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Understanding the unconscious mind for successful marketing #BMANCSC

The psychology in marketing was what one of the factors that made me fall in love with marketing in the first place. It was the  combination of analytical/behavioral aspects and creativity that hooked me. I love it! Last week I attended a B2B marketing conference with BMA Carolinas. Here are some notes from Jeanette McMurtrys inspiring talk about Triggering the Unconscious Mind for Unthinkable ROI – Using Psychology to Drive Loyalty, Devotion and Evangelism. 

meaningofcolorsJeanette studies human psychology, what drives us, with the goal of understanding how to use the unconscious drivers in behavior and loyalty.

She says that 90% of all thoughts are unconscious, but still marketers aim for the conscious 10% in advertising and other marketing activities.

A study shows that the three top values that we make or decisions upon, differ a lot between the conscious and the unconscious mind.  Conscious values:

1. Helpfulness
2. Choosing own path
3. Meaning in life
Unconscious values
1. Maintaining security
2. Sexual fulfillment
3. Honoring tradition

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The Behavioral Marketing Manifesto #BMANCSC

20151111_125621Dave Walters, Strategic Marketing Evangelist at Silverpop, had a presentation about The Behavioral Marketing Manifesto at the BMA B2B marketing conference last week.

He shared 50 bullets to consider for the marketer who wants to succeed. I wrote them down as he spoke, so why not share them. Good luck!

Sales
1. Almost every sale begins with marketing. Get it right, then scale. A/B testing
2. Marketing is your best chance to frame the buying decision in your favor, start early.
3. Marketing without point if view is time and money wasted.
4. There is a human on the other side of every marketing experience.
5. Understand the difference between science and the art of marketing. Be better at both.
6. A marketers best friend is a well informed sales rep.
7. Expect CRM drama between sales and marketing.  Cure the drama with more and better leads. Qualified leads is the way to the sales persons heart.
8. Sales always complains about logging activity, until they close six more deals each month.
9.  Yes, sales is compensation driven first, but don’t underestimate the roles of team and mission. Incredible important support. Consider what are you telling sales, are they aware of your mission. Sales training – they will get on board when they understand that what you want by the end of the day is more business.
10. Done well, great sales informs better marketing and vice versa.
Client
11. Your customers will solve their business problems – with or without you.
12. Cherish your existing customer base and build your raving fans from Day One. Meet their needs. Don’t be afraid to ask them to do things for you.
13.  Your goal: remain so critical your costumers don’t even accept competitor calls.
14. Build a core competency in customer listening, and do it closest to your most progressive executive.
15. Your customers skill set is a spectrum: some are at zero, some are improving fast, some could teach you. Look at the 10-15 % of super users – can their behavior mean something for your company’s future? Continue Reading →

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A positive, permission based data exchange

I recently heard a talk by Stephen Forbes with the mega long title Director, Enterprise Services Marketing and Strategy, at Microsoft. He spoke about the future of marketing productivity. What I liked in his talk was his transparent approach to personalized marketing, with the key message of bringing real value and being honest.

Companies are perceived to take more data than consumers give, to be used for their benefit. I think many times the attitude is: “how do we get people to share their email addresses so that we can send them whatever we want, when we want” instead of “how can we support this person in his/her everyday life and decision making by offering tailored content at the right time?”. Continue Reading →

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Community management & social media in a startup. Panel discussion @ Startupday.

I took part in a panel at Startupday this afternoon. The panel discussion was led by Paulina Söderlund, community manager at Toca Boca with  Evelina Ander (Yubico), Lisa Enckelli (Wrapp) and myself. The subject was “Community Management in a startup”.

I really enjoyed the good energy and the group of driven and passionate entrepreneurs taking part in this event. Especially since I am in the process of starting up my own business myself, and in need of some good advice.

