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Workshop - How I start my company’s Social Media Plan?

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Summarize several articles on how to set and what to consider for a Social Media plan/strategy.

Includes what marketers need to know about social media.

Thanks to all the resources and sources

Published in: Business, Technology
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Workshop - How I start my company’s Social Media Plan?

  1. 1. How do I start my company ’s Social Media Plan? 10/27/11 – Puerto Rico
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  4. 4. Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Slideshare: http://www.slideshare.net/sedayanr Website: http://lih.com/
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  6. 6. #LopitoWorkshop
  7. 7. "NOTICE: Proprietary and Confidential All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH ” http://www.briansolis.com/2010/06/in-social-media-engagement-has-its-rewards/ Facebook For Business HubSpot http://www.primerahora.com/detrasdeltweet@cmctiempo@jorgegelpi-553570.html 6 ways using Social Marketing - https://cc.readytalk.com/cc/playback/Playback.do Source: Social media Pocket Guide – American Marketing Association http://www.forrester.com/empowered/ladder2010 http://2.bp.blogspot.com/_2yT22oE2Faw/TPxBhaRi82I/AAAAAAAAFMg/ePfaTOAV2n8/s400/35486_467186150673_178817975673_5589778_5683664_n.jpg http://fotos.subefotos.com/876de9470ab174a947a23fae86c76f52o.png http://www.forrester.com/rb/Research/getting_social_customer_service_right/q/id/57862/t/2 http://www.clickz.com/clickz/column/2027223/integrate-customer-service-social-media-marketing http://www.socialmediaexaminer.com/6-ways-to-track-the-impact-of-social-media-on-public-relations/#more-11544 http://craigpearce.info/public-relations/free-public-relations-best-practice-report-social-media-crisis-communication/ Krulig Analytics http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)# http://kluriganalytics.com/ http://www.socialnomics.net/2009/11/12/social-media-roi-examples-video/ http://mashable.com/2010/07/27/old-spice-sales/ http://www.socialmediaexaminer.com/are-you-disclosing-what-you-need-to-know-about-ftc-rules-and-social-media/#more-11905 www.gettyimages.com http://www.emarketer.com/Article.aspx?R=1008630 http://adage.com/article/digital/marketers-spending-big-social-ads-drive-traffic-facebook/230229/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+adage%2Fcomplete+%28Advertising+Age+-+Complete+Feed%29 http://theerinryan.com/wp-content/uploads/2011/07/Facebook_Social_Media_Clock.jpg http://www.slideshare.net/SMLatam/herramientas-monitoreo-roi http://www.flickr.com/photos/shadphotos/1311527517/sizes/z/in/photostream/ http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/
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  11. 11. “ La experiencia fue extraordinaria porque los que no pudieron ver mi informe en la televisión, me escucharon a través de la radio y los que no pudieron escucharme, me leían a través de Twitter y Facebook ”
  12. 12. Source: ComScore Report Aug 2011 PR Internet Penetration S1,340,000 unique visitors
  13. 13. Source: ComScore Report Aug 2011 PR Internet Penetration 24% increase since 2009 S1,340,000 unique visitors
  14. 14. Social Media Time Spent Source: Google Insight Trends for Website
  15. 15. Social Media Time Spent Source: Google Insight Trends for Website Puerto Rico among the Top Countries in Time Spent in Social Media
  16. 16. Facebook Consumer Engagement Source: Google Insight Trends for Website Users spend over 26 mins per online visit Facebook received 15 minutes per visit
  17. 17. Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities. Top 20 websites in PR
  18. 18. Top 20 websites in PR Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities.
  19. 19. Top 20 websites in PR Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities.
  20. 20. Facebook growth in PR Source: Google Insight Trends for Website
  21. 21. Facebook growth in PR Source: Google Insight Trends for Website Facebook Over 1,300,000 Registered Users in PR (+18) Over 1,083,000 Unique Visitors
  22. 22. A 1,500 individuals' survey showed that consumers have great tendency to buy the company product they follow Social Media Encourage Buying Source: February 2010, market research firm Chadwick Martin Bailey along with iModerate Research Technologies
  23. 23.
