Kraft Social Media Training Manual by Sheruncle

Training Manual for

Community Manager

Presented by

Training Manual for Community Manager

Contents 1.

Introduction and the social landscape

Reporting

1a. 1b.

Social giants Niche networks

6a.

Reviewing past performance

Dos & donâ&#x20AC;&#x2122;ts

7a. 7b. 7c. 7d. 7e.

Some general rules in Community Management Treat people as individuals Trigger interactions and stimulate conversation Posting frequency: find out what the best frequency of posts for your community is Some platform specific tips and recommendations

Innovation

8a. 8b. 8c. 8d. 8e.

Social commerce NPD and social media exclusive offers Q&A App development & APIs Cross channel campaigns

FullSix Group

10.

Appendices

Recruitment

2a. 2b.

Make sure you find a dedicated and highly skilled Community Manager The many roles of a Community Manager

Stakeholders & process

3a. 3b. 3c. 3d. 3e. 3f.

Identify a key contact within the brand team to own social media The Community Management process Stakeholder management Organisational principles Useful contacts in KFE Involvement of IS

Establishing tone of voice

4a. 4b. 4c.

Why establish a tone of voice? Establish a set of social principles for your brand Establish rules for the community

Posting & responding

5a. 5b. 5c. 5d.

Planning Content: What to post Set up an influencer and detractor response protocol Example scenario

10a. Kraft social media policy for employees 10b. Social media kick-off brief

1. Introduction Is your brand fully prepared to run a community? The ‘always on’ real-time nature of social media coupled with a demanding and ever inquisitive consumer means that managing a community can be surprisingly resource heavy. Fatal mistakes from some of the biggest brands in the world including Nestlé, BP and Eurostar demonstrated that it’s not enough just to react to consumers. There needs to be a passionate and properly trained Community Manager working within a formal structure and process to minimise risk and facilitate positive word of mouth. Community Managers are the eyes and ears of your brand community and act as a central point of communication between all parties externally and internally. They have a pivotal role to play in engaging the community.

This document should give you the tools and knowledge that you need to go about setting up and running a successful and innovative social media presence. From the process of recruiting a Community Manager, through to how the discipline fits into the organisation, how to plan and execute a social media presence and finally some thought starters on innovations within the channel. We have included some useful documents in the appendix including Kraft’s social media policy and an internal brief that can be used to structure the process of putting the social media presence together. Good luck!

Social landscape 1b. Niche social networks

1a. The social giants

The largest social media network in the world with over 800 million members spanning a wide range of ages and demographics. It offers an opportunity to connect with consumers and their friends on a platform where they are spending increasing amounts of time.

The largest video sharing website in the world. Whilst there are a large amount of people uploading videos, the vast majority of people use the site to watch them. Brand usage can range from simple video libraries through to more retail focused browse and shop formats.

Blogs A rapidly growing social network utilising very simple 140 character messages. This platform is popular amongst a younger and often more influential niche audience. Marketing on this platform is less about gaining followers and more about the conversations your brand could spark.

Not strictly one individual network, more a method of publishing through platforms such as Wordpress, Blogger and Posterous. Out of the millions of blogs out there, there will be several that will be influential in your particular market. Brand interaction varies depending on the blog owner, from posting in comments through to sponsoring blog posts. Each blog has to be treated individually as part of a co-ordinated social outreach programme.

Googleâ&#x20AC;&#x2122;s attempt to add a social layer to all of its products resulted in a network similar in terms of functionality to Facebook. It enjoyed meteoric growth soon after it was launched but has now settled down into a niche network that should be viewed as a compliment to Facebook, offering a new audience and opportunities to enhance SEO and hence brand visibility.

Respectively, Yahoo and Googleâ&#x20AC;&#x2122;s photo sharing platforms. Both allow users to set up online profiles to share images. Best used by brands as a way to host images in a way that is shareable and easily accessible.

Social network for professionals. A popular platform that offers multiple opportunities to B2B marketers through networking and paid display.

Social landscape 1b. Niche social networks continued

Instagram A mobile social network that focuses on users sharing images through a simple user interface that is rapidly gaining popularity amongst influential younger users. Multiple uses beyond just creating a presence are now available thanks to an API being made public.

A micro blogging platform that is gaining popularity amongst a young (18-25) and influential demographic. It offers a rich user experience (photos, videos etc.) with a simple interface similar to Twitter. Brands have multiple opportunities to set up their own presences and interact with their consumers.

A question and answer social media engine with a focus on using the power of community to generate high quality answers. Quora offers brands an opportunity to listen to consumers and participate in a high-level conversations about matters relevant to their markets.

A location based social network that allows users to â&#x20AC;&#x2DC;check-inâ&#x20AC;&#x2122; to locations, thereby earning points and revealing local knowledge about their location. Brands have an opportunity to interact with an active and engaged audience through geographically focused promotions: in-store give-aways etc.

2. Recruitment What is a Community Manager? Community Managers are the eyes and ears of your brand community and act as a central point of communication between all parties with a responsibility for what, how and when content is published to the consumer. Dependent on the organisational structure of the team they may be in the internal team or in an external agency. Whatever the structure, the Community Manager has a pivotal role to play in engaging the community.

