SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Lead a social media engagementstrategy
SEBASTIAN QUINNHARD ROCK INTERNATIONAL
How To Lead a Social Media Engagement Strategy
Sebastian QuinnDigital Marketing Manager
Hard Rock International
@Quinnnuts
How To Lead a Social Media Engagement Strategy
Each business will have unique goals to track and measure against in their social media engagement strategy
What are you trying to achieve with social media?
How can your conversations achieve this?
Step #1 - Define Goals & Objectives
How To Lead a Social Media Engagement Strategy
Understand the goals of your company’s social media content delivery to help you develop a more attainable strategy.
Know what to measure.
End goals dictate the measurement metric
Beef Up Content Strategy w/ Big-Brand Mindset
Step #2 - Align Content Marketing Goals w/ Social
How To Lead a Social Media Engagement Strategy
What is your existing tone and how does that translate?
What is your Company Culture and how does that translate?
How do you communicate on other digital or traditional channels?
What do your customers want and expect?
Step #3 - Find & Define Your Voice
How To Lead a Social Media Engagement Strategy
4 ways to stay updated on social media platform changes:
1. Updates directly from the platforms
2. Industry reports and news updates.
3. Google Alerts
4. Social Media & Tech Experts
Step #4 – Follow Social Platform Changes
How To Lead a Social Media Engagement Strategy
Know your team/company’s ability & Set expectations
Start small if necessary
Find internal advocates that understand your company
Equip your Community managers to be spokespeople
Team Must Be – Collaborative, Multitask on Deadline, Great Writers & Internal Evangelists
Step #5 – Get the Right People on the Bus
How To Lead a Social Media Engagement Strategy
Decide what you want to achieve.
Don’t spread yourself too thin.
Keep some social media in-house.
Send some social media to a consultant.
Don’t let the shortage of internal resources hamper your online capabilities.
Step #6 – Outsource Content Dev as Needed
How To Lead a Social Media Engagement Strategy
Listen & research
Understand what folks are
talking about
What are the pain points? What
are people saying about your
company?
List of words/phrases not to use
Keep records – connect
Step #7 – Know & Understand Your Audience
How To Lead a Social Media Engagement Strategy
6 practical ways you can use social data to benefit your business:
1. Gauge the real-time market mood.
2. Identify relevant issues and content.
3. Determine user interests.
4. Provide internal operational metrics.
5. Execute competitive research.
6. Explore social data with an actionable plan in mind.
Step #8 – Use Social Media Channel Data
How To Lead a Social Media Engagement Strategy
Social media engagement relies on daily interactions among users to survive.
Auto posting tools can be helpful but engage your audience with real conversations
Step #9 – Engage in Real Interactions
How To Lead a Social Media Engagement Strategy
Questions are a good example of engaging content:
1. Pure fan engagement questions to help tap into the interests
2. Market and competitive analysis questions to generate conversations and engage with possible leads
3. Product/service feedback questions that can serve as a fast focus group
Step #10 – Question Readers for More Engagement
How To Lead a Social Media Engagement Strategy
What is working/not working for them?
How are the innovating and changing conversations?
Understand your share of voice, keeps ‘hot’ issues in perspective.
Step #11 – Know & Understand Your Competition
How To Lead a Social Media Engagement Strategy
4 Key Pillars:
Building a Campaign
Monitoring
Engagement & Conservations
Measure, Analyze, Optimize & REPEAT
Step #13 – Creating Your Engagement Strategy
How To Lead a Social Media Engagement Strategy
Heavily regulated industries: financial, healthcare, transportation
Understand and train your community managers or what is allowed and what is not.
Accident/incident or fare sale regulations.
Employee Social Media policy development and execution.
Step #12 – Know Laws & Industry Policies
How To Lead a Social Media Engagement Strategy
Brainstorm EVERYTHING that could
go wrong with your
company/industry and create a plan
for how to address
Social will drive the conversation,
news coverage, and perception of
your company so make sure you’re
prepared ahead of time
Everything should be approved and
agreed upon ahead of time
Step #14 – Crisis Planning
How To Lead a Social Media Engagement Strategy
1. Listen First - Your fans will guide your strategy
2. Be Present – A presence isn’t the same as being present.
3. Be Human – Brands are faceless and easy to dislike, but genuine people aren’t.
4. Have a Purpose – Conversations should be intentional. Provide REAL value.
5. Be Authentic - Deliver on your brand promise.
Tips #1-5
How To Lead a Social Media Engagement Strategy
6. Stay Unique – Give your fans the
personal response they deserve
7. Advertising – A smart paid media
strategy is essential to amplifying your
content.
8. Customer Service is Crucial – Answer
customer questions in a timely manner.
9. Be a Thought Leader - Share great
content that establishes you as an expert
10. Build Partnerships - Share content from
partners and mention them.
Tips #6-10
How To Lead a Social Media Engagement Strategy
11. Consistent Brand Identity – Replicate
from Platform to Platform
12. Use a Conversational Tone to Engage
Readers - Explore your culture,
community and conversation
13. Define your engagement strategy – Use
the tactics you know that work to
establish a plan. Don’t just wing-it!
14. Prepare for Crisis - Something bad will
happen, have a process that the business
commits to.
15. Don’t feed the trolls! - People will always
be people!
Tips #11-15