The document discusses the importance of reputation management and effective social CRM strategies. It recommends a three stage approach: 1) Build a positive social foundation by addressing negative reviews and optimizing brand presence. 2) Create a defined social identity by focusing content around topics the brand is authoritative on. 3) Optimize social experiences through testing and learning to improve engagement metrics like followers and shares. The goal is to minimize future negative conversations and maximize positive brand perceptions.
Purpose: This Social Media Strategy is primarily a resource to sharpen the focus on current Social Media initiatives using customer-centric methodologies that can be seamlessly integrated back into products to achieve core business objectives. Ultimately stepping up the level of engagement by providing actionable insight into emerging trends in the customer experience. Proposing guidelines that can be used by Stakeholders (on all levels) when collaborating with Marketing to measure success and get the envisioned results from Social Media endeavors. This strategy is not intended as a proposal for a Community but as response to customer needs to give the enterprise a common approach in order to reach customers in a “Right Here, Right Now” society. Therefore recognizing the benefits of a convergence strategy that leverages people’s passion for our products and the ability to collaborate in the social spaces where people live online.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Purpose: This Social Media Strategy is primarily a resource to sharpen the focus on current Social Media initiatives using customer-centric methodologies that can be seamlessly integrated back into products to achieve core business objectives. Ultimately stepping up the level of engagement by providing actionable insight into emerging trends in the customer experience. Proposing guidelines that can be used by Stakeholders (on all levels) when collaborating with Marketing to measure success and get the envisioned results from Social Media endeavors. This strategy is not intended as a proposal for a Community but as response to customer needs to give the enterprise a common approach in order to reach customers in a “Right Here, Right Now” society. Therefore recognizing the benefits of a convergence strategy that leverages people’s passion for our products and the ability to collaborate in the social spaces where people live online.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Facebook and Beyond - Lessons for Brand Engagement with Social Customers Lithium
The dividends for a well developed Facebook presence will ultimately depend on marketers investing in adopting sophisticated long-term strategies for customer engagement.
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
Did you know that consumer reviews are trusted 12x more than product descriptions from brands and manufacturers? Considering the importance of consumer reviews, brands should be putting an active effort into managing their social CRM. This paper describes how to build the foundations of successful social CRM.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Facebook and Beyond - Lessons for Brand Engagement with Social Customers Lithium
The dividends for a well developed Facebook presence will ultimately depend on marketers investing in adopting sophisticated long-term strategies for customer engagement.
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
Did you know that consumer reviews are trusted 12x more than product descriptions from brands and manufacturers? Considering the importance of consumer reviews, brands should be putting an active effort into managing their social CRM. This paper describes how to build the foundations of successful social CRM.
Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski
For Marketing Management Class
Use for educational purposes only
A SapientNitro view on the changing nature of the employee experience and environment. From Employees' changing needs and demanding expectations, to the physical environment's ability to support various working styles, to IT's ability to implement and support it. IT, HR, Facilities and others will need to collaborate to truly create an empowering and differentiating workplace experience.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
2nd paper regarding assignmentIt is a well dependa.docxrhetttrevannion
2nd paper regarding assignment
It is a well dependable fact that objective setting improves the probability of social media marketing achievement, yet it never stops to astonish entrepreneurs what number of organizations have given less ideas to making their web based life goals. When working with customers to make a web based showcasing technique, one of the first inquiries to them is essentially what the individual is planning to accomplish with a social media marketing platform. Such a significant number of times, organizations bounce onto using the most recent informal social platforms with no idea about what they really need to accomplish there. Without objectives, it's difficult to know precisely how well a web based marketing procedure is performing. Clear objectives won't just drive the marketing technique forward, yet they will likewise fill in as characterized measurements with regards to estimating business progress. For an objective to wind up a reality, it should be particular, quantifiable, feasible, and practical, and also time specific — these are frequently called SMART objectives. Shrewd objectives are one of the longest-enduring, most prominent objective setting structures for business. Jefferson interiors will apply the SMART objective in ensuring the business takes its intended course. Any set goal should be specific, measurable, attainable, relevant, and time specific.
