SlideShare a Scribd company logo
1 of 40
Download to read offline
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:

      •	 Allows	companies	and	brands	to	learn	more	about	target	audiences	easier	and	more	affordably

      •	 Levels	the	playing	field	for	brands	of	every	size	and	industry	

      •	 Provides	cost-effective	communications	in	comparison	to	traditional	channels

      •	 Emphasizes	great	content,	empowering	companies	to	leverage	helpful	assets	to	attract	fans,	
         followers and friends

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

      •	 Delivers	a	greater	reach,	with	a	multiplicative	effect	of	pass	along,	as	compared	to	other	
         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                                                                                    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
you	don’t	have	a	presence	in	social	media,	your	company	is	missing	what’s	become	a	fundamental	
communication channel in the marketing mix.

It’s	arguable	that	there	isn’t	a	single	company	or	organization	that	doesn’t	have	brand	awareness	as	
one	of	its	core	organizational	goals.	Social	media	has	quickly	become	one	the	best	ways	to	reach	large	
audiences who are hungry for information and conversation. For professional communicators, having
social	media	as	a	tool	in	the	arsenal	for	building	brand	awareness	is	no	longer	a	nice	to	have.	It’s	a	must	
have.




Social Media Pocket Guide                                                                                      3
tHe toP four arGuMeNtS for uSiNG Social Media for
        BraNd awareNeSS:




                                                                                                                   Case #1 - Building 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
                            these	channels	can	help	extend	your	brand’s	presence	tremendously.


2. traffic                  Social	media	drives	traffic	to	other	corporate	channels.


                            As media becomes more fragmented, social media helps reach new and
3. New audiences            growing	audiences,	as	well	as	compliments	other	efforts	to	interact	with	
                            these people.


                            Illustrate	your	domain	expertise	by	allowing	staff	and/or	corporate	accounts	
                            to share, educate and provide relevant information to your prospects and
4. expertise
                            clients.		You	will	be	building	a	public	profile	filled	with	helpful	information	
                            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




Social Media Pocket Guide                                                                                      4
coNteNt

1. details about the company, including Services and offerings




                                                                                                                   Case #1 - Building Brand Awareness
People	follow	brands	to	learn	more	about	them.	Don’t	be	afraid	to	talk	about	your	culture,	employees,	
what	you	offer,	services	you	provide	or	general	conversations	about	who	you	are	as	a	company.	

        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
be	tips	or	creative	ideas	on	how	to	use	different	products.	Either	way,	it’s	content	that	provides	value,	
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
           your	organization.		                                 clients	benefitting	from	your	services	in	
                                                                different	ways.
        •	 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        •	 Post	pictures	on	Facebook	of	your	office	and	
           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.



Social Media Pocket Guide                                                                                      5
4. Questions for feedback

Building	brand	awareness	isn’t	just	about	sharing	your	own	content.	It’s	also	based	on	asking	for	content	
from others. Asking for input gets more people engaged with your brand and sharing ideas across their




                                                                                                                  Case #1 - Building Brand Awareness
networks. As a bonus, input can be used to learn about your network and potentially used for aspects of
future marketing.

        examples:

        •	 Tweet	a	question	of	the	week	about	users’	       •	 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          and	resources	your	community	finds	most	
           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                    http://slidesha.re/f4LJX4
           network may be interested in attending.

        •	 Post	links	to	and	reflections	about	thought	
           leadership	content	from	market	influencers.


6. research

Despite	the	size	or	industry	of	your	company,	new	research	or	community	findings	are	always	interesting.	
If	you	work	in	a	B2B	company,	this	may	be	a	study	on	industry	business	trends.	Companies	offering	
tangible products may conduct research on user perceptions or quality of ingredients. This research
elevates	the	expertise	of	companies.	It	also	can	build	awareness	of	product	or	offering	strengths	and	
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         •	 Break	up	interesting	findings	into	a	multi-
           additional insights.                                part series of blog posts to grow readership
                                                               over time.




Social Media Pocket Guide                                                                                     6
7. customer Success Stories

There’s	no	better	way	to	grow	brand	awareness	than	to	have	customers	share	their	success	stories.	
Sometimes these are formal case studies based on lengthy results. Other times, they are prompted or




                                                                                                                                                                       Case #1 - Building Brand Awareness
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
              and/or	success.                                                               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.




Social Media Pocket Guide                                                                                                                                          7
MeaSureMeNt




                                                                                                                Case #1 - Building Brand Awareness
1. activity to engagement ratio

Comparing	activities	published	by	your	organization	
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
shared	by	your	organization	will	reach	your	network	and	potentially	further	-	to	the	connections	of	
individuals	within	your	network.	The	pass	along	effect	of	social	media	is	especially	powerful	because
information is being delivered via trusted sources.


3. confirmed impressions

Similar	to	the	change	in	network,	confirmed	impressions	represent	
time vested in your brand via views of your content, social media sites
or	homepage.	It	is	important	to	remember	confirmed	impressions	are	
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
positive	change	in	network	will	confirm	users’	exposure	and	
commitment to your brand.


5. comments & replies

Comments and replies are great resources for qualitative
data.	You	will	gain	insight	to	your	target	market’s	interests,	concerns	and	sentiment,	and	you	will	gain	
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.




Social Media Pocket Guide                                                                                   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.

Providing	quality	customer	service	has	been	on	your	list	of	organizational	goals	since	you	started	offering	
your	product	or	service.	Social	media	doesn’t	change	this,	it	simply	augments	your	ability	to	help	your	
customers.




Social Media Pocket Guide                                                                                  9
tHe toP four arGuMeNtS for uSiNG Social Media for
        cuStoMer SuPPort

                            You	might	not	be	able	to	solve	an	issue	in	five	seconds,	but	you	can	respond	
1. immediacy
                            in real time and let customers know you are working to help them.




                                                                                                                Case #2 - Making Customer Service Personal with Social Media
                            Helpful responses publicly show clients, and potential prospects, the
2. Helpfulness              responsiveness	of	your	organization.	This	helps	the	person	in	need,	and	also	
                            helps build a positive brand perception.


                            Find customers with new issues you might not otherwise see. Not everyone
3. discovery                is	going	to	pick	up	a	phone	or	file	a	support	ticket.	But	more	often,	they	will	
                            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.




        teaM traitS & exPertiSe

                                  responsive



                                         friendly or personable



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


                                          conversational



                                      Strong knowledge of products or service




Social Media Pocket Guide                                                                                  10
coNteNt

1. Managing expectations

Even	if	you	can’t	immediately	address	the	specific	concerns	of	a	Tweet	or	Facebook	post,	it’s	important	to	




                                                                                                                   Case #2 - Making Customer Service Personal with Social Media
respond	quickly	to	let	people	know	you’ve	heard	them	and	provide	a	likely	response	time.	Every	second	a	
customer	waits	for	a	response	is	an	opportunity	for	them	to	question	if	they	won’t	receive	an	answer	at	all.	
It’s	also	a	great	time	to	ask	for	needed	information	and	shows	others	you’re	actively	looking	into	issues.

        examples:

        •	 Post	a	Tweet	notifying	a	user	you’ve	             •	 Reply to Facebook wall posts asking
           escalated his or her issue.                          customers for information to further
                                                                investigate posted issues.
        •	 Acknowledge	users’	issue-related	Tweets,	
           and provide an update that you will get back
           to them.


2. Building relationships

Because	you	can	learn	so	much	from	a	customer’s	preferences	based	on	their	interactions	in	social	media,	
a customer service initiative is among the best to cater to your fans. It particularly pays to do so with your
most	loyal	and	influential	customers.	If	they	share	biographical	information	or	send	messages	explaining	
how	they	use	your	product,	it’s	an	opportunity	to	relate	to	them	and	cultivate	brand	evangelists.	

        examples:

        •	 Show	your	appreciation	for	a	customer’s	          •	 Relate	your	product	back	to	the	person’s	
           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
aspect	of	social	activity	should	be	fulfilled	as	often	as	customers	share	the	need,	because	ultimately,	
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.




Social Media Pocket Guide                                                                                     11
4. Sharing Public resources

Your	team	has	probably	spent	time	creating	tools	to	help	find	your	support	locations,	encourage	
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:




                                                                                                                 Case #2 - Making Customer Service Personal with Social Media
        •	 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

Don’t	make	your	customers	guess	about	the	types	of	support	you	provide	via	social	channels.	Introduce	
your	team	and	their	available	expertise,	and	then	let	your	customers	know	you’re	available	for	business.	

        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

In	a	competitive	market,	giving	customers	the	tools	to	use	the	full	extent	of	your	product’s	capabilities	is	
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.




Social Media Pocket Guide                                                                                   12
real world content examples




                                                                                                                                                               Case #2 - Making Customer Service Personal with Social Media




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: Nokia	uses	Facebook	to	help	manage	expectations	for	a	customer’s	product	issue	by	requesting	that	the	customer	send	additional	information	for	
further investigation.




