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Red Bull, McDonald’s, Starbucks. These are just a few brands that fully take advantage of social media as part of their overall business strategy. In an age where voicing opinions and connecting online are second nature, social media has now become more essential than ever as a way to research, create relationships and shape brand perception.

However, what does it take to employ social media beyond a local business level, when there are dozens of markets, thousands of employees and millions of conversations to manage worldwide? What does it take to do it well? And even though all the other kids are doing it – is social media really worth investing in?

Mandy Poon, Digital Marketing Consultant presents what enterprises need to consider before embarking on a social media journey, how that journey requires Social Media to become an integral part of a multinational’s business and marketing plans, what it means to create a truly global strategy, and some tools and guidelines to get there.

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  1. 1. MAYBE YOU SHOULD GET A REAL JOB. “Isn’t your job just being on Facebook all day?”2.
  2. 2. No. That’s why this presentation is also called: Why your average social media user is not necessarily a social marketing expert
  3. 3. First things first… What is an enterprise?A large corporationwith a businessstrategy based onthe results ofdifferent parts ofthe businessworking together.
  4. 4. “Marketing is nowdemocracy on steroids.” Marc Pritchard, Global Marketing and Brand Building Officer for P&G
  5. 5. There are hundreds of social networking sites,which can create thousands of connections for a user.6.
  6. 6. For an enterprise, social media will create millions of connections.7.
  7. 7. ManageableHorrifying
  8. 8. So…why should brandsbe on social? To increase brand awareness To be a part of conversations that are happening anyway To direct brand perception To maximize brand loyalty To demonstrate brand values I’M GLAD To add value to the lives of fans YOU ASKED! …and hopefully that will lead to users purchasing, or encouraging others to purchase more products.
  9. 9. “ The mistake most companies are making is that they are… using [social media] as an opportunity to sell stuff. It’s really not designed for that.” Howard Schultz, Founder, Chairman, President and CEO of Starbucks
  10. 10. What’s thedifferencebetween theway I usesocialmedia…11.
  11. 11. …and the way it’s used at an enterprise level?12.
  12. 12. 1. Joining a social network is a big deal.13.
  13. 13. While the average user can decide to join a social networking site sporadically…
  14. 14. A Brand Cannot:  Join a social channel just to I HATE leave it NOTBEING AJOINER.  Join a social channel, then use it incorrectly  Join a social channel, then not use it at all
  15. 15. 16.
  16. 16. 17.
  17. 17. 18.
  18. 18. An enterprise needs todetermine the following before joining:
  19. 19.  How are we going to use that? What’s going to be that channel’s purpose? How will it work with the other channels we currently have? How can the channel help us reach our business objectives? Do we have the resources for another significant commitment?
  20. 20. Why is it a significant commitment? Isn’t following a planned publishing schedule enough? Because when the [blank] hits the fan on social, it really hits the fan.24.
  21. 21. Social media at the enterprise level requires a solid foundation & structure.25.
  22. 22. 2. Two-way dialogue is suddenly unnatural.26.
  23. 23. I’M SORRY TO HAVE TO TELL YOU THIS… The Cold, Hard Truth27.
  24. 24. Individuals use social media to A) satisfy their innate curiosities about others B) satisfy the desire to talk about themselves C) be a part of something biggerAll fuel conversation and frankly, put the social in social media.
  27. 27. The problem is,brands aremostly onlyequipped to talkaboutthemselves.The essenceof socialmedia is notnatural forbrands.
  28. 28. Social media at the enterprise level requires voice development & engagement plan.38.
  29. 29. 3. In-the-moment is never really in the moment.39.
  30. 30. This is what happens when an individual wants to makea social media post: 1) See cute puppy on the street wearing shoes. 2) Snap picture of cute puppy wearing shoes. 3) Share on a social networking site with witty comment. “OMG! Saw the cutest puppy wearing shoes! #LoveMeSomePuppies.”
  31. 31. This is what happens when a brand wants to make asocial media post: 1) Enterprise in general has decided on product launches and activations. 2) Marketing develops business objectives and strategies on the above. 3) Assets from creative or design teams are developed for the above. 4) Community managers or copywriters come up with content way in advance that incorporate business objectives. 5) Already created assets are either integrated, or new assets need to be scoped and created. 6) Marketing reviews copy. 7) Copy comes back from marketing – “We‟re all having a cup of revisions are required. 8) Copy finally goes out again; goes through our delicious new coffee! legal. Press „Like‟ if you tried 9) Copy comes back from legal – revisions are required. one of our brand new 10) After several rounds of validations, coffees today!” community managers schedule the posts for publishing.
  32. 32. But… It doesn’t matter what the internal process is. OH NO. Users will still gravitate towards the same kind of content:  Engaging  Visual  In-the-moment42.
