lead a social media engagement strategy, presented by sebastian quinn

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

[email protected]

@Quinnnuts

mailto:[email protected]


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


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


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


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


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


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


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


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


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


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


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


4 Key Pillars:

Building a Campaign

Monitoring

Engagement & Conservations

Measure, Analyze, Optimize & REPEAT

Step #13 – Creating Your 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


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 StrategyStep #15 – Be Yourself & Have Fun


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


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


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


Now.. it’s YOUR TURN

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016