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Full-service online + interactive marketing firm




How Social Media Can Carry Your
    Message to the Masses
Presented to:

Abbott Labs
Agenda

                        • About Marcel Media
              Intro     • About Kelly Cutler




                        • Best Practices
                        • Video
            Section 1   • Case Study #1
                        • Group Exercise (Case Study Analysis: The Good & Bad)


                        • Video
                        • Crisis Management Best Practices
            Section 2   • Group Exercise (Ensure Product Tampering Scenario)
                        • Lunch


                        • Video
                        • How to Launch Your Product with Social Media
            Wrap-Up     • Case Study #2
                        • Group Exercise (Social Media Editorial Calendar)

4/27/2011                                                                        2
About Marcel Media

 Marcel Media is a full service, award-winning, interactive marketing
 agency specializing in Search Engine Marketing (SEM).

 We provide creative and customized marketing solutions such as Pay
 Per Click (PPC), Search Engine Optimization (SEO), Social Media,
 Interactive Facebook Applications, Conversion Optimization, Website
 Development and Web Analytics.


                        @marcelmedia

                        Facebook.com/marcelmedia

                        www.marcelmedia.com/blog


4/27/2011                                                           2
                                                                    3
About Kelly Cutler

    Kelly Cutler is the CEO of Marcel
    Media, a Chicago-based, interactive,
    marketing firm specializing in Search
    Engine Marketing.

    Beginning her career in 1997 with
    companies including AOL and
    Classified Ventures, Kelly‟s
    achievements include serving as the
    first woman president of the Chicago
    Entrepreneurs‟ Organization,
    instructing at the University of
                                            @kfcutler
    Chicago and DePaul University, and
    speaking on industry topics across
    the country.                            /in/kellycutler

4/27/2011                                                     4
Social Media: A Guide to Getting It Right




4/27/2011                                               5
Considerations for a Social Media Policy

1.   Forbidden Content: Identify off-limit subjects and the
     process for handling those subjects.

2.    Define the Rules of Engagement: Clearly communicate
      your organization‟s comment policy. Define what
     „acceptable behavior‟ is for your employees via social
      media. Remember, Google never forgets.

1.   Trust: Employees should be trusted to communicate and develop relationships with
     customers. Reviewing every blog post, tweet and post can be laborious and slow down
     the real-time pace of social media.

2.   Training: Provide complete training about how to blog, and review legal issues with
     employees

3.   Transparency: Full disclosure is imperative, don‟t rely on your affiliates to follow
     proper disclosure protocol. Always call out commercial or personal connections. Require
     employees to identify their relationship with the company if they are promoting Abbott
     brands.




4/27/2011                                                                                  6
Considerations for a Social Media Policy Cont…

6.   Avoid Legal Jargon: Write the policy in terms your employees can understand,
     filling it with legal speak will cause confusion and intimidation.

7.   Define What Social Media Means to Your Business: Define exactly what
     sites/tools/etc fall under the „social media‟ umbrella for the purposes of your
     policy.

8.   Make Sure Employees Understand the Chain of Command: If different
     groups/departments should handle responses based on content, etc, then clearly
     spell that out.

9.   Create Addendums for Stand Alone Sites: Your
     corporate blogging policy will differ from your
     Facebook policy. Different tools have different
     audiences and goals, and require a slightly different
     approach.



4/27/2011                                                                              7
The Strategy: Getting Started
Start by setting manageable, measurable goals so
your team can feel a sense of completion and
accomplishment. If you don‟t set goals you can get
lost in the social media abyss.

LISTEN first. Few ideas should be rejected out of
hand; not everything is going to work, but in
95% of the cases, even if something doesn‟t
work there is value to be gained and lessons to
be learned from the „failure.

Suggestions:
     • Transform the content in your company newsletter into an internal blog and give all
        employees the ability to contribute.
     • Let employees vote on the best ideas suggested by other team members to
        brainstorm creative campaigns and workshop implementation and execution.
     • Resolve to respond to customer service issues within three hours, via social media.
     • Create a Twitter handle and hashtag dedicated solely to customer service issues.


4/27/2011                                                                                    8
The Strategy: Define Your Objectives

General Motors Example: Their director of global social media outlined specific
objectives the company wanted to accomplish through social media.

•   Become more responsive to people/consumer
    audiences

•   Incorporate audience/consumer feedback into
    your organization more quickly and effectively
    than has happened traditionally

•   Make your brand a little more “human” to the
    outside world, and show people the smarts,
    personality and passion of the people behind
    your logo

•   Increase product knowledge and brand awareness and provide perspective/accurate
    information about your company

4/27/2011                                                                         9
The Strategy: Your Social Audit

1.   The Pitch: Describe your company in 120 characters or less
2.   What type of program do you want to pursue first?
     •      Awareness
     •      Loyalty
     •      Engagement
3.   How well does your audience know you?
4.   How well does your audience use social media?
5.   How will you execute the “human” aspect of social media; its about people
     not logos.
6.   How are you going to measure success? What benchmarks will you use?
7.   What is the soul of your brand, what defines “Abbott”
     •      Example: Apple = Innovation

4/27/2011                                                                        10
Social Media: How to Execute




4/27/2011                                  11
Old Spice’s Seamless Execution

1. The P&G and Wieden+Kennedy marketing teams targeted a handful of “social
influencers” to jumpstart their viral video campaign. I.E. Kevin Rose (founder
of Digg), Ellen Degeneres, The Huffington Post etc.