I was invited to panel because of  my experience from community management  and social media strategy at Mynewsdesk. When I started, we were 10 persons in a small office space in Stockholm. An industry challenger. An entrepreneurial DIY atmosphere. An unknown brand. No marketing budget. Today a market leader in Sweden and 110 employees on 7 markets.

A crazy but fun journey i hope many of the participants here today will have the pleasure to experience.

Here are some thoughts from the panel discussion.

The role of the community manager.

This would be a post in itself. The role of the community manager differ between companies and depends on the technical, and social needs of the community, the product features and the people in the organisation. The responsibilities of the community manager also depend on how you have defined your community.

The definition of a community (or my definition, others might disagree): A group of people sharing a common cause. Who have a sense of membership and belonging. Who are engaged in a topic or share mutual interests.

Before you plan your community activities, you need to specify who you consider a member of your community. Working with Mynewsdesk, this is how I have defined the Mynewsdesk community members:

People who are passionate about our product, people and key issues, who:

  • are willing to engage in dialogue about these topics, with us, each other or others.
  • feel a communion with us and others in the community based on shared passion / interest
  • are willing to share both positives and negative aspects

One ground rule to reach a successful community engagement, I would say, is not to isolate community activities to one person or department. It has to be integrated in the organization. The person “managing” or coordinating the community engagement needs to have close connections to the marketing department, but also to the:

1) product crew. For being able to channel the feedback from clients for future product development. For getting pre information of updates and launches, to be prepared for client responses. Preferably the community manager also have a profound understanding/knowledge of the product itself.
2) sales people. For insight in the sales department’s unique challenges and ongoing activities. For forwarding contacts and leads, connecting prospects with the right persons. For following up on leads and deals made. For picking up on demands and up-sales possibilities.
3) web team/marketing team. For evaluating what activities creates leads/signups/store visits and measure traffic with the right web analysis and CRM systems. For synching with marketing campaigns.
4) client service & support. For helping and supporting the clients in using the products in the best way. For helping them out where and when they need it the most.
5) management team. For input on corporate values, business goals and long/short term strategy.

Community management and social media management is not really the same thing. The roles usually combine or overlap as community managers usually focus on social media as their working/conversation tools. I think what the participants today are more interested in, is getting started with social media in a way that strengthens their communities.

Getting started with social media. When do you start and how?

I mentioned four short tips on how to get started with social media for a better community engagement.

1. Start right away!

There are no costly boundaries to get started with social media, the price you pay is time. Don’t fool yourself – you will never get more time!

Today, in starting a new business, you have a golden opportunity to integrate social media right from the start. Take that opportunity! You dont have to struggle with implementing the social in old systems and structures. You will not need to teach an old dog how to sit (you are the dog, if you sit the rest will follow). Get started before you have all the sales and support structures in place. This way you will also get valuable feedback from your community and insight on how to manage your business and marketing (Yes, you will).

Community engagement is the best market PR you can get.

 2. Focus on getting to know the clients & what actually drives your business.

Don’t start your social media activities looking at the platforms and services – start looking at your clients and stakeholders – and then how the services can help you drive business. Don’t get hung up on Facebook & wall activity. If you are a B2B company, Linkedin or an existing online community might be far more important for sales opportunities.

Support your audience. Find out where you can add value. To clients, but also to your audience in a wider sense.  Is it in the user experience? Is it unique expertise in a certain area? Is it to connect different clients/parties with each other? What do they need? Then engage where the clients and influencers. Listen. Take an active part. Be friendly.

Mapp your influencers. Who is affecting your client’s purchase decision? Use the web to find out, or ask your clients.When you do find an influencer, look them up! Don’t just put them on a future distribution list. Use Google. Where are they active? Discussion groups? Communities? Add the people to your online networks.

3. Get tools for listening

You need to listen to what is going on in your sphere. It’s the first step in an efficient PR management. There are a bunch of free options like blog search, google alerts and key word monitoring. Get organized with a RSS-reader, Google Alerts, a Twitter client and perhaps a newsroom when the time is ready.

