#Lunch+Learn

Jeff MyersCreative + Strategy

Holly Maustsocial + Search

facebook.com/THISISREDagency@thisisredagencypinterest.com/thisisred/

facebook.com/InteractiveSwim@interactiveswimpinterest.com/interactiveswim/

Social Media isreally really

easy

hard

BeYourself

Be Nice

Your good for something Family

Admit when you are wrong

Think before you speak

Don’t talk about money,It’s rude

Be a good listener

Do your homework

Practice makes perfect

Act Appropriate

1BeYourself

Capability•Your story should be one of the core pieces of your business strategy

•Story is the most effective way to make your message connect in this fragmented media landscape

•Know how your story changes shape per medium

The pen that writes your story

must be held in your own hand.

Case Study / your story

Be Nice2

Capability

•Not everyone is going to be happy with your customer service

•Acknowledge & be nice

•Widespread Criticism•Individual Solution-Seekers•Complainers•Trolls•Solicitors•Fan to fan interaction

Create rules of engagement for negativity/criticism

Case Study

Your good for something Family3

Capability

Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.

58% of employees would rather work at a company that uses internal social

media effectively

60% of employees say use of internal social media demonstrates

innovation

86% would refer others for employment

61% of employees say their companies’ social media tools help them

collaborate

Whether it’s an army of 1 or 1,000, when all members of a team

share the same vision of success, amazing things can happen.

Case Study• When Sony Electronics

launched their Pinterest page they reached out to employees as one of their strategies holding a contest.

• The contest encouraged employees to check out and follow the Sony boards and to create a board of their own about what Sony meant to them.

• The key to generating internal support is to give feedback about their contributions, letting them know what is working and what isn’t.

“We have so many Sony fans that are already at our fingertips, we wanted to get them involved from the very start. A lot of companies do this backwards, thinking of their employees last.

There are people who have been at Sony for 30 years, and they had access to assets that I’d never seen or even heard of.”

Callan GreenSenior social media specialist at Sony Electronics

Over 2,500 followers in the first six months

Pin It button has received more than 10X more clicks than Tweet

This button

800% increase in traffic from Pinterest to Sony Store website

More than 4 million brand impressions

(via Curalate dashboard)

results

4Admit when you are wrong

Capability•Have a crisis communications plan ready •Polite & thankful•Personable•Listen, empower & engage participants•Don’t launch a campaign right before the weekend unless you’re prepared to respond

case studySept. 30 Johnson & Johnson posts an online video on Motrin.com featuring a voice-over of a mom who carries her baby in a sling because it's good for her kid and she sees it as "a fashion statement" and validation of her as "an official mom."

Nov. 14 (Friday)The first discoverable blog post on the video from MagicCitySlingers says the "Motrin ad lady" is looking tired and crazy because she's using a schwing-style sling, and should instead learn to use a non-schwing carrier correctly.

Nov. 15 (5:54 p.m.) (Saturday)Barb Lattin, a Fort Collins, Colo., mom sees a post about the Motrin ad on a Yahoo Group dedicated to "attachment parenting." Offended, Ms. Lattin, who specializes in photos of nursing moms as mementos, criticizes the ad on the blog for her business, Perfectly Natural Photography.

Nov. 15 (10:28 p.m.)Amy Gates of the Colorado-based CrunchyDomesticGoddess blog posts the first tweet on the ad at Twitter.

Nov. 15 (10:58 p.m.) Blogger Jessica Gottlieb (JessicaGottlieb.com) posts another tweet criticizing the Motrin ad.

Nov. 16 (Sunday) Ms. Gottlieb uses #motrinmoms tag to help keep track of tweets, and the tag hits the top of Twitter's "trending topics" (with a total of about 1,500 tweets among around 1,000 Twitter handles by Nov. 17). Blogger, online retailer and PR consultant Katja Presnal creates YouTube video showing anti-Motrin posts. About 300 blogs post on the controversy, and some of the most active begin contacting mainstream media outlets about the story.

Nov. 16:J&J shuts down Motrin website before 9 p.m. VP-marketing Kathy Widmer sends apology to people who had e-mailed complaints and says the campaign will be discontinued.

Nov. 17 (Monday):J&J brings site back up with apology appended. Numerous news outlets begin covering controversy and J&J's retreat, including websites of New York Times, Forbes, Wall Street Journal, Reuters, AP and Advertising Age.

5Think before you speak

Capability

FOcus on how to be social, not on how to do social

Listen &Learn

De!ne

IntegrateEditorialCalendar

ContentStrategy

Distribute& Engage

Measure& Learn

Case Study

•visitPA social media launched in September 2008 (Facebook, Twitter, YouTube and Flickr)

•We listened to the conversation on Radian6 to make sure visitPA was in the right spaces and being positioning properly

•De!ned what the KPI’s for success looked like for the social media channels

•Developed an editorial calendar•Created a new blog and positioned it as the insider voice

Case Study•Gammet Interactive Report (launched in July 2009)– How Social Is Your State DMO?