Maybe a standout amongst the most troublesome issues in Social Network showcasing is characterizing the proper web based goals for making progress. It happens that these targets must be attached to a well thoroughly considered key intend to meet a more goal-oriented by and large objective: increment in deals, lessening costs on customer obtaining, lead ages, among numerous other things. Increasing deals, at that point the objectives will be characterized with the end goal to achieve this target will be connected to the acclaimed deals pipe: making brand mindfulness, producing request and thought, empowering buy, holding social groups of onlookers, and so forth. It's vital to maintain a strategic distance from words that have different implications. Ensuring the change needed to get with every objective is extremely clear. Facebook measurements, for example, page likes, promote shares and remarks and utilization of Facebook Analytics are applied. the specific objectives set for this Jefferson interiors are ;Increment brand popularity, Direct people to the site, Produce new leads, Develop income (by expanding information exchanges or sales) , Lift brand commitment, Manufacture a network around the business, Successful social client service provision and Increase reference to the press.
A SWOT analysis of the business gives a good view of progress. This part is held for the strengths of the social media platform system. There isn't generally a set in stone response to these areas, simply ensure you truly think them through. Qualities of a web based life ba.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Tech-Success trains you to be a master of today’s Digital World.
Tech Success coaches both individuals and business to take advantage of the technology within their reach and budget in order to utilize it in the most productive fashion.
Ariel oversees all design, coaching, training, marketing and recruiting of Tech-Success. Ariel has over 20 year experience in marketing, education and coaching which he has begun to implement in Tech-Success leading to 400% ROI.
Brands today have an unprecedented opportunity to engage with consumers in more and more meaningful ways. The media landscape has been transformed. The industry has fragmented, digital channels and platforms have proliferated, and social networks have created an expectation among consumers that brands will engage them directly. In such a climate, business and marketing leaders have rushed headlong into publishing—they’d be foolish to stay on the sidelines—but few brands have been successful. One of the major reasons brands fail at publishing is they lack the strategic vision, talent, process, and technical infrastructure required to support the ongoing creation of effective content.
This report gives an overview of developments forcing brands to become publishers, outlines the signs of brand publishing success, and presents the key investments in capabilities needed to get there.
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
Driving Sales Exec Summit - Using Social to Drive BusinessAaron Strout
This the presentation I gave today at the DrivingSales Executive Summit (group of smart, ex-JD Powers folks). The focus is on how to companies big and small (and in this case, dealerships) can think about driving leads, awareness and loyalty with customers.
Listen, Analyze, Inform: Pulling Human Insights from InteractionsAlex Lirtsman
There are more means of communication today than ever before. Conversations that were previously restricted to a few key channels now exist in countless places in the digital space. The interactions happening behind our screens are constantly redefining how we think about communication, which in turn, forces brands to rethink the ways in which they’re engaging with consumers and learning from those interactions.
The volume of conversations online requires brands to have a strategic approach to how they collect, analyze, respond and learn from the information that’s pouring in. It’s not enough to use social listening to inform social messaging. Today’s brands must also be able to apply what they’re learning to the rest of their marketing funnel. How do these insights affect other channels and the overall health of their brand? How can we use this knowledge to move people through the funnel?
Alex Lirtsman, Co-founder & Chief Strategist at Ready Set Rocket, lead this workshop on social listening, social analytics and their impact on the customer journey at Social Media Week NYC and Social Media Week Chicago. In it, he tackled how today’s marketers are mining human insights from data and using that knowledge to effectively communicate with modern consumers, the role of social in driving bottom line ROI, how to effectively structure teams that can generate quality content and how to leverage past data to understand current trends and inform future decisions.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. PREPARING FOR
EFFECTIVE SOCIAL CRM
THROUGH REPUTATION MANAGEMENT
Over the past decade, marketers learned to embrace platforms
such as Facebook, Twitter and Instagram as a way to deepen
relationships with existing consumers and attract new “fans.” The
platforms provided an easy way for brands to drive engagement
simply by uploading entertaining content that could create
positive experiences and, hopefully, yield a return on their social
media investment.
3. REPUTATION MANAGEMENT
What started out as platform experimentation, however, has now evolved into
a serious strategic investment that requires careful and effective Customer
Relationship Management (CRM). While brands have, for the
most part, committed themselves to building a regular, entertaining presence
on a variety of social platforms, they have occasionally done so without
giving proper consideration to either their overarching brand needs or their
existing reputation on the respective platforms.
4. Reputation management is neither new nor
unique to brands. These days, for instance,
even when people meet each other for the
first time, it is likely that each has done a
little pre-meet digging, whether by asking
mutual friends or even by performing an
online search.
