Creating & executing a social plan


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  • Using hashtags in Tweets is (usually) a smart and effective way for a company to increase impressions by leveraging a trending conversation. To that end, brands that use twitter often search for trending topics in the news and craft tweets around those topics to maximize message exposure. One of the most important steps in using trending terms, however, is researching the meaning and context of a hashtag.In the wake of the Casey Anthony trial decision in July of 2011, the internet was buzzing with opinions around the not guilty ruling. This was especially true on Twitter, where the hashtag “#notguilty” quickly became a trending topic. Seeing this trending topic lead an intern executing social media for Entemann’s to craft the following Tweet: Who’s #notguilty about eating all the tasty treats they want?!?Obviously, the author had hoped to capitalize on the trending topic without first researching its meaning and gauging the surrounding sentiment. The tweet was later deleted after @Entenmanns followers, and others around the Twitter community, began tweeting their disapproval of the company's insensitive use of the hashtag.
  • So, what happens when a corporation does not have a strategy in place to effectively utilize social media? • They risk wasting a tremendous amount of time and resources.• They put their brand in great jeopardy.• They potentially fall short on many of their corporate marketing goals.If the platforms are free, then where is the cost?As many companies have already discovered, the true cost in social media is in employee time, resources,and management.
  • So, what happens when a corporation does not have a strategy in place to effectively utilize social media? • They risk wasting a tremendous amount of time and resources.• They put their brand in great jeopardy.• They potentially fall short on many of their corporate marketing goals.If the platforms are free, then where is the cost?As many companies have already discovered, the true cost in social media is in employee time, resources,and management.
  • Known for having great customer service via Twelpforce, Best Buy has a social media policy in place that preemptively addresses privacy concerns that could arise using social media. The company does not want information shared that isn’t meant to be public. Common sense? I think so.Tweeters cannot share Best Buy logos and other items related to the company. Does this smack of being too cautious? I guess that depends on the industry you are in. For a big brand like Best Buy, it's understandable.Best Buy wants each employee to differentiate themselves and state their tweets and posts are theirs -- and theirs alone -- and not associated with Best Buy. If an unscrupulous employee crosses a line, Best Buy won't experience such harsh brand backlash
  • Oracle’s approach to social media is a little on the stricter side. Oracle appears to be of the ilk that using social media in the workplace is a hinderance to productivity because it could lead to too much personal use. Understandable? Yes. Too strict? Debatable. While it can be good to blur the line between personal and professional in social media, that balancing act isn't always appropriate in regulated industries.Employees must establish that all opinions are their own and not Oracle’s, but at the same time, distinguish that they are indeed employees of Oracle. Contradictory? No. Blog posts can increase brand exposure, but employees must be careful with what they say and how they say it, not divulging new features, products, and confidential information is key.
  • For a consumer brand like Coca Cola that gets over 5,000 conversations a day, the pressure is high to keep it fresh and “happy” for their fans and followers online. If you are a consumer brand with a potential to get a high volume of interaction online, you can imagine the army of social media brand evangelists you need to have to respond in real time. What we can learn from Coca Cola is the investment they have made in the CONTINUOUS LEARNING and TRAINING that’s required to build a cross-functional team of employees who understand different channels.  All Coca Cola Associates who wish to officially represent the company online must complete the Social Media Certification Program prior to beginning or continuing these activities. 
  • Ford’s social media policy succeeds in being subtle, “human,” and sensible. Ford adheres to the philosophy that social media interaction follows the same rules as any other interaction, just on a new playground. This type of policy works for companies that have nailed their company culture and established great trust among employees. Their policy boils down to:Use your common sense.Beware of privacy issues.Play nice, and be honest.As long as your employees understand what common sense is and how to use it, this policy is A-okay.Read more:
  • IBM's social media policy provides a nice balance of rules that help employees that work better with some guidelines and freedom about what can be discussed. Here's how IBM strikes that balance.Clear cut guidelines regarding what cannot be shared and how the company communicates.However, IBM also encourages “IBMers” to express themselves, let their voice shine, and demonstrate their skills and creativity on social media.Employees are encouraged to inspire discourse and share ideas via blogging and social media.Social media policies are important in order to avoid the “lack of common sense” mistakes. However, the degree of leniency is up to you and your management team to decide based on the structure of your company. Pick and choose what works best for your brand and company culture. Consider that, in an age where social media is playing a notable part in many companies' inbound marketing strategies, does it really make sense to completely stifle your employees' freedom and ability to share your content and spread your messages?Does your company have a social media policy in place? How strict or lenient is it? Do you think it is serving your company well, or do changes need to be made?
