I Spy social media clients

1

socialising your brand

2

what are the traits of a social brand?

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constant interaction

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transparency, authenticity and modesty

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recognise problems and respond

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take consumer ideas seriously

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innovative websites

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inspire customer loyalty

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what can go wrong?

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someone may say something stupid

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a backlash could occur

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a PR disaster

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how can we avoid this?

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accept the situation

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be honest, transparent and modest

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imagine your brand as a person

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put out an honest apology

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create a staff social media policy

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how do we create a strategy?

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many parts

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how do we measure success?

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direct traffic and conversions

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sentiment

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universal search positioning

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consumer loyalty

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business intelligence

27

waterstone’s case study

■ Establishing Waterstone’s across social media

■ Going from 0 Twitter followers to 11,000+

■ Going from 0 Facebook fans to 6,383 fans

■ Being seen as a leader in using Twitter effectively

■ Twinterview with Ant and Dec (and other famous authors) - 500 new followers on the day, huge buzz online

■ Picture This Flickr competition - 648 photos uploaded, 186 group members, 30 discussion topics, 734 comments (saved Waterstone’s money!)

■ Golden ticket competition with ten fantastic prizes

■ Tweet up in Piccadilly store

■ Driving referral traffic and converting into sales

■ April 2009 to January 2010: 62,000 visits from social media

questions?

29