How to improve your brand reputation with social media
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How to improve your brand reputation with social media
- 1. How to improve your brand visibility and reputation with social media 15.02.2012 Richard von Kaufmann // concepting director // co-founder
- 3. Zipipop is the social media company in Finland Zipipop has been leading the way in Finnish social media for over four years. We help with social media strategy, marketing, analysis, and organizational collaboration. Our deep understanding of social media culture enables us to give your social media strategies a competitive edge. And we have the creativity and practical experience to make sure your social media activities add genuine value. Don’t just do social media – do smart social media. Best Early-Stage Startup Winner Bronze Effie Finland Barcelona 4 July 2008 Selected Startup
- 5. What’s the big deal?
- 6. What is social media? Sharing, discussing, and interacting with content in social networks.
- 7. No Doubt Social media has change the way we do things. New contact books New encyclopedias New photo albums New diaries
- 8. Social media conversations http://www.hudsonhorizons.com/pub/images/conversationpic300x298.jpg
- 9. What’s it got to do with me?
- 10. Customers are becoming more social There are now 3 types of customers: • traditional • online • social
- 11. What do social customers do? • Use social networks
- 12. What do social customers do? • Use social networks • Buy more online
- 13. What do social customers do? • Use social networks • Buy more online • Provide more feedback
- 14. What do social customers do? • Use social networks • Buy more online • Provide more feedback • Read and create product reviews
- 15. What do social customers do? • Use social networks • Buy more online • Provide more feedback • Read and create product reviews • Trust in advice given by people online
- 16. What do social customers do? • Use social networks • Buy more online • Provide more feedback • Read and create product reviews • Trust in advice given by people online • Like to connect with like-minded people
- 17. What do social customers do? • Use social networks • Buy more online • Provide more feedback • Read and create product reviews • Trust in advice given by people online • Like to connect with like-minded people • Expect a better customer experience =
- 18. Just how influential are these social customers?
- 19. More social network users than email users salesforce.com, 2011
- 20. Users are spending more time in Facebook than the rest of the web salesforce.com, 2011
- 21. For many companies the Facebook Fan Page has become as important as the main website salesforce.com, 2011 www.company facebook.com/company
- 22. “Likes”are the currency of social media 14 February 2012 Angry Birds has over 15 million fans
- 23. The viral effect
- 24. Customer support is marketing Happy customers tell a few friends. Unhappy customers tell many more. On average users have around 150 friends in Facebook
- 25. Spreading the message Share content that is useful, entertaining or relevant. share to a wall shared on company wall (240 likes) share to own wall (450 friends) 3 likes (with more than 1,500 friends) Shared to their own wall (300 friends) A total of nearly 2 likes and 1 share 27,000 people were (with a total of more than reached 1,000 friends) 15 likes
- 26. C M O ost of issed pportunities Ask not what is the the ROI of social media Ask what is the cost of not doing it
- 27. Oh my, that’s serious. But what can a small fish do about it?
- 28. listen more Free monitoring tools for tracking social media discussions
- 29. A social media tools If you’re going to be a social media warrior you need the right weapons, e.g. a smart phone or a tablet http://www.rutgers.edu/
- 30. Participate in conversations Monitoring can help find the spaces were your community is. Go to them and start commenting. Start your own discussions too.
- 31. But I’m so small no one is going to listen to me
- 33. Story Telling More than ever companies need a compelling story to stand out from the crowd. Social media is another channel for telling your story http://www.sxc.hu/photo/103262 Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke
- 34. How to tell your story Through the social media channels communicate: • Why you are remarkable • What you stand for • Who you are • What are your goals • What you are doing
- 35. Be a purple cow To get noticed you need to: • Be a purple cow*, i.e. be remarkable and stand out • Provide a genuinely lovable or useful service • Find interesting, authentic stories behind your team, brand, product or company * http://www.fastcompany.com/magazine/67/purplecow.html
- 36. Be authentic • Social media rewards authentic • Learn from others but find your interesting voices own path • It’s a conversation with equals • Tap into your natural interests and personality • Select content that matches defined adjectives, e.g. innovative, creative, accessible, etc — but make sure you can live up to them • Reach out to related communities
- 37. That all sounds lovely but give me something concrete
- 38. Basecamp All roads lead back to your website The aim is to send people to your key landing page. Give people reasons to link back to you. By cross-linking between Main Website social media services you increase exposure and improve search results.
- 39. Start blogging Reach out and inform your community about what you are doing. A focused topical blog can be used to claim your space as an expert in the field.
