Spredfast 7 whiteboard sessions guide


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Spredfast 7 whiteboard sessions guide

  1. 1. The 7 Whiteboard Sessions Every Social Media Strategist Needs to Have in 2012 The biggest areas for opportunity and resolution across the enterpriseSOCIAL MEDIA PLAN CONTENT PROACTIVELY TRAINING BEHAVIOR & etiquette CONTENT ENGAGEMENT centralized editorial roadmap! business goals monitor organic conversations management follow dialog about your brand ema REA ils ACTIVITY CH tune into industry trends =# twee campaigns peop ts face le to uche track content engagement conversations book d post tweets s DEVELOP POLICY T? N EX d! ADOPTION S ns gage ethics tio AT eac m en COMPANY-WIDEWH or r the judgement nit p Products mo kee HR Sales & Services copyrights to Customer Care responsibility Marketing INTEGRATING CHANNELS DATA INTEGRATION link, embed, share social activity traditional CRM export bulk infowebsite documents activity archive email events searchable 1
  2. 2. In the world of social media, social strategists are constantly assessing the best waythey can plan successful social initiatives and optimize their programs as new opportunities arise. Withan ever-changing landscape of platforms, tactics and technology, this list is seemingly endless.The dawn of social business is here, and what that meansfor anyone working in social media is that there are moreopportunities – and challenges – to mature social efforts across CHECK OUTthe business. Business Time for Social in 2012 from the Spredfast SocialHere at Spredfast, we’ve spent some time talking with customers, Business blogpartners and industry leaders on what the top opportunities and“resolutions for social media practitioners are and what enterprisesand agencies should work toward in 2012. Companies should focus less on marketing the brand externally; and instead, focus on creating shared value with customers, partners and employees - Michael Brito SVP Social Business Planning, Edelman DigitalThese may be opportunities you’ve talked about internally already. Or they may be ideas you’re currentlyplanning on bringing to the whiteboard to plot out further. Regardless of where you are in your planningcycles, we’ve pulled together the top seven areas all social media strategists should be thinking aboutwith ideas on how to approach planning and assessment in each area and an action plan to get started.Who should attend these meetings? That will depend on the structure of your company and internalstakeholders. We suggest bringing the stakeholders that can help make these plans a reality and providethe buy-in needed to make your efforts successful. For most, that will mean your social strategist, heads“of Marketing and Communication, team leads across the enterprise business units active in social andeven members of your executive team. Brands, you have amazing stories to tell! Use video & multimedia to bring it across with emotion. Make ‘em feel! JD Lasica Founder, Socialbrite: Social tools for social change Founder, Socialmedia.biz 1 2012 Social Media Resolutions ©
  3. 3. Table of Contents1. Gaining Insight About Your Social Customer....................................................................................................32. Adopting Social Media Company-Wide..............................................................................................................73. Operationalizing Social Media with Workflows and Processes...................................................................124. Getting the Most Out of Your Great Content...................................................................................................175. Delivering Better Customer Experiences.........................................................................................................216. Integration..........................................................................................................................................................257. Showing a Return on Social Media...................................................................................................................288. How Spredfast Can Help...................................................................................................................................32 2 2012 Social Media Resolutions ©
  4. 4. Meeting #1Gaining Deeper Insight Into the Social Customer dive into BEHAVIOR & CONTENT ENGAGEMENT monitor organic conversations RELATIONSHIP HISTORY follow dialog about your brand 2009 2011 2013 tune into industry trends customer brand 2010 2012 track content engagement IDENTIFYING AND EMBRACING ADVOCATES & INFLUENCERS @mentions klout score retweets audience size INFLUENCE blog coverage comments media coverage NEXT STEPS: 1. Do you have a plan in place on assessing what is being said about your brand? 2. Are you tracking the conversation histories of your network members? 3. Do you have an advocate program in place? 3
  5. 5. Your social customer should be at the heart of everythingyou take into consideration when publishing on social media channels. What value are they getting out ofyour initiatives? What messages resonate best with them? And do you have the context to know the fullextent of your relationship with these people and to identify who is helping spread your social messages?Di v i n g In t o Be h a v io r a n d Content Engagem en tThe behavior of your network, and those you want to be in your network, provides the key to how you canbetter connect with them. For most companies, sharing content all about yourself won’t help you createmeaningful connections that lead to engagement and relationship building. Keeping a pulse on the socialconversations and actions of your audience can help inform whether or not your company is actuallyimportant to them, as well as help drive your social initiatives. Gaining DeeperTo start, some of the keys to comprehending your audience’s behaviors and motivations lie in: Insight Into the» Monitoring what types of general conversations are taking place in your current network to identify what conversations are happening organically dive into» Following what’s being said about your brand, your competitors and BEHAVIOR & industry trends CONTENT ENGAGEMENT» Monitoring activity from industry leaders, pundits and analysts to stay monitor organic conversations RELA on top of key issues in your space follow dialog about your brand» Tracking what content you are sharing to understand what gets the tune into industry trends most engagement to better inform and optimize your content strategy custom in an ongoing way track content engagementA cc e s s i n g t h e E n t i r e Relationship History IDENTIFYING AND EMBRACINGo f So ci a l C u s t o me rs in Your Ecos ys t em ADVOCATES & INFLUENCERS Meeting #1Larger networks and wider company participation in social help you reach more people and create a more @mentionssocial business. But it also means it’s more important to have context around the relationship with social retweetscustomers. How will different team members know what has been said to athe Social Customer Gaining Deeper Insight Into certain person on Twitter INFLUENC commentsover the course of long periods of time? Should the Marketing team know that a certain member ofyour network has talked to your Care team multiple times on social channels before responding to newquestions they ask about your brand? dive into BEHAVIOR & NEXT STEPS:Having context around each of CONTENT ENGAGEMENT these interactions helps you 1. Do you have a plan in place on aunderstand patterns and desires of each individual in your network monitor organic conversations what is being said about your band also helps ensure your communications are informed and RELATIONSHIP HISTORY 2. Are you tracking the conversa follow dialog about your brandtailored to the needs of each person. Usually a core part of social 2009 2013 of your network members? 