15 social media strategies for cmos by tamba

15 SOCIAL MEDIA STRATEGIES FOR CMOS Presented by TAMBA

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Why social media?

Social media is no longer in its infancy.

•  1m sites have integrated with Facebook.

•  34% of marketers have generated leads using Twitter.

•  There are over 200m LinkedIn users.

•  625,000 people join Google+ every day.

*Sources: Nielsen, Huffington Post, Pinterest.com


#1 Use metrics that reflect business objectives.

Business objectives

Department objectives

Social media metrics

Social media objectives

Example To grow customer base by x%. (Marketing) To increase brand awareness in the digital space by x%. To increase engagement with existing followers on social media by x%. Facebook Likes & Shares, Twitter Favourites & Retweets, Blog Visits, Duration, Comments Brand mentions

Social media platforms are essentially business tools. What are your objectives?


#2 Offer social customer care.

Social care is no longer a “bonus”, but a basic requirement.

*Source: Nielsen

1 in 3 social media users prefer to use social media

vs. the phone for customer service issues.


Case Study: Dell Launched their Social Media Listening Command Centre in 2010.

•  > 25,000 conversations about Dell every day.

•  Dedicated customer service on Twitter @DellCares

•  > 5,000 employees trained in social media.


Use existing resources.

Marketing /

Comms / PR Manage your social

media presence.

Customer Support

Provide response to queries.

Establish a process to serve customers through social media to ensure fast, smooth delivery.


#3 Make responsive web design a priority.

What is it? Responsive sites adapt the layout to the viewing environment – from computer to mobile – to provide the optimal viewing experience.


Smartphone statistics in the UK

SEO benefits (a single URL vs. a separate mobile URL) 51% of the UK use smartphones. 59% access the Internet daily. 85% look for local info à 81% take action. 95% research a product / service on their device. 80% visit social networks, 51% visit at least once a day!

*Source: Google


#4 Align social media + SEO strategies.

Consider SEO when developing social media efforts, and vice versa.

Search engines use social signals in their ranking algorithm e.g. Likes, shares, views.

TM Lewin found that customers are 2.3x more likely to purchase based on social media recommendations

than paid search.


#5 Think of your brand as a publisher.

Content is king

Facebook Content related to your

brand.

Blog High-quality content

related to your business. White papers, ebooks,

infographics.

Twitter Engage with existing

followers and get involved in

conversations to gain new ones.

YouTube Educate and entertain

customers through videos.


#6 Develop a content strategy using media types most effective for your business. Visual content is generally more effective. •  Content with compelling images attract

94% more total views on average.

•  67% of consumers consider clear, detailed images to carry even more weight than product information, full description and customer ratings.

•  37% increase in engagement when

Facebook posts include photos.

*Source: MDG Advertising


#7 Create a branded blog.

It’s a powerful business tool:

• Drives purchasing decisions.

• Everyone’s online… including your competitors!

• Chance to build authentic relationships with customers.

• Establishes credibility within the industry.

• Chance to set yourself apart as a thought leader.

•  Less expensive than traditional advertising + marketing.


Tips • Create high-value content that shows

your company’s expertise or brand’s value proposition.

• Use keyword-focussed content.

• Good content always serves your audience’s needs.

• Establish good relationships with other bloggers.

•  Free set-up: WordPress + Blogger


Break time! Remember to tweet your thoughts on this session using

#100strategieslive


#8 Build a community with LinkedIn Groups.

•  > 200m users – 2 new every second!

•  35% access the site daily.

•  42% update their profile regularly.

•  2.7m business pages.

•  1.5m groups – 81% belong to at least

one group.

*Sources: Mashable, LinkedIn, computerworld.com, socialtimes.com, expandedramblings.com, creotivo,com, shiftdigitalmedia.com


Case Study: HP

The Challenge To change SMBs’ perception of HP, raise awareness of its services, create a community of brand champions, and increase product recommendations.

The Solution HP set up the HP Business Answers LinkedIn group for SMBs to ask questions and get advice from others.


Starting a group

• Keep it exclusive initially – only people related to your business.

• Develop a content strategy.

• Moderate for relevance and quality.


#9 Make it easy for your customers to buy on LinkedIn.

Make full use of your company LinkedIn profile.

e.g. Products & Services page


#10 Turn your YouTube channel into a customer service hub. Case Study: Avanade Business tech specialists Avanade ran an online video campaign. Twitter: Attendees were encouraged to ask questions using #askavanade

YouTube: Avanade posted video answers, creating rich, sharable content.


Remember, video can entertain whilst educating.

Blendtec’s “Will It Blend?” YouTube campaign blends different products e.g. Apple products, golf balls, remote controls. Consider ideas that: •  Have huge viral potential. •  Show what your products /

services can do.


#11 Repurpose your content.

Put a fresh spin on existing content.

• Updates?

• New angle?

Experiment with different media.

• One blog post can be turned into a video tutorial, a slide presentation, a podcast, visual quotes, etc.


Why refresh your content? •  SEO – attract search traffic on variations of a theme.

•  Multi-channel marketing – reach audiences in different places.

•  Retention, perspective + impact

“Delivering your message in different ways, over time, not only increases your retention and impact, but it gives you the chance to describe what you’re doing from several angles.”

-  Seth Godin, marketing guru

•  Saves money


How-to repurpose content.

Choose a core idea. • Detail a specific product you want to push?

•  Focus on a solving a specific problem?

Identify 5 topic areas you can elaborate on with authority. e.g. Pairing cheese with wine. Describe different cheeses, different wines, how flavours work together and against each other, easy recipes to go with wine + cheese pairings, throwing a wine + cheese party.


#12 Add games to social for a touch of fun.

•  Gamification gives customers a chance to engage with your brand.

•  Tasks ordinarily considered boring (e.g. surveys, forms, shopping) become more interesting.

•  Incentive to take action (e.g. get voucher).


Case study: Virgin Active Health Clubs The Challenge

Virgin Active wanted to make the gym experience relaxed and not too serious.

The Solution

Create a digital stress toy easily sharable – sofa users can destroy in 30 sec using weapons (e.g. ray guns, samurai swords). Users get a day pass voucher.

The Results

38 mil plays from 26 mil unique individuals, with 1.05 mil plays in the launch week. Despite being a 30 sec game, avg play lasted >4 min.


#13 Spill your social campaigns into “real life”.

Tweet-a-Beer App that allows people with Twitter and PayPal accounts to send beers to each other via Tweets.


Let’s not forget our furry friends…

GranataPet food •  Check in at their billboard on Foursquare.

•  Billboard spits out dog food for your pet to sample.


#14 Beyond audience size, start measuring engagement.

Reach is good, but engagement is also important for knowing what content appeals to your audience.

Facebook Insights Engaged users refers to the number of people who have clicked on your content. People talking about this are the number of fans who took further action on your content to show engagement to their friends.


#14 Beyond audience size, start measuring engagement.

Social Mention is a free tool for following your brand, measuring influence and gauging general sentiment.


#15 Monitor more than just brand mentions.

Consider brand-related keywords.

• Your brand

• Your competitors

•  Industry trends

•  Industry events


About TAMBA We are an award-winning digital agency that strives to live up to our strapline – Brave, playful, digital Blending strategic thinking with boundless creativity, we deliver bespoke solutions that yield real results for some of the world’s finest brands. Our core services include social, web, mobile and guerrilla marketing.

www.tamba.co.uk www.facebook.com/brave.playful.digital www.twitter.com/thisisTAMBA www.linkedin.com/company/tamba-internet/

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15 social media strategies for cmos by tamba

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