Outsource or In-house Social Media management? SMBYYC presentation oct 18 final version

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Reviewing how fast social media changes and discussing the pros and cons to Outsourcing or having In-house management.
Also sharing examples of social media campaign successes and failures of recent note.

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Outsource or In-house Social Media management? SMBYYC presentation oct 18 final version

  1. 1. In-House or Outsource Social Media for Business @SeanSandhurst @SeanSandhurst October 18, 2013 Sean Sandhurst
  2. 2. Who am I….. Love sports; and being active Ultimate Frisbee, Kayaking, SUP (StandUp Paddleboard), hiking, biking….and so on. Passion for c4 Constant, Consistent, Conversation with your Community @SeanSandhurst Born in Winnipeg Lived in Tsawwassen (5 blocks from the border) Moved to YYC in1996 (with a 2 year timeline) 1997 started in advertising – print and digital 2000 partner in online advertising company Married 2001 6 year old son
  3. 3. “To Outsource or not to Outsource….. …..That is the Social Media question” @SeanSandhurst An unbiased and open discussion about what the opportunities, the pitfalls and tips to decide for yourself.
  4. 4. How do you Define Social Media ? @SeanSandhurst
  5. 5. Social Media is social! …and near a Starbucks in Kensington …meanwhile in San Francisco People are talking about your business. Would you like to hear what they are saying? WARNING: Be Prepared. You may not want to hear what people will say. People are talking about your brand – now you get a chance to hear it and interact with them. @SeanSandhurst In downtown Calgary…..
  6. 6. Does your Business Have Social Media Expertise / Experience ? It is very confusing and constantly changing! @SeanSandhurst
  7. 7. Questions for You…. • What is the most important social media platform for your business? • Where are your customers? • What are they doing on social media? • Can you manage your business’ reputation on social media? (instead of costly customer service call centre) @SeanSandhurst • Can you influence them?
  8. 8. Social Media and Business Social - Telling others about experiences: • People will tell 42 others if the experience was good • People will tell 53 others if the experience was bad (Google Ripples study) @SeanSandhurst Faberge Organic commercial “Tell two friends” What year??
  9. 9. @SeanSandhurst
  10. 10. Who do you want to reach? G+ 71 29 P 18 82 LI 50 50 14 18 24 44 19 23 25 33 50 28 11 11 10 26 29 35 4 15 32 49 9 10 57 24 9 8 59 24 5 9 61 25 3 10 37 50 9 33 47 11 15 38 37 10 10 37 46 7 21 22 50 7 @SeanSandhurst T 41 59 Tech-savvy people Male Female Age 0-24 25-34 35-44 45+ Education >Diploma High School College Bach/Grad HHI 0-24,000 25-49,000 50-99,000 100,000+ FB 14 57
  11. 11. What / Why People Share • 50% seeking a response from a company about an issue • 48% praising a company for great service • 80% of Twitter users expect a response within 24 hours from a brand • 36% of US online adults are "critics" commenting online @SeanSandhurst • 50% of Facebook users expect a response within 24 hours from a brand
  12. 12. What Content Inspires Your Customers to Follow and Share? @SeanSandhurst
  13. 13. How People Share • 31% share on a Smartphone • 18% share on a PC @SeanSandhurst • *Note: Dec 2012 data
  14. 14. Stats • 83% of consumers who say their purchase decisions have been impacted by online reviews • 84% of millennials believe that User Generated Content (UGC) is critical to their purchase decision • +80% of Twitter users follow at least 1 brand • +85% of US companies are on Facebook @SeanSandhurst • 70% of boomers believe that User Generated Content (UGC) is critical to their purchase decision
  15. 15. Are “Likes” important? Why is it important to have someone ‘Like’ a brand? 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were @SeanSandhurst somewhat or much more likely to purchase from that brand. *Soucre: eVoc insights, Jan 31, 2012
  16. 16. Would you market to these people in the same way? (well known) @SeanSandhurst (well known)
  17. 17. Do you know the difference: Demographics vs. Psychographics? Social Media has changed the way we market our businesses! (well known) @SeanSandhurst (well known)
  18. 18. What is…. …In-house Social Media Management …Outsourced Social Media Management @SeanSandhurst What does it mean to have a combination of both?
  19. 19. Pros In-house Cons control experience internal understanding time -policy/process -learning tools and mistakes -customer service content creation -negative comments keeping up on trends building internal buy-in cost and team building resources (the right ones) cost (staff) Short term stategy Long term strategy resources (the right ones) @SeanSandhurst internal tone/voice
  20. 20. Pros Outsourced experience Cons cost -strategy customer service -efficiency w/tools keep up with trends -tactics that work learning -learn from their successes harder to get department content creation expertise Short term strategy Long term strategy @SeanSandhurst get company buy-in with integration
  21. 21. Pros Combination Cons build experience cost department integration ownership of expertise internal knowledge use external expertise cross communication training leverage success and creativity @SeanSandhurst Short term strategy Long term strategy
  22. 22. Common mistakes…. Too many handles/channels/platforms 2. 3. 4. 5. Content issues Wrong type (message, images, video etc) Not enough ( See Fails at the end of the presentation) 6. Wrong metrics 7. 8. 9. To much selling not enough giving Jab-Jab-Jab-Jab-Right Hook 4-1-1 (4 gives, 1 sell, 1 RT) 10. Not integrated throughout company 11. No goal/strategy @SeanSandhurst 1.
