IHAF Social Media Strategy

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AJ Gerritson, Founding Partner at 451 Marketing, discusses creating a social media strategy in this webinar hosted by IHAF.

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IHAF Social Media Strategy

  1. 1. Part II: Developing a Social Media Strategy
  2. 2. AJ Gerritson Founding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritson www.451Marketing.com
  3. 3. Agenda • Why Does My Brand Need a Strategy? • Steps to Creating a Successful Social Strategy • Corporate Social Protocol Examples • Case Studies • Open Q&A
  4. 4. Entenmann’s: #Guilty of Not Having a Plan
  5. 5. #notguilty (Casey Anthony)
  6. 6. Domino’s: No Strategy, No Followers
  7. 7. >1 million views on YouTube within 2 days 5 of top 12 search results for Domino’s
  8. 8. …no established following or community – no advocates or evangelists Waited until a crisis occurred to start a dialogue with customers…created a Twitter handle after the fact
  9. 9. Over 800 Million Users (if it were a country, it would be the 3rd most populated) 1.3 billion 1.1 billion 311 million800 million
  10. 10. (Qualmann, Socialnomics, 2010) Americans Spend More Time on Facebook Than Any Other U.S. Site
  11. 11. of people trust peer recommendations (Qualmann, Socialnomics, 2010) …what has changed is where they get their recommendations
  12. 12. Major Brands Are Using Social Tools to Engage with Customers
  13. 13. Has >39,000,000 Facebook Fans
  14. 14. Has >480,000 Twitter Followers
  15. 15. However, Shift from Monologue to Dialogue Has Its Risks…
  16. 16. Reasons for Failure Lack of Strategy Lack of Internal Resources to Manage not understanding your customers sending out the wrong messages inconsistency lack of monitoring no one dedicated to social media underestimation of time commitment
  17. 17. Social Media Campaigns
  18. 18. If Social Media Tools Are Free, Where is the Cost?
  19. 19. Building a Social Media Strategy
  20. 20. Step 1: Define Objectives & Goals
  21. 21. • What are you trying to accomplish? • Why social media? • What social platforms will help you achieve our goals? What Are Your Objectives?
  22. 22. • Generating more brand awareness? • Driving brand loyalty or build fan culture? • Monitoring and managing brand reputation? • Generating awareness of services or offerings and increasing sales? • Attracting new employees, investors, partners/vendors? Do Your Goals Include…
  23. 23. Step 2: Find Your Audience Online
  24. 24. • Is your target audience on social sites? • Which sites do your audience use? • Do they belong to specialized groups? • Who are they interacting with? • Which social media channels would be best to use for the type of content you have? Where is Your Audience?
  25. 25. Step 3: Audit Your Resources
  26. 26. • Content? • Staff? • Consistency? • Technology? • Tools? Evaluate Your Current Resources
  27. 27. Step 4: Assign Roles and Responsibilities Social Media Strategist Social Media Manager Public Relations Social Media Metrics Legal Privacy/Security Customer Relations Advertising/Sales Content Developer
  28. 28. Step 5: Define Success
  29. 29. • How many sales/leads were generated? • How many people are talking about your company? • How have you reduced operational costs? • How have you helped recruiting? • How many demos views/downloads? What Activities/Results Measured to Determine Success?
  30. 30. Step 6: Construct Protocol
  31. 31. 1. What info do we want to keep private? 2. What kinds of info would we benefit from making public? 3. What personal social media use is appropriate? Inappropriate? 4. How will we measure which rules are helpful and which are not? 5. Who are quality followers? How can we engage them? 6. How can we consistently send our messages? 7. Should we have a set of rules for proactive/reactive social media use? 8. How do we respond to positive engagement versus negative engagement? Consider
  32. 32. Define Content Topics & Create Content Schedule Share! Step 7: Execute Your New Strategy
  33. 33. Step 8: Measure Results
  34. 34. • Have your networks grown or changed? How? • Are there new social media roles to explore? • What worked/didn’t work? • What can we do differently? • What should we eliminate? • What should we focus more on? • How much time is spent on each social media initiative? • What is our most valuable feedback? • How is social media changing right now? • Are we ahead of our competitors? Measure
  35. 35. Noteworthy Social Media Strategies
  36. 36. Best Buy #Twelpforce Social Media Policy Be smart. Be respectful. Be human. What You Should Do: • Disclose Your Affiliation • State That It’s YOUR Opinion • Protect Yourself • Act Responsibly and Ethically • Honor Differences What You Should Not Disclose: • The Numbers • Promotions (In Advance) • Personal Information About Customers • Legal Information • Anything that belongs to someone else • Confidential Information >258,000 Followers >5,700,000 Fans >3,700 Subscribers
