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Learn how to bridge short term social media planning with overall business objectives and long-term strategy.
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The Big Picture
Planning and Measurement over the Long Term
Long Term
Agenda
• Short-term vs. long-term marketing• Social media strategy for long term success• Tips for long term success
Marketing Short Term
• Sales driven promotions– Coupons – Discounts
• Campaigns to increase subscribers
Marketing Long Term
• Brand– Brand equity; value of brand assets– Brand awareness
• Customer attitudes• Industry relationships• Customer Experience – the Weight watchers 360 plan.
How will they know if this resonates?– Membership sign ups– Number of renewals– Number of success stories
LONG TERM SUCCESSSocial Media Strategy
Social Media Strategy for Long Term Success
Weight Watchers MissionHelp people lose weight in a sustainable way by helping them adapt a healthier lifestyle and a healthier relationship with food and activity.
-CEO David Kirschhoff
Business Goals
Through innovation, find new ways to help more members and subscribers. Recent examples of such innovation include:
Look at department goals
• Sales and marketing – customer retention• HR – reduce recruiting costs• Customer service – reduce number of phone
calls • Research – gain customer feedback to
improve program
Social Media Goals
• Sales and Marketing – motivate customers to stay on track and stick with the program
• HR – connect career opportunities to target employees online
• Customer Service – handle all feedback in a professional way and minimize negative feedback
• Research – learn what members like or don’t like about the program
Social Media Tactics
• Sales and Marketing – create a promotion that celebrates customer successes
• HR – establish career section on FB and publish jobs on LinkedIn
• Customer Service – hire someone to monitor all platforms and respond in a timely way
• Research – execute a survey to gain customer feedback
Measures of Success• Sales and marketing
– Number of new members– Positive mentions, shares and engagement growth– Retention
• Customer service– Number of calls to customer service – Number of complaints handled online– Results of a customer satisfaction survey compared to previous years
• HR – Leads acquired to number of hires– Reduction in employee acquisition costs
• Research– Number of surveys completed– Ideas shared for improvement
Sales and Marketing
• Mission - Help people lose weight in a sustainable way• Goals – through innovation, help more members and
subscribers• Department goal – customer retention• Social media goal – motivate customers to stay on track• Social media tactic – create a promotion to celebrate
customer successes• Social Media Metric – Number of submissions, positive
mentions, shares and engagement growth
Achieve Long Term Success
• What does your customer want?• Trial and error – be flexible!• Have a brand attitude • And…
Think Big Picture
Analyze all of your strategies together and how results tie back to your mission, goals and overall business objectives.
