Social networking strategy for business day 2

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New and improved for Fall 2011

New and improved for Fall 2011

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  • 1. By Chris Kieff
    @ckieff
    Social Media Strategy Day 2
  • 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. Social Media Technologies & Platforms
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. Example Editorial Calendar
    http://www.stephanieschwab.com/2010/06/18/editorial-calendar-continued-blog-calendar-template/
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
    • 17. They have bait
    • 18. They use leverage
    • 19. They include a blog
    • 20. They engage other blogs
    • 21. They are not everywhere
    • 22. They have humor
    • 23. They share company events
    • 24. They integrate offline marketing
    • 25. They use the right network
    • 26. They use photos and videos
    • 27. They have a call to action
    http://socialmediatoday.com/index.php?q=SMC/203359
  • 28. 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
  • 29. 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
  • 30. Social Media CampaignCase Studies
    Elf Yourself – Office Max
    I’m with the Band - Justin Boots
    Chase +1 Student Card
    Foiled Cupcakes
  • 31. 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.
  • 32. 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
  • 33. 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.)
  • 34. 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
  • 35. 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
  • 36. 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?