cloudforce sydney 2012 - creating a social media strategy for business - masterclass

Five Key Ingredients to Creating a Social Media Strategy

Cloudforce Brian Giesen, Head of Social@Ogilvy @bdgiesen

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An agency that gets social influence marketing “ “ Ogilvy's digital specialist

Brian Giesen outlined

the best strategies for getting business results on social networking site Twitter. ”

“

”

I truly am impressed with the way you have approached me and the Blogger Outreach Code of Ethics. ” Martin Walsh, Former IBM

Australia Digital Marketing Director

Karen Cheng, Mum Blogger

Social@Ogilvy Australia

OPPORTUNITY 1:

Identify the Insights that Matter

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Coca Cola Australia Conversation Map

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Wednesday

Wednesday

Wednesday

Wednesday

The Humpday Phenomenon

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The Hump Day Phenomenon

OPPORTUNITY 2:

When There’s a Problem, Fix It

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Opportunity:

improve customer service

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• 1,000+ responses

• 98% increase in web

site traffic

• 24% increase in

positive sentiment

Opportunity:

improve customer service

The

OPPORTUNITY 3:

Embrace Don’t Ignore Detractors

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• Four Weeks

• Moderated Comments

• Invited Detractors to Participate

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• Inspired a New Blogger!

OPPORTUNITY 4:

Pilot Test New Platforms (If Your Audience is There)

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What is Pinterest?

Virtual “Pin Board”

• Organise and share photo and

video content from the Web

• Browse “boards” from other people

and engage (like, share, comment)

• Follow people, brands and other

government organisations

RULE #5:

Think Beyond a Single Campaign.

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Where is Ford Today

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Integrated Social Planning Framework Listen Plan Activate Amplify Manage

Social & Search Insight

Measurement Benchmarks

Engagement Advertising

Content Syndication

Digital Media Relations

Performance Measurement

Optimization

Social Experience

Influencer Management

Community Management

Content Activation

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Brian Giesen

Head of Social@Ogilvy

Ogilvy Australia

o 02 8281 3853

e brian.giesen@ogilvy.com.au

t @bdgiesen

Thank You!