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SOCIAL MEDIA WORKSHOP
Welcome!
PUTTING WHY BEFORE HOW:
FOCUSING YOUR SOCIAL MEDIA STRATEGY
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THE OLD WAY: USE TARGETING AND INTERRUPTION TO CONVINCE
THE NEW WAY:USE HUMAN ENGAGEMENT ANDDIALOG TO DRIVE BRAND PREFERENCE AND LOYALTY
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A SUCCESSFUL SOCIAL MEDIA PROGRAM:
USES HUMANIZATION AND APPROACHABILITY TO INFLUENCE HOW THE COMPANY IS PERCEIVED BY CUSTOMERS AND PROSPECTS
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SOCIAL MEDIA ISN’T A CONVERSATION.
IT’S WHERE THECONVERSATION TAKES PLACE.
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WORRY ABOUT THE TOOLS LAST,NOT FIRST
TOOLS CHANGE. ALWAYS..
YAHOO…NETSCAPE…MYSPACE…
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STEP 1: WHAT’S YOUR PITCH?
WHAT DOES YOUR COMPANY DO…
IN 120 CHARACTERS OR LESS!
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STEP 2: WHAT’S THE POINT?
WHAT TYPE OF PROGRAM ISTHIS? - AWARENESS?- SALES? - LOYALTY?
PICK ONE!
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STEP 3: CURRENT RELATIONSHIP
WHAT DOES THE AUDIENCEKNOW ABOUT YOU?
- NOTHING - AWARE, NO ACTION - SINGLE ACTION - REPEAT/ENTHUSIASTS - ADVOCATES
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PICK UP TO TWO
ADJACENT
CONCENTRATE ON ONE SET OF AUDIENCE AT A TIME
DON’T TRY TO BE EVERYTHING TO EVERYONE AT THE SAME TIME
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STEP 4: HOW DOES THE AUDIENCE USE SOCIAL MEDIA?
THE WORLD ACCORDING TO SOCIAL MEDIA…
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THE LARGEST COUNTIES IN THE WORLD…
1. CHINA2. INDIA3. UNITED STATES4. INDONESIA5. FACEBOOK - OVER 300 MILLION GLOBAL MEMBERS
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NO SUCH THING AS A “SOCIAL MEDIA TYPE”
SOCIAL MEDIA IS INCREASING TO BE THE “WORLD”
WE’RE NOT ALL SPIELBERG
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VIDEOS CREATED TO SPREAD THE WORD ABOUT YOUR BRAND
YOUR FANS MAY NOT BE ABLE
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MAP DEMOGRAPHICS TO SOCIAL MEDIA USAGE:
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http://www.forrester.com/Groundswell/profile_tool.html
DETERMINE WHO YOU’RE GOING TOREACH. SELECT 1 TO 3.
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http://www.forrester.com/Groundswell/profile_tool.html
STEP 5: WHAT’S YOUR ONE THING?•YOUR CAREFULLY CRAFTED• BROCHURE COPY• FILLED WITH• BULLET POINTS• ABOUT• PRODUCT• FEATURES AND• BENEFITS
• DOES NOT MAKE THIS HAPPEN…
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SOCIAL MEDIA HINGES ON PASSION.
FIND YOUR ONE THING AND BUILD AROUND IT.
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Finding the One Thing Isn’t Easy
BRAND ANTHROPOLOGY
• ASK YOUR AGENCY
• ASK YOUR CUSTOMERS
• DON’T THINK – LISTEN AND OBSERVE
WHAT YOUR CUSTOMERS IS THINKIS MORE IMPORTANT THAN WHAT YOU THINK.
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STEP 6: HOW WILL YOU BEHUMAN?
IT’S ABOUT PEOPLE…
NOT LOGOS
CAN YOU MAKE YOUR PEOPLE THE STAR OF THE SHOW?
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FIND THE PEOPLE WITHIN YOUR COMPANY THAT HAVE PASSION THAT CAN REPRESENT YOUR BRAND.
DON’T JUDGE BY “RANK”.
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STEP 7: IDENTIFY SUCCESS
KNOW WHAT SUCCESS LOOKS LIKE BEFORE YOU START
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IF POINT = AWARENESS MEASURES YOU COULD USE…
- WEB TRAFFIC- WEB TRAFFIC REFERRALS- SEARCH VOLUME TRENDS- FOLLOWERS, FANS, FRIENDS- SOCIAL MENTIONS- SHARE OF VOICE
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IF POINT = SALES
MEASURES YOU COULD USE…
- WEB TRAFFIC- TIME SPENT ON SITE- REPEAT VISITS- CONTENT ACCEPTANCE RATE- FOLLOWERS, FANS, FRIENDS- SOCIAL MENTIONS- SHARE OF VOICE- SOCIAL CONNECTIVITY WITHIN - SALES FUNNEL
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IF POINT = LOYALTY
MEASURES YOU COULD USE…
- TIME SPENT ON SITE- REPEAT VISITS- FOLLOWERS, FANS, FRIENDS- REPEAT SOCIAL MENTIONS- SHARE OF VOICE- RECOMMENDATIONS AND REVIEWS- SOCIAL CONNECTIVITY AMONG PURCHASERS- CUSTOMER SERVICE METRICS
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ULTIMATELY, ARE YOU MAKING OR SAVING MORE MONEY THAN YOU DID BEFORE YOU GOT INVOLVED?
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NOW YOU CAN FOCUS ON THETOOLS.
GO AHEAD, IT’S OKAY.
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CREATE SOCIAL MEDIA OUTPOSTS TO INTERACT WITHCUSTOMERS, PROSPECTS, &PROSPECTIVE EMPLOYEES
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CREATE SOCIAL MEDIA OUTPOSTS TO INTERACT WITHCUSTOMERS, PROSPECTS, &PROSPECTIVE EMPLOYEES.
SOCIAL MEDIA RECRUITING
PLACES WHERE YOUR CUSTOMERS ARE… FACEBOOK, TWITTER, MYSPACE
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Sweet Leaf TeaObjective: Loyalty
Audience: Single Action andRepeat/Loyalists
Social Media Usage: Creators,Joiners, Spectators
One Thing: MusicHumanization: Employee Focus
www.sweetleaftea.com
A Good Example…
ARE YOU READY TO TURN THE SOCIAL MEDIA STRATEGY KEY?
LET’S GET STARTED!
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ARE YOU READY TO TURN THE SOCIAL MEDIA STRATEGY KEY?
LET’S GET STARTED!
Marketplace Media