


CONTENT

1. Proactively Responding to Relevant Conversations

moment. But have you thought about how you can harness those conversations for sales and lead

Examples:

Find questions or comments mentioning
your name on Facebook. Reply to these
users asking if you can provide more
company or products. Share useful advice

questions. and ask how you can help.

Search for competitor products or services Conduct an ongoing search across Flickr
on Twitter. When appropriate, engage and YouTube for media tagged with your
with these users by answering questions products or service. If there is an indication
of interest or need, respond to any postings
interested in learning more about other
talk.

2. Drive People to Your Home Base

Your website is where the magic happens. People learn about your product and either make a purchase or

lead to your website for more information.

Examples:

Spotlight a product or service weekly with Through annotations or an end bumper,
a Facebook link to a web page with more always include a link in YouTube videos back
information for prospects. to a preferred webpage so people know

Share updates on Twitter and Facebook
with links to your site when new product
materials are available for download.

3. Content Marketing

website and allows you to collect lead information via an online form in exchange for quality content.

Examples:

Create a series of Tweets sharing insights Share a link on Facebook of a success story
from a whitepaper, including a URL to provided by a customer.
download the entire paper.
Post all publicly available documents
Write a blog post recapping a recent study showcasing your expertise on SlideShare as
conducted by your company, providing a PDFs.
link to download the entire report.


4. Offer Exclusive Deals to Social Network

Doing the same for your network of friends, followers and fans provides additional opportunities for
building your Sales pipeline, and provides incentive for prospects to follow you.

Examples:

Add deals and exclusive discounts to your
location on Foursquare that will help drive allowing users to submit contact information
repeat business. for “specials” available by following you.

Share special discounts with Facebook fans Provide incentives for users who share deals
such as discounts on your products or or product information with friends such as
services and events. credits towards a product or service.

5. Provide Calls to Action
Building an initiative to generate leads and develop Sales prospects typically involves giving your network
something to do. This may mean driving them to another location for more information. Or, it may mean

Examples:

Include a constant call to action in your When posting presentations about product
Facebook status or About section where or service information on Slideshare, include
fans can learn more information about your suggested next steps such as contacting
company or products. you or providing a URL for additional
information.
Include a brief caption on how viewers
can take the next steps to get started with
a link to your contact form or a free trial
in YouTube videos about products and
services.

6. Encourage Reviews and Feedback

content with their network.

Examples:

Add a Facebook Like button to every page Share links to review and discussion
on your website. pages via Twitter, and ask people to share
feedback.
Incorporate the ability to submit reviews on
your Facebook page.
to locations such as Facebook reviews and
online forums where your network can
submit or access reviews.


7. Collect information Everywhere

Building a huge base of fans and followers is great. But having the data on who those people are – and
how to best communicate with them on other channels – is better.

Examples:

Create a Facebook tab with the capability to Incorporate an email subscription form
collect email signup information. on your blog and allow people to opt in
to updates from your company and its
When sharing links to your site from Twitter,
ensure there is an opportunity to collect
user information on the destination page.


Top Left:

Top Right:

Bottom:


MEASUREMENT

1. Activities

product. These users are eager to learn more about the product launch and want additional information.


will reach your network and potentially further - to the connections of individuals within your network.

trusted sources.

3. Clicks

One of the best ways to see if people are consuming your content is by
tracking clicks in social media. By using shortened links such as Bit.ly links,
you can track exactly how many times your Sales-focused content was seen
and potentially consumed.

4. Conversions

Measuring conversions will help report on exactly how
many sales you are making or how many leads you
are generating through social media. If you are a B2C
company, this might be an actual on-site sale driven
from a social media activity. If you are a B2B company,
this might be someone submitting personal lead
information through a web or contact form.

5. Re-tweets

Re-tweets can be viewed as referrals from individuals in your network to their networks.

6. Homepage Views from Social Media Sites

Social media is where you can initiate and nurture
relationships. Your homepage is for your big sales pitch
and where customers will often take action (e.g. make

media in terms of sales.


CASE #6 ACTIVATING YOUR COMMUNITY TO TAKE ACTION

BUSINESS CASE

Getting your network involved in activities surrounding your brand helps build a sense of community. It
also helps expand your reach and raise engagement levels of your network.

