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Social Media Strategy




© 2013
Agenda
    1.00pm   Introducing Social Media as part of a wider Marketing Strategy

    1.15     Benchmarking – What are your competitors and customers doing?

    1.45     Defining Objectives

    2.15     What do you want to say and who do you want to say it to?

    3.00     Coffee

    3.15     Measuring Return on Investment

    3.45     Managing Resources and Risk

    4.30     Close




© 2013
Remember it’s not stand alone




                  Marketing
© 2013
Social Media as a Marketing Tool

                 Goals/Objectives Messaging     Audiences     Tactics/Channels


      Benchmark –
    who’s saying what
         where?



                        ROI - Measurement, Management , Monitoring




© 2013
Two way conversation

                      LESS PUSH MORE PULL




© 2013
SME Reservations


   •   Brand not interesting enough
   •   What will I talk about?
   •   Resource/skills shortage
   •   Customers don’t use social media




© 2013
Step by step….


    • What do customers want to know? Find out where your
      customers interact, and test the water
    • What are competitors doing?
    • Look at redeveloping existing content to help you stand out
    • Have a vision, and goals, don’t think of as stand alone
    • Share activity across organisation



© 2013
Current Reality

         Fill out hand-outs.

         Where are you at now?

         What social media are you on and what social media
         would you like to be on in the future?



© 2013
Benchmarking
     • Competitor Activity, search for names in Google, Google News, Technorati,
       Facebook, LinkedIn, Twitter (http://twitter.com/#!/search-home)

     • Keywords, e.g. industry sector, products, brands in Google, Google News,
       Technorati, Facebook, LinkedIn, Twitter

     • Back Links – check Competitor and your own site via
       http://www.opensiteexplorer.org/

     • YOU, it may be that people are already talking about you.

     • Other Tips– Check out social media news sites for inspiration e.g.
       Mashable - http://mashable.com/how-to/
© 2013
© 2013
© 2013
© 2013
Activity


         On notebooks….

         Start looking at some social networks and search for
         keywords, competitor names and your own
         name/product names and brands?




© 2013
Goals/Objectives
     • Align with organisation aims e.g. build brand reputation,
       develop brand loyalty

     • What can you do with social media you can’t do with
       traditional media
         i.e. capture instant feedback on product development

     • Connect with key measurables like driving more traffic,
       driving more business, gaining more leads

© 2013
Example


                   Goal: Establish a Byatt’s community to drive sales
                   of the existing range and new Vienna product

                   Objective: Acquire 100 new and
                   engaged real ale fans across Facebook and Twitter




© 2013
Goals/Objectives




                            socialmediatoday.com




© 2013
Activity
         On paper….

         Think about your own company objectives, how can
         social media help you achieve these?

         Are there separate objectives you want to set out for
         social media that you cant achieve with traditional
         media?

         Are they SMART?
© 2013
Messaging/Audiences
    What are your company’s key differentiators?

    What does brand stand for, can you have fun with it?

    What is your customer profile and where do your customers
    go? Ask them!

    Where can you capture your prime audience? Could you
    create a platform to reach out to your audience?

© 2013
Social Media Demographics




© 2013
Social Media Demographics




                                Go.gulf.com



© 2013
Think globally!




                       Where are you selling?




© 2013
Tactics and Channels
   What are the tactics for each social media platform?

         Posting News                       Sharing


                                                      Promotional
   Listening                 Community                schemes/selling



               Engaging                      Monitor/engage advocates



© 2013
Advocates sell for you




© 2013
Creating advocates




© 2013
Things to tweak

            What are the unique, detailed things you can do that will
            make the difference?

                Personality
                ‘Free’ at the start of your Tweets?
                Follow to be followed?
                Day? Timezone? Language?




© 2013
Activity
         On paper….

         What interesting insight, content, characters could
         you use or share?

         Who do you want to talk to?

         Which social media channels are the best for your
         objectives/messages/content?

© 2013
Measurement and Monitoring




                          What were your objectives?


© 2013
Measurement and Monitoring

    • Google Alerts

    • On-going benchmarking through Twitter, followers,
      mentions Twitter Falls, Tweepskey, http://socialmention.com/, https://bitly.com/

    • Web Analytics, increased traffic, conversions

    • Integration with CRM, find out where people have heard
      about you
© 2013
© 2013
© 2013
© 2013
Measurement and Monitoring




© 2013
Measurement and Monitoring




© 2013
Management




                      Plan it like your wedding !


© 2013
Advanced features




© 2013
Management




                Tools can help you organise a schedule


© 2013
Management




         And manage your networks and interactions


© 2013
Managing Risks




               http://pleaserobme.com/

© 2013
© 2013
© 2013
Social Media Policy


 Social Media Policy – Informs staff of how social media should be
 used e.g. where the brand is, style of posts, response mechanisms
 etc

 http://socialmediatoday.com/davefleet/151761/57-social-media-
 policy-examples-and-resources


© 2013
Crisis Management Policy
   •   Monitor
   •   Respond Quickly with Consistent Message
   •   Reply to Social Media World
   •   Train employees
   •   Determine strategy, i.e. processes for dealing with crisis
       so everyone in company knows what to do

   http://mashable.com/2009/07/09/social-media-damage-
   control/

© 2013
Activity
         On notebooks…

         Register on some management tools

         Look at social media policy documents, think about
         how you might distribute this in your organisation?

         Are there people in your organisation that would be
         keen to contribute to social media activity?

