A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
10. Questions to ask BEFORE setting
objectives for digital platforms
How much is enough / too much?
1. What proportion of your target audience are using different
digital platforms?
2. Which content and promotions are your audience
interested in? What do they post/ask?
3. How are competitors using the platforms – benchmark
what’s working for them?
4. Reviewing your own analytics, sales and customers
insights
5. Setting broad goals and vision for the organisation
6. Getting more specific with SMART objectives
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11. + will share
“...the [potential] customer needs evidence that
we understand their problem better than they do
before they’ll buy, share or recommend us...”
@juntajoe - Content Marketing Institute
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12. Segmenting your
social audience
http://www.forrester.com/empowered/tool_consumer.html
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15. Setting SMART goals
for social media
Strategic measures
Increase brand equity : CSAT
Improve reach and so leads
and sales
Tactical measures
Share of voice, sentiment
Operational measures
Fans, Followers, Shares,
Contribution
Site referred visits, leads and
sales
Source: Altimeter
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16. Use Google Analytics
to understand true value
Measuring assists in Google Analytics 1
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Google’s new social analytics 6
25. “Personalities, not brands engage
best in social media…
what is your brand personality?”
Personality is the unique, authentic, and talkable soul of your brand
that people can get passionate about.
Personality is not just about what you stand for, but how you choose
to communicate it. It is also the way to reconnect your customers,
partners, employees, and influencers to the soul of your brand in the
new social media era.
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30. Define your core activities
for social media
1 Managing reputation
2 Delivering customer service
3 Acquiring new customers
4 Increasing sales from existing customers
5 Increasing engagement with your brand by
adding value to customers
6 Harnessing insights to develop the brand
3-5 should run on a continuous AND campaign basis
They require a content AND communications strategy
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31. STEP 3
LISTENING AND REPUTATION MANAGEMENT
Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38
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32. 2 types of listening
Social monitoring Social Research
“Tracking online brand “Analyzing naturally occurring
mentions on a daily basis for online categories of
PR, brand protection, conversation to better
operations and customer understand why people do
service outreach & what they do, the role of
engagement”. brands in their lives and the
product, branding and
Tom O’Brien & David Rabjohns Motive Quest communications implications
Listen First blog
for brand owners”.
For initial discovery phase - setup listening for mentions of:
* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers
Our listening tools: Smart Insights - Listening Tools Review
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40. Which content engages for you?
Information and news Promotions
Links to blog posts Sweepstakes
Yours AND Others (Contribute to win)
Free downloads New product info
Zeitgeist Product discounts
Questions Live events
Customer service Q&A Product reviews
Polls/surveys
Video
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43. social media hub
Creating a
Note: sharing shouldn’t be totally automated:
You can’t automate human, social interactions.
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44. Get into a rhythm…
Download “Building your Business with Facebook Pages”
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45. Use a “conversational
calendar”
Download “Building your Business with Facebook Pages”
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46. Love your influencers!
Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb
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54. Success factors
According to Jas Dhaliwal
Head of communities
1. Content
Own + Curated
2. Community
Listen to build better
products and offer
better service
3. Customer service
Dedicated support
channel – encourage to
log ticket
4. Collaboration
Encourage community
to help others
View case study
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70. A glimpse of the future
Rue La La (Flash Sales)
April 14th 2012
53% mobile
(Apps and Site)
30% mobile
Weekends
40% mobile
Weekdays
Source: InternetRetailer.com 70
Twitter and Flickr shares only – not lights. Power of social media to spread an idea to AMPLIFY.
http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
That’s the large company view. But can be used by very small companies if they’re adding value.
This is permission marketing as from 1999. Still works – shows way to integrate. NOT a social outpost. Need to integrate
Cover social media listening tools in Step 3. For example, two of the brands I work with: Nokia and Puma use Radian 6.
From RuderFinn – a US based agency
Content is the fuel that feeds the fire – a combination – a bit like the Olympic flame – needs to keep burning. But need major campaigns and investment to cut-through.
Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!
Not sharing the love – sharing the hate
I HATE these expressions - I use them for humour mainly, but they ARE trends:http://www.forbes.com/sites/fredcavazza/2012/05/02/from-solomo-to-todaclo/