Social Customer Engagement. Toolset & How to Make a Plan.

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Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.

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Social Customer Engagement. Toolset & How to Make a Plan.

  1. 1. How to engage clients?Toolset & Social Media Plan
  2. 2. Toolset, slower man!
  3. 3. Toolset, slower man! Social Experience toolset targets contents SMestablish a human detailed content to platforms relationship get depth TW, FB, YT, 90-9-1 rule of short form content Foursquare, participation to get reach LinkedIn...
  4. 4. Social Experience Toolset targets key points to success★Social Media is not for everybody. The main idea: Staywhere your clients are, be convinient!★Don’t forget you have to be human! Don’t use corporatemode to talk with clients through Social Networks★90-9-1 rule is not a rule, it’s an avarage. Social Media hasno rules.
  5. 5. Social Experience Toolset participation key points to success★Social Media is not for everybody. The main idea: Staywhere your clients are, be convinient!★Don’t forget you have to be human! Don’t use corporatemode to talk with clients through Social Networks★90-9-1 rule is not a rule, it’s an avarage. Social Media hasno rules.
  6. 6. Social Experience Toolset
  7. 7. Why do people participate?
  8. 8. Social Experience Toolset participation 3 main reasons to participate:#1 Money (direct finantial rewards like competition prizes)#2 Love (intrinsiccontributeenjoyment or fulfilment,communal socialisation, personal to the cause)#3 Glory (desire for peer recognition)
  9. 9. How can people participate?
  10. 10. Social Experience Toolset participation 2 forms of participation:#1 Creative (requiresvideo, take atophoto...)something new,f.e. expression of a idea, make a participant createMy advice: The more skill & time required for participation, the fewerpeople will participate so... Keep it simple!#2are votes, likes, recommendations, predictions, comments...)they “Critical” (participants readily express an oppinion;My advide: They has a broader appel so... Use a combination!
  11. 11. Toolset, slower man! Social Experience toolset targets contents SMestablish a human detailed content to platforms relationship get depth TW, FB, YT, 90-9-1 rule of short form content Foursquare, participation to get reach ✔ LinkedIn...
  12. 12. Social Experience Toolset contents key points to success★What is content? Everything you can do to make peopledecide to spend time with you.★Don’t forget 2 roles of content: Detailed content addsdepht; short form content adds reach. The key, thecombination again! Get balance!★It’s not only about your content, it’s also about usergenerated content.
  13. 13. Volkswagen’s Fun Theory
  14. 14. Volkswagen’s Fun Theory★Fun theory blog where participants could uploadideas about how to make everyday life more fun(detailed & creative content)★People could vote and comment on the ideas(short form & “critical” content)★YouTube videos of the making of these ideas(short form content to get reach)★A winner & a prize: $2500 & your idea put in action
  15. 15. Volkswagen’s Fun Theory★Fun theory blog where participants could uploadideas about how to make everyday life more fun(detailed & creative content)★People could vote and comment on the ideas(short form & “critical” content)★YouTube videos of the making of these ideas(short form content to get reach)★A winner & a prize: $2500 & your idea put in action
  16. 16. Volkswagen’s Fun Theory★Fun theory blog where participants could uploadideas about how to make everyday life more fun(detailed & creative content)★People could vote and comment on the ideas(short form & “critical” content)★YouTube videos of the making of these ideas(short form content to get reach)★A winner & a prize: $2500 & your idea put in action
  17. 17. Toolset, slower man! Social Experience toolset targets contents SMestablish a human detailed content to platforms relationship get depth TW, FB, YT, 90-9-1 rule of short form content Foursquare, participation to get reach ✔ LinkedIn... ✔
  18. 18. Social Experience Toolset social media platforms key points to success★There are a lots of social networks, but the point is notwhat your customer can do there, it’s where they are★Stay if you targets are and you can manage & produce HQcontents, be active!★You can not simply add community. It takes time & peoplewith great communication skills. It simply must happengradually so... Begin as soon as possible!
