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Why go social? talk from NW Women's Conference Social Media Day, March 2012. For more information, visit http://www.heidi-miller.com
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1Thursday, March 1, 2012
WHY SOCIAL?
1Thursday, March 1, 2012
2Thursday, March 1, 2012
Why
SOCIAL?2012
HEIDI MILLER
NWWomen’s
Conference
@heidimiller2Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
3Thursday, March 1, 2012
WHY?
“We should be on
TWITTER”
If you don’t know where you are going, any road will get you there.‘ Lewis Carroll
@heidimiller www.heidi-miller.com
3Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
4Thursday, March 1, 2012
Where you’re going. What are your goals?KNOWYour
STRATEGY
@heidimiller www.heidi-miller.com
4Thursday, March 1, 2012
Where you’re going. What are your goals?KNOW
What success looks like. How will you measure?KNOW
YourSTRATEGY
@heidimiller www.heidi-miller.com
4Thursday, March 1, 2012
Where you’re going. What are your goals?KNOW
What success looks like. How will you measure?KNOW
Where your influencers reside and strategize your participation accordingly.KNOW
YourSTRATEGY
@heidimiller www.heidi-miller.com
4Thursday, March 1, 2012
Where you’re going. What are your goals?KNOW
What success looks like. How will you measure?KNOW
Where your influencers reside and strategize your participation accordingly.KNOW
Who your key influencers are and what they care about in order to strategize relevant content.KNOW
YourSTRATEGY
@heidimiller www.heidi-miller.com
4Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
5Thursday, March 1, 2012
TRUST
@heidimiller www.heidi-miller.com
5Thursday, March 1, 2012
A PERSON LIKE ME
Rose 22% over 2011, beating out CEOs, analysts, government officials and NGO reps.
TRUST
@heidimiller www.heidi-miller.com
5Thursday, March 1, 2012
REGULAR EMPLOYEERose 16% over 2011, greatest increase since 2001. Also topping out over the CEO, analysts and government and NGO reps.
TRUST
@heidimiller www.heidi-miller.com
5Thursday, March 1, 2012
CEO
Declined sharply 12% since 2011, the biggest drop in Edelman Trust Barometer history.
TRUST
@heidimiller www.heidi-miller.com
5Thursday, March 1, 2012
TRUST IN SOCIAL MEDIA
Trust in media was the only category to rise, with social media gaining 75% over 2011.
TRUST
@heidimiller www.heidi-miller.com
5Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
6Thursday, March 1, 2012
WHAT SOCIAL MEDIA IS@heidimiller www.heidi-miller.com
PR contributes to the brand personality, perception and resonance of a company. It is the voice. It shapes
the company's personality. It helps keep companies, products and services
on the radar screens of their customers.
‘Brian Solis
6Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
7Thursday, March 1, 2012
Social media is... PERSONABLE
Always be a first-rate version of yourself, instead of a second-rate
version of somebody else.‘ Judy Garland
@heidimiller www.heidi-miller.com
7Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
PERSONABLE
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
SHOWS PERSONALITY People are more likely to follow profiles with a photo. And more likely to follow a profile with a headshot rather than a brand logo.
PERSONABLE
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
DON’T BE A JERKThis agency representative was fired after representing Chrysler publicly in an unflattering manner.
PERSONABLE
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
BE YOURSELF
No need to be all business. Be on topic, and feel free to share your integrated self.
PERSONABLE
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
BE YOURSELF
No need to be all business. Be on topic, and feel free to share your integrated self.
PERSONABLE
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
BE YOURSELF
No need to be all business. Be on topic, and feel free to share your integrated self.
PERSONABLE
@heidimiller www.heidi-miller.com
8Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
9Thursday, March 1, 2012
Social media is...A CONVERSATION
A conversation is a dialogue, not a monologue.‘ Truman Capote
@heidimiller www.heidi-miller.com
9Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
10Thursday, March 1, 2012
CONVERSATION
@heidimiller www.heidi-miller.com
10Thursday, March 1, 2012
CONSISTENT WITH THE BRANDComcast team monitors keywords and is trained to reply with “Can I help?” or “What’s going on?” and ask for a DM with account number.
