Welcome to my “Social media engagement process.”
How could Jeff be able to do this "super fast growth"? The biggest reason is that we have been actively using social media to engage with our customers continuously and as a result, we have been able to capture the opportunity elements of customers' tastes and changes in consumer behavior. Zappos actively used a variety of social media such as blogs, handcrafts (UCC), Twitter, and social networking. This social media has contributed to expanding the emotional contact between customers and employees, as well as creating interest in companies and products
Social Media 7 Step Roadmap for Businesses
Like Zappos, how do you drive business success with social media? Based on my previous business experience and social media activities, I created the '7 Step Roadmap for Social Media Strategies for Business' (Figure 2). This roadmap not only provides a step-by-step guide to companies wondering about social media adoption, Companies that already have social media will be able to check the effectiveness of existing activities. The following is each step of the seven-step strategy and its details.
① Decide whether to introduce social media I want to make clear that social media is not useful for all businesses and businesses. If customers are not familiar with social media or if they do not have the resources to run social media inside the company, then it is better not to adopt social media. Zafos, an online shopping mall, was in a good position to introduce social media because its customers are people who are familiar with the Internet and are familiar with online exchanges. The checklist for the introduction of social media is as follows. Companies can take the first step in introducing social media only if they can answer "yes" to all of the following checklists.https://www.blogger.com
- Are our customers actively using social media?
- Do we need to participate in their social media conversations?
- Do we have the resources (people, money, knowledge, etc.) to develop and operate social media programs?
The next thing we need to do is set social media conversation goals. The dialogue goal can be created by referring to the business and PR goals of the company. Zappos has the following conversation goals:
Like Zappos, how do you drive business success with social media? Based on my previous business experience and social media activities, I created the '7 Step Roadmap for Social Media Strategies for Business' (Figure 2). This roadmap not only provides a step-by-step guide to companies wondering about social media adoption, Companies that already have social media will be able to check the effectiveness of existing activities. The following is each step of the seven-step strategy and its details.
① Decide whether to introduce social media I want to make clear that social media is not useful for all businesses and businesses. If customers are not familiar with social media or if they do not have the resources to run social media inside the company, then it is better not to adopt social media. Zafos, an online shopping mall, was in a good position to introduce social media because its customers are people who are familiar with the Internet and are familiar with online exchanges. The checklist for the introduction of social media is as follows. Companies can take the first step in introducing social media only if they can answer "yes" to all of the following checklists.https://www.blogger.com
- Are our customers actively using social media?
- Do we need to participate in their social media conversations?
- Do we have the resources (people, money, knowledge, etc.) to develop and operate social media programs?
The next thing we need to do is set social media conversation goals. The dialogue goal can be created by referring to the business and PR goals of the company. Zappos has the following conversation goals:
Promote your products and build friendly relationships with your customers Encourage as many prospects as possible to visit your corporate blog, and engage in conversations to build friendly relationships.
Providing convenience to customers by establishing a better communication channel with regard to building a better shopping environment and providing customer service products.
Identify negative issues through issue management monitoring and respond appropriately to relevant staff.
② Identify target customers and their needs. If you decide to introduce social media, you can not participate in the conversation right away. Before companies participate in the dialogue, they are asked to identify the exact target audience for social media, what they are talking about, what they want to know about social media and their brands, It should be understood.
These can be found in existing social media by tracking conversations about their brands. As you follow the conversation, you can see the complaints, claims, and insights of your target customers, as well as who is an "influential blogger (or community site operator)."
③ Building our own social media channel We are now in the process of establishing our own social media channel to provide sustainability to communication with individual customers and online customer communities. In order to build a social media channel, first of all, it is necessary to investigate which channel a target customer prefers to build a channel of the same kind. There are also ways to build social media channels based on communication goals
These can be found in existing social media by tracking conversations about their brands. As you follow the conversation, you can see the complaints, claims, and insights of your target customers, as well as who is an "influential blogger (or community site operator)."
