Jump start a digital relationship through social media

Peter Wilson, Digital Strategy Manager

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Why are we talking to you?

• Social media is a major part of our marketing activity

• We ran the first integrated social media campaign on LinkedIn

• We run a blog, Twitter feed, Facebook group and YouTube channel

• We monitor what’s being said about us, where, when and by whom

• We use web analytics to evaluate our performance

• We integrate social media into our search strategy

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Assumptions

We have a few assumptions to flag up:

• The marketing basics are already in place;• A defined marketing plan with clear, measureable objectives• Web analytics is set up (and used!)• Search (natural and paid) activity running• A content plan for your website exists

• The resource (people) is available to sustain any Social Media activity

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Social media Tip 1

Social Media Tip 1: Understand the activity on your own site before you do anything else.

Define where you are and then you will then be able to benchmark the impact of any Social Media activity.

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It’s marketing but not as we know it

The mindset for Social Media is different to traditional marketing:

• Most media is about volume. Social Media is about quality conversations.

• Traditional media is usually about ‘dip in/dip out’ campaigns. Social media is an ongoing commitment

• You will set user expectations once you start;• That because you listen you will also act• You will solve problems• You will respond in real time

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Social media Tip 2

Social Media Tip 2: No one uses all offline media channels. Don’t feel you need to use every Social Media channel either. Be selective.

Choose the channel that already features conversations about your company.

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It’s not one size fits all

Social Media

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Social media Tip 3

Social Media Tip 3: Are you using these channels personally? If you aren’t familiar with them now is the time.

Set up a Facebook profile, a Twitter feed or a LinkedIn profile. Get comfortable with this stuff yourself.

Then set up the official channels for your business.

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Risks?

You lose control the moment your press ‘Submit’

• Accept this is a different world with different rules. It’s not a place for press releases.

• But!• Never post in anger• It’s sensible to disengage from conversations that are ‘aggressive’• If you have to ask someone to check your post you can be sure you

shouldn’t post

• Accept you will not get this right all the time

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Social media Tip 4

Social Media Tip 4: Set up a series of basic guidelines for your people. What can they say, where, when and how?

Empower your people to be able to react quickly without layers of ‘approval’

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Choose your level of engagement

Listen• Compare

positioning• Identify differences• Fill the gaps• Marketing

Active listening• Compare• Competitor

monitoring• Fill the gaps• Set

benchmarks• Monitor &

report• Marketing/sales

Engage• As before• Respond to posts• Originate

conversations• Feed business

strategy• Feed content

strategy• Adapt search

strategy• Recruit advocates• Establish

advocates authority

• Entire business

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Social media Tip 5

Social Media Tip 5: As your level of engagement increases so will the level of resource required. At the highest levels it needs the support of the entire business.

Define your level of engagement according to your ability to support it.

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How do we do it?

Word of mouth is vital

Customer support

Brand awareness

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We are at level 2.5

We listen for issues/suggestion

s/complaints

We monitor competitors

We actively engage where it

is appropriate and we can add value

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Day to day

Customer Support

Monitoring tools in place

UK Twitter feed. Respond to issues and engage. Ensure relevant part of Sage notified

YouTube channel for product demo’s and announcements. Live event content extends reach

Feedback into search and content strategy

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Social media Tip 6

Social Media Tip 6: Are you adding value?.

Are you helping answer users queries or problems, pointing them to the right solution or providing insights they can use?

If not you are not having a conversation – you are advertising

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Thank you