Workshop - How I start my company’s Social Media Plan?
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Workshop - How I start my company’s Social Media Plan?

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Summarize several articles on how to set and what to consider for a Social Media plan/strategy. ...

Summarize several articles on how to set and what to consider for a Social Media plan/strategy.

Includes what marketers need to know about social media.

Thanks to all the resources and sources

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  • • Pages allow you to designate multiple administrators so you can have more than one person help manage the account. In addition, if one of your administrators leaves the company, you can still have control over the Page. • Pages are, by default, public, and are starting to rank in Facebook and public search results. • Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results. • Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without needing administrator approval.
  • • Pages allow you to designate multiple administrators so you can have more than one person help manage the account. In addition, if one of your administrators leaves the company, you can still have control over the Page. • Pages are, by default, public, and are starting to rank in Facebook and public search results. • Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results. • Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without needing administrator approval.
  • • Pages allow you to designate multiple administrators so you can have more than one person help manage the account. In addition, if one of your administrators leaves the company, you can still have control over the Page. • Pages are, by default, public, and are starting to rank in Facebook and public search results. • Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results. • Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without needing administrator approval.
  • Measuring your competitors’ brand-generated social marketing footprint is an additional component for competitive analysis
  • If a large percentage of your customers are Creators, then you can develop a social strategy that empowers users to create programs about your brand or its benefits. But if your customers are more likely to consume media than to create it, perhaps a low-engagement social tactic like a quiz or poll will inspire more activity – Ejemplo Frontline Vs Doral
  • How much of that footprint is driven by the brand and how much is consumer-generated?
  • understand the topics discussed, brand sentiment and the locations where these discussions are occurring (More on blogs than chat rooms? More on Café Mom than Facebook?).   It is important to identify influencers who can help spread your message   Analyzing online buzz can help brands understand why consumers make the choices they do. This analysis is not just limited to blogs and social networks. Reading product reviews on sites like eBags or Yelp can provide tremendous insights into why someone prefers one product over another
  • understand the topics discussed, brand sentiment and the locations where these discussions are occurring (More on blogs than chat rooms? More on Café Mom than Facebook?).   It is important to identify influencers who can help spread your message   Analyzing online buzz can help brands understand why consumers make the choices they do. This analysis is not just limited to blogs and social networks. Reading product reviews on sites like eBags or Yelp can provide tremendous insights into why someone prefers one product over another
  • What are you providing for your customers? Whether it’s an actual product, entertainment, access, dialogue or even intangible forms of social currency such as inside information or a virtual asset, consumers expect more from brands today, and they expect it for free The brand benefits of a social marketing program are obvious – but you will be most successful if you also consider the value expectations of their audience. Providing value will ensure your customers continue engaging with your brand in the social landscape, and might even inspire them to share the value you provide with others.
  • Proposito de cada herramienta
  • Proposito de cada herramienta
  • Proposito de cada herramienta
  • Proposito de cada herramienta
  • Proposito de cada herramienta
  • Proposito de cada herramienta
  • Creating a custom weighted scorecard for social marketing can help measure engagement.

