Module 3: Corporate social

media

Social media and you• Four pillars of engagement: Content,

Communications, Credibility, Community.• Choose the different types of social content that

plays to your strength: eg: newsy, humorous, weekly thought leadership, customer support, daily helpful tips, photoblog

• Choose your channel: Blog, Twitter, Facebook, LinkedIn, Google+, YouTube, Mobile Apps

• Set guidelines to moderate comments and manage negative feedback

• Use best practices of posting on social media channels

Best practices: Intel• Turning followers into brand ambassadors

Source: Ekaterina Walter, Social Media Strategist, Intel

Get to know your audience

Make it fun with quirky questions, games, polls

Avoid automated updates*

• Frequent automated status updates makes your Page inhuman

• Facebook hides repeated updates in “Show Similar Posts”

• Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day

• Find a balance between “official” updates and being human and spontaneous

* Exceptions: Long weekend or going on leave or reaching customers in different time zones. Do not post every tweet to FB, instead use Selective Tweets app and #fb to cross-post relevant tweets.

Encourage shares, @mentions, show gratitude for sharing

• Use @<insert name of fan> to encourage interaction

• Use of photos and videos gets a lot of traffic

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Meet f2f: Offline engagement• Organize tweetups,

blogger meets and Facebook fan days or “meet the social media team”

• Invite fans for launches, roadshows, community projects, sponsored events, festivals

Provide house rules or moderation guidelines

Celebrate milestones

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Facebook stats• 1.11 billion active monthly users, 751m via mobile (3/2013)

• 655m log in daily, 79% of users outside US

• Average user has 141.5 friends

• Average daily Facebook likes: 2.7 billion

• On average, more than 350 million photos are uploaded per day. Facebook now hosts more photos than the top 20 photo sites combined

• Facebook bypassed Google as a No 1 most visited site in US

• 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral*

Source: http://newsroom.fb.com except * from eMarketer

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Your target audience is already on Facebook. No additional registration or profile to fill to participate.

1. Built-in audience

Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT.

2. Rapid rollout

A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money.

3. Minimal costs

Why Facebook?

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If you post something interesting, it will have a life of its own.

4. Viral Features

Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community.

5. Minimal Hassle

Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share

6. Multimedia features

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Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, e-commerce platform or other owned sites.

7. Referral engine

You can find new customers you would not have discovered otherwise and review profiles to generate new leads.

8. Leads

You can engage with existing customers in new ways and build longterm relationships for customer retention.

9. Engagement

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Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners.

10. Targetted promos

You can do one-to-one customer support and redirect to right personnel for resolution.

11. Customer support

Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis.

12. Reputation mgt

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Cons of Facebook• Facebook may change: While Facebook is the current

“it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too.

• You’re Limited to Facebook’s Feature Set: If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck.

• No Data Ownership: You are limited by number of invites to your page and applications.

• Your Competitors Can Do the Same Thing: There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge.

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Case study: CIMB on Facebookhttp://www.facebook.com/CIMBMalaysia

One-to-one customer complaint resolution

Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your bank. CIMB – curse this bank!”

CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.

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Recruitment

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CIMB advertises for social media-savvy employees

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CIMB ad copy

“CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about, then read on!”

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Job: Asst Mgt/Exec-Social Media Team• Location: The World Wide Web

Responsibilities:• Create and execute social media

campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc)

• Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community

• Formulate strategies for programs on social media that will complement CIMB's initiatives

• Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region

• Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field

• Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape

• Able to work and engage with people easily and comfortably

• Understand and appreciate the difference between LOL and ROFLMAO

• Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference.

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News updates

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Marketing

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Tie-ups: Eg: CIMB and SF Coffee

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FB Fail: What not to do

https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375

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Set up Facebook account (if you haven’t already)

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Best practices• Turn on Follow

– Click at the top right of any Facebook page– Click Account Settings– Click Followers from the left column and then

check the Turn on Follow box

• Use authentic photos for Profile

• Fill up About section

• Post breaking news

• Include your own comments, analysis

• Use Interests lists

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Must-know Facebook BasicsInfo

Update Status

Messages

Chat

Friend Request

Subscriptions

Join Group

Wall

Like

Share

Comment

@ Mentions

Notes

Question

Privacy Settings

Acct Settings

Add photo

Create album

Tag photo

Upload video

Create A Page Apps

Events

Vanity URL

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10 Facebook Tips1. Create a Page to promote events, conferences,

seminars, projects, launches, your blog, your website.

