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What Does Social Media do for
You? Barbara Shuck, FSMPS, CPSM
August 16, 2011
SMPS Alabama
Setting the Stage
What are some of the platforms
that you are familiar with?
If you’re not looking beyond Twitter,
FB and LI, why?
Does your firm embrace LI =
business, FB = personal? Why?
What are your biggest concerns
today?
Today’s Agenda
Quick Overview of Current AEC activity
Implementation Planning
Blogging
Social Media Monitoring
Social Media Policies
AUDIENCE
PARTICIPATION!!!
Ebay Data Center – Project Mercury
http://www.youtube.com/watch?v=dpWRGU-_Eqk
YouTube Announces RFP Winner
AEC Live Sites
http://www.youtube.com/watch?v=aH8l3uMpc9I
(SmithGroup)
http://hoklife.com/
www.facebook.com
https://www.facebook.com/bartonmalow?ref=ts
http://www.facebook.com/home.php?#!/pages/Lamp-
Rynearson-Associates-Inc/83721947010
http://www.linkedin.com/companies?trk=hb_tab_compy
Implementation Planning
POST
Objectives &
Strategies
◦ Listening
◦ Talking
◦ Energizing
◦ Supporting
◦ Embracing
POST
People
Objectives
Strategies
Technology
People
What are your clients ready for?
Social Technographics
◦ http://www.forrester.com/empowered/tool_b
2b.html
◦ Assess how your clients will engage, based on
what they’re already doing.
Objectives
What are your goals?
Are you more interested in talking or
generating sales by energizing your best
clients?
Are you interested in listening to learn
how to improve efficiencies?
Objectives
Listening
Talking
Energizing
Supporting
Embracing
B2C
B2B
P2P
Objectives
You already have
this business
function
Now you can
pursue this
groundswell
objective How things are different in the groundswell
Research Listening Ongoing monitoring of client conversations
with each other, instead of occasional surveys
and focus groups
Marketing Talking Participating in and stimulating two-way
conversations your clients have with each
other, not just outbound communications to
your clients.
Sales Energizing Making it possible for your enthusiastic clients
to help sell each other
Support Supporting Enabling your clients to support each other
Development Embracing Helping your clients work with each other to
come up with ideas to improve your services
Objectives
Create a plan that starts small but has room to
grow
Create a rough plan
◦ what you will do first
◦ how you will measure success,
◦ and if you have success, how you will build on
that success
Put somebody in charge of it
Use great care in selecting your technology and
agency partners.
Strategies
If we allow people to review our
services, do we publish negative
reviews?
If so, how will our team react?
(employees, consultants, other clients,
etc.)
How will we expand and use the
information?
How will we engage our clients and
how will that engagement grow over
time?
What can go wrong?
Inadequate definitions of POST processes
Clients engage you in ways you didn’t
expect…DEN Example
Poor technology implementation
Things will go wrong!
When things go wrong
You cannot ignore this trend.
You cannot sit this one out.
It’s too late to quit and let somebody else
handle it.
There’s no right way to engage with the
groundswell.
Listening
Private Community
Brand Monitoring
• Find out what your brand stands for
• Understand how buzz is shifting
• Save research money; increase research responsiveness
• Find the sources of influence in your market
• Manage PR crisis
• Generate new services and marketing ideas
• Check the Social Technographics Profile of your clients
• Start small, think big
• Make sure you’re listening vendor has dedicated an experienced team to
your effort
• Choose a senior person to interpret the information and integrate it with
other sources
How it will change your firm
• Change the power structure
• Availability of information will be like an addictive drug
• No more being stupid
• It’s low risk
Talking
Engage in social networks and user-generated content sites
Blogs
Communities
Video
• Engage in social networks and user-generated content
sites
◦ Find out if clients are in social networks
◦ Move forward if people love your brand
◦ See what’s there already
◦ Create a presence that encourages interaction
◦ Join the blogosphere
◦ Create a community
◦ Post a viral video
Q: Do you have any special insight for professional service
firms, ones that sell a service, not a product?
A: I think blogging and Twitter are especially effective
and useful for professional services firms because
people want to know about YOU. They want to buy
from a personality they trust. Twitter is networking
on steroids. If you are in the type of business that
would benefit from networking at a Chamber
meeting, let's say, you would undoubtedly benefit
from twitter. If you are new to Twitter, you would
probably enjoy my new book: http://bit.ly/taobook
The Tao of Twitter, by Mark Schaefer
Targeted Connections
+
Meaningful Content
+
Authentic Helpfulness
Blogging
1. Listening… a cocktail party
2. Goal… announcements? Respond to
news? Support existing clients?
