Simple Social Media for Brands & Business

662 views

Published on

Start from the beginning; How, What and Why is social media relevant to brands & businesses.
Plus a 10-step guide for considering how to get started.
Plus a Top-line overview of the potential strategic role channels / networks can play in your Social Media / Digital Strategy.

Published in: Education

Simple Social Media for Brands & Business

  1. 1. Social Media101 & 102
  2. 2. Facebook YouTube Twitter What gave us the likes, shares and comments? 3.2 million connection Coke Zero fans | followers | subscribers Optimising Video SEO to drive over 1 million incremental views of content like | comment | share UNCLE TOBYS Swim Kids 95,000 reactions to a FB post, demonstrating affiliation with sponsorship assets 15,000 Posts/Responses per year like | comment | share Allenʼs Used SM to spread the CCI across the nation- 1 million smiles like | comment | share Overseen over 83 communities Pure Blonde Now the number 1 Alcohol band in Australia on Facebook like | comment | share Across 7 categories FMCG, Retail, Travel and Leisure, Alcohol Boost Mobile Entertainment, Not-For-Profit, Telecommunications Facebook now Boost Mobileʼs key CRM channel like | comment | share National Geographic Uploaded 100ʼs videos Listening and optimising based on real time conversations upwards of 20 million views like | comment | share
  3. 3. SOCIAL Whaaaaaat???
  4. 4. SOCIAL? Historically Brands & Businesses haven’t been “Being” or “Behaving” Socially. They’ve been too busy Telling and Selling! Therefore, Social is a evolved way which brands need to LEARN to be!Character istic - Bei ngInteractio n - Behavi ng
  5. 5. SOCIAL PSYCHOLOGY Maslowʼs Hierarchy of NeedsThis is more relevant than ever... Successful & Admired >> Valued & Respected >> Connected Community >>Accepted & Acknowledged >>
  6. 6. DIGITAL MARKETING COMMUNICATIONS Pre-Web 2.0 Post-Web 2.0 1-to-Many 1-to-1 1-to-Few 1-to-Many
  7. 7. “Call me...”15 years ago Today- Pager - Home Address - 3 Phone #ʼs - Txt/MMS- Email - 3 x email address - LinkedIn - Facebook Msg- Home Phone - Facebook Chat - Facebook wall post - Twitter @- Home Address - Twittter DM - Whatsapp - Google+ - Skype - Facetime - Viber - Instagram - YouTube - Vimeo - Slideshare
  8. 8. SOCIAL MEDIA ERAENABLED AN ACCELERATED RATE & MEANS OF CONNECTING (to people & organisations)
  9. 9. HOW DO YOU USE SM? - Inform - Entertain - Educate - Inspire - Personally Professionally - family - career - lifestyle - research - passions - contacts - interests etc. etc.
  10. 10. BRANDS & BUSINESS SOCIAL MEDIA ERABROADCAST NETWORKED NOW THEN Earn, Own, Share & Rent (Paid) An Rent (Paid) An Audience Audience
  11. 11. HOW ARE BUSINESS & BRANDS USING SM? Business Brand - consumer research / insights / - research & development behaviours - competitor/category research - human resources - corporate reputation & communications - corporate affairs - brand/product communications - sales - customer relationship management - customer service
  12. 12. HOW MDʼS LOOK AT IT http://www.powerreviews.com/
  13. 13. SOCIAL BRAND & MARKETING Always-On Tactical Inside Brand Outside Brand Communities CommunitiesMonitoring Publishing Community Management Outreach Response Analysis & Insights
  14. 14. A SOCIAL MEDIA:STRATEGIC PLANNING PROCESS
  15. 15. SOCIAL PLANNING PROCESS EARNED OWNED SOCIAL INSIGHTS & BEHAVIOURS FILM / AV PAID SHARED ENVIRONMENTAL ANALYSIS CONNECTION CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE COMPETITORS / AUDIENCE actionBUSINESS /MARKETING Strategy Ideas Planning ExecutionOBJECTIVES BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN ASSETS / EXPERIENCE Creative Development TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE TYPOGRAPHY EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS
  16. 16. WHY GO ONLINE?http://www.intentindex.com/
  17. 17. MANY PERSONAS http://nytmarketing.whsites.net/mediakit/pos/
