Welcome to HootSuiteBuilding a Bottoms-Up Social StrategyFor Top Line Growth
With your guideJennifer YorkeHootSuite Account Managerjennifer.yorke@hootsuite.com@jenniferyorke
Agenda1.   Social today2.   The framework3.   Let’s start something great!4.   A quick recap                             “...
People are social              37    Minutes is the duration                                                  70%         ...
Business is social        65%       of the world’s top                                                  58%               ...
How Companies use Social MediaNote: *primarily Fortune 500   Source: Booz & Company and Buddy media, “Campaigns to Capabil...
Why do people follow brands?         Reasons US Social Network Users* “Like”/Follow Brands on         Social Networks, by ...
How can social be used?                      • Customer experience                          advocacy                      ...
The Framework
Evaluate     EngageCollaborate   Measure
Let’s Go!
Step 1: Evaluate              Integrate social into existing              organizational and departmental              goals
Step 2: Engage to Build Community             Empower your Social Team to             contribute to the conversation and  ...
Step 3: Collaborate              Encourage your Social Teams to              distribute new learning both within the      ...
Step 4: Measure your Social ROI             Build the capacity for measurement             into every social action possible
RecapClose business and retain more customers• People and businesses are going to continue to get  more social• Incorporat...
Thank You!Jennifer Yorke@jenniferyorkejennifer.yorke@hootsuite.com
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Building a Bottoms-Up Social Strategy for Top Line Growth

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HootSuite's 2012 iStrategy London workshop. Evaluate your current assets, resources, and marketing, to build a foundation for your next social media marketing plan.

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  • Ways that Top Companies* Worldwide Use Social Media, Summer 2011
  • Reasons US Social Network Users* “Like”/Follow Brands on Social Networks, by Product Category – April 2011
  • Note for Jenn:Share story for each of the 4 key areasReal-life situations i.e. Red CrossDescribe what people didn’t think about.Circle back to HootSuiteEvaluateEngageCollaborateMeasure
  • Evaluate/Inventory:Who is your persona – think buyerWhat questions does your persona ask? What problems do they have? Where are your personas online? Social media inventory – where are you already? Have you at least grabbed your social handles? What content have created? What kind of content? Who in your company is digitally oriented? Who are your competitors? What are your competitors doing in social media? Where does digital budget come from? Who is a digital detractor? Why? What other marketing activities do you do already? Digital or Offline?
  • Engage/Plan:What is the goal of your outreach?What does success look like? (We will come back to this)Create a theme calendar What content can you create to support that theme? Which team members can help/want to help?
  • Collaborate:Who could be responsible for external communication? Who could be responsible for internal communication? Which stakeholders need to be kept in the loop? Which departments could benefit from data and feedback from your company’s social outreach?
  • Measure (Determine goals and measurements) – Take stock and don’t change themWhat were your goals? Benchmark against competitorsCreate weekly and monthly measure you’d like to hitWhat tools do I already have at my disposal?
  • Building a Bottoms-Up Social Strategy for Top Line Growth

    1. 1. Welcome to HootSuiteBuilding a Bottoms-Up Social StrategyFor Top Line Growth
    2. 2. With your guideJennifer YorkeHootSuite Account Managerjennifer.yorke@hootsuite.com@jenniferyorke
    3. 3. Agenda1. Social today2. The framework3. Let’s start something great!4. A quick recap “Conversations among the members of your marketplace happen whether you like it or not.” – Seth Godin
    4. 4. People are social 37 Minutes is the duration 70% of the internet 79% of consumers have of an average population use social passed on a negative Facebook session networks experience through social mediahttp://www.salesforce.com/uk/socialsuccess/social-media-how-to-guides/12-social-media-stats-that-rock.jsp/
    5. 5. Business is social 65% of the world’s top 58% of Fortune 500 91% experienced social companies have an companies have an marketers see active Twitter profile active corporate improved website Facebook account traffic due to social media campaignshttp://thesocialskinny.com/99-new-social-media-stats-for-2012/
    6. 6. How Companies use Social MediaNote: *primarily Fortune 500 Source: Booz & Company and Buddy media, “Campaigns to Capabilities: Social Media & Marketing, “ Oct 4, 2011
    7. 7. Why do people follow brands? Reasons US Social Network Users* “Like”/Follow Brands on Social Networks, by Product Category – April 2011 % of respondents*access at least one social network regularly Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” Sponsored by Performics, Aug 2011
    8. 8. How can social be used? • Customer experience advocacy • Building and managing relationships • Supporting your customers • Direct sales channel • Integrated platforms Source: Jacob Morgan, Chess Media Group
    9. 9. The Framework
    10. 10. Evaluate EngageCollaborate Measure
    11. 11. Let’s Go!
    12. 12. Step 1: Evaluate Integrate social into existing organizational and departmental goals
    13. 13. Step 2: Engage to Build Community Empower your Social Team to contribute to the conversation and define engagement
    14. 14. Step 3: Collaborate Encourage your Social Teams to distribute new learning both within the Team and your organization as a whole
    15. 15. Step 4: Measure your Social ROI Build the capacity for measurement into every social action possible
    16. 16. RecapClose business and retain more customers• People and businesses are going to continue to get more social• Incorporate social into existing structures• The framework: Evaluate, Engage, Collaborate, and Measure
    17. 17. Thank You!Jennifer Yorke@jenniferyorkejennifer.yorke@hootsuite.com

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