Making Friends with Social Media PHEL… · Social Media Engagement • Social media engagement is...

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Making Friends with Social Media


Agenda• Definitions

• Historical perspective

• Case Study

• Demographics

• The Steps of Engagement

• Where to go from here?

September 2012 2www.ems-solutionsinc.com


Definitions

September 2012 www.ems-solutionsinc.com 3


Social Media

• Social Media: Web-based

and mobile technologies able to turn communication into an interactive dialogue, allowing the creation and exchange of user-generated content.

– Mobile.

– Interactive

– User generated.

• “By the people, for the people.”



Historical Perspective



A More Primitive Time…




In The Old Days…

Disaster Occurred…Loma Prieta Earthquake (1989)

Responders responded…PIO collected information…Prepared a press release…

PIO informs the anxious, waiting public at a formal press conference


Our More Contemporary Time…




Brave New Word…

An F5 Tornado approaching Joplin –Broadcast on YouTube – with over 4,271,000 views (http://tinyurl.com/43b5n35)

Within moments, people are

informing people… Tweeting, FBing, posting images and video all in real time



And oh, yes…the contemporary media did play a role too!


Case Study



August 23, 2011

• The 5.8 Virginia earthquake that hit last August resulted in almost instantaneous tweets – quake was at 1:51pm.

– First tweets noted at 1:51pm

• First tweet reached NYC 40 seconds ahead of the quakes first shock waves.*

• Tweets peaked at 5,500 per second.

* SocialFlow



One of the First Tweets

• One of the first people to Tweet about the quake was @b_mc817, posted a mere 30 seconds after the earthquake began, it is most likely that this user was typing as the tremor was taking place






30

seco



It spreads to Boston, across Maine and Florida, reaching Toronto at 1:52:35.



Totally overwhelming the networks, within a minute there were

more than 40,000 earthquake related Tweets, with a record-

breaking velocity of 5,500 Tweets per second.

http://173.254.16.66/rnd/quake-map/?size=large



Humans as EQ Sensors: There was a clear 40-50 second warning signal between the very start and the New York City region. This signal manages to reach tens of thousands of people before a minute is over, in effect, a network of human sensors that not only identifies a substantial event, but also passes on information in remarkable ways.


Widespread Shaking…Lots to Tweet



Soon We Will Expect To See…



In All Building Stairwells



Demographics



Facebook

• Facebook is the only social networks that knows no generational limits.

• From grandparents to teenagers, it is the largest of the social networks —attracting users of all ages.

• A recent study by Forrester found that of U.S. adults who use social networking sites, 96% of them are on FB.



Which social media sites do you have an account ?


Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/


How frequently do you participate in social media?


Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/


The Steps of Engagement



Social Media Engagement

• Social media engagement is comprised of four steps:

1. Listen.

2. Engage.

3. Respond.

4. Measure.


Listen

Engage

Respond

Measure


Ways to Interact

• There are many tools to listen, respond and engage – in other words interact

with the public and your target audience.

• The key thing to keep in mind:

– Be a participant, that means be an active

participant in the SM tools you follow.

– Don’t be a voyeur.




Listen Using SM

• One way to listen is to find SM platforms that echo your business, product, or interest.

• Your first actions are to monitor and listen.

– Monitor: Decide which platforms to watch.

– Listen: Pay attention to comments and activities on those platforms.



Listen

• Listening (real listening) is a learned skill, and usually requires a mind shift for most people (and companies):

– Listening to actual customers can be done:

• One-to-one.

• One-to-many.

• Requires being an active participant in the SM tools the company uses and/or follows.



Engage

• Engagement is not talking at your target market, but speaking with them.

– This is called a “conversation.”



Engage

• Engagement is:

– A two-way street – talking and listening.

• Engagement is NOT:

– A sales pitch.

• Concentrate on listening to the people who are investing in your writing and social media presence.

– A numbers game.

• Quality is always better than quantity.



Common Ways to Engage

• The big social media sites:

– Facebook.

– Twitter.

– LinkedIn.

– YouTube.


Leverage LinkedIn

• Business-related social networking site.

• Actively participate.

– Post unique comments, insights, perspectives.

– Engage the group with interesting, timely questions and/or observations

• Join relevant groups.

• The goal: to become a thought leader.



Facebook

• Do:

– Create page that promotes your brand.

– Create traffic to your website.

– Invite discussions.



Facebook

• Don’t:

– Create a page and not keep it up or update often.

– Try a hard sell approach.

– Censor comments.

– Spam your friends.



You Tube

• Must have purposeful video with strong content that resonates with your audience.

• Use key words in the title.

• Should have a strong call to action to get them to do….???

• Integrate your videos into other social media.



Twitter

• Share timely information.

• Spread useable links.

• Personify your image/brand.

• Build credibility and spread influence.

• Follow competitors.

• Tweets are now part of Google search so think –key words.



Blogs

• A blog features diary-type commentary and links to articles on other Web sites, usually presented as a list of entries in reverse chronological order.

• Write your own blog.

– Link to other blogs and association groups. Add to your Linkedin.

• Read other blogs

– Link them to yours via pingbacks.

– Comment.

– Ask and/or answer questions.




Respond

• The conversation begins...

– What if you don’t like what they say, especially on your SM site?

• For example, a customer slams you in a comment section on your Facebook page.