4. Make sure to hire truly engaged people.

When you expand your business, the most important thing for being able to create maintain a strong community is to make sure to hire people who really love what they do at work and who sympathise with your company´s core values.

It is easier to teach employees how to use social media than to teach them how to be passionate about their work. Right?

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SIME SIME but different #sime11

Today, I visited SIME Stockholm. As usual, a bombastic arrangement, extravagant and planned in minute detail. No surprises. Great new location, at Circus, really doing justice for the event, with smoother walks to the coffee and talks – meaning more time for networking.

Great speakers, I would have liked to hear a more developed discussion from Kim Cramer, Maks Giordano and Elísabet Grétarsdóttir who I think has some great ideas. I could only spear a few hours but here are some notes and thoughts.

Your brain is the best marketer, according to Kim Cramer, from BR-ND, She was talking about using brain scanning as a tool for developing marketing activities, and understanding how the marketing really works. Our brain is not a logic structure, she says, most of our decisions are actually made in the middle part of the brain, from emotional reasons.

She speaks about “emotive branding”, telling about obvious examples of irrational purchasing , and our decisions being based on our feelings for the brands. We post rationalize our decisions, she continues, adding the logic (or excuse) she calls it “the bla bla bla part of making decisions”. For a marketer this is old news. What is interesting is when she arrives at the potential to apply the latest technology for branding, and new possibilities to analyze reactions and foresee behaviour. Tests that has been made with brain scanning, monitoring he brain activity based on advertising. Applied to a wider sense of marketing, you can be sure to choose a brand name and logo as well as the actual product features with colors and shapes that brings positive feelings. And what we think we are experiencing, might not always be the brain’s experience.

Kim brought up the “emotive appeal”. With a comparison that was made of two humoristic commercials from the same car brand. Both commercials was considered amusing and likable. I myself love odd situations and liked the first one better.

The first clip displays an odd situation with a guy meets his father in law for the first time. Since it is a bit aggressive, our brain doesn’t like it, even if it makes us laugh.

The second clip, is of smiling, happy people – which is much more appreciated by the brain.  The brand owner skipped the first clip and went for the second. Though, people in the audience actually recognized the clip from Swedish television.

I think this subject relates to the project and area that Mattias Östmar is working on. The combination of their ideas and research could be mind blowing. Excluding the advertising part 😉 I wouldn’t be surprised to see Mattias on the SIME scene in the future.

Gamification. Again. But still relevant and especially well done by Elísabet Grétarsdóttir, from Eve Online. She seemed smart. Virtual worlds are totally unknown for me, and actually quite unappealing as far as I know. According to the panel, its engaging foremost because you have the possibility to project yourself in your avatar. Your brain does not distinguish your physical body from the digital persona, and in the 3D environment you immerse yourself with the avatar. Differences between women and men in virtual worlds was discussed. Women, or girls, being more caring for other people and things, while men seek competition and battle. Same same, that is. I guess the online behaviour reflects the society and you need to take into consideration the underlying causes of actions. The example Elísabet mentions is why is it ok for men to hug in a locker room but not in the board room.

The difference between 2.0 and 3.0 was also clarified, where Internet 3.0, means that you are connecting within the Internet, rather than with the help of it, as with 2.0. The amusement is more important than the game in itself, the biggest lesson from the session was “the game industry is trying to gamify itself”. You will have to figure that out yourself.

The social branding session was the one I was actually really hoping for. I must admit had hoped to get some more “new” out of it, ant thought it was a bit fade. Though ,I did get curious of Buddy Media and will check it out, so I guess it was a mission accomplished for Erinn Marzo anyhow. I highly agree with Krister Karjalainen, P&G, that co-creation of brands and really, really, listening to the consumer will be two key factors ahead.

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How the hell did she win the muscle growth competition?

