Developing Best PracticesWork Session

Objective

Provide ideas for utilizing social media in conjunction with more traditional media to

positively change consumer behavior.

Agenda

• Key challenges and examples for overcoming(15 minutes)

– Present key challenges brands face when engaging through social media and examples of how other brands addressed those challenges

• Developing a plan (30 minutes)

– Break-out into groups to ideate ways to overcome those challenges in your organizations

• Sharing ideas (35 minutes)

– Present recommendations to the larger group

Key challenges

Challenge 1

How can brands linktraditional communications

to the social media domain?

Domino’s

• “Pizza Turnaround” campaign

• Campaign micrositetells the good, bad and ugly of the brand turnaround

• Blog highlights brand commitment and marketing, and pulls live posts from customers

• Dedicated YouTube channel includes commercials, updates to their turnaround progress and new brand challenges

• Twitter feed supports customer service dedication and promotes brand interactions

• Facebook page brings out the fun side of the brand and provides special offers

• Order tracker became focal point and took off virally with customers

Old Spice

Axe

Questions

• How can your organization help bring the new “Less” campaign to life:– On Facebook– On Twitter– On YouTube– On Google+– On blogs

• What other types of messages support the idea behind owning less?

Challenge 2

How can brands establish a two-way conversation with their target audiences?

Zappos.com• Open dialogue with customers, posted for all to

see on their site

• Passionate fanswant to tell theirstories through a dedicated feed pulled from Twitter

• Facebook posts humanize the brand and encourage friend-type conversations with fans

• Encourage more involved communications through contests

Questions

• How can you open up your organization for more candid, open feedback from consumers?

• How can your organization tap into passionate consumers, giving them a venue of support and an outlet for communications?

• How else can your organization connect with consumers about their other passions?

• Each medium lends itself to a unique communication opportunity; how can your organization better match the message to the medium?

Challenge 3

How can brands stay fresh and manage content with a minimal staff?

Brands encourage the audience to be creators

• Post questions and request comments on posts

Brands repurpose content• Get the most out of every post by distributing it

in multiple venues

YouTube channelFacebook discussion

Twitter updates and reminders

Brands reuse content• Brands with similar missions can help each

other by cross promoting content

Brands use all their resources to create content• If objectives are clearly established, and topics

are provided, all employees can become resources for content

Questions

• What types of questions could your organization pose to encourage consumer participation?– How could you engage consumers via social media to do with

less?

• What other subjects could link naturally with “Less”?• What content has your organization developed that

others could repost?• How else could your organization repurpose existing

content (like newsletters)?• Who in your organization could become a resource for

content?

Challenge 4

How can brands balance the need for control with the openness of the medium?

Risks and rewards• Understanding how to engage in social media can help

overcome challenges organizations face

Risk RewardListen

Engage

Respond to posts about the organization

Respond to posts about recycling

Respond to posts about the disposal of goods, donations, etc…

Post original content in other, more general forums

Post pre-approved content from your organization(marketing materials, etc…)

Host

Create a presence on social media sites

Allow comments on your content

Allow comments on your website

Mayo clinic• Embrace social media, but teach teams (and

others) how to handle themselves

Rules of engagement• Follow all applicable Mayo Clinic policies (like patient

privacy)• Write in the first person• If you communicate in public about Mayo Clinic, disclose

your connection with Mayo Clinic and your role at Mayo• Use a personal email address (not your mayo.edu

address) as your primary means of identification• If your online activities are inconsistent with, or would

negatively impact Mayo Clinic’s reputation or brand, you should not refer to Mayo Clinic

• Be respectful and professional to fellow employees, business partners, competitors and patients

• Many posts increase awareness about diseases and new treatments

Questions

• What initial steps would your organization be willing take to begin some level of social media listening or engagement?

• What information would your organization need to become more comfortable increasing its presence in social media?

• How could your organization use some of the toolbox elements to venture into the social media space?

Challenge 5

How can brands measure resultsto evolve tactics in the future?

Measurements• Base awareness builders:

– Fans– Followers– Views– Click-throughs

• Engagement components:– “Likes”– Comments– Pass-along/repost/retweet

• Behavior changes:– Objectives met (pounds recycled, items donated)– Anecdotal feedback (community response, thought-leader

response)

GoGirl

• Website• Facebook page• Twitter page• YouTube videos• Blog posts • Extensive PR push

GoGirl• Awareness gains during the campaign:

– Hundreds of blog posts– 30,000 website visits daily– 700% increase in traffic to the State Fair booth– 800 new Facebook fans in three days– Twitter posts every minute

• Sustained awareness– 8,000 fans on Facebook– 1,800 followers on Twitter– Over 25K channel views on YouTube

• Engagement strides:– Numerous active posters on Facebook– Over 50 submission to the “Tell your GoGirl story”

• Sales gains through the roof:– Peak sales of more than 10,000 GoGirls in a week– 150,000 units within the first two years– Increase distribution in 250 U.S. retailers and in 23

different countries

GoGirl

Questions

• How is your organization tracking current social media efforts? And what does your organization do with that information now?

• How could your organization increase their monitoring of online efforts given current resources?

• What plan could you implement in your organization for acting on results of your social media efforts?

Your assignment

Break-out groups

• Please spread out and divide yourselves in 5 groups with approximately 10 people in each

• Each group will be assigned one challenge to address with key questions to answer in 30 minutes– Packets will be given with the challenge, the examples

and the questions to consider

• At the end, each group will present their ideas

Presentation

• Please present your top 5 ideas for addressing the challenge, including:– If your organization has tried this idea previously, was

the effort successful in your opinion? Why or why not? What can be done to succeed in the future?

– How could these tactical ideas could be executed based on current resources (staff, budget, content)?

Group Discussions

Group Presentations