Devising the social strategy. A presentation by Gina Bowes for Measurement.ie 15th Feb 2012. (Images & sources credited where possible)
To this! Democratisation of information.
Irish stats (Comscore / Ipsos MRBI)
Over 50% of the worlds population are under 30 – they don’t know life without the internet! (Source: www.socialnomics.net)
60 seconds online (Source: Go-Globe)
Brands are guests so build trust & be genuine.
Attendees of Measurement.ie
Definition of strategy
I love it when a plan comes together!
How do you measure up?
Have you got a not to do list? Set parameters
A plan should ensure you’re not juggling too much. Time is money. Expect the unexpected.
Social Media is not free.
Integration is key.
Can you/your company articulate your social media mission statement?
Glanbia Social Media Mission statement.
Are you listening?
Get your customers feedback!
The power lies with the consumer (Source: www.ABIresearch.com )
10 reason to monitor your brand
Social Media Monitoring tools
O’Leary Analytics (Sourcewww.olearyanalytics.com)
Yomego (Source: www.yomego.com)
The work is in the selection & implementation process.
Industry trends & analysis
Know what you want?
Define your objectives
Are you speaking the same language as your company?
Does you plan include governance
Integration with wider marketing mix
But avoid the red tape
Define, Plan, Deliver, Measure. (Source: BBDO)
Change is the only constant (Heraclitus of Ephesus)
The Social Plan
The Social MediaStrategy…..there is one right?? Gina Bowes Digital Communications Manager Glanbia @ginabo
• Smartphone penetration in Ireland is currently at 37%, with strong adoption among males (45%) compared with females (29%)• Most popular among 25 to 34-year-olds, where the penetration level is 53%.• Downloads 4.8 apps per month and social networking apps are the most used.• The average Irish person spends 18 hours and 7 minutes online each month• 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Source: Comscore)• 77% of all Irish internet users use Facebook. After connecting to brands on Facebook 51% people were more likely to buy and 60% more likely to recommend.• 245,000 people over the age of 15 have a Twitter account. That’s 7% of the total Irish population.• In August 2010 4% of the entire Irish population were using LinkedIn. (Source: Ipsos MRBI) The current figures for LinkedIn show close to half a million Irish accounts.
Social strategies will only succeed if they are part of the overall company strategy andweaved throughout the business units and job functions.The entire company must understand the Social Media objectives and what the end goal is…...
We want to build stronger relationships betweenour consumers and our brands, listen and engage in the online conversations, gather insights & create positive customer experiences by enhancing our use of social media. Glanbia www.glanbia.com
Understand customer behaviour,industry trends & employee feedback.Have clearly defined objectives.Build robust framework to deliverobjectives.Integrate digital with widermarketing mix.Measure it.
10 reasons…1. The Compliment 2. The Complaint 3. The Express Need 4. The Competitor 5. The Crowd Service Info HelpSocial media compliments Catching something early People make known what By watching your industry and Topics will often pop up onlineare the online equivalent means getting a chance to they are doing and often relevant keywords, you will be that draw huge crowds. There isof references or respond and demonstrate ask the general public for the first to know when a new a lot to be learned from thesetestimonials, and they your problem solving abilities advice when they are about competitor appears on the discussions, especially whendeserve attention & also to turn the complaint to make a purchase. scene or when their name is they have the potential to affect around. mentioned. your brand. 6. The Influencer 7. The ROI 8. The Crisis 9. The Audit 10. The ThreadAn influencer’s audience There are a number of ways Discussions happening in By analysing social media, you Following discussions usinghelps spread opinions on a to measure engagement & social media can serve as an can score a brand’s overall associated keywords canbrand faster, positive & ROI. early warning system. user sentiment, understand help bridge the threadnegative. Knowing who which competitors rank closest across all types of socialthese influencers are & in buzz or online mentions, media, connecting theunderstanding their uncover brand advocates, & conversation for easyopinions of your brands can rank which social media analysis.help you connect with them channels contain the most active discussion.
Examples of listening tools: There are a multitude of listening tools and monitoring services. The business requirements and core objectives should shape the selection. I have taken just two of the many services to show the data these tools can gather. There is a cost to the business so it’s important to understand objectives prior to implementation to ensure maximum ROI. O’Leary Analytics Yomego Lithium Results show the online Results show how the entire Results show how a big brand mentions and associations brand can be assessed like eircom can be categorised with Oxegen ’11. This is an digitally across the web. into sub brands using example of how specific keyword search.campaigns can be monitored.
1. Key Words used online about Oxegen ‘11 Source: www.olearyanalytics.co m
• Google analytics, Facebook insights, Tweet stats, You Tube report, PPC reports, 3rd Party vendorsFree & Paid Tools • Keyword pre-work (rubbish in = rubbish out) • Continuous keyword assessment/tweaking • Competitor comparison / analysis • Consumer insights analysis & feedback process Search • Specific consumer associations Process • Tracking by campaign • Retrospective analysis • TOV • ScheduledResponse • Alert set up Process • Out of hours SLA’s • Know what platforms you have ‘right to reply’ assess new/growing platforms for extended presence • Question reports / results.Parameters
Structure Social Media Legal Marketing & HRleadership develops & signs off Cross functional senior Insights Strategy & Policy company wide strategy & policy for digital/social media. development IT Finance Corporate Social Media Brand Customer Insights Cross-functional mid-managers develop the plans & Managers CareProgram Planning & tactics for digital/social media. Tactics Agencies Sales Social Media Cross-functional social Customer execute the plans & Brand media reps Agencies Operations & Care interactions. Managers for social media tactics interactions
Crisis managementDefinition: Set of procedures applied in handling, containment and resolution of anemergency in planned and coordinated steps.Emergency can be defined here as an online conversation/comment/post/thread that has adetrimental impact on the brand/company or an offline situation that has the potential tospread online impacting the brand/company. Monitoring tool/Referral/Alert Feedback to org & Response team/Rep document issue SLA Assign coordinator Assess situation to manage end to (criteria checklist) end communication. Notify crisis team (email/mobile)
Understand where digital fits as part of integrated marketing mix Digital Sponsorship OOH Radio TV Press/Magazines PR