Part Four: Organising Social Support Teams

Posted by on Apr 4, 2012 in Social Networking |

One of the biggest challenges for many companies is properly organizing teams to engage in social media beyond one department. Moving beyond one team who coordinates all social activity can get messy, fast. There is no one, single way to properly organize company activity in social. Rather, this should be personalised by taking into account the people, business goals and levels of activity and responsibility of different business units. Start by thinking through preliminary aspects of people, permission and process: Decide which departments will be active in social media Find the key stakeholders on each team who can serve as the ”lead” in helping to manage and triage social media activity for their area List the people on each team, beyond the stakeholders, who will be expected to engage regularly Identify what level participating employees should be active and identify the roles for each of these people. For example: the team lead may be in charge of the strategy and administering the accounts (the administrators), where others may be in charge of managing day to day activity (Social Responsibility Manager) and others may be responsible for sharing and creating content to provide to the manager (editors). Identify the goals of each team and make these success milestones part of their ongoing performance metrics Outline the levels of communication that need to take place across social activity and create a plan for engagement and response. For example, simple content creation and sharing may be Level 1. Level 2 may be simple responses to questions and requests. Whereas Level 3 may be answering complex questions or require a higher level of thought or collaboration for response. Each of these should be mapped for the appropriate process to take place alternately you can outsource ‘Community management’ until you are comfortable with what is required and use a supplier that works with you on a ‘knowledge’ transfer basis. Organising Teams identify participants, outline goals, define roles Please follow and like...

read more

Part Three: Identifying and Embracing Advocates & Influencers in your social network

Posted by on Mar 28, 2012 in Social Networking |

Big companies are increasingly building big networks. Each person is important, treating them with respect and delivering positive experiences should be a fundamental part of your initiatives. But undoubtedly, there will be a smaller group of people who are advocating on your behalf and have the potential to reach more people in sharing your messages. Brand advocacy is not a new concept. But social media advocacy is a new and growing area of opportunity for brands. Certain people are organically talking about you and referring your products and services more than others. Obviously you’d like your entire network to follow suit, but identifying your top advocates can help lead to specific outreach efforts and open the door for advocate programs. A few ways to start identifying these people is to start asking and finding: Who is mentioning your brand most often? Who is retweeting your content the most? Who is commenting most often on Facebook and your blogs? The concept of influence is also an area of focus for many companies and brands that realize there is potential for a small number of people, who have a large voice, to help spread messages on their behalf. Like advocacy, the idea of using influencers to help spread brand awareness and preference has also been long engrained and embraced. What is new, is that it’s easier than ever before to identify people publicly who might have a larger share of voice or influence over their networks. This is no exact science, but by considering some of the following aspects of social media users, companies can discover people who have greater ability to influence or share conversations on larger scale than others. Looking at the following areas while engaging across social media, you can determine who might carry a stronger impact on their network to help amplify or advocate your brand message. Audience size. While it’s not the sole metric you should focus on, the audience size of a person’s fans, followers and friends can help determine how much they can amplify your message if and when it’s shared. Blog coverage/readership. Blogger outreach is a huge tactic for most brands as they want to spread their messages and news across digital outlets. By determining how large a blog’s readership is and how often they get shared or covered on other channels, you can determine who is best to target for sharing content and ideas. Starting small by leaving comments and raising visibility of your thoughts is the ideal way to start Media coverage. Like blogs, more traditional media outlets can also help amplify your brand message by reaching a larger audience Please follow and like...

read more

Part Two: Accessing and analysing relationship history of your customers

Posted by on Mar 21, 2012 in Social Networking |

Larger networks and wider company participation in social media helps you reach more people and create a bigger social platform and will generate more business opportunities. It also means it’s more important to have context around the relationship with social customers. How will different team members know what has been said to a certain person on Twitter over the course of long periods of time? Should the Marketing team know that a certain member of your network has talked to your Customer Care team multiple times on social channels before responding to new questions they ask about your brand? Having context around each of these interactions helps you understand patterns and desires of each individual in your network and also helps ensure your communications are informed and tailored to the needs of each person. Usually a core part of social media management systems, notes and conversation histories should be captured to help your team have a centralised location for this interaction that can be accessed by all team members.  So you need to understand where you can extract RELATIONSHIP HISTORY out of a CRM or BI system IDENTIFYING AND EMBRACING ADVOCATES & INFLUENCERS WHO CAN INFLUENCE BEHAVIOR & DRIVE CONTENT ENGAGEMENT – Identify ways of monitoring organic conversations following dialog about your brand tuning into industry trends tracking content engagement with regard to @mentions, retweets and comments NEXT STEPS TO TAKE: Have a plan in place to monitor and assess  What is being said about your brand? Tracking conversation histories of your network members? Providing feedback and posting replies and information based on the feedback you are receiving Please follow and like...

read more

Part One: Understanding your social customer and how they behave with your brand

Posted by on Mar 14, 2012 in Social Networking |

The behaviour of those you want to be in your network, provides the key to how you can better connect with them.  For most companies, sharing content becomes all about them and won’t help you create meaningful connections that lead to engagement and relationship building. Keeping a pulse on the social conversations and actions of your audience can help inform whether or not your company is actually important to them, as well as help drive your social initiatives. There are a number of important customer issues that you should take into consideration when publishing on social media channels. What value are they getting out of your initiatives? What messages resonate best with them? And do you have the context to know the full extent of your relationship with these people and to identify who is helping spread your social messages?  To start, some of the keys to comprehending your audience’s behaviour and motivations lie in: Tracking what content you are sharing to understand what gets the most engagement to better inform and optimise your content strategy in an ongoing way Following what’s being said about your brand, your competitors and industry trends Monitoring general conversations about you taking place in your current network to identify what conversations are happening organically Monitoring activity from industry leaders, thought leaders and analysts to stay on top of key issues in your space Please follow and like...

read more

Just having a LinkedIn profile is not enough

Posted by on Mar 12, 2012 in Social Media Marketing |

Business networking, face to face or online is still networking. LinkedIn is a virtual form of professional networking. Usually people network because they want referrals. In order for this to work, you have to give to get. You also need to be active with your network on LinkedIn. Networking is all about building good relationships, trust, visibility, and likeability. You want to use the power and leverage digital technology. Your results will be multiplied when you combine your social networking with offline networking methods. This can be as simple as scheduling a meetup. Here’s a couple of tips you can use to get referrals to your network on LinkedIn. Referrals from LinkedIn Build a targeted network of like-minded individuals. Communicate in an open transparent way what you do. Interact and engage with your network on a regular basis. In my opinion, one of the best tools that you can use on LinkedIn to start networking is LinkedIn answers. This allows you to answer and ask questions on almost any topic. By focusing on topics that are related to your industry, you are engaging with people who are interested in your market. With the questions that I ask on LinkedIn answers, I will usually follow-up with a personal reply thanking the people who answered my questions. If they are someone that I am not currently connected to, I add them to my network. Make a point to engage in answering questions that your network is posting on LinkedIn answers. This will allow you to engage with them regarding their questions. You will also have a portion of your own network that will read on what is answered by their networks. With LinkedIn you will get exactly out of this social network what you put into it. It is a professional social network and it is the same as face to face networking, only on a digital manner. Please follow and like...

read more