Case #6 - Activating Your Community to Take Action


ACTIVATING YOUR COMMUNITY

1. More Activation
than any Other action-oriented. Open conversations and a feedback loop create options for
Medium activation and activity like no other channels in the marketing mix.

2. Engaged Networks Spreading awareness of your brand is great. But getting people active with
are more you creates a closer connection. Users who engage with you or take action on
Connected to you
and your Brand and be brand loyal.

When someone in your network takes an action in social media, his or her
3. Pass Along entire network sees it. Even if only a handful of people take action on behalf
Potential and
of your brand, they are sharing the message with their network. This helps

Reality

4. Timely networks to take action with a sense of immediacy, and they can create new
opportunities for activation quickly as the need arises.


Ability to clearly communicate action(s) you
want followers/friends/fans to take

Genuine

Responsive

External cheerleader to thank your
community for support and update them on
progress of actions


CONTENT

1. Provide Pre-Packaged Content for your Network to Share

to leverage your community to further bolster your brand.

Examples:

Provide sample Tweets people can share Create widgets or badges your network can
about a particular subject or campaign to share on their blogs, websites or personal
spread the word on your behalf in email networks to support your cause or product.
outreach.
Write a blog post explaining multiple tactics
Ask Facebook fans to change their status your network can implement to show
to represent a day, event or cause. Provide support for your cause, product or even
samples of statuses that your fans can use. company.

2. Launch a “Share with a Friend” Program

More than any other recommendation, people listen to the ones given by friends. Social media is a great

Examples:

Include “Pls RT” in Tweets sent out to Write a blog post listing ways your network
promote action or activity. can easily share information about the
company or particular initiative.
Post a status update on Facebook covering
the best ways to get friends involved in Incorporate a Facebook “Like” button on all
community building activities. corporate webpages.

3. Empower your Network

Examples:

Create a poll on Facebook to allow fans to Identify the product elements customers are
contribute to future company decisions like most passionate about. Prompt Facebook
and Twitter fans and followers to share their
related projects. preference and why others should have the
same belief(s).
Ask for customer examples or stories about
experiences with a product or service as a
way to give your customers a voice. Share
these compelling stories on your company
blog.


4. Ask for User-Generated Content of People Sharing Personal Brand Experiences or
Opinions

product in action or express the impact a certain campaign has had on a member of your community.

Examples:

Ask community members to submit photos Promote a common hashtag for topics
of the impact a product or service has had such as product ideas, feedback or funny
on their lives. Post photos on your company customer stories via your Twitter handle.
Flickr page and in a Facebook album. Showcase responses on a regular basis.

Request video submissions from your
community using your product in creative
ways. Post videos to your company YouTube
channel.

5. Create an Ongoing Activity or Program to Promote Repeat Activity

Providing your networks with ways to regularly get involved with your brand helps increase action and
activity within your community base.

Examples:

Host a weekly online Twitter discussion Implement a Facebook discussion or weekly
with live questions, answers and knowledge question asked to promote thought-
sharing. Use a hashtag to help people provoking conversations regarding topics
relevant to your industry.

Twitter and Facebook to drive attendance

6. Provide Incentive

Often, people take action because there is an incentive to their involvement. This might be a tangible

community members.

Examples:

Create a badge on Foursquare or Gowalla Plan for Success:
that users can unlock when checking into 7 Steps of Planning a
locations or taking pre-determined actions. Social Media Initiative

people who “like” your Facebook Page.

Unlock special deals, contests or “virtual
branded items” when community members




Top Left:

Top Right:
pre-determined location.

Bottom:
experiences.


MEASUREMENT

1. Comments/Replies

Social media discussions are made up of comments and replies.
Measuring these engagements will determine your success in
initiating dynamic conversations.

2. Activity Assigned but Not Completed vs. Completed

If you are asking your audience to take action, you better respond

3. Overall Engagement

The goal is to inspire your audience to do something.
Sometimes that is a social media action such as a Like,
Re-Tweet or Reply. Other times it is to read an article,
view a video or sign up for an event. Engagement


complete an activity. It is likely that the people in your network have already committed to the given
activity or have the intention to do so.

In order to get more people involved you want to build awareness beyond your current network. Content

information is being delivered via trusted sources.

6. Views

Views of your content, social media channels and
webpage will help measure the number of people


ADDITIONAL INFO

The Team

appropriate to involve in the execution of each of the six social media objectives outlined in this guide.

