Social Media Guide
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FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization A Social Media Guide “Social media is just a buzzword until you come up with a plan.” - unknown (but so true) 1
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A simple social media guide to understand why, when, how... And get started! ;)
Transcript of Social Media Guide
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
A Social Media GuideldquoSocial media is just a buzzword until you come up with a planrdquo - unknown (but so true)
1
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
ContentsWhat is social media
Why social mediawhy facebook twitter YouTube foursquare amp flickr
How to get started
How to build an audience
What are realistic goals in the beginning
How to synchronize global initiatives
How to master social media
2
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What is social mediaif you mapped out all the connections between people and the things they care about it would form a social graph that connects everyone together Social media is simply the tools which enable these connections
facebookconnects us to the people and things we like
twitterconnects us to real time news and information
YouTubeconnects us to video (utility + entertainment)
foursquareconnects us to people and things based on location
flickrconnects us through photos
3
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why social mediaTools like facebook Twitter YouTube foursquare and flickr are were people are spending a lot of time
bull 34 of internet users worldwide visit a social network when they go online (+24 YAG)
bull globally social media now accounts for one in every four and a half minutes online
As a result these tools are changing how people find amp decide what to buy
source Nielsen httpblognielsencomnielsenwire4
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why facebookThere are 500 million people on facebook Half log in day and day out And 65 million tell the world ever single day what they
The day is rapidly approaching when we will no longer search for products They will find us via what people
Implication If we want people to find our products we have to do things online that are like-able
source httpwwwallfacebookcom201007almost-65-million-facebook-users-like-things-daily
5
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why twitterMany think of twitter as a social network Theyʼre wrong People love it as a source for sharing real time news and information
As a result twitter has become the worldʼs fastest growing search engine
It now reaches 800 million search queries per day Thats over 24 billion searches per month more than Bing (41 billion) and Yahoo (94 billion) combined
Implication If we want people to find our products we have to share information that is newsworthy and informative in real-time (in 140 characters or less)
source httpwwwfastcompanycom1667617twitter-is-worlds-fastest-growing-search-engine
6
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
ContentsWhat is social media
Why social mediawhy facebook twitter YouTube foursquare amp flickr
How to get started
How to build an audience
What are realistic goals in the beginning
How to synchronize global initiatives
How to master social media
2
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What is social mediaif you mapped out all the connections between people and the things they care about it would form a social graph that connects everyone together Social media is simply the tools which enable these connections
facebookconnects us to the people and things we like
twitterconnects us to real time news and information
YouTubeconnects us to video (utility + entertainment)
foursquareconnects us to people and things based on location
flickrconnects us through photos
3
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why social mediaTools like facebook Twitter YouTube foursquare and flickr are were people are spending a lot of time
bull 34 of internet users worldwide visit a social network when they go online (+24 YAG)
bull globally social media now accounts for one in every four and a half minutes online
As a result these tools are changing how people find amp decide what to buy
source Nielsen httpblognielsencomnielsenwire4
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why facebookThere are 500 million people on facebook Half log in day and day out And 65 million tell the world ever single day what they
The day is rapidly approaching when we will no longer search for products They will find us via what people
Implication If we want people to find our products we have to do things online that are like-able
source httpwwwallfacebookcom201007almost-65-million-facebook-users-like-things-daily
5
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why twitterMany think of twitter as a social network Theyʼre wrong People love it as a source for sharing real time news and information
As a result twitter has become the worldʼs fastest growing search engine
It now reaches 800 million search queries per day Thats over 24 billion searches per month more than Bing (41 billion) and Yahoo (94 billion) combined
Implication If we want people to find our products we have to share information that is newsworthy and informative in real-time (in 140 characters or less)
source httpwwwfastcompanycom1667617twitter-is-worlds-fastest-growing-search-engine
6
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What is social mediaif you mapped out all the connections between people and the things they care about it would form a social graph that connects everyone together Social media is simply the tools which enable these connections
facebookconnects us to the people and things we like
twitterconnects us to real time news and information
YouTubeconnects us to video (utility + entertainment)
foursquareconnects us to people and things based on location
flickrconnects us through photos
3
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why social mediaTools like facebook Twitter YouTube foursquare and flickr are were people are spending a lot of time
bull 34 of internet users worldwide visit a social network when they go online (+24 YAG)
bull globally social media now accounts for one in every four and a half minutes online
As a result these tools are changing how people find amp decide what to buy
source Nielsen httpblognielsencomnielsenwire4
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why facebookThere are 500 million people on facebook Half log in day and day out And 65 million tell the world ever single day what they
The day is rapidly approaching when we will no longer search for products They will find us via what people
Implication If we want people to find our products we have to do things online that are like-able
source httpwwwallfacebookcom201007almost-65-million-facebook-users-like-things-daily
5
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why twitterMany think of twitter as a social network Theyʼre wrong People love it as a source for sharing real time news and information
