I Spy social media clients
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socialising your brand
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what are the traits of a social brand?
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constant interaction
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transparency, authenticity and modesty
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recognise problems and respond
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take consumer ideas seriously
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innovative websites
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inspire customer loyalty
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what can go wrong?
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someone may say something stupid
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a backlash could occur
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a PR disaster
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how can we avoid this?
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accept the situation
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be honest, transparent and modest
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imagine your brand as a person
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put out an honest apology
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create a staff social media policy
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the rules of social media
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rule #1 – interacting not broadcasting
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rule #2 – customer service = marketing
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rule #3 – backlashes happen for a reason
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rule #4 – communication evolves
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rule #5 – value comes in many forms
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creating a strategy
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how do we create a strategy?
■ Brand monitoring / auditing phase
■ Workshops / brand Inductions / stakeholder meetings
■ Set clear objectives and measurements – “I want social media”, “Generate Buzz” isn’t good enough
■ Decide on processes and logistics and manage them
■ Review your objectives, processes and strategy regularly with the aid of analytics, brand monitoring and team meetings
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how do we measure success?
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direct traffic and conversions
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sentiment
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universal search positioning
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consumer loyalty
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consumer loyalty■ A loyal customer will purchase your products over and over again
■ They will buy beyond traditional purchases, across product lines
■ They will refer your companies products to friends
■ They will become immune to the pull of the competition
■ They will give your company the benefit of the doubt when things go wrong – and stick up for you when there is a backlash
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business intelligence
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how do we measure success?
■ Direct traffic & conversions in web analytics
■ Buzz & sentiment online
■ Universal search positioning
■ Consumer loyalty
■ Business intelligence
■ What is your picture of success?
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waterstone’s case study
■ Establishing Waterstone’s across social media
■ Going from 0 Twitter followers to 11,000+
■ Going from 0 Facebook fans to 6,383 fans
■ Being seen as a leader in using Twitter effectively
■ Twinterview with Ant and Dec (and other famous authors) - 500 new followers on the day, huge buzz online
■ Picture This Flickr competition - 648 photos uploaded, 186 group members, 30 discussion topics, 734 comments (saved Waterstone’s money!)
■ Golden ticket competition with ten fantastic prizes
■ Tweet up in Piccadilly store
■ Driving referral traffic and converting into sales
■ April 2009 to January 2010: 62,000 visits from social media
questions?
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