SOCIAL MEDIA FUNDAMENTALS

FOUNDATION SOCIAL MEDIA

16/04/13

My Background

2

Why is Social Media here?

Why is Social Media here?

INFRASTRUCTURE

CULTURE

EFFICIENCY

TECHNOLOGY

Defining Paid, Owned, Earned

DEFINING PAID, OWNED AND EARNED


PAID = ADVERTISING


OWNED = CHANNELS A BRAND OWNS


EARNED = UGC ON BEHALF OF A BRAND


HOW IT WORKS IN SOCIAL?

PAID media grows owned media channels

OWNED media channels facilitate interacBon through content, resulBng in earned media

EARNED media carries a more credible brand message far further than either Paid or Owned could ever do.

ROLE OF CHANNEL

PR Broadcast Print InstallaBon Outdoor Digital

SOCIAL MEDIA AND INTEGRATION

PR Broadcast Print InstallaBon Outdoor Digital

Social

Social media + IntegraBon

THE 3 PILLARS.

THE THREE PILLARS!

THE 3 PILLARS.

PILLAR #1 – ADVERTISING

THE 3 PILLARS.

WHY?

WHY!

THE 3 PILLARS.

WHY? WHY!

REASON 1 -‐ RECRUITMENT

REASON 2 – DRIVE TRAFFIC

REASON 3 – INCREASE INFLUENCE

TARGETING

TARGET CONSUMERS AS INDIVIDUALS RATHER THAN A DEMOGRAPHIC.

VISUALISATION IS KEY

VISUALISATION IS KEY

Visualize who you’re targeBng

Implement demographic targeBng parameters

Implement personal targeBng parameters

ENSURE CREATIVE ALIGNS WITH TARGETING PARAMETERS.

Creative

Facial images in adverts builds more trust and increases engagement.

FACES IN IMAGES INCREASES TRUST AND CONVERSION.

Cost

CPA = Cost Per AcquisiBon Industry average = $1.70

COST CPA = COST PER ACQUISITION INDUSTRY AVERAGE = $1.70

IN MARKET STRATEGY

3 DAYS IN, 5 DAYS OUT. OPTIMISE IN DOWNTIME.

Performance Analytics

KEY STATS CPA CTR CPC

OPTIMISATION STRATEGY DO MORE OF WHAT WORKS, LESS OF

WHAT DOESN’T!

THE 3 PILLARS.

PILLAR #2 – CONTENT

THE 3 PILLARS.

PILLAR #2 – CONTENT

What is content?

WHAT IS CONTENT?

What is content?

WHAT IS CONTENT? A PACKET OF INFORMATION THAT TRANSFERS A MESSAGE

WHAT IS CONTENT? OIL THAT KEEPS THE SOCIAL MEDIA MOTOR RUNNING.

PSYCHOLOGY BEHIND SUCCESSFUL CONTENT

THE AVERAGE CONSUMER TAKES 0.2S WHEN DECIDING TO ENGAGE

PSYCHOLOGY BEHIND SUCCESSFUL CONTENT

MAKE CONSUMERS THINK, NOT ACT!

Role of content on specific plaVorms PLATFORMS?!

FACEBOOK

CASUAL BROADCAST DIRECT CONNECTION

TWITTER

BECOME AN INFORMATION RESOURCE

BLOG

YOUTUBE

KEEP IT SHORT & EMBED THE SHIT OUT OF IT

LINKEDIN

BECOME AN INFORMATION RESOURCE

PINTEREST

HAVE A REASON FOR BEING THERE. HAVE AMAZING CONTENT.

TUMBLR

FACEBOOK/TWITTER/INSTAGRAM

INSTAGRAM

FACEBOOK/TWITTER/TUMBLR

HOW TO CREATE AWESOME CONTENT

HOW TO CREATE AWESOME CONTENT WHY ARE CONSUMERS FOLLOWING YOU?

CREATE CONTENT WELLS

RRR RULE

RRR RULE

REAL RELEVANT RELAXED

Real REAL

Real REAL

CONSUMERS SMELL SHIT A MILE OFF

Real REAL

CONSUMERS SMELL SHIT A MILE OFF BEING FAKE FOSTERS MISTRUST AND BUILDS NEGATIVE BRAND SENTIMENT

Relevant

Relevant

RELEVANCE

Relevant

RELEVANCE IF YOUR CONTENT ISNT RELEVANT TO THE

CONSUMER, THEY WONT ENGAGE.

Relaxed

! !

RELAXED

Relaxed

! !

RELAXED YOU WOULDN’T YELL AT A CONSUMER IN REAL LIFE, SO DON’T DO IT

IN SOCIAL.

SMALL

SMALL WILL ALWAYS WIN

Valuable

If you’ve got it before anyone else, share it.

VALUEABLE CONTENT

Valuable

If you’ve got it before anyone else, share it.

VALUEABLE CONTENT EVERY CLIENT HAS CONTENT GOLD. FIND IT. USE IT. PROFIT.

OpBmize

Evaluate your content constantly

OPTIMISE OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE.

OpBmize


OPTIMISE OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE.

OpBmize


OPTIMISE OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE.

OpBmize


OPTIMISE OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE.

OpBmize


OPTIMISE OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE. OPTIMISE.

Planning Content

Plan ahead, together.

Get your team together to create content regularly, you will be surprised what comes out.

BREAKOUT CHAT

‘WHAT’S THE COOLEST SOCIAL MEDIA CAMPAIGN YOU HAVE SEEN IN THE LAST 2 YEARS AND WHY?’

PILLAR #3

COMMUNITY MANAGEMENT

THE 3 PILLARS.

PILLAR #3 – COMMUNITY MANAGMENT

COMMUNICATION IS ESSENTIAL

COMMUNICATION IS ESSENTIAL PROCESS MAKES THIS POSSIBLE

COMMUNICATION IS ESSENTIAL PROCESS MAKES THIS POSSIBLE

PROCESS = FRAMEWORKS

Moderation Frameworks

MODERATION FRAMEWORK

Key contact #1 Name

Mike Watkins Role

Brand Manager

Contact [email protected]

Key contact #2 Name

Mike Watkins Mike Watkins Mike Watkins


[email protected] [email protected]

Emergency Name

PR Team

Steve Jacks

[email protected]

Key contact #2 Name

Marie Peters Anna Vuong Gloria Young

Contact

[email protected] [email protected] [email protected]

Emergency Name

PR Team

Gareth Lucs

[email protected]

Key contact #1 Name

Nign Vig Role

Reputagon Manager


Key contact #2 Name


Contact


Emergency

Name

PR Team

Gareth Lucs

[email protected]

Key contact #1 Name

Nign Vig Role

Reputagon Manager


Key contact #2 Name


Contact


Emergency Name

PR Team

Gareth Lucs

[email protected]

Key contact #1 Name

Gloria Young Role

Brand Manager


Key contact #2 Name

Marie Peters Anna Vuong Nign Vig

Contact


Emergency Name

PR Team

Gareth Lucs

[email protected]

Key contact #1 Name

Nign Vig Role

Reputagon Manager


Key contact #2 Name


Contact


Emergency

Name

PR Team

Gareth Lucs

[email protected]

Brand & Misc Pricing NutriBon Quality Campaigns DistribuBon

Moderation Frameworks – Key Stakeholder Structure

Key contact #1 Name

Mike Watkins Role

Brand Manager


Key contact #1 Name

Mike Watkins Role

Brand Manager


Key contact #1 Name

Mike Watkins Role

Brand Manager


Key contact #1 Name

Mike Watkins Role

Brand Manager


Key contact #1 Name

Mike Watkins Role

Brand Manager


Key contact #2 Name




Key contact #2 Name




Key contact #2 Name




Key contact #2 Name




Key contact #2 Name




Emergency Name

PR Team

Steve Jacks

[email protected]

Emergency Name

PR Team

Steve Jacks

[email protected]

Emergency Name

PR Team

Steve Jacks

[email protected]

Emergency Name

PR Team

Steve Jacks

[email protected]

Emergency Name

PR Team

Steve Jacks

[email protected]

Key contact #1

Name Mike Watkins

Role Digital Operagons Manager


PR Team

Garth Jones


Key contact #1 Back-‐up

Name Steve Watkins

Role Media & Digital Manager

Contact Steve [email protected]

A_er assessing the situaBon, contact the following based on necessity

Brand, Campaigns & Misc

Key contact #2

Name John DV Role

Brand Manager Contact

[email protected]

Pricing, NutriBon, Quality & DistribuBon

Key contact #2

Name John DV Role

Reputagon Manager Contact

[email protected]

Moderation Frameworks – Key Stakeholder Emergency

1. ASSESS TYPE

OF CO

MMEN

T 3. PRO

CESS &

RESPONSIBILITIES

4. R

ESPO

ND

TO COMMEN

T

Posigve

Quesgon Is it a genuine

enquiry?

