social crm: managing online relationships

Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimiller

http://profile.to/heidimiller

Social CRM:

Best Practices forBuilding & Managing Online Relationships

1Wednesday, April 13, 2011

http://www.heidi-miller.com




Goals, not tools

@heidimiller #huzzah


Focus your

strategy



Focus your

strategy


• Who is your target audience?

• What is your marketing goal(s)?

• How will you measure success?


Relationship Strategy

• Whom do you want to reach?

• Why?

• What do you want them to do?

• How can you help them?

• How will you know when you’ve succeeded?

• What are your current marketing goals?



Where are your key

influencers?• LinkedIn• Facebook• Twitter• Flickr• MySpace• Amazon reviews• iTunes• Forums



Who are you

trying to engage?



% Growth of adults updating Twitter status



Average Facebook User Profile

Source: http://smmcats.com/facebook-demographics/@heidimiller #huzzah



Source: http://smmcats.com/facebook-demographics/

✦ Has 130 friends on the site





✦ Has 130 friends on the site✦ Sends 8 friend requests per month





✦ Has 130 friends on the site✦ Sends 8 friend requests per month✦ Spends an average 15:33 on Facebook per month





✦ Has 130 friends on the site✦ Sends 8 friend requests per month✦ Spends an average 15:33 on Facebook per month✦ Visits the site 40x per month





✦ Has 130 friends on the site✦ Sends 8 friend requests per month✦ Spends an average 15:33 on Facebook per month✦ Visits the site 40x per month✦ Spends 23 minutes on each visit





✦ Has 130 friends on the site✦ Sends 8 friend requests per month✦ Spends an average 15:33 on Facebook per month✦ Visits the site 40x per month✦ Spends 23 minutes on each visit✦ Is connected to 80 community pages, groups and events






✦ Creates 90 pieces of content each month






✦ Creates 90 pieces of content each month✦ 200 million people access Facebook via a mobile device each day







✦ More than 30 billion pieces of content are shared each day







✦ More than 30 billion pieces of content are shared each day✦ Users that access Facebook on mobile devices are twice as active as non-mobile users







✦ More than 30 billion pieces of content are shared each day✦ Users that access Facebook on mobile devices are twice as active as non-mobile users

✦ Facebook generates a staggering 770 billion page views per month



Average age of SNS users by site



Know your

super-power



Why should anyone interact with your brand?



• We help people who spend/enjoy/love _________ and who need ________





• Who are facing ______________





• Who are facing ______________

• After interacting with us will enjoy _________________





• Who are facing ______________


• While enabling ______________





• Who are facing ______________


• While enabling ______________

• Compared to _______________




Know before you Tweet... monitor



Set up Google alertwww.google.com/alert

Your name Your brand Your product or service Competitor’s names Issues Keywords



http://www.google.com/alert

http://www.google.com/alert

1. Enter search term



1. Enter search term 2. Choose Everything



1. Enter search term 2. Choose Everything

3. Enter email & create@heidimiller #huzzah


Build online reputation




Be personalBe generousBe relevant


Building Presence



• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics

Comment on relevant blogs

Call in podcast comments

• FacebookLike

Comment

Join Facebook events

Share Facebook events

Invite more people to Facebook events

Tag friends in photos

• TwitterReTweet relevant, useful content

Reply promptly

Twitter events with hashtag

Participate in Follow Friday

• Comment on LinkedIn group posts

Building Presence



Expose yourself



Act like a person...

not


a brand


Express personality



Be personable...

without being


too personal


Keep a topical focus


• Strategize your superpower keywords and topics

• Focus 75% of your original content on those topics

• Keep a clear content focus

• Keep a clear brand identity



Setting up your Facebook profile/Page



Page or Person?

Page Benefits

• Name as brand entity

• Multiple admins

• Access to analytics

• Can message over 5,000 fans

• Can message all fans simultaneously

• Unique ID with 25+ fans

Page Drawbacks

• Friends can’t friend you

• Friends can’t invite you to events

• Lack of desire to friend a brand

• Updates go to a separate inbox



Profile Basics

• Use logo for Facebook Page

• Use consistent, friendly, professional profile photo everywhere else

• Person’s face

• No kids or pets

• Create consistent one-line brand statement

• Create consistent one-paragraph statement

• Representatives should disclose company relationships

• Use www.knowem.com to save name across SNS

• Capture your brand or as close as you can get to it



http://www.knowem.com

http://www.knowem.com

Profile do’s• Basic info

• Profile photo

• Relationships

• Likes and interests

• Education and work

• Contact info




• Profile photo

• Relationships



• Contact info• Look like you• Convey your brand image• Convey a human being@heidimiller

#huzzah29Wednesday, April 13, 2011


• Profile photo

• Relationships



• Contact info• Consider relatives’ privacy wishes




• Profile photo

• Relationships



• Contact info




• Profile photo

• Relationships



• Contact info

Add personal and professional activities

and interests

Music, books and movies show your

personality



Basic info• Hometown

• Location

• Birthday

• Gender

• Bio: tell a story



Page do’s

• Wall settings

• Info information

• Photos

• Videos

• Events



Set brand + others as Wall default



Always let others post to your Wall



Page do’s

• Wall settings

• Info information

• Photos

• Videos

• Events



Say which humans are posting and

listening



Say which humans are posting and

listening

Link back to site(s)Give mission

statementGive product info



Page Notifications



Access to Analytics



Setting up your Twitter profile



Profile do’s



Profile do’s

Handle: Descriptive, shortest version of

your brand



Profile do’s


your brand

List brand name



Profile do’s


your brand

List brand name


List email so friends can find you via

email


Profile do’s



Profile do’s

Link to brand

website



Profile do’s

Bio: list benefit statment with keywords. If

Twittering for a brand, say so.

Link to brand

website



Twitter engagement best practices



Answer the questions




• What are you reading?

• What are you commenting on?

• What are you blogging?

• What are you furious about?

• What are you excited to see?

• What do you need right now?

• What are you wondering about?@heidimiller #huzzah


• What would you like to ask?

• What are you participating in?

• Who are you with?

• What are you talking about?

• What are you laughing about?

• What are you rolling your eyes over?




Which is more relevant?



eating oatmeal fighting off zombies

Which is more relevant?



Twitter conventions



#sxsw#macworldexpo

#blogher10#chic2geek#smbsea#bcs10

Keyword or term that describes an item (metadata)

Hashtags



Mentions



The Power of the ReTweet



• Read the linked article

• Give credit to original poster

• Add a hashtag

• Add a commentary

• Shorten if necessary

Rules of the ReTweet



H/T = Hat tip (thanks/credit)

CC = mention to specific followers

via @follower = credit to original poster (after a RT)

#FF = Follow Friday, a convention in which Twitterers list suggestions of cool people to follow on Fridays

Conventions



• www.cotweet.com➡ Set up cotags➡ Schedule Tweets➡ Assign Tweets to team members➡ Take and share notes on Twitter users

• www.hootsuite.com➡ Set up cotags➡ Schedule Tweets➡ Schedule Facebook updates➡ Get link stats

Shared Posting Tools



http://www.cotweet.com

http://www.cotweet.com

http://www.hootsuite.com

http://www.hootsuite.com

• Be generous and gracious. Check your ego at the door.

• Stay on topic. Post content related to your stated, keyword interests and expertise.

• Don’t be That Guy: no blatant self-promotion. Help others first and most.

• Set guidelines and trust employees to be personable without being too personal.

Tips for relationship building

• Be omnipresent: take advantage of cross-posting automation.

• Be a nerd: track and measure everything.

• Be patient: allow yourself to make mistakes.

• Be generous with comments, praise, likes, opinions, responses and reTweets.



Heidi Miller, Social Media Strategist, www.heidi-miller.com@heidimiller


Social CRM:

Best Practices forBuilding & Managing Online Relationships






social crm: managing online relationships

Technology

average facebook user

heidimiller http

heidimiller source

friend requests

twitter status

groups andevents

community pages

current marketing goals