social media workshop ldd v2
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TRANSCRIPT
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Welcome
Summer Seminar 2013
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do digital better@kherrinw @adido #letsdodigital
Social media is no longera choice but a necessity
Kherrin WadeDigital Media Account Director
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agenda
• Introduction to social media
• Integrating social into the business DNA
• Social media channel options
• Group task
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introduction to social media
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what is social media?
Social media refers to the means of interactions
among people in which they create, share, and
exchange information and ideas in virtual
communities and networks.
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why should youuse social media?
Social is too big to be ignored
“We believe social media is about changing our business culture, the ways we work and the ways we engage with our colleagues and customers. It is about creating businesses that have social in their DNA”.
“It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world.”
“With or without you, your customers will discuss their experiences online – don’t leave their comments up to chance. Give them a place where they can praise or abuse you, where you can engage and manage the conversation.”
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Social has disrupted the traditional sales funnel
On the old model, companies were solely focused on achieving a sale and that’s where customer interaction used to end… retention and advocacy were by-products rather than the aim.
Social is not a direct response medium so don’t be disheartened if it doesn’t happen overnight.
It’s now about going the extra mile, and caring about the people you do business with.
why should youuse social media?
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why should youuse social media?
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insight into social media
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insight into social media
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5 key take outs
• Everyone is using social media
• People are talking about your brand, with or without your involvement.
• The social platforms may change but the concept is here to stay
• Start with a strategy and a focus, avoid jumping in solely with tactical ambitions.
• Don’t expect the world to change overnight – like good ol’ fashioned networking, you need to invest time and effort to make your campaign work
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integrating social into the business DNA
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define why you are using social media
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• Engagement• Loyalty• Retention• Awareness• Sales• Research and development
…?
What does success look like?
the GOAL of the social media
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• Promotion• Brand advocacy• Customer relations• Reputation management• Recruitment• Product/service development• All (of some of the above)
Will multiple profiles be needed?
the FOCUS of the social media
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define who you are engaging with
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who is your target audience*? *(to achieve the goal)
When describing your typical customer, consider:• Age• Gender• Occupation / seniority• Availability / schedule
But also…• Where do they “hang out”
online?
• What would they want from you via social engagement?
INFORMATION
ENTERTAINMENT
FEEDBACK /
RESPONSE
PROMOTIONS
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educate & establish buy in from critical business functions
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Marketing
SalesHR
Senior Management
Legal
Finance
R&D
Operations
Every employee, regardless of job role
What’s in it for me?
• Participation• Knowledge & ideas• Recruitment• Stakeholder
engagement• Relationships• Distribution
the social business
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create the business’social guidelines
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Facebook Twitter LinkedIn Google+
Tone of Voice friendly / chatty / vibrantthought provoking /
informative / practical
authoritative / informative /
intelligent
keyword rich (hijack for SEO)
Frequency of posts
Regular weekly routine post + 1-2 posts a day (if relevant to topical issues & content to be posted)
Timely – experiment with time of day for receiving most responses (requires
testing)
Once a week (until build up 100+
followers) and then up the frequency.
As an when appropriate – you’re
using this more for SEO than anything else, so once a week at least
would be recommended.
Content stylesShare images & videos
Include links (where appropriate)
Include linksEntice clicks by offering snippets of content for
further reading
Include linksAdd questions and
comment on conversations
Include links (optimised for
keywords)Share
images/infographics
Native language
@ likes/interests if relevant
Tag location if appropriate
@ / #s / retweetsShorten URLs
Can edit the default content & image of a
posted link
+ people into posts#s for search inclusion
Limits 60,000 characters 140 characters 600 characters 100,000 characters
the rules of engagement
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appoint your social media guru
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why every company will have a social media guru in the future
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Why outsourcing isn’t the answer…• You understand your business better than anyone• Need to be “always-on” with a finger on the pulse• Real-time responses required• Expert opinion required• Faking it is not allowed – genuine interaction with the
brand expected …but a little agency assistance wouldn’t
hurt• Strategy• Training• Direction and support
maximise implementation impact
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investing in social
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2011 vs. 2012 view
State of Digital Marketing 2011 and 2012 reports - Webmarketing
apportioning your budgets
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Social Brands 100 methodology, 2013.
some kpi suggestions
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social media channels
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the MAIN PLAYERS
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Facebook is for ConnectingUpdates, sharing, & life documenting
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Twitter is for AnnouncementsReal time, bite-sized & brief
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LinkedIn is for NetworkingProfessional, career focused, informative
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group task
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The GOAL The FOCUS The AUDIENCE
Engagement Promotion Age
Loyalty Brand Advocacy Gender
Retention Customer Relations Behaviour
Awareness Reputation Management Where do they “hang
out” online?Sales Recruitment
Research & Development
Product/Service Development
What would they want from you via social
engagement?Something else? All or some of the above
social pairs
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“Modern marketers know that
‘social’ is not a choice.”