integra workshop kirstie heneghan november 2012

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Integra Workshop Kirstie Heneghan November 2012. The Potential of Social Media in B2B. People have always wanted to s hare their experiences, opinions and recommendations with family, friends and colleagues as well as seeking advice and opinions from others. Integra Workshop. - PowerPoint PPT Presentation

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Leading E Centrally

Integra WorkshopKirstie HeneghanNovember 2012The Potential of Social Media in B2B

3M Corporate Marketing & Communications3M Corporate Marketing & Public Affairs#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications1

People have always wanted to share their experiences, opinions and recommendations with family, friends and colleagues as well as seeking advice and opinions from others#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsReference Coffee House culture too.2

Integra Workshop3M CONFIDENTIALPractical social business strategyHow to choose your social channelHow to create moderation guidelinesHow to develop a social calendarCollaborate with your networkSimple steps to begin with...

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsResearch your audienceWhat do your target audience talk about online?Where do they hang out and talk about your products?Do they talk about office life more than office products?Follow them, and share what they do when its relevant.3M CONFIDENTIAL

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsEstablish the primary objective3M CONFIDENTIAL

Sharing product knowledge and offersGetting feedback from the consumerListening to the needs of your customersProviding good customer service at all timesRemember to keep the audience front of mind#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsDefine your core values3M CONFIDENTIAL

#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

Measure in new ways3M CONFIDENTIALFacebook Engagement =(Likes+Comments+Shares)Audience Size

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsIntegra Workshop3M CONFIDENTIALPractical social business strategyHow to choose your social channelHow to create moderation guidelinesHow to develop a social calendarCollaborate with your networkSimple steps to begin with...

#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

Social channels

Which is most suited to your objectives?

Where is your audience already?

Which can give you the most benefits?

How much do you have time for?#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

Social channels

#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

Social channels

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsFacebook.com/Scotch UK3M CONFIDENTIAL

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsCapturing phrases summarising into conversational topics that can be used for inspiring conversation calendars as well as prompting further discussion for use in product development, promotional activity etc.12Integra Workshop3M CONFIDENTIALPractical social business strategyHow to choose your social channelHow to create moderation guidelinesHow to develop a social calendarCollaborate with your networkSimple steps to begin with...

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsEstablish some ground rulesCreate a timetable for the community managers with light monitoring required outside of office hours (keep an eye through smart phones)Make sure you are very clear, if the page is only to be monitored 9 to 5List possible topics and their severity and establish a back up plan for a crisis, advice may need to be sought from PR or managementAlways try to resolve any issues and never remove those postsYou can remove posts that break the rules i.e. poor conductRemove entirely inappropriate contentComment before doing so if you think it was an honest mistake, and ask them to repost without the *@#^Always communicate with members in a kind and respectful mannerAlways be honest and responsive

3M CONFIDENTIAL#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsWhat would you do?Use your Post-it Notes in this exercise!

Try to predict what you would do in a given situation...

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsPublish your rulesModeration document for internal process managementPage terms and conditions that set the rules for the community

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsIntegra Workshop3M CONFIDENTIALPractical social business strategyHow to choose your social channelHow to create moderation guidelinesHow to develop a social calendarCollaborate with your networkSimple steps to begin with...

#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

Plan your content calendarWhat do you want to tell people about? Offers, promotions, new products, advice...What content have you got? Videos / ImagesWhat content can you create? In use shots!What can you share from the brands you sell?What can you share from the areas of interest they have?Think about your other channels do you have a new website to tell people about, an in store promotion that you know about, do you send out an email and could use that content in your posts?Mix it up themes, comps, offers, polls, general, newsAnd remember, have a bit of fun and get creative!

3M CONFIDENTIAL#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

Format a calendar with fields for day, date, topic, copy, links, creative, notes, approvalPlot out seasonal / promotional eventsWork out what content you could create or re-use from other communications (use wisely!)Write your copy for the post, thinking about your audience and the call to action.Have you reflected your core values?What are you asking them to do?Plot out your content calendarWhat else could you talk about or share?#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsBe spontaneous with the rest...Respond to something people are talking aboutCreate content that relates to a popular themeShare a popular topic with your audience3M CONFIDENTIAL

Get savvy!Keep it short and sweet, end with a question or call to actionBe conversational, think about your community core valuesTest and learn your peak days and times for post engagementDont just regurgitate old content, create new multimedia contentMake your audience informed about your industryEntertain them with clever communicationsReward their loyalty and engagement

#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsDont forget you dont have to have your own page for this, we can do through 3M UK & Ireland (though we need to build an audience there first).21

Integra Workshop3M CONFIDENTIALPractical social business strategyHow to choose your social channelHow to create moderation guidelinesHow to develop a social calendarCollaborate with your networkSimple steps to begin with...

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsShare and share alikeAsk your suppliers to share with youContent for you to useShare directly on pageTag in a tweet i.e. @3M_UKFollow and share what they doShare with each other in your networkHelp each other, share contentFollow and share what they doPool resources on strategy and moderation guidelines work?Talk to each other about itTry messages out on each other!

3M CONFIDENTIAL

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsOne of the most important rules of successful social media engagement is sharing other relevant content. Not only does this provide more robust, valuable material for your audience, but it also helps you forge mutually beneficial relationships with other players in your industry who will likely return the favour and share your content with their own audience, instantly increasing your network.23Integra Workshop3M CONFIDENTIALPractical social business strategyHow to choose your social channelHow to create moderation guidelinesHow to develop a social calendarCollaborate with your networkSimple steps to begin with...

#3M Corporate Marketing & Communications#3M Corporate Marketing & CommunicationsDont try to do too muchYou are better to do one well, than lots badlyFacebook requires a lot of time to perform wellManaging four communities is a full-time jobGet the plan and content right - the rest will followKeep it simple, fresh and new - dont complicate itWork with your suppliers ask for content to share3M CONFIDENTIAL

Any questions?Ask me now or you can tweet me at @kjhen2010#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications3M CONFIDENTIAL

Kirstie Heneghan@kjhen2010Social is part of the fabric of business#3M Corporate Marketing & Communications#3M Corporate Marketing & Communications