Executing a social strategy

Workshop 2:

KATHY JACOBS

CallKathy for social media support, training, and consulting!

INTERACTION OPPORTUNITIES

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?

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?

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?

Powerful Good

• Your team participated in the local food drive. The food bank tweets an acknowledgement of your efforts.

• What do you do?

Follow Friday

• Several of your clients tweet that people should follow you for good content.

• What should you do?

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

TACTICAL GOALS

Potential clients

Clients

Returning clients

Fan

Traditional customer engagement

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

Customer retention and reactivation

Customers talk

You listen and

respond

They come back

Other customers find answers

They come back again

They buy more

ROI (intro)

Investments• Time• Effort• Support• Cloud content• Training

Returns• Better service• Lower customer

acquisition costs• Lower customer

retention costs• Reputation

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

Your turn

Start a tactical goals sheet for the next month. Include at least three channels.

Time Limit: 10 minutes

ALL WELL AND GOOD, BUT…I NEED CONTENT TIPS!

Create good content

• Customer focused writing• Actionable• Clear, concise, scannable• Images and videos where appropriate• Connect regularly and frequently

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

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

Your turn

Start a content calendar for the next quarter.

• Time limit: 5 minutes

SOCIAL MEDIA POLICY AND PROCEDURES

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

What not to say

• Don’t make promises you can’t keep• Under promise, over deliver• Don’t lie!

SAMPLE POLICY DOCUMENTS

WOMMA sample:http://womma.org/files/womma-smpolicytemplate.pdf

123Social Media Policyhttp://123socialmedia.com/social-media-policy/

DoD and Social Mediahttp://www.defense.gov/socialmedia/

Two other sites…

• Online Policy database (176 policies samples)http://socialmediagovernance.com/policies.php

• Build your own with PolicyTool:http://socialmedia.policytool.net/

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…

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

DRIVING PEOPLE ACROSS CHANNELS

Photo by muir.ceardach

Herding cats

Herding cattle

• Cross post• Share cross platform• Encourage sharing• Contests

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?

Your turn

Create two cross channel hooks for your organizations social media plans. Share your ideas with your group.

Time Limit: 5 minutes

WRAP UP