  18. 18. RELEVANCE TO BRANDS & BUSINESS http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdfhttp://blog.miibrand.com.au/wp-content/uploads/2011/11/Infographic-Why-People-Follow-Brands-Hi-Res.jpg
  19. 19. SOCIAL MEDIAVALUE PROPOSITION SOCIAL CURRENCY ? Information Inspiration Education Entertainment Action OR Action & Reaction VALUE EXCHANGE
  20. 20. ESTABLISHING ASOCIAL PRESENCE
  21. 21. P #1S TE Know your value Satisfy your audienceʼs need to... be informed be entertained be educated be inspired to feel valued! right place, right time, in the best way
  22. 22. P #2S TE Make it enduring THE INTERESTING STUFF THATS GOING ON IN THE INTERESTING STUFF YOUR CONSUMERS LIVES WHICH YOU CAN SAY ABOUT YOU BRAND COMMS DNA YOU CAN OVERLAY A BRAND POVBRAND, YOUR PRODUCT AND NIKE #MAKEITCOUNT TO... WHAT IT DOES... “New Year means New Goalsi.e. “Check out these NEW sick Brand, Product, Social, Cultural, #makeitcount” AirMax 90s designed to help Functionality Topical you #makeitcount” Talk to functionality and Social by design, relevant occasions for product use and current On Platform Off Platform THE THE INTERESTING STUFF INTERESTING STUFF YOUR Drive participation for Drive participation for off YOUR DOING OFFLINE DOING ON YOUR SOCIAL/ promotions / digital platform activity (e.g. interactive activity i.e. “Join us for #makeitcount runs DIGITAL PLATFORMS Grassroots, The Academy) at your nearest nike store, every i.e. “We’ve launched a new wednesdays.” #makeitout app check it out ....”
  23. 23. P #3S TE Right place, right time Connection Plan be intuitive be informed be realistic be empathetic Context & Relevance
  24. 24. P #4S TE What, Where, Why? Content Plan CONTENT STRATEGY AV IMAGE TEXT MICRO-TEXT AV AV AV AV AV IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE TEXT TEXT TEXT TEXT TEXT TEXT MICRO-TEXT MICRO-TEXT Role - Message - Call-to-Action
  25. 25. P #5S TE When? Content Calendar CONTENT STRATEGY AV IMAGE TEXT MICRO-TEXT DIGITAL INTERACTIVE
  26. 26. P #6S TE Plan for the success Setting Benchmarks CONNECTIONS ENGAGEMENT ADVOCACY Total number of Actively Total number of ʻsharesʼ ofTotal number of Connections Engaged users per month on a brand activities by users per to a Branded Community Branded Community month Key Driving Factors Key Driving Factors Key Driving Factors Strategy [SVP & Social Comms Overall appeal of the Brand DNA] Strategy Buying Campaign Idea Campaign Idea Content Content / Format
  27. 27. P #7S TE Plan for risk Call trees insert benchmarks visual
  28. 28. P #8S TE Test & Learn
  29. 29. P #9S TE Embrace it (alias) Be a... But not a... Stalker Troll Twervert Spammer Pinner Astroturfer
  30. 30. # 10 EP If in doubtST
  31. 31. NETWORKS/COMMUNITIES A TOP-LINE VIEW
  32. 32. Publish / Direct / TransactInform / Engage / Educate / Entertain / Inspire Discovery & Research Can be exe$
  33. 33. PublishingEngage / Inform / Educate Great for SEO Needs commitment
  34. 34. Aggregator Engage / Entertain visually cool & trendysupplementary, niche, low control
  35. 35. AggregatorInspire / Engage / Inform Customizable Non broadcast
  36. 36. Creation / CommunityInspire / Entertain / Engage Aggregration / Filtering Relies heavily on fresh frequent content
  37. 37. Connected Community HubEntertain / Inform / Connect Good for Insights / CRM / loyalists / advocacy Moving goal posts
  38. 38. Connected Community HubEntertain / Inform / Connect Niche interests Media / FashionRelatively low penetration (AU)
  39. 39. Connected Network to Credible mass Alert / Inform / Educate / OutreachOpen / Credible Mass / key influencers 140 Characters
  40. 40. Company/Business Activity Business Info / ProfileStakeholder Connections /Huge Cost Savings for HR Under-utilised
  41. 41. House Video ContentInform / Entertain / EducateShareable / Familiar / DataTypically poorly executed/ under-utilised by brands
  42. 42. TO RECAPUnderstand Opportunities & Limitations
  43. 43. Created by Tom Phillips @victom thoughts, feedback welcome @victomFollow The Conscience Organisation @TCO

×