Likewise, consumers investigate brands by exploring information on
whatever platform is available - whether search engines, merchant sites,
or social media conversations.
5. OF CONSUMERS’
PERCEPTIONS ABOUT
COMPANIES ARE
INFLUENCED BY
WHAT PEOPLE SAY
Considering that consumers
are researching brands so
thoroughly on social media
platforms, it would make sense
that, before diving into new
social media initiatives, brands
and their agency partners would
first address potentially negative
reputation issues that lurk
on third-party sites, optimize
content for search, and identify
gaps and opportunities.
83%
Weber Shandwick, “The Company Behind the Brand: In Reputation We Trust”, January 2012
6. We recommend a tiered approach to managing social reputation
as a prerequisite for effective social CRM. Each stage has its own
unique KPIs that signal readiness to move on to the next stage.
Build a positive
social foundation
for the brand.
Carefully create
a brand’s
social identity.
1 2 3
Optimize social
experiences through
a disciplined test and
learn approach.
7. 1 2 3
STAGE BUILDING A
FOUNDATION
CREATING A
SOCIAL
IDENTITY
OPTIMIZING
SOCIAL
EXPERIENCES
OVERARCHING
CORE TASKS
Reputation management
Optimization of cross-channel
experience
Ensuring context
Drawing the right
attention
Implementing tracking and
measurement plans”,
“Regular review of results
and application of learnings
KPI’S
PRECEDING
NEXT
STAGE
Ratio of positive reviews
to Negative
Minimum rating level
Zero unaddressed
mentions requiring
action/make-good
Volume of content targets
Volume of contextually
correct conversations/
reviews
Early testing results (likes/
comments/shares)
Growth to follower bases
Levels of participation in
conversations
Brand-awareness measures
and intent-to-purchase
indicators
9. A brand’s online influence will almost
always pale in comparison to the effects that
consumer reviews can have on eventual
purchase decisions. So brands need to monitor
and address how they are being discussed online.
Fortunately, with adequate resources,
a brand can optimize just about any user
experience within its ecosystem.
10. A complete assessment of the
brand’s offline and digital
ecosystem should include:
A full audit of owned and
social properties
Measuring reputation across
all channels
Researching the overall category
Auditing social
content and owned
properties helps
to identify areas of
vulnerability that
may contribute
to a tarnished
reputation.
11. There are two courses of action that
brands can take to mitigate the impact
that negative online conversations can
have on their overall reputation:
1 2
Attempt to divert user
journeys away from
negative commentary
on third-party sites
Change the
conversation
Ultimately, the two
approaches are akin to
either bailing water from
a constantly leaking boat
or actually spending the
time to fix the leak.
12. DIVERTING USER JOURNEYS
There are some solutions available that allow brands
to aggregate positive reviews to any owned property.
Alternatively, brands have moved towards SEO
solutions that involve testimonial pages in the hopes
that they will outrank larger review aggregators.
Whether to work towards a solution in house or enlist
the help of one of many online reputation management
firms (ORMs) is usually a question of scale. When
hiring a third party, be sure to research carefully. Rapid
growth in this category has led to an abundance of
new and inexperienced players.
!
13. CHANGING THE CONVERSATION
This approach requires commitment and a longer-term
investment, but if paired with a strong social
content strategy, it can help reverse negative
reputations and allow brands to re-shape their
identities.
12X
Consumers reviews are
trusted 12x more than
descriptions that come
from manufacturers
eMarketer, February 2010
1x
14. + HOW TO CHANGE THE CONVERSATION +
+
+ +
+ +
-
+
Simply trying to delete negative user
content may alienate and antagonize
not only the individual consumer, but
the broader audience as well. But
apologizing - or offering corrective
experiences - to consumers who have
left negative reviews or comments
in a positive, personalized way may
surprise consumers, change their
opinions of the brand, and potentially
spur them to share the new positive
experience with their networks.
-
+
+
+
-
+
+
- -
-
15. Replying with a personalized
message, or even sending a
small gift of appreciation, can
go a long way to ensuring
that they become, and
remain, brand advocates for
life. Brands can also help
change the conversation by
encouraging and promoting
positive reviews.
16. A FEW BEST PRACTICES INCLUDE:
Featuring positive reviews/testimonials
on owned properties
Offering positive experiences in order to organically
develop brand advocates
Leveraging panel-based solutions like BzzAgent to
help drive high volumes ofpositive reviews
Using targeted outreach programs to help
shape specific desired positive conversations.
