manage - equinet academy
TRANSCRIPT
MANAGE
Manage and sustain social media
marketing activities
What you need to do
• Manage online communities
• Engage social media influencers
• Develop content calendar
• Use scheduling tool
TOOLS: Hootsuite, Buffer, Postcron
Digital Funnel
Landing Page
Optimization
Social Media
Optimization
Conversion
MID
DLE
OF
FUN
NEL
(M
OF
U)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
Website
Optimization
Customer
Experience
TOP
OF
FUN
NEL
(T
OF
U)
Marketing
Content
MarketingContent Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ Visitor
Online
Advertising
Social Media
Marketing
Managing Social Media Community
Exercise 20 mins
Brainstorm with your team members on how you can do the following for this Facebook page:• Recruit new fans• Engage fans• Sustain interest• Nurture advocates
Share with class!
https://www.facebook.com/ERASG/
Community Management
Recruit
Engage
Sustain
Advocate
#1 Recruit – Fresh Content
Seed With Quality Content
#1 Recruit – Cross Promote
Increase Brand Touchpoints + Frequency
#1 Recruit – Social Contests
Organise Social Promotions like Contests and Opt-in Deals
#1 Recruit
Seek like-minded communities for promotional swaps:
• 30 to 40 FB pages
• Consider cross-promotional campaign
#1 Recruit – Amplify with Ads
Invest in “Like” Ads to grow your fan base
• Include as a regular spend
• As little as S$5 a day on Facebook
#2 Engage
Listen First Then Talk
#2 Engage
Feature Fan or Customer Content
#2 Engage
Give Shout Outs to Fans
#2 Engage
Ask a Expert / Answer Fan Questions
#2 Engage - Publish at Optimal Times
http://inspiredworlds.com/21-tips-on-how-to-use-instagram-like-a-pro/
#2 Engage – Be Responsive
http://www.myloudspeaker.ca/blog/21-real-branding-stats-that-will-lead-you-down-the-right-track-in-2016/
• Respond
• Close loop
on service
• Like and
comment
fan posts
• Locate via
hashtags
https://www.facebook.com/zappos/
#2 Engage – Customer Service
#3 Sustain
Update and Post Regularly
http://blogs.constantcontact.com/social-media-calendar/
#3 Sustain
Organise meet ups
#3 Sustain
Establish community policies
• Moderation
• Consistency
• Customer Service
• Ban policies
• Protect members (not just brand)
http://www.telegraph.co.uk/news/picturegalleries/worldnews/6581748/US-President-Barack-Obama-bowing-to-the-Emperor-of-Japan-and-other-political-greetings.html
#3 Sustain
Curate content from other sources:
• Social media pages
• Websites
• Influencers
#3 Sustain
Use social tools to help you manage
• Bufferapp (http://buffer.com)
• HootSuite (http://hootsuite.com)
• Postcron (https://postcron.com/en/)
#3 Sustain
Offer Membership Benefits
#3 Sustain
Hire a Community Manager
(or outsource this role)
#4 Advocate
Seek advice/ inputs from members
#4 Advocate
Share Customer Stories• Coca Cola regularly
crowdsources fan content• Happiness Machine,
Customised Coke Cans, etc
• World’s largest fan community Facebook page
• Coca-Cola collectors club
#4 Advocate
Give members a role
• LEGO My Own Creation (MOC)
• Appoint as moderators
#4 Advocate
Incentivise sharing
- Free Gifts
- Discounts
- Premiums
http://www.socialmediaexaminer.com/how-to-create-a-viral-sweepstakes-with-social-media/
#4 Advocate
Gamification
Eg Starbucks, Airline miles
https://borjaburguillos.com/2015/06/29/changing-the-hr-game-how-gamification-is-disrupting-human-resources/gamification-infographic/
Create Content Calendar
Why Do You Need One?
• Include everything in a single place
• Allocate responsibilities
• Monitor and track outcomes
• Ensure integration
Parts of Calendar
• Breakdown by month, week, and day
• Defined themes (eg Throwback Thursday or #TBT)
• Allocation of responsibilities (ie OICs)
• Identification of social channels used
• Use of hashtags and keywords
Calendar Example 1
Calendar Example 2
http://blog.dynamicdesignspulaski.com/2016/01/new-yearcreate-social-media-calendar.html
Calendar Example 3
Exercise
20 mins
Create one week content calendarIncorporate Community Management activities
Working With Influencers
How To Identify Right Influencers?
Sourcing for Influencers
• Join Facebook groups like Singapore Bloggers, Singapore Bloggers Unite!, etc…
• Include a registration form
Sourcing for Influencers
• Use BuzzSumoaround topics
• Use lists and blog rankings (eghttps://influence-asia.com/full-list-of-nominees)
• Work with an influencer agency
Five Step Process
Prelim Research -Content Fit
Choose influencers in
right niche
Understand their
audiences
Request for references if
unsure
Determine Brand/
Influencer fit
#1 Content Fit
• Cultural references
• Tone of voice (casual, chic, street, formal)
• Style (colloquial, formal)
• Language (grammar, spelling)
• Media formats (photo, video or text)
#3 Study Their Audiences
• Demographics
• Psychographics
• Social dynamics
• Online behaviours
VS
#4 Request for References
Measurable Track Records
Brand-Influencer Relations
Value for Money
Reputation & Integrity
#5 Brand-Influencer Fit
Take Action & Engage
Build a relationship with the influencers, discuss working arrangements, plan possible initiatives, and implement.
1. Social or Digital PR?
2. Non-monetary or in kind benefits?
3. Contests & Awards
4. Monetary Sponsorships/ Advertorials?
Social Media Public Relations
• Organise media or influencer events
• Complimentary tickets
• Product samples
• Food tasting sessions
Usually lower value benefits
Domino’s Pizza Blogger Event
Via http://www.influencersg.com
Blogger Engagement Checklist
✓ Evenings and weekends preferred
✓ Photo and video ops
✓ Hashtags HashtagsHashtags!
✓ Include gamification(contests, prizes etc)
✓ Optimal lighting for photoshoots
✓ SWAG/ goodie bag
In-kind Benefits
In-kind Benefits
Contests & Awards
Advertorials/ Sponsored Posts
• Wide range of prices
• From $50 per post to as much as $5,000 (top-tier influencers)
• Usually heavily promotional and may include CTA
Influencer Takeover Accounts
Best Practices
• Always ask for your influencer’s numbers (web visitors, social connections, etc)
• Include a tracking mechanism:
– Analytics (eg Google Analytics, Hootsuite, Marketing Automation)
– #Hashtags
– Customised URL
• Introduce a promotion (eg 20% off when you use the codeword COOLERINSIGHTS)
ExerciseDesign an influencer marketing event and include the following: • Identify Right Influencers• Details of Influencer Event
1. Title/ Name2. Objective3. Influencer Incentive4. Description of event (bullet points)5. Hashtags
15 mins
Debrief
5 mins
• What have you learned about building online relationships?
• How can you integrate them all together?
• How can you apply this in your organisation?
Connect With Me
coolerinsights.com
Facebook.com/coolinsights
Linkedin.com/in/coolinsights