2. Questions were requested and collected on Twitter, the Old Spice Facebook page,
YouTube, Reddit, and blogs. During the course of the day, the questions were answered
in near-real time via custom-made YouTube videos.

3. Instead of telling people about the product via press release, or even a custom
pitch via email – they created a meme (viral content and social syndication).

4. By approaching influencers in public with an unusual request, and then responding
in real time on the same or main platforms with the results of that exchange, they
Began to engage the rest of the marketers and pundits in those networks.




4/27/2011                                                                            12
Most Commonly Used Social Media Tools




               Source: Mashable.com
4/27/2011                               13
Distribution Channels
Facebook
Great for brands. Built for community engagement through applications like sweepstakes,
contents, and coupons. It is a great place for product launches. This would be a strong
platform for Abbott Nutrition.

Twitter
Great tool to share information and resources, and very effective for customer service.
Create a Twitter handle and hashtag for customer service, hold monthly Tweet Chats where
consumers can have a discussion using a designated hashtag to ask questions and share
information.

YouTube
YouTube is a great platform to “humanize” your
brand and a very powerful response in the event of a
social media crisis. Multimedia is the most readily
shared content on the web. Video has emotive
tendencies and can visually convey compelling content.
With a simple flip camera you can create quick, basic
videos.

4/27/2011                                                                                  14
Distribution Channels Cont…

Foursquare
Create to-do lists for users to explore around your area, work with Foursquare
to create a custom badge for your venue or event. Create raffles or specials,
offer discounts to people who check into your location. If you don‟t have a
storefront create a virtual storefront for your “online” consumers.

LinkedIn
Commonly used as a professional referral engine. Often times journalists turn
to LinkedIn for expert resources, and consumers the Q&A functionality to get
more information about products and services. All of your executive team
listed on your website should have a LinkedIn profile which can be found next
to their website bio.

Blogging Network
Blogging networks are a great tool for product launches, industry endorsements
and referrals/reviews. If you employ a service like “SponsoredReviews.com” full
disclosure on your end and their end is a must. A more grass roots effective solutions is
to send product samples to bloggers for review, or invite them to your office for a “new
media” day where you can have them sample products and engage in open discussions.
4/27/2011                                                                                   15
New Media Same Message
70% of journalists now use social networks to assist reporting: it makes sense for
healthcare marketers to leverage social media channels to achieve coverage by both
mainstream media and industry publications.

Published in 2010, a George Washington University and Cision survey of journalists
reports 89% use blogs and 65% use social networks to research stories.

TIPS :
•   You can follow journalists on Twitter to learn more
    about what kinds of stories they are working on

•   Muckrack– free listing of journalists on Twitter,
    search by topic and outlet

•   Journalist Tweets – subscribe to email updates or a RSS
     of a search term and see what journalists are Tweeting about it

•   Listorious– search through their directory which contains lists of journalists in your
    desired topic area

•   WeFollow – search “journalism” in their directory for people you may be interested in
    connecting with
4/27/2011                                                                                    16
Social Media Tool Kit
Social Mention (free): Allows you to set up email alerts and real time mentions of
your brand on social media

Trackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal for
small businesses and bloggers who are on a limited budget.

Klout (free): Determines the level of influence your brand has in the social media
marketplace .

Cinch: This simple tool can record audio, either via the web or phone so you can
share audio messages with your followers.




4/27/2011                                                                            17
Social Media Tool Kit Continued
PostRank - You can gain an amazing amount of insight into what topics get the most
engagement on a particular blog post. Marcel uses it and loves it.

HootSuite: The Enterprise plan allows you to have multiple contributors to your social
profiles without sharing passwords. Assign messages for follow-up and track
responses. Monitor and post to multiple social networks, including Facebook
and Twitter using the HootSuite dashboard.

Ping.FM: Simple, free, web based app that allows you to post
 to multiple sites at once.