  24. 24. <ul><li>Set strategy </li></ul><ul><li>Promote social channels </li></ul><ul><li>Analytics & ROI </li></ul>Today’s Discussion
  25. 25. Main workshop objective is to provide tactics that can be implemented today
  26. 26. Get to know it…
  27. 27. Facebook Vocabulary
  28. 28. Facebook Changes from F8 Conference Sept 2011
  29. 29. Changes from User Perspective
  30. 30. Changes from User Perspective Top Stories List
  31. 31. News Feed design changed News will appear on the stream with most interesting stories (interesting according to Facebook algorithm) feature at the top Those top stories don't regenerate much throughout the day Changes from User Perspective
  32. 32. User now can create List of Friends Share content exclusively with people of the List Changes from User Perspective
  33. 33. Changes from User Perspective Photos
  34. 34. News Feed photos size has increased considerably when are posted by friends (brand Fan Page photos maintain size for the moment) Changes from User Perspective Old Size New Sizes
  35. 35. Ticker Changes from User Perspective
  36. 36. Users will have the new “ Ticker ” feature on the right hand-side of the screen News Feed now shows friend information like status updates, relationship status, while the Ticker shows more real-time , &quot; lightweight ” information such as new photo in an album, new Farmville plantation, etc. Once clicked, the Ticker expands over the News Feed Ticker updates faster therefore is more current and great to get update of what friends are currently doing Changes from User Perspective
  37. 37. Timeline http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=player_embedded
  38. 38. &quot;a new way for users to express who they are .” Mark Zuckerberg, CEO Facebook Profile takes on a look similar to a magazine format , highlighting activities , photos and apps along with a cover photo sitting on top This new format is called: Timeline Timeline
  39. 39. The new design transforms the user profile into a virtual scrapbook that digs all the way into user’s past. It makes a visual history of everything you’ve ever done , all the way to when you were born (according to Facebook) https://www.facebook.com/about/timeline Since F8 it will enter a Beta period and available for Developers; it will be rolled out progressively Timeline
  40. 40. Facebook Pages, Groups & Profiles
  41. 41. Fan Pages (Brand Pages) that user Follows Changes from User Perspective
  42. 42. Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators
  43. 43. Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators Pages are, by default, public, and are starting to rank in Facebook and public search results .
  44. 44. Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators Pages are, by default, public, and are starting to rank in Facebook and public search results . Pages provide Statistical Information not available in Profiles nor Groups
  45. 45. Pages Vs. Groups Group is for a community of people with a common interest, while a page represent a brand or entity of which there are “fans.”
  46. 46. Remember to set up the whole Fan Page profile
  47. 47. Remember to set up the whole Fan Page profile
  48. 48. Remember to set up the whole Fan Page profile
  49. 49. Use the ‘ About ’ text box to place keywords : The ‘ About ’ box represents the highest place in the page structure of the Facebook Page. Custom text can be added and read by Search Engines (SEO) Source: InsideFacebook.com, July 13 th , 2009 Remember to set up the whole Fan Page profile
  50. 50. Source: InsideFacebook.com, July 13 th , 2009 Remember to set up the whole Fan Page profile Use ‘ Info ’ tab to include more keywords , text and high priority links (specific fields vary according to the type of Fan Page)
  51. 51. How Search seen Facebook “About” & “Info”
  52. 52. How Search sees Facebook’s “About” & “Info”
  53. 53. How Search sees Facebook’s “About” & “Info”
  54. 54. Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page
  55. 55. Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page
  56. 56. Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page
  57. 57. Fan Page Terms & Conditions
  58. 58. Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php)
  59. 59. Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php) No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex, racist, etc.)
