The Yin and Yang of Social Media

Luncheon keynote presentation by Robert Cole of RockCheetah at the 2012 Receptive Services Association of America (RSAA) Summit Conference held February 7, 2012 at the Hyatt Regency New Orleans.

Transcript

1. The Yin and Yang of Social Media Receptive Services Association of America Robert Cole | Founder - RockCheetah February 7, 2012 | Hyatt Regency New Orleans Image: MAMJODH (Flickr)
2. The Science of Social Media v. The Religion of Social Media February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 2 Image: duluoz cats (Flickr)
3. • Two Sides of the Same Thing • One Can’t Exist Without Other • Have Part of Each in the Other • Rarely Stable – Always Changing Yin & Yang: Complementary Forces Yang • Dark • Passive • Unconscious • Follower • Intuition • Devoted • Nature • Eternity • Cold • Feminine Yin • Light • Active • Conscious • Leader • Logic • Creative • Technology • History • Hot • Masculine February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 3 Image: neverfeltbetter (Flickr)
4. Social Media: A Global Revolution • Streamlining Communication • Creating Human Introductions • Sustaining Distant Relationships • Revolutionizing Politics February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 4 Image: kannanokannan (Flickr)
5. Social Media: A Cynic’s Perspective February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 5 Image: Vaguely Artistic (Flickr)
6. Customer Engagement is a Relationship • Not Just Broadcasting – Active Listening – Relevant Communication – Mutual Understanding February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 6 Image: joshfassbind.com (Flickr)
7. Customer Engagement ≠ Marriage February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 7 Image: Defence Images (Flickr)
8. Loyalty is Based on Values Example: jetBlue – Integrity – Passion – Safety – Caring – Fun Value Drives Transactions • Values Drive Loyalty Image: maistora (Flickr) February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 8
9. Understand Your Customers Offer Unique Value: Better۰Easier۰Faster۰Cheaper February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 9 Beware: Customers May Be Opportunistic & Brand Agnostic Image: Sergey Galyonkin (Flickr)
10. Understand Customer Expectations February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 10 Data: Edelman 2012 Trust Barometer
11. Every Customer is Different • Operators, Suppliers, Agents & Consumers - Different Needs • Recognize That Needs Vary Based on Timing & Trip Purpose • Participate Where Customers Are Active • True Customer Engagement Doesn’t Scale Well Image: kagey_b (Flickr) February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 11
12. Multiple Customer Personas February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 12 Sporting Events FIT Commercial Eco Escorted Fly-Drive Educational Religious Meetings Incentives Conferences Exhibitions Image: Greything (Flickr)
13. Seven Distinct Phases of Travel Inspiration Research Planning Validation Booking Travel Sharing February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 13 Images: Dru!, adwriter, Stuck in Customs (Flickr) & Wikimedia Commons (public domain)
14. Multiple Experience Touch Points Pre- Departure Departure In- Destination At Specific Venue Return Post-Trip February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 14 Image: M.V. Jantzen, spettacolopuro, Werner Kunz (Flickr) & Wikimedia Commons (public domain)
15. Now What? • The Golden Rule – Focus on Running a Quality Operation – Treat Others How You Want to be Treated – Create Opportunities for Customers to Engage with You February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 15 Image: dalylab (Flickr)
16. Don’t Underestimate Your Competition February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 16 Image: BMW Blog
17. 1) Clearly Define Objectives February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 17
18. 2) Assign Management Responsibility February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 18 Image: juhansonin (Flickr) Who ۰ Does What ۰ When
19. 3) Track Key Performance Metrics February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 19 Hat Tip: Avinash Kaushik (Google) • First Ask: “Why Are We Doing This? – Ensure Metrics Are Aligned with These Objectives • Applause – Favorites, Follows, Likes, +1’s • Amplification – Retweets, Shares, Clicks on a Video or Post • Conversion – Comments, Replies, Clicks to a Landing Page • Economic Value – Revenue (Short & Long Term) + Cost Savings
20. 4) Sincerely Engage • Listen • Share • Be Relevant • Help Someone February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 20 Image: dorena-wm (Flickr)
21. 5) Connect the Dots • More Intermediate & Advanced Steps • Integrate Social Media Into Core Platforms – Website Analytics – Customer Relationship Management – Offline Sales & Promotional Campaigns • Cross-Link Customer Social Media Profiles – Identify Same Person Across Social Networks – Email Address is the Glue that Binds All February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 21 Image: josh.ev9 (Flickr)
22. Too Many Social Platforms to Cover • Prioritize Them • Follow Customers • Support Partners • Positively Contribute • Maintain Continuity February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 22 Image: Brian solis & JESS3 (theconversationprism.com)
23. Fish Where the Fish Are February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 23 Image: Explore The Bruce (Flickr)
24. Review Sites February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 24
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31. Timing is Important February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 31 Data: bit.ly Blog | Image: flod (Flickr) • Mean Half-Life (hours) – Twitter Link – 2.8 – Facebook Link – 3.2 – Direct (Email/IM) – 3.4 – YouTube Link – 7.4 • Time Between Posting & Receiving 50% Clicks
32. Not Everyone Plays by the Rules February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 32 Image: m.aquila (Flickr) • Great Ideas Will Be Copied • Your Content May Get “Repurposed” • “Crowdturfing” Skews Reviews & Ratings
33. In Summary – Embrace Yin & Yang • Run a Quality Operation – Satisfy Needs – Be Relevant – Be Unique • Create an Achievable Social Media Strategy – Clear Objectives – Assign Management Resources – Track Key Metrics – Sincerely Engage – Connect the Dots • Select Social Networks Carefully – Support Networks Where Customers Are Active – Help Everyone Support Your Partners – It’s Not About You, It’s All About Them February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 33 Image: davedehetre (Flickr)
34. The Yin & Yang of Social Media Questions? Copies of the Presentation? Comments? Robert Cole mail: robert@rockcheetah.com phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: rockcheetah.com/blog/ February 7, 2012 | New Orleans, LA Receptive Services Association of America • Summit Robert Cole | RockCheetah – 34