4/27/2011                                                                            18
10 MINUTE BREAK




4/27/2011                     19
Video – Social Media Case Studies




4/27/2011                           20
The Nestle Case Study
PROBLEM

    The whole world is criticizing Nestlé for sourcing palm oil from Sinar Mas which is
    used for products such as their Kit Kat bar. Sinar Mas is Indonesia‟s largest producer
    of palm oil and has been accused of illegal deforestation of rainforests. This has
    other effects such as CO2 emissions and destroying communities. Greenpeace then
    launched a report called “Caught Red handed” detailing the situation and
    encouraging their readers to create and share their own Kit Kat videos. Thousands
    of people are on Facebook and Twitter calling for a boycott of Nestlé products. The
    Nestlé fan page is being bombarded with criticisms and very negative messages
    aimed at destroying Nestlé‟s reputation. Greenpeace has already launched an
    international campaign which is targeted directly at Nestlé. The clip they made
    ends with a twist from Kit-Kat‟s famous slogan: “Have a break? Give the orang-utan
    a break“.




http://vimeo.com/10236827


4/27/2011                                                                               21
Nestle Case Study Cont…
THE RESPONSE

    Nestle was slow to respond and when they did, Nestlé thought it was most
    important was to contact Google to remove the video due to copyright
    infringement. Although it was removed within several days of posting, it already
    had been posted on vimeo.com and re-posted on many other sites as well as
    YouTube, and had close to a million hits.

    Nestlé released a statement on March 17, 2010, which said that “Nestlé recently
    undertook a detailed review of its supply chain to establish the source of its palm
    oil supplies and we have made a commitment to using only „Certified Sustainable
    Palm Oil‟ by2015, when sufficient quantities should be available. Nestle‟s updates
    kept pushing people to their corporate page to see its official corporate response.




4/27/2011                                                                                 22
Their Social Response




4/27/2011               23
The Social Feedback Part 1




4/27/2011                    24
Social Media Feedback Part 2




4/27/2011                      25
Group Exercise: The Do’s and Dont’s of Social Media




4/27/2011                                             26
10 MINUTE BREAK




4/27/2011                     27
Social Media Management




4/27/2011                 28
Crisis Management: A Quick Case Study




4/27/2011                               29
10 Tips that Help Contain Crisis

1.   Control Your Tone: Always respond positively and respectively. (Ex. If a consumer posts
     negative feedback about a product recall respond with positive, reassuring video from
     the CEO)

2.   Use Multiple Channels: Utilize all the social media avenues available to you (e.g.,
     blogs, Twitter, Facebook, YouTube). This will increase the chances that your
     message/response has been seen and shared.

3.   Own the Message: Create a community around the crisis. People will be talking and
     looking for information. Own the messaging, monitor the conversation and create a
     platform for conversation by creating a “hub” where people can go to ask questions,
     give feedback, talk to other consumers, etc.

4.   Brand Ambassadors: There is no stronger force than your internal team. Allow your
     sales personnel, customer service reps and communications team to engage in social
     media before and after the crisis. Have them help monitor brand sentiment and
     conversation, and alert management of potential “crisis” situations as well.




4/27/2011                                                                                  30
10 Tips that Help Contain Crisis Cont…


5.   Take it Offline: If there‟s a naysayer leading the attack, contact them directly, or
     respond to a post and ask them how you can follow up with them directly. Thank
     them for their feedback and try for a one-to-one conversation via email or phone.


6.   Keep Your Permission Settings Open: Don‟t lockdown your Facebook page, keep
     your permission settings open. Not allowing for comments or wall posts on your
     pages sends a clear message about your brand; we aren't interested in having a
     conversation.
        o    If your competitor has an open door policy and you don’t, it doesn’t
             reflect well on your brand.

7.   Act Swiftly : First 24 hours of a crisis is when people are turning to each other for
     answers. Be ready to respond. Speed to response is critical – even if you don‟t
     have the answer, acknowledging that you‟re listening and seeking an answer can
     buy a lot of time and more importantly quell continued angry sentiment.




4/27/2011                                                                               31
10 Tips that Help Contain Crisis Cont….


8.   Full Disclosure is Key: Be clear about your limitations – not every problem can be
     solved the way your consumers expect. Full disclosure adds an element of
     humanity to your brand and is crucial.

9.   Monitor Conversation Not Sentiment: Many monitoring tools determine brand
     sentiment. If someone doesn‟t like you, don‟t leave it at that. Ask why they are
     angry and how you can you fix it? Negative sentiment often is because they
     haven‟t had their questions answered.

10. Be Prepared: Don‟t wait for a crisis to bring your team together . A Community
    Manager should already be in place, as well as a social media policy that outlines
    how employees should react without approval from your CEO. The Internet (i.e.
    your consumers) is not going to patiently await a response from your CEO, and not
    having procedures in place will inhibit an efficient reaction time.




4/27/2011                                                                               32
Your Response Team
•   Identify a main point of contact to field media calls (someone of authority)

•   Identify a group/person to monitor social media and post updates on social
    platforms Facebook, Twitter, YouTube, Blog etc (a community manager)

•   Create a short YouTube video with a member of your Executive
    Team (CEO) addressing the issue, taking responsibility for the issue and sharing
    your resolution.

•   Create an FAQ of all questions and concerns submitted over social media and make
    available on your website for download.

•   Hold a webinar or live chat where consumers can join
    a virtual event and ask questions to get real-time
    feedback from your team regarding concerns and
    receive reassurance.