It’s really strange, but it looks like I just won the “Oktoberfest” competition, our training race and health project at work. It was about gaining the most muscle mass (%) during October.

How the hell did that happen? You are probably asking. And so am I.

I will try to answer. I kind of enjoy winning, so I started off with a plan to carefully study muscle growth and diet, and go to the gym at least 4 times a week, to boost my muscles. I googled and I red. The first evening. Three visits at the gym and four portions of protein powder later, I gave up. I love competing, and I love winning. But time is my most limited resource, and doing what I love is simply higher prioritized.

What did happen during the competition, was that I got inspired, and foremost reminded of how good physical training makes me feel, and I managed to focus more on it.

I don’t get triggered by numbers and calculating grams, waist centimeters or bicep growth. It is a nice effect, if you can see a difference, which I usually cannot (the more I train, the fatter I look, its true) but it’s not my core goal and what pushes me forward in my training.

My goals: To be strong and healthy and have fun!

I want a overall healthy lifestyle. With a blend of life ingredients that makes the right balance for me, with diet, exercise, professional and personal development, love and social life. For my training, this is what drives me:

1. To be strong, healthy and live a long life (staying strong and healthy through life).

I want to to be mentally and physically strong and healthy. Training helps me in to improve in both.

I feel really good from physical activity and I like to get my pulse up. I actually enjoy it when my legs are almost burning from heavy training (though I don’t feel the same way about shoulders). I also like pushing myself, challenging my limits.

Its not only physically enjoyable but also mentally recharging. For me, training it is where I get my energy refill and mental relaxation after a long day. I am never as creative as 25 minutes into a running or spinning workout. I just wish it was easier to take notes while running.

I am also driven by fear. Since training brings me so much joy, I fear being physically limited one day (reminded by knee problems in the past, sadly forcing me to give up the art of Capoeira). I dont wish to become stiff and weak with back problems, from all the time I spend in front of a computer, so it is important for me to stay flexible.

2. To have fun

Training should be fun! For me, to invest the time into training, it has to bring me joy in itself. Music is one important ingredient. In the dance, it is of course the key thing. I like a blend of explosive and low intensity training. I also like to improve/develop skills and train hard at the same time.

Marital art and dance allows me to compete with myself, and improve body control and awareness, at the same time as it is social, hanging out with friends and meeting people that I otherwise would never have met. Spinning and running is my own time, when I can either get really exhausted, or just have a good thinking. Fresh air is desired for the latter. Climbing is also great since it combines training and social, but my climbing partners tend to get pregnant so its a found and lost project. 

I don’t enjoy gym training so much, but I do it sometimes anyway. Partly for health reasons, but most for trying to keep a good core stability and strength, which is necessary for reaching better results in my dance classes.

My October training:

1. Gym, lifting weights. Three times. Resulted in a horrible pain, in muscles I didn’t even know existed.
2. Dancing, I have been dancing more than ever in october. All together 19 hours. Not leaving so much room for other training.
3. Spinning, mostly “cykel puls” at sats.
4. Power walking, spending time in the nature.

My tips:

Either the measuring method was faulty, or my philosophy for training actually works. Decide for yourself. Anyway, here are some tips.

1. Varied diet and training I don’t believe in a few weeks diet for a lasting result. I think eating “healthy enough” and varied food is the key. I think the body feels better with varied training, with a blend of cardio and strength.  Do some sort of exercise at least four times a week. A long walk is enough. It doesn’t need to be harder than that as a start. You will feel the difference and want more.
2. Find what makes you tick – what is your passion? Training should be something you look forward to. Find out what you really enjoy doing. I have tried everything from handball and badminton, to climbing, martial arts and dancing, it takes a while to find how and what suits you the best.
3. Balance in life Ok, no one is perfect. I am still figuring this out.

