SOCIAL  MEDIA  STRATEGY  IN  2010

SLIDES  YOU  NEED  TO  DO  TO  SUCCEED

JEZ  JOWETT,  HAVAS  SPORT  &  ENTERTAINMENT

Tuesday, 14 December 2010

THE  ROADMAP1

CRAWL WALK RUN FLY

Establishpresence

Conversa:on  auditFind  influencers

Enrich  content

Customisa:onBespoke

Games,  comps,  video,  widgets

Engage  influencers

OutreachDistribu:on

Adver:singPartnershipsSponsorships

Embrace  community

Blogger  toursBlogger  FeaturesAdvocacy  rewards

UGCIdea:on

Crowd  Sourcing

Mobile

ie  Pre  WC  ac*va*on

ie  WC  ac*va*on

ie  WC  contests

ie  urban  sports

Tuesday, 14 December 2010

SOCIAL  MEDIA  IMPACT  ON  THE  VALUE  CHAIN

ENGAGEMENTAWARENESS ADVOCACY TRANSACTIONS LOYALTY

STRATEGIC  APPROACH

 AN  ITERATIVE  PROCESS,  TO  BUILD  A  CLOSER  AND  MORE  EFFECTIVE  RELATIONSHIP  WITH  

EXISTING  AND  POTENTIAL  CUSTOMERS.  

TWEET  AND  TWEAK

SOCIAL  MEDIA  AND  THE  PURCAHSE  FUNNEL2

Tuesday, 14 December 2010

THE  CONVERSION  WHEELData  base  to  fan  base

DISCOVERY(LISTEN)

PLANNING

(LEARN)

CREATIVECOMMUNICATE

EVALUATE

SOCIAL  MEDIA  PLANNING  AND  ACTIVATION3

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WHO,  WHERE,  WHEN

Audience,  influence  &  compe:tor  analysisSen:ment,  volume,  velocity,  tonality  analysisMul:  media  and  mul:  channel  auditInsights,  issues,  trends  iden:fica:on

DISCOVERY(LISTEN)

SOCIAL  MEDIA  PLANNING  AND  ACTIVATION3

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WHY,  HOW

Strategy  &  PlanningAudience  profiling  &  touch  pointsIntegra:on  /  dependenciesCrea:ve  &  Communica:ons  briefingMethodology  &  measurement  KPI’s

PLANNING

(LEARN)

SOCIAL  MEDIA  PLANNING  AND  ACTIVATION3

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THE  STORY

Key  messagesKeywordsEvidence

Editorial  planLitmus  Test

THE  CONTENT

Idea:on  &  ConceptsExecu:ons  &  formats

Profiles  /  pagesTemplatesPlaybooks

WHAT

CREATIVE

SOCIAL  MEDIA  PLANNING  AND  ACTIVATION3

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WHERE

COMMUNICATE

OWN  MEDIA

Intranet

Database  /  ECRM

RSS  &  alerts

Partners

EARNED  MEDIA

Online  PR

Blogger  Outreach

Content  Syndica:on

Viral  Marke:ng

Community  Mgm’t

Social  Publishing

Partner  /  Promo:ons

PAID  MEDIA

Display

Affiliates

Network  buys

SEO  /  SEM

Promo:ons

X

SOCIAL  MEDIA  PLANNING  AND  ACTIVATION3

Tuesday, 14 December 2010

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DATA  BASE                    FAN  BASE                CUSTOMERS

Measurement  &  evalua:onDialogue  into  rela:onshipIdeas  and  co-­‐crea:on

Research  &  developmentDigital  transac:ons  &  m-­‐payments

Innova:on  &  leadershipPresence  to  purchase

EVALUATE

SOCIAL  MEDIA  PLANNING  AND  ACTIVATION3

Tuesday, 14 December 2010

RULE  #1 BE  ATTENTIVE LISTEN  TO  WHAT  CONSUMERS  ARE  SAYING  ABOUT,  AND  TO  YOU.  RESPONSE  ACCORDINGLY,  ACCURATELY  AND  TIMELY.  SHOUTS  &  WHISPERS

RULE  #2 BE  INTERESTING IF  YOU’RE  NOT  INTERESTED,  WHY  SHOULD  THEY?IDENTIFY  THE  DNA  THAT  MAKES  YOUR  STORY  COMPELLING  &  NEWSWORTHY.

