Occupy Social Media: How to occupy the hearts and minds of your customers on social media
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Occupy Social Media: How to occupy the hearts and minds of your customers on social media

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This presentation was given on April 5th at a WOMMA Wine Wednesday hosted by Affect (www.affect.com). It covers how to plan for launch and measure the ROI of a social media campaign for business.

This presentation was given on April 5th at a WOMMA Wine Wednesday hosted by Affect (www.affect.com). It covers how to plan for launch and measure the ROI of a social media campaign for business.

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Occupy Social Media: How to occupy the hearts and minds of your customers on social media Occupy Social Media: How to occupy the hearts and minds of your customers on social media Presentation Transcript

  • Affect WOMMA Wine WednesdayOccupy Social Media:How companies can penetrate the hearts andminds of customers on social mediaApril 4, 2012 #WOMMANYCSandra Fathi Katie CreaserPresident, Affect Account Director, Affectsfathi@affect.com kcreaser@affect.com@sandrafathi @ksafrey PROPRIETARY & CONFIDENTIAL
  • PROPRIETARY & CONFIDENTIAL
  • OCCUPY SOCIAL MEDIATABLE OF CONTENTS 1.  Mission 2.  Supporters 3.  Headquarters 4.  Message 5.  Organize 6.  Measure 7.  March! Case Studies PROPRIETARY & CONFIDENTIAL
  • GOALS & OBJECTIVESMISSION •  Learning & Listening •  Revenue Generation •  Awareness •  Cost Deflection •  Education •  Customer Relationship •  Reputation Management Management (CRM) •  Market Penetration •  Customer Service/Support •  Lead Generation PROPRIETARY & CONFIDENTIAL
  • TARGET MARKETSUPPORTERS Who are we trying to reach? •  Customers •  Media •  Prospects •  Analysts •  Employees •  Competitors •  Shareholders Where do they congregate? PROPRIETARY & CONFIDENTIAL
  • CHOOSING YOUR PLATFORMHEADQUARTERS The Hub & Spoke The Jumble PROPRIETARY & CONFIDENTIAL
  • VALUE PROPOSITIONMESSAGE How to Communicate What to Share 1.  Be transparent 1.  Keep it short & simple 2.  Join the community 2.  Give stats/numbers 3.  Interact vs. distribute 3.  Link to articles, images, video 4.  Quality over quantity 4.  Give love: Like/retweet/post 5.  Provide value 5.  Create content 6.  Curate content PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONORGANIZE 1.  Social Media Usage Policy 2.  Social Media Workflow Plan 3.  Social Media Messaging Document 4.  Social Media Response Map 5.  Technical Recommendations 6.  Internal Communications Launch Program PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONSOCIAL MEDIA USAGE POLICY •  Guidelines – not a straight jacket •  Accentuate the positive, acknowledge the negative •  Discuss encouraged behavior, required behavior and restricted behavior •  Everyone signs – even if they aren’t official social media ambassadors •  Don’t reinvent the wheel – great online resources available PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONSM WORKFLOW PLAN •  Translate business •  Sign-off prior to launch practices for online world •  No surprises! *Sales *Customer Service *Media inquiries *Other PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONSOCIAL MEDIA MESSAGING “Does it fit the wheel?” ANCHORS & ORIGINS •  Address the specific requirements for VALUE --------------- FIELD OF COMPETENCE --------------- the medium --------------- •  Map messages from the brand to target GOAL STRATEGIC CONCEPT --------------- POINT OF --------------- DIFFERENCE audiences --------------- •  Fill in the gaps with content creation on a BRAND IMAGINED platform-by-platform basis PERSONALITY --------------- CUSTOMER --------------- •  Create from scratch or adapt from existing PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONSOCIAL MEDIA RESPONSE MAP “If you or someone you know needs help battling addiction, please contact our•  Plan for the anticipated 24-hour hotline.”•  Great for highly legal questions/ environments•  Speeds up response time (+ frees up time to focus on engagement)•  Leave room to adapt to exact moment PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONTECHNICAL RECOMMENDATIONS Social Media -> Landing Page -> Salesforce.com = Proof of social media’s lead •  Sit together with the IT/creative gen capabilities services team as early as possible •  KPIs will define technical recommendations •  Separate must-haves from nice- to-haves •  Don’t launch without the proper technical foundation PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONINTERNAL COMMUNICATIONSLAUNCH PLAN Leverage the right spokespeople who have built-in networks •  Your colleagues: an oen untapped social media resource •  Previous foundation materials have secured buy-in •  Call to action is key •  Try, try again PROPRIETARY & CONFIDENTIAL
  • PLANNING & PREPARATIONINTERNAL COMMUNICATIONSLAUNCH PLAN Foundation Material Target Audience Timing Social Media Usage Policy All employees ASAP All involved in social media Social Media Workflow Plan (front line and behind the 2-3 months prior to launch scenes) Social Media Messaging Social media team, 2 months prior to launch Document marketing team Social media team, legal Social Media Response Map 2 months prior to launch team Social media team, IT team, Technical Recommendations 2-3 months prior to launch marketing team Social media team, Internal Communications 1 month prior to launch marketing team PROPRIETARY & CONFIDENTIAL
  • KEY PERFORMANCE INDICATORSMEASURING SUCCESS Simple Social Media Measurement Matrix 1.  Measure against business goals 2.  Set up tracking mechanisms 3.  Place ‘tripwires’ & ‘milestones’ 4.  Analyze results 5.  Tweak program 6.  Repeat PROPRIETARY & CONFIDENTIAL
  • KEY PERFORMANCE INDICATORSMEASURING SUCCESS What does your CEO care about? What should the CEO care about? Sentiment PROPRIETARY & CONFIDENTIAL
  • March! Case Studies PROPRIETARY & CONFIDENTIAL
  • CASE STUDYNEW YORK INTERN PROJECT 96 ENTRIES 14,360 VOTES 109,371 VIEWS +60% WEB +45% BLOG +36% TWITTER +563% FACEBOOK 1 GREAT INTERN & NEW EMPLOYEE PROPRIETARY & CONFIDENTIAL
  • CASE STUDYSOPHOS: NAKED SECURITY DELIVERED MEDIA COVERAGE 160% OF GOAL 121 AVERAGE ARTICLES PER MONTH 1.3 MILLION PAGE VIEWS / MONTH PROPRIETARY & CONFIDENTIAL
  • CASE STUDYOMNI HOTELS & RESORTS 1,OOO+ CONVERSATIONS WITH MEETING PLANNERS +1600 TWITTER FOLLOWERS 23 LEADS FOR EVENTS OF 150 PPL OR MORE PROPRIETARY & CONFIDENTIAL
  • CASE STUDYRADWARE IN ONE YEAR +600% TWITTER 600 CLICKS PER MONTH TO WEBSITE 5 AVG PROSPECT CONVERSATIONS PER DAY PROPRIETARY & CONFIDENTIAL
  • CASE STUDYCARON TREATMENTCENTERS 16 GUEST BLOG POSTS ! 50+ COMMENTS ON ! PARENTING BLOGS +60% TRAFFIC TO ! BLOG IN 30 DAYS PROPRIETARY & CONFIDENTIAL
  • Affect WOMMA Wine WednesdayOccupy Social MediaSandra Fathi Katie CreaserPresident, Affect Account Director, Affectsfathi@affect.com kcreaser@affect.com@sandrafathi @ksafrey PROPRIETARY & CONFIDENTIAL