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Developing a
Social Media Strategy
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Agenda • Why Does My Brand Need a Strategy?
• Steps to Creating a Successful Social
Strategy
• Corporate Social Protocol Examples
• Case Studies
• Open Q&A
#451Wkshp
Entenmann’s:
#Guilty of Not Having a Plan
#notguilty
(Casey Anthony)
Domino’s: No Strategy, No Followers
>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
Over 800 Million Users
(if it were a country, it would be the 3rd most populated)
1.3 billion 1.1 billion 311 million 800 million
(Qualmann, Socialnomics, 2010)
Americans Spend More Time on
Facebook Than Any Other U.S. Site
14%
of people trust peer recommendations
Only trust advertisements
(Qualmann, Socialnomics, 2010)
Major Brands Are Using
Social Tools to Engage
with Customers
Has >39,000,000 Facebook Fans
Has >480,000 Twitter Followers
However, Shift from
Monologue to Dialogue
Has Its Risks…
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
Social Media Campaigns
If Social Media Tools Are
Free, Where is the Cost?
Building a Social Media Strategy
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?
• Generating awareness of services or offerings and
increasing sales?
• Attracting new employees, investors,
partners/vendors?
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 Protocol
1. What info do we want to keep private?
2. What kinds of info would we benefit from making public?
3. What personal social media use is appropriate? Inappropriate?
4. How will we measure which rules are helpful and which are not?
5. Who are quality followers? How can we engage them?
6. How can we consistently send our messages?
7. Should we have a set of rules for proactive/reactive social
media use?
8. 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?
• Are there new social media roles to explore?
• What worked/didn’t work?
• What can we do differently?
• What should we eliminate?
• 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
>258,000 Followers >5,700,000 Fans >3,700 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"
>56,000 Followers >149,000 Fans >3,200 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
>487,000 Followers >39,000,000 Fans >58,000 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
>106,000 Followers >1,100,000 Fans >37,000 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
>12,000 Followers >28,000 Fans >9,000 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
>145,000 Followers >12,000,000 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
Dancing Deer Baking Co.
Case Study
Contest Results
• 5 million+ page views in 10 days
• 17,000+ entries
• Facebook fans increased 20%
• 5,000+ unique visitors to DancingDeer.com
This resulted in a maximum reach of 2.5+
million impressions on twitter!
Holiday Social Campaign
Followers 3,434
Followers 23,896
Followers 25,780
Followers 2,409
Followers 34,928
Followers 17,051
Followers 48,652
Followers 15,117
81 Targeted Blogs
$175,000+ 2 months!
Yankee Candle
Case Study
About The Yankee Candle Company, Inc.
• Leading designer, manufacturer, wholesaler, and retailer of premium scented candles
• More than 500+ locations and 25,000+ retailers in 48 countries
Overview
• Releasing a new limited-time collection, the Stars and Stripes patriotic line
• Needed to raise national awareness among The Yankee Candle demographic in time for the Memorial Day holiday weekend
Overview
• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire and author who appears regularly on ABC’s Good Morning America as its workplace contributor
• Tory was seeking out brands to feature on Memorial Day Deals segment
Challenge 1: Deal must offer significant discount
Challenge 2: Short lead time to prepare for feature
Challenge 3: Large amount of uncertainty surrounding whether feature would air
Approach • 3 large jar candles from collection for $30 – nearly 60% discount. • Deal to run for five days – from the Thursday of the feature through to midnight
Monday (Memorial Day). • Emphasis on the fact that The Yankee Candle Company manufactures its candles
in the USA, another key selling point for the patriotic themed feature.
Broadcast Results
Segment Viewership: 4,243,869
Ad Value: $658,000
Broadcast Results
Tory Johnson 12,933 Fans
Good Morning America 276,231 Fans
Yankee Candle Co. 346,044 Fans
Facebook Results
@TheYankeeCandle 3,449 Followers
@ToryJohnson 23,147 Followers
@GMA 1,720,975 Followers
Total 1,767,571 Impressions
Twitter Results
Deal Site Attention
Visitors/Month
CouponCabin 1.2 million
DealNews 1.3 million
SlickDeals 4.2 million
RetailMeNot 4.4 million
Drove 15,000 Visits
to YankeeCandle.com
>6,000 Transactions in Stores
“I just had a customer come in looking for the 3
for $30 deal. She ended up with 12 jars - we
only have 8 God Bless America jars left!! As I
typed this, the customer came back- her friend
wanted 3. As I was helping her to the door, her
other friend called and wanted 6.
A great deal this customer just had to pass
along to everyone she knew!”
-Yankee Candle Retail Employee
“Just wanted to let you know that SALES ARE ON FIRE already this morning
after the GMA segment. Phones are ringing off the hook, customers are pouring through our doors, calling their friends, bringing their
friends with them!!!! It’s simply lovely!!!” -Yankee Candle Retail Employee
>9,000 Transactions
>27,000 Candles Sold
33% New Customers
Questions?
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
