This document provides guidance on developing an effective social media strategy. It begins with introductions from several marketing directors and experts. It then discusses how keeping up with changes is challenging for modern marketers. Several statistics are presented showing the business benefits of social media engagement. The objectives of the training are then outlined around choosing the right formation, strategy, and content to build relationships. The presentation covers listening to customers, finding an interesting story, creating scalable content pillars and engagement tactics, and measuring success.

1. Kamusta Kayo
Derek Laney
Director Product Marketing
@derektweets

2. Derek Laney
Director Product Marketing Management
Salesforce Marketing Cloud
@derektweets
Widhadh Waheed
Director of Social Media Marketing, Shangri-La
@widhadh
Scott McBride
Head of Digital, Ogilvy & Mather Group, Hong Kong
@ismcb

3. Skills of the Modern Marketer
Keeping up to date is challenging

4. Business Case is No Longer Elusive
51% of consumers are more likely to buy a product or
brand after liking them on Facebook
Consumers 40% more likely to spend money with
brands that engage on social
Companies that don’t engage on social see customer
churn 15% higher than those that do
“JetBlue can handle five customer related tweets for every one call
handled through a call center.”
– Bain & Co: Putting Social Media to Work
Sources: Bain & Co 2012: Putting Social Media to Work
Forrester 2011: Competitive Strategy in the Age of the Consumer
Gartner Press Release and Quote Carol Rozwell August 1st 2012

5. Today’s Objectives
Resource: Social Media Strategy
Today’s Learning Objectives:
Choose the right formation for global local
Choose the right strategy for your goal
Produce content that builds relationships

6. Listen /
Analyze
Publish /
Measure
Your Brand Your Competitors Your
Customer’s World
1 2 3
4 5 6
7 8 9
Engage
Listening to Your Customers World

7. Find Your Interesting Story
“The Caterpillar brand is built on the backs of great relationships”
Briant R. Stokoe, Social Media Program Manager for Caterpillar
3
Step

8. Lorna Jane Video
http://bit.ly/lornavideo

9. Scalable Strategy – Local Goes Global

10. Listen at Scale

11. Create Scalable Content Pillars
Move, Nourish, Believe

12. Reusable Engagement Mechanics
Seek Opinions Activate Advocates Involve in Design

13. Measure and Replicate Success
Social Goals Sales Goals

15. Derek Laney
Director Product Marketing Management
Salesforce Marketing Cloud
@derektweets
Widhadh Waheed
Director of Social Media Marketing, Shangri-La
@widhadh
Scott McBride
Head of Digital, Ogilvy & Mather Group, Hong Kong
@ismcb

16. Just in case…
Resource: 50 Best Practices
Today’s Learning Objectives:
Right Formation
Right Strategy
Relationship building Content
Slides: bitly.com/adtechsg