  60. 60. Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php) No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex, racist, etc.) Indicates what themes will be addressed
  61. 61. Applications Applications are programs that allow users to share content and interact with brands or other users
  62. 62. Applications http://www.youtube.com/watch?v=q3b94kFBah8
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  65. 65. OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends
  66. 66. OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends Figuring out how to effectively use Application is the first main challenge
  67. 67. And the future (and present) is mobile… 33% of Facebook Posts are Mobile Source: http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)#
  68. 68. <ul><li>Environment </li></ul>
  69. 69. Before start you need…
  70. 70. Customers Before start you need…
  71. 71. Customers Competition Before start you need…
  72. 72. Customers Competition Brand Before start you need…
  73. 73. Customers Before start you need…
  74. 74. Social Media Behavior <ul><li>Forrester’s Social Technographic Ladder – 7 levels of participation </li></ul><ul><ul><li>Creators </li></ul></ul><ul><ul><li>Conversationalists </li></ul></ul><ul><ul><li>Critics </li></ul></ul><ul><ul><li>Collectors </li></ul></ul><ul><ul><li>Joiners </li></ul></ul><ul><ul><li>Spectators </li></ul></ul><ul><ul><li>Inactives </li></ul></ul>
  75. 75. Social Media Behavior <ul><li>Listen for: </li></ul><ul><li>Missed opportunities and niche topics that your company may be overlooking </li></ul><ul><li>Identify what messaging is resonating with the audiences </li></ul><ul><li>What is driving engagement </li></ul><ul><li>What questions people are asking and searching for </li></ul>
  76. 76. Customers Competition Before start you need…
  77. 77. Customers Competition Brand Before start you need…
  78. 78. Social Media Research Tools <ul><li>Mention </li></ul><ul><li>Keywords </li></ul><ul><li>Alerts </li></ul>
  79. 79. Social Media Research Tools
  80. 80.
  81. 81. <ul><li>La área de mayor influencia en Tweets está en área Metro y luego Cayey. No ha influenciado otras ciudades </li></ul>Trends Map
  82. 82. <ul><li>El partnership con los Medios hace que las noticias en el Nuevo Día, PrimeraHora.com y Wapa sean las mas populares. Son pocos los comentarios negativos (relacionados a Publicidad) </li></ul>Trends Map
  83. 83. Son pocos los comentarios negativos (relacionados a Publicidad) Social Mention
  84. 84. <ul><li>Entre las palabras relacionadas, todavía no hace referencia directa al banco </li></ul>Tweet Cloud
  85. 85. Google Alerts Google Alerts get to your emails and allows to set type, frequency
  86. 86. Customers Competition Brand Before start you need… Listen and learn before diving into social. Understand the opportunities available for your brand
  87. 87. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009
  88. 88. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives?
  89. 89. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Does it has Value Exchange?
  90. 90. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Leverage our Arsenal? Does it has Value Exchange?
  91. 91. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Leverage our Arsenal? Follow the Rules of the Social Outlet? Does it has Value Exchange?
  92. 92. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 value Objective arsenal rules
  93. 93. Objectives #1 – Building Brand Awareness <ul><li>Brand Awareness + Social </li></ul><ul><li>Reach more people through extensive network (i.e average friends in Facebook 120) </li></ul><ul><li>Drive traffic to other corporate channels </li></ul><ul><li>Deliver messages to new audiences that otherwise would not reach </li></ul><ul><li>Expertise sharing and positioning </li></ul>
  94. 94. Objective #2 – Build Sales Pipeline <ul><li>Sales Pipeline + Social </li></ul><ul><li>Social Media is where your prospects are spending time </li></ul><ul><li>Effective in driving traffic to your website </li></ul><ul><li>Enhance inbound marketing with traffic driven from social media </li></ul><ul><li>Unknown opportunities can be discovered and addressed </li></ul>
  95. 95. Objective #2 – Build Sales Pipeline
  96. 96. Objective #2 – Build Sales Pipeline Provide Calls To Actions : Build initiatives that generate leads and develop sales by giving your network something to do
  97. 97. Objective #2 – Build Sales Pipeline
  98. 98. Objective #2 – Build Sales Pipeline Include Social In-Store Experiences : Provide videos, photos, promote information. Post phone numbers, download information (website), email
  99. 99. Objective #2 – Build Sales Pipeline
  100. 100. Objective #2 – Build Sales Pipeline Drive Traffic to your website : where you already have implemented lead generation tactics
  101. 101. Objective #2 – Build Sales Pipeline
  102. 102. Objective #2 – Build Sales Pipeline Drive Traffic to your website : Take advantage of tabs; use tabs for the purposes of (a) engaging fans in Facebook and (b) providing relevant links back to your website
  103. 103. Objective #3 – Community Activation/Engagement <ul><li>Community Activation + Social </li></ul><ul><li>Interactivity naturally drives action </li></ul><ul><li>Closer connection between brand and community </li></ul><ul><li>Pass along rate increases and provides potential growth of activity </li></ul><ul><li>Timely distribution of messages drives immediate action </li></ul>
  104. 104. Objective #3 – Community Activation/Engagement
  105. 105. Objective #3 – Community Activation/Engagement Construct a consistent on & offline experience. Conversational tone and one-on-one conversation
  106. 106. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Value Arsenal rules Objectives
  107. 107. Why not become a fan/follower?
