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003 Sylvania.a social approachrv7

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003 Sylvania.a social approachrv7

  1. 1. BLACKBOARD CO. + OSRAM SYLVANIA AN APPROACH TO SOCIAL BLACKBOARD CO. 2905 SAN GABRIEL ST AUSTIN, TEXAS 78705
  2. 2. 2015 ©Blackboard Co. PAGE 2 TABLE OF CONTENTS Nurturing & Care of Social Part I: The Audience Part II: The Business A Strategy for Currency and Content Channels and Governance Page 03 Page 04 Page 11 Page 17 Page 21
  3. 3. 2015 ©Blackboard Co. PAGE 3 NURTURING & CARE OF SOCIAL THE BASICS OF SOCIAL ARE NATURAL TO MOST OF US. AS A COMMUNICATOR AND A BRAND WE NEED TO UNDERSTAND THE DRIVERS AND THE GOVERNANCE WE CREATE TO GUIDE OUR APPROACH. A BLEND OF PRINCIPALS, STRATEGY AND RIGOR WILL GUIDE US TO HOW TO OPTIMIZE TO THE GOALS OF OUR INVESTMENT.
  4. 4. 2015 ©Blackboard Co. PAGE 4 NURTURING AND CARE OF SOCIAL PART I: THE AUDIENCE
  5. 5. 2015 ©Blackboard Co. PAGE 5 I LIKE YOU BECAUSE YOU LIKE WHAT I LIKE THERE ARE MANY LEVERS TO PULL AND ACT UPON IN SOCIAL. ONE TRUTH DRIVES ENGAGEMENT. WE FOLLOW PEOPLE AND BRANDS THAT SHARE OR CHAMPION THE THINGS WE CARE ABOUT.
  6. 6. 2015 ©Blackboard Co. PAGE 6 SOCIAL IS A CONVERSATION BRANDS SUCCEED IN SOCIAL WHEN THEY REMEMBER THIS IS A CONVERSATION. WHILE WE DO MARKETING THROUGH SOCIAL, WE SHOULD NOT BE USING THIS TO MERELY MARKET AT OUR AUDIENCE. SOCIAL IS A WAY TO CONNECT OUR BRAND BELIEFS AND BENEFITS WITH THE PASSIONS OF OUR AUDIENCE.
  7. 7. 2015 ©Blackboard Co. PAGE 7 SOCIAL = ALWAYS ON DEFINING YOUR SOCIAL STRATEGY SHOULD BE ABOUT A COMBINATION OF EXPLOITING CURRENT CAMPAIGNS/CONTENT AND SUSTAINING RELEVANCE, ENGAGEMENT AND STORIES THROUGHOUT THE YEAR TO AID TOP-OF-MIND PERCEPTION AND AID INTENT. IT IS A KEY STRATEGY AND INVESTMENT TO AN ALWAYS-ON COMMUNICATIONS STRATEGY.
  8. 8. 2015 ©Blackboard Co. PAGE 8 SOCIAL IS MOBILE OVER 50% OF SOCIAL USERS ARE ACTIVE IN SOCIAL ON MOBILE DEVICES. USERS OF MOBILE SOCIAL CREATE AND REACT TO WHAT THEY EXPERIENCE IN REAL-TIME AND SHARE ON SOCIAL AT A HIGH FREQUENCY.
  9. 9. 2015 ©Blackboard Co. PAGE 9 7 HUMAN NEED = SOCIAL CURRENCY Social media is not really about technology — it’s about the human need for connection, expression and validation. Our job as marketers is to inject the ideas connected with need or interest, leave room for personal expression and create the means by which to share and add to the conversation. Connection Expression Validation Human Needs Social Trigger Conversation “Give me something interesting and relevant to talk about” Affiliation “Show me how your brand shares the same interests and values as me” Identity “Help me define who I am and what I stand for via your brand” Advocacy “Give me the opportunity to raise my hand and stand up for your brand” Information “Make me an informed user” Utility “Give me social interactions that are useful”
  10. 10. 2015 ©Blackboard Co. PAGE 10 GUIDING SOCIAL BE A FAN. Stop talking about ourselves all-the-time. Don’t just post self- promotion, celebrate the categories we are passionate about and post the things that inspire us. THE AUDIENCE OF ONE. Digital media while connected is most powerful when we remember the audience of one, that validation is always one of the biggest motivators. CELEBRATE OUR FANS. Reward, surprise and celebrate our audience. Make them feel they have a voice and input for why we created this company. SAY THANKS. Thank your supporters. Give them a pat on the back for supporting us and now and then a bigger surprise. AMPLIFY THE CONVERSATIONS. The audience defines the trends, they create and define the language, our job is to broadcast and amplify it through our audiences and channels. MAKE IT EASY. Make every engagement as easy and as rewarding as possible. Use higher barriers to define, engage our loyalists. MAKE IT EXPRESSIVE. Create inclusive programs and posts that leave the conversation open, conversational and creative for the audience. BE SURPRISING. Be insightful, trendsetting, fun, playful and unexpected. LESS IS