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Social Media Guide

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damoncb
damoncb

The document provides guidance on social media for businesses. It discusses what social media is and why it's important for businesses. It then provides tips on how to get started with social media, including auditing current profiles, designing profiles for each platform, and creating a social media policy for employees. The document stresses the importance of being interesting and joining existing conversations to build audiences. It suggests focusing on quality over quantity in the beginning.

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A Social Media Guide “Social media is just a buzzword until you come up with a plan.” - unknown (but so true) 1 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Contents What is social media? Why social media? why facebook, twitter, YouTube, foursquare & 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 media? if 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: facebook connects us to the people and things we like twitter connects us to real time news and information YouTube connects us to video (utility + entertainment) foursquare connects us to people and things based on location flickr connects us through photos 3 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Why social media? Tools like facebook, Twitter, YouTube, foursquare and flickr are were people are spending a lot of time. • 3/4 of internet users worldwide visit a social network when they go online (+24% YAG) • 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 & decide what to buy. source: Nielsen http://blog.nielsen.com/nielsenwire 4 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Why facebook? There 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: http://www.allfacebook.com/2010/07/almost-65-million-facebook-users-like-things-daily/ 5 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Why twitter? Many 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. That's over 24 billion searches per month, more than Bing (4.1 billion) and Yahoo (9.4 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: http://www.fastcompany.com/1667617/twitter-is-worlds-fastest-growing-search-engine 6 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Why YouTube? YouTube 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 (i.e. demos, how toʼs, reviews, documentaries, etc.). source: http://www.youtube.com/t/fact_sheet 7 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Why foursquare? foursquare lets people share their location. When a user checks-in to a location on foursquare, it not just a game...itʼs 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: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html http://www.screenwerk.com/2010/07/04/foursquares-million-check-in-milestone/  8 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
Why flickr? Itʼs 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: http://www.markevanstech.com/2008/05/08/is-flickr-worth-4-billion/ 9 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
From know-why to know-how Whatʼs on your mind? How to get started... 10 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to get started? Lock 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 control a) ask the administrator to transfer control of any trademarked page, group or username to you b) ask the company (i.e. facebook) to transfer control to you c) 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 audit BIC has 497,715 total fans, only 32,196 are official (less than 10%) 12 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to get started? Clean your digital presence (maximize opportunity/increase ROI) 1) UX (user experience) - tool by tool, determine what is the business/communicationʼs 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 (i.e. become a fan, follow, upload, share, etc.) - make every pixel matter 3) details - pay attention to UX & design trends - each tool is constantly evolving, always in beta - e.g. vanity facebook URLs “facebook.com/yourbrand” are not only en vogue, theyʼre smart from a UX & branding standpoint. 13 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to get started? Create 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 media? Be 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 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to be interesting? 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. (Example: solution developed by dynvibe.com for FullSIX) 16 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to join the conversation? After 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 community? When building a product, companies invest wisely in processes like R&D 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 friendships? facebook, 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 goals? Many 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 1,000 people that care than 100,000 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 repeat. 20 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to synchronize global initiatives? Social Community Manager + Publishing Tool 21 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to synchronize global initiatives? 1) Brand managers upload content to the publishing tool 2) The community manager is alerted Social Community - s/he reviews the request Publishing Manager - translation is needed (forwards to agency) Tool - photo is missing (alerts brand manager) Head- 3) Headquarters has 24/7 visibility quarters Agency 22 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to synchronize global initiatives? 4) Community manger receives assets (translation + photo) 5) Community manager approves the content request 6) Brand manager is alerted that her tweet & status update are now live Social Social Global Publishing Publishing Community Tool Tool Manager (input) (output) Head- quarters Note: only the community manager and headquarters have the ability to publish content Agency 23 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to synchronize global initiatives? 7) With the tweet and status update live, everyone can access real-time analytics via the publishing tool Social Social Social Global Publishing Publishing Publishing Community Tool Tool Tool Manager (input) (output) (analytics) Head- quarters 8) Community manager + local agency work with brand managers to understand Agency the data and make refinements as needed 24 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
How to master social media? A 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): •   Employee Code of Conduct for Online Communications •    Employee Personal Social Network Policy •    Employee Personal Facebook Usage Policy •    Employee Personal Blog Policy •    Employee Personal YouTube Policy •    Employee Personal Twitter Policy •    Corporate Blogging Policy •    Corporate Blog Post Approval Process •    Corporate Blog Commenting Policy •    Corporate Facebook Brand Page Usage Policy •    Corporate Facebook Public Comment/Messaging Policy •    Corporate Twitter Account Policy •    Corporate YouTube Policy •    Corporate YouTube Public Comment Policy •    Corporate Foursquare Policy •    Company Password Policy 26 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization

More Related Content

Social Media Guide

  • 1. A Social Media Guide “Social media is just a buzzword until you come up with a plan.” - unknown (but so true) 1 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 2. Contents What is social media? Why social media? why facebook, twitter, YouTube, foursquare & 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
  • 3. What is social media? if 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: facebook connects us to the people and things we like twitter connects us to real time news and information YouTube connects us to video (utility + entertainment) foursquare connects us to people and things based on location flickr connects us through photos 3 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 4. Why social media? Tools like facebook, Twitter, YouTube, foursquare and flickr are were people are spending a lot of time. • 3/4 of internet users worldwide visit a social network when they go online (+24% YAG) • 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 & decide what to buy. source: Nielsen http://blog.nielsen.com/nielsenwire 4 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 5. Why facebook? There 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: http://www.allfacebook.com/2010/07/almost-65-million-facebook-users-like-things-daily/ 5 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 6. Why twitter? Many 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. That's over 24 billion searches per month, more than Bing (4.1 billion) and Yahoo (9.4 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: http://www.fastcompany.com/1667617/twitter-is-worlds-fastest-growing-search-engine 6 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 7. Why YouTube? YouTube 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 (i.e. demos, how toʼs, reviews, documentaries, etc.). source: http://www.youtube.com/t/fact_sheet 7 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 8. Why foursquare? foursquare lets people share their location. When a user checks-in to a location on foursquare, it not just a game...itʼs 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: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html http://www.screenwerk.com/2010/07/04/foursquares-million-check-in-milestone/  8 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 9. Why flickr? Itʼs 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: http://www.markevanstech.com/2008/05/08/is-flickr-worth-4-billion/ 9 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 10. From know-why to know-how Whatʼs on your mind? How to get started... 10 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 11. How to get started? Lock 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 control a) ask the administrator to transfer control of any trademarked page, group or username to you b) ask the company (i.e. facebook) to transfer control to you c) 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
  • 12. Sample facebook audit BIC has 497,715 total fans, only 32,196 are official (less than 10%) 12 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 13. How to get started? Clean your digital presence (maximize opportunity/increase ROI) 1) UX (user experience) - tool by tool, determine what is the business/communicationʼs 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 (i.e. become a fan, follow, upload, share, etc.) - make every pixel matter 3) details - pay attention to UX & design trends - each tool is constantly evolving, always in beta - e.g. vanity facebook URLs “facebook.com/yourbrand” are not only en vogue, theyʼre smart from a UX & branding standpoint. 13 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 14. How to get started? Create 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
  • 15. How to start mastering social media? Be 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 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 16. How to be interesting? 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. (Example: solution developed by dynvibe.com for FullSIX) 16 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 17. How to join the conversation? After 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
  • 18. How to build a strong community? When building a product, companies invest wisely in processes like R&D 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
  • 19. How to develop lasting friendships? facebook, 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
  • 20. What are some realistic goals? Many 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 1,000 people that care than 100,000 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 repeat. 20 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 21. How to synchronize global initiatives? Social Community Manager + Publishing Tool 21 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 22. How to synchronize global initiatives? 1) Brand managers upload content to the publishing tool 2) The community manager is alerted Social Community - s/he reviews the request Publishing Manager - translation is needed (forwards to agency) Tool - photo is missing (alerts brand manager) Head- 3) Headquarters has 24/7 visibility quarters Agency 22 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 23. How to synchronize global initiatives? 4) Community manger receives assets (translation + photo) 5) Community manager approves the content request 6) Brand manager is alerted that her tweet & status update are now live Social Social Global Publishing Publishing Community Tool Tool Manager (input) (output) Head- quarters Note: only the community manager and headquarters have the ability to publish content Agency 23 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 24. How to synchronize global initiatives? 7) With the tweet and status update live, everyone can access real-time analytics via the publishing tool Social Social Social Global Publishing Publishing Publishing Community Tool Tool Tool Manager (input) (output) (analytics) Head- quarters 8) Community manager + local agency work with brand managers to understand Agency the data and make refinements as needed 24 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization
  • 25. How to master social media? A 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
  • 26. Social media policy guidelines$ The following is a sample of guidelines to consider (not exhaustive): •   Employee Code of Conduct for Online Communications •    Employee Personal Social Network Policy •    Employee Personal Facebook Usage Policy •    Employee Personal Blog Policy •    Employee Personal YouTube Policy •    Employee Personal Twitter Policy •    Corporate Blogging Policy •    Corporate Blog Post Approval Process •    Corporate Blog Commenting Policy •    Corporate Facebook Brand Page Usage Policy •    Corporate Facebook Public Comment/Messaging Policy •    Corporate Twitter Account Policy •    Corporate YouTube Policy •    Corporate YouTube Public Comment Policy •    Corporate Foursquare Policy •    Company Password Policy 26 FullSIX Group Strictly confidential: Do not distribute or reproduce without authorization