2a. Make sure you find a dedicated and highly skilled Community Manager Community Managers have a tremendous amount of responsibility over the reputation of your brand. As the person that will be the interface between your brand and the entire social community he/she will be responsible for setting the tone of the conversation, responding to consumer questions, reacting rapidly to negative incidents and being your social intelligence agent. Investing in the right people will be crucial. These important individuals will be the voice of your brand 24 hours a day. Hiring inexperienced juniors that have little understanding of branding or maturity in complex social situations can be more risky than beneficial. Moreover, treating Community Management as an â&#x20AC;&#x2DC;add-onâ&#x20AC;&#x2122; to their main role can also result in a sub-optimal brand community or worse result in problems and a lack of preparedness for whatever may evolve within the community. It is also important to recognise that Community Managers come from a variety of backgrounds including PR, Marketing, Product Development and Customer Relations. Whilst it is important to recognise that it is a highly skilled role, it is also a relatively recent one and so it is not always possible to find someone with direct experience of the role. However, it is important that the candidate has some relevant experience of managing a community and more crucially have the right professional and emotional skills to operate in the area of Community Management even if these have not been tested thoroughly and over many years.

THE IDEAL COMMUNITY MANAGER Strong applied experience in the social media space. Proven knowledge (passion) for category subject matter. Strong written and verbal skills. Creative and adaptable, with sound quick reflexes. High emotional intelligence that can navigate complex and sensitive social situations. Enjoys learning and is curious. Proficient with brand usage of Twitter, YouTube, Facebook. Strategically minded to make sure that the brand voice and vision are always respected. Proficient with uploading content. Ability to gather and communicate marketing measurements and establish benchmarks. Experience working with digital programs. Independent creative self starter who loves running with things while keeping the team informed on client and agency sides. PR, client side brand / creative agency experience a must. Ideally with over 5 years of experience.

* The Indispensible Guide to Social Media by Sarah Blackman

Recruitment 2b. The many roles of a Community Manager A Community Manager is likely to face many different challenges in the course of their day. They need to be able to work flexibly, drawing on knowledge and skills from a number of different areas.

Sponge

Mediavore

Absorbs the emotional temperature of the community in order to monitor health, satisfaction and engagement.

Watches over threads, customers or ideas, while tending diligently to them.

Cheerleader Announces new features and cheers on the accomplishments of both the company and its customers.

Pi単ata After being beaten with sticks, must still give out candy.* Or, like a unicorn has to fart glitter and rainbows.

Traffic Cop Routes requests to the right people within the organisation.

Mediavore Is a master of forums,social networks, YouTube, webcasts and other various media channels required to get the job done.

Concierge Provides one-to-one attention with issues nneding to be resolved outside the community setting.

Empath Keeps track of vibrations from the community, Twitter, Facebook and other sources to sense the slightest disturbances in the company-customer continuum.

Sculptor

Spam Warrior

Massages the noisiness of a community into actionable data that benefits both the customers and the company.

Always vigilant for spammers and ready to break out the ban hammer when necessary.

3. Stakeholders & process 3a. Identify a key contact within the brand team to own social media It is essential that there is one person within the brand team who will be the first point of contact for all stakeholders in the company as well as for external partners. This person will be responsible for Community Management in your brand team – either by managing the community herself/himself or by managing the external Community Manager. He/she should be an empowered and resourceful Kraft representative that is already very active in social media environments and vocal about the brands they work for, with great communications skills and appetite for big responsibility. They should have sufficient time available to be able to manage all aspects of the brand’s social strategy and also the Community Manager.

3b. The Community Management process Remember if Community Management is the last thing on your ‘to do list’ then you will not be serving your community effectively enough. Consumers have never had so much choice and so many opportunities to seek out brands through social channels. Make sure it is not your brand they choose to leave because they do not feel well served within your community. Consumers have higher expectations than you may imagine so you should always seek to go beyond just a ‘standard response’.

The process outlined below illustrates the steps that need to be undertaken by the internal and external teams to set up and run a social media presence.

Identify social media opportunities and business case

Identify internal team and community manager

Establish brand tone of voice

Establish crisis protocol

Develop conversation calendar

Launch social media presences

Reporting

Establish KPIs based on business objectives

Stakeholders & process 3c. Stakeholder management

There will be several stakeholders outside of your immediate brand team that will need to be involved in the running of your brand’s social media presence. You need to identify these people and put in place regular meetings with the key stakeholders. Within Kraft you will need to involve:

• Legal • Corporate Affairs • Consumer Relations

Ensure that you understand any constraints these teams may have in terms of managing a community 24/7. Establish what lead time is required for approval of new activities or what their general availability is like when campaigns are live. It is important that you provide them with details of your community in the form of regular updates so that they can be well prepared for anything that requires rapid turnaround. As a minimum requirement you should establish contact sheets (name, title and mobile number) for the full team so that everyone can be reached after office hours and weekends. These should be kept up-to-date on a monthly basis. It will be a painful lesson to learn when a community is going terribly wrong and you are unable to do anything about it simply because you do not have contact details of key stakeholders.

