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Create a Responsive Social Strategy on a Shoestring Budget

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Session 1: Social media strategy
Create a responsive social strategy on a shoestring budget

Even in today's hypersocial world, some organizations still don't take the time to create a winning social media strategy that keeps them one step ahead of brand threats and opportunities. It can be a struggle to be successful when you've got no plan, no budget, no dedicated resources and no technology to support you. This session will show you how to create a plan that prepares you to react to negative comments or posts on the fly. You'll discover what a strong, reactive social media strategy looks like—and how it can help you take timely stands on breaking national issues and news.

You'll learn:
- How to craft a responsive social media strategy with a limited budget
- How to ensure your strategy aligns with your organization's mission
- How to spot, prepare and react to angry customers—before they erupt
- How to take stands on controversial topics already driving social buzz
- How to know what qualifies as an online crisis—and what doesn't
- Which responders to activate when bad news breaks—and how they should engage on social media

* Michelle Killebrew is CMO at Nomiku.
* Heather Garcia-Meza is a marketing strategist and former VP of marketing at Vendini.

{This presentation is Part 1}

Published in: Social Media
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Create a Responsive Social Strategy on a Shoestring Budget

  1. 1. Create a responsive social strategy on a shoestring budget Michelle Killebrew July 28, 2017
  2. 2. Michelle Killebrew @shellkillebrew Chief Marketing Officer, Nomiku Marketing Maven (B2B & B2C) DigitalTransformation MarketingTechnologist
  3. 3. Agenda  How to ensure your strategy aligns with your organization's mission  How to spot, prepare and react to angry customers—before they erupt  How to know what qualifies as an online crisis—and what doesn't @shellkillebrew
  4. 4. How to ensure your strategy aligns with your organization's mission @shellkillebrew
  5. 5. @shellkillebrew
  6. 6. DefineYour Mission A well-developed mission statement is a great tool for understanding, developing, and communicating fundamental business objectives, and should be expressed in just a paragraph or two. If you read it out loud, it should take about 30 seconds. And it should answer questions people have about your business, like:  Who is your company?  What do you do?What do you stand for?And why do you do it?  Do you want to make a profit, or is it enough to just make a living?  What markets are you serving, and what benefits do you offer them?  Do you solve a problem for your customers?  What kind of internal work environment do you want for your employees? Source: http://articles.bplans.com/writing-a-mission-statement @shellkillebrew
  7. 7. IBM: Employee Advocacy GOALS: • Let the method validate the mission/message • Leverage your employees influence • Build tools to enable listening and easy content sharing @shellkillebrew
  8. 8. IBM: Influencer Engagement GOALS: • Reinforce the social business story by exemplifying various traits of social executives • Leverage their influence to help broaden our reach and reinforce our message • Create a touchstone for other (potential client) organizations to understand why @shellkillebrew
  9. 9. Creating Big BuzzThrough New ModesOf Storytelling Michael Engleman is EVP Marketing, Digital & Global Brand Strategy for Syfy & Chiller, both are divisions of NBCUniversal Key Insights from Michael Engleman:  No. 1: Storytelling is for Everyone • Enabling consumers to actively participate in the storytelling is increasingly as important as the story itself.  No. 2:The Blurrier the Lines Between Marketing and Content the Better  No. 3:ThankYou for Sharing:The New Rules for Socializing • Share Early • Share Often • Share StuffWorth Sharing • Share with Influencers • Listen…storytelling is a two-way street  No. 4: Innovation Isn't a Perk, It's a Requirement  No. 5: None of It MattersWithout Authenticity 9Source: http://adage.com/article/syfy/creating-big-buzz-modes-storytelling/245635 @shellkillebrew
  10. 10. Execution & Optimization Tactics What are some of the things that you should think through as you approach the creation of a center of engagement for your brand?  Social listening – for customer service, sentiment, product innovation, trends  Web analytics – to understand behavior, ensure customer experience, measure interaction and revenue  Benchmark data – so you know how you are performing against your peer competitors  Business intelligence – for deep comprehension and analysis of how your efforts translates into bottom-line business results (conversion rate, acquisition rate, revenue, and profit), and insight into trends over time Including visualizations to help drive rapid insight and action from your engagement response team @shellkillebrew
