why go social?

1Thursday, March 1, 2012

WHY SOCIAL?

SOCIAL?2012

HEIDI MILLER

NWWomen’s

Conference

@heidimiller2Thursday, March 1, 2012

@heidimiller www.heidi-miller.com

“We should be on

TWITTER”

If you don’t know where you are going, any road will get you there.‘ Lewis Carroll

Where you’re going. What are your goals?KNOWYour

STRATEGY

Where you’re going. What are your goals?KNOW

What success looks like. How will you measure?KNOW

YourSTRATEGY

Where your influencers reside and strategize your participation accordingly.KNOW

YourSTRATEGY

Where your influencers reside and strategize your participation accordingly.KNOW

Who your key influencers are and what they care about in order to strategize relevant content.KNOW

YourSTRATEGY

A PERSON LIKE ME

Rose 22% over 2011, beating out CEOs, analysts, government officials and NGO reps.

REGULAR EMPLOYEERose 16% over 2011, greatest increase since 2001. Also topping out over the CEO, analysts and government and NGO reps.

Declined sharply 12% since 2011, the biggest drop in Edelman Trust Barometer history.

TRUST IN SOCIAL MEDIA

Trust in media was the only category to rise, with social media gaining 75% over 2011.

WHAT SOCIAL MEDIA IS@heidimiller www.heidi-miller.com

PR contributes to the brand personality, perception and resonance of a company. It is the voice. It shapes

the company's personality. It helps keep companies, products and services

on the radar screens of their customers.

‘Brian Solis

Social media is... PERSONABLE

Always be a first-rate version of yourself, instead of a second-rate

version of somebody else.‘ Judy Garland

PERSONABLE

SHOWS PERSONALITY People are more likely to follow profiles with a photo. And more likely to follow a profile with a headshot rather than a brand logo.

PERSONABLE

DON’T BE A JERKThis agency representative was fired after representing Chrysler publicly in an unflattering manner.

PERSONABLE

BE YOURSELF

No need to be all business. Be on topic, and feel free to share your integrated self.

PERSONABLE

BE YOURSELF

PERSONABLE

BE YOURSELF

PERSONABLE

Social media is...A CONVERSATION

A conversation is a dialogue, not a monologue.‘ Truman Capote

CONVERSATION

CONSISTENT WITH THE BRANDComcast team monitors keywords and is trained to reply with “Can I help?” or “What’s going on?” and ask for a DM with account number.

CONVERSATION

PERSONABLERepresentatives should show their personalities and broad interests in their bios and in their posts.

CONVERSATION

INITIATES CONVERSATION

Don’t just self-promote; ask questions to begin conversations.

CONVERSATION

CONTINUES CONVERSATION

Conversation grows organically, not just around the product/service. Respond.

CONVERSATION

Social media is...A CRISIS CHANNEL

A man has no more character than he can command in a time of crisis.‘ Ralph W. Sockman

CRISISCHANNEL

GOOD IN A PINCHSocial channels provide a way to offer timely content in an immediate manner to people with whom credibility and trust has been established.

CRISISCHANNEL

MOM SLAMS THE TSA

Mom blogger writes that her son was taken from her during a TSA search.

CRISISCHANNEL

TSA RESPONDS

TSA responds on the same day with post titled “Response to The TSA Took My Son.”

CRISISCHANNEL

TSA RESPONDS

TSA responds on the same day with post titled “Response to The TSA Took My Son.”

CRISISCHANNEL

MULTIMEDIAThe TSA post not only contains video evidence proving the blogger’s claims were false, but also included nine additional video views of the incident.

CRISISCHANNEL

Monitor key channels 24/7 and respond immediately. 24 hours is too long.TIMINGCRISIS

CHANNEL

Monitor key channels 24/7 and respond immediately. 24 hours is too long.TIMING

Personable without being too personal. Sincere, human apologies go a long way.TONE

CRISIS CHANNEL

Never delete comments. Don’t lie; the internet will find out and punish you. Choose which comments deserve individual responses.

ENGAGEMENT

CRISIS CHANNEL

Never delete comments. Don’t lie; the internet will find out and punish you. Choose which comments deserve individual responses.

ENGAGEMENT

Take immediate action to solve the issue. Fire the employee, offer to retrain the staff.ACTION

CRISIS CHANNEL

WHAT SOCIAL MEDIA ISN’T

Non-social

Don’t be evil.‘ Larry Page

Social media isn’t about acting like a corporation; the best engagement comes from acting like a human being.

IMPERSONALWHAT SOCIAL MEDIA

ISN’T

Social media isn’t about shouting to a crowd. The best engagement comes from sharing, questioning and conversing.

ONE WAYWHAT SOCIAL MEDIA

ISN’T

Social media isn’t about getting RTs, shares, Likes and repins at any cost. Spam and bad taste don’t generate long-term, replicable results--and may generate mockery.

SLEAZILY OPPORTUNISTIC

WHAT SOCIAL MEDIA

ISN’T

WHAT SOCIAL MEDIA

ISN’T

WHAT SOCIAL MEDIA

ISN’T

What are the channels?

There is no information overload. There is only filter failure.‘ Clay Shirky

Pinterest Prettiest doughnuts ever!@heidimiller www.heidi-miller.com

What’s the

VALUE of...

What is the value of a Facebook Like or a Fan?

A FACEBOOK LIKEWhat’s the

VALUE of...

LIKES / FANS

A FACEBOOK LIKE

What is the value of a mention or a

reTweet?

A RETWEETWhat’s the

VALUE of...

LIKES / FANS MENTIONS / RTS

A FACEBOOK LIKE

What is the value of a mention or a

reTweet?

