We hear it every day: Everything is changing. Social media, globalization, climate change are just a few of the powerful and complex forces at work in our every day lives. Not only are people more connected than ever with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics. So, the world is complex and facing major challenges, competition is fierce, and brands mean more. So what?
14. Some still believe: Don’t fix what’s not broken.
If your competitors are playing in the social
space, they will engage with your customers.
15. Social media audits. Social is past the “shiny
new object” phase. It’s not a channel. It’s a
component of your brand and communication
strategy. Integration is key.
16. Back to the drawing board. Refreshing your
brand in the digital age. Back to basics first.
Listen. Watch. Learn. Insight for strategic
campaigns. Positive. Negative. Neutral. This
highlights who is talking about your brand.
Integrate these insights into your planning.
17. How to perform a Social Audit. Review your
accounts. Review your competitors. Listen.
1. Take a close look at all your online accounts and do a gap analysis.
What opportunities are you missing out on?
2. Have you opened accounts and forgotten about them.
3. What content is being shared and engaged with the most?
4. What conversations are already being had that you can join?
5. How often are you posting? What time of day are you posting?
6. Define how you will respond to criticism.
7. Are staff participating. How? Are there rules in place?
8. Internal organizational evaluation of tools, resources, assets.
9. Set goals and people responsible for content and updates.
10. Develop actionable best practices to achieve your social objectives
18. Remember to check your web presence.
1. Is your site responsive. How does it display on tablets and phones?
2. Check your content and make sure it’s optimised for Google.
3. Is your design out dated.
4. How much traffic do you have to your website
5. What email marketing processes are in place for the organisation
and for your clients?
6. Do you have a show case of your work
7. Define internal staff roles for online marketing
8. Do you have an online press office
9. Define a calendar of online activity
10. Link your social activities to your website
11. What is your key message to the market. Is this clear online?
19. Competitors Communications Audit
1. Find your competitors social accounts.
2. Do they exist. Are the profiles filled out. What kind of avatar do
they have. Are they active?
3. Popularity and frequency. How and when are they engaging
4. What are their fans asking? What do they like. What do they share?
5. Most commonly used words around the product/brand
6. Identify potential gaps in the market
7. What creative do they have. Do they change it. How often.
8. Have a greater understanding around how the brand is positioned
in the social media world
9. Are traditional media campaigns discussed
10. Are they integrating with activations
21. Everything’s changing. You don’t get to where
you want to be by advertising a lot. You get
there by having remarkable conversations and
change what it means to be your brand.
22. Making the right choice. Plan to win.
Revitalize by brining the brand promise to life
online. Is your online brand face pretty?
23. Social media efforts should always be an
intuitive, natural extension of current brand
strategies, strengthening brand identity and
driving customer affinity.
30. “Plan not for the people you reach, but for the
people that they reach” Branding is an
ongoing evolution of marketing, research and
conversations. Start with listening.
31. When you listen you know what to share.
Connecting at the right time with the right
people and giving people stuff to share.
32. What story are you telling? Are you
broadcasting. Are you telling to an audience?
Stop doing that. Be authentic. Be remarkable.
You don’t have an audience.
33. What do you want people to remember about
you. What behaviour are you wanting to
change. What value are you adding?
36. What kind of people do you want to be
involved in your brand? Bring those people
into the conversation.
37. Start somewhere. Remember to get the basics
right.
• Create your own organization, methods & tools
• Get beyond campaign-thinking
• Define the value through engagement
• Tell positive stories with measurable outcomes
• Build a training culture
• Share successes
• Connect with a digital centric network
• Client education and training
• Budget segmentations
38. Twitter isn't just the world's watercooler
anymore – it’s the world's high street. Grow
your business. Improve your relationships.
43. Do I have to be on social media to be fresh or
is this just a passing fad? Things are already
changing so quickly.
44. Making the right choices for your brand.
Sharing the right content. Connected
experiences.Visual. Timely. Relevant.
45. The missing link. Be willing to grow and
evolve.
• Happily ever active content
• Create relevant content instead of more. That’s worth sharing
• Boost your blogger outreach
• Connect and grow your network with the right people
47. Don’t be scared of social media. “We know we
need to be there, but where do we begin?”
48. Surround yourself with expert What are your
priorities. Who can help you reach your goals?
49. Average is ‘so yesterday’. Collaboration is key
if you want remarkable integration. Raise
your standards internally. Identify and nurture
an environment for internal “champions”. You
can’t continue working as silos.
50. Remember your own expertise. Watch.
Engage. Learn. Adapt. Strive to inspire.
51. Move at the speed of culture or become
irrelevant. To stand out from the rest realise
that the future is now. Think, what can we
give, before we ask what can we get.
59. The attracting to social media is it’s ability to
be used as part of an experience, rather than
an experience in isolation.
60. Small steps to big change
1. Live digital centric and build the rest of your campaign around
that
2. Take advantage of the fact that data radically improves digital
and integrated strategy
3. Eliminate the lines, and rather consider the opportunities
4. Look at the rules, and realize that they no longer make sense in
your marketing mix and the way you choose to relate to your
customer
5. Develop a plan to shift significant budget to digital so that you
give digital significant chance to make a real difference.
6. Be Google optimised and be ready to be found when
consumers are ready to look you up.
61. Be different with the same principles. Don’t
change overnight. Innovation is crucial to
competitive success.
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