Download - OMSPhoenix6-15-2011-workshop two
![Page 1: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/1.jpg)
Executing a social strategy
Workshop 2:
![Page 2: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/2.jpg)
KATHY JACOBS
CallKathy for social media support, training, and consulting!
![Page 3: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/3.jpg)
INTERACTION OPPORTUNITIES
![Page 4: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/4.jpg)
Delta Airlines and military personnel baggage fees
• What the online world did• Delta’s response:
http://blog.delta.com/2011/06/07/military-travel-baggage-policies-our-thoughts/
• What would you have done if you were Delta?
![Page 5: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/5.jpg)
Blog Death
• Your IT department has updated your blog software as you requested. Unfortunately, the site crashes when more than 100 people access it at a time. You know that the problem is being fixed, but you don’t know how long it will take for the site to be fully online again.
• What do you do?
![Page 6: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/6.jpg)
Facebook Hijack
• Your company Facebook page has been co-opted by a disgruntled customer. The problem they are having has been fixed, but they don’t like that it happened in the first place.
• What do you do?
![Page 7: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/7.jpg)
Powerful Good
• Your team participated in the local food drive. The food bank tweets an acknowledgement of your efforts.
• What do you do?
![Page 8: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/8.jpg)
Follow Friday
• Several of your clients tweet that people should follow you for good content.
• What should you do?
![Page 9: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/9.jpg)
Your turn
One of your target customer groups complains on Twitter and Facebook that your product made their kid sick. The product wasn’t at fault, but the story is picked up by enough Twitter and Facebook members that the hashtag #(yourhandlehere)FAIL starts trending on Twitter.
How would you handle the situation?
Time limit: 5 minutes
![Page 10: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/10.jpg)
TACTICAL GOALS
![Page 11: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/11.jpg)
Potential clients
Clients
Returning clients
Fan
Traditional customer engagement
![Page 12: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/12.jpg)
Online interaction
Creates a fan who
Talks to their network
Which brings more people to
your door
Whom you turn into a new
client
The Social Engagement
Process
![Page 13: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/13.jpg)
Customer retention and reactivation
Customers talk
You listen and
respond
They come back
Other customers find answers
They come back again
They buy more
![Page 14: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/14.jpg)
ROI (intro)
Investments• Time• Effort• Support• Cloud content• Training
Returns• Better service• Lower customer
acquisition costs• Lower customer
retention costs• Reputation
![Page 15: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/15.jpg)
So your ROI goals should be…
____ interactions via each channel per day/week/month
Which turn into:• ____ new sales/time• ____ sales from existing customers/time• ____ sales from reinvigorated customers/time
![Page 16: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/16.jpg)
Your turn
Start a tactical goals sheet for the next month. Include at least three channels.
Time Limit: 10 minutes
![Page 17: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/17.jpg)
ALL WELL AND GOOD, BUT…I NEED CONTENT TIPS!
![Page 18: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/18.jpg)
Create good content
• Customer focused writing• Actionable• Clear, concise, scannable• Images and videos where appropriate• Connect regularly and frequently
![Page 19: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/19.jpg)
Share good content
• Watch for content created by your customers• PR their content (with permission and credit)• Share content from other experts• Make it easy for them to let you know they
said something
![Page 20: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/20.jpg)
Sample Content PlanTwitter Blog Facebook Images Video
# tweets per day
# of blog posts per week
# of page posts per week
# of new images per week
# of videos per month
Scope of tweets
Content of posts
Content (tweets, blog posts, images, videos)
# for Blog Length of each video
Content of tweets
Sharing mechanisms
# of discussion posts per week
# for FB Participants
Retweet goals Author Author Subject Content
Author Comment check
Comment and response checks
Creator Sharing mechanism
![Page 21: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/21.jpg)
Your turn
Start a content calendar for the next quarter.
• Time limit: 5 minutes
![Page 22: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/22.jpg)
SOCIAL MEDIA POLICY AND PROCEDURES
![Page 23: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/23.jpg)
5 W’s plus a bit
• Who can post• Who can respond• What do they say• When do they say it• How do they say it• Where do the say it
![Page 24: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/24.jpg)
What not to say
• Don’t make promises you can’t keep• Under promise, over deliver• Don’t lie!
![Page 25: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/25.jpg)
SAMPLE POLICY DOCUMENTS
![Page 26: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/26.jpg)
WOMMA sample:http://womma.org/files/womma-smpolicytemplate.pdf
![Page 27: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/27.jpg)
123Social Media Policyhttp://123socialmedia.com/social-media-policy/
![Page 28: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/28.jpg)
DoD and Social Mediahttp://www.defense.gov/socialmedia/
![Page 29: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/29.jpg)
Two other sites…
• Online Policy database (176 policies samples)http://socialmediagovernance.com/policies.php
• Build your own with PolicyTool:http://socialmedia.policytool.net/
![Page 30: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/30.jpg)
What about legal?
Legal says not to say….
Legal says not to post….
Legal wants to review
everything I write…
Legal is worried about…
But what if…
![Page 31: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/31.jpg)
Your turn:
Working as a group, pick one of the samples and decide whether it is a policy that would be useable by your team.
Working together, define what it would take to create a policy and procedures sheet for one of the members of your group.
Time Limit: 15 minutes
![Page 32: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/32.jpg)
DRIVING PEOPLE ACROSS CHANNELS
![Page 34: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/34.jpg)
Herding cattle
• Cross post• Share cross platform• Encourage sharing• Contests
![Page 35: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/35.jpg)
Cross channel hooks
• “Like us on Facebook” on your blog• Directions for RSS in your FB discussion space• “Tweet this video”
What else can you come up with?
![Page 36: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/36.jpg)
Your turn
Create two cross channel hooks for your organizations social media plans. Share your ideas with your group.
Time Limit: 5 minutes
![Page 37: OMSPhoenix6-15-2011-workshop two](https://reader035.vdocuments.net/reader035/viewer/2022062707/5585e6bcd8b42afa798b4726/html5/thumbnails/37.jpg)
WRAP UP