Social Media Pocket Guide                                                                                                                                 13
MeaSureMeNt

1. impressions

Views to your customer support content, social media




                                                                                                                 Case #2 - Making Customer Service Personal with 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
your	team’s	effort	to	initiate	conversations	with	customers.	Proactivity	may	include	useful	tips,	outreach	to	
targeted	customers	or	replies	to	customer	questions/requests.


3. activity assigned but Not completed and activity completed

Personal	customer	service	infers	one-on-one	conversations	between	the	brand	and	customers.	Fulfilling	
this	goal	may	require	assigning	conversations	to	different	departments	within	your	organization.	You	will	
want to track the follow-through rate to guarantee expectations are met.


4. Mentions by audience

Customers	will	independently	rant	and	rave	about	your	organization,	products	and	services.	Sometimes	
these	mentions	will	be	directed	at	your	organization,	sometimes	not.	Using	keywords	and	tracking	
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
effective.	It	can	also	be	used	to	share	with	internal	
teams to prove the impact of work.




Social Media Pocket Guide                                                                                  14
caSe #3 – addiNG eveNtS to Social Media ProGraMS




        BuSiNeSS caSe

Social	media	is	a	natural	fit	for	marketing	and	communications	around	corporate	events.	Combining	the	




                                                                                                                 Case #3 - Adding Events to Social Media Programs
power	of	instantaneous	communication	and	social	networking,	corporate	events	already	utilize	the	same	
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.




Social Media Pocket Guide                                                                                   15
tHe toP four arGuMeNtS for uSiNG Social Media for
        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.




                                                                                                                 Case #3 - Adding Events to Social Media Programs
                     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.


                     It’s	easier	than	ever	before	to	get	conference	attendees	to	participate	at	a	higher	
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.




        teaM traitS & exPertiSe


                                      organized and systematic


                                          engaging


                                           knowledge of compelling event content to share


                                         responsive




Social Media Pocket Guide                                                                                   16
coNteNt

1. Promotion of activities

The	ability	to	promote	corporate	events	through	social	media	shouldn’t	just	yield	updates	to	“attend,”	
“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
people	will	experience.	Communicate	often,	but	ensure	it’s	newsworthy	for	your	audience.




                                                                                                                 Case #3 - Adding Events to Social Media Programs
        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	a	centralized	location	to	browse	all	
           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

It’s	easy	to	forget	an	early	morning	keynote,	exhibit	hall	promotion	or	evening	networking	function	in	
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.
           hashtag	to	ensure	they	are	easy	to	find.	
                                                           •	 Include updates on your Facebook Page
        •	 Post on your blog each morning about the           and	Event	with	links	to	specific	activity	
           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.




Social Media Pocket Guide                                                                                   17
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




                                                                                                                   Case #3 - Adding Events to Social Media Programs
           or concerns.                                                          Twittersphere
                                                                             http://slidesha.re/e3MlVq
        •	 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

Making	fans,	friends	and	followers	feel	like	they’re	a	part	of	the	“in”	crowd	by	offering	them	exclusive	
benefits	is	always	rewarding.		Using	incentives	on	social	media	can	help	drive	event	registration	and	
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.




Social Media Pocket Guide                                                                                     18
7. contests

People	are	always	eager	to	win	something.		Whether	it’s	a	chance	to	win	tickets	to	the	event	itself	or	
a	related	prize,	running	contests	around	an	event	to	your	social	network	is	a	great	way	to	generate	
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




                                                                                                                                                            Case #3 - Adding Events to Social Media Programs
              number of people who share how winning                                    and	on-site	activities.	Promote	that	the	first	
              would	be	beneficial	to	them	personally.	                                  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
              their	favorite	pictures	from	previous	years’	                             prize.
              events	tagged	with	a	specified	event	tag.	



real world content examples




Top:	ASHA	uses	Twitter	to	send	out	reminders	of	an	upcoming	event	and	prompt	followers	to	use	an	event-specific	hashtag.

Bottom: NVIDIA	uses	its	company	blog	to	provide	updates	to	their	community	and	share	content	from	a	tradeshow	a	specific	product	team	is	attending.	




Social Media Pocket Guide                                                                                                                              19
MeaSureMeNt

1. activity

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




                                                                                                                 Case #3 - Adding Events to Social Media Programs
2. Potential impressions

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
engagement	will	give	you	an	idea	of	how	many	people	are/were	
interested in various aspects of your event.


5. Mentions by audience

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
specific	aspects	of	your	event	were	most	or	least	successful.	




Social Media Pocket Guide                                                                                   20
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
when	the	focus	is	to	create	as	much	buzz	and	excitement	as	possible	publicly.	




                                                                                                              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.




Social Media Pocket Guide                                                                                21
tHe toP four arGuMeNtS for uSiNG Social Media for
        Product iNtroductioNS

                            Traditionally, launching products is expensive, but social media is helping
                            to	level	the	playing	field	for	companies	of	all	sizes	and	industries.	Rather	
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




                                                                                                                 Case #4 - Adding Social Media to Product Introductions
   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
                            The	main	difference	from	other	channels?	People	are	more	likely	to	trust	
   Build excitement
                            information	from	friends	and	connections,	so	the	message	is	more	effective	
                            than those you share about yourself.



4. Grows                    Between a social network sharing “exclusive” new product information and
   opportunities            the	offering	of	company-provided	specials,	activity	in	social	media	can	help	
   for adoption             boost adoption of a product at the time of launch.




        teaM traitS & exPertiSe



                                                  Public relations-savvy



                                                  Strong knowledge of new product/service




Social Media Pocket Guide                                                                                   22
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
date.	It	can	also	help	drive	traffic	to	other	sales	channels	and	gather	potential	customers’	information.

        examples:

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




                                                                                                                 Case #4 - Adding Social Media to Product Introductions
           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.
           exciting”	new	and/or	different	directions	of	       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

Don’t	just	tell	people	what’s	coming	with	a	new	product	-	show	them.	Visuals	help	bring	products	to	life	
for	potential	customers.	Help	your	audience	understand	the	uses,	benefits	and	unique	aspects	of	your	
product by illustrating them.

        examples:

        •	 Create a video of the new product in action      •	 Create	a	Facebook	and/or	Flickr	photo	
           or a demonstration of it in use. Post the           album	containing	different	shots	and	uses	of	
           video to your YouTube account and embed             the new product to see and share.
           on	high	profile	pages	of	your	website.	
                                                            •	 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

“Insider”	information	is	always	compelling.	And	social	networks	appreciate	being	the	first	to	know	this	
information.	Exclusive	product	information	via	social	media	channels	gives	a	benefit	to	fans	and	followers	
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             email	and	other	channels	to	drive	traffic	to	
          product use directly after launch to share          your social accounts.
          helpful information. Use the same hashtag
          in	each	to	make	information	easy	to	find	and	
          share.




Social Media Pocket Guide                                                                                   23
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




                                                                                                                   Case #4 - Adding Social Media to Product Introductions
           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                         http://slidesha.re/gEUYUi
           product hashtag to allow engaged users to
           submit questions or feedback regarding the
           product.


5. exclusive deals

Offering	special	deals	on	products	can	help	to	increase	adoption	rate	and	sales.	Doing	this	in	social	media	
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
maximum	exposure.	Social	media	makes	this	coverage	more	effective.	More	people	have	platforms	where	
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.           to	find,	allowing	users	and	press	to	find	all	
                                                                 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.




Social Media Pocket Guide                                                                                     24
7. contests

There	aren’t	many	customers	who	don’t	like	to	win	free	items.	Whether	it’s	an	offer	for	a	free	product	
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
               incentive	of	a	prize.	Upload	these	photos	                                   the	first	set	number	of	posts	promised	a	
               to your Facebook Page and blog and allow                                     prize.




                                                                                                                                                         Case #4 - Adding Social Media to Product Introductions
               voting for the favorite picture of your
               network.                                                                  •	 Promote	retweet	opportunities	with	first	set	
                                                                                            number	of	retweets	to	win	a	prize.
            •	 Create a Twitter campaign to allow
               submissions of new product ideas like name
               or design features.


real world content examples




Top:	Nokia	has	created	a	product	demo	video	of	a	newly	launched	phone	and	posted	it	to	YouTube	for	customers	to	learn	more	about	the	product’s	
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.




Social Media Pocket Guide                                                                                                                           25
MeaSureMeNt

1. change in current Network

Opting	into	a	product’s	social	network	as	a	fan,	friend	or	follower	is	a	positive	sign	of	interest	in	your	
product. These users are eager to learn more about the product launch and want additional information.