  11. 11. Takeaways Make sure you have a clear mission defined, you must know ‘who you are’ if your strategy is going to align to represent your mission and objectives Understand how your mission serves your clients, and translate it into messages and strategies that keep their interests front and center Do your homework, research your segment/competitors, listen to your prospects/customers, benchmark and optimize your KPIs Build your strategy, then test and iterate How to ensure your strategy aligns with your organization's mission @shellkillebrew
  12. 12. How to spot, prepare and react to angry customers—before they erupt @shellkillebrew
  13. 13. @shellkillebrew
  14. 14. Have a Plan KnowWhen, How and Who to Escalate if a Crisis is Suspected @shellkillebrew
  15. 15. You’re listening, right? @shellkillebrew
  16. 16. Social Media Crisis Checklist:  Use the organization’s core values as your guidepost  State the purpose of social media response in your crisis plan  Do scenario planning  Understand your audience  Define your voice & engagement model  Define your content strategy with SEO in mind  Map your SM plan to media relations or other stakeholder outreach activity  Specify roles & responsibilities in a daily managing process  Define metrics of success Source: @heatherread, Dupont @shellkillebrew
  17. 17. Takeaways Prepare for the worst, have a social media response plan and (separate) crisis management plan in place Listen and monitor, the social channels/handles you have set up based on your audience preferences Respond in a timely manner, even if you need to do research for a full resolution, acknowledge your customer’s complaint and do your best to right it. Go above and beyond, where possible, to turn a customer with negative experience into a loyal advocate. If necessary, enact your crisis management plan. How to spot, prepare and react to angry customers—before they erupt @shellkillebrew
  18. 18. How to know what qualifies as an online crisis—and what doesn't @shellkillebrew
  19. 19. A social media crisis is an online situation that has, or risks having, a negative and long- term impact on your business or organization's reputation and/or bottom-line. Social media crises usually involve strong, negative emotions emotions that are relatable and can easily outweigh common sense. Source: https://raventools.com/blog/social-media-crisis @shellkillebrew
  20. 20. Social Media CrisesStories What to do! What NOT to do! @shellkillebrew
  21. 21. Step 1: Identify an Issue What is a social media issue? A social media issue is a lesser situation than a social media crisis – though one that still needs to be addressed and resolved in a prompt and proper fashion. Social media issues are negative and potentially viral situations taking place online about your brand, but they do not threaten any severe long- term negative impacts on your brand’s reputation or bottom-line. Some examples of social media issues include, but are not limited to:  Negative comments or discussions being posted about your brand online  Unacceptable comments being posted to your channels  Negative customer service issues  Negative press Source: https://raventools.com/blog/social-media-crisis @shellkillebrew
  22. 22. Step 2: Try to Respond Promptly What are some characteristics of a social media crisis? Social media crises risk going viral very quickly, in a very short period of time.They risk being highly unpredictable and, often, unforeseeable. When not responded to promptly and in a proper manner, social media crises risk having a damaging and lasting negative impact on your brand’s reputation and bottom-line. Source: https://raventools.com/blog/social-media-crisis @shellkillebrew
  23. 23. Step 3: Identify if the Situation is Resolved or Not What are the red flags of a social media crisis? This depends on your company or organization and what a social media crisis means to your brand. But if you detect an increasing number of negative mentions or discussions about your brand online in a short period of time, then this is a definite indication that something may be going on that you need to look into more closely. Source: https://raventools.com/blog/social-media-crisis @shellkillebrew
  24. 24. Takeaways Identify if there’s an issue. Try to respond and resolve the issue promptly. Identify if the issue is resolved, or if it has erupted into a crisis. Enact your crisis management plan. How to know what qualifies as an online crisis—and what doesn't @shellkillebrew
  25. 25. Questions? michelle@michellekillebrew.com @shellkillebrew

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