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Social Media Channel Management
 

Social Media Channel Management

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  • Content: Always provide interesting and valuable content. Don’t post just to post.Consistency: Create a schedule and stick to itCustomization: Make your brand stand out against the competition by customizing your online presenceCommunity: The most important of all…be thoughtful and genuine. Build brand loyalty and trust
  • Personal Uses:Displaying achievements Telling career story Recruiters
  • Continuously monitor conversations both explicitly directed at the brand and through relevant keyword searchesFollow thought leaders for possible engagement and tiebacks to brand content
  • Staying organized is the key to Brand Channel Management success. Building an editorial calendar is great way to house all social content across multiple channels.Define the categories that are important to the brand:Creating content themes/buckets is a great way to organize content (ex. Promotions, Brand News, Current Events, etc.) Organize each post by channel Create a monthly plan with the brand initiatives at the center surrounded by evergreen content Develop publishing schedule around optimum engagement timesAllow for some flexibility (Social media is always changing!)
  • Response Rate: The percentage of user posts or questions that the admin responded toResponse Time: The average amount of time that it takes for the admin to respond to user posts or questionsEngagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your PageKey Influencer Identification: Identifying the users that most frequently interact with your Page’s contentUser Activity: Identifying the times of days and the days of week in which your users are most engaging most frequently with your PageDistribution of Fans: Identifying which countries your Fans are from
  • Response Rate: The percentage of user posts or questions that the admin responded toResponse Time: The average amount of time that it takes for the admin to respond to user posts or questionsEngagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your PageKey Influencer Identification: Identifying the users that most frequently interact with your Page’s contentUser Activity: Identifying the times of days and the days of week in which your users are most engaging most frequently with your PageDistribution of Fans: Identifying which countries your Fans are from

Social Media Channel Management Social Media Channel Management Presentation Transcript

  • SOCIAL MEDIA CHANNEL MANAGEMENT Presented By: Noelle Cantarano, Brand Channel Manager April 4, 2013
  • Sample Deck AGENDATOPICS THAT WE WILL COVER TODAY • What is Brand Channel Management • Developing a Strategy • Defining & Managing the Channels • Facebook, Twitter, LinkedIn & Instagram • Monitoring & Engaging • Staying Organized • Measuring Success • Appendix • Brand Channel Management Checklist • Social Media Best Practices • Free Social ToolsConfidential: Do not distributeAll images and content are for proof only 2 BIG FUEL FROM CONTENT TO COMMERCETM
  • WHAT IS BRAND CHANNEL MANAGEMENTConfidential: Do not distributeAll images and content are for proof only 3 BIG FUEL FROM CONTENT TO COMMERCETM
  • Confidential: Do not distributeAll images and content are for proof only 4 BIG FUEL FROM CONTENT TO COMMERCETM
  • BRAND CHANNEL MANAGEMENT WHAT IT IS Brand Channel Management allows us to create and distribute content throughout a brand’s social channels that engages the community, fosters relationships, and builds brand loyalty. • Connect directly in real-time with guests • Utilize content from brand & UGC (user generated content) • Build and amplify a consistent brand voice • Distribute the best content throughout the complete social networkConfidential: Do not distributeAll images and content are for proof only 5 BIG FUEL FROM CONTENT TO COMMERCETM
  • BRAND CHANNEL MANAGEMENT ROLES & RESPONSIBILITIES Consistent community management builds efficiency into social media marketing by: listening, creating, engaging, transforming, and growing. Community Managers Role & Responsibility: • Set Up and Manage Profiles • Listen to the Buzz • Grow the Network • Distribute Content • Join the ConversationConfidential: Do not distributeAll images and content are for proof only 6 BIG FUEL FROM CONTENT TO COMMERCETM
