building a social strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

BuildingASocialStrategyGettingThePlanRight

“Ifitdoesn’tsell,itisn’tcreative”‐DavidOgilvy

Toomanycompaniesjumpintosocialmedia,butfailtoplan

properly.

Theydon’tengagewiththeircustomers.

Theyliketheidea,butfailtoimplementitcompletely

Theyfailtogetreadyinternallycausingthemtofailexternally

Tobesuccessfulusingsocialtechnologies,companiesmustfirstprepareandaligninternalroles,

processes,policiesandstakeholderswithbusinessobjectives

Addingsocialtobusinessisaprofoundchangethatimpactsalldepartmentsintheorganizationin

differentways

StartWithResearch

Rule1–Don’tFondleTheHammer

FocusontheCustomers Runwhenyouhear“TwitterStrategy”or“FacebookStrategy”

–thisputsthecartbeforethehorse Focusonhowyou’llunderstandthecustomers Thenchooseabusinessobjective

Socialgraphics

DevelopYourCustomerProfile

SocialgraphicsBringsYouIntoAction Whereareyourcustomersonline?

– Don’taimlesslyapproachsocialnetworkswithoutknowingiftheyarethere

Whatareyourcustomers’socialbehaviorsonline?– Tellsyouwhatsocialfeaturestoaddtoyourbrand

communications Whatsocialinformationorpeopledoyourcustomersrelyon?

– Iftheyrelyontheirfriends,facilitateamarketingprogramthatencouragescustomerstosharewiththeirfriends

Whatisyourcustomers’socialinfluence?Whotruststhem?– Ifyourcustomersaretrustedbyothers,highlightyour

customersinfrontoftheircommunity Howdoyourcustomersusesocialtechnologiesinthecontextof

yourproducts/services?– Understandhowcustomersusethesetoolsinresearchingnew

products,decisionmakingandsupport

EngagementPyramid

EngagementPyramidData

Watching What?

– Consumecontentonly• VisitSocialNetworkingSites• ReadBlogs• WatchVideos• ListentoPodcasts

Why?– Seekingsocial‐createdcontenttohelpwith:• Decisionmaking• Learningfrompeers• Entertainment

HowtoEngage? Understandthecontentthattheyarecurrentlyconsuming Berelevant–whatdoyourcustomerswanttoread,watchor

hear? Createcontentthatengageswatchingbasedonexisting

habits

Sharing What?

– UpdatestatusonsocialsitesorTwitter– Upload/Forwardphotos,videos,articles,etc.

Why?– Wanttoshareinformationtheyhavewithpeersanddemonstrateknowledge

HowtoEngage? Simplifyandinnovatesharingtools Advancedbrandsshouldlookataddingsharingtoolbarsto

theirwebsites Announcerecognitionandrewardsforthosewhoshare IntegrateFacebook,LinkedInandTwitterConnectfeatures

thatallowpeopletosignintoyoursitewiththeirexistingsocialprofiles

Commenting What?

– Respondtoothers’content• Commentonblogsornewsstories• Reviewandrateproducts

Why?– Activelyparticipate,support,orcontributeideas/opinions

HowtoEngage? Addcommentingfeaturestoeverypageofyourwebsite Developacommunitypolicy Fosteranopenandfriendlyenvironment Discouragespammersandtrolls Seekcommunityvendorstoprovideadditionalfeaturesand

traffic

Producing What?

– Createandpublishtheirowncontent Why?

– Wanttoexpresstheirindividualidentity– Sharetheirowncontent– Beheard– Berecognized

HowtoEngage? Becomeaplatformforthevoiceofyourcustomers Providepublicrecognitionformosthelpfulcommunity

members OfferSponsoredDiscussionswithotherbrandsthatyour

communityisinterestedin

Curating What?

– ModerateorareheavilyinvolvedinonlinecommunitieslikeWikipedia,Facebookfanpagesordiscussionboards

Why?– Investedinsuccessofaproduct,serviceorcommunity– Wanttogiveback– Wanttoberecognized

HowtoEngage? Relyonthemastrustedadvisors,considerthemnon‐paid

partners Identifyinfluencersorcommunitybuilders,recognizethem

publicly

CommunityDynamics

DoaMarketAnalysis

PerformASocialAudit Whatisyourcompanycurrentlydoinginthesocialspace?