2011media management systems, notes and conversation trends tune into industry histories customerDo you havebrand 3. 2010 an advocate progr 2012are captured to help your team have a centralized location for this track content engagementinteraction that can be accessed by all team members. IDENTIFYING AND EMBRACING ADVOCATES & INFLUENCERS @mentions klout score 4 2012 Social Media Resolutions © retweets audience size INFLUENCE blog coverage comments
  6. 6. I d e n t i f y i n g a n d E m b r a cing Advocates &In fl u en ce rs in Y o u r N e t work Gaining Deeper InsightBig companies are increasingly building big networks. Each person is important, and treating them Into the Sociwith respect and delivering positive experiences should be a fundamental part of your initiatives. Butundoubtedly, there will be a smaller group of people who are advocating on your behalf and have thepotential to reach more people in sharing your messages. dive into BEHAVIOR & CONTENT ENGAGEMENTBrand advocacy is not a new concept. But social media advocacy is a new and growing area of opportunityfor brands. Certain people are organically talking about you and referringmonitor organic and services more RELATIONS your products conversations follow dialog about your brandthan others. Obviously you’d like your entire network to follow suit, but identifying your top advocates can 2009 2help lead to specific outreach efforts and open the door for advocate programs. industry trends tune into customer 2010 track content engagementA few ways to start identifying these people is to start asking and finding:» Who is mentioning your brand most often? IDENTIFYING AND EMBRACING» Who is retweeting your content the most? ADVOCATES & INFLUENCERS» Who is commenting most often on Facebook and your blogs? @mentions k Meeting #1 retweets INFLUENCE bThe concept of influence is also an area of focus for many companies comments Gaining Deeper Insight Into the Social Customerand brands that realize there is potential for a small number of mpeople, who have a large voice, to help spread messages on their behalf. Like advocacy, the idea of using NEXT STEPS:influencers to help spread brand awareness and preference has also been long engrained and embraced. dive into 1. Do you have a plan in place on assessinWhat is new, is that it’s easier than ever before to identify people publicly who might have a larger share BEHAVIOR & what is being said about your brand?of voice or influence over their networks. This is no exact science, but by considering some of the following CONTENT ENGAGEMENT 2. Are you tracking the conversation hisaspects of social media users, companies can discover people who have greater ability to influence or monitor organic conversations of your network members?share conversations on larger scale than others. RELATIONSHIP HISTORY 3. Do you have an advocate program in pl follow dialog about your brand 2009 2011 2013Looking at the following areas while engaging across social media, you can determine who might carry a tune into industry trends customer 2010 brand 2012stronger impact on their network to help amplify or advocate your brand message. track content engagement» Audience size. While it’s not the sole metric you should focus on, the audience size of a person’s fans, followers and friends can help determine how much they can amplify your message if and when it’s shared EMBRACING IDENTIFYING AND» Klout score. This is an aggregated scoreADVOCATES & INFLUENCERS that incorporates elements such as network size, amplification effect and general ”influence” to provide @mentions klout score information on who carries more influence. It also includes the topics on retweets audience size which people are most influential INFLUENCE blog coverage comments» Blog coverage/readership. Blogger outreach is a huge tactic for most media coverage brands as they want to spread their messages and news across digital outlets. By determining how large a blog’s readership is and how often NEXT STEPS: they get shared or covered on other channels, you can determine who is best to target for sharing content and ideas. Starting small by leavingplan in place on assessing 1. Do you have a comments and raising visibility of your thoughts is the ideal way to start about your brand? what is being said» Media coverage. Like blogs, more traditional media Are you tracking the conversation histories 2. outlets can also help amplify your brand message by reaching a larger audience network members? of your 3. Do you have an advocate program in place? 5 2012 Social Media Resolutions ©
  7. 7. It’s important to note that no single metric or user trait signals influence or importance. And, of course, thebest way to drive action on the part of your network is to be helpful, continuously provide value and deliverpositive experiences. With that said, uncovering specific network members who have the power and desireto spread messages on behalf on your brand can be an effective technique. And aggregating all of theabove information with a system that can help provide context around these areas streamlines the wayyour company can assess and act on this information. Gaining Deeper Insight Into the Social Customer Next Steps Jump-start your whiteboard session on how to gain insight into your social customer by addressing these questions and formulating an action plan: 1. How are you tracking the behavior of your network? Do you have a plan in place on assessing what is being said about your brand, your competitors and the general themes your network talks about? 2. From the content you are sharing and creating in social, what is receiving the most interactions and engagement? Whether these are clicks, comments or retweets, how are you planning on using this information to assess its impact and to optimize it for your future content strategy? 3. Are you tracking the conversation histories of your network members with your company to uncover context around specific users? If not, is it time to adopt a system that will allow you to do so? 4. Who are the users mentioning your brand name(s) and talking about your company the most? Do you have an advocate program in place to reach out and build a relationship with these people? 5. Who in your network carries the most influence? Are there specific ways to target these people with the biggest audience and potential influence to help propel positive social activity and amplification? 6 2012 Social Media Resolutions ©
