Creating An Integrated Social Media Strategy
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Creating An Integrated Social Media Strategy






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    Creating An Integrated Social Media Strategy Creating An Integrated Social Media Strategy Presentation Transcript

    • Creating an integrated social media strategy
      Presented by:
      Lawrence Clarke
      Head of Consultancy
    • communications
      What is a social media strategy?
    • Anyone from the communications department?
      Who’s from marketing?
      Should the marketing department own the social media strategy?
      Who has a social media policy?
      Anyone from customer service?
      Any CEO’s?
      … or PR?
    • Am I talking to the right people?!
      22% of marketers in organisations including Coca-Cola, RBS and the COI view social media as a core element of their marketing strategy, according to a study this year by the Internet Advertising Bureau (IAB).
      Just 22% of those surveyed said that social media forms a major part of their promotional strategies. Meanwhile, many marketers are confused about the role the channel should play in their company's plans.
      33% of respondents believe that some responsibility for social media lies with the PR department12% that the research department should be involved 7% that IT is best placed to deal with social-media strategies.
    • How many of you use Facebook to stay in touch with friends?
      How many of your CEOs blog?
      How many of you Tweeted within the last 24 hours?
    • Who is most like your CEO?
    • A social media reality check - blogs
      Technorati has been tracking over 133 million blog records worldwide since 2002.
      95% of the top 100 US newspapers have reporter blogs – here it’s closer to 100 %.
      Four of the top ten entertainment sites are blogs.
      66% of bloggers are male 18-44 year-olds. 40% have graduate degrees 33% have an income above £50k.
    • A social media reality check - Facebook
      16%+ of Facebook users are under 18
      The largest group at 54% is between 18-24
      The fastest growing group is between 35-54
      The average Facebook user has 5 friends
    • A social media reality check - Twitter
      5% of Twitter users generate 74% of all messages
      Of this 5%, 32% are generated by machine bots
      80% of all Twitter accounts have fewer than 10 followers
      30% of Twitter accounts have no followers at all
      More than 60% of Twitter users fail to return the following month
      Only 4.4% of Twitter visitors are younger than 18
    • “How Twitter has helped me grow personally”
      For Tony Hsieh it comes down to these four things:
      Transparency & Values:
      Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for
      Reframing Reality:
      Twitter encourages me to search for ways to view reality in a funnier and/or more positive way
      Helping Others:
      Twitter makes me think about how to make a positive impact on other people’s lives
      Twitter helps me notice and appreciate the little things in life
    • 90% are readers
      9% contribute rarely
      Less than 1% contribute regularly
    • brand
      What is a social media strategy?
    • “Your culture is your brand”
      Deliver WOW Through Service
      Embrace and Drive Change
      Create Fun and A Little Weirdness
      Be Adventurous, Creative, and Open-Minded
      Pursue Growth and Learning
      Build Open and Honest Relationships With Communication
      Build a Positive Team and Family Spirit
      Do More With Less
      Be Passionate and Determined
      Be Humble
      “We’ve formally defined our culture in terms of 10 core values” Tony Hsieh CEO
    • Customer service
      What is a social media strategy?
    • How do you measure your customer service?
      Does it take many steps before a customer can talk to a customer service person?
      Do you use a script?
      Are conversations timed?
      Are customer service goaled to up-sell?
      Are they discouraged from recommending a competitor?
      Answer “Yes” to any of these questions and you’re not ready for social media
    • The integrated approach
    • Zappos
    • Our clients’ communities
    • “…the support and exchange of advice and strategies is worth its weight in gold.  If you look at
      some of the past posts on this forum you will find that we have parents who live close enough
      to each other and who have met (through this forum) and now meet up for coffee and chats
      and whose children are now friends with each other.”
      Josie - member of the TalkAboutAutism online community
    • Defineyour unique proposition
      Understanding the place of social media
      Developyour skills and your ROI
      Diagnoseyour assets and your needs
      Designyour new web brand
      Deliverthe build
    • Focusing your activities
      1. USP, objectives & internal alignment
      2. Stakeholders & persona profiling
      3.Content & task identification
      4. Engagement strategy
      5. Business development
      Customer or member service
      Product development
      5. Revenue generation strategy
      2. Content creation strategy &link strategy
      3. SEO
      4. Community launch strategy
      1. Internal comms strategy & Social media strategy
      Internal Comms
      Content audit & task mapping
      External social media audit
      Market analysis
      Resource audit
      Intranet audit
      Internal social media audit
      Social media & internal comms training
      Blogging training
      Content mentoring
      Writing for the web
      Video/audio for the web
      Creating conversations
      Community management/mentoring
      Twitter training
      Sales team training
      Sales coaching
    • Tony Hsieh’s advice
      Chase the vision not the money. Money follows passion. Customers sense passion.
      Focus on repeat customers
      Be real and you’ve nothing to fear. Employees can ask anything.
      Define committable core values that are the basis for hiring and firing
      Get this right and implementing an integrated social media strategy will be straightforward
    • Creating an integrated social media strategy
      Presented by:
      Lawrence Clarke
      Head of Consultancy