2. Potential impressions

Exposure	to	content	will	build	product	awareness.	Content	shared	by	your	organization	will	reach	your	




                                                                                                                   Case #4 - Adding Social Media to Product Introductions
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
Similar	to	the	change	in	network,	confirmed	impressions	
represent time vested in your brand via views of your content,
social	media	sites	or	homepage.	Confirmed	impressions	are	
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
be	used	in	future	marketing	efforts.


5. Mentions by audience
Keeping track of independent mentions by your audience
will	help	to	identify	key	influencers	in	the	product	category.		
Influencers	are	typically	experts	in	the	category	and	are	
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.




Social Media Pocket Guide                                                                                     26
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
help	eventually	sell	a	product	or	service.	The	same	can	be	said	about	most	not-for-profit	organizations,	
which focus on marketing to raise money for their respective causes.




                                                                                                             Case #5 - Embracing Social Media to Build Your Sales Pipeline
With	each	passing	day,	more	companies	and	organizations	are	turning	to	social	media	as	a	proven	outlet	
for	generating	leads	and	helping	to	build	a	pipeline	for	Sales	organizations.	With	an	emphasis	on	content	
marketing	and	lead	generation,	social	media	marketing	continues	to	be	used	effectively	for	Sales.




Social Media Pocket Guide                                                                               27
tHe toP four arGuMeNtS for uSiNG Social Media to Build
        Your SaleS PiPeliNe

                            The	saying	“fish	where	the	fish	are”	is	more	relevant	than	ever.	Your	
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       There	isn’t	a	point	of	sale	on	Twitter	or	Slideshare,	but	all	these	channels	do	
   traffic to Home
                            help	drive	traffic	to	the	location	where	you	can	better	sell:	your	website.	
   Base (website)




                                                                                                                Case #5 - Embracing Social Media to Build Your Sales Pipeline
                            Marketers have spent a great deal on enhancing their websites for inbound
3. enhances inbound         marketing	over	the	past	decade.	Social	media	helps	accelerate	these	efforts	
   Marketing                by getting prospects and current clients to the right inbound location where
                            conversion can take place.



4. insight into             Sales	and	development	organizations	can	now	find	leads	disguised	as	
   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.




        teaM traitS & exPertiSe



                             consistent monitoring of competitor/industry conversations



                               outgoing



                               responsive



                              Strong knowledge of products or services




Social Media Pocket Guide                                                                                  28
coNteNt

1. Proactively responding to relevant conversations

You’ve	already	heard	that	someone	is	talking	about	your	brand,	product	or	competitors	at	this	very	
moment. But have you thought about how you can harness those conversations for sales and lead
generation?

        examples:

        •	 Find questions or comments mentioning             •	 Monitor	Twitter	for	your	top	five	keywords	to	
           your name on Facebook. Reply to these                find	prospects	interested	in	what	you	offer	
           users asking if you can provide more                 but	may	not	be	mentioning	your	specific	
           information	on	your	offerings	or	clarify	            company or products. Share useful advice
           questions.                                           and ask how you can help.




                                                                                                                   Case #5 - Embracing Social Media to Build Your Sales Pipeline
        •	 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
           about	your	industry	and/or	ask	if	they	are	          of interest or need, respond to any postings
           interested in learning more about other              with	an	offer	to	provide	more	information	or	
           valuable	offerings.		                                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
convert	into	a	lead.	Luckily,	social	media	is	perfect	for	driving	traffic	through	sharing	valuable	updates	that	
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
                                                                where	to	find	more	information.
        •	 Share updates on Twitter and Facebook
           with links to your site when new product
           materials are available for download.


3. content Marketing
You	are	likely	sitting	on	great	content	to	help	propel	lead	generation	efforts.	Assets	could	include	
whitepapers,	industry	reports	or	success	stories	shared	by	clients.	Sharing	this	helps	drive	traffic	to	your	
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.



Social Media Pocket Guide                                                                                    29
4. offer exclusive deals to Social Network

For	years,	marketers	have	offered	exclusive	deals,	discounts	or	privileges	to	people	on	their	email	lists.		
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        •	 Give	Twitter	follower	appreciation	offers,	
           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.




                                                                                                                    Case #5 - Embracing Social Media to Build Your Sales Pipeline
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
asking	them	to	take	a	specified	action	once	they	consume	social	content.	

        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

Referrals	from	friends,	family	or	colleagues	are	one	of	the	top	reasons	people	make	a	purchase.	That’s	
why	it’s	important	to	make	sure	you	provide	every	opportunity	for	people	to	add	reviews	and	share	your	
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.                              •	 Include	links	on	all	social	media	profiles	
                                                               to locations such as Facebook reviews and
                                                               online forums where your network can
                                                               submit or access reviews.




Social Media Pocket Guide                                                                                      30
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,                                offerings.
               ensure there is an opportunity to collect
               user information on the destination page.




                                                                                                                                               Case #5 - Embracing Social Media to Build Your Sales Pipeline
real world content examples




Top Left:	TOMS	Shoes	includes	an	end	bumper	on	a	YouTube	video	to	direct	viewers	back	to	their	main	homepage	to	find	more	information.	

Top Right:	AirTran	posts	pictures	to	its	Facebook	Page	to	share	the	unveiling	of	new	flight	destinations.	

Bottom: Samsung	provides	links	to	information	about	new	products,	as	shared	by	official	reviewers.	




Social Media Pocket Guide                                                                                                                 31
MeaSureMeNt

1. activities

Opting	into	a	product’s	social	network	as	a	fan,	friend	or	follower	is	a	positive	sign	of	interest	in	your	
product. These users are eager to learn more about the product launch and want additional information.


2. Potential impressions

Part	of	your	social	media	Sales	strategy	is	building	brand	awareness.	Content	shared	by	your	organization	
will reach your network and potentially further - to the connections of individuals within your network.
The	pass	along	effect	of	social	media	is	especially	powerful	because	information	is	being	delivered	via	
trusted sources.




                                                                                                                   Case #5 - Embracing Social Media to Build Your Sales Pipeline
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
purchases).	This	number	will	help	define	the	ROI	of	social	
media in terms of sales.




Social Media Pocket Guide                                                                                     32
caSe #6 – activatiNG Your coMMuNitY to take actioN




        BuSiNeSS caSe

After	you’ve	built	a	presence	in	social	media,	activating	your	network	to	take	a	specified	action	can	be	one	
of	the	most	powerful	marketing	strategies	for	your	company	or	organization.	

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




Social Media Pocket Guide                                                                                 33
tHe toP four arGuMeNtS for uSiNG Social Media for
        activatiNG Your coMMuNitY

1. More activation          Social	media	allows	for	a	high	level	of	interaction,	meaning	it’s	inherently	
   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         your	behalf	are	more	likely	to	have	a	stronger	bond	with	your	organization	
   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




                                                                                                                  Case #6 - Activating Your Community to Take Action
   reality
                            build	brand	awareness	and	indirectly	asks	your	network’s	network	to	engage.	


                            Social	media	distribution	is	immediate.	Organizations	can	prompt	their	
4. timely                   networks to take action with a sense of immediacy, and they can create new
                            opportunities for activation quickly as the need arises.



        teaM traitS & exPertiSe



                                        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




Social Media Pocket Guide                                                                                    34
coNteNt

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

If	you	aren’t	making	it	easy	for	your	network	to	share	content	on	your	behalf,	you	are	losing	opportunities	
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.




                                                                                                               Case #6 - Activating Your Community to Take Action
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
way	to	encourage	your	community	to	share	company	news,	information	about	product	offerings,	or	get	
involved	in	specific	activities.

        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

Give	your	network	the	opportunity	to	engage	with	your	brand	and	make	a	difference	how	they	best	see	fit.	
Give	them	the	opportunity	to	make	a	difference	in	the	actions	or	feedback	they	share.

         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
           product	features,	service	offerings	or	cause-       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.




Social Media Pocket Guide                                                                                 35
4. ask for user-Generated content of People Sharing Personal Brand experiences or
   opinions

There’s	no	better	way	to	showcase	your	product	or	social	impact	than	to	have	your	network	illustrate	a	
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




                                                                                                                  Case #6 - Activating Your Community to Take Action
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
           find	these	conversations	and	to	promote	            relevant to your industry.
           activation	outside	of	“official”	chat	times.	

        •	 Organize	meetups	using	social	channels	like	
           Twitter and Facebook to drive attendance
           and	participation	to	offline	gatherings.	


6. Provide incentive

Often, people take action because there is an incentive to their involvement. This might be a tangible
incentive	like	a	good	or	service.	But,	it	can	also	include	intangible	rewards	that	have	significant	meaning	to	
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
                                                                           http://slidesha.re/gD5ONX
        •	 Provide	exclusive	offers	or	giveaways	to	
           people who “like” your Facebook Page.

        •	 Unlock special deals, contests or “virtual
           branded items” when community members
           check	in	to	specific,	meaningful	locations.	




