Creating & Executing a Social Plan

Francis SkipperDirector of Search Marketing

617-896-1605

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com

#451Workshop

McDonald’s Launches #McDStoriesGOAL: share fun stories about McDonald’s experiences

#McDStories#FAIL: did not foresee people sharing negative stories

about brand

Agenda• A Little Background• Creating a Successful Social Strategy• Corporate Social Protocol Examples• Case Studies• Open Q&A

90%14%

of people trust peer recommendations

Only trust advertisements(Qualmann, Socialnomics, 2010)

Facebook population

Friends of fans

60M friends

Fan base500K fans

US data

Word of Mouth at Unprecedented Scale

Over 955 Million Users

(if it were a country, it would be the 3rd most populated)

1.3 billion 1.1 billion 311 million955 million

Major Brands Are Using Social to Engage with Customers

>49,000,000 Facebook Fans

>599,000 Twitter Followers

However, Shift from Monologue to Dialogue

Has Its Risks…

Netflix Qwikster Launch

@Qwikster

Users found conversation about drugs and excessive profanity!

Didn’t Do Their Due Diligence

NO association with Netflix

Brand image/reputation sacrificed

Twitter handle was TAKEN

Reasons for Failure

Lack of Strategy

Lack of Internal Resources to Manage

not understanding your customers

sending out the wrong messages inconsistency

lack of research

no one dedicated to social media

underestimation of time commitment

Building a Social Media Strategy

Social

Media

Strategy

Social Media Campaigns

Step 1: Define Objectives & Goals

• What are you trying to accomplish?

• Why social media?

• What social platforms will help you achieve our goals?

What Are Your Objectives?

• Generating more brand awareness?

• Driving brand loyalty or build fan culture?

• Monitoring and managing brand reputation?

• Increasing direct or indirect sales?

• Attracting new employees, investors, partners/vendors?

• Customer Service?

Do Your Goals Include…

Step 2: Find Your Audience Online

• 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?

Where is Your Audience?

Your Best Bet?

ASK

Where is Your Audience?

Step 3: Audit Your Resources

• Content?

• Staff?

• Consistency?

• Technology/Tools?

Evaluate Your Current Resources

Step 4: Assign Roles and Responsibilities

Social Media Strategist

Social Media Manager

Public Relations

Social Media Metrics

Legal

Privacy/Security

Customer Relations

Advertising/Sales

Content Developer

Step 5: Define 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?

What Activities/Results Measured to Determine Success?

Step 6: Construct Strategy

1. What info do we want to keep private? Public?

2. What is the voice (persona) of the brand?

3. What personal social media use is appropriate? Inappropriate?

4. Who are quality followers? How can we engage them?

5. How can we consistently send our messages?

6. Should we have a set of rules for proactive/reactive social media use?

7. How do we respond to positive engagement versus negative engagement?

Consider

Define Content Topics & Create Content

Schedule Share!

Step 7: Execute Your New Strategy

Step 8: Measure Results

• Have your networks grown or changed? How?

• What worked/didn’t work?

• 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?

Measure

Noteworthy Social Media Strategies

Best Buy #Twelpforce Social Media PolicyBe smart. Be respectful. Be human.

What You Should Do:• Disclose Your Affiliation• State That It’s YOUR Opinion• Protect Yourself• Act Responsibly and Ethically• Honor Differences

What You Should Not Disclose:• The Numbers• Promotions (In Advance)• Personal Information About Customers• Legal Information • Anything that belongs to someone else• Confidential Information

>265,000 Followers >5,990,000 Fans >3,900 Subscribers

• Follow the Code of Ethics and Conduct• Protect Confidential Information

Don't Comment on M&A Activity • Don't Discuss Future Offerings • Refrain from Objectionable or Inflammatory Posts • Don't Speak for Oracle• Don't Post Anonymously• Respect Copyrights • Use Video Responsibly• Stick to Oracle Topics on Oracle-Sponsored Blogs • Don't Misuse Oracle Resources 

Oracle Social Media Policy "Use common sense"

• 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.

The Five Core Social Media ValuesContinue Learning and Training

Social Media GuidelinesFollow the Core Principles

1. 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

Do:• Be personally responsible for the

content they publish on-line• Use a disclaimer for opinions• Respect copyright, fair use, and

financial disclosure laws.• Respect your audience• Be aware of your association with

IBM in online social networks. • Try to add value.

Social Computing Guidelines

Don't • Provide confidential or other

proprietary information • Cite or reference clients, partners or

suppliers without their approval• Pick fights, be the first to correct

your own mistakes.• Use IBM logos or trademarks unless

approved to do so.

Social Media Guidelines

What You Should Do• Show respect and be polite, even

if you disagree• Stay on topic• Keep it real

Don’t• Do anything that breaks the law• Use corporate materials without

permission

In Review:1.Define Objectives and Goals2.Define Audience Online3.Audit Current Resources4.Assign Roles/Responsibilities5.Define Success6.Construct Your Strategy7.Execute Your Strategy8.Measure Results

Case Study: Dancing Deer Baking Co.

Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday

season (Thanksgiving-New Years) – in late October

Approach:• Targeted bloggers and other influencers who were

relevant to target demographic using online product review and giveaway program

• Invited a select group for an on-site tour of factory in full production mode

• Associated brand with annual “Social Strategists to Watch” list - honorees received a surprise congratulatory gift from Dancing Deer

Case Study: Dancing Deer Baking Co.

5 million+ page views in 10 days

17,000+ contest entries

Facebook fans +20%

5,000+ unique visitors to DancingDeer.com

+2.5 million Twitter impressions

81 Targeted Blogs national coverage including USA Today, “Wake Up With Al,” Fox

Business, “Daily Candy,” Forbes

$175,000+in less than 2 months!

Case Study: Heluva Good!

Case Study: Heluva Good!

Approach:• Determined ideal target audience:

women, particularly mothers, ranging in age from 18-45

• Developed two targeted campaigns: General for people who enjoy “barbeque”, & a second geared towards “women who like barbeque”

• Designed strategic keywords & incorporated an array of images for Facebook Ads

Goals:• Expand Facebook following by generating brand awareness,

driving contest entries, and increasing “likes”

Case Study: Heluva Good!

Results:4,210 “likes” 5,566 clicks

4,595,643 impressions

Questions?

Integrated Communications Campaigns

The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.

– Founded in 2004

– 30 Communications Professionals Based in Boston

– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee

– Named a 2011 & 2012

Francis SkipperDirector of Search Marketing

415.542.6250

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com