10 Steps for Putting
Social Media Strategy
into Action
6 June 2014
Hello #SAScon
@ian_pollard@jimhaysom
@fanxleeCouldn’t make it today
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Case Study: Perrys
@perrysmotors
/PerrysMotorsUK
/PerrysMot...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Let’s Start with the Basics
No planning = Potential failure...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
10 Steps to Build a Social Strategy
This is a whistle-stop ...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 1. Get Socially Savvy
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 1. Get Socially Savvy
Learn: Find out about social net...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Road Trip – Staff & Management Interviews
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Social Education & Training Sessions
Perrys
• Background to...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Increasing Social Media Knowledge
0
1
2
3
4
5
6
7
8
9
10
Th...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 2. Perform a Business & Marketing Audit
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 2. Perform a Business & Marketing Audit
What do you do...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Your Website is your 24-Hour Showroom
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
HEAD OFFICE
GROUP DIGITAL
MARKETING
TEAM
Sourcing & Resourc...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 3. Perform a Social Audit
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 3. Perform a Social Audit
Are you already using it?
Ho...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 3. Perform a Social Audit
What about you competitors?
...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Perrys Facebook Pages: Group & Dealership
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Perrys Twitter Profile: Group
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Perrys YouTube Channel: Group
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Perrys Google+ Local Business: Dealership
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Perrys Foursquare Venues: Dealership
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 4. Set Some Objectives
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 4. Set Some Objectives
Do you have company objectives?...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Aligning Business & Social Objectives
Build
communities
thr...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Key Social Objectives for Perrys
To create the industry’s l...
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What Metrics Align to the SMART Objectives?
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Step 5. Plan Social Media Campaigns
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 5. Plan Social Media Campaigns
USPs?
Culture?
Key mess...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Plan for the Moment
Source:
Facebook.com/PerrysMotorsUK
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Add a Touch of Creative Humour
Source:
Twitter.com/perrysmo...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Promote your Customers’ Happiness
Source:
Facebook.com/Perr...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Grab a Celebrity Selfie
Source:
Facebook.com/PerrysBury
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Provide Real-life Product Reviews
Source:
Facebook.com/Copl...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Leverage Local Connections
Source:
Twitter.com/perrysmotors
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Recognise your Employee Success
Source:
Facebook.com/Perrys...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Showcase Customers’ Purchase Experience
Source:
Twitter.com...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Share Interesting & Relevant Industry Facts
Source:
Twitter...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Gain Insights & Opinions from Customers
Source:
Facebook.co...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Drive Excitement with New Product Launches
Source:
Facebook...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Add Value to the Buying Experience
Source:
YouTube.com/Perr...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 6. Plan to Monitor on Social
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 6. Plan to Monitor on Social
Who - Customers, prospect...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Listening & Joining the Conversation
Source:
Twitter.com/pe...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Consumer Advocacy is Priceless
Source:
Twitter.com/perrysmo...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 7. Plan to Engage on Social
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 7. Plan to Engage on Social
How will you respond?
What...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 7. Plan to Engage on Social
Always:
Reciprocate
Respec...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 7. Plan to Engage on Social
Create a Crisis & Incident...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Communication Channel via Facebook
Source:
Perrys.co.uk/fac...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Communication Channel via Twitter
Source:
Perrys.co.uk/twit...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 8. Plan to Measure & Report on Social
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 8. Plan to Measure & Report on Social
Take Ownership
R...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Using Social Media Measurement Tools
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 9. Plan to Maintain & Optimise
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 9. Plan to Maintain & Optimise
Test, test, test! ........
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Appeal to your Entire Social Audience
Source:
Facebook.com/...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Drive Passion & User Engagement
Source:
Facebook.com/Perrys...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Step 10. Be Like Rick
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Make sure your advocates know that
you’re:
• Never gonna gi...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Success: Growth of Facebook Page Likes
0
5
10
15
20
25
30
3...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Success: Industry Recognition
• Finalist
• AM Awards 2014: ...
Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Thank You
Jim Haysom
@jimhaysom
http://about.me/jimhaysom
B...
Q&A
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10 Steps for Putting Social Media Strategy into Action

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10 Steps for Putting Social Media Strategy into Action

This presentation provides 10 steps for putting social media strategy into action, that brands, businesses and retailers can take-away and readily implement on return to their businesses.

From content to engagement, most car retailers would benefit from further improving their social media strategy. Auto Trader highlights automotive retail social media examples and explains how one particular dealer, quite simply, hit the nail on the head.