  108. 108. I am a Fan…
  109. 109. Personalizing Customer Service <ul><li>Customer Service + Social </li></ul><ul><li>Immediate response and interaction with customer </li></ul><ul><li>Helpful communications illustrate responsive nature of company </li></ul><ul><li>Discover new customer and issues on social channels </li></ul><ul><li>Make the experience personal with actual responses from team </li></ul>
  110. 110. Personalizing Customer Service
  111. 111. Customer Education : Give customers the tools to use the full extent of your product Personalizing Customer Service
  112. 112. Personalizing Customer Service
  113. 113. Customer Service Announcements : (a) Share real time updates to keep your customers informed, (b) Pre-empt questions or concerns Personalizing Customer Service
  114. 114. Personalizing Customer Service
  115. 115. Information & Knowledge : Build knowledge bases and/or Provide additional product-related content Personalizing Customer Service
  116. 116. Personalizing Customer Service
  117. 117. Fan recognition through Questions Personalizing Customer Service
  118. 118. Identify Value – Check List <ul><li>Build a comprehensive customer profile that includes: </li></ul><ul><li>Tips about their sense of humor </li></ul><ul><li>Information about their lifestyle </li></ul><ul><li>What they value in life, their struggles </li></ul><ul><li>Their concerns </li></ul><ul><li>Their expectations </li></ul><ul><li>Document influencers in each market and note suggested conversation topics and tactics </li></ul>
  119. 119. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Arsenal rules objective Value
  120. 120. Build your Arsenal Assets such as content, video, celebrity endorsements, partnerships can be considered Create differentiating assets in order to reinforce the program Ensure that content must be portable and shareable
  121. 121. Building Considerations Commitment to create content for Fans/Followers Content & Community Management
  122. 122. Community Manager roles Brand Presentation: Represents the story of the brand and is often a primary face of the company in online communities on an ongoing basis. Member response: Responds to frequent product inquiries such as “Do you have this or that?” or “Does anyone know how to X” Community Programming: includes ongoing planning, day-to-day management, and day-to-day high-level consumer engagement. Stimulates and manages deep consumer-to-consumer conversational interaction. Moderation: helps to create, manage, and evolve the culture of your community by managing to community standards. Brand Direction & Policy: Posting brand-provided content and responding in conversational tone to user questions, comments, or complaints
  123. 123. Content Manager Editor Roles Curation : Often behind the scenes. Reviews content, and conducts prioritization for the content. They also may curate content Analysis: Analyst quantifying success of overall social presence as well as each specific social campaign Influencers: in charge of Blogger & Online Influencer Engagement
  124. 124. Influencers
  125. 125.
  126. 126. Influencers <ul><li>Don’t Market to Influencers : follow them, learn from them, retweet and like their posts, but only if you’ve read their posts and really like them </li></ul><ul><li>Engage Only When and Where It’s Appropriate : Look for opportunities to engage, but don’t stalk influencers. Don’t over-push the relationship </li></ul>
  127. 127. FTC Rules and Social Media The FTC recently approved the amended Guides Concerning the Use of Endorsements and Testimonials in Advertising: “ The revised Guides also make it clear that celebrities have a duty to disclose their relationships with advertisers when making endorsements outside the context of traditional ads, such as on talk shows or in social media .”
