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Brand Content, (Sponsored) Stories and Community Management

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Brand Content, (Sponsored) Stories and Community Management

  1. 1. Brand Content,(Sponsored) Stories andCommunity ManagementA 12-Step Checklist to Jumpstart Your Social Program(srsly?)
  2. 2. Mathias Beke Michiel NoensPOE Manager Digital Expert
  3. 3. first step /know your social media landscape
  4. 4. first step / know your social media landscape
  5. 5. first step / know your social media landscape • 78% REACH • 12% REACH • 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook) • 0,7 MILLION USERS (ComScore) • 67% REACH • 10% REACH • 4 MILLION USERS (ComScore) • 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate) • 12% REACH • 12,5% REACH • 0,7 MILLION USERS (ComScore) • 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)Source : ComScore December 2011
  6. 6. first step / know your social media landscapeSource : Facebook Internal Data, Oct 2011
  7. 7. first step / know your social media landscapeSource : ComScore Consumption Data for Europe, Oct 2011
  8. 8. second step /understand the opportunities social networks represent jump on them when you have the chance
  9. 9. second step / understand the opportunities social networks represent 50% of social network users are connected to brands Awareness, reach 44% is asking to take part in co-creation of products & advertising Product development 42% had a conversation with a brand Engagement, experience via social media 36% posted content about a brand on social networks Advocacy, recommendationSource : InSites Consulting October - 2011
  10. 10. third step /stop, look and listen Your brand is what your customers say it is
  11. 11. Third step / stop, look and listen Evaluate your social media presence, find out what your brand stands for  Whos talking about your brand, your company, your category?  Where are they? What are they saying?  What are your customers ready for? How will your customers engage? What are they already doing? There are lots of tools out there to measure this. From free to apparently expensive, from noisy results to humanly qualified analysis, we can recommend you an adapted tool according to your goal
  12. 12. Got social vibrancy?> Move forward if people love your brand, see whats already out there, build on it
  13. 13. If not, dont give upGot social vibrancy?too easily!> Move forward if discover love your brand, see whats already out there, build on it> challenge yourself to people if there are conversations to be added> You dont have to be social to be social, no matter what category you are in, you can you create a message that will drive people to socialize around it 13
  14. 14. fourth step /define your goals Successful social program start with clear objectives
  15. 15. fourth step / define your goals Key roles and their So Me objectives Roles Social program objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development EmbracingSource : Forrester Research
  16. 16. fourth step / define your goals Listening Learning from what your customers are sayingSource : Forrester Research
  17. 17. fourth step / define your goals Talking Two-way conversation, not just shoutingSource : Forrester Research
  18. 18. fourth step / define your goals Energizing Helping your best customers to recruit othersSource : Forrester Research
  19. 19. fourth step / define your goals Supporting Enabling your customers to support each otherSource : Forrester Research
  20. 20. fourth step / define your goals Embracing Involving customers in your product developmentSource : Forrester Research
  21. 21. fifth step /create a plan that starts small but has room to grow
  22. 22. fifth step / create a plan that starts small but has room to grow Define your channel set up Figure out who’s speaking and what the tone of voice is Make sure it stays consistent Prefer quality to quantity Clearly define your success criteria upfront
  23. 23. sixth step /build a reputation system and results dashboard according to defined goals
  24. 24. sixth step / build a reputation system and results dashboard Measure:  Brand impact  Cross-channel interaction metrics  Traffic  Conversion  Money saved on customer service  Customer satisfaction and loyalty  Sales
  25. 25. seventh step /use great care in selecting your technology and partners
  26. 26. seventh step / use great care in selecting your technology and partnersYou don’t want to #fail
  27. 27. eighth step /create a presence that encourages interaction Do not shout
