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@LAURENTEE
MOVE SOME OFF-LINE DOLLARS ONLINE“ONLINE ADVERTISING NOW OFFERS A STRONG ALTERNATIVE TO SOME TRADITIONAL MEDIA, SUCH AS PRINT YELLOW PAGES.
CONSIDER MOVING SOME OF YOUR TRADITIONAL DIRECTORY ADVERTISING DOLLARS INTO ONLINE DIRECTORIES AND SEARCH ENGINES.” “Hottest Marketing Trends for 2008” via entrepreneur.com
WHO CREATES CONTENT?53 PERCENT SAY CORPORATE MARKETING
SOURCE: LINKEDIN TECHNOLOGY MARKETING COMMUNITY
CREATE CONTENT, 30 % HANDLE SOCIAL MEDIA, 53%
ROLE OF AGENCIES
SOURCES: LINKEDIN TECHNOLOGY MARKETING COMMUNITY & ORACLE/LOOKBOOK HQ
@LAURENTEE
PGA TOUR TIMELINE
PROGRESSION OF RESPONSIBILITY
2008: Social Media Coordinator
2012: Team of Two
2014: Content Team
@LAURENTEE
THE POINT IS THAT IT'S NOT A "SOCIAL" TEAM, IT'S A DIGITAL TEAM, AND THAT'S WHY EVERYTHING WORKS TOGETHER.
@DJPie
@PGATOUR HITS 1M FANS NOV 2016
@LAURENTEE
SOCIAL ACROSS THE PGA TOUR
GOING FAR BEYOND THE DIGITAL HOMEBASE
▸Communications
▸Tournaments
▸Entertainment / Production
▸Corporate Marketing
▸Legal
▸HR
@LAURENTEE
SOURCE: ALTIMETER SOCIAL BUSINESS SURVEY 2015
WHICH DEPARTMENTS REGULARLY COLLABORATE ON SOCIAL BUSINESS STRATEGY?
@LAURENTEE
SAFEWAY CASE STUDY
APPROACH ONE: FIT SOCIAL PEG INTO THE DIGITAL HOLE
▸ PAGE VIEWS
▸UNIQUE USERS
▸ TIME SPENT
▸ LEADS
▸CUSTOMER RETAIL VALUE
▸ LIKES AND COMMENTS
▸ FANS & FOLLOWERS
▸CLICKS ON BIT.LY LINKS
▸ PEOPLE TALKING ABOUT THIS
▸ STORIES CREATED
@LAURENTEE
SAFEWAY CASE STUDY
APPROACH ONE: FIT SOCIAL PEG INTO THE DIGITAL HOLE
▸ PAGE VIEWS
▸UNIQUE USERS
▸ TIME SPENT
▸ LEADS
▸CUSTOMER RETAIL VALUE
▸ LIKES AND COMMENTS
▸ FANS & FOLLOWERS
▸CLICKS ON BIT.LY LINKS
▸ PEOPLE TALKING ABOUT THIS
▸ STORIES CREATED
@LAURENTEE
@SAFEWAY CASE STUDY
APPROACH THREE: USE SOCIAL TO IDENTIFY AND SOLVE BUSINESS PROBLEMS
▸ What is the business objective we’re facing?
▸ What are metrics we can collect and show from social, that are complementary to other ways we measure our business?
▸ What outcomes can the social media program be credited for, directly or assisted?
@LAURENTEE
@SAFEWAY CASE STUDY
SOCIAL LISTENING AVERTS CRISIS
▸ Identified potential crisis issue by monitoring social media
▸ Gathered real-time customer opinion and feedback through social listening
▸ Digital team escalated issue to Executives
▸ Allowed Safeway to take decisive action and get ahead of customer backlash by removing pink slime meat from all stores
@LAURENTEE
SOCIAL MEDIA IS NOT A TRANSACTIONAL RESPONSE TOOL; IT’S A RELATIONSHIP
Paul Albright
@SAFEWAY SR. SOCIAL MEDIA MARKETING MANAGER
@LAURENTEE
@USMARINECORPS
AHA MOMENT!
