Published on March 6, 2014
Social Media Strategy Workshop 6 March 2014 @japies #ICSSocial
Agenda: • Introduction: why we are here, what we will discuss, what we wish to accomplish • NSE report 2014 • Social media overview: history, stats and case studies • Social media: sales, marketing, PR, CRM • How will you measure success? • Your organisation’s strategy • Detractors: what to do?
How has SM changed consumer behavior? News Decide Communicate Learn Play • Shop
Why Social Media? to engage actively with your customers / clients
The Key principles Conversation Relevant Strategy Pictures Policy Original Respond Consistent Current
SALES • Don’t have a “one strategy fits all” policy • Where are your prospects having conversations? • Connect • Listen • Build a relationship • Engage in a conversation • Create content that adds value • Drive users to your web site, store, activations
MARKETING • Efforts to create content that attracts attention and encourages readers to share it with their social networks • Plan • Goals • Know each platform • Have platform specific goals
PR • • • • • No more spray and pray Monitor the conversation Look for opportunities Influencer outreach Use twitter to connect with journalists • Stronger focus on content marketing • Include SM references in all print, TV, radio interviews / releases. • Share. Share. Share.
CUSTOMER CARE • CRM strategy, do you have one? • Its about the conversation, so listen! • Make an effort. • Timeous. • Others can see. • Reward loyalty. • Great cost saving tool.
STRATEGY • Does a SM strategy exist in your organisation? • How do you go about setting one up? • Must align with overall business, marketing & communication strategies. • Don’t try to be what you are not. • From strategy comes action plan. • Be willing to be flexible. • Constantly review.
POLICY • Not easy to set-up • Need to include in employee agreements. • Can it be enforced? • Every-one now a spokes person all the time. • More guidelines. • Train / inform your team • http://socialmediagovernance.com/policies/
MEASURE! • Determine criteria • Daily, weekly, monthly, quarterly • GA • Facebook insights • Measurement tools • Do more of what worked and less of what did not • Discuss, debate and act accordingly. • Revise plans, action and measure again.
ORM Listen to ME!
ORM listening tools
DETRACTORS & FANS • • • • • • • Are you listening? Is there a plan? Influence the influencers. Amplify compliments Address complaints. Acknowldge their rights. Know who the top influencers are. • Include them in launches, press releases, etc. • What’s wrong with a faceto-face meeting.
Are the INFLUENTIAL?
seo seo online online ads ads Google Google PPC PPC Other Online Tools email email WebP WebP R R UX UX
how will you use SM?
creating a buzz clients communication with clients & stakeholders marketing providing information PR advertising audience engagement
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