Developing a Social Media Strategy Workshop 2.16.12

AJ Gerritson, Founding Partner and Social Media Strategist at 451 Marketing, discusses the importance and steps of creating a corporate social media strategy.

Published in: Business, Technology

Developing a Social Media Strategy Workshop 2.16.12 from 451 Marketing

Transcript

• 1. Developing aSocial Media Strategy
• 2. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
• 3. Agenda • Why Does My Brand Need a Strategy? • Steps to Creating a Successful Social Strategy • Corporate Social Protocol Examples • Case Studies • Open Q&A #451Wkshp
• 4. Entenmann’s:#Guilty of Not Having a Plan
• 5. (Casey Anthony)#notguilty
• 6. Domino’s:No Strategy, No Followers
• 7. >1 million views on YouTube within 2 days 5 of top 12 search results for Domino’s
• 8. Waited until a crisis occurred to start a dialogue withcustomers…created a Twitter handle after the fact …no established following or community – no advocates or evangelists
• 9. Over 800 Million Users 1.3 billion 1.1 billion 800 million 311 million (if it were a country, it would be the 3rd most populated)
• 10. Americans Spend More Time onFacebook Than Any Other U.S. Site (Qualmann, Socialnomics, 2010)
• 11. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
• 12. Major Brands Are UsingSocial Tools to Engage with Customers
• 13. Has >39,000,000 Facebook Fans
• 14. Has >480,000 Twitter Followers
• 15. However, Shift fromMonologue to Dialogue Has Its Risks…
• 16. Reasons for Failuresending out thewrong messages inconsistency Lack of Strategylack of monitoring not understanding your customers underestimation of time commitment Lack of Internal Resources to Manage no one dedicated to social media
• 17. Social Media Campaigns
• 18. If Social Media Tools AreFree, Where is the Cost?
• 19. Building a Social Media Strategy
• 20. Step 1: Define Objectives & Goals
• 21. What Are Your Objectives? • What are you trying to accomplish? • Why social media? • What social platforms will help you achieve our goals?
• 22. Do Your Goals Include… • Generating more brand awareness? • Driving brand loyalty or build fan culture? • Monitoring and managing brand reputation? • Generating awareness of services or offerings and increasing sales? • Attracting new employees, investors, partners/vendors?
• 23. Step 2: Find Your Audience Online
• 24. Where is Your Audience? • Is your target audience on social sites? • Which sites do your audience use? • Do they belong to specialized groups? • Who are they interacting with? • Which social media channels would be best to use for the type of content you have?
• 25. Step 3: Audit Your Resources
• 26. Evaluate Your Current Resources • Content? • Staff? • Consistency? • Technology? • Tools?
• 27. Step 4: Assign Roles and Responsibilities Customer Relations Social Media MetricsSocial Media Strategist Advertising/Sales Social Media Manager Privacy/SecurityContent Developer LegalPublic Relations
• 28. Step 5: Define Success
• 29. What Activities/Results Measuredto Determine Success? • How many sales/leads were generated? • How many people are talking about your company? • How have you reduced operational costs? • How have you helped recruiting? • How many demos views/downloads?
• 30. Step 6: Construct Protocol
• 31. Consider 1. What info do we want to keep private? 2. What kinds of info would we benefit from making public? 3. What personal social media use is appropriate? Inappropriate? 4. How will we measure which rules are helpful and which are not? 5. Who are quality followers? How can we engage them? 6. How can we consistently send our messages? 7. Should we have a set of rules for proactive/reactive social media use? 8. How do we respond to positive engagement versus negative engagement?
• 32. Step 7: Execute Your New StrategyDefine Content Topics Schedule Share! & Create Content
• 33. Step 8: Measure Results
• 34. Measure • Have your networks grown or changed? How? • Are there new social media roles to explore? • What worked/didn’t work? • What can we do differently? • What should we eliminate? • What should we focus more on? • How much time is spent on each social media initiative? • What is our most valuable feedback? • How is social media changing right now? • Are we ahead of our competitors?
• 35. Noteworthy Social Media Strategies
• 36. Best Buy #Twelpforce Social Media Policy Be smart. Be respectful. Be human.What You Should Do: What You Should Not Disclose:• Disclose Your Affiliation • The Numbers• State That It’s YOUR Opinion • Promotions (In Advance)• Protect Yourself • Personal Information About Customers• Act Responsibly and Ethically • Legal Information• Honor Differences • Anything that belongs to someone else • Confidential Information >258,000 Followers >5,700,000 Fans >3,700 Subscribers