– Repeat after me: Not all negativity is bad.

• I generally do not advocate removing negative comments.



Don’t Remove Negative Comments?

• Poor experiences, negative reviews, and consumer complaints in general are not the worst thing to have on your FB wall.

– They bring the issue to your attention. Now you can fix it!

– They make your brand seem “human.” Negative reviews can emphasize the legitimacy of positive ones.

– They tell you something. The customer wants resolution – after all, he/she took the time to complain.

– They represent an opportunity. Turn a complainer into an evangelist.

– They are honest feedback to existing and potential customers.

– They can encourage satisfied customers to come to your aid, defending your brand with positive experiences of their own.



But Sometimes, You Should Remove Them

• Unfounded accusations: “You lied to me!” “You rigged that contest!”“You’re conspiring against me!” “Your company is corrupt!”• Libelous content: “Your product killed my father!” (despite the fact that

the father lives).

• Profanity: “You motherf@#$%^&” “You’re fu@&$#@ little a$*&#!”• Hate speech: “You’re all a bunch of [insulting term relating to race, creed,

orientation, etc.].”• Reverse hate speech: “You fouled up my order because I’m [sexual

orientation/race/creed], didn’t you?” “I didn’t win because I’m [sexual orientation/race/creed], right?”

• Harassment: Any of the above that appears on a recurring basis. This goes for harassment against the community manager as well as fellow community members.



Twitter Ranting

• Alec Baldwin’s Twits

• AA Facebook Response



Forbes Article



Alec Baldwin Goes to SNL



Personal Score-Keeping:Measure Yourself

• Vizibility.com.

• Measures your online identity:

– Volume.

– Relevance.

– Purity.

– Diversity.

• http://www.onlineidcalculator.com/index.php



What is Your Digital Presence?

• Vizibility.com identifies the distinctiveness of your digital presence.

• Being “digitally distinct” is often the ‘nirvana’ of an online identity.

– A search of your name can yield many results about you.

– Most, if not all, should reinforce your unique personal brand.



Online Identity Calculator –My Results

Vizibility.com’s comments: “Keep up the good work,” and “…remember that your Google results can change as fast as the weather in New England.”



Klout.com

• Klout provides social media analytics to measure a user's influence across their social network.

• Analysis is done on data taken from sites such as Twitter and Facebook.

• Measures the size of a person's network, the content created, and how other people interact with that content.

• It is a bit controversial which, of course, creates more interest.



What Klout Measures

• Klout analyzes data from 13 different online networks and takes into account reactions to a person’s content.

– It creates a score from 1 to 100.

– It further scores by “True Reach,” “Amplification,”“Probability,” and “Network Score.”• The final Klout score is a representation of how

successful a person is at engaging their audience and how big an impact their messages have on people.



Are You A VIP? What is your Klout Score?

• A New York Times article describes a high-society event with a separate velvet-rope VIP area.

• The entry cost was a Klout score of 40+.

– My score? 39Are You a V.I.P.?

Check Your Klout Score(November 18, 2011)



What Does Your Boss Want to Know?Measure a Business

• “What is our ROI?”

• Seven steps to measuring activity, success, and your ROI.



Seven Steps

1. Set a goal.

2. Count subscribers.

3. Gauge awareness.

4. Measure participation.

5. Count “forwarders.”

6. Listen to comments.

7. Revisit your goal.



Measuring the Effectivenessof SM

1. Begin at the beginning. Set a goal, some kind of goal.

– Go back to our first webinar. What is your strategy? Answer the question, “Why are we doing this?”

2. Add up the numbers. Count up who has subscribed to your offerings:

– RSS feeds.

– Followers.

– “Likes.”



3. Gauge awareness. What do they know about you?

– Create simple one- or two-question surveys.

– This establishes a baseline: What your followers are thinking about your company, an issue, a product.

4. Measure participation. Who is engaged and how are they engaged?

– How many are posting to your blog? Are they the same commenters over and over? Or new and varied commenters?

– How many are re-tweeting?




5. Count your forwarders. Who passes your word on?

– These are the folks between your passive users and your active users. They may never make comments, but they will take your message and pass it along.

• Blog post trackbacks.

• Inbound links.

• “Tell-a-friend” pass alongs.

• Digg (social news site, vote up or down).

• Delicious (a social bookmarking web service for storing, sharing, and discovering web bookmarks).

6. Listen to comments. What are people saying “in the street”?

– Listen. Be ready, willing, and able to respond openly, honestly, and speedily.




7. Revisit your goal. Modify and adjust it when appropriate.

– Repeat as needed.




Social Media Dashboards

• A platform to channel, organize, and maintain various online portals from one single window.

• Provides a summary view of measurable events, everything from the number of fans to the link clicks.

• Able to be viewed at one glance.

TweetDeck

Brizzly



Where Do We Go from Here?

• While the ROI of social media may vary widely, one thing is certain: The value of building relationships is priceless.

• Get involved, stay involved.

– Participate!


Regina Phelps, CEM, RN, BSN, MPAEmergency Management & Safety SolutionsSan Francisco, California415-643-4300 www.ems-solutionsinc.com

Thank you

September 2012 60www.ems-solutionsinc.com

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Making Friends with Social Media PHEL… · Social Media Engagement • Social media engagement is...

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