Video Transcript: Social Media Marketing Management Part 1

Hello again, everybody. My name is Tom Tubergen, and welcome back to  another module, exciting module about marketing and marketing management.  At the beginning of our last module about email marketing, I indicated that there  was a fairly significant shift away from learning fundamental concepts about  marketing to actually learning about specific tactics or strategy that you will use,  that you will work with, going forward in promoting your nonprofit organization or your ministry or even your business. Today we're going to turn our attention to  something that's also very critical, a piece of the marketing puzzle, besides  email marketing, and that is social media management. So today we're going to  go through a couple of different lectures, kind of high level in nature. We're not  going to get into any street level type tactics on managing social media, but  we're going to talk about kind of the basic fundamental aspects of managing the  social media component of your marketing situation. So here's what we're going  to learn. You're going to understand the basic foundational concepts of social  media marketing, and we're going to cover things like best practices and  methods. What sort of things, how do you do it? How do you do it? Well, we're  going to talk about some of the terminology that's used. We're going to look very closely at management metrics. How do you know if you're doing a good job?  Management roles, that type of thing. One of the interesting things that I was  just thinking about a few moments ago relative to social media management is  that for the first time in history, marketing people really have developed, or have  been blessed with almost a real time feedback on how well they're doing it, how  well they're promoting a product, or how well they're promoting a service of  some sort, and social media management is can be a very critical component of  what you're doing, as far As your overall marketing as as well as the email part  of the equation. So let's talk about some of the best practices and methods,  some of the principles of a well executed social media marketing campaign. And there's really four basic elements to successful social media marketing. We're  not going to get into a great deal of depth on what the what these are all about,  but there's four specific components to this, and you see the diagram here,  social selling. In other words, you're going to use the ability to communicate on  social media, such as Twitter or Facebook or Instagram or whatever. New one  pops up this week, you're going to use that to promote your products make  people aware of them, even if you don't go out and you say, I got this for sale at  such and such a price, you can say, hey, I've got these things available here.  What do you think about them? And do the soft sale type approach, which is  more usually more likely in a social media type setting, social listening. People  are talking about you, people are leaving reviews about you. And you want to be tapped into that you have various tools that are online that you can subscribe to, that are constantly monitoring all the different social media channels for any  mention about you, about your brand, about your nonprofit agency name, for  example, or even the types of services that you offer, you have the ability to be 

constantly listening for that and closing that feedback loop by being able to  respond either in an affirmative way or in a diffusing, proactive let's solve a  problem kind of a way. The fourth a third one is actually about social media  influencing. That is a case where you actually will do things, say things, or  

associate with people, especially who have a lot of credibility, who have high  visibility, and if they're using your products, if they're associated with you in  some fashion, they have the ability to kind of spread your message to those, to  their own followers. So social influencing gets into doing that. It also puts you in  a position where you can be a social influencer as well. So really kind of two  approaches there. The fourth one is social networking, hanging out with people  following other people who are influencing your target market by the things that  they're saying or doing on social media. So four key things that you will want to  use very explicitly use social media management for in behalf of your own effort, with your nonprofit or with your business. You know, whatever we talked a little  bit about, social listening and not answering that social telephone is just a huge  failure. It's kind of an interesting little graphic here of the old fashioned red  telephone. But if you are not aware of what kind of reviews are being left about  you and your products on some of the different like Yelp or some of the other  review sites or Google, you could have it can really very quickly spiral out of  control, so you need to constantly be looking or have that kind of stuff brought to your attention. Your customers and your prospects are talking about you on the  social web, you want to know what sort of things you're saying. You want to be  able to clarify comments that they might be making or thanking them for positive reviews that they're leaving, whatever. Now, the one challenge that you have  here is that it seems like almost on an annual basis, the popularity these  different social media channels tends to ebb and flow, and it's very much related to the age demographic. So in other words, the 18 year olds and the 20 year  olds are currently fooling around with much different social media channels than  the 30 and the 40 and the 50 year olds have been, and next year, it'll be a totally different paradigm all over again. So you need to just constantly keep your finger on the pulse of what's going on in social media. So just kind of an aside there.  Heads up, social listening is foundation. Is foundational to almost any kind of a  marketing campaign or social media management. The social listening function  as a verb is is something that has to be very intentional. It's very critical. You  need to be aware of what people are telling you. And this is almost a blessing,  because you don't find out two years, three years later why people aren't  responding to you. You can find out this afternoon what people think about  something you said, or something about your product that you just introduced,  or a new product launch or whatever. So it just cuts that whole time frame, that  whole timeline down dramatically. Social listening and form informs social social  influencing. It's in all the social influencing and the network and the selling is  almost downstream, really, of the listening aspect of this. So once you have 