  • Walmart is dedicated to Twitter and believes in it as an avenue for customer service. Because of this dedication, there is one slightly surprising aspect of the Walmart social media policy.Walmart wants to make sure its employees who are “official” Twitter users for Walmart are identified as such, stick to customer replies, and focus on this alone. Walmart's Twitter users should only talk about Walmart and not engage in unnecessary banter.Too strict? Well, Twitter is a great way to humanize your brand and put a real face behind your company's social media presence. And people don't just talk business all the time, right? However, if they are providing excellent customer service and it is helping them advance their business objectives, can you really blame them?Read more:
  • Intro to 451 Marketing
  • Intro to 451 Marketing
  • Creating & executing a social plan

    1. 1. Creating & Executing a Social Plan
    2. 2. #451Workshop Francis Skipper Director of Search Marketing 617-896-1605 @fskip
    3. 3. McDonald’s Launches #McDStoriesGOAL: share fun stories aboutMcDonald’s experiences
    4. 4. #McDStories#FAIL: did not foresee people sharing negative stories about brand
    5. 5. Agenda • A Little Background • Creating a Successful Social Strategy • Corporate Social Protocol Examples • Case Studies • Open Q&A
    6. 6. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
    7. 7. Word of Mouth at Unprecedented Scale Facebook population Friends of fans 60M friends Fan base 500K fans US data
    8. 8. Over 955 Million Users 1.3 billion 1.1 billion 955 million 311 million (if it were a country, it would be the 3rd most populated)
    9. 9. Major Brands Are Using Social to Engage with Customers
    10. 10. >49,000,000 Facebook Fans
    11. 11. >599,000 Twitter Followers
    12. 12. However, Shift fromMonologue to Dialogue Has Its Risks…
    13. 13. Netflix Qwikster Launch
    14. 14. @QwiksterUsers foundconversation aboutdrugs and excessiveprofanity!
    15. 15. Didn’t Do Their Due Diligence Twitter handle was TAKEN NO association with Netflix Brand image/reputation sacrificed
    16. 16. Reasons for Failuresending out thewrong messages inconsistency Lack of Strategylack of research not understanding your customers underestimation of time commitment Lack of Internal Resources to Manage no one dedicated to social media
    17. 17. Building a Social Media Strategy
    18. 18. Social Media Campaigns
    19. 19. Step 1: Define Objectives &Goals
    20. 20. What Are Your Objectives?• What are you trying to accomplish?• Why social media?• What social platforms will help you achieve our goals?
    21. 21. Do Your Goals Include…• Generating more brand awareness?• Driving brand loyalty or build fan culture?• Monitoring and managing brand reputation?• Increasing direct or indirect sales?• Attracting new employees, investors, partners/vendors?• Customer Service?
    22. 22. Step 2: Find Your Audience Online
    23. 23. Where is Your Audience?• Is your target audience on social sites?• Which sites do your audience use?• Do they belong to specialized groups?• Who are they interacting with?• Which social media channels would be best to use for the type of content you have?
    24. 24. Your Best Bet?ASK
    25. 25. Where is Your Audience?
    26. 26. Step 3: Audit Your Resources
    27. 27. Evaluate Your Current Resources • Content? • Staff? • Consistency? • Technology/Tools?
    28. 28. Step 4: Assign Roles and Responsibilities Customer Relations Social Media MetricsSocial Media Strategist Advertising/Sales Social Media Manager Privacy/SecurityContent Developer LegalPublic Relations
    29. 29. Step 5: Define Success
    30. 30. What Activities/Results Measuredto Determine Success? • How many sales/leads were generated? • How many people are talking about your company? • How have you reduced operational costs? • How have you helped recruiting? • How many demos views/downloads?
    31. 31. Step 6: Construct Strategy
    32. 32. Consider 1. What info do we want to keep private? Public? 2. What is the voice (persona) of the brand? 3. What personal social media use is appropriate? Inappropriate? 4. Who are quality followers? How can we engage them? 5. How can we consistently send our messages? 6. Should we have a set of rules for proactive/reactive social media use? 7. How do we respond to positive engagement versus negative engagement?