  19. 19. Social Experience Toolset social media platforms key points to success★There are a lots of social networks, but the point is notwhat your customer can do there, it’s where they are.★Stay if you targets are and you can manage & produce HQcontents, be active!★You can not simply add community. It takes time & peoplewith great communication skills. It simply must happengradually so... Begin as soon as possible!
  20. 20. 2ndlagest search engine
  21. 21. for businessvideomarketing
  22. 22. How do I get started?
  23. 23. I don’t understand XXXXXXXX!
  24. 24. It’s not only about “What are you doing?”, it’s also about what do you are thinking,what is your update, what isyour new content... It’s about sharing and conversation!
  25. 25. Demo
  26. 26. Any tool to go faster on TW for business?
  27. 27. How to create a Plan?
  28. 28. My 10 steps SMMP recipe
  29. 29. How to make a Social Media MK Plan #1 Set goals for every line #2 Select your targets #3 Benchmark your competitors #4 Redefine teams&culture #5 Design your contents strategy
  30. 30. How to make a Social Media MK Plan #6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map #10 Get better! Review! Evolve!
  31. 31. How to make a Social Media MK Plan #1 Set goals for every line #2 Select your targets #3 Benchmark your competitors #4 Redefine teams&culture #5 Design your contents strategy
  32. 32. How to make a Social Media MK Plan What? Why? How? When? How much € you have? My advice: Set goals that your targets will value #2 Select your targets #3 Benchmark your competitors #4 Redefine teams&culture #5 Design your contents strategy
  33. 33. How to make a Social Media MK Plan #1 Set goals for every line Who are you talking to? Where are they? What are they doing on Social Media? My advice: Stay where they are connected! #3 Benchmark your competitors #4 Redefine teams&culture #5 Design your contents strategy
  34. 34. How to make a Social Media MK Plan #1 Set goals for every line #2 Select your targets Who? How? Where? With whom? With what kind of contents? Frequency? Tone? Team? My advice: Copy what works! #4 Redefine teams&culture #5 Design your contents strategy
  35. 35. How to make a Social Media MK Plan #1 Set goals for every line #2 Select your targets #3 Benchmark your competitors Who? Are they trained? Is the company ready? How you will manage critical info & touch points? My advice: Think all before and you can not go wrong! #5 Design your contents strategy
  36. 36. How to make a Social Media MK Plan #1 Set goals for every line #2 Select your targets #3 Benchmark your competitors #4 Redefine teams&culture Kinds? Formats? Frequency? Quality? Who generates it? What about user generated content? My advice: Combine depht & reach, own & user generated
  37. 37. How to make a Social Media MK Plan #6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map #10 Get better! Review! Evolve!
  38. 38. How to make a Social Media MK Plan Where are they? What can we manage? What are the best platforms for our contents? My advice: Less is more if you are active! #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map #10 Get better! Review! Evolve!
  39. 39. How to make a Social Media MK Plan #6 Decide about SM platforms Sales, followers, interactions, Qs, problems solved... My advice: Understand the meaning of your KPIs & take action #8 Select & implement tools #9 Set a Road Map #10 Get better! Review! Evolve!
  40. 40. How to make a Social Media MK Plan #6 Decide about SM platforms #7 Set your KPIs SM platforms management tools, BI 2.0 tools, sCRM... My advice: Your team must master the tools you use! #9 Set a Road Map #10 Get better! Review! Evolve!
  41. 41. How to make a Social Media MK Plan #6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools What comes before and what comes after? Timing your proyects, use LEAD strategy My advice: All at once can not be done, set your priorities! #10 Get better! Review! Evolve!
  42. 42. How to make a Social Media MK Plan #6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map Take action! Do it!