Stakeholders & process 3d. Organisational principles The model below outlines critical pathways and principles that apply to Community Managers as part of your organisation.

Corporate Affairs (CA)

Legal

Consumer Relations (CR)

Marketing Weekly Report

Support response for critical topics

Support response to user comments

Community Manager Listen Moderate

Conversation Q&A

Social Media Networks

Community

Stakeholders & process 3e. Useful contacts in KFE

3f. Involvement of IS

Kraft Foods Contacts and resources

Hosting and consumer data

Kerstin Strubel KFE Manager Marketing Development, EU Region +41 58 440 4380 +41 77 455 3866 kstrubel@kraftfoods.com For questions on Marketing Training, Capabilities or on the Wire.

Michael Chrisment KFE Manager Digital & CRM, EU Region +33 1 34 88 73 36 +33 6 34 04 55 71 mchrisment@kraftfoods.com For questions around Digital & CRM strategy, agency & partner selection and best practice sharing.

Angelika Westphal KFE Manager Digital Marketing IS +49 421 599 3346 +49 171 55 35 944 awestphal@kraftfoods.com For questions around websites, social apps, mobile apps and sites, search, CRM database, analytics, hosting and domain name registration.

Oskar Zyskowski KFE Project Lead Digital Marketing IS +49 421 599 3930 +49 162 240 6948 Oskar.Zyskowski@krafteurope.com For questions around websites, social apps, analytics, mobile and search.

Parts of Facebook fanpages and Facebook applications need to be hosted outside of Facebook. These have to be hosted on KFE dedicated server environment for security reasons. Consumer data cannot be hosted with any 3rd party supplier outside of KFE hosting environment or Consultix consumer database, also not with 3rd party Facebook app suppliers.

Account administration KFE Digital Marketing IS team is keeping a repository on all digital assets of KFE. Please inform the team and have your agency integrate the central email address to the Fanpage administration (it is required to have central KFE access in case of an emergency). If you have questions, please contact Angelika Westphal, KFE Manager Digital Marketing IS.

4. Establishing a tone of voice 4a. Why establish a tone of voice? Due to the wide variety of ways in which people interact with your brand on social media, establishing a tone of voice that is consistent across all interactions is extremely important. From how your Community Manager responds to a complaint, to a description of a video uploaded to Youtube, the brand’s tone of voice has to be instantly identifiable. The tone of voice has to strike a balance between two factors: • The brand positioning and business objectives. • The social media platform. As a brand entering into a social environment it’s crucial that the brand embraces the spirit of the network and its personality doesn’t jar with the audience and the wider social context.

4b. Establish a set of social principles for your brand A set of social principles that all stakeholders can follow and respect that will ensure a consistent presence throughout the social media ecosystem. The Kraft social media code of conduct (see appendix) is a good place to start – though please ensure that principles are adapted and made relevant for the individual brand.

4c. Establish rules for the community It’s important to set expectations and establish a set of guidelines for the community, whilst these should be implicit in the Community Management of the page you should publish these guidelines in an easily accessible part of your site.

Sample rules/charter: Kraft Foods Expectations Statement for Social Media. Around the world, on a variety of channels, people are discussing Kraft Foods and its many food and beverage brands. Our participation in these conversations will be guided by our values. We also believe that social media is a two-way street; just as we promise to treat you with respect, we ask that you do the same with us. Find the original document on the Wire, Marketing Academy

What you can expect from us:

What we expect from you:

Trust: We will not violate your trust by collecting, participating in the collection of, or sharing unnecessary personal information.

Trust: Our social media sites are designed to foster conversation among interested parties. We ask users not to violate each others trust by posting other people’s personal information or inaccurate information about other people.

Transparency: We will clearly identify all official pages and content created by Kraft Foods. We require our employees to identify themselves as Kraft Foods employees and uphold our values and principles of social media use. Our employees are not official representatives of Kraft Foods unless authorised and stated. Honest dialogue: We will use social media to build spaces where people can re-engage directly with Kraft Foods’ official representatives. These engaging spaces will be for our fans and critics alike. We will not silence voices as long as they participate in a respectful manner according to the rules of the page. Respect: We will do our best to respond to as many questions as possible. Because of limited resources, we will not be able to respond to everyone who addresses us through social media. We promise to be as accessible as we can within reason.

Transparency: We love getting to know people who are interested in Kraft Foods. We will always make sure to be clear about whom we are when we’re communicating with you. We hope you will do the same by identifying yourself in the conversation, rather than posting anonymously. Honest dialogue: We welcome diverse voices and opinions to our site. We ask that you treat everyone with respect. Do not personally attack anyone who holds a different point of view. Respect: We will do our best to respond to questions about Kraft Foods. Our staff will not be able to respond to every post, so we ask that you understand if we are unable to address some comments directly.

5. Posting & responding 5a. Planning

Macro level

There are two phases to planning a social media presence, macro and micro. At a macro level the brand has to be clear what its overarching objectives are and how social media will fit into the rest of the brand’s activities. Falling out of the macro level planning is the micro level activity. This is the actual execution of the presence; what the Community Manager should be talking about on any given day, at any given time.