CONVERSATION
@heidimiller www.heidi-miller.com
10Thursday, March 1, 2012
PERSONABLERepresentatives should show their personalities and broad interests in their bios and in their posts.
CONVERSATION
@heidimiller www.heidi-miller.com
10Thursday, March 1, 2012
INITIATES CONVERSATION
Don’t just self-promote; ask questions to begin conversations.
CONVERSATION
@heidimiller www.heidi-miller.com
10Thursday, March 1, 2012
CONTINUES CONVERSATION
Conversation grows organically, not just around the product/service. Respond.
CONVERSATION
@heidimiller www.heidi-miller.com
10Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
11Thursday, March 1, 2012
Social media is...A CRISIS CHANNEL
A man has no more character than he can command in a time of crisis.‘ Ralph W. Sockman
@heidimiller www.heidi-miller.com
11Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
CRISISCHANNEL
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
GOOD IN A PINCHSocial channels provide a way to offer timely content in an immediate manner to people with whom credibility and trust has been established.
CRISISCHANNEL
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
MOM SLAMS THE TSA
Mom blogger writes that her son was taken from her during a TSA search.
CRISISCHANNEL
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
TSA RESPONDS
TSA responds on the same day with post titled “Response to The TSA Took My Son.”
CRISISCHANNEL
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
TSA RESPONDS
TSA responds on the same day with post titled “Response to The TSA Took My Son.”
CRISISCHANNEL
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
MULTIMEDIAThe TSA post not only contains video evidence proving the blogger’s claims were false, but also included nine additional video views of the incident.
CRISISCHANNEL
@heidimiller www.heidi-miller.com
12Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
13Thursday, March 1, 2012
Monitor key channels 24/7 and respond immediately. 24 hours is too long.TIMINGCRISIS
CHANNEL
@heidimiller www.heidi-miller.com
13Thursday, March 1, 2012
Monitor key channels 24/7 and respond immediately. 24 hours is too long.TIMING
Personable without being too personal. Sincere, human apologies go a long way.TONE
CRISIS CHANNEL
@heidimiller www.heidi-miller.com
13Thursday, March 1, 2012
Monitor key channels 24/7 and respond immediately. 24 hours is too long.TIMING
Personable without being too personal. Sincere, human apologies go a long way.TONE
Never delete comments. Don’t lie; the internet will find out and punish you. Choose which comments deserve individual responses.
ENGAGEMENT
CRISIS CHANNEL
@heidimiller www.heidi-miller.com
13Thursday, March 1, 2012
Monitor key channels 24/7 and respond immediately. 24 hours is too long.TIMING
Personable without being too personal. Sincere, human apologies go a long way.TONE
Never delete comments. Don’t lie; the internet will find out and punish you. Choose which comments deserve individual responses.
ENGAGEMENT
Take immediate action to solve the issue. Fire the employee, offer to retrain the staff.ACTION
CRISIS CHANNEL
@heidimiller www.heidi-miller.com
13Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
14Thursday, March 1, 2012
WHAT SOCIAL MEDIA ISN’T
Non-social
Don’t be evil.‘ Larry Page
@heidimiller www.heidi-miller.com
14Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
15Thursday, March 1, 2012
Social media isn’t about acting like a corporation; the best engagement comes from acting like a human being.
IMPERSONALWHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
15Thursday, March 1, 2012
Social media isn’t about acting like a corporation; the best engagement comes from acting like a human being.
IMPERSONALWHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
15Thursday, March 1, 2012
Social media isn’t about acting like a corporation; the best engagement comes from acting like a human being.
IMPERSONALWHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
15Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
16Thursday, March 1, 2012
Social media isn’t about shouting to a crowd. The best engagement comes from sharing, questioning and conversing.
ONE WAYWHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
16Thursday, March 1, 2012
Social media isn’t about shouting to a crowd. The best engagement comes from sharing, questioning and conversing.
ONE WAYWHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
16Thursday, March 1, 2012
Social media isn’t about shouting to a crowd. The best engagement comes from sharing, questioning and conversing.
ONE WAYWHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
16Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
17Thursday, March 1, 2012
Social media isn’t about getting RTs, shares, Likes and repins at any cost. Spam and bad taste don’t generate long-term, replicable results--and may generate mockery.
