Creating An Integrated Social Media Strategy
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  • 1. Creating an integrated social media strategy
    Presented by:
    Lawrence Clarke
    Head of Consultancy
  • 2. communications
    What is a social media strategy?
  • 3. 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?
  • 4. 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.
  • 5. 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?
  • 6. Who is most like your CEO?
  • 7. 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.
  • 8. 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
  • 9. 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
  • 10. “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
    Gratitude:
    Twitter helps me notice and appreciate the little things in life
  • 11. 90% are readers
    9% contribute rarely
    Less than 1% contribute regularly
  • 12. brand
    communications
    What is a social media strategy?
  • 13. “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
  • 14. Customer service
    brand
    communications
    What is a social media strategy?
  • 15. 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
  • 16. The integrated approach
  • 17. Zappos
  • 18. Our clients’ communities
  • 19. “…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
  • 20. 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
  • 21. Focusing your activities
    1. USP, objectives & internal alignment
    2. Stakeholders & persona profiling
    3.Content & task identification
    4. Engagement strategy
    5. Business development
    PR
    Marketing
    Production
    Customer or member service
    Product development
    Sales
    5. Revenue generation strategy
    2. Content creation strategy &link strategy
    3. SEO
    4. Community launch strategy
    1. Internal comms strategy & Social media strategy
    CEO
    Internal Comms
    HR
    IT
    Content audit & task mapping
    Taxonomy
    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
    Communications
    Commerce
    Community
    Content
    DEPARTMENTS
    WORKSHOPS
    WORKSHOPS
    AUDITS
    TRAINING
  • 22. Tony Hsieh’s advice
    Vision
    Chase the vision not the money. Money follows passion. Customers sense passion.
    Focus on repeat customers
    Transparency
    Be real and you’ve nothing to fear. Employees can ask anything.
    Culture
    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
  • 23. Creating an integrated social media strategy
    Presented by:
    Lawrence Clarke
    Head of Consultancy