•

Month 1

• •

Set KPIs, these should go beyond just fan or follower numbers, rather, look at what your social media channel offers and devise objectives accordingly. Establish a content strategy; what are you going to talk about in order to meet these objectives? Establish an annual conversation calendar. This should be a rough plan outlining what your Community Manager is going to be talking about.

Month 2

Month 3

An example of a macro-level conversation calendar:

Month 4

Month 5

Month 6

Display media:

N/A – pre-seeding activity only

Rich and standard media ads run, providing awaress and engagement with Facebook. Facebook like and polling media live.

Rich and standard media ads run, providing awaress and engagement with Facebook. Facebook like, polling and video media live.

Social media: Community Managers focus on product awareness, hinting at the coming launch of the product. FB+TW+IG Community Managers publicise any celebrity content generated by the Blogger WOM gifting campaign. FB+TW+IG Community Managers to attend PR online and blogger pre-launch event, blogging and Facebooking live from the event. FB+TW+YT+IG Potential for Facebook competition giving away tickets to the exclusive press event. FB

Digital activity

PR/Offline activity

Product launch

Display media:

Social media:

Community Managers focus on product awareness and product launch. FB+TW+IG

Community Managers focus on in-store activation. Drawing attention to the stores in which the activity will be taking place, driving buzz. FB+TW+IG

Community Managers attend PR launch events and blog and updates live from the event, leveraging the PR activity. FB+TW+IG+YT

Community Managers give away 100 gifts through the Instagram. IG

Community Managers to give away press gift through existing competition tab. Suggest an additional 100. Sustaining interest around the campaign. FB

Partnership with publisher highlighted. Ensuring that any content, advertorials etc. are publicised through social channels. FB+TW+YT+IG

Community Managers push secondary product benefit. FB+TW

Publisher partnership cross promotion – sharing fans and mutual promotion of social media presences. FB+TW

Celebrity social media take-over. She takes over the Facebook page for 2 hours every Friday afternoon/lunch time. FB

Community Managers to push partnership. Potential partnership with partner Facebook and Twitter presence – cross promotion between the different Facebook and Twitter groups. FB+TW

New ‘character’ Community Manager activity highlighted on Facebook through wall posts. FB

Month end: Community Managers start to field Q+A questions and provide interesting content – links, reviews etc. FB+TW

FB – Facebook

TW – Twitter

IG – Instagram

YT – YouTube

Posting & responding Micro level Establish a weekly conversation plan and report card. This should be updated regularly to ensure that the presence is as relevant as possible.

Client Feedback

These should be customised for each social media platform and brand. For example, Twitter is a network that relies on current info and conversation and it’s impossible to plan for every eventuality.

Day

Activity

21.11.2011

Last night's music awards rocked! Whose style were you loving?

We thought xxxxx's dress was amazing at last nights music awards. #Workingit!

22.11.2011

Work makeup: keep it natural or make a statement? X

23.11.2011

Hooray! London Fashion Week starts today. Which designer floats your boat? X

London Fashion Week starts tomorrrow. Xxxxxx is our top-tip – check her work out here: bit.ly/ cfun83ndk #LFW

24.11.2011

No update

25.11.2011

Yes! It's Friday. Got any glam plans for the weekend girls?

26.11.2011

Loving the bold block colours at LFW. Are you a hot hue lover or a pale and pretty princess?

Example from Max Factor Make up, P&G and Fullsix

No. of Impressions

Talked about

Update

In this instance, it’s best to have a broad idea of what the brand will be tweeting about, then trusting the Community Manager and his/her training to make the right decision.

Client Feedback

No. of Impressions

No. of RTs

London Fashion week starts today – we're going to be at stand 24, come and say hi! #LFW What a day! So busy – see the blog for a run down of what we've been up to at #LFW Checking out xxx's show, looks like bold colours are going to be big this season. Thanks for the tip @xxxxxx, we'll be sure to check it out!

Please note: This is just an indication of what will be tweeted. Community Manager is given a greater level of autonomy on Twitter to ensure content is relevant.

Posting & responding 5b. Content: What to post Engaging and stimulating content is key to ensuring high levels of interaction with the social media community. Content posted on social media should answer one of 5 audience needs: • • • • •

Support me Teach me Reward me Inspire me Recognize me

Content that forges a connection

The following chart indicates the rough weighting between product, informative and emotional content that you should be looking to achieve. This should be tailored to the individual brand.

Content that teaches & supports

Content that extends & reinforces USP

EMOTIONAL

PRACTICAL

PRODUCT

Posting & responding This is critical for the key stakeholders so that there is always a fluid pathway to immediate communication should any negative incident arise. To minimise risks clear rules on response times and a detailed communication plan should be firmly established between Consumer Relations, Corporate Affairs and Legal. The following diagram clearly shows the processes that should be followed for a whole range of conversations.

Sample Response Protocol

Facebook Posting No

A comment about Kraft Foods is discovered.

Medium Risk

Is the post negative in sentiment?

Misguided

Yes

Low Risk Light Hearted

Let Stand

A humorous, light hearted, passing comment.

Let the post stand – no response required.

