What Does Social Media do for
You?
Barbara Shuck, FSMPS, CPSM
August 16, 2011
SMPS Alabama
Setting the Stage
What are some of the platforms
that you are familiar with?
 If you’re not looking beyond Twitter,
FB and LI, why?
 Does your firm embrace LI =
business, FB = personal? Why?
 What are your biggest concerns
today?

Today’s Agenda
Quick Overview of Current AEC activity
 Implementation Planning
 Twitter
 Blogging
 Social Media Monitoring
 Social Media Policies

AUDIENCE
PARTICIPATION!!!
YouTube Announces RFP Winner
Ebay Data Center – Project Mercury
http://www.youtube.com/watch?v=dpWRGU-_Eqk
AEC Live Sites





http://www.youtube.com/watch?v=aH8l3uMpc9I
(SmithGroup)
http://hoklife.com/
www.facebook.com
https://www.facebook.com/bartonmalow?ref=ts
http://www.facebook.com/home.php?#!/pages/LampRynearson-Associates-Inc/83721947010
http://www.linkedin.com/companies?trk=hb_tab_compy
Implementation Planning
POST
 Objectives &
Strategies

◦
◦
◦
◦
◦
Listening
Talking
Energizing
Supporting
Embracing
POST
People
Objectives
Strategies
Technology
People
What are your clients ready for?
 Social Technographics

◦ http://www.forrester.com/empowered/tool_b
2b.html
◦ Assess how your clients will engage, based on
what they’re already doing.
Objectives
What are your goals?
 Are you more interested in talking or
generating sales by energizing your best
clients?
 Are you interested in listening to learn
how to improve efficiencies?

Objectives
B2C
B2B
P2P

Listening

Talking

Energizing

Supporting

Embracing
Objectives
You already have
this business
function
Now you can
pursue this
groundswell
objective
Research
Listening
Ongoing monitoring of client conversations
with each other, instead of occasional surveys
and focus groups
Marketing
Talking
Participating in and stimulating two-way
conversations your clients have with each
other, not just outbound communications to
your clients.
Sales
Energizing
Making it possible for your enthusiastic clients
to help sell each other
Support
Supporting
Enabling your clients to support each other
Development
Embracing
Helping your clients work with each other to
come up with ideas to improve your services
How things are different in the groundswell
Objectives




Create a plan that starts small but has room to
grow
Create a rough plan
◦ what you will do first
◦ how you will measure success,
◦ and if you have success, how you will build on
that success
Put somebody in charge of it
Use great care in selecting your technology and
agency partners.
Strategies




If we allow people to review our
services, do we publish negative
reviews?
If so, how will our team react?
(employees, consultants, other clients,
etc.)
How will we expand and use the
information?
How will we engage our clients and
how will that engagement grow over
time?
What can go wrong?
Inadequate definitions of POST processes
 Clients engage you in ways you didn’t
expect…DEN Example
 Poor technology implementation
 Things will go wrong!

When things go wrong
You cannot ignore this trend.
 You cannot sit this one out.
 It’s too late to quit and let somebody else
handle it.


There’s no right way to engage with the
groundswell.
Listening


Private Community
Brand Monitoring
Find out what your brand stands for
Understand how buzz is shifting
Save research money; increase research responsiveness
Find the sources of influence in your market
Manage PR crisis
Generate new services and marketing ideas
Check the Social Technographics Profile of your clients
Start small, think big
Make sure you’re listening vendor has dedicated an experienced team to
your effort
• Choose a senior person to interpret the information and integrate it with
other sources
•
•
•
•
•
•
•
•
•
How it will change your firm
• Change the power structure
• Availability of information will be like an addictive drug
• No more being stupid
• It’s low risk
Talking




