Social Media Engagment

A BRAND CONTENT AGENCY

SOCIAL MEDIA ENGAGEMENTSPRING 2014//__VERSION 1

© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) �2

© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)

We should add all of our social media and LinkedIn details to any of our printed materials in the future.

�3

ADD SOCIAL MEDIA INFORMATION TO PRINT MEDIA

The most effective way to grow our social ecosystem organically without needing to resort to either buying followers or playing the super-aggressive game of following prospects in the hope that they follow back. "When we’re considering using print as a way to integrate corporate social media branding into our business, we need to be considering business cards, letterhead, and also placards, posters, in and around our business. When we rebrand the office we should put our social handles up as well.


Always check and check again before you post content, write your content in a word doc if needs be and make sure all of your spelling and punctuation is spot on. Always make sure that the content is fresh, it’s inspiring and intriguing to the audience.

�4

ADD WELL WRITTEN AND FRESH CONTENT

CREATE AN EDITORIAL CALENDAROnce we have an idea of where we are going to be posting content, it is important to create an editorial calendar so we can develop a healthy rhythm for our communication with our priority audiences, these would be people who buy our services and the industry press. "Good social media needs a minimum of an hour per day to make sure you are making impact. "


Our brand is not simply your logo, colours and a tagline. Our brand is everything we tweet, pin, post, say, and do. How we represent ourselves to the outside world is going to determine our success. "Don’t just think logo or colours. Think brand and message architecture. We help our clients create brand architectures that break down silos, and empower them to communicate with their core audiences in a simple, relevant and impactful way. "Our brand and message architecture will help us to create a content marketing strategy as we begin to better understand our audience and their needs and likes. Sometimes writing these things down and getting key stakeholders to agree on the core messages is a first step. This should be agreed between the Creative and strategy teams. "We need to set a tone of voice.

�5

MAKE SURE THE TITLE AND DESCRIPTIONS ARE SPOT ON,

KNOW WHO WE ARE?


• Cutting edge • Thought leaders • Inspirational • New and fresh • Challenging • Optimistic • Experienced • Talented and creative

""

�6

PUBLIC WORLDWIDE

TONE OF VOICE

ASK QUESTIONSWE SHOULD BE SEEN AS INTERACTIVE AND ALWAYS SEEKING TO LEARN MORE ABOUT THE WORLD AROUND US, WE ARE NOT THE ORACLE AND AS SUCH WE SHOULD ASK QUESTIONS AND INTERACT WITH THE MEMBERS OF OUR AUDIENCE THAT INSPIRE US.


BRANDING


Our brand is whom we are when people are watching and when they are not watching.

The key here is to focus on inspiring and empowering our internal employees and advocates as a top priority. "We should be using the right channel for the right message, for example… Public should be using social channels such as Tumblr, Pinterest, Instagram, Vimeo, Youtube and Twitter for all of our business messages. We should then use Facebook as a platform for sharing our internal culture.


BE CONSISTENTCONSISTENCY IS KEY WHEN IT COMES TO SOCIAL BRANDING. CONSISTENCY DOESN’T HAVE TO EQUAL BORING. IT SIMPLY MEANS WE HAVE A CONSISTENT REPRESENTATION OF WHO WE ARE, WHAT WE DO AND HOW WE PORTRAY IT TO THE WORLD. "OUR TONE MAY VARY BASED ON THE AUDIENCE WE ARE ENGAGING WITH BUT THERE SHOULD BE A FOUNDATION OF CONSISTENCY FOR WHICH WE WILL LEVERAGE TO BUILD RELATIONSHIPS. BEING REAL AND AUTHENTIC DOESN’T MEAN YOU HAVE TO SHARE WHAT WE HAD FOR BREAKFAST, LUNCH AND DINNER ON ALL OF THE SOCIAL NETWORKS. TRANSPARENCY IS HOW MUCH INFORMATION WE WANT AND SHOULD SHARE WITH DIFFERENT AUDIENCES. "OUR WORK NEEDS TO BE SHARED, AS DOES OUR VIEW ON THE WORLD WE POPULATE, WE NEED TO BE SEEN AS THOUGHT LEADERS AND INNOVATORS. WE ARE A CHALLENGER BRAND.

WE NEED TO BE DIVERSE IN THE CONTENT WE ADD TO OUR SOCIAL, WE SHOULD BE SEEN TO BE CULTURALLY AWARE, WE NEED TO HAVE OUR FINGER ON THE PULSE AND NOT BE SCARED TO SHARE THE CONTENT WE FIND INNOVATIVE, INTRIGUING AND INSPIRATIONAL AND THIS CONTENT COULD COME FROM ANYWHERE AND BE ABOUT ANYTHING. CONTENT COULD RELATE TO MUSIC, LIFESTYLE, FILM, CULTURE BUT WE NEED TO ENSURE THAT IT COMES BACK TO A RELEVANT LINK TO WHO WE ARE AS PEOPLE AND AS A BUSINESS.


BE DIVERSE


RELEVANCY IS HOW YOU CONNECT AND ARE ABLE TO RELATE TO THE AUDIENCE WE WANT IN OUR SOCIAL ECOSYSTEM. WHEN TALKING TO OUR FOLLOWERS AS PUBLIC WE MUST BE RELEVANT TO THEM AS A HUMAN. "WE MUST TREAT, SPEAK AND ENGAGE WITH THEM AS HUMANS NOT AS BRANDS, SOCIAL MEDIA IS ABOUT BEING SOCIAL BUT ALSO ABOUT BEING RELEVANT TO WHO WE ARE, WHAT WE KNOW AND WHO WE ARE AIMING OUR CONVERSATIONS AT. "YOU MUST SPEAK IN A MANNER AND CHOOSE WORDS, WHICH MEAN SOMETHING TO THEM. THEY MUST UNDERSTAND WHAT IT IS YOU ARE TRYING TO SAY AND WHY. YOUR WORDS AND ACTIONS SHOULD INSPIRE THEM TO CONNECT AND ENGAGE WITH YOU.

BE RELEVENT


WHO IS YOUR AUDIENCE? WHAT ARE THEIR DEMOGRAPHICS? WHAT PROBLEMS DO THEY HAVE THAT YOU CAN HELP SOLVE? HOW CAN YOU BRING VALUE TO THEIR LIFE AND/OR BUSINESS? "THE BETTER YOU KNOW YOUR AUDIENCE, THE BETTER YOU CAN CREATE CONTENT AND A SOCIAL PLATFORM THAT PROVIDES RELEVANCY AND VALUE FOR THEM. IF JUST STARTING ON THE SOCIAL NETWORKS, START BY LISTENING. THE BEST SOCIAL BRANDS LISTEN MORE THAN THEY TALK. SOCIAL MEDIA IS NOT JUST ABOUT TALKING; IT’S ABOUT ENGAGING IN A RELEVANT CONVERSATION WITH REAL HUMAN BEINGS.

KNOW OUR AUDIENCE AND BE WHERE THEY ARE


Social media is supposed to be conversational and not a desperate attempt to sell or ram products and services down the throats of our audience,

�13

BE

we need people to share and interact with our content so its important to get the weighting right, a rule of thumb is 70% conversational and 30% sales driven.

70% CONVERSATIONAL

30% SALES DRIVEN


Social media is not a numbers game; it’s about depth and being in the right community and mixing with the right advocates. Don’t start liking people in the hope they will like you and then you realise they are of no use to you.

�14

ADD WELL WRITTEN AND FRESH CONTENT

USE HASHTAGS SPARINGLYEverybody hates conversations that are built purely on the hashtag. One or two in a post is more than enough. "

#


#WEARE

END

�16