Social Media Strategy - Social Media Summit - Knowledge Is Power

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Quantifying the value of social media can be a daunting task. Unclear objectives and numerous metrics add confusion. It's time to ground your social media initiatives with a strategic plan that makes …

Quantifying the value of social media can be a daunting task. Unclear objectives and numerous metrics add confusion. It's time to ground your social media initiatives with a strategic plan that makes measurement clear and easy.

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  • We’ll walk through the key elements of an evolved social strategy today. Now, we keep in mind that we have folks here today from both ends of the spectrum – those just starting out with social media, and some who have been participating on social channels for several years. As such, we’ll try our best to
  • Do you want to be absent from the conversation?
  • Whether you are working on a long term strategy or a short-term campaign, successful plans all share these commonalities: Clearly defined objectivesSocial media monitoringChannel and content plansMeasurement and Analytics The combination varies from client to client but its really important to have these cornerstones to build a proper strategy. This is intended as an introduction to social strategy, I’m going to cover off each of the cornerstones.
  • We’ll try to offer you the big vision, but it takes time and effort to evolve your strategy. As long as you keep the cornerstones in mind by starting with clear goals, a defined ‘voice’, and continue to tweak-as-youNever seen it work effectively when brands try to ‘sell, sell, sell’ without also doing the relationship building.-go, you’ll continue to refine your strategy. And we’re always here to help if you get stuck.
  • First, determine why you are doing this. (beyond ‘brand awareness’) What are your goals? How does it fit with your corporate vision and mission? Sales? Sales for a specific product line? Lead gen or direct sales?Marketing – to who?Customer serviceResearch and developmentTo become a respected voice in your industry?To obtain more opportunities for speaking, writing, collaborating?NOTE:
  • The better you understand the concepts illustrated in this guide, the better you’ll be able to craft a strategy.1. Understand what you want from participating in social media:Branding: building or maintaining an image or reputation.Direct Sales: selling a product or service directly to users.Indirect Sales: converting a user into a customer through the use of a conversion funnel.Research: finding out insights about your customers, your market, or your industry.Customer Service: helping users who are already customers.Collaboration: helping employees learn & communicate with each other (and your customers).2. Understand the issues & opportunities associated with each potential social media channel.3. Select channels, and set realistic benchmarks. Understanding how different networks grow, and what to listen for is key.4. Never stop testing, evaluating, and learning from the communities you participate. It’s better to participate in fewer channels effectively, than it is to try and participate everywhere the “fish” are.
  • Blogs:Generally, blogs work better for B2B brands because they require a certain level of prior knowledge and interest. The effort required to follow blogs generally means that the audience already has an interest in the industry. That is why there are so many industry-based blogs.B2C brands can still take advantage of 3rd party blogs; but generally don't get the ROI required to justify maintaining their own blogMicro-Blog:For a similar reason, B2C brand's likely won't find the value in maintaining a micro-blog. However there are exceptions, and this particular channel is evolving.B2C brands are starting to exploit micro-blogging for customer service. Additionally, some B2C brands are figuring out ways to integrate the real-time functionality of micro-blogging platforms into their marketing efforts.I maintain, that at the present time, this channel is still better suited to B2B brands; but I can recognize that it has value for B2C brands.Social Networks:There are many types of social networks; many niche social networks are specifically designed for B2B brands, and, therefore, are better suited for them. (e.g. LinkedIn)Excluding those social networks that were designed for a niche market; I suggest that social networks are better suited for B2C brands. The reason is that brands can take advantage of being introduced to their potential customers through their friends.People have the ability to 'discover' brands their friends like. Additionally, many social networks offer in-network multimedia communication options. Example: Facebook allows you to create a dialog with your audience through images, video, text, and interactive applications; while Twitter allows you to create a dialog using text & links only.B2B brands definitely should take advantage of social networks; but many social networks are better suited for B2C brands.Video Sharing:This channel was close to being equally suited for both types of brand; but due to the nature of many recent viral video's and video channels, I suggest this channel is better suited for B2C brands.Again, it would be a mistake for B2B brands to ignore the potential of this channel; but this channel is often used as functional support to a B2B campaign; rather than the crux of the campaign. (A great exception would be the BooneOakley linked Youtube video set)Social Bookmarks:Easy to maintain, and easy to integrate into campaigns. Although these bookmarks might be used more by B2B customers; the SEO opportunities, and findability support makes them just as useful for B2C brands.In my opinion a good social bookmarking strategy is rare, but could be powerful. If you examine the engagement options available through sites like delicious, stumble upon, and digg; you'll quickly realize that many B2C campaigns do a very poor job integrating this channel with their campaigns. The potential is there, but unrealized.Image Sharing:Again, it might seem that this channel is made for the B2B market; but I've seen many great B2C campaigns that involve image sharing sites. Although not as engaging as video sharing sites, image sharing is quick and easy to use.The integration of image sharing in B2C campaigns helps me conclude that this channel is just as good for the B2C market as the B2B market.Podcasts:In the same way blogs are better for B2B brands; I suggest podcast are better for them as well.Again, there have been B2C branded podcasts that discuss relevant issues to their target audience; but they rarely produce the ROI required to produce them. Many B2C brands that attempted to produce their own podcasts have discontinued their efforts in favor of sponsoring a 3rd party podcast.
