kick start your social media strategy
TRANSCRIPT
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Kick-start your social
media strategy
Simon SandersCIPR Social Summer Session
14 July 2011
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“Kick Start Your Social Media Strategy”based on Jay Baer’s ‘8 Step’ framework
Kick Start Your Social
Media Strategy
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Get your social media squad together
Step 1
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Whose job is it anyway? Customer Services?
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Whose job is it anyway?HR / Corp.Comms.?
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Whose job is it anyway?Legal? / PR? / ignore?
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Whose job is it anyway? Product? Marketing? Brand? PR?
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NB: Despite social network filteringsearch engines still the starting place for queries
Organic results might
lead you here
Paid results might
lead you here
What will you see, read, watch?What will you think, do, share?
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“Who owns social media?” vs “Who should be involved?”.Social media affects the whole organisation
Product
Consumer Insight / Research
Customer Service
E-commerce
Marketing
HR
Legal
Corporate Communications
Social Media Council
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Design http://www.jess3.com/the-social-media-probook/See http://bit.ly/Jeremiah5Ways for more
Many ways to organise social media across an organisation…You may want to evolve from here…(uncoordinated)
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See http://bit.ly/Jeremiah5Ways for moreDesign http://www.jess3.com/the-social-media-probook/
See http://bit.ly/Jeremiah5Ways for more
Many ways to organise social media across an organisation…To one of these structures…
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See http://bit.ly/Jeremiah5Ways for moreDesign http://www.jess3.com/the-social-media-probook/
See http://bit.ly/Jeremiah5Ways for more
Many ways to organise social media across an organisation…To one of these structures…
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See http://bit.ly/Jeremiah5Ways for moreDesign http://www.jess3.com/the-social-media-probook/
See http://bit.ly/Jeremiah5Ways for more
Many ways to organise social media across an organisation…To one of these structures…(more complex)
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See http://bit.ly/Jeremiah5Ways for moreDesign http://www.jess3.com/the-social-media-probook/
See http://bit.ly/Jeremiah5Ways for more
Many ways to organise social media across an organisation…To one of these structures…(highly evolved)
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Start listening
Step 2
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Listening – sample dashboardYour brands, competition, keywords, sector, sentiment
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Integrate ‘Dashboard’ & ‘Engagement Console’
Bring monitoring + engagement + analysis to every desktop
Keep all social media teams in sync
And when you’re ready…Enterprise-level scalability
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Example: drilling into data identifying influencers / exploring motivations
2. Not much to go on… 3. Trails to follow… 4. Identifying the source…
1. Initial discovery…
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Choose a goal…
Step 3
…one goal might be enough
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The traditional marcomms model“AIDA” – an operational flowchart
Awareness Interest Desire Action
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Choose a goal Which one matters most?
; - )
Surprise / Standout Sales / Service Support / Satisfaction
AWARENESS SALES LOYALTY
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A fruity exerciseWhat are these? Any ideas?
credit: www.flickr.com/photos/jabb
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Answer: kumquatsSuggested goal: awareness
credit: www.flickr.com/photos/jabb
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Understand your current relationship…
…with the audience you want to influence
Step 4
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Scenario: If you don’t stand outCan you create preference and activation?
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Scenario: If you already have brand fans…Can you secure advocacy?!
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The audience relationshipAnd potential of what to aim for – choose two adjacent
Nothing
Aware
Single action
Repeaters
In-play (fans)
Awareness
Sales
Loyalty
R
E
N
A
“The Nasri / Arsenal approach”
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Step 5
Understand how they use social media
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Social Media Census 2011Usage varies more by age than gender
Lansons Communications’ Social Media Censushttp://bit.ly/UKSocialMediaCensus
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What matters most? Views, entries, engagement…
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What matters most? Mind-set / behavioural change?
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“Choose a different ending”…achieved a very good ending
4.6 out of 5 average user rating
2.1% click-thru’ rate on trailers (10x industry benchmark)
Views achieved = would need 600% of budget for TV
P2P debate = peaked at 80 comments / day & >3k in total
Total views: > 2.65m.
Best ever Met Police campaign total recall
Reached 78% target audience
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Step 6
Decide who and how you’ll humanise
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Humanise your senior staff / the CEOApproachable and in touch
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Humanise your people”Do what Google do…all areas of business contribute
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Humanise your peopleThe bookie that helps you win (or lose) more money!
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Humanise your people …also helps with SEO and discovery
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Humanise your partners / stakeholdersBring others to your party (guest blogs)
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Let your audience be the focus“Island Caretaker” (Queensland Tourism)
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Let your audience be the focusThey became the stars – “Island Caretaker”
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Let your audience be the focus“My Starbucks Idea” (crowdsourced customer suggestions)
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Step 7
Choose your home base
…and your outposts
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Show where you are on the social webLloyds TSB one of only 14 of FTSE 100 to do this*
* “The Communicators Guide to FTSE 1– Social Media Usage” Three D / CorpComms Magazine
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Work from the inside…outwardFrom home-base to outposts
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Work from the outside…inwardFrom outposts to home-base
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Step 8
Decide what to measureDecide what to measure
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Define measurements according to goalMeasure what matters
; - )
Surprise / Standout Sales / Service Support / Satisfaction
AWARENESS SALES LOYALTY
EXAMPLESIncrease in mentions / discussionShare of voice v competitorsReduction in paid search costs
EXAMPLESReduction in complaints
Increased satisfactionLess churn
Increased advocacy
EXAMPLESIncrease in direct revenues
More enquiries / appointments
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Kick-start.
Full stop.
Thank you!
@simonsandersgplus.to/simonsanders
linkedin.com/in/[email protected]