▸ A simple photo congratulating recruits resulted in record-number of engagements for the local recruiter’s Facebook Page.
▸ Shift away from your brand message and focus on your community.
▸ Recognition on Facebook drives storytelling and engagements.
▸K.I.S.S.
@LAURENTEE
ORGANIZATIONAL SOCIAL MEDIA LITERACY IS FAST BECOMING A SOURCE OF COMPETITIVE ADVANTAGE
McKinsey, 2013
TWEET THIS:
@LAURENTEE
STRATEGIES
MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM
▸ Social is a skill set, not a job.
@LAURENTEE
STRATEGIES
MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM
▸ Social is a skill set, not a job.
▸ Secure buy-in from executives
@LAURENTEE
STRATEGIES
MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM
▸ Social is a skill set, not a job.
▸ Secure buy-in from executives
▸ Teach and empower through internal training
@LAURENTEE
STRATEGIES
MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM
▸ Social is a skill set, not a job.
▸ Secure buy-in from executives
▸ Teach and empower through internal training
▸ Dedicated social team works to move business units forward, keeping an eye on opportunities for digital transformations.
@LAURENTEE
MEASURING SOCIAL’S IMPACT
GROWTH METRICS
▸ Social Connections ▸ Conversation Volume ▸ Share of Voice
@LAURENTEE
MEASURING SOCIAL’S IMPACT
USE DATA TO YOUR ADVANTAGE
▸ Sentiment ▸ Content Performance ▸ Referrals
@LAURENTEE
@USMARINESCORP
MEASURING SUCCESS — THE MARINES WAY
▸ Lead Generation and Conversion
▸Engagements, including Click Through Rates
▸Micro-Conversions through funnel stages
@LAURENTEE
@USMARINESCORP
MEASURING SUCCESS — THE MARINES WAY
▸ Lead Generation and Conversion
▸Engagements, including Click Through Rates
▸Micro-Conversions through funnel stages
▸ Interested Civilians >> Enlisted Recruits “Poolees”
▸Popularity of Vanity URLs (and other campaign tags)
▸Consuming content; requesting information
@LAURENTEE
MEASURING SUCCESS - SAFEWAY CASE STUDY
▸Customer Sentiment
▸Conversation Volume
▸Web Traffic
▸Organic Search Keywords
▸Stock Price
▸Quarterly Revenue Impact of Beef
@SAFEWAY
@LAURENTEE
IN 2012, 40 OF THE TOP COMPANIES TO WORK FOR WERE ALSO AMONG THE TOP COMPANIES IN SOCIAL MEDIA
FORTUNE, Dachis Group data
@LAURENTEE
IF YOUR EMPLOYEES AREN’T YOUR BIGGEST FANS, YOU’VE GOT PROBLEMS WAY BIGGER THAN SOCIAL MEDIA…
Jay Baer
TWEET THIS:
@LAURENTEE
UNLEASHING SOCIAL
IDENTIFY COACHES & CHAMPIONS
Pair Coaches with individual employees who need an extra boost
Empower Champions to channel their passion and excite the organization
@LAURENTEE
98% OF MILLENNIALS ARE MORE LIKELY TO ENGAGE WITH A FRIEND’S SOCIAL POST THAN WITH A BRAND’S.
Social Chorus, 2013
TWEET THIS:
@LAURENTEE
3 REASONS WHY EMPLOYEES ARE KEY TO SOCIAL MEDIA SUCCESS
1. Genuinely love your brand
2. Trusted far more than the company
3. Not filtered by social networks in the same way as corporate messages
@LAURENTEE
EMPLOYEE ADVOCACY
THINK BEYOND TRADITIONAL ‘EMPLOYEES’
▸ What stakeholders can be your brand advocates?
▸ Board members
▸ Ambassadors
▸ Franchisees
▸ Donors (non-profits and education)
▸ Members and Patrons
@LAURENTEE
RESOURCES FOR EMPLOYEE ADVOCACY PROGRAMS
▸Social Chorus
▸Bambu
▸Dynamic Signal
▸Trap.it
▸Sociabble