cloudforce sydney 2012 - creating a social media strategy for business - masterclass
DESCRIPTION
Brian Giesen (Head of Social@Ogilvy) presents on 5 Key Ingredients to creating a Social Media Strategy for Business.This was presented during a Masterclass Session held in the Social Media Lounge at Cloudforce Sydney 2012 (http://www.salesforce.com/au/cloudforce/ ). For more info about the Social Media Lounge --> http://blogs.salesforce.com/au/2012/06/road-to-cloudforce-get-social.htmlTRANSCRIPT
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
t @bdgiesen
Thank You!
