Understanding Social Media’s Relevance to your Business Objectives

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Careful about what we say

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Stay clear of the three R’s

Racism Rugby Religion

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Is your social media art?

• Plan?

• Strategize?

• Run campaigns and measure outcomes?

• Do you repeat yourself

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Or:

• Integrate platforms?

• Maximise opportunities?

• Whilst reaching company goals?

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Are you willing to learn?

Blogger Outreach Program

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Brand Sentiment and ORM

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Why are you doing Social Media

• Outlook?

• Because your competitors are doing it?

• Do you see the potential

• Why?

– Way you treat and embrace will determine your brand sentiment.

– If you are not sentimental – Post blindly.

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Meet objectives and Understand importance

• Need to understand “Brand Sentiment”

• How it will help to meet your KPI’s

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How I see brand sentiment and why it is NB

• It shows the “health” of your brand

• Set goals that are realistic.

• Increase brand awareness

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Brand Health

Growth/Decline = Indicator

Sudden Growth – Positive / “Healthy”

Sudden Decline – Need to be more aware

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Realistic Goals

Set Benchmarks

Set and measure engagement goals

Sentiment increasing or not?

WoW / MoM / YoY

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Increase Brand Awareness

• Hand in hand ORM

– What are other people saying about your brand

– Proactive!

• What do they see?

• Problems/complaints?

– If Positive?

• Still respond!

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After Realising?

• Stick to what works (insights)

• “Listen” for new opportunities

• Try and fix what is broken

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Relevance of Social Media towards your business objectives

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What is this?

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How is this relevant?

• Standard incentive for online users

– LIKE this page and win an iPad

– SHARE this image and win!

– Best caption walks away with this iPad!

– Send your funniest photo and win!

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#RCS

• Real Company Sh!t

– Wil Reynolds [http://bit.ly/18YJMrv]

• #RCS is what real companies do.

• Spending money that won’t get us conversions.

• #RCS is about using “real” things.

– Believe in

– That your company do.

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But what now?!

• Understand and realise importance.

• How do you implement this?

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What separates the “#gurus” from the pretenders?

1. What is your college major / degree 2. “Unedited” writing samples. 3. Client service experience 4. Examples to show ideas in collaborative environments. 5. Experience in PR 6. Graphic design experience 7. Can you answer the following:

a) CPM? b) CPC? c) Excess Inventory? d) How do you manage content? e) Examples of marketing calendar? f) Social Ecosystem? g) How many social networks are there?

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References

• http://searchenginewatch.com/article/2290882/12-Questions-to-Separate-Social-Media-Experts-From-Pretenders

• http://moz.com/blog/an-interview-with-wil-reynolds

• http://blog.cx.com/business-tips/5-ways-to-improve-online-sentiment-for-your-business/

• http://www.salesforcemarketingcloud.com/blog/2013/06/volume-sentiment-social-media-mentions/