3. ROI
Blogging
Start Up Costs
◦ Planning and Development
◦ Training for blogger
Ongoing Costs (annual)
◦ Blogging platform
◦ Brand-monitoring service
◦ IT support
◦ Content production, including executive time
◦ Review and redirection
Blogging Benefit Analysis
Advertising visibility/traffic
PR press stories about/driven
from blog content
Word-of-mouth referring posts on other
medium-high profile blogs
Support support calls avoided
because of information on
blog
Research customer insights
Blogging
4. Develop a plan
5. Rehearse
6. Develop an editorial process
7. Design the blog and its connection to your site
8. Develop a marketing plan so people can find the blog
9. Remember, blogging is more than writing
10. Be honest
Twitter is a relationship building and
relationship maintenance tool ◦ Develop and promote your brand
◦ Interact with your customer base
◦ Track what people are saying about your company and brand
◦ Create buzz around upcoming events
◦ Help individual employees act as liaisons to the public
◦ Promote other content you’ve created, including webinars, blog
posts or podcasts
◦ Develop direct relationships with bloggers and journalists for
potential PR placement
Company account: Represents the
company as a whole. Keep your customer base up‐to‐date on your
events
Promote recent blog articles or news
Update your consumers about products/services
Give real‐time updates at conferences and events
How to Twitter for Business – A Beginners Guide
Personal account: Used by an individual
employee at the company, is more
personalized, can be used to talk about
non‐company related things and is better
for direct relationship building. Act as a liaison to the public for your company
Update people on what you’re working on
Share tidbits about your personality
Expand your company’s network and make
connections
How to Twitter for Business – A Beginners Guide
Twitter Handles
Your full name (JamesDean)
A variation of your name (JDean)
A combination of your name and your
company (CompanyJane)
A combination of your name and your
industry (MarketingJane)
How to Twitter for Business – A Beginners Guide
Types of Tweets
An observation: Tweet about
what you’re doing, thinking or
feeling
What you’re reading: Post a
link to an interesting blog post or
news article
What you’re watching: Post a
link to a cool video from Hulu or
YouTube
What events you’re going to:
Share a link to the next
conference you plan to attend
Promote your content: Post a
link to your most recent
company or personal blog article
Promote someone else’s
content: Post a link to someone
else’s blog article as a helpful
resource
Chat with someone: Send
messages using an @ sign (to be
explained later)
Retweet what someone else
has said: Retweet (using RT or
Retweet in the beginning of the
message) to repeat what
someone else has said
How to Twitter for Business – A Beginners Guide
Find People to Follow
Hubspot has Twitter Grader to measure
the power of a profile
◦ Twitter Search (http://search.twitter.com):
◦ Follow People Your Followers are
Following:
◦ Follow Thought Leaders and Bloggers:
◦ Collect People’s Twitter Names at
Events:
◦ Follow Hashtags (#) at Events:
How to Twitter for Business – A Beginners Guide
Get People to Follow You
Make your company’s Twitter
usernames easy to find.
Make your tweets useful resources
so people need you.
Interact with those people you
follow who don’t follow you back yet.
How to Twitter for Business – A Beginners Guide
Twitter for Business
Use Twitter to drive people to your company’s website.
Monitor your brand on Twitter.
Use the Twitter “Favorites” feature as a list of company
testimonials.
Use Twitter to promote events.
Use Twitter to promote new tools.
Establish yourself as a thought leader in your industry.
How to Twitter for Business – A Beginners Guide
Twitter for PR
Develop relationships with
reporters, bloggers and other media
people through Twitter.
Watch for tweets about editorial
opportunities.
Direct Message reporters instead of
sending them an email.
Use Twitter to check in on your
media person before PR pitching.
How to Twitter for Business – A Beginners Guide
Energizing Supporting Embracing
Ratings and reviews
Communities
Ambassador Programs
Support Forums
Wikis
Q&A
Idea Exchanges
Crowdsourcing
Ask clients for ideas
• Viral marketing
• Writing reviews
• Word of mouth
• How much is a promoter
worth?