These slides were presented at SAScon 2014 (Search, Analytics, Social Media) Conference on the 6 June 2014 by Jim Haysom, Business Development Director, Auto Trader and Ian Pollard, Senior Digital Strategy & Solutions Manager, Auto Trader. Auto Trader specialises in digital marketing solutions for the automotive industry.

Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard

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  • 25 locations representing over 40 dealerships
    Locally based marketing executives and social content creators
    Central marketing team with Group responsibilities
    Dedicated social media executive – bridge between central marketing and dealerships
  • If you’re already using social media for your business:
    What social networks are you using?
    Do you have full and accurate information and branding?
    How do you use posts, updates and notifications?
    How are you performing by existing success factors?
    How are your competitors using social networks and how are they performing?
    What type of people are interacting with you?
    How are people interacting with you?
    What are people saying about you?

    Think about who you admire on social media, what do they do?
    Is there a local business or group who makes good use of social?

    How much time do you spend on social today and how much could you in the future?
  • 1st June 2014 (Jan 2013)
    Bolton 1,392 Page Likes (16)
    Aylesbury 1,701 Page Likes (56)
    Group 45,656 Page Likes (524)
  • 1st June 2014 (Jan 2013)
    Tweets 5,471 (2,006)
    Photos/Videos 1,355 (unknown)
    Following 181 (1,717)
    Followers 5,112 (3,143)
    Favourites 309 (unknown)
  • 10 Steps for Putting Social Media Strategy into Action

