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Social Media is not a strategy or tactic on its own. To be successful, it is part of your over all business objectives and marketing plan.
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@MacLeanHeather
Developing Your Social Media Business Strategy What You Don’t Know Can Hurt You !NOTE: this is a condensed version of what was presented. For a complete version, contact TaylorMade Solutions.
Heather MacLean CMO TaylorMade Solutions @MacLeanHeather
Don’t Operate in a Vacuum !
Social Media is not a Stand-Alone Strategy
Top Mistakes Made
10.No measurement 9. No alignment to business objectives 8. Only doing push communications 7. Not engaging with your customers/prospects 6. Not listening to brand, competitors, industry conversations
Top 10 Continued
5.Choosing too many channels and abandoning 4. Not choosing the right channels 3. Resources don’t understand the brand 2. You don’t have the right resources 1. No plan/strategy (lack of management knowledge/buy-in)
Case Studies
3 Companies Doing it Right
Starbucks - the challenge
Bricks and mortar Traditional business B2C Rewards system - coffee cards Tim Hortons really the only coffee company still relying advertising on TV !!Starbucks wanted something different
Starbucks
Early adopter Consciously thought of the digital experience Focused on ‘customer experience’ Music !!!
“It really is about connecting with someone in a more intimate, experiential way that we think will have longer lasting ability to build affinity than a 30-second TV commercial or an ad.”
Engagement
Old Spice - the Challenge
My father’s aftershave My grandfather’s aftershave Not exactly a young/hipster product
What Happened
Men versus women Market to your audience Change the message Create a relationship Humour Visuals
Taco Bell
Lots of noise Lots of competition (200,000 US locations) Decreasing profit margins Increased concerns healthy eating Lots of variety Increase in fresh/local options
What did they do?
A lot Reframed the approach Started communicating Repurposed Content from TV ads, etc. over to social Leveraged user-generated content Since 2007 almost 8 million Facebook fans Facebook, Twitter, Youtube and Instagram In 2013, Taco Bell ranked as No. 1 on DigitalCoCo’s Restaurant Social Media Index, trumping key competitors such as McDonalds and Starbucks.
What do they have in common?1. Clear and defined brand & brand voice 2. Defined audience - Personas 3. Commitment to resources/strategy
A. Channel analysis B. Listening & Engagement Strategy & Plan C. Integrated with overall corp objectives D. Social Media Playbook
4. Avoidance of push communications 5. Had an integrated marketing plan 6. Measure ROI
Social Listening & Engagement are KEY components of the overall Business Strategy
Why Listen
Listen first! !!People are talking about you whether you’re there or not. !Ignoring them is like ignoring a ringing phone.
People are Talking About Your Company
How do you Listen?
• paid tools: Hootsuite, Radian6, etc. • free tools:
– Google Alerts – Twitter Search – Google Blog Search – Social Mention – BoardTracker and BoardReader – Hootsuite
Social Media Command Centre
But…Be Strategic
Playbook• This can be your saving grace • What to respond to • What not to respond to • Workflow • Post tagging (for reporting) • Escalation - to whom and when • Hours • Team • Governance • etc.
@MacLeanHeather@MacLeanHeather
Be Authentic !Understand your community before diving in. !Speak with a human voice. !Engage with your community person-to-person. !Admit when you’ve made mistakes. !!!!!
Engagement Rule #1
@MacLeanHeather@MacLeanHeather
Be Relevant !
It’s not about you, it’s about your community.
!Share info that’s
useful for them and they’ll accept a little that promotes you.
!Use 80/20 rule.
!!!!
Engagement Rule #2
@MacLeanHeather
Be Practical !Social media is a set of tools, that is part of a bigger picture. !!Despite what some say, it is not a strategy unto itself. !Tie your efforts to existing, bottom-line business objectives. !Remember your KPIs !!!!!
Engagement Rule #3
@MacLeanHeather
Be Patient !Building a Community takes time. !Like in your personal life, there are no short-cuts to building relationships. Keep that in mind. !!!!!
Engagement Rule #4
Image courtesy of josephomotayo
@MacLeanHeather
Be Committed - Be Active !Engage regularly with your audience. !Respond quickly whenpeople engage with you. !Keep your content fresh. !Provide Value !!!
Engagement Rule #5
Listening for Intent
• 2013 • Complaints happening • Company ignored • Continued promoting (push
communications) • Social media exploded • Horrible corporate response • Hit mainstream media • Stock took hit • Head eventually quits/president too
Channel Selection
Best Practices
• Look at your business does and what your brand is
• Where are your customers/prospects? • Be selective • Once you start, stick with it • Have a plan, including corporate buy-in • Have patience as you build your network • Never buy likes or buy Twitter Followers • Remember to support with other marketing
What is your brand/line of business
Who/Where are your customers
7 Steps to Measuring Social Media ROI
7 Steps to Measuring Social Media ROI
Establish your goals in advance. !If you don't know what you want to do, you're much more likely to fail. (As in life.)
7 Steps to Measuring Social Media ROI
Tie them to your existing business goals: !• leads • conversions • web traffic • customer satisfaction
sentiment • awareness • employee satisfaction
recruiting
7 Steps to Measuring Social Media ROI
Understand that every department will have a different definitionof ROI.
7 Steps to Measuring Social Media ROI
Decide in advance how you will measure success. !What are the metrics that spell success for you?
7 Steps to Measuring Social Media ROI
!Focus on campaigns. !Break your activities down into manageable chunks. !!!!!
7 Steps to Measuring Social Media ROI
Make them trackable through your web analytics !• Create a unique
landing page • Create a unique URL
for each social channel • Use your web analytics
to see where the traffic came from
!!!!!!!
7 Steps to Measuring Social Media ROI
In the end, ROI is a formula and you
need all the data to truly calculate it
!ROI = gain – cost
cost !!
!!!!!!!
1.Start listening. !
2.Find out where your customers/prospects are engaging. !
3.Learn what your competitors are doing. !4.Get everybody together in the same room/
have a plan. !
5.Develop a social media policy. !
6.Determine what works best for you. !!
The 6 Building Blocks of a Social Media Strategy
Channel Sharing Best Practices
Use your own name for your Twitter ID. Know your audience
Twitter Best Practices!
• Choose your Twitter handle carefully !
• Use your logo as the avatar and choose a good background !
• Create your own hashtag associated with your brand !
• Use only 1 or 2 hashtags at a time. 3 at the most !
• Be sure to read a linked article before re-tweeting it. It might contain information that you didn’t intend to share. !
• Be sure to put context around a link. NEVER just tweet a link. !
• Tweet no more than 15 times/day !
• Be human
You the Right Imagery
Facebook Best Practices
• Know your audience !
• Be responsive (expectation is 1 hour) !
• Write for your audience !
• Use images - Tag people !
• Use video
Facebook Best Practices!
• Post no more than twice a day !
• Post every day !
• Know what day is THE best day for you !
• Know what time is THE best for you !
• Ask people to share your post !
• Have contests to raise your profile
Facebook Best Practices
!• Shorter posts get read (think 140 characters even in
FB) !
• Speak as a human being, don’t be a robot. !
• Show humour, have fun, but remember balance !
• Indicate who your team is and who is posting - use initials !
• Remove links from post and let it it stand on its own.
Questions !
!
!
@MacLeanHeather
Other than my own, the photos in this presentation were sourced via google search and Flickr, and are licensed under Creative Commons and Shutter Stock. !My sincere thanks & appreciation to everyone who has had a photo in this presentation.