  8. 8. Meeting #2Adopting Social Media Company-Wide ADOPTION COMPANY-WIDE Products HR Sales & Services CORPORATE BUY-IN Customer Care Marketing compare media types check out competitors find missed opportunities ORGANIZING TEAMS identify participants ONGOING GUIDANCE define roles outline goals I m a pro! classes curriculumbest practices SOCIAL MEDIA webinars TRAINING communication tech training etiquette business goalsNEXT STEPS: management1. Is your company ready, culturally, to expand social media into all parts of the business?2. Who are the internal teams that should be utilizing social media?3. Who is/ are the best people to serve as internal stakeholders for training and guidance? 7
  9. 9. The concept of social business is quickly becoming a reality for companies, and theadvantages of adopting social media as a company are vast. More people can share the opportunity andresponsibility of communicating on behalf of your company. Not only marketing, but customer care, sales,HR and even your services or product teams can share interesting news and developments.And perhaps more important to consider, is that your customersand prospects expect to be able to connect with your brand for READ MOREthings other than just marketing efforts. Underutilizing social for all How business areaspects of the business is not just a missed opportunity; it’s also an Evolving Social Mediaexpectation that, if overlooked, puts you behind in business. Marketing to Social BusinessChances are, you’re probably already starting think about or from Spredfast ondo some of the above. But unless it’s been approached in an Social Media Explorerorganized way, highly disparate social efforts can create afragmented brand presence.B u y In a t t h e C o rp o ra t e LevelAdopting social media across the entire enterprise isn’t something that can be achieved withoutstakeholder buy in. For many businesses this means having sign off from the executive team. Moreoften, it involves having a conversation and agreement with management from the various internaldepartments who need to see value in social media for their specific business needs.Proven approaches on how to achieve this often include:» Comparing social media to other known media types – to help people understand how it compares» Illustrating competitors who are utilizing social in areas where you are not, or who are embracing social media in innovative ways CORPORATE BUY-IN» Highlighting the various ways social media can be used for areas compare media types outside of communications – including sales prospecting by finding check out competitors unhappy customers of competition, customer service through answering find missed opportunities questions shared on social channels and even recruiting for new talent by sharing job opportunities with your active network“» Auditing social media activity for your brand and showing missed opportunities that are already taking place in the above mentioned areas Businesses should resolve to stop using social media as corporate media & instead start engaging + delivering & gleaning value - Brian Solis, Author, The End of Business of Usual and Principal Analyst, Altimeter Group 8 2012 Social Media Resolutions ©
  10. 10. Meeting #2Pr o p er l y O rg a n iz in g Te a m s Adopting Social Media Company-WideOne of the biggest challenges for many companies is properly organizing teams to engage in social mediabeyond one department. Moving beyond one team who coordinates all social activity can get messy,fast. There is no one, single way to properly organize company activity in social. Rather, this should be ADOPTIONpersonalized by taking into account the people, business goals and levels of activity and responsibility ofdifferent business units. COMPANY-WIDEStart by thinking through preliminary aspects of people, permissioning and process: Products HR Sales & Services » Decide which departments will be active in social media Meeting #2 » Find the key stakeholders on each team who can serve as the ”lead” in CORPORATE BUY-IN helping to manage and triage social media activity for their area Customer Care MarketingAdopting Socialmedia types Company-Wide » compare Media List the people on each team, beyond the stakeholders, who will be expected to engage regularly check out competitors » Identify what level participating employees should be active and ORGANIZING TEAMS find missed opportunities identify the roles for each of these people. For example: the team lead may be in charge of the strategy and administering the accounts (the identify participants ADOPTION administrators), where others may be in charge of managing day to ONGOING GUIDANCE define roles COMPANY-WIDE day activity (manager) and others may be responsible for sharing and outline goals creating content to provide to the manager (editors). These roles can be I like Spredfast, which can outlined and applied to a management system m a pro! be used to run social initiatives Products classes HR curriculum » Identify the goals of each team and make these success milestones part & Services Sales SOCIAL MEDIA best practices of their ongoing performance metrics webinars » Outline the levels of communication that need to take place across social TRAINING CORPORATE BUY-IN Customer Carecommunication tech training activity and create a plan for engagement and response. For example, Marketing etiquette simple content creation and sharing may be Level 1. Level 2 may be simple compare media types responses to questions and requests. Whereas Level 3 may be answering business goals NEXT STEPS: check out competitors complex questions or require a higher level of thought or collaboration for response. Each of these should be mapped for the appropriate process management find missedIsopportunitiesready, culturally, to expand social TEAMS 1. your company ORGANIZING media into all parts of the business?Pr o v i di ng P ro p e r T ra in ing identify participants 2. Who are the internal teams that should be utilizing social media? define rolesSocial media ”best practices” change constantly. And to expect that the entire organization will be ONGOING GUIDANCE 3. Who appropriately participate would be, in most cases, incorrect. Companiesequipped with the knowledge to is/ are the best people to serve as internalmust assess the ”must dos” to share with employees such as compliance outline goals I stakeholders for training and guidance? with new ideas and best and ethical considerations, m a to keep employees inspired by refreshing themand they also, increasingly, need pro!practices in the social space. classes curriculumTrain for social media etiquettebestwhat your company feels are the best ways to communicate practices SOCIAL MEDIA TRAININGDecide webinarsin social media. This may be always responding within a certaintime communication to questionstraining answered tech that can be frame, only respondingpublicly or even teaching employees how to use the most popular etiquettechannels for maximum impact. When more people become involved business goalsin social media activity, more personalities and communicationNEXT STEPS: management1. Is your 2012 Social Media Resolutions © company ready, culturally, to expand social 9 media into all parts of the business?
