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Designed to help you get the most out of social media, whatever your goals might be.
eBooks
plugging in
9 best practices for becoming a successful social brand 1
Today, the social web is transforming how the world communicates and shares information. Brands that understand and use social media in a targeted, productive manner are realizing true competitive advantage. 9 Best Practices for Becoming a Successful Social Brand covers all the essentials needed to get your brand ready for social media.
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Welcome to the first of our series of eBooks designed to help you get the most out of social media, whatever your goals might be. In the following book were going to cover all the essentials needed to get your brand ready for social media: Foreword: Best Practice: The Social Media Imperative for Brands And how are leading brands responding? #1: Make Being Social an Enterprise-Wide Revolution #2: Establish Social Media Goals Before Jumping into the Fray #3: Listen Well #4: Monitor Broadly but with Focus #5: Broaden Your Internal Audience #6: Engage and Respond to Add Value #7: Customize Social Media Monitoring by Discipline #8: Measure What You Have Heard #9: Continuously Improve through Measurement
We hope you find this eBook a valuable resource as you start to take on the exciting new world of the social web! Thanks, The Brandwatch Team
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With digital technology, its now possible to have a one-on-one relationship with every consumer in the world. The more intimate the relationship, the more indispensable it becomes. We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.8
Robert McDonald President and CEO of P&G
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fact
Of 10 social marketing tools studied in an Etailing 2009 survey, 5 were already in use by at least half of the companies surveyed.11
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Here is just a sampling: Networks Facebook, Twitter, LinkedIn, Tumblr, Google+ News sites BBC, Fox, CNN Media-sharing sites Flickr, YouTube, Vimeo Niche forums gaming, parenting, cars, movies, etc. Technology and product user groups
Its easy to see why brands have jumped into social media in a big way. Given the variety of social networks and platforms, there are sources relevant to nearly every part of the enterprise. This eBook presents nine best practices for launching your brand into social media. We hope you find it a valuable reference tool as you start to make your organization social.
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stats
60% of 18- to 34-year-olds say they want to give product improvement recommendations over social media.13 45% of all companies now use social media assets for product development.14 93% of CMOs plan on leveraging user-generated content to inform their product and service decisions.15
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best practice #2/ establish social media goals before jumping into the fray
Starting a social media program can be easy, but success requires discipline from the outset. You must set goals and focus your efforts around those goals. Otherwise, you risk weakening your brand by stretching your social media team too thin, sending the wrong messages, improperly responding to inquiries and postings, and potentially irritating the very communities you hope to benefit from. Know your purpose. Are you seeking to achieve one of the following? Gain mindshare for a specific product or service Improve customer service Build brand equity Gather market intelligence Find new customer leads Increase social mentions
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Make your target audience want you. Customers value brands that relate well to them and help to solve their problems consistently. So regardless of your goals, you must always guide your social media efforts with actions that improve the lives of your target community members. Keep in mind that 70% of consumer loyalty and spending decisions are based on emotional factors, which means your social media efforts need to connect with community members in a way that has them saying, Wow, these folks are very helpful.16
Having a clear purpose enables you to identify your target audience and begin to listen for them over social media. This will uncover who they are and what motivates them to be social about your brand or industry. When you understand these two things, you can quickly uncover the social media destinations where they gather and the most effective ways for interacting with them.
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Listening, learning and adapting is where the real value of social media will show its true colors. Listening leads to a more informed business.17
Brian Solis Principal Analyst, Altimeter Group
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tip
Types of keywords to monitor: About your own brand: brand names, services, products, events, campaigns, etc. About your competitors: Their keywords and brand names as well as special campaigns or events that affect their business. Industry terms and trends: These will help you to keep a pulse on the broader industry on behalf of your organization and to identify key influencers whom you should engage.
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A frequent business traveler commented over social media that he was disappointed by his stay at the Four Seasons Hotel in Palo Alto, California. Within an hour, Four Seasons customer service contacted the traveler and provided him with an apology and special discounts for future stays. He instantly became transformed from an online detractor to a big fan of the brand.18
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6. Adhere to a social media policy. Avoid rogue posts and always ask yourself if the item you are about to share completely complies with your policy. 7. Converse. Once you participate, be ready to field responses to your postings. Social media participants despise having their comments and feedback ignored. 8. Participate in others forums. Assuming you have established your own online forum, show that you respect others opinions by participating in some of their forums. 9. Sustain your social media effort. Nothing says we dont care about the community more than an on-and-off presence in social media.
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By Country:
2000 1500
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Japan
France
Brazil
Canada
Germany
As you can see above, this social media team segmented their data by country. Following are some of the most common segmentations that leading social brands implement: By mention-type: complaint, referral, sales lead, customer inquiry, review, etc. By author-type: past/present or prospective customer, advocate, detractor, influencer, etc. By topic: customer service, product/service by name, product feature, etc. By sentiment: positive, negative, neutral continent, country, state, etc.
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Once your dataset is segmented in these ways, you can start to find patterns and glean powerful insights and answer questions that affect your organizations growth and prospects for the future, such as: Which part of your brand is most complained about? On what basis do people refer or recommend your products or services? In which country do you have the best reputation for customer service?