•   Cover all announcements via your corporate blog,
    in additional to press releases.
4/27/2011                                                                              33
The Checklist
Pre-crisis
     • Identify key social media platforms where your brand should engage
        communities and start interacting with consumers.
     • Monitor broadly for trends, competitors and early warning signals
     • Create, train, and enforce social media policy

During   a crisis
     •    Acknowledge situation to create time and space (example: Ford or Dominos)
     •    Understand and respond, try and take the message offline
     •    Create content that evokes response, syndicate, and have your supports and
          employees help carry your message

Post-crisis
     • Track new terms related to crisis
     • Thank your supporters; monitor your naysayers
     • Adjust policy, workflow, and escalation procedures
     • Remain present

4/27/2011                                                                              34
Group Exercise: Mock Scenario What Would You Do?




4/27/2011                                                      35
30 MINUTE LUNCH BREAK




4/27/2011                           36
Dove True Beauty Campaign




4/27/2011                   37
How to Launch a Product Using Social Media


1.   Facebook Fan Page – A quick and easy way to get online branding for a new
     product. These pages are great at building community around the product
     Facebook offers built-in capabilities such as commenting, liking, sharing and
     uploading photos and videos. The challenge with Fan Pages, and websites of any
     kind, is to attract visitors. You can do this by offering incentives for liking the
     page and creating a small budget for Facebook media buys.

2.   Video Blog (vlog) - Give the product a personality. Create a blog that highlights
     the visual appeal of the brand. Syndicate it on Vimeo, YouTube and TubeMogul.

3.   Integration – Provide “share” links in your emails announcing the new products
     and promotions around the product. This will help promote sharing and help your
     content reach a broader audience.




4/27/2011                                                                                  38
Cont. How to Launch a Product Using Social Media

4.   Twitter Pitch – You should already be following your targeted media on Twitter.
     Journalists love short pitches, share your new product with them on their Twitter
     wall in a 140 characters or less.

5.   Official Launch Page – this should include or link to all related social media posts,
     press releases, YouTube video, provide information in a blog like forum, allow for
     users to submit questions etc. This should act as the hub for all product related
     information. Another option is to create a widget that provides all of this
     information.

6.   Analytics - measure and track Twitter sentiment, shortened links, views, re-
     tweets, conversations, bookmarks, subscriptions, conversions, impressions, and
     page traffic, among many others.




4/27/2011                                                                               39
Social Products: A Case Study




4/27/2011                                   40
Cisco Router Product Launch
Cisco, who has been involved with social media since 2008, launched a new router in
the summer of 2010 using only social media. The results surprised even the social
media enthusiasts.

This project shaved six figures off its launch expenses and set a new precedent for
future product launches.

“It was classified as one of the top five launches in company history,” said LaSandra
Brill, senior manager, global social media. “It was the „crossing the chasm‟ point for us
in the adoption phase of social media and helped us get over the hump of internal
acceptance.”




4/27/2011                                                                               41
Social Media Launch Highlights

•   9,000 people attended the social media product launch event – 90 times more
    attendees than in the past
•   Saved 42,000 gallons of gas

•   Nearly three times as many press articles as with traditional outreach methods

•   More than 1,000 blog posts and 40 million online impressions

•   A Leading Lights award for Best Marketing

•   One-sixth the cost of a traditional launch




            Source:
            Socialmediaexaminer.com




4/27/2011                                                                            42
Cisco’s Preferred Social Media Platforms
YouTube – Video gets eyeballs. Cisco‟s “Future of Shopping” is up to 3.3 million views.
Additionally, the company heavily used video to educate customers and the media
about the ASR, encouraging them to pass along links via social sharing.

Mobile – A video datasheet engaged engineers on their mobile
devices.

Facebook – Hardcore network engineers could connect on the
Cisco Support Group for Uber User Internet Addicts.

Social Media Widget – Cisco assembled videos, collateral and images in a widget
format and embedded it into “social media” news releases and launch pages. Bloggers
and others could spread the information easily with the embedded code.

Cisco blogs – Videos and other content engaged bloggers and customers,
encouraging viral pickups.

Online forum – Cisco seeded its Networking Professionals Technology Community
Forum with launch-related discussion topics and gave customers an “Ask the Expert”
function.
4/27/2011                                                                                 43
The End Result
More than 9,000 people (90 times more than past launches)
from 128 countries attended virtual launch events.

Nearly 3X‟s as many press articles as a comparable
traditional launch, more than 1,000 blog posts
and 40 million online impressions.

The whole launch cost one-sixth of a similar launch that used traditional outreach
methods.

Facebook and Twitter keep customers and the press engaged continuously. Cisco now
runs live public Q&A sessions showcasing John Chambers, Cisco‟s chairman and CEO, as
he answers questions coming in via Twitter.

The company‟s chief technology officer, Padmasree Warrior, communicates with nearly
1.4 million followers on Twitter.


4/27/2011                                                                            44
Tips from Cisco for a Social Product Launch
Listen first
“For every product launch, our formula starts with listening. We start a list at
least a month before of buzzwords and challenges and then figure out the right
tools,” Brill said.

