developing a social media strategy 6 28 12 (francis)
TRANSCRIPT
Developing a
Social Media Strategy
Francis Skipper Director of Search Marketing
617-896-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
#notguilty
(Casey Anthony)
Entemann’s:
#Guilty of Not Having a Plan
Agenda • Social Stats
• Creating a Successful Social Strategy
• Corporate Social Protocol Examples
• Case Studies
• Open Q&A
14%
of people trust peer recommendations
Only trust advertisements
(Qualmann, Socialnomics, 2010)
Facebook population
Friends of fans
60M friends
Fan base
500K fans
US data
Word of mouth at unprecedented scale
Over 900 Million Users
(if it were a country, it would be the 3rd most populated)
1.3 billion 1.1 billion 311 million 900 million
Major Brands Are Using
Social to Engage
with Customers
Has >42,000,000 Facebook Fans
Has >560,000 Twitter Followers
However, Shift from
Monologue to Dialogue
Has Its Risks…
>1 million views on YouTube within 2 days
5 of top 12 search results for Domino’s
…no established following or community
– no advocates or evangelists
Waited until a crisis occurred to start a dialogue with
customers…created a Twitter handle after the fact
Reasons for Failure
Lack of Strategy
Lack of Internal Resources to Manage
not understanding your customers
sending out the
wrong messages inconsistency
lack of monitoring
no one dedicated
to social media
underestimation of
time commitment
Building a Social Media Strategy
Social Media Campaigns
Step 1: Define Objectives & Goals
• What are you trying to accomplish?
• Why social media?
• What social platforms will help you achieve our goals?
What Are Your Objectives?
• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Increasing direct or indirect sales?
• Attracting new employees, investors, partners/vendors?
• Customer Service?
Do Your Goals Include…
Step 2: Find Your Audience Online
• Is your target audience on social sites?
• Which sites do your audience use?
• Do they belong to specialized groups?
• Who are they interacting with?
• Which social media channels would be best to
use for the type of content you have?
Where is Your Audience?
Step 3: Audit Your Resources
• Content?
• Staff?
• Consistency?
• Technology/Tools?
Evaluate Your Current Resources
Step 4: Assign Roles and Responsibilities
Social Media Strategist
Social Media Manager
Public Relations
Social Media Metrics
Legal
Privacy/Security
Customer Relations
Advertising/Sales
Content Developer
Step 5: Define Success
• How many sales/leads were generated?
• How many people are talking about your
company?
• How have you reduced operational costs?
• How have you helped recruiting?
• How many demos views/downloads?
What Activities/Results Measured
to Determine Success?
Step 6: Construct Strategy
1. What info do we want to keep private? Public?
2. What is the voice (persona) of the brand?
3. What personal social media use is appropriate?
Inappropriate?
4. Who are quality followers? How can we engage them?
5. How can we consistently send our messages?
6. Should we have a set of rules for proactive/reactive social
media use?
7. How do we respond to positive engagement versus negative
engagement?
Consider
Define Content Topics & Create Content
Schedule Share!
Step 7: Execute Your New Strategy
Step 8: Measure Results
• Have your networks grown or changed? How?
• What worked/didn’t work?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?
Measure
Noteworthy Social Media Strategies
Best Buy #Twelpforce Social Media Policy Be smart. Be respectful. Be human.
What You Should Do: • Disclose Your Affiliation • State That It’s YOUR Opinion • Protect Yourself • Act Responsibly and Ethically • Honor Differences
What You Should Not Disclose: • The Numbers • Promotions (In Advance) • Personal Information About Customers • Legal Information • Anything that belongs to someone else • Confidential Information
>265,000 Followers >5,990,000 Fans >3,900 Subscribers
• Follow the Code of Ethics and Conduct
• Protect Confidential Information
Don't Comment on M&A Activity
• Don't Discuss Future Offerings
• Refrain from Objectionable or Inflammatory Posts
• Don't Speak for Oracle
• Don't Post Anonymously
• Respect Copyrights
• Use Video Responsibly
• Stick to Oracle Topics on Oracle-Sponsored Blogs
• Don't Misuse Oracle Resources
Oracle Social Media Policy "Use common sense"
>71,000 Followers >180,000 Fans >4,700 Subscribers
• Transparency in every social media engagement.
• Protection of our consumers' privacy.
• Respect of copyrights, trademarks, rights of publicity, and other
third-party rights in the online social media space, including with
regard to user-generated content (UGC).
• Responsibility in our use of technology.
• Utilization of best practices, listening to the online community,
and compliance with applicable regulations to ensure that these
Online Social Media Principles remain current and reflect the
most up-to-date and appropriate standards of behavior.
The Five Core Social Media Values Continue Learning and Training
>560,000 Followers >42,000,000 Fans >68,000 Subscribers
Social Media Guidelines Follow the Core Principles
1. Honesty about who you are
2. Clarity That Your Opinions Are Your Own
3. Respect and Humanity in All Communication
4. Good Judgment in Sharing Only Public Information – Including
Financial Data
5. Awareness that What You Say is Permanent
>135,000 Followers >1,500,000 Fans >63,000 Subscribers
Do:
• Be personally responsible for the
content they publish on-line
• Use a disclaimer for opinions
• Respect copyright, fair use, and
financial disclosure laws.
• Respect your audience
• Be aware of your association with
IBM in online social networks.
• Try to add value.
Social Computing Guidelines
>23,000 Followers >30,000 Fans >10,000 Subscribers
Don't
• Provide confidential or other
proprietary information
• Cite or reference clients, partners or
suppliers without their approval
• Pick fights, be the first to correct
your own mistakes.
• Use IBM logos or trademarks unless
approved to do so.
Social Media Guidelines
>155,000 Followers >16,000,000 Fans >5,000 Subscribers
What You Should Do • Show respect and be polite, even
if you disagree
• Stay on topic
• Keep it real
Don’t • Do anything that breaks the law
• Use corporate materials without
permission
In Review: 1.Define Objectives and Goals
2.Define Audience Online
3.Audit Current Resources
4.Assign Roles/Responsibilities
5.Define Success
6.Construct Your Strategy
7.Execute Your Strategy
8.Measure Results
Case Study: Dancing Deer Baking Co. Goals: • Increase brand awareness in time for their busy holiday
season (Thanksgiving-New Years) – in late October
Approach: • Targeted bloggers and other influencers who were
relevant to target demographic using online
product review and giveaway program
• Invited a select group for an on-site tour of factory
in full production mode
• Associated brand with annual “Social Strategists to
Watch” list - honorees received a surprise
congratulatory gift from Dancing Deer
Case Study: Dancing Deer Baking Co.
5 million+ page views in 10 days
17,000+ contest entries
Facebook fans +20%
5,000+ unique visitors to DancingDeer.com
+2.5 million Twitter impressions
81 Targeted Blogs national coverage
including USA Today, “Wake Up With Al,” Fox
Business, “Daily Candy,” Forbes
$175,000+ in less than 2 months!
Case Study: Heluva Good!
Case Study: Heluva Good!
Approach: • Determined ideal target audience:
women, particularly mothers, ranging in age from 18-45
• Developed two targeted campaigns: General for people who
enjoy “barbeque”, & a second geared towards “women who
like barbeque”
• Designed strategic keywords & incorporated an array of
images for Facebook Ads
Goals: • Expand Facebook following by generating brand awareness,
driving contest entries, and increasing “likes”
Case Study: Heluva Good!
Results: 4,210 “likes”
5,566 clicks
4,595,643 impressions
Questions?
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 and 2012
Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com