Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Managing a Growing Social Strategy
2010 – Where we were
• Social is a marketing thing
• Goal is to get 1,000,000 Facebook ...
01. Understand Your Audience
• What does my audience look like on social?
• Who are the people I’d like to reach?
• Who is engaging with my competitors...
02. Any Mention is Valuable
2010- Brands didn’t focus on engaging with
their fans
2016- Brands focus on ALL types of
engagement to assist business dec...
Social channels have evolved to drive 1:1
communications outside of the public domain.
WeChat built a foundation that all ...
03. Showcase Your Brand’s Personality
03. Showcase Your Brand’s Personality
Choose your style and stick with it.
Ensure your social efforts align with the KPIs
...
03. Showcase Your Brand’s Personality
Personality speaks in many ways…
Video: Drive emotion and calls to action with
your ...
04. Activate Customers
To drive engagement use a call to action.
Simple ways to activate action are:
• Real-time video chats
• Hashtag campaigns
...
05. Drive Customer Loyalty
https://walkthechat.com/wechat-travel-
industry-case-studies/
05. Drive Customer Loyalty
Customer Service is the key focus...
06. Content Collaboration and Sharing
06. Content Collaboration and Sharing
With small markets in APAC and limited
resources, maximizing assets is key!
Asset Sh...
2010- content shared via email
2016- global and regional view shared via software
Social media management software allows ...
07. Emerging Trends Need to Drive Action
07. Emerging Trends need to Drive Action
Trends show you what people care about.
Watch for:
• Facebook trends by regional ...
08. Aggregate Social Metrics
08. Aggregate Social Metrics
Break down social analytics into buckets you
can align against measurable business KPI’s:
• A...
09. Benchmark Against Competitors
Metrics are one way to compare against
competitors, but ranking actual content is
critical to understand what they are
say...
10. Break Down Organizational Silos
10. Break Down Organizational Silos
Understand who social impacts in your organization:
• Community Management: Agency, Re...
Final: Key Takeaways
1. Social has evolved, it’s a business tool not just a marketing channel.
2. Engagements and open dia...
• Collaboration in a single interface to
coordinate campaigns across all markets
and global teams
• Supports 53 languages ...
Thank You!
@Sysomos
Managing a Growing Social Media Strategy - APAC
Upcoming SlideShare
Loading in …5
×

Managing a Growing Social Media Strategy - APAC

1,105 views

Published on

As social media becomes more engrained in your business, a solid social strategy can be complicated. How can you keep up with what works best in today’s constantly changing environment? How do you connect your regions and teams to gain visibility across paid media campaigns on social?

Social media channels have grown beyond Facebook, Instagram and YouTube. Channels such as WeChat and Weibo have different tactics and best practices that your teams based in the United States and Europe want visibility into.

View this presentation to learn tips from the pros on growing your social media strategy. We’ll cover 10 tips that successful brands follow, and explore best practices for taking social media to the next level as your social footprint grows.