2. Share: Be useful. Answer questions, offer tips, guides, timely information.

3. Do link and promote to stories on your organisation, but provide some other value-add or insider insight, this is not just a broadcast medium.

4. Be human: Show you care, be witty, disclose some of your personal interests, it helps to get to know you better.

5. Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! (http://apps.facebook.com/selectivetwitter)

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10 Facebook Tips6. Tag all photos and videos with “Company ABC”

for events. Divide photos into separate albums.

7. Address new fans with personal messages

8. Have two or three admins as backups

9. For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio.

10. Use smart lists to divide group and target messages once you have mastered various apps

Note: Pages vs Groups: Pages are better for a long-term relationships

with your fans, readers or customers; Groups are better for hosting an

active discussion and attracting quick attention. Community pages are for

generic causes or topics. http://bit.ly/pagesvsgroups

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Facebook Page Basics

How To Start A Page:http://www.facebook.com/pages/create.php

Facebook for Businesshttp://www.facebook.com/business/

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What type of Facebook page is right for me?

Local Business or Placepage is best:• Merge with Bing Place data

(map & link on info tab)• Fans can ‘check in’ to your

location• Fields on info tab are more

detailed• Categories help potential

clients find your business

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•Custom URLs•Unlimited Fans/Likes

•Can add Apps, Custom Tabs, Games

•Visitor insights and analytics

• Indexed by search engines and can be seen by non-fans

•Messages appear as updates

•Can target by location, language

Why a Facebook page is the best for business:

Profile Groupvs vsPage•Custom URLs•Limited Friends, Manual friending

•Line between personal and business blurred

•No analytics•Cannot appoint admins

•Limited custom apps

•No custom URLS•No support for custom apps

•Can restrict who can access: open, closed, and secret.

•Can send bulk message into inbox of up to 5000 members

•No analytics•Better for quick, active discussions

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Steps to creating a new page1. Go To: http://www.facebook.com/pages/create.php

• Also a link to ‘Create a Page’ on the Home Page• Links to ‘Create a Page’ In lower left corner of existing pages

2. Select the ‘Local Business or Place’ Page type• Choose your business type category• Enter business name & info• Click ‘Get Started’

3. Log into the personal account you want to admin the page• You will be prompted to do so if you were not logged in when

you started4. Fill out your ‘info’ tab with details about your business

• Add links to your website, Twitter, etc.• Add info about what you specialize in and offer• Make a good first impression that makes people want to like the

page5. Follow the steps on the “Get Started” tab

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‘Get started’ tab makes it easy!‘Get started’ tab walks you through:1. Adding images2. Posting a status update

• Encourage your friends to share your page• Announce a new website or promo offer

3. Adding a ‘Like’ button to your website• Takes a little coding knowledge

4. Inviting friends & announcing to fans• Upload an Excel doc• Import email contacts• Suggest to personal Facebook friends

5. Syncing to a mobile device

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Converting a Group to a PageFacebook DOES NOT allow you to convert a group to a page– Groups were part of Facebook BEFORE Pages were

introduced– When Pages were first introduced Facebook temporarily

allowed converting– Only way to migrate group members to page fans now is

to ask them to ‘Like’ it – Post new page URL on group wall and invite member to

‘Like’ the page– Send a message and/or chat to members ask them to

spread the news & like the page– Consider incentives to ‘like’ the page & suggest it (eg:% off

a service, coupons, being entered into a drawing for a free gifts, etc.)

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Converting your Profile to a Page• Facebook lets you convert a personal Profile into

a Page! http://www.facebook.com/pages/create.php?migrate

– Cannot be undone – So be sure it’s your best option.

– Friends will be converted into fans that ‘Like’ the Page

– Only Photos will be transferred. NOTE: All other data lost!

– Facebook will provide you with a stripped-down version of a Personal Profile, called a Business Account, which will be the admin of the new Page. It cannot become ‘Friends’ with anyone or ‘Like’ anything, etc.

