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Goodbye plastic loyalty cards, hello iphone check-ins!

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• Your staff equals one…
• You are in a highly regulated profession with legal implications
• Don’t feel comfortable or can’t get by-in from executives
• Not sure if you customers are on social media

What is the implication on your brand on who you follow and who follows you? Should you go through your followers periodically and ‘prune’ them?

What are some good strategies for highly regulated industries?

• rotating files
• disclosure on blog
• disclosure on image on background

Social media press releases – “pitchengine”

Tactical Planning/Social Media Tactical Grid

Create a tactical grid to help you organize your publication of content across all the various social media platforms:

social media grid

What’s Next? It’s not about the ‘next Twitter’ or “foursquare” – Its about bringing structure, focus and strategy to the idea of social – there will always be new tools, applications.

Structure, focus, strategy

Good reference on social media strategy/structure : web-strategist.com – Jeremiah Owyang

Social Media Structure Types - Multiple hub and spoke – ‘Dandelion’

Integrate into existing business plan – no turf wars needed

Analytics:

• high level metrics
  • goal – foster dialogue; measure – share of voice, audience engagement
  • mid level metrics:
    • # clicks
    • retweets, ‘likes’
    • comments
    • sentiments

Examine your workflow, change as necessary, eliminate confusion – what can you let go of or improve efficiency so you CAN have time for social media!

What do your social media users need, want?

• Think about platforms you want to use
• Who is there
• How they want to be reached
• What you want them to do

How do you monitor? (for free)

• set up Google Alerts
  • Brainstorm terms
  • brand terms
• Nielson’s Blog Pulse
• Set up Tweetdeck
• Set up Twitalyzer – twitter analytics tool
• Tweetreach
• Twitaway

Social Media Case Studies by Industry

• Crisis fund raising – organization needed to raise money super quick for crisis, @PRSaraEvans ‘donated’ her followers as a quick way to generate an audience, $50K in 12 hours
• Cancer fund raising – strategy: largest number of mentions/tweets on Guiness record;high jacked the conference, all people had to do was tweet and money donated, hashtag: beat cancer
• Location-Based Apps
  • Why would user want to check in?
    • show how active they are
  • Why would business owner care?
    • A ‘Mayor’ could be provided incentives to these loyal visitors
    • Pay visitors to visit your establishment, make them prove it with photo – then business gets UGC!
  • schools using foursquare to provide student tours of various locations on campus, provide hashtag to use and locations
• How to reach influencers
  • Promotion or giveaway and have people tweet about their best experience with the product – http://www.tweetgiveaway.com

Final Questions

• Good twitter ‘practitioners’ – zappos; socialfreshbrands (?)
• tweetdeck, seismic – syndication tools
• use twitter text messaging tools for keeping up to date on key brands, people, issues
• QR codes? – get a business card with a QR code
• How can I, a small retail store, compete on Facebook with national competitors?
  • @PRSaraEvans: you may actually have an advantage! You have time to communicate and establish a relationship
  • Be a trusted resource for that niche audience, be their personal shopper