salterbaxter social media roundtable 28th june 2011
TRANSCRIPT
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Social Media Roundtable
Ian Howlett – Head of Digital Anja Maerz – User Experience Consultant
28 June 2011
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Introduction
• Housekeeping
• Session structure
• Our approach to the topic today
• Presentations
• Discussion
• Timetable
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Context
• What does it mean to be social?
• Or when did we become ‘anti-social’!
• Don’t be fearful - it’s hopefully already how you do business
• Now with connected tools/software to help us
About communicating, listening and responding
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Why might you use social media?
• Could be for many reasons:
– Traffic
– Exposure
– Brand build
– Listen
– Share
– Collaborate
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Or put another way
• It depends on what you are trying to achieve
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What are the issues you are facing?
I don’t know where to start!
I don’t have the time or people to support social media.
Not the right channel for us
Social media is only for B2C or my kids
We can’t control it!
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I don’t even know where to start!
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What do you need to do first?
• What is your ultimate objective?
• Culture?
• Is there a commitment at a senior level? From a legal perspective?
• Might views be different for internal and external comms?
• Technical restrictions?
• Test the water
• Pilot or internal test
• Monitor & make measurable
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I don’t have the time or people to
support social media.
• Start small
• 1-2 people can coordinate
• But advocates and champions are crucial
• Cross departmental involvement
• Certain competencies are necessary (content creation, monitoring and moderation, technical support)
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Nothing’s happening
• Whatever you do will take time to grow, so you must persevere
• Develop your champions
• Remind people
• Work hard to make it a priority
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Show your social media footprint • Email footer
• Letter head
• Poster
• Business card
• Website
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Some ideas take only hours
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But we can’t control it!
• You decide what you say and where
• Don’t fake it
• Don’t smother negative content – respond to it
• You do need guidelines and policies for everyone
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Make it clear
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Otherwise you can lose control
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Or make mistakes
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Social media? Yes, but it’s just
for fun and networking.
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Excellent customer service • Goal: Engage with customers and
improve the customer experience.
• Success: At a point of crisis (Heathrow Airport closed due to weather) social media was successfully used to provide customers with information about travel options
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Idea generation
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CR Reporting
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Single channel campaigns are effective
• Procter and Gamble CSR initiative ‘Future Friendly’ invites visitors to pledge participation by saving water, energy etc
• Share pledges with friends
• 146k followers, active community
• Consumer brands secondary
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Recruiting via social media
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Not the right channels for us
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Collaboration through social media
• Goal: Connect to your peers within the business to share their business experience and expertise
• Success: Creation of a social business network where all employees can collaborate; high employee satisfaction
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Improving internal communications
• Goal: Faster collaboration and communication across company
• Success: More than 14,000 employees use Socialcast. The CEO, Stephen Elop lso uses it, and holds important dialogues with employees via socialcast.
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Changing the recruitment process
• LinkedIn is fast becoming the only place to recruit
• Widely used by recruitment agencies, companies are now using it directly to advertise jobs
• Offers far more insight into candidates with recommendations, social integration etc.
• Shifts recruitment emphasis back to company
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So much more than recruiting
• Show your expertise
• Encourage debates
• Promote your events
• Increase the company’s visibility
• Encourage connections
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Involving customers in customer support
• Goal: Find a ways to scale up customer service and support
• Success: 75% reduction in support requests to the company, more than 90,000 registered users and over 15,00 topics created; vibrant
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Share what matters to you
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Be creative – channels can offer more than you might think
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In summary
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I’d like a social media strategy please
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One size does not fit all
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It’s not for everyone or every situation
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Who should I listen to?
Whoever is asking you the right questions
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Enough of us talking
• Firstly, did we answer the questions you have?
• Are there key questions we’ve missed?
• Have you faced similar issues in your own organisations?
• What other issues are you facing?
• Where are you on your social media ‘journey’?