Published in: Social Media
  • Be the first to comment

Managing a Growing Social Media Strategy - APAC

  1. 1. Managing a Growing Social Strategy 2010 – Where we were • Social is a marketing thing • Goal is to get 1,000,000 Facebook fans • We need to post to our Facebook fans • We let our agency do all the content and analysis for our monthly reporting • There’s no such thing as “social” advertising • Facebook engagement is all public. YouTube video and comments are public. Brands can’t get to a 1:1 conversation. 2016 – Where We Are • Social is a business tool • Goal is to increase engagement across social • We need to pay to target content across Facebook • Social ads drive my brand success and reach • We want to save time and money by sharing assets and standard reporting to all markets • Almost all channels have private messaging. WeChat emerged, providing brands with ability to have 1:1 conversations and drive customer engagement as the core focus
  2. 2. 01. Understand Your Audience
  3. 3. • What does my audience look like on social? • Who are the people I’d like to reach? • Who is engaging with my competitors? Paid targeting insights enable you to research several indicators to maximize reach: • Interests: use keywords for optimization • Age & Gender: fine tune assets • Location: maximize real-time trends 01. Understand Your Audience
  4. 4. 02. Any Mention is Valuable
  5. 5. 2010- Brands didn’t focus on engaging with their fans 2016- Brands focus on ALL types of engagement to assist business decisions. • Customer Service • Product Launch • Product Feedback • Competitive Comparison • Corp Communications • Technical Support • Loyalty Retention • Sales Stages 02. Any Mention is Valuable
  6. 6. Social channels have evolved to drive 1:1 communications outside of the public domain. WeChat built a foundation that all communication is 1:1 Private Messaging on Facebook, Instagram, Weibo and Twitter can turn a public issue into a 1:1 engagement opportunity privately. 02. Any Mention is Valuable
  7. 7. 03. Showcase Your Brand’s Personality
  8. 8. 03. Showcase Your Brand’s Personality Choose your style and stick with it. Ensure your social efforts align with the KPIs across your business for a unified effort: • World-class customer experience • Marketing leadership • Buzz-generating creative • Social seller • Security and compliance
  9. 9. 03. Showcase Your Brand’s Personality Personality speaks in many ways… Video: Drive emotion and calls to action with your brand or products Images: Spark an immediate connection with your audience and use them to drive sharing Links: Expand brand ownership across digital channels driving traffic and SEO UGC: User-generated content should be your greatest inspiration Source: Heineken social accounts, Cadbury Australia YouTube
  10. 10. 04. Activate Customers
  11. 11. To drive engagement use a call to action. Simple ways to activate action are: • Real-time video chats • Hashtag campaigns • Re-sharing UGC with attribution • Video testimonials • Community contests • Facebook Paid Call to Action on video or links Everyone likes to feel special and these small things build brand loyalty. 04. Activate Customers
  12. 12. 05. Drive Customer Loyalty
  13. 13. https://walkthechat.com/wechat-travel- industry-case-studies/ 05. Drive Customer Loyalty Customer Service is the key focus on WeChat. WeChat Auto Reply and User Defined Menu’s are an opportunity to AMAZE! Hospitality and Travel brands have maximized this for travelers leaving China: • Concierge services • Travel arrangements • Hotel information • Payment for services Watch for this real time customer service to emerge on other channels this year. Source: walkthechat.com/wechat-travel-industry-case-studies/
  14. 14. 06. Content Collaboration and Sharing
  15. 15. 06. Content Collaboration and Sharing With small markets in APAC and limited resources, maximizing assets is key! Asset Sharing: Create a Library for all teams to access Suggested Content: Stay on brand with messaging shared to all regions Top Performing Content: Discover and share content from stronger regions to lower performing teams to lower time and cost of planning Keywords: Build content around these to engage customers with things they care about
  16. 16. 2010- content shared via email 2016- global and regional view shared via software Social media management software allows you to plan, organize, administer, publish and share your editorial calendar in a live space at scale. Visibility when paid promotions or programmatic campaigns allows you to adjust all social content in real time. 06. Content Collaboration and Sharing
  17. 17. 07. Emerging Trends Need to Drive Action
  18. 18. 07. Emerging Trends need to Drive Action Trends show you what people care about. Watch for: • Facebook trends by regional or vertical • Visual listening across brand mentions • Themes within your accounts • Vertical specific topics emerging • Entertainment / news impacts
  19. 19. 08. Aggregate Social Metrics
  20. 20. 08. Aggregate Social Metrics Break down social analytics into buckets you can align against measurable business KPI’s: • Awareness: cross channel impressions, reach and audience size indicate volume • Engagement: action by consumers, re- shares or video views so the campaign success • Intent: paid and conversion metrics across Facebook, Twitter and Instagram show social is driving results. 2010- how many fans do we have? 2016- measure views, CPA, CTR and web conversions
  21. 21. 09. Benchmark Against Competitors
  22. 22. Metrics are one way to compare against competitors, but ranking actual content is critical to understand what they are saying. Key insights to track: • Audience growth vs. your own • Influencers engaging with competitors • Engagement trending vs. your own • Top Performing Content • Assets being shared Real time tracking provides insight into share of voice and competitive intrusion. 09. Benchmark Against Competitors
  23. 23. 10. Break Down Organizational Silos
  24. 24. 10. Break Down Organizational Silos Understand who social impacts in your organization: • Community Management: Agency, Regional • Customer Service: In-house, Regional • Corporate Affairs & Legal: In-house, Global • Public Relations: Agency & In-house, Regional • Advertising: Agency, Regional • Product Innovation: In-house, Global • Sales: In-house, Regional
  25. 25. Final: Key Takeaways 1. Social has evolved, it’s a business tool not just a marketing channel. 2. Engagements and open dialogues create should be provide research value outside of typical social remits. 3. Provide markets with solutions to help save money by sharing assets, standardize reporting to increase time efficiencies 4. Social tools allow you to save time and money 5. As social has scaled across an organization, how many tools & stakeholders are involved in your social strategy globally. 6. Almost all channels are driving 1:1 engagements with consumers, allowing for a private dialogue – make sure you react to innovations within social platforms, especially if they affect the way consumers engage with your brand.
  26. 26. • Collaboration in a single interface to coordinate campaigns across all markets and global teams • Supports 53 languages and translates local messages, currencies and times in over 100 markets • Offices located in Singapore and Shanghai for APAC support and training • Content planning, assets sharing, publishing, engagement, and analytics capabilities Social Management Software Can Help
  27. 27. Thank You! @Sysomos

×