Mastering Social Media

Randi Zuckerberg

October 2011

Introduction

Poland Facebook Statistics**7+ Million Facebook users in Poland

**#24 in the ranking of all Facebook statistics by country

**Penetration of total pop: 18.05% (.87% higher than Suriname, .66% lower than Thailand)

**Penetration of online population: 30.93%

**Total number of Facebook users in Poland grew by more than 1 million in last 6 months

**Largest age group = 18-24 (2.3M people), followed by 25-34.

**47% Male users, 53% female users

Source: Socialbakers.com/facebook-statistics/poland

Pew Report: Top Nations for Social Media

Most Popular Facebook Pages

Most Engaging Facebook Pages

Why Use Social Media?

Customers want to engage with you on their turf.

They want to be part of the conversation.

They want to endorse your brand. For free!

Grow/nurture your community, so it’s there when you really need them.

The Opportunity…and the Challenges

Friend recommendations matter

immensely. Whether it’s purchasing

decisions, restaurant choices, parenting

advice, travel recommendations, etc.

Positive news/recommendations travel

faster & farther than ever before.

On the other hand…negative info can

hurt in the age of the “digital

megaphone.”

(time for a movie industry anecdote!)

James Blunt Angers Polish Fans

Our generation lives in public.

People share deeply personal & emotional experiences -- and their friends listen.

Make sure your brand has a strong presence where people are paying attention.

Our engagement…

The Power of the “Trusted Referral”

Friends ask one another for suggestions

all the time.

-- where to dine in Montreal

-- 3am NYC activities when jet lagged

-- one day “Best-of-Warsaw” itinerary

-- friendly airlines for travel with infant

(now that I'm THAT PERSON on flights)

Who’s Doing it Well? WSJ Social lets your Facebook friends curate the news

Who’s Doing it Well? Swedish music service Spotify allows a social music experience

Who’s Doing it Well? Etsy – local/personal crafts

Top Social Media Do’s & Don’ts

A few questions to think through:

1) Who runs social media for your brand? One person or multiple people?

2) How often will you post? What times of day will you target?

3) Will you create guidelines for the types of content you post?

4) How many languages will you post in?

5) Will you educate the entire company about your social media presence?

This is how your brand is represented to millions of people, so you’ll want to put

time, energy, and thought into these decisions.

Before we dive in…customize your Page!

Tip #1) Timely contests & promotions

Facebook allows businesses to quickly &

economically reach a large audience.

American Airlines' Facebook page grew

from 2,600 -> 210,000 in 2 days with

their "Mystery Miles Journey" promotion.

Fans earned 100 to 100,000 miles by

entering their Aadvantage # on the

Page.

“Liking” a hotel could win you a vacation…

…or a JOB!

Tip #2) Celebrate loyal customers

What does the loyalty program of the future look like?

Go out of your way to provide an awesome experience to “digital influencers”

You know, that person who mentions a restaurant

with great pasta and 400 ppl comment, “OMG! I ate

pasta once too!”

If you notice a customer updating Facebook or

Twitter about your product, respond to them,

thanking them for spreading the word

Tip #3) Give your business a human face

Sometimes the best way to show your

awesomeness, is by turning the spotlight

on your employees!

Empower them to give a little behind-the-

scenes scoop we wouldn’t normally know

about.

Needs to feel real and authentic.

Tip #4) Listen to what people are saying

Track key words such as: your brand’s name,

phrases that relate to your brand, like “slow

internet connection”

Facebook analytics show detailed info about

people who “Like” your Page, time of day for

most engagement, and more. New insight:

“what people are saying.”

If you have a global audience on Facebook,

target updates by geo and post in multiple

time zones & languages.

Tip #5) Stay timely, relevant, and funny!

VisitBritain’s objective: Use interest

around Royal Wedding to engage

prospective travelers on Facebook.

LoveUK Facebook Page posted

interesting & timely content about the

wedding & London.

Gained 127,546 new fans (doubled

their “likes”)

Page viewed by 1.3 million + people.

But sometimes “timely & relevant” = crisis!

Build your community BEFORE a crisis!

Tip #6) Embrace customer feedback (“crowd-sourcing”)

Tip #7) Create new purchase options

Want/Own vs Like Buttons

Sampling

Real-world eCommerce

Tip #8) Additional customer service channel

Make sure your team is

responding to good comments

as well, not just complaints!!!

The (Squeaky) Wheels On The Bus

Tip #9) Show “behind-the-scenes” info

Hmm…maybe a bit too much info…

Gives viewers glimpse into hotel opening

Tip #10) Integrate a Mobile Experience

Mobile is one of the most disruptive & innovative areas, especially with geolocation.

Many services allow for mobile “deals”

Hundreds of millions of people using Facebook via mobile device

Important to design web site vs mobile site for explicit use case

And a few social media “Don’ts”

-- RSS feeds for content

-- Using a plain logo/image

-- Being overly promotional

-- “Like-gating”

-- Deleting negative feedback

Fostering innovation inside your company

*Empower employees to be creative -- good Ideas can come from anywhere!

*Hackathons – encourage people to get out of their comfort zone

*Allow employees of all levels to author blog posts/be featured

*Encourage experimentation. If you try 10 ideas, one will work!

*Adopt a “yes, and..” approach, rather than a “no” approach

*Forums to present open ideas

*Weekly all-hands Q&A

*Make special offers

*Celebrate your loyal customers

*Give businesses a human face

*Listen to what customers are saying

*Engage with prospects around timely events

*Get customer feedback

*Creates new purchase options

*Supplies alternative contact channel

*Shows customers behind the scenes

*Stay in touch with customers on the go