Concurrence A factual and well cited response, which may agree or disagree with Kraft Foods, yet is not factually erroneous, a rant or rage, bashing or negative in nature. You can concur with the post, let it stand or provide a positive review.

Respond

Are there erroneous facts in the posting?

Unhappy Customer Is the individual’s post regarding the Kraft Foods company or any its products?

”Trolls” or “Ragers” Is this a single post from a site or individual known for bashing or degrading others?

Respond Be quick to fix the facts, especially where a post is being cited or discussed by others. Relate to the Social Media Working Group: Issue Management/Legal on response.

Monitor Monitor site/replies for relevant information and comments.

Consumer Relations Forward to Consumer Relations team for processing

Monitor Avoid responding. Monitor site/replies for relevant information and comments. Refer to Legal or Edelman for a tailored and planned response.

Respond

5c. Set up an influencer and detractor response protocol

Conversation Has the post generated multiple replies and conversation amongst the community?

High Risk Share Success!

Misguided

Respond

Are there erroneous facts in the posting?

Be quick to fix the facts, especially where a post is being cited or discussed by others.

Conversation Has the posting generated discussion or received a number of replies within a short time period?

Evaluate/Escalate Immediately inform CA, CR and Legal

Monitor Avoid responding. Monitor site/replies for relevant information and comments. Respond

Politically Motivated Is this a site or individual known for supporting organised groups campaigning for a cause?

Evaluate

Escalate

Follow Kraft Foods incident process

Immediately inform CA, CR and Legal

Posting & responding 5d. Example scenario Please be aware that this is only an example. It is crucial that you align with Corporate Affairs, Legal and Consumer Relation on responsibilities and response scenarios before you start a social media activity.

Comment typology

Risk assesment

Responsibility

Action required

Example public response

Follow up

User generated contribution / Positive comment

Community Manager

Respond positively – thank or reward

Hey xxxxxxx! We’re delighted that you love our product. We’ve got some new flavours launching in the next month so be sure to check back later for more info! All the best, the team here at xxxxxx.

None necessary. However, to incite more favourable comments and help generate enthusiasts for the brand, consider rewarding privately.

Complaint / Negative Comment / Technical problem

Yes (follow responding Community Manager (with process) support from Consumer Relations + Corporate Affairs + Legal + Marketing)

Answer/ Troubleshoot / Redirect

Hi xxxxx, We’re sorry to hear you’ve been having problems with your product. Please email xxxxxxxx@kraft.com who will be able to help out. All the best, the team at xxxxxxxx.

Consumer Relations to follow up on the problem privately via email, phone or mail.

Product or brand specific complaint (Health, animal testing etc.)

Yes (follow responding Community Manager (with process) support from Consumer Relations + Corporate Affairs + Legal + Marketing)

Forward to corporate affairs for approved statement.

Dependant on brand and issue.

Customer Relations and/or Corporate Affairs to follow up privately via email, phone or mail.

Insults and offensive language/ messaging

Yes

Delete comment / post and if persistant ban user

N/A

If other users take exception to post deletion: Hi all, Unfortunatley as xxxxx’s post was offensive and we’ve had to remove it. Check out the community guidelines for more info. Thanks, the team at xxxxxxx.

Community Manager (Inform Marketing, Corporate Affairs, Consumer Relations and Legal)

6. Reporting 6a. Reviewing past performance Regular tracking is very important to understand which activities worked well and what does to engage your consumers and fans.

It helps you to get a very quick understanding on the status and development of your community. Example macro level report for Facebook and Twitter:

Total likes Change likes since during period (%) People talking about brand Change in number of people talking about brand (%) Total Reach Change in total reach (%) Overall sentiment

Positive / neutral / negative

Top 20 posts

Time and date

Post content

Reach

Engaged users

Talking about this

Virality

Post content

Reach

Engaged users

Talking about this

Virality

Number of followers Change in number of followers (%) Number of @ messages Change in number of @ messages (%) Number of RT Change in number of RT (%) Number of DMs Change in number of DMs (%)

Positive / neutral / negative

Top 20 most RT'd Tweets

Time and date

Please note: The micro (weekly) conversation calendar (see Chapter 5, section a) includes reporting.

7. Dos & don’ts 7a. Some general rules to abide by in Community Management

7b. Treat people as individuals

Dos

Don’ts

• Follow and enforce community guidelines. • Be honest and fair. • When possible, offer members a chance to remove their own offending content before you do. • Be direct. • Encourage discussion. • Consider adding a report abuse form to areas where user generated content lives, most healthy communities are excellent at self-policing. • Make sure your posts are relevant for your community. • Have a point. • Keep it short. • Tell it like it is. And if you don’t know, ask internally and find out. • Experiment... carefully. • Beware of buzzwords and take your time to compose good quality responses. • Be transparent, disclose your relationship with the brand.

• Dominate the floor. • Don’t push content, instead leave it in places to be discovered. • Don’t be indecisive. State clearly your comment with intent and resolve. • Don’t shut someone down if they disagree with your point of view. • Don’t be a bully. • Don’t forget to cite your sources (link to web pages, image, video etc.). • Don’t just tell, show with tasty verbs and yummy metaphors. • Never be rude, sarcastic or insult the community. • Don’t post for the sake of posting – if you don’t have anything relevant to say, don’t say it!

