Social Media - Where's Your Foundation?

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Where’s your foundation?

Social Media Marketing04 February 2010

Taura Edgar


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Communications specialists• Public Relations • Public Affairs• Analyst Relations • New Media

Practice Groups• Consumer• Corporate• Digital• Health Care• Public Affairs• Social Innovation• Technology

For 25 years, we have been at the forefront of strategic communications thinking and have applied our theories on behalf of some of the technology, bioscience and consumer sectors’ most innovative companies. Innovation CommunicationsSM is Waggener Edstrom Worldwide’s global expertise that uses communications to facilitate the adoption of new ideas


Where do your influencers live?

What should you do before you talk to them?

Who should talk to them?

How will you talk to them?

Let’s talk about…


That’s where your customers are.

Think Hong Kongers don’t use Twitter?

They do.

Think 40–somethings don’t use Facebook?

They do.

Think they’re not talking about you on Discuss.com?

They are.

Why should your boss care about a long term Social Media plan?


Twitter Stats

Top 100 have 395,086

followers

Top 10 have

302,785 followers

Top has 98,113 followers

Twitter is like the old fashioned

water cooler, where people

can gather to shoot the breeze

on whatever topic is on their

minds and gathers influential

groups interested in same

topics.

top 10

have 7,165

top 100 have 4,154

Top 100 HK twitterersaverage joining date is 20

months ago

Source: Twitterholic Jan 2010

http://twitterholic.com/top100/followers/bylocation/Hong+Kong/


Facebook Stats

HK male Facebook

users 1,165,580

HK female

Facebook users

1,320,160

<17

18-24

25-34

35-44

45-54

55<

Facebook has mass appeal and

helps people looking to reconnect

with old friends and family

members or find new friends

online; the mashup of features

like email, instant messaging,

image and video sharing. More

emphasis on deep connections

Source: Check Facebook 03 Nov 2009

http://www.checkfacebook.com/


Plan your community…. Discuss/Uwants Stats

over 1.5 million

registered members

800,000 unique users

per day

Alexa.com ranks discuss in Top 5 in HK

Source: Discuss.com.hk Jan 2010

1,444,000 Monthly Unique Users

over 1.75 million

registered members

HK Reach 37%

Source: ComScore Top Properties in Hong Kong by Unique Visitors Aug 2009

http://www.discuss.com.hk/

http://ir.comscore.com/releasedetail.cfm?ReleaseID=415641




Do you know what your customers want from you?

Do you know what you want to achieve?

What do you need to get ready?


Listen up!

Before you do anything else…LISTEN!

Establish a monitoring program that

can inform you plans and watch

your community grow later

Listen and Research Plan Do

http://www.twendz.com

https://wexview.waggeneredstrom.com

http://www.twendz.com/

http://www.twendz.com/

https://wexview.waggeneredstrom.com/

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Plan your community….

Define objectives and find ways to measure its progress

Create a responsive process so teams are empowered to act quickly

Remember the needs of the community and prepare to participate

Create a community policy, focusing on the desired behavior

Prepare for costs and benefits

Establish clear lines of responsibility and ongoing processes

Source: Forrester - Online Community Best Practices Feb 2008


Know your community objectives….

Listening

Quality generates best insights

Recruit members as

standing focus group

Listen to customer’s

needs / complaints

Talking

Put customers first

Engage community members in

active dialogues

Host sponsored groups

Create relevant media focused

on needs of community

Energizing / Evangelizing

Understand who key influencers are

Benefit from WOM by

creating content members will share on their profiles & send

to friends

Allow users to share relevant

content (profiles, blogs,

video, RSS, photos)

Support

Know when to engage & when to

back off

Customers can support each

other by using online social networks &

tools like forums & wikis

let them pose problems &

receive answers from other members

Embracing

Involve your customers

Work with the community to

build better products and

services

these customers often turn into

brand advocates of company

Source: Forrester - Online Community Best Practices Feb 2008


Who should make up your team?

Build a group who can research, plan, post and evangelize your social media activities


What do you need in your team?

Enthusiasm!Seek out people in the organization that are already enthusiastic social media users – they’ll bring you passion and some technical experience.

PerspectiveFind people from a lot of different areas of the company to make sure you have a balanced plan…business, communications, personality all need to be in the mix.

InnovationLook for those who are thinking ahead and are ready to be flexible!


What Does a Social Media Team Look Like?


Gather a big group of interested colleagues•Eventually it should be part of everyone’s day-to-day so good to see who is already active

Get people from all customer facing departments•Membership, marketing, PR, advocacy, communications, publications, education, HR

Include people from all levels of the management•From those on ground who know customers to higher ups how know strategic direction of organization

Find people who have already use certain social sites•Easier when you don’t have to train everyone from scratch!

