Creating A Stellar Social Media Strategy
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Creating A Stellar Social Media Strategy

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  • Full Name Full Name Comment goes here.
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  • Paula -- shoot me an email michael.brito@edelman.com and we can talk?
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  • Great presentation. Addresses some of the practical issues I'm faced with right now. Question regarding a Social Content Library. When is it necessary? Can a company do social engagement without having a social content library? (Underlying assumption: the majority of the value in social engagement is the conversation and individual expertise, not corporate content.) Any thoghts/perspectives? Thanks.
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  • thank you Diana!
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  • thank you, impressive and very very useful information!!
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    Creating A Stellar Social Media Strategy Creating A Stellar Social Media Strategy Presentation Transcript

    • CREATING A STELLAR
      SOCIAL MEDIA STRATEGY
      MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
      EDELMAN DIGITAL | @BRITOPIAN ON TWITTER
    • Case study -- listening
    • THE EVOLUTION OF SOCIAL BUSINESS
      2008 to present
      THE EVOLUTION OF SOCIAL BUSINESS
      SOCIAL BUSINESS
      2003 to present
      SOCIAL BRAND
      1995 to present
      SOCIAL CUSTOMER
      • Technology Innovation gives customers a voice
      • They are Influential
      • Amplified voices across the social web
      • Google indexing critical conversations about companies
      • Social Customers are trusted amongst their peers as influence grows
      • Companies and brands join Twitter, Facebook and create corporate blogs
      • Engage with the social customer in various channels
      • Social Media teams are forming slowly
      • Small budgets are allocated on a project basis to social media engagement and community building
      • Organizations begin humanizing business operations
      • Organizational models are formed to include social media
      • Organizational silos are torn down between internal teams
      • Governance models and social media policies are created
      • Social becomes an essential attribute of organizational culture
      @BRITOPIAN ON TWITTER
    • HOW DOES THE SOCIAL CUSTOMER BEHAVE?
      • The customer journey is dynamic; and always changes
      • Brands need to have multiple customer touch points to break through the clutter
      • Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer)
      @BRITOPIAN ON TWITTER
    • THE SOCIAL CUSTOMER AND BRAND EXPERIENCE
      The Informed
      (e.g. research products online)
      Brand Discovery:
      Google Search, Word of Mouth
      The Participant
      (e.g. participate in a brand experience)
      The Opinion Sharer
      (e.g. post review)
      Brand Participation:
      Fanning, following, liking
      Brand Sharing:
      Easy, habitual, publishing
      The Advocate
      (e.g. encourage friends to purchase)
      Brand Advocacy:
      Creating content, sharing, defending
      @BRITOPIAN ON TWITTER
    • Advocates talk about the brand; even when the brand isn’t listening #vitrue
      T WEETABLE MOMENT
    • THE NEW PURCHASE FUNNEL
      • A brand should build relationships with the social customer on order to drive advocacy
      • Advocates talk about the brand, even when the brand isn’t listening
      • Advocates are trusted among their peers and within their micro communities
      • Advocates are aiding and influencing others down the purchase funnel
      • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact
      @BRITOPIAN ON TWITTER
    • 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER
      EUROPE (EMEA)
      31% comment on blogs
      27% comment in forums
      20% uploaded a video online
      39% uploaded a photo online
      63% watch a video online
      13% actively blog
      LATIN AMERICA
      49% comment on blogs
      35% comment in forums
      41% uploaded a video online
      56% uploaded a photo online
      74% watch a video online
      27% actively blog
      ASIA PACIFIC
      42% comment on blogs
      43% comment in forums
      29% uploaded a video online
      50% uploaded a photo online
      65% watch a video online
      37% actively blog
      @BRITOPIAN ON TWITTER
    • DEFINING A SOCIAL BRAND

      A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.
      @BRITOPIAN ON TWITTER
    • ORGANIZATIONS FOCUSING ON INTERNAL CHANGE
      • The social brand has caused chaos and organizational anarchy in many companies today
      • Employees are running wild on the intrawebs with little to no guidance, direction or governance
      • Different geographies and business units are creating social communities externally and not sharing or communicating internally
      @BRITOPIAN ON TWITTER
    • USHERING IN SOCIAL BUSINESS
      • A social business is built upon three pillars – people, process and technology
      • Change management and culture change is essential in order for genuine social business transformation to occur
      • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first
      @BRITOPIAN ON TWITTER
    • SOCIAL BUSINESS DEFINED