  128. 128. FTC Rules and Social Media <ul><li>So what brands could do: </li></ul><ul><li>When using celebrity endorsers only their “real” opinions can be used for advertising, and they must be contemporaneous with the ads </li></ul><ul><li>it is necessary to disclose the relationship between the endorser and the product’s seller, even for celebrities, when it is not reasonably expected by the audience that such a connection exists </li></ul>
  129. 129. FTC Rules and Social Media <ul><li>Best practices: </li></ul><ul><li>Have a clear & detailed plan with your Public Relation agency </li></ul><ul><li>Be honest in your relationship as it doesn’t have to be complicated </li></ul>
  130. 130. FTC Rules and Social Media <ul><li>Best practices: </li></ul><ul><li>Have a clear & detailed plan with your Public Relation agency </li></ul><ul><li>Be honest in your relationship as it doesn’t have to be complicated </li></ul><ul><li>Facebook example: </li></ul><ul><li>“ I received a complementary ‘xyz’ product and has great features…” </li></ul>
  131. 131. Arsenal Tactics <ul><li>Details about your company: People follow brands to learn more about them. Share: </li></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Company news </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Product or services </li></ul></ul>
  132. 132. Arsenal Tactics <ul><li>Details about your company: People follow brands to learn more about them. Share: </li></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Company news </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Product or services </li></ul></ul><ul><li>Simple way to show who we are and how we do it. Doesn’t take too much effort </li></ul>
  133. 133. Arsenal Tactics Details about your company
  134. 134. Arsenal Tactics Details about your company
  135. 135. Arsenal Tactics <ul><li>Thought Leadership: </li></ul><ul><li>Promote content illustrating your domain expertise that also provide value </li></ul><ul><li>Share whitepapers on industry trends, pictures and infographics </li></ul>
  136. 136. Arsenal Tactics Thought Leadership
  137. 137. Arsenal Tactics <ul><li>Event Marketing + Social </li></ul><ul><li>Promote events details, activities, and news broadly </li></ul><ul><li>Real-time updates, alerts and reminders </li></ul><ul><li>Audiences can participate more easily </li></ul><ul><li>Community sharing of content and ideas helps amplify buzz and attendance </li></ul>
  138. 138. Arsenal Tactics Event Marketing + Social
  139. 139. Arsenal Tactics Event Marketing + Social
  140. 140. Arsenal Tactics Share Content from the events: connect to community members who aren’t present
  141. 141. Arsenal Tactics <ul><li>Product launches + Social </li></ul><ul><li>Affordable channel to reach active audience </li></ul><ul><li>Enhance other media spends by reinforcing messages and increasing impressions </li></ul><ul><li>Build excitements with information and offering exclusive deals </li></ul><ul><li>Growth adoption opportunities by reaching a large, interactive audience at launch </li></ul><ul><li>Product Demonstrations: don’t just tell people, show them with compelling demonstration </li></ul>
  142. 142. Arsenal Tactics Product launches + Social
  143. 143. Arsenal Tactics Product launches + Social
  144. 144. Arsenal Tactics Provide Pre-Packaged Content: Make easy to share content on your behalf, leverage your community to further bolster your brand
  145. 145. Arsenal Tactics Provide Pre-Packaged Content
  146. 146. <ul><li>Targeted publishing publish to a specific group of fans on Facebook Newsfeed . We can target publish by Location (country and city) and Language . Fans who are not targeted will never see the post or the comments attached to it. </li></ul><ul><li>We can target Publish: </li></ul><ul><li>Wall posts including links </li></ul><ul><li>Photo Albums </li></ul><ul><li>Videos </li></ul>Target Publishing Arsenal Tactics
  147. 147. Example - Global Heineken Page as seen by a Argentinean fan Arsenal Tactics Post by GBT visible to all fans. Message also visible in the fan’s newsfeeds Targeted Post by Heineken Argentina published by location. Only visible for fans from Argentina. Message also visible in the fan’s newsfeeds
  148. 148. Publishing Calendar
  149. 149. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Rules Objective Value arsenal
  150. 150. Social Outlet Purpose
  151. 151. Social Outlet Purpose Reach Inform Sample
  152. 152. Social Outlet Purpose Reach Inform Sample Inform
  153. 153. Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along
  154. 154. Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along Involvement
  155. 155. Conversation Marketing Promotions News Support Marketing Support Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along Involvement
  156. 156. Social Campaign Advices <ul><li>Legal: </li></ul><ul><li>Get legal involved as early as possible . They have the ability to kill a campaign or help you. </li></ul><ul><li>When using social media to run a sweepstakes, get them well versed in the Policies and Terms & Conditions so they can draft the proper rules and language. </li></ul><ul><li>If an emergency situation happens, knowing that legal is on your side and involved in the action plan saves time and prevents legal ramifications </li></ul>
  157. 157. Social Campaign Advices <ul><li>Public Relations: </li></ul><ul><li>PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance </li></ul>
  158. 158. Social Campaign Advices <ul><li>Public Relations: </li></ul><ul><li>PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance </li></ul><ul><li>Aware of Social Media Guidelines for Employees </li></ul>
  159. 159.
