Creating a Social Business

Creating a Socially Aware Business

Kristen Vang (@kvang)

Director & Co-founder of Hatchd Communication Design

© 2011 Hatchd Communication Design // [email protected]

question

2

What’s the best social media campaign you’ve seen lately and why?

mailto:[email protected]



question

3

What’s a not-so-stellar social media campaign you’ve seen lately and why?





awkward

5

Build your company a social media empire.



© 2011 Hatchd Communication Design // [email protected] Conversation Prism http://theconversationprism.com/

http://www.theconversationprism.com


© 2011 Hatchd Communication Design // [email protected] Conversation Prism http://theconversationprism.com/




aware

8

Think of establishing social media platforms like investing in real estate.




aware

8


I. OBJECTIVES




aware

8


I. OBJECTIVES

II. AUDIENCE




aware

8


I. OBJECTIVES

II. AUDIENCE

III.RESOURCES




awkward

9

Talk about yourself - a lot.





aware

11

Shut up and listen.








question

14

What listening devices does your company use to gather feedback from social media?




question

15

What is one tangible change your company has made based on feedback obtained through social media listening?




awkward

16

Don’t worry about those pesky activists.



Image viahttp://www.shewired.com

http://www.shewired.com

http://www.shewired.com

© 2011 Hatchd Communication Design // [email protected] via:http://greenpeace.org

http://greenpeace.org

http://greenpeace.org




video link: http://www.youtube.com/watch?v=Txa-XcrVpvQ



http://www.youtube.com/watch?v=Txa-XcrVpvQ

http://www.youtube.com/watch?v=Txa-XcrVpvQ


question

25

Do you think the social media tactics employed by activists groups are appropriate?




aware

26

Be good.




I. PLANS

aware Be prepared.




I. PLANS

aware Be prepared.

✓ Crisis management




I. PLANS

aware Be prepared.

✓ Crisis management✓ Response team




I. PLANS

II. POLICIES

28

aware Be prepared.




I. PLANS

II. POLICIES

28

aware Be prepared.

✓ Rules of engagement




I. PLANS

II. POLICIES

28

aware Be prepared.

✓ Rules of engagement✓ Community guidelines




aware Be prepared.

I. PLANS

II. POLICIES

III.SYSTEMS




aware Be prepared.

✓ Conversation monitoring

I. PLANS

II. POLICIES

III.SYSTEMS




aware Be prepared.

✓ Conversation monitoring✓ Advocacy programs

I. PLANS

II. POLICIES

III.SYSTEMS




aware Be present.




awkward

31

Spruik your goods incessantly.



© 2011 Hatchd Communication Design // [email protected] via:http://thecollaredsheep.com/32

http://thecollaredsheep.com




























aware Focus on relationships over sales.




awkward Don’t wait for the grey headset to get on board.




aware Get internal buy-in.




Average Brands Exemplars

38%

9%

31%

27%

31%

64%

Neutral, Weak or Very Weak

Strong

Very Strong

strength ofexecutive

supportfor

social media

36%

69%

Source: Marketing Leadership Councilhttp://www.mlc.executiveboard.com



http://www.mlc.executiveboard.com

http://www.mlc.executiveboard.com


question

44

What have you done to get an initiative across the line and approved?




awkward Ask fans to get involved. Really, really involved.




lurkers

creators

editors90-9-1 principle



47

socialtechnographics


aware Be realistic about participation levels.





awkward Set and forget.








aware Recognise social networks are unique and treat them as such.




awkward Lose your shit.







aware Maintain grace under fire.





awkward

58

1. Building a social media empire

2. Talking about yourself too much

3. Ignoring the activists

4. Spruiking your goods incessantly

5. Not getting internal buy in

6. Asking too much of fans

7. Over automation

8. Losing your cool




aware

59

1. Be choosey about your social presences

2. Shut up and listen

3. Be good, be prepared, be present

4. Focus on relationships over sales

5. Get internal buy in

6. Be realistic about participation

7. Treat social networks differently

8. Keep it together



Date post:	18-Oct-2014
Category:	Business
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