Use video often
Web pages with video draw five times more engagement than those without. Cisco
encourages video blogging to add transparency to bloggers‟ voices.

“Talk at” versus “talk with”
Product launches of the past communicated at the audience. Now, nearly all
activities have an interactive element.

Always be brand-building
Not everyone‟s ready to buy now, especially a six-figure purchase like the ASR.
Activities like the online game engaged the loyalty of network engineers, who heavily
influence such decisions.

4/27/2011                                                                               45
Group Exercise: Create a Social Media Calendar




4/27/2011                                                    46
Thank you!

                                                                         Kelly Cutler
                                                              kelly@marcelmedia.com
                                                             LinkedIn.com/kellycutler
                                                                 Twitter.com/kfcutler

                                                                   Questions?




   Prepared by Marcel Media   CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other   www.marcelmedia.com
   445 West Erie, Suite 211   way without express consent of Marcel Media.                                                                          t. 312.255.8044
   Chicago, Illinois 60654                                                                                                                          f. 866.643.7506



4/27/2011                                                                                                                                                             47

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How social media can carry your message to the masses

  • 1. Full-service online + interactive marketing firm How Social Media Can Carry Your Message to the Masses Presented to: Abbott Labs
  • 2. Agenda • About Marcel Media Intro • About Kelly Cutler • Best Practices • Video Section 1 • Case Study #1 • Group Exercise (Case Study Analysis: The Good & Bad) • Video • Crisis Management Best Practices Section 2 • Group Exercise (Ensure Product Tampering Scenario) • Lunch • Video • How to Launch Your Product with Social Media Wrap-Up • Case Study #2 • Group Exercise (Social Media Editorial Calendar) 4/27/2011 2
  • 3. About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics. @marcelmedia Facebook.com/marcelmedia www.marcelmedia.com/blog 4/27/2011 2 3
  • 4. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly‟s achievements include serving as the first woman president of the Chicago Entrepreneurs‟ Organization, instructing at the University of @kfcutler Chicago and DePaul University, and speaking on industry topics across the country. /in/kellycutler 4/27/2011 4
  • 5. Social Media: A Guide to Getting It Right 4/27/2011 5
  • 6. Considerations for a Social Media Policy 1. Forbidden Content: Identify off-limit subjects and the process for handling those subjects. 2. Define the Rules of Engagement: Clearly communicate your organization‟s comment policy. Define what „acceptable behavior‟ is for your employees via social media. Remember, Google never forgets. 1. Trust: Employees should be trusted to communicate and develop relationships with customers. Reviewing every blog post, tweet and post can be laborious and slow down the real-time pace of social media. 2. Training: Provide complete training about how to blog, and review legal issues with employees 3. Transparency: Full disclosure is imperative, don‟t rely on your affiliates to follow proper disclosure protocol. Always call out commercial or personal connections. Require employees to identify their relationship with the company if they are promoting Abbott brands. 4/27/2011 6
  • 7. Considerations for a Social Media Policy Cont… 6. Avoid Legal Jargon: Write the policy in terms your employees can understand, filling it with legal speak will cause confusion and intimidation. 7. Define What Social Media Means to Your Business: Define exactly what sites/tools/etc fall under the „social media‟ umbrella for the purposes of your policy. 8. Make Sure Employees Understand the Chain of Command: If different groups/departments should handle responses based on content, etc, then clearly spell that out. 9. Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy. Different tools have different audiences and goals, and require a slightly different approach. 4/27/2011 7
  • 8. The Strategy: Getting Started Start by setting manageable, measurable goals so your team can feel a sense of completion and accomplishment. If you don‟t set goals you can get lost in the social media abyss. LISTEN first. Few ideas should be rejected out of hand; not everything is going to work, but in 95% of the cases, even if something doesn‟t work there is value to be gained and lessons to be learned from the „failure. Suggestions: • Transform the content in your company newsletter into an internal blog and give all employees the ability to contribute. • Let employees vote on the best ideas suggested by other team members to brainstorm creative campaigns and workshop implementation and execution. • Resolve to respond to customer service issues within three hours, via social media. • Create a Twitter handle and hashtag dedicated solely to customer service issues. 4/27/2011 8
  • 9. The Strategy: Define Your Objectives General Motors Example: Their director of global social media outlined specific objectives the company wanted to accomplish through social media. • Become more responsive to people/consumer audiences • Incorporate audience/consumer feedback into your organization more quickly and effectively than has happened traditionally • Make your brand a little more “human” to the outside world, and show people the smarts, personality and passion of the people behind your logo • Increase product knowledge and brand awareness and provide perspective/accurate information about your company 4/27/2011 9