SLEAZILY OPPORTUNISTIC
WHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
17Thursday, March 1, 2012
Social media isn’t about getting RTs, shares, Likes and repins at any cost. Spam and bad taste don’t generate long-term, replicable results--and may generate mockery.
SLEAZILY OPPORTUNISTIC
WHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
17Thursday, March 1, 2012
Social media isn’t about getting RTs, shares, Likes and repins at any cost. Spam and bad taste don’t generate long-term, replicable results--and may generate mockery.
SLEAZILY OPPORTUNISTIC
WHAT SOCIAL MEDIA
ISN’T
@heidimiller www.heidi-miller.com
17Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
18Thursday, March 1, 2012
What are the channels?
There is no information overload. There is only filter failure.‘ Clay Shirky
@heidimiller www.heidi-miller.com
18Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
19Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
20Thursday, March 1, 2012
Pinterest Prettiest doughnuts ever!@heidimiller www.heidi-miller.com
20Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
21Thursday, March 1, 2012
What’s the
VALUE of...
@heidimiller www.heidi-miller.com
21Thursday, March 1, 2012
What is the value of a Facebook Like or a Fan?
A FACEBOOK LIKEWhat’s the
VALUE of...
LIKES / FANS
@heidimiller www.heidi-miller.com
21Thursday, March 1, 2012
What is the value of a Facebook Like or a Fan?
A FACEBOOK LIKE
What is the value of a mention or a
reTweet?
A RETWEETWhat’s the
VALUE of...
LIKES / FANS MENTIONS / RTS
@heidimiller www.heidi-miller.com
21Thursday, March 1, 2012
What is the value of a Facebook Like or a Fan?
A FACEBOOK LIKE
What is the value of a mention or a
reTweet?
A RETWEET
What is the value of a Like or repin?
A REPINWhat’s the
VALUE of...
LIKES / FANS MENTIONS / RTS LIKES / REPINS
@heidimiller www.heidi-miller.com
21Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
22Thursday, March 1, 2012
VALUE
How to use SOCIAL
The only value social media can provide is that which is strategized and aligned with specific, measurable goals/gets you
where you want to go‘@heidimiller www.heidi-miller.com
22Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
23Thursday, March 1, 2012
#1 REPUTATION MANAGEMENT
How to use SOCIAL
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”‘ Warren Buffet
@heidimiller www.heidi-miller.com
23Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
24Thursday, March 1, 2012
Domino’s FAIL
@heidimiller www.heidi-miller.com
24Thursday, March 1, 2012
DAMAGING VIDEOIn 2009, two Domino’s franchise employees posted a YouTube video depicting their doing disgusting acts with food ostensibly intended for customers.
Domino’s FAIL
@heidimiller www.heidi-miller.com
24Thursday, March 1, 2012
SILENCE FOR 48 HOURSFor 48 hours, there was no online nor public response from Domino’s. In that time, the video was viewed nearly one million times, and the blogosphere exploded with criticism.
Domino’s FAIL
@heidimiller www.heidi-miller.com
24Thursday, March 1, 2012
NO TWITTER HANDLENo corporate Twitter handle existed until the following Monday, when Domino’s created a new Twitter handle @dpzinfo to deal with the backlash.
Domino’s FAIL
@heidimiller www.heidi-miller.com
24Thursday, March 1, 2012
CORPORATE RESPONSEThe following Monday, Domino’s America CEO Patrick Doyle posted a scripted video response to YouTube. It got 20,000 views.
Domino’s FAIL
@heidimiller www.heidi-miller.com
24Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
25Thursday, March 1, 2012
Open channels save your reputation
Amplifying the voices and the faces of trustworthy employees, customers, and managers can help us convey a
believable and sympathetic persona that offers something or someone to
connect to for those open to the other side of the story.
‘Brian Solis
@heidimiller www.heidi-miller.com
25Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
26Thursday, March 1, 2012
#2 CUSTOMER SERVICE
How to use SOCIAL
Customers don’t expect you to be perfect.