  • DEVELOPING A STRATEGYConfidential: Do not distributeAll images and content are for proof only 7 BIG FUEL FROM CONTENT TO COMMERCETM
  • Confidential: Do not distributeAll images and content are for proof only 8 BIG FUEL FROM CONTENT TO COMMERCETM
  • DEVELOPING A STRATEGY WHAT ARE YOUR GOALS? Before getting started, it’s important to create a defined strategy. Ask yourself: • What are the social goals and objectives? • Specific, measureable, realistic • Who is the audience? • What do you know about them? • What channels are best?Confidential: Do not distributeAll images and content are for proof only 9 BIG FUEL FROM CONTENT TO COMMERCETM
  • THE FOUR ―C’S‖ OF SOCIAL MEDIA No matter what platforms you choose, these four things will keep your strategy moving in the right direction. • Content • Consistency • Customization • CommunityConfidential: Do not distributeAll images and content are for proof only 10 BIG FUEL FROM CONTENT TO COMMERCETM
  • DEVELOPING A VOICE 1 Keep It Simple & Fresh Stay aligned with current content and engagement. Having a conversational tone in your title and copy allows 2 Be Conversational for natural integration in news feed stories. 3 Be Authentic Be straightforward about who you are and what you have to offer. Transparency will gain you trust in your brand. 4 Be Entertaining The audience loves humor, so make it entertaining. 5 Include Photos Big, crisp and beautiful. Funny or moving. Share, share share. Add Incentives Who doesn’t love a prize? Consider incentives that will 6 entice users to engage with your brand.Confidential: Do not distributeAll images and content are for proof only 11 BIG FUEL FROM CONTENT TO COMMERCETM
  • DEFINING & MANAGING THE CHANNELSConfidential: Do not distributeAll images and content are for proof only 12 BIG FUEL FROM CONTENT TO COMMERCETM
  • The juggling act…Confidential: Do not distributeAll images and content are for proof only 13 BIG FUEL FROM CONTENT TO COMMERCETM
  • FACEBOOK Facebook is a ―Social Hub‖ that allows for open communication between people and brands with over a billion active users. Brand Benefits: • Build awareness • Create a persona/ humanize the brand • Customer service and engagement • Targeted advertising Content Type: Almost anything goes! Measuring Success: • News/ Promotions - not too ―salesy‖ • Growth: Number of fans • Fun & Engaging • Engagement: Post likes, comments, shares • Imagery & Videos • Reach: number of people who received • Upcoming Events impressions of a Page postConfidential: Do not distributeAll images and content are for proof only 14 BIG FUEL FROM CONTENT TO COMMERCETM
  • TWITTER Twitter connects brands to consumers (over 500 billion users) in real time. Brand Benefits: • Quickly share information • Customer service • Build relationships with customers, partners and influencers • Monitor trends in real time Content Type: • Brand news • Brand initiatives/promotions • Amplification of positive content • Engagement Posts Measuring Success: • Growth: Number of followers • Engagement: Post retweets, favorites, mentionsConfidential: Do not distributeAll images and content are for proof only 15 BIG FUEL FROM CONTENT TO COMMERCETM
  • INSTAGRAM Instagram is a fun and quirky way to show authentic branded experiences with consumers (over 90 million active users) through a series of pictures. Brand Benefits: • Build awareness • Provide authenticity • Give a voice to fans with user generated content Content Type: • Real-time, authentic, artistic • Behind-the-scene • UGC Measuring Success • Growth: Number of followers • Content Engagement: Photo likes and commentsConfidential: Do not distributeAll images and content are for proof only 16 BIG FUEL FROM CONTENT TO COMMERCETM
  • LINKEDIN LinkedIn is the world’s largest professional networking site with over 200 million users in 200 countries Brand Benefits: • Improve reach and influence • Build awareness • Establish brand as industry expert • Connect with prospects, customers, vendor partners and peers • Drive leads and sales Content Type: • Brand news • Blog posts • Media coverage/ Relevant industry articles Measuring Success: • Growth: Number of profile followers • Content engagement: Shares, likes, commentsConfidential: Do not distributeAll images and content are for proof only 17 BIG FUEL FROM CONTENT TO COMMERCETM