Workshop - How I start my company’s Social Media Plan? Workshop - How I start my company’s Social Media Plan? Presentation Transcript

  • How do I start my company ’s Social Media Plan? 10/27/11 – Puerto Rico
  • Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Slideshare: http://www.slideshare.net/sedayanr Website: http://lih.com/
  • #LopitoWorkshop
  • "NOTICE: Proprietary and Confidential All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH ” http://www.briansolis.com/2010/06/in-social-media-engagement-has-its-rewards/ Facebook For Business HubSpot http://www.primerahora.com/detrasdeltweet@cmctiempo@jorgegelpi-553570.html 6 ways using Social Marketing - https://cc.readytalk.com/cc/playback/Playback.do Source: Social media Pocket Guide – American Marketing Association http://www.forrester.com/empowered/ladder2010 http://2.bp.blogspot.com/_2yT22oE2Faw/TPxBhaRi82I/AAAAAAAAFMg/ePfaTOAV2n8/s400/35486_467186150673_178817975673_5589778_5683664_n.jpg http://fotos.subefotos.com/876de9470ab174a947a23fae86c76f52o.png http://www.forrester.com/rb/Research/getting_social_customer_service_right/q/id/57862/t/2 http://www.clickz.com/clickz/column/2027223/integrate-customer-service-social-media-marketing http://www.socialmediaexaminer.com/6-ways-to-track-the-impact-of-social-media-on-public-relations/#more-11544 http://craigpearce.info/public-relations/free-public-relations-best-practice-report-social-media-crisis-communication/ Krulig Analytics http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)# http://kluriganalytics.com/ http://www.socialnomics.net/2009/11/12/social-media-roi-examples-video/ http://mashable.com/2010/07/27/old-spice-sales/ http://www.socialmediaexaminer.com/are-you-disclosing-what-you-need-to-know-about-ftc-rules-and-social-media/#more-11905 www.gettyimages.com http://www.emarketer.com/Article.aspx?R=1008630 http://adage.com/article/digital/marketers-spending-big-social-ads-drive-traffic-facebook/230229/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+adage%2Fcomplete+%28Advertising+Age+-+Complete+Feed%29 http://theerinryan.com/wp-content/uploads/2011/07/Facebook_Social_Media_Clock.jpg http://www.slideshare.net/SMLatam/herramientas-monitoreo-roi http://www.flickr.com/photos/shadphotos/1311527517/sizes/z/in/photostream/ http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/
  • “ La experiencia fue extraordinaria porque los que no pudieron ver mi informe en la televisión, me escucharon a través de la radio y los que no pudieron escucharme, me leían a través de Twitter y Facebook ”
  • Source: ComScore Report Aug 2011 PR Internet Penetration S1,340,000 unique visitors
  • Source: ComScore Report Aug 2011 PR Internet Penetration 24% increase since 2009 S1,340,000 unique visitors
  • Social Media Time Spent Source: Google Insight Trends for Website
  • Social Media Time Spent Source: Google Insight Trends for Website Puerto Rico among the Top Countries in Time Spent in Social Media
  • Facebook Consumer Engagement Source: Google Insight Trends for Website Users spend over 26 mins per online visit Facebook received 15 minutes per visit
  • Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities. Top 20 websites in PR
  • Top 20 websites in PR Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities.
  • Top 20 websites in PR Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities.
  • Facebook growth in PR Source: Google Insight Trends for Website
  • Facebook growth in PR Source: Google Insight Trends for Website Facebook Over 1,300,000 Registered Users in PR (+18) Over 1,083,000 Unique Visitors
  • A 1,500 individuals' survey showed that consumers have great tendency to buy the company product they follow Social Media Encourage Buying Source: February 2010, market research firm Chadwick Martin Bailey along with iModerate Research Technologies
    • Set strategy
    • Promote social channels
    • Analytics & ROI
    Today’s Discussion
  • Main workshop objective is to provide tactics that can be implemented today
  • Get to know it…
  • Facebook Vocabulary
  • Facebook Changes from F8 Conference Sept 2011
  • Changes from User Perspective
  • Changes from User Perspective Top Stories List
  • News Feed design changed News will appear on the stream with most interesting stories (interesting according to Facebook algorithm) feature at the top Those top stories don't regenerate much throughout the day Changes from User Perspective
  • User now can create List of Friends Share content exclusively with people of the List Changes from User Perspective
  • Changes from User Perspective Photos
  • News Feed photos size has increased considerably when are posted by friends (brand Fan Page photos maintain size for the moment) Changes from User Perspective Old Size New Sizes
  • Ticker Changes from User Perspective
  • Users will have the new “ Ticker ” feature on the right hand-side of the screen News Feed now shows friend information like status updates, relationship status, while the Ticker shows more real-time , " lightweight ” information such as new photo in an album, new Farmville plantation, etc. Once clicked, the Ticker expands over the News Feed Ticker updates faster therefore is more current and great to get update of what friends are currently doing Changes from User Perspective
  • Timeline http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=player_embedded
  • "a new way for users to express who they are .” Mark Zuckerberg, CEO Facebook Profile takes on a look similar to a magazine format , highlighting activities , photos and apps along with a cover photo sitting on top This new format is called: Timeline Timeline
  • The new design transforms the user profile into a virtual scrapbook that digs all the way into user’s past. It makes a visual history of everything you’ve ever done , all the way to when you were born (according to Facebook) https://www.facebook.com/about/timeline Since F8 it will enter a Beta period and available for Developers; it will be rolled out progressively Timeline
  • Facebook Pages, Groups & Profiles
  • Fan Pages (Brand Pages) that user Follows Changes from User Perspective
  • Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators
  • Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators Pages are, by default, public, and are starting to rank in Facebook and public search results .
  • Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators Pages are, by default, public, and are starting to rank in Facebook and public search results . Pages provide Statistical Information not available in Profiles nor Groups
  • Pages Vs. Groups Group is for a community of people with a common interest, while a page represent a brand or entity of which there are “fans.”
  • Remember to set up the whole Fan Page profile
  • Remember to set up the whole Fan Page profile
  • Remember to set up the whole Fan Page profile
  • Use the ‘ About ’ text box to place keywords : The ‘ About ’ box represents the highest place in the page structure of the Facebook Page. Custom text can be added and read by Search Engines (SEO) Source: InsideFacebook.com, July 13 th , 2009 Remember to set up the whole Fan Page profile
  • Source: InsideFacebook.com, July 13 th , 2009 Remember to set up the whole Fan Page profile Use ‘ Info ’ tab to include more keywords , text and high priority links (specific fields vary according to the type of Fan Page)
  • How Search seen Facebook “About” & “Info”
  • How Search sees Facebook’s “About” & “Info”
  • How Search sees Facebook’s “About” & “Info”
  • Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page
  • Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page
  • Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page
  • Fan Page Terms & Conditions
  • Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php)
  • Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php) No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex, racist, etc.)
  • Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php) No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex, racist, etc.) Indicates what themes will be addressed
  • Applications Applications are programs that allow users to share content and interact with brands or other users
  • Applications http://www.youtube.com/watch?v=q3b94kFBah8
  • OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends
  • OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends Figuring out how to effectively use Application is the first main challenge
  • And the future (and present) is mobile… 33% of Facebook Posts are Mobile Source: http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)#
    • Environment
  • Before start you need…
  • Customers Before start you need…
  • Customers Competition Before start you need…
  • Customers Competition Brand Before start you need…
  • Customers Before start you need…
  • Social Media Behavior
    • Forrester’s Social Technographic Ladder – 7 levels of participation
      • Creators
      • Conversationalists
      • Critics
      • Collectors
      • Joiners
      • Spectators
      • Inactives
  • Social Media Behavior
    • Listen for:
    • Missed opportunities and niche topics that your company may be overlooking
    • Identify what messaging is resonating with the audiences
    • What is driving engagement
    • What questions people are asking and searching for
  • Customers Competition Before start you need…
  • Customers Competition Brand Before start you need…
  • Social Media Research Tools
    • Mention
    • Keywords
    • Alerts
  • Social Media Research Tools
    • La área de mayor influencia en Tweets está en área Metro y luego Cayey. No ha influenciado otras ciudades
    Trends Map
    • El partnership con los Medios hace que las noticias en el Nuevo Día, PrimeraHora.com y Wapa sean las mas populares. Son pocos los comentarios negativos (relacionados a Publicidad)
    Trends Map
  • Son pocos los comentarios negativos (relacionados a Publicidad) Social Mention
    • Entre las palabras relacionadas, todavía no hace referencia directa al banco
    Tweet Cloud
  • Google Alerts Google Alerts get to your emails and allows to set type, frequency
  • Customers Competition Brand Before start you need… Listen and learn before diving into social. Understand the opportunities available for your brand
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives?
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Does it has Value Exchange?
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Leverage our Arsenal? Does it has Value Exchange?