They do expect you to fix things when they go wrong.‘ Donald Porter
@heidimiller www.heidi-miller.com
26Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
27Thursday, March 1, 2012
Domino’s WIN
@heidimiller www.heidi-miller.com
27Thursday, March 1, 2012
DISGRUNTLED TWEETIn 2009, @interactiveamy Twittered that she’d waited over an hour for her Domino’s pizza. When it finally arrived, it wasn’t what she ordered.
Domino’s WIN
@heidimiller www.heidi-miller.com
27Thursday, March 1, 2012
ESTABLISHED TWITTER ACCOUNTRamon operates three Chicago Domino’ franchises and has an active Twitter presence at @dpzramon. When he saw Amy’s Tweet, he responded immediately.
Domino’s WIN
@heidimiller www.heidi-miller.com
27Thursday, March 1, 2012
IMMEDIATE, PERSONAL RESPONSENot only did Ramon reply personally via Twitter, he went to the store in question and filmed an informal video apology and posted it to their YouTube and Viddler pages.
Domino’s WIN
@heidimiller www.heidi-miller.com
27Thursday, March 1, 2012
RESULTSThe video apology was embedded in over 75,000 blogs, Ramon sponsored pizza for the next Chicago Social Media Club event and spoke at Harvard.
Domino’s WIN
@heidimiller www.heidi-miller.com
27Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
28Thursday, March 1, 2012
The how is important. Monitor your keywords, your brand, and your competition. Find who loves your topic and what they talk about.
HOW5 TIPS FORSOCIAL SERVICE
@heidimiller www.heidi-miller.com
28Thursday, March 1, 2012
The how is important. Monitor your keywords, your brand, and your competition. Find who loves your topic and what they talk about.
HOW
Post high-value content, not just promotion. Links to related expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally.
WHAT
5 TIPS FORSOCIAL SERVICE
@heidimiller www.heidi-miller.com
28Thursday, March 1, 2012
The how is important. Monitor your keywords, your brand, and your competition. Find who loves your topic and what they talk about.
HOW
Post high-value content, not just promotion. Links to related expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally.
WHAT
The person who should monitor social feeds is the one who is most passionate about customer service. WHO
5 TIPS FORSOCIAL SERVICE
@heidimiller www.heidi-miller.com
28Thursday, March 1, 2012
The how is important. Monitor your keywords, your brand, and your competition. Find who loves your topic and what they talk about.
HOW
Post high-value content, not just promotion. Links to related expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally.
WHAT
The person who should monitor social feeds is the one who is most passionate about customer service. WHO
Social channels are 24/7, not 9:00-5:00. Responses should be lightening fast, within minutes or hours.WHEN
5 TIPS FORSOCIAL SERVICE
@heidimiller www.heidi-miller.com
28Thursday, March 1, 2012
The how is important. Monitor your keywords, your brand, and your competition. Find who loves your topic and what they talk about.
HOW
Post high-value content, not just promotion. Links to related expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally.
WHAT
The person who should monitor social feeds is the one who is most passionate about customer service. WHO
Social channels are 24/7, not 9:00-5:00. Responses should be lightening fast, within minutes or hours.WHEN
5 TIPS FORSOCIAL SERVICE
Social media doesn’t replace traditional channels; it complements them.WHERE
@heidimiller www.heidi-miller.com
28Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
29Thursday, March 1, 2012
#3 CUSTOMER ACQUISITION
How to use SOCIAL
For pleasure has no relish unless we share it.‘ Virginia Woolf
@heidimiller www.heidi-miller.com
29Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
30Thursday, March 1, 2012
Sharing motivates
Pinterest is a social shopping experience disguised as a website full
of interest.‘Brad McCarty, The NextWeb
@heidimiller www.heidi-miller.com
30Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
31Thursday, March 1, 2012
New visual sharing site Pinterest has experienced phenomenal growth, with over 12 million unique monthly visitors.TRAFFICSHARING ON
@heidimiller www.heidi-miller.com
31Thursday, March 1, 2012
