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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 <br /> Locally based marketing executives and social content creators <br /> Central marketing team with Group responsibilities <br /> Dedicated social media executive – bridge between central marketing and dealerships <br />
  • If you’re already using social media for your business: <br /> What social networks are you using? <br /> Do you have full and accurate information and branding? <br /> How do you use posts, updates and notifications? <br /> How are you performing by existing success factors? <br /> How are your competitors using social networks and how are they performing? <br /> What type of people are interacting with you? <br /> How are people interacting with you? <br /> What are people saying about you? <br /> <br /> Think about who you admire on social media, what do they do? <br /> Is there a local business or group who makes good use of social? <br /> <br /> How much time do you spend on social today and how much could you in the future?
  • 1st June 2014 (Jan 2013) <br /> Bolton 1,392 Page Likes (16) <br /> Aylesbury 1,701 Page Likes (56) <br /> Group 45,656 Page Likes (524) <br />
  • 1st June 2014 (Jan 2013) <br /> Tweets 5,471 (2,006) <br /> Photos/Videos 1,355 (unknown) <br /> Following 181 (1,717) <br /> Followers 5,112 (3,143) <br /> Favourites 309 (unknown) <br />

10 Steps for Putting Social Media Strategy into Action Presentation Transcript

  • 1. 10 Steps for Putting Social Media Strategy into Action 6 June 2014
  • 2. Hello #SAScon @ian_pollard@jimhaysom @fanxleeCouldn’t make it today
  • 3. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Case Study: Perrys @perrysmotors /PerrysMotorsUK /PerrysMotorsUK /PerrysMotorsUK +Perrys /PerrysMotors
  • 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. 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 1. Get Socially Savvy
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Road Trip – Staff & Management Interviews
  • 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. 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 2. Perform a Business & Marketing Audit
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Your Website is your 24-Hour Showroom
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit
  • 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. 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Facebook Pages: Group & Dealership
  • 19. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Twitter Profile: Group
  • 20. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys YouTube Channel: Group
  • 21. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Google+ Local Business: Dealership
  • 22. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Foursquare Venues: Dealership
  • 23. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 4. Set Some Objectives
  • 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. 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. 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee What Metrics Align to the SMART Objectives?
  • 28. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 5. Plan Social Media Campaigns
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Plan for the Moment Source: Facebook.com/PerrysMotorsUK
  • 31. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Add a Touch of Creative Humour Source: Twitter.com/perrysmotors
  • 32. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Promote your Customers’ Happiness Source: Facebook.com/PerrysMK
  • 33. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Grab a Celebrity Selfie Source: Facebook.com/PerrysBury
  • 34. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Provide Real-life Product Reviews Source: Facebook.com/CopleyLandRover
  • 35. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Leverage Local Connections Source: Twitter.com/perrysmotors
  • 36. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Recognise your Employee Success Source: Facebook.com/PerrysAylesbury
  • 37. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Showcase Customers’ Purchase Experience Source: Twitter.com/perrysmotors
  • 38. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Share Interesting & Relevant Industry Facts Source: Twitter.com/perrysmotors
  • 39. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Gain Insights & Opinions from Customers Source: Facebook.com/PerrysMotorsUK
  • 40. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Drive Excitement with New Product Launches Source: Facebook.com/PerrysMotorsUK
  • 41. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Add Value to the Buying Experience Source: YouTube.com/PerrysMotorsUK
  • 42. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 6. Plan to Monitor on Social
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Listening & Joining the Conversation Source: Twitter.com/perrysmotors
  • 45. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Consumer Advocacy is Priceless Source: Twitter.com/perrysmotors
  • 46. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social Always: Reciprocate Respect Reliable Never: Disclose Defame Discriminate
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Communication Channel via Facebook Source: Perrys.co.uk/facebook-care
  • 51. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Communication Channel via Twitter Source: Perrys.co.uk/twitter-care
  • 52. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 8. Plan to Measure & Report on Social
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Using Social Media Measurement Tools
  • 55. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 9. Plan to Maintain & Optimise
  • 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. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Appeal to your Entire Social Audience Source: Facebook.com/PerrysMotorsUK
  • 58. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Drive Passion & User Engagement Source: Facebook.com/PerrysMotorsUK
  • 59. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 10. Be Like Rick
  • 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. 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. 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. 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. Q&A