Social Media 101 - Where to Get Started for Customer Engagement

Where to Get Started for Customer Engagement

Cheryl McKinnon, CMO @ Nuxeo

cmckinnon@nuxeo.com Or Twitter @CherylMcKinnon

Social Media 101

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AgendaWhy Engage with Social Media?

Understanding the Ground Rules & Objectives

Where to Start?

How do I Measure it?

Success Stores and #Fails

Q&A – Share Your Own “Getting Started Story”

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Why Engage ?Rise of Web 2.0 – Social Networking and User

Generated Content = Mainstream

Companies Need to Cut Costs of Customer Service, New Client Acquisition, Be Greener, Be Leaner, Meaner, More Responsive

The Social Marketplace in Action

Customers and Partners Want to Feel Heard & Respected

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What is a Social Marketplace?Word of Mouth

Word of Click

Awareness of Spoken and Unspoken Needs

Working as a Community for Shared Goals

Economies of Scale

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Rise of “Web 2.0”Collaborative Content Creation and Consumption

via Web and Mobile Applications

You Know the Drill

Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking

Gained popularity in Consumer World, but becoming Business mainstream in recent years

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Why Engage ?

'Cuz I Don't Care What You Had For Lunch

(Cool – Your Competitor Does...)

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Why Engage?Need a Clear Purpose - Start with 1 – not many

Listening vs. Engaging vs. Reacting

Event? Brand? Company Promotion?

Personal or Professional Development?

Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence

Unleash Your Alter Ego for Practice

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Rules of EngagementMost Social Media environments respect

Transparency, Authenticity, Helpfulness

Investigate Company Appropriate Use Policies

Access to social networks from work machines?

What are you allowed to discuss?

What is off limits?

Spokesperson Guidelines?

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Rules of EngagementMost organizations require an update to

Appropriate use policies

Corporate Examples Available

http://socialmediagovernance.com/policies.php

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Rules of Engagement“Social” Media means Interacting with People

Conversation

Plain Language

Sense of Personality

Don't Talk Like a Press Release

Always Remember the Network Effect

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Rules of EngagementDistinguish Between a Corporate Social Media

Name and a Personal One

Corporate Name – links to more formal Press Releases, Events, Articles, Call to action

Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.

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Rules of Engagement

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Rules of EngagementRegardless of Channel – blog, Twitter, Community

or Networking Site

Not a one-sided conversation

Follow Back, Comment, Link To What is Good

What Would the Conversation Look Like in Real Life?

Click back – who are the commenters? The followers? Connections in your network?

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Where to Engage#1 Rule – Figure out:

Who Is Your Target Audience

Where Do they Hang Out Online?

Won't be the same for every business

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Where to EngageProfessional Sites

Linked In, Plaxo, Orkut ... (regional)

Industry and Professional Associations (Information Zen for AIIM ECM Association)

Corporate Customer / Partner Extranets

Alumni Forums

Slideshare.Net

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Where to EngagePersonal / Professional Mixed Sites

Facebook

YouTube

Twitter / FriendFeed

Wikipedia or niche wiki sites

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How to Measure Success?Begin with Clear and Achievable Goals

Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site

Enhance Search Engine Optimization

Use Analytical Tools to Measure

SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite, others...)

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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One Hour Experiment – Canada 3.0

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SuccessesSuccess:

Dell – $1M in new business over Twitter

@FoodLandOntario – Ontario Producers

Intuit – Community Peer Support for Tax and Small Business Accounting

Independent/Local Business, Artists

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#Fail

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Q & ARound Table

Where have you started?

What worked?

What Didn't?

What Will you Try This week?

At Home?

At Work?

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Who is Nuxeo?Founded in 2000 – European HQ

Opened North American Operations in 2009

Dedicated to Enterprise Content Management

Available under LPGL (yes – free ECM...)

Galaxy Partner Program for Integrators/ISVs

www.nuxeo.com