7. Whose job is it anyway? Product? Marketing? Brand? PR?
8. NB: Despite social network filtering search engines still the starting place for queries Organic results might lead you here Paid results might lead you here What will you see, read, watch? What will you think, do, share?
9. “ Who owns social media?” vs “Who should be involved ?” . S ocial media affects the whole organisation Product Consumer Insight / Research Customer Service E-commerce Marketing HR Legal Corporate Communications Social Media Council
10. Many ways to organise social media across an organisation… You may want to evolve from here…(uncoordinated) Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
11. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures… Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
12. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures… Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
13. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures…(more complex) Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
14. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures…(highly evolved) Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
17. And when you’re ready… Enterprise-level scalability Integrate ‘Dashboard’ & ‘Engagement Console’ Bring monitoring + engagement + analysis to every desktop Keep all social media teams in sync
18. Example: drilling into data identifying influencers / exploring motivations 2. Not much to go on… 3. Trails to follow… 4. Identifying the source… 1. Initial discovery…
19. … one goal might be enough Choose a goal… Step 3
20. The traditional marcomms model “AIDA” – an opera tional flowchart Awareness Interest Desire Action
21. Choose a goal Which one matters most? ; - ) Surprise / Standout Sales / Service Support / Satisfaction AWARENESS SALES LOYALTY
22. A fruity exercise What are these? Any ideas? credit: www.flickr.com/photos/jabb
34. “ Choose a different ending” …achieved a very good ending 4.6 out of 5 average user rating 2.1% click-thru’ rate on trailers (10x industry benchmark) Views achieved = would need 600% of budget for TV P2P debate = peaked at 80 comments / day & >3k in total Total views: > 2.65m. Best ever Met Police campaign total recall Reached 78% target audience
41. Let your audience be the focus “Island Caretaker” (Queensland Tourism)
42. Let your audience be the focus They became the stars – “Island Caretaker”
43. Let your audience be the focus “My Starbucks Idea” (crowdsourced customer suggestions)
44. Step 7 Choose your home base … and your outposts
45. Show where you are on the social web Lloyds TSB one of only 14 of FTSE 100 to do this* * “The Communicators Guide to FTSE 1– Social Media Usage” Three D / CorpComms Magazine
46. Work from the inside…outward From home-base to outposts
47. Work from the outside…inward From outposts to home-base
48. Step 8 Decide what to measure Decide what to measure
49. Define measurements according to goal Measure what matters ; - ) Surprise / Standout Sales / Service Support / Satisfaction AWARENESS SALES LOYALTY EXAMPLES Increase in mentions / discussion Share of voice v competitors Reduction in paid search costs EXAMPLES Reduction in complaints Increased satisfaction Less churn Increased advocacy EXAMPLES Increase in direct revenues More enquiries / appointments
50. Kick-start. Full stop. Thank you! @simonsanders gplus.to/simonsanders linkedin.com/in/simonsanders [email_address]