Are your Facebook fans or Twitter followers overwhelming you with their conversations? Afraid of re-creating the Chrysler or Nestle Social Media fiasco? Don't worry, it's social media and not brain surgery! The presentation will guide you through community management best practices for both the social media agency as well as your brand manager. This includes tips for your employees on how to behave on the internet. Created for the digital marketing agency I work for, Vocanic in Singapore. Feel free to share this and check our website out at www.vocanic.com!

2. What’s in this presentation
• Why are we on Social Media?
• Managing communities on Social Media
• Social Media and you
• Digital/Social Trends for 2011

3. Why are we on social media?
To build a online relationship with existing
customers
To reach out and acquire a relationship with
new customers
Create awareness for a new campaign or brand

4. Why Facebook?
Data from checkfacebook.com accurate as of 30 Mar 2011

5. What is…

6. Twitter is a micro-blogging & social media platform
that allows you to read & share info in the form of
short messages (no longer than 140 characters)
Think SMS but on the internet!

7. Why Twitter?
Allows your brand to ‘be
where your customers’ are at
Gives your brand an
opportunity to listen to
your customer and
respond
Character limit allows
messages to be concise

8. Community
Management
Tips

9. Community Management

10. Social Media Monitoring

11. Community Management Guidelines
•Follow the Code of Business Conduct and all other Company policies.
•Be mindful that you are representing the Company
•Fully disclose your affiliation with the Company
•When in doubt, do not post.
•Give credit where credit is due and don't violate others' rights.
•Remember that your local posts can have global significance.
•Know that the Internet is permanent.
http://www.thecoca-colacompany.com/socialmedia/

12. Do’s: Support your response with sources
To build a reputation and remain credible it is essential that you
only make claims that can be verified i.e. no brand puffery
Where relevant, cite sources by including links or other references.

13. Do’s: Build a relationship with fans
Engage in 2 way communication with your fans as you would your
customers in person.
By building a good relationship with them through online
conversations, you also create advocacy for your program thus
securing you more supporters!

14. Do’s: Be honest
100% honesty is the best currency in Social Media.
Hiding the truth in fine print, marketing euphemisms, telling half
truths are all NOT ACCEPTABLE in social media.
E.g. If a service is not working, admit the error, apologize and
explain what is being done to fix it.

15. Do’s: Keep your cool
In the event there are unhappy
customers who rant on the Wall, do not
take it personally or get angry.
Remain cool and make enquire after
the customer’s problems and offer to
make contact offline.

16. Don’ts: Go silent on the customer
Due to the fact that a social media interaction takes place in real
time, going silent while working out a response is not acceptable.
If a query cannot be responded to immediately, a holding message
needs to be left to inform the customer that their inquiry is in the
process of being attended to.

17. Don’ts: Sound like a corporate robot
It is important to remember that you are still having a conversation
with the customer.
Respond in a tone that is ‘human’ and friendly. Use language that is
personal and not a ‘corporate voice’.

18. Don’ts: Feed the ‘trolls’
Occasionally you will encounter ‘fans’ of the page who are
unreasonable or just disruptive. They will post irrelevant or
misguided information on the wall and provoke the community
manager or other fans.
Do not be afraid to report ‘fans’ to Facebook or ban them from the
page if they are abusing FB regulations e.g. using fake accounts.

19. Do’s: Keep status updates short & sweet
Keep status updates as short & concise as possible. If you are
attaching links to the status update, use a URL shortener like bit.ly.
Vary up your updates with photos & videos.
Engage your fans further by posing the update in a way that they will
be able to give you their opinions.

20. Social Media SOP
Discover social media content about Brand
Negative Neutral
Content Analysis
Category type Positive Factually
Correct?
Mistaken or Correct with extra
Misguided facts info if relevant
NO
Unhappy Invite to make Thank and
YES
customer private contact correct with
Thank and
extra info if
concur with
Unreasonable relevant
extra info if
irrelevant / Do not respond relevant
provoking Monitor only
Internal queries to be
bashing
handled privately e.g.
Career opportunities

21. Social Media gone wrong…really wrong.

22. Social Media gone wrong…but done right!

23. Social Media and You
Guidelines for personal social media usage

24. The Social Media Manifesto
RULE #1
Your company’s code of conduct
applies not in the real world but
also in the virtual world

25. The Social Media Manifesto
RULE #2
As an employee, you are responsible for your own
actions
If you post something that could potentially tarnish the brand’s name, you are
responsible for your own actions.
If you need to blog/tweet/facebook with direct reference a brand or client, please use
common sense and good judgment

26. The Social Media Manifesto
RULE #3
Keep on the look out for compliments and
criticism
Even though you are not an official online spokesperson for your brand, we would still
like you to share positive or negative remarks about the brand that you come across
online!
Share them with the social media team by emailing them

27. The Social Media Manifesto
RULE #4
When the going gets tough, let the experts do the
talking
If you come across negative discussions or remarks about the brand, avoid the
temptation of reacting and getting involved.
Pass the link along to the social media team to handle!

28. The Social Media Manifesto
RULE #5
Be conscious of mixing personal life and business life
Keep in mind when posting about your working life, that your colleagues and
supervisors often have access to the content you post because it’s in the public! Even if
you post it privately for personal family and friends, don’t forget that your information
can still be forwarded on.
Never disclose any confidential info about the brand.

29. Social Media gone wrong…

30. Social Media gone wrong…

31. Summary
Social media is fun but…
…use Common Sense!
If you can say it to your bosses,
you can say it online!

32. Digital/Social Trends of 2011

34. QR Codes
• Quick Response (QR) codes are barcodes
which direct users who scan them to a URL,
text or data
• Strong uptake in Japan and Korea – adoption
rates are increasing in the west with a visible
presence at this year’s SXSW

35. Offline Fan Recognition
Now that we have a online fan base, the next steps
to take are recognizing these fans in store and
tracking their spend and offline habits

36. Social Commerce
Use social media to support e-commerce,
assisting in the online-buying via user ratings and
user-generated content sharing of product and
information

37. Location Based
Facebook Places/Deals & Foursquare

38. Facebook Deals
• Individual
You check-in and you’ll receive an offer
• Group
Check-in with your friends to receive an offer
• Loyalty
Check-in at X amount of times to receive an offer
• Donation
Check-in and X amount will be donated on your behalf

39. Facebook Deals US/UK

40. QUESTIONS?

41. Thank you!
Josie Khng
@omgitsjosie
Client Engagement Manager
Asia’s Leading Full Service Digital Agency www.vocanic.com