@Sean

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In-House or Outsource Social Media for Business

October 18, 2013

Sean Sandhurst

@SeanSandhurst

@Sean

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Who am I…..

Born in Winnipeg Lived in Tsawwassen (5 blocks from the border)

Moved to YYC in1996 (with a 2 year timeline) 1997 started in advertising – print and digital 2000 partner in online advertising company Married 2001 6 year old son Love sports; and being active Ultimate Frisbee, Kayaking, SUP (StandUp Paddleboard), hiking, biking….and so on.

Passion for c4

Constant, Consistent, Conversation with your Community

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“To Outsource or not to Outsource….. …..That is the Social Media question” An unbiased and open discussion about what the opportunities, the pitfalls and tips to decide for yourself.

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How do you Define Social Media ?

@Sean

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People are talking about your business. Would you like to hear what they are saying?

…meanwhile in San Francisco

In downtown Calgary…..

WARNING: Be Prepared. You may not want to hear what people will say. People are talking about your brand – now you get a chance to hear it and interact with them.

…and near a Starbucks in Kensington

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Does your Business Have Social Media Expertise / Experience ? It is very confusing and constantly changing!

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Questions for You….

• What is the most important social media platform for your business?

• Where are your customers?

• What are they doing on social media?

• Can you influence them?

• Can you manage your business’ reputation on social media?

(instead of costly customer service call centre)

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Social Media and Business Social - Telling others about experiences:

• People will tell 42 others if the experience was good

• People will tell 53 others if the experience was bad

Faberge Organic

commercial

“Tell two friends”

What year??

(Google Ripples study)

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FB T G+ P LI Male 14 41 71 18 50 Female 57 59 29 82 50 Age 0-24 14 19 50 10 4 25-34 18 23 28 26 15 35-44 24 25 11 29 32 45+ 44 33 11 35 49 Education >Diploma 9 9 5 3 High School 10 8 9 10 College 57 59 61 37 Bach/Grad 24 24 25 50 HHI 0-24,000 9 15 10 21 25-49,000 33 38 37 22 50-99,000 47 37 46 50 100,000+ 11 10 7 7

Who do you want to reach?

Tech-savvy p

eo

ple

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• 50% seeking a response from a company about an issue

• 48% praising a company for great service

• 50% of Facebook users expect a response within 24 hours from a brand

• 80% of Twitter users expect a response within 24 hours from a brand

• 36% of US online adults are "critics" commenting online

What / Why People Share

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What Content Inspires Your Customers to Follow and Share?

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• 31% share on a Smartphone

• 18% share on a PC

• *Note: Dec 2012 data

How People Share

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• 83% of consumers who say their purchase decisions have been impacted by online reviews

• 84% of millennials believe that User Generated Content (UGC) is critical to their purchase decision

• 70% of boomers believe that User Generated Content (UGC) is critical to their purchase decision

• +80% of Twitter users follow at least 1 brand

• +85% of US companies are on Facebook

(source: March 2012 – eMarketer, BazaarVoice and Kelton Research)

Stats

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Why is it important to have someone ‘Like’ a brand?

*Soucre: eVoc insights, Jan 31, 2012

Are “Likes” important?

54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were

somewhat or much more likely to purchase from that brand.

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Would you market to these people in the same way?

(well known) (well known)

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Do you know the difference: Demographics vs. Psychographics? Social Media has changed the way we market our businesses!

(well known) (well known)

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What is…. …In-house Social Media Management …Outsourced Social Media Management What does it mean to have a combination of both?

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Pros Cons

In-house control experience

internal understanding time

-policy/process -learning tools and mistakes

-customer service content creation

-negative comments

internal tone/voice keeping up on trends

building internal buy-in cost

and team building

resources (the right ones) resources (the right ones)

cost (staff) Short term stategy Long term strategy

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Pros Cons

Outsourced experience cost

-strategy customer service

-efficiency w/tools keep up with trends

-tactics that work learning

-learn from their successes harder to get department

content creation integration

get company buy-in with

expertise Short term strategy Long term strategy

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Pros Cons

Combination build experience cost

department integration ownership of expertise

internal knowledge cross communication use external expertise

training

leverage success and creativity Short term strategy Long term strategy

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Common mistakes….

1. Too many handles/channels/platforms

2. Content issues 3. Wrong type (message, images, video etc) 4. Not enough ( 5. See Fails at the end of the presentation)

6. Wrong metrics

7. To much selling not enough giving 8. Jab-Jab-Jab-Jab-Right Hook 9. 4-1-1 (4 gives, 1 sell, 1 RT)

10. Not integrated throughout company

11. No goal/strategy

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What Questions Should You Ask Yourself?