  11. 11. styles become representative of your brand. Equip these people with the proper ways to speak andrespond on social channels, as well as the expectations and preferences of your online networks.Train for social media business goalsThis may sound self-serving, but the communication of various internal teams should, when Adopting Social Media Coappropriate, tie back to the roles and goals they have as employees. The sales team should not beresponding to members of the media asking questions about corporate news, and the HR team shouldnot try to answer product or service inquiries. Defining the ways that each group can best help furtherbusiness goals while also helping to communicate with networks to create positive experiences helps ADOPboth your company and your networks. COMPANTrain for social media managementA huge aspect of rolling out social media across the enterprise entails being able to manage this activityHR ina coordinated way. For most companies, this means having the tools and systems to scale activity. Usinga social media management platform offers the opportunity to scale, coordinate and be efficient – but it Customer Ca CORPORATE BUY-INalso means employees must know how to use the technology effectively to do their jobs. compare media types check out competitorsOffer i n g O n g o in g G u id a n ce find missed opportunities ORGAHelping your company use social media at the corporate leveldoesn’t stop once the plans have been rolled out and the initial ONGOING GUIDANCEareas of training have taken place. What about when new team I m a pro!members get involved? Or, how do new social media trends classes curriculumimpact how your company uses the channels? Think about how best practices Songoing guidance can be provided in a way that helps the overall webinarscompany, individual employees and ensures your networks’ communication tech trainingneeds are being met.This may include: NEXT STEPS: 1. Is your company ready, culturally, to expand s» A baseline curriculum your company creates on the best ways to engage in media into all parts of the business? social channels 2. Who are the internal teams that should be ut social media?» Regular training sessions like in-person classes or on-demand webinars to 3. Who is/ are the best people to serve as inter share internal successes and ongoing best practices stakeholders for training and guidance?» A communication plan to aggregate and share external resources like upcoming conferences, third party webinars and industry articles and resources to help further social media knowledge» Technical training on how to use social media platforms and the social media management software used internally to manage corporate activity» Regular, quarterly strategy reviews with the cross functional stakeholders to assess success 10 2012 Social Media Resolutions ©
  12. 12. Adopting Social Media Company-Wide Next StepsJump-start your whiteboard session on adopting social company-wide by addressing thesequestions and formulating an action plan:1. Is your company ready, culturally, to expand social media into all parts of the business?2. Which internal teams should be utilizing social media?3. Is social media already being utilized by multiple areas of the company with seemingly no plan? And could this disparate activity lead to customer confusion?4. Who is/ are the best people to serve as internal stakeholders for training and guidance?5. What types of programs can be created to help teach internal teams to use social media properly?6. How can your company coordinate and scale all this new activity to ensure it’s being done in an efficient way?7. What specific features or functionality do you need out of a social media management system or Social CRM to scale your social media presence? (assess with the Social CRM Checklist) 11 2012 Social Media Resolutions ©
  13. 13. Meeting #3Operationalizing Social Media withInternal Workflows and ProcessesORGANIZE SOCIAL DEVELOP POLICY PRESENCE BY... ethics brand judgement SET ROLES & service offering copyrights RESPONSIBILITIES geography creating content responsibility business goals overseeing process approving content teams administration COORDINATING accounts viewing only ACROSS TEAMS content X content Y SOCIAL Triage CHAMPION team A person B NEXT STEPS: 1. What are the workflows needed to implement and manage social activity across internal departments? 2. What team is responsible for what type of social content and engagement? 3. Has your organization done a social audit of all social accounts being used across channels? 12
  14. 14. As social media pervades various departments of a company, organizationalworkflows and processes need to be implemented to ensure success. Figuring out how to coordinate andmanage social activity quickly becomes complex when a company has hundreds of social accounts acrossseveral different networks all being monitored and updated bydifferent internal teams. CHECK OUTCreating new processes isn’t exactly most people’s idea of fun, 5 Steps to Operationalizingespecially in social media, but creating the right procedures Social Mediacan allow brands to be more active, more coordinated and from Spredfast on themore successful in building thriving online communities. Italso ensures a brand’s reputation can be protected, while also Social Business News Blogprotecting employees.Det er m in e H o w t o O rg a ni ze Your S oci al P res en ceEvery company has different needs when it comes to organizing their social presence. There are variousideas and models on the best way to structure internal teams, but the truth is, this organization needs tostem from your personalized needs as a brand. OperationalizingSegmenting specific activities into their own initiatives allows companies to focus on the objectiveat hand, to ensure that the right people are participating in the right activities and to segment outmeasurement of these initiatives to better understand what’s working. Internal WorkflWays to think about how to organize activity should take the following into consideration:» By brand. Often times bigger companies or agencies have multiple brands they represent which need different social media plans and activities to be successful» By service offering. Similar to brands, different services require different ORGANIZE SOCIAL content and engagement in social media PRESENCE BY...» By geography. Even when the same brand or service is offered in different locations, there are obvious reasons, such as audience, brand language and team structure, that require it to have its own social media SET service offering RES presence or organization structure» Business goals. The same brand or company geography may be geography using social media to achieve several different business objectives. cr From brand awareness to customer care, these activities should be differentiated when thinking about how to organize and business goals ov operationalize social media a» Specific teams. Team structure varies in different companies and can teams a overlap with objectives, geographies and brands» Accounts. Stemming from all of the above, the specific social media accounts accounts representing a brand often serve as a way to organize activity v between people and the strategies that fuel their activity SOCIAL CHAMPION 13 2012 Social Media Resolutions ©
