3 Key Benefits Low Cost Ability to Reach the Audience Quickly Wages of employees dedicated tomonitoring Social mediaAbility to Reach the Audience QuicklyMobil accessAccess to Large Numbers of ConsumersFew followers multiply exponentially
4 Issues Communication Errors/Typos in Posts Managing Expectations Link to outdated landing pageErrors/Typos in PostsCannot recall wrong informationKogi: 2 minutes instead of 20 minutesPleasant Holidays: $299 instead of $499Managing ExpectationsResponding to posts
5 Solutions Generic Offers that link to landing pages Set an expectation of 2-6 hoursResearchReviewDedicate an employee to social media during business hours
6 Measuring Success Six Steps to the Perfect Measurement System Define your goalsUnderstand your audience and what motivates themDefine the metricsDetermine what your benchmark isPick a tool and undertake the researchAnalyze results and glean insight, take action, measure again.
9 Questions1.) If you were to diagram the process that Kogi uses, its customers would represent which of the following?Decision pointQueueProcessOutput2.) Which of the following is NOT a benefit of social media?Reach (speed)Reach (quantity)Recall InformationLow Cost3.) What is a good expectation to set for response time?1 hour2-6 hours12-24 hours10 minutes
10 ResourcesHow Dell Clears Inventory Through Twitter." Stanford Graduate School of Business. M.334 (2010): Print."Bonobos: Customer Intamacy Through Community Development." Stanford Graduate School of Business. M.337 (2010): Print."Amplifying Perceptions: How Jet Blue Uses Twitter to Drive Engagement and Satisfaction." Stanford Graduate School of Business. M.336 (2010): Print."Twitter Success Stories: How 11 companies are achieving thier marketing objectives, 140 characters at a time." Marketing Profs. (2009): Print.Barone, Lisa. "« Actionable Organic... | Blog home | On-site Search As A... »May 6, 2008." Bruce Clay. BruceClay.com, Web. 16 Nov <http://www.bruceclay.com/blog/2008/05/reputation-management-in-a-social-media-world-and-on-your-site/>.
11 Kogi CaseKogi is a Korean BBQ catering truck that uses Twitter to alert its followers of its next stop. This allows them to build a queue of hungry customers before they arrive to minimize the amount of idle time between customers. They further use Twitter to manage expectations by sending updates if traffic has caused a delay. Although this is described in the article as building community, it also has a direct impact on business and is as crucial as posting business hours on a store front.
12 Bonobos CaseBonobos is an online men’s apparel store that uses FaceBook to build community with its customers. Bonobos found that many of its followers are business savvy and can provide useful insight as business strategists and the target audience. Bonobos posts its business ideas and asks for its followers’ input, like its contemplation of adding Boys’ clothing to its product offerings. Its followers responded with their consumer opinion, but also justified their opinions in terms of business strategy.
13 Jet BlueJet Blue uses social media to monitor customer satisfaction. One example discussed in this article was a man who had just left the airport and had tweeted about losing his sunglasses. Since he had mentioned Jet Blue in his tweet, a Jet Blue employee who was monitoring Twitter was alerted and contacted an employee at the gateway to look for the sunglasses. They then Tweeted the man back to let him know they were looking for his glasses. This is an extreme case, but Jet Blue uses this monitoring to find complaints that are trending in order to address the issue and communicate that it has been remedied.
14 Dell OutletDell uses Twitter to sell returned goods. Any computer that had been delivered and opened could not be resold as new, so Dell had to offer these items at a discounted price. Because the inventory of returned items is unpredictable, an e-commerce site was not feasible as inventory management would be far too time consuming. Instead, Dell on Twitter to instantly notify its followers of available inventory to sell as they come in, reducing on-hand inventory.
15 Pleasant HolidaysPleasant Holidays is a travel company that uses FaceBook to notify customers of last minute deals. If this inventory of vacation packages is unused, Pleasant Holidays will lose money, so it makes deep price reductions on travel that must be purchased in the next 7 days to ensure that all seats are filled.