Engage in social networks and user-generated content sites
Blogs
Communities
Video
• Engage in social networks and user-generated content
sites
◦ Find out if clients are in social networks
◦ Move forward if people love your brand
◦ See what’s there already
◦ Create a presence that encourages interaction
◦ Join the blogosphere
◦ Create a community
◦ Post a viral video
Technology

cmo guide to social landscape.pdf
Q: Do you have any special insight for professional service
firms, ones that sell a service, not a product?
A: I think blogging and Twitter are especially effective
and useful for professional services firms because
people want to know about YOU. They want to buy
from a personality they trust. Twitter is networking
on steroids. If you are in the type of business that
would benefit from networking at a Chamber
meeting, let's say, you would undoubtedly benefit
from twitter. If you are new to Twitter, you would
probably enjoy my new book: http://bit.ly/taobook
Twitter

The Tao of Twitter, by Mark Schaefer
Targeted Connections
+
Meaningful Content
+
Authentic Helpfulness
Blogging
Listening… a cocktail party
2. Goal… announcements? Respond to
news? Support existing clients?
3. ROI
1.
Blogging

Start Up Costs
◦ Planning and Development
◦ Training for blogger

Ongoing Costs (annual)
◦
◦
◦
◦
◦
Blogging platform
Brand-monitoring service
IT support
Content production, including executive time
Review and redirection
Blogging Benefit Analysis
Advertising visibility/traffic
PR press stories about/driven
from blog content
Word-of-mouth referring posts on other
medium-high profile blogs
Support support calls avoided
because of information on
blog
Research customer insights
Blogging
Develop a plan
5. Rehearse
6. Develop an editorial process
7. Design the blog and its connection to
your site
8. Develop a marketing plan so people can
find the blog
9. Remember, blogging is more than writing
10. Be honest
4.
Twitter

Twitter is a relationship building and
relationship maintenance tool
◦ Develop and promote your brand
◦ Interact with your customer base
◦ Track what people are saying about your company and brand
◦ Create buzz around upcoming events
◦ Help individual employees act as liaisons to the public
◦ Promote other content you’ve created, including webinars, blog
posts or podcasts
◦ Develop direct relationships with bloggers and journalists for
potential PR placement
Twitter

Company account: Represents the
company as a whole.
 Keep your customer base up‐to‐date on your
events
 Promote recent blog articles or news
 Update your consumers about products/services
 Give real‐time updates at conferences and events
How to Twitter for Business – A Beginners Guide
Twitter

Personal account: Used by an individual
employee at the company, is more
personalized, can be used to talk about
non‐company related things and is better
for direct relationship building.




Act as a liaison to the public for your company
Update people on what you’re working on
Share tidbits about your personality
Expand your company’s network and make
connections
How to Twitter for Business – A Beginners Guide
Twitter Handles
Your full name (JamesDean)
 A variation of your name (JDean)
 A combination of your name and your
company (CompanyJane)
 A combination of your name and your
industry (MarketingJane)

How to Twitter for Business – A Beginners Guide
Types of Tweets

An observation: Tweet about
what you’re doing, thinking or
feeling



What you’re reading: Post a
link to an interesting blog post or
news article
Promote someone else’s
content: Post a link to someone
else’s blog article as a helpful
resource

What you’re watching: Post a
link to a cool video from Hulu or
YouTube
Chat with someone: Send
messages using an @ sign (to be
explained later)

Retweet what someone else
has said: Retweet (using RT or
Retweet in the beginning of the
message) to repeat what
someone else has said

What events you’re going to:
Share a link to the next
conference you plan to attend

Promote your content: Post a
link to your most recent
company or personal blog article
How to Twitter for Business – A Beginners Guide
Find People to Follow

Hubspot has Twitter Grader to measure
the power of a profile
◦ Twitter Search (http://search.twitter.com):
◦ Follow People Your Followers are
Following:
◦ Follow Thought Leaders and Bloggers:
◦ Collect People’s Twitter Names at
Events:
◦ Follow Hashtags (#) at Events:
How to Twitter for Business – A Beginners Guide
Get People to Follow You
Make your company’s Twitter
usernames easy to find.
 Make your tweets useful resources
so people need you.
 Interact with those people you
follow who don’t follow you back yet.

How to Twitter for Business – A Beginners Guide
Twitter for Business

Use Twitter to drive people to your company’s website.

Monitor your brand on Twitter.

Use the Twitter “Favorites” feature as a list of company
testimonials.