  15. 15. “Once the above considerations have been outlined, companies can better decide on which accounts andstrategies correspond best to organizing ongoing activity. Companies must first get their internal foundations ready --before social media proliferation forces perpetual clean up. - Jeremiah Owyang, Industry Analyst Partner, Customer Strategy Altimeter GroupS e t t i n g R o l e s a n d R e s ponsibilities forE a ch Te a m P a rt icip a t in g i n S oci alAs with any other communication medium, not all team members need the same privileges to createcontent, approve activity or assign duties. These are the types of roles assigned in managing email,websites and now in social media. Thinking through the ”who should have the ability to do what?”question, your team should ask:» Who needs to only be able to create content to share across social media? SET ROLES &» Who should oversee this activity? RESPONSIBILITIES» Are there types of content that need to be approved before sharing, and creating content if so, who needs to be the approver of this? Is it one person or a team of people (like legal staff, product experts, etc)? overseeing process» Who should manage the administrative rights to social media accounts approving content like passwords and access to specific channels? administration» Are there people who need to be able to view social activity, but not necessarily have the right to create and engage across the channels? viewing only content XD ev el op a S o cia l M e d ia P oli cyThe best way to allow more people to participate in social media across the company is to have a policyin place that outlines the best ways to use social media on an individual and corporate level. This jointagreement of sorts can be as short as one page or lengthy to cover communication examples and bestpractices. No one policy fits all companies, but at the least you should contemplate including:» Ethics of engaging in social media» What channels it should cover» Exercising good judgment and parameters of what that entails DEVELOP POLICY» Respecting copyrights ethics» Protecting sensitive company information judgement» Personal responsibility of employees copyrights RESPONSIBILITIES» Encouraging honesty and transparency responsibility» Consequences of actions and how to seek permission/help when needed overseeing processFor more ideas on what to include in your policy and how to include the elements most important to yourcompany, see templates and ideas from Socialmedia.org and WOMMA. 14 2012 Social Media Resolutions ©
  16. 16. Internal Workflows and ProcessesComm u n ic a t io n M e t h o d f or Coord i n ati n g A cros s Team s POLICY DEVELOPORGANIZE SOCIAL PRESENCE BY... ethicsCommunication methods across different teams won’t always be the same. Across different departments,with different goals and different resources, there are countless ways you might determine are the judgementbest ways tobrand how to best communicate. The bottom line is, by being coordinated in how plan outyou communicate with your networks across theROLES & SET company, you ensure your teams are enabled to service offering copyrights RESPONSIBILITIEScommunicate efficiently and that your network receives timely and relevant updates and responses. To geographystart scratching the surface on how to think about this, a few attention areas to note include: creating content responsibility» The people ”responsible” for responding to different types of messages. business goals overseeing process Where should different types of content be routed? This should be based on the area of focus for different employees and what they can speak approving content teams best to with your audience» The different messages that commonly need response. Are there administration COORDINATING accounts with customers in social? If so, could they be helped frequently asked questions, issues or topics that your teams find they regularly talk about viewing only ACROSS TEAMS by having ”common” responses or even a content library to aid them in better responding to your network? content X content Y» A triage method to route social communications to team members. SOCIAL If more than one person is running social initiatives on behalf of Triage your CHAMPION a way to triage – or assess the proper company, you will need people and approach to respond – in order to be efficient in managing responses and content sharing with your network. Marketing might be team A person B the first to see a product-related question, but the team will need an easy way to alert the Product or Sales team to respond. The more social NEXT STEPS: conversations you have about your brand online, the more important 1. What are the workflows needed to implement and manage this will become social activity across internal departments?I d e n t i f y i n g ( o r a s s i g n i n g) Social Media 2. What team is responsible for what type of social contentCha m p i o n s I n t e rn a l l y SOCIAL and engagement?Who 3.going to your organization done for achieving audit is Has lead the charge within each team a social their CHAMPION of all socialrespective social media goals? Who is ultimately responsible for accounts being used across channels?driving strategy, creating content and approving responses (anddelegating it out accordingly) in Marketing, Customer Care, HR andProduct? Identifying who these people are internally will help ensureyou’re addressing your networks’ needs and that timely conversationsare taking place. 15 2012 Social Media Resolutions ©
  17. 17. O perationalizing Social MediaWith Internal Workflows andProcesses N ext StepsJump-start your whiteboard session on how to operationalize social by addressingthese questions and formulating an action plan:1. Has your organization done a social audit of all social accounts being used across channels?2. What are the workflows needed to implement and manage social activity across internal departments?3. Does your organization have a written Social Media Policy that outlines roles and responsibilities for using social media within each department?4. What team is responsible for what type of social content and engagement? (Publishing support tips and responding to customer care inquiries versus publishing corporate news and updates?) 16 2012 Social Media Resolutions ©
  18. 18. Meeting #4Getting the Most Out of Your Great ContentPLAN CONTENT PROACTIVELY REPURPOSE EXISTING CONTENT centralized editorial roadmap! dust off thatCENTRALIZED CONTENT old whitepaper increases frequency of shares reduces red tape improves ease of access fuels efficiency BUILD IN SOCIAL TACTICS TO LARGER CAMPAIGNSASSESS & ADJUST blog post post photos AS NEEDED : product launch to Flickr what s being shared? demo on who s @mentioning? tweet YouTube activity driving downloads? time with most traffic? NEXT STEPS: 1. How can you centralize content? 2. What regular sets of activity can be planned in advance? 3. How can you be tying your content to business goals? 17
