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Lead a social media engagement strategy, presented by Sebastian Quinn

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In his Brands-Only Summit presentation, Hard Rock International's Sebastian Quinn teaches a class on leading a social media engagement strategy.

He talks about building a scalable, effective plan to engage customers, fans, and critics in social conversations.

Published in: Social Media
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Lead a social media engagement strategy, presented by Sebastian Quinn

  1. 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Lead a social media engagement strategy SEBASTIAN QUINN HARD ROCK INTERNATIONAL
  2. 2. How To Lead a Social Media Engagement Strategy Sebastian Quinn Digital Marketing Manager Hard Rock International Sebastian_Quinn@HardRock.com @Quinnnuts
  3. 3. How To Lead a Social Media Engagement Strategy  Each business will have unique goals to track and measure against in their social media engagement strategy  What are you trying to achieve with social media?  How can your conversations achieve this? Step #1 - Define Goals & Objectives
  4. 4. How To Lead a Social Media Engagement Strategy Understand the goals of your company’s social media content delivery to help you develop a more attainable strategy.  Know what to measure.  End goals dictate the measurement metric  Beef Up Content Strategy w/ Big-Brand Mindset Step #2 - Align Content Marketing Goals w/ Social
  5. 5. How To Lead a Social Media Engagement Strategy  What is your existing tone and how does that translate?  What is your Company Culture and how does that translate?  How do you communicate on other digital or traditional channels?  What do your customers want and expect? Step #3 - Find & Define Your Voice
  6. 6. How To Lead a Social Media Engagement Strategy 4 ways to stay updated on social media platform changes: 1. Updates directly from the platforms 2. Industry reports and news updates. 3. Google Alerts 4. Social Media & Tech Experts Step #4 – Follow Social Platform Changes
  7. 7. How To Lead a Social Media Engagement Strategy Know your team/company’s ability & Set expectations  Start small if necessary  Find internal advocates that understand your company  Equip your Community managers to be spokespeople  Team Must Be – Collaborative, Multitask on Deadline, Great Writers & Internal Evangelists Step #5 – Get the Right People on the Bus
  8. 8. How To Lead a Social Media Engagement Strategy  Decide what you want to achieve.  Don’t spread yourself too thin.  Keep some social media in- house.  Send some social media to a consultant.  Don’t let the shortage of internal resources hamper your online capabilities. Step #6 – Outsource Content Dev as Needed
  9. 9. How To Lead a Social Media Engagement Strategy  Listen & research  Understand what folks are talking about  What are the pain points? What are people saying about your company?  List of words/phrases not to use  Keep records – connect Step #7 – Know & Understand Your Audience
  10. 10. How To Lead a Social Media Engagement Strategy 6 practical ways you can use social data to benefit your business: 1. Gauge the real-time market mood. 2. Identify relevant issues and content. 3. Determine user interests. 4. Provide internal operational metrics. 5. Execute competitive research. 6. Explore social data with an actionable plan in mind. Step #8 – Use Social Media Channel Data
  11. 11. How To Lead a Social Media Engagement Strategy  Social media engagement relies on daily interactions among users to survive.  Auto posting tools can be helpful but engage your audience with real conversations Step #9 – Engage in Real Interactions
  12. 12. How To Lead a Social Media Engagement Strategy Questions are a good example of engaging content: 1. Pure fan engagement questions to help tap into the interests 2. Market and competitive analysis questions to generate conversations and engage with possible leads 3. Product/service feedback questions that can serve as a fast focus group Step #10 – Question Readers for More Engagement
  13. 13. How To Lead a Social Media Engagement Strategy  What is working/not working for them?  How are the innovating and changing conversations?  Understand your share of voice, keeps ‘hot’ issues in perspective. Step #11 – Know & Understand Your Competition
  14. 14. How To Lead a Social Media Engagement Strategy 4 Key Pillars:  Building a Campaign  Monitoring  Engagement & Conservations  Measure, Analyze, Optimize & REPEAT Step #13 – Creating Your Engagement Strategy
  15. 15. How To Lead a Social Media Engagement Strategy  Heavily regulated industries: financial, healthcare, transportation  Understand and train your community managers or what is allowed and what is not.  Accident/incident or fare sale regulations.  Employee Social Media policy development and execution. Step #12 – Know Laws & Industry Policies
  16. 16. How To Lead a Social Media Engagement Strategy  Brainstorm EVERYTHING that could go wrong with your company/industry and create a plan for how to address  Social will drive the conversation, news coverage, and perception of your company so make sure you’re prepared ahead of time  Everything should be approved and agreed upon ahead of time Step #14 – Crisis Planning
  17. 17. How To Lead a Social Media Engagement Strategy Step #15 – Be Yourself & Have Fun
  18. 18. How To Lead a Social Media Engagement Strategy 1. Listen First - Your fans will guide your strategy 2. Be Present – A presence isn’t the same as being present. 3. Be Human – Brands are faceless and easy to dislike, but genuine people aren’t. 4. Have a Purpose – Conversations should be intentional. Provide REAL value. 5. Be Authentic - Deliver on your brand promise. Tips #1-5
  19. 19. How To Lead a Social Media Engagement Strategy 6. Stay Unique – Give your fans the personal response they deserve 7. Advertising – A smart paid media strategy is essential to amplifying your content. 8. Customer Service is Crucial – Answer customer questions in a timely manner. 9. Be a Thought Leader - Share great content that establishes you as an expert 10. Build Partnerships - Share content from partners and mention them. Tips #6-10
  20. 20. How To Lead a Social Media Engagement Strategy 11. Consistent Brand Identity – Replicate from Platform to Platform 12. Use a Conversational Tone to Engage Readers - Explore your culture, community and conversation 13. Define your engagement strategy – Use the tactics you know that work to establish a plan. Don’t just wing-it! 14. Prepare for Crisis - Something bad will happen, have a process that the business commits to. 15. Don’t feed the trolls! - People will always be people! Tips #11-15
  21. 21. How To Lead a Social Media Engagement Strategy Now.. it’s YOUR TURN
  22. 22. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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