Social Media Strategy
The document outlines a social media strategy for a marketing agency, emphasizing the need for improved online presence and effective branding. It identifies challenges, sets objectives for brand recognition and engagement, and provides a plan for content creation, curation, and interaction on social media platforms. Additionally, it highlights the importance of collaboration, tone, and crisis management while proposing an action plan and metrics for success.
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Social Media Strategy
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- 3. Warning This presentation hasbeen produced by Les Brigades du Marketing. More at www.lesbrigadesdumarketing.com. It is a confidential document. So the information which must not be revealed has been hidden, sometime with the kelp of buteflies. To contact the author of this presentation, please send an e-mail to: contact@lesbrigadesdumarketing.com.
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- 6. 6 A nigthmare • Nonavailability of « IIIIIIIIIII » and/or « IIIIIIIIIII » names • No blog • Already created but unexploited IIIIIIIIIII social pages : Linkedin, YouTube, Twitter • Non respect of social pages hierarchy and creation order • Missing presence on key social web sites : Slideshare • No linking of those social pages between each others • No plan to integrate social pages with our corporate web site • Under evaluation of IIIIIIIIIII internal social assets 29/09/2016
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- 9. 9 Back to basics •IIIIIIIIIII social presence clarification Done • On going branding harmonization On progress (half done) • Social pages inter connection to reordered On progress • Social presence organization On progress 29/09/2016
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- 12. Weaknesses Threats - Crowded marketspaces - Inappropriate historic formats for social media - Corporate culture (secret, top down…) - Customers’ confidentiality potential request - Old school vocabulary Paradox
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- 15. 15 A 360° Strategy •Image : - Develop IIIIIIIIIII’ brands notoriety - Increase IIIIIIIIIII’ brand attractiveness - Explain IIIIIIIIIII new strategy and positioning - Prove company’s legitimacy • Business : - Position IIIIIIIIIII on new strategic topics - Leverage on IIIIIIIIIII’ suppliers social presence - Generate leads • People and culture: - Create proudness - Involve people - Discover and promote social media champions - Set a new state of mind 29/09/2016 Year 1 Year 2 Year 3
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- 18. 18 Challenges • Publish aleast one thing valuable each hour • Answer to comments in less than few hours • Be relevant as long as you want to exist in social media • Be at worst up to date, at best a step ahead, ideally an influencer • Forget night and week-ends • Be ready to face unexpected crisis • Feed the content monster • … /… 29/09/2016
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- 21. 21 Main Issue • Time •Skills • Relevance • Reactivity 29/09/2016 Feed The Content Monster
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- 24. 24 Solution • Content curationinvolves finding other people’s good stuff, summarizing it, and sharing it. • Curation is a win-win-win : you need content; blogs and websites need more traffic; and people need filters to reduce the flow of information. • We should intend to write 20% and to share 80% 29/09/2016 Welcome To The IIIIIIIIIII Brand Newsroom
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- 27. 27 Setting Foundations 1. Socialmedia presence 2. Branding 3. Brand Newsroom working model 4. Topics 5. Languages 6. Style, tone and voice 7. Keywords 8. Inspiration surges 9. In case of crisis, any solutions 29/09/2016
- 28. 9 Our SocialMedia Presence
- 29. 2929/09/2016 Blog, social pagesand more…
- 30. 30 Blog, Social pagesand More Step 1 : To Start • A blog : - As a media at home (central and under control) - Making our web site more alive because embedded into it - Bringing SEO friendliness - Being a collaborative tool - Appropriate to be share on other social media • A Linkedin page • A YouTube page • A Slideshare page • A Twitter page 29/09/2016 Step 2 : To Continue • New social pages : • Pinterest • Others • New features, apps or widgets for our : • Linkedin page • YouTube page • Slideshare page • Twitter page
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- 33. 33 Build On OurMantra 29/09/2016 ||||||| Blog ||||||| Share ||||||| Link ||||||| Twitt ||||||| Tube
- 34. 11 Newsroom WorkingModel
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- 36. 36 Collaboration On writing : 1.We all are writers 2. When we write, we write on the blog the Blog first On sharing : 3. Everyone must share what he wrote 4. Everyone must share what other have been writing On curation : 5. Everyone must test one curation tool during the next two months 6. Everyone must demonstrate he is strong in one or two topics (as a minimum) 7. When we make content curation, we make it on the blog the Blog first 29/09/2016
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- 38. 3829/09/2016 From Each Accordingto His Ability
- 39. 39 Topics 29/09/2016 Red Ocean TopicsBlue Ocean Topics IIIIIIIIIII Internal Topics Opportunity Topics Bank Insurance Industry Telco Public service International Data governance Data Management … /… Big Data Smart data Open data Data viz Alliance in data … /… Circle A : What we do |||||||, |||||||… Circle B : What we do as a group |||||||, |||||||… Circle C : What our customers do (with or without us) Orange, LCL… Circle D : What our partners do SAP, SalesForce, Stanton Wallace… Lean start up New business models New corporate governance Data economy Company valuation … /…