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Leverage our Arsenal? Follow the Rules of the Social Outlet? Does it has Value Exchange?
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 value Objective arsenal rules
  • Objectives #1 – Building Brand Awareness
    • Brand Awareness + Social
    • Reach more people through extensive network (i.e average friends in Facebook 120)
    • Drive traffic to other corporate channels
    • Deliver messages to new audiences that otherwise would not reach
    • Expertise sharing and positioning
  • Objective #2 – Build Sales Pipeline
    • Sales Pipeline + Social
    • Social Media is where your prospects are spending time
    • Effective in driving traffic to your website
    • Enhance inbound marketing with traffic driven from social media
    • Unknown opportunities can be discovered and addressed
  • Objective #2 – Build Sales Pipeline
  • Objective #2 – Build Sales Pipeline Provide Calls To Actions : Build initiatives that generate leads and develop sales by giving your network something to do
  • Objective #2 – Build Sales Pipeline
  • Objective #2 – Build Sales Pipeline Include Social In-Store Experiences : Provide videos, photos, promote information. Post phone numbers, download information (website), email
  • Objective #2 – Build Sales Pipeline
  • Objective #2 – Build Sales Pipeline Drive Traffic to your website : where you already have implemented lead generation tactics
  • Objective #2 – Build Sales Pipeline
  • Objective #2 – Build Sales Pipeline Drive Traffic to your website : Take advantage of tabs; use tabs for the purposes of (a) engaging fans in Facebook and (b) providing relevant links back to your website
  • Objective #3 – Community Activation/Engagement
    • Community Activation + Social
    • Interactivity naturally drives action
    • Closer connection between brand and community
    • Pass along rate increases and provides potential growth of activity
    • Timely distribution of messages drives immediate action
  • Objective #3 – Community Activation/Engagement
  • Objective #3 – Community Activation/Engagement Construct a consistent on & offline experience. Conversational tone and one-on-one conversation
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Value Arsenal rules Objectives
  • Why not become a fan/follower?
  • I am a Fan…
  • Personalizing Customer Service
    • Customer Service + Social
    • Immediate response and interaction with customer
    • Helpful communications illustrate responsive nature of company
    • Discover new customer and issues on social channels
    • Make the experience personal with actual responses from team
  • Personalizing Customer Service
  • Customer Education : Give customers the tools to use the full extent of your product Personalizing Customer Service
  • Personalizing Customer Service
  • Customer Service Announcements : (a) Share real time updates to keep your customers informed, (b) Pre-empt questions or concerns Personalizing Customer Service
  • Personalizing Customer Service
  • Information & Knowledge : Build knowledge bases and/or Provide additional product-related content Personalizing Customer Service
  • Personalizing Customer Service
  • Fan recognition through Questions Personalizing Customer Service
  • Identify Value – Check List
    • Build a comprehensive customer profile that includes:
    • Tips about their sense of humor
    • Information about their lifestyle
    • What they value in life, their struggles
    • Their concerns
    • Their expectations
    • Document influencers in each market and note suggested conversation topics and tactics
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Arsenal rules objective Value
  • Build your Arsenal Assets such as content, video, celebrity endorsements, partnerships can be considered Create differentiating assets in order to reinforce the program Ensure that content must be portable and shareable
  • Building Considerations Commitment to create content for Fans/Followers Content & Community Management
  • Community Manager roles Brand Presentation: Represents the story of the brand and is often a primary face of the company in online communities on an ongoing basis. Member response: Responds to frequent product inquiries such as “Do you have this or that?” or “Does anyone know how to X” Community Programming: includes ongoing planning, day-to-day management, and day-to-day high-level consumer engagement. Stimulates and manages deep consumer-to-consumer conversational interaction. Moderation: helps to create, manage, and evolve the culture of your community by managing to community standards. Brand Direction & Policy: Posting brand-provided content and responding in conversational tone to user questions, comments, or complaints
  • Content Manager Editor Roles Curation : Often behind the scenes. Reviews content, and conducts prioritization for the content. They also may curate content Analysis: Analyst quantifying success of overall social presence as well as each specific social campaign Influencers: in charge of Blogger & Online Influencer Engagement
  • Influencers
  • Influencers
    • Don’t Market to Influencers : follow them, learn from them, retweet and like their posts, but only if you’ve read their posts and really like them
    • Engage Only When and Where It’s Appropriate : Look for opportunities to engage, but don’t stalk influencers. Don’t over-push the relationship
  • FTC Rules and Social Media The FTC recently approved the amended Guides Concerning the Use of Endorsements and Testimonials in Advertising: “ The revised Guides also make it clear that celebrities have a duty to disclose their relationships with advertisers when making endorsements outside the context of traditional ads, such as on talk shows or in social media .”