© 2013
Get Creative




© 2013
Devitt Motorcycle Insurance
    Social Media Objectives:

    • Encourage urban commuters to take up
      motorcycling
    • Gather data (e.g. renewal dates) on prospective
      customers
    • Increase customer interaction

    Financial services is boring – let’s talk about biking

© 2013
Checklist
                     Grab accounts now
                     Embark on a listening phase
                         Research yourself
                         Research your competitors
                         Research your customers
                     Develop goals, objectives, identify channels/tactics
                     Plan and schedule
                     Establish measurement tools -> Start


© 2013
Thank you
   @ellieprecious



© 2013

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Strategy 140313

  • 2. Agenda 1.00pm Introducing Social Media as part of a wider Marketing Strategy 1.15 Benchmarking – What are your competitors and customers doing? 1.45 Defining Objectives 2.15 What do you want to say and who do you want to say it to? 3.00 Coffee 3.15 Measuring Return on Investment 3.45 Managing Resources and Risk 4.30 Close © 2013
  • 3. Remember it’s not stand alone Marketing © 2013
  • 4. Social Media as a Marketing Tool Goals/Objectives Messaging Audiences Tactics/Channels Benchmark – who’s saying what where? ROI - Measurement, Management , Monitoring © 2013
  • 5. Two way conversation LESS PUSH MORE PULL © 2013
  • 6. SME Reservations • Brand not interesting enough • What will I talk about? • Resource/skills shortage • Customers don’t use social media © 2013
  • 7. Step by step…. • What do customers want to know? Find out where your customers interact, and test the water • What are competitors doing? • Look at redeveloping existing content to help you stand out • Have a vision, and goals, don’t think of as stand alone • Share activity across organisation © 2013
  • 8. Current Reality Fill out hand-outs. Where are you at now? What social media are you on and what social media would you like to be on in the future? © 2013
  • 9. Benchmarking • Competitor Activity, search for names in Google, Google News, Technorati, Facebook, LinkedIn, Twitter (http://twitter.com/#!/search-home) • Keywords, e.g. industry sector, products, brands in Google, Google News, Technorati, Facebook, LinkedIn, Twitter • Back Links – check Competitor and your own site via http://www.opensiteexplorer.org/ • YOU, it may be that people are already talking about you. • Other Tips– Check out social media news sites for inspiration e.g. Mashable - http://mashable.com/how-to/ © 2013
  • 13. Activity On notebooks…. Start looking at some social networks and search for keywords, competitor names and your own name/product names and brands? © 2013
  • 14. Goals/Objectives • Align with organisation aims e.g. build brand reputation, develop brand loyalty • What can you do with social media you can’t do with traditional media i.e. capture instant feedback on product development • Connect with key measurables like driving more traffic, driving more business, gaining more leads © 2013
  • 15. Example Goal: Establish a Byatt’s community to drive sales of the existing range and new Vienna product Objective: Acquire 100 new and engaged real ale fans across Facebook and Twitter © 2013
  • 16. Goals/Objectives socialmediatoday.com © 2013
  • 17. Activity On paper…. Think about your own company objectives, how can social media help you achieve these? Are there separate objectives you want to set out for social media that you cant achieve with traditional media? Are they SMART? © 2013
  • 18. Messaging/Audiences What are your company’s key differentiators? What does brand stand for, can you have fun with it? What is your customer profile and where do your customers go? Ask them! Where can you capture your prime audience? Could you create a platform to reach out to your audience? © 2013
  • 20. Social Media Demographics Go.gulf.com © 2013
  • 21. Think globally! Where are you selling? © 2013
  • 22. Tactics and Channels What are the tactics for each social media platform? Posting News Sharing Promotional Listening Community schemes/selling Engaging Monitor/engage advocates © 2013
  • 23. Advocates sell for you © 2013
  • 25. Things to tweak What are the unique, detailed things you can do that will make the difference?  Personality  ‘Free’ at the start of your Tweets?  Follow to be followed?  Day? Timezone? Language? © 2013
  • 26. Activity On paper…. What interesting insight, content, characters could you use or share? Who do you want to talk to? Which social media channels are the best for your objectives/messages/content? © 2013
  • 27. Measurement and Monitoring What were your objectives? © 2013
  • 28. Measurement and Monitoring • Google Alerts • On-going benchmarking through Twitter, followers, mentions Twitter Falls, Tweepskey, http://socialmention.com/, https://bitly.com/ • Web Analytics, increased traffic, conversions • Integration with CRM, find out where people have heard about you © 2013
  • 34. Management Plan it like your wedding ! © 2013
  • 36. Management Tools can help you organise a schedule © 2013
  • 37. Management And manage your networks and interactions © 2013
  • 38. Managing Risks http://pleaserobme.com/ © 2013
  • 41. Social Media Policy Social Media Policy – Informs staff of how social media should be used e.g. where the brand is, style of posts, response mechanisms etc http://socialmediatoday.com/davefleet/151761/57-social-media- policy-examples-and-resources © 2013
  • 42. Crisis Management Policy • Monitor • Respond Quickly with Consistent Message • Reply to Social Media World • Train employees • Determine strategy, i.e. processes for dealing with crisis so everyone in company knows what to do http://mashable.com/2009/07/09/social-media-damage- control/ © 2013
  • 43. Activity On notebooks… Register on some management tools Look at social media policy documents, think about how you might distribute this in your organisation? Are there people in your organisation that would be keen to contribute to social media activity? © 2013
  • 45. Devitt Motorcycle Insurance Social Media Objectives: • Encourage urban commuters to take up motorcycling • Gather data (e.g. renewal dates) on prospective customers • Increase customer interaction Financial services is boring – let’s talk about biking © 2013
  • 46. Checklist Grab accounts now Embark on a listening phase Research yourself Research your competitors Research your customers Develop goals, objectives, identify channels/tactics Plan and schedule Establish measurement tools -> Start © 2013
  • 47. Thank you @ellieprecious © 2013