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The 4 biggest challenges for pr practitioners – from my PR session at the Swedish Advertising Association

Recently I was invited to the Swedish Advertising Association to keep a network session together with Rebecca Crusoe from Domingo PR, now Isobar Sweden. The theme was “Measurement and monitoring of activities in social media and how your employees’ engagement in social media can reinforce your brand”.

I was interested in hearing how pr practitioners at Swedish companies think of social media in their working places. If they take advantage of their employees networks and how they value and measure social media activities throughout the organization.

Lots of interesting discussions took place and lots of questions were raised.  We could easily have gone on all day, but this time we had only two hours. Below are some of the areas that raised the most questions and were considered the biggest challenges for the pr practitioners. (A post from one of the participants.)

Who owns social media in the organization and how to manage a Facebook Page – the most challenging topics

We discussed, among other things, how we work with social media in our respective businesses and how we measure and follow up activities. How we value commitment and who “owns” the issue of social media in the organization. Also, social media policies and who gets to say what on the social web. Who are the spokespersons?

For most, social media was “owned” and handled by the pr department. Some had very restrictive regulations of what people might say about their working place, even in their private social networks, having to direct all press related questions to the pr-dep. Others was struggling with the lack of interest for social media, wondering how to get people to be more active, and how to make the management team prioritize pr and social media.

We spent a lot of time discussing Facebook Pages. That seems to be the top of mind for social media and is the ever recurring topic. It also brought the most questions this day. How to encourage participation and interaction, resources for answering customer questions and how to manage campaigns/advertising was the biggest issues. Also what content to provide and how often to post. Most of the participants had a corporate Facebook Page, but not many were running a corporate blog. Twitter was more common, and foremost for answering questions.

The most efforts regarding social media was directed to the corporate accounts, not so much about engaging the employees in dialog on the web or enable for employee networking. For example, most had not investigated if their employees have personal blogs, but did not think that was the case.

The biggest four challenges was considered to be:

  1. Policies and strategies, who, where and what? Who is responsible? What goals are good and relevant for pr and social media? And how do we measure?
  2. Facebook Page, advertising, content and frequency.
  3. How to encourage participation, from clients but also internally.
  4. Place, where to participate and weather to build your own forums or go for existing channels.

The biggest thing I brought with me, is the understanding of how limited the time is for research and understanding of social media for the general pr practitioner. I myself can sometimes feel it is a heavy, but fun, work, to keep up to date with all the news and best practice within pr, community and social media management, even though I am working for a company in the pr industry. Most pr practitioners out there are struggling both to keep up with their niche/industry, learning about their products and markets, which can be far away from media, also striving to keep up in the communications field. I think most of you are doing a damn good job!

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About Klout – and why I don’t consider it to be a relevant measure of influence

Klout was the theme at the October #SSMC (Stockholm Social Media Club) today. Below are some basic information about Klout and the new Klout score algorithms, and why I don’t think it is a relevant measure of influence (today).

There was an interesting discussion with Annika Lidne (@annika), Therese Reuterswärd(@trulytherese) Simon Sundén (@joinsimon) and Brit Stakston (@britstakston) among others see it below.

What is Klout?

Klout is a web service trying to assess how influential you are. It started out as a service for Twitter, measuring your Twitter influence with a score from 1-100. They are now aiming to give a broader picture, also involving other social networks in the grading, striving to show how influential a person is in total on the social web.

Klout score – how influential are you?

Last week, the founder, Joe Fernandez, announced a change of the Klout algorithms, saying: “I am excited to announce the biggest improvement to the Klout Score in our history is launching next week” followed by a thousand comments from people wondering about the algorithm and being worried about their Klout scores disappearing.

Two days ago the change was launched, followed by another post from the Klout blog:

“Influence is the ability to drive action and is based on quality, not quantity. When someone engages with your content, we assess that action in the context of the person’s own activity. These principles form the basis of our PeopleRank algorithm which determines your Score based on: how many people you influence, how much you influence them and how influential they are.”