  43. 43. Case Study Shoes companyFounded in Seville on 1972 360 shops in Spain + 43 inPortugal + 1 Paris + 2 Santo Domingo Different collections Turnover: 120 MM €Unlimited Budget for SCE
  44. 44. #1 Set goals for every line Social Social Social SocialExperience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation process
  45. 45. #1 Set goals for every line Social Social Social Social Experience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation processEngage girls Talking about People to bring our company info, Bring SM to deciding overproducts with VIC promos, online & 50% of themore passion clothes offline stores collection combinations
  46. 46. #2 Select your targets Design but low-cost20-35 Middle-class girls Saavy shoppers Shoes addicts SoLoMo clients
  47. 47. #3 Benchmark your competitors
  48. 48. #3 Benchmark your competitors
  49. 49. #4 Redefine teams&culture #1 Socialize & communication to involve(co-creation inside the company SCE Plan everyone) #2 Training how you can do it, how you can (what you can do it or not, for everybody contribute to the cause) #3 Specialize SM team + Tranverse Info processes
  50. 50. #5 Design your contents strategy #1 Emotion to get reach & engage (songs, thinkings, videos, competitions) #2get insights, establish relationships) (every day, Conversation #3 Collections & Ads (shoes photos & posters)
  51. 51. #6 Decide about SM platforms #1 FB engagement + social (board + integrated FB store, social innovation + social commerce) #2 TW services + promos on(TL & DM, social engagement + social social commerce) #3 Vimeo + YouTube (social engagement)
  52. 52. #7 Set your KPIs #1 Sales #2 Interactions (conversation + community formula) #3+ Reputationsuccess)(satisfaction ratings + crisis mgmt
  53. 53. #8 Select & implement tools #1 Hootsuite + Chrome (profiles management) #2 Pirendo (BI 2.0) #3 SalesForce (From CRM to sCRM)
  54. 54. #9 Set a Road Map2009: FB, social engagement2010: TW + VideoMK, social engagement 2011: Social Services + Upgrade BI 2.0 2012: Social Commerce + Upgrade to sCRM
  55. 55. #9 Set a Road Map2009: FB, social engagement 201 TW + VideoMK, social2010:: 2 C han engagement ge y our 2011: Social Services + Stra Upgrade BI 2.0 teg y 2012: Social Commerce + Upgrade to sCRM
  56. 56. #10 Get better!#1 Continuousbe late!) (don’t Benchmarking #2 Quarterly budget) (KPI’s, actions, Reviews #3 6-months Plans (changes on strategy)
  57. 57. Co-creation
  58. 58. 3 options, you choose! Option #1 Option #2Case study on How to make a Case study on How to make a SMM Plan SMM Plan Training by making a SMM Training by making your own Plan with a case I bring & SMM Plan introduce Working & Presentation in Working & Presentation in Class #3 Class #3 Q’s & Conclusions Q’s & Conclusions Option #3 Any different idea?
  59. 59. And the winner is...
  60. 60. Personal Branding
  61. 61. What is abrand?
  62. 62. Your brand is a unique promise of value
  63. 63. Safety
  64. 64. Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important to you). What makes you exceptional?
  65. 65. Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important to you). What makes you exceptional? #2 To be outstanding, you need to stand out! Find yourdifferenciation! Create value in another way! Don’t forget, it’s about people, it’s about passion!
  66. 66. Personal Branding #1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important to you). What makes you exceptional? #2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s about people, it’s about passion!#3 It’s not about work versus life! It’s about who you are, what youdo & how you are doing. Not everybody are going to be agree with but it’s life!
  67. 67. Personal Branding #1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important to you). What makes you exceptional? #2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s about people, it’s about passion!#3 It’s not about work versus life! It’s about who you are, what youdo & how you are doing. Not everybody are going to be agree with but it’s life!#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP!
  68. 68. Personal Branding #1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important to you). What makes you exceptional? #2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s about people, it’s about passion!#3 It’s not about work versus life! It’s about who you are, what youdo & how you are doing. Not everybody are going to be agree with but it’s life!#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP! #5 Leave your mark in everything you do! Be remarkable & relevant! Share your brand to get reach! If not, how you do?