As a result twitter has become the worldʼs fastest growing search engine
It now reaches 800 million search queries per day Thats over 24 billion searches per month more than Bing (41 billion) and Yahoo (94 billion) combined
Implication If we want people to find our products we have to share information that is newsworthy and informative in real-time (in 140 characters or less)
source httpwwwfastcompanycom1667617twitter-is-worlds-fastest-growing-search-engine
6
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why social mediaTools like facebook Twitter YouTube foursquare and flickr are were people are spending a lot of time
bull 34 of internet users worldwide visit a social network when they go online (+24 YAG)
bull globally social media now accounts for one in every four and a half minutes online
As a result these tools are changing how people find amp decide what to buy
source Nielsen httpblognielsencomnielsenwire4
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why facebookThere are 500 million people on facebook Half log in day and day out And 65 million tell the world ever single day what they
The day is rapidly approaching when we will no longer search for products They will find us via what people
Implication If we want people to find our products we have to do things online that are like-able
source httpwwwallfacebookcom201007almost-65-million-facebook-users-like-things-daily
5
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why twitterMany think of twitter as a social network Theyʼre wrong People love it as a source for sharing real time news and information
As a result twitter has become the worldʼs fastest growing search engine
It now reaches 800 million search queries per day Thats over 24 billion searches per month more than Bing (41 billion) and Yahoo (94 billion) combined
Implication If we want people to find our products we have to share information that is newsworthy and informative in real-time (in 140 characters or less)
source httpwwwfastcompanycom1667617twitter-is-worlds-fastest-growing-search-engine
6
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why facebookThere are 500 million people on facebook Half log in day and day out And 65 million tell the world ever single day what they
The day is rapidly approaching when we will no longer search for products They will find us via what people
Implication If we want people to find our products we have to do things online that are like-able
source httpwwwallfacebookcom201007almost-65-million-facebook-users-like-things-daily
5
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why twitterMany think of twitter as a social network Theyʼre wrong People love it as a source for sharing real time news and information
As a result twitter has become the worldʼs fastest growing search engine
It now reaches 800 million search queries per day Thats over 24 billion searches per month more than Bing (41 billion) and Yahoo (94 billion) combined
Implication If we want people to find our products we have to share information that is newsworthy and informative in real-time (in 140 characters or less)
source httpwwwfastcompanycom1667617twitter-is-worlds-fastest-growing-search-engine
6
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why twitterMany think of twitter as a social network Theyʼre wrong People love it as a source for sharing real time news and information
As a result twitter has become the worldʼs fastest growing search engine
It now reaches 800 million search queries per day Thats over 24 billion searches per month more than Bing (41 billion) and Yahoo (94 billion) combined
Implication If we want people to find our products we have to share information that is newsworthy and informative in real-time (in 140 characters or less)
source httpwwwfastcompanycom1667617twitter-is-worlds-fastest-growing-search-engine
6
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why YouTubeYouTube is the 2nd largest search engine
More than 24 hours of video are uploaded every minute
This wealth of video attracts more than 2 billion views every day = double the prime-time audience of all 3 major US broadcast networks combined
People love YouTube because if offers a longtail of videos that are useful and entertaining
Implication If we want people to find our products we need to create and tag videos that are either useful entertaining or ideally both (ie demos how toʼs reviews documentaries etc)
source httpwwwyoutubecomtfact_sheet
7
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why foursquarefoursquare lets people share their location
When a user checks-in to a location on foursquare it not just a gameitʼs an opportunity for brands to offer products and services that are location relevant
At present 1 million people check-in to locations on foursquare everyday While this audience is small itʼs about to get huge Because by 2013 more people will access the internet by mobile phone than any other device
Implication The future is about location awareness It pays to experiment with foursquare today and to learn how best to offer your products based on a users location
sources httpwwwmorganstanleycominstitutionaltechresearchmobile_internet_report122009htmlhttpwwwscreenwerkcom20100704foursquares-million-check-in-milestone
8
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Why flickrItʼs common to carry either a mobile phone that takes pictures or a digital camera
Beyond capturing memories people use photos to tell a story about the things they like These stories are not one to one theyʼre one to many
Everyday 44 million people gather on flickr to see learn share participate and inspire one another through photo sharing
Implication If we want people to find our products we have to inspire people to take pictures of us We have to become a photogenic brand that loves being in front of the camera
source httpwwwmarkevanstechcom20080508is-flickr-worth-4-billion9
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
From know-why to know-how
10
Whatʼs on your mind How to get started
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedLock your digital id (minimize risk)
1) audit your presence on facebook twitter YouTube foursquare and flickr- take stock of all the pages groups usernames channels etc that your company controls- list all of the ones you donʼt control and that may infringe upon your trademark
2) determine the right way to take controla) ask the administrator to transfer control of any trademarked page group or username to youb) ask the company (ie facebook) to transfer control to youc) work with the administrator to share control (coke case study)
Note One approach does not fit every brand Therefore weigh the proʼs and conʼs of each before taking action
Look at factors like- how many fans followers etc- how long has the page been active or inactive- what is the nature of the conversation (off brand or on tone)
11
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Sample facebook auditBIC has 497715 total fans only 32196 are official (less than 10)
