IABC Phoenix July Professional Development Luncheon: Building an Integrated Social Media Plan


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At the July IABC Phoenix professional development luncheon, guest speaker Cindy Kim shared strategies for building an integrated social media plan.

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IABC Phoenix July Professional Development Luncheon: Building an Integrated Social Media Plan

  1. 1. Building an Integrated Social Media Plan Cindy Kim @CindyKimPR
  2. 2. “47%say Facebookhas the greatest impact on purchase behavior.” Source: Edison Research
  3. 3. “ 76% of Twitterusers now post status updates.” Source: Edison Research
  4. 4. “46% of online users count on social media when making a purchase.” Source: Nielsen
  5. 5. Brands no longer control the message. Consumersdo.
  6. 6. Harnessing the Power of Social Media means shifting from being tool-focused to customer-focused to stay in step with your customers.
  7. 7. Step 1: Arm Your Troops
  8. 8. Pro Tips:  Company-wide Social Media Policy (internal or external or both)  Education Program  Social Media Ambassador Program  Best Practices Guidelines  Triage Plan
  9. 9. Step 2: Define Plan
  10. 10. Pro Tips:  Answer the question of “WHY” – awareness, sales, loyalty?  Set expectations around goals  Work with key stakeholders to build an integrated plan  Communicate with key stakeholders  Plan with customers in mind
  11. 11. …Your Customers Know
  12. 12. Are they social? What channels are they using? How engaged are they?
  13. 13. Gather DATA…  Customer/Prospect Characteristics  Influencers…  Social Metrics (if any)  Web Metrics  Business Metrics Source: Jay Baer’s “Why Before How”
  14. 14. Step 3: Integrating Social
  15. 15. Pro Tips:  Build a Social Media Playbook  Create a Social Media Checklist for different business units  Build customized training materials  Build easy-to-use templates  Mobilize your natives to support different business needs
  16. 16. Events
  17. 17. Hubspot Preview Blog Webinar Slideshare
  18. 18. Twitter Take questions via Twitter Engage w/ live tweeting Promote on-demand webinar/blog Facebook Take questions via FB Engage w/ live FB updates Promote on-demand webinar/blog LinkedIn Pre-promote events/webinar Promote on-demand webinar/blog Slideshare Post slides to Slideshare Promote across SM channels Blog about it… Hubspot
  19. 19. Blogging
  20. 20. Campaigns + Facebook
  21. 21. Email & Facebook
  22. 22. Support
  23. 23. Ford Motor Co. uses social media to be more proactive with customer issues and concerns – an average of 2,000 people weekly via social media.
  24. 24. Engagement Four Seasons turns online engagement to offline relationship
  25. 25. Product Development
  26. 26. Step 4: Aligning Content To Social
  27. 27. “What’s fascinating about Coca-Cola’s foray into content marketing isn’t just that a beverage producer has recognized the value of using content to engage its audience.” - CMI
  28. 28. Content that triggers results
  29. 29. First…Identify what content your customers want Second…understand the role of social Third…build a customer-centric content strategy Fourth…design an integrated multi-channel program Lastly…measure the impact
  30. 30. Step 5: Execute as a Team
  31. 31. Align Business Goals with Social Metrics
  32. 32. Engagement Reach (Influencers) Repeat Engagement Share of Voice Conversions
  33. 33. First Things First Start Small Strategy & Goals Policy People + Technology + Processes Measure As You Go