Social Media Pocket Guide                                                                                   36
real world content examples




                                                                                                                                                                   Case #6 - Activating Your Community to Take Action




Top Left:	AARP	posts	specific	opportunities	for	its	community	to	take	action	on	Facebook,	sharing	exactly	what	people	can	do	to	make	a	difference.	

Top Right:	TOMS	Shoes	is	providing	incentive	to	take	action	by	creating	a	badge	on	a	geolocation	service	that	provides	a	special	prize	when	users	check-in	at	a	
pre-determined location.

Bottom: Skyy	Vodka	is	using	Facebook	to	request	user-generated	content	of	its	users’	favorite	Skyy	cocktail	recipes	as	a	way	to	reveal	personal	brand	
experiences.




Social Media Pocket Guide                                                                                                                                   37
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
to	their	queries.	You	will	want	to	track	your	team’s	follow-
through	rate	to	make	sure	your	supporters’	needs	are	met.	


3. overall engagement




                                                                                                                 Case #6 - Activating Your Community to Take Action
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
metrics	will	provide	insight	to	your	audience’s	actions.	


4. change in current Network

Opting	into	your	social	network	as	a	fan,	friend	or	follower	can	be	a	sign	of	your	target’s	intention	to	
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.


5. Potential impressions
In order to get more people involved you want to build awareness beyond your current network. Content
shared	by	your	organization	will	reach	your	network	and	potentially	further	-	to	the	connections	of	
individuals	within	your	network.	The	pass	along	effect	of	social	media	is	especially	powerful	because	
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
considering	your	organization	and	its	proposal.




Social Media Pocket Guide                                                                                   38
additioNal iNfo

the team

Once	you’ve	mapped	out	the	best	ways	to	use	social	media	to	achieve	your	business	goals,	you	need	
a	team	to	execute	on	the	plan.	There’s	no	one	way	to	assemble	a	social	media	team,	so	the	decision	
of	specific	people	to	contribute	to	social	media	should	be	tailored	to	your	staffing	resources	and	
organizational	structure.	However,	there	are	certain	departments	that	typically	assume	the	role	of	
managing	social	media	activities.	Here	is	a	guideline	for	identifying	existing	internal	organizations	
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.
There	aren’t	universal	rules.	You	can	learn	more	about	scheduling	best	practices	in	the	Social Media
Planning Guide.

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

•	 Your team:	How	often	can	they	create	great	content?	How	many	people	can	they	respond	to?

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

•	 Types of content:	Messages	to	a	large	audience	are	different	than	personal	messages.

•	 Your audience:	What	do	they	expect?	At	what	level	are	they	engaged?

•	 Length of initiative:	Spikes	in	activity	are	fine	for	short	initiatives	like	a	product	launch,	but	are	not	
   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.




Social Media Pocket Guide                                                                                        39
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 www.spredfast.com/resources

Follow Spredfast for regular updates on social marketing - @Spredfast | www.facebook.com/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.




Social Media Pocket Guide                                                                                40

More Related Content

What's hot

Enterprise 2.0 - Efficient Collaboration and Knowledge Exchange
Enterprise 2.0 - Efficient Collaboration and Knowledge ExchangeEnterprise 2.0 - Efficient Collaboration and Knowledge Exchange
Enterprise 2.0 - Efficient Collaboration and Knowledge ExchangeAcando Consulting
 
Developing a Content Strategy for Your Institution
Developing a Content Strategy for Your InstitutionDeveloping a Content Strategy for Your Institution
Developing a Content Strategy for Your InstitutionKnowledgewebb Training
 
Knowledge management akhilesh dubey
Knowledge management  akhilesh dubeyKnowledge management  akhilesh dubey
Knowledge management akhilesh dubeyAkhilesh Dubey
 
Social learning networks
Social learning networksSocial learning networks
Social learning networksCedricBo
 
Knowledge Management In The Real World
Knowledge  Management In The  Real  WorldKnowledge  Management In The  Real  World
Knowledge Management In The Real WorldStan Garfield
 
Corporate Blogging the Right Way
Corporate Blogging the Right WayCorporate Blogging the Right Way
Corporate Blogging the Right WayDell Social Media
 
Introduction to Social Media for filmmakers
Introduction to Social Media for filmmakersIntroduction to Social Media for filmmakers
Introduction to Social Media for filmmakersSales Hub Pro
 
The State of Mobile Learning - Part 2
The State of Mobile Learning - Part 2The State of Mobile Learning - Part 2
The State of Mobile Learning - Part 2Anne Bartlett-Bragg
 
Anders - ABC15 - FavNextBigThings.pptx
Anders - ABC15 - FavNextBigThings.pptxAnders - ABC15 - FavNextBigThings.pptx
Anders - ABC15 - FavNextBigThings.pptxAbram Anders
 
Infusionsoft Socially Enabled Internal Communication Proposal
Infusionsoft Socially Enabled Internal Communication ProposalInfusionsoft Socially Enabled Internal Communication Proposal
Infusionsoft Socially Enabled Internal Communication ProposalKimberle Morrison
 
Devising a successful Social Media Campaign
Devising a successful Social Media CampaignDevising a successful Social Media Campaign
Devising a successful Social Media CampaignDana Poole
 
Social media is not a fad—it’s the future!
Social media is not a fad—it’s the future!Social media is not a fad—it’s the future!
Social media is not a fad—it’s the future!Anne Bartlett-Bragg
 
Social Media for HR masterclass to Philips India HR Team
Social Media for HR masterclass to Philips India HR TeamSocial Media for HR masterclass to Philips India HR Team
Social Media for HR masterclass to Philips India HR TeamGautam Ghosh
 
The State of Mobile Learning - Part 1
The State of Mobile Learning - Part 1The State of Mobile Learning - Part 1
The State of Mobile Learning - Part 1Anne Bartlett-Bragg
 
Building a social business – combining external and internal social media
Building a social business – combining external and internal social mediaBuilding a social business – combining external and internal social media
Building a social business – combining external and internal social mediaZipipop Freud
 
Slide Share Presentation For Interview
Slide Share Presentation For InterviewSlide Share Presentation For Interview
Slide Share Presentation For InterviewJenny Hedges
 
From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...
From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...
From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...Jane Hart
 

What's hot (20)

Enterprise 2.0 - Efficient Collaboration and Knowledge Exchange
Enterprise 2.0 - Efficient Collaboration and Knowledge ExchangeEnterprise 2.0 - Efficient Collaboration and Knowledge Exchange
Enterprise 2.0 - Efficient Collaboration and Knowledge Exchange
 
Developing a Content Strategy for Your Institution
Developing a Content Strategy for Your InstitutionDeveloping a Content Strategy for Your Institution
Developing a Content Strategy for Your Institution
 
Knowledge management akhilesh dubey
Knowledge management  akhilesh dubeyKnowledge management  akhilesh dubey
Knowledge management akhilesh dubey
 
Social learning networks
Social learning networksSocial learning networks
Social learning networks
 
379 sspin2011 janreichelt
379 sspin2011 janreichelt379 sspin2011 janreichelt
379 sspin2011 janreichelt
 
Knowledge Management In The Real World
Knowledge  Management In The  Real  WorldKnowledge  Management In The  Real  World
Knowledge Management In The Real World
 
Corporate Blogging the Right Way
Corporate Blogging the Right WayCorporate Blogging the Right Way
Corporate Blogging the Right Way
 
Introduction to Social Media for filmmakers
Introduction to Social Media for filmmakersIntroduction to Social Media for filmmakers
Introduction to Social Media for filmmakers
 
The State of Mobile Learning - Part 2
The State of Mobile Learning - Part 2The State of Mobile Learning - Part 2
The State of Mobile Learning - Part 2
 
Anders - ABC15 - FavNextBigThings.pptx
Anders - ABC15 - FavNextBigThings.pptxAnders - ABC15 - FavNextBigThings.pptx
Anders - ABC15 - FavNextBigThings.pptx
 
Infusionsoft Socially Enabled Internal Communication Proposal
Infusionsoft Socially Enabled Internal Communication ProposalInfusionsoft Socially Enabled Internal Communication Proposal
Infusionsoft Socially Enabled Internal Communication Proposal
 
What is Collaboration?
What is Collaboration?What is Collaboration?
What is Collaboration?
 
Devising a successful Social Media Campaign
Devising a successful Social Media CampaignDevising a successful Social Media Campaign
Devising a successful Social Media Campaign
 
Social media is not a fad—it’s the future!
Social media is not a fad—it’s the future!Social media is not a fad—it’s the future!
Social media is not a fad—it’s the future!
 
