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Start from the beginning; How, What and Why is social media relevant to brands & businesses. Plus a 10-step guide for considering how to get started. Plus a Top-line overview of the potential strategic role channels / networks can play in your Social Media / Digital Strategy.
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Social Media
101 & 102
3.2 million connectionfans | followers | subscribers
15,000 Posts/Responses per year
Overseen over 83 communities
Across 7 categoriesFMCG, Retail, Travel and Leisure, AlcoholEntertainment, Not-For-Profit, Telecommunications
Uploaded 100ʼs videosupwards of 20 million views
Facebook YouTube Twitter
like | comment | share
Coke ZeroOptimising Video SEO to drive over 1 million incremental views of content
like | comment | share
UNCLE TOBYS Swim Kids95,000 reactions to a FB post, demonstrating affiliation with sponsorship assets
like | comment | share
AllenʼsUsed SM to spread the CCI across the nation- 1 million smiles
like | comment | share
Pure BlondeNow the number 1 Alcohol band in Australia on Facebook
like | comment | share
Boost MobileFacebook now Boost Mobileʼs key CRM channel
like | comment | share
National GeographicListening and optimising based on real time conversations
What gave us the likes, shares and comments?
SOCIAL Whaaaaaat???
SOCIAL?
Characteristic - BeingInteraction - Behaving
Historically Brands & Businesses haven’t been
“Being” or “Behaving” Socially.They’ve been too busy Telling and
Selling! Therefore, Social is a evolved
way which brands need to LEARN to be!
Maslowʼs Hierarchy of Needs
Successful & Admired >>
Valued & Respected >>
Connected Community >>
Accepted & Acknowledged >>
SOCIAL PSYCHOLOGYThis is more relevant
than ever...
Pre-Web 2.0
DIGITAL MARKETING COMMUNICATIONS
Post-Web 2.0
1-to-Many 1-to-1 1-to-Few 1-to-Many
15 years ago- Pager- Email- Home Phone- Home Address
“Call me...”
Today- Home Address
- 3 Phone #ʼs- Txt/MMS
- 3 x email address- LinkedIn
- Facebook Msg- Facebook Chat
- Facebook wall post- Twitter @
- Twittter DM- Whatsapp- Google+- Skype
- Facetime- Viber
- Instagram- YouTube
- Vimeo- Slideshare
15 years ago Today
SOCIAL MEDIA ERA
ENABLED AN ACCELERATED RATE & MEANS OF CONNECTING
(to people & organisations)
HOW DO YOU USE SM?
- family- lifestyle
- passions- interests
etc.
Personally
- career- research- contacts
etc.
Professionally
- Inform - Entertain - Educate - Inspire -
SOCIAL MEDIA ERABRANDS & BUSINESSBROADCAST
NOWEarn, Own, Share & Rent (Paid) An
Audience
NETWORKEDTHEN
Rent (Paid) An Audience
HOW ARE BUSINESS & BRANDS USING SM?
- research & development- human resources- corporate affairs
- sales
Business- consumer research / insights /
behaviours- competitor/category research
- corporate reputation & communications- brand/product communications
- customer relationship management- customer service
Brand
HOW MDʼS LOOK AT IT
http://www.powerreviews.com/
TacticalAlways-On
Inside Brand Communities
Outside Brand Communities
Monitoring
Outreach
Publishing
Response
Community Management
Analysis & Insights
SOCIAL BRAND & MARKETING
SOCIAL MEDIA: STRATEGIC PLANNING
PROCESS
A
SOCIAL PLANNING PROCESS
FILM / AV
DESIGN
TYPOGRAPHY
DIGITAL INTERACTIVE
BRAND ESSENCE / TOOLS / ASSETS / EXPERIENCE
PAID
CONNECTIONChannel, role, message & call-to-
action
SHARED
OWNEDEARNED
CREATE (LEAD)
AMPLIFY (PARTNER) ASSET/CONTENTCreative Development
BROADCAST
DIGITAL
EXPERIENCE
SOCIAL INSIGHTS & BEHAVIOURS
ENVIRONMENTAL ANALYSIS COMPETITORS / AUDIENCE
TCO PROPRIETARY TOOLS /EXPERIENCE
MEASUREMENTS & INSIGHTS
Strategy Ideas Planning ExecutionBUSINESS / MARKETING OBJECTIVES
WHY GO ONLINE?http://www.intentindex.com/
http://nytmarketing.whsites.net/mediakit/pos/
MANY PERSONAS
RELEVANCE TO BRANDS & BUSINESS
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdfhttp://blog.miibrand.com.au/wp-content/uploads/2011/11/Infographic-Why-People-Follow-Brands-Hi-Res.jpg
SOCIAL MEDIA VALUE PROPOSITION
InformationInspirationEducationEntertainment
SOCIAL CURRENCY
Action
?
