Unleash Social Media (and Measure Its Impact)
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In many companies, social media is siloed into an existing department structure rather than being allowed to act as a change agent for how teams think and operate. The fact is that social media is a tool that, when unleashed, can impact every business unit. In this presentation, Lauren Teague of Convince & Convert will share strategies for making your organization more social from top to bottom, empowering employees to act as brand advocates, and how to measure the impact of the resulting transformations. Presented by Lauren Teague (@LaurenTee) at AAF-ND in November 2015
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Unleash Social Media (and Measure Its Impact)
- 1. MEASURING SOCIAL’S IMPACT ACROSS THE ORGANIZATION AAF FARGO NOVEMBER 2015 @LAURENTEE
- 2. LAUREN TEAGUE CONVINCE & CONVERT’S
- 3. @LAURENTEE #AAFND TWEET BEHIND MY BACK, JUST DON’T FORGET TO TAG
- 6. @LAURENTEE MEASURING SOCIAL’S IMPACT ACROSS THE ORGANIZATION
- 7. @LAURENTEE IMPACT OF SOCIAL FIRST, LET’S TALK ABOUT THE
- 10. @LAURENTEE
- 11. @LAURENTEE
- 12. @LAURENTEE MOVE SOME OFF-LINE DOLLARS ONLINE “ONLINE ADVERTISING NOW OFFERS A STRONG ALTERNATIVE TO SOME TRADITIONAL MEDIA, SUCH AS PRINT YELLOW PAGES. CONSIDER MOVING SOME OF YOUR TRADITIONAL DIRECTORY ADVERTISING DOLLARS INTO ONLINE DIRECTORIES AND SEARCH ENGINES.” “Hottest Marketing Trends for 2008” via entrepreneur.com
- 13. WHO SETS STRATEGY? CORPORATE MARKETING, 54 PERCENT SOURCE: LINKEDIN TECHNOLOGY MARKETING COMMUNITY
- 14. WHO CREATES CONTENT? 53 PERCENT SAY CORPORATE MARKETING SOURCE: LINKEDIN TECHNOLOGY MARKETING COMMUNITY
- 15. CREATE CONTENT, 30 % HANDLE SOCIAL MEDIA, 53% ROLE OF AGENCIES SOURCES: LINKEDIN TECHNOLOGY MARKETING COMMUNITY & ORACLE/LOOKBOOK HQ
- 17. @LAURENTEE PGA TOUR TIMELINE PROGRESSION OF RESPONSIBILITY 2008: Social Media Coordinator 2012: Team of Two 2014: Content Team
- 18. @LAURENTEE
- 20. @LAURENTEE THE POINT IS THAT IT'S NOT A "SOCIAL" TEAM, IT'S A DIGITAL TEAM, AND THAT'S WHY EVERYTHING WORKS TOGETHER. @DJPie @PGATOUR HITS 1M FANS NOV 2016
- 21. @LAURENTEE SOCIAL ACROSS THE PGA TOUR GOING FAR BEYOND THE DIGITAL HOMEBASE ▸Communications ▸Tournaments ▸Entertainment / Production ▸Corporate Marketing ▸Legal ▸HR
- 22. @LAURENTEE SOURCE: ALTIMETER SOCIAL BUSINESS SURVEY 2015 WHICH DEPARTMENTS REGULARLY COLLABORATE ON SOCIAL BUSINESS STRATEGY?