    33. 33. Step 7: Execute Your New StrategyDefine Content Topics Schedule Share! & Create Content
    34. 34. Step 8: Measure Results
    35. 35. Measure • Have your networks grown or changed? How? • What worked/didn’t work? • What should we focus more on? • How much time is spent on each social media initiative? • What is our most valuable feedback? • How is social media changing right now? • Are we ahead of our competitors?
    36. 36. Noteworthy Social Media Strategies
    37. 37. Best Buy #Twelpforce Social Media Policy Be smart. Be respectful. Be human.What You Should Do: What You Should Not Disclose:• Disclose Your Affiliation • The Numbers• State That It’s YOUR Opinion • Promotions (In Advance)• Protect Yourself • Personal Information About Customers• Act Responsibly and Ethically • Legal Information• Honor Differences • Anything that belongs to someone else • Confidential Information >265,000 Followers >5,990,000 Fans >3,900 Subscribers
    38. 38. Oracle Social Media Policy "Use common sense"• Follow the Code of Ethics and Conduct• Protect Confidential Information Dont Comment on M&A Activity• Dont Discuss Future Offerings• Refrain from Objectionable or Inflammatory Posts• Dont Speak for Oracle• Dont Post Anonymously• Respect Copyrights• Use Video Responsibly• Stick to Oracle Topics on Oracle-Sponsored Blogs• Dont Misuse Oracle Resources
    39. 39. The Five Core Social Media Values Continue Learning and Training• Transparency in every social media engagement.• Protection of our consumers privacy.• Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC).• Responsibility in our use of technology.• Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior.
    40. 40. Social Media Guidelines Follow the Core Principles1. Honesty about who you are2. Clarity That Your Opinions Are Your Own3. Respect and Humanity in All Communication4. Good Judgment in Sharing Only Public Information – Including Financial Data5. Awareness that What You Say is Permanent
    41. 41. Social Computing GuidelinesDo: Dont• Be personally responsible for the • Provide confidential or other content they publish on-line proprietary information• Use a disclaimer for opinions • Cite or reference clients, partners or• Respect copyright, fair use, and suppliers without their approval financial disclosure laws. • Pick fights, be the first to correct• Respect your audience your own mistakes.• Be aware of your association with • Use IBM logos or trademarks unless IBM in online social networks. approved to do so.• Try to add value.
    42. 42. Social Media GuidelinesWhat You Should Do Don’t• Show respect and be polite, even • Do anything that breaks the law if you disagree • Use corporate materials without• Stay on topic permission• Keep it real
    43. 43. In Review: 1.Define Objectives and Goals 2.Define Audience Online 3.Audit Current Resources 4.Assign Roles/Responsibilities 5.Define Success 6.Construct Your Strategy 7.Execute Your Strategy 8.Measure Results
    44. 44. Case Study: Dancing Deer Baking Co.
    45. 45. Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday season (Thanksgiving-New Years) – in late OctoberApproach:• Targeted bloggers and other influencers who were relevant to target demographic using online product review and giveaway program• Invited a select group for an on-site tour of factory in full production mode• Associated brand with annual “Social Strategists to Watch” list - honorees received a surprise congratulatory gift from Dancing Deer
    46. 46. Case Study: Dancing Deer Baking Co. 5 million+ page views in 10 days 17,000+ contest entries Facebook fans +20%5,000+ unique visitors to $175,000+ in less than 2 months! +2.5 million Twitter impressions 81 Targeted Blogs  national coverageincluding USA Today, “Wake Up With Al,” Fox Business, “Daily Candy,” Forbes
    47. 47. Case Study: Heluva Good!
    48. 48. Case Study: Heluva Good!Goals:• Expand Facebook following by generating brand awareness, driving contest entries, and increasing “likes”Approach:• Determined ideal target audience: women, particularly mothers, ranging in age from 18-45• Developed two targeted campaigns: General for people who enjoy “barbeque”, & a second geared towards “women who like barbeque”• Designed strategic keywords & incorporated an array of images for Facebook Ads
    49. 49. Case Study: Heluva Good!Results: 4,210 “likes” 5,566 clicks 4,595,643 impressions
    50. 50. Questions?
    51. 51. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating public relations,social media, and search marketing tacticsinto dynamic communications campaigns.We work with brands to build awareness,engage customers, and drive businessusing custom, integrated communicationscampaigns.
    52. 52. – Founded in 2004– 30 Communications Professionals Based in Boston– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011 & 2012
    53. 53. Francis SkipperDirector of Search Marketing 415.542.6250