Managing a Growing Social Strategy

2010 – Where we were

• Social is a marketing thing

• Goal is to get 1,000,000 Facebook fans

• Facebook is king so we need to post everyday. Content is our focus not engagement

• We let our agency do all the content and analysis for our monthly reporting

• We respond to customer complaints with no set timeframes or escalation requirements

• We care most about our brand reputation on our owned channels

2016 – Where We Are

• Social is a business tool

• Goal is to increase engagement across social

• Organic content is dead. We need to find the right people and target the right message

• We want visibility into content, assets, people, real time analysis and insight on what to do next

• We track all mentions and engagements for maximum value and have established SLAs

• We care about the customers voice, trends, measurement of paid campaigns driving KPIs

01. Understand Your Audience

Driving engaging content comes down to one thing…relevancy.

Answer these questions often:

• What does my current audience look like on my brands accounts?

• Who are the people I’d like to reach?

• Who are the people engaging with my competitors content?

01. Understand Your Audience

Source: Content Marketing Institute 2016 B2C Report

Research drives engagement.

Your brand’s audience?

Facebook, YouTube offer powerful insights. Think about making a video…check your average video play length as a key metric.

New audience or a competitor?

Use paid targeting to research several indicators to acquire new customers.

• Interests: use keywords for optimization• Age & Gender: fine tune assets• Location: maximize real-time trends

01. Understand Your Audience

02. Any Mention is Valuable

Brands used to focus on limiting negativity. Today brands focus on ALL types of engagement to assist you.

Engagement drives business value in real time for different purposes:

• Customer Service• Product Feedback• Competitive Comparison • Corp Communications• Technical Support• Loyalty Retention • Sales Stages

02. Any Mention is Valuable

Keep in mind any user who reaches out expects an answer quickly!

Social channels have evolved to drive 1:1 communications outside of the public domain.

Twitter, Facebook, Weibo and Instagram all enable a public issue to be taken private, so don’t be shy to use these tools to your advantage.

02. Any Mention is Valuable

Source: Twitter Blog Feb 2016

03. Showcase Your Brand’s Personality

03. Showcase Your Brand’s Personality

Choose your style and stick with it.

Ensure your social efforts align with the KPIs across your business for a unified effort:

• World-class customer experience• Marketing leadership• Buzz-generating creative• Social seller• Security and compliance

03. Showcase Your Brand’s PersonalityPersonality speaks in many ways…

Video: Drive emotion and calls to action with your brand or products

Images: Spark an immediate connection with your audience and use them to drive sharing

Links: Expand brand ownership across digital channels driving traffic and SEO

UGC: User-generated content should be your greatest inspiration

Source: Heineken social accounts

04. Content Collaboration and Sharing

04. Content Collaboration and SharingDistributed teams or regional enterprise marketing departments have a lot of moving parts to keep track of just to plan.

Assets: Create a Library for all teams to access

Keywords: Build content around these (Tip 1)

Audience Demographics: Ensure asset and content align with who you’re reaching (Tip 1)

Top Content Ranking: Discover and share content from stronger regions to lower performing teams to lower time and cost of planning

A holistic view by all teams lowers the chances of duplicated efforts for organic and paid content.

You must be able adjust in real time to amplify your reach or limit the damage if a trend emerges.

Social media management software allows you to plan, organize, administer, publish, share and analyze your editorial calendar in a live space at scale.

04. Content Collaboration and Sharing

05. Mesmerize with Engagement

05. Mesmerize with Engagement

Audiences want to be impressed.

Customer Service should be a key focus.

• 33% of consumers say it takes too long for a brand to respond on social

• 72% of consumers complaining on twitter expect a response within an hour

Strategy tip: Create an engagement SLA and track your team’s response time across channels.

Source: Convince and Convert

06. Activate Customers

You’ve worked hard to gain customers. Don’t forget to keep them engaged.

Simple ways you can give your audience some air time:

• Real-time video chats• Hashtag campaigns• Re-sharing UGC with attribution• Video testimonials• Community contests

Everyone likes to be noticed. Don’t forget to create content that drives ACTION!

06. Activate Customers

07. Emerging Trends Need to Drive Action

07. Emerging Trends need to Drive Action

Don’t fear trends. Embrace them as an opportunity to reach new audiences.

Using social listening and management tools for trend notification can streamline efforts and provide quick insights to act on.

Watch for:

• Brand audience trends• Outside trends in your vertical• Entertainment / news impacts• Competitors• Search trends on Facebook, Twitter,

and Google

08. Break Down Organizational Silos

08. Break Down Organizational Silos

Breaking down silos across departments can be valuable for other business initiatives. (Tip 2)

Know the stakeholders impacting your social strategy, and get them talking and standardize on measurement of social data:

• Community Management: Agency, regional

• Customer Service: In-house, Local• Corporate Affairs & Legal: In-house,

Global• Public Relations: Agency & In-house,

Local• Advertising: Agency, Local• Product Innovation: In-house, Global• Sales: In-house, Local

Source: Go-Gulp powered by Ragan survey

09. Aggregate Social Metrics

09. Aggregate Social Metrics

Don’t look at a single data point and declare success!

A full campaign view needs to be measured across organic and paid efforts.

Comparing timeframe A to timeframe B tells you if you achieved a goal such as:

• Increase awareness: Downloads views, shares, audience size

• Increase sales: Leads, conversions, inquiries, or purchase data

• Increase advocacy: Registrations, audience acquisition, calls to action

10. Discover What You’ve Learned

Take the time to do a campaign retrospective.

What was your top performing content?

• Who engaged?• What was the reach?• What was the result of the efforts?

Did the research gain you new audience members? Did you lose existing consumers?

Did others in your organization gain value and insight to help their KPIs?

10. Discover What You’ve Learned

• Content planning, assets library, publishing, and collaboration capabilities

• Over 2000+ analytics to track account, audience and content performance across 9 channels

• Supports 53 languages and translates local messages, currencies and times in over 100 markets

• English, Chinese, and Japanese software interface to support global enterprises

• Simplified workflows based on enterprise daily workflows and needs

Social Management Software Can Help

Thank You!@Sysomos