Social Business Best Practices

Presented by: Adam Proehl@adamproehl

About MeOnline marketer since 1998

Worked with a Gazillion different client large and small

Founding Partner – NordicClick Interactive

Glutton for punishment: - Hopeless MN Viking Fan

Twitter: @adamproehl

Topics

• Social Business: What & Why?

• Measurements

• Real Life Examples

• Practical Advice & Tools

• Traps to Avoid

Social Business – What it isn’t

Tweeting all day does NOT make your business social

Social Business – What it isn’t

Customers & employees checking in does NOT (necessarily) make your business social

Social Business – What it isn’t

A Facebook page with a ton of “Likes” does NOT make your business social

Social Business – What it is

Social Business – Why?

Large companies leveraging their online community to improve Customer Service:

2010........................5%2012………………………………30%

Source: Gartner, IncFebruary 2011

Social Business – Why?Retailers – Holiday 2010

68% who posted a negative review got a response.

Of the 68%:

33% reposted a POSITIVE review34% DELETED their original negative review

Source: Right Now & Harris Interactive January 2011

Examples

Example: AT&T

Free Tool: Geo Tweets

Applications:

•Delivery Services•Utilities•Franchises•Chains (retail, food, etc)•Service Industries

www.geotwt.com

Example: GoMockingBird

Description:

•Small Shop (2)

•No big support budgets

•They code

Example: GoMockingBird Crowdsource market research

Simple Twitter Conversations

Cheap Tool: User VoiceBetween $5 & $35 / mo

Listen & Interact with your customers

Support

Features

www.uservoice.com

Example: Crashplan

Support

Thanks

Example: Crashplan

Prospecting:

Example: Crashplan

• 90% @replies

• Simple tools

Example: Crashplan

Their fancy tool:

Cost: $0

(Non-Social Business) Example: iTunes Music

(Non-Social Business) Example: iTunes Music

(Frequent) Broadcast

No interaction

No @replies

“Well, they’re trying” example: Southwest

At 30k feet?

Example: Reviews

• Highly Measurable

• Great interaction opportunity

• SEO Benefits – Crowdsource your longtail

Review Tools

$50 a yearwww.review-script.com

Freewww.citricle.com

www.bazaarvoice.com

www.powerreviews.com

Cheap

Enterprise

Quick Audit Tools: Website Grader

www.websitegrader.com

Quick Audit Tools: Heardable

www.heardable.com

Quick Audit Tools:

Tools: 48ers

• Search & Filter Multiple Networks

http://48ers.com

Tools: Who’s Talkin

• Search Multiple platforms• Narrow/Filter by platform

www.whostalkin.com

Tools: BackType

• Engagement Comparisons Chart• Audience / Link Metrics

www.backtype.com

Tools: Keotag

• Multiple Engineswww.keotag.com

Thank You

Adam Proehl@adamproehl

adam@nordicclick.com