New visual sharing site Pinterest has experienced phenomenal growth, with over 12 million unique monthly visitors.TRAFFIC
The average Pinterest session is 72 minutes (versus 45 for Facebook).ENGAGEMENT
SHARING ONPINTEREST
@heidimiller www.heidi-miller.com
31Thursday, March 1, 2012
New visual sharing site Pinterest has experienced phenomenal growth, with over 12 million unique monthly visitors.TRAFFIC
The average Pinterest session is 72 minutes (versus 45 for Facebook).ENGAGEMENT
Over 70% of Pinterest users are women. Over 80% of pins are repins: the network is built for sharing and viral content.SHARING
SHARING ONPINTEREST
@heidimiller www.heidi-miller.com
31Thursday, March 1, 2012
New visual sharing site Pinterest has experienced phenomenal growth, with over 12 million unique monthly visitors.TRAFFIC
The average Pinterest session is 72 minutes (versus 45 for Facebook).ENGAGEMENT
Over 70% of Pinterest users are women. Over 80% of pins are repins: the network is built for sharing and viral content.SHARING
Over 150 brands are already participating on Pinterest; Etsy has the biggest following.BRANDS
SHARING ONPINTEREST
@heidimiller www.heidi-miller.com
31Thursday, March 1, 2012
Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/@heidimiller www.heidi-miller.com
32Thursday, March 1, 2012
DRIVING SALES
Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/@heidimiller www.heidi-miller.com
32Thursday, March 1, 2012
Retail site ideeli.com saw a 446% rise in traffic from Pinterest.
IDEELI.COMDRIVING SALES
446% RISE
Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/@heidimiller www.heidi-miller.com
32Thursday, March 1, 2012
Retail site ideeli.com saw a 446% rise in traffic from Pinterest.
IDEELI.COMThe same site
reported a fivefold increase in sales
directly tied to those visits.
IDEELI.COMDRIVING SALES
446% RISE 5x SALES RISE
Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/@heidimiller www.heidi-miller.com
32Thursday, March 1, 2012
Retail site ideeli.com saw a 446% rise in traffic from Pinterest.
IDEELI.COMThe same site
reported a fivefold increase in sales
directly tied to those visits.
IDEELI.COM“Pinterest is a huge
source from a referral standpoint, even
beating out referrals from Facebook in the
month of October.”
REAL SIMPLEDRIVING SALES
446% RISE 5x SALES RISE BEAT FACEBOOK
Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/@heidimiller www.heidi-miller.com
32Thursday, March 1, 2012
@heidimiller www.heidi-miller.com
33Thursday, March 1, 2012
Do I know my audience? Have I chosen my channel engagement accordingly? Do I know what success looks like?TARGET
CHECKLIST
@heidimiller www.heidi-miller.com
33Thursday, March 1, 2012
Do I know my audience? Have I chosen my channel engagement accordingly? Do I know what success looks like?TARGET
Do I know my goals? Am I targeting relationship management, customer service, customer acquisition or thought leadership? Do I know what success looks like?
STRATEGIZE
CHECKLIST
@heidimiller www.heidi-miller.com
33Thursday, March 1, 2012
Do I know my audience? Have I chosen my channel engagement accordingly? Do I know what success looks like?TARGET
Do I know my goals? Am I targeting relationship management, customer service, customer acquisition or thought leadership? Do I know what success looks like?
STRATEGIZE
Is my presence personal? Does it reflect the brand promise? Is it conversational and engaging? Is the content relevant? Am I monitoring and ready should a crisis occur?
ENGAGE
CHECKLIST
@heidimiller www.heidi-miller.com
33Thursday, March 1, 2012
Do I know my audience? Have I chosen my channel engagement accordingly? Do I know what success looks like?TARGET
Do I know my goals? Am I targeting relationship management, customer service, customer acquisition or thought leadership? Do I know what success looks like?
STRATEGIZE
Is my presence personal? Does it reflect the brand promise? Is it conversational and engaging? Is the content relevant? Am I monitoring and ready should a crisis occur?
ENGAGE
Is the brand coming across as impersonal, evil or tastelessly opportunistic?CHECK
CHECKLIST
@heidimiller www.heidi-miller.com
33Thursday, March 1, 2012
34Thursday, March 1, 2012
www.heidi-miller.com
GO FORTH AND CONQUER
FOLLOW ME
@heidimiller
facebook/heidi.miller.rocks
34Thursday, March 1, 2012