MORE. Quality over quantity. The quality of what we choose to post makes a statement about who we are. LISTEN AGGRESSIVELY. Aggressively observe and mine for insight, sentiment, voice, segmentation and trends. EMBRACE THE “TRIBES”. Define and cultivate and celebrate the passion segments that our audiences defines. CROSS PROMOTE. Between social channels, between online and real- world, connect the stories between paid and owned. MAKE IT MOBILE FRIENDLY. Create social promotions that encourage real-world and drive in-store interactions with mobile. HAVE A HASHTAG STRATEGY. Develop a hashtag strategy that covers both function and expression and then promote them. Do not hesitate to adopt/co-opt a hashtag our audience uses as it will likely take us even further. ONE IMAGE IS WORTH A THOUSAND SHARES. We are sensorial beings and images are the easy inspiration, share and engagement. THIS IS A CONVERSATION. We will never forget this is a dialogue and not a broadcast medium. Reward the accolades and engage and mitigate the negative with swarm strategies. ADD SOCIAL SHARE EVERYWHERE. Connect all our properties with social share. WATCH THE RIGHTS. Copyright infringement is the toughest play in social. If shared always mention the linked source and give attribution. When in doubt find another way.
  11. 11. 2015 ©Blackboard Co. PAGE 11 NURTURING AND CARE OF SOCIAL PART II: THE BUSINESS
  12. 12. 2015 ©Blackboard Co. PAGE 12 SOCIAL IS JUST A PIECE OF A GO-TO-MARKET STRATEGY SOCIAL TW ITTER YO U TU B E LIN KED IN INSTAGRAM B LO G SPO T SOCIAL TW ITTER YO U TU B E LIN KED IN G + CO M N EW S/.CO M TA R G ETED M O B ILE & D ISPLAYC H IC A G O TR IB U N E/C T.CO M LA TIM ES/LAT.CO M U SATO D AY/U T.CO M N Y TIM ES/N YT.CO M C A PTIVATE TIM ES SQ U A R E O O H N YSE PR O PERTIES/C N N B LO O M B ER G .CO M IN V ESTO R S.SYSCO .CO M PA ID SEA R C H U SFO O D S.CO M SYSCO .CO M FA C EB O O K PR O M O TED PO STS M A R KETW ATC H .CO M H O U STO N C H R O N IC LE/C H R O N .CO M C N B C .CO M SOCIAL LEVERAGES AND THRIVES WITHIN A COORDINATED CONTENT MARKETING APPROACH TO ADVERTISING.
  13. 13. 2015 ©Blackboard Co. PAGE 13 SOCIAL MEDIA IS A CRITICAL PIECE OF A A CONTENT MARKETING APPROACH TO COMMUNICATIONS EXPLOIT CAMPAIGNS, SEASONS AND LAUNCHES. A stock and flow approach allows us to plan our campaigns and major pushes so they not only feed the channels but amplify the objective. The goal is to create and provide content that takes advantage of major surges in marketing, engaging and attracting customers with a cadence that includes surges of major content/messages, beats that are semi-monthly or weekly and pulses that can be daily content and dialogue. Time –> Resources–> BEAT SURGE SURGE BEAT PULSES PULSES PULSES PULSES BEAT BEAT
  14. 14. 2015 ©Blackboard Co. PAGE 14 THE CENTER OF YOUR DIGITAL ECOSYSTEM MIGHT NOT BE YOUR .COMSOCIAL AND YOUR DIGITAL STRATEGIES SHOULD BE DESIGNED AROUND THE DESIRED CUSTOMER ACTION AND DESTINATION. THE FINAL CUSTOMER ACTION MAY BE THE STORE OR LEAD-GEN, NOT JUST A VISIT TO OUR WEBSITE. cONTENT STRATEGy AcROSS chANNELS ABOUT Y PAINTCOLORS INSPIRATION/IDEASTIPS/ADVICE Facebook Houzzbloggers Twitter Instagram mobile app C+K.com PaintStudio.com Acehardware.com YouTube email/crm Pinterest STORE
  15. 15. 2015 ©Blackboard Co. PAGE 15 OBJECTIVES & KPIs DEFINE, MEASURE, BENCHMARK & ENHANCE. We plan so we can innovate. Creating context, meta strategies, themes and timing allow brand, agency and partners to keep the always on cadence we are looking for. This rigor also aids the ability for teams to stay real-time and react and augment with timely and relevant on strategy content. 1. AWARENESS Content, utility and experiences that attract, aggregate and engage audiences. 2. ENGAGEMENT PERCEPTION Drive deeper engagement and share information and stories that drive perception and amplify our cause. 3. LEADS CONVERSION Create content, utility and opportunity to drive beneficial consumer/customer action. 4. ENHANCED CUSTOMER SERVICE Utilize social interaction to enhance and create greater CSAT.
