SOCIAL MEDIA 401WHERE DO WE GO FROM HERE?

CHRIS DYCKBRAND DIRECTOR, DIGITAL

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AGENDA

• Quick Bio

• Outcome for Today

• Social Media Macro-Trends

• Guidance to amplify your activities

• Questions

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CHRIS DYCK (@CDDYCK)

QUICK BIO

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BSc.H.

Life Sciences Marketing Management Web MarketingManagement of

Technology and Innovation

EDUCATION

WORK EXPERIENCE

OUTCOME FOR TODAY

Provide some guidance to help take your social media activities to the

next level by:

– Outlining some of the larger trends and implications influencing social

media

– Provide a process to guide future social media planning and activities

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HOW DO YOU KEEP MOMENTUM IN SUCH A RAPIDLY EVOLVING LANDSCAPE?

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The key is to be mindful and

aware of the trends affecting

social media marketing and

adapt as necessary.

THE RISE OF THE VISUAL WEBCONTENT IS BEING PUBLISHED IN SHORT VISUALLY COMPELLING WAYS TO MAKE FOR SIMPLE CONSUMPTION.

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Implications:

• Changes content publishing

• Adds richness for your

Customers

Memes that add context to words

User Generated picture and video

AGILITY, RELEVANCE, AND TIMELINESSBEING AGILE ENOUGH TO CREATE CONTENT THAT IS TIMELY, KEEPS YOU TOP OF MIND AND RELEVANT WITH YOUR AUDIENCES.

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Implications

- Emphasis on planning content

- Greater awareness needed of pop culture, news, and events

- Streamline approval process

Super Bowl 2013

St. Patrick’s DayEarth Day 2013

DESIRE FOR LOCAL CONTEXTLOCATION BASED SOCIAL MEDIA SERVICES PROVIDE CONTEXT TO NEIGHBOURHOODS WITH USER REVIEWS.

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Implications

- Special offers and recognition based on location

- Buying decision are being influenced by strangers

- Mobile (On-the-Go) content needs

RICH FORMATS, MORE INTIMATE ENGAGEMENTSGOOGLE + HANGOUTS ARE MAKING FOR EASILY ACCESSIBLE VIDEO CHATS TO INFORM, ENTERTAIN, AND ENGAGE AUDIENCES.

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Implications

• Content can be created, recorded, and broadcasted seamlessly

• Greater degree of reach and engagement with Customers

SUMMARY OF IMPLICATIONS

• Marketers must consider ways in which they make their messages

come alive visually and on-strategy.

• As social media has grown into adulthood, it requires Marketers to be

more agile in the way they talk to Customers

– It’s no longer a disrupt and interrupt communication.

– Users are giving you permission to talk to them, so make sure you are

ready to talk to them, taking their needs into account

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SUMMARY OF IMPLICATIONS

• Not only do you need to ensure that you have resources in place to

moderate and monitor your community, but they also need to develop

awareness of the world around them.

– Be ready to comment on pop culture, news, and events.

• Users are seeking richness and context. The better you can deliver

that to them, the more impact your content will have.

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SO WHAT SHOULD I DO? 1. KNOW THE NEED STATES OF YOUR CUSTOMERS

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SO WHAT SHOULD I DO? 1. KNOW THE NEED STATES OF YOUR CUSTOMERS

2. IDENTIFY THE SOCIAL MEDIA MIX TO SERVE THOSE NEEDS

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SO WHAT SHOULD I DO? 1. KNOW THE NEED STATES OF YOUR CUSTOMERS

2. IDENTIFY THE SOCIAL MEDIA MIX TO SERVE THOSE NEEDS

3. CREATE A CONTENT CALENDAR AND SOCIAL MEDIA PLAYBOOK

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SO WHAT SHOULD I DO? 1. KNOW THE NEED STATES OF YOUR CUSTOMERS

2. IDENTIFY THE SOCIAL MEDIA MIX TO SERVE THOSE NEEDS

3. CREATE A CONTENT CALENDAR AND SOCIAL MEDIA PLAYBOOK

4. PUBLISH AND SOCIALIZE

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SO WHAT SHOULD I DO? 1. KNOW THE NEED STATES OF YOUR CUSTOMERS

2. IDENTIFY THE SOCIAL MEDIA MIX TO SERVE THOSE NEEDS

3. CREATE A CONTENT CALENDAR AND SOCIAL MEDIA PLAYBOOK

4. PUBLISH AND SOCIALIZE

5. MEASURE, LEARN, REVISE, AND REPEAT

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1. KNOW THE NEED STATES OF YOUR CUSTOMERTHERE ARE 5 SOCIAL MEDIA NEEDS STATES TO CONSIDER WHENTHINKING ABOUT YOUR SOCIAL FOLLOWERS.

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RECOGNITION

REWARD INFORMATIONUTILITY

ENTERTAINMENT

2. IDENTIFY THE SOCIAL MEDIA MIX TO SERVE THOSE NEEDSBASED ON THE NEEDS OF YOUR AUDIENCES YOU CAN PICK ANDCHOOSE WHETHER ADDING NEW SOCIAL PLATFORMS MAKES SENSE.

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As there is now a long tail of

social media services to choose

from, it may give you the ability

to improve targeting.

3. CREATE A CONTENT CALENDAR AND PLAYBOOKHAVE A PLAN TO CREATE AND PUBLISH, BUT TO ALSO HANDLE CERTAIN SCENARIOS THAT COULD ARISE.

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This plan will help you to

manage risk and ensure content

is vetted within your

organization.

Topic #1

Topic #2

Long weekend

contest Announce winner

announcement

Ask for input

4. PUBLISH AND SOCIALIZESTICK TO YOUR CONTENT CALENDAR, BUT USE YOUR PLAYBOOK TO

INJECT THE FLEXIBILITY THAT IS NEEDED AS THINGS DEVELOP.

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Relevant and friendly is the tone

you need to strike to serve your

Customers’ need states.

Entertain, Inform, Reward,

Recognize, Useful

5. MEASURE, LEARN, REVISE AND REPEATUSE THE ANALYTICS TOOLS AVAILABLE TO LEARN AND IMPROVE EFFECTIVENESS.

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Seek ways to improve reach,

and understand what the

characteristics of your content

are that get shared vs. not.

KEY TAKE-AWAYS

• Social Media requires an iterative approach, not a linear one.

• There is no magic forecasting formula, you are your own benchmark

• Be friendly and relevant in all that you publish and provide richness

where you can, your Customers will notice and appreciate it.

• Plan for scenarios that could occur so you are prepared to respond

or escalate if needed.

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THANK YOU.QUESTIONS?

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