  33. 33. Why is it hard for brands to do in-the-moment? Because this… …is a full time job, and it gets complicated squeezing in on-the-fly social.
  34. 34. 44.
  35. 35. 45.
  36. 36. Social media at the enterprise level requires strategic content& response planning that provides a relevant user experience. 48.
  37. 37. 4. It’s not stalking. It’s consumer insight.49.
  38. 38. There’s something about social media that makes it really fun for us to peer into others’ lives.50.
  39. 39. Ok, fine.Sometimesit’s “stalking.”
  40. 40. While learning about others on social is ultimatelyoptional for users, for brands – it is absolutely essential.
  41. 41. What brands want to do when they’re on social BUILD AWARENESS We reach out to build brand awareness FOSTER We show what our brand is really about COMMUNITY by cultivating a community We create value for our GENERATE fans and our brand ACTIONS through participation & conversions
  42. 42. Where brands can learn about their users Measure for consumer ACTIONS insights Learn BUILD AWARENESS FOSTER Optimize COMMUNITY
  43. 43. OH NO, HE DI-DN’T. We have to take those …and apply them on a larger tendencies we have to find scale, while looking for data out everything we possibly and insights that will help can about someone… inform business decisions.
  44. 44. WE’RE NOT JUST AGROUP OF21-44 YEAR OLDS! What brands can take from users: “Many brands still define their audiences by demographics. It’s not how you’d describe a friend. We need to work harder at really knowing people as people. It’s even truer with social media. You’ve gained fans. Do you know who they are?” –Forbes
  45. 45. Social media at the enterprise level requires consumer insight measurement for strategy optimization. 59.
  46. 46. Let’s recap.60.
  47. 47. Social media at the enterprise level requires: 1. A solid foundation & structure 2. Voice development & an engagement plan 3. Strategic content & response planning that provides a relevant user experience 4. Consumer insight measurement for strategy optimization61.
  48. 48. …But now what?62.
  49. 49. The structure Social Media Strategic narrative action Pillars63.
  50. 50. The organization it takes to ensure an optimized social strategy structure narrative action64.
  51. 51. Create a digital ecosystemAnswering: What’s thepurpose of each channeland how do they worktogether?
  52. 52. Determine the extent of your enterprise’s social presence Local vs. Regional vs. Global
  53. 53. Determine responsible teams andSocialMedia workflow Who owns social media? How do teams work together (internally and with external partners?)
  54. 54. Consider a SMMS “A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube. This system contains features such as governance, workflow, intelligence, and“The success of these tools is dependent upon abusiness-led strategy, defined processes, integration capabilities acrosstrained staff, and ability to measure efforts.” the enterprise.”
  55. 55. Level 1: Social Media Code of Conduct Violation Be ready for a crisisLevel 2: WATCH – A Legitimate/Significant Issue is Brought Up What is the difference between an issue and a crisis? Level 3: THREAT – Issue’s Subject has How would you identify Viral Potential and manage a crisis? Who are the key contacts? Level 4: CRISIS – Subject is Bad, Spreading Quickly, Mentioned by Influencers
  56. 56. structure The digital brand story, voice & tone, narrative action communications platform70.
  57. 57. Define asocial brand identityIt is what the entirestrategy and campaignnarratives will be builtupon, and it coherently tiesindividual tactics together.
  58. 58. Red Bull MAC Cosmetics
  59. 59. AWARENESS Transform the brand essence into ENGAGEMENT digital What are the major brand pillars & values, and how can they be interpretedCONVERSION digitally?
  60. 60. Craft and CULTURE refine your social brand voice COMMUNITY Considering brand essence, the audience and the type ofCONVERSATION engagement for the brand, what does the brand sound like?
  61. 61. Go back to the digital ecosystemAnswering: How doeseach piece of theecosystem contribute to aconsistent narrative?
  62. 62. structure The execution required to narrative action produce a desired response.76.
  63. 63. Channel Create Guidelines & actionableBest Practices items to Measurement & KPIs achieve Content Calendars follow- through Campaign & Activation …Whether it is engagement, Execution Plans conversion, awareness, or measurement for strategy optimization.
  64. 64. Monitor, Measure, OptimizeFigure out how you’re going totrack what’s going on, theresults you’re getting, whatpeople are saying – and howto turn that into making yourstrategy better.
  65. 65. “It’s time brands startedacting more like people.” Forbes
  66. 66. Some concluding tips…80.
  67. 67. Find ways to keep everyone on the same page.81.
  68. 68. Make your brand easy to identify.82.
  69. 69. If your brand can’t do “in-the-moment” right now, fake it. 83.
  70. 70. Strive to provide familiar experiences.84.
  71. 71. At the end of the day, it’s all about the fans.85.
  72. 72. TO GET IN TOUCH Contact Information The Office Where to Find Us Online 400, boul. de Maisonneuve Ouest, bureau 700 Montréal (Québec) H3A 1L4 Téléphone : 514.448.4035 w_illi_am Télécopieur : 514.861.0022 williamMTL Courriel : company/w.illi.amYour Speaker williamfirmeweb Mandy Poon Digital Marketing Consultant williamFirmeWeb @mmandyp