creating & executing a social plan
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Creating & Executing a Social Plan
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Francis SkipperDirector of Search Marketing
617-896-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
#451Workshop
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McDonald’s Launches #McDStoriesGOAL: share fun stories about McDonald’s experiences
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#McDStories#FAIL: did not foresee people sharing negative stories
about brand
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Agenda• A Little Background• Creating a Successful Social Strategy• Corporate Social Protocol Examples• Case Studies• Open Q&A
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90%14%
of people trust peer recommendations
Only trust advertisements(Qualmann, Socialnomics, 2010)
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Facebook population
Friends of fans
60M friends
Fan base500K fans
US data
Word of Mouth at Unprecedented Scale
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Over 955 Million Users
(if it were a country, it would be the 3rd most populated)
1.3 billion 1.1 billion 311 million955 million
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Major Brands Are Using Social to Engage with Customers
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>49,000,000 Facebook Fans
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>599,000 Twitter Followers
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However, Shift from Monologue to Dialogue
Has Its Risks…
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Netflix Qwikster Launch
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@Qwikster
Users found conversation about drugs and excessive profanity!
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Didn’t Do Their Due Diligence
NO association with Netflix
Brand image/reputation sacrificed
Twitter handle was TAKEN
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Reasons for Failure
Lack of Strategy
Lack of Internal Resources to Manage
not understanding your customers
sending out the wrong messages inconsistency
lack of research
no one dedicated to social media
underestimation of time commitment
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Building a Social Media Strategy
Social
Media
Strategy
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Social Media Campaigns
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Step 1: Define Objectives & Goals
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• What are you trying to accomplish?
• Why social media?
• What social platforms will help you achieve our goals?
What Are Your Objectives?
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• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Increasing direct or indirect sales?
• Attracting new employees, investors, partners/vendors?
• Customer Service?
Do Your Goals Include…
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Step 2: Find Your Audience Online
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• Is your target audience on social sites? • Which sites do your audience use? • Do they belong to specialized groups?
• Who are they interacting with?
• Which social media channels would be best to use for the type of content you have?
Where is Your Audience?
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Your Best Bet?
ASK
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Where is Your Audience?
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Step 3: Audit Your Resources
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• Content?
• Staff?
• Consistency?
• Technology/Tools?
Evaluate Your Current Resources
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Step 4: Assign Roles and Responsibilities
Social Media Strategist
Social Media Manager
Public Relations
Social Media Metrics
Legal
Privacy/Security
Customer Relations
Advertising/Sales
Content Developer
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Step 5: Define Success
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• How many sales/leads were generated?
• How many people are talking about your company?
• How have you reduced operational costs?
• How have you helped recruiting?
• How many demos views/downloads?
What Activities/Results Measured to Determine Success?
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Step 6: Construct Strategy
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1. What info do we want to keep private? Public?
2. What is the voice (persona) of the brand?
3. What personal social media use is appropriate? Inappropriate?
4. Who are quality followers? How can we engage them?
5. How can we consistently send our messages?
6. Should we have a set of rules for proactive/reactive social media use?
7. How do we respond to positive engagement versus negative engagement?
Consider
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Define Content Topics & Create Content
Schedule Share!
Step 7: Execute Your New Strategy
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Step 8: Measure Results
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• Have your networks grown or changed? How?
• What worked/didn’t work?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?
Measure
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Noteworthy Social Media Strategies
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Best Buy #Twelpforce Social Media PolicyBe smart. Be respectful. Be human.
What You Should Do:• Disclose Your Affiliation• State That It’s YOUR Opinion• Protect Yourself• Act Responsibly and Ethically• Honor Differences
What You Should Not Disclose:• The Numbers• Promotions (In Advance)• Personal Information About Customers• Legal Information • Anything that belongs to someone else• Confidential Information
>265,000 Followers >5,990,000 Fans >3,900 Subscribers
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• Follow the Code of Ethics and Conduct• Protect Confidential Information
Don't Comment on M&A Activity • Don't Discuss Future Offerings • Refrain from Objectionable or Inflammatory Posts • Don't Speak for Oracle• Don't Post Anonymously• Respect Copyrights • Use Video Responsibly• Stick to Oracle Topics on Oracle-Sponsored Blogs • Don't Misuse Oracle Resources
Oracle Social Media Policy "Use common sense"
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• Transparency in every social media engagement. • Protection of our consumers' privacy. • Respect of copyrights, trademarks, rights of publicity, and other
third-party rights in the online social media space, including with regard to user-generated content (UGC).
• Responsibility in our use of technology. • Utilization of best practices, listening to the online community,
and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior.
The Five Core Social Media ValuesContinue Learning and Training
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Social Media GuidelinesFollow the Core Principles
1. Honesty about who you are2. Clarity That Your Opinions Are Your Own3. Respect and Humanity in All Communication4. Good Judgment in Sharing Only Public Information – Including
Financial Data5. Awareness that What You Say is Permanent
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Do:• Be personally responsible for the
content they publish on-line• Use a disclaimer for opinions• Respect copyright, fair use, and
financial disclosure laws.• Respect your audience• Be aware of your association with
IBM in online social networks. • Try to add value.
Social Computing Guidelines
Don't • Provide confidential or other
proprietary information • Cite or reference clients, partners or
suppliers without their approval• Pick fights, be the first to correct
your own mistakes.• Use IBM logos or trademarks unless
approved to do so.
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Social Media Guidelines
What You Should Do• Show respect and be polite, even
if you disagree• Stay on topic• Keep it real
Don’t• Do anything that breaks the law• Use corporate materials without
permission
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In Review:1.Define Objectives and Goals2.Define Audience Online3.Audit Current Resources4.Assign Roles/Responsibilities5.Define Success6.Construct Your Strategy7.Execute Your Strategy8.Measure Results
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Case Study: Dancing Deer Baking Co.
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Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday
season (Thanksgiving-New Years) – in late October
Approach:• Targeted bloggers and other influencers who were
relevant to target demographic using online product review and giveaway program
• Invited a select group for an on-site tour of factory in full production mode
• Associated brand with annual “Social Strategists to Watch” list - honorees received a surprise congratulatory gift from Dancing Deer
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Case Study: Dancing Deer Baking Co.
5 million+ page views in 10 days
17,000+ contest entries
Facebook fans +20%
5,000+ unique visitors to DancingDeer.com
+2.5 million Twitter impressions
81 Targeted Blogs national coverage including USA Today, “Wake Up With Al,” Fox
Business, “Daily Candy,” Forbes
$175,000+in less than 2 months!
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Case Study: Heluva Good!
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Case Study: Heluva Good!
Approach:• Determined ideal target audience:
women, particularly mothers, ranging in age from 18-45
• Developed two targeted campaigns: General for people who enjoy “barbeque”, & a second geared towards “women who like barbeque”
• Designed strategic keywords & incorporated an array of images for Facebook Ads
Goals:• Expand Facebook following by generating brand awareness,
driving contest entries, and increasing “likes”
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Case Study: Heluva Good!
Results:4,210 “likes” 5,566 clicks
4,595,643 impressions
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Questions?
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Integrated Communications Campaigns
The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
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– Founded in 2004
– 30 Communications Professionals Based in Boston
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
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Francis SkipperDirector of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com