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Ford and its Social Media Success

Here is an article about the success of Ford’s campaign, mixing both social media and paid media.

Few tips to create a successful media campaign:

  • It’s important to create an entertaining experience for people on social. Engaging people is fundamental to the campaign’s success
  • Social has improved product awareness and consideration of Ford’s products tremendously
  • Ford has seen massive savings as they’ve shifted away from traditional advertising budgets and started using PR and internet marketing agencies
  • The skills Ford needs to run their marketing has shifted along with their shift to social.

Here are some interesting thoughts of Ford CMO, Jim Farley:

now what we’re learning is the more entertaining we make it for the participants, the better it is for us as a company.

social media hasallowed us to connect with people authentically

we’re really reducing the amount of traditional advertising we have to spend.

Consequently, the key to a successful campaign is to mix both social and paid media, in order to interact with your customers and have a great visibility.

Enjoy this video !

http://www.youtube.com/watch?v=3SEIz7TXgEM

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Social media policies do not need to be boring !

In the article Gap’s social media policy a guide for other companies, written by Gil Rudawsky, you can read a really good example of social media policy. Here is an extract of GAP’s social media policy:

‘Keep in mind…

>There’s really no such thing as “delete” on the Internet, so please—think before you post.
>Some subjects can invite a flame war. Be careful discussing things where emotions run high (e.g. politics and religion) and show respect for others’ opinions.
>It’s a small world and we’re a global company. Remember that what you say can be seen by customers and employees all over the world and something you say in one country might be inaccurate or offensive in another.
>Respect other people’s stuff. Just because something’s online doesn’t mean it’s OK to copy it.

How to be the best …

>Play nice. Be respectful and considerate, no trolling, troll baiting, or flaming anybody, even our competitors.
>Be yourself. Be the first to out that you are a Gap Inc. employee – and make it clear that you are not a company spokesperson.
>If you #!%#@# up? Correct it immediately and be clear about what you’ve done to fix it. Contact the social media team if it’s a real doozy.
>Add value. Make sure your posts really add to the conversation. If it promotes Gap Inc.’s goals and values, supports our customers, improves or helps us sell products, or helps us do our jobs better, then you are adding value.

Don’t even think about it…

>Talking about financial information, sales trends, strategies, forecasts, legal issues, future promotional activities.
>Giving out personal information about customers or employees.
>Posting confidential or non-public information.
>Responding to an offensive or negative post by a customer. There’s no winner in that game.’

If you do not want to end up like this…

Unfortunately, we all know people are more and more lazy; particularly when they need to read a ‘boring policy’. In my opinion, the way GAP wrote its social media policy is both simple and really clear in its content, creating a trust relationship between managers and employees. 

If you are interested by this subject, you can visit the following website:

http://www.prdaily.com/Main/Articles/Gaps_social_media_policy_a_guide_for_other_compani_11088.aspx

Or also the author:

http://crisis.groundfloormedia.com/

Elizabeth Stanton.

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How to become closer to your customers

Since the beginning of social media and the new era of consumerism, every consumer has a poweeful voice. Consequently, it is really important to build inflencer relationships. In this article written by Gemma Craven, the author gives few tips to empower customer advocates:

Thank your customers. This point is really important to keep your customers’ fidelity; rewarding your loyalists is not hard, from a simple discount on a repeat purchase to a personalized thank you, which costs nothing aside from effort, it all goes a long way.
Be responsive. According to socialbakers, 95% of Facebook wall posts go unanswered by brands – don’t be in the 95%! Simply responding to your customers can quickly grow advocacy and affinity.

 

You can see in the next graphic that the telecommunications and airline sectors had the highest rates of answered wall posts, but even those were woefully low, at 26 percent and 28 percent, respectively.

On the opposite end of the spectrum, the media industry seems to ignore the “media” in social media, responding to just 1 percent of wall posts, and the automotive industry has stalled on this front, as well, at around 2.5 percent!!!


Look at the communities you have around your brand, whether they are owned or earned communities. You can likely identify your brand advocates pretty quickly, and likely they are not paid influencers but quite simply fans. For that, you can check the website socialbakers and see how many fans you have for your brand and then, try to identify them to give them a proper response.
Review your numbers. Do you know what percentage of your revenue actually comes from new business, and what comes from repeat buyers? Make sure your experience for your repeat customers is as good as the very first time they came to you.
Let your YOU come through. It means customers are tired of being harass by mail and letters inpersonal, they want a real connection with the brands they are purchasing. The new connected environment means your customers want and need a personal connection. Think about how you can bring the human into your brand, with the easiest way being through your connection in social spaces. This could mean undertaking a review of your brand voice with your team, looking at how you currently come across and how you want to be perceived.

In my opinion, the frist and last points are the most important because thanking your customers already implies the three other points, and letting your YOU come through is the main point of social media. How can you have a real relationship with someone if you are not paying attention  to him?

