#prsqc4 - the 90 day social transformation
TRANSCRIPT
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social transformationIN 90 DAYS
but first… !
let’s align on a few key beliefs
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THE DAYS OF CAPTIVE AUDIENCES ARE GONE3
4:24
AVERAGE HOUSEHOLD SIZE
SCREENS PER HOUSEHOLD
‘CHOOSE YOUR OWN ADVENTURE’ MULTI-TASKING/DEVICE AUDIENCES
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THE CONSUMER HAS MORE CONTROL OVER
HOW, WHEN AND WHAT MESSAGES
THEY CHOOSE TO RECEIVE !
AND WE HAVE NEVER HAD MORE DATA AVAILABLE FOR CONSUMERS
TO TELL US WHAT THEY WANT & NEED
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!
YET THE INTERSECTION OF MEDIA & MARKETING HAS NOT CAUGHT UP…
“At the moment, we are treating
everyone on the same level and it is
very rare that a branded
experience is personalized based
on any prior interactions that the consumer has
had with the brand.”
“CXM data will let me know what a consumer
is looking for, and when and where they are
doing it. Knowing the actual context and
what they are doing, I will be able to provide
them with more relevant communication
enhancing their experience with my
brand,”
and if we don’t transform?
#engagement principles
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four main principles
people are the medium !
marketing is a conversation !
data is the beginning !
shift in what we value
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people are the medium
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PASSIVE !!HOW OUR MESSAGING AFFECTS THEM !WHO WE’LL REACH !CREATIVE IS THE END POINT
ACTIVE !!WHAT THEY DO WITH IT!WHO THEY’LL REACH !!CREATIVE IS ONLY THE BEGINNING
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marketing is a conversation
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CAMPAIGNS !!EXECUTE THE PLAN !!DEFEND THE BRAND !!RELY ON MAJOR INNOVATIONS
!!POWER OF THE TAGLINE
ALWAYS ON !!LISTENING & ADAPTING TO THE UNPLANNED !FACILITATOR OF BRAND WORTHY BEHAVIOUR !IMPORTANCE OF SMALL INNOVATIONS, OFTEN CONSUMER-DRIVEN !POWER OF RELEVANCY
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data is the beginning
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SILOED REPORTING !!PAID MEDIA !PR / EARNED !OWNED / DIGITAL !CLIENT-SPECIFIC !POST-REPORTING
FORESIGHT !ORGANIZING PAID, OWNED & EARNED DATA AROUND CONSUMER SEGMENTS !BEHAVIOURAL INSIGHTS !ACTION-SPECIFIC !LISTEN & RESPOND
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shift in what brands value
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LESS !!CREATING BRAND AWARENESS !!ONE WAY / ONE TO MANY !!MAJOR MASS MEDIA !!MEDIA/CAMPAIGN CENTRIC !
INTERRUPT & REPEAT (GRPS)
MORE !!CREATING BRAND ACTION !MARKETING AS FACILITATION !MANY TO MANY !WHERE & WHEN CONSUMERS WANT TO CONNECT !ENGAGEMENT
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IT’S NOT JUST WHAT BRANDS SAY,
IT’S ALSO WHAT BRANDS DO
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THE EXPERIENCE IS THE MESSAGE THE CONSUMER IS THE MEDIUM+
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TRANSFORMATION framework
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how do we get there?
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days 1-30Discovery
days 31-45 definition
days 45-60 operations
days 60-90 design &
development
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DAYS 1-30
internal insights
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operational readiness
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MANY BRANDS & AGENCIES JUMP INTO SOCIAL WITHOUT A STRATEGIC FRAMEWORK BECAUSE THEIR CONSUMERS ARE THERE
Enterprise Alignment
Consumer Intelligence & Social Deployment Architecture
! Business KPIs & Social First Approach to Drive Your Business
Organizational Readiness
Social Deployment Architecture Social Marketing Performance
Consumer Intelligence
Policies Business Process Education Technology Scale Business
Maturity
Earned Reach
Social Growth Rate
Engagement
Org Alignment Social Uniformity
Localization Social Integration
Fan Value Activity Segmentation
Journey Mapping Data Capture
competitive + content insights
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understanding consumer behaviour
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INTENT VS AFFINITY !