  • MONITORING & ENGAGINGConfidential: Do not distributeAll images and content are for proof only 18 BIG FUEL FROM CONTENT TO COMMERCETM
  • Go ahead and eavesdrop…Confidential: Do not distributeAll images and content are for proof only 19 BIG FUEL FROM CONTENT TO COMMERCETM
  • SOCIAL LISTENING & CONTENT MONITORING Leverage the social space to stay on top of the voice of the consumers through social listening. Monitoring • Follow thought leaders • Create Twitter Lists • Using a tool set up words & phrases to monitor • Check in at least 3x dailyConfidential: Do not distributeAll images and content are for proof only 20 BIG FUEL FROM CONTENT TO COMMERCETM
  • Confidential: Do not distributeAll images and content are for proof only 21 BIG FUEL FROM CONTENT TO COMMERCETM
  • ENGAGEMENT BUILDING RELATIONSHIPS The true promise of social media lies in the direct connections between the brand and consumers; a place where brands have a voice. • Don’t just listen — act. Do something. • Don’t speak at audiences, speak with them • Offer rewards and resolutions in times of need • Earn connections through collaboration and empower advocacy • Give back, reciprocate, and recognize notable contributions from community • Engage with other relevant brands, influencers, etc.Confidential: Do not distributeAll images and content are for proof only 22 BIG FUEL FROM CONTENT TO COMMERCETM
  • STAYING ORGANIZEDConfidential: Do not distributeAll images and content are for proof only 23 BIG FUEL FROM CONTENT TO COMMERCETM
  • in chaos…Confidential: Do not distributeAll images and content are for proof only 24 BIG FUEL FROM CONTENT TO COMMERCETM
  • BUILDING A CALENDAR ORGANIZE IN ADVANCE A defined plan for posting including day, time platform, copy, assets and notes. • Clear approval process • Outline of assets • Post-level tracking • Reaction flexibilityConfidential: Do not distributeAll images and content are for proof only 25 BIG FUEL FROM CONTENT TO COMMERCETM
  • CREATING A SCHEDULE GOAL IS CONSISTENCY Social media can be overwhelming. It’s important to have a schedule that helps you stay consistent. How to balance out your social media efforts: • Plan ahead (aka Editorial Calendar) • 3x a Day Rule • Facebook & Twitter posts can be scheduled • Use your checklistConfidential: Do not distributeAll images and content are for proof only 26 BIG FUEL FROM CONTENT TO COMMERCETM
  • MEASURING SUCCESSConfidential: Do not distributeAll images and content are for proof only 27 BIG FUEL FROM CONTENT TO COMMERCETM
  • Confidential: Do not distributeAll images and content are for proof only 28 BIG FUEL FROM CONTENT TO COMMERCETM
  • 3 PILLARS TO SOCIAL MEDIA MEASUREMENT INSPIRATION DIRECTION SCORE KEEPING CREATING RELEVANT IMPROVED PUBLISHING KNOWING WHEN WE ARE CONTENT WINNING OR LOSINGConfidential: Do not distributeAll images and content are for proof only 29 BIG FUEL FROM CONTENT TO COMMERCETM
  • ANALYZING WHAT MESSAGING WORKED? Measuring social media metrics is important for understanding the performance of your owned channels. Important Social Media KPIs: • Response Rate • Response Time • Engagement Rate • Key Influencer Identification • User Activity • Distribution of FansConfidential: Do not distributeAll images and content are for proof only 30 BIG FUEL FROM CONTENT TO COMMERCETM
  • APPENDIXConfidential: Do not distributeAll images and content are for proof only 31 BIG FUEL FROM CONTENT TO COMMERCETM