  • Great product – people will knowBad product – people will knowSpeed and dissemination is proportional to the degree of superiority or defectTechnology will continue to make it faster to access, organize and use information
  • Once you have established goals and have an idea of where your various audiences are, create a ‘Voice Profile’ for each social channel you plan to be active on. Don’t need fancy tools. We just mock these up in excel and share with entire team – and the client.Who will you follow?What content will you share?What are relevant hashtags for your industry?Do we follow competitors?What do we tweet about daily? How often?What goals will we measure daily, weekly, monthly?What processes do we need for ops escalations?Sources for content:Google searches and alertsHashtagsImage mapsWebsiteOther blogsThought leaders
  • This is not an absolute – remember, a framework is not an excuse not to think. This twitter sample is simply a suggestion for one format you can use. And not for every tweet! But for key information you want to share.
  • Our friend, Ray Kitzman, (I think he might even be here in this session), kindly allowed us to use his Architectural Design company as an example, as they are currently crafting their social media strategy, after having success already with their latest SEO efforts. As you can see, AptiDraft has a well-constructed web site. That’s a good place for all of you to start thinking about the collateral you already have, and how to shape your social messages.
  • Images, faqs, ‘blog’ posts, core mission details - translates to profile TestimonialCorporate culture – philosophyWhich channels for which content?
  • AptiDraft has very respectable positioning in Google rankings. Whatever they are already doing with keywords and adwords is working. Those same keywords should be judiciously laced into both newly created content, and in some of their social update posts. Chances are, some of those same successful keywords will also be relevant hashtags on social channels.And since there are so many non-profits in the room, we’d like to pause here to mention that if you are a non-profit, you may be able to apply for a grabt to obtain free google ad-words. If you are interested, see Gord later and he can tell you a bit more about.
  • Those of you who are also attending my next session on Analytics will see these next three slides again. Why? Not because I’m too lazy to come up with original content for both sessions, but because analytics are the key to understanding the needs and goals of your community, your own performance, to determine what you need to change, and when.
  • This is what it looks like when someone hands me a report that says, “We have 10 new followers!” They get the stink-eye, grilled endlessly, and I start to rifle my fingers through the stack of resumes on my desk.And I am not alone. You need to arm decision makers with actionable intelligence. NOT empty metrics.
  • Trust me, if you gave me a report that had any of the above in the ‘useless’ column, I’d give you the stink-eye, grill you endlessly, and I’d start checking out resumes for your replacement.
  • While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesALWAYS CHECK YOUR BASELINE AND BENCHMARKS BEFORE, DURING, AND AFTER EVERY EVENT.
  • Despite the advances in integrating social media into business communications, the majority of companies we’ve spoken or worked with don’t have any sort of standard frameworkin place to measure it’s value. This is true of not only companies that are beginning to engage, but many of the companies who have been present in social channels for several years.Orgs large and small need a framework to help them understand their:Activities:Listening – collecting data, experience and sentimentAnalyzing – identifying and extracting target data setsAct – engage -> content developed. Listen, report, tweak content, engage. Repeat in an ongoing tracking cycle. customer needs, collect data, identify and extract
  • As content is so important, measuring your top performing content is a good start. Even better when you can track it across all of the social channels you use. What performs best across the channels? WHY?Optimal is when you can also tie this to other stats like your Google Analytics. But, that’s a session for another day.
  • Note that our top content has changed. Note also the radical change in the Top Channels above when we look at the past 7 days. Anyone have any ideas why?
  • We have covered how to create effective posts, source content, and identify trends, but now that we have a new social lead or a customer issue, what do we do with it?This is where that advance planning on processes comes in. It will be different for every organization, but we do highly recommend that you marry your social activities and community with your CRM efforts. Why not take that to the next level and start including conversations and activities from social and marry it to your existing customer intelligence? You probably already use some sort of CRM in house, even if you don’t call it by that name. There are a lot of tracking and CRM tools on the market even though you may not have a formal one. You may indeed have a CRM platform, or you might just have a small spreadsheet where you collect follower information. A lot of this depends on the size of your organization and the resources you have at hand. As mentioned earlier, the key is in having a pre-determined set of processes outlined so you know how to handle or pass off a ‘hot lead’ to sales; or for tracking and responding to customer support issues shared via social channels. We do recommend that you have processes and a strategy in place to know the who, what, when and where of how to respond, build customer intelligence, and minimize your risk of losing important leads or communications. So whether you have fancy-schmancy tools or not, just be prepared to know how to move conversations and issues from your social channels and into your operational activities.Of course, we’re happy to show you examples of platforms you can work with. There are high-end and low-end options for every size of business. Of course, we’re being selective in showing summit attendees ideal tools for SMBs.We’ve briefly reviewed Squeeze which helps us track the performance of the content and now we will show you Podio which is an easy and affordable CRM and Collaboration tool that we use with our clients to will help us keep track of our relationships. Podio allows us to connect client information with notes, social activity, meetings and tasks that are linked directly to their account. All of the right info in one central place. This is one of several platforms that we recommend to our clients, depending on their needs.
  • This is a sample process where we take a tweet to a task.We review and save this client’s twitter activity daily. This allows us to review past activity, plan new activities, and provide the client with additional intelligence about his social communities. Best of all, it allows us to add social contacts on the fly to our CRM database, and enables us to assign tasks and follow-ups to team members or the client. In this example, we are showing a specific stored tweet that included an invite for our client to collaborate on industry articles. In this case the process is:Download the social contacts vcardAdd them to the database, linked to our client account Assign a task to one of our team to work with our client to make this collaboration happenAgain, you can do similar processes without a tool or platform, just be sure that you have a process and a plan.
  • This is an example of an ‘uber profiles’, a term coined by Kelly Craft. An uber profile allows you to have a collection of all points of contact with a client, lead, advocate or stakeholder and allows you to task follow up activities and jobs to be done.If a social conversation is getting lengthy or the topic is of the nature that you would like to take it offline (hot lead, opportunity to collaborate, feedback, or even a negative sentiment), a clear process using a tool or platform like Podio will allow you to effectively record your communication so that it is searchable, part of your clients information, linked to all associated activities associated, etc. We also attach related documents, files, tasks, communications, meetings, to the account profile. This allows everyone who has access to that client profile the ability to fully understand the clients history with the org allowing your co-workers to be able to knowledgably communicate and deliver satisfactory customer service.We know this is a bit tough to see, but you will all have access to the slides after session.
  • For now, let’s point out some key benefits of the uber profile:We can see both a snapshot of current and recently completed tasks, and click into a full list of all tasks related to this customer accountWe can also view and download related documents and filesWe can also access related communications, contacts, daily SM reports, appointments, meetings, etc. We can even upload customer emails to attach directly to the account!We recognize that this might be advanced for some organizations who are just starting out with social business efforts, but we wanted to offer you a vision of what is possible, and a guide towards growing your social media efforts into evolution as a real social business.
  • Routines #1Inconsistent online presence and brand personalityCauses audience confusionRoutines #2 – measurement timelines & comparison points. Daily, weekly, monthly, before, during, after.
