People kept asking 1 basic question What can I do to help?
Reality Wasn’t much we could do Internet hadn’t matured yet as a place to respond to disaster Donate blood Pick up phone – donate money Not much else to do in 1995 No way to collaborate in time of crisis
9 / 11 Trying to sort out fact from fiction Google groups
From 2001 – 2004 Group of bloggers got together – “Tsunami help blog” Easy to role out blog – add wiki – now hub where people can share info. Collect info through mobile phones and be aggregated in 1 place Go to place for any info
Queensland floods Hashtag on twitter #qldfloods People posting info about lost relatives Friends/family turned to social media in desperate bid to help find loved ones Suddenly internet made big leap. We could donate something else. Skills. Technical. Faster and larger scale Integration into traditional media with eg. Hashtag People working together, collaborating
Services Queensland Police – Facebook/Twitter profile which communicated key messages to residents including evacuation information for those who are able to access 3G services – Facebook got 125 million hits RSPCA - Call out to adopt animals resulted in entire shelter being emptied before the flood waters took over
What we will cover today! Social media stats - the state of our nation 2011 Monitoring, listening and engaging Setting measurable objectives Strategy Planning and Policy Resourcing Integration Reporting ROI Model Have the conversation – buy in
Where your organisation is at in terms of social media – eg. Planning stage, implementation stage or continuous improvement
Biggest cultural shift we’ve ever lived through…it’s not social media…it’s the internet…and it’s still a baby!
Almost 40% of Australians are now interacting with companies via social networking sites – Source Nielson State Of Our Nation
Number of Australian’s utilising Social Media is estimated at 9.9 million – March 2011.
Per Capita 7 hours, 19 min, 13 secs per month Australians are The Biggest Users Of Social Media
86% of Australians online are looking to fellow users for opinions and information about products, services and brands.
More people spending time online More people asking open q’s online and sourcing answers via virtual friends/brands Quicker responses Easier to find information More connected via computers/phones/ipads etc Less foot traffic for certain industries What do these stats mean?
iPhones/Smart phones Wireless Internet 3G Internet Cafes Increasingly Free Wifi GogoWifi – On a plane Easy to jump online
Monitoring and Measuring Investigation into demographic online Your brands digital footprint Sentiment – positive, neutral, negative Competitor analysis Conversational segments – categorisingeg. Customer service, mention of new product, etc Share of voice Crisis Management - keywords
What it is? (Listening, defining the social landscape – find out where convo is happening eg. Twitter/forums) Why listen ? (gain understanding of conversation, call to action, sentiment, sales, customer service, to assist in writing a social media strategy) Connecting with industry – cross promote Monitoring
Discover how people feel about the brand/industry Build a benchmark for future comparison Topic Trends Identify any trends associated with your organisation/industry Build a benchmark for future comparison Sentiment Benchmarking
Shared Interests and values vs demographic categories
Task Write down what types of “social key words” online users may say about your brand/product/service. Who are your competitors? Write down 1 up and coming comms/marketing campaign – what would you want to track from this? Eg. sentiment, keywords, influencers for the brand What are you users passionate about, what amuses them and what do they choose to do in their free time?
Social Media Strategy Goals Measurable objectives Identify metrics Look at current strategies – possible integration Measure success ROE and ROI (if necessary) Small wins using social media VS full social media program
What have you done so far? Tick these off on the sheet Circle what needs to be done next
Building a Successful Social Media Strategy Create Buy In Make sure upper management believe in social media and the purpose it has in the organisation Ensure that it is used for relationship/community building initially – and number one goal is that it is not used as a sales tool Long term commitment, long tail approach – not marketing gimmick
‘Social media allows you to be more engaged with your current and potential clients. It is the most powerful communications channel we have right now, due to gaining real-time responses from consumers.’ ‘Just because everyone else is doing it, doesn’t mean we have to.’ ‘It gives our company a voice and shows that we are listening and responding’ ‘It gives another customer service channel outside email and phone.’ Fear of Following Trend
Fear of Change ‘The business/marketing world continues to evolve and so many companies are reinventing themselves as innovative by the use of social media. The fact that fortune 50 companies are embracing social media should be enough for it to warrant conversation for us.’ ‘We are going to what we know works for our company. We have been fine without it so far.’ ‘If we don’t give this an opportunity, we will miss out on lead gen and the cost savings it can offer.’