Social Media for HR masterclass to Philips India HR Team
Social Media for HR masterclass to Philips India HR TeamSocial Media for HR masterclass to Philips India HR Team
Social Media for HR masterclass to Philips India HR Team
 
The State of Mobile Learning - Part 1
The State of Mobile Learning - Part 1The State of Mobile Learning - Part 1
The State of Mobile Learning - Part 1
 
Apurv smm
Apurv smmApurv smm
Apurv smm
 
Building a social business – combining external and internal social media
Building a social business – combining external and internal social mediaBuilding a social business – combining external and internal social media
Building a social business – combining external and internal social media
 
Slide Share Presentation For Interview
Slide Share Presentation For InterviewSlide Share Presentation For Interview
Slide Share Presentation For Interview
 
From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...
From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...
From “Command & Control” to "Encourage & Engage”: a new mindset of learning l...
 

Viewers also liked

Mon album de famille
Mon album de famille Mon album de famille
Mon album de famille em311
 
Curso ya no tengo miedo a las máquinas
Curso ya no tengo miedo a las máquinasCurso ya no tengo miedo a las máquinas
Curso ya no tengo miedo a las máquinasFundació Bit
 
Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...
Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...
Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...Fundació Bit
 
Presentación Incubadora ParcBit
Presentación Incubadora ParcBitPresentación Incubadora ParcBit
Presentación Incubadora ParcBitFundació Bit
 
Philips Social Media Manifesto
Philips Social Media ManifestoPhilips Social Media Manifesto
Philips Social Media ManifestoPhilipGasslander
 

Viewers also liked (7)

Mon album de famille
Mon album de famille Mon album de famille
Mon album de famille
 
HICE 2010
HICE 2010HICE 2010
HICE 2010
 
Curso ya no tengo miedo a las máquinas
Curso ya no tengo miedo a las máquinasCurso ya no tengo miedo a las máquinas
Curso ya no tengo miedo a las máquinas
 
Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...
Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...
Presentació estudi "Ús d'Internet per part dels alumnes d'ESO de les Illes Ba...
 
Cepe curs10 proiector
Cepe curs10 proiectorCepe curs10 proiector
Cepe curs10 proiector
 
Presentación Incubadora ParcBit
Presentación Incubadora ParcBitPresentación Incubadora ParcBit
Presentación Incubadora ParcBit
 
Philips Social Media Manifesto
Philips Social Media ManifestoPhilips Social Media Manifesto
Philips Social Media Manifesto
 

Similar to Social media pocket guide

Spredfast Pocketguide Final
Spredfast Pocketguide FinalSpredfast Pocketguide Final
Spredfast Pocketguide FinalJosephr214
 
Social media pocket guide
Social media pocket guideSocial media pocket guide
Social media pocket guideValentin Vesa
 
Spredfast pocketguide-final
Spredfast pocketguide-finalSpredfast pocketguide-final
Spredfast pocketguide-finalJulio Pari
 
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-finalSay Digital Media
 
How social media can carry your message to the masses
How social media can carry your message to the massesHow social media can carry your message to the masses
How social media can carry your message to the massesMarcel Media
 
Social Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarSocial Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarJordan Viator Slabaugh
 
Integrate Social Media Into your Sales Process Whitepaper
Integrate Social Media Into your Sales Process WhitepaperIntegrate Social Media Into your Sales Process Whitepaper
Integrate Social Media Into your Sales Process WhitepaperDavid Duncan
 
Content Marketing 101 for Ministries
Content Marketing 101 for MinistriesContent Marketing 101 for Ministries
Content Marketing 101 for MinistriesThe A Group
 
Avery denisson project
Avery denisson projectAvery denisson project
Avery denisson projectAjoy Raj
 
Brand understanding through Social Media
Brand understanding through Social Media Brand understanding through Social Media
Brand understanding through Social Media Himanshu Upadhyay
 
View point3 - corporate social networking
View point3 - corporate social networkingView point3 - corporate social networking
View point3 - corporate social networkingView Strategic PLC
 
B2C Social Media
B2C Social MediaB2C Social Media
B2C Social MediaDean Parry
 
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
 
Social Media for Nonprofit
Social Media for NonprofitSocial Media for Nonprofit
Social Media for NonprofitMichelle Morton
 
Advanced Strategy of Social media marketing
Advanced Strategy of Social media marketing Advanced Strategy of Social media marketing
Advanced Strategy of Social media marketing Sagar Pednekar
 
Social media marketing
Social media marketingSocial media marketing
Social media marketingBelva Digital
 
Warsaw smms 22113
Warsaw smms 22113Warsaw smms 22113
Warsaw smms 22113ronbill
 

Similar to Social media pocket guide (20)

Spredfast Pocketguide Final
Spredfast Pocketguide FinalSpredfast Pocketguide Final
Spredfast Pocketguide Final
 
Social media pocket guide
Social media pocket guideSocial media pocket guide
Social media pocket guide
 
Spredfast pocketguide-final
Spredfast pocketguide-finalSpredfast pocketguide-final
Spredfast pocketguide-final
 
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
 
How social media can carry your message to the masses
How social media can carry your message to the massesHow social media can carry your message to the masses
How social media can carry your message to the masses
 
Social Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarSocial Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association Webinar
 
Integrate Social Media Into your Sales Process Whitepaper
Integrate Social Media Into your Sales Process WhitepaperIntegrate Social Media Into your Sales Process Whitepaper
Integrate Social Media Into your Sales Process Whitepaper
 
Content Marketing 101 for Ministries
Content Marketing 101 for MinistriesContent Marketing 101 for Ministries
Content Marketing 101 for Ministries
 
Avery denisson project
Avery denisson projectAvery denisson project
Avery denisson project
 
Wp socialmedia
Wp socialmediaWp socialmedia
Wp socialmedia
 
Social Media Marketing Guide
Social Media Marketing GuideSocial Media Marketing Guide
Social Media Marketing Guide
 
Brand understanding through Social Media
Brand understanding through Social Media Brand understanding through Social Media
Brand understanding through Social Media
 
View point3 - corporate social networking
View point3 - corporate social networkingView point3 - corporate social networking
View point3 - corporate social networking
 
B2C Social Media
B2C Social MediaB2C Social Media
B2C Social Media
 
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
 
Social Media for Nonprofit
Social Media for NonprofitSocial Media for Nonprofit
Social Media for Nonprofit
 
How to build a social media campaign optify
How to build a social media campaign optifyHow to build a social media campaign optify
How to build a social media campaign optify
 
Advanced Strategy of Social media marketing
Advanced Strategy of Social media marketing Advanced Strategy of Social media marketing
Advanced Strategy of Social media marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Warsaw smms 22113
Warsaw smms 22113Warsaw smms 22113
Warsaw smms 22113
 

More from Mark Moreno

Understanding the Different Kinds of Beef in the Marketplace
Understanding the Different Kinds of Beef in the MarketplaceUnderstanding the Different Kinds of Beef in the Marketplace
Understanding the Different Kinds of Beef in the MarketplaceMark Moreno
 
The Facts; Busting the Grass-fed Beef Myths
The Facts; Busting the Grass-fed Beef MythsThe Facts; Busting the Grass-fed Beef Myths
The Facts; Busting the Grass-fed Beef MythsMark Moreno
 
Memorandum Opinion Sysco US Foods Merger / Acquisition
Memorandum Opinion Sysco US Foods Merger / AcquisitionMemorandum Opinion Sysco US Foods Merger / Acquisition
Memorandum Opinion Sysco US Foods Merger / AcquisitionMark Moreno
 
Order Granting Preliminary Injunction Sysco US Foods
Order Granting Preliminary Injunction Sysco US FoodsOrder Granting Preliminary Injunction Sysco US Foods
Order Granting Preliminary Injunction Sysco US FoodsMark Moreno
 
Sysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAW
Sysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAWSysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAW
Sysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAWMark Moreno
 
Affordable Care Act - Next Steps for Restaurateurs
Affordable Care Act - Next Steps for RestaurateursAffordable Care Act - Next Steps for Restaurateurs
Affordable Care Act - Next Steps for RestaurateursMark Moreno
 
Out of Scope Whitepaper
Out of Scope WhitepaperOut of Scope Whitepaper
Out of Scope WhitepaperMark Moreno
 
FTC Complaint Sysco US Foods Acquisition
FTC Complaint Sysco US Foods AcquisitionFTC Complaint Sysco US Foods Acquisition
FTC Complaint Sysco US Foods AcquisitionMark Moreno
 
MEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGY
MEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGYMEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGY
MEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGYMark Moreno
 
Pos Purchasing Tools
Pos Purchasing ToolsPos Purchasing Tools
Pos Purchasing ToolsMark Moreno
 
Bermar America Put a Sparkle into Wine by the Glass Sales
Bermar America Put a Sparkle into Wine by the Glass SalesBermar America Put a Sparkle into Wine by the Glass Sales
Bermar America Put a Sparkle into Wine by the Glass SalesMark Moreno
 