1. Do you want to energize?
2. Check the Social
Technographics profile of
clients
3. What is the client’s problem?
4. Pick a strategy that fits the
Social Technographics profile
5. Long haul
6. Not all clients are equal
7. What if they turn against you?
8. They want to see a difference
• Your services raise a lot of
questions
• Fan phenomena or passion
1. What problem is your support
going to solve?
2. Groundswell support needs
your participation
3. Why build it if you can join it?
4. Start small, but plan for big
5. Reach out to your most active
customers
6. Drive traffic to your community
7. Build a reputation system
8. Let your clients lead you
• Innovating with your
clients
• It moves fast!
1. Continuous improvement
happens
2. If you have clients, they
can help you
3. Show what you’ve done
with feedback
4. Balance skill and humility
Social Media Policies
Employee Code of Conduct for
Online Communications
Employee Code of Conduct for
Company Representation in
Online Communications
Employee Blogging Disclosure
Policy
Employee Facebook Usage Policy
Employee Personal Blog Policy
Employee Personal Social
Network Policy
Employee Personal Twitter Policy
Employee LinkedIn Policy
Corporate Blogging Policy
Corporate Blog Use Policy
Corporate Blog Post Approval
Process
Corporate Blog Commenting
Policy
Corporate Facebook Brand Page
Usage Policy
Corporate Facebook Public
Comment/Messaging Policy
Corporate Twitter Account
Policy
Corporate YouTube Policy
Corporate YouTube Public
Comment Policy
Company Password Policy
Social Media Planning & Policies
Vanir
Smithgroup
http://socialmediagovernance.com/
Highly
Empowered &
Resource
Operative
Monitoring Social Media
How to Monitor Your Social Media Presence in 10
Minutes a Day
Monitoring Social Media
How to Monitor Your Social Media Presence in 10
Minutes a Day
Monitoring Social Media
How to Monitor Your Social Media Presence in 10
Minutes a Day
Agree
Strongly Agree
Wall Posts: Anyone who ―Likes‖ your Page can post content to
your Page’s wall. Anyone! They can say good things, complain, talk
about a recent experience they have—anything! These remarks are
user-generated content about your brand.
Comments: Comments are an opportunity to react to a wall
post. Both you and your fans can comment. Consider it a mini
conversation that spurred from the original post.
Likes: The classic thumbs up! If someone ―Likes‖ a wall post, this
means they like the content of that post. This can also be translated
to mean ―I agree‖.
FB Newsfeed
How to Monitor Your Social Media Presence in 10
Minutes a Day
Twitter Monitoring
Relevant questions about your
company
Relevant questions about your
industry
Requests for support
Complaints and feedback
Praise
Competitor Mentions
How to Monitor Your Social Media Presence in 10
Minutes a Day
LinkedIn Monitoring
LinkedIn Answers
Group Discussions
How to Monitor Your Social Media Presence in 10
Minutes a Day
Blogosphere Monitoring
Blog Articles
Comments
Links
How to Monitor Your Social Media Presence in 10
Minutes a Day
10 Minutes a Day Schedule
3 minutes Check for Twitter chatter about
your company and its
competitors.
2 minutes Scan Google News and Blogs
Alerts for important articles.
3 minutes Filter and flag relevant industry-
related LinkedIn and Quora
questions.
2 minutes Log in to Facebook to scan
your wall and comments.
How to Monitor Your Social Media Presence in 10
Minutes a Day
So What Does Social Media Do?
Connects
Communicates
Shares Content
Educates
So What Does Social Media NOT
Do? Replace the Human Connection
It requires
◦ Time commitment
◦ Judgment
◦ Collaboration - Generation Y – ―Reverse‖
Mentoring
◦ Understanding - Public vs. private persona
―Social media marketing is not
something that can be taught – it
has to be experienced and this is why
schools have a hard time teaching
classes about it. Students who take
advantage of social media will have a
leg up on those who do not. Formal
education and books can show you
the tools… but it is up to you to
learn how to apply them for you
and your business.”
More Resources
2011 Social Media Marketing Industry
Report (Social Media Examiner)
www.marketo.com
◦ The Definitive Guide to B2B Social Media
◦ The Definitive Guide to Lead Generation
Local newspaper, Business Journal, USA
Toda, Wall Street Journal, Fast Company,
Bloomberg Business Week, etc.