What About Resources? ‘Let’s dip our toes in the water by running a social media report for our company; then at least we know where we stand and can use the information to move forward.’ ‘It is going to require too many resources within the company.’ ‘Just like any other marketing campaign, social media will require resources. However, we need to look at the benefits of what social media can do for our company. Eg. Cost savings, lead gen. ’ ‘We need to focus on what we want to accomplish through goals, objectives and success metrics.’
Testing and Experimentation are Keys to Success
1. Determine your goals and objectives Customer service, Marketing, PR or Communications – It’s irrelevant Understand goals and objectives and how they tie in with company goals Be SMART How will you integrate this? What are some of your goals????
2. Research Monitor and measure - Snap shot report ‘Dip your toe in the water’ report Develop list of social media sites where you can engage your target audience
3. Identify influences Outline an outreach list Radian 6 – or other monitoring platform KloutScore Technorati Alltop LinkedIn Blogger outreach program
4. Engagement Strategy Valuable/shareable content Timeline Influences Consistency Use right platforms Relevance Encourage colleagues to identify opportunities
5. Integration Integrate Marketing/Communications activations Ensure all social media platforms are ‘talking to each other’ in some manner. Website Mobile devises TVC’s/Radio/Print
6. Measure results Tie in goals and objectivese.g. Improve brand presence – number of followers on Twitter/fans on Facebook/comments on blog/comments in social environment What metrics are you using to measure the success of social media? What objectives are you measuring using these metrics?
Planning The Planning, Ideas and the Documentation
The use of social media within your integrated marketing Building a strategy for your brand or product Planning Being creative Safety stuff…
Integrated Marketing Coordination of a variety of promotional vehicles (e.g., print/broadcast advertising, public relations, direct marketing, in-store promotions) and multiple stages in a promotional campaign to ensure that the marketing message is consistently received by the greatest possible number of people in the target market.
Are you just going to produce a brouchure or print ad and not extend the story? Extend the story – story board from the start with all comms/markteing activations Collect the data Eg. Want see why your friends talking about x right now! Head to our facebook page to watch the video/hear what people are saying! Storyboard Social From The Start
How do you integrate social into your marketing/communications?
It’s pretty simple really… Find out what people are saying in your market and about you 2. Speak to this in ALL of your product or brand marketing/communications 3. Validate your marketing by monitoring your market
The best thing you can do to benefit from social media as part of your integrated marketing is to create a virtuous circle: Seed your campaign, launch or product on social media to build buzz. Allow customers to purchase, enquire and test through social media post-launch. Offer incentives to encourage sharing of your product or brand benefits online. Drive your growing community to chosen social platforms.
Whatever media you are using, here is a checklist for making social media a part of your effort. People will search you on all social platforms. Be ready. Make sure all platforms in use have up-to-date product information. Direct people to your website if you have to. Offer product support on social media. People will want to know more and FAQS are often Frequently Abandoned Questions.
Cont...Whatever media you are using, here is a checklist for making social media a part of your effort. 3. Monitor your campaign using one or more of the social media monitoring tools during and/or after the bulk of your marketing activity. 4. Collect any feedback received through social media and add it to your review of your activity. Look to use it in your planning for next time.
Building a strategy for your brand or product…
1. Define what you want to achieve Make sure you are clear about what success looks like but also that your objectives are SMART. Specific = we want to increase sales of X through X platform Measurable = we want to increase sales by 20% or X units Achievable = we want to improve on last time by a x amount Realistic = we have set aside X resources which should mean success Timely = we have allowed X time to meet these objectives which is feasible
2. Collect your data and research a. Find out as much as you can about your current or prospective customers. b. Use every touch point you have to learn about them. c. Add a basic survey to your email newsletter or website. Run a short poll on Facebook.
2. Collect your data and research Ask your customers face-to-face what they like about your product/service. If you are a larger business, consider working with a data partner like Sensis, Eperian, Radian6 or thinktank media to form a good picture of who your customers are and where to reach them.