  19. 19. We ve all heard that content is king,and in social that may be more true than on any other channel. READ MOREConversations and engagement stem from content, and responses 6 ways to use social mediaare a type of content themselves. Social media channels offer a for business with provenunique opportunity in that content can be shared from existing tactics for successcommunication channels, created for social specifically and can be from the Spredfast Socialcreated by you or your network. Business blogCompanies face challenges in using content well in social, though.How can this be effectively planned in advance to allow time forreal-time engagement? How can protection be ensured so that teams don’t say or use the wrong, oreven unapproved, content on accident? And how can they learn what content is actually most effective inbuilding brand awareness and initiating engagement?Pl a n n i n g O u t C o n t e n t Proact i velyThe power of social media is that it offers two-way communication. So if all your time is spent creating andsharing strategic content throughout the day, you miss the opportunity to monitor, engage and respond.One of the best ways a brand can ensure they aren’t missing these opportunities and are actually providingvalue in real-time is by planning out proactive content. Just like the planned messages and multimediathat come from corporate channels, content published on social media channels can be mapped out inadvance so proactive engagement is incorporated into the publishing mix.Centralizing this social editorial calendar so that it’s accessible by PLAN CONTENT PROACTIVELYthe entire team running any given social media initiative allows forinsight into frequency of messaging, channel distribution of contentand who on the team is planning to contribute. It also ensures no“ centralized editorial roadmap!messages are overlapping and that no oversights are taking placeon missed opportunities. In 2012, businesses will rise about the din of mediocrity and retool their content efforts to create a sustainable, workable model that produces stuff that has merit. - Ann Handley Chief Content Officer, MarketingProfsRep ur p o s in g Ex is t in g C on tent on S oci al Ch an nelsNot all social content can be something that was repurposed from other corporate channels, but themessages you share with your online social networks shouldn’t be widely different than those you aresharing with your website visitors, customers who call for help, emailhouse file members and prospects who call you on the phone. REPURPOSE EXISTING CONTENTBy thinking of these messages from a higher level, companies canfind new and useful ways to share pertinent information on theirsocial channels. Why wouldn’t you want to share the jobs you are dust off thathiring for, solutions to common issues and sales promotions on old whitepaperFacebook and Twitter, too, if they provide value to the people who arepart of those networks? 18 2012 Social Media Resolutions ©
  20. 20. A few common areas where relevant and existing content can be repurposed often include:» Information on corporate events or events your team is planning to attend» Sales promotions or discounts, including coupons» Content marketing pieces like whitepapers or positioning papers» Product updates and launches and collateral that corresponds to it» Videos and pictures used in PR efforts» Job postings in your HR department» Frequently asked questions your Customer Care team hears Getting the Most Out of Your GCen t r al izin g C o n t e n t t o b e A cces s ed Eas i lyIf you’re extending social media beyond one person or team, you know that having a good contentplan is half the battle. The other half is enabling employees with content to use so that they can PLAN CONTENT PROACTIVELYshare more often, not have to get each message or file approved for sharing and to make the entireprocess more fluid. Having a content library with approved responses, timely messages and files like REPimages and videos to share can help provide a solution to these roadblocks. EXIS centralized editorial roadmap!#4 MeetingIdeally, these assets can be centralized in a management system Most Out of Your Great Content Getting thebeing used to run social activity so that employees can easily access CENTRALIZED CONTENTthe right message at the right time when they are engaging on social increases frequency of shareschannels. Faster responses to customer questions, pre-approved PROACTIVELY red tape PLAN CONTENT reducescontent that can be shared by numerous company locations and improves ease of access REPURPOSEgeographies and timely messages to be used across the organization BUILD IN SOC fuels efficiency CONTENT EXISTING centralized editorial roadmap!equate to efficiency and relevancy for your networks. TO LARGER ASSESS & ADJUST off that dustB u i l d In S o c ia l T a c t ic s to Larger Cam pai gn P lans CENTRALIZED CONTENT AS NEEDED : blog post old whitepaper product increases frequency of shares s being shared? whatWhen trying to achieve larger business objectives, social media usage reduces red tape demo oncannot be an afterthought. Repurposing content can improves ease of access who s @mentioning? be a great way YouTubeto do this, but building in various social media components into larger activity driving downloads? fuels efficiency BUILD IN SOCIAL TACTICScampaign initiatives will help ensure content is being utilized across time with most traffic? TO LARGER CAMPAIGNSall appropriate channels. When a new product is ASSESS & ADJUST launched, don’t justissue a press release and send an email to the customerNEEDED : AS base, create blog post product launch post photos NEXT STEPS: to Flickr what s being shared? 1. How can you centralize content?a short product demo video and publish it to YouTube, tweet about the demo on 2. What regular sets of activity can be plannews with a link to the press release, post photos of who s @mentioning? the new product tweet YouTube be tying your content to bus 3. How can you activity driving downloads?on the company Flickr account and write a blog post about how thenew product is addressing a certain industry pain point.with most traffic? time NEXT STEPS:A ssess a n d Ad j u s t C o urs e as How can you centralize content? 1. N eed ed 2. What regular sets of activity can be planned in advance?Once content is posted or published on a social channel, acan you be tying your content to of utilizing content 3. How team’s work isn’t done. Part business goals?well is monitoring and analyzing what type of content is the most effective – whether that be reaching alarge audience or creating engagement in your network. Companies can gain social intelligence by keepingtrack of how various types of content perform and then assessing that performance to ensure what’sbeing published is resonating with the community. 19 2012 Social Media Resolutions ©
  21. 21. reduces red tape improves ease of accessFactors to keep an eye on include: fuels efficiency BU TO» Content shared most often ASSESS & ADJUST» People who are mentioning you most often AS NEEDED : blog pos» What messages receive the most clicks» Social impressions gained from activity what s being shared?» Referring traffic to your corporate website who s @mentioning?» Activity that results in conversions like downloads or purchases activity driving downloads?» What time of day social activity receives the most engagement time with most traffic?» What channels receive the most interactions NEXT STEPS: 1. How can you centralize conte 2. What regular sets of activity 3. How can you be tying your con Getting the Most Out of Your Great Content Next Steps Jump-start your whiteboard session on using content well by addressing these questions and formulating an action plan: 1. How can you centralize content to be used by your entire team and do you need a management system to help coordinate this? 2. What regular sets of activity can be planned in advance to ensure you are providing your network with relevant and timely information? 3. How often should you regularly assess content performance and what information can help you make more informed decisions around content strategy like sharing metrics, identifying brand advocates and tactical assessments like performance by time of day? 4. How can you be tying your content to business goals and larger campaigns to ensure the most success of your efforts? 20 2012 Social Media Resolutions ©