  23. 23. What Questions Should You Ask Yourself? What are my social media goals that align with my business goals? 2. Do I (or my team) have the time? 3. Do I (or my team) have the resources? 4. Do I (or my team) have the expertise/knowledge? What do I say? Where do I say it? How do I say it? How do I respond to negative comments? @SeanSandhurst 1.
  24. 24. What Questions Should You Ask Yourself? Do I (or my team) have the compelling, constant content that will ‘move’? 2. Do I have to hire someone? 3. Do I have the money to hire someone? At what value? 4. How will we measure success? ROI, ROE, etc Any others? @SeanSandhurst 1.
  25. 25. What Questions Should You Ask an Agency (3rd Party Company)? Indepth Questions… Describe our business model. How will social help us achieve those goals? Who are we trying to communicated with Do we have a content editorial schedule 2. Describe another client with business goals similar to ours and what have you done specifically to help them achieve those goals? 3. How do you measure success and ROI in social? How will you track our program’s performance? What are our KPIs and benchmarks? A. what is success to us? Followers, conversions, RTs, Replies? @SeanSandhurst 1.
  26. 26. What Questions Should You Ask an Agency (3rd Party Company)? Indepth Questions… For my brand, how many fans and followers should I have? How will we leverage them to drive business? Do you know what your followers want? Do you know what they are consuming/engaging with? 5. What role do employees play in our social media strategy? What is the best way to utilize them? Do we need one manager or is it a company wide thing? 6. Should a brand do it’s own community management or should an agency own the channels? Is this a question or ownership, voice, tone, responsibility…? @SeanSandhurst 4.
  27. 27. What Questions Should You Ask an Agency (3rd Party Company)? Indepth Questions… What role does content play in social? And who should create my content? Do you have someone who can do a Content Editorial Calendar? What is your audience into? What will they/do they consume? Where are they? Which social streams? What do you want them to do? Convert, share, converse 8. Explain paid, earned, and owned. Do I need it? If so, how do I integrate it into my social strategy? 9. People love my brand. How do we leverage these conversations and people that are talking about us? How do we get our current customers talking about us on social? @SeanSandhurst 7.
  28. 28. What Questions Should You Ask an Agency (3rd Party Company)? Indepth Questions… @SeanSandhurst 10. What is the difference between bloggers, social super fans? And what can we do with them? How do they each provide my brand value? How do you define influencers and advocates and what value can they drive for my brand?
  29. 29. Examples of Success and Failures (from both In-house and Outsource) @SeanSandhurst
  30. 30. Examples - WestJet WestJet @westjet 124,991 followers • All conversations for the company are on one feed • Initiate conversation • Contests • Link to their online and offline information @SeanSandhurst • Customer service 30
  31. 31. Examples - WestJet WestJet Facebook Page 451,000+ Likes • 2.4% engagement (talking about) @SeanSandhurst
  32. 32. Examples - WestJet WestJet Youtube channel 3355 subscribe @SeanSandhurst • April fools Kargo Kids • 757, 713 views • 2825 Likes http://youtu.be/M4SkoJy3D0M
  33. 33. Examples of Success and Failures (from both In-house and Outsource) McDonald’s (outsourced creative) Mighty Wings #MightyWings @SeanSandhurst TV Microsite Facebook Twitter Instagram YouTube
  34. 34. Examples of Success and Failures (from both In-house and Outsource) Reebok (outsourced creative) Max versus Sid (puck in the dryer) http://www.youtube.com/watch?v=kOemZRrCqpg TV and social Sidney Crosby versus Maxime Talbot @SeanSandhurst Vayner Media Multiplatform
  35. 35. Examples of Success and Failures (from both In-house and Outsource) Success KLM (LinkedIn and Social in general) • Customer Engagement experiment 2010 • http://www.youtube.com/watch?v=pqHWAE8GDEk • http://www.klm.com/travel/us_en/prepare_for_travel/on_board/Yo ur_seat_on_board/meet_and_seat.htm • http://www.forbes.com/sites/kashmirhill/2012/02/29/will-planebased-social-networking-fly-with-travelers/ @SeanSandhurst • LinkedIn (seat mate)
  36. 36. Examples of Success and Failures (from both In-house and Outsource) Success @LandRover RacetheSun @SeanSandhurst @Allstate @Mayhem Twitter, TV, Youtube Vine
  37. 37. Examples - KLM • KLM Royal Dutch Airlines • @KLM • 594,195 followers • Customer service • Initiate conversation • Contests • Link to their sites (Blog) @SeanSandhurst • All conversations for the company are on one feed
  38. 38. Examples - KLM LinkedIn @SeanSandhurst
  39. 39. Examples - KLM Pinterest @SeanSandhurst
