Company Profile and SWOT Analysis Product List.pdf
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)
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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
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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
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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.
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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.
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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.
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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
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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
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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.
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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.
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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.
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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
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.”
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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
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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.
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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.
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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.
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47. Thank you!
Kelly Cutler
kelly@marcelmedia.com
LinkedIn.com/kellycutler
Twitter.com/kfcutler
Questions?
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