- 23. @LAURENTEE 26.2EVANGELIZE AS IF YOU’RE RUNNING A MARATHON, NOT A SPRINT
- 25. @LAURENTEE SAFEWAY CASE STUDY APPROACH ONE: FIT SOCIAL PEG INTO THE DIGITAL HOLE ▸ PAGE VIEWS ▸ UNIQUE USERS ▸ TIME SPENT ▸ LEADS ▸ CUSTOMER RETAIL VALUE ▸ LIKES AND COMMENTS ▸ FANS & FOLLOWERS ▸ CLICKS ON BIT.LY LINKS ▸ PEOPLE TALKING ABOUT THIS ▸ STORIES CREATED
- 26. @LAURENTEE SAFEWAY CASE STUDY APPROACH ONE: FIT SOCIAL PEG INTO THE DIGITAL HOLE ▸ PAGE VIEWS ▸ UNIQUE USERS ▸ TIME SPENT ▸ LEADS ▸ CUSTOMER RETAIL VALUE ▸ LIKES AND COMMENTS ▸ FANS & FOLLOWERS ▸ CLICKS ON BIT.LY LINKS ▸ PEOPLE TALKING ABOUT THIS ▸ STORIES CREATED
- 27. @LAURENTEE SAFEWAY CASE STUDY APPROACH TWO: TEACH EXECUTIVES WHY SOCIAL MEDIA IS IMPORTANT
- 28. @LAURENTEE APPROACH TWO: OVER-EDUCATE TO THE POINT OF CONFUSION
- 29. @LAURENTEE @SAFEWAY CASE STUDY APPROACH THREE: USE SOCIAL TO IDENTIFY AND SOLVE BUSINESS PROBLEMS ▸ What is the business objective we’re facing? ▸ What are metrics we can collect and show from social, that are complementary to other ways we measure our business? ▸ What outcomes can the social media program be credited for, directly or assisted?
- 32. @LAURENTEE @SAFEWAY CASE STUDY SOCIAL LISTENING AVERTS CRISIS ▸ Identified potential crisis issue by monitoring social media ▸ Gathered real-time customer opinion and feedback through social listening ▸ Digital team escalated issue to Executives ▸ Allowed Safeway to take decisive action and get ahead of customer backlash by removing pink slime meat from all stores
- 33. @LAURENTEE SOCIAL MEDIA IS NOT A TRANSACTIONAL RESPONSE TOOL; IT’S A RELATIONSHIP Paul Albright @SAFEWAY SR. SOCIAL MEDIA MARKETING MANAGER
- 36. @LAURENTEE OLD TACTICS AREN’T WORKING LIKE BEFORE BUSINESS PROBLEM:
- 37. @LAURENTEE @USMARINECORPS AHA MOMENT! ▸ A simple photo congratulating recruits resulted in record-number of engagements for the local recruiter’s Facebook Page. ▸ Shift away from your brand message and focus on your community. ▸ Recognition on Facebook drives storytelling and engagements. ▸K.I.S.S.
- 38. @LAURENTEE 170LOCAL PAGES FOR RECRUITING CENTERS
- 40. @LAURENTEE ORGANIZATIONAL SOCIAL MEDIA LITERACY IS FAST BECOMING A SOURCE OF COMPETITIVE ADVANTAGE McKinsey, 2013 TWEET THIS:
- 41. @LAURENTEE STRATEGIES MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM ▸ Social is a skill set, not a job.
- 42. @LAURENTEE SOCIAL MEDIA COMPETENCY IS NOW A JOB REQUIREMENT AT CITRIX
- 43. @LAURENTEE STRATEGIES MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM ▸ Social is a skill set, not a job. ▸ Secure buy-in from executives
- 44. @LAURENTEE STRATEGIES MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM ▸ Social is a skill set, not a job. ▸ Secure buy-in from executives ▸ Teach and empower through internal training
- 45. @LAURENTEE STRATEGIES MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM ▸ Social is a skill set, not a job. ▸ Secure buy-in from executives ▸ Teach and empower through internal training ▸ Dedicated social team works to move business units forward, keeping an eye on opportunities for digital transformations.
