trunnell - bridging the social media divide
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Solution: look at brands which have used social media to engage with consumers and find inspiration in the potential of the future.
Challenge: you’re not sure how to leverage social media to benefit your business.
Opportunity: your company/ brand could be engaging with potential customers right now!
Bridging the Social Media Divide
S. Trunnell
Connect. Collaborate. Innovate. Starbuck’s provides a space for people build relationships with each other and the brand—a space to share ideas and engage in learning experiences.
Lesson from Starbuck’s: the customer experience is happening outside the store on topics other than coffee. Engage with individuals and their interests.
Dell’s approach to social media falls into what the Harvard Business Review coins the “predictive practitioner” in its July-August 2011 issue. This strategy is the most
conservative type according to the authors, which named four based on the risk involved and reaction sought. When Dell’s products were creating a brand image
disaster, a social media strategy emerged to manage customer unrest. @DellCares listens and responds to complaints on Twitter and reacts with a Tweet that usually
apologizes and provides the steps to a forthcoming solution. By addressing problems in real time, Dell improves their credibility and brand equity. So, what the customer hears from Dell is “I get you” and “I can help.” When executed properly, social media
may become your best retention tool.
Lesson from Dell: commit to solving problems and improving brand experiences using social media.
Disaster Control
brought to you by real-time
communication
Tangible, real life rewards for fans on Facebook. Immeasurable buzz.
Best practice: Benefit from
your knowledge of human behavior
Lesson from IKEA: use an existing SNS function and create a unique experience (in this case, gamification).
If live events are inherently social, why not create a check-out experience that focuses on the fun of gathering with friends, thus improving the transaction? Like we’ve seen in
other examples, tagging friends is an ever popular online activity—why not leverage that behavior to encourage more sales volume and a happier sales experience? By granting concert goers and their friends control over where they sit, ENGAGEMENT
starts at the ticket buying experience rather than the show. Ticketmaster has distinguished itself from the competition by tapping into human behavior, and is likely
to see new and returning customers as a result.
Best Practice: Using Social
Media to Create a Better Transaction for
Customers
Lesson from Ticketmaster: when dealing with humans, you must act like a human. Integrate into people’s lives in a way that shows caring.
Lesson from Gatorade: listening to online conversations and learning from user generated content will yield insights necessary for communication and innovation.
To engage is to participate. Best practice: Listen to what
people are saying about your brand.
Lessons from Brands participating in Social Media Engagement
Listen to Conversation/
Know Thy People
Exercise Transparency
Sharing is Caring: Fix Problems,
Improve Lives, Build
Relationships
Provide a Communal Space for People to
Gather and Connect
Define Your Objectives/K
now Thy Purpose/Hav
e a Plan
Create your rules—a
strategy to keep your approach consistent
Social Media: Rules of Engagement
Listening will always be your first step in communicating online. Search your brand on Facebook, Twitter, Google, YouTube, etc. What are people saying? Get to know
who you’re talking to and take time to dig below the surface. Listening doesn’t only improve communication in real life (and it may aid innovation).
Transparency means showing compassion. Openness and honesty is rewarded and expected on social media networking sites. Attach a name to a Tweet like Dell or
share pictures of your baristas at work. You’ll get what you give.
Remaining relevant in an always-on-the-go, information-inundation culture isn’t easy. Your best bet is to customize solutions to individuals and make a
commitment to constantly improving and innovating. Don’t forget to update your definition of success as you achieve milestones.
Decide which social media network(s) are the right space for what you need to achieve (i.e. Facebook for loyalty, Twitter for acquisitions or retention).
Have a plan. Ask yourself what you want to get from engaging online. Whether it’s awareness, customer service, sales, SEO, define what success looks like and then
decide how you will get there.
Maintain a consistent strategy and tone. Update. Improve. Evaluate. Repeat.
So what’s the story?
Now that we all can SEE each other, we actually give a damn!
Alone. Selfish. Me. Competitive. Narrow.
Fastest. Best. Always On. Always On the Go.
Fewer pauses.Less fulfillment.
More actions.Fewer connections.
Connecting. Sharing. Trusting. Learning.
Access. Democracy. Community. Curiosity.
Collaboration. User generated content.
Localism. Benevolence. Peace of mind.
Social MediaCultur
al
Phenomeno
n
Befo
reAfter
Participating brands
ONLINE BEHAVIOR IMITATES
REAL LIFE BEHAVIORYour challenge is to behave
humanely
The Social Media Landscape: 2011
Real Life Behavior Social Media Behavior
Making friends Friending, Following, Connecting
Sharing thoughts, feelings, ideas, experiences
Posting status updates, links, photos, tagging
Talking, listening, asking, laughing, debating, loving
Reviewing products/services; joining common interest communities, forums, groups
Competing, challenging, learning, teamwork
Gaming; group buying; collaboration; crowdsourcing
Gifting, donating, volunteering, advocating
Tweet/Like to donate or join movement
Forming tribes Forming tribes