  22. 22. Meeting #5Delivering Better Customer ExperiencesMEANINGFUL ENGAGEMENT questions ask answer INTERACTIVE & CREATIVE welcome opinions EXPERIENCES incentives consistent, compelling presence across all social channels BE DIFFERENT keep WHAT S NEXT? social monitor reactions weird to keep them engaged! NEXT STEPS: 1. What type of engagement resonates with your audience? ers 2. How can your social channels be leveraged s tomcu to enable and prompt engagement? tu ff 3. Can you utilize Facebook to move beyond status es fre updates to incorporate interactive experiences? 21
  23. 23. You re on social media. But so are your competitors,other services and other products vying for attention and the personal READ MOREnetworks of your customers and prospects. Delivering positive The Accidental Customerexperiences – whether that entails answering questions in a timely Care Teamfashion or creating custom experiences on platforms like Facebook – from the Spredfast Socialcontinues to be a major factor in the success of big brands in social. Business blogIn the age of ”now,” people want experiences in real-time that canhelp them immediately or provide a fulfilling interaction.M ea n i n g f u l En g a g e m e n tEngagement, like ROI, is a loaded term. Does that mean creating and interacting in existing conversations?Helping customers when they ask questions on social channels? Or providing enlightening and dynamiccontent that activates your community? For most companies the answer is yes to all of the above.At the end of the day, the main goal should be to make this engagement meaningful to your brand’s socialconstituents – customers, partners and even employees. To do this, consider the following tactics:» Ask questions. Do you know why customers interact with you on social? Is it to get a deal or discount? Is it to report a problem? Proactively asking what customers want from a brand on social will only help build stronger customer relationships and loyalty if they’re engaged with in an expected or desired way.» Answer questions. Customers and prospects ask questions in social every minute of every day. Surprise them, or at least meet their expectations, by providing a thoughtful response when they ask something about you. MEANINGFUL ENGAGEMENT» Pre-empt questions. Don’t wait for the flood of questions you know will make their way onto social channels after a new product launch, big questions event or other noteworthy occurrence. ask answer INTERAC» Welcome opinions. Ask about what your network(s) thinks, wants or welcome opinions cares about. Open a discussion and help moderate and curate new incentives thoughts and perspectives. consisten» Give incentives. People who participate in conversations and engage across with your brand typically do so to get some type of personal satisfaction. It may be sharing their opinion or getting help with a personal issue. Regardless of motivation, providing incentives for engagement is one“ more way brands can help create a positive experience for customers and also increase the chance for interaction. CMOs will finally stop asking ”Are we using platform X” and start asking ”Are we there for our customers, anytime and anywhere they want us to be?” - Andy Sernovitz Author, Word of Mouth Marketing: How Smart Companies Get People Talking 22 2012 Social Media Resolutions ©
  24. 24. In t er a c t iv e & C re a t iv e Experi ences BE DIFFEREN Meeting #5Many people consider engagement to be the end goal of their social media efforts. But in order to start Delivering Better Customer Experienceshaving these conversations with social customers, brands should consider creating a singular, compelling keeppresence across the various social channels – that also closely ties back to other digital presences like socialthe corporate websites and online channels. Facebook Pages are becoming an integral part of business’s weirdsocial strategy, but how do you ensure that visitors find what they’re looking for and that you achieve the MEANINGFUL ENGAGEMENTsocial goals that will propel your business?Expanding beyond the notion of getting questions of great content, the most out ask answeryou should be thinking about how to leverage Facebook to create truly INTERACTIVE & CREATIVEinteractive experiences. Instead of asking an open-ended question welcome opinions Meetingas a Facebook status, create a dynamic poll that aggregates and EXPERIENCES incentivesshares the feedback results with voters. Allow fans to submit their consistent, compelling presence NEXT S Delivering Better Customer Experientown multimedia by running photo contests on your personalized 1. WhatFacebook Tab. And increase the size of your network by giving ”extra” across all social channels BE DIFFERENTinformation and incentives for users who ”like” your Page. your a r s 2. How ca omeThese types of engagement strategies present a keep opportunity valuable WHAT S NEXT? t cusfor brands to share information with their social social in an to ena audience monitor reactions MEANINGFUL ENGAGEMENTthem engaged! weirdinteractive, and often entertaining, way. Companies can also create to keepa more dynamic Facebook presence by integrating videos, photo tu ff 3. Can y questions es frelibraries, Twitter feeds and even slides – curating the best multimediacontent for a relevant and interesting user experience. update ask answer NEXT STEPS: INTERACTIVE & CREAW ha t s N e x t ? welcome opinionstype of engagement resonates with 1. What your audience? EXPERIENCES incentives Howand marketing is achannels beexpectation.When social customers become part of your network by liking your Facebook page or following youon Twitter, it signals they want to follow s 2. mer your activity – consistent, compelling pres can your social part of that leveragedThese individuals want to learn u sto your brand, yourenable and prompton the market, and most cabout to products, your take engagement? across all social channels uffimportantly they want to consume information on relevant topics. F st 3. Can you utilize acebook to move beyond status e fre updates to incorporate interactive experiences? BE DIFFERENTWhen brands start barraging their audience with posts that aretoo frequent, of little value, or off topic, community members willunlike or unfollow your brand without question. By watching your keepaudience’s reactions, you can start to hone in on what’s important WHAT S NEXT? socialto them, what content doesn’t resonate with them, and how to monitor reactions weirdkeep them engaged on a regular basis. Listening to the heartbeatof actual network behavior will allow you to make more informed to keep them engaged!decisions and be more relevant, and thus successful, in resonatingwith your target audiences.St r i v e t o b e D if f e re n t NEXT STEPS: 1. What type of engagement resonates withSocial strategies have started evolving and expanding beyond the singular goal of attaining the Like, andrightfully so. While it’s great for your audience to passively consume content, companies have realizedthat keeping customers actively engaged is even more your audience? valuable. Facebook Pages in particular give the rsability to create interactive experiences to encourage repeat activity your social channels be leveraged 2. How can and engagement. t ome cus 2012 Social Media Resolutions © to enable and prompt engagement?23 tu ff 3. Can you utilize Facebook to move beyond st es fre updates to incorporate interactive experien