  16. 16. 2015 ©Blackboard Co. PAGE 16 LISTEN, LEARN AND ADJUST ASSIGNING KPIs IS CRITICAL. BY CREATING STRATEGIC AND MESSAGING GOVERNANCE WE BRING STRUCTURE TO NOT JUST OUR MESSAGES BUT LEARNINGS WE CAN APPLY. BY TRACKING AGAINST TAGS OF INTEREST, SUBJECT AND MEDIA TYPE WE ARE ABLE TO GET DIRECT VALUE OUT OF SOCIAL ANALYTICS AND ADJUST OUR MESSAGES OR KPIs.
  17. 17. 2015 ©Blackboard Co. PAGE 17 A STRATEGY FOR CURRENCY CONTENT
  18. 18. 2015 ©Blackboard Co. PAGE 18 PILLARS GUIDELINES FOR EVERYTHING AHEAD OF YOU ...speaks to your safety as well as the safety of those who share the road with you. After all, it’s not just personal safety today’s drivers care about, it’s the safety of those in front of them. The line also speaks to one’s future; to future drives and future trips. Emotionally, it addresses fears of driving at night in a positive, “pro-active” way, rather than in a fearful way. Any time a line can be both figurative and literal, both emotional and physical, it’s more powerful and connective to an audience. This idea is easily campaignable and very memorable.
  19. 19. 2015 ©Blackboard Co. PAGE 19 PILLARS GUIDELINES FOR EVERYTHING AHEAD OF YOU SAFETY DIYAUTOSCIENCE EVENT PROMO BLACKBOARD CO. WILL ESTABLISH A SOCIAL COMMUNICATION FOUNDATION, WEAVING SYLVANIA’S CORE ATTRIBUTES AND BENEFITS INTO ENGAGING AND INSPIRING STORIES. THIS CREATIVE PLATFORM WILL UNIFY EFFORTS AND BECOME A LENS THROUGH WHICH WE CAN CREATE, MEASURE, LEARN, OPTIMIZE AND GOVERN. THE SOCIAL EFFORT WILL: • Provide planning parameters for future posts • Set criteria by which to track content/message interest, optimizing against audience and/or creative • Ensure multiple agency and client groups stay “on-message” • Reinforce recurring themes for audiences, establishing trust • Expand on stories and subjects where Sylvania should have a voice • Support core differentiators to communicate quality, integrity, innovation and vision
  20. 20. 2015 ©Blackboard Co. PAGE 20 FOR EVERYTHING AHEAD OF YOU Audience takeaway: Sylvania is focused on educating me and providing me products that can make the people I care about safer. Audience takeaway: There is a lot more that goes into the RD of a simple auto headlight than I ever imagined. Audience takeaway: They are as much of an enthusiast as I am. Audience takeaway: Sylvania makes it easy to understand benefits of auto headlights and super easy do it myself. They know DIY. Audience takeaway: Keeps me up-to- date with cool stuff I love and gives me exclusive access. Audience takeaway: Easy reminders and easy to buy. Stories: • Product attributes • Brighter • Clearer • Infographics/factoid • Safety news • Seasons Stories: • Product attributes • Brighter • Clearer • Infographics/factoid • Safety news • Seasons Stories: • DIY • Headlight how-to • General how-to • Replacement guide Stories: • Trends • Industry news • Racing • Tuner • Classic/collector Stories: • Weather • Physiology • Physics • Sustainability • Energy efficiency Stories: • Sports • In-store • Online • Community Stories: • Social promotion • Seasonal campaign • In-store promo • Co-op • Online couponing EXPANDED PILLARS SAFETY DIYAUTOSCIENCE EVENT PROMO
  21. 21. 2015 ©Blackboard Co. PAGE 21 CHANNELS GOVERNANCE
  22. 22. 2015 ©Blackboard Co. PAGE 22 13 MILLISECONDS THE HUMAN BRAIN CAN ACHIEVE THE REMARKABLE FEAT OF PROCESSING AN IMAGE SEEN FOR JUST 13 MILLISECONDS, SCIENTISTS HAVE FOUND. THAT IS 60,000X FASTER THAN TEXT. IMAGERY IS 87% PERCENT MORE LIKELY TO BE SHARED.
