Winning the Social Media Super Bowl

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In "Winning the Social Media Super Bowl", Tristan Bishop (aka KnowledgeBishop) explains how executing on a social media strategy is much like coaching a football team. During this presentation, he compares Social Media marketing to offense and Social Customer Service to Defense.

Published in: Social Media, Business, Technology
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Winning the Social Media Super Bowl

  1. 1. Images are property of National Football League Winning the Social Media Super Bowl By @KnowledgeBishop Winning the Social Media Super Bowl 1 By @KnowledgeBishop
  2. 2. Social Media is a Battle for Mindshare Mindshare is like Yards on a Football Field To win, your company must • Cross the entire field • Defend the entire field Your “football field” must cover: • Owned Sites and Blogs • Owned Communities • Owned Social Channels • Public Conversations Winning the Social Media Super Bowl 2 By @KnowledgeBishop
  3. 3. To win, you must play offense AND defense • Social Marketing – Social Media offense is your ability to craft, share and promote helpful content • Social Support – Social Media defense is your ability to quickly and effectively resolve public customer challenges Winning the Social Media Super Bowl 3 By @KnowledgeBishop
  4. 4. Social Media Strategy: Designing the Plays To win, you must AIM your efforts • Assess - Evaluate where you are, clarify needs, define destination • Implement - Create content strategy, confront customer pain points • Measure – Awareness, engagement, advocacy, sentiment Winning the Social Media Super Bowl 4 By @KnowledgeBishop
  5. 5. Images are property of National Football League Social Media Offense Winning the Social Media Super Bowl 5 By @KnowledgeBishop
  6. 6. Community Management: Establishing the Run An actively managed and engaged online community: • Increases customer retention and investment • Reduces incoming support call volumes • Reduces overall support delivery costs • Reduces SEO costs Winning the Social Media Super Bowl 6 By @KnowledgeBishop
  7. 7. Owned Social Media: Completing the Pass • Owned media = A channel you create and control • Company blogs, communities, YouTube, Twitter, Facebook • To “complete a pass,” you publish engaging content on owned channels Winning the Social Media Super Bowl 7 By @KnowledgeBishop
  8. 8. Earned Social Media: Yards after the Catch • When non-employees share your content • When they publically discuss our brand • Mentions are voluntarily given by others • Primarily includes Facebook shares, Twitter Retweets, Winning the Social Media Super Bowl 8 By @KnowledgeBishop
  9. 9. Paid Social Media: Downfield Blocking • When owned content assets become “earned media”, you can carry it farther by adding “paid media.” • Allocate budget to promote successful content on third-party channels • Sponsored tweets • Facebook advertisements Winning the Social Media Super Bowl 9 By @KnowledgeBishop
  10. 10. Images are property of National Football League Social Media Defense Winning the Social Media Super Bowl 10 By @KnowledgeBishop
  11. 11. Community Support: Stopping the Run 57% of customers search for a solution online first • Increase satisfaction by quickly resolving issues • Create a customer-generated searchable knowledge base • Deflect issues from higher cost support channels Winning the Social Media Super Bowl 11 By @KnowledgeBishop
  12. 12. Social Support: Stopping the Pass • • • • 37% prefer social support to telephone support Social support messages grew 175% in 2013 71% who get effective social response will recommend brand These customers then spend >20% more with the company Winning the Social Media Super Bowl 12 By @KnowledgeBishop
  13. 13. Social Crisis Management: Defending the Bomb A disgruntled customer can snowball into a goodwill massacre. You must be proactive: • • • • Be aware, early Empathize and diffuse Whatever it takes Right all wrongs Winning the Social Media Super Bowl 13 By @KnowledgeBishop
  14. 14. Social Media Special Teams Winning the Social Media Super Bowl 14 By @KnowledgeBishop
  15. 15. Executive Activation: Equipping Thought Leaders When your leaders share their expertise on social channels, they: • Provide thought leadership to marketplace • Build positive brand awareness • Serve as role models to other employees Winning the Social Media Super Bowl 15 By @KnowledgeBishop
  16. 16. Employee Activation: Getting Everyone Involved Your employees become brand ambassadors • Offense = Employees share your content: “Everyone blocks on the play” • Defense = Employees respond in areas of expertise: “Everyone chases the loose ball” Winning the Social Media Super Bowl 16 By @KnowledgeBishop
  17. 17. Images are property of National Football League Where do I start? Winning the Social Media Super Bowl 17 By @KnowledgeBishop
  18. 18. Assess Where are we today? What does our audience need? Where do we want to go? Winning the Social Media Super Bowl 18 By @KnowledgeBishop
  19. 19. Implement • • • • Create content strategy and community plans (Playbook) Equip Employee Base (Training Camp) Launch campaigns (Offense) Confront customer pain points (Defense) Winning the Social Media Super Bowl 19 By @KnowledgeBishop
  20. 20. Measure • Awareness: Increase members, friends and followers • Engagement: Increase impressions, views and likes • Advocacy: Increase content shares and public raves Winning the Social Media Super Bowl 20 By @KnowledgeBishop
  21. 21. Images are property of National Football League Thank YOU! By @KnowledgeBishop Winning the Social Media Super Bowl 21 By @KnowledgeBishop

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