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Assignment Assignment Presentation Transcript

  • SMACAD Class Assignment
    Initial Social Engagement Plan
    for Company X
  • Background:
    Company-X is a office equipment manufacturer with a social media strategy
    Social media strategy is not impactful and lacking engagement
    • Company X is generally well thought of by customers
    Company X needs to better leverage social web channels
  • Goals:
    Company X wants to encourage more customers to speak up
    Company X wants to spread the wordabout what customers say 
    Company X wants to respond more quickly
  • Components
    Platform considerations
    Social engagement program / amplification
    Response program
  • Platform Considerations
    Expand existing social platform to include a broader and ultimately more influential and integrated collection of social websites
    Keep social platform manageable.
    Add appropriate social channels in the future as needed.
  • Platform Considerations
    Current Web Platform Assumptions
    Website
    General Company X information Contact Information (Sales/Customer Service) Product Catalog eCommerce functionality
    Facebook
    Posts periodically to feature new products or special promotions
    One-sided conversation; not much feedback
    Twitter
    Periodically Tweet Special Offers
    Links back to products on website
  • Platform Considerations
    Enhanced Web Platform
    Website
    Enhance to support social engagement
    Facebook
    Use to greater potential with meaningful conversations
    Twitter
    Use to greater potential with meaningful conversations
    New Additions to Web Platform
    LinkedIn
    Add presence and influence in “business” environment
    Blog(s)
    Share and participate
    YouTube
    Enhance conversations with video
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
    Company X Website
    Predominantly display all links to social sites to give customer more control and options of how to make contact and have dialogue
    Create Blog to share ideas, information and comments
    Facebook app so users can “Like” products and comment directly from website
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
    Facebook
    Personal Pages for key Sales, Leadership, and Customer-Service Staff
    Evolve to Sales and Customer Service platform
    Enhance FB applications:
    Encourage customers to upload photos and share their “Best room” using Company X products
    Share room ideas with a virtual “build a perfect room” app and encourage dialogue
    Ask the “furniture/interior designer specialist” section
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
    Twitter
    Don’t just tweet product information
    Encourage dialogue
    Ask what users think about products
    Answer questions
    Provide tips
    Tweet about virtual section on Facebook
    Tweets about “Best Room Contests”
    Sales and customer service applications
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
    LinkedIn
    Use profiles and conversations to position Company X people as “knowledgeable and accessible industry leaders”
    Create a company page
    Individual pages of key personal
    Create a group relevant to Company X’s offerings
    Join groups relevant to Company X’s offerings AND where Company X’s clients are
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
    You Tube
    Create Company X Channel
    Post any conventional Commercials
    How-to and Assembly videos
    “Best Room” or “Best Use Of A Product” video contest (Similar or same contest as Facebook)
  • Social Engagement Program
    Enhance existing channels and add new social channels to fill the gaps
    Blogs
    Create Blog on Company X website
    Post regularly with product/company ideas, comments and information
    Keep it fun! Also post humorous “Life in the Office” observations
    Identify other appropriate Blogs and participate in the conversations
  • Response Program
    Implement social engagement throughout all Company X departments – product development, sales, marketing, customer service, etc.
    Dedicate and/or assign times so that posts can be answered in a very timely manner. The conversations must be kept up in all platforms.
    Use available tools/web apps to monitor social sites (i.e. Google Alerts)
    Be timely with comments – An “industry leader” is knowledgeable AND accessible