Posts Tagged ‘customer service’

Social Media Diva Talks About Integration – Toby Bloomberg

September 19, 2009

Even though Toby Bloomberg said there were “no experts in social media,” she did provide some valuable advice for business and industry to integrate social media into their current plans. Bloomberg began by stating that it’s important to start with a plan, establish goals and objectives, and get to know the audience. She said that once an organization establishes that broad brush strategy, then they can start the process of incorporating the tactics.

 

Toby makes a point

Toby makes a point

Bloomberg discussed engagement in social media as bringing back the corner store relationships. She described the building of trust which allows organizations to take the conversation to a new level. The emphasis is not just on sales anymore, it’s about building relationships and communities. Also, businesses have to get away from just sending out messages and taking from consumers and move toward creating good will and understanding their publics. Bloomberg described this process as “ripping down that Wizard of Oz curtain.”

 

In addition to providing informative advice on how organizations can integrate social media into their existing plans, Bloomberg provided some examples of how some organizations who are succeeding at integrating social media.

Naked Pizza   This little pizza shop from New Orleans who experimented with Twitter used it to get to a small radius within their neighborhood. They found that 15% of all new business came from Twitter.

Donors Choose   Another great example of how an organization can drive their publics from offline to online and back. Someone can hand you a card, you go the Web site, experience the different projects, choose which project to donate, and then you get a response instantly from that organization. Depending on your donation level, you get anything from a post to your Twitterfeed or a widget on Facebook to a hard copy thank you letter mailed to you.

Dell Dell used integrative online strategy  to drive people to other online vehicles and drove their sales up.

Ultimately, the focus comes from the company and each individual business culture. The level of authenticity comes back to the person and the organization. Within each culture, how social media is personalized to convey the organization communication is decided and adapted based on the audience and message.

Toby Bloomberg is a widely recognized for her expertise in combining social media with traditional marketing values (strategy, customer insights, segmentation, etc.) while maintaining the authenticity of digital conversations. She speaks regularly on the topic to organizations and at industry events. Combining 20-years of traditional strategic marketing and with the lessons learned from her adventures in over 5 years with social media, Toby’s company, Bloomberg Marketing/Diva Marketing, works with (the people in) organizations to join-in on the new conversation, from blogs, to social networking to widgets to blogger relations and beyond, without getting blown-up.

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Sara Valkova on Integrating Social Media in Non-Profits: Engage, Don’t Promote

September 19, 2009

3934459406_b0d295e1e7When non-profit organizations step into the social media world, they must first know their audience and have a particular goal in mind for reaching that audience, according to Sara Valkova of Emory Healthcare’s Web Marketing Team.

“Some non-profits are in the social media world because they feel like they should and don’t know how to use social media effectively. They are not engaging and not having a dialogue,” Valkova said. “Social media should be about initiating two-way communication between a non-profit organization and their audience, and not all about brand reputation management.”

An example of using social media as a way to connect with publics can be found in Emory’s February Heart Month initiative.  Emory created an online calendar with heart-related tips for each day of the month and also provided a newsletter full of heart-healthy tips. Emory promoted this initiative with a Facebook ad that targeted the desired audience, those at risk for heart disease. Not only is this an example of using social media tools to engage with your publics, but it also shows how traditional and social media can go hand-in-hand.

Emory also uses social media for direct and timely customer service. For example, some patients are more comfortable going to a public forum like Facebook or Twitter to complain about a bad experience at the hospital than directly telling their nurse. When Valkova and her team sees complaints like this in the social media sphere, they contact the nurse in the unit responsible for the complaint and directly address the problem.

“Our target is very defined, so we target that group and we go where they are,” Valkova said.

When asked about the future of integrating social media in non-profit organizations, Valkova replied: “Non-profits have to see what’s important to their audience in order for social media to work for them.” Just like the old adage says, you have to know where you are in order to know where you are going.

Sara Valkova is a web development specialist for Emory Healthcare and co-chair of the Emory Social Media Advisory Board. She is the driving voice behind Emory Healthcare’s social media initiatives and responsible for developing and implementing Emory’s social media tactical plan. You can follow Emory on Twitter @emoryhealthcare.