Social Strategy Overview for Agencies and Brands at Google Squared

@TiffanyStJames

Social Media for Agencies and Brands #WeAreSquared

Hello!

Social Media Strategist

Tiffany St James

@TiffanyStJames

@TiffanyStJames

Social vs traditional media

1) Power in lobbyists and consumer hands

@TiffanyStJames

…so have a social media crisis plan

2) The indelible record of messing up in public

…so have guidance, train staff and

plan for, and mitigate errors @TiffanyStJames

3) Twitter is the newswire

@TiffanyStJames

…so be plugged in to what people are

saying about your brand and your industry

The visualization replays the

spread of earthquake related

Tweets across North

America, from the moment

the epicentre hit Mineral

Virginia (1:51PM) on August

23rd 2011.

4) …and you might not like what it says

http://thisisnotaninsight.tumblr.com/

@TiffanyStJames

4) …and you might not like what it says

http://thisisnotaninsight.tumblr.com/

@TiffanyStJames

4) …and you might not like what it says

http://thisisnotaninsight.tumblr.com/

@TiffanyStJames

4) …and you might not like what it says

http://thisisnotaninsight.tumblr.com/

…so add value @TiffanyStJames

@TiffanyStJames

5) Listen and optimise

Listen with intent and act swiftly

6) Trust has changed

Edelman Trust Barometer 2014 here @TiffanyStJames

@TiffanyStJames

Social Media Strategy

Key UK Platforms

31m 15m

10m

2m

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Revenue by social media UK

Source http://bit.ly/1l03fAH

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Purpose of Social Media

Source @JeremyWaite

@TiffanyStJames

Source : Advanced Human Technologies

@TiffanyStJames

Informing your social business strategy…

What social can deliver for the business

Current KPIs

Digital Strategy

Business Objectives

•Benchmark •Best Practice

•What works •Current social footprint

Your Business

Competition

Similar Industry

Other Industries

What social

CAN deliver

for the

business

What social IS

delivering for you,

for your competitors,

and industry

What people

and tech

capabilities

DO you have

@TiffanyStJames

Be really clear on your objectives

PR

To build an engaged community fan

base of up to 5000 by May 2014.

Direct Sales

Design offers to drive 10% sales

through Facebook by Q2.

@TiffanyStJames

@TiffanyStJames

Social Media Marketing and Engagement

UK Top Performing brands on Facebook

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Source: http://www.socialbakers.com/

UK Top Performing brands on Twitter

@TiffanyStJames

Source: http://www.socialbakers.com/

1) Give content with context

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2) Have a posting strategy

1. Build an events calendar

o New Attractions

o Celebrity Guests

o National Events

o Ticket Promotions

2. Develop a content routine

(e.g. Thursday is Trivia day)

3. Push promotions with links

4. Work out where countdowns

can create buzz

5. Identify where you can run

giveaways

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3) Encourage UGC in offers, make it easy

1. Quick way to generate

engagement

2. Make offer exclusive to

social

3. Make prize desirable

4. Make it easy to enter

5. Incorporate user-

generated-content

(UGC)

6. Leverage bespoke

creative (sub brand)

7. Make sure you adhere

to FB policy (it changes!)

@TiffanyStJames

4) Have a content strategy

1. Consistently create new content

2. Mix up your media

3. Content = engaging + valuable +

relevant (fun!)

4. Encourage and promote UGC

5. Post bespoke visually appealing

content (stands out in feeds)

6. Post industry content

(e.g. Feature the World’s best rides)

7. Ask questions to drive engagement

@TiffanyStJames

5) Measure what works, use, measure again

1. Minimise barriers to entry

2. Support links with strong

creative

3. Strong Calls To Action (CTA)

e.g. Listen live, Buy now

4. Use shortcode (bit.ly) to track

conversions

5. Customise shortcodes for

brand consistency

6. Track everything using your

chosen analytics tools

@TiffanyStJames

6) Mix media & platform, Popular dates

• Encourage cross-platform engagement

• Leverage offline events • Customise to fit brand

• Mix up media offerings • Use relevant hash tags

@TiffanyStJames

What action are you trying to achieve?

Pre-contemplation

Contemplation

Preparation

Action Maintenance

Raise

awareness

Combat

disengagement

Increase

relevance

Provide

solutions

Facilitate

action

Reinforce

Maintain

Generate

advocacy

Peer feedback

@TiffanyStJames Prochaska and DiClimente

Sometimes you’ll need to be two-faced

Be a pedant

for analytics Love your

customers

@TiffanyStJames

Surprise and delight your customers

@TiffanyStJames

People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou

Thank you!

Social Media Strategist

Tiffany St James

@TiffanyStJames

[email protected]

http://tiffanystjames.com http://bit.ly/tiffanybio

TiffanyStJames on:

Embedding digital and social media capability in organisations