Social media by its very nature is extremely personal, treat fans as people and not consumers or prospects etc. • Acknowledge names. • Be spontaneous and naturally interesting – avoid sounding corporate or too guarded. • Engage in real conversations on off-brand topics. • Respond with empathy to any negativity, try and turn the situation into a positive. • Be warm and generous where possible. • Respond to questions quickly and personally. • Keep it personal and be yourself.

Dos and Don’ts 7c. Trigger interactions and stimulate conversation Always be a curious, open and friendly conversationalist and give a sincere impression of wanting the best for everyone.

7e. Some platform specific tips and recommendations

• Avoid the cliché branded topics of conversation: For example your favourite thing about product x? • Don’t be afraid to be funny!

7d. Posting frequency: find out what the best frequency of posts for your community is The optimum number of posts and interactions with your social media network varies according to your audience and the specific social media network. Generally, the optimum number of updates to Facebook is roughly 1-3 posts per day. On Twitter, this can be increased to around 5-6 a day, excluding responses to questions and DMs. Please note that this figure is a broad benchmark, each individual brand will have its own optimum interaction rate, experiment and find the interaction rate that works for you.

Talk in the second person for general issues (e.g. “we believe” or “our position”) (e.g. “we believe” or “our position”) Use contractions like “we’re” instead of “we are” to embrace a more personal tone

Thank members of the community when they say something nice

Respond to user complaints whenever possible and address the user by name and address the user by name.

Use abbreviated words (organic Twitter language) when necessary to meet the 140 character limit (e.g. use “U” instead of “you” or “lk” instead of “like”) Retweet interesting posts people send you using RT @(username) ________

Acknowledge fans occasionally by using the @(username) mention in a post

Respond to user complaints by using the direct message function on Twitter

8. Innovation So far the manual has dealt with the fundamentals of Community Management, equipping the reader with everything they need to set up and run a successful and vibrant online community.

8a. Social commerce

Once these fundamentals have been perfected, a great deal of scope opens up for social media marketing initiatives that are truly innovative. However, there are three key things to consider when planning something new in this space:

What? A tool that allows users to pay for a product or service with a social media interaction. In this example the user can pay with a Tweet, but similar campaigns have used sharing functionality on Facebook and Google+.

Context: does this fit with what the social network offers in terms of functionality and with user expectations of the platform? Audience: is this grounded in an audience insight? Business: how can it serve your business and marketing objective

Why? Generates earned media. Every time a consumer purchases a product or sample using this service they are broadcasting an endorsement of the product or service to their friends and contacts.

We have included some examples that showcase some of the exciting possibilities this channel can offer.

prhamster pr-hamster This Book helps you to move into the Digital era of awesomeness. Download it for free: http:bit.ly/4R9rth 1 minute ago

Favorite

Delete

What? Retailer Soap.com created an engine for their Facebook page that allowed users to vote for a product or brand to be discounted by voting. Why? Increase sales. The tool involved the consumer/fan at the very heart of the offer, asking for their opinion on what should be discounted. This higher involvement and emotional investment means that the consumer is much more likely to follow the action through to purchase. Generates earned media. The voting mechanic encourages users to get others to vote and thereby increase chances of their favoured product or brand being discounted. By using Facebook as the platform for the tool means that it is easy for this encouragement to translate into an online action.

Innovation 8a. Social commerce (continued)

8b. NPD and social media exclusive offers

8c. Q&A

What? Banana Republic used its Facebook page to distribute exclusive offers.

Example from Max Factor Make up, P&G and Fullsix

What? Max Factor hosted an online shop on their Facebook page. Regular competitions and references in the blog and from the Community Manager drove sales. Why? Open a new sales channel. Max Factor had a large and active community on Facebook and wanted to create a way to translate this engagement into sales. By offering a convenient purchase point in the consumers environment existing barriers to purchase were removed.

Why? Help galvanise fan base. Banana Republic has helped to strengthen its relationship with its fans by rewarding them for their engagement. Help with fan acquisition. This behaviour feels organic and natural within Facebook, making the presence appealing to new fans.

What? Max Factor held regular Q&A sessions with their Facebook group, offering tips and tricks on make-up through their Facebook wall. Why? Help establish an identity. This behaviour helped establish the Facebook group as one of the key sources of beauty knowledge and information on Facebook. Help generate earned media. The interactions on the wall from users were broadcast to their friends, distributing the Max Factor Facebook identity in an organic way. This not only helped to strengthen brand equity but helped generate new fans.

Innovation 8d. App development & APIs

8e. Cross channel campaigns What? Burberry took advantage of the opportunities for customisation that Facebook offers and enriched their Facebook group by creating a dynamic app that pulled in content from their Youtube page. The opportunities offered not only by developing apps and tabs but by using APIs or feeds are varied and exciting. As social media becomes even more integrated with our experience of the internet these opportunities are only set to grow. Why? There are multiple benefits depending on the application, however there are two broad benefits: Help increase engagement. By taking advantage of these tools brands can offer increased opportunities and more reasons to engage. Not only will this help galvanise relationships with existing fans but it will help with fan acquisition.

