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Best Practices for Managing
Multiple Social Channels
Thursday, March 31, 2016 1:00 EDT (10:00 PDT)
Speakers:Maggie Malek, Head of Social Media and PR, MMI AgencyDino Kuckovic, Team Lead, Customer Success, Falcon Social
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Today’s Presenters
Dino KuckovicTeam Lead, Customer SuccessFalcon Social
Maggie MalekHead of Social Media and PRMMI Agency
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Once upon a time...
@magsmac | @mmiagency
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Enter technology.
@magsmac | @mmiagency
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And the consumer journey changed.
@magsmac | @mmiagency
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Content begins here
Consumers have natural AdBlock
@magsmac | @mmiagency
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Many brands have turned to social media.
@magsmac | @mmiagency
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Four years of social change...
• Written content is now graphic content• Social traffic is not guaranteed• Social engagement is a different ball game• Pay to play
@magsmac | @mmiagency
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Truly social companies understand...That media isn’t social. People are social.
@magsmac | @mmiagency
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Content begins here
Content begins hereWinning brands must create
social experiences that people actually care about.
@magsmac | @mmiagency
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Content begins ere
That ultimately change consumers’ hearts and minds.
@magsmac | @mmiagency
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Content begins here
Content begins here
How? Stop shouting start listening.
@magsmac | @mmiagency
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Get to know your consumer
• Start with data. • Create conversations that matter • Ignite!!
@magsmac | @mmiagency
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Our approach... Head + Heart
SEARCH SOCIALWINNINGCONTENT
@magsmac | @mmiagency
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Start with the Head
@magsmac | @mmiagency
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Search data is honest • What are people searching for in the privacy of their own
Google search box?• What questions are they asking?• What trends are you seeing?
Social data is real-time• What are people saying about your product to their friends?• How are they interacting with your competitors?• What customer service issues are they having?
@magsmac | @mmiagency
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Create conversations that matter
@magsmac | @mmiagency
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You need three types of content.
@magsmac | @mmiagency
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Plan for unbridled success!
@magsmac | @mmiagency
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Ignite conversations
@magsmac | @mmiagency
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Find your people.
@magsmac | @mmiagency
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Create your calendar.
@magsmac | @mmiagency
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Create a checklist...
@magsmac | @mmiagency
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Know exactly who is responsible for what.
@magsmac | @mmiagency
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Think about amplification!
• High organic reach = amplify• Heavy website traffic = amplify • Key cultural moment = amplify
@magsmac | @mmiagency
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It’s a closed loop.
@magsmac | @mmiagency
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Content begins here
Content begins here“Secret” sauce =
Flexibility + willingness to fail
@magsmac | @mmiagency
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UNIFICATIONA platform for all
your digital needs.
SATISFACTIONAnd a process designed to
develop new skills.
COLLABORATION
With an emphasis on shared ideas.
EVOLUTIONBecause a smarter,
more efficient workforce delivers
results.
APPROACH.We’re committed to helping our customers achieve a responsive and efficient workplace.
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Effective social media calendar
Multi-Channel
Publishing
Social Media Strategy
Team Collaboration
Measuring Social ROI
5 TIPS FOR SUCCESS.
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CALENDAR.A social media calendar should enable you to plan ahead, keep an overview and align your campaigns to all marketing activities.
Planning
Schedule content
Approval flow
Content Pool
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REAL TIME ENGAGEMENT
Bravo to you @Andy With your help, we can make the road a safer place. #GiveADamn
Thanks for standing with us, @danawhite. Looks like you found the right fight. #GiveADamn
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GREENPEACE.
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SOCIAL STRATEGY.The number one strategic challenge for social marketers
today is to align social goals with overall business objectives.
Product (Development) PR / Awareness
Customer Experience Sales / Revenue
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If you don't have time to do it right, when will you have the time to do it over?
John Wooden
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SHAKE SHACK.#ShackCreativeCommu
nityA collection of graphic
goodness from the Shack fan community.
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COLLABORATION.Access to the same definitive set of data means that every department can present a consistent, yet personal, experience to customers.
Think outside your cubicle
Knowledge sharing
Involve your colleagues
Social is more than a channel
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SOCIAL ROI.What does success look like? How will you measure it?
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ROI MEASUREMENT.
GOALSInforming prospects
Inciting behavior (like sign ups)Picking up leadsIncrease sales
METRICSTraffic driven
Desired behavior Number of leads
Conversion Volume
GOALSAwareness
Positive Sentiment Relationships
Loyalty
METRICSEngagementDiscussionSentiment
Sharing
BRANDING GOALS REVENUE-LINKED GOALS
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ROI MEASUREMENT.Although networks have no built in way to track customer service, it is possible to track response rate / time, engagement, sentiment - and
contact points until resolution. You just need a structure and the right tools in place.
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CONTENT CHALLENGES.Measuring content performance is a challenge for about 50% of
marketers
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Content performanceMeasure your content performance across paid, owned, and earned media.
Listen to your audienceGo beyond the performance on your own brand channels - actively observe brand mentions, key influencers, and overall brand sentiment
MEASURE AND LISTEN.
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SUMMARY.Calendar: Plan ahead and prioritize
Strategy: Align to business objectives
Collaboration: Get your organization involved
ROI/measure: Track, review and optimize
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http://digitalmarketingdepot.com [email protected]#DMD
Thank You! Questions?
www.falconsocial.com
www.mmiagency.com