③ Building our own social media channel We are now in the process of establishing our own social media channel to provide sustainability to communication with individual customers and online customer communities. In order to build a social media channel, first of all, it is necessary to investigate which channel a target customer prefers to build a channel of the same kind. There are also ways to build social media channels based on communication goals
④ Content planning for promoting social media dialogue In order for a company to continue to communicate with its customers through social media, it must be able to continuously produce content for itself. This requires content production programs and schedules.
But simply creating content does not make sense. Content that customers do not want is inevitable. Currently, many companies in Korea have secured social media channels such as blogs, but they are struggling to attract customers' visits. In many cases, they are blogging content that is based on their own preference rather than the content they want.
In order to overcome this problem, it is essential to diagnose the content preferences of target customers (this is already mentioned in Step 2 'Identify target customers and their needs'). Continuous social media monitoring is also needed. The following is a basic checklist for planning social media content.
- What content and type (text, image, video) content do target customers prefer?
- How do they want to subscribe to social media content?
- Does our company have content production programs and schedules?
- How often can we upgrade content?
- Can you share relevant content at the right time?
- Can the information be sent to the reader as soon as it is completed?
⑤ Selecting internal talent for social media conversation and accumulating conversation capacity Even if the goal, channel, and contents of social media activities are confirmed, there is no use without staff to operate it. Businesses should have the people to run social media, represent the company and participate in online conversations, and provide them with social media engagement laws and guidelines. In particular, guidelines are necessary to prevent employee misuse of social media (eg, emotional comments or personal expression).
Companies are most worried about negative feedback (comment) related to the introduction of social media such as blogs. In this regard, the 'social media response process' developed by the US Air Force Emerging Technology Team is a great help (see DBR TIP'
DBR TIP US Air Force online feedback response
① Assessment If you find articles about the US Air Force in a social media space such as a blog, it is first judged whether it is positive or negative.
② Evaluate Do not respond to positive articles or share additional stories related to the Air Force. Negative articles are classified into four types: fishing, anger, information errors, and customer complaints.
③ Response We will decide the direction of response based on judgments made through emotion and evaluation. The countermeasures will take the most effective of disclosing transparent facts, disclosing sources, responding in a matter of hours, responding to the US Air Force's position, and responding to major influential bloggers.
⑥ Establish relationships with online influencers If you look at the world of internet, you can see that there are bloggers and community operators who have a great influence on specific topics. They have a big impact on online opinion formation and dissemination.
Organizations must first analyze the group of online influencers to ensure that their brand-friendly social media conversations continue. After the analysis is completed, it is necessary to establish a friendly relationship by planning and implementing one-to-one and many-to-many dialogue programs with them.
To build concrete relationships, it is necessary to link the articles of online influencers to the usual corporate social media contents, to participate in comments and trackbacks of their conversations, to invite them to participate in offline meetings when presenting products or brands, It can be implemented by reflecting opinions actively when developing business activities.
⑦ Utilizing Influencers as 'Corporate Evangelists' Businesses can ultimately think about giving them the authority to act as product and brand evangelists. Early adopters, such as online influencers, are thirsty for the latest information on products and brands. Businesses can make more positive and powerful word-of-mouth by providing them with the latest information about their products and brands.
Microsoft Korea (MS) has the Most Valuable Professional (MVP) system. Through this system, Microsoft continues to provide up-to-date information by selecting those who want to inform others about useful information about MS products and services. To this end, we select 100 experts who perform outstanding activities in blogs, online communities, and forums every year.
So far, along with Zappos' use of social media, I have looked at the seven steps to creating a corporate social media roadmap. Global companies such as Sun Microsystems, Intel, and GE are expanding their conversations with customers by linking social media channels such as blogs, online communities, forums, Twitter, and YouTube to their homepages. Domestic companies, on the other hand, often have only brochure-level information on their homepage. It is also common that even customer bulletin boards do not operate properly because they are afraid that even customer complaints will be filed publicly. If the company does not communicate with customers, negative energy such as customer complaints will be pushed into anti-site or malicious comments.
Therefore, companies should keep in mind that social media adoption and effective operation are essential to business success. In the future, we hope that our companies will be able to take full advantage of the opportunities brought by social media.
I graduated from Korea University, Department of Polish Studies, and majored in Advertising and Public Relations at the Graduate School of Media Studies, Korea University. Currently, he is a director of Edelman Korea, a global PR consulting firm, and is a consulting services specialist in social media and digital PR related services.