  69. 69. Personal Branding #1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important to you). What makes you exceptional? #2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s about people, it’s about passion!#3 It’s not about work versus life! It’s about who you are, what youdo & how you are doing. Not everybody are going to be agree with but it’s life!#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP! #5 Leave your mark in everything you do! Be remarkable & relevant! Share your brand to get reach! If not, how you do?
  70. 70. Your personal branding SMMP
  71. 71. Your personal branding SMMP #1 Set your own goals #2 Select your targets#3 Benchmark your colleagues #4 Redefine your habits#5 Design your contents strategy
  72. 72. Your personal branding SMMP What? Why? How? When? How much time you have? My advice: Set goals that your targets will value #2 Select your targets#3 Benchmark your colleagues #4 Redefine your habits#5 Design your contents strategy
  73. 73. Your personal branding SMMP #1 Set your own goals Who are you talking to? Where are they? What are they doing on Social Media? My advice: Stay where they are connected!#3 Benchmark your colleagues #4 Redefine your habits#5 Design your contents strategy
  74. 74. Your personal branding SMMP #1 Set your own goals #2 Select your targets Who? How? Where? With whom? With what kind of contents? Frequency? Tone? My advice: Copy what works! #4 Redefine your habits#5 Design your contents strategy
  75. 75. Your personal branding SMMP #1 Set your own goals #2 Select your targets#3 Benchmark your competitors Are you trained? Are you ready? Are you constant? My advice: Be active!#5 Design your contents strategy
  76. 76. Your personal branding SMMP #1 Set your own goals #2 Select your targets#3 Benchmark your competitors #4 Redefine teams&culture Kinds? Formats? Frequency? Quality? Who generates it? What about user generated content? My advice: Combine depht & reach, own & user generated
  77. 77. Your personal branding SMMP#6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map#10 Get better! Review! Evolve!
  78. 78. Your personal branding SMMP Where are they? What can we manage? What are the best platforms for your contents? My advice: Less is more if you are active! #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map#10 Get better! Review! Evolve!
  79. 79. Your personal branding SMMP #6 Decide about SM platforms Sales, clients, interviews, job...My advice: Understand the meaning of your KPIs & take action #8 Select & implement tools #9 Set a Road Map#10 Get better! Review! Evolve!
  80. 80. Your personal branding SMMP#6 Decide about SM platforms #7 Set your KPIs SM platforms management tools & BI 2.0 tools My advice: You must master the tools you use! #9 Set a Road Map#10 Get better! Review! Evolve!
  81. 81. Your personal branding SMMP#6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools What comes before and what comes after? Timing your proyects, use LEAD strategy My advice: All at once can not be done, set your priorities!#10 Get better! Review! Evolve!
  82. 82. Your personal branding SMMP#6 Decide about SM platforms #7 Set your KPIs #8 Select & implement tools #9 Set a Road Map Take action! Do it!
  83. 83. My Advice
  84. 84. Your personal branding SMMP #1 Be yourself! Sale yor value! #2 Don’t be shy! Go for it! Ask! #3 LEAD! Copy what works! #4 Be active! Be constant!#5 Talk about W is important to U
  85. 85. Your personal branding SMMP#6 LinkedIn, TW, FB, YT, Slideshare #7 No measure, no improve! #8 Master your tools! #9 Step by step! Not all at once!#10 Get better! Review! Do it! Now!
  86. 86. Thanks :)
  87. 87. Ramon Laguna CEO Sapiens&Co.ramon.laguna@sapiensco.com 607 543 032 @RamonLaguna /in/ramonlaguna /ramonlagunawww.slideshare.com/sapiensco
  88. 88. It’s not stronger thatsurvives. Not the mostintelligent. It’s the most adaptable to change. Charles Darwin

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