  23. 23. 2015 ©Blackboard Co. PAGE 23 VISUAL CONTENT FOCUS WHILE TEXT POSTS WILL ALWAYS BE A FOUNDATION, THE FOCUS FOR OUR PLAN SHOULD LEVERAGE SOCIAL VISUAL PLATFORMS. IMAGE DRIVEN SOCIAL INVITES LIKES AND PARTICIPATION, ESPECIALLY VIA MOBILE. Facebook will be the core driver and focus. This is where the guardians are and we can develop content that works for female, male and family alike. Instagram is a natural, being a part of the Facebook platform it easily integrates. It is mobile. Strong hashtag usage and consumer adoption to create and share it gives us an easy way to invite our audience to contribute. Pinterest indexes very high for women, but recent growth amongst men is huge. It can be both an expressive and an educational platform. It works best when we can create more content that originates within owned online properties. Backbone of video. A core strategy already of OSRAM Sylvania, using it as a content and distribution hub developing more thematic content will help support all digital channels.
  24. 24. 2015 ©Blackboard Co. PAGE 24 MESSAGING CADENCE The messaging pillars will come to life through our core channels. For all channels, we’ll target key days to increase reach, virality and engagement and optimize posting cadence as we observe virality and interest in our content. Blackboard would provide a monthly calendar with the goal to have base cadence plan signed off in the middle of the month prior. Recommended posting guidelines: • Post original content a minimum of three to five times a week with a focus on Facebook • Pass along and create conversations around relevant and timely stories that leverage our pillar themes to augment • Provide guidelines and access for event teams to activate and post from events • Plan ahead to identify seasonal and event opportunities with timely content SUN MON TUE WED THU FRI SAT Event Science/Innovation Safety DIY Auto Safety DIY/Promo Sample weekly cadence
  25. 25. 2015 ©Blackboard Co. PAGE 25 HASHTAG=REACH BRANDED REACH DEVELOPING A HASHTAG STRATEGY BUILT AROUND BRANDED HASHTAGS AND TARGETED HASHTAGS CAN MAKE IT EASY TO DISCOVER AND JOIN OUR CONVERSATION. Your brain processes visual information up to 60,000 X faster than other information. That is why we design our headlights provide brighter, whiter light to make sure you see everything ahead of you. Tell us what is ahead for you? http://bit.ly/1FRGcah #roadtrip #Sylvania #automotive #aheadofyou #Sylvania #automotive
  26. 26. 2015 ©Blackboard Co. PAGE 26 MANAGE, MONITOR MEASURE BLACKBOARD WILL WORK WITH ANY EXISTING SOCIAL MEDIA MANAGEMENT PLATFORM IN PLACE, OR WORK WITH A PLATFORM LIKE HOOTSUITE.
  27. 27. 2015 ©Blackboard Co. PAGE 27 2016 THE YEAR OF BENCHMARKING SOCIAL AT THE OUTSET WE WILL ESTABLISH AND AGREE UPON CORE GOALS AND KPIs FOR SYLVANIA. OUR GOAL WILL BE TO PROVE OUT OUR ASSUMPTIONS AND GOALS AND ESTABLISH AND EXPAND THE STRATEGIES OF HOW WE UTILIZE SOCIAL AND CONTENT MARKETING TO DRIVE THE PREFERENCE OF SYLVANIA HEADLIGHTS AND THE ENCOURAGE ADVOCACY.
  28. 28. 2015 ©Blackboard Co. PAGE 28 SOCIAL ON STEROIDS– PAID MEDIA WHILE A WELL-CURATED SOCIAL PRESENCE IS A POWERFUL FORCE, OVERLAYING PAID MEDIA ONTO AN ORGANIC SOCIAL PLAN RATCHETS UP IMPACT, DRAWS FRESH ATTENTION TO CONTENT AND DRIVES ENGAGEMENT WITH A BROAD AUDIENCE. BUDGETS ARE SCALABLE AND SHOULD BE SET AGAINST INDIVIDUAL INITIATIVES, CONSIDERING THE GOALS OF EACH EFFORT AND THE STRENGTHS/ WEAKNESSES OF THE PLATFORMS INVOLVED.
  29. 29. 2015 ©Blackboard Co. PAGE 29 FURTHER GOVERNANCE ONCE ENGAGED THERE ARE A NUMBER OF ELEMENTS OF STRATEGY AND THE MANAGEMENT OF SOCIAL THAT WOULD BE DEVELOPED AND DELIVERED TO PROVIDE MESSAGING, CREATIVE, COMMUNITY AND GENERAL ACCOUNT GOVERNANCE. These would include: • Set core KPIs and establish benchmarks • Establish and manage social voice and tone • Establish and manage a social and community policy • Finalize messaging pillars • Establish and manage the social escalation policy and procedures • Establish and execute monitoring strategies • Publish a social roadmap • Plan for sponsored posts to heighten social impact • Provide consistent reporting to the Sylvania team
  30. 30. 2015 ©Blackboard Co. PAGE 30 blackboardco.com THANK YOUThank you for your time and consideration.

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