10 steps for putting social media strategy into action
DESCRIPTION
Ian Pollard, Senior Product Manager at Auto Trader UK takes you through the key social media planning action points and examples from the automotive industry.TRANSCRIPT
10 Steps for Putting Social Media Strategy into Action
Hello #EpicHootUp
Ian Pollard MSc, CIM
Senior Product Manager
@ian_pollard | http://about.me/ianpollard
• 15 years working in digital marketing, am a Chartered Marketer & MSc Digital Marketing graduate
• Product owner of SEO, PPC, Social & Integrated Digital Marketing
• Digital advocate, creator and trainer of “Digital Savvy” courses within Auto Trader
• Involved in other projects such as: customer insight, reporting & analytics, value messaging
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Case Study: Perrys
@perrysmotors
/PerrysMotorsUK
/PerrysMotorsUK
/PerrysMotorsUK
+Perrys
/PerrysMotors
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Let’s Start with the Basics
No planning = Potential failure & damage
No integration = Potential lack of efficiencies & synergies
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Step 1. Get Socially Savvy
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Step 1. Get Socially Savvy
Learn: Find out about social networks
Advice: Ask friends, family and colleagues how they use them
Experience: Join some and join in
Research: how your favourite organisations or sports teams use them
Understand: how social co-exists with other business and marketing functions
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Road Trip – Staff & Management Interviews
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• Background to social media & importance to Perrys
• High level social media strategy for Perrys
• Social media team structure
• What social media profiles are being set-up
• Social media guidelines
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Increasing Social Media Knowledge
1 (No Expe-rience)
2 3 4 5 6 7 8 9 10 (Social Expert)
0
1
2
3
4
5
6
7
8
9
10
Thinking about your knowledge of social media, how would you rank yourself after today? (31 attendees)
Pre-Training Rating Polynomial (Pre-Training Rating)
Post-Training Rating Polynomial (Post-Training Rating)
40%
Increase
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Step 2. Perform a Business & Marketing Audit
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Step 2. Perform a Business & Marketing Audit
What do you do and what are you good at?
What is your culture and what do you stand for?
How are you performing?
Where are you going, what’s the big plan?
What resources do you have?
Consider the wider Marketing Mix
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HEAD OFFICE GROUP DIGITAL
MARKETING TEAM
Sourcing & Resourcing for Social Success
LOCAL DEALERSHIP
SOCIAL MEDIA CONTENT
CREATORS
DEDICATED SOCIALMEDIA
EXECUTIVE
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Step 3. Perform a Social Audit
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Step 3. Perform a Social Audit
Are you already using it?
How do you use it??
Does it communicate your proposition?
Is it comprehensive & consistent?
How are you monitoring performance levels?
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Step 3. Perform a Social Audit
What about you competitors?
Is there much interaction?
Who is it that interacts?
What are people saying about you?
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Perrys Facebook Pages: Group & Dealership
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Step 4. Set Some Objectives
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Step 4. Set Some Objectives
Do you have company objectives?
Double bottom line – a social impact?
How might you use social to achieve them?
What would success look like to you?
How might you measure your objectives through metrics?
Objectives should always be SMART
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Aligning Business & Social Objectives
Build communities
through social engagement
Increase brand loyalty with existing
customers & key segments
Sell more cars &
increase profits
Business Objectives
Social Objectives
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What Metrics Align to the SMART Objectives?
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Step 5. Plan Social Media Campaigns
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Step 5. Plan Social Media Campaigns
USPs?
Culture?
Key messages?
Creativity?
Cross-pollination of content?
Cross-channel integration & mobile first?
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Plan for the Moment
Source: Facebook.com/PerrysMotorsUK
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Add a Touch of Creative Humour
Source: Twitter.com/perrysmotors
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Promote your Customers’ Happiness
Source: Facebook.com/PerrysMK
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Grab a Celebrity Selfie
Source: Facebook.com/PerrysBury
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Provide Real-life Product Reviews
Source: Facebook.com/CopleyLandRover
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Leverage Local Connections
Source: Twitter.com/perrysmotors
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Recognise your Employee Success
Source: Facebook.com/PerrysAylesbury
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Share Interesting & Relevant Industry Facts
Source: Twitter.com/perrysmotors
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Drive Excitement with New Product Launches
Source: Facebook.com/PerrysMotorsUK
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Add Value to the Buying Experience
Source: YouTube.com/PerrysMotorsUK
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Step 6. Plan to Monitor on Social
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Step 6. Plan to Monitor on Social
Who - Customers, prospects, etc?
Where - social platforms, blogs, etc?
When - specific times, all of the time, etc?
What - specific queries, searches, etc?
How – what tools could be utilised?
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Listening & Joining the Conversation
Source: Twitter.com/perrysmotors
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Consumer Advocacy is Priceless
Source: Twitter.com/perrysmotors
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Step 7. Plan to Engage on Social
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Step 7. Plan to Engage on Social
How will you respond?
What tone of voice will you respond with?
How quickly will you respond?
Who is responsible for it?
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Step 7. Plan to Engage on Social
Always:
Reciprocate
Respect
Reliable
Never:
Disclose
Defame
Discriminate
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Step 7. Plan to Engage on Social
Create a Crisis & Incident Management Plan:
Listen for issues
What does a crisis look like?
How severe or urgent is it?
Build a process and response mechanism
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Communication Channel via Facebook
Source: Perrys.co.uk/facebook-care
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Step 8. Plan to Measure & Report on Social
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Step 8. Plan to Measure & Report on Social
Take Ownership
Reflect Objectives
Format & Contents
Prioritisation
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Using Social Media Measurement Tools
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Step 9. Plan to Maintain & Optimise
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Step 9. Plan to Maintain & Optimise
Test, test, test! ..........Then test again!
Track what’s important
Tweak and start again
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Appeal to your Entire Social Audience
Source: Facebook.com/PerrysMotorsUK
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Step 10. Be Like Rick
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Make sure your advocates know that you’re:
• Never gonna give them up, • Never gonna let them down • Never gonna run around and desert them • Never gonna make them cry, • Never gonna say goodbye • Never gonna tell a lie and hurt them
Step 10. Be Like Rick
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Success: Industry Recognition
• Finalist• AM Awards 2014: Best Social Media• Motor Trader Awards 2014: Best Digital Initiative• eBay Motors Awards 2014: Dealer Group of the Year
• Car Dealer Magazine: Most Influential Dealers on Twitter• Ranked 1st - May 2014• Ranked 2nd - Oct 2013
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Thank you….