  25. 25. incentives co aIf your brand can maintain a dynamic Facebook presence andeducate their audience at the same time, your customers will BE DIFFERENTreward you by purchasing your goods, sharing your Facebookexperience with their network, or by becoming a brand championand an advocate over time. keep WHAT social monitor weird to kee NEXT STEPS: 1. What type of engag your audience? rs 2. How can your social Delivering B etter Customer t ome cus to enable and prom Experiences Next Steps stuff 3. Can you utilize F ac Jump-start your whiteboard session on how to deliverfr ee updates to incorpor better customer experiences by addressing these questions and formulating an action plan: 1. What type of engagement resonates with your audience? 2. How can your social channels be leveraged to enable and prompt engagement between you and your network? 3. Can you utilize Facebook to move beyond status updates to incorporate interactive experiences? 4. Is entertainment a reason your network follows you and engages with your brand? If so, list out ideas and tactics that may provide entertainment in a meaningful way to your brand and its followers. 5. How is your brand differentiated in social media? What are the specific values you add to fans and followers in comparison to the competition and similar companies? 24 2012 Social Media Resolutions ©
  26. 26. Meeting #6 Integration INTEGRATING CHANNELS link, embed, share social activity website documents email eventsWEB ANALYTICS traffic from social links DATA INTEGRATION new visits from social media traditional CRM value of activity & conversions export bulk info activity archive searchable NEXT STEPS: 1. What communication channels don t currently have social media integrated? 2. Can you integrate your web analytics with the management system you are using? 3. Should you be exporting social media activity to keep a record of interactions? 25
  27. 27. Social media is not an island unto itself; it’s part of a larger picture. Integrating socialmedia, both with other channels and with the technical systems you use as a company, help exponentiallydrive success and provide insight into performance. It can also help collect data and information that canbe used in different ways across the business.In t egr a t in g S o c ia l I n t o O t h er Ch an nelsYour network doesn’t lose their social tendencies when they leave their social media accounts. They alsolook for, or are at least open to, opportunities to interact with you via other avenues. Integrating socialinto all the touch points you have with customers helps not only build these networks, but also enablesinteraction and engagement. On the following channels, you can link to social accounts, embed optionsfor people to share information with their networks, present relevant social activity offline and sharesocial media activity that corresponds with the respective experience:» Your website INTEGRATING CHANNELS» In-person and virtual events» Online documents link, embed, share social activity» Print collateral» Corporate email messages“ website documents email» Personal email signatures events Social Media Explorer’s resolution for 2012 is to refine our lead generation and customer acquisition system to tie social media connections of mine and the company’s to our database so that we can segment and trigger email outreach for our various products. You can call it marketing automation and CRM if you like. We’re calling it making our marketing more relevant to our customers. - Jason Falls CEO, Social Media ExplorerWeb A na l y t icsThe corporate website is often the hub of information and conversions for both business-to-businessand business-to-consumer companies. It’s rich with contextual information about what you offer and isoptimized for converting visitors into prospects or customers.One of the best ways to make a correlation between social media initiatives and web activity is by integrating itwith your current web analytics packages. Common in most social media management systems, this integrationcan illustrate the exact impact the two have on each other. It can even report on what activity is truly resultinginto whatever conversions or goals you have set up in your system. If you’re not currently integrating socialactivity with your corporate web analytics, here are a few areas where this integration can shed light:» Traffic from social media links to the corporate website or blog WEB ANALYTICS» New visits from social media traffic from social links» The value of activity resulting from social traffic, as defined within DATA INTEG your analytics package new visits from social media» Goals and/or conversions completed from social media traffic value of activity & conversions 26 2012 Social Media Resolutions ©
  28. 28. IntegrationD a t a Int e g ra t io n INTEGRATING CHANNELS link, embed, share social activityData is a powerful tool for any company. Social media data can help shed light on customers, provideinformation to perform business analysis and also help protect your organization by keeping a record of allactivity that’s taken place across social media channels. Social media platforms may keep record of all this website documentsdata, but it’s not provided in a way that companies can ”keep” for themselves. This is something that, today,only third party platforms and management systems can offer. email eventsIf retaining information over long periods of time like records of social media posts, mentions of your brandname on social platforms, audit trails of team responses and all the analytics of your social initiatives isimportant to you, your company should be asking: WEB ANALYTICS» How can you integrate this social data into your traditional CRM system or database? traffic from social links DATA INTEGRATION» Is there an option to export all ofvisits fromin bulk so that you can new this information social media traditional CRM always ”own” your data? value of activity & conversions» Will you lose activity after a certain amount of time or can it be archived export bulk info to access at any point in the future when you may need it? activity archive» Will these mounds of data be easily searchable within the system you are using? searchable NEXT STEPS: 1. What communication channels don t currently have social media integrated? Integrationmanagement system youanalytics with N ext Steps are using? 2. Can you integrate your web the 3. Should you be exporting social media activity Jump-start your whiteboard session on how to integrate social media by addressing these questions and formulating an action plan to keep a record of interactions? 1. What communication channels don’t currently integrate with social media data? 2. What communication efforts could have an enhanced social media element? 3. Can you integrate your web analytics with the management system you are using for social media? What are the most important metrics to show conversion here? 4. Should you be exporting social media activity to keep a record of interaction taking place about your brand and customers? 5. How can you integrate known customer engagement data into your CRM or database? 27 2012 Social Media Resolutions ©
  29. 29. Meeting #7Showing a Return on Social Media $$$ Return on Social ? ? + Brand Awareness VAGUE Analytics + Measurement ACTIVITY by Team emails tweets campaigns REACH = # people touched conversations tweets facebook posts community conversations INDUSTRY ENGAGEMENT likesBENCHMARKS retweets response time socialbusinessindex.com clicks @mentions social media outcomes NEXT STEPS: 1. What are your business objectives for the business objectives social media initiative you are planning? 2. What are the metrics that show the impact on your stated objective? 3. Can you assess where you started and where you are now? 28