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- 41. 4129/09/2016 Write in French,Do Curation in English
- 42. 42 • For IIIIIIIIIII’generated content : 100%French • For curated content : 1/3in French, 2/3 in English 29/09/2016
- 43. 13 Style, Toneand Voice
- 44. 4429/09/2016 Express Like ina Trade Show At the end of the day, speaking and drinking a glass
- 45. 45 Express Like ina Trade Show • Alternate two categories of tone : - Serious : Like if I was in a meeting at work, in the headquarter… - Cordial : Like if I was the last day of a trade show, at the end of the day, drinking a glass, and speaking with a peer • Adapt your tone and style according to the social places : - Personal, engaged, convinced on the blog - Informative, analytics and clever on Linkedin - Spontaneous with Twitter - Emotional with YouTube - Helpful and pedagogic with Slideshare 29/09/2016
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- 48. 48 Write For GoogleFirst Use our current keywords the more you can data big data small data data business capital data data science data scientist monétiser la data monétisation base de données base de données internationale créer une base de données optimiser sa base de données veille technologique évolution technologique transformation digitale transformation digitale des entreprises digitalisation stratégie big data gouvernance data gouvernance gouvernance des données DQM Data Quality Management gestion client gestion fournisseur gestion référentiel référentiel client référentiel fournisseur gestion dans sap référentiel dans sap gestion des risques maitrise des risques onboard défaillance risque de défaillance défaillance des entreprises santé financière santé financière des entreprises recouvrement solution de recouvrement solution mode saas mode saas performance marketing performance commerciale ||||||||| développement commercial développement commercial international developpement international prospection prospection internationale prospection commerciale dso diminuer le dso ||||||||| ||||||||| 29/09/2016
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- 50. 5029/09/2016 Forget the WhitePage Syndrome
- 51. 51 Forget The WhitePage Syndrome 29/09/2016 Inspiration Tools To be tested by Alltop The Big Picture In Focus Buffer Linkedin Influencer and Pulse SmartBrief Scoop It (trial version) Stumple Upon Tweeter List Feedly Futurity Google Schoolar Ted Holy Kaw Klout Reddit Flipboard ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| |||||||||
- 52. 17 In Caseof Crisis
- 53. 5329/09/2016 Keep Cool… FollowFour Rules
- 54. 54 Keep Cool… FollowFour Rules 29/09/2016 #1 Rule: Shift from Web to phone “Hi, We heard about your issue? Let’s call each other to solve it. He re is my mobile phone number. Please call me”. Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com #2 Rule: Get control of the planning “Hi, I heard about your issue, we will answer to your question under two days” Paul : +33 6 24 56 52 5 1– paul.nom@IIIIIIIIIII.com #3 Rule: Maintain a single person name upfront “Hi, I am maybe not the best person to answer. Il will investigate internally and come back to you soon”. “Hi, I will come back to you soon”. Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com #4 Rule: Catch and leverage on what other members said “Hi, what about what the other readers said on your issue”. Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com
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- 56. 5629/09/2016 Let Be Humble…all Together
- 57. 57 Let be Humble…all Together • Be low profile • Test • Learn • Share between each other • Grow together 29/09/2016
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- 60. 60 Share The Work Month1 - Curation tools test - First posts proposition for the Blog - First curation learning Month 2 - Curation tools benchmark (exchanging them between us) - Discussion on writing issues - Discussion on sharing - Tips sharing on curating - Coaching Month 3 - Unique curation tool adoption - Mutual improvement on writing, sharing and curating - Internal propagation plan definition - Social writing coaching 29/09/2016
- 61. 20 To DoList
- 62. 6229/09/2016 1 Do a Little…everyday
- 63. 63 Do a little…everyday Bookmark IIIIIIIIIII’ social accounts Update your current social accounts Create your missing social accounts Gather and organize your inspirational surges (books, oftenly read web sites, print magazines….) Test and evaluate curation tools Prepare to publish first posts on the Blog Prepare feedback to share for the next Brand Newsroom meeting 29/09/2016
- 64. 64 Do a little…everyday Bookmark IIIIIIIIIII’ Social Accounts the Blog http://IIIIIIIIIIIdb.wordpress.com Be Data Share http://fr.slideshare.net/20156789 Be Data Link https://www.linkedin.com/company/IIIIIIIIIII-dun-and-bradstreet Be Data Twitt http://twitter.com/IIIIIIIIIIIDB Be Data Tube https://www.youtube.com/IIIIIIIIIIIDB 29/09/2016
- 65. 65 Do a little…everyday Bookmark IIIIIIIIIII’ Social Accounts The Blog www.|||||||||.com |||||||| Share www. ||||||||.com |||||||| Link www. ||||||||.com |||||||| Twitt www. ||||||||.com |||||||| Tube www. ||||||||.com 29/09/2016
- 66. 66 Do a little…everyday Publish First Posts on the Blog 29/09/2016 1
- 67. 67 Do a little…everyday Publish First Posts on the Blog 29/09/2016 2
- 68. 68 Do a little…everyday Publish First Posts on the Blog 29/09/2016 3
- 69. 69 Do a little…everyday Publish First Posts on the Blog 29/09/2016 4
- 70. 70 Do a little…everyday Publish First Posts on the Blog 29/09/2016 5
- 71. 21 Measure OfSuccess
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- 73. 73 Towards New KPI 29/09/2016 ReturnOn Investment Return On Implication Return On Influence Return On Intelligence