SAScon 2014 10 steps for putting social media strategy into action - Auto trader uk

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SAScon 2014 10 steps for putting social media strategy into action - Auto trader uk

  1. 1. 10 Steps for Putting Social Media Strategy into Action 6 June 2014
  2. 2. Hello #SAScon @ian_pollard@jimhaysom @fanxleeCouldn’t make it today
  3. 3. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Case Study: Perrys @perrysmotors /PerrysMotorsUK /PerrysMotorsUK /PerrysMotorsUK +Perrys /PerrysMotors
  4. 4. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Let’s Start with the Basics No planning = Potential failure & damage No integration = Potential lack of efficiencies & synergies
  5. 5. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee 10 Steps to Build a Social Strategy This is a whistle-stop tour of those factors and the things to consider for each……. Let’s go!
  6. 6. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 1. Get Socially Savvy
  7. 7. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 1. Get Socially Savvy Learn: Find out about social networks Advice: Ask friends, family and colleagues how they use them Experience: Join some and join in Research: how your favourite organisations or sports teams use them Understand: how social co-exists with other business and marketing functions
  8. 8. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Road Trip – Staff & Management Interviews
  9. 9. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Social Education & Training Sessions Perrys • Background to social media & importance to Perrys • High level social media strategy for Perrys • Social media team structure • What social media profiles are being set-up • Social media guidelines Auto Trader • Why social media is important • Automotive social media • Owned and earned media • Overview of key social networks • Set-up of personal social profiles and interactivity Credit: @TomMughal
  10. 10. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Increasing Social Media Knowledge 0 1 2 3 4 5 6 7 8 9 10 Thinking about your knowledge of social media, how would you rank yourself after today? (31 attendees) Pre-Training Rating Post-Training Rating Poly. (Pre-Training Rating) Poly. (Post-Training Rating) 40% Increase
  11. 11. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 2. Perform a Business & Marketing Audit
  12. 12. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 2. Perform a Business & Marketing Audit What do you do and what are you good at? What is your culture and what do you stand for? How are you performing? Where are you going, what’s the big plan? What resources do you have? Consider the wider Marketing Mix
  13. 13. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Your Website is your 24-Hour Showroom
  14. 14. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee HEAD OFFICE GROUP DIGITAL MARKETING TEAM Sourcing & Resourcing for Social Success LOCAL DEALERSHIP SOCIAL MEDIA CONTENT CREATORS DEDICATED SOCIAL MEDIA EXECUTIVE
  15. 15. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit
  16. 16. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit Are you already using it? How do you use it?? Does it communicate your proposition? Is it comprehensive & consistent? How are you monitoring performance levels?
  17. 17. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 3. Perform a Social Audit What about you competitors? Is there much interaction? Who is it that interacts? What are people saying about you?
  18. 18. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Facebook Pages: Group & Dealership
  19. 19. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Twitter Profile: Group
  20. 20. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys YouTube Channel: Group
  21. 21. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Google+ Local Business: Dealership
  22. 22. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Perrys Foursquare Venues: Dealership
  23. 23. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 4. Set Some Objectives
  24. 24. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 4. Set Some Objectives Do you have company objectives? Double bottom line – a social impact? How might you use social to achieve them? What would success look like to you? How might you measure your objectives through metrics? Objectives should always be SMART
  25. 25. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Aligning Business & Social Objectives Build communities through social engagement Increase brand loyalty with existing customers & key segments Sell more cars & increase profits Business Objectives Social Objectives
  26. 26. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Key Social Objectives for Perrys To create the industry’s leading customer service communications platform and a powerfully engaged audience of loyal brand advocates. To show the human side of our business and to showcase why our people are the ‘right people’ to buy from. To build a community of next-generation car buyers. To protect brand reputation, by means of visible responses to mentions of our brand. To engage with customers; past, present and future.
  27. 27. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee What Metrics Align to the SMART Objectives?
  28. 28. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 5. Plan Social Media Campaigns
