Social Strategy Overview for Agencies and Brands at Google Squared


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Social Media Strategy Overview for participants on Google's We are Squared digital education programme 2014.

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Social Strategy Overview for Agencies and Brands at Google Squared

  1. 1. Social Media for Agencies and Brands #WeAreSquared @TiffanyStJames
  2. 2. Hello! Tiffany St James Social Media Strategist @TiffanyStJames
  3. 3. Social vs traditional media @TiffanyStJames
  4. 4. 1) Power in lobbyists and consumer hands …so have a social media crisis plan @TiffanyStJames
  5. 5. 2) The indelible record of messing up in public …so have guidance, train staff and plan for, and mitigate errors @TiffanyStJames
  6. 6. 3) Twitter is the newswire The visualization replays the spread of earthquake related Tweets across North America, from the moment the epicentre hit Mineral Virginia (1:51PM) on August 23rd 2011. …so be plugged in to what people are saying about your brand and your industry @TiffanyStJames
  7. 7. 4) …and you might not like what it says @TiffanyStJames
  8. 8. 4) …and you might not like what it says @TiffanyStJames
  9. 9. 4) …and you might not like what it says @TiffanyStJames
  10. 10. 4) …and you might not like what it says …so add value @TiffanyStJames
  11. 11. 5) Listen and optimise Listen with intent and act swiftly @TiffanyStJames
  12. 12. 6) Trust has changed Edelman Trust Barometer 2014 here @TiffanyStJames
  13. 13. Social Media Strategy @TiffanyStJames
  14. 14. Key UK Platforms 15m 31m 10m 2m @TiffanyStJames
  15. 15. Revenue by social media UK Source @TiffanyStJames
  16. 16. Purpose of Social Media Source @JeremyWaite @TiffanyStJames
  17. 17. Source : Advanced Human Technologies @TiffanyStJames
  18. 18. Informing your social business strategy… Digital Strategy Business Objectives •Current social footprint •What works Your Business Competition Other Industries Similar Industry Current KPIs •Best Practice •Benchmark What social can deliver for the business What social CAN deliver for the business What social IS delivering for you, for your competitors, and industry What people and tech capabilities DO you have @TiffanyStJames
  19. 19. Be really clear on your objectives PR To build an engaged community fan base of up to 5000 by May 2014. Direct Sales Design offers to drive 10% sales through Facebook by Q2. @TiffanyStJames
  20. 20. Social Media Marketing and Engagement @TiffanyStJames
  21. 21. UK Top Performing brands on Facebook Source: @TiffanyStJames
  22. 22. UK Top Performing brands on Twitter Source: @TiffanyStJames
  23. 23. 1) Give content with context @TiffanyStJames
  24. 24. 2) Have a posting strategy 1. Build an events calendar o New Attractions o Celebrity Guests o National Events o Ticket Promotions 2. Develop a content routine (e.g. Thursday is Trivia day) 3. Push promotions with links 4. Work out where countdowns can create buzz 5. Identify where you can run giveaways @TiffanyStJames
  25. 25. 3) Encourage UGC in offers, make it easy 1. Quick way to generate engagement 2. Make offer exclusive to social 3. Make prize desirable 4. Make it easy to enter 5. Incorporate usergenerated-content (UGC) 6. Leverage bespoke creative (sub brand) 7. Make sure you adhere to FB policy (it changes!) @TiffanyStJames
  26. 26. 4) Have a content strategy 1. Consistently create new content 2. Mix up your media 3. Content = engaging + valuable + relevant (fun!) 4. Encourage and promote UGC 5. Post bespoke visually appealing content (stands out in feeds) 6. Post industry content (e.g. Feature the World’s best rides) 7. Ask questions to drive engagement @TiffanyStJames
  27. 27. 5) Measure what works, use, measure again 1. Minimise barriers to entry 2. Support links with strong creative 3. Strong Calls To Action (CTA) e.g. Listen live, Buy now 4. Use shortcode ( to track conversions 5. Customise shortcodes for brand consistency 6. Track everything using your chosen analytics tools @TiffanyStJames
  28. 28. 6) Mix media & platform, Popular dates • Encourage crossplatform engagement • • Leverage offline events Customise to fit brand • • Mix up media offerings Use relevant hash tags @TiffanyStJames
  29. 29. What action are you trying to achieve? Facilitate action Raise awareness Provide solutions Combat disengagement Maintenance Action Increase relevance Preparation Contemplation Pre-contemplation Reinforce Maintain Generate advocacy Peer feedback Prochaska and DiClimente @TiffanyStJames
  30. 30. Sometimes you’ll need to be two-faced Be a pedant for analytics Love your customers @TiffanyStJames
  31. 31. Surprise and delight your customers People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou @TiffanyStJames
  32. 32. Thank you! Tiffany St James Social Media Strategist TiffanyStJames on: @TiffanyStJames
  33. 33. Embedding digital and social media capability in organisations