1. What are my social media goals that align with my business goals?

2. Do I (or my team) have the time?

3. Do I (or my team) have the resources?

4. Do I (or my team) have the expertise/knowledge? What do I say?

Where do I say it? How do I say it? How do I respond to negative comments?

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What Questions Should You Ask Yourself?

1. Do I (or my team) have the compelling, constant content that will ‘move’?

2. Do I have to hire someone?

3. Do I have the money to hire someone? At what value?

4. How will we measure success? ROI, ROE, etc

Any others?

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Indepth Questions… 1. Describe our business model. How will social help us achieve those

goals? Who are we trying to communicated with Do we have a content editorial schedule

2. Describe another client with business goals similar to ours and what have you done specifically to help them achieve those goals?

3. How do you measure success and ROI in social? How will you track our program’s performance? What are our KPIs and benchmarks?

A. what is success to us? Followers, conversions, RTs, Replies?

What Questions Should You Ask an Agency (3rd Party Company)?

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Indepth Questions… 4. For my brand, how many fans and followers should I have? How will

we leverage them to drive business? Do you know what your followers want? Do you know what they are consuming/engaging with?

5. What role do employees play in our social media strategy? What is the best way to utilize them? Do we need one manager or is it a company wide thing?

6. Should a brand do it’s own community management or should an agency own the channels? Is this a question or ownership, voice, tone, responsibility…?

What Questions Should You Ask an Agency (3rd Party Company)?

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Indepth Questions…

7. What role does content play in social? And who should create my content? Do you have someone who can do a Content Editorial Calendar? What is your audience into? What will they/do they consume? Where are they? Which social streams? What do you want them to do? Convert, share, converse

8. Explain paid, earned, and owned. Do I need it? If so, how do I integrate it into my social strategy?

9. People love my brand. How do we leverage these conversations and people that are talking about us? How do we get our current customers talking about us on social?

What Questions Should You Ask an Agency (3rd Party Company)?

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What Questions Should You Ask an Agency (3rd Party Company)?

Indepth Questions… 10. What is the difference between bloggers, social super fans?

And what can we do with them? How do they each provide my brand value? How do you define influencers and advocates and what value can they drive for my brand?

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Examples of Success and Failures (from both In-house and Outsource)

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Examples - WestJet

30

WestJet @westjet 124,991 followers

• All conversations for the company are on one feed

• Customer service

• Initiate conversation

• Contests

• Link to their online and offline information

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Examples - WestJet

WestJet Facebook Page 451,000+ Likes

• 2.4% engagement (talking about)

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Examples - WestJet

WestJet Youtube channel 3355 subscribe

• April fools

Kargo Kids

• 757, 713 views

• 2825 Likes

http://youtu.be/M4SkoJy3D0M

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McDonald’s (outsourced creative) Mighty Wings #MightyWings TV Microsite Facebook Twitter Instagram YouTube

Examples of Success and Failures (from both In-house and Outsource)

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Reebok (outsourced creative) Max versus Sid (puck in the dryer) http://www.youtube.com/watch?v=kOemZRrCqpg Vayner Media Multiplatform TV and social Sidney Crosby versus Maxime Talbot

Examples of Success and Failures (from both In-house and Outsource)

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Success

KLM (LinkedIn and Social in general)

• Customer Engagement experiment 2010

• http://www.youtube.com/watch?v=pqHWAE8GDEk

• LinkedIn (seat mate)

• http://www.klm.com/travel/us_en/prepare_for_travel/on_board/Your_seat_on_board/meet_and_seat.htm

• http://www.forbes.com/sites/kashmirhill/2012/02/29/will-plane-based-social-networking-fly-with-travelers/

Examples of Success and Failures (from both In-house and Outsource)

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Success

@LandRover RacetheSun @Allstate @Mayhem Twitter, TV, Youtube Vine

Examples of Success and Failures (from both In-house and Outsource)

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Examples - KLM

• KLM Royal Dutch Airlines

• @KLM

• 594,195 followers

• All conversations for the company are on one feed

• Customer service

• Initiate conversation

• Contests

• Link to their sites (Blog)

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Examples - KLM LinkedIn

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Examples - KLM

Pinterest

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Success

• Dove (video) – the real you

• @Nenshi (everyday on Twitter)

