Page 1

Getting
Right
With
Your
Community
 Presented
by:
 Khalid
Muhammad
 Group
Managing
Director



The
Social
Media
Effect



How
Has
Social
Media
Changed
Our
Lives
   There’s
a
NEW
SHERIFF
in
town


The
older
you
are,
the
more
uncomfortable
you
are
with
 technology
   What
used
to
be
either/or
has
now
become
both/and
   Examples
  

Dad
watched
TV
and
uses
the
internet
   You
watch
less
TV
and
twitter
on
your
computer
while
waiting
for
a
 YouTube
video
to
load
   Dad
makes
friends
at
work
and
the
club
   You
make
friends
in
other
countries
using
social
media
  


How
Has
Social
Media
Changed
Our
Lives
   There’s
a
new
sheriff
in
town
   Innovation
and
creativity
helps
us
do
more
faster
   Privacy
is
dead



Privacy
Is
DEAD
 92%
of
2
year
olds
have
an
online
record
   Imagine
that
same
2
year
old
30
years
from
now
  

 

 

Everything
from
sonograms,
emails,
text
messages
and
browsing
 history
to
YouTube,
Twitter,
Facebook
and
World
of
Warcraft
use
will
 be
archived
online
 Now
add
geo‐location
enabled
pictures
and
videos
that
others
tag
 them
in


The
CEO
of
Google,
Eric
Schmidt,
told
an
audience
recently
 that
people
will
have
to
change
their
names
in
the
future
to
 keep
their
pasts
from
being
found
on
the
internet
   We
must
understand
that
we
are
the
last
generation
that
will
 know
what
privacy
is
and
from
now
on,
it
will
have
to
be
 taught
to
future
generations
  


How
Has
Social
Media
Changed
Brand
Management
   40%
of
Brand
Managers
feel
social
media
posed
new


challenges
to
the
integrity
of
their
brand
   More
than
33%
said
social
networks
affected
their
brands
 enough
to
bring
about
changes
in
marketing
strategy
   35%
believe
that
it
creates
brand
loyalty



So
Why
The
Confusion?
   Brands
today
understand
that
there
has
been
a
dramatic


shift
in
how
marketing
is
done
but
are
unclear
on
how
to
          

Respond
to
it
 Become
part
of
it
 Budget
for
it
 Measure
it
 Adjust
for
it



Why
Do
Brands
Fail
In
Social
Media?
   Individuals
within
the
organization
work
independently


of
others
as
what
we
call
silos
   Organizations
fail
to
do
any
research
or
planning
to
 understand
what
social
media
is
and
how
it
operates
   Too
many
organizations
believe
that
social
media
is
 about
just
listening
to
what
others
say,
rather
than
being
 part
of
the
discussion
   They
fail
to
devise
a
message
for
the
media
making
their
 social
media
experience
seem
like
an
one‐off
experiment
   They
don’t
take
the
time
to
build
the
strategy
to
succeed
 assuring
that
they
will
fail



So
Let’s
Understand
What
We
Are
Talking
 About



What
Is
Social
Media?
  

Social
Media
is
nothing
like
traditional
advertising
or
direct
 marketing
  

 

Social
Media
is
about
relationships
  

 

 

Traditional
advertising
is
a
one‐way
process
that
gets
the
message
 to
the
potential
customer
 Engaging
with
customers
and
critics
that
creates
a
significant
 change
in
the
way
that
people
think,
act
and
measure
success
with
a
 brand
 Presents
a
platform
for
diverse
voices,
backgrounds
and
opinions
to
 gather
in
one
location
to
discuss
your
brand
from
every
angle


Professionalism
and
objectivity
have
been
replaced
by
 connectivity
and
dynamism
of
an
authentic,
non‐corporate
 voice



What
is
Social
Media?
   Crowd
sourcing
or
“People
Powering”
is
what
social


media
is
about
   Social
Media
lets
brands
interact
with
customers
in
a
 more
personal
way
to
build
better
relationships
and
 more
loyalty
for
their
brands
and
products



What
Is
An
Ideal
Social
Organization?
        

 

 

It
is
collaboration
 Has
an
open,
honest
and
 transparent
culture
 Thrives
with
teamwork
and
 constant
communication
 Looks
beyond
internal
 organization
and
business
 titles
 Equips
and
encourages
 employees
to
engage
with
the
 customer
outside
of
traditional
 marketing
and
customer
 service
channels
 It
is
hungry
for
new
technology
 that
makes
communication
 with
each
other
and
customers
 more
efficient


 

 

     

Has
a
simple
social
media
 policy
that
protects
the
 organization
and
empowers
 its
people
 Blends
traditional
Customer
 Relationship
Management
 tools
with
external
social
 technologies
to
make
for
a
 more
relevant
consumer
 brand
experience
 Thinks
beyond
Twitter
and
 Facebook
 Invites
competitors
to
its
 own
competitors
 Has
no
egos
or
 organizational
silos



How
Do
You
Do
It
Correctly?