started picking up vibes from people online that they think positively about it. All  of a sudden, you can start becoming an influencer. You can start doing some  network. Hey, I'm the CEO, or I'm the marketing manager of the outfit that  makes blue widgets. And introduce yourself that way, social selling. All those  things rely they all begin with that function of listening online on these different  social media networks. What kind of things do you listen for? You listen for  people you look especially for influencers that could play a key role in getting  your message out to their own followers, with the trust and the credibility that  comes along with that endorsement competitors, what are they saying and  doing out there? How are they reacting to whatever messages that you're kind  of seeding out there in the internet, topics of interest that relate to you and to  whatever you're doing, and the different brands that are out there. If you're in the corporate world and you have some sort of a brand, you want to be paying  attention to what people are saying about your brand. You're going to want to  pay attention to what people are saying about other brands that are out there as  well, social media, listening again, we're looking at the brand, brands such as  the Apple, kind of a enhancement of the slide that we had before, but we're  looking at different brands for Apple, for example, you have the different people  like Tim Cook, who happens to be this CEO, or the top person at Apple now,  competitors such as Jeff Bezos at Amazon or Android in particular,  smartphones, cameras, topics that are all very relevant to Apple. So this shows  you how a company like Apple with a very diverse set of interests could be  listening for multiple different things on the internet. Some of the goals for social  media listening in particular. That particular task is managing reputation.  Reputation Management is a very specialized subset of marketing. And you  know, you deal with somebody that had a major fail, or if you dealing with a  company that had a major setback. Managing reputation is a very clear path  towards diffusing or diluting the damage that might be getting done, or in the  other way, you could use that to promote a very positive reputation as well,  increasing the retention of your customers, reducing refunds. There's almost  kind of two different things there, increase, increasing the retention of your  customers in that they come back and they buy more products because you're a really cool outfit, like an Apple, for example, reducing refunds by being able to  answer questions from people who have concerns about a product that they  might have received that's not doing what it's supposed to do. So this is another  part of the social listening goals, identifying product and content gaps. If you're  listening to what customers are telling you, you might find out that you've  completely left an empty slot somewhere in your product strategy, and this gives you an idea, not only identify what those gaps are, but you can very quickly tell  from having these discussions with people what kind of features and benefits  that they're looking For. There's a bit of a feedback loop here. It shows you from  the time that somebody on social media, one of your people that's monitoring 

social media is alerted to a discussion or something that's going or a question or a contact or feedback of any sort, that they can route it to different people who  can get the answers and they can feed this information back, or they can  respond. So there's a three step social customer service plan that a lot of people work with, and a lot of times business people or people in an organization, kind  of tend to blow past this. But if you really want to be good at what you do, no  matter what it is you do, there's three things that you want to pay attention to.  Number one is, these people are looking for a timely response. They don't want  a response in 24 hours or within the next three business days. They have a right with social media being a real time type of a communications channel to expect  a response sometime within the next hour. Why not? They're looking for a little  bit of empathy. They got an issue, they got a problem, they got an issue going  on with, or maybe they got a compliment, but empathize with, hey, you know  what? Sorry, you're having a problem. I'm here to take care of you. Give me a  little more information, and I'll do what I can to get this solved for you within the  immediate next couple hours. And then you also have the ability to take these  issues to a private channel. So an example of that would be some of the  different help desk type systems that are out there enable you to are enabled so  that people who are on Facebook or on Instagram or some of these other social  media channels, they have an ability to click on a link go and enter a support  ticket on one of these Help Desk systems and immediately get a an answer in  the information that they need to have. The idea here is not everything has to be public, so sometimes you want to take things off and resolve them privately and  get them, get them taken care of, get the questions answered, take care of the  problems. What needs to be public is the fact that you responded. You took care of the issue, and we're going to take care of you as well. That's the part that  needs to be public on a social media setting. So what are some of the metrics?  There's metrics for everything, believe it or not, and social media management  is no different. So what are some of the metrics that we measure success by in  social media management, reputation score? You know, whenever you go on  Amazon and you want to buy something, the first thing you look for is how many stars does their reviews have for that product? You go into some of these  websites, like yelp.com, what kind of reviews are you getting? And you keep  score that way, even Google will have reviews about a firm or about a product or a restaurant or whatever the case is, you you need to be paying attention to  that. You need to have an active plan in place to make sure that these questions are being taken care of and that you're the problems people are bringing to your  attention, are getting your attention and you're doing something about it.  Retention rate, how many of these people that you're dealing with are continuing to float around in your universe on a regular basis and reordering your products  and constantly sending you business or whatever refund rate is directly tied to  social media. If they're not happy with you, they will voice their opinions quite 

publicly. They will share the shortcomings of your product with anybody that's  going to read their reviews or their comments or their posts. You want to be  careful to make sure that stuff that's being out there isn't prompting other people  to send their stuff back. Product gaps are identified. We talked about that a  moment ago, about features and benefits that might be missing. Specific  products within a product lineup might be missing, contact or content gaps are  identified. So, you know, maybe there's some instructional material that needs to be provided along with a product that's being shipped out. So these are all  examples of some of the metrics that you're going to want to monitor as an  indicator of your social media management success.