  • We have covered how to create effective posts, source content, and identify trends, but now that we have a new social lead or a customer issue, what do we do with it?This is where that advance planning on processes comes in. It will be different for every organization, but we do highly recommend that you marry your social activities and community with your CRM efforts. Why not take that to the next level and start including conversations and activities from social and marry it to your existing customer intelligence? You probably already use some sort of CRM in house, even if you don’t call it by that name. There are a lot of tracking and CRM tools on the market even though you may not have a formal one. You may indeed have a CRM platform, or you might just have a small spreadsheet where you collect follower information. A lot of this depends on the size of your organization and the resources you have at hand. As mentioned earlier, the key is in having a pre-determined set of processes outlined so you know how to handle or pass off a ‘hot lead’ to sales; or for tracking and responding to customer support issues shared via social channels. We do recommend that you have processes and a strategy in place to know the who, what, when and where of how to respond, build customer intelligence, and minimize your risk of losing important leads or communications. So whether you have fancy-schmancy tools or not, just be prepared to know how to move conversations and issues from your social channels and into your operational activities.Of course, we’re happy to show you examples of platforms you can work with. There are high-end and low-end options for every size of business. Of course, we’re being selective in showing summit attendees ideal tools for SMBs.We’ve briefly reviewed Squeeze which helps us track the performance of the content and now we will show you Podio which is an easy and affordable CRM and Collaboration tool that we use with our clients to will help us keep track of our relationships. Podio allows us to connect client information with notes, social activity, meetings and tasks that are linked directly to their account. All of the right info in one central place. This is one of several platforms that we recommend to our clients, depending on their needs.
  • This is a sample process where we take a tweet to a task.We review and save this client’s twitter activity daily. This allows us to review past activity, plan new activities, and provide the client with additional intelligence about his social communities. Best of all, it allows us to add social contacts on the fly to our CRM database, and enables us to assign tasks and follow-ups to team members or the client. In this example, we are showing a specific stored tweet that included an invite for our client to collaborate on industry articles. In this case the process is:Download the social contacts vcardAdd them to the database, linked to our client account Assign a task to one of our team to work with our client to make this collaboration happenAgain, you can do similar processes without a tool or platform, just be sure that you have a process and a plan.
  • This is an example of an ‘uber profiles’, a term coined by Kelly Craft. An uber profile allows you to have a collection of all points of contact with a client, lead, advocate or stakeholder and allows you to task follow up activities and jobs to be done.If a social conversation is getting lengthy or the topic is of the nature that you would like to take it offline (hot lead, opportunity to collaborate, feedback, or even a negative sentiment), a clear process using a tool or platform like Podio will allow you to effectively record your communication so that it is searchable, part of your clients information, linked to all associated activities associated, etc. We also attach related documents, files, tasks, communications, meetings, to the account profile. This allows everyone who has access to that client profile the ability to fully understand the clients history with the org allowing your co-workers to be able to knowledgably communicate and deliver satisfactory customer service.We know this is a bit tough to see, but you will all have access to the slides after session.
  • For now, let’s point out some key benefits of the uber profile:We can see both a snapshot of current and recently completed tasks, and click into a full list of all tasks related to this customer accountWe can also view and download related documents and filesWe can also access related communications, contacts, daily SM reports, appointments, meetings, etc. We can even upload customer emails to attach directly to the account!We recognize that this might be advanced for some organizations who are just starting out with social business efforts, but we wanted to offer you a vision of what is possible, and a guide towards growing your social media efforts into evolution as a real social business.
  • Laurie “theme really is provide value” (LIKE) Everyone here today is part of a small or medium business. Your company goals are to acquire more business. In the social sphere, that means more followers, more conversations, more relationships. Some of these relationships lead to business and some do not but regardless of the outcome, we should award these people for their effort and engagement. We want to reward them so they are interested in continuing to build their relationship with us. Insert definition of reward??? So using Podio, let’s look at how we can bring this full circle.
  • Notes:As a thank you to all who have attended our sessions today, we’d like to offer each of you a mini-audit of any one social profile/channel you are currently using.  We will provide you with a short review including: •Three suggestions for improving presence on the channel.•Three suggestions for additional content sources for their field or industry.•An overall recommendation for strategic improvement. There will be a button at the bottom right of our home page that links to it and the promo code is DDGSMS25 and is needed for submission. Please look for it at the end of today. If you have any trouble finding it please send us an email or a tweet!