What? The recent Old Spice campaign in the US involved consumers asking questions on Twitter. The questions were then answered in videos that were hosted on Youtube, before finally being heroâ&#x20AC;&#x2122;d on Facebook. Why? Increased engagement and strengthening multiple social media touch-points. The consumer is encouraged to engage in multiple branded social media presences, each interlinking and cross-referencing across platforms. The result is a campaign that felt alive and created a large footprint.

9. The FullSIX Group The FullSIX Group is a privately owned, leading independent European marketing communications group. Fullsix is a Kraft Foods Europe digital roster agency with offices in London, Milan, Berlin, Madrid, New York & Shanghai. Founded in 1998, we now operate 17 agencies in 8 countries on 3 continents, with around 100 M€ turnover and over 1000 people. Our group is built around 5 networks of agencies: FullSIX, Grand Union, 6:AM, OTO Research and Ekino. We believe that digital has massively changed how consumers behave and how brands can think and act to win their hearts, minds and wallets.

We also believe that this change is far more important than “just another channel” and that advertisers need a new generation of “digital native” marketing communications agencies to help them win in this fast changing and radically new environment. The FullSIX Group delivers integrated services, from strategy and brand building to campaign and platform execution including results measurement. As a digital age agency, we bring cutting edge thinking and impeccable execution leveraging all communication and interaction channels for more effectiveness. But whether we build a website, an affiliate program or a TV campaign, we always do it putting creativity, innovation and results measurement at the service of a greater synchronisation of brands and consumers to deliver optimised ROI. www.fullsixuk.com

10. Appendices 10a. Kraft social media policy for employees Corporate Policy

CA-4 Kraft Foods Global Social Media Policy Policy Sponsor/Function: Policy Owner: Effective Date: Supersedes:

EVP Corporate and Legal Affairs & General Counsel Director, Corporate Employee and Online Communications June 24, 2011 CA-4 Social Media Policy for Employees

STATEMENT OF KRAFT FOODS POLICY This policy applies to all employees participating in social media. This policy applies — whether you are participating in a personal capacity or as part of your work for Kraft Foods — when talking about our company, including our employees, customers, competitors, suppliers, and our brands and products. While this policy is for all employees, additional rules may apply if you’re an executive or work in certain areas, such as Finance, Corporate Affairs, Brand Marketing and others. If you have questions, please send an email to employeecomm@kraftfoods.com. Social media can include blogs; micro-blogging sites, such as Twitter; wikis, such as Wikipedia; discussion boards/online forums; networking sites, such as Facebook and LinkedIn; video/photo sharing sites, such as YouTube or Flickr; etc., as well as comments on websites. Since new types of social media are constantly evolving, please check with Corporate Affairs if you’re not sure whether this policy applies. Whenever you post information online — written, video, audio, you name it — about Kraft Foods, our brands or our products, your job, your coworkers, consumers, customers, competitors or suppliers – you need to follow some very important rules. These requirements will protect both the company and you. Why are these rules so important? Because, there are laws that could apply. Because, as an employee of Kraft Foods, anything you say can be interpreted as representing the views of the company — and under certain circumstances, can be considered a marketing claim in the same manner as using those words in a print or online ad, or a TV commercial. Because, information that is posted online travels far and fast. And because, each of us has the power to inspire or damage the trust that consumers, customers, investors and many others place in our company. And, because, any violation of these rules can result in disciplinary action, up to and including termination of employment. This is certainly not meant to discourage you from using social media. Each of us can be an incredibly powerful ambassador for our company. But with that opportunity comes responsibility and accountability. By following these instructions and using good judgment, we can make sure that our online presence reflects the values we all embrace. Any time you talk about our company, employees, consumers, customers, suppliers, competitors or our products in social media, keep in mind the following:

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Corporate Policy

Know the Rules -- All Kraft Foods policies apply to your visits to, and postings on sites, including our Code of Conduct. 1) Take Responsibility and Be Transparent You are responsible for anything you write or do online. Use good judgment when you post and think about the consequences of what you are posting. Always identify yourself and your association with Kraft Foods or its brands when posting anything related to the company, or in any company- or brand-sponsored channel. Do not hide your identity by posting anonymously or by using a false identity. When participating in social media in a personal capacity, make clear that the views you express are your own. Here’s an example: I work for Kraft Foods, but this is my personal opinion and may not represent the company’s views. In Twitter, you can use hashtags in your tweets. For example: #emp (for employees and contractors) #client (for agency and vendor partners) Remember: what you post can travel far and fast – and can be very difficult to retract or correct once it’s out there. You, and the company, can get in trouble for the things you say about others, even if what you say is true. Do not make claims about our products unless you have followed the legal review process for your business unit or function. Remember, everything we say about our products must be true, substantiated and not misleading. 2) Respect Your Audience and Your Colleagues Always be truthful and respectful. Don’t make off-topic or offensive comments. Do not engage in name calling, or making unfounded or derogatory statements about anyone. Do not gossip about employees, clients or customers. For questions, please see the Discrimination and Harassment Free Workplaces, and Minimum Age of Employment policies. 3) Respect the Property of Others Respect copyright laws. Do not use any company’s trademarks or logos (including our company’s) without express permission. Always give others credit for their work and get their permission before posting. For questions, please see the Intellectual Property Policy. 4) Protect Your Own Privacy and Respect the Privacy of Others Be cautious about posting personal details, such as addresses, phone numbers or medical information about yourself or others. Never discuss private information about others that you learned through your work. Get permission before posting pictures or videos of others. For questions, please see the Data Protection Privacy Policy.