• Lowes (Twitter and VineApp #fixitinsix)

• Calgary Police (Flood) *Award Winning

• PizzaHut (@pizzahut with #WorldsGreatestPizzaParty )

• Lulemon @lulemon (Instagram)

Examples of Success and Failures (from both In-house and Outsource)

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Success Dove (video) – the real you sketches http://www.youtube.com/watch?v=XpaOjMXyJGk

Examples of Success and Failures (from both In-house and Outsource)

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Success @Nenshi (everyday on Twitter) Lowes (Twitter and VineApp #fixitinsix)

https://vine.co/v/bU61aqq2YOp

Examples of Success and Failures (from both In-house and Outsource)

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Success Pizza Hut @Pizzahut

#WorldsGreatestPizzaParty to kick-off the NFL

Pizza Company kicks off NFL football season with massive pizza party, exclusive gameday deals at PizzaHut.com and chances to win freebies on brand's social media channels

Examples of Success and Failures (from both In-house and Outsource)

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Success @Luluemon

Examples of Success and Failures (from both In-house and Outsource)

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Success @Heineken DepartureRoutlette Multi-channel

• Live in person • Twitter • YouTube • Instagram • Etc….

Examples of Success and Failures (from both In-house and Outsource)

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Fails Applebees - Risk of employee acting out http://www.news.com.au/technology/biztech/us-restaurant-applebees-commits-social-media-suicide/story-fn5lic6c-1226570581548

Examples of Success and Failures (from both In-house and Outsource)

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Fails Scripted Twitter replies do not work: American Airlines: insults were being tweeted and AA responded “Thank You for your support” “Unknown” Canadian grocery store: -Concerns tweeted to grocery store and responses were all the same; (in-house management with strict legal restrictions) “Please let us know what store you shop at and we will take it up with the store manager”

Examples of Success and Failures (from both In-house and Outsource)

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Fails Not responding in time – not listening (brand reputation management) Timing can be everything to take advantage of an opportunity! Poland Springs Water: @PolandSprintWtr -opportunity lost

Examples of Success and Failures (from both In-house and Outsource)

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Fails Disgruntled Employee access HMV Mass Layoffs @hmvtweets Risk: employee Tweeted live layoffs http://www.independent.co.uk/news/uk/were-all-being-fired-exciting-hmv-staff-take-to-official-twitter-account-to-liveblog-their-own-mass-execution-8475491.html

Examples of Success and Failures (from both In-house and Outsource)

"Just overheard our Marketing Director (he's staying, folks) ask 'How do I shut down Twitter?' #hmvXFactorFiring" "There are over 60 of us being fired at once! Mass execution, of loyal employees who love the brand. #hmvXFactorFiring" "We're tweeting live from HR where we're all being fired! Exciting!! #hmvXFactorFiring"

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Fails Scheduled Tweets without monitoring: Tesco This tweet came out in the middle of a PR crisis about horsemeat being found in some of its frozen dinners. (January 17th 2013) and was deleted 25 minutes later

Examples of Success and Failures (from both In-house and Outsource)

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Fails Insensitive: AT&T 9-11 tweet picture with Z10 http://www.washingtonpost.com/business/technology/atandt-removes-apologizes-for-911-tribute-tweet/2013/09/11/6d8f8806-1b06-11e3-a628-7e6dde8f889d_story.html

Examples of Success and Failures (from both In-house and Outsource)

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Fails Insensitive: Did they mean well? @epicurious

Examples of Success and Failures (from both In-house and Outsource)

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@SeanSandhurst

Subway Outsourced: http://adage.com/article/agency-news/subway-hires-360i-social-shop/244195/ Nike In-House http://www.marketingweek.co.uk/sectors/sport/nike-takes-social-media-in-house/4005240.article

Examples of Success and Failures (from both In-house and Outsource)

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Additional Slides – Information and Stats

Additional data

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What is “Social Media” for Social Good

How has the social media and the internet fundamentally changed business forever.

http://youtu.be/AkGMVQl8_jI

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Why should B2B companies be on social media?

Generate Business Awareness Increase Web Traffic Market Research

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18-44

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Trends

• Social Networks

What activity are people doing?

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Trends

• Opportunity

• Why is it important to have someone ‘Like’ a brand?

• 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were somewhat or much more likely to purchase from that brand.

*Soucre: eVoc insights, Jan 31, 2012

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Trends

Social TV

• How much?

• What are people doing?

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Trends

Social TV

• What activity