Assignment

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Assignment

  1. 1. SMACAD Class Assignment<br />Initial Social Engagement Plan<br />for Company X<br />
  2. 2. Background:<br />Company-X is a office equipment manufacturer with a social media strategy<br />Social media strategy is not impactful and lacking engagement<br />• Company X is generally well thought of by customers<br />Company X needs to better leverage social web channels<br />
  3. 3. Goals:<br />Company X wants to encourage more customers to speak up<br />Company X wants to spread the wordabout what customers say <br />Company X wants to respond more quickly<br />
  4. 4. Components<br />Platform considerations<br />Social engagement program / amplification<br />Response program<br />
  5. 5. Platform Considerations<br />Expand existing social platform to include a broader and ultimately more influential and integrated collection of social websites<br />Keep social platform manageable. <br />Add appropriate social channels in the future as needed.<br />
  6. 6. Platform Considerations<br />Current Web Platform Assumptions<br />Website<br />General Company X information Contact Information (Sales/Customer Service) Product Catalog eCommerce functionality<br />Facebook<br />Posts periodically to feature new products or special promotions<br />One-sided conversation; not much feedback<br />Twitter<br />Periodically Tweet Special Offers <br />Links back to products on website<br />
  7. 7. Platform Considerations<br />Enhanced Web Platform<br />Website<br />Enhance to support social engagement<br />Facebook<br />Use to greater potential with meaningful conversations<br />Twitter <br />Use to greater potential with meaningful conversations<br />New Additions to Web Platform<br />LinkedIn<br />Add presence and influence in “business” environment<br />Blog(s)<br />Share and participate<br />YouTube<br />Enhance conversations with video<br />
  8. 8. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />
  9. 9. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />Company X Website<br />Predominantly display all links to social sites to give customer more control and options of how to make contact and have dialogue<br />Create Blog to share ideas, information and comments<br />Facebook app so users can “Like” products and comment directly from website<br />
  10. 10. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />Facebook<br />Personal Pages for key Sales, Leadership, and Customer-Service Staff<br />Evolve to Sales and Customer Service platform<br />Enhance FB applications:<br />Encourage customers to upload photos and share their “Best room” using Company X products<br />Share room ideas with a virtual “build a perfect room” app and encourage dialogue<br />Ask the “furniture/interior designer specialist” section<br />
  11. 11. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />Twitter<br />Don’t just tweet product information<br />Encourage dialogue<br />Ask what users think about products<br />Answer questions<br />Provide tips<br />Tweet about virtual section on Facebook<br />Tweets about “Best Room Contests”<br />Sales and customer service applications<br />
  12. 12. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />LinkedIn<br />Use profiles and conversations to position Company X people as “knowledgeable and accessible industry leaders”<br />Create a company page<br />Individual pages of key personal<br />Create a group relevant to Company X’s offerings<br />Join groups relevant to Company X’s offerings AND where Company X’s clients are<br />
  13. 13. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />You Tube<br />Create Company X Channel<br />Post any conventional Commercials<br />How-to and Assembly videos<br />“Best Room” or “Best Use Of A Product” video contest (Similar or same contest as Facebook)<br />
  14. 14. Social Engagement Program<br />Enhance existing channels and add new social channels to fill the gaps<br />Blogs<br />Create Blog on Company X website<br />Post regularly with product/company ideas, comments and information<br />Keep it fun! Also post humorous “Life in the Office” observations<br />Identify other appropriate Blogs and participate in the conversations<br />
  15. 15. Response Program<br />Implement social engagement throughout all Company X departments – product development, sales, marketing, customer service, etc.<br />Dedicate and/or assign times so that posts can be answered in a very timely manner. The conversations must be kept up in all platforms.<br />Use available tools/web apps to monitor social sites (i.e. Google Alerts)<br />Be timely with comments – An “industry leader” is knowledgeable AND accessible<br />

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