CareerTrack, National Seminars Training,
etc.
What Does Social Media do for
You? Barbara Shuck, FSMPS, CPSM
August 16, 2011
SMPS Alabama
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“Social media is not a fad, it is a fundamental shift in the way we communicate.”
“Social media touches every facet of business and is more an extension of good business ethics.”
Socialnomics.net, 2009
The ISSUES Vanir is Facing: Social media has become a well-recognized marketing tool, with people now using their networks to communicate. Our target markets now expect to interact with brands and receive regular updates and information. They are no longer willing to seek out this information on their own, but expect it to come to them through their networks. In order for Vanir to make the most of its marketing efforts and to embrace these evolving technologies, it is imperative that Vanir employ a corporate social media marketing and public relations plan. Additionally, with the introduction of our new corporate Web site, a social media presence will not only complement the new site, but will serve as its number one traffic generator. FEATURES of Social Media: Social media allows companies to reach a vast amount of people quickly and easily, and for very little money:
• Global Reach/Lightening Fast: You can reach a global audience in a matter of seconds • Incredible Accessibility: Tools can be used and accessed from virtually anywhere, using only an
Internet connection • Creates Traction: Social media draws target markets in and demands their attention • Low Cost: Tools are usually free and the only cost to implement a campaign is time
How Vanir Will BENEFIT From Social Media: A social media strategy will help Vanir leverage key opportunities to connect with customers, potential customers, industry partners and members of the media, while also developing stronger relationships with each of these target markets. Social media creates an on ongoing dialogue and easily keeps target markets abreast of the latest company news and happenings – in a comprehensive and cost-effective way. The PROOF for Social Media as an Effective Marketing Tool: Social media allows companies to easily enhance relationships for very little cost. No longer just a fad for Generation Y, social media has become a well-recognized business tool with proven ROI results. In fact, according to marketing consulting firm Kinesis, Inc.:
• Over 300,000 businesses have a presence on Facebook and roughly a 1/3 of these are small businesses
• Web host provider Moonfruit saw their Web site traffic soar more than 300 percent while corresponding sales increased more than 20 percent
• The University of Texas MD Anderson Cancer Center witnessed a 9.5 percent increase in registrations by using social media
• eBay found that participants in online communities spend 54 percent more money
Part I: Overview
Social Media Marketing/Public Relations Plan As of September 8, 2010
• Twenty-five percent of Ford’s marketing spend is on digital/social media; they are the only U.S. auto company that did not take a government loan
• Software company Genius.com reports 24 percent of social media leads convert to sales opportunities
Furthermore, social sites and their popularity are growing at a rapid pace and the audience demographics are expanding. According to Nielsen in the 2010 Industry Media Fact Sheet, social networking sites jumped 277 percent in the United States. Additionally:
• There are: 195M active Internet users in the U.S. • Facebook reaches 56 percent of the active U.S. Internet universe with an average usage of 6
hrs/month/per user • Facebook is the #3 site visited by users 65 and older • Facebook recently announced 500 million users • If Facebook were its own country, it would be the third most populous nation in the world behind
China and India – both countries have populations north of one billion people • Twitter has become the #1 search engine with more than 800 million search queries per day • Twitter grew 500 percent year over year • Twenty-four of the 25 largest newspapers are experiencing record declines in circulation because
we no longer search for the news, the news finds us
OBJECTIVE:
• Expand Vanir’s reach and enhance relationships with key target markets • Increase Web traffic to the Vanir CM Web site • Broaden the Web site’s audience beyond potential employees • Pull the Web site’s audience in and get them to stay longer on the site • Further establish Vanir as a thought-leader in the industry • Highlight Vanir as a company committed to the happiness of its clients and employees • Further market Vanir’s successful work
STRATEGY:
• Draw on social media to: − Regularly communicate, educate and engage audiences about what is happening at Vanir − Drive conversations about the industry − Feed traffic to the Vanir CM Web site; link back to the site wherever possible − Complement the Vanir CM Web site and serve as an additional outlet for news and
information − Distribute Vanir’s thought leadership ideas and visions
Part II: The Plan
TACTICS (IMMEDIATE): (For Facebook and Twitter; other social networks may be added at a later date) Tactic Frequency
• Create Company Facebook and Twitter pages that complement the “Vanir Careers” pages. − The pages will serve as an extension of
the Vanir CM Web site
One time
• Have Vanir Careers post to Twitter and Facebook to “Join Our Corporate Site, Vanir CM, On (Facebook and Twitter)” and link to page
One time
• Develop an initial calendar of Facebook posts and Twitter Tweets (through end of the year); modify when necessary. Posts to include:
− News updates, new employee
interviews, company events, etc. (link back to Vanir CM wherever possible)
− Post company pictures of events, new projects, etc. (Facebook)
− Post industry thought leadership ideas – linking to blogs, advertorials, bylined articles, etc.
