Social media-strategy woolworths
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This document outlines Woolworth's 2011 social media strategy. It discusses key concepts like social networks, blogs, forums and multimedia sharing. It recommends that brands follow consumers to these online spaces and go where conversations are happening. The strategy advises engaging customers through communities, word-of-mouth and user-generated content. It highlights benefits like improved brand awareness, management and sales. Actions include participating in conversations, building communities and leveraging earned and owned media. Risks of not having a strategy include losing control of the brand message. Metrics proposed are response time, quality of posts, comments and shared content.
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Social media-strategy woolworths
- 1. Social Media Strategy Woolworth 2011
- 2. What are Social Media ?
- 3. Blogs Forums and Online Communities
- 6. Social Bookmaking RSS Reader
- 7. What are new Web usages ?
- 8. Consumers behave differently Follow them ! • They meet in different places Social networks, blogs, forums • They share content and spread the voice Viral videos, blogs, Twitter • They influence • They comment • They advertise themselves
- 9. Consumers communicate more Go where they are ! • People regroup on communities • Word-of-mouth is stronger • People read blogs and consume more user generated content • People tend to take part in online conversations and are happy to communicate with brands
- 10. Why set up a Social Media Strategy ?
- 11. With or without you… …the conversations will happen ! • For a better control of your brand, you must participate in the conversations • Once you trigger a conversation, you should not leave it
- 12. The ultimate effect Brand community ! • Build a non-marketing community outreach to deliver a voice for your organization • Use the buzz power • Reach people where they regroup
- 13. The other effects Reach the right people ! • Long tail effect Reach the small communities on the web • Connect with people Reach the people where they are • Keep brand positioning Keep brand awareness to relay offline marketing campaigns • Generate more traffic
- 14. What are the expected results ? Much more than before ! • Leverage current marketing results • Get better brand awareness • Get better brand management • Get better user stickiness • Get better quality products • Get more sales
- 15. Woolworths SA on Facebook Content is King!
- 16. Application Development Real time engagement Value ads
- 17. Digital innovations around the brand
- 18. They have a plan/strategy ? What I like to refer to as a digital blue print….
- 19. Each timeSocial branding: of their friends will see users interact, 5 - 7% Distribution the action BRAND Bought Media Earned Media Owned Media
- 20. Risks of not having a defined strategy You might lose control ! Results : You lost the opportunity to express yourself easily from the first time and you lost alot of time and credibility in one shot.
- 23. Some actions to undertake… …to start with • Go and meet users on the Internet Answer comments left by users on multiple blogs. Read what they say about your brand. • Set up collaborative tools Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). • Connect with your customers Be present on online social networks and create a profile for your brand. • Replay offline campaigns on the Internet
- 24. Some actions to undertake… …to start with • Engage users in product testing Create restricted communities who will be able to test the product and help in its development. Create user communities. • Engage users to buzz Share and present your products to bloggers in order to engage a viral wave. • Trigger the conversation Engage the conversation on your blog and over chat rooms. Post on other blogs. • Develop an honest and viral state of mind Be open, do not be afraid, be honest and share as much as you can.
- 25. Nacie Mwai’s Fashion Blog
- 26. Combine the tools Use multiple tools and spread your presence ! • Leverage the effect by using multiple tools • One media or one profile is not enough to see the effects • It is the combination of multiple tools that will make you successfull • Share quality content
- 27. How to measure success?
- 28. What actions to measure ? Buzz ! • Responsiveness of a communication that should be lower than 24h • Number of quality blog posts • Number of meaningful comments • Quality of content shared
- 29. For more conversations… renee.kamau@squaddigital.com +2547248335454
Editor's Notes
- Beyond reach and engagement, the primary reason marketers find the platform to be so effective and a key benefit to working with Facebook is the opportunity for people to share your content and message organically. A typical impression on the internet has a beginning, middle and end. A user clicks through to your site and and that action ends there. There is no opportunity for them to share with their friends. On Facebook there is a unique opportunity for that impression to live on and the message to be shared organically through user connections. If a user engages with your ad or content on Facebook, they might comment or even become a fan. When they do that, their friends see it via their home page and can then interact as well. We find that advertising with social context, meaning my friends have engaged with it and I can see that, garners 2X the engagement as the original ad or piece of content. Sharing that happens beyond that original impressions is free.