social customer engagement. toolset & how to make a plan
DESCRIPTION
Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.TRANSCRIPT
How to engage clients?Toolset & Social Media Plan
Toolset, slower man!
Toolset, slower man!
Social Experience toolset
targetsestablish a human
relationship90-9-1 rule of participation
contentsdetailed content to
get depthshort form content
to get reach
SM platforms
TW, FB, YT, Foursquare, LinkedIn...
Social Experience Toolset
targets
key points to success
★Social Media is not for everybody. The main idea: Stay where your clients are, be convinient!★Don’t forget you have to be human! Don’t use corporate mode to talk with clients through Social Networks★90-9-1 rule is not a rule, it’s an avarage. Social Media has no rules.
Social Experience Toolset
participation
key points to success
★Social Media is not for everybody. The main idea: Stay where your clients are, be convinient!★Don’t forget you have to be human! Don’t use corporate mode to talk with clients through Social Networks★90-9-1 rule is not a rule, it’s an avarage. Social Media has no rules.
Social Experience Toolset
Why do people participate?
3 main reasons to participate:
#1 Money (direct finantial rewards like competition prizes)
#2 Love (intrinsic personal enjoyment or fulfilment, communal socialisation, contribute to the cause)
#3 Glory (desire for peer recognition)
Social Experience Toolset
participation
How can people participate?
2 forms of participation:#1 Creative (requires participant to create something new, f.e. expression of a idea, make a video, take a photo...)
My advice: The more skill & time required for participation, the fewer people will participate so... Keep it simple!
#2 “Critical” (participants readily express an oppinion; they are votes, likes, recommendations, predictions, comments...)
My advide: They has a broader appel so... Use a combination!
Social Experience Toolset
participation
Toolset, slower man!
Social Experience toolset
targetsestablish a human
relationship90-9-1 rule of participation
contentsdetailed content to
get depthshort form content
to get reach
SM platforms
TW, FB, YT, Foursquare, LinkedIn...
✔
Social Experience Toolset
contents
★What is content? Everything you can do to make people decide to spend time with you.★Don’t forget 2 roles of content: Detailed content adds depht; short form content adds reach. The key, the combination again! Get balance!★It’s not only about your content, it’s also about user generated content.
key points to success
Volkswagen’s Fun Theory
★Fun theory blog where participants could upload ideas about how to make everyday life more fun (detailed & creative content)
★People could vote and comment on the ideas (short form & “critical” content)
★YouTube videos of the making of these ideas (short form content to get reach)
★A winner & a prize: $2500 & your idea put in action
Volkswagen’s Fun Theory
Volkswagen’s Fun Theory
★Fun theory blog where participants could upload ideas about how to make everyday life more fun (detailed & creative content)
★People could vote and comment on the ideas (short form & “critical” content)
★YouTube videos of the making of these ideas (short form content to get reach)
★A winner & a prize: $2500 & your idea put in action
Volkswagen’s Fun Theory
★Fun theory blog where participants could upload ideas about how to make everyday life more fun (detailed & creative content)
★People could vote and comment on the ideas (short form & “critical” content)
★YouTube videos of the making of these ideas (short form content to get reach)
★A winner & a prize: $2500 & your idea put in action
Toolset, slower man!
Social Experience toolset
targetsestablish a human
relationship90-9-1 rule of participation
contentsdetailed content to
get depthshort form content
to get reach
SM platforms
TW, FB, YT, Foursquare, LinkedIn...
✔ ✔
Social Experience Toolset
social media platforms
★There are a lots of social networks, but the point is not what your customer can do there, it’s where they are★Stay if you targets are and you can manage & produce HQ contents, be active!★You can not simply add community. It takes time & people with great communication skills. It simply must happen gradually so... Begin as soon as possible!
key points to success
Social Experience Toolset
social media platforms
★There are a lots of social networks, but the point is not what your customer can do there, it’s where they are.★Stay if you targets are and you can manage & produce HQ contents, be active!★You can not simply add community. It takes time & people with great communication skills. It simply must happen gradually so... Begin as soon as possible!
key points to success
lagest search engine
nd2
for business
videomarketing
How do I get started?
I don’t understand XXXXXXXX!
It’s not only about “What are you doing?”, it’s also about what do you are thinking,
what is your update, what is your new content... It’s about sharing and conversation!
Demo
Any tool to go faster on TW for business?
How to create a Plan?
My 10 steps SMMP recipe
How to make a Social Media MK Plan
#1 Set goals for every line
#2 Select your targets
#3 Benchmark your competitors
#4 Redefine teams&culture
#5 Design your contents strategy
How to make a Social Media MK Plan
#6 Decide about SM platforms
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
How to make a Social Media MK Plan
#1 Set goals for every line
#2 Select your targets
#3 Benchmark your competitors
#4 Redefine teams&culture
#5 Design your contents strategy
How to make a Social Media MK Plan
#2 Select your targets
#3 Benchmark your competitors
#4 Redefine teams&culture
#5 Design your contents strategy
What? Why? How? When? How much € you have?My advice: Set goals that your targets will value
How to make a Social Media MK Plan
#3 Benchmark your competitors
#4 Redefine teams&culture
#5 Design your contents strategy
Who are you talking to? Where are they? What are they doing on Social Media?
