Simple Steps to a Social Media Strategy


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A presentation showing the Social Media strategy for the eircom/Meteor group.

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Simple Steps to a Social Media Strategy

  1. 1. You need to think about your company's fundamental business issues and develop a strategy to solve problems and take advantage of the opportunities your analysis unearths. Bill Gates
  2. 2. Our Social Footprint
  3. 3. Social Footprint
  4. 4. “ We don’t have a choice on whether we DO social media, the question is how well we DO it.” Erik Qualman
  5. 5. 10 reasons to monitor your brand Social media compliments are the online equivalent of references or testimonials, and they deserve attention Catching something early means getting a chance to respond and demonstrate your problem solving abilities & also to turn the complaint around. People make known what they are doing and often ask the general public for advice when they are about to make a purchase. Info Service Help By watching your industry and relevant keywords, you will be the first to know when a new competitor appears on the scene or when their name is mentioned. Topics will often pop up online that draw huge crowds. There is a lot to be learned from these discussions, especially when they have the potential to affect your brand. An influencer’s audience helps spread opinions on a brand faster, positive & negative. Knowing who these influencers are & understanding their opinions of your brands can help you connect with them There are a number of ways to measure engagement & ROI. Discussions happening in social media can serve as an early warning system. Following discussions using associated keywords can help bridge the thread across all types of social media, connecting the conversation for easy analysis. By analysing social media, you can score a brand’s overall user sentiment, understand which competitors rank closest in buzz or online mentions, uncover brand advocates, & rank which social media channels contain the most active discussion. 2. The Complaint 3. The Express Need 5. The Crowd 4. The Competitor 1. The Compliment 6. The Influencer 7. The ROI 8. The Crisis 9. The Audit 10. The Thread
  6. 6. 1. What’s your mission? - Vision - Values
  7. 7. 2. Who are your customers?
  8. 8. 3. What are your objectives?
  9. 9. Social strategies will only succeed if they are part of the overall Group strategy and weaved throughout the business units and job functions. The entire company must understand the Social Media objectives and what the end goal is…...
  10. 10. KPI’s Without clearly defined objectives we have no criteria on which to evaluate success . Awareness Reach/Share of Voice Search Ranking # Tags # Unique Visits Appreciation Sentiment Customer Sat # Page views/Posts # Community Members Action # Sale/Winback #Call Deflection # Registrations # Competition Entries Advocacy NPS # Referrals # Super Users
  11. 11. 4. Have you got a Framework?
  12. 12. 4a. Operational Excellence -The Foundation! - Policies/Guidelines - Resourcing - Training & Development - Internal Comms - Crisis Management
  13. 13. 4b. Customer Engagement - Listening - 2 way conversation - Recognition & Rewards - Customer satisfaction
  14. 14. 4c. Content - is yours worth sharing?? - Marketing & social media content calendar
  15. 15. 4d. Systems/Tools - Listening tools - Reporting - Customer service systems
  16. 16. 4e. Selecting Social Channels - Right fit for you - Quality of channel not quantity
  17. 17. Operational Excellence Customer Engagement Develop Systems & Capability Broaden Social Media Channel Our Social Media Framework Proposition & Content
  18. 18. 5. What does your roadmap look like? - When are you delivering - Does it align with company roadmap
  19. 19. 6. Measure It!
  20. 20. Just another channel to engage with your customers!
  21. 21. Our Social Media Mission Statement To listen to our customers, deliver a great customer experience & personalise our brand through engagement with customers, opinion formers and our employees.
  22. 22. Contact: Georgina Bowes Head of Social Media eircom / Meteor LinkedIn: Georgina Bowes Twitter: @ginabo Email: