occupy social media: how to occupy the hearts and minds of your customers on social media
DESCRIPTION
This presentation was given on April 5th at a WOMMA Wine Wednesday hosted by Affect (www.affect.com). It covers how to plan for launch and measure the ROI of a social media campaign for business.TRANSCRIPT
PROPRIETARY & CONFIDENTIAL
Affect WOMMA Wine Wednesday Occupy Social Media: How companies can penetrate the hearts and minds of customers on social media
April 4, 2012 #WOMMANYC
Sandra Fathi
President, Affect
@sandrafathi
Katie Creaser
Account Director, Affect
@ksafrey
PROPRIETARY & CONFIDENTIAL
PROPRIETARY & CONFIDENTIAL
TABLE OF CONTENTS OCCUPY SOCIAL MEDIA
1. Mission
2. Supporters
3. Headquarters
4. Message
5. Organize
6. Measure
7. March! Case Studies
PROPRIETARY & CONFIDENTIAL
MISSION GOALS & OBJECTIVES
• Learning & Listening
• Awareness
• Education
• Reputation Management
• Market Penetration
• Lead Generation
• Revenue Generation
• Cost Deflection
• Customer Relationship
Management (CRM)
• Customer Service/Support
PROPRIETARY & CONFIDENTIAL
SUPPORTERS TARGET MARKET
• Customers
• Prospects
• Employees
• Shareholders
• Media
• Analysts
• Competitors
Who are we trying to reach?
Where do they congregate?
PROPRIETARY & CONFIDENTIAL
HEADQUARTERS CHOOSING YOUR PLATFORM
The Jumble
The Hub & Spoke
PROPRIETARY & CONFIDENTIAL
MESSAGE VALUE PROPOSITION
1. Be transparent
2. Join the community
3. Interact vs. distribute
4. Quality over quantity
5. Provide value
1. Keep it short & simple
2. Give stats/numbers
3. Link to articles, images, video
4. Give love: Like/retweet/post
5. Create content
6. Curate content
How to Communicate What to Share
PROPRIETARY & CONFIDENTIAL
ORGANIZE PLANNING & PREPARATION
1. Social Media Usage Policy
2. Social Media Workflow Plan
3. Social Media Messaging Document
4. Social Media Response Map
5. Technical Recommendations
6. Internal Communications Launch Program
PROPRIETARY & CONFIDENTIAL
• Guidelines – not a straight jacket
• Accentuate the positive, acknowledge the negative
• Discuss encouraged behavior, required behavior and restricted behavior
• Everyone signs – even if they aren’t official social media ambassadors
• Don’t reinvent the wheel – great online resources available
SOCIAL MEDIA USAGE POLICY PLANNING & PREPARATION
PROPRIETARY & CONFIDENTIAL
• Translate business practices for online world
*Sales *Customer Service *Media inquiries *Other
• Sign-off prior to launch
• No surprises!
SM WORKFLOW PLAN PLANNING & PREPARATION
PROPRIETARY & CONFIDENTIAL
VALUE---------------
GOAL---------------
BRAND PERSONALITY---------------
IMAGINED CUSTOMER---------------
POINT OF DIFFERENCE---------------
FIELD OF COMPETENCE---------------
ANCHORS & ORIGINS
---------------
STRATEGIC CONCEPT
---------------
SOCIAL MEDIA MESSAGING PLANNING & PREPARATION
• Address the specific requirements for the medium
• Map messages from the brand to target audiences
• Fill in the gaps with content creation on a platform-by-platform basis
• Create from scratch or adapt from existing
“Does it fit the wheel?”
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA RESPONSE MAP PLANNING & PREPARATION
• Plan for the anticipated
• Great for highly legal questions/environments
• Speeds up response time (+ frees up time to focus on engagement)
• Leave room to adapt to exact moment
“If you or someone you know needs help battling addiction, please contact our
24-hour hotline.”
PROPRIETARY & CONFIDENTIAL
TECHNICAL RECOMMENDATIONS PLANNING & PREPARATION
• Sit together with the IT/creative services team as early as possible
• KPIs will define technical recommendations
• Separate must-haves from nice-to-haves
• Don’t launch without the proper technical foundation
Social Media -> Landing Page -> Salesforce.com =
Proof of social media’s lead
gen capabilities
PROPRIETARY & CONFIDENTIAL
• Your colleagues: an oen untapped social media resource
• Previous foundation materials have secured buy-in
• Call to action is key
• Try, try again
Leverage the right spokespeople who have
built-in networks
INTERNAL COMMUNICATIONS LAUNCH PLAN
PLANNING & PREPARATION
PROPRIETARY & CONFIDENTIAL
INTERNAL COMMUNICATIONS LAUNCH PLAN
PLANNING & PREPARATION
Foundation Material Target Audience Timing
Social Media Usage Policy All employees ASAP
Social Media Workflow Plan All involved in social media (front line and behind the scenes)
2-3 months prior to launch
Social Media Messaging Document
Social media team, marketing team
2 months prior to launch
Social Media Response Map Social media team, legal team
2 months prior to launch
Technical Recommendations Social media team, IT team, marketing team
2-3 months prior to launch
Internal Communications Social media team, marketing team
1 month prior to launch
PROPRIETARY & CONFIDENTIAL
MEASURING SUCCESS KEY PERFORMANCE INDICATORS
1. Measure against
business goals
2. Set up tracking
mechanisms
3. Place ‘tripwires’ &
‘milestones’
4. Analyze results
5. Tweak program
6. Repeat
Simple Social Media Measurement Matrix
PROPRIETARY & CONFIDENTIAL
MEASURING SUCCESS KEY PERFORMANCE INDICATORS
Sentiment
What does your CEO care about?
What should the CEO care about?
PROPRIETARY & CONFIDENTIAL
March! Case Studies
PROPRIETARY & CONFIDENTIAL
96 ENTRIES 14,360 VOTES
109,371 VIEWS
+60% WEB
+45% BLOG
+36% TWITTER
+563% FACEBOOK
1 GREAT INTERN & NEW EMPLOYEE
NEW YORK INTERN PROJECT CASE STUDY
PROPRIETARY & CONFIDENTIAL
DELIVERED
MEDIA COVERAGE
160% OF GOAL
121 AVERAGE
ARTICLES PER
MONTH
1.3 MILLION PAGE
VIEWS / MONTH
SOPHOS: NAKED SECURITY CASE STUDY
PROPRIETARY & CONFIDENTIAL
1,OOO+ CONVERSATIONS
WITH MEETING
PLANNERS
OMNI HOTELS & RESORTS CASE STUDY
+1600 TWITTER
FOLLOWERS
23 LEADS
FOR EVENTS OF
150 PPL OR MORE
PROPRIETARY & CONFIDENTIAL
IN ONE YEAR
+600% TWITTER
600 CLICKS PER MONTH TO
WEBSITE
5
AVG PROSPECT
CONVERSATIONS
PER DAY
RADWARE CASE STUDY
PROPRIETARY & CONFIDENTIAL
50+ COMMENTS ON
PARENTING
BLOGS
+60% TRAFFIC TO BLOG IN 30
DAYS
CARON TREATMENT CENTERS
CASE STUDY
16 GUEST BLOG
POSTS
!
!
!
PROPRIETARY & CONFIDENTIAL
Affect WOMMA Wine Wednesday Occupy Social Media
Sandra Fathi
President, Affect
@sandrafathi
Katie Creaser
Account Director, Affect
@ksafrey