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Social Media Strategy

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Agenda

1.00pm Introducing Social Media as part of a wider Marketing Strategy

1.15 Benchmarking – What are your competitors and customers doing?

1.45 Defining Objectives

2.15 What do you want to say and who do you want to say it to?

3.00 Coffee

3.15 Measuring Return on Investment

3.45 Managing Resources and Risk

4.30 Close

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Remember it’s not stand alone

Marketing

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Social Media as a Marketing Tool

Benchmark –who’s saying what

where?

Goals/Objectives Messaging Audiences Tactics/Channels

ROI - Measurement, Management , Monitoring

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Two way conversation

LESS PUSH MORE PULL

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SME Reservations

• Brand not interesting enough• What will I talk about?• Resource/skills shortage• Customers don’t use social media

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• What do customers want to know? Find out where yourcustomers interact, and test the water

• What are competitors doing?• Look at redeveloping existing content to help you stand out• Have a vision, and goals, don’t think of as stand alone• Share activity across organisation

Step by step….

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Current Reality

Fill out hand-outs.

Where are you at now?

What social media are you on and what social mediawould you like to be on in the future?

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Benchmarking

• Competitor Activity, search for names in Google, Google News, Technorati,Facebook, LinkedIn, Twitter (http://twitter.com/#!/search-home)

• Keywords, e.g. industry sector, products, brands in Google, Google News,Technorati, Facebook, LinkedIn, Twitter

• Back Links – check Competitor and your own site viahttp://www.opensiteexplorer.org/

• YOU, it may be that people are already talking about you.

• Other Tips– Check out social media news sites for inspiration e.g.Mashable - http://mashable.com/how-to/

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On notebooks….

Start looking at some social networks and search forkeywords, competitor names and your ownname/product names and brands?

Activity

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Goals/Objectives

• Align with organisation aims e.g. build brand reputation,develop brand loyalty

• What can you do with social media you can’t do withtraditional media

i.e. capture instant feedback on product development

• Connect with key measurables like driving more traffic,driving more business, gaining more leads

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Goal: Establish a Byatt’s community to drive salesof the existing range and new Vienna product

Objective: Acquire 100 new andengaged real ale fans across Facebook and Twitter

Example

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socialmediatoday.com

Goals/Objectives

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On paper….

Think about your own company objectives, how cansocial media help you achieve these?

Are there separate objectives you want to set out forsocial media that you cant achieve with traditionalmedia?

Are they SMART?

Activity

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Messaging/Audiences

What are your company’s key differentiators?

What does brand stand for, can you have fun with it?

What is your customer profile and where do your customersgo? Ask them!

Where can you capture your prime audience? Could youcreate a platform to reach out to your audience?

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Social Media Demographics

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Social Media Demographics

Go.gulf.com

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Think globally!

Where are you selling?

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What are the tactics for each social media platform?

Tactics and Channels

CommunityListening

Engaging

Posting News

Promotionalschemes/selling

Monitor/engage advocates

Sharing

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Advocates sell for you

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Creating advocates

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Things to tweak

What are the unique, detailed things you can do that will

make the difference?

Personality

‘Free’ at the start of your Tweets?

Follow to be followed?

Day? Timezone? Language?

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On paper….

What interesting insight, content, characters couldyou use or share?

Who do you want to talk to?

Which social media channels are the best for yourobjectives/messages/content?

Activity

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Measurement and Monitoring

What were your objectives?

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Measurement and Monitoring

• Google Alerts

• On-going benchmarking through Twitter, followers,mentions Twitter Falls, Tweepskey, http://socialmention.com/, https://bitly.com/

• Web Analytics, increased traffic, conversions

• Integration with CRM, find out where people have heardabout you

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Measurement and Monitoring

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Measurement and Monitoring

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Management

Plan it like your wedding !

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Advanced features

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Management

Tools can help you organise a schedule

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Management

And manage your networks and interactions

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Managing Risks

http://pleaserobme.com/

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Social Media Policy – Informs staff of how social media should beused e.g. where the brand is, style of posts, response mechanismsetc

http://socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources

Social Media Policy

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• Monitor• Respond Quickly with Consistent Message• Reply to Social Media World• Train employees• Determine strategy, i.e. processes for dealing with crisis

so everyone in company knows what to do

http://mashable.com/2009/07/09/social-media-damage-control/

Crisis Management Policy

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On notebooks…

Register on some management tools

Look at social media policy documents, think abouthow you might distribute this in your organisation?

Are there people in your organisation that would bekeen to contribute to social media activity?

Activity

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Get Creative

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Social Media Objectives:

• Encourage urban commuters to take upmotorcycling

• Gather data (e.g. renewal dates) on prospectivecustomers

• Increase customer interaction

Financial services is boring – let’s talk about biking

Devitt Motorcycle Insurance

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Checklist

Grab accounts now

Embark on a listening phase

Research yourself

Research your competitors

Research your customers

Develop goals, objectives, identify channels/tactics

Plan and schedule

Establish measurement tools -> Start

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Thank you@ellieprecious