  28. 28. eighth step / create a presence that encourages interaction What is the value exchange? What does the consumer get in exchange for its interactions with your brand or campaign? What will you put on your fan page? How will you respond to wall postings? What interactive elements will you provide so people can interact? Are you not hammering?
  29. 29. ninth step /drive success through POE approach P O EADVERTISING IN MEDIA (TV, OPINION OF FRIENDS & WEB SITES,INTERNET, RADIO, OUTDOOR, FAMILY, WORD-OF-MOUTH, POINT OF SALES.PRESS) SOCIAL NETWORKS MAILINGS, E-MAILINGS, OPINION OF SURFERS (BLOGS, FORUMS)
  30. 30. ninth step / drive success through POE approach Integrate social plugin in your website with earned mentions Integrate website in your fanpage Drive traffic from paid media to your fanpage/website Use community to extend the reach of your messages Social + Advertising = Facebook Premium Ads P O E
  31. 31. ninth step / drive success through POE approach Facebook Advertising Space Unit (ASU) formats:  Like ads  Sponsored stories  Page post ads  Poll ads  Event ads
  32. 32. ninth step / drive success through POE approach Facebook Standard Ads
  33. 33. ninth step / drive success through POE approach Facebook Standard AdsStandard Ads can link to sites outside of Facebook, giving you the option to driveconversions to other sites
  34. 34. ninth step / drive success through POE approach Facebook Like Ads34
  35. 35. ninth step / drive success through POE approach Facebook Like AdsLike Ads drive engagement by letting people see which of their friends have alreadyliked your business
  36. 36. ninth step / drive success through POE approach The Power of Friends
  37. 37. ninth step / drive success through POE approach Sponsored Stories
  38. 38. ninth step / drive success through POE approach Sponsored StoriesPeople are naturally interested in things their friends care aboutWith Sponsored Stories, you can increase the visibility of these powerful interactions 38
  39. 39. ninth step / drive success through POE approach Page Post Ads
  40. 40. ninth step / drive success through POE approach Page Post AdsAnything you post on your fanpage can be turned into a Page Post Ad:status updates, videos, photos, questions, links, and events
  41. 41. ninth step / drive success through POE approach Poll Ads41
  42. 42. ninth step / drive success through POE approach Poll AdsPoll Ads encourage interaction with your brand by asking a question and lettingpeople instantly see the results 42
  43. 43. ninth step / drive success through POE approach Event Ads43
  44. 44. ninth step / drive success through POE approach Event Ads Invite people to RSVP to an event and let them spread the word on your behalf.44
  45. 45. ninth step / drive success through POE approach General Ads Optimization Strategy Driving Traffic (Direct Response & Brand Awareness) Targeting Unique Simplicity (Keep it simple) Call To Action Destination Page Advertising & Platform Side Destination Side
  46. 46. ninth step / drive success through POE approach Targeting overviewSegment & HypertargetLeverage Targeting Options: Demo and Target by: Country, state, province or Geo city targeting Target by: Gender, age, birthday, relationship status, language Workplace and Education targeting Target by: Workplace, education, preferred language Likes and Interests Target by: Favorite TV shows, movies, targeting books, music, hobbies, religion, political views
  47. 47. ninth step / drive success through POE approach Multi-TestingTest multiple creatives and compare results .
  48. 48. ninth step / drive success through POE approach Compare CTRs, CPCs and conversions Can significantly increase CTR and lower CPCCompare CTR + CPC and analyze the impact of creative changeson your ad performances and on your conversions.*CTR is Click Through rate*CPC is Cost Per Click
  49. 49. ninth step / drive success through POE approach Refresh your creative (every 10-12 days)
  50. 50. tenth step /reach out to your most active customers
  51. 51. tenth step / reach out to your most active customers Identify and empower your advocates, arming them with the appropriate tools to effectively talk about your brands
  52. 52. eleventh step / monitor, engage and answer evenings and weekends tooSource : Volkswagen Belgium
  53. 53. eleventh step / monitor, engage and answer evenings and weekends too Dont constantly defend your brand its impossible to respond to every single comment, but truly address the issues an empower a community that will rise to your defense
  54. 54. twelfth step /plan for the next step and for the long term Fuel longevity Dont think in terms of one-off campaigns but how you can fuel an ongoing social presence

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