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Social networking strategy for business day 2
 

Social networking strategy for business day 2

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    Social networking strategy for business day 2 Social networking strategy for business day 2 Presentation Transcript

    • By Chris Kieff
      @ckieff
      Social Media Strategy Day 2
    • Agenda
      Social Media Campaign Overview
      Elements of a SM campaign
      Goals, market, technology
      Measurement checklist
      Editorial Calendar
      Integration
      Management & Resource Planning
      Content Development
      Social Media Campaign Case Studies
      Lab-Draft Social Media Campaigns
      Which networks and why
      Draft basic campaign
    • Elements of a Campaign
      Goals and Objectives
      Identify Target Market
      Social Media Technologies & Platforms
      Measurement
      Content Development
      Integration with Traditional Marketing
      Social Media Management & Support Plan
      Resource Planning
      Process Review & Delivery
    • Goals and Objectives
      Common SM Goals or Objectives
      Sales- up sales, cross sales
      Awareness/Brand identity
      Education, training
      Website Traffic
      Website Conversions
      Dialog with customers
      Listening / Learning about customer wants and needs
      Word of Mouth
      Create/Promote Advocacy Program
      Collaborative product design/improvement
      Social customer support
      Peer to Peer networking (customer to customer)
      Not Goals
      More Friends/Fans/Followers
      Viral Anything
    • Target Market
      The Market:
      Trends younger 18-34, and female (55/45)
      Educated (some college)
      Trends slightly urban
      Smart phones & laptops
      Professionals and office workers
    • Social Media Technologies & Platforms
    • Measurement
      Engagement Data:
      Retweets, comments, fans, likes, followers
      Sentiment- Overall Opinion: +~- (plus neutral minus)
      Website traffic
      Conversions or leads
      Customer satisfaction rates: net promoter, satisfaction surveys
      Actual sales revenue
    • Katie Paine’s Measurement Checklist
      List budget influencers and priority determinations
      Meet to define success measurement
      Definition of all key stakeholders
      Prioritize these audiences
      Definition of measurable tangible goals
      Defining what/who we will be benchmarking results against
      Define the Key Performance Indicators (KPI)
      Create summary of meeting and reporting dashboards- and get agreement
      http://www.themeasurementstandard.com/Issues/1-1-10/socialmediameasurechecklist.pdf
      www.kdpaine.blogs.com
    • Katie Paine Measurement Checklist 2
      List all search terms
      Companies, benchmarks, subjects, topics, issues, competitors
      List all channels you need to monitor
      Traditional Media
      TV, Radio, Newspapers, Magazines, Trade Pubs, Analyst Reports
      Online Media
      Online versions of traditional media
      Online only, blogs, online mags, YouTube Channels, podcasts, vlogs…etc.
      Social Media
      Internal blogs. External Blogs, YouTube, Flickr, Twitter, Facebook, MySpace, LinkedIn, Social Bookmarking (Digg, Delicious), List serves, Forums
      www.kdpaine.blogs.com
    • Katie Paine Measurement Checklist 3
      List all quantitative data:
      Mentions, Comments, YouTube & Flickr viewers/comments/votes, Twitter Followers, impressions, Google Rank
      Twitter authority, Klout score, technorati authority, others…
      List all qualitative data:
      Tone- positive, neutral, negative
      Spokesperson quotes
      Message amplification (who retweeted)
      Amplification accuracy (full, partial, misquote)
      Issues/Subjects discussed
      Business groups (lines) mentioned
      Dominance or prominence of mention
      Recommendations and reviews
      www.kdpaine.blogs.com
    • Editorial Calendar
      Contents
      Audience
      Medium/Platform
      Frequency
      Topic
      Responsibility
      Due date/ Publication Date
      Categories
      Overall Calendar – covers general topics and coordinates with traditional media advertising
      Social Media Calendar – coordinates with topics, dates, events, promotions
      Channel Specific Planning Calendar- Facebook only plan with detailed frequency and topic notes
      Detailed execution list- exact wording and phrases
    • Example Editorial Calendar
      http://www.stephanieschwab.com/2010/06/18/editorial-calendar-continued-blog-calendar-template/
    • Integration with Traditional Marketing
      Coordination of social media with traditional media is essential
      Include Facebook and Twitter URL’s, Logo’s, names and shortcuts on every advertisement and company communication
      Create new social media pages/tabs for major campaigns
      Post videos on YouTube and Facebook…
      Post in store signs at registers or on doors
    • Social Media Management & Support Plan
      Train existing customerfacing personnel, customer service, sales, billing…
      Plan escalation procedures
      Create scripts to respond to common complaints
      Create lists of Subject Matter Experts (SMEs) to answer questions