More about this article on:

http://blog.ogilvypr.com/2011/10/the-social-consumer-your-new-influencer/

Elizabeth K. Stanton

 

 

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Make sure your content gets into your fan’s news feeds

In the article “Getting your brand’s content in the news feed on Facebook”, Tracy Sestili is giving us six tips on assuring your content gets into your fan’s news feeds.

>> Post quality content: 

Try and post no more than four times per day if you want your audience to stay focus. And give quality content if you do not want your readers to delete your posts.

>> Be timely: 

In other words, it means that you have to look at past posts and see which posts garnered the most engagement. Like this, you will be able to figure out when is the best time to post your stats updates.

>> Post on a trending topic: 

Back in August Facebook rolled out what they call Aggregated Topic Clusters. What this does is group posts together by a particular topic.

To give you an example, you can see the result if you post about iTunes:

 

>> Tag others: 

Tagging other fans or brand pages in your post will allow your post to be seen on their wall. If others see it, there’s a good chance that they will share, comment or like it.

>> Be shameless and social: 

Encourage others to share your content or ask them a question to engage them more. The more likes and more shares, the higher and longer your post will appear in a person’s news feed.

>> Manual posting:

It’s been rumored that Facebook gives preferential treatment to posts that are done manually rather than those done via a social media management tool like HootSuite or Buffer.

Try posting one or two manual posts per week and then measuring them against the other posts and see where they land.

If you want more informations about this post, take a look at the following link:

http://socialstrand.com/2012/02/17/getting-your-brands-content-in-the-news-feed-on-facebook/

Elizabeth K. Stanton.

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The crossover between personal and business use of social media, by Tammara J. Erickson

Here are some really interesting thoughts about how we use social media in business and in our private life. It is an extract of the Harvard Business Review and it is written by Tammara J. Erickson, who was named one of the top 50 global business thinkers for 2011!

She underlined the fact that when we use Facebook, Twitter, Linked In, and most other personal social software applications, we share these experiences:

  • We’re usually invited to participate by people we know and trust.
  • There are specific things we want to do with the other people involved, such as share photos, stay up-to-date on a club’s activities, or develop a personal reputation.
  • We get something back from participation: advice, practical information we need, a network to tap when times are rough, or the emotional pleasure of seeing others photos or hearing their news.
  • We have control over who sees our information.
  • The applications are intuitive — there’s no training required.
  • The applications are well-tuned to support the specific tasks we want to perform and their features are regularly rated and refined.

In contrast, the social software used in many organizations today has a distinctly different cultural context and level of performance:

  • Often we’re instructed to use it by someone in authority, rather than invited by friends.
  • Little of what we actually get paid to do (or believe we get paid to do) requires information or input from the vast majority of other people on the network.
  • Participation feels like dropping pearls into a black hole — there’s often no sense of getting something in return for sharing an idea or suggestion.
  • We have no control over who sees our information and little idea what “they” are doing with it.
  • The site is unattractive and requires a manual to get started.
  • The software is generic and requires a work-around to do the specific things we would really like to do.

Here is the crossover between personal and business in social media, both of them have the same characteristics:

  1. Strategy — a clear, specific purpose,
  2. Technology — designed around user behavior,
  3. Organization — supported by new structures and practices as necessary, and
  4. Personal Engagement — catalyzed individual discretionary effort.

In my point of view, when we are using social media in our private life, we should consider us as a brand. We are already doing that, by showing the best profile of ourselves, so we should also do the same in for all our profile.

If you are intersted by the article, you can find it on the following website:

http://blogs.hbr.org/erickson/2012/02/why_we_use_social_media_in_our.html

Elizabeth K. Stanton

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Facebook profiles and job performances.

We always thought Facebook was harmful for our career, but if it was not ?

A  new study from the Northern Illinois University point out a strong correlation between your profile on Facebook and your hability to be a good employee.

How they did the study? The researchers recruited a group of four Facebook-savvy human resources professionals and students to evaluate the Facebook profiles of 56 users. The four perused each of the profiles for about 10 minutes each before grading them according to the so-called Big Five personality traits (openness, conscientiousness, extraversion, agreeableness and neuroticism).

Six months later, the researchers compared the evaluations of the 56 users’ work supervisors and found a strong correlation for traits including intellectual curiosity, agreeability and conscientiousness. The evalauations are, of course, subjective, but job seekers shouldn’t necessarily worry that they need to clean up their Facebook profile.

The things you can do and what it means:

  • a picture of you partying = openness and agreeablness
  • pictures and references to traveling = openness and adventurousness

The things you cannot do:

  • a photo of you being drunk = drinking problem !
  • have a too large number of number of friends on Facebook = extroversion

Some intersting statistics:

  • 90% of recruiters and  hiring managers have visited a potential candidate’s profile on a social network as part of the screening process;
  •  a whopping 69% of recruiters have rejected a candidate based on content found on his or her social networking profiles;
  •  an almost equal proportion of recruiters (68%), though, have hired a candidate based on his or her presence on those networks.