OR Action & Reaction
VALUE EXCHANGE
ESTABLISHING A SOCIAL PRESENCE
Know your value
be informedbe entertainedbe educatedbe inspired
to feel valued!
Satisfy your audienceʼs need to...
right place, right time, in the best way
STEP #1
BRAND COMMS DNANIKE #MAKEITCOUNT
Off PlatformDrive participation for off
platform activity (e.g. Grassroots, The Academy)
Social, Cultural, Topical
Social by design, relevant and current
Brand, Product, Functionality
Talk to functionality and occasions for product use
On PlatformDrive participation for promotions / digital interactive activity
Make it enduringSTEP #2
THE INTERESTING STUFF YOU CAN SAY ABOUT YOU
BRAND, YOUR PRODUCT AND WHAT IT DOES...
i.e. “Check out these NEW sick AirMax 90s designed to help
you #makeitcount”
THE INTERESTING STUFF THATS GOING ON IN
YOUR CONSUMERS LIVES WHICH YOU CAN OVERLAY A BRAND POV
TO... “New Year means New Goals
#makeitcount”
THE INTERESTING STUFF YOUR
DOING ON YOUR SOCIAL/DIGITAL PLATFORMS
i.e. “We’ve launched a new #makeitout app check it
out ....”
THE INTERESTING STUFF YOUR DOING OFFLINE
i.e. “Join us for #makeitcount runs at your nearest nike store, every
wednesdays.”
Right place, right timeSTEP #3
be intuitivebe informedbe realistic
be empathetic
Connection Plan
Context & Relevance
What, Where, Why?STEP #4
CONTENT STRATEGY
IMAGE TEXTAV MICRO-TEXT
AV
IMAGE
TEXT
MICRO-TEXT
AV
MICRO-TEXT
AV
IMAGE
TEXT
AV
IMAGE
TEXT
IMAGE
AV
IMAGE IMAGE
TEXT TEXTTEXT
Content Plan
Role - Message - Call-to-Action
When?STEP #5
CONTENT STRATEGY
IMAGE TEXTAV MICRO-TEXT
Content Calendar
DIGITAL INTERACTIVE
Plan for the successSTEP #6
Setting Benchmarks
CONNECTIONS
Total number of Connections to a Branded Community
ENGAGEMENT
Total number of Actively Engaged users per month on a
Branded Community
ADVOCACY
Total number of ʻsharesʼ of brand activities by users per
month
Key Driving FactorsOverall appeal of the Brand
Buying
Key Driving FactorsStrategy [SVP & Social Comms
DNA]Campaign Idea
Content
Key Driving Factors
StrategyCampaign Idea
Content / Format
Plan for riskSTEP #7
insert benchmarks visual
Call trees
Test & LearnSTEP #8
Embrace it (alias)STEP #9
Be a...Stalker
TwervertPinner
But not a...Troll
SpammerAstroturfer
If in doubtSTEP #10
NETWORKS/COMMUNITIES A TOP-LINE VIEW
Publish / Direct / Transact
Inform / Engage / Educate / Entertain / Inspire
Discovery & Research
Can be exe$
Publishing
Engage / Inform / Educate
Great for SEO
Needs commitment
Aggregator
Engage / Entertain
visually cool & trendy
supplementary, niche, low control
Aggregator
Inspire / Engage / Inform
Customizable
Non broadcast
Creation / Community
Inspire / Entertain / Engage
Aggregration / Filtering
Relies heavily on fresh frequent content
Connected Community Hub
Entertain / Inform / Connect
Good for Insights / CRM / loyalists / advocacy
Moving goal posts
Connected Community Hub
Entertain / Inform / Connect
Niche interests Media / Fashion
Relatively low penetration (AU)
Connected Network to Credible mass
Alert / Inform / Educate / Outreach
Open / Credible Mass / key influencers
140 Characters
Company/Business Activity
Business Info / Profile
Stakeholder Connections / Huge Cost Savings for HR
Under-utilised
House Video Content
Inform / Entertain / Educate
Shareable / Familiar / Data
Typically poorly executed/under-utilised by brands
TO RECAP
Understand Opportunities & Limitations
Created byTom Phillips
@victom
thoughts, feedback welcome@victom
Follow The Conscience Organisation@TCO