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Edit Page > Manage Permissions

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A word of caution…1. Avoid shameless plugs on

how wonderful you or the company are.

2. Your personal views are your own, don’t post updates in anger or in spite. Nothing is private on Facebook.

3. Don’t sign up for every game/quiz and annoy others with your updates.

4. Do not disclose confidential information obtained through work that may bring the company into disrepute.

5.Don’t undermine your effectiveness at work.

6.“Friending” should not be taken literally – but others may misconstrue this as being partisan or biased.

7.Avoid racial, religious slurs and personal attacks.

8.You are still a company rep 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are.

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Facebook jumpstartersFan Page Friday: Highlight one fan every

FridayExpert hour: Set one-hour per week where an

expert answers questions on FB, ask them to post questions early via video

“Office hours” – tell people when you are live. Do live video eg: Ustream, JustinTV, Linqto

Surprise giveaways for lightning quizzesRun polls asking people what they think about

a specific story or subject.

More tips: https://www.facebook.com/business/a/online-sales/page-post-tips

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Facebook: Some Features• Follow Button

– http://www.facebook.com/about/follow

• Lists– http://www.facebook.com/help/lists

• Timeline– http://www.facebook.com/about/timeline

• Ticker

• Privacy settings

• Ads: http://www.facebook.com/ads/create/

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Allow Followers without Friending

• To allow others to Follow your Public posts:– Click at the top right of any Facebook page

and choose Settings– Click Followers from the left-hand column– Check the box to the right of Turn On Follow– Subscribers can see only the things you

share publicly

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Lists

http://www.facebook.com/help/lists

Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.

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Timeline

851px

315px

http://www.slideshare.net/supernovastudios/facebooks-new-timelimehttp://www.facebook.com/CoverPhotoSize

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Creative uses of new cover pic

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MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/

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Facebook Video Chat

• Powered by Skype

• http://www.facebook.com/videocalling

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Important considerations

• Promotion Guidelines:

http://www.facebook.com/promotions_guidelines.php

• Analytics: http://www.facebook.com/insights

• Sponsored stories: http://www.facebook.com/marketing

• Facebook advertising: http://www.facebook.com/advertising

• Facebook for Business: http://www.facebook.com/business

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Case study: MASEngaging bloggers using Facebook

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• As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme.

• During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill.

• Location: Malaysia Airlines Academy, Kelana Jaya

MAS: Blogger outreach

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1. Photos first posted on MAS Facebook page2. Re-posted on blogger’s blog with personal account of

experience3. Article re-posted on “Living Malaysian Hospitality” –

MAS blogSource: http://www.facebook.com/#/album.php?aid=75488&id=52798899711http://lenaee.blogspot.com/2009/05/7.htmlhttp://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew

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Would you trust a surgeon who tweeted your operation?

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Tweeting what you eat

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#defahmi vs Blu Inc

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“Water me, please!”

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How are companies using TwitterEXTERNAL

• Customer service• News, blog updates• Branding, promotion,

marketing• PR, media relations• Finding leads,

prospects• Extending touchpoints• Community building• Networking, tweetups• Direct sales• Recruitment• Driving traffic to website

INTERNAL• Connecting sales teams• Coordinating

decentralized teams• Event planning• Project status and

updating staff, teams• Employee support• Mentoring• Problem-solving• Purely social

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CIMB on Twitter: Customer servicetwitter.com/cimb_assists

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Twitter: Best practices• Listen: Follow popular tweeters first

• Share: Find great stuff to share

• Be authentic

• Be active! No one is interested if your last tweet was from several months ago

• Don’t hard sell: If you are plugging your own

product, service, event, cause, say so. Preface with “Shameless plug…”

• Preface a personal opinion with IMHO, or “My personal opinion is…”

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Scott Monty, Ford Motor Company

Head of social media, Fordhttp://www.scottmonty.comhttp://twitter.com/scottmonty

1. Always shows gratitude

2. Constantly corrects misinformation

3. Encourage conversation

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Frank Eliason, Citi, formerly of Comcast

SVP of Social, Citihttp://www.frankeliason.comhttp://twitter.com/askcitiFormerly @comcastcares

4. Problem solver: Fields customer support issues, re-directs to right person

5. Always helpful and adding value

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Lee Aase, Mayo Clinic

Director, Social Media, Mayohttp://tinyurl.com/smugu http://twitter.com/leeaasehttp://twitter.com/mayoclinic

6. Health tips

7. Sharing patient, inspiring stories

8. Promoting radio shows, webcasts

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“People relate to people, not companies,”

Tony Hsieh, Zappos.com,

Zappos.com: Shoevangelism

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Case study: Zappos.com• Free shipping, a 24/7 open call center, and 365-

day return policy.