  • BRAND CHANNEL MANAGEMENT Create content to be distributed through brands social channels that engages BCM the community (consumers/media), fostering relationships that ultimately Charter build loyalty and advocacy to the brand as well as drive positive awareness and perception. Channels Facebook Twitter Instagram LinkedIn - Foster relationships - Increase awareness of - Increase brand - Increase brand - Increase loyalty brand awareness awareness Objectiv - Build advocacy - Drive perception of - Build advocacy - Foster relationships - Provide best in class brand equity and value - Engage in industry e customer service - Provide best in class specific conversations customer service - Gain user insight - Post to engage - Post relevant news Post to richly display Post to drive conversation community with simple benefiting the brand in behind the scenes photos around industry equities, Posting content that relates the a way that provokes that relate to audience give and gain insights Strategy brand to the community’s every day positive engagement from both media and and drive positive affinity for the brand. with relevant audiences. life, wants, and needs. consumers. - Products/Services - Brand news - Compelling imagery - Brand news - *News/Deals/Promotion - Brand - Amplification of - Blog posts - Customer Service initiatives/promotions user/influencer - Community Manager - Amplification of positive generated content Content Engagement content *As appropriate for - Engagement Posts Facebook audience - Customer serviceConfidential: Do not distributeAll images and content are for proof only 32 BIG FUEL FROM CONTENT TO COMMERCETM
  • COMMUNITY MANAGER CHECKLIST Daily  Review all comments, shares, mentions, RTs and favorites on Facebook and Twitter  Update status on both channels  Look for news updates, trending topics and other sharable content to post to Twitter  Interact with 5 or more pages/ Twitter handles as the brand to build relationships and increase reach Weekly  Review any contests/campaigns or promotions  Review competitors and collaborators with potential to leverage content  Review Insights and add numbers  Follow at least 10 new people on Twitter Review influencers  Fan at least 3 new pages on Facebook Monthly  Develop monthly reports  Develop monthly content calendarConfidential: Do not distributeAll images and content are for proof only 33 BIG FUEL FROM CONTENT TO COMMERCETM
  • BEST PRACTICES DO POST ON WEEKENDS Analytics shows that people are more active on social channels on the weekends and engagement peaks. DO PROACTIVELY REACH OUT Use social media to provide extraordinary service when someone needs assistance – even if it’s simply letting them know you’re available. Remember, everyone is watching you! DO TAG APPROPRIATE PEOPLE & PLACES Create synergy between brands by tagging/linking to partners, press, etc. DO USE HASHTAGS Global and regional trending topics are a great way to increase exposure and start conversing. Avoid commenting on hot button topics that may offend your followers. DO INCLUDE A CALL TO ACTION Asking your fans and followers to take a specific action (i.e., visit this link) or answer a question yields more engagement– and better results. DO USE PHOTOS People engage more with compelling images, so use them often. But make sure the images don’t seem repetitive. DO RESPOND Engage with fans and followers on your channels; Both positive and negative comments.Confidential: Do not distributeAll images and content are for proof only 34 BIG FUEL FROM CONTENT TO COMMERCETM
  • SOCIAL MEDIA KPIS MEASURING • Response Rate: The percentage of user posts or questions that the admin responded to • Response Time: The average amount of time that it takes for the admin to respond to user posts or questions • Engagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your Page • Key Influencer Identification: Identifying the users that most frequently interact with your Page’s content • User Activity: Identifying the times of days and the days of week in which your users are most engaging most frequently with your Page • Distribution of Fans: Identifying which countries your Fans are fromConfidential: Do not distributeAll images and content are for proof only 35 BIG FUEL FROM CONTENT TO COMMERCETM
  • FREE SOCIAL MEDIA TOOLS Monitoring • Hootsuite: http://http://hootsuite.com/ • TweetDeck: http://tweetdeck.com/ Analyzing • Facebook Insights: Activated through Facebook page • Twitalyzer: httpp://twitalyzer.com/ • Stati.gram: http://statigr.am/ Link Shortened • bit.y: http://bitly.com/Confidential: Do not distributeAll images and content are for proof only 36 BIG FUEL FROM CONTENT TO COMMERCETM
  • THANK YOU Noelle Cantarano Brand Channel Managernoelle.cantarano@bigfuel.com