We can associate the transformation of marketing and the change in mindset to social media to that of the current transformation in financial sector from mass acquisition of customers to being more selective of those who can repay and forming closer relationships with existing customers. Not about spamming 1000 and hoping to get 100. It’s about talking to the right 10 people who engage with 100, and reach 1000s.
The audit is delivered as an analytics report, an analysis report and a road-map. From there it’s up to the brand to decide whether it wants to monitor, listen or engage. After that, actions taken by the brand in the social media environment can be measured and assessed on an ongoing basis with monthly (or more frequent) reporting and analysis which will generate insights, objectives and actions. Our team consists of a data planner, a digital planner and a social media strategist who will provide guidance and expert knowledge throughout the process
Bought something on eBay? Left seller feedback? Left a product review on Amazon? Got a Facebook account? Got a Facebook Group for your work? Got a Linked In Profile? Recruited someone using Linked In? Got a Twitter account? Recruited someone using Twitter? Download music from iTunes? Listen to Spotify? Got a blog or posted comment on a blog?
Social media has disrupted the conventional marketing model
The next generation of recruiters must not only be aware of social media but also have a profound knowledge of how to maximise value from them
People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review
Access to, and control over, this information results in different behaviour and attitudes
Brands need to adopt different mindsets, approaches and strategies to meet their commercial objectives In order to help brands adapt to this change we have developed a Social Media Strategic Framework Which we believe will enable brands to strategically navigate through, as opposed to just blindly rolling out the latest, must-have tactics
First, some scary/exciting* numbers Image: Universal McCann Wave 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate
Social Media Strategy As organisations start to understand the far reaching implications of social media they quickly appreciate the need to define a social media strategy that mutually supports other strategies within the organisation.
Influencer Networks Influencers will play different roles within different market-sectors, so the key here is to understand how to identify them, the role they play and how to engage with them.
Brand Outposts Don’t just set-up a Twitter account because everyone’s doing it. Take a step back and think about how your outposts will support your social media strategy, who will run your outposts and where the content will come from?
Reputation Management Arguably, real-time eavesdropping on what people are saying about your brand is one of the most immediate benefits of social media marketing. Although, conversely engaging in a negative conversation could escalate in a full blown crisis so again a clear separate strategy is required here.
Social Media Strategic Framework: Reputation Management Listen & Engage
Social Media Strategic Framework: Reputation Management Listen & Engage
As an example, we found this for Brighton & Hove City Council…
More than a third of people in Brighton have not had a day off sick in the past 12 months. A report out this month by healthcare company Simplyhealth also suggests that almost half of workers in Brighton are so scared of losing their jobs in the recession they work through any illness they may have. Brighton and Hove Primary Care Trust has recently launched a scheme with Brighton and Hove City Council to try to help reduce the number of sick days taken by staff. Seven council fat cats are now being paid salaries in excess of 100,000 a year. The number of top earners at Brighton and Hove City Council more than doubled in a year, new statistics have revealed. In the same period the amount of the council budget being taken up by the wages of those earning £50,000 or more rose by at least £1.65million as many were awarded pay rises. In the middle of a recession, with local people and businesses struggling, Brighton and Hove City Council is currently advertising for a social media officer with a salary of £24,000 to £28,000. Brighton and Hove City Council has defended its plans to appoint a social media officer as part of a strategy of engaging more closely with residents. The seaside city - where 50 per cent of residents are online - is believed to be one of the first councils to create a role specifically targeted at social media.
Brighton and Hove City Council thinks so, and have begun using Web 2.0 applications and channels such as Twitter, YouTube, SharePoint and wikis through its internal intranet, in the hope that they will benefit staff. BBC South Today did a very critical piece about the social media officer job at Brighton & Hove Council http:// icanhaz.com/socialme ... John Barradell confirmed as new Chief Executive of Brighton & Hove City Council: John Barradell has been confirm.. http://bit.ly/6AVOw Binmen pay protest outside Brighton and Hove City Council HQ: Dozens of Brighton and Hove rubbish trucks jammed .. http:// bit.ly/sAfAt Brighton and Hove City Council draft secret plan to sack 821 workers http:// tinyurl.com/nmltzw Brighton & Hove City Council is trialling social media platforms for internal communications. This will be interesting # yamm
What do you do with that? Positive / Negative Engage / Leave alone HR / Marketing / PR / Customer Services ?
Conversation, Engagement, Community Brands with something interesting, useful and/or relevant to say should be aiming to start conversations, using branded content as social currency. A distribution strategy will then ensure that engaging content has the best opportunity to kick-start a conversation.
Why you need a Social Media Strategy… The strategic intent should be for organisations to be an authentic part of the social media community and appropriate conversations. Along the way there will be immediate, tangible results although like branding, social media is about the long-haul It’s about systemically and consistently building the reputation of the brand where the pay-back is ultimately brand equity.
Source: Comscore Sept 2008 & Facebook Internal Data, Oct 2008
Highly targeted “ Facebook ad generated 5,952 clicks to the O2 landing page and 74 started applications. 19 of these people went on to complete their application.” I want to reach people in the United Kingdom who work at Virgin, British Airways, BMI, Emirates Airlines, or Gulf Air. Reach = 2,820 Country City or Town Age Gender Interests Activities Music Books TV Shows Education School College Relationship Workplace Page Group Languages
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