  • 10. The Strategy: Your Social Audit 1. The Pitch: Describe your company in 120 characters or less 2. What type of program do you want to pursue first? • Awareness • Loyalty • Engagement 3. How well does your audience know you? 4. How well does your audience use social media? 5. How will you execute the “human” aspect of social media; its about people not logos. 6. How are you going to measure success? What benchmarks will you use? 7. What is the soul of your brand, what defines “Abbott” • Example: Apple = Innovation 4/27/2011 10
  • 11. Social Media: How to Execute 4/27/2011 11
  • 12. Old Spice’s Seamless Execution 1. The P&G and Wieden+Kennedy marketing teams targeted a handful of “social influencers” to jumpstart their viral video campaign. I.E. Kevin Rose (founder of Digg), Ellen Degeneres, The Huffington Post etc. 2. Questions were requested and collected on Twitter, the Old Spice Facebook page, YouTube, Reddit, and blogs. During the course of the day, the questions were answered in near-real time via custom-made YouTube videos. 3. Instead of telling people about the product via press release, or even a custom pitch via email – they created a meme (viral content and social syndication). 4. By approaching influencers in public with an unusual request, and then responding in real time on the same or main platforms with the results of that exchange, they Began to engage the rest of the marketers and pundits in those networks. 4/27/2011 12
  • 13. Most Commonly Used Social Media Tools Source: Mashable.com 4/27/2011 13
  • 14. Distribution Channels Facebook Great for brands. Built for community engagement through applications like sweepstakes, contents, and coupons. It is a great place for product launches. This would be a strong platform for Abbott Nutrition. Twitter Great tool to share information and resources, and very effective for customer service. Create a Twitter handle and hashtag for customer service, hold monthly Tweet Chats where consumers can have a discussion using a designated hashtag to ask questions and share information. YouTube YouTube is a great platform to “humanize” your brand and a very powerful response in the event of a social media crisis. Multimedia is the most readily shared content on the web. Video has emotive tendencies and can visually convey compelling content. With a simple flip camera you can create quick, basic videos. 4/27/2011 14
  • 15. Distribution Channels Cont… Foursquare Create to-do lists for users to explore around your area, work with Foursquare to create a custom badge for your venue or event. Create raffles or specials, offer discounts to people who check into your location. If you don‟t have a storefront create a virtual storefront for your “online” consumers. LinkedIn Commonly used as a professional referral engine. Often times journalists turn to LinkedIn for expert resources, and consumers the Q&A functionality to get more information about products and services. All of your executive team listed on your website should have a LinkedIn profile which can be found next to their website bio. Blogging Network Blogging networks are a great tool for product launches, industry endorsements and referrals/reviews. If you employ a service like “SponsoredReviews.com” full disclosure on your end and their end is a must. A more grass roots effective solutions is to send product samples to bloggers for review, or invite them to your office for a “new media” day where you can have them sample products and engage in open discussions. 4/27/2011 15
  • 16. New Media Same Message 70% of journalists now use social networks to assist reporting: it makes sense for healthcare marketers to leverage social media channels to achieve coverage by both mainstream media and industry publications. Published in 2010, a George Washington University and Cision survey of journalists reports 89% use blogs and 65% use social networks to research stories. TIPS : • You can follow journalists on Twitter to learn more about what kinds of stories they are working on • Muckrack– free listing of journalists on Twitter, search by topic and outlet • Journalist Tweets – subscribe to email updates or a RSS of a search term and see what journalists are Tweeting about it • Listorious– search through their directory which contains lists of journalists in your desired topic area • WeFollow – search “journalism” in their directory for people you may be interested in connecting with 4/27/2011 16
  • 17. Social Media Tool Kit Social Mention (free): Allows you to set up email alerts and real time mentions of your brand on social media Trackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal for small businesses and bloggers who are on a limited budget. Klout (free): Determines the level of influence your brand has in the social media marketplace . Cinch: This simple tool can record audio, either via the web or phone so you can share audio messages with your followers. 4/27/2011 17
  • 18. Social Media Tool Kit Continued PostRank - You can gain an amazing amount of insight into what topics get the most engagement on a particular blog post. Marcel uses it and loves it. HootSuite: The Enterprise plan allows you to have multiple contributors to your social profiles without sharing passwords. Assign messages for follow-up and track responses. Monitor and post to multiple social networks, including Facebook and Twitter using the HootSuite dashboard. Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once. 4/27/2011 18
  • 20. Video – Social Media Case Studies 4/27/2011 20
