Who we are A leading full‐service social media agency 25% Strategy – 25% Technology – 25% Creative – 25% Human What we do Organize – Manage – Engage ‐ Measure We work with strategic counseling, development and implementa:on of social media solu:ons, ini:ated to create value for companies and organiza:ons related to internal and external communica:on, public rela:ons, product development, branding and marke:ng. We help companies and brands organize, manage and engage in social media to leverage and measure the opportunity of crea:ng value through the online social sphere.
We ﬁnd it essen:al that we hold knowledge and best prac:ce on how the various social media pla?orms are to be used in a business perspec:ve and that we through our community connects with thought leaders within social media around the world. We welcome you to become part of our community.
Hvorfor opbygge sin virksomheds eller brands :lstedeværelse på facebook ‐ hvad er virksomhedens eller brandets rolle på denne pla?orm og hvilken værdi kan det skabe for virksomheden? 7
SePng Business Goals Objec&ve/Goals: Set the overall objec:ve/goal! E.g. “Increase sales and become number one on the European market” Targets: Set your target by adding a value! E.g. “Increase yearly revenue with €10 million”, “Gaining minimum 10.000 new customers” Strategy: What is your strategy! E.g. Acquire new Facebook fans and turn them into customers, turn exis:ng customers into repeat customers and leverage reach through advocacy (word of mouth). Tac&cs: How are you going to do it! E.g. Create relevant and engaging content (increase Edgerank), focus on customer service, post special oﬀers to fans, acquire Facebook fans through distribu:on. KPI (Key Performance Indicators): Measure your performance E.g. X number of fans per quarter, x% in engagement rate, x number of posi:ve handled customer requests.
First an ROI Primer ROI = (Proﬁt – Investment)/Investment
For Example Investment: $1000 Proﬁt: $5000 ROI = (5000 ‐ 1000)/1000 ROI is 400%
Remember a couple of things… 1. ROI does not care about the MEDIA you use 2. If you keep it simple, it usually is 3. Don’t focus on metrics that dont make ﬁnancial impacts (like page views, click throughs, Facebook followers, etc) – Focus on the ones that MAKE a ﬁnancial impact 4. "Proﬁt" may mean a sales or a reduc:on in costs
Role of the brand “Social media should not be about promo4ng brands and products, but about facilita4ng conversa4ons and experience around consumer passion points” ”Brand role is to provide useful, relevant or entertaining content to facilitate the conversa4on and create brand endorsement” “Social media is not about building awareness and considera4on, but about building brand engagement and driving advocacy” “Social media is not about campaigning, but about con4nuously managing a community, engaging with and responding to consumers” Jakob Holm Kalkar, Media & Digital Communica:ons Director Group Sales, Marke:ng & Innova:on (GSMI) Carlsberg Breweries A/S
From fans to ambassadors The transi:on of conver:ng a fan into an ambassador
Domina:ng the News feed with EdgeRank What is EdgeRank? EdgeRank is a secret formula that determines which pieces of content appear in your personalized news feed. It is designed to show the activity that Facebook thinks is most relevant for the user relative to the person’s interest and friends. In order to make effective marketing on Facebook, it is crucial to dominate the News Feed and make sure that people actually see your updates! Affinity – Interactions a user has with a page (one-sided) Weight – Different weight scores of different content. Time – The more recent the more likely to appear. 20
Domina:ng the News feed with EdgeRank How to utilize EdgeRank on Facebook? • Encourage comments - Comments score higher than likes. Pose questions and don’t be afraid of controversy! • Post video and pictures - Photos and videos have More engagement the highest weight score. Encourage commenting and posting questions to your own photos, infographics and videos. More views • Post Facebook questions - With each user vote your affinity score will increase. Facebook questions tend to generate more activity. More conversions • Utilize timing - Test what time of the day you get the best response and post consistently at that time. Post only once or twice per day. • Remember that interactions between two parties can affect a third party - If a user’s friends interact with the content, EdgeRank can increase. 21
Community Management Manual – an opera:onal tool Table of Content Brand Identity & Objectives Facebook Guidelines Brand identity on social media General user behavior Target group Facebook guide for marketing The role of the product Restrictions and guidelines KPI’s Promotion guidelines Restriction guidelines Community management Advertising guidelines Tone of voice Security Conversational touch points Engagement wording Examples of status updates Appendix: Building a Community Use of visual content, pictures, contests etc. • Building a community Moderation • Ask fans to contribute • Building sustainable relationships Content planning • Strategic vs. Socially Sharable Conversational calendar • Turning fans into ambassadors Publish calendar - specifications of content Facebook design and functionality Tools & Templates Infrastructure and design on Facebook page • Community Management • Status Updates Governance • Tone of Voice Governance on handling and deployment of content • Moderation Model Response flow • Moderation Model of Response Flow of traffic