WracajÄ…c jednak do naszej tematyki to z zakresu zarzÄ…dzania spoÅ‚ecznoÅ›ciami, e-PR’u, Social Media itp. zbyt wielkiego wyboru szkoleÅ„ nie ma. PrzeglÄ…dajÄ…c ostatni case w którym Coca-Cola stworzyÅ‚a ambasadorów “najwiÄ™kszych – wg. mnie – wartoÅ›ci”  marki w mediach spoÅ‚ecznych przypomniaÅ‚em sobie że dokÅ‚adnie o takim kroku z ich strony pisaÅ‚em rok temu..skoro wiÄ™c moje “przemyÅ›lenia” później majÄ… odzwierciedlenie w tym co robiÄ… takie firmy jak moje ulubione CC to postanowiÅ‚em sam przygotować takie szkolenie. Mam nadziejÄ™ do koÅ„ca stycznia mieć peÅ‚en plan, materiaÅ‚y itp. Aby jednak bardziej je dostosować do Waszych potrzeb chciaÅ‚bym abyÅ›cie w komentarzach napisali czego chcielibyÅ›cie siÄ™ dowiedzieć najbardziej, jakie tematy i zagadnienia z pracy w spoÅ‚ecznoÅ›ciach mÄ™czÄ… Was najbardziej…. no i wszystko inne co przychodzi Wam do gÅ‚owy.

Szkolenie główne będzie skierowane dla Community Managerów, w planach mam również szkolenie dla pozostałych osób związanych z social media. Zakres materiału podobny jednak trochę inne podejście.

Imagine your favourite product, brand, something that makes you feel “nice” when you have it or even think about it – just to make it easier for us don’t think about sex ok? – in my case this brand/product would be Coca-Cola drink. Coca-Cola has a very very well developed brand that makes people think about friendship, good times, fun and joy. When I think Coca-Cola I think of something that makes my day. You know who also makes my day? People I care about. So wouldn’t it be cool if coca-cola was a person? Someone you could talk to, hang with and have fun? Probably, thing is Coca-Cola is strong enough to NOT to use social media. Are you?

Bring it to life.

So you have a product, let’s say a deodorant. How often do you feel like talking to your cosmetics? Wait, let me guess… never? So how can you bring such product, or it’s brand to life? Easy. Here’s the case:

AXE . In Poland AXE started a campaign under “AXE Jet“ brand where imaginary Airlines provided a special services during the flight … services like pillow fight of stewardess etc. And here is the catch, they created Stewardessa Sara on one of the most popular polish community websites.  See what they did right here? They added a character to the brand. 

Make it social.

Aim of this campaign was to make “male part” of the community believe in existence of AXE Jet Airlines. Fotka.pl has ~8mln users (2,5 mln of active male profiles).  So the target was pretty big. Whole campaign took 2 weeks. During that time users could invite Sara to their contacts, message her etc. sometimes she even replied! And they did, they asked her questions like

“how did you make your profile look so cool”
“hey, where does such a nice girl live? I’m from *****”

and about 2,5mln of other priv messages… during those 2 weeks profile of Stewardessa Sara was displayed 3 189 277 times,  link in her profile directing to AXE website was opened 33 499 times and during those 2 weeks campaign “touched” 1 801 576 unique users.  How cool is that?!

This shows us that being near to the customer doesn’t mean that you need to create portable versions of your products so they could keep you in their pockets. It means you should be there for them. Like a friend.

So do it, go and socialize your brand.
let me know when you do it :)
let me know if you need a help with it too :) 

How to monitor social media? Easiest way is to simply use Google Alerts. What is that? Google says that:

“Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.“

All you need to do is to simply fill up this form:
Search term is a keyword you want to monitor, for example “Electronic Arts” if you want to monitor internet for your company brand or “Arvind Juneja” if I want to monitor my perosnal brand.

Type is pretty much same thing as source. To get the best result keep it Comprehensive.

How often, it depends. If your keyword is very popular then getting a single mail for every single “news” you’re mailbox will be filled with alerts.

Deliver to : you can choose a mailbox or a feed.

Then you press Create Alerts and bam! here it is. Unfortunetly it’s a s simple as it looks like so all you can do after creating such alert is to edit it (when you’re loged with your google account you have a list of alerts and you can delete them, modify and create a new ones).

For all of you who thinks that’s not enough there is something more. It’s called SM2 and it’s brought to you by techrigy. What is SM2 ? Check it:

if you know any other tools that are usefull for monitoring social media, please leave a comment with a link :)

And the story goes like this, there is this game called “Tiger Woods PGA Tour 08″ and there is this guy who found some glitch in the game which allows Tiger to walk on the water… so he decided to make a little fun of that and he made a video :

and what happened next? EA Responded!

can you feel it as I did?

• User started the fun (every player loves to watch glitch, even if he hates them :]) dialogue (comments, links etc.)
• Company noticed that and they took part in this dialogue
• They played the game….
• and they won!

I would love to say that i wasn’t all “directed, they are just that good” but I don’t know that…
what I do know that it all looks really real and that’s how it’s supposed to look.

• Always listen to what your society has to say, listen, make notes and learn..
• Use the potential of your society. They have more heads to think of some great fun than you do… and what’s more important, they do it for free ;)
• Have fun! This video response didn’t look like some kind of high budget movie – but we all know Tiger does not work for “small cash” – and because of that “normal” look it was more real, it was closer to a typical game player. Well at least it was for me ;)

p.s. if you know more “actions” like that one please, post them in comments… let’s learn from those who know how to use social media…