Socializing Social Media: Getting to ‘Yes’ in Four Steps
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Transcript of Socializing Social Media: Getting to ‘Yes’ in Four Steps
Socializing Social Media: Getting to 'Yes' in Four Steps
By Andrew Worob (@Worob)September 16, 2011
Who Am I?
What We’re Really Here to Talk About
• How to overcome the fears still associated with social media
• 4 core principles that can help lead to brand success with social media
The Big Questions to Answer
• Will this really lead to sales?
• How much is this going to cost me?
• Who manages this effort?
• What if people talk negatively about us?
But really, the main concerns brands have…
The Concern w/ Customer Service
“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
- Jeff Bezos, CEO at Amazon.com
The Concern of Wasting Money
• “Senior executives within a company do not think about social media.”
• “You never know how engagement will lead to sales.”
How To Overcome These Challenges
4 Steps That Can Help
Step 1: Demonstrate Passion
• Have a team of passionate individuals in place:
• They are the ones who aren’t afraid to THINK BIG
• They will speak to your audience like a real person
• Showcase your knowledge and understanding of the space (and the brand, of course)
A Passionate Brand
Step 2: Define Goals
• Why social media?• Drive sales? • Support customer service?• Crisis Communications?• Thought leadership?
• Develop and implement a plan that tackles the issues and can help generate desired success.
A Brand with a Plan
Step 3: Treat Customers Like Friends• Use social media to
demonstrate what a trustworthy, awesome friend you are
• Building a long-term relationship with current customers will help make you popular and attract new friends
Friendly Brands
Step 4: Commitment
• Make sure the team is comprised of people who WANT to work on the effort
• Reach out to all business units to ensure partnership and dedication at all levels
• Conduct an audit of competitor social media efforts
• Demonstrate knowledge of knowing the right tools to use
A Brand Committed
Summary
• Bottom line, it's never an easy task to eliminate concerns about the constantly evolving world of social media
• However, by taking the right actions it's possible to reduce the level of apprehension and get a brand on-board with doing social media, and doing it right
Thank YOUAndrew WorobManager, Digital CommunicationsRuder Finn/Finn Partners(212) [email protected]
@Worob
PR at Sunrise blog: worob.com