At the lunch today, Simon Sundin, @joinsimon, who has looked deeper into the new algorithms gave a short walkthrough. I got curious and had to do some more reading when I got home. A mix below.

True Reach – does not show how many I do reach with my tweet or post – is shows how many I actually influence in my network. Those who interact with my content. In practice this means that if I have 5000 followers, but no one interacts with my post – no results. Klout sais “It is a real number of people we find by looking at the impact you have on your connections”. For how long this is measured, latest two weeks, 30 days, is not known to anyone in the room.

Amplification – what influences my network, how many will share the info further on. Klout takes into account the person’s activity “For instance, if I rarely like or comment on anyone’s posts, but choose to do so to yours, that is more meaningful than if I like 60 posts a day. Amplification indicates the effect you have on your audience.” This will be affected by the number of followers you have and your interaction with them, meaning if you have many followers but only interact with a few of them your Amplification score will be low.

Network Impact – how influential are my contacts? If they are not influential, according to the Klout model, my score goes down.  The network impact is meant to indicate the influence level of people who engage with my content.

Why I don’t consider Klout to be a relevant measure of influence

I have not really understood the big fuzz about Klout. I think its dangerous, and actually quite naive, if you stare yourself blind at numbers when it comes to human relations and conversations. As with measuring the number of followers, instead of analysing the type of discussions going on with and about your company and how the interaction vary with time and content. Keeping track of the number of followers is only relevant if you follow up on sudden changes, analysing what might have caused the drop or increase of followers.

Though, we have been looking at Klout even in our organisation, but only to get an indication of how we are doing on Twitter in our different markets. For taking the temperature of how the accounts are feeling, noticing changes. It could also be used as an inspirational thing for improving the client dialouge on Twitter, if your internal Twitter users are inspired by competition between countries or brands. Right now I am also looking into Peoplebrowsr, who calles themselves a Social Engagement and Team Collaboration Platform, and have signed up to their new beta feature Kred, that I believe will be competing wiht Klout.

There are a few things woth thinking of (probably lots more, but all I can come up with friday night) considering Klout for your organisation:

Closed groups/circles. As discussed during lunch, Klout looks at open data. That means closed groups will not be taken in consideration. People who are influential in nisched closed networks will not gain any Klout scores for that interaction.

Klout does not measure personal influence – it measures, or is meant to be measuring, an instant view of the persons influence within specific networks. Klout must be interpreted with an opened mind. A person who is new to Twitter might not be new to his/her knowledge network. I have a good example of this myself, but it is too long to fit in here. I would recommend an article from Joanne Jacobs who has done an experiment on her own Klout scores and has sane thoughts about influencers.

No consideration for interest or nische areas
Klout does not take into considaration what nische you are influential in, what you and your networks’ interests are and what you are actually talking about with a certain group. It would make me interested if I were able to see a more accurat personalised (corporatefied) Klout score for the influence that a person actualy has in my company’s specific areas, and also in my specific network.

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Social media ideology eller social media policy?

Som community manager är ett av mina ansvarsområden att se över medarbetares användning av sociala medier i arbetet. Just nu formulerar jag om vår interna medarbetarpolicy för sociala medier, och vill gärna ha input på den samt dina tankar kring ämnet.

Vår policy för sociala medier har funnits ett bra tag, men har fastnat i det processpolitiska organisationshjulet. Nu har jag slitit loss den och bestämt mig för att den ska ut en gång för alla. Eller in. Eller faktiskt helst rakt igenom, hela företaget.

Policyn är idag en del av personalhandboken, som kanske inte läses så ofta av anställda på företaget. Den behöver finnas lätttillgänglig när frågor dyker upp. Idag gås den igenom i de introduktionsutbildningar jag är involverad i, där vi pratar om tonalitet och aktivitet, i sociala medier och generellt i kontakt med vår omvärld, som Mynewsdeskanställd. Så nu ska den förtydligas och göras tillgänglig både för medarbetare (intranet) och för andra som kan vara intresserade (pressrum).