RULE  #3 BE  SOCIABLE APPLY  THE  SAME  SOCIAL  TECHNIQUES  THAT  YOU  WOULD  F2F.BE  SOCIABLE.  BE  POLITE.  ACT  LIKE  A  PERSON  ON  A  FIRST  DATE.

RULE  #4 BE  HONEST DON’T  TRY  AND  CONTROL  CONSUMERS.  DON’T  PUT  UP  WALLS.BE  HONEST,  TRANSPARENT,  AND  TAKE  CRITICISM  CONSTRUCTIVELY.

RULE  #5 BE  USEFUL CREATE  A  UTLITY  THAT  BENEFITS  CONSUMERS  LIVES  AND  ENRICHES  THEIR  RELATIONSHIP  WITH  YOU.  FAILING  THAT,  MAKE  THEM  LAUGH  AND  SMILE.  

SOCIAL  MEDIA  MANIFESTO4

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84%  of  campaigns  are  currently  not  evaluated.  Why?

TEST  scenario  of  many  campaigns

Which  marke:ng  channel  is  most  applicable  /  similar?

Measure  against  PR  ?  (Opportuni:es  to  see,  Qty  of  ar:cles,  No.  of  messages  achieved,  equivalent  media  spend)Measure  against  DIGITAL  ?  (CTR,  Imps,  engagement  (views  and  interac:ons),  dwell  :me,  bounce  rate,  registra:ons)Measure  against  ATL  ?  (Awareness,  TGI’s,  recall,  brand  tracking)Measure  against  CRM  ?  (Registra:ons,  ac:ons,  forwards,  open  rate,  bounce  rate)

Lack  of  consistent  and  standardised  measurement  criteria.  Opportunity.

SOCIAL  MEDIA  MEASUREMENT5

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Currently

Number  of  ar:cles    /  blogs  /  tweetsReach  of  ar:cles  /  blogs  /  tweets  Sen:ment  of  ar:cles  /  blogs  /  tweets

Number  of  views  /  interac:onsTime  spent  /  depth  of  engagementSen:ment  &    comments  of  content

Number  of  visits  to  campaign  siteNumber  of  ac:ons  on  campaign  site

Number  of  fans  and  followersNumber  of  interac:ons  /  commentsNumber  of  re-­‐tweets  /  likes

Total  number  of  eyeballs  /  OTSTotal  number  of  fans  &  advocatesTotal  equivalent  media  value

Future

Integrate  social  media  metrics  into  purchase  funnel

Drive  stronger  value  for  SM  against  marke:ng  objec:ves

SOCIAL  MEDIA  MEASUREMENT5

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Awareness Engagement Advocacy Transac4on Loyalty

AwarenessOpportunities  to  seeImpressionsNo.  of  articlesSEO    (organic  search)EMV  (equiv.  media  value)

EngagementTotal  footfall  &  reachNo.  of  interactionsTotal  viewsTime  spentSentiment  change

ConsiderationsNo.  of  click  throughsLead  generation  /data  captureTest  Drives

AdvocacyNo.  of  followers  and  fansFan  base  reachReferral  linksECRM  database  growth

TransactionsPre-­‐ordersTest  drive  to  salesconversions

LoyaltyOpen  rateClick  through  rateRepeat  purchaseReferral  /  recommendationFeedback  /  suggestions

SOCIAL  MEDIA  MEASUREMENT  AND  THE  PURCHASE  FUNNEL5

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WHAT  IS  THE  ROI  OF  SOCIAL  MEDIA  ?6

THE  FLIGHTDECK.BIZ

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Tuesday, 14 December 2010