Download - Activating social media for brands
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Activating social media for your brand March 22, 2011
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Overview
• Define your objectives • There are many reasons to engage in social networks, be clear on what yours are
• Know your measures of success • Be sure that you’re using the right metrics to measure the success of your efforts
• Listen–and learn • Find the social white space by observing your consumers and competitors
• Define your role, offering and behavior in this community • People are looking to feel valued and find value (social currency). What do you have to offer?
• Plan for contingencies • Things don’t always go as they should
• You’re a media brand now, resource (and budget) appropriately • Must-have items before you start
• Be social, flexible and open to change • Collected wisdom on best practices
• Measure, monitor and optimize • Data will show how the story is unfolding. Here are some things to watch.
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There are many reasons to engage in social networks, be clear on what yours are
New consumers?
Customer service?
Build relationships?
Discover opportunities?
Define your objectives
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Know your measures of success
New consumers?
Customer service?
Build relationships?
Discover opportunities?
• Likes/follows • Brand and social metrics • Conversions
• Reduced costs at other service channels, e.g., call center • Improved sentiment in reviews
• Repeat visitation • “Unlikes” (unsubscribes) v. likes • Commenting, content engagements and shares, etc.
• Actionable ideas to improve or enhance products and services
Be sure that you’re using the right metrics to measure the success of your efforts
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Listen – and Learn
• Who are the people you wish to reach (big picture)?
• Who are the key influencers? • Where do your targets spend time online
(in what communities) – • –And when are they online? • What do they care about/talk about?
What do they do online? • Why do they care about those things?
• What are your competitors doing?
Find the social white space by observing your consumers and compe;tors
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Define your role, offering and behavior
• What value can you provide your community? Why should they engage with you?
• How will you engage people and key influencers?
• What is your brand voice in this context? • What kind of content will you offer – and
how often? • How should your presence here integrate
with your other channels? (e.g., drive to website, etc.)
• PS: It’s not all about you
People are looking to feel valued and find value (social currency). What are you offering?
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Plan for contingencies
• Complainers, bashers, trolls, etc. can disrupt when you least expect them
• Establish policies so that teams know how to respond – and approvals can be streamlined
Things don’t always go as they should, be prepared
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Resource (and budget) appropriately
Things to have: • A content strategy outlining who you’re
engaging, how you’ll engage them and on what schedule (among other things) (see p. 6)
• An engagement plan for how your social network presence will interact with your other online channels
• A community manager who behaves like a brand steward. He or she should be able carry on a fluid and authentic exchange with your audience.
• IOW: It’s probably not the intern.
The need to offer consumers fresh and relevant content and experiences in social networks are forcing all brands to behave like media companies
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Being social: Some best practices
Successful brands: • Grow their Facebook fan bases (“Likes”) by offering exclusive content and deals
• Consumers can only obtain them if they “like” the brand
• Have “news” on an ongoing basis, targeting a range of interests • They engage their target consumers on an ongoing basis by continually finding ways to be fresh and
relevant (i.e., coupon offers and product tips are good but not enough) • Contests, events, challenges, exclusive video, etc.
• Practice good conversational techniques • Soliciting – and engaging with - consumers’ own news, opinions, perspectives, and content • Allow consumers to initiate their own posts on brand wall
• Help consumers look smart or “cool” and entertaining in front of their friends • A.k.a. “social currency”
• Make general participation easy; make challenges fun • Attract, elevate and empower hand-raisers
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Be flexible and open to change
• As interactions progress, you may find that your audience is bringing you topics, ideas and opportunities that you didn’t anticipate.
• Be prepared to adjust course.
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Measure, monitor and optimize
• Community growth (likes/follows) • Activity and engagement:
• Content views and completions • Application usage • Commenting and content sharing (retweets
and similar) • Repeat visitation
• Impressions and “social impressions” • Conversions • Brand mentions and sentiment in online
chatter
Data will show how the story is unfolding, here are some things to watch
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Questions?