social media strategy. channelship approach

Social Media Strategy

Social Media Training

Brand Monitoring

Websites, blogs

Facebook Apps

Unit 59, Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. Republic of Ireland London, W4 5RG, UK.+353 1 5241415 +44 207 9935601www.channelship.ie www.channelship.co.uk

DUBLIN LONDON

Using social media as a mere advertising tool

Competing for constant attention

Launching campaign after campaign (Without long term focus)

Pushing their product/service everywhere they can

Fully Outsourcing their social media platform management because

they don’t want (“don’t have time”) to deal with it.

Hoping for the best without a clear strategy

www.channelship.co.uk | www.channelship.ie

These brands & companies face a high maintenance,

never-ending race with their competitors &

have limited opportunity for long

term growth


How

Let us explain

Brand

Customer

Abandon the race for attention and focus on what keeps

your business alive and going.


(Constant fluctuation no growth) (Fluctuation with underlying growth)

ONLY


Promotional Campaigns

Listening Stations

Email Marketing

Dialogue Channels

Customer Rewards Programme

Content Marketing

Brand

Customer

Brand

Customer

Promotional Campaigns

Listening Stations

Email Marketing

Dialogue Channels

Customer Rewards Programme

Content Marketing

Word of mouth

Sales opportunities

Brand advocates

Trust

Qualified leads

Decrease in CS calls/handle time

Word of mouth

Online Authority

Sales opportunities

User engagement

Brand advocates

Community growth

Qualified leads

New product/service opportunities

Sales opportunities

Discover new influencers

Customer Service opportunities

Detect industry trends

Competitors’ activity

Qualified prospects

Feedback

Sales opportunities

Strategic segments to maximise campaigns

Loyal readership

Word of mouth

Sales opportunities

Brand advocates

Trust

Qualified traffic

Compelling customer stories

Word of mouth

Brand exposure through ambassadors

(Curious) New potential customer

Trust

More fans and followers

We support brands and companies, that care about customer

satisfaction and want to seriously engage in social media, by:

Analysing the best possible approach to get started

Devising a customer-centred strategy with attainable short & long-term goals.

Implementing a training programme focused on building solid relationships, while increasing

brand equity and customer lifetime value.

Looking after all web development needs (e.g. blogs, Facebook apps, social plug-ins)

Helping you drive your conversations and Content Marketing Plan

Constant support becoming a valuable extension of their Marketing & Communications

Department (campaign planning , new ideas, constantly

ensuring the plan is executed according to strategy, monitoring conversations, & KPIs)


Analysis, approach & objectives

Social media Marketing strategy

customer-centred

Web Development

Blogs, Facebook apps, etc

Social media training

programmeStrategy

implementation

Monthly support, monitoring and measurement


Audit existing company’s social media accounts. Indicate Current activity and sentiment,

Share of voice, Patterns, Direction if any, level of customer delight & advocacy if any.

Audit competitors (ongoing though). Market position, Detect plan if possible, Strengths &

Weaknesses, Activities & sentiment, Share of voice.

Define the ecosystem: Include suppliers, clients, competitors, partners and any other

group that interacts with the brand somehow. Market segmentation (customer needs to

provide this info to Channelship to work with)

Define the direction: Goals, Values & Tentative milestones, Strengths & Weaknesses.

Brand personality: Include brand characteristics that will carry through the social media

programme.

Define internal & external team: Core team in the company driving the efforts & the

different capacities in which Channelship comes in


Discuss and define brand’s personality, social media etiquette, company

guidelines and steps for handling crisis situations. Content creation. Bringing

offline elements to online environments and vice versa

Analyse and define platforms and places: relevant social networks & profiles

required, forums, groups, widgets & applications blogs, events online & offline

plus specific places based on client/ industry.

Define the influencers: Besides interacting with the ecosystem we need to

detect possible advocates & stakeholders, other players in media, bloggers &

even partners or competitors which will help you drive marketing efforts

Produce strategy document: Overall strategy and specific tactics & next steps

by platforms and content (e.g. Blog, Facebook, Twitter, YouTube, etc)


Blog / website design and development

Creation of landing pages

Facebook design and application/s development

Onsite Search Engine Optimisation

Widget / plugins’ customisations

Social plugins implementation

Email marketing design

Banner / badge design

Social media platforms’ design


Initial Staff Training according to strategy foundations. The length will

depend on the complexity of the strategy & team, generally taking one or

two days to get started with continuous refreshments at the support stage.

Delivery: Interactive hands-on sessions maximising staff participation.

Depending on team location and availability we can deliver the sessions

onsite or remotely via gotomeeting.com technology where the training gets

recorder for other stakeholders.

Ongoing training: We constantly work on ad-hoc, strategic training sessions

during the ongoing monthly support phase. We also contribute to internal

educational programmes within the company & keep a support hub for your

employees where everyone can access video answers for best practices.


Ensure that all platforms are optimised, ready for launch and engagement.

Revise and deploy content plan.

Business blog and content: ensure pipeline is ready along with editorial

calendar. SEO: Ensure that all content (blog posts, videos and photos) are

being properly tagged and titled (optimised) for search engines.

Closely monitor conversations and ensure the right people within the

company are engaging with customers, prospects and the ecosystem in

general.

Take initial corrective action: Based on strategy document and feedback from

the community revise the strategic plan and adapt it to current conditions.


The monthly work involved is defined with the client. Common activities are:

Assistance in campaign management through creative thinking, deploying and distributing content &

updates. Web development (e.g. Facebook apps, widgets). We ease most of the burden that comes with a

social media presence so that the brand can concentrate on delighting (and talking to) the customer.

Listening monitoring, documenting, intelligence gathering: monitor specific keywords (brand, products,

services, CEO, competitors, etc) and channel conversational alerts directly to Marketing / Communications

team. We the use Radian6 Social media monitoring platform for optimum visibility.

Proactive advice & support through dedicated client support hub. Besides telephone queries, clients also

have a dedicated e-mail address. All Q & A are recorded for further exploration. In addition, forums and

video tutorials are created for the staff to review at their own pace.

Email marketing: design and campaign management

Execution on behalf of the business when applicable

Monthly reporting: full insights by campaign and platforms and quantification of non-financial data for the

client to contrast with the business figures (ROI)


http://www.radian6.com/

Increase sales frequency and transaction yield

Brand equity growth

Position as an industry authority (“Trust agent”)

Increase in customer satisfaction, loyalty and lifetime value

Benefit from brand ambassadors to amplify brand exposure

& product reach

Growth in quality & quantity of brand mentions (share of

voice)

www.channelship.co.uk

…to expose its heart and soul over the mere act of selling a product or service?” *

1 • Like you

2 • Connect with you

3 • Talk to you

4 • Buy from you

* Gary Vaynerchuck, The Thank You Economy

Then people will…

…see you as “just another pitch”,

jumping from one campaign to another.

Don’t expect your audience to

understand how you are different.

YES No

Then people will…

Unit 59, Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. Republic of Ireland London, W4 5RG, UK.+353 1 5241415 +44 207 9935601www.channelship.ie www.channelship.co.uk

DUBLIN LONDON

[email protected]

[email protected]