  • 21. The Nestle Case Study PROBLEM The whole world is criticizing Nestlé for sourcing palm oil from Sinar Mas which is used for products such as their Kit Kat bar. Sinar Mas is Indonesia‟s largest producer of palm oil and has been accused of illegal deforestation of rainforests. This has other effects such as CO2 emissions and destroying communities. Greenpeace then launched a report called “Caught Red handed” detailing the situation and encouraging their readers to create and share their own Kit Kat videos. Thousands of people are on Facebook and Twitter calling for a boycott of Nestlé products. The Nestlé fan page is being bombarded with criticisms and very negative messages aimed at destroying Nestlé‟s reputation. Greenpeace has already launched an international campaign which is targeted directly at Nestlé. The clip they made ends with a twist from Kit-Kat‟s famous slogan: “Have a break? Give the orang-utan a break“. http://vimeo.com/10236827 4/27/2011 21
  • 22. Nestle Case Study Cont… THE RESPONSE Nestle was slow to respond and when they did, Nestlé thought it was most important was to contact Google to remove the video due to copyright infringement. Although it was removed within several days of posting, it already had been posted on vimeo.com and re-posted on many other sites as well as YouTube, and had close to a million hits. Nestlé released a statement on March 17, 2010, which said that “Nestlé recently undertook a detailed review of its supply chain to establish the source of its palm oil supplies and we have made a commitment to using only „Certified Sustainable Palm Oil‟ by2015, when sufficient quantities should be available. Nestle‟s updates kept pushing people to their corporate page to see its official corporate response. 4/27/2011 22
  • 24. The Social Feedback Part 1 4/27/2011 24
  • 25. Social Media Feedback Part 2 4/27/2011 25
  • 26. Group Exercise: The Do’s and Dont’s of Social Media 4/27/2011 26
  • 29. Crisis Management: A Quick Case Study 4/27/2011 29
  • 30. 10 Tips that Help Contain Crisis 1. Control Your Tone: Always respond positively and respectively. (Ex. If a consumer posts negative feedback about a product recall respond with positive, reassuring video from the CEO) 2. Use Multiple Channels: Utilize all the social media avenues available to you (e.g., blogs, Twitter, Facebook, YouTube). This will increase the chances that your message/response has been seen and shared. 3. Own the Message: Create a community around the crisis. People will be talking and looking for information. Own the messaging, monitor the conversation and create a platform for conversation by creating a “hub” where people can go to ask questions, give feedback, talk to other consumers, etc. 4. Brand Ambassadors: There is no stronger force than your internal team. Allow your sales personnel, customer service reps and communications team to engage in social media before and after the crisis. Have them help monitor brand sentiment and conversation, and alert management of potential “crisis” situations as well. 4/27/2011 30
  • 31. 10 Tips that Help Contain Crisis Cont… 5. Take it Offline: If there‟s a naysayer leading the attack, contact them directly, or respond to a post and ask them how you can follow up with them directly. Thank them for their feedback and try for a one-to-one conversation via email or phone. 6. Keep Your Permission Settings Open: Don‟t lockdown your Facebook page, keep your permission settings open. Not allowing for comments or wall posts on your pages sends a clear message about your brand; we aren't interested in having a conversation. o If your competitor has an open door policy and you don’t, it doesn’t reflect well on your brand. 7. Act Swiftly : First 24 hours of a crisis is when people are turning to each other for answers. Be ready to respond. Speed to response is critical – even if you don‟t have the answer, acknowledging that you‟re listening and seeking an answer can buy a lot of time and more importantly quell continued angry sentiment. 4/27/2011 31
  • 32. 10 Tips that Help Contain Crisis Cont…. 8. Full Disclosure is Key: Be clear about your limitations – not every problem can be solved the way your consumers expect. Full disclosure adds an element of humanity to your brand and is crucial. 9. Monitor Conversation Not Sentiment: Many monitoring tools determine brand sentiment. If someone doesn‟t like you, don‟t leave it at that. Ask why they are angry and how you can you fix it? Negative sentiment often is because they haven‟t had their questions answered. 10. Be Prepared: Don‟t wait for a crisis to bring your team together . A Community Manager should already be in place, as well as a social media policy that outlines how employees should react without approval from your CEO. The Internet (i.e. your consumers) is not going to patiently await a response from your CEO, and not having procedures in place will inhibit an efficient reaction time. 4/27/2011 32
  • 33. Your Response Team • Identify a main point of contact to field media calls (someone of authority) • Identify a group/person to monitor social media and post updates on social platforms Facebook, Twitter, YouTube, Blog etc (a community manager) • Create a short YouTube video with a member of your Executive Team (CEO) addressing the issue, taking responsibility for the issue and sharing your resolution. • Create an FAQ of all questions and concerns submitted over social media and make available on your website for download. • Hold a webinar or live chat where consumers can join a virtual event and ask questions to get real-time feedback from your team regarding concerns and receive reassurance. • Cover all announcements via your corporate blog, in additional to press releases. 4/27/2011 33
  • 34. The Checklist Pre-crisis • Identify key social media platforms where your brand should engage communities and start interacting with consumers. • Monitor broadly for trends, competitors and early warning signals • Create, train, and enforce social media policy During a crisis • Acknowledge situation to create time and space (example: Ford or Dominos) • Understand and respond, try and take the message offline • Create content that evokes response, syndicate, and have your supports and employees help carry your message Post-crisis • Track new terms related to crisis • Thank your supporters; monitor your naysayers • Adjust policy, workflow, and escalation procedures • Remain present 4/27/2011 34