3. Plan to your strengths You will need to know the company/organisation well enough to be able to work to your strengths. You will need to know/identify key players and their strengths
3. Plan to your strengths Some things you might need: One or more people - write in a conversational tone A steady supply of candid/interesting photos from both phones and a good quality camera. Periodic videos from staff, customers, and community members Contributions from staff and suppliers Dedicated time to manage your activity and expectations from staff incorporated into job roles. Staff may not be as enthusiastic about social media as you. Make it each for them to be involved. Start with what you KNOW you can do well.
4. Be outstanding a. Don’t look to move into a new space with the same ideas that worked for old media. b. Social media is a completely different series of networks to those that have gone before (with the exception of word of mouth) And demands a different approach to incentivizing actions. c. Instead of a discount voucher redemption, think discounts for sharing your purchase (a $1 off the price for every FB like).
4. Be outstanding Rather than posting a letter to your best customers, visit them in person by tracking their Foursquare or Facebook check ins and give them something face to face to show how you value them. Market just for the people you reach initially. If you can give 100 people a great experience they could tell 13,000 people through social media.
4. Be awesome Rather than providing a limited product offer based on time, add a gaming element by only allowing purchase by those who have purchased earlier products or services (ie. ‘collecting’) e.g. Krispy Kreme Mystery Donut.
6. Test your strategy in advance Once you have decided how to roll out your marketing activity, you can easily test your methods online prior to the main activity.
6. Test your strategy in advance Some simple ways to do this include:
Post similar photo days apart on different photo-sharing sites like Flickr, Picasa or Photobucket. Which sites draw the most comments or likes?
For links to your website, post the same content on Facebook and Twitter on different days and measure the click throughs using bit.ly. Which platforms works best?
7. Launch, learn, evolve and refine. When you are ready to launch your main marketing activity, campaign or product, take your online community into your confidence. Give them a preview first. If it’s a product, send out samples to people willing to review them pre-launch. Advocates need to be looked after and in return they will speak on your behalf.
7. Launch, learn, evolve and refine. When you get feedback, acknowledge it and incorporate it where you can. If you have a gym you might not realise you have 5 empty rowing machines but queues behind the bikes. You’ll get that feedback from FB so act on it. Set up a monthly meeting with your strategy team to review how your plan is progressing.
So what does a strategy include I hear you thinking? Objectives. 3-5 are good. A theme. It helps inform everything you do. Benchmarks. Where you are now. Segments you want to reach. Give them a face and a name.
Continued… So what does a strategy include I hear you thinking? 5. Platform Strategy. Outline which you will use, how and how often. 6. Calendar. Plan out your activity months in advance (but be flexible). 7. Responsibilities. Who does what, when.
Creativity… Key driver in social media I can’t teach you to be creative at a workshop. I can offer some tips and hopefully share some inspiration.
My tips: Don’t expect great ideas at work. Be prepared to get it wrong. Good ideas from elsewhere can be used again. Encourage your team to have good ideas and help it happen.
Resource Calendar Content timeline Road map Profile management Employee identification – e.g. Community Manager or Agency Integration of social media strategies into current marketing calendar/comms plan
Style Guide Your sister, your mother, your best friend, your grandmother. Friendly, Fun, Conversational, Motivational segments Only ever one ! No short cut words. Limited
Policy, Crisis Management & Style Guide Style Guide Create a voice and tone for your brand Identify words and phrases commonly used Keep tone consistent Liaise with other internal users to maintain continuity
Twitter @ - what does an @ mean to your organisation – when would you @ message What does an RT mean to your organisation DM – when would you use a DM Lists – Do you need to great lists? Favourite – when would you favourite a post #FF – follow friday
Policy, Crisis Management & Style Guide Policy Have a staff policy Educate all staff on do’s and don’t’s of social media Educate all staff on why the company is using social media How will they play a part in this?
Training Your Company for Social Media Taking steps: Help staff understand your business’ bigger social media picture How their use of channels fits into big picture How their online interactions impact the reputation of your company’s brand (as well as their own personal reputation).
Education Almost guaranteed that small segment of your employee base won’t be comfortable with even the basics of online social networks. You’ll need to account for them.
Education Invest time, effort and do a bit of thinking outside the box to create a strong and comprehensive social media training program for your company.
Education With the right information in hand, you can create a solid training program that gets your basic-level employees feeling comfortable and your advanced-level employees ready to use their social networking skills on your company’s behalf.