  40. 40. Examples of Success and Failures (from both In-house and Outsource) Success • Dove (video) – the real you • @Nenshi (everyday on Twitter) • Calgary Police (Flood) *Award Winning • PizzaHut (@pizzahut with #WorldsGreatestPizzaParty ) • Lulemon @lulemon (Instagram) @SeanSandhurst • Lowes (Twitter and VineApp #fixitinsix)
  41. 41. Examples of Success and Failures (from both In-house and Outsource) Success Dove (video) – the real you sketches http://www.youtube.com/watch?v=XpaOjMXyJGk @SeanSandhurst
  42. 42. Examples of Success and Failures (from both In-house and Outsource) Success @Nenshi (everyday on Twitter) Lowes (Twitter and VineApp #fixitinsix) @SeanSandhurst https://vine.co/v/bU61aqq2YOp
  43. 43. Examples of Success and Failures (from both In-house and Outsource) Success Pizza Hut @Pizzahut #WorldsGreatestPizzaParty to kick-off the NFL @SeanSandhurst Pizza Company kicks off NFL football season with massive pizza party, exclusive gameday deals at PizzaHut.com and chances to win freebies on brand's social media channels
  44. 44. Examples of Success and Failures (from both In-house and Outsource) Success @Luluemon @SeanSandhurst
  45. 45. Examples of Success and Failures (from both In-house and Outsource) Success @Heineken • • • • • Live in person Twitter YouTube Instagram Etc…. @SeanSandhurst DepartureRoutlette Multi-channel
  46. 46. Examples of Success and Failures (from both In-house and Outsource) Fails Applebees - Risk of employee acting out http://www.news.com.au/technology/biztech/us-restaurant-applebeescommits-social-media-suicide/story-fn5lic6c-1226570581548 @SeanSandhurst
  47. 47. Examples of Success and Failures (from both In-house and Outsource) Fails Scripted Twitter replies do not work: American Airlines: insults were being tweeted and AA responded “Thank You for your support” @SeanSandhurst “Unknown” Canadian grocery store: -Concerns tweeted to grocery store and responses were all the same; (in-house management with strict legal restrictions) “Please let us know what store you shop at and we will take it up with the store manager”
  48. 48. Examples of Success and Failures (from both In-house and Outsource) Fails Not responding in time – not listening (brand reputation management) Timing can be everything to take advantage of an opportunity! Poland Springs Water: @PolandSprintWtr -opportunity lost @SeanSandhurst
  49. 49. Examples of Success and Failures (from both In-house and Outsource) Fails Disgruntled Employee access HMV Mass Layoffs @hmvtweets Risk: employee Tweeted live layoffs "Just overheard our Marketing Director (he's staying, folks) ask 'How do I shut down Twitter?' #hmvXFactorFiring" "There are over 60 of us being fired at once! Mass execution, of loyal employees who love the brand. #hmvXFactorFiring" "We're tweeting live from HR where we're all being fired! Exciting!! #hmvXFactorFiring" @SeanSandhurst http://www.independent.co.uk/news/uk/were-all-being-fired-exciting-hmv-stafftake-to-official-twitter-account-to-liveblog-their-own-mass-execution8475491.html
  50. 50. Examples of Success and Failures (from both In-house and Outsource) Fails Scheduled Tweets without monitoring: Tesco This tweet came out in the middle of a PR crisis about horsemeat being found in some of its frozen dinners. (January 17th 2013) and was deleted 25 minutes later @SeanSandhurst
  51. 51. Examples of Success and Failures (from both In-house and Outsource) Fails Insensitive: AT&T 9-11 tweet picture with Z10 http://www.washingtonpost.com/business/technology/atandt-removesapologizes-for-911-tribute-tweet/2013/09/11/6d8f8806-1b06-11e3-a6287e6dde8f889d_story.html @SeanSandhurst
  52. 52. Examples of Success and Failures (from both In-house and Outsource) Fails Insensitive: Did they mean well? @epicurious @SeanSandhurst
  53. 53. Examples of Success and Failures (from both In-house and Outsource) Subway Outsourced: http://adage.com/article/agency-news/subway-hires-360i-socialshop/244195/ @SeanSandhurst @SeanSandhurst Nike In-House http://www.marketingweek.co.uk/sectors/sport/nike-takes-socialmedia-in-house/4005240.article
  54. 54. @SeanSandhurst
  55. 55. Additional data @SeanSandhurst Additional Slides – Information and Stats
  56. 56. What is “Social Media” for Social Good How has the social media and the internet fundamentally changed business forever. @SeanSandhurst http://youtu.be/AkGMVQl8_jI
  57. 57. Why should B2B companies be on social media? Increase Web Traffic Market Research @SeanSandhurst Generate Business Awareness
  58. 58. @SeanSandhurst 18-44
  59. 59. @SeanSandhurst
  60. 60. Trends • Social Networks What activity are people doing? @SeanSandhurst
  61. 61. Trends • Opportunity • Why is it important to have someone ‘Like’ a brand? @SeanSandhurst • 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were somewhat or much more likely to purchase from that brand. *Soucre: eVoc insights, Jan 31, 2012
  62. 62. Trends Social TV • How much? • What are people doing? @SeanSandhurst
  63. 63. Trends Social TV • What activity @SeanSandhurst

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