Transcript

  • 1. SOCIAL BUSINESS STRATEGYSocial Media Summit Kitchener February 25, 2013
  • 2. Introduction @krcraft I am NOT a social media ‘guru’ I AM an experienced business strategist who also knows social well • Lateral, tech-savvy hybrid spanning strategy, design, implementation & analytics • Diehard data geek & Compelling narrative story engineer • Committed to holistic approach to business strategy • Silo-buster and frequent dinosaur-tipper© 2013 Dash Digital Group Inc. #socbizWR #
  • 3. OverviewSocial Strategy• What is it?• Why do it?• How?OUR OBJECTIVE: That each person in this room leaves with at leastone new insight today. Whether you are just starting out with socialmedia, or have been participating for several years, we want you tolearn something new today.© 2013 Dash Digital Group Inc. #socbizWR #
  • 4. Strategy - Definitionstrat·e·gyA method or plan chosen to bring about adesired future, such as achievement ofa goal or solution to a problem.Social Media is not a strategy. It is amedia channel on which you use aset of tactics to achieve objectives.© 2013 Dash Digital Group Inc. #socbizWR #
  • 5. Strategy vs. Tactics  The goal is to reach specific objectives.  The Strategy is the path you will take to get there.  The tactic is methods, actions and tasks you take to reach a goal.© 2013 Dash Digital Group Inc. #socbizWR #
  • 6. Why Social?One compelling reason: TheCustomers now control theconversation about your brand.© 2013 Dash Digital Group Inc. #socbizWR #
  • 7. Why a Social Strategy? Set clear goals Clarify how you will reach objectives Define your brand ‘voice’ Know how to apply the tools Know what success looks like© 2013 Dash Digital Group Inc. #socbizWR #
  • 8. Be Realistic “We have a Twitter account, were a social business!" is like “We have an oven, we are a gourmet restaurant!“Being ‘social’ is not a strategy. If you dive into it withno clear strategy, you have absolutely no right toexpect it to work.© 2013 Dash Digital Group Inc. #socbizWR #
  • 9. Cornerstones of a Social Strategy Defined Monitoring Objectives Measurement Channel and and Analytics Content Maps© 2013 Dash Digital Group Inc. #socbizWR #
  • 10. Strategy Considerations Flows from business, marketing and brand strategy What element of existing marketing plans can extend to social? Build social around your essential brand idea or core element of your value proposition If you don’t know these things, take a step back and figure them out© 2013 Dash Digital Group Inc. #socbizWR #
  • 11. How To Create A Social Strategy CORE STRATEGY – Mission, vision, goals, objectives RESEARCH – Channel and conversation mapping MEASUREMENT – How will you know if it is working? GOVERNANCE – How to manage it. Rules, processes. IMPLEMENT – Start, measure, tweak, repeat. Iterative.© 2013 Dash Digital Group Inc. #socbizWR #
  • 12. That Said … “A framework is an invitation to think, not an excuse not to.” Debra Louison Lavoy - Director, Strategic Marketing, OpenText Most social strategies are hybrids Aim high and have a long term plan, but baby steps are often the best way to start “Listen, learn, and respond” is an excellent starting strategy Learn from others, and guides, but tailor to your own situation© 2013 Dash Digital Group Inc. #socbizWR #
  • 13. Core Strategy CEX© 2013 Dash Digital Group Inc. #socbizWR #
  • 14. Understand What You Want Branding • building or maintaining an image or reputation. Direct Sales • selling a product or service directly to users. • converting a user into a customer through the use Indirect Sales of a conversion funnel. • finding out insights about your customers, your Research market, or your industry. Customer Service • helping users who are already customers. • helping employees learn & communicate with Collaboration each other (and your customers).© 2013 Dash Digital Group Inc. #socbizWR #
  • 15. Research  How are others in your industry using social successfully?  Conversation maps - What channels are your customers, partners, and employees using?  Content Maps – What do you have and what do you need to create?© 2013 Dash Digital Group Inc. #socbizWR #
  • 16. What Channels Should You Use?What channels should you use? Where are yourcustomers, partners, employees? Blogs Micro- Social Video Social Image Podcasts blogs Networks Sharing Bookmar Sharing ksBrands B2B B2B B2C B2C BOTH BOTH B2BEffort 6 8 6 4 3 4 7Reach 5 7 7 8 6 6 6Example© 2013 Dash Digital Group Inc. #socbizWR #
