achievement series: engaging social audiences to achieve great outcomes
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Engaging Social Audiences to Achieve Great OutcomesSpredfast Achievement Series
#SFAchieve
#SFAchieve
Lauren WarthanSocial Strategy Manager Spredfast@scottland@spredfast
Andrea MichnikSocial Media MarketingRackspace@AndreaGenevieve @Rackspace
Jodi GershDirector of Social MediaGannett@jodiontheweb@Gannett
Today’s Presenters
#SFAchieve
Would You Date Your Brand?
“With some 40 million people now using online dating sites, finding love online is about as competitive as finding
brand followers in the marketing world.” – Entrepreneur
#SFAchieve
Elements of Meaningful Engagement
Activity
Interaction
ValueExchan
ge
#SFAchieve
From Friends to “I Do” with Jet Blue
Customers who engage with companies over social spend 20-40% more money than other customers of the same companies - Bain & Company
42% of users on Twitter expect a response to their customer service issue in under an hour - The Social Habit
#SFAchieve
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Define Your Brand Purpose on Social
What do you want to achieve on social?What will your brand offer social audiences?How will each of your sub-organizations exist together & differ from one another?
#1
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Map Your Social Channel Strategy
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Know Your Audience
Who is your current social audience?• Gender• Age• Region• Language• Job Function• Seniority• Company Size
How do they differ from your target brand audience?How do they differ across channels?
#2
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Opportunities to identify and engage with:• Direct & indirect
customer conversations about you
• Potential new customers looking for product recommendations, reviews, and project inspiration
• Relevant industry conversation specific to various business units or verticals
Listen to PLAN and ENGAGE
#SFAchieve
Organize Internally & Build Process
What internal education or training is needed?Who should be managing our communities and what expertise is needed?Who should have access to which properties?What approval processes do we need to consider? Will special oversight be needed?
#3
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Do You Have a Path to Response?
DO we respond? HOW do we respond?And then what?
#SFAchieve
Be Ready for Opportunities
#SFAchieve
Strategic Content Planning
When planning for content, consider these questions:
What are your goals? How does this social content fit into your larger digital marketing program?What insights have you learned from channel measurement or online listening?What content is already available? What can be curated or needs to be created?How will you make this your own?
Integrated Marketing Agenda &
Goals
Social channel insights
Brand voice & values
#4
#SFAchieve
It’s a Bad Week to Be a Seal
Shark Week ’13 broke all viewership records in their 26 year historyMegalodon was the #1 most social show (#SharkWeek)6.3M page views in 3 weeks
#SFAchieve
Measure Return on Engagement
Understand what activities and content engage your community the most and drive your desired business outcomesEstablish a benchmark for performance and compare current performance to relevant measures
#5
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Connect Social Metrics to Business Outcomes
• Sample KPIs: Social Reach/Growth, Earned Media Values, Audience Demographics, Engaged Users/Growth, Content Consumptions, SOV/SOC, Stories
Brand Awareness & Engagement
• Sample KPIs: Clicks, Web Conversion Goals, Application Downloads, Form Completions
Lead Generation
• Sample KPIs: Channel Activity, User Activity & Engagement, SLA Times
Operational Excellence
Rackspace Social Engagement
#SFAchieve
Social Strategy (Social Marketing Team)
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Thought Leadership Be Helpful
Content
Conversations
Campaigns
Content Buckets
Community
Culture & Careers
Products & Services
Marketing Campaigns
Industry News & Rackspace News
Thought Leadership
Rackspace Successful Engagement
Campaigns
Events
Evergreen
Examples of Success
1. SXSW 2013
2. Racker Desk Culture
3. #MustHaveApp
#SFAchieve
SXSW Event & Campaign Goals
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Goals Results
• Drive traffic to event space & Generate leads
• Promote the Rackspace brand
• Share thought leadership
• Engage SXSW audience
• Increase Rackspace share of voice around #cloud
• Total of 3835 scans through event space
• Over 900 #SXRackspace Tweets
• SOV around #sxsw increased 27% from 2012 on Twitter
• Over 10,000 engagements around social content
• Over 1,000,000 impressions
#SFAchieve
Timeline of Content
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BEFORE
DURING
AFTER
3/1 3/313/8 3/14
3/1: LI, FB3/4: FB3/5: FB, FB3/6: LI, FB3/7: FB, FB
3/8 FB, FB,FB,FB3/9 FB, FB, YT, YT3/10 FB, FB, YT3/10 FB, FB,FB, YT, YT3/12 YT
3/20: FB3/25: LI
3/20
Engagement
#SFAchieve
Examples
Results114,154 impressions1,044 clicks70 RT’s28 favorites21 new fans
#SFAchieve
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Culture Evergreen Goals
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Goals Tactics
• Promote the Rackspace culture
• Engage fans in two way conversations
• Increase Instagram and Facebook followers
• Share instagram photo of a wacky Racker desk
• Encourages fans to caption the photo
• Give away a surprise prize to best one
• Repeat bi-weekly if successful
#SFAchieve
Racker Desks
#SFAchieve
Instagram is Awesome!
#SFAchieve
Must Have App Campaign Goals
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Goals Tactics1. Increase SOV around Rackspace +
Startups
2. Engage Rackspace fans with fun, exciting, educational content about startups
3. Help startups/App get more visibility, downloads and exposure from our PR efforts
Create multimedia content
Amplify Rackspace Startup Program presence on the webSyndicate on Rackspace social properties
Share and tag the Rackspace Startup Program and Geekdom
Takeover #musthaveapp hashtag
Use Rackspace social properties for an integrated campaign approach
#SFAchieve
Example
Results Facebook8,634 impressions48 likes1 comment
Instagram21 likes1 comment
#SFAchieve
Best Practices for B2B
Develop editorial calendarsCreate good socially sharable contentCollaborate with other teamsFind out what people LOVE and give them moreTest and experimentBe human
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Lauren WarthanSpredfast@scottland@spredfast
Andrea MichnikRackspace@AndreaGenevieve @Rackspace
Jodi GershGannett@jodiontheweb@Gannett
Thank you!
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