kick start your social media strategy

Kick-start your social

media strategy

Simon SandersCIPR Social Summer Session

14 July 2011

“Kick Start Your Social Media Strategy”based on Jay Baer’s ‘8 Step’ framework

Kick Start Your Social

Media Strategy

Get your social media squad together

Step 1

Whose job is it anyway? Customer Services?

Whose job is it anyway?HR / Corp.Comms.?

Whose job is it anyway?Legal? / PR? / ignore?

Whose job is it anyway? Product? Marketing? Brand? PR?

NB: Despite social network filteringsearch engines still the starting place for queries

Organic results might

lead you here

Paid results might

lead you here

What will you see, read, watch?What will you think, do, share?

“Who owns social media?” vs “Who should be involved?”.Social media affects the whole organisation

Product

Consumer Insight / Research

Customer Service

E-commerce

Marketing

HR

Legal

Corporate Communications

Social Media Council

Design http://www.jess3.com/the-social-media-probook/See http://bit.ly/Jeremiah5Ways for more

Many ways to organise social media across an organisation…You may want to evolve from here…(uncoordinated)

http://www.jess3.com/the-social-media-probook/

http://bit.ly/Jeremiah5Ways

See http://bit.ly/Jeremiah5Ways for moreDesign http://www.jess3.com/the-social-media-probook/

See http://bit.ly/Jeremiah5Ways for more

Many ways to organise social media across an organisation…To one of these structures…






Many ways to organise social media across an organisation…To one of these structures…(more complex)






Many ways to organise social media across an organisation…To one of these structures…(highly evolved)




Start listening

Step 2

Listening – sample dashboardYour brands, competition, keywords, sector, sentiment

Integrate ‘Dashboard’ & ‘Engagement Console’

Bring monitoring + engagement + analysis to every desktop

Keep all social media teams in sync

And when you’re ready…Enterprise-level scalability

Example: drilling into data identifying influencers / exploring motivations

2. Not much to go on… 3. Trails to follow… 4. Identifying the source…

1. Initial discovery…

Choose a goal…

Step 3

…one goal might be enough

The traditional marcomms model“AIDA” – an operational flowchart

Awareness Interest Desire Action

Choose a goal Which one matters most?

; - )

Surprise / Standout Sales / Service Support / Satisfaction

AWARENESS SALES LOYALTY

A fruity exerciseWhat are these? Any ideas?

credit: www.flickr.com/photos/jabb

Answer: kumquatsSuggested goal: awareness

credit: www.flickr.com/photos/jabb

Understand your current relationship…

…with the audience you want to influence

Step 4

Scenario: If you don’t stand outCan you create preference and activation?

Scenario: If you already have brand fans…Can you secure advocacy?!

The audience relationshipAnd potential of what to aim for – choose two adjacent

Nothing

Aware

Single action

Repeaters

In-play (fans)

Awareness

Sales

Loyalty

R

E

N

A

“The Nasri / Arsenal approach”

Step 5

Understand how they use social media

Social Media Census 2011Usage varies more by age than gender

Lansons Communications’ Social Media Censushttp://bit.ly/UKSocialMediaCensus

What matters most? Views, entries, engagement…

What matters most? Mind-set / behavioural change?

“Choose a different ending”…achieved a very good ending

4.6 out of 5 average user rating

2.1% click-thru’ rate on trailers (10x industry benchmark)

Views achieved = would need 600% of budget for TV

P2P debate = peaked at 80 comments / day & >3k in total

Total views: > 2.65m.

Best ever Met Police campaign total recall

Reached 78% target audience

Step 6

Decide who and how you’ll humanise

Humanise your senior staff / the CEOApproachable and in touch

Humanise your people”Do what Google do…all areas of business contribute

Humanise your peopleThe bookie that helps you win (or lose) more money!

Humanise your people …also helps with SEO and discovery

Humanise your partners / stakeholdersBring others to your party (guest blogs)

Let your audience be the focus“Island Caretaker” (Queensland Tourism)

Let your audience be the focusThey became the stars – “Island Caretaker”

Let your audience be the focus“My Starbucks Idea” (crowdsourced customer suggestions)

Step 7

Choose your home base

…and your outposts

Show where you are on the social webLloyds TSB one of only 14 of FTSE 100 to do this*

* “The Communicators Guide to FTSE 1– Social Media Usage” Three D / CorpComms Magazine

Work from the inside…outwardFrom home-base to outposts

Work from the outside…inwardFrom outposts to home-base

Step 8

Decide what to measureDecide what to measure

Define measurements according to goalMeasure what matters

; - )

Surprise / Standout Sales / Service Support / Satisfaction

AWARENESS SALES LOYALTY

EXAMPLESIncrease in mentions / discussionShare of voice v competitorsReduction in paid search costs

EXAMPLESReduction in complaints

Increased satisfactionLess churn

Increased advocacy

EXAMPLESIncrease in direct revenues

More enquiries / appointments

Kick-start.

Full stop.

Thank you!

@simonsandersgplus.to/simonsanders

linkedin.com/in/[email protected]

kick start your social media strategy

Business