Lecture Jan 27 2010

Insights and opportunities in social media

Class 5

Questions from Last Week and/or Reading?

Assignments

Getting Started In the Social Graph

Listen

Engage

Rally

Embrace

Plan

Ensure you are prepared to enter the social space

properly

Align social strategy with

marketing objectives

Ongoing optimization

✔ Will the brand get credit/credibility?

✔ Is it about information/explanation OR conversation?

✔ What is the investment in time, money, and effort required?

✔ What is the tolerance level for transparency and openness?

✔ Is the target well defined as it relates to their participation in the social space?

✔ Are we clear in what we want people to do?

✔ What is the value we are bringing to the conversation?

Use social media when you can actually be social

Potentially 3 levels of social media practice

PlatformWhen you need a large-scale solution for the company at large on an ongoing basis (e.g. Southwest Airlines)

Brand activationWhen you need quick build-up and ongoing momentum for a brand (e.g. a branded Facebook page)

Campaign specificWhen you need social media to support or further a campaign (e.g. Dove Real Beauty)

Campaign Specific

“How do we use social media to enhance the creative idea?”

Develop social media executions to enhance a campaign• Social monitoring: Conversation snap shot• Insight mining to inform strategy• Social Strategy development (objectives, barriers, message, channel)• Influencer identification, outreach, and activation• Content calendar• Measurement & Metrics• Determine moderation plan

Brand Activation

“How do we use social media to _______?”

• Align with Brand Marketing Plan goals and objectives• Identify campaigns and initiatives throughout year that can benefit from

Social Media• Develop Social Media Campaigns for each identified opportunity that

specifically delivers campaign objectives and enhances campaign momentum

• Social monitoring• Production/Technology development• Ongoing Measurement & Metrics; periodic, campaign specific, tied

to ROI goals

Platform

“How and when do we use social media effectively?”

• Develop an enterprise-level, holistic go-to-market social strategy• Identify key issues and initiatives that can benefit from social media• Identify internal champion• Determine roles and responsibilities and strategic partner integration• Determine moderation plan

A few rules of thumb

Rule 1

Listen Before You Act

Identify key issues

Determine who is influencing the conversation

Helps develop your strategy

Rule 2

Develop Internal Processes Before Engaging

Identify who is ultimately responsible

Assign roles and responsibilities

Know legal implications

Determine how and when you can respond

Rule 3

Plan Ahead

Have content ready to go (content strategy/calendar)

Be ready for worst case scenarios

Identify how to best align with objectives for the year

Rule 4

Report

Set up a system for regular reporting

Should be both from listening and your activity

Help the organization learn and optimize

Rule 5

Educate

Stay in the know on what is happening in the social graph at large

But, don’t jump on any new trend or fad

Be quick but rigorous

Advocates and influencers: Some Exercises

Scenario 1

Your company is launching a new product that is out of the norm for what they usually do (e.g. Gatorade is starting to sell shoes) and you need to generate credibility.

Scenario 2

Your company is launching a new product that is close to what they already do (e.g. Cadbury has come out with a new candy bar) and you need to generate excitement.

Scenario 3

The spokesperson for your company’s recent (and successful) ad campaign was just arrested for drug possession. Your company sells children’s educational videos.

Scenario 4

You’ve just opened up a new restaurant and you need to get the word and excitement out about it.

Scenario 5

People in your loyalty program are either inactive or, worse, are even starting to opt out. You need to refresh and rejuvenate your list.

Assignment 3: Developing a Social Media Program

• Objective: Develop a social media strategy• Not to be implemented, all is theoretical• Budget is not in issue (imagine you had all the money you needed)• Incorporate all you’ve learned throughout the course• It can be something you are actually involved with or you can treat it like a

‘case’ for someone / something else• Should be for a limited engagement rather than an ongoing platform• To be completed on power point or comparable style of document• Each question should be answered on one to two slides/pages

Assignment 3: Developing a Social Media Program

• What is the brand, company, organization, etc. that you are creating this for? • What is the problem you need to solve for and why does it matter?• What is the overall objective in addressing this problem? Why?• What are the issues/themes you need to keep track of and why?• What is the approach you will take for listening? Monitoring? Moderating? Don’t have to do

both, but need to know why you would use. (LISTEN)• How will you use information you get from listening? (e.g. crisis management, insight

development, influencer identification, etc.) Why? (UNDERSTAND)• What are 3 tactics you would employ and how they would work specifically for your strategy?

(Develop a Facebook app VS Develop a Facebook app that allows people to share fantasy football stats with their network and can pull directly from their fantasy football sites.) How do they work? Why would you use these? (ENGAGE)

• What do you ultimately want your ‘community’ to do? Why? (RALLY/HARNESS)• What does your internal social media process or logistics look like?• What are 3 things that could cause potential problems for you?• How will you measure success?

Assignment 3: Developing a Social Media Program

TACTICS (a partial list)• FB page• Content calendar• Apps• Mobile link• Ratings and rankings• Influencer outreach• Content seeding• Twitter feed• Community development• Wikis• Contests• UGC