Their conclusion:

  • profiles were an accurate predictor of GPAs. “We can predict academic success better than a standardized IQ test,” Kluemper says.
  • there hasn’t been enough research yet to show a definitive connection between Facebook profiles and job performance. “This offers a shred of validation,” Kluemper says of his research. “But there are thousands of studies that show personality tests predict performance.
  • More studies [on Facebook as an indicator of job performance] need to be done.”
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To summarize, BlackBerry and its creators, RIM (Research in Motion), have had their hands full after a hardware breakdown happened on one of their overseas networks that soon after created a data buildup.

On the occasion of a press conference, RIM was committed to return all messages and emails which were stuck on five continents because of a failure.

He subsequently advised corporate clients that it would take maybe until Thursday morning (time zone on the east coast of the United States) to purge the entire mail system.

RIM has finally apologized to customers on its website and on his Facebook page.

Many BlackBerry users were frustrated to find out they could not send or receive messages or calls, and could not access their emails or internet.

The most intersting part of this article was the submarry of all the things they things they did right and wrong when they tried to handle the situation  :

What they did RIGHT:

> Provided  a link on RIM’s homepage to live updates about the service outage

> Held a service update press conference

> Created a video from RIM Founder and Co-CEO, Mike Lazaridis, apologizing to those affected and ensuring that the company is working restlessly to resolve the problem

> Provided access to a conference call with RIM Co-CEOs

What they did WRONG:

> Failed to utilize social media efficiently to communicate with their customers as the video apology was posted days after the hardware breakdown occurred

> Did not provide a sufficient statement on the issue right away

> Created a video where Lazaridis was clearly reading off of a teleprompter – causing some viewers to believe the apology was insincere

In my opinion, I agree RIM’s crisis communication team did some things correct, but I think their worst mistake was they did not prepare a social media response plan. They took too many time to answer their consumer without thinking of the consequences. That’s why it is really important to preapre plan in advance!

Source:

http://allangates.com/2011/10/13/what-rim-did-wrong/

You can see on youtube the conference call with RIM Co-CEO’s:

http://www.youtube.com/watch?v=zQ1esvGae_s&feature=player_embedded

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Pros & Cons of Crowdsourcing

Crowdsourcing involves getting a crowd of people to help you with any task you want. So, you ask an large group of people to perform a task for you, and anyone who’s interested may perform the task. You’ll get finished work from dozens of participants, which you get to select the best one from.

The principle of crowdsourcing is based on the idea that more heads are better than one, and you can hire people based on skill rather than lowest bid.

Crowdsourcing’s biggest benefit is the ability to receive better quality results. Since several people offer their best ideas, skills & support, crowdsourcing allows you to select the best result from a sea of ‘best entries,’ as opposed to receiving the best entry from a single provider. Since crowdsourcing’s a form of freelancing, results can be delivered much quicker than traditional methods. You can get a finished video within a month, a finished design or idea within a week, and microtasks appear within minutes. Although crowdsourcing isn’t designed to lower provider’s rates, sometimes costs can be cheaper with crowdsourcing.

But in my opinion, crowdsourcing has also a huge con. Ask you this question: when everyone will save money by paying peanuts professional expertise or amateur productions, who will pay these people so they can live, produce, form, and reflect consume? When all firms will reduce their R & D in interne to buy elsewhere, who will invest in research? Hire someone, pay a professional, means you recognize the value of time and accept risks – because when you own a company there are always risks to take ! Does everyone can indefinitely outsource the risk and investment? There are savings that can become costly …

http://smallbiz1.com/what-is-crowdsourcing.html

 

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The Social Media News Release explained in detail

100 years after the invention of the press release, “the Daily” launches Social Media Press Release (SMNR).
Anxious to adapt to Web 2.0, it offers a press release 100% online,shareable and rich content for the video.

In the article I have chosen “The Social Media News Release Explained in detail”, the author describes how to make a news release in detail. It is really interesting for someone who work in the communication department to understand the structure of a news release.

All of the following elements that you can find in “The Daily” are described:
1) The Banner
2) The QuickLinks
3) The introduction and the video sharing social networking
4) The news
5) Multimedia elements and the code emboded essentia
6) Social media and tags


For more information, here’s the site:http://www.socialmedia.biz/2011/12/07/the-social-media-news-release-explained-in-detail/

The advantage of SMNR is that you can quickly see the most important points for a blogger. He has the ability to copy and paste items that are useful for him in only few seconds! This also allows to quickly download articles, videos or any items that are suceptible to be interesting. In my opinion, this is undoubtedly an essential tool for bloggers of tomorrow!

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