  29. 29. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 5. Plan Social Media Campaigns USPs? Culture? Key messages? Creativity? Cross-pollination of content? Cross-channel integration & mobile first?
  30. 30. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Plan for the Moment Source: Facebook.com/PerrysMotorsUK
  31. 31. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Add a Touch of Creative Humour Source: Twitter.com/perrysmotors
  32. 32. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Promote your Customers’ Happiness Source: Facebook.com/PerrysMK
  33. 33. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Grab a Celebrity Selfie Source: Facebook.com/PerrysBury
  34. 34. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Provide Real-life Product Reviews Source: Facebook.com/CopleyLandRover
  35. 35. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Leverage Local Connections Source: Twitter.com/perrysmotors
  36. 36. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Recognise your Employee Success Source: Facebook.com/PerrysAylesbury
  37. 37. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Showcase Customers’ Purchase Experience Source: Twitter.com/perrysmotors
  38. 38. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Share Interesting & Relevant Industry Facts Source: Twitter.com/perrysmotors
  39. 39. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Gain Insights & Opinions from Customers Source: Facebook.com/PerrysMotorsUK
  40. 40. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Drive Excitement with New Product Launches Source: Facebook.com/PerrysMotorsUK
  41. 41. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Add Value to the Buying Experience Source: YouTube.com/PerrysMotorsUK
  42. 42. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 6. Plan to Monitor on Social
  43. 43. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 6. Plan to Monitor on Social Who - Customers, prospects, etc? Where - social platforms, blogs, etc? When - specific times, all of the time, etc? What - specific queries, searches, etc? How – what tools could be utilised?
  44. 44. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Listening & Joining the Conversation Source: Twitter.com/perrysmotors
  45. 45. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Consumer Advocacy is Priceless Source: Twitter.com/perrysmotors
  46. 46. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social
  47. 47. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social How will you respond? What tone of voice will you respond with? How quickly will you respond? Who is responsible for it?
  48. 48. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social Always: Reciprocate Respect Reliable Never: Disclose Defame Discriminate
  49. 49. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 7. Plan to Engage on Social Create a Crisis & Incident Management Plan: Listen for issues What does a crisis look like? How severe or urgent is it? Build a process and response mechanism
  50. 50. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Communication Channel via Facebook Source: Perrys.co.uk/facebook-care
  51. 51. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Communication Channel via Twitter Source: Perrys.co.uk/twitter-care
  52. 52. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 8. Plan to Measure & Report on Social
  53. 53. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 8. Plan to Measure & Report on Social Take Ownership Reflect Objectives Format & Contents Prioritisation
  54. 54. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Using Social Media Measurement Tools
  55. 55. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 9. Plan to Maintain & Optimise
  56. 56. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 9. Plan to Maintain & Optimise Test, test, test! ..........Then test again! Track what’s important Tweak and start again
  57. 57. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Appeal to your Entire Social Audience Source: Facebook.com/PerrysMotorsUK
  58. 58. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Drive Passion & User Engagement Source: Facebook.com/PerrysMotorsUK
  59. 59. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Step 10. Be Like Rick
  60. 60. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Make sure your advocates know that you’re: • Never gonna give them up, • Never gonna let them down • Never gonna run around and desert them • Never gonna make them cry, • Never gonna say goodbye • Never gonna tell a lie and hurt them Step 10. Be Like Rick
  61. 61. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Success: Growth of Facebook Page Likes 0 5 10 15 20 25 30 35 40 45 50 Thousands Facebook.com/PerrysMotorsUK
  62. 62. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Success: Industry Recognition • Finalist • AM Awards 2014: Best Social Media • Motor Trader Awards 2014: Best Digital Initiative • eBay Motors Awards 2014: Dealer Group of the Year • Car Dealer Magazine: Most Influential Dealers on Twitter • Ranked 1st - May 2014 • Ranked 2nd - Oct 2013
  63. 63. Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Thank You Jim Haysom @jimhaysom http://about.me/jimhaysom Business Development Director, Digital Marketing Ian Pollard @ian_pollard http://about.me/ianpollard Senior Digital Strategy & Solutions Manager
  64. 64. Q&A

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