Wizard of Social Media

Danielle Willis(773)243-9917

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Wizard of Social Media

What is Social Media?Why do I need it?How do I use it?

Wizard of Social Media

Wizard of Social Media

The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.

Social media is a conversation online.

Look who’s talking:your customers

your donorsyour volunteersyour employeesyour investors

your criticsyour fans

your competition.... anyone who has internet access and an opinion.

The power to define and control a brand is shifting from corporations and institutions

to individuals and communities.

Marketers can effectively use social media byinfluencing the conversation.

Social media can help you in all stages of

marketing, self-promotion, public

relations, and customer service:

researchstrategic planningimplementation

evaluation

1. Experiment with social media

o Experiment personally before professionally

o Try a variety of social media tools

o Be yourself, make some friends, and share

KEYS TO SUCCESS

2. Make a plan

1. Discovery(people, competition, and search engines)

3. Skills(identify internal resources and gaps)

5. Maintenance(monitor and adapt)

2. Strategy(opportunities, objectives)

4. Execution(tools, integration, policies, and process)

KEYS TO SUCCESS

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789

H & R Block – Multi-tier Social Media Approach

CASE STUDY

o YouTubeo MySpaceo Facebooko Twittero EHarmonyo “Digits” (their own online

community)o Virtual communities –

Second Life

Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success

H & R Block – Clear Goals

CASE STUDY

Leveraged core goals across all networks:

1. Reinforce their brand as tax experts

2. Deliver on advocacy positioning of the brand

3. Present the brand as being innovative

o Through “unexpected and meaningful interactions with consumers”

H & R Block – Observations

CASE STUDY

o Be community appropriateand relevant (interacting on Second Life is different than YouTube)

o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?

3. Listen

o Find where your audience is participating and indentify the influencers

o Read industry blogs (including comments)

o Google your company name & your competition

o Find tools that can help you listen

KEYS TO SUCCESS

4. Be transparent & honest

o Avoid puffery (people will ignore it)

o Avoid evasion and lying(people won’t ignore it)

o Companies have watched their biggest screw-up's rise to the top 10 of a Google search

o Admit your mistakes right away

KEYS TO SUCCESS

5. Share your content

o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media

o Make your content easy to share

o Incorporate tools that promote sharing:o Share This, RSS feeds, Email a

friend

KEYS TO SUCCESS

6. Be personal and act like a person

o Don't shout. Don't broadcast. Don’t brag.

o Speak like yourself – not a corporate marketing shill or press secretary

o Personify your brand – give people something they can relate to.

KEYS TO SUCCESS

7. Contribute in a meaningful way

o Think like a contributor, not a marketer

o Consider what is relevant to the community before contributing

o Don’t promote your product on every post

o Win friends by promoting other people’s content if it interests you

KEYS TO SUCCESS

8. See criticism as an opportunity

o Don’t try to delete or remove criticism (it will just make it worse)

o Listen to your detractors

o Admit your shortcomings

o Work openly towards an explanation and legitimate solution

KEYS TO SUCCESS

9. Be proactive

o Don’t wait until you have a campaign to launch - start planning and listening now

o Build relationships so they’re ready when you need them

KEYS TO SUCCESS

10. Accept you can’t do it all yourself

o You need buy in from everyone in the organization

o Convince your CEO that social media is relevant to your organization

o Get your communications team together, discuss the options, then divide and conquer

KEYS TO SUCCESS