Whatareyouremployeesdoing? Identifyinternalexpertsthatcanoverseeyoursocialstrategy DON’T–thinkofsocialasonlyGenY–itwillbeamassive

mistakethatwilltakealongtimetorecoverfrom

BuildYourProcessesProcessesSurviveWhileEmployeesLeave

Rule2–Livebythe80%Rule

GetYourCompanyReady Treatsocialsuccesslikelaunchinganewproductorservice 80%ofsuccessisgettingyourcompanyready–only20%is

aboutthetechnologies Youcan’tloveyourcustomersuntilyouloveyourself

ThinkCrisisManagementPlan

WorkOutYourOrganizationalModel

Centralized

Organic OrganicGrowth Authentic Experimental Notcoordinated

Coordinated Onehubsetsrules,bestpractices,procedures

BusinessUnitsundertaketheirownefforts

Spreadswidelyaroundtheorganization

Takestime

MultipleHub&Spoke“Dandelion” SimilartoCoordinatedbutacrossmultiplebrandsandunits

Holistic“Honeycomb” Eachemployeeisempowered

UnlikeOrganic,employeesareorganized

PoliciesGetYourCorePoliciesReadyorSuffertheConsequences

RequiredPolicies Disclosure/EthicsPolicy–setsthetermsofrelationshipwith

usersandrequiresthosewhoworkforthecompanytodisclosetheirrelationship

SocialMediaPolicy–Definewhen,howandwhereyouremployeescanengagewithsocialmedias(setstherequirementoftraining)

CommunityPolicy–Setstheboundariesforitsparticipantsonsocialmediaplatformsrangingfromblogs&websitestoFacebook&twitter

PrepareYourResourcePoolMakeSureEveryoneKnowsWhatTheyAreDoing

Rule3–CustomersDon’tCare

WhatDepartmentYouAreIn

CustomersDeserveaHolisticApproach

WithSocialTools,everyemployeecantalktocustomersandprospects

Thiscouldcreateconfusionwithclients Newsystemswillbeneededtocentralizedatasocustomers

haveaholisticexperience

SocialCRMHelpsCompaniesCatchUp ConnectstheSocialWebwithexistingCRMSystems EnablesBrandstobettermanagerelationships

– Catchleadsinreal‐time– Allowforbetteraccountmanagement– Anticipatecustomerneeds

18UseCasesofSocialCRM

ButNotAllofThemAreMarketReady

EducateYour

Employees

MakeSureYouHaveaSocialStrategist&CommunityManager

Onboard

PickTheRightAgency Thereareahugenumberofagenciesthatcallthemselves

Digital,butherearesomerulestotestthemwith Testtoseethattheyfocusonrelationships,notcampaigns

– Campaignsarelimitedadventures,relationshipsmustlast Askwhentheyfailedatsocialmediaandwhattheylearned

– Onlyhireagencieswith“scartissue” Leveragetheagencytotrainyouonallthingssocial

– Enablefast,concertedentryintothemarket Bewaryofagenciesthatwanttocraftyourstrategy–only

youcandothat– Beespeciallywaryofagenciesthatdraftstrategydocumentsbasedonaseriesofinterviews

GetYourStakeholdersOnboard Executives–approvaltomoveforward,budget,andallocate

resources Communications–whatskillswilltheyneedtolearnor

unlearn? Employees–howwilltheybetrained,armedandsupported? Legal–howwilltheyprotectemployeesandthecorporation?

Willtheyneedtocreatenewpoliciesandguidelinesfortheinitiative?

Analytics

Makesuretocalculateyour

SocialReadinessScore

Rule4–RealTimeIsn’tFastEnough

UnderstandingTheDigitalFramework

BrandsCanBuyDigitalMedia

BrandsCanOwnDigitalMedia

ButBrandsMustEarnSomeMedias

building a social strategy

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