Media + Marketing

Corporate Social Media Trainingfor RunningUSA

Kristin Carroll

Vice PresidentCorporate & Consumer Marketing

Follow me @activekristin

Media + Marketing

Agenda

Social Strategy Overview 10mins

Social Media Delegate Responsibilities 20mins

Best Practices 15mins

Q & A 15mins

As someone who is responsible for one or many of our social media accounts, you are here to understand our policies, your responsibilities and learn best practices.

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Who Owns Social Media? Everyone!

• Brand managers

• Marketing

• Corporate communications

• Product developers

• Customer service

• Human resources

Social media is a tool, not a tacticAsking who “owns” social media is like asking who owns the telephone

Social media IS marketing

Social media IS PR

Social media IS customer service

Social media IS sales

Social media IS brand

Social media IS product development

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Source: Jay Baer

Social media must align with business goals

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Cart (Facebook page) < Horse (Facebook strategy)

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Which social channel do I start with? It depends…

Channel Why?

Blog Provide the best possible content I can to inspire and connect

with target audiences.

Twitter Enables me to reach a large network of folks who enjoy and

share my content with their friends. Also enables me to build

communities that are taken offline and on to other social

networks for further nurturing.

Linked In Where people validate what I do, what I have done and who I am.

Facebook Enables me to more intimately connect with people via my personal Facebook page, business page and private groups.

YouTube Similar to my blog but in video format. It was a key success contributor while in startup mode.

Google + Similar to all of the above but enables me to connect with my

most favorite, geeky friends

Social MediaDelegate Responsibilities

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Remember that you are representing the COMPANY with every post, tweet and update you make.

YOU are the face of YOUR brand

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Social media delegates must be certified by completing this training program.

The key items that delegates need to remember are:

• Follow Company policies and code of conduct

• Remember that you are a representative of the Company

• Regularly monitor your channel for comments and issues

• Escalate crisis situations immediately

• Post regularly (for example 2 short blog articles per month)

• Respond to customer questions and comments in a timely fashion

What should a policy consist of?

We WillListen

Be TransparentRespectProtect

We AreResponsible

HonestAuthentic

Human

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Listen

• Social Media is a fantastic medium to listen to customers and stakeholders in order to understand what is going on in your space.

• Take the time to listen and join the conversation rather than try to drive it.

Be Transparent

• Let people know who you work for.

• Never post under fake or anonymous handles

• Clearly state that the views expressed in your personal blog/Facebook/Twitter/Wiki are yours alone and do not necessarily represent the views of Active Network.

Where should I start?

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Respect

• Respect coworkers, customers, partners and competitors

• Be fair to all religious, political, economic and racial differences

• Respect copyrights, trademarks, publicity rights, or other rights of others

• Don’t make maliciously false statements about competitors or others

Protect

• Protect proprietary information & access

• Protect your privacy and the privacy of our customers

• Ask your manager if you have any questions about what is appropriate

• Promptly direct crisis situations to the social media hotline

Social Media Guidelines

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Responsible

• When in doubt, don’t post

• There’s no DELETE button on the internet! What you say is permanent

• Be responsible for what you write and exercise good judgment

• You are also responsible for all content on your social media site, including user comments; monitor comments periodically to ensure content is appropriate, truthful and legal

• Adhere to all policies outlined in the Employee Handbook

• Ensure that your blogging activity does not interfere with work commitments

Social Media Guidelines

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Honest

• It’s important to tell the truth and be honest at all times; also correct mistakes in a timely manner

Authentic

• Stick to your area of expertise and provide unique, individual perspectives on what's going on at Active Network and in the world

• Keep your audience in mind

• Be positive, enthusiastic and upbeat

• Engage with your audience and focus on building relationships

• Have fun!

Human

• Be yourself!

Social Media Guidelines

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Admin Access & Exit Process

When a social media delegate on your team is no longer with the company, remember to change passwords and admin rights within one week.

• Remove admin rights from Facebook pages

• Change Twitter passwords

• Remove from scheduling tools like Hootsuite

• Change blog passwords

• Remove from any other social media tool your team uses

Take admin status very seriously and only grant account access when needed.

When Things Go Wrong

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Here’s the timeline of events:8:30am – Mao post made on Active.com FB9:17am – Customer service receives complaint call from client9:53am – Post deleted from Active.com FB9:55-10:15am – Post deleted from 4 other social accounts10:20am – Apology posted on Active.com FB

Act Fast!Original Post:

Apology post:

** Note – In this case, Active deleted a post at the request of our facebook community and made it clear we did so. As a general practice, never delete a post from a community member without being upfront and honest about it first.

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• Take accountability

• Be transparent and honest

• Don’t take yourself too seriously

• Keep it simple

Act fast, and be human!

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• Respond quickly, personally and directly

• Acknowledge questions and negative comments

• You are providing individual attention on behalf of a team

• Follow escalation plan

• Speed and honesty are what customers value most

Quick, Personal Responses

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If you encounter any of the situations below, please escalate the issue immediately to XXX.

• Legal/copyright issues

• Major product problems

• Financial questions

• Press inquiries

• Arguments/disagreements in the social space

• Any difficult situation you are unsure how to handle

If in doubt… escalate it!

Escalation Process

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Peter Shankman is greeted at the airport with a porterhouse.

• You are the ambassadors of our brand

• How do you make our customers LOVE us?

• Think outside the box, be creative

• Show the world your passion for Active!

Aim to Surprise & Delight

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Public Relations Social Media

What is PR?

PR is the way in

which an organization

communicates and

persuades its

audiences. Social media is one of

the tools to help

increase awareness

and promote goodwill

between the

organization and its

targeted audience.

Social MediaBest Practices

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The S.M.A.R.T. approach to Social Media

Credit: Garry Przyklenk

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Engage & interact with your customers through social media channels. Create conversations around

your activity, event or product.

Credit: Garry Przyklenk

Socialize

MART

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Listen to multiple sources & monitor the conversations around your brand. Understand the

consumer sentiment.

Credit: Garry Przyklenk

Socialize

Monitor

ART

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Analyze your social traffic using free or paid tools. Quantify the impact of your efforts and identify

key trends.

Credit: Garry Przyklenk

Socialize

Monitor

Analyze

RT

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Report on real metrics like visits, registrations, memberships, revenue, leads and calculate ROI.

Credit: Garry Przyklenk

Socialize

Monitor

Analyze

Report

T

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Continually refocus your efforts based on the data and insights from the previous steps.

Credit: Garry Przyklenk

Socialize

Monitor

Analyze

Report

Target

Short, headline based messaging

Source: Dan Zarrella

“Scientific proof Facebook is the Jersey Shore.”

Source: Dan Zarrella

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• Informational

• Keep it simple

• Conversational

• Informal in nature

• Show your personality and passion!

• Frequency

• The goal for Twitter and Facebook is at least 4-5x per week

• Unique and original

• Custom content that links to other key news or landing pages with more detail

Tone & Voice

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• Be timely, relevant & authentic

• Encourage interactivity

• Don’t be afraid of negativity

• Ask questions

• Post up to 5-6 times per day

• Include photos when possible

• “Top 10” lists & how to’s are popular

• You have only a second to get their

attention

Effective Messaging

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Messaging Examples

Questions