google social media
Consumer Behaviour Database of Consumer Intent Database of Consumer Affinity
Is Expressed By Exploring Engaging
Is Rational Emotional
Happens Before Purchase After Purchase
Lasts Days or months Years
Helps Acquisition Retention & Loyalty
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Competitive analysis
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REVIEW TOP 5-10 COMPETITORS !• In depth analysis across all social networks • Past 12 month activity SWOT
• Consumer Insights & engagement patterns • Content Insights, including best performing creative • Channel Insights & engagement patterns • Fan Growth drivers • Community Management & Response Times • YouTube & Brand Health
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Competitive analysis
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ALLOWS US TO: !• Identify strengths & weaknesses of your competitors across all platforms • Opportunities and white space to improve consumer engagement • Optimize
• Platform priorities • Audience priorities • Content focus & messaging • Frequency • Distribution - paid & owned • Fan growth initiatives
• Set KPIs for response times to consumer engagements
define how & where to focusDAYS 31-45
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SAMPLE CONTENT MIX
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QUALITY/CRAFTBRAND CULTUREACTIVATION
BRAND CENTRIC CONSUMER-CENTRIC
25%30%30%15%
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sample channel ecosystem: overview
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EACH CHANNEL PLAYS A DIFFERENT ROLE:
INSPIRE & ENTERTAIN ENGAGEMENT & ADVOCACY
INFORM & EDUCATE CONVERSATION & CUSTOMER SERVICE
INFORM & ENTERTAIN BRAND STORYTELLING & CONVERSION
.COM INSPIRE & INFORM LONG-FORM CONTENT & CONVERSION
INSPIRE & ENTERTAIN AWARENESS & ADVOCACY
INFORM & EDUCATE NEEDS-BASED CONTENT & CONVERSION
ENTERTAIN & INFORM ENGAGEMENT & LOYALTY
INSPIRE & INFORM ENGAGEMENT & ADVOCACY
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SAMPLE PLATFORM MIX
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30%
30%
25%
15%
45%
15%15%
25% 25%
40%
20%
15% 5%
35%
40%
20% 5%15%
45%
35%
FACEBOOK TWITTER INSTAGRAM YOUTUBE PINTEREST
QUALITY/CRAFT BRAND
ACTIVATION CULTURE
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SAMPLE PLATFORM CADENCE
PRODUCTBRAND CULTUREACTIVATION
5-7X/Week
1 tweet daily minimum. More whenrelevant
5X Week
Campaign Basis
TOTAL
6X MONTH
3X MONTH
6X MONTH
5X MONTH
20X MONTH
31X MONTH
20- 31X MONTH
6-8X MONTH
3-5X MONTH
6-8X MONTH
5-7X MONTH
9X MONTH
5X MONTH
9X MONTH
8X MONTH
ON A CAMPAIGN BASIS
30%15% 30% 25% 100%
TBD
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sample social ecosystem
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Instagram twitter
.com
search
COMMUNITY MANAGEMENT CONTENT HUBS PAID MEDIA
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DAYS 46-60
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Defining the team
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Define agency teams and internal team • Social Strategy / editor-in-chief • Channel planning - distributing across paid/owned/earned • Community management (English & French) • Customer Service Integration • Content development
• Designers • Writers • Photographers & videographers • Creative technologists
• Data analysts
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sample approval matrix
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Crisis Management Legal
Compliance C-Level Review
Brand / Marketing Customer Service
Legal
Community Manager
Client Lead FYI
• Product Recalls / Store closings
• Public Relations issues • Internal issues, eg. Employee
Relations • “Major” Customer Service
Issues
• Campaign-specific • Offers • “Light” Customer Service
Issues / announcements • Engaging Influencers
• Conversational • Retweets • “Light”Responses, eg. Thank
yous • Curation
design & development
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DAYS 60-90
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design & development
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Develop Social Brand Book • Brand Purpose Within Social • Brand Guard Rails (Who We Are, Who We Aren’t) • Tone & Behaviour !
Develop Editorial Strategy & Calendar • Content Pillars • Campaign Periods & Integration !Redesign Platform Templates !Develop Reporting Template
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SAMPLE QUARTERLY EDITORIAL PROCESS
FREQUENCY/TIMING: Every 3-4 months
Strategy & Quarterly planning
1. Overarching Vision And Framework • Strategy • Social Guidelines • Objectives And Kpis !
2. Content • Editorial Lines For The Upcoming Quarter • Partnerships • Asset Production (Photoshoot)
Monthly calendars Review & Approvals Implementation Reports
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SAMPLE QUARTERLY EDITORIAL PROCESS
Strategy & Quarterly planning
Monthly calendars Implementation Reports
1. Content • Overview Of Calendar And Campaign Integration • Posts For Each Channel + Back Up Posts • Content Mix • #Hashtag Strategy • Reco On Paid Media !
2. Additional Content (If Applicable) • Brand