But simply creating content does not make sense. Content that customers do not want is inevitable. Currently, many companies in Korea have secured social media channels such as blogs, but they are struggling to attract customers' visits. In many cases, they are blogging content that is based on their own preference rather than the content they want.
In order to overcome this problem, it is essential to diagnose the content preferences of target customers (this is already mentioned in Step 2 'Identify target customers and their needs'). Continuous social media monitoring is also needed. The following is a basic checklist for planning social media content.
- What content and type (text, image, video) content do target customers prefer?
- How do they want to subscribe to social media content?
- Does our company have content production programs and schedules?
- How often can we upgrade content?
- Can you share relevant content at the right time?
- Can the information be sent to the reader as soon as it is completed?
⑤ Selecting internal talent for social media conversation and accumulating conversation capacity Even if the goal, channel, and contents of social media activities are confirmed, there is no use without staff to operate it. Businesses should have the people to run social media, represent the company and participate in online conversations, and provide them with social media engagement laws and guidelines. In particular, guidelines are necessary to prevent employee misuse of social media (eg, emotional comments or personal expression).
Companies are most worried about negative feedback (comment) related to the introduction of social media such as blogs. In this regard, the 'social media response process' developed by the US Air Force Emerging Technology Team is a great help (see DBR TIP'
DBR TIP US Air Force online feedback response
① Assessment If you find articles about the US Air Force in a social media space such as a blog, it is first judged whether it is positive or negative.
② Evaluate Do not respond to positive articles or share additional stories related to the Air Force. Negative articles are classified into four types: fishing, anger, information errors, and customer complaints.
③ Response We will decide the direction of response based on judgments made through emotion and evaluation. The countermeasures will take the most effective of disclosing transparent facts, disclosing sources, responding in a matter of hours, responding to the US Air Force's position, and responding to major influential bloggers.
⑥ Establish relationships with online influencers If you look at the world of internet, you can see that there are bloggers and community operators who have a great influence on specific topics. They have a big impact on online opinion formation and dissemination.
Organizations must first analyze the group of online influencers to ensure that their brand-friendly social media conversations continue. After the analysis is completed, it is necessary to establish a friendly relationship by planning and implementing one-to-one and many-to-many dialogue programs with them.
To build concrete relationships, it is necessary to link the articles of online influencers to the usual corporate social media contents, to participate in comments and trackbacks of their conversations, to invite them to participate in offline meetings when presenting products or brands, It can be implemented by reflecting opinions actively when developing business activities.
⑦ Utilizing Influencers as 'Corporate Evangelists' Businesses can ultimately think about giving them the authority to act as product and brand evangelists. Early adopters, such as online influencers, are thirsty for the latest information on products and brands. Businesses can make more positive and powerful word-of-mouth by providing them with the latest information about their products and brands.
Microsoft Korea (MS) has the Most Valuable Professional (MVP) system. Through this system, Microsoft continues to provide up-to-date information by selecting those who want to inform others about useful information about MS products and services. To this end, we select 100 experts who perform outstanding activities in blogs, online communities, and forums every year.
So far, along with Zappos' use of social media, I have looked at the seven steps to creating a corporate social media roadmap. Global companies such as Sun Microsystems, Intel, and GE are expanding their conversations with customers by linking social media channels such as blogs, online communities, forums, Twitter, and YouTube to their homepages. Domestic companies, on the other hand, often have only brochure-level information on their homepage. It is also common that even customer bulletin boards do not operate properly because they are afraid that even customer complaints will be filed publicly. If the company does not communicate with customers, negative energy such as customer complaints will be pushed into anti-site or malicious comments.
Therefore, companies should keep in mind that social media adoption and effective operation are essential to business success. In the future, we hope that our companies will be able to take full advantage of the opportunities brought by social media.
I graduated from Korea University, Department of Polish Studies, and majored in Advertising and Public Relations at the Graduate School of Media Studies, Korea University. Currently, he is a director of Edelman Korea, a global PR consulting firm, and is a consulting services specialist in social media and digital PR related services.
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