Building a social mediastrategy
The Digital Omnivore                  One that takes in everything available
The Digital Omnivore
?     ?             ??                       ?    Where do I start??                       ?     ?             ?          ...
Listening                                            Objectives +                 Social                                  ...
“I like to listen. Ihave learned a greatdeal from listeningcarefully. Mostpeople never listen.”- Ernest Hemingway
Every good conversationstarts with goodlistening...      •   Monitoring the competition      •   Creative and Campaign Opt...
Objectives and value proposition                 “What’s in it for me?”                 “So what?”                 “Do you...
Social architecture                 Which platforms can help us achieve                 our objectives?                 Wh...
Measurement              1. Business objectives              2. Define success              3. Establish a framework      ...
Categorising social metrics    • Shared comments                                           • Views    • Sentiment         ...
Facebook Edges                 https://developers.facebook.com/docs/beta/
Social Media Guidelines                •   Consistent brand message                •   Defined editorial voice            ...
Conversation calendar                •   Helps moderate your frequency of                    communication                ...
Integration              •   Search and Facebook media              •   SEO and PR
Promotion via         influencers•   Influencers are people who are    aligned with your brand values who    can deliver y...
Gamification               Rewarding behaviours               •   Points               •   Status               •   Conten...
If I had to guess, social commerce is the nextarea to really blow up”      Mark Zuckerberg (Facebook founder)
Listening                                            Objectives +                 Social                                  ...
Listening                                             Objectives +                 Social                                 ...
Listening                                              Objectives +                 Social                                ...
Listening                                                  Objectives +                 Social                            ...
Listening                                              Objectives +                 Social                                ...
Listening                                            Objectives +                 Social                                  ...
Listening                                                    Objectives +                 Social                          ...
Listening                                               Objectives +                 Social                               ...
Listening                                                Objectives +                 Social                              ...
Listening                                               Objectives +                 Social                               ...
Listening                                                Objectives +                 Social                              ...
Mulțumesc!
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2. helen mc gee facebook strategy

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Presentation from Social Networks Strategy 30.11.2011

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2. helen mc gee facebook strategy

  1. 1. Building a social mediastrategy
  2. 2. The Digital Omnivore One that takes in everything available
  3. 3. The Digital Omnivore
  4. 4. ? ? ?? ? Where do I start?? ? ? ? ?
  5. 5. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Social Strategy Promotion Measurement Integration Guidelines Conversation Calendar
  6. 6. “I like to listen. Ihave learned a greatdeal from listeningcarefully. Mostpeople never listen.”- Ernest Hemingway
  7. 7. Every good conversationstarts with goodlistening... • Monitoring the competition • Creative and Campaign Optmisation • Build relationships and identify influencers • Crisis management
  8. 8. Objectives and value proposition “What’s in it for me?” “So what?” “Do you really need to know ALL that?”
  9. 9. Social architecture Which platforms can help us achieve our objectives? What is the role of each platform? How can I leverage data across platforms?
  10. 10. Measurement 1. Business objectives 2. Define success 3. Establish a framework 4. Measure everything
  11. 11. Categorising social metrics • Shared comments • Views • Sentiment • Visits • Posts • Volume • Reviews • Search • Links • Rankings • Re-Tweets • Brand Buzz • Mentions Advocacy Awareness •“Likes” •Opens • Sales •Referrals • Downloads Action Appreciation •Followers • Subscriptions •Subscribers • Leads •Connections •Click-Through’s
  12. 12. Facebook Edges https://developers.facebook.com/docs/beta/
  13. 13. Social Media Guidelines • Consistent brand message • Defined editorial voice • Enabling
  14. 14. Conversation calendar • Helps moderate your frequency of communication • Aligns your Social with PR and Marketing timelines • Identifies gaps and opportunities • Lets you evaluate changes
  15. 15. Integration • Search and Facebook media • SEO and PR
  16. 16. Promotion via influencers• Influencers are people who are aligned with your brand values who can deliver your message to like minded people at scale• They can become powerful brand advocates over time
  17. 17. Gamification Rewarding behaviours • Points • Status • Content • Vouchers
  18. 18. If I had to guess, social commerce is the nextarea to really blow up” Mark Zuckerberg (Facebook founder)
  19. 19. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Social Strategy Promotion Measurement Integration Guidelines Conversation Calendar
  20. 20. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Good conversations start with good listening Promotion Measurement Integration Guidelines Conversation Calendar
  21. 21. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Be clear about what you offer your audience Promotion Measurement Integration Guidelines Conversation Calendar
  22. 22. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Differentiate the roles of all your social properties Promotion Measurement Integration Guidelines Conversation Calendar
  23. 23. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Map your metrics back to business objectives, remembering to make them Promotion social Measurement Integration Guidelines Conversation Calendar
  24. 24. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Define how your brand speaks, behaves and engages Promotion Measurement Integration Guidelines Conversation Calendar
  25. 25. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Get organised with your editorial Promotion Measurement Integration Guidelines Conversation Calendar
  26. 26. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Look for opportunities for smart integration with other disciplines Promotion Measurement Integration Guidelines Conversation Calendar
  27. 27. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Look for ways to engage influencers and develop advocacy Promotion Measurement Integration Guidelines Conversation Calendar
  28. 28. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Think about ways to game your brand to drive desirable behaviours Promotion Measurement Integration Guidelines Conversation Calendar
  29. 29. Listening Objectives + Social Value Commerce proposition SocialGamification architecture Look at opportunities for not only marketing but sales Promotion Measurement Integration Guidelines Conversation Calendar
  30. 30. Mulțumesc!

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