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Appendices 10a. Kraft social media policy for employees Corporate Policy

Corporate Policy

5) Don’t Tell Secrets Do not share confidential information, including business plans, financial and pricing information, sales results, trade secrets, product recipes, or production methods. Do not comment on confidential work-related matters. 6) Don’t Pick Fights Not everyone is as passionate about Kraft Foods and our products as we are. Don’t go to extremes to try to change someone’s mind – it can actually cause unintended backlash or accusations of “advertising” on someone else’s site. If you find negative posts about the company, our brands or our products that you feel need a response, contact Consumer Relations or Corporate Affairs – they are trained to deal with these kinds of situations.

Where possible, have those third parties agree, in writing, to follow it.

Content that you post on a website may generate interest from the media. If a member of the media requests company information of any kind, please do not respond directly. Instead, please contact Corporate Affairs immediately for guidance. Also, for questions or to report violations of this policy, contact your local Corporate Affairs representative.

7) Talk About What You Know Don’t pretend you have expertise, information or authority that you don’t have. Don’t engage with consumers or professional bloggers on the company’s websites unless it is an official part of your job. There are a number of Kraft Foods employees around the world whose job it is to monitor these sites and act as official representatives of the company. If you see something that you feel needs a response, please alert Consumer Relations or Corporate Affairs. If you are engaging with bloggers as an official representative of Kraft Foods, please read the US Endorsement Policy for Social and other Non-traditional Media. (For countries outside the US, Kraft Foods considers many of the requirements in this policy to be global best practices for engaging in social media.) 8) Be Aware of “Business Outlook” Rules Don’t talk about revenue, future product ship dates, pricing decisions, roadmaps, unannounced financial results, share price or product sales Stay away from financial topics and predictions of future business performance. 9) Don’t Disparage Our Competitors. We compete by making delicious foods, not by criticizing our competitors or their products. Don’t compare our foods with our competitors’ products – when we do that, it’s with our marketing, which goes through the normal legal review and approval process. 10)

Be Wary People you communicate with online may not be who they claim to be. They could be competitors, the media, regulators or others seeking “inside information” about the company. Remember that anything you say online is public information, and you cannot control it once it gets posted.

11) Share these rules with anyone who represents us in social media. It is your responsibility to manage anyone you retain or authorize to speak for the company in social media. Provide this policy to any third party (such as a consultant or agent) that you retain or authorize to represent or speak for the company in social media. Make sure they understand this policy and follow it.

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Appendices 10b. Social media kick-off brief Social Media â&#x20AC;&#x201C; like any other communication tool â&#x20AC;&#x201C; should be used only when it supports your business and communications objectives.

You should always start with listening and analyzing whatâ&#x20AC;&#x2122;s already being said about your brand or area of interest when evaluating whether to participate in the conversations taking place in social communities. Then define the strategic approach and role of social channels prior to activating and engaging.

Collaboration Conversation

Content

This brief is a guide for developing social media strategies, gaining alignment and approval, briefing agencies and sharing best practices among social media practitioners at Kraft Foods.

1. Listen Continuity

COMMUNITY

Content

6. Measure and optimise

2. Analyse

5. Converse

3. Devise strategies

4. Activate

Appendices 10b. Social media kick-off brief Contact information

(If a contact category is not applicable to your initiative, mark it N/A)

Contact information

BU/Functional area.

Communication Goals.

Brand/Brand Manager/ABM/ or Project Owner Contact.

Primary Audience(s).

Corporate Affairs Contact.

How and where is your audience participating in social media today?

Digital Marketing Contact.

Social Media Channel(s).

Key Stakeholders.

Which channel/s will you use?

Do other social communities about your brand or topic area exist?

Resources Available to Support (i.e. budget, team).

Agency.

Agency Contact.

Strategy summary Business Objectives

(If a contact category is not applicable to your initiative, mark it N/A)

Appendices 10b. Social media kick-off brief Community activation: engagement guidelines

Success metrics

How would you define your voice? (funny, serious, playful, informative, informational).

How do you measure success?

How often will you be monitoring the community (per day?) What is the expectation for agencies to be monitoring the page?

What factors and KPIs are important in terms of reporting (total fans, removed fans, re-tweets, engagement, sales).

Define expectations for how quickly you will respond to inquiries or comments. What are the potential risks of this initiative?

Do you have a crisis plan to address those risks? (please attach)

Is there a primary point of contact for escalation of questions, issues, feedback or concerns? Do you have a plan in place with Consumer Relations to deal with any product questions or issues that may arise in your space?

Find the original document on the Wire, Marketing Academy, Digital, Community Management