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Starting afresh:
your new social marketing plan
Susan Hallam MBE
@susanhallam
COVID-10: swift entry and slow exit
How has your business
been affected?
1. Directly harmed:
Laying low and urging others to do the same.
Building brand awareness. Planning for the future.
2. Indirectly harmed
Be generous
3. Directly benefiting
Be generous
4. Indirectly impacted
Empathy and generosity
Understanding our customers
Main worries about COVID-19
The pandemic
Defining your social voice
Lead With Empathy and Be A Helping Brand
1 Be helpful as needs evolve
●Your customer may have changed.
●Give customers credible, detailed, current
information. Find new value propositions to
highlight.
2 Forge new communities
3 Adjust strategy for a digital heavy 24/7 cycle
●Help create connections among customers.
●Align with the right creators, who are
establishing communities for the moment.
●Meet people where they are and when they’re online.
●Pivot to platforms and formats that make sense for
people who are staying at home.
Creating the right content
You probably already focus on:
Recipes
Cook a-longs
Competitions
Giveaways
Customer stories of self-isolation
Holiday ideas
Reassurance
Educational content
Genuine, purposeful, and
positive causes
Aligning with similar values
Partnerships with authentic
everyday influencers
Updating your social plan
Experimentation is
the new planning
Start big by betting small
Strive for progress,
not perfection
Get closer to your data
Top 5 social tips
1. Focus less on you,
more on them
2. Time to invest
3. Encourage user
generated content
4. Try new functionality

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Social Media: starting afresh to create your new post-pandemic plan

Editor's Notes

  1. Poll
  2. Details: China; Germany; United Kingdom; United States; April 21 to 27, 2020; 2,679 respondents; 18 years and older; respondents, who are at least a little worried about the COVID-19 pandemic; Online survey
  3. Details: China; Germany; United Kingdom; United States; April 21 to 27, 2020; 2,679 respondents; 18 years and older; respondents, who are at least a little worried about the COVID-19 pandemic; Online survey
  4. f your brand is in a sector with increased digital engagement, find ways your content creator network can help integrate educational references and insight into how they leverage a product or service in this new sheltered reality. Let’s face it, many are cooped up in home-quarantine without access to backdrops, social settings, and how they would normally setup a perfect picture or video for brand integration. This challenge is finding its way into innovative new ways to create and engage and should be explored.
  5. Take Millennials and Gen Zs, who are naturally hyper-connected and carry a higher receptivity to product messaging if partnership promotions are structured around genuine, purposeful, and positive causes.
  6. nfluencers active at all levels across social platforms can step in to help carry momentum and connect a brand to a community through a voice that resonates at a level tailored to followers who most likely share similar values and engage in their content value.
  7. Instead, consumers need to be served up a wide array of customer-generated content. What does this mean? Online word-of-mouth style guidance and recommendations that they actually believe. Most importantly, this content must be created by those they trust most – friends and family and everyday ‘people like them’. “Everyday influencers” are authentic, real and relatable. They are your neighbor, your brother, your mom’s friend, or your college roommate. People you trust and “word of mouth” for the digital age. Most importantly, they are an antidote to the skepticism of online communities.
  8. The ultimate goal right now is to build and maintain mutually beneficial relationships with new and current customers. People may not be in the right position or mood to buy right now (depending on your product), but they will be again eventually. Put yourself in the position to be their first stop as soon as they are able to open their wallets and buying behavior gets back to normal.
  9. Updating your website, creating new content
  10. Get your customers engaged with calls for user-generated content. Whether it’s a call for photos or videos of your product in use, or you want to do something purely for entertainment and engagement, customers with more time on their hands who are spending more time online are more likely to engage with you.