• Turned an e-commerce shoe site into a US$1B business in 10 years. Sold to Amazon.com

• Obsession with customer service, little advertising, organic word-of-mouth recommendations.

• Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel.

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Twitter 1011. A tweet is 140 characters long2. RT: re-tweet other tweets you think are worth

repeating, 3. @username: used to reply to someone or

engage in a conversation or as a hat tip. This a public tweet everyone can see. Eg: @username message

4. dm or d followed by space, then name of person eg: d username message OR click Messages (next to Profile). You can send private message to someone only if they follow you.

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Twitter 101: Using #hashtags5. The Hash Tag aka Pound Symbol [#] is

used to categorize tweets into topics, events, trends.Hashtags are the Twitter equivalent of keywords. eg: #socialmedia

6. Search specific hashtags and save those searches for future reference.

7. Tip: Use a unique hashtag to promote a contests, event or product eg: #contest123 (make sure no one is using it first)

8. #followfriday or #ff is used by a majority to spotlight individuals they consider worth following, not necessarily on Friday

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Short links

• Helps reduce character space. Became popular with rise of Twitter

• Popular services: tinyurl.com, bit.ly• Others: is.gd, snipurl.com, tr.im • When posting a link, use Topsy.com to find

out how popular/timely the link already is and whether your friends have already tweeted/posted it.

• Bit.ly provides transparent stats: Add + sign at the end of shortlink eg: bit.ly/123456+

1. 2.

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Must-know Twitter BasicsSettings:Profile

Time Zone/Location

Notifications

Design

Follow

Tweet

RT

@Username

Shortlink

Reply

Messages(DM)

#hashtag

@Mentions

Searches

Lists

FF

Add Image

TwitPic

TwitVid

Selective Tweets

Block spammer

Who To Follow

Trends

Tweet Button

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Sample Twitter Accts/Lists• Media on Twitter: http://www.mediaontwitter.com• Journalists on Twitter: http://muckrack.com• List of Malaysian journalists:

http://twitter.com/trinetizen/malaysian-journalists• List of Malaysian media:

http://twitter.com/trinetizen/malaysian-media• List of Malaysian politicians:

http://twitter.com/trinetizen/malaysian-politicians• List of Malaysian celebs:

http://twitter.com/trinetizen/malaysian-celebs• List of Malaysian brands:

http://twitter.com/trinetizen/malaysian-brands

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Useful Twitter apps• Twitter clients: Tweetdeck, Seesmic,

Ubersocial, Hootsuite, Twitterrific, Twhirl• TweetAlarm, Twilert: Put in a keyword and

get emails when others tweet it.• Twellow: Search for tweeple• Twitpic, Lockerz, Instagram: Post photos• Yfrog, Twitvid: Post videos• Twapperkeeper: Archives tweets• Tweetstats: Graphs your stats• Spy: http://spy.appspot.com/

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Useful Twitter analytics

• Twitter Web Analytics (from Twitter, coming soon)

• Rowfeeder: http://rowfeeder.com/• Tweetstats: http://tweetstats.com• Twittercounter: http://twittercounter.com• The Archivist: http://archivist.visitmix.com• Klout: http://klout.com• Twitter Grader: http://tweet.grader.com• Twitalyzer: http://twitalyzer.com• Monitter: http://monitter.com

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Exercise: Twitter• Go to Twitter (set up account, if you don’t

already have one)

• Find a news release from your site to tweet

• Make a shortlink using bit.ly of that story link

• Create 140-character tweet and add the short link

• Find people to follow

• Create a list

• Re-tweet another person’s tweet

• Post a photo using Twitpic

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“In the past you were what you owned. Now you are what you share,”

Charles Leadbeater