  • FTC Rules and Social Media
    • So what brands could do:
    • When using celebrity endorsers only their “real” opinions can be used for advertising, and they must be contemporaneous with the ads
    • it is necessary to disclose the relationship between the endorser and the product’s seller, even for celebrities, when it is not reasonably expected by the audience that such a connection exists
  • FTC Rules and Social Media
    • Best practices:
    • Have a clear & detailed plan with your Public Relation agency
    • Be honest in your relationship as it doesn’t have to be complicated
  • FTC Rules and Social Media
    • Best practices:
    • Have a clear & detailed plan with your Public Relation agency
    • Be honest in your relationship as it doesn’t have to be complicated
    • Facebook example:
    • “ I received a complementary ‘xyz’ product and has great features…”
  • Arsenal Tactics
    • Details about your company: People follow brands to learn more about them. Share:
      • Culture
      • Company news
      • Employees
      • Product or services
  • Arsenal Tactics
    • Details about your company: People follow brands to learn more about them. Share:
      • Culture
      • Company news
      • Employees
      • Product or services
    • Simple way to show who we are and how we do it. Doesn’t take too much effort
  • Arsenal Tactics Details about your company
  • Arsenal Tactics Details about your company
  • Arsenal Tactics
    • Thought Leadership:
    • Promote content illustrating your domain expertise that also provide value
    • Share whitepapers on industry trends, pictures and infographics
  • Arsenal Tactics Thought Leadership
  • Arsenal Tactics
    • Event Marketing + Social
    • Promote events details, activities, and news broadly
    • Real-time updates, alerts and reminders
    • Audiences can participate more easily
    • Community sharing of content and ideas helps amplify buzz and attendance
  • Arsenal Tactics Event Marketing + Social
  • Arsenal Tactics Event Marketing + Social
  • Arsenal Tactics Share Content from the events: connect to community members who aren’t present
  • Arsenal Tactics
    • Product launches + Social
    • Affordable channel to reach active audience
    • Enhance other media spends by reinforcing messages and increasing impressions
    • Build excitements with information and offering exclusive deals
    • Growth adoption opportunities by reaching a large, interactive audience at launch
    • Product Demonstrations: don’t just tell people, show them with compelling demonstration
  • Arsenal Tactics Product launches + Social
  • Arsenal Tactics Product launches + Social
  • Arsenal Tactics Provide Pre-Packaged Content: Make easy to share content on your behalf, leverage your community to further bolster your brand
  • Arsenal Tactics Provide Pre-Packaged Content
    • Targeted publishing publish to a specific group of fans on Facebook Newsfeed . We can target publish by Location (country and city) and Language . Fans who are not targeted will never see the post or the comments attached to it.
    • We can target Publish:
    • Wall posts including links
    • Photo Albums
    • Videos
    Target Publishing Arsenal Tactics
  • Example - Global Heineken Page as seen by a Argentinean fan Arsenal Tactics Post by GBT visible to all fans. Message also visible in the fan’s newsfeeds Targeted Post by Heineken Argentina published by location. Only visible for fans from Argentina. Message also visible in the fan’s newsfeeds
  • Publishing Calendar
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Rules Objective Value arsenal
  • Social Outlet Purpose
  • Social Outlet Purpose Reach Inform Sample
  • Social Outlet Purpose Reach Inform Sample Inform
  • Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along
  • Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along Involvement
  • Conversation Marketing Promotions News Support Marketing Support Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along Involvement
  • Social Campaign Advices
    • Legal:
    • Get legal involved as early as possible . They have the ability to kill a campaign or help you.
