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Kick Start Your Social Media Strategy

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Presentation for Chartered Institute of Public Relations (CIPR) as part of their Social Summer season - 14 July 2011

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Kick Start Your Social Media Strategy

  1. 1. Kick-start your social media strategy Simon Sanders CIPR Social Summer Session 14 July 2011
  2. 2. “ Kick Start Your Social Media Strategy” based on Jay Baer’s ‘8 Step’ framework Kick Start Your Social Media Strategy
  3. 3. Step 1 Get your social media squad together
  4. 4. Whose job is it anyway? Customer Services?
  5. 5. Whose job is it anyway? HR / Corp.Comms.?
  6. 6. Whose job is it anyway? Legal? / PR? / ignore?
  7. 7. Whose job is it anyway? Product? Marketing? Brand? PR?
  8. 8. NB: Despite social network filtering search engines still the starting place for queries Organic results might lead you here Paid results might lead you here What will you see, read, watch? What will you think, do, share?
  9. 9. “ Who owns social media?” vs “Who should be involved ?” . S ocial media affects the whole organisation Product Consumer Insight / Research Customer Service E-commerce Marketing HR Legal Corporate Communications Social Media Council
  10. 10. Many ways to organise social media across an organisation… You may want to evolve from here…(uncoordinated) Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
  11. 11. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures… Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
  12. 12. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures… Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
  13. 13. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures…(more complex) Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
  14. 14. See http://bit.ly/Jeremiah5Ways for more Many ways to organise social media across an organisation… To one of these structures…(highly evolved) Design http://www.jess3.com/the-social-media-probook/ See http://bit.ly/Jeremiah5Ways for more
  15. 15. Start listening Step 2
  16. 16. Listening – sample dashboard Your brands, competition, keywords, sector, sentiment
  17. 17. And when you’re ready… Enterprise-level scalability Integrate ‘Dashboard’ & ‘Engagement Console’ Bring monitoring + engagement + analysis to every desktop Keep all social media teams in sync
  18. 18. Example: drilling into data identifying influencers / exploring motivations 2. Not much to go on… 3. Trails to follow… 4. Identifying the source… 1. Initial discovery…
  19. 19. … one goal might be enough Choose a goal… Step 3
  20. 20. The traditional marcomms model “AIDA” – an opera tional flowchart Awareness Interest Desire Action
  21. 21. Choose a goal Which one matters most? ; - ) Surprise / Standout Sales / Service Support / Satisfaction AWARENESS SALES LOYALTY
  22. 22. A fruity exercise What are these? Any ideas? credit: www.flickr.com/photos/jabb
  23. 23. Answer: kumquats Suggested goal: awareness credit: www.flickr.com/photos/jabb
  24. 24. Understand your current relationship… … with the audience you want to influence Step 4
  25. 25. Scenario: If you don’t stand out Can you create preference and activation?
  26. 26. Scenario: If you already have brand fans… Can you secure advocacy?!
  27. 27. The audience relationship And potential of what to aim for – choose two adjacent <ul><li>N othing </li></ul><ul><li>A ware </li></ul><ul><li>S ingle action </li></ul><ul><li>R epeaters </li></ul><ul><li>I n-play (fans ) </li></ul><ul><li>A wareness </li></ul><ul><li>S ales </li></ul><ul><li>L oyalty </li></ul><ul><li>R </li></ul><ul><li>E </li></ul><ul><li>N </li></ul><ul><li>A </li></ul>“ The Nasri / Arsenal approach”
  28. 28. Step 5 Understand how they use social media
  29. 30. Social Media Census 2011 Usage varies more by age than gender Lansons Communications’ Social Media Census http://bit.ly/UKSocialMediaCensus
  30. 31. What matters most? Views, entries, engagement…
  31. 32. What matters most? Mind-set / behavioural change?
  32. 34. “ Choose a different ending” …achieved a very good ending 4.6 out of 5 average user rating 2.1% click-thru’ rate on trailers (10x industry benchmark) Views achieved = would need 600% of budget for TV P2P debate = peaked at 80 comments / day & >3k in total Total views: > 2.65m. Best ever Met Police campaign total recall Reached 78% target audience
  33. 35. Decide who and how you’ll humanise Step 6
  34. 36. Humanise your senior staff / the CEO Approachable and in touch
  35. 37. Humanise your people ”Do what Google do…all areas of business contribute
  36. 38. Humanise your people The bookie that helps you win (or lose) more money!
  37. 39. Humanise your people …also helps with SEO and discovery
  38. 40. Humanise your partners / stakeholders Bring others to your party (guest blogs)
  39. 41. Let your audience be the focus “Island Caretaker” (Queensland Tourism)
  40. 42. Let your audience be the focus They became the stars – “Island Caretaker”
  41. 43. Let your audience be the focus “My Starbucks Idea” (crowdsourced customer suggestions)
  42. 44. Step 7 Choose your home base … and your outposts
  43. 45. Show where you are on the social web Lloyds TSB one of only 14 of FTSE 100 to do this* * “The Communicators Guide to FTSE 1– Social Media Usage” Three D / CorpComms Magazine
  44. 46. Work from the inside…outward From home-base to outposts
  45. 47. Work from the outside…inward From outposts to home-base
  46. 48. Step 8 Decide what to measure Decide what to measure
  47. 49. Define measurements according to goal Measure what matters ; - ) Surprise / Standout Sales / Service Support / Satisfaction AWARENESS SALES LOYALTY EXAMPLES Increase in mentions / discussion Share of voice v competitors Reduction in paid search costs EXAMPLES Reduction in complaints Increased satisfaction Less churn Increased advocacy EXAMPLES Increase in direct revenues More enquiries / appointments
  48. 50. Kick-start. Full stop. Thank you! @simonsanders gplus.to/simonsanders linkedin.com/in/simonsanders [email_address]

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