I founded Social Fulcrum to help companies leverage their brand through the evolving customer experience online.
Let’s go on a journey together. Imagine things are going well at work. This is you.
But then one day something happens. Either management decides that social is suddenly important, or there is some sort of crisis, or there is a big initiative and someones brother’s girlfriend’s uncle said that you should create a viral video.
And management says to you: “I need you to handle social media. Give me a plan next week.”
Now this is you. Even though the concepts of social media seem really simple – keep people engaged, share content, etc., you don’t know the first place to start! Do you just jump into Facebook and Twitter? Should you hire an intern?
If that ever happens, I want you to remember this class. Where I gave you a simple process to organize how to attack this problem. The building blocks of an effective social media presence (in general, in the B2C setting), to me are similar to building a house.
I can’t go deep into all the areas because we would be here all night. If you want more info, raise your hand. If you want me to get really in-depth, I’m happy to hang out during break and after class to discuss. And of course you can always check out the Social Fulcrum Blog for continuous information.
Step 1: Why are you building a house? What do you want to get out of it? What are the important numbers you want to hit? Build the blueprints to quantify your goals for what this house should look like.
Often when looking at goals from a high level, companies will use the funnel. And I agree it’s a great tool to help conceptualize the consumer decision-making process. However some research that came out a few years ago from McKinsey changed the way brands now look at the funnel. Ultimately this should change the way you look at metrics, and that’s why I bring it up. In the traditional funnel, it’s all about converting people from one section to the other. You can use specific tactics at each stage of the funnel to do this. But there is a huge problem with this, in the context of how consumers currently interact with brands. What about the post-purchase experience? What about people who only buy apple products and don’t even compare them to competing brands? This new version of the customer journey, from McKinsey, articulates the process as more of a circle, where some people can get into a loyalty loop. That’s why I bring this up in the planning stage. What are your goals? What do you want to measure? I think this diagram shows you how to view your consumer, so that you are paying attention to the right details. In the old view of the funnel, where would you track “shares?” Where would you track brand engagement? So on this step (goals for your specific brand) I’m going to stay relatively high-level, because the granular level is very different on a case-by-case basis.
Step 2: Assess the landscapeMeasure sentiment regarding your brandWhat is your competition doing? What are people saying about your competition? What have they done well? Were there any disasters?How can you target your audiences? Tools: Google Keyword tool, Facebook ad platform, Twitter search, google search
Step 2: Assess the landscape
Just a small sample of some of the tools you can use to do research
We performed an online conversation analysis for a pharmaceutical company, and this is maybe only 40% of the data in the report! And this was only a 3-month report!
Step 3: What materials do you have? What do you need? Content– written, video, audio Blog posts, speaking events, presentations, how-to videos, etc. etc. People – Expertise, departments e.g. prometric customer careTools – Online tools e.g. DiabetesWellBeing online tools or FitangoData – Database? E.g. NCC recipe databaseHow can your company give people value without selling them something?
What might a t-shirt company use as their “brand assets” on social media?
Good example is Life is Good Facebook page. Use their content of optimism. You could also argue they are simply leveraging their product. This example also highlights their use of trackable URLs, and social media driving sales.
Step 4: What tools do you need? Do you need to monitor mentions of a specific product? E.g. TV shows monitor their online sentiment. Many tools there. We’ve done research there. Do you need to manage many different social media channels? Hootsuite, many other toolsDo you need to visualize all your data in one place? Do you need to monitor/measure an ambassador program?
Step 4: What tools do you need? Management: Hootsuite
Step 5: Start buildingBuild Audience through: Ads, Shareable content, Influencer Relationship building (use NCC example), Other existing social properties, call-outs ON product, social BUILT-IN to product
Use Facebook advertising to build an audience
Make your product shareable. Make social logos prominent. Use incentives.
Step 6: Monitor and measure progress. Adjust as necessary.
Once you’ve done all that…then what are your options? Besides specific social campaigns for specific initiatives, which would just be a small version of what we just talked about, on the brand level you can get really creative and do some fun stuff. Examples: NCC video contest. Patrice and Associates Microsite. But you need an audience to speak to first. And they need to be engaged. That’s the stuff that we get really excited about at Social Fulcrum. And that was the whole idea behind our name. We are using social to give your existing assets (materials) more leverage. Your companies are already creating value, there is simply more you can get out of it, and better ways to connect that value with your audiences.
These are the things we do for our clients at Social Fulcrum.
Reebok is motivation, crossfit (workouts, events, videos, etc.)
The house of social media v.public
• Loyola University B.A.
• Worked at MGH
• Built department in The Cyphers Agency to
harness social media for clients.
• Founded Social Fulcrum in 2010.
• Worked on campaigns for Microsoft, Bayer,
Texas Instruments, The National Aquarium,
Strayer University, Ocean City, etc.
• Babson MBA
– written, images, video, audio Blog posts, speaking
events, presentations, how-to videos, etc.
– Expertise, Departments e.g. customer service
– Online tools e.g. body fat calculator
– Database e.g. NCC recipe database
Addendum: A Note on Content
– Visual portrayals of information
– “Insider” knowledge
– Complementary partnerships
• Each piece of content can be distributed
• For more information, search “content