Welcome

Summer Seminar 2013

do digital better@kherrinw @adido #letsdodigital

Social media is no longera choice but a necessity

Kherrin WadeDigital Media Account Director

agenda

• Introduction to social media

• Integrating social into the business DNA

• Social media channel options

• Group task

introduction to social media

what is social media?

Social media refers to the means of interactions

among people in which they create, share, and

exchange information and ideas in virtual

communities and networks.

why should youuse social media?

Social is too big to be ignored

“We believe social media is about changing our business culture, the ways we work and the ways we engage with our colleagues and customers. It is about creating businesses that have social in their DNA”.

“It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world.”

“With or without you, your customers will discuss their experiences online – don’t leave their comments up to chance. Give them a place where they can praise or abuse you, where you can engage and manage the conversation.”

Social has disrupted the traditional sales funnel

On the old model, companies were solely focused on achieving a sale and that’s where customer interaction used to end… retention and advocacy were by-products rather than the aim.

Social is not a direct response medium so don’t be disheartened if it doesn’t happen overnight.

It’s now about going the extra mile, and caring about the people you do business with.

why should youuse social media?

why should youuse social media?

insight into social media

insight into social media

5 key take outs

• Everyone is using social media

• People are talking about your brand, with or without your involvement.

• The social platforms may change but the concept is here to stay

• Start with a strategy and a focus, avoid jumping in solely with tactical ambitions.

• Don’t expect the world to change overnight – like good ol’ fashioned networking, you need to invest time and effort to make your campaign work

integrating social into the business DNA

define why you are using social media

• Engagement• Loyalty• Retention• Awareness• Sales• Research and development

…?

What does success look like?

the GOAL of the social media

• Promotion• Brand advocacy• Customer relations• Reputation management• Recruitment• Product/service development• All (of some of the above)

Will multiple profiles be needed?

the FOCUS of the social media

define who you are engaging with

who is your target audience*? *(to achieve the goal)

When describing your typical customer, consider:• Age• Gender• Occupation / seniority• Availability / schedule

But also…• Where do they “hang out”

online?

• What would they want from you via social engagement?

INFORMATION

ENTERTAINMENT

FEEDBACK /

RESPONSE

PROMOTIONS

educate & establish buy in from critical business functions

Marketing

SalesHR

Senior Management

Legal

Finance

R&D

Operations

Every employee, regardless of job role

What’s in it for me?

• Participation• Knowledge & ideas• Recruitment• Stakeholder

engagement• Relationships• Distribution

the social business

create the business’social guidelines

Facebook Twitter LinkedIn Google+

Tone of Voice friendly / chatty / vibrantthought provoking /

informative / practical

authoritative / informative /

intelligent

keyword rich (hijack for SEO)

Frequency of posts

Regular weekly routine post + 1-2 posts a day (if relevant to topical issues & content to be posted)

Timely – experiment with time of day for receiving most responses (requires

testing)

Once a week (until build up 100+

followers) and then up the frequency.

As an when appropriate – you’re

using this more for SEO than anything else, so once a week at least

would be recommended.

Content stylesShare images & videos

Include links (where appropriate)

Include linksEntice clicks by offering snippets of content for

further reading

Include linksAdd questions and

comment on conversations

Include links (optimised for

keywords)Share

images/infographics

Native language

@ likes/interests if relevant

Tag location if appropriate

@ / #s / retweetsShorten URLs

Can edit the default content & image of a

posted link

+ people into posts#s for search inclusion

Limits 60,000 characters 140 characters 600 characters 100,000 characters

the rules of engagement

appoint your social media guru

why every company will have a social media guru in the future

Why outsourcing isn’t the answer…• You understand your business better than anyone• Need to be “always-on” with a finger on the pulse• Real-time responses required• Expert opinion required• Faking it is not allowed – genuine interaction with the

brand expected …but a little agency assistance wouldn’t

hurt• Strategy• Training• Direction and support

maximise implementation impact

investing in social

2011 vs. 2012 view

State of Digital Marketing 2011 and 2012 reports - Webmarketing

apportioning your budgets

Social Brands 100 methodology, 2013.

some kpi suggestions

social media channels

the MAIN PLAYERS

Facebook is for ConnectingUpdates, sharing, & life documenting

Twitter is for AnnouncementsReal time, bite-sized & brief

LinkedIn is for NetworkingProfessional, career focused, informative

group task

The GOAL The FOCUS The AUDIENCE

Engagement Promotion Age

Loyalty Brand Advocacy Gender

Retention Customer Relations Behaviour

Awareness Reputation Management Where do they “hang

out” online?Sales Recruitment

Research & Development

Product/Service Development

What would they want from you via social

engagement?Something else? All or some of the above

social pairs

“Modern marketers know that

‘social’ is not a choice.”