Brandt socialmediaworkshop25.11

Anette Brandt7. April 2023

Social Media Hands-On Workshop

How to Combine Tools, Tactics and Strategy


Workshop Content

- Fundamentals of Social Web

- Tours of Features & Functionality - Facebook, Twitter, XING/LinkedIn, Mr.Wong, Slideshare

- Risks of Social Networking and Media Platforms

- Social Media Guidelines

- Measure your Success

- Social Media Strategy : trends and developments / crisis communication

tools & tactics to help you place targeted messages


What is social media?

The Streisand effect


What is social media?

Social Media Buzz

http://business.blogs.cnn.com/2010/11/17/bookies-kenya-bet-on-royal-

union/?hpt=C1


Facebook, Google, YahooTop 3

Source: many eyes

Time spent on Facebook was greater than time spent on Google sites in the U.S. in August for the first time in history, according to fresh data from comScore. Meanwhile, Yahoo continues its slide from the top of the heap to the bottom.

72% of Internet users are part of at least one social network, which translates to 940 million users worldwide


Facebook500 million active users

Facebook’s current user base is more than 1.6 times the size of the entire US population.

If Facebook were a country, it’d be second only to China and India.


Facebook - breaking news

http://www.telegraph.co.uk/news/newstopics/theroyalfamily/4339524/Chelsy-Davy-announces-end-of-relationship-to-Prince-Harry-on-Facebook.html


Twitter microblogging

Twitter announced on 4 Sept that they now have more than 145 million registered users.

Twitter processed 2.64 billion tweets this August, an increase of 33% over May.

In August, an average of 85 million tweets passed through Twitter every day.


http://getsatisfaction.com/twitter/topics/aquiring_an_inactive_twitter_name

own experience: brandtaktuell Get Satisfaction : Community-powered support

http://getsatisfaction.com/twitter



http://getsatisfaction.com/twitter



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Twitter TweetReach


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Twitter Twitter grader


Social Media : XING / LinkedIn

Business Networks :manage groups, manage contacts,

create connections, find jobs,

engage in discussion forums


Social Media : manage groups on XING

Business Networks :

manage groups, manage contacts, access profiles


XING who‘s looking for me?

Business Networks :

manage groups, manage contacts, access profiles


Location-based services - Foursquare

Foursquare Boasts 4.5 Million Users


free library of digital documents

organize favorite bookmarks, allocate them, stream

them, put them in sub folders, share them

Mr. Wong / delicious


http://edition.cnn.com/2010/TECH/social.media/11/19/

social.media.isolation.project/index.html?hpt=C1

- image and video hosting

- web services

- online community platform

Flickr / Slideshare


video sharing website

bit.ly

www.bitly.com

YouTube / bit.ly


allocate competence, speaker roles

create dialogue - speedy response/feedback

network on several channels

offer added value / valuable content

Social Media Strategythe challenge


be alerted immediately when people are saying bad / good things about your brand

respond to all customer service queries

quickly see who is talking about you and join the conversation to bring more credibility to

the brand

keep a finger on the pulse of the market to figure out what the market actually needs and

then create it

Social Media StrategyMonitoring your success


Decide What to Monitor

Track your company name, brand names, product names, names of key execs,

competitor names, competitive product names, industry keywords

Listen and observe the culture of the community, interactions between members, how

influence is expressed

Social Media Monitoring


Social Media Strategycrisis communication


Respond Quickly, Personally and Directly

Acknowledge questions and negative comments, and assure consumers you’re working toward

an answer.

Execute your official response as detailed in your escalation plan — an official blog post on your

domain can be the first, best place to post new relevant information.

- Speak personally and directly.

- Speed and honesty are what customers value most.

How to avoid a Social Media desaster


Stand up for your mistakes

Acknowledge that you are working to correct the problem, and inform those looking for guidance when and how you will improve the situation



Virgin America

proactive social media outreach

-> Through its various social channels, Virgin America keeps users informed and

content

Best Practice


Ford : social media leader when it comes to keeping customers happy

Ford’s social media specialist gets a lot of attention for his efforts on Twitter

His actions on blogs and forums helped avert a potential PR disaster

Best Practice


-> develop a comprehensive social media policy and community management plan

within your company before any potential PR disasters strike



speedy and effective communication

-> avoid censorship

-> de-escalate: avoid escalation into destructive, counterproductive confrontation

open dialogue: Q & A discussion forum - respond to critical questions

Set up blogs to discuss the issue, prepare editorial info material beforehand

-> transparency, fair dialogue

Social Media Strategycrisis communication


w.facebook.com/home.php?sk=group_164369456935874#!/adidasoriginals

Social Media StrategyBest Practice


Social Media potential risks and pitfalls


Dont‘t tell everybody on the Internet youe’re not

home

Be conscious of what information you’re making

available

Twitter Your Way to Getting RobbedFoursquare, Google Places, Facebook Places


Social Media Guidelines

privacy

settings


Social Media GuidelinesFacebook profile pic

http://www.cooloutfit.at/wp-content/uploads/2008/03/kermit.jpg


Connecting Social Tools to Organizational Strategy and Capabilities


driven and flexible usage of channels -> maximum reach

image und up-to-dateness -> reach new target markets

transparency -> increase credibility

-> combine tools, tactics and strategy

Social Media Strategysuccess factors


･ What types of people do I want to talk to and where do I find them?

･ What are they talking about already?

･ Is it appropriate for me to join that conversation and, if so, when?

･ How do I inject usefulness into the conversation without being overly promotional?

･ What value can I provide in terms of knowledge, opinion or content?

･ How can I earn their trust?

･ Under what circumstances can I point the conversation toward considering our

product/services?

Setting Goals


Thank You

Anette Brandt

www.twitter.com/brandt_aktuell

Brandt socialmediaworkshop25.11

Business

Transcript of Brandt socialmediaworkshop25.11