Use Twitter to promote events.

Use Twitter to promote new tools.

Establish yourself as a thought leader in your industry.
How to Twitter for Business – A Beginners Guide
Twitter for PR
Develop relationships with
reporters, bloggers and other media
people through Twitter.
 Watch for tweets about editorial
 opportunities.
 Direct Message reporters instead of
sending them an email.
 Use Twitter to check in on your
media person before PR pitching.

How to Twitter for Business – A Beginners Guide
Energizing



Ratings and reviews
Communities
Ambassador Programs
•
•
•
•
Viral marketing
Writing reviews
Word of mouth
How much is a promoter
worth?
1. Do you want to energize?
2. Check the Social
Technographics profile of
clients
3. What is the client’s problem?
4. Pick a strategy that fits the
Social Technographics profile
5. Long haul
6. Not all clients are equal
7. What if they turn against you?
8. They want to see a difference
Supporting



Support Forums
Wikis
Q&A
Embracing



Idea Exchanges
Crowdsourcing
Ask clients for ideas
• Your services raise a lot of
questions
• Fan phenomena or passion
• Innovating with your
clients
• It moves fast!
1. What problem is your support
going to solve?
1. Continuous improvement
happens
2. Groundswell support needs
your participation
3. Why build it if you can join it?
4. Start small, but plan for big
5. Reach out to your most active
customers
6. Drive traffic to your community
7. Build a reputation system
8. Let your clients lead you
2. If you have clients, they
can help you
3. Show what you’ve done
with feedback
4. Balance skill and humility
Social Media Policies


Employee Code of Conduct for
Online Communications
Employee Code of Conduct for
Company Representation in
Online Communications

Corporate Blog Use Policy

Corporate Blog Post Approval
Process

Corporate Blog Commenting
Policy

Corporate Facebook Brand Page
Usage Policy

Corporate Facebook Public
Comment/Messaging Policy

Employee Blogging Disclosure
Policy

Employee Facebook Usage Policy

Employee Personal Blog Policy

Employee Personal Social
Network Policy

Corporate Twitter Account
Policy

Employee Personal Twitter Policy

Corporate YouTube Policy

Employee LinkedIn Policy


Corporate Blogging Policy
Corporate YouTube Public
Comment Policy

Company Password Policy
Social Media Planning & Policies
Vanir
 Smithgroup
 http://socialmediagovernance.com/

Highly
Empowered &
Resource
Operative
Monitoring Social Media
How to Monitor Your Social Media Presence in 10
Minutes a Day
Monitoring Social Media
How to Monitor Your Social Media Presence in 10
Minutes a Day
Monitoring Social Media
Agree
Strongly Agree
How to Monitor Your Social Media Presence in 10
Minutes a Day
Facebook

Wall Posts: Anyone who ―Likes‖ your Page can post content to
your Page’s wall. Anyone! They can say good things, complain, talk
about a recent experience they have—anything! These remarks are
user-generated content about your brand.

Comments: Comments are an opportunity to react to a wall
post. Both you and your fans can comment. Consider it a mini
conversation that spurred from the original post.

Likes: The classic thumbs up! If someone ―Likes‖ a wall post, this
means they like the content of that post. This can also be translated
to mean ―I agree‖.

FB Newsfeed
How to Monitor Your Social Media Presence in 10
Minutes a Day
Twitter Monitoring
Relevant questions about your
company
 Relevant questions about your
industry
 Requests for support
 Complaints and feedback
 Praise
 Competitor Mentions

How to Monitor Your Social Media Presence in 10
Minutes a Day
LinkedIn Monitoring

LinkedIn Answers

Group Discussions
How to Monitor Your Social Media Presence in 10
Minutes a Day
Blogosphere Monitoring

Blog Articles

Comments

Links
How to Monitor Your Social Media Presence in 10
Minutes a Day
10 Minutes a Day Schedule
3 minutes
2 minutes
3 minutes
2 minutes
Check for Twitter chatter about
your company and its
competitors.
Scan Google News and Blogs
Alerts for important articles.
Filter and flag relevant industryrelated LinkedIn and Quora
questions.
Log in to Facebook to scan
your wall and comments.
How to Monitor Your Social Media Presence in 10
Minutes a Day
So What Does Social Media Do?
Connects
 Communicates
 Shares Content
 Educates

So What Does Social Media NOT
Do?