− Post thought leadership re: industry events, regulations, etc. Invite others to join in on a discussion on Facebook
Ongoing Facebook: at least 1/Week Twitter: updates: 2-3/Week
• Follow reporters on Twitter to gain insight into what they are covering/sourcing for stories; encourage them to follow us
Ongoing
• Coordinate posts with Vanir careers as appropriate
Ongoing
APPROACH (Twitter, Facebook, Company blog?): Although there are many different social media tools, the two recommended tools for Vanir’s marketing efforts are Facebook and Twitter, with an eventual company blog. Other social networks such as LinkedIn and YouTube may be added at a later date. This approach will allow us to immediately leverage Facebook and Twitter with only a small amount of participation from other members of the organization (some generation of content/approvals). A company blog will be more time intensive and will require immense participation by many members of the organization for content development, regulation, monitoring, etc. In order to not miss the social media boat, yet avoid getting in too deep with content generation, it is recommended that we first start with building a Facebook and Twitter presence. We can
Part III: Logistics/Background Materials
then move to a blog later in the year once the company becomes more familiar and comfortable with the way social media works and is managed. Facebook and Twitter can be managed in as little as ten minutes per day. PROCEEDURES/IMPLEMENTATION:
• Kelli Kobiolka, under the direction of Bob Fletcher, in Business Development will be driving the corporate social media efforts
• Social media updates/posts will be handled much like the news for the Web site and intranet • Similar to the news, Kelli Kobiolka will look for opportunities to further promote the company
based on recent company news, project updates, events, etc. • All updates will first be reviewed by any contributing parties (project directors, clients where
appropriate, etc.); then Bob Fletcher • Kelli Kobiolka will be in charge of all posting all approved material and will own the access to the
social media accounts • These accounts will only be accessible by the appropriate parties and are only to be used for
corporate social media purposes • All material must support the Vanir brand, image and philosophies
CRITICAL SUCCESS FACTORS:
• Patience: Successful social media campaigns need time to take flight – establishing a social media presence takes some care and feeding to take root
• Diligent monitoring: Networks will need to be monitored on a daily basis; however, this can be done in as little as 10 minutes per day
• Regular updates: Content needs to be updated on a regular basis; as such, approval of content needs to happen in a timely manner
• Buy-in from company thought leaders: It will be imperative for leaders in the company to regularly provide updates to help aid in content generation – note: this can include the repurposing of already existing content such as bylined articles, info from speeches, lectures, white papers, presentations, etc. It can also include project updates, news, etc.
SAMPLE TWEETS/FACEBOOK POST IDEAS:
• Vanir adds 3 more CCM’s to its roster; firm brings total to 55 • Vanir makes cover of ENR magazine (link to article on Web site) • LAPD Building Receives LEED certification (link to news story on site) • Vanir uses BIM to create Information Management System for San Quentin (link to fact sheet on
Web site) • What are some of your favorite LEED Certified buildings (encourage Facebook discussion) • Vanir sees CM certification as the key to industry success (link to bylined article or other thought
leadership piece – these can be to other publications, Vanir’s Web site, CMAA, etc.)
SOCIAL MEDIA KEY: • Facebook: Is a social networking site where companies can create pages to keep in touch with
their contacts (partners, customers and members of the media) who can become fans of the company on Facebook – allowing them to view the page and its content, as well as get updates in their news feeds and add comments. Pages can include updates, photos, articles, etc. Posts can be more in-depth than Twitter and longer in length.
• Twitter: Is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers.
• Blog: A blog (a contraction of the term "web log") is a type of Web site, usually maintained by a company with regular entries of commentary, descriptions of events, or other material such as graphics or video. It usually serves as an extension of the Web site and is often used to highlight thought leadership and to provide additional insight into the company and their expertise.
