industry outlook - social media
DESCRIPTION
Industry Outlook - Social MediaTRANSCRIPT
Social Media: Are you approaching it correctly?
Five main considerations
• Integration into communications strategy
• Demographic – who are you trying to reach?
• Voice - How do you want to be perceived?
• Intent – what do you want to accomplish?
• Measurable – what equals success for you?
And one common theme - Content
• Why would people pay attention to you?
• What are you posting that’s relevant to them?
• Are you providing a benefit, service, discount?
• Are you sharing news, information, like interests?
Communications Integration
• Social media profiles should follow the branding and personality of your organization
• Advertising, marketing, PR and social media share an equal platform
• Social media supports and enhances the above efforts, does not replace
P&G Thank You Mom Campaign
• National advertising campaign, with customer support
P&G Thank You Mom Campaign
• Remains solely advertising, even on Facebook
• Sharing inspirational stories, highlighting influential mothers of Olympians
• Only comments accepted on P&G-posted photos
Demographics
• Who are you trying to reach? Age Gender Income level Geographic location Education level
• Determines what medium or media to use
• Helps determine messaging and tone
Moosejaw knows its customers
• Adventure/thrill-seeking individuals
• Snarky sense of humor
Consistent branding for customers
• Corporate website continues messaging attractive to customers
Same company, different audience
• Both owned by P&G• Gilette - Derek Jeter, Roger Federer – quiet,
hardworking, successful• Old Spice aiming younger – Terry Crews, Greg
Jennings – playfully cocky sense of humor
Voice
• How do you want to be viewed online? Fun, serious, professional, etc.
• Is it consistent with your overall business image? How is your business perceived currently?
• Does your personal profile mesh with your business profile? Small businesses, entrepreneurs Political, religious debates can turn off potential
customers
COVERGIRL interacts
• Top brand takes time to retweet, acknowledge customers
EVERYTHING is public
• Direct message on Twitter from Kansas City Chiefs to an angry fan about the team losing
Careful how you treat followers
• Featured on local news, picked up nationally
• Should have been ignored, or dealt with respectfully
Voice – religious/political issues
• Chick-Fil-A and discrepancy over Muppet toys
• Debate over toys being unsafe, or Muppets cutting the agreement because of company’s stance on gay marriage
• Alleged company-created Facebook made it a bigger issue than needed
Political Issues
• No proof of Chick-Fil-A involvement, became an issue nonetheless
• Backlash from media, fans on social media
Intent
• What are you trying to accomplish? Increased sales, increased leads, better public perception,
greater customer service, donations, recognition, inform
• Your goals will ultimately determine medium, content and approach
• Facebook, Twitter, YouTube, LinkedIn A number of online forums, niche sites for specific
products, interests
Gleaners thanks, has offers
• Avoid an open ask for donations
• Focus on positive community involvement, appreciation for supporters
Maytag informs, promotes
• Promoting American pride, not selling product
• Not constant sales pitch, but keeping on message about an American company
Detroit Lions promote
Measurable interaction
• Once you set goals, how will you measure them? Increase in sales, positive interaction
• Look at benchmarking Where are you now vs. where you end up in 6 months, 1
year, 2 years, etc.
Additional things to think about
• Content creation
Thought-leading opinion and perspectives
Product/company news
News of interest to followers/like-minded individuals
Additional things to think about
• Interaction
Quickly response to posts, questions and concerns –requires monitoring
Respectful interaction – remember, this is another face of your company
Provide a benefit to followers
Engage in 2-way conversation when possible
Additional things to think about
• Developing followers
Internal/external e-blasts to email lists
Collect email addresses when/where possible
Add social media profiles to email signatures, business cards, website, etc.
Follow back and start a conversation
Provide value