  160. 160. Social Campaign Advices <ul><li>Public Relations: </li></ul><ul><li>PR team needs to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance </li></ul><ul><li>Aware of Social Media Guidelines for Employees </li></ul><ul><li>Got ready an Action Plan and Response diagram </li></ul>
  161. 161.
  162. 162. Social Campaign Advices <ul><li>Public Relations: </li></ul><ul><li>PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance </li></ul><ul><li>Aware of Social Media Guidelines for Employees </li></ul><ul><li>Got ready an Action Plan and Response diagram </li></ul><ul><li>Allows PR team to monitor so to spot issues before they widespread and do damage control quickly and early on in an emergency situation </li></ul>
  163. 163. If Disaster strikes… Tips for addressing negative feedback
  164. 164. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand?
  165. 165. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is
  166. 166. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback
  167. 167. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback Respond and correct
  168. 168. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback Respond and correct Don't feed the trolls . The 1st mission is to understand and engage. There will always be people who can't be won over
  169. 169. <ul><li>Strategic Model </li></ul>Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009 Meet our Objectives? Leverage our Arsenal? Follow the Rules of the Social Outlet? Does it has Value Exchange?
  170. 170. Advertising & Promotion
  171. 171. Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc
  172. 172.
  173. 173.
  174. 174. Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc Influencers (Digital-Word-Of-Mouth)
  175. 175. Influencers
  176. 176. Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc Influencers (Digital-Word-Of-Mouth) Digital Advertising
  177. 177. Online Ads http://www.youtube.com/watch?v=Yhn0-MrDR18&feature=relmfu
  178. 178. Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Targeting
  179. 179. Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) Targeting
  180. 180. Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) User Provided Demographic Targeting
  181. 181. Less Targeting Precision & Accuracy More Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) User Provided Demographic Behavioral & Social Targeting Targeting
  182. 182. Ads with Social Component
  183. 183. Ads with Social Component Sponsor Ad with amount of Followers & “Like” Button
  184. 184. Event with the possibility to RSVP Ads with Social Component
  185. 185. Ads with Social Component Event with the possibility to RSVP
  186. 186. Frind Page with a Friend of Mine as Fans Page with Friend as Fans. One with Friend’s Picture and other only with name Ads with Social Component
  187. 187. Ads with Social Component Frind Page with a Friend of Mine as Fans Page with Friend as Fans. One with Friend’s Picture and other only with name
  188. 188. Social Advertising Effectiveness
  189. 189. Social Ads Spending Source: Comscore Oct 2011
  190. 190. Measurements
  191. 191.
  192. 192. Even the smallest campaign needs time
  193. 193. Time is Money
  194. 194. Socialnomics http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_embedded# !
  195. 195. Strategy Tactics KPI KPI KPI Results Measurements Objective
  196. 196.
  197. 197.
  198. 198.
  199. 199. Facebook Edge Rank
  200. 200.
  201. 201.
  202. 202. Proprietary Software Source: “The 2011 Listening Platform Landscape”. Forrester Research 2010 / Zach Hofer-Shall
  203. 203. Proprietary Software
  204. 204. Objective KPI Awareness Reach Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements
  205. 205. KPI Influence sales/purchase Click, Views & Leads Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective
  206. 206. KPI Engagement Interactions Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective
  207. 207. KPI Facilitate support Complaints & Resolutions Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective
  208. 208. Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Measurement Model Obj 1 Obj 2 Obj 3 Obj 4 Obj Awareness Engagement Influence Sales/Purchase Facilitate Support KPI Reach Interactions Click, Views & Leads Complaints & REsolutions Metrics Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB) Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT) Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Website (GA) Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets
  209. 209. Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Measurement Model Obj 1 Obj 2 Obj 3 Obj 4 Obj KPI Metrics
  210. 210. Scorecard Sample Scorecard Action Weight Impressions 1x Video View 3x Click Through 4x Rate Video 4x Share Video 10x Embed Video 20x Create Video 100x
  211. 211. Dashboard Report
  212. 212. How Brand “Ford” saw its Awareness ROI?
  213. 213. Ford Fiesta Launch http://www.youtube.com/watch?v=3cLCL24puV4
  214. 214. One more thing…
  215. 215. Listen
  216. 216. Questions Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Website: http://lih.com/

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