My advice: Stay where they are connected!
#1 Set goals for every line
How to make a Social Media MK Plan
#2 Select your targets
#4 Redefine teams&culture
#5 Design your contents strategy
Who? How? Where? With whom? With what kind of contents? Frequency? Tone? Team?
My advice: Copy what works!
#1 Set goals for every line
How to make a Social Media MK Plan
#2 Select your targets
#3 Benchmark your competitors
#5 Design your contents strategy
Who? Are they trained? Is the company ready? How you will manage critical info & touch points?
My advice: Think all before and you can not go wrong!
#1 Set goals for every line
How to make a Social Media MK Plan
#2 Select your targets
#3 Benchmark your competitors
#4 Redefine teams&cultureKinds? Formats? Frequency? Quality? Who generates it?
What about user generated content?My advice: Combine depht & reach, own & user generated
#1 Set goals for every line
How to make a Social Media MK Plan
#6 Decide about SM platforms
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
How to make a Social Media MK Plan
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
Where are they? What can we manage? What are the best platforms for our contents?
My advice: Less is more if you are active!
How to make a Social Media MK Plan
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
Sales, followers, interactions, Qs, problems solved...My advice: Understand the meaning of your KPIs & take action
#6 Decide about SM platforms
How to make a Social Media MK Plan
#7 Set your KPIs
#9 Set a Road Map
#10 Get better! Review! Evolve!
SM platforms management tools, BI 2.0 tools, sCRM...My advice: Your team must master the tools you use!
#6 Decide about SM platforms
How to make a Social Media MK Plan
#7 Set your KPIs
#8 Select & implement tools
#10 Get better! Review! Evolve!
What comes before and what comes after? Timing your proyects, use LEAD strategy
My advice: All at once can not be done, set your priorities!
#6 Decide about SM platforms
How to make a Social Media MK Plan
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
Take action! Do it!
#6 Decide about SM platforms
Case StudyShoes company
Founded in Seville on 1972
360 shops in Spain + 43 in Portugal + 1 Paris + 2 Santo
Domingo
Different collections
Turnover: 120 MM €
Unlimited Budget for SCE
#1 Set goals for every line
SocialExperience
SocialServices
SocialCommerce
SocialInnovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
#1 Set goals for every line
SocialExperience
SocialServices
SocialCommerce
SocialInnovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
Engage girls to bring our
products with more passion
Talking about company info, VIC promos,
clothes combinations
Bring SM to online &
offline stores
People deciding over
50% of the collection
#2 Select your targets
Design but low-cost
20-35 Middle-class girlsSaavy shoppersShoes addicts
SoLoMo clients
#3 Benchmark your competitors
#3 Benchmark your competitors
#4 Redefine teams&culture
#1 Socialize SCE Plan(co-creation inside the company & communication to involve
everyone)
#2 Training for everybody(what you can do it or not, how you can do it, how you can
contribute to the cause)
#3 Specialize SM team + Tranverse Info processes
#1 Emotion to get reach & engage
(songs, thinkings, videos, competitions)
#2 Conversation(every day, get insights, establish relationships)
#3 Collections & Ads(shoes photos & posters)
#5 Design your contents strategy
#1 FB(board + integrated FB store, social engagement + social
innovation + social commerce)
#2 TW(TL & DM, social engagement + social services + promos on
social commerce)
#3 Vimeo + YouTube(social engagement)
#6 Decide about SM platforms
#1 Sales
#2 Interactions(conversation + community formula)
#3 Reputation(satisfaction + ratings + crisis mgmt success)
#7 Set your KPIs
#1 Hootsuite + Chrome(profiles management)
#2 Pirendo(BI 2.0)
#3 SalesForce(From CRM to sCRM)
#8 Select & implement tools
2009: FB, social engagement2010: TW + VideoMK, social
engagement2011: Social Services +
Upgrade BI 2.02012: Social Commerce +
Upgrade to sCRM
#9 Set a Road Map
2009: FB, social engagement2010: TW + VideoMK, social
engagement2011: Social Services +
Upgrade BI 2.02012: Social Commerce +
Upgrade to sCRM
#9 Set a Road Map
2012: Change your Strategy
#10 Get better!
#1 Continuous Benchmarking(don’t be late!)
#2 Quarterly Reviews(KPI’s, actions, budget)
#3 6-months Plans(changes on strategy)
Co-creation
3 options, you choose!