Replace the Human Connection

It requires
◦ Time commitment
◦ Judgment
◦ Collaboration - Generation Y – ―Reverse‖
Mentoring
◦ Understanding - Public vs. private persona
―Social media marketing is not
something that can be taught – it
has to be experienced and this is why
schools have a hard time teaching
classes about it. Students who take
advantage of social media will have a
leg up on those who do not. Formal
education and books can show you
the tools… but it is up to you to
learn how to apply them for you
and your business.”
More Resources
2011 Social Media Marketing Industry
Report (Social Media Examiner)
 www.marketo.com

◦ The Definitive Guide to B2B Social Media
◦ The Definitive Guide to Lead Generation
Local newspaper, Business Journal, USA
Toda, Wall Street Journal, Fast Company,
Bloomberg Business Week, etc.
 CareerTrack, National Seminars Training,
etc.

What Does Social Media do for
You?
Barbara Shuck, FSMPS, CPSM
August 16, 2011
SMPS Alabama
What Doe
W
es Sociall Media do for Y
You? Auggust 16, 2011
1 Barrbara Shuck, FSMPS, CPSM
M Sites an
nd Resourcces •
be.com/watcch?v=dpWRG
GU‐_Eqk Ebay Data Center RFP – http:///www.youtub
y
Smith
hGroup ‐ http
p://www.you
utube.com/w
watch?v=aH8l33uMpc9I y
HOK LLife ‐ http://h
hoklife.com/ y
www.linkedin.com
m y
www.facebook.co
om y
Barto
on Malow ‐ htttps://www.ffacebook.com
m/bartonmallow?ref=ts y
Social Technograp
phics ‐ http:///www.forrestter.com/emp
powered/too
ol_b2b.html y
CMO Guide to Soccial Landscape
e ‐ http://ww
ww.cmo.com /social‐mediia/cmos‐guide‐social‐med
dia‐
landscape y
Social Media Guidelines & Policies: http://ssocialmediag overnance.co
om/ y
www.hubspot.com
m y
Hubspot ‐ How
w to Monitor Your Social M
Media Presen
nce in 10 Min
nutes a Day (D
Download wiith Registration) y
Hubspot ‐ How
w to Twitter ffor Business –
– A Beginnerss Guide (Dow
wnload with R
Registration)
y
Hubspot ‐ How
w to Leverage
e Social Mediia for Public R
Relations Succcess (Downlo
oad with Registration) y
htttp://www.slideshare.nett/HubSpot/101‐awesomee‐marketing‐q
quotes y
Marketo ‐ The Deffinitive Guide
e to B2B Sociaal Media y
www.groundswell.forrester.co
om y
Groun
ndswell, Charrlene Li and Josh Bernoff
y
www.raintoday.co
om y
www.marketingprrofs.com y
www.tradepub.co
om (Search e‐‐books) y
Google – Search, A
Alerts, Analyytics, etc. y
The T
Tao of Twitterr, Mark Schae
efer Social Media Marketing/Public Relations Plan
As of September 8, 2010
“Social media is not a fad, it is a fundamental shift in the way we communicate.”
“Social media touches every facet of business and is more an extension of good business ethics.”
Socialnomics.net, 2009
Part I:
Overview
The ISSUES Vanir is Facing:
Social media has become a well-recognized marketing tool, with people now using their networks to
communicate. Our target markets now expect to interact with brands and receive regular updates and
information. They are no longer willing to seek out this information on their own, but expect it to come to
them through their networks. In order for Vanir to make the most of its marketing efforts and to embrace
these evolving technologies, it is imperative that Vanir employ a corporate social media marketing and
public relations plan. Additionally, with the introduction of our new corporate Web site, a social media
presence will not only complement the new site, but will serve as its number one traffic generator.
FEATURES of Social Media:
Social media allows companies to reach a vast amount of people quickly and easily, and for very little
money:
•
•
•
•
Global Reach/Lightening Fast: You can reach a global audience in a matter of seconds Incredible Accessibility: Tools can be used and accessed from virtually anywhere, using only an Internet connection Creates Traction: Social media draws target markets in and demands their attention Low Cost: Tools are usually free and the only cost to implement a campaign is time How Vanir Will BENEFIT From Social Media:
A social media strategy will help Vanir leverage key opportunities to connect with customers, potential
customers, industry partners and members of the media, while also developing stronger relationships with
each of these target markets. Social media creates an on ongoing dialogue and easily keeps target
markets abreast of the latest company news and happenings – in a comprehensive and cost-effective