  • 35. Group Exercise: Mock Scenario What Would You Do? 4/27/2011 35
  • 36. 30 MINUTE LUNCH BREAK 4/27/2011 36
  • 37. Dove True Beauty Campaign 4/27/2011 37
  • 38. How to Launch a Product Using Social Media 1. Facebook Fan Page – A quick and easy way to get online branding for a new product. These pages are great at building community around the product Facebook offers built-in capabilities such as commenting, liking, sharing and uploading photos and videos. The challenge with Fan Pages, and websites of any kind, is to attract visitors. You can do this by offering incentives for liking the page and creating a small budget for Facebook media buys. 2. Video Blog (vlog) - Give the product a personality. Create a blog that highlights the visual appeal of the brand. Syndicate it on Vimeo, YouTube and TubeMogul. 3. Integration – Provide “share” links in your emails announcing the new products and promotions around the product. This will help promote sharing and help your content reach a broader audience. 4/27/2011 38
  • 39. Cont. How to Launch a Product Using Social Media 4. Twitter Pitch – You should already be following your targeted media on Twitter. Journalists love short pitches, share your new product with them on their Twitter wall in a 140 characters or less. 5. Official Launch Page – this should include or link to all related social media posts, press releases, YouTube video, provide information in a blog like forum, allow for users to submit questions etc. This should act as the hub for all product related information. Another option is to create a widget that provides all of this information. 6. Analytics - measure and track Twitter sentiment, shortened links, views, re- tweets, conversations, bookmarks, subscriptions, conversions, impressions, and page traffic, among many others. 4/27/2011 39
  • 40. Social Products: A Case Study 4/27/2011 40
  • 41. Cisco Router Product Launch Cisco, who has been involved with social media since 2008, launched a new router in the summer of 2010 using only social media. The results surprised even the social media enthusiasts. This project shaved six figures off its launch expenses and set a new precedent for future product launches. “It was classified as one of the top five launches in company history,” said LaSandra Brill, senior manager, global social media. “It was the „crossing the chasm‟ point for us in the adoption phase of social media and helped us get over the hump of internal acceptance.” 4/27/2011 41
  • 42. Social Media Launch Highlights • 9,000 people attended the social media product launch event – 90 times more attendees than in the past • Saved 42,000 gallons of gas • Nearly three times as many press articles as with traditional outreach methods • More than 1,000 blog posts and 40 million online impressions • A Leading Lights award for Best Marketing • One-sixth the cost of a traditional launch Source: Socialmediaexaminer.com 4/27/2011 42
  • 43. Cisco’s Preferred Social Media Platforms YouTube – Video gets eyeballs. Cisco‟s “Future of Shopping” is up to 3.3 million views. Additionally, the company heavily used video to educate customers and the media about the ASR, encouraging them to pass along links via social sharing. Mobile – A video datasheet engaged engineers on their mobile devices. Facebook – Hardcore network engineers could connect on the Cisco Support Group for Uber User Internet Addicts. Social Media Widget – Cisco assembled videos, collateral and images in a widget format and embedded it into “social media” news releases and launch pages. Bloggers and others could spread the information easily with the embedded code. Cisco blogs – Videos and other content engaged bloggers and customers, encouraging viral pickups. Online forum – Cisco seeded its Networking Professionals Technology Community Forum with launch-related discussion topics and gave customers an “Ask the Expert” function. 4/27/2011 43
  • 44. The End Result More than 9,000 people (90 times more than past launches) from 128 countries attended virtual launch events. Nearly 3X‟s as many press articles as a comparable traditional launch, more than 1,000 blog posts and 40 million online impressions. The whole launch cost one-sixth of a similar launch that used traditional outreach methods. Facebook and Twitter keep customers and the press engaged continuously. Cisco now runs live public Q&A sessions showcasing John Chambers, Cisco‟s chairman and CEO, as he answers questions coming in via Twitter. The company‟s chief technology officer, Padmasree Warrior, communicates with nearly 1.4 million followers on Twitter. 4/27/2011 44
  • 45. Tips from Cisco for a Social Product Launch Listen first “For every product launch, our formula starts with listening. We start a list at least a month before of buzzwords and challenges and then figure out the right tools,” Brill said. Use video often Web pages with video draw five times more engagement than those without. Cisco encourages video blogging to add transparency to bloggers‟ voices. “Talk at” versus “talk with” Product launches of the past communicated at the audience. Now, nearly all activities have an interactive element. Always be brand-building Not everyone‟s ready to buy now, especially a six-figure purchase like the ASR. Activities like the online game engaged the loyalty of network engineers, who heavily influence such decisions. 4/27/2011 45
  • 46. Group Exercise: Create a Social Media Calendar 4/27/2011 46
  • 47. Thank you! Kelly Cutler kelly@marcelmedia.com LinkedIn.com/kellycutler Twitter.com/kfcutler Questions? Prepared by Marcel Media CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other www.marcelmedia.com 445 West Erie, Suite 211 way without express consent of Marcel Media. t. 312.255.8044 Chicago, Illinois 60654 f. 866.643.7506 4/27/2011 47