Restaurant Trends 2014 by Restaurant Briefing
Restaurant Trends 2014 by Restaurant BriefingRestaurant Trends 2014 by Restaurant Briefing
Restaurant Trends 2014 by Restaurant BriefingMark Moreno
 
Food & Water Watch Comment on Proposed Sysco US Foods Merger
Food & Water Watch Comment on Proposed Sysco US Foods MergerFood & Water Watch Comment on Proposed Sysco US Foods Merger
Food & Water Watch Comment on Proposed Sysco US Foods MergerMark Moreno
 
Opt4 Mobile Flyer
Opt4 Mobile FlyerOpt4 Mobile Flyer
Opt4 Mobile FlyerMark Moreno
 
SYSCO AND US FOODS MERGER
SYSCO AND US FOODS MERGERSYSCO AND US FOODS MERGER
SYSCO AND US FOODS MERGERMark Moreno
 
What Makes a Great Cheap Knife?
What Makes a Great Cheap Knife?What Makes a Great Cheap Knife?
What Makes a Great Cheap Knife?Mark Moreno
 
Therma-Tek Range Corporation
Therma-Tek Range CorporationTherma-Tek Range Corporation
Therma-Tek Range CorporationMark Moreno
 
Mercer Cutlery Catalog
Mercer Cutlery CatalogMercer Cutlery Catalog
Mercer Cutlery CatalogMark Moreno
 
Know your knives
Know your knivesKnow your knives
Know your knivesMark Moreno
 

More from Mark Moreno (20)

Understanding the Different Kinds of Beef in the Marketplace
Understanding the Different Kinds of Beef in the MarketplaceUnderstanding the Different Kinds of Beef in the Marketplace
Understanding the Different Kinds of Beef in the Marketplace
 
The Facts; Busting the Grass-fed Beef Myths
The Facts; Busting the Grass-fed Beef MythsThe Facts; Busting the Grass-fed Beef Myths
The Facts; Busting the Grass-fed Beef Myths
 
Memorandum Opinion Sysco US Foods Merger / Acquisition
Memorandum Opinion Sysco US Foods Merger / AcquisitionMemorandum Opinion Sysco US Foods Merger / Acquisition
Memorandum Opinion Sysco US Foods Merger / Acquisition
 
Order Granting Preliminary Injunction Sysco US Foods
Order Granting Preliminary Injunction Sysco US FoodsOrder Granting Preliminary Injunction Sysco US Foods
Order Granting Preliminary Injunction Sysco US Foods
 
Sysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAW
Sysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAWSysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAW
Sysco - US Foods PROPOSED FINDINGS OF FACT AND CONCLUSIONS OF LAW
 
Affordable Care Act - Next Steps for Restaurateurs
Affordable Care Act - Next Steps for RestaurateursAffordable Care Act - Next Steps for Restaurateurs
Affordable Care Act - Next Steps for Restaurateurs
 
Out of Scope Whitepaper
Out of Scope WhitepaperOut of Scope Whitepaper
Out of Scope Whitepaper
 
FTC Complaint Sysco US Foods Acquisition
FTC Complaint Sysco US Foods AcquisitionFTC Complaint Sysco US Foods Acquisition
FTC Complaint Sysco US Foods Acquisition
 
MEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGY
MEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGYMEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGY
MEET THE REVOLUTIONARY VENDING MACHINE WITH TOUCHSCREEN TECHNOLOGY
 
Pos Purchasing Tools
Pos Purchasing ToolsPos Purchasing Tools
Pos Purchasing Tools
 
Bermar America Put a Sparkle into Wine by the Glass Sales
Bermar America Put a Sparkle into Wine by the Glass SalesBermar America Put a Sparkle into Wine by the Glass Sales
Bermar America Put a Sparkle into Wine by the Glass Sales
 
EnerG² Concept
EnerG² ConceptEnerG² Concept
EnerG² Concept
 
Restaurant Trends 2014 by Restaurant Briefing
Restaurant Trends 2014 by Restaurant BriefingRestaurant Trends 2014 by Restaurant Briefing
Restaurant Trends 2014 by Restaurant Briefing
 
Food & Water Watch Comment on Proposed Sysco US Foods Merger
Food & Water Watch Comment on Proposed Sysco US Foods MergerFood & Water Watch Comment on Proposed Sysco US Foods Merger
Food & Water Watch Comment on Proposed Sysco US Foods Merger
 
Opt4 Mobile Flyer
Opt4 Mobile FlyerOpt4 Mobile Flyer
Opt4 Mobile Flyer
 
SYSCO AND US FOODS MERGER
SYSCO AND US FOODS MERGERSYSCO AND US FOODS MERGER
SYSCO AND US FOODS MERGER
 
What Makes a Great Cheap Knife?
What Makes a Great Cheap Knife?What Makes a Great Cheap Knife?
What Makes a Great Cheap Knife?
 
Therma-Tek Range Corporation
Therma-Tek Range CorporationTherma-Tek Range Corporation
Therma-Tek Range Corporation
 
Mercer Cutlery Catalog
Mercer Cutlery CatalogMercer Cutlery Catalog
Mercer Cutlery Catalog
 
Know your knives
Know your knivesKnow your knives
Know your knives
 

Recently uploaded

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 

Recently uploaded (20)

Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 

Social media pocket guide

  • 1. Social Media Pocket Guide 6 Ways to Use Social Media for Business and Practical Guidance on Developing Full-Scale Programs
  • 2. 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: • Allows companies and brands to learn more about target audiences easier and more affordably • Levels the playing field for brands of every size and industry • Provides cost-effective communications in comparison to traditional channels • Emphasizes great content, empowering companies to leverage helpful assets to attract fans, followers and friends • Harnesses the importance and relevancy of “now” – real-time, immediate communications • Delivers a greater reach, with a multiplicative effect of pass along, as compared to other 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 2
  • 3. 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 you don’t have a presence in social media, your company is missing what’s become a fundamental communication channel in the marketing mix. It’s arguable that there isn’t a single company or organization that doesn’t have brand awareness as one of its core organizational goals. Social media has quickly become one the best ways to reach large audiences who are hungry for information and conversation. For professional communicators, having social media as a tool in the arsenal for building brand awareness is no longer a nice to have. It’s a must have. Social Media Pocket Guide 3
  • 4. tHe toP four arGuMeNtS for uSiNG Social Media for BraNd awareNeSS: Case #1 - Building 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 these channels can help extend your brand’s presence tremendously. 2. traffic Social media drives traffic to other corporate channels. As media becomes more fragmented, social media helps reach new and 3. New audiences growing audiences, as well as compliments other efforts to interact with these people. Illustrate your domain expertise by allowing staff and/or corporate accounts to share, educate and provide relevant information to your prospects and 4. expertise clients. You will be building a public profile filled with helpful information 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 Social Media Pocket Guide 4
  • 5. coNteNt 1. details about the company, including Services and offerings Case #1 - Building Brand Awareness People follow brands to learn more about them. Don’t be afraid to talk about your culture, employees, what you offer, services you provide or general conversations about who you are as a company. 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 be tips or creative ideas on how to use different products. Either way, it’s content that provides value, 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 your organization. clients benefitting from your services in different ways. • 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 • Post pictures on Facebook of your office and 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. Social Media Pocket Guide 5
  • 6. 4. Questions for feedback Building brand awareness isn’t just about sharing your own content. It’s also based on asking for content from others. Asking for input gets more people engaged with your brand and sharing ideas across their Case #1 - Building Brand Awareness networks. As a bonus, input can be used to learn about your network and potentially used for aspects of future marketing. examples: • Tweet a question of the week about users’ • 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 and resources your community finds most 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 http://slidesha.re/f4LJX4 network may be interested in attending. • Post links to and reflections about thought leadership content from market influencers. 6. research Despite the size or industry of your company, new research or community findings are always interesting. If you work in a B2B company, this may be a study on industry business trends. Companies offering tangible products may conduct research on user perceptions or quality of ingredients. This research elevates the expertise of companies. It also can build awareness of product or offering strengths and 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 • Break up interesting findings into a multi- additional insights. part series of blog posts to grow readership over time. Social Media Pocket Guide 6
  • 7. 7. customer Success Stories There’s no better way to grow brand awareness than to have customers share their success stories. Sometimes these are formal case studies based on lengthy results. Other times, they are prompted or Case #1 - Building Brand Awareness 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 and/or success. 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. Social Media Pocket Guide 7
  • 8. MeaSureMeNt Case #1 - Building Brand Awareness 1. activity to engagement ratio Comparing activities published by your organization 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 shared by your organization will reach your network and potentially further - to the connections of individuals within your network. The pass along effect of social media is especially powerful because information is being delivered via trusted sources. 3. confirmed impressions Similar to the change in network, confirmed impressions represent time vested in your brand via views of your content, social media sites or homepage. It is important to remember confirmed impressions are 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 positive change in network will confirm users’ exposure and commitment to your brand. 5. comments & replies Comments and replies are great resources for qualitative data. You will gain insight to your target market’s interests, concerns and sentiment, and you will gain 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. Social Media Pocket Guide 8
  • 9. 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. Providing quality customer service has been on your list of organizational goals since you started offering your product or service. Social media doesn’t change this, it simply augments your ability to help your customers. Social Media Pocket Guide 9
  • 10. tHe toP four arGuMeNtS for uSiNG Social Media for cuStoMer SuPPort You might not be able to solve an issue in five seconds, but you can respond 1. immediacy in real time and let customers know you are working to help them. Case #2 - Making Customer Service Personal with Social Media Helpful responses publicly show clients, and potential prospects, the 2. Helpfulness responsiveness of your organization. This helps the person in need, and also helps build a positive brand perception. Find customers with new issues you might not otherwise see. Not everyone 3. discovery is going to pick up a phone or file a support ticket. But more often, they will 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. teaM traitS & exPertiSe responsive friendly or personable ability to work across multiple divisions/ teams to get needed info/updates conversational Strong knowledge of products or service Social Media Pocket Guide 10
  • 11. coNteNt 1. Managing expectations Even if you can’t immediately address the specific concerns of a Tweet or Facebook post, it’s important to Case #2 - Making Customer Service Personal with Social Media respond quickly to let people know you’ve heard them and provide a likely response time. Every second a customer waits for a response is an opportunity for them to question if they won’t receive an answer at all. It’s also a great time to ask for needed information and shows others you’re actively looking into issues. examples: • Post a Tweet notifying a user you’ve • Reply to Facebook wall posts asking escalated his or her issue. customers for information to further investigate posted issues. • Acknowledge users’ issue-related Tweets, and provide an update that you will get back to them. 2. Building relationships Because you can learn so much from a customer’s preferences based on their interactions in social media, a customer service initiative is among the best to cater to your fans. It particularly pays to do so with your most loyal and influential customers. If they share biographical information or send messages explaining how they use your product, it’s an opportunity to relate to them and cultivate brand evangelists. examples: • Show your appreciation for a customer’s • Relate your product back to the person’s 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 aspect of social activity should be fulfilled as often as customers share the need, because ultimately, 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. Social Media Pocket Guide 11
  • 12. 4. Sharing Public resources Your team has probably spent time creating tools to help find your support locations, encourage 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: Case #2 - Making Customer Service Personal with Social Media • 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 Don’t make your customers guess about the types of support you provide via social channels. Introduce your team and their available expertise, and then let your customers know you’re available for business. 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 In a competitive market, giving customers the tools to use the full extent of your product’s capabilities is 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. Social Media Pocket Guide 12
  • 13. real world content examples Case #2 - Making Customer Service Personal with Social Media 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: Nokia uses Facebook to help manage expectations for a customer’s product issue by requesting that the customer send additional information for further investigation. Social Media Pocket Guide 13
  • 14. MeaSureMeNt 1. impressions Views to your customer support content, social media Case #2 - Making Customer Service Personal with 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 your team’s effort to initiate conversations with customers. Proactivity may include useful tips, outreach to targeted customers or replies to customer questions/requests. 3. activity assigned but Not completed and activity completed Personal customer service infers one-on-one conversations between the brand and customers. Fulfilling this goal may require assigning conversations to different departments within your organization. You will want to track the follow-through rate to guarantee expectations are met. 4. Mentions by audience Customers will independently rant and rave about your organization, products and services. Sometimes these mentions will be directed at your organization, sometimes not. Using keywords and tracking 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 effective. It can also be used to share with internal teams to prove the impact of work. Social Media Pocket Guide 14
  • 15. caSe #3 – addiNG eveNtS to Social Media ProGraMS BuSiNeSS caSe Social media is a natural fit for marketing and communications around corporate events. Combining the Case #3 - Adding Events to Social Media Programs power of instantaneous communication and social networking, corporate events already utilize the same 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. Social Media Pocket Guide 15
  • 16. tHe toP four arGuMeNtS for uSiNG Social Media for 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. Case #3 - Adding Events to Social Media Programs 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. It’s easier than ever before to get conference attendees to participate at a higher 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. teaM traitS & exPertiSe organized and systematic engaging knowledge of compelling event content to share responsive Social Media Pocket Guide 16
  • 17. coNteNt 1. Promotion of activities The ability to promote corporate events through social media shouldn’t just yield updates to “attend,” “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 people will experience. Communicate often, but ensure it’s newsworthy for your audience. Case #3 - Adding Events to Social Media Programs 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 a centralized location to browse all 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 It’s easy to forget an early morning keynote, exhibit hall promotion or evening networking function in 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. hashtag to ensure they are easy to find. • Include updates on your Facebook Page • Post on your blog each morning about the and Event with links to specific activity 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. Social Media Pocket Guide 17
  • 18. 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 Case #3 - Adding Events to Social Media Programs or concerns. Twittersphere http://slidesha.re/e3MlVq • 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 Making fans, friends and followers feel like they’re a part of the “in” crowd by offering them exclusive benefits is always rewarding. Using incentives on social media can help drive event registration and 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. Social Media Pocket Guide 18
  • 19. 7. contests People are always eager to win something. Whether it’s a chance to win tickets to the event itself or a related prize, running contests around an event to your social network is a great way to generate 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 Case #3 - Adding Events to Social Media Programs number of people who share how winning and on-site activities. Promote that the first would be beneficial to them personally. 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 their favorite pictures from previous years’ prize. events tagged with a specified event tag. real world content examples Top: ASHA uses Twitter to send out reminders of an upcoming event and prompt followers to use an event-specific hashtag. Bottom: NVIDIA uses its company blog to provide updates to their community and share content from a tradeshow a specific product team is attending. Social Media Pocket Guide 19
  • 20. MeaSureMeNt 1. activity Measuring activity will help evaluate how successful your team was in posting content leading up to, during and following your event. Case #3 - Adding Events to Social Media Programs 2. Potential impressions 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 engagement will give you an idea of how many people are/were interested in various aspects of your event. 5. Mentions by audience 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 specific aspects of your event were most or least successful. Social Media Pocket Guide 20
  • 21. 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 when the focus is to create as much buzz and excitement as possible publicly. 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. Social Media Pocket Guide 21
  • 22. tHe toP four arGuMeNtS for uSiNG Social Media for Product iNtroductioNS Traditionally, launching products is expensive, but social media is helping to level the playing field for companies of all sizes and industries. Rather 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 Case #4 - Adding Social Media to Product Introductions 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 The main difference from other channels? People are more likely to trust Build excitement information from friends and connections, so the message is more effective than those you share about yourself. 4. Grows Between a social network sharing “exclusive” new product information and opportunities the offering of company-provided specials, activity in social media can help for adoption boost adoption of a product at the time of launch. teaM traitS & exPertiSe Public relations-savvy Strong knowledge of new product/service Social Media Pocket Guide 22