List out an inventory of existing social media activity•Include experiments and member-generated stuff going on along with the owner

Figure out how to collaborate•Each person will be responsible for listening and monitoring, and reporting back particularly interesting conversations or activity going on

Set rules so everyone knows how they can engage and respond.•Create issue handling process, incorporate this into your existing crisis communications plan

Create a good content strategy•Key to be able to repurpose content from different places in easy, shareable ways. Team should always know when there’s new material worth sharing

Use reporting to measure success•Include quantitative anecdotal feedback (e.g. Tweets, posts) and qualitatives like new fans/posts stats

Engaging staff in your plans


Assign and Online Community Manager to…

FacilitateSpend time sifting through discussions to make sure people are getting answers

CreateProduce blog posts, discussion topics, tweets, videos and more to make sure that the community has the information they need to feel engaged

EvangelizeGet out and talk to people! Spread the word in existing communities that compliment yours, identify the influencers and invite them.

EvolveTopics change, software changes, people change – all that requires changes to the community. Strategic thinking should plan what the next move in these areas is, what the community should look like in a year, two years.


People will talk about you


How will you talk back?

Thought about what you will say and who will say it?

Do these things before launching:

What kind of mentions should you respond to?

• Influencers are the ones to watch:

• Good and real = quote and thank

• Bad and real = outreach and problem solve

• Bad and false = outreach with facts and references

Who will respond?

• Assign team members to common issue areas in advance

Prepare some standard responses to common situations

How soon do you need to respond?

• The answer should be today


Know your community objectives….Be ready to

handle the good and the bad


What do you need to pay for?


Costs to consider...

StaffCommunity Manager

Project Manager

Designer

MarComms

PR

Writer

CreativesVideos for YouTube, Facebook

Twitter background

Facebook images

ProgrammingFacebook Applications for customer service pages, contests, etc

Blog creation/customization (e.g. Wordpress)

MonitoringSubscription monitoring service to track mentions

Time is your biggest investment but don’t forget these:


Case Studies


HP Power to Change

Challenge

To ignite a global environmental movement, HP had created a microsite and widget. They needed to drive traffic to these sites, engage online influencers in meaningful conversations and raise awareness of HP’s environmental credentials.

Solution

HP engaged us to outreach online influencers, run a campaign blog and engage the target audience through strategic use of social media.

Success

The campaign exceeded all of its stated objectives for HP. The response from the online community has been overwhelmingly positive.

HP| Power to Change Campaign

HP Staff:MarComm MngrPR Mngr

WE Staff:Acct DirAcct MngrProject ManagerAcct CoordWriterDesigner

http://www.facebook.com/hppowertochange


Microsoft | Windows 7 Blogger Event

Challenge

Microsoft Hong Kong needed to communicate the impressive, new features of Windows 7 to consumersbefore the launch of the product in October 2009.

Solution

Waggener Edstrom Worldwide devised a blogger outreach strategy based on a fun event that would enable influential bloggers to experience the features of Windows 7 in a compelling way .

Success

The event had the desired effect, with 16 of the 25, previously skeptical , bloggers posting highly positive blogs about Windows 7 and establishing the first outreach between Microsoft and Hong Kong bloggers, establishing the relationship for future opportunities.

MS Staff:MarComm MngrPR Mngr

WE Staff:Acct DirAcct MngrAcct ExecAcct CoordWriterDesigner


SUCCESS

• ZUJI Facebook group saw its registration jump by 400% in the second month.

• To date, the number of registered members of the group has reached approximately 4,100 and is growing each week.

• The journalist group attracted more than 50 bids from a member group of more than 100.

• 20 pieces of extensive coverage were generated by the first-tier dailies, magazines and online media within the first month of the launch.

NEED

• Increase awareness of ZUJI’s online auction service• Project an image of fun, creativity and convenience• Drive awareness of ZUJI’s social media engagement and

responsiveness• Persuade target audience that online travel shopping is

beneficial to the consumer

SOLUTION

Social Media

• Set up a Facebook group (Facebook is the most popular social networking platform with ZUJI’s target market in Hong Kong).

• To attract users, on selected Fridays, ZUJI offers free tickets and holidays for auction to members of the Facebook group.

• The auction is promoted on Twitter.

• Group members bid for the item by posting on a Wall message containing the bid.

Media Engagement

• To generate media buzz before the public announcement, ZUJI held a special preview auction exclusive to journalists.

• A Facebook group for journalists was also set up.

ZUJI Fantastic Friday CampaignZUJI | Fantastic Fridays Campaign

ZUJI Staff:Mrktg MngrWeb CoordDesigner

WE Staff:Acct DirAcct MngrAcct ExecWriter


ZUJI Fantastic Friday CampaignINTEL | Gateway to India Facebook Game

Intel Staff:Mrktg Mngr

WE Staff:Acct DirAcct MngrAcct ExecDesignerProgrammer


Contact

Taura Edgar

Waggener Edstrom Worldwide24F SUP Tower75-83 King’s RoadNorth Point, Hong Kong

E: [email protected]: +852 2907 8823www.waggeneredstrom.com/studiod

Waggener Edstrom Worldwide Offices

Asia: Beijing . Hong Kong . Shanghai . SingaporeEurope: Brussels . London . Munich . Paris North America: Austin . Boston . New York Portland . San Francisco . Seattle . Washington DC

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Social Media - Where's Your Foundation?