  • 17. Conversation MappingCustomer Experience is social strategyjob #1ASK your customers what they want from you. And check out what theylook for from other brands they interact with on social media channels.Find out where they are. How they use social media. How they perceive otherbrands. Who do they talk to? What’s their style?© 2013 Dash Digital Group Inc. #socbizWR #
  • 18. Plan Launch Phases FACEBOO PINTERES NEWS TWITTER K T GOOGLE+ YOUTUBE LINKEDIN INSTAGRAM New Merchant Announcements 2 1 1 2 2 2 2 2 Feature Updates 2 1 1 2 2 2 2 Offers/Coupons/Contests 2 1 1 2 2 2 Testimonials 2 1 1 2 2 3 2 2 Recommendations 2 1 1 2 2 2 New Regional Coverage 2 1 1 2 2 2 Organization/Sponsor Updates 2 1 1 2 2 3 2 2 Customer Support 2 1 1 2 2 2© 2013 Dash Digital Group Inc. #socbizWR #
  • 19. Define Your Voice© 2013 Dash Digital Group Inc. #socbizWR #
  • 20. Twitter Example Basic tweet formula (sample) • Link to product content + Product benefit + hashtag + CTA Each tweet should have a specific audience • Customers, advocates, vendors, community, industry Add value • Share the compelling elements Triggers • Mentions, issues, questions, product schedule, news Caution • Avoid being spammy. No more than 2 tweets per hashtag per day.© 2013 Dash Digital Group Inc. #socbizWR #
  • 21. Content Map - Example© 2013 Dash Digital Group Inc. #socbizWR #
  • 22. Content Map - Example© 2013 Dash Digital Group Inc. #socbizWR #
  • 23. SEO of Social© 2013 Dash Digital Group Inc. #socbizWR #
  • 24. Content Plan - Sample Blog • Great Place for new or reno design inspiration! • Ongoing topics: building permits, new home how- to, gallery highlights, testimonials Twitter • Design philosophy, construction considerations, before & after gallery, featured plans, #newhome, #homedesign, #contractor • “First we make it work, then we make it look good. Elegant simplicity in #KW #newhome #design http://sqz.co/x2A4FfR “© 2013 Dash Digital Group Inc. #socbizWR #
  • 25. Monthly Goals - Sample 15% increase in web traffic to website 15 new Regional followers Connect with 5 new regional contractors 25% increase in contacts via website email, blog or social requests© 2013 Dash Digital Group Inc. #socbizWR #
  • 26. MEASUREMENT the devil is in the details Evil = Anything can be measured Essential = Analysis that turns data into actionable intelligence.© 2013 Dash Digital Group Inc. #socbizWR #
  • 27. Evil & Essential EVIL ESSENTIAL  Biggest evil of all: most orgs  Customers will measure you by don’t bother to ask customers their own set of metrics, which what they want before planning might be far different than your social strategies. own. Find out what they want.  Mindless measurement: tracking  Metrics must be tied to stats without setting goals. business goals, events, and  Metrics without analysis and KPIs. action aren’t worth tracking at  Metrics are rarely static. You all. can support dynamic changes by implementing a repeatable process for measurement, analysis, & action. © 2013 Dash Digital Group Inc. #socbizWR ##smbWR
  • 28. Mindless Measurement Arm decision makers with actionable intelligence; NOT empty metrics. “WOOT! We have10 new followers!” just doesn’t cut it.© 2013 Dash Digital Group Inc. #socbizWR #
  • 29. WRONG ANSWERS VS. RIGHTQUESTIONS POINTLESS ON POINT We got 10 new followers this Of the 10 new followers we got week! this week, 4 of them joined our community after liking post X, and 3 of them shared it along to their followers with positive sentiment. Post shares are up! Post shares are up by 12% over last month. Three key posts contributed to this: X, Y & Z. 3 people commented on that Of the three people that post! commented on the Strategy post, two thought it was smart, and one added further suggestions we can incorporate© 2013 Dash Digital Group Inc. #socbizWR additional content. # into
  • 30. #socbiz EVENT-BASED LISTENING ALL businesses share one commonality: Large or small, every organization has events. © 2013 Dash Digital Group Inc. #socbizWR #
  • 31. #socbiz CAUSE TO CORRELATION Monitor Share Feedback Tweak Assign Analyze Action Response Process © 2013 Dash Digital Group Inc. #socbizWR #
  • 32. What To Measure - Example PAST 30 DAYS© 2013 Dash Digital Group Inc. #socbizWR #
  • 33. How Often To Measure PAST 7 DAYS© 2013 Dash Digital Group Inc. #socbizWR #
