Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 1

HUMANIZING social media STRATEGY for business

. . .where is the

LOVE?

Jay MasseyCoco Design

AAF Southeastern Leadership Conference

Social Media Strategy for Business Jay Massey - Coco Design - © 2009 Slide 3

Who Am I?

• Jay Massey – Founder Coco Design

• Established 1994• Duties - Dev internet

marketing strategy & fire control

• There are no SM experts

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♥

The Love Strategy

Conversation Engagement Transparency

Trust Duration

Letting GoMeasurement

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• Social media websites were developed for people not businesses

• It is about human connections

• Be where consumers are

• Listen and learn from them

• Only then you will be ready to engage

• Very similar to cocktail party etiquette

A Place For People

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Establish a Game Plan

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Conversation

• Social media as a public conversation

• Conversations about your organization are occurring with or without you

• Join the conversation• Embrace conversational

risk• Word of mouth

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Engagement

• Once your organization is part of the conversation establish which departments have a direct interaction with your customers

• Not just the marketing department

• Customer service, tech support, advisory, account execs, reputation management, corporate culture, recruiting

• Your organization have one or many personal voices

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Engagement Guidelines

Intel social media guiding principles for employees:

• Stick to your area of expertise.

• Provide unique, individual perspectives on what's going on at Intel and in the world.

• Post meaningful, respectful comments.

• Respect proprietary information and content.

• When disagreeing with others' opinions, be polite.

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Engagement – Simple

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Engagement

• Zappos interactive map to post customers favorite shoes or clothes

• Kinda fun & company gets direct feedback

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Engagement – Zappos Map

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Engagement – Zappos Twitter

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Engagement – Virgin American

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Transparency

• Customers, Prospects, Partners and Competitors are all sharing the same conversational space

• Prospects trust consumers more than you

• Be authentic - the world is watching

• Never forget this

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• Wal-Mart / Edelman blog scandal in 2006 – “Wal-Marting Across America”

• Produced negative publicity and real blogger outrage

• The Edelman firm may have suffering more than Wal-Mart

Trust – Bad Example

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Trust – Good Example

• Little Debbie - 100-calorie snacksLuckie & Company in Birmingham

• Sent sampler package with each 100-calorie product plus giveaway packages to 50 Mom bloggers

• NO RULES

• More than 100 blog posts on 75+ sites leading to 5,500+ comments

• Led to higher sales and huge increase in brand awareness

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Duration

• Are you in it for the long haul?

• All phases of the customer life cycle:– Awareness, engagement, education, pitch,

negotiation, deployment, support, product research, customer feedback, market and competitive intelligence, and then repeat

• These public conversations will be archived as long as the web is searchable

• Google is the public conversation “memory”

• Will you still be here?

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Letting Go

• The people that use social media services are in charge

• Consumers have been using social media long before businesses

• Let go & engage the conversation

• The more an organization tries to control the conversation the less effective it will be

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Letting Go - Legal

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Measure Success

Unlike other campaigns, measuring social media success begins by asking more questions:

• Did we learn something about our customers that we didn’t know before?

• Did our customers learn something about us?

• Were we able to engage our customers in new conversations?

• Do our employees have an effective new tool for external feedback and reputation management?

• Terms such as Engagement, Participation, and Attention are rising. Qualitative responses are what is important, not Quantitative page views or downloads.

Mashable.com

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Retail Integration

• Facebook integrated product search

• Share with your friends

• Get advice from your friends

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BEST BUY: Social Media Job

Responsibilities –

• Be human online (and offline)• Manage & integrate social content (Blogs, Twitter,

YouTube)• Participate in conversations; even if they are critical or

accusatory• Collaborate with internal stakeholders like legal,

customer support, Geek Squad, product management and others

• Work closely with other marketing organizations to ensure a tight integration with the social web activities/initiatives

• Measure the success of social media activities; and report the results to management

Questions~

Comments

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