A simple social media guide to understand why, when, how... And get started! ;)

1. A Social Media Guide
“Social media is just a buzzword until you come up with a plan.” - unknown (but so true)
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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?
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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
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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
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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/
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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
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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
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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/
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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/
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10. From know-why
to know-how
Whatʼs on your mind? How to get started...
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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)?
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12. Sample facebook audit
BIC has 497,715 total fans, only 32,196 are official (less than 10%)
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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.
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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
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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...
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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)
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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.)
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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.).
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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).
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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.
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21. How to synchronize global initiatives?
Social
Community
Manager + Publishing
Tool
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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
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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
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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
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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.
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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
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