- 40. Link social media channels to main website Blog Facebook
- 41. Co-ordinating social media content Overall Account specific Timetable Timetable Separate space where admins can Separate share and collaboration discuss space / potential website to content coordinate all activity Guidelines Access to Contact info Monitors more than one Instructions community
- 42. What other social media channels should I use?
- 43. Main Social Media Channels Concentrate on one account at a time and do it properly; however, you should also reserve your brand name in other accounts. Initial: Later: • Facebook Page • SlideShare • LinkedIn • YouTube • Blog • Google+ • Twitter • Wikipedia (check the rules and recommendations before starting)
- 44. Facebook Page http://www.facebook.com/pages • Start your Facebook Fan Page • Invite your friends • Customize your page • Convert you existing network friends into Likes • Engage and reward • Advertise with Facebook ads • Prepare advanced crisis response plan • Analysis the statistics
- 45. Anatomy of a Facebook Fan Page pictures wall posts logo settings & options tabs fans profile info company recommendations fans & people talking about bought the content advertising Liked pages
- 46. Anatomy of the News Feed status messages linked or uploaded content share (to your wall) like comments message aimed at specific people
- 47. LinkedIn • Popular with business professionals • Invite existing network members to join an “open” discussion group • Use the products and services features • You can also update your status to keep visitors informed
- 48. Blog • Good for telling your story • Personal channel to the customers • Natural way to participate and guide the public debate • Increase the visibility of the company on the internet (search engines) • Invite guest writers
- 49. Twitter • Build up your network • Share links to interesting internal and external posts, e.g. news and articles. • Give thanks • Discover and share other people’s tweets • Observe how people you admire use Twitter
- 50. Google+ • Powerful media content sharing facilities — particularly video • Flexible interaction (i.e. you can still edit after posting) • Easier and more intuitive ways to share with specific groups (Google Circles)
- 51. Social Media Guidelines The basics: • representing self • seeking permissions • avoiding offence • giving credit • asking questions • if in doubt don’t post lamunecadelasonrrisaalegre.blogspot.com
- 52. How should I get noticed?
- 54. Influencers • Find ways to attract the attention of influential people
- 55. How did we do this? • In one day unique visits when up by over 5,000
- 56. We went to where the community is…
- 57. Many users chose to share the “live” poll results directly inside the Facebook Fan Pages of the Presidential candidates — generating much discussion and sharing
- 58. Linking matters • Vaalikone 2012 • Reality Creating Media • Zipipop
- 59. Keeping eyes open • Find genuine connections to influencers and “hub” sites (i.e. sites that have many visitors and link out to many different spaces)
- 60. Social Media Benefits (some highlights) Improve brand visibility. Use new channels to get closer to customers. Influence real-time "conversations" concerning your brand. Make customer service more responsive and easier to interact with. Improve efficiencies and innovations though collaboration. New ways to support your employees to get their work done.
- 61. What should I think about in the long run?
- 62. Social companies / organizations Social media strategy and its implementation Channel selection and detailed training Social media monitoring Organizing social media monitoring LinkedIn Facebook Defining company social Creating social media media capabilities team & coordinating Twitter YouTube activity across departments Social media objectives Wikipedia Blogs and resources Initial training
- 63. Social media team Spread and speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates Customer service Marketing Communications Management Sales Team members should be enthusiastic and comfortable with using social media R&D HR
- 64. What is a Community Manager? A Community Manager guides communities towards smooth and effective collaboration. http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
- 65. Community Manager roles Content Manager Evangelist Chair Organizes the content Encourages Keeps discussions participation going smoothly Motivator Judge Takes care of release Solves disputes schedules
- 66. When will I see the benefits?
- 67. Brand Friend: Friendship Growth Community driven Intimate Friendship Acquaintance Awareness Growth Viral
- 68. Brand Friend: Friendship Growth Community driven strategy soc ial media Intimate Friendship Acquaintance Awareness Growth Viral
- 69. Brand Friend: monitoring Community driven Intimate Friendship Acquaintance Awareness Unaware Anger Indifference Avoidance Growth Viral Deterioration
- 70. Brand Friend: reacting quickly Community driven Intimate Friendship Acquaintance Awareness Unaware Anger Indifference Avoidance Growth Viral Deterioration
- 71. Gift giving Influence is moving towards those who actively share and add value to their communities. “You will gain more by sharing than you will by hoarding.” Garry Hamel (BBC, 16 May 2010) http://www.bbc.co.uk/programmes/p007g9yr Image: Szaloncukor Képek (Google Images’s best guess)
- 72. Thanks! Richard von Kaufmann Concepting Director // co-founder Tel. 045 11 222 73 Email: richard@zipipop.com Twitter: richievk www.zipipop.com