Company Brand Customer Events Product Build Sales Take
Organization/Team Awareness Service Intros Pipeline Action
Marketing X X X X X X
Corporate Communications X X X X X X
Digital/Web X X X X X X
Customer Service/Support X
Sales X
Product Development X

Developing a Schedule

Determining the ideal schedule for social media activity is an important aspect of building a successful
program. Strategists and practitioners must understand what their team can manage and repeat over time
- including the best timeline and content frequency to get the highest level of engagement and reach.

Your publishing schedule - both frequency and time of day - will vary based on a number of factors.
Social Media
Planning Guide.

When considering the schedule for you social media initiatives, assess:

Your team

Your objective: Some of the objectives in this guide require more activity than others.

Types of content

Your audience

Length of initiative
necessarily sustainable over time.

Current activity level: With the exception of short, high-volume, high-excitement plays, you generally
want to gradually change your level of activity.


GETTING STARTED:

key to achieving social success overtime.

The Spredfast platform can help you do all of this and more, enabling you to unlock your social business

will help you take your social business to the next level.

Initiative Dashboard

The Spredfast platform tracks and measures the most complete set of analytics and impactful trends

experience.


Creating your social media presence involves lots of people, content, and channels. To coordinate and

that has been put in place. The Spredfast platform can help you do all of this and more, enabling you to

and complete set of features will help you take your social business to the next level.

To create a cohesive online presence, Spredfast lets you manage all of the accounts belonging to your
department or business unit. This includes multiple corporate accounts, departments, geographies,
brands, and personal accounts.


Social Inbox

Google, and Blogs.

Analytics

their social strategy over time.


Facebook Tabs

In order to engage with an audience over time, businesses need to create incentive. Facebook Tabs allow

audience coming back for more. Tabs also provide a great opportunity to collect feedback and input on

Content Library

Coordinating what available content or acceptable answers can be communicated publicly can be time

repeatable and quick, Spredfast users can make use of the Content Library where approved images,


TAKE THE NEXT STEPS FOR SOCIAL MEDIA SUCCESS:
Learn more about Spredfast Social CRM - www.spredfast.com

Find tips and best practices for social media marketing initiatives at

Follow Spredfast for regular updates on social marketing - @Spredfast |

Contact Spredfast - info@spredfast.com | 888-212-2216

ABOUT SPREDFAST
Spredfast is a software company that helps companies manage their social media initiatives better. We
provide a Social CRM system (sCRM) companies use to monitor, manage and measure activity and
engagement across multiple social channels.

Spredfast sCRM delivers a single workspace for listening to current activity, managing multiple social
accounts and voices, planning and publishing content, participating in conversation, and measuring
engagement across all major social platforms. Since most social media initiatives are part of broader
company campaigns, Spredfast integrates with popular enterprise tools – including salesforce.com, Google
Analytics, Omniture Analytics, Social Mention and Crimson Hexagon.

The majority of our customers use Spredfast across multiple departments, brands and geographies in their
enterprise. Our corporate customers span virtually every industry and include such companies and
agencies as AOL, Bayer, Nokia, AARP, Convio, Porter Novelli, Spring Creek Group and HomeAway.


GETTING STARTED:

key to achieving social success overtime.

The Spredfast platform can help you do all of this and more, enabling you to unlock your social business

will help you take your social business to the next level.

Initiative Dashboard

The Spredfast platform tracks and measures the most complete set of analytics and impactful trends

experience.


Creating your social media presence involves lots of people, content, and channels. To coordinate and

that has been put in place. The Spredfast platform can help you do all of this and more, enabling you to

and complete set of features will help you take your social business to the next level.

To create a cohesive online presence, Spredfast lets you manage all of the accounts belonging to your
department or business unit. This includes multiple corporate accounts, departments, geographies,
brands, and personal accounts.


Social Inbox

Google, and Blogs.

Analytics

their social strategy over time.


Facebook Tabs

In order to engage with an audience over time, businesses need to create incentive. Facebook Tabs allow

audience coming back for more. Tabs also provide a great opportunity to collect feedback and input on

Content Library

Coordinating what available content or acceptable answers can be communicated publicly can be time

repeatable and quick, Spredfast users can make use of the Content Library where approved images,


Spredfast pocketguide-final

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