Training Your Company for Social Media The specific reasons why training everyone in social media use is so important
Hiring Hiring an intern to run your social media program - A BIG NO NO Even the most “skilled” social networkers will need to be trained in some way or another. Just because they’re good with their personal social media activations doesn’t mean they’ll be a hit business wise!
Who and Why? Digital Native: Savvy Technologist: Reluctant User: Digital Contrarian: Digital Newbie: You’ll have all of these archetypes within your employee base, and will need to create training based around the various comfort and use levels of each.
Digital Native: The digital native is someone who’s grown up in a highly digital world. They’ve had access to various online social platforms most of their lives and are very comfortable using those platforms, as well as adopting any new ones that come on the scene. Digital tools are a part of digital natives’ daily lives, to such a degree that many of them would be at a loss as to how to go on about their days if some of these tools were taken away.
Savvy Technologist: The savvy technologist is someone who, while not having grown up with them, feels comfortable using most online social platforms and digital tools. These people approach new platforms with caution and often let others fumble around before joining in. While they lean toward using digital tools to manage their daily lives, savvy technologists have no problem reverting back to their analog ways if necessary, and sometimes even opt to maintain those analog habits that seem more efficient and effective (e.g., maintaining a written day planner).
Reluctant User The reluctant user is someone who’s aware of the digital world and social media but hesitates to explore and dive into the digital space. These people have heard of big-name social networks like Facebook and probably carry around a smartphone for work, but that is the extent of their digital adoption. They do not think about or use digital tools more than necessary and generally resist incorporating those tools into their lives.
The digital contrarian is someone who’s averse to the digital world. They’ve probably heard of social networking but they think it’s a bunch of rubbish, and they’ll use email for work purposes, but if they have a personal email account, it was set up by a friend/sibling/child and is rarely if ever checked. These people prefer and almost strictly use traditional communication channels to reach their friends, family and business partners. If you send them an email, they’ll ask you why you didn’t just give them a call.
Digital Newbie: Unlike the digital contrarian, the digital newbie isn’t opposed to the digital world so much as they are simply unaware of it. While the digital native might feel these folks must live under rocks, digital newbies go on about their day not thinking or wondering about the online social world or the need for an iPhone. Their life and day-to-day activities go on just fine without any digital intervention, and they don’t see the need to change their habits or behaviors.
Training Your Company for Social Media The preparatory steps you need to take during your program planning phase
Discussions needed Surrounding specific social media needs/expectations of each team within your organisation. Seeing how those needs and expectations fit within the boundaries of your current social media strategy
Training program It’s important you create a training program that ties to your company social media plan and addresses the various needs of those who will be participating.
A loose framework to plan your training course programming
Training Program and Framework Due diligence Brainstorming the who, the what and the which Create your social media team Using external training and resources When building your program you need to state your goals, objectives, benchmarks and reviews
Your basic program Explain what is social media through question and answer Explain direct benefits for the company Listing how to identify and new business Community management Collaborations with other internal teams Continuous learning
Internal Hurdles Nervous? Trust your employees Find their voice within the framework Honest/natural voices Honest customer service – if you make a mistake deal with it through social media Listen
Ongoing education and post-training resource planning
Ongoing Education and Training Keep your finger on the pulse Knowledge is power and it is never too late to start! Continuous improvement
Policy, Crisis Management & Style Guide Crisis Management Create social media steering group Foresee what could go wrong Have strategies in place to address a crisis Tackle head on – be authentic Who? On what platform? In what timeframe? E.g. – Domino’s Pizza incident
Facebook welcome pages Richmond Football Club Priceline Competitions
Caroline Serviced Apartments Facebook Voucher – 4 weeks - results Voucher Application by thinktank media Built to offer Facebook fans 20% off advertised rates for apartments . In just 4 weeks, it has proved to be a great success: Almost 1 in 3 new Facebook fans used the voucher to make a booking. Through this promotion alone, Caroline Serviced Apartments have gained 35 new fans. Overall, in just 4 weeks, the Facebook page has driven 15 booked nights at their Brighton location, and 8 booked nights in South Yarra.
Case Study Governments NATAL trauma centre for emergency blood.