Option #1Case study on How to make a
SMM Plan
Training by making a SMM Plan with a case I bring &
introduce
Working & Presentation in Class #3
Q’s & Conclusions
Option #2Case study on How to make a
SMM Plan
Training by making your own SMM Plan
Working & Presentation in Class #3
Q’s & Conclusions
Option #3Any different idea?
And the winner is...
Personal Branding
What is a brand?
Your brand is a unique promise of value
Safety
Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important
to you). What makes you exceptional?
Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important
to you). What makes you exceptional?
#2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s
about people, it’s about passion!
Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important
to you). What makes you exceptional?
#2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s
about people, it’s about passion!
#3 It’s not about work versus life! It’s about who you are, what you do & how you are doing. Not everybody are going to be agree with
but it’s life!
Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important
to you). What makes you exceptional?
#2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s
about people, it’s about passion!
#3 It’s not about work versus life! It’s about who you are, what you do & how you are doing. Not everybody are going to be agree with
but it’s life!
#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP!
Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important
to you). What makes you exceptional?
#2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s
about people, it’s about passion!
#3 It’s not about work versus life! It’s about who you are, what you do & how you are doing. Not everybody are going to be agree with
but it’s life!
#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP!
#5 Leave your mark in everything you do! Be remarkable & relevant! Share your brand to get reach! If not, how you do?
Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important
to you). What makes you exceptional?
#2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s
about people, it’s about passion!
#3 It’s not about work versus life! It’s about who you are, what you do & how you are doing. Not everybody are going to be agree with
but it’s life!
#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP!
#5 Leave your mark in everything you do! Be remarkable & relevant! Share your brand to get reach! If not, how you do?
Your personal branding SMMP
Your personal branding SMMP
#1 Set your own goals
#2 Select your targets
#5 Design your contents strategy
#3 Benchmark your colleagues
#4 Redefine your habits
#2 Select your targets
#3 Benchmark your colleagues
#4 Redefine your habits
#5 Design your contents strategy
What? Why? How? When? How much time you have?My advice: Set goals that your targets will value
Your personal branding SMMP
#5 Design your contents strategy
Who are you talking to? Where are they? What are they doing on Social Media?
My advice: Stay where they are connected!
Your personal branding SMMP
#1 Set your own goals
#3 Benchmark your colleagues
#4 Redefine your habits
#2 Select your targets
#5 Design your contents strategy
Who? How? Where? With whom? With what kind of contents? Frequency? Tone?My advice: Copy what works!
Your personal branding SMMP
#1 Set your own goals
#4 Redefine your habits
#2 Select your targets
#3 Benchmark your competitors
#5 Design your contents strategy
Are you trained? Are you ready? Are you constant?My advice: Be active!
Your personal branding SMMP
#1 Set your own goals
#2 Select your targets
#3 Benchmark your competitors
#4 Redefine teams&cultureKinds? Formats? Frequency? Quality? Who generates it?
What about user generated content?My advice: Combine depht & reach, own & user generated
Your personal branding SMMP
#1 Set your own goals
#6 Decide about SM platforms
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
Your personal branding SMMP
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
Where are they? What can we manage? What are the best platforms for your contents?
My advice: Less is more if you are active!
Your personal branding SMMP
#8 Select & implement tools
#9 Set a Road Map
#10 Get better! Review! Evolve!
Sales, clients, interviews, job...My advice: Understand the meaning of your KPIs & take action
#6 Decide about SM platforms
Your personal branding SMMP
#7 Set your KPIs
#9 Set a Road Map
#10 Get better! Review! Evolve!
SM platforms management tools & BI 2.0 toolsMy advice: You must master the tools you use!
#6 Decide about SM platforms
Your personal branding SMMP
#7 Set your KPIs
#8 Select & implement tools
#10 Get better! Review! Evolve!
What comes before and what comes after? Timing your proyects, use LEAD strategy
My advice: All at once can not be done, set your priorities!
#6 Decide about SM platforms
Your personal branding SMMP
#7 Set your KPIs
#8 Select & implement tools
#9 Set a Road Map
Take action! Do it!
#6 Decide about SM platforms
Your personal branding SMMP
My Advice
Your personal branding SMMP
#1 Be yourself! Sale yor value!
#2 Don’t be shy! Go for it! Ask!
#3 LEAD! Copy what works!
#4 Be active! Be constant!
#5 Talk about W is important to U
#6 LinkedIn, TW, FB, YT, Slideshare
#7 No measure, no improve!
#8 Master your tools!
#9 Step by step! Not all at once!
#10 Get better! Review! Do it! Now!
Your personal branding SMMP
Thanks :)
Ramon LagunaCEO Sapiens&Co.
607 543 032@RamonLaguna/in/ramonlaguna/ramonlaguna
www.slideshare.com/sapiensco
It’s not stronger that survives. Not the most intelligent. It’s the most adaptable to change.
Charles Darwin