    • Resource Planning
      Staff Up- SM is labor intensive
      Plan 7 day a week monitoring- much SM consumer activity peaks on weekends
      Reporting Areas
      Web Analytics
      Social Analytics
      Share of Voice- Mentions
      Sentiment
      Monitoring Software choices
      Free
      Entry Level
      Professional
      Enterprise
    • Content Development
      Highly Effective Social Media Campaigns
      They spread like wildfire
      They are not spammy
      They provide value to the audience
      They are well branded
      They are measured
      They have excellent copy
      They don’t “sell”
      They build relationships
      They build trust
      They are innovative
      They have ears
      They are well organized
      They are maintained by humans
      • They are consistent
      • They have bait
      • They use leverage
      • They include a blog
      • They engage other blogs
      • They are not everywhere
      • They have humor
      • They share company events
      • They integrate offline marketing
      • They use the right network
      • They use photos and videos
      • They have a call to action
      http://socialmediatoday.com/index.php?q=SMC/203359
    • Process Review & Delivery
      Preprogram as much as possible.
      Use Hootsuite/Tweetdeck to schedule updates
      Write blogs and schedule release
      Constantly monitor pending updates for errors
      Early in campaign get feedback from stakeholders
      Execute, measure, adjust, repeat
    • Best Ever SM Campaigns
      Will it Blend?
      Pepsi Refresh
      Blair Witch Project
      Smell like a man, man
      VW Fun Theory
      Subservient Chicken
      http://www.forbes.com/2010/08/17/facebook-old-spice-farmville-pepsi-forbes-viral-marketing-cmo-network-social-media.html
    • Social Media CampaignCase Studies
      Elf Yourself – Office Max
      I’m with the Band - Justin Boots
      Chase +1 Student Card
      Foiled Cupcakes
    • Elf Yourself- Office Max
      Office Max- 2009 & 10
      Take a photo of yourself, coworkers, friends and family and it will be added to an animated video of elves dancing.
      6 weeks in 2009
      193MM site visitors
      123MM elves in 2009
      2010
      300K YouTube views of elf dancing video
      18MM website visitors
      $500K increased sales
      The annual holiday tradition of transforming yourself and your loved ones into pointy eared little one gets an update in this 2010 installation of Office Max's ElfYourself, featuring new jigs set to an 80s remix and surfer tunes. The effort is also accompanied by Elfmas Town, a collection of holiday Facebook games where players can bounce through the snow on a rubber band ball, save kittens from an abominable snowman and more.
    • Justin Boots – I’m with the Band
      Old brand considered dependable, a good value for work boots
      Introduced new stylish boot line for young audience.
      Created sites on FB, Twitter, MySpace
      Gave smart phones to up and coming CW musicians to document their behind the scenes lives
      Spent ½ of $120K budget
      Results:
      116% web traffic increase
      213% clicks on “find a retailer”
      Exceeded sales target by 30%
      Facebook and Twitter #’s were not a factor
      http://www.socialmediaexplorer.com/social-media-marketing/from-staid-to-social-a-social-media-case-study/
      181 band video uploads
      360K impressions
      10,000 embeds on blogs, FB etc.
      FB Fans 525, Twitter Followers 700
    • Chase +1 Student Card Facebook
      Students join a Facebook Page for the Card
      Students win points for referring friends - they can buy DVD etc with points.
      Student Organizations also earn points for for students who join the Facebook Page.
      There was no way for the bank to leverage the group. They didn’t have a plan to activate members or a call to action beyond “Like” us on FB.)
    • Foiled Cupcakes
      Gourmet cupcake bakery uses only SM to promote the business
      93% of their business has come from social media leads
      Surpassed initial revenue targets by 600%
      “We know every single one of our customers by name. We’ve probably had a good Twitter or Facebook conversation with them before they even call us.”
      No Storefront- strictly online
      Using Twitter primarily to meet new people
      Using Facebook to strengthen connections with people who know them.
      http://www.socialconversations.com/2010/03/social-media-case-study-foiled-cupcakes/
      http://twitter.com/foiledcupcakes 1125 Following 6746 Followers 593 Listed 22,781 Tweets
      http://www.facebook.com/foiledcupcakes 1919 Likes
    • Emerson Salon
      Twitter#’s:
      14,445 Following 13,805 Friends 242 Listed 3965 Tweets
      Facebook 1773 Likes
      “It’s rare for even a walk-in customer to come in and not have read our blog or seen our tweets.”
      75% of customers are from Facebook or Twitter
    • Lab: Draft Social Media Campaign
      Each student will draft a sample social media campaign to promote their business.
      Homework
      Report on each of the major social networks and their application to your business
      Which Social Networks will work with your business and why?
      Which won’t work with your business and why?