•#1 in July 2009•#2 in August 2009

6Try new things

Capability

•Be open to try new things•Think about who their current target audience is – does this mirror your customer?

•Type of content used – how is it shared?

•Time & resources

Don’t spread yourself too thin

Case Study

7Be a good listener

Capability•Who is talking?•What are people saying?•Where people are talking?•When people are talking?•Why people are talking?

Listening is the foundation of

any social media strategy

capability

capability

8Do your homework

Capability• An editorial calendar keeps your

content consistent and relevant.• Everyone will be on the same page • Great reference for your

management• Get ideas on how you can

repurpose content what you have and what you are planning

• Plan your content for humans & robots (SEO)

plan ahead. It wasn't raining when Noah built

the ark.

Case Study  Week of 4/9 Week of 4/16 Week of 4/23 Week of 4/30FB NeedsOperational Creative Comm MGMT Facebook Ads Twitter OperationalCreative Comm MGMT Pinterest OperationalCreative Comm MGMT Marketing Initiatives   Email Blasts   PR Initiatives

Website Initiatives

9Practice makes perfect

Capability

• What are your marketing goals and objectives

• A strategy to meet those goals and objectives

• Metrics/Key Performance Indicators (KPIs) to measure the goals and objectives

• The business results (cost savings or revenue generation) or the return on investment (ROI)

• Take what you learn and keep optimizing your social media strategy

Don’t measure everything, just the things that matter

Case Study

Case StudyIdentify the

networks and communities where

people engage with your

content. Learn about each

community, and identify your best

performing content on each

network.

Case StudyIdentify what the demographics of the people you engage with on Facebook are.

Learn about what content works

better than others

10Act Appropriate

Capability• Managing different accounts from the same

location can create the temptation for you to use the same updates over different platforms. The problem in doing so is that customers often follow you on multiple sites and don't want to !nd the same content from site-to-site.

• In general, form follows function with the Big Two. Twitter can be effective for sharing links, thoughts and quick updates about your company. Facebook can be better for creating and sharing photo albums, longer summaries of your links and customer comments.

You would not talk to your mom the same way you would talk to your friend – know the medium

capabilityContent Strategy

Channel

Context

Content

Community

Know what you own

Understanding your audience in each channel + personas (Listening, Insights, Google Analytics)

Your Assets

audiences we can engage other than the channels you own (making things sharable)

Activating your story

BeYourself

Be Nice

Your good for something Family

Admit when you are wrong

Think before you speak

Don’t talk about money,It’s rude

Be a good listener

Do your homework

Practice makes perfect

Act Appropriate

1

11Be Responsive

Capability• Be armed – website, blog, help desk, etc

• What is your response rate per social media channel? Positive or Negative change things?

• What time frame do have to expect customers to read social responses and take some action?

• How much time are you willing to dedicate to a single client or interaction?

• What processes are in place to track the results of your social engagements with each customer?

Responsiveness wins on social media – sales, endorsements, engagement, etc.

Case Study

Source: Forbes, 5/29/2012

In 20 minutes I went from irate to smiling.

I’ve heard a lot of brands say they don’t want to use social media because they’re afraid of negative interactions. That doesn’t make any sense. The negative brand sentiment doesn’t vanish because you’re not their to yell at. It just gets unheard and therefore the anger brews.

Case Study• Ford Motor Co. is using social media to be more

proactive with customer concerns for its biggest auto brand.

• The Ford brand’s eight, dedicated customer service agents use a customized search engine tool based on key words to monitor concerns, questions or comments on Twitter, Facebook, auto forums and message boards. Each issue is assigned to one agent until resolved.

• Their goal is under four hours to engage with the customer.

• The conversations move quickly from the public realm of social media to private interactions with the agents, who often need to collect vehicle identi!cation numbers and other personal data from owners.

Source: Forbes, 5/29/2012

May I help you?

Case Study• Ford is now responding to an average of

2,000 people weekly via social media and the interactions have continued to rise from a year ago.

• Although the bulk of customer service issues are handled in the traditional way-it is way is reactive, social allows you to be proactive

• Sometimes happy Ford customers even help diffuse situations with people who post online negative comments about Ford.

Source: Forbes, 5/29/2012

From reactive to proactive

Q&A

LEGAL & SOCIAL MEDIA

Pinterest

Mobile Readiness

Content Marketing

and more

!Prizes!

#Lunch+Learn