Jag hade en diskussion med en kollega nyligen, om vilken utgångspunkt vi bör ha i policyn. Hur detaljerad och hur rekommenderande resp styrande den ska vara. Vilken nivå ska jag lägga det på? Till slut hade vi fullständigt brutit sönder både begreppet “social media policy” och innehållet i den, tills det knappt var något kvar och vi tyckte att allt var så självklart så att vi lika gärna kan nöja oss med en punkt – “sunt förnuft”. Många inlägg och kommentarer om sociala medier säger så självklara saker. Så vill jag inte att vår policy blir.

“Du är en person. När du pratar med andra personer så hör de vad du säger. Pratar du på en öppen plats så kan andra människor runt omkring dig också lyssna på samtalet. Det du säger kan tolkas på olika sätt beroende på vem som lyssnar och kontexten du befinner dig i. Det du säger kan föras vidare.” No shit!

En social media policy måste utgå från människorna

En policy för sociala medier ska inte finnas för existensens skull och ett företag kan inte kopiera någon annans policy rakt av. Den måste vara funktionell för individerna och utgå från hur organisationen fungerar och hur man interagerar med sin omvärld. För att den ska bli framgångsrik och hjälpa dig som kommunikatör att uppnå era mål i sociala medier, måste den vara djupt integrerad i företaget och implementeras i en dialog med de anställda. Vår policy, ska vara ett rörligt dokument, som ändras när organisationen, vi själva och omvärlden gör det.

Policy, regler eller ideologi?

En annan sak jag funderat på är vad jag ska kalla policyn. Rekommendationer för sociala medier, policy eller är det en ideologi vi vill kommunicera?
Eftersom policyn ska finnas med i introduktions-utbildningar så hade jag först en “som anställd på xxx” och “det rekommenderas att du…” approach. Men har justerat den till “vi gör så här..”  då jag dels vill att den ska kunna läsas och förstås av en extern person, och dels vara involverande framför uppmanande.

Jag fick intressant input om att istället formulera det som “Företaget har följande ideologi när vi kommunicerar med vår omvärld. Om ni anställda vill dela denna ideologi med oss, så tycker vi det skulle vara roligt och önskvärt”. Där tycker jag att man gör en oönskad skillnad och ett avstånd mellan “företaget” och den anställde, men gillar också tanken med ideologi framför riktlinjer.

Jag bröt ned begreppen lite.
En policy är en avsiktsförklaring och riktlinjer för att styra beslut och uppnå önskade mål. Policyer skiljer sig mot lagtexter då en lagtext kan förbjuda och förhindra ett visst beteende eller en viss handling medan en policy endast vägleder mot de handlingar som troligast ger önskat resultat. Ordet policy är liktydigt med rekommendation eller riktlinje.

Ideologi betecknar i allmänna ordalag en åskådning, alltså en samling idéer. En åskådning, är i sin tur en övertygelse eller föreställning om hur saker borde vara eller sträva efter att vara. Medan en idé är en tanke som präglas, för den aktuella individen som får idén, av nyhet och unikhet. En idé inbegriper ofta någon slags lösning på något slags problem.

Det är viktigt att medarbetarna håller med om det som finns i policyn, annars kommer den falla platt eller bli en inspirationsdödare. Det är också viktigt att alla jobbar mot gemensamma mål och följer ett gemensamt ramverk, precis som med allt annat inom företaget.

Social media ideologi

Jag vill skapa något mitt emellan rekommendationer (guidelines) och ideologi. Nedan har jag identifierat fem punkter som sammanfattar vår ideologi för kommunikation med vår omvärld.