      A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.
      @BRITOPIAN ON TWITTER
    • UNDERSTANDING THE DIFFERENCE
      @BRITOPIAN ON TWITTER
    • CHAOS EXISTS IN THE ORGANIZATION TODAY
      TWEETS
      BLOG POSTS
      FACEBOOK UPDATES
      THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO!
      LEAKING CONFIDENTIAL INFORMATION
      RACISM
      HATE SPEACH
      BASHING
      COMPETITORS
      TALKING
      SMACK
      ABOUT MANAGEMENT
      @BRITOPIAN ON TWITTER
    • CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
      I have been on the marketing team for 4 years now and WE OWN the Facebook page!
      DO YOU UNDERSTAND?
      I just wanted to post our press release….
      @BRITOPIAN ON TWITTER
    • FROM CHAOS TO GOVERNANCE
      GOVERNANCE MODEL
      @BRITOPIAN ON TWITTER
    • CREATE A PARTICIPATORY LEARNING ORGANIZATION
      Training Curriculum
      • Advanced tactics of Community Engagement and Management
      • Leveraging search to create social content for blogs
      • Metrics deep dive – understanding metrics and making data driven decisions
      • Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
      • Train the trainer
      Training Curriculum
      FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
      • Basics of Community Engagement
      • Listening & Monitoring Tools and Apps
      • Intended Uses of Social Media
      • Engagement Model &Escalation Process
      • Metrics Overview
      Training Curriculum
      • Basics of Social Media
      • Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts
      • Policies & Guidelines
      WHITE BELT
      Awareness & Engagement
      BLUE BELTFluency & Participation
      BLACK BELT
      Expertise & Ownership
      Organizational Expectations
      Organizational Expectations
      Organizational Expectations
      • Research & monitoring
      • Listening to owned media channels
      • Escalate conversations to others
      • Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels
      • Responding to customer support issues and escalating to appropriate channels
      • Basic community management
      • Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels
      • Solving customer support issues on and off enterprise owned media channels
      • Mentoring and training white and blue belts; team brown bags
      • Speaking at conferences
      • Participate in and attend bi-weekly social media integrations forums
      @BRITOPIAN ON TWITTER
    • ACTIVATING EMPLOYEES TO ENGAGE
      Content Creators
      Conversationalist
      Participant
      @BRITOPIAN ON TWITTER
    • ESTABLISHING A CONTENT LIBRARY
      Aggregating all branded content and making it very easy for employees to share it within their social graph!
      @BRITOPIAN ON TWITTER
    • ESTABLISHING A MEASUREMENT FRAMEWORK
      @BRITOPIAN ON TWITTER
    • ESTABLISHING A MEASUREMENT FRAMEWORK
      It’s imperative that everyone in the organization measures social media consistently!
      @BRITOPIAN ON TWITTER
    • ALIGNMENT = BUSINESS RESULTS
      Programs
      Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy
      Crisis
      SOCIAL BRAND (External)
      SOCIAL BUSINESS (Internal)
      MEASURABLE OUTCOMES
      Training
      ProcessCollaborationOrganization Models
      Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture
      Infographic by @armano
      @BRITOPIAN ON TWITTER
      Infrastructure
    • SOCIAL BUSINESS VALUE CREATION MODEL
      SalesAdvocacyProduct Feedback
      Value creation is what determines success from every perspective!
      Customer Satisfaction
      Value
      Creation
      Social listening
      Workflow/Process
      EngagementProduct DiscountsRelevant ContentSolving customer issues
      Brand EnablementProduct InnovationProcess Improvement
      @BRITOPIAN ON TWITTER
    • CREATING A SOCIAL MEDIA PLAN THAT ADDS VALUE TO THE SOCIAL CUSTOMER

      Relevant content is the right content, at the right time, in the right channel to the right customer

    • CONTENT STATEGY FRAMEWORK
      Internal Listening
      Corporate Communications | Internal Communications | Product Organizations | Customer Support
      External Listening
      Existing Social Media Engagement | News Articles | Online Monitoring | Search
      @BRITOPIAN ON TWITTER
    • LISTEINING IS IMPERITIVE

      Spend time listening to the conversation and determine if you can add value

    • CONVERSATIONAL AUDIT
      …this tells you “where” the conversation is happening about the brand
      @BRITOPIAN ON TWITTER
    • TOPICAL CONVERSATIONAL AUDIT
      … this tells you how relevant your brand is within certain online conversations
      @BRITOPIAN ON TWITTER
    • REPITITION ENHANCES BELIEVABILITY
      @BRITOPIAN ON TWITTER
    • Individuals have
      to hear something
      3 – 5 times before
      they believe it @edelman_trust
      T WEETABLE MOMENT
    • ARE YOU READY TO SOLVE CUSTOMER PROBLEMS
      It’s one thing to solve individual customer issues. It’s another to fix the ROOT CAUSE of the problem!
    • REAL TIME ANALYTICS
      Knowing what content is being share/liked/RT’d the most should help drive the content strategy
      @BRITOPIAN ON TWITTER
    • USE GOOGLE TO CREATE EDITORIAL CONTENT
      Understanding search behavior will help create editorial content
      @BRITOPIAN ON TWITTER
    • KNOWING “WHEN” TO POST CONTENT
      @BRITOPIAN ON TWITTER
    • OPTIMIZING THE HUB & SPOKES
      • Facebook status updates that promote blog content
      • Other content shared NEEDS to add value to the conversation and community
      • Optimize Youtube channel and new videos to link back hub/blog
      • Videos can be shared on Facebook, YouTube or through editorial
      The Hub
      • The content hub is the website, blog, content aggregator
      • Content should be optimized for search w/terms that are relevant to your business
      • Should be convenient for users to consume content within the channels that they are comfortable with
      • Occasional tweets on promoting blog content
      • Cross promoting other social channels, when relevant
      • Needs to be unique; not the same on FB
      • Optimize Google+ page with relevant links and content back to other channels
      • Should not duplicate content
      • Add Google+ icons to hub
      @BRITOPIAN ON TWITTER
    • TOOLS TO HELP YOU SCALE
      … send em’ a tweet @simplymeasured
      @BRITOPIAN ON TWITTER
    • TOOLS TO HELP YOU SCALE
      … send em’ a tweet @crowdbooster
      @BRITOPIAN ON TWITTER
    • TOOLS TO HELP YOU SCALE
      … send em’ a tweet @vitrue
      @BRITOPIAN ON TWITTER
    • TOOLS TO HELP YOU SCALE
      … send em’ a tweet @bufferapp
      @BRITOPIAN ON TWITTER
    • TOOLS TO HELP YOU SCALE
      … send em’ a tweet @Klout
      @BRITOPIAN ON TWITTER
    • THANK YOU FOR YOUR TIME!
      Michael Brito
      SVP, Social Business Planning
      Edelman Digital
      Michael.Brito@edelman.com
      @Britopian
      @BRITOPIAN ON TWITTER