17. After taking these initial steps -
and before moving on to Stage 2
- evaluate the ratio of positive to
negative conversations (including
reviews), as well as the number
of issues still requiring action.
+ -
19. After having effectively
established a clean slate in
Stage 1, Stage 2 should be
devoted to minimizing future
negative conversations by
creating a high volume of
quality, positive conversations
around or about the brand.
This includes defining topics
about which a brand has the
right to speak. +
+ +
+
+
+
+
+
+
+
+
+
+
20. Marketers may feel limited by their
categories - and are sometimes at a
loss when developing their content
strategy - but identifying relevant
audiences and contexts can help
ensure that consumers have
realistic expectations of the
brand and, therefore, positive
future experiences.
ABC
21. If, for instance a children’s toy brand is
marketing a remote-controlled helicopter, it is
crucial that the brand contributes its voice only
on sites for which the audience is interested in
recreational toys.
If the toy brand begins participating on sites
aimed at serious remote-controlled hobbyists,
it risks misleading those consumers about the
nature of the product and potentially laying the
groundwork for negative reviews, beginning
the CRM cycle in Stage 1 all over again. It is
the brand’s responsibility to ensure that its
products are being represented accurately
across all channels.
22. Food brands often face scrutiny on social
media, whether from animal rights groups or
health companies. CPG companies in the
juice business, in particular, face criticism and
increasing questions surrounding the health
benefits of fruit juices.
However, these brands can help minimize
negative conversations by remaining laser-focused
on who their audience really is, and
what their audience appreciates about their
product. In doing so, they can avoid inciting
negative conversations and instead spark
positive conversations about how consumers
can best enjoy their products.
23. Mapping out the breadth of topics –
and identifying the brand’s authority within
each - is essential to creating a content
strategy that puts the brand in the right
context for the right audiences.
This detailed planning leads to engaging,
credible content development that both
draws the right attention and encourages
positive conversations.
25. With a solid foundation and a defined
social identity, the brand is now ready to
actively participate in social conversations.
This is both an art and a science. The
creative execution is the art, but equally
as important is the scientific data that
can help optimize the topics, timing, and
content shared on social media.
This data is what allows brands to create
models of the value of things like “Likes,”
“Fans,” and “Followers.”
26. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.
27. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.
28. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.
29. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.
31. Drawing attention to a brand
through promotional activity without
addressing unresolved negative
issues online may aggravate an
already unimpressed audience
and prompt them to speak out
negatively. As thoughtfully crafted
as a brand’s content, promotion
or experience may be, what other
people say about the brand will
supersede what the
brand says about itself.
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+ +
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32. Following this three-tiered approach will
help set the stage for successful social CRM.
1 2 3
Ensuring an initial
foundation of positive,
fair posts and reviews
across social platforms.
Creating a social identity
with this positive
foundation as a base.
Delivering social
experiences and
content to build on
this identity,
leveraging key metrics
to continually optimize.
33. GETTING STARTED: A CONSIDERATIONS CHECKLIST
CONSIDERATIONS SOURCE IMPLICATIONS
Needs Assessment
Current Investments
Social Platform Reach/Performance
Customer Service
Marketing
Owned
Facebook Insights
Volume of Customer Service Calls 1-800
Promotions/Contests
Twitter Followers
Facebook Metrics
Analytics
Marketing
Community Manager
Owned
Visits to FAQs on Website
Custom Content Investment
Daily Tweets
Pinterest Followers
Analytics/Customer Service
Marketing
Twitter Insights
Community Manager
Volume of Email to Customer Service
Influencer Outreach Investment
Twitter Metrics
Frequency of Pins
Social Listening Tools
Owned
Web Analytics
Volume of Mentions
Facebook Fans
Search Engine Optimization Performance
Verbatims
Community Manager
YouTube Insights
YouTube Insights
Ratio of Sentiment
Daily Posts
YouTube Content Volume
YouTube Metrics
Volume of issues across touch points
Initial NPS-type scoring
Pain/Passion point mapping
Content Investment - ratio analysis of content
investment to needs assessment
Assessment of reach potential (Social
CRM database)
Organization of communication -
cadence and frequency
Consumer Response - a barometer on
social status
Content Gaps and Opportunities