- 46. @LAURENTEE MEASURING IT ALL GOOD? NOW LET’S MOVE TO
- 47. @LAURENTEE DEFINE YOUR MEASUREMENT NARRATIVE BEFORE YOU START! IN A PERFECT WORLD
- 48. @LAURENTEE MEASURING SOCIAL’S IMPACT GROWTH METRICS ▸ Social Connections ▸ Conversation Volume ▸ Share of Voice
- 49. @LAURENTEE MEASURING SOCIAL’S IMPACT BUSINESS METRICS ▸ Web or App Traffic ▸ Lead Generation ▸ 💵 💶 💰
- 50. @LAURENTEE MEASURING SOCIAL’S IMPACT USE DATA TO YOUR ADVANTAGE ▸ Sentiment ▸ Content Performance ▸ Referrals
- 51. @LAURENTEE @USMARINESCORP MEASURING SUCCESS — THE MARINES WAY ▸ Lead Generation and Conversion ▸ Engagements, including Click Through Rates ▸ Micro-Conversions through funnel stages
- 52. @LAURENTEE @USMARINESCORP MEASURING SUCCESS — THE MARINES WAY ▸ Lead Generation and Conversion ▸ Engagements, including Click Through Rates ▸ Micro-Conversions through funnel stages ▸ Interested Civilians >> Enlisted Recruits “Poolees” ▸ Popularity of Vanity URLs (and other campaign tags) ▸ Consuming content; requesting information
- 53. @LAURENTEE COMPLEMENT EXISTING DATA SOURCES WITH SOCIAL METRICS
- 54. @LAURENTEE MEASURING SUCCESS - SAFEWAY CASE STUDY ▸ Customer Sentiment ▸ Conversation Volume ▸ Web Traffic ▸ Organic Search Keywords ▸ Stock Price ▸ Quarterly Revenue Impact of Beef @SAFEWAY
- 55. @LAURENTEE EMPLOYEE ADVOCACY A QUICK PRIMER ON
- 56. @LAURENTEE IN 2012, 40 OF THE TOP COMPANIES TO WORK FOR WERE ALSO AMONG THE TOP COMPANIES IN SOCIAL MEDIA FORTUNE, Dachis Group data
- 57. @LAURENTEE IF YOUR EMPLOYEES AREN’T YOUR BIGGEST FANS, YOU’VE GOT PROBLEMS WAY BIGGER THAN SOCIAL MEDIA… Jay Baer TWEET THIS:
- 58. @LAURENTEE UNLEASHING SOCIAL IDENTIFY COACHES & CHAMPIONS Pair Coaches with individual employees who need an extra boost Empower Champions to channel their passion and excite the organization
- 59. @LAURENTEE BENEFITS OF EMPLOYEE ADVOCACY DONE WELL ▸AUTHENTICITY
- 60. @LAURENTEE SOURCE: GLOBALWEB INDEX WHAT ARE YOUR MAIN REASONS FOR USING SOCIAL NETWORKING SERVICES?
- 61. @LAURENTEE BENEFITS OF EMPLOYEE ADVOCACY DONE WELL ▸AUTHENTICITY ▸TRUSTWORTHINESS
- 62. @LAURENTEE 98% OF MILLENNIALS ARE MORE LIKELY TO ENGAGE WITH A FRIEND’S SOCIAL POST THAN WITH A BRAND’S. Social Chorus, 2013 TWEET THIS:
- 63. @LAURENTEE BENEFITS OF EMPLOYEE ADVOCACY DONE WELL ▸AUTHENTICITY ▸TRUSTWORTHINESS ▸REACH
- 64. @LAURENTEE SOURCE: HUBSPOT SOCIAL MEDIA BENCHMARKS REPORT 2015
- 65. @LAURENTEE SOURCE: HUBSPOT SOCIAL MEDIA BENCHMARKS REPORT 2015
- 66. @LAURENTEE SOURCE: HUBSPOT SOCIAL MEDIA BENCHMARKS REPORT 2015 x
- 67. @LAURENTEE SOURCE: HUBSPOT SOCIAL MEDIA BENCHMARKS REPORT 2015
- 68. @LAURENTEE 3 REASONS WHY EMPLOYEES ARE KEY TO SOCIAL MEDIA SUCCESS 1. Genuinely love your brand 2. Trusted far more than the company 3. Not filtered by social networks in the same way as corporate messages
- 69. @LAURENTEE EMPLOYEE ADVOCACY THINK BEYOND TRADITIONAL ‘EMPLOYEES’ ▸ What stakeholders can be your brand advocates? ▸ Board members ▸ Ambassadors ▸ Franchisees ▸ Donors (non-profits and education) ▸ Members and Patrons
- 70. @LAURENTEE RESOURCES FOR EMPLOYEE ADVOCACY PROGRAMS ▸Social Chorus ▸Bambu ▸Dynamic Signal ▸Trap.it ▸Sociabble
- 72. THANK YOU, FARGO! TWEET ME @LAURENTEE