way.
The PROOF for Social Media as an Effective Marketing Tool:
Social media allows companies to easily enhance relationships for very little cost. No longer just a fad for
Generation Y, social media has become a well-recognized business tool with proven ROI results. In fact,
according to marketing consulting firm Kinesis, Inc.:
•
•
•
•
Over 300,000 businesses have a presence on Facebook and roughly a 1/3 of these are small
businesses
Web host provider Moonfruit saw their Web site traffic soar more than 300 percent while
corresponding sales increased more than 20 percent
The University of Texas MD Anderson Cancer Center witnessed a 9.5 percent increase in
registrations by using social media
eBay found that participants in online communities spend 54 percent more money
•
•
Twenty-five percent of Ford’s marketing spend is on digital/social media; they are the only U.S.
auto company that did not take a government loan
Software company Genius.com reports 24 percent of social media leads convert to sales
opportunities
Furthermore, social sites and their popularity are growing at a rapid pace and the audience demographics
are expanding. According to Nielsen in the 2010 Industry Media Fact Sheet, social networking sites
jumped 277 percent in the United States. Additionally:
•
•
•
•
•
•
•
•
There are: 195M active Internet users in the U.S.
Facebook reaches 56 percent of the active U.S. Internet universe with an average usage of 6
hrs/month/per user
Facebook is the #3 site visited by users 65 and older
Facebook recently announced 500 million users
If Facebook were its own country, it would be the third most populous nation in the world behind
China and India – both countries have populations north of one billion people
Twitter has become the #1 search engine with more than 800 million search queries per day
Twitter grew 500 percent year over year
Twenty-four of the 25 largest newspapers are experiencing record declines in circulation because
we no longer search for the news, the news finds us
Part II:
The Plan
OBJECTIVE:
•
•
•
•
•
•
•
Expand Vanir’s reach and enhance relationships with key target markets
Increase Web traffic to the Vanir CM Web site
Broaden the Web site’s audience beyond potential employees
Pull the Web site’s audience in and get them to stay longer on the site
Further establish Vanir as a thought-leader in the industry
Highlight Vanir as a company committed to the happiness of its clients and employees
Further market Vanir’s successful work
STRATEGY:
•
Draw on social media to:
− Regularly communicate, educate and engage audiences about what is happening at Vanir
− Drive conversations about the industry
− Feed traffic to the Vanir CM Web site; link back to the site wherever possible
− Complement the Vanir CM Web site and serve as an additional outlet for news and
information
− Distribute Vanir’s thought leadership ideas and visions
TACTICS (IMMEDIATE):
(For Facebook and Twitter; other social networks may be added at a later date)
Tactic
•
•
•
Frequency
Create Company Facebook and Twitter
pages that complement the “Vanir Careers”
pages.
− The pages will serve as an extension of
the Vanir CM Web site
Have Vanir Careers post to Twitter and
Facebook to “Join Our Corporate Site, Vanir
CM, On (Facebook and Twitter)” and link to
page
Develop an initial calendar of Facebook
posts and Twitter Tweets (through end of the
year); modify when necessary. Posts to
include:
One time
One time
Ongoing
Facebook: at least 1/Week
−
•
•
News updates, new employee
interviews, company events, etc. (link
back to Vanir CM wherever possible)
− Post company pictures of events, new
projects, etc. (Facebook)
− Post industry thought leadership ideas –
linking to blogs, advertorials, bylined
articles, etc.
− Post thought leadership re: industry
events, regulations, etc. Invite others to
join in on a discussion on Facebook
Follow reporters on Twitter to gain insight
into what they are covering/sourcing for
stories; encourage them to follow us
Coordinate posts with Vanir careers as
appropriate
Part III:
Twitter: updates: 2-3/Week
Ongoing
Ongoing
Logistics/Background Materials
APPROACH (Twitter, Facebook, Company blog?):
Although there are many different social media tools, the two recommended tools for Vanir’s marketing
efforts are Facebook and Twitter, with an eventual company blog. Other social networks such as LinkedIn
and YouTube may be added at a later date. This approach will allow us to immediately leverage
Facebook and Twitter with only a small amount of participation from other members of the organization
(some generation of content/approvals). A company blog will be more time intensive and will require
immense participation by many members of the organization for content development, regulation,
monitoring, etc. In order to not miss the social media boat, yet avoid getting in too deep with content
generation, it is recommended that we first start with building a Facebook and Twitter presence. We can
then move to a blog later in the year once the company becomes more familiar and comfortable with the
way social media works and is managed. Facebook and Twitter can be managed in as little as ten
minutes per day.
PROCEEDURES/IMPLEMENTATION:
•
•
•
•
•
•
•
Kelli Kobiolka, under the direction of Bob Fletcher, in Business Development will be driving the
corporate social media efforts
Social media updates/posts will be handled much like the news for the Web site and intranet
Similar to the news, Kelli Kobiolka will look for opportunities to further promote the company
based on recent company news, project updates, events, etc.
All updates will first be reviewed by any contributing parties (project directors, clients where
appropriate, etc.); then Bob Fletcher
Kelli Kobiolka will be in charge of all posting all approved material and will own the access to the
social media accounts
These accounts will only be accessible by the appropriate parties and are only to be used for
corporate social media purposes
All material must support the Vanir brand, image and philosophies
CRITICAL SUCCESS FACTORS:
•
•
•
•
Patience: Successful social media campaigns need time to take flight – establishing a social
media presence takes some care and feeding to take root
Diligent monitoring: Networks will need to be monitored on a daily basis; however, this can be
done in as little as 10 minutes per day
Regular updates: Content needs to be updated on a regular basis; as such, approval of
content needs to happen in a timely manner
Buy-in from company thought leaders: It will be imperative for leaders in the company to
regularly provide updates to help aid in content generation – note: this can include the
repurposing of already existing content such as bylined articles, info from speeches, lectures,
white papers, presentations, etc. It can also include project updates, news, etc.
SAMPLE TWEETS/FACEBOOK POST IDEAS:
•
•
•
•
•
•
Vanir adds 3 more CCM’s to its roster; firm brings total to 55
Vanir makes cover of ENR magazine (link to article on Web site)
LAPD Building Receives LEED certification (link to news story on site)
Vanir uses BIM to create Information Management System for San Quentin (link to fact sheet on
Web site)
What are some of your favorite LEED Certified buildings (encourage Facebook discussion)
Vanir sees CM certification as the key to industry success (link to bylined article or other thought
leadership piece – these can be to other publications, Vanir’s Web site, CMAA, etc.)
SOCIAL MEDIA KEY:
•
•
•
Facebook: Is a social networking site where companies can create pages to keep in touch with
their contacts (partners, customers and members of the media) who can become fans of the
company on Facebook – allowing them to view the page and its content, as well as get updates in
their news feeds and add comments. Pages can include updates, photos, articles, etc. Posts
can be more in-depth than Twitter and longer in length.
Twitter: Is a social networking and microblogging service that enables its users to send and read
messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on
the author's profile page and delivered to the author's subscribers who are known as followers.
Blog: A blog (a contraction of the term "web log") is a type of Web site, usually maintained by a
company with regular entries of commentary, descriptions of events, or other material such as
graphics or video. It usually serves as an extension of the Web site and is often used to highlight
thought leadership and to provide additional insight into the company and their expertise.