The insights gained from listening can give the social media team a seat at the table when it comes to corporate strategy for brand companies.
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Those who hold the keys to the kingdom want to know the ROI [of social media]. They want to know how youre going to measure this new-fangled thing.19
Larry Chase Best-selling author
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Having a goal of improving product development is great, but ask yourself, What are the smaller measures that will get me there? For example, you can measure the volume growth in feature requests from user communities, the number of social product feature ideas your product development teams actually adopted and how successful these were, or the number of new engineers you recruited through social media sites. By drilling down to this level of data, you will be able to backup what everyone intuitively knows that being engaged with your communities through social media really pays.
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We hope youve gleaned some useful insights into the realm of social media and the ways in which social media monitoring tools can help you undertake your first social steps. By following the best practices we outlined in this eBook, youll be well on your way to adopting a social media strategy that quickly becomes a win-win proposition for you, your customers, and your prospects.
about brandwatch/
Brandwatch is one of the worlds leading social media monitoring tools, with offices in the UK, US, Germany and Brazil. Innovative brands and agencies all over the world use Brandwatch for: Research Understanding the market Sales Identifying leads Customer Service Responding and engaging quickly Marketing Targeting new networks Reputation Management Limiting negativity and building on positivity
Creative Commons Attribution-NoDerivs 3.0 License Please feel free to copy, share and reference this e-book. All we ask is that you acknowledge Brandwatch as the source and link to http://www.brandwatch.com when citing the publication.
thank you
to see how brandwatch can help give your business the edge in social media, visit the website and book a live demo with our team. brandwatch.com/demo
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references/
1. 2. 3. Altimeter Group, New study: Deep brand engagement correlates with financial performance, July 20, 2009 Pew Research Center, Social networking sites and our lives, June 16, 2011 Universal McCann, The Socialization of Brands, Social Media Tracker 2010, October 2010. Accessed online November 26, 2011 from the following source: http:// socialcommercetoday.com/social-media-stats-global-for-branding-social-networks-notwebsites-rule/ ROI Research, ROI Research for Performance, June 2010. Accessed online November 26, 2011 from the following source: http://www.bazaarvoice.com/resources/stats ClickZ, Reach Your Customers While Social Media Peaks, January 28, 2010. Accessed online December 4, 2011 from the following source: http://www.clickz.com/clickz/ column/1699974/reach-your-customers-while-social-media-peaks PCWorld citing comScore study, Social Networking Use Among Mobile Users Grows in Europe, November 21, 2011. Accessed online December 4, 2011 from the following source: http://www.pcworld.com/article/244399/social_networking_use_among_mobile_ users_grows_in_europe.html comScore press release, Social Networking On-The-Go: U.S. Mobile Social Media Audience Grows 37Percent in the Past Year, October 20, 2011. Accessed online from the following source December 4, 2011: http://www.comscore.com/Press_Events/Press_ Releases/2011/10/Social_Networking_On-The-Go_U.S._Mobile_Social_Media_Audience_ Grows_37_Percent_in_the_Past_Year McKinsey & Company, McKinsey Quarterly: Inside P&Gs digital revolution, November 2011 University of Massachusetts Dartmouth Center for Marketing Research, The 2011 Fortune 500 and Social Media Adoption: Have Americas Largest Companies Reached a Social Media Plateau? November 2011. 10. Altimeter Group, Survey for Social Media Program Managers, Q1-Q2 2011. Accessed online December 4, 2011 from the following source: http://www.web-strategist.com/ blog/2011/07/29/number-of-corporate-social-media-accounts-hard-to-manage-risk-ofsocial-media-help-desk/ 11. Bazaarvoice, Social Commerce Statistics, Accessed online from the following source December 4, 2011: http://www.bazaarvoice.com/resources/stats 12. McKinsey & Company, McKinsey Quarterly: Inside P&Gs digital revolution, November 2011 13. The Nielsen Company, How Social Media Impacts Brand Marketing, October 14, 2011. Accessed online from the following source December 4, 2011: http://blog.nielsen.com/ nielsenwire/consumer/how-social-media-impacts-brand-marketing/ 14. Business 2 Community citing Forrester Research, Social Media Online Courses Where Are They?, February 8, 2011. Accessed online December 4, 2011 from the following source: http://www.business2community.com/social-media/social-media-online-courses%E2%80%93-where-are-they-014117 15. Bazaarvoice, Whats the real value of the customer voice?, January 26, 2011 16. Loyalty 360, Engagement is the Journey, Loyalty is the Destination, November 8, 2011 17. BrianSolis.com blog, The End of Social Media 1.0, August 29, 2011. Accessed online from the following source December 4, 2011: http://www.briansolis.com/2011/08/the-end-ofsocial-media-1-0/ 18. Mashable, 9 Ways Top Brands Use Social Media for Better Customer Service, October 28, 2011. Accessed online from the following source December 4, 2011: http://mashable. com/2011/10/28/social-customer-service-brands/ 19. Chase Online Marketing Strategies, 10 Things to Know About Measuring Social Media, 2011. Accessed online from the following source December 4, 2011: http://www.wdfm. com/marketing-tips/jim-sterne-social-media.php
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