Summer Seminar 2013
Welcome
Social media is no longer
a choice but a necessity
Kherrin Wade
Digital Media Account Director
do digital better
@kherrinw @adido #letsdodigital
agenda
• Introduction to social media
• Integrating social into the business DNA
• Social media channel options
• Group task
introduction to social media
what is social media?
Social media refers to the means of interactions among people
in which they create, share, and exchange information
and ideas in virtual communities and networks.
why should you
use social media?
Social is too big to be ignored
“We believe social media is about changing our business culture, the ways we work
and the ways we engage with our colleagues and customers. It is about creating
businesses that have social in their DNA”.
“It is about realising that everything, including our marketing, now happens in an
environment where customers can, and will, talk about what we do and can share it
with the world.”
“With or without you, your customers will discuss their experiences online – don’t
leave their comments up to chance. Give them a place where they can praise or
abuse you, where you can engage and manage the conversation.”
why should you
use social media?
Social has disrupted the traditional sales funnel
On the old model, companies were solely focused on achieving a sale and that’s
where customer interaction used to end… retention and advocacy were by-products
rather than the aim.
Social is not a direct response medium so don’t be disheartened if it doesn’t happen
overnight.
It’s now about going the extra mile, and caring about the people you do
business with.
why should you
use social media?
insight into social media
insight into social media
5 key take outs
• Everyone is using social media
• People are talking about your brand, with or without your involvement.
• The social platforms may change but the concept is here to stay
• Start with a strategy and a focus, avoid jumping in solely with tactical
ambitions.
• Don’t expect the world to change overnight – like good ol’ fashioned
networking, you need to invest time and effort to make your campaign
work
integrating social
into the business DNA
define why you
are using social media
the GOAL of the social media
•
•
•
•
•
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Engagement
What does success look
Loyalty
like?
Retention
Awareness
Sales
Research and development
…?
the FOCUS of the social media
•
•
•
•
•
•
•
Promotion
Brand advocacy
Customer relations
Reputation management
Recruitment
Product/service development
All (of some of the above)
Will multiple profiles
be needed?
define who you
are engaging with
who is your target audience*?
*(to achieve the goal)
When describing your typical customer,
consider:
• Age
• Gender
• Occupation / seniority
• Availability / schedule
INFORMATION
But also…
ENTERTAINMENT
• Where do they “hang out” online?
• What would they want from you via
social engagement?
FEEDBACK / RESPONSE
PROMOTIONS
educate & establish
buy in from critical
business functions
the social business
Senior
Management
Finance
Marketing
Operations
R&D
What’s in it for
me?
Sales
HR
Legal
Every employee, regardless of job
role
•
•
•
•
•
•
Participation
Knowledge & ideas
Recruitment
Stakeholder engagement
Relationships
Distribution
create the business’
social guidelines
the rules of engagement
Facebook
Twitter
LinkedIn
Google+
Tone of Voice
friendly / chatty / vibrant
thought provoking /
informative / practical
authoritative /
informative / intelligent
keyword rich (hijack for
SEO)
Frequency of
posts
Regular weekly routine post +
1-2 posts a day (if relevant to
topical issues & content to be
posted)
Timely – experiment with time
of day for receiving most
responses (requires testing)
Once a week (until build
up 100+ followers) and
then up the frequency.
As an when appropriate –
you’re using this more for
SEO than anything else, so
once a week at least would
be recommended.
Content styles
Share images & videos
Include links (where
appropriate)
Include links
Entice clicks by offering
snippets of content for further
reading
Include links
Add questions and
comment on
conversations
Include links (optimised for
keywords)
Share
images/infographics
Native language
@ likes/interests if relevant
Tag location if appropriate
@ / #s / retweets
Shorten URLs
Can edit the default
content & image of a
posted link
+ people into posts
#s for search inclusion
Limits
60,000 characters
140 characters
600 characters
100,000 characters
appoint your
social media guru
why every company will have
a social media guru in the future
maximise implementation impact
Why outsourcing isn’t the answer…
• You understand your business better than anyone
• Need to be “always-on” with a finger on the pulse
• Real-time responses required
• Expert opinion required
• Faking it is not allowed – genuine interaction with the brand
expected
…but a little agency assistance wouldn’t hurt
•
•
•
Strategy
Training
Direction and support
investing in social
apportioning your budgets
2011 vs. 2012 view
State of Digital Marketing 2011 and 2012 reports - Webmarketing
some kpi suggestions
Social Brands 100 methodology, 2013.
social media channels
the MAIN PLAYERS
Facebook is for Connecting
Updates, sharing, & life documenting
Twitter is for Announcements
Real time, bite-sized & brief
LinkedIn is for Networking
Professional, career focused, informative
group task
social pairs
The GOAL
The FOCUS
The AUDIENCE
Engagement
Promotion
Age
Loyalty
Brand Advocacy
Gender
Retention
Customer Relations
Behaviour
Awareness
Reputation Management
Sales
Recruitment
Research & Development
Product/Service
Development
Something else?
All or some of the above
Where do they “hang out”
online?
What would they want
from you via social
engagement?
“Modern marketers know that
‘social’ is not a choice.”