Getting
The
Process
Right
   Plan
Your
Strategy
   Choose
The
Right
Channels
   Know
Your
Customer
   Schedule
A
“Social
Time”
   Provide
Value
   Manage
Expectations



Devise
The
Strategy
 Outline
goals
&
steps
to
meet
objectives
   Integrate
into
existing
marketing
activities
  

 

Delegate,
Decide,
Choose,
Review


Keep
it
simple
   Define
what
gets
shared,
when
&
how
   Do
a
social
media
audit
to
determine
who
in
your
company
is
 using
social
medias
   Develop
a
process
to
get
the
information
through
to
your
 customers
   Have
a
measurement
strategy
  

 

 

Can’t
improve
if
you
can’t
measure


Use
it
to
introduce/reinforce
messages
while
pushing
 customers
to
another
profile
or
website



Devise
The
Strategy
  

Multimedia
Usage
    

 

Integrate
your
offline
and
online
activities
  

 

Photos
–
A
picture
is
worth
a
thousand
words
 Video
–
Best
for
how
to
and
complex
explanations
 Use
social
media
to
extend
your
offline
marketing
activities


Adapt
your
message
    

FAIL
‐>
Same
message,
multiple
platforms
 SUCCESS
‐>
Multiple
messages,
multiple
platforms


Localized
Social
Networks
   Contests
&
Discounts
  

   

Generate
sharing
&
viral
activity
 Give
something
back
to
your
community



Choose
The
Right
Channels
 Social
Network

Customer
 Communications

Brand
Exposure

Traffic

Use a keyword search & hashtags to monitor what is being said about your brand

Offers unique opportunities for website integration and to engage with your customers in a viral way

Potential is large, but promotions is an art form – promote too much and lose followers, promote too little and see no results

Great for engaging people that love your brand, want to share comments and participate in contests & giveaways

Facebook brand pages are great for brand exposure. Jump start your brand exposure through Facebook ads.

Traffic is decent and on the rise thanks to share buttons, but don’t expect massive unique visitors to go to your site

Whether you seek to entertain, inform, or both, video is a powerful channel to quickly engage your customers

One of the most powerful branding tools on the web when you build your own channel, promote via high traffic websites and brand your videos

Traffic goes to the videos. Don’t expect a lot of traffic to your site unless you add hyperlinks in the description or allowing others to embed your videos on their pages

Editor-driven and moderated – this should not be a primary focus

Non commercial sites are heavily favored by editors so business sites should not waste their time here

Get in the moderator’s good graces and you can achieve massive numbers – just don’t count on it happening


Know
Your
Customer
   Understand
who
your
customer
is
   Join
customers
where
they
are
rather
than
hoping
they


find
you
   Form
relationships
based
on
“social
glue”
that
build
 online
relationships
   Build
“socialgraphics”
to
understand
how
your
customers
 are
using
social
technologies
   Don’t
be
afraid
to
“own
up”
to
customers
when
your
 brands
make
a
mistake
or
responding
to
criticisms



Who
Is
The
Social
Customer?
   Consume
information
in
a
different
way
&
learns
about


breaking
news
through
Twitter
&
Facebook
trusting
what
 their
networks
have
gleaned
as
important
   Learns
about
new
products
&
brands
through

social
 channels
&
trusts
their
network
to
provide
honest
 feedback
about
it
   Is
savvy
and
doesn’t
respond
to
spam
or
overly
 promotional
tweets,
but
is
open
to
relevant
information
 that
meets
their
needs
at
a
particular
moment
   Expects
brands
to
be
present
&
active
in
the
same
social
 venues
where
they
hang
out,
listening
to
feedback,
 whether
positive
or
negative



Who
Is
The
Social
Customer?
   Expects
the
brand
to
listen
&
engage,
not
only
when
its


coincides
with
an
email
blast
or
new
feature
release,
but
 when
they
need
you
   Since
they
can
talk
to
your
brand
through
multiple
 channels
at
the
same
time,
they
expect
everyone
they
 speak
to
from
your
brand

to
have
the
same
background
 on
the
issue
   Owns
the
relationship
and
you,
as
a
brand,
need
to
earn
 their
trust
and
respect



Schedule
A
“Social
Time”
   Know
when
your
customers
are
online
to
better
interact


with
them


Monitor
conversations,
join
discussions
&
send
out
new
 messages
   Respond
directly
to
messages,
questions
&
comments
   Ask
for
opinions
from
your
community
to
make
them
feel
 more
valuable
  

  Create
a
voice
&
style
sheet
so
that
everyone
that


interacts
from
your
brand
platform
speaks
the
same
 language
   Be
a
reliable
friend
by
being
active
&
participate
in
all
 conversations
related
to
your
brand
or
expertise



Provide
Value
 There
must
be
a
value
to
the
interactions
for
the
community
   If
you
just
broadcast
messages
about
your
product
and
 strengths,
you
are
still
operating
in
a
one‐way
mode
   Establish
your
voice
by
becoming
an
expert
through
advice
&
 information
   Tap
into
emotional
equity
–
people
love
brands,
let
them
talk
 about
them
  

   

 

Offer
special
rewards
&
deals
to
your
online
community
 Start
a
program
for
your
most
vocal
advocates
and
best
social
 customers


Provide
a
reason
for
the
community
to
stay
and
get
involved
 in
the
discussions



Manage
Expectations
  

Make
sure
that
your
organization
understands
there
are
no
 overnight
successes
    

 

Don’t
be
greedy
  

 

To
become
a
viral
brand
requires
a
great
idea,
make
sure
that
you
 have
enough
ideas
to
reject
so
that
you
get
the
great
one
 Attempts
to
find
superficial
social
success
leads
brands
to
create
a
 presence
that
doesn’t
fit
brand
personality
or
inappropriate
 campaigns
in
the
hope
that
they
go
viral
 Just
because
you
have
thousands
of
followers
or
friends,
doesn’t
 mean
that
they
all
have
something
valuable
to
say


Measure.
Review.
Revise.
    

Getting
social
media
right
requires
regular
review
to
gauge
what
 works
and
what
doesn’t
 Once
you
know
what
works,
revise
your
social
media
strategy
to
 achieve
results
long‐term



Questions?



Getting Right With Your Community  

Presented at Integrated Marketing Communications Seminar at SZABIST in Karachi, Pakistan.

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