12
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedClean your digital presence (maximize opportunityincrease ROI)
1) UX (user experience)- tool by tool determine what is the businesscommunicationʼs objective- decide what people should see think feel and do- work with a digital strategist to craft a UX strategy
2) design- tool by tool work with a designer to bring the UX strategy to life- make it visually simple and clear for people to do what it is you want them to do (ie become a fan follow upload share etc)- make every pixel matter
3) details- pay attention to UX amp design trends- each tool is constantly evolving always in beta- eg vanity facebook URLs ldquofacebookcomyourbrandrdquo are not only en vogue theyʼre smart from a UX amp branding standpoint
13
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to get startedCreate a global social media policy
A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world
Without guidelines a corporation is like a ship without a rudder in the online world
Craft a social media policy1 with the intention of maximizing your brandʼs opportunity and minimizing the risk
1see appendix for sample guidelines
14
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to start mastering social mediaBe interesting
Remember the social graph is a map of all the connections between people and the things they like
People like things (and people) that are interesting
Facebook Twitter YouTube and Foursquare are just tools
To be successful in the social graph donʼt worry about the tools
Obsess about being interesting
15
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
The way to be interesting is to be interested Weʼve got to find whatʼs interesting in everything weʼre connected to weʼve got to be good at noticing things around us weʼve got to be good at listening
In short we have to monitor the existing conversation
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to be interesting
16
(Example solution developed by dynvibecom for FullSIX)
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to join the conversationAfter identifying points of shared interest itʼs time to join the conversation
Think like a publisher not a marketer
We canʼt just talk about ourselves in a traditional marketing sense (nobody will care) Thatʼs what paid media is for social media has to be earned Therefore we have to share something meaningful
People like to learn things (share what we know)People like to be entertained (share something fun or funny)People like to participate (share some ideas and let people build on them)People like utility (be useful help make a task easier etc)People like to be acknowledged and rewarded (offer exclusivity discounts etc)
17
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to build a strong communityWhen building a product companies invest wisely in processes like RampD and design When building a sustainable audience the same should hold true
One of the most overlooked aspects in the digital world is the design of words Words are often mightier than pixels
Hire a skilled community manager to work with your brand teams
A community manager knows how to design messaging thats strategic (on target on tone) creative (breakthrough sticky) and right for the context (status updates tweets replies etc)
18
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to develop lasting friendshipsfacebook twitter YouTube foursquare flickr and 3rd party services all offer analytics tools and dashboards These tools however do not tell the entire story
Dashboards often tell the ʻwho what when and whereʼ but not the why
Rely on the qualitative and quantitative experience of your community manger who lives and breathes in the trenches Always strive to unlock the deeper meaning behind the data The more your learn what your audience truly likes the better the friendships you will form the more effective your efforts will be (+ROI)
19
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
What are some realistic goalsMany judge the success of social media by of fans (facebook) of followers (twitter) of views (YouTube) etc These are not the s that matter (at least in the beginning)
Any brand is much better off communicating with 1000 people that care than 100000 that donʼt
In the beginning focus on quality production goals vs quantity achievement goals
Craft a production calendar- x tweets per week- x status updates per week- x videos uploaded per month
Produce quality first achieve second rinse and repeat20
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
21
CommunityManager
Social Publishing
Tool+
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
22
CommunityManager
Head-quarters
Agency
SocialPublishing
Tool
1) Brand managers upload content to the publishing tool
2) The community manager is alerted- she reviews the request- translation is needed (forwards to agency)- photo is missing (alerts brand manager)
3) Headquarters has 247 visibility
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
23
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(input)
Note only the community manager and headquarters have the ability to publish content
4) Community manger receives assets (translation + photo)5) Community manager approves the content request6) Brand manager is alerted that her tweet amp status update are now live
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to synchronize global initiatives
24
GlobalCommunity
Manager
Head-quarters
Agency
SocialPublishing
Tool(output)
Social Publishing
Tool(analytics)
Social Publishing
Tool(input)
7) With the tweet and status update live everyone can access real-time analytics via the publishing tool
8) Community manager + local agency work with brand managers to understand the data and make refinements as needed
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
How to master social mediaA key success factor in social media is your offline reputation
Reputation = what you do vs what you say (branding)
The more you do (both online and off) the more value you will unlock in social media
To this end it pays to work with people that love to help you do stuff
25
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
FullSIX Group Strictly confidential Do not distribute or reproduce without authorization
Social media policy guidelines$The following is a sample of guidelines to consider (not exhaustive)
bull Employee Code of Conduct for Online Communicationsbull Employee Personal Social Network Policybull Employee Personal Facebook Usage Policybull Employee Personal Blog Policybull Employee Personal YouTube Policybull Employee Personal Twitter Policybull Corporate Blogging Policybull Corporate Blog Post Approval Processbull Corporate Blog Commenting Policybull Corporate Facebook Brand Page Usage Policybull Corporate Facebook Public CommentMessaging Policybull Corporate Twitter Account Policybull Corporate YouTube Policybull Corporate YouTube Public Comment Policybull Corporate Foursquare Policybull Company Password Policy
26
