Strategy 140313

© 2013

Social Media Strategy

© 2013

Agenda

1.00pm Introducing Social Media as part of a wider Marketing Strategy

1.15 Benchmarking – What are your competitors and customers doing?

1.45 Defining Objectives

2.15 What do you want to say and who do you want to say it to?

3.00 Coffee

3.15 Measuring Return on Investment

3.45 Managing Resources and Risk

4.30 Close

© 2013

Remember it’s not stand alone

Marketing

© 2013

Social Media as a Marketing Tool

Benchmark –who’s saying what

where?

Goals/Objectives Messaging Audiences Tactics/Channels

ROI - Measurement, Management , Monitoring

© 2013

Two way conversation

LESS PUSH MORE PULL

© 2013

SME Reservations

• Brand not interesting enough• What will I talk about?• Resource/skills shortage• Customers don’t use social media

© 2013

• What do customers want to know? Find out where yourcustomers interact, and test the water

• What are competitors doing?• Look at redeveloping existing content to help you stand out• Have a vision, and goals, don’t think of as stand alone• Share activity across organisation

Step by step….

© 2013

Current Reality

Fill out hand-outs.

Where are you at now?

What social media are you on and what social mediawould you like to be on in the future?

© 2013

Benchmarking

• Competitor Activity, search for names in Google, Google News, Technorati,Facebook, LinkedIn, Twitter (http://twitter.com/#!/search-home)

• Keywords, e.g. industry sector, products, brands in Google, Google News,Technorati, Facebook, LinkedIn, Twitter

• Back Links – check Competitor and your own site viahttp://www.opensiteexplorer.org/

• YOU, it may be that people are already talking about you.

• Other Tips– Check out social media news sites for inspiration e.g.Mashable - http://mashable.com/how-to/

© 2013

© 2013

© 2013

© 2013

On notebooks….

Start looking at some social networks and search forkeywords, competitor names and your ownname/product names and brands?

Activity

© 2013

Goals/Objectives

• Align with organisation aims e.g. build brand reputation,develop brand loyalty

• What can you do with social media you can’t do withtraditional media

i.e. capture instant feedback on product development

• Connect with key measurables like driving more traffic,driving more business, gaining more leads

© 2013

Goal: Establish a Byatt’s community to drive salesof the existing range and new Vienna product

Objective: Acquire 100 new andengaged real ale fans across Facebook and Twitter

Example

© 2013

socialmediatoday.com

Goals/Objectives

© 2013

On paper….

Think about your own company objectives, how cansocial media help you achieve these?

Are there separate objectives you want to set out forsocial media that you cant achieve with traditionalmedia?

Are they SMART?

Activity

© 2013

Messaging/Audiences

What are your company’s key differentiators?

What does brand stand for, can you have fun with it?

What is your customer profile and where do your customersgo? Ask them!

Where can you capture your prime audience? Could youcreate a platform to reach out to your audience?

© 2013

Social Media Demographics

© 2013

Social Media Demographics

Go.gulf.com

© 2013

Think globally!

Where are you selling?

© 2013

What are the tactics for each social media platform?

Tactics and Channels

CommunityListening

Engaging

Posting News

Promotionalschemes/selling

Monitor/engage advocates

Sharing

© 2013

Advocates sell for you

© 2013

Creating advocates

© 2013

Things to tweak

What are the unique, detailed things you can do that will

make the difference?

Personality

‘Free’ at the start of your Tweets?

Follow to be followed?

Day? Timezone? Language?

© 2013

On paper….

What interesting insight, content, characters couldyou use or share?

Who do you want to talk to?

Which social media channels are the best for yourobjectives/messages/content?

Activity

© 2013

Measurement and Monitoring

What were your objectives?

© 2013

Measurement and Monitoring

• Google Alerts

• On-going benchmarking through Twitter, followers,mentions Twitter Falls, Tweepskey, http://socialmention.com/, https://bitly.com/

• Web Analytics, increased traffic, conversions

• Integration with CRM, find out where people have heardabout you

© 2013

© 2013

© 2013

© 2013

Measurement and Monitoring

© 2013

Measurement and Monitoring

© 2013

Management

Plan it like your wedding !

© 2013

Advanced features

© 2013

Management

Tools can help you organise a schedule

© 2013

Management

And manage your networks and interactions

© 2013

Managing Risks

http://pleaserobme.com/

© 2013

© 2013

© 2013

Social Media Policy – Informs staff of how social media should beused e.g. where the brand is, style of posts, response mechanismsetc

http://socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources

Social Media Policy

© 2013

• Monitor• Respond Quickly with Consistent Message• Reply to Social Media World• Train employees• Determine strategy, i.e. processes for dealing with crisis

so everyone in company knows what to do

http://mashable.com/2009/07/09/social-media-damage-control/

Crisis Management Policy

© 2013

On notebooks…

Register on some management tools

Look at social media policy documents, think abouthow you might distribute this in your organisation?

Are there people in your organisation that would bekeen to contribute to social media activity?

Activity

© 2013

Get Creative

© 2013

Social Media Objectives:

• Encourage urban commuters to take upmotorcycling

• Gather data (e.g. renewal dates) on prospectivecustomers

• Increase customer interaction

Financial services is boring – let’s talk about biking

Devitt Motorcycle Insurance

© 2013

Checklist

Grab accounts now

Embark on a listening phase

Research yourself

Research your competitors

Research your customers

Develop goals, objectives, identify channels/tactics

Plan and schedule

Establish measurement tools -> Start

© 2013

Thank you@ellieprecious