Affect WOMMA Wine WednesdayOccupy Social Media:How companies can penetrate the hearts andminds of customers on social media...
PROPRIETARY & CONFIDENTIAL
OCCUPY SOCIAL MEDIATABLE OF CONTENTS   1.    Mission   2.    Supporters   3.    Headquarters   4.    Message   5.    Organ...
GOALS & OBJECTIVESMISSION   •    Learning & Listening            •        Revenue Generation   •    Awareness             ...
TARGET MARKETSUPPORTERS                     Who are we trying to reach?                •    Customers                     ...
CHOOSING YOUR PLATFORMHEADQUARTERS                                                 The Hub & Spoke       The Jumble       ...
VALUE PROPOSITIONMESSAGE   How to Communicate                             What to Share 1.    Be transparent              ...
PLANNING & PREPARATIONORGANIZE   1.  Social Media Usage Policy   2.  Social Media Workflow Plan   3.  Social Media Messagin...
PLANNING & PREPARATIONSOCIAL MEDIA USAGE POLICY  •    Guidelines – not a straight jacket  •    Accentuate the positive, ac...
PLANNING & PREPARATIONSM WORKFLOW PLAN   •  Translate business         •  Sign-off prior to launch      practices for onlin...
PLANNING & PREPARATIONSOCIAL MEDIA MESSAGING                                                              “Does it fit the...
PLANNING & PREPARATIONSOCIAL MEDIA RESPONSE MAP                                                                  “If you o...
PLANNING & PREPARATIONTECHNICAL RECOMMENDATIONS                                                                 Social Med...
PLANNING & PREPARATIONINTERNAL COMMUNICATIONSLAUNCH PLAN                                                               Lev...
PLANNING & PREPARATIONINTERNAL COMMUNICATIONSLAUNCH PLAN Foundation Material         Target Audience                 Timin...
KEY PERFORMANCE INDICATORSMEASURING SUCCESS                                    Simple Social Media Measurement Matrix  1. ...
KEY PERFORMANCE INDICATORSMEASURING SUCCESS                                        What does your CEO care about?         ...
March! Case Studies             PROPRIETARY & CONFIDENTIAL
CASE STUDYNEW YORK INTERN PROJECT                                                    96 ENTRIES                           ...
CASE STUDYSOPHOS: NAKED SECURITY                                                    DELIVERED                             ...
CASE STUDYOMNI HOTELS & RESORTS                                                      1,OOO+                               ...
CASE STUDYRADWARE                                           IN ONE YEAR                                          +600%    ...
CASE STUDYCARON TREATMENTCENTERS                                               16                                         ...
Affect WOMMA Wine WednesdayOccupy Social MediaSandra Fathi                                  Katie CreaserPresident, Affect  ...
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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.

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

  1. 1. 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
  2. 2. PROPRIETARY & CONFIDENTIAL
  3. 3. OCCUPY SOCIAL MEDIATABLE OF CONTENTS 1.  Mission 2.  Supporters 3.  Headquarters 4.  Message 5.  Organize 6.  Measure 7.  March! Case Studies PROPRIETARY & CONFIDENTIAL
  4. 4. 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
  5. 5. TARGET MARKETSUPPORTERS Who are we trying to reach? •  Customers •  Media •  Prospects •  Analysts •  Employees •  Competitors •  Shareholders Where do they congregate? PROPRIETARY & CONFIDENTIAL
  6. 6. CHOOSING YOUR PLATFORMHEADQUARTERS The Hub & Spoke The Jumble PROPRIETARY & CONFIDENTIAL
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. KEY PERFORMANCE INDICATORSMEASURING SUCCESS What does your CEO care about? What should the CEO care about? Sentiment PROPRIETARY & CONFIDENTIAL
  18. 18. March! Case Studies PROPRIETARY & CONFIDENTIAL
  19. 19. 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
  20. 20. CASE STUDYSOPHOS: NAKED SECURITY DELIVERED MEDIA COVERAGE 160% OF GOAL 121 AVERAGE ARTICLES PER MONTH 1.3 MILLION PAGE VIEWS / MONTH PROPRIETARY & CONFIDENTIAL
  21. 21. CASE STUDYOMNI HOTELS & RESORTS 1,OOO+ CONVERSATIONS WITH MEETING PLANNERS +1600 TWITTER FOLLOWERS 23 LEADS FOR EVENTS OF 150 PPL OR MORE PROPRIETARY & CONFIDENTIAL
  22. 22. CASE STUDYRADWARE IN ONE YEAR +600% TWITTER 600 CLICKS PER MONTH TO WEBSITE 5 AVG PROSPECT CONVERSATIONS PER DAY PROPRIETARY & CONFIDENTIAL
  23. 23. CASE STUDYCARON TREATMENTCENTERS 16 GUEST BLOG POSTS ! 50+ COMMENTS ON ! PARENTING BLOGS +60% TRAFFIC TO ! BLOG IN 30 DAYS PROPRIETARY & CONFIDENTIAL
  24. 24. Affect WOMMA Wine WednesdayOccupy Social MediaSandra Fathi Katie CreaserPresident, Affect Account Director, Affectsfathi@affect.com kcreaser@affect.com@sandrafathi @ksafrey PROPRIETARY & CONFIDENTIAL
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