Suggesgon Is it offering construcBve advice?

Complaint Is it from a

negaBve customer experience?

Misguided Are there

erroneous facts?

Rager Is this a rant, joke

or saBrical comment?

Spam Is it off topic? Or contain unrelated

links?

Troll Does it degrade

others? Or contain a blacklisted word?

CM to archive and remove

E.g. “I’m so nuts for Crunchy Nut.”

E.g. “What’s the difference between Crunchy Nut and Coles Honey Crunch?”

E.g. “Did someone say…Chocolate Crunchy Nut?!”

E.g. “Just tried Crunchy Nut. Sooooo over-‐

rated!”

E.g. “Crunchy Nut is made in a sweatshop in

Laos.”

E.g. “Look at these people – I can understand why they eat Crunchy

Nut.”

E.g. “Enlarge your penis in 3 easy

steps – click here.”

E.g. “I bet Charlie Sheen eats this

stuff – he’s fucking insane!”

Remove post Listen & monitor, then resolve if problem escalates

Respond with correct facts

Resolve the quesBon/issue within the channel or ask for contact details

Ignore, thank, agree and/or add to comment

CM to alert Kellogg’s and monitor for future comments

CM to consult Crunchy Nut Brand FAQs or Crunchy Nut Brand Contact for resoluBon CM to manage

E.g. “Woah that’s the nunest idea I’ve heard all day. To the Crunchy Nut

laboratory!”

E.g. “Hey George. Crunchy nut is actually made in .”

E.g. “Thanks, Deb. We do make Nutri-‐Grain

bars which you can find in the snack bar aisle.”

Wait for community members to intervene before resolving.

If comments persist, explain the breach of community

rules.

Brand & Misc Pricing NutriBon Quality Campaigns DistribuBon

Public Response -‐ Customer to be told they will receive a Direct Message regarding their inquiry.

Private Response – Customer service to respond to fan via Direct Message through a designated company facebook profile

Med

ical

Emergency

Primary Moderation Framework

FAQ’S, CALL CENTER MANUALS

Response Times

facebook = 3 hours max

Twitter = 1 hour max

Blog = 12 hours max

RESPONSE TIMES

Response Times RESPONSE TIMES

FB – 3HRS TWITTER – 1HRS BLOG – 12HRS

Response Times RESPONSE APPROACH

TREAT EACH QUESTION INDEPENDENTLY

DON’T CUT AND PASTE!


RRR


Take potengally damaging conversagons offline.

Response Times

RESPONSE APPROACH

MOST OF THE TIME THE COMMUNITY WILL SOLVE THE ISSUE FOR YOU.

Sentiment Analysis For small comment threads, individually rate each

comment positive, negative or neutral.

For larger comment threads, take a sample size of 50 comments and rate each positive, negative or

neutral to get an aggregate.

Always provide a 1-2 line synopsis of the overall sentiment gained from the thread.

Insights Backend Page > View Insights

>

Insights Backend

Insights backend – Users

Active Users – Daily Active Users

Daily Active user breakdown – Post Viewers

New likes - Source

Demographics – Towns and Cities

Activity – Tab views and External referrers

Media Consumption – Photo Views

Insights backend – Interactions

Daily Story feedback - Unsubscribes Page Posts – Impressions/Feedback

Page Activity – Wall Posts

Engagement Rate

Feedback Loops

feedback directly impacts impressions.

Feedback Loops

Impressions directly impact feedback.

Engagement Rate Page > View Insights > Interactions

Identify trends and act on the insight.

Reporting

Ask the client what metrics are important to them. Build reports

around these metrics.

Reporting

Daily = Update specific

Weekly = Collation of all activity

Reporting – Daily Screenshot of update

Screenshot of Engagement

Consumer Sentiment

Consumer insight Synopsis

Comments Or

Questions

Consumer insight Synopsis

Reporting – Weekly

WAU, Total Brand Impressions

Average feedback

Fan growth

Core growth metrics

In depth synopsis of weekly page activity

Digital – Thought

“I think that over the next 5 years, most industries are going to get rethought to be social

and designed around people.” Mark Zuckerberg

facebook founder May 2011

Thanks!

SOCIAL MEDIA FUNDAMENTALS

Business