In "Winning the Social Media Super Bowl", Tristan Bishop (aka KnowledgeBishop) explains how executing on a social media strategy is much like coaching a football team. During this presentation, he compares Social Media marketing to offense and Social Customer Service to Defense.

1. Images are property of National Football League
Winning the Social Media Super Bowl
By @KnowledgeBishop
Winning the Social Media Super Bowl
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By @KnowledgeBishop

2. Social Media is a Battle for Mindshare
Mindshare is like Yards on a Football Field
To win, your company must
• Cross the entire field
• Defend the entire field
Your “football field” must cover:
• Owned Sites and Blogs
• Owned Communities
• Owned Social Channels
• Public Conversations
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3. To win, you must play offense AND defense
• Social Marketing – Social
Media offense is your ability
to craft, share and promote
helpful content
• Social Support – Social
Media defense is your ability
to quickly and effectively
resolve public customer
challenges
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4. Social Media Strategy: Designing the Plays
To win, you must AIM your efforts
• Assess - Evaluate where you are, clarify needs, define destination
• Implement - Create content strategy, confront customer pain points
• Measure – Awareness, engagement, advocacy, sentiment
Winning the Social Media Super Bowl
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By @KnowledgeBishop

5. Images are property of National Football League
Social Media Offense
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6. Community Management: Establishing the Run
An actively managed and
engaged online community:
• Increases customer
retention and investment
• Reduces incoming
support call volumes
• Reduces overall support
delivery costs
• Reduces SEO costs
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7. Owned Social Media: Completing the Pass
• Owned media = A channel
you create and control
• Company blogs,
communities, YouTube,
Twitter, Facebook
• To “complete a pass,” you
publish engaging content
on owned channels
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8. Earned Social Media: Yards after the Catch
• When non-employees
share your content
• When they publically
discuss our brand
• Mentions are voluntarily
given by others
• Primarily includes
Facebook shares,
Twitter Retweets,
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9. Paid Social Media: Downfield Blocking
• When owned content
assets become “earned
media”, you can carry it
farther by adding “paid
media.”
• Allocate budget to
promote successful
content on third-party
channels
• Sponsored tweets
• Facebook
advertisements
Winning the Social Media Super Bowl
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By @KnowledgeBishop

10. Images are property of National Football League
Social Media Defense
Winning the Social Media Super Bowl
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By @KnowledgeBishop

11. Community Support: Stopping the Run
57% of customers search for a solution online first
• Increase satisfaction by quickly resolving issues
• Create a customer-generated searchable knowledge base
• Deflect issues from higher cost support channels
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By @KnowledgeBishop

12. Social Support: Stopping the Pass
•
•
•
•
37% prefer social support to telephone support
Social support messages grew 175% in 2013
71% who get effective social response will recommend brand
These customers then spend >20% more with the company
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By @KnowledgeBishop

13. Social Crisis Management: Defending the Bomb
A disgruntled customer can
snowball into a goodwill
massacre.
You must be proactive:
•
•
•
•
Be aware, early
Empathize and diffuse
Whatever it takes
Right all wrongs
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14. Social Media Special Teams
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15. Executive Activation: Equipping Thought Leaders
When your leaders share their expertise on social channels, they:
• Provide thought leadership to marketplace
• Build positive brand awareness
• Serve as role models to other employees
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16. Employee Activation: Getting Everyone Involved
Your employees become brand ambassadors
• Offense = Employees share your content:
“Everyone blocks on the play”
• Defense = Employees respond in areas of expertise:
“Everyone chases the loose ball”
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17. Images are property of National Football League
Where do I start?
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18. Assess
Where are we today?
What does our audience need?
Where do we want to go?
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19. Implement
•
•
•
•
Create content strategy and community plans (Playbook)
Equip Employee Base (Training Camp)
Launch campaigns (Offense)
Confront customer pain points (Defense)
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20. Measure
• Awareness: Increase members, friends and followers
• Engagement: Increase impressions, views and likes
• Advocacy: Increase content shares and public raves
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21. Images are property of National Football League
Thank YOU!
By @KnowledgeBishop
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