  • 23. 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 date. It can also help drive traffic to other sales channels and gather potential customers’ information. examples: • Tweet general hints about new product • Upload Flickr and Facebook photo “previews” Case #4 - Adding Social Media to Product Introductions 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. exciting” new and/or different directions of 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 Don’t just tell people what’s coming with a new product - show them. Visuals help bring products to life for potential customers. Help your audience understand the uses, benefits and unique aspects of your product by illustrating them. examples: • Create a video of the new product in action • Create a Facebook and/or Flickr photo or a demonstration of it in use. Post the album containing different shots and uses of video to your YouTube account and embed the new product to see and share. on high profile pages of your website. • 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 “Insider” information is always compelling. And social networks appreciate being the first to know this information. Exclusive product information via social media channels gives a benefit to fans and followers 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 email and other channels to drive traffic to product use directly after launch to share your social accounts. helpful information. Use the same hashtag in each to make information easy to find and share. Social Media Pocket Guide 23
  • 24. 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 Case #4 - Adding Social Media to Product Introductions 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 http://slidesha.re/gEUYUi product hashtag to allow engaged users to submit questions or feedback regarding the product. 5. exclusive deals Offering special deals on products can help to increase adoption rate and sales. Doing this in social media 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 maximum exposure. Social media makes this coverage more effective. More people have platforms where 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. to find, allowing users and press to find all 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. Social Media Pocket Guide 24
  • 25. 7. contests There aren’t many customers who don’t like to win free items. Whether it’s an offer for a free product 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 incentive of a prize. Upload these photos the first set number of posts promised a to your Facebook Page and blog and allow prize. Case #4 - Adding Social Media to Product Introductions voting for the favorite picture of your network. • Promote retweet opportunities with first set number of retweets to win a prize. • Create a Twitter campaign to allow submissions of new product ideas like name or design features. real world content examples Top: Nokia has created a product demo video of a newly launched phone and posted it to YouTube for customers to learn more about the product’s 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. Social Media Pocket Guide 25
  • 26. MeaSureMeNt 1. change in current Network Opting into a product’s social network as a fan, friend or follower is a positive sign of interest in your product. These users are eager to learn more about the product launch and want additional information. 2. Potential impressions Exposure to content will build product awareness. Content shared by your organization will reach your Case #4 - Adding Social Media to Product Introductions 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 Similar to the change in network, confirmed impressions represent time vested in your brand via views of your content, social media sites or homepage. Confirmed impressions are 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 be used in future marketing efforts. 5. Mentions by audience Keeping track of independent mentions by your audience will help to identify key influencers in the product category. Influencers are typically experts in the category and are 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. Social Media Pocket Guide 26
  • 27. 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 help eventually sell a product or service. The same can be said about most not-for-profit organizations, which focus on marketing to raise money for their respective causes. Case #5 - Embracing Social Media to Build Your Sales Pipeline With each passing day, more companies and organizations are turning to social media as a proven outlet for generating leads and helping to build a pipeline for Sales organizations. With an emphasis on content marketing and lead generation, social media marketing continues to be used effectively for Sales. Social Media Pocket Guide 27
  • 28. tHe toP four arGuMeNtS for uSiNG Social Media to Build Your SaleS PiPeliNe The saying “fish where the fish are” is more relevant than ever. Your 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 There isn’t a point of sale on Twitter or Slideshare, but all these channels do traffic to Home help drive traffic to the location where you can better sell: your website. Base (website) Case #5 - Embracing Social Media to Build Your Sales Pipeline Marketers have spent a great deal on enhancing their websites for inbound 3. enhances inbound marketing over the past decade. Social media helps accelerate these efforts Marketing by getting prospects and current clients to the right inbound location where conversion can take place. 4. insight into Sales and development organizations can now find leads disguised as 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. teaM traitS & exPertiSe consistent monitoring of competitor/industry conversations outgoing responsive Strong knowledge of products or services Social Media Pocket Guide 28
  • 29. coNteNt 1. Proactively responding to relevant conversations You’ve already heard that someone is talking about your brand, product or competitors at this very moment. But have you thought about how you can harness those conversations for sales and lead generation? examples: • Find questions or comments mentioning • Monitor Twitter for your top five keywords to your name on Facebook. Reply to these find prospects interested in what you offer users asking if you can provide more but may not be mentioning your specific information on your offerings or clarify company or products. Share useful advice questions. and ask how you can help. Case #5 - Embracing Social Media to Build Your Sales Pipeline • 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 about your industry and/or ask if they are of interest or need, respond to any postings interested in learning more about other with an offer to provide more information or valuable offerings. 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 convert into a lead. Luckily, social media is perfect for driving traffic through sharing valuable updates that 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 where to find more information. • Share updates on Twitter and Facebook with links to your site when new product materials are available for download. 3. content Marketing You are likely sitting on great content to help propel lead generation efforts. Assets could include whitepapers, industry reports or success stories shared by clients. Sharing this helps drive traffic to your 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. Social Media Pocket Guide 29
  • 30. 4. offer exclusive deals to Social Network For years, marketers have offered exclusive deals, discounts or privileges to people on their email lists. 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 • Give Twitter follower appreciation offers, 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. Case #5 - Embracing Social Media to Build Your Sales Pipeline 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 asking them to take a specified action once they consume social content. 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 Referrals from friends, family or colleagues are one of the top reasons people make a purchase. That’s why it’s important to make sure you provide every opportunity for people to add reviews and share your 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. • Include links on all social media profiles to locations such as Facebook reviews and online forums where your network can submit or access reviews. Social Media Pocket Guide 30
  • 31. 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, offerings. ensure there is an opportunity to collect user information on the destination page. Case #5 - Embracing Social Media to Build Your Sales Pipeline real world content examples Top Left: TOMS Shoes includes an end bumper on a YouTube video to direct viewers back to their main homepage to find more information. Top Right: AirTran posts pictures to its Facebook Page to share the unveiling of new flight destinations. Bottom: Samsung provides links to information about new products, as shared by official reviewers. Social Media Pocket Guide 31
  • 32. MeaSureMeNt 1. activities Opting into a product’s social network as a fan, friend or follower is a positive sign of interest in your product. These users are eager to learn more about the product launch and want additional information. 2. Potential impressions Part of your social media Sales strategy is building brand awareness. Content shared by your organization will reach your network and potentially further - to the connections of individuals within your network. The pass along effect of social media is especially powerful because information is being delivered via trusted sources. Case #5 - Embracing Social Media to Build Your Sales Pipeline 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 purchases). This number will help define the ROI of social media in terms of sales. Social Media Pocket Guide 32
  • 33. caSe #6 – activatiNG Your coMMuNitY to take actioN BuSiNeSS caSe After you’ve built a presence in social media, activating your network to take a specified action can be one of the most powerful marketing strategies for your company or organization. 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 Social Media Pocket Guide 33
  • 34. tHe toP four arGuMeNtS for uSiNG Social Media for activatiNG Your coMMuNitY 1. More activation Social media allows for a high level of interaction, meaning it’s inherently 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 your behalf are more likely to have a stronger bond with your organization 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 Case #6 - Activating Your Community to Take Action reality build brand awareness and indirectly asks your network’s network to engage. Social media distribution is immediate. Organizations can prompt their 4. timely networks to take action with a sense of immediacy, and they can create new opportunities for activation quickly as the need arises. teaM traitS & exPertiSe 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 Social Media Pocket Guide 34
  • 35. coNteNt 1. Provide Pre-Packaged content for your Network to Share If you aren’t making it easy for your network to share content on your behalf, you are losing opportunities 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. Case #6 - Activating Your Community to Take Action 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 way to encourage your community to share company news, information about product offerings, or get involved in specific activities. 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 Give your network the opportunity to engage with your brand and make a difference how they best see fit. Give them the opportunity to make a difference in the actions or feedback they share. 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 product features, service offerings or cause- 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. Social Media Pocket Guide 35
  • 36. 4. ask for user-Generated content of People Sharing Personal Brand experiences or opinions There’s no better way to showcase your product or social impact than to have your network illustrate a 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 Case #6 - Activating Your Community to Take Action 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 find these conversations and to promote relevant to your industry. activation outside of “official” chat times. • Organize meetups using social channels like Twitter and Facebook to drive attendance and participation to offline gatherings. 6. Provide incentive Often, people take action because there is an incentive to their involvement. This might be a tangible incentive like a good or service. But, it can also include intangible rewards that have significant meaning to 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 http://slidesha.re/gD5ONX • Provide exclusive offers or giveaways to people who “like” your Facebook Page. • Unlock special deals, contests or “virtual branded items” when community members check in to specific, meaningful locations. Social Media Pocket Guide 36
  • 37. real world content examples Case #6 - Activating Your Community to Take Action Top Left: AARP posts specific opportunities for its community to take action on Facebook, sharing exactly what people can do to make a difference. Top Right: TOMS Shoes is providing incentive to take action by creating a badge on a geolocation service that provides a special prize when users check-in at a pre-determined location. Bottom: Skyy Vodka is using Facebook to request user-generated content of its users’ favorite Skyy cocktail recipes as a way to reveal personal brand experiences. Social Media Pocket Guide 37
  • 38. 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 to their queries. You will want to track your team’s follow- through rate to make sure your supporters’ needs are met. 3. overall engagement Case #6 - Activating Your Community to Take Action 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 metrics will provide insight to your audience’s actions. 4. change in current Network Opting into your social network as a fan, friend or follower can be a sign of your target’s intention to 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. 5. Potential impressions In order to get more people involved you want to build awareness beyond your current network. Content shared by your organization will reach your network and potentially further - to the connections of individuals within your network. The pass along effect of social media is especially powerful because 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 considering your organization and its proposal. Social Media Pocket Guide 38
  • 39. additioNal iNfo the team Once you’ve mapped out the best ways to use social media to achieve your business goals, you need a team to execute on the plan. There’s no one way to assemble a social media team, so the decision of specific people to contribute to social media should be tailored to your staffing resources and organizational structure. However, there are certain departments that typically assume the role of managing social media activities. Here is a guideline for identifying existing internal organizations 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. There aren’t universal rules. You can learn more about scheduling best practices in the Social Media Planning Guide. When considering the schedule for you social media initiatives, assess: • Your team: How often can they create great content? How many people can they respond to? • Your objective: Some of the objectives in this guide require more activity than others. • Types of content: Messages to a large audience are different than personal messages. • Your audience: What do they expect? At what level are they engaged? • Length of initiative: Spikes in activity are fine for short initiatives like a product launch, but are not 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. Social Media Pocket Guide 39
  • 40. 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 www.spredfast.com/resources Follow Spredfast for regular updates on social marketing - @Spredfast | www.facebook.com/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. Social Media Pocket Guide 40