Integra Workshop Kirstie Heneghan November 2012
Post on 08-Feb-2016
40 Views
Preview:
DESCRIPTION
Transcript
3M Corporate Marketing & Communications3M Corporate Marketing & Public Affairs
Integra WorkshopKirstie Heneghan
November 2012
The Potential of Social Media in B2B
2
3M Corporate Marketing & Communications
2
3M Corporate Marketing & Communications
People have always wanted to share their experiences, opinions and recommendations with family, friends and colleagues as well as seeking
advice and opinions from others…
3
3M Corporate Marketing & Communications
3
3M Corporate Marketing & Communications
Integra Workshop
3M CONFIDENTIAL
•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...
4
3M Corporate Marketing & Communications
4
3M Corporate Marketing & Communications
Research your audience• What do your target audience talk about online?• Where do they hang out and talk about your products?• Do they talk about ‘office life’ more than ‘office products’?• Follow them, and share what they do when it’s relevant.
3M CONFIDENTIAL
5
3M Corporate Marketing & Communications
5
3M Corporate Marketing & Communications
Establish the primary objective
3M CONFIDENTIAL
•Sharing product knowledge and offers•Getting feedback from the consumer•Listening to the needs of your customers•Providing good customer service at all times
Remember to keep the audience front of mind
6
3M Corporate Marketing & Communications
6
3M Corporate Marketing & Communications
Define your core values
3M CONFIDENTIAL
openness
honesty
real
trust
responsive
rewarding
human
TWO-WAY
7
3M Corporate Marketing & Communications
7
3M Corporate Marketing & Communications
Measure in new ways
3M CONFIDENTIAL
Facebook Engagement =(Likes+Comments+Shares)
Audience Size
8
3M Corporate Marketing & Communications
8
3M Corporate Marketing & Communications
Integra Workshop
3M CONFIDENTIAL
•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...
9
3M Corporate Marketing & Communications
9
3M Corporate Marketing & CommunicationsSocial channels
Which is most suited to your objectives?
Where is your audience already?
Which can give you the most benefits?
How much do you have time for?
10
3M Corporate Marketing & Communications
10
3M Corporate Marketing & CommunicationsSocial channels
11
3M Corporate Marketing & Communications
11
3M Corporate Marketing & CommunicationsSocial channels
12
3M Corporate Marketing & Communications
12
3M Corporate Marketing & Communications
Facebook.com/Scotch UK
3M CONFIDENTIAL
13
3M Corporate Marketing & Communications
13
3M Corporate Marketing & Communications
Integra Workshop
3M CONFIDENTIAL
•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...
14
3M Corporate Marketing & Communications
14
3M Corporate Marketing & Communications
Establish some ground rules• Create a timetable for the community managers with light monitoring
required outside of office hours (keep an eye through smart phones)• Make sure you are very clear, if the page is only to be monitored 9 to 5• List possible topics and their severity and establish a back up plan for a
crisis, advice may need to be sought from PR or management• Always try to resolve any issues and never remove those posts• You can remove posts that break the rules i.e. poor conduct
• Remove entirely inappropriate content• Comment before doing so if you think it was an honest mistake,
and ask them to repost without the *@#^• Always communicate with members in a kind and respectful manner• Always be honest and responsive
3M CONFIDENTIAL
15
3M Corporate Marketing & Communications
15
3M Corporate Marketing & Communications
What would you do?
Use your Post-it Notes in this exercise!
• Try to predict what you would do in a given situation...
16
3M Corporate Marketing & Communications
16
3M Corporate Marketing & Communications
Publish your rules• Moderation document for internal
process management• Page terms and conditions that set the
rules for the community
17
3M Corporate Marketing & Communications
17
3M Corporate Marketing & Communications
Integra Workshop
3M CONFIDENTIAL
•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...
18
3M Corporate Marketing & Communications
18
3M Corporate Marketing & Communications
Plan your content calendar• What do you want to tell people about?
Offers, promotions, new products, advice...• What content have you got? Videos / Images• What content can you create? ‘In use’ shots!• What can you share from the brands you sell?• What can you share from the areas of interest they have?• Think about your other channels – do you have a new website to tell
people about, an in store promotion that you know about, do you send out an email and could use that content in your posts?
• Mix it up – themes, comps, offers, polls, general, news• And remember, have a bit of fun and get creative!
3M CONFIDENTIAL
19
3M Corporate Marketing & Communications
19
3M Corporate Marketing & Communications
1. Format a calendar with fields for day, date, topic, copy, links, creative, notes, approval
2. Plot out seasonal / promotional events3. Work out what content you could create or re-
use from other communications (use wisely!)4. Write your copy for the post, thinking about
your audience and the call to action.
Have you reflected your core values?
What are you asking them to do?
Plot out your content calendar What else could you talk about or share?
20
3M Corporate Marketing & Communications
20
3M Corporate Marketing & Communications
Be spontaneous with the rest...• Respond to something people are talking about• Create content that relates to a popular theme• Share a popular topic with your audience
3M CONFIDENTIAL
Get savvy!• Keep it short and sweet, end with a question or call to action• Be conversational, think about your community core values• Test and learn your peak days and times for post engagement• Don’t just regurgitate old content, create new multimedia content• Make your audience informed about your industry• Entertain them with clever communications• Reward their loyalty and engagement
21
3M Corporate Marketing & Communications
21
3M Corporate Marketing & Communications
22
3M Corporate Marketing & Communications
22
3M Corporate Marketing & Communications
Integra Workshop
3M CONFIDENTIAL
•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...
23
3M Corporate Marketing & Communications
23
3M Corporate Marketing & Communications
“Share and share alike”• Ask your suppliers to share with you
• Content for you to use• Share directly on page• Tag in a tweet i.e. @3M_UK• Follow and share what they do
• Share with each other in your network• Help each other, share content• Follow and share what they do• Pool resources on strategy and
moderation guidelines work?• Talk to each other about it• Try messages out on each other!
3M CONFIDENTIAL
24
3M Corporate Marketing & Communications
24
3M Corporate Marketing & Communications
Integra Workshop
3M CONFIDENTIAL
•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...
25
3M Corporate Marketing & Communications
25
3M Corporate Marketing & Communications
Don’t try to do too much• You are better to do one well, than lots badly• Facebook requires a lot of time to perform well• “Managing four communities is a full-time job”• Get the plan and content right - the rest will follow• Keep it simple, fresh and new - don’t complicate it• Work with your suppliers – ask for content to share
3M CONFIDENTIAL
Any questions?Ask me now or you can tweet me at @kjhen2010
26
3M Corporate Marketing & Communications
26
3M Corporate Marketing & Communications
3M CONFIDENTIAL
Kirstie Heneghan@kjhen2010
Social is part of the fabric of business
top related