• 37. Oracle Social Media Policy "Use common sense"• Follow the Code of Ethics and Conduct• Protect Confidential Information Dont Comment on M&A Activity• Dont Discuss Future Offerings• Refrain from Objectionable or Inflammatory Posts• Dont Speak for Oracle• Dont Post Anonymously• Respect Copyrights• Use Video Responsibly• Stick to Oracle Topics on Oracle-Sponsored Blogs• Dont Misuse Oracle Resources>56,000 Followers >149,000 Fans >3,200 Subscribers
• 38. The Five Core Social Media Values Continue Learning and Training• Transparency in every social media engagement.• Protection of our consumers privacy.• Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC).• Responsibility in our use of technology.• Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior. >487,000 Followers >39,000,000 Fans >58,000 Subscribers
• 39. Social Media Guidelines Follow the Core Principles1. Honesty about who you are2. Clarity That Your Opinions Are Your Own3. Respect and Humanity in All Communication4. Good Judgment in Sharing Only Public Information – Including Financial Data5. Awareness that What You Say is Permanent >106,000 Followers >1,100,000 Fans >37,000 Subscribers
• 40. Social Computing GuidelinesDo: Dont• Be personally responsible for the • Provide confidential or other content they publish on-line proprietary information• Use a disclaimer for opinions • Cite or reference clients, partners or• Respect copyright, fair use, and suppliers without their approval financial disclosure laws. • Pick fights, be the first to correct• Respect your audience your own mistakes.• Be aware of your association with • Use IBM logos or trademarks unless IBM in online social networks. approved to do so.• Try to add value. >12,000 Followers >28,000 Fans >9,000 Subscribers
• 41. Social Media GuidelinesWhat You Should Do Don’t• Show respect and be polite, even • Do anything that breaks the law if you disagree • Use corporate materials without• Stay on topic permission• Keep it real >145,000 Followers >12,000,000 Fans >5,000 Subscribers
• 42. Dancing Deer Baking Co.Case Study
• 43. Contest Results• 5 million+ page views in 10 days• 17,000+ entries• Facebook fans increased 20%• 5,000+ unique visitors to DancingDeer.com
• 44. This resulted in a maximum reach of 2.5+ million impressions on twitter!
• 45. Holiday Social Campaign Followers 3,434 Followers 23,896 Followers 25,780 Followers 2,409 Followers 34,928 Followers 17,051 Followers 48,652 Followers 15,117
• 46. 81 Targeted Blogs
• 47. $175,000+ 2 months!
• 48. Yankee CandleCase Study
• 49. About The Yankee Candle Company, Inc.• Leading designer, manufacturer, wholesaler, and retailer of premium scented candles• More than 500+ locations and 25,000+ retailers in 48 countries
• 50. Overview• Releasing a new limited-time collection, the Stars and Stripes patriotic line• Needed to raise national awareness among The Yankee Candle demographic in time for the Memorial Day holiday weekend
• 51. Overview• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire and author who appears regularly on ABC’s Good Morning America as its workplace contributor• Tory was seeking out brands to feature on Memorial Day Deals segment
• 52. Challenge 1:Deal must offer significant discount
• 53. Challenge 2:Short lead time to prepare for feature
• 54. Challenge 3:Large amount of uncertainty surroundingwhether feature would air
• 55. Approach• 3 large jar candles from collection for $30 – nearly 60% discount.• Deal to run for five days – from the Thursday of the feature through to midnight Monday (Memorial Day).• Emphasis on the fact that The Yankee Candle Company manufactures its candles in the USA, another key selling point for the patriotic themed feature.
• 56. Broadcast ResultsSegment Viewership: 4,243,869
• 57. Broadcast Results Ad Value: $658,000
• 58. Facebook Results Tory Johnson 12,933 Fans Good Morning America 276,231 Fans Yankee Candle Co. 346,044 Fans
• 59. Twitter Results @TheYankeeCandle 3,449 Followers @ToryJohnson 23,147 Followers @GMA 1,720,975 Followers Total 1,767,571 Impressions
• 60. Deal Site Attention Visitors/Month CouponCabin 1.2 million DealNews 1.3 million SlickDeals 4.2 million RetailMeNot 4.4 million
• 61. Drove 15,000 Visitsto YankeeCandle.com
• 62. >6,000 Transactions in Stores
• 63. “I just had a customer come in looking for the 3for $30 deal. She ended up with 12 jars - weonly have 8 God Bless America jars left!! As Ityped this, the customer came back- her friendwanted 3. As I was helping her to the door, herother friend called and wanted 6.A great deal this customer just had to passalong to everyone she knew!” -Yankee Candle Retail Employee
• 64. “Just wanted to let you know that SALES ARE ON FIRE already this morningafter the GMA segment. Phones are ringingoff the hook, customers are pouring throughour doors, calling their friends, bringing their friends with them!!!! It’s simply lovely!!!” -Yankee Candle Retail Employee
• 65. >9,000 Transactions>27,000 Candles Sold33% New Customers
• 66. Questions?
• 67. – Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011
• 68. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com