Çarşamba, Ocak 27, 2010

Alıntı: Steve Slivka&Patrick Berry - Şirketinizin sosyal medyaya hazır olamamasının 10 nedeni

(Elimdeki bir pdf'den bölüm olduğu için copy&paste en pratik çözümdü. Kolaycılığım affoluna)

10. You want to know everything about your consumer. Now.
Answer this – would you like to know everything possible about the
15 people that presently visit your site, or a little bit less about a lot
more people discussing your brand? Social media is like dog food.
Bite-sized chunks over time. Also, if you are going to create your own
community, be prepared to drive to it (more on this later).
POV: Investing in social media requires a leap of faith. It’s about
making your brand relevant within the space versus shoving traffic
down through the purchase funnel. It can be about that, but not until
you’ve shown some value and built some trust. Key performance
indicators lie not in Google Analytics but in social media monitoring
tools like Radian 6 and others. Much can be learned by listening to
organic conversations.
9. Facebook isn’t big enough.
You want to build and own your own branded proprietary social media
network. Congratulations. Starting your own business is an exciting
and challenging gambit.
POV: Be prepared to provide wares for this value exchange
proposition including compelling content, moderation, tips and other
helpful stuff. Car dealers advertise for people to visit their lot. So will
you. Online media drivers, including rich media advertising, Facebook
apps, and other promotions will make your new business a success.
8. You are not staffed for social media.
If social media is your brand interacting with consumers at a micro
level, you better be ready to participate. It goes beyond Tweeting
about spectacular holiday sales. Social community demands
moderation to stimulate discussions, respond to comments and
create an open, genuine dialog with your consumers. Yes, dialog
means talking back. A LOT.
More harm than good can be done by hosting a party, then slipping
out the back door to catch a movie once the guests have arrived.
Content creation within branded networks or mainstream avenues,
including Facebook, requires production time and dollars.
POV: Account for dedicated and motivated additional staffing who can
speak in the appropriate brand voice.
7. Social Media cuts across verticals in your organization.
Can your company draw from resources across the entire company
to respond to customer or PR needs? In real-time? Everyday? That’s
a lot of silos to work across. Don’t count on Bob from accounting or
Jean from legal to help out on conversing to your 18-24 demo.
POV: For real-time social initiatives to succeed, you need an advocate
within your organization that is a key decision maker, and has a
Batphone to key stakeholders. They are the champion for your
content. And you’ll need to pick up that Batphone from time-to-time.
6. Real-time means like – NOW.
Social media requires real-time responses that cannot be forecasted.
If you have a smashing success on your hands then congratulations;
you now have an even worse “predicament.” More people, more
hardware, more analysis, more internal meetings, more funds
requirements. Well – can’t get any worse, right. Guess again. You’ll
now need to do battle with … (#5 below).
POV: You need trained moderators who can speak in a genuine
voice on the brand. “For real” genuinely. It’s okay to post, “I don’t know.” Be for real. Have a conversation with the customer.
5. Procurement will freak.
“You need extra funds approved for what project by when?”
“Aren’t Facebook and Twitter free?”
Chances are if you must expand scope to build on timely conversations your procurement department (tag teaming with legal) might not accelerate this process. Plan accordingly, whatever that means.
POV: Pick up the Batphone for this one.
4. Click to Purchase.
Retailers are happiest when they are selling things. You’ll have a hard time justifying all that social media cash without an omnipresent click-through to purchase.
POV: There’s no need to divert traffic to your site if they can purchase within the social media space.
3. You can’t own the Internet®.
We just knew legal would make another appearance. You’re so excited about owning the
ideas that come from your community that you need to let it foster and grow. Let go of your perceived intellectual property rights in favor of participation and trust. Consider tangible and intangible incentives for compensating community contributors for their ideas.
POV: Conversation comes from the exchange of ideas. Ideas come from people. You cannot own the Internet. Sorry.
2. “Advertising Honesty” is not honesty.
We’re talking “honesty honesty.”
POV: Don’t be afraid of negative dialogue. It’s an opportunity to be responsive and be a good listener. Score points and reinforce brand values with your customers. It’s about people.
1. Be worth it.
Be useful. Be engaging. Be worth their time. You may end up even being helpful.
POV: With all the chatter across the digital spectrum your customers will come back to you if you’re truly helpful. Value exchange.
So what does 2010 hold for social media? Well, the great part is that the industry can pretend to know, but it is truly in the hands of the people. Listen carefully and respond. They will appreciate it and your brand will reap the rewards.

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