1. Ödmjukhet och respekt för individen

2. Professionalism och lösningsorientering, med en avslappnad dialog

3. Transparens

4. Bidrar till sammanhang med relevant innehåll

5. Delaktighet i content creation och content curation

Den senaste har jag självsanerat från “vi följer gällande lagar och regler” då de märliga reglerna i sociala medier ibland behöver brytas för att kunna åstadkomma något (tex så kan man idag bara ha ett spotifykonto, så vill de sälja ett ytterligare konto till mig så måste jag fuskregga en facebookrofil, force majeure alltså).

Social media guidelines/rekommendationer

Till punkterna ovan har jag kopplat interna riktlinjer (rekommendationer, eller guidelines, nedan) för att nå ett önskvärt gemensamt resultat. I interna utbildningar och introduktionsprogram gås dessa igenom tillsammans med case och konkreta exempel, liksom riktlinjer för hur support, klagomål och feedback hanteras. Olika avdelnignar har också lite olika upplägg för utbildning eftersom t.ex. kundservice även är involverade i den konversation som sker i företagets namn (företagskonton, läs mer om personligt vs företagsengagemang). Genom att testa oss fram och få feedback, når vi tillsammans fram till ett lyckosamt engagemang. Målet är att alla internt ska känna sig bekväma med hur de kan använda sociala medier i sin respektive roll, och att kunder och andra ska veta vad de kan förvänta sig från en Mynewsdeskanställd.

OBS! NEDAN ÄR ETT FÖRSLAG, inte den slutgiltiga policyn. Har du synpunkter eller frågor, kommentera gärna!

1. Ödmjukhet och respekt för individen
Vi visar alltid respekt för individen och värderar människor lika. Vi respekterar andras åsikter. Vi är lyhörda och visar förståelse för andras situation.

Vi pratar aldrig illa eller nedlåtande om en konkurrent, kollega partner eller användare. Vi undviker en vass ton. Vi undviker ironi och sarkasm som kan uppfattas felaktigt och negativt ur sitt sammanhang.

2. Vi är professionella och lösningsorienterade, med en avslappnad dialog
Vi använder en personlig ton och för en avslappnad dialog. Vi är professionella i vårt bemötande. Vi är lösningsorienterade.

Vi är medvetna om att vi representerar företaget i social dialog på webben och balanserar personligt och privat i språkbruk.
Vi skyller inte på andra, vi ursäktar oss hellre och fokuserar på att komma fram till en lösning.

3. Vi är transparenta
Vi är alltid öppna med vad vi heter och var vi jobbar. Konton som används i yreksrollen innehåller arbetsgivare och titel i bio/profil. Vi är ärliga och öppna, även om det som är mindre positivt.

4. Vi bidrar till sammanhanget med relevant innehåll – content curation
Vi lyssnar och lär av gemenskapen – sedan deltar vi och engagerar oss i frågor. Där det är relevant, bidrar vi med kunskap och tips, våra egna och andras.
Vi spammar inte med länkar eller argument i seo- eller exponeringssyfte.

5. Vi uppmuntrar content creation
Produktion av innehåll görs med fördel ute i organisationen, av de som kan och har intresse. Vi gillar kreativitet och nytänkande och testar gärna nya saker.

Registrering av konton /användning av sociala medier där Mynewsdesk varumärken kan tolkas som avsändare, skall godkännas från COM innan registrering och kommunikation externt.

6. Vi följer gällande lagar samt interna strategier och policies.
Vi bryter inte mot lagar och regler. Vi respekterar konfidentiell och/eller sekretessbelagd information (se anställningsavtal).
Vi följer gällande strategier internt.

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Easier to handle multilingual conversations on Facebook Pages

Facebook has added a translate function, for updates posted in another language the one you have in your settings.

Now I can finally follow my Finnish colleagues’ discussions! Yeey! This really helps me in my work as community manager, where handling multilingual conversations is a real hassle. We are several persons, in different countries, who use our Facebook Page to interact with partners and clients in different languages. This function gives me the chance to follow the dialogue and take part of our partners’ posts and comments on their local pages (without having to copypast inte google translate).

 

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