  37. 37. • Follow the Code of Ethics and Conduct • Protect Confidential Information Don't Comment on M&A Activity • Don't Discuss Future Offerings • Refrain from Objectionable or Inflammatory Posts • Don't Speak for Oracle • Don't Post Anonymously • Respect Copyrights • Use Video Responsibly • Stick to Oracle Topics on Oracle-Sponsored Blogs • Don't Misuse Oracle Resources Oracle Social Media Policy "Use common sense" >56,000 Followers >149,000 Fans >3,200 Subscribers
  38. 38. • Transparency in every social media engagement. • Protection of our consumers' privacy. • Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC). • Responsibility in our use of technology. • Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior. The Five Core Social Media Values Continue Learning and Training >487,000 Followers >39,000,000 Fans >58,000 Subscribers
  39. 39. Social Media Guidelines Follow the Core Principles 1. Honesty about who you are 2. Clarity That Your Opinions Are Your Own 3. Respect and Humanity in All Communication 4. Good Judgment in Sharing Only Public Information – Including Financial Data 5. Awareness that What You Say is Permanent >106,000 Followers >1,100,000 Fans >37,000 Subscribers
  40. 40. Do: • Be personally responsible for the content they publish on-line • Use a disclaimer for opinions • Respect copyright, fair use, and financial disclosure laws. • Respect your audience • Be aware of your association with IBM in online social networks. • Try to add value. Social Computing Guidelines >12,000 Followers >28,000 Fans >9,000 Subscribers Don't • Provide confidential or other proprietary information • Cite or reference clients, partners or suppliers without their approval • Pick fights, be the first to correct your own mistakes. • Use IBM logos or trademarks unless approved to do so.
  41. 41. Social Media Guidelines >145,000 Followers >12,000,000 Fans >5,000 Subscribers What You Should Do • Show respect and be polite, even if you disagree • Stay on topic • Keep it real Don’t • Do anything that breaks the law • Use corporate materials without permission
  42. 42. Dancing Deer Baking Co. Case Study
  43. 43. Contest Results • 5 million+ page views in 10 days • 17,000+ entries • Facebook fans increased 20% • 5,000+ unique visitors to DancingDeer.com
  44. 44. This resulted in a maximum reach of 2.5+ million impressions on twitter!
  45. 45. Holiday Social Campaign Followers 3,434 Followers 23,896 Followers 25,780 Followers 2,409 Followers 34,928 Followers 17,051 Followers 48,652 Followers 15,117
  46. 46. 81 Targeted Blogs
  47. 47. $175,000+ 2 months!
  48. 48. Yankee Candle Case Study
  49. 49. About The Yankee Candle Company, Inc. • Leading designer, manufacturer, wholesaler, and retailer of premium scented candles • More than 500+ locations and 25,000+ retailers in 48 countries
  50. 50. Overview • Releasing a new limited-time collection, the Stars and Stripes patriotic line • Needed to raise national awareness among The Yankee Candle demographic in time for the Memorial Day holiday weekend
  51. 51. Overview • 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire and author who appears regularly on ABC’s Good Morning America as its workplace contributor • Tory was seeking out brands to feature on Memorial Day Deals segment
  52. 52. Approach • 3 large jar candles from collection for $30 – nearly 60% discount. • Deal to run for five days – from the Thursday of the feature through to midnight Monday (Memorial Day). • Emphasis on the fact that The Yankee Candle Company manufactures its candles in the USA, another key selling point for the patriotic themed feature.
  53. 53. Broadcast Results Segment Viewership: 4,243,869
  54. 54. Ad Value: $658,000 Broadcast Results
  55. 55. Tory Johnson 12,933 Fans Good Morning America 276,231 Fans Yankee Candle Co. 346,044 Fans Facebook Results
  56. 56. @TheYankeeCandle 3,449 Followers @ToryJohnson 23,147 Followers @GMA 1,720,975 Followers Total 1,767,571 Impressions Twitter Results
  57. 57. Deal Site Attention Visitors/Month CouponCabin 1.2 million DealNews 1.3 million SlickDeals 4.2 million RetailMeNot 4.4 million
  58. 58. Drove 15,000 Visits to YankeeCandle.com
  59. 59. >6,000 Transactions in Stores
  60. 60. “Just wanted to let you know that SALES ARE ON FIRE already this morning after the GMA segment. Phones are ringing off the hook, customers are pouring through our doors, calling their friends, bringing their friends with them!!!! It’s simply lovely!!!” -Yankee Candle Retail Employee
  61. 61. >9,000 Transactions >27,000 Candles Sold 33% New Customers
  62. 62. Questions?
  63. 63. – Founded in 2004 – Based in Boston – 30 Communications Professionals – Partners Nicholas Lowe, AJ Gerritson, and Tom Lee – Named a 2011
  64. 64. AJ Gerritson Founding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritson www.451Marketing.com

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