  • 34. Social CRMNow what do we do with all of thesenew leads and relationships? How do we provide more value? -> We integrate Social with CRM.© 2013 Dash Digital Group Inc. #socbizWR #
  • 35. From Tweet to Task#socbizW R © 2013 Dash Digital Group Inc. #socbizWR #
  • 36. Uber Profile#socbizW R © 2013 Dash Digital Group Inc. #socbizWR #
  • 37. All Information in one place#socbizW R © 2013 Dash Digital Group Inc. #socbizWR #
  • 38. Governance ENGAGEMENT POLICIES GUIDELINES PROCESSES & USER WORKFLOWS GUIDELINES RISK/CRISIS PLAN ROUTINES TRAINING© 2013 Dash Digital Group Inc. #socbizWR #
  • 39. Risk “Almost two-thirds of companies surveyed say that social media is a significant or critical risk to their brand reputation; yet 60% of companies either never train their employees about their corporate social media policies or do so only upon hiring. Moreover, 43% of companies have less than one Full-Time Equivalent (FTE) dedicated to managing social media risk.” Guarding the Social Gates: The Imperative for Social Media Risk Management (Alan Webber, Altimeter, August 2012)© 2013 Dash Digital Group Inc. #socbizWR #
  • 40. Risk Management Have social media policies and guidelines. Empower employees to facilitate service. Train them well. Have an approval workflow for outbound content. Have processes in place for escalations. NEVER have a single access person for social accounts. Ensure you have the ability to retract social updates.© 2013 Dash Digital Group Inc. #socbizWR #
  • 41. Social CRMNow what do we do with all of thesenew leads and relationships? How do we provide more value? -> We integrate Social with CRM.© 2013 Dash Digital Group Inc. #socbizWR #
  • 42. From Tweet to Task#socbizW R © 2013 Dash Digital Group Inc. #socbizWR #
  • 43. Uber Profile#socbizW R © 2013 Dash Digital Group Inc. #socbizWR #
  • 44. All Information in one place#socbizW R © 2013 Dash Digital Group Inc. #socbizWR #
  • 45. Implement Have profile collateral ready • Tagline, logo image, profile bio • Lock down all channel handles • SMB Quickstart Guide: http://sqz.co/g7L9Czd Content inventory and a content calendar • Have schedule of objectives for first month • Analyze, tweak, repeat Review policies, guidelines and training quarterly© 2013 Dash Digital Group Inc. #socbizWR #
  • 46. Tactics Put a human face on the organization Entertain or Inform. Or both. This does NOT mean “create a press release feed” or constant one-way sales pitch Build social around your core “brand Idea” Listen and be responsive Tell Strategic Stories (consider a storytelling strategy) Create “insider” vibe with special social-only promotions© 2013 Dash Digital Group Inc. #socbizWR #
  • 47. Integrated MarketingCross-pollinate Awareness • Newsletter • Google Adwords • Your Website • Social Media – Facebook and Twitter for general information and acknowledgement of milestones • Leveraging partnerships – content collaboration • Press Coverage & Reviews • Print/Audio/Video Campaigns • Contests, Surveys, Deals, Coupons© 2013 Dash Digital Group Inc. #socbizWR #
  • 48. Brand Evolution True “brand integrity” is a powerful engagement motivator. Think about how your brand treats: • Customers • Employees • Community • Environment Create a community of ambassadors to spread the loveSo often under-utilized: if someone says something greatabout your company on a social channel, ask them for atestimonial or a reference!© 2013 Dash Digital Group Inc. #socbizWR #
  • 49. Value Chain – Community Lifecycle49 Acquire Reward your Reward connections - new or existing, leads or not – with consistent value. Retain © 2013 Dash Digital Group Inc. #socbizWR #
  • 50. Our Thanks To YouWe’d like to extend our thanks to all of you for attending the Knowledge IsPower Summit today. We hope we hit our objective and you feel morepowerfully armed with new knowledge. Social Mini-audit • Improving presence on channel • Additional content sources • Overall strategic improvement Visit our website, www.dashdigitalgroup.com for a link to the request form.© 2013 Dash Digital Group Inc. #socbizWR #
  • 51. Thank YouThanks also to the event sponsors for inviting us.• Waterloo Region Small Business Centre (Great Team!)• Communicate & Howe• Social Media Breakfast Waterloo• Government of Ontario© 2013 Dash Digital Group Inc. #socbizWR #
  • 52. Q&A • Follow me @krcraft • Follow @DashDG • Slides will be made available© 2013 Dash Digital Group Inc. #socbizWR #