    • When using social media to run a sweepstakes, get them well versed in the Policies and Terms & Conditions so they can draft the proper rules and language.
    • If an emergency situation happens, knowing that legal is on your side and involved in the action plan saves time and prevents legal ramifications
  • Social Campaign Advices
    • Public Relations:
    • PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance
  • Social Campaign Advices
    • Public Relations:
    • PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance
    • Aware of Social Media Guidelines for Employees
  • Social Campaign Advices
    • Public Relations:
    • PR team needs to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance
    • Aware of Social Media Guidelines for Employees
    • Got ready an Action Plan and Response diagram
  • Social Campaign Advices
    • Public Relations:
    • PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance
    • Aware of Social Media Guidelines for Employees
    • Got ready an Action Plan and Response diagram
    • Allows PR team to monitor so to spot issues before they widespread and do damage control quickly and early on in an emergency situation
  • If Disaster strikes… Tips for addressing negative feedback
  • If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand?
  • If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is
  • If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback
  • If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback Respond and correct
  • If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback Respond and correct Don't feed the trolls . The 1st mission is to understand and engage. There will always be people who can't be won over
    • Strategic Model
    Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Leverage our Arsenal? Follow the Rules of the Social Outlet? Does it has Value Exchange?
  • Advertising & Promotion
  • Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc
  • Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc Influencers (Digital-Word-Of-Mouth)
  • Influencers
  • Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc Influencers (Digital-Word-Of-Mouth) Digital Advertising
  • Online Ads http://www.youtube.com/watch?v=Yhn0-MrDR18&feature=relmfu
  • Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Targeting
  • Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) Targeting
  • Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) User Provided Demographic Targeting
  • Less Targeting Precision & Accuracy More Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) User Provided Demographic Behavioral & Social Targeting Targeting
  • Ads with Social Component
  • Ads with Social Component Sponsor Ad with amount of Followers & “Like” Button
  • Event with the possibility to RSVP Ads with Social Component
  • Ads with Social Component Event with the possibility to RSVP
  • Frind Page with a Friend of Mine as Fans Page with Friend as Fans. One with Friend’s Picture and other only with name Ads with Social Component
  • Ads with Social Component Frind Page with a Friend of Mine as Fans Page with Friend as Fans. One with Friend’s Picture and other only with name
  • Social Advertising Effectiveness
  • Social Ads Spending Source: Comscore Oct 2011
  • Measurements
  • Even the smallest campaign needs time
  • Time is Money
  • Socialnomics http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_embedded# !
  • Strategy Tactics KPI KPI KPI Results Measurements Objective
  • Facebook Edge Rank
  • Proprietary Software Source: “The 2011 Listening Platform Landscape”. Forrester Research 2010 / Zach Hofer-Shall
  • Proprietary Software
  • Objective KPI Awareness Reach Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements
  • KPI Influence sales/purchase Click, Views & Leads Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective
  • KPI Engagement Interactions Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective
  • KPI Facilitate support Complaints & Resolutions Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective
  • Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Measurement Model Obj 1 Obj 2 Obj 3 Obj 4 Obj Awareness Engagement Influence Sales/Purchase Facilitate Support KPI Reach Interactions Click, Views & Leads Complaints & REsolutions Metrics Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB) Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT) Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Website (GA) Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets
  • Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Measurement Model Obj 1 Obj 2 Obj 3 Obj 4 Obj KPI Metrics
  • Scorecard Sample Scorecard Action Weight Impressions 1x Video View 3x Click Through 4x Rate Video 4x Share Video 10x Embed Video 20x Create Video 100x
  • Dashboard Report
  • How Brand “Ford” saw its Awareness ROI?
  • Ford Fiesta Launch http://www.youtube.com/watch?v=3cLCL24puV4
  • One more thing…
  • Listen
  • Questions Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Website: http://lih.com/