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Creating An Integrated Social Media Strategy

  1. 1. Creating an integrated social media strategy<br />Presented by:<br />Lawrence Clarke<br />Head of Consultancy<br />
  2. 2. communications<br />What is a social media strategy?<br />
  3. 3. Anyone from the communications department?<br />Who’s from marketing?<br />Should the marketing department own the social media strategy?<br />Who has a social media policy?<br />Anyone from customer service?<br />Any CEO’s?<br />… or PR?<br />
  4. 4. Am I talking to the right people?!<br />22% of marketers in organisations including Coca-Cola, RBS and the COI view social media as a core element of their marketing strategy, according to a study this year by the Internet Advertising Bureau (IAB).<br />Just 22% of those surveyed said that social media forms a major part of their promotional strategies. Meanwhile, many marketers are confused about the role the channel should play in their company's plans.<br />33% of respondents believe that some responsibility for social media lies with the PR department12% that the research department should be involved 7% that IT is best placed to deal with social-media strategies.<br />
  5. 5. How many of you use Facebook to stay in touch with friends?<br />How many of your CEOs blog?<br />How many of you Tweeted within the last 24 hours?<br />
  6. 6. Who is most like your CEO?<br />
  7. 7. A social media reality check - blogs<br />Technorati has been tracking over 133 million blog records worldwide since 2002. <br />95% of the top 100 US newspapers have reporter blogs – here it’s closer to 100 %.<br />Four of the top ten entertainment sites are blogs.<br />66% of bloggers are male 18-44 year-olds. 40% have graduate degrees 33% have an income above £50k.<br />
  8. 8. A social media reality check - Facebook<br />16%+ of Facebook users are under 18<br />The largest group at 54% is between 18-24<br />The fastest growing group is between 35-54<br />The average Facebook user has 5 friends<br />
  9. 9. A social media reality check - Twitter<br />5% of Twitter users generate 74% of all messages<br />Of this 5%, 32% are generated by machine bots <br />80% of all Twitter accounts have fewer than 10 followers<br />30% of Twitter accounts have no followers at all <br />More than 60% of Twitter users fail to return the following month <br />Only 4.4% of Twitter visitors are younger than 18<br />
  10. 10. “How Twitter has helped me grow personally”<br />For Tony Hsieh it comes down to these four things:<br />Transparency & Values: <br />Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for <br />Reframing Reality: <br />Twitter encourages me to search for ways to view reality in a funnier and/or more positive way <br />Helping Others: <br />Twitter makes me think about how to make a positive impact on other people’s lives <br />Gratitude: <br />Twitter helps me notice and appreciate the little things in life <br />
  11. 11. 90% are readers<br />9% contribute rarely<br />Less than 1% contribute regularly<br />
  12. 12. brand<br />communications<br />What is a social media strategy?<br />
  13. 13. “Your culture is your brand”<br />Deliver WOW Through Service<br />Embrace and Drive Change<br />Create Fun and A Little Weirdness<br />Be Adventurous, Creative, and Open-Minded<br />Pursue Growth and Learning<br />Build Open and Honest Relationships With Communication<br />Build a Positive Team and Family Spirit<br />Do More With Less<br />Be Passionate and Determined<br />Be Humble<br />“We’ve formally defined our culture in terms of 10 core values” Tony Hsieh CEO <br />
  14. 14. Customer service<br />brand<br />communications<br />What is a social media strategy?<br />
  15. 15. How do you measure your customer service?<br />Does it take many steps before a customer can talk to a customer service person?<br />Do you use a script? <br />Are conversations timed? <br />Are customer service goaled to up-sell?<br />Are they discouraged from recommending a competitor? <br />Answer “Yes” to any of these questions and you’re not ready for social media<br />
  16. 16. The integrated approach<br />
  17. 17. Zappos<br />
  18. 18. Our clients’ communities<br />
  19. 19. “…the support and exchange of advice and strategies is worth its weight in gold.  If you look at <br />some of the past posts on this forum you will find that we have parents who live close enough <br />to each other and who have met (through this forum) and now meet up for coffee and chats <br />and whose children are now friends with each other.”<br />Josie - member of the TalkAboutAutism online community<br />
  20. 20. Defineyour unique proposition <br />Understanding the place of social media<br />Developyour skills and your ROI <br />Diagnoseyour assets and your needs <br />Designyour new web brand<br />Deliverthe build<br />
  21. 21. Focusing your activities<br />1. USP, objectives & internal alignment<br />2. Stakeholders & persona profiling<br />3.Content & task identification<br />4. Engagement strategy<br />5. Business development<br />PR<br />Marketing<br />Production<br />Customer or member service<br />Product development<br />Sales<br />5. Revenue generation strategy<br />2. Content creation strategy &link strategy<br />3. SEO<br />4. Community launch strategy<br />1. Internal comms strategy & Social media strategy<br />CEO<br />Internal Comms<br />HR<br />IT<br />Content audit & task mapping<br />Taxonomy<br />External social media audit<br />Market analysis<br />Resource audit<br />Intranet audit<br />Internal social media audit<br />Social media & internal comms training<br />Blogging training<br />Content mentoring<br />Writing for the web<br />Video/audio for the web<br />Creating conversations<br />Community management/mentoring<br />Twitter training<br />Sales team training<br />Sales coaching<br />Communications<br />Commerce<br />Community<br />Content<br />DEPARTMENTS<br />WORKSHOPS<br />WORKSHOPS<br />AUDITS<br />TRAINING<br />
  22. 22. Tony Hsieh’s advice<br />Vision <br />Chase the vision not the money. Money follows passion. Customers sense passion. <br />Focus on repeat customers<br />Transparency <br />Be real and you’ve nothing to fear. Employees can ask anything. <br />Culture <br />Define committable core values that are the basis for hiring and firing <br />Get this right and implementing an integrated social media strategy will be straightforward<br />
  23. 23. Creating an integrated social media strategy<br />Presented by:<br />Lawrence Clarke<br />Head of Consultancy<br />