    1. 1. 10 Steps for Putting Social Media Strategy into Action 6 June 2014
    2. 2. Hello #SAScon @ian_pollard@jimhaysom @fanxleeCouldn’t make it today
    3. 3. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Case Study: Perrys @perrysmotors /PerrysMotorsUK /PerrysMotorsUK /PerrysMotorsUK +Perrys /PerrysMotors
    4. 4. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Let’s Start with the Basics No planning = Potential failure & damage No integration = Potential lack of efficiencies & synergies
    5. 5. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee 10 Steps to Build a Social Strategy This is a whistle-stop tour of those factors and the things to consider for each……. Let’s go!
    6. 6. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 1. Get Socially Savvy
    7. 7. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 1. Get Socially Savvy Learn: Find out about social networks Advice: Ask friends, family and colleagues how they use them Experience: Join some and join in Research: how your favourite organisations or sports teams use them Understand: how social co-exists with other business and marketing functions
    8. 8. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Road Trip – Staff & Management Interviews
    9. 9. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Social Education & Training Sessions Perrys • Background to social media & importance to Perrys • High level social media strategy for Perrys • Social media team structure • What social media profiles are being set-up • Social media guidelines Auto Trader • Why social media is important • Automotive social media • Owned and earned media • Overview of key social networks • Set-up of personal social profiles and interactivity Credit: @TomMughal
    10. 10. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Increasing Social Media Knowledge 0 1 2 3 4 5 6 7 8 9 10 Thinking about your knowledge of social media, how would you rank yourself after today? (31 attendees) Pre-Training Rating Post-Training Rating Poly. (Pre-Training Rating) Poly. (Post-Training Rating) 40% Increase
    11. 11. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 2. Perform a Business & Marketing Audit
    12. 12. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 2. Perform a Business & Marketing Audit What do you do and what are you good at? What is your culture and what do you stand for? How are you performing? Where are you going, what’s the big plan? What resources do you have? Consider the wider Marketing Mix
    13. 13. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Your Website is your 24-Hour Showroom
    14. 14. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee HEAD OFFICE GROUP DIGITAL MARKETING TEAM Sourcing & Resourcing for Social Success LOCAL DEALERSHIP SOCIAL MEDIA CONTENT CREATORS DEDICATED SOCIAL MEDIA EXECUTIVE
    15. 15. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit
    16. 16. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit Are you already using it? How do you use it?? Does it communicate your proposition? Is it comprehensive & consistent? How are you monitoring performance levels?
    17. 17. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit What about you competitors? Is there much interaction? Who is it that interacts? What are people saying about you?
    18. 18. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Facebook Pages: Group & Dealership
    19. 19. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Twitter Profile: Group
    20. 20. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys YouTube Channel: Group
    21. 21. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Google+ Local Business: Dealership
    22. 22. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Foursquare Venues: Dealership
    23. 23. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 4. Set Some Objectives
    24. 24. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 4. Set Some Objectives Do you have company objectives? Double bottom line – a social impact? How might you use social to achieve them? What would success look like to you? How might you measure your objectives through metrics? Objectives should always be SMART
    25. 25. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Aligning Business & Social Objectives Build communities through social engagement Increase brand loyalty with existing customers & key segments Sell more cars & increase profits Business Objectives Social Objectives
    26. 26. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Key Social Objectives for Perrys To create the industry’s leading customer service communications platform and a powerfully engaged audience of loyal brand advocates. To show the human side of our business and to showcase why our people are the ‘right people’ to buy from. To build a community of next-generation car buyers. To protect brand reputation, by means of visible responses to mentions of our brand. To engage with customers; past, present and future.
    27. 27. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee What Metrics Align to the SMART Objectives?
    28. 28. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 5. Plan Social Media Campaigns
    29. 29. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 5. Plan Social Media Campaigns USPs? Culture? Key messages? Creativity? Cross-pollination of content? Cross-channel integration & mobile first?
    30. 30. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Plan for the Moment Source: Facebook.com/PerrysMotorsUK
    31. 31. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Add a Touch of Creative Humour Source: Twitter.com/perrysmotors
    32. 32. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Promote your Customers’ Happiness Source: Facebook.com/PerrysMK
    33. 33. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Grab a Celebrity Selfie Source: Facebook.com/PerrysBury
    34. 34. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Provide Real-life Product Reviews Source: Facebook.com/CopleyLandRover
    35. 35. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Leverage Local Connections Source: Twitter.com/perrysmotors
    36. 36. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Recognise your Employee Success Source: Facebook.com/PerrysAylesbury
    37. 37. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Showcase Customers’ Purchase Experience Source: Twitter.com/perrysmotors
    38. 38. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Share Interesting & Relevant Industry Facts Source: Twitter.com/perrysmotors
    39. 39. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Gain Insights & Opinions from Customers Source: Facebook.com/PerrysMotorsUK
    40. 40. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Drive Excitement with New Product Launches Source: Facebook.com/PerrysMotorsUK
    41. 41. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Add Value to the Buying Experience Source: YouTube.com/PerrysMotorsUK
    42. 42. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 6. Plan to Monitor on Social
    43. 43. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 6. Plan to Monitor on Social Who - Customers, prospects, etc? Where - social platforms, blogs, etc? When - specific times, all of the time, etc? What - specific queries, searches, etc? How – what tools could be utilised?
    44. 44. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Listening & Joining the Conversation Source: Twitter.com/perrysmotors
    45. 45. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Consumer Advocacy is Priceless Source: Twitter.com/perrysmotors
    46. 46. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social
    47. 47. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social How will you respond? What tone of voice will you respond with? How quickly will you respond? Who is responsible for it?
    48. 48. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social Always: Reciprocate Respect Reliable Never: Disclose Defame Discriminate
    49. 49. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social Create a Crisis & Incident Management Plan: Listen for issues What does a crisis look like? How severe or urgent is it? Build a process and response mechanism
    50. 50. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Communication Channel via Facebook Source: Perrys.co.uk/facebook-care
    51. 51. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Communication Channel via Twitter Source: Perrys.co.uk/twitter-care
    52. 52. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 8. Plan to Measure & Report on Social
    53. 53. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 8. Plan to Measure & Report on Social Take Ownership Reflect Objectives Format & Contents Prioritisation
    54. 54. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Using Social Media Measurement Tools
    55. 55. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 9. Plan to Maintain & Optimise
    56. 56. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 9. Plan to Maintain & Optimise Test, test, test! ..........Then test again! Track what’s important Tweak and start again
    57. 57. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Appeal to your Entire Social Audience Source: Facebook.com/PerrysMotorsUK
    58. 58. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Drive Passion & User Engagement Source: Facebook.com/PerrysMotorsUK
    59. 59. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 10. Be Like Rick
    60. 60. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Make sure your advocates know that you’re: • Never gonna give them up, • Never gonna let them down • Never gonna run around and desert them • Never gonna make them cry, • Never gonna say goodbye • Never gonna tell a lie and hurt them Step 10. Be Like Rick
    61. 61. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Success: Growth of Facebook Page Likes 0 5 10 15 20 25 30 35 40 45 50 Thousands Facebook.com/PerrysMotorsUK
    62. 62. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Success: Industry Recognition • Finalist • AM Awards 2014: Best Social Media • Motor Trader Awards 2014: Best Digital Initiative • eBay Motors Awards 2014: Dealer Group of the Year • Car Dealer Magazine: Most Influential Dealers on Twitter • Ranked 1st - May 2014 • Ranked 2nd - Oct 2013
    63. 63. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Thank You Jim Haysom @jimhaysom http://about.me/jimhaysom Business Development Director, Digital Marketing Ian Pollard @ian_pollard http://about.me/ianpollard Senior Digital Strategy & Solutions Manager
    64. 64. Q&A

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