A RETWEET

What is the value of a Like or repin?

A REPINWhat’s the

VALUE of...

LIKES / FANS MENTIONS / RTS LIKES / REPINS

How to use SOCIAL

The only value social media can provide is that which is strategized and aligned with specific, measurable goals/gets you

where you want to go‘@heidimiller www.heidi-miller.com

#1 REPUTATION MANAGEMENT

How to use SOCIAL

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”‘ Warren Buffet

Domino’s FAIL

DAMAGING VIDEOIn 2009, two Domino’s franchise employees posted a YouTube video depicting their doing disgusting acts with food ostensibly intended for customers.

Domino’s FAIL

SILENCE FOR 48 HOURSFor 48 hours, there was no online nor public response from Domino’s. In that time, the video was viewed nearly one million times, and the blogosphere exploded with criticism.

Domino’s FAIL

NO TWITTER HANDLENo corporate Twitter handle existed until the following Monday, when Domino’s created a new Twitter handle @dpzinfo to deal with the backlash.

Domino’s FAIL

CORPORATE RESPONSEThe following Monday, Domino’s America CEO Patrick Doyle posted a scripted video response to YouTube. It got 20,000 views.

Domino’s FAIL

Open channels save your reputation

Amplifying the voices and the faces of trustworthy employees, customers, and managers can help us convey a

believable and sympathetic persona that offers something or someone to

connect to for those open to the other side of the story.

‘Brian Solis

#2 CUSTOMER SERVICE

How to use SOCIAL

Customers don’t expect you to be perfect.

They do expect you to fix things when they go wrong.‘ Donald Porter

Domino’s WIN

DISGRUNTLED TWEETIn 2009, @interactiveamy Twittered that she’d waited over an hour for her Domino’s pizza. When it finally arrived, it wasn’t what she ordered.

Domino’s WIN

ESTABLISHED TWITTER ACCOUNTRamon operates three Chicago Domino’ franchises and has an active Twitter presence at @dpzramon. When he saw Amy’s Tweet, he responded immediately.

Domino’s WIN

IMMEDIATE, PERSONAL RESPONSENot only did Ramon reply personally via Twitter, he went to the store in question and filmed an informal video apology and posted it to their YouTube and Viddler pages.

Domino’s WIN

RESULTSThe video apology was embedded in over 75,000 blogs, Ramon sponsored pizza for the next Chicago Social Media Club event and spoke at Harvard.

Domino’s WIN

The how is important. Monitor your keywords, your brand, and your competition. Find who loves your topic and what they talk about.

HOW5 TIPS FORSOCIAL SERVICE

Post high-value content, not just promotion. Links to related expert content, expected outages or downtime, engage in conversations that your followers start. Share liberally.

5 TIPS FORSOCIAL SERVICE

The person who should monitor social feeds is the one who is most passionate about customer service. WHO

Social channels are 24/7, not 9:00-5:00. Responses should be lightening fast, within minutes or hours.WHEN

Social media doesn’t replace traditional channels; it complements them.WHERE

#3 CUSTOMER ACQUISITION

How to use SOCIAL

For pleasure has no relish unless we share it.‘ Virginia Woolf

Sharing motivates

Pinterest is a social shopping experience disguised as a website full

of interest.‘Brad McCarty, The NextWeb

New visual sharing site Pinterest has experienced phenomenal growth, with over 12 million unique monthly visitors.TRAFFICSHARING ON

New visual sharing site Pinterest has experienced phenomenal growth, with over 12 million unique monthly visitors.TRAFFIC

The average Pinterest session is 72 minutes (versus 45 for Facebook).ENGAGEMENT

SHARING ONPINTEREST

Over 70% of Pinterest users are women. Over 80% of pins are repins: the network is built for sharing and viral content.SHARING

SHARING ONPINTEREST

Over 70% of Pinterest users are women. Over 80% of pins are repins: the network is built for sharing and viral content.SHARING

Over 150 brands are already participating on Pinterest; Etsy has the biggest following.BRANDS

SHARING ONPINTEREST

Source: http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/@heidimiller www.heidi-miller.com

DRIVING SALES

Retail site ideeli.com saw a 446% rise in traffic from Pinterest.

IDEELI.COMDRIVING SALES

446% RISE

IDEELI.COMThe same site

reported a fivefold increase in sales

directly tied to those visits.

IDEELI.COMDRIVING SALES

446% RISE 5x SALES RISE

IDEELI.COMThe same site

reported a fivefold increase in sales

directly tied to those visits.

IDEELI.COM“Pinterest is a huge

source from a referral standpoint, even

beating out referrals from Facebook in the

month of October.”

REAL SIMPLEDRIVING SALES

446% RISE 5x SALES RISE BEAT FACEBOOK

Do I know my audience? Have I chosen my channel engagement accordingly? Do I know what success looks like?TARGET

CHECKLIST

Do I know my goals? Am I targeting relationship management, customer service, customer acquisition or thought leadership? Do I know what success looks like?

STRATEGIZE

CHECKLIST

STRATEGIZE

Is my presence personal? Does it reflect the brand promise? Is it conversational and engaging? Is the content relevant? Am I monitoring and ready should a crisis occur?

ENGAGE

CHECKLIST

STRATEGIZE

Is my presence personal? Does it reflect the brand promise? Is it conversational and engaging? Is the content relevant? Am I monitoring and ready should a crisis occur?

ENGAGE

Is the brand coming across as impersonal, evil or tastelessly opportunistic?CHECK

CHECKLIST

www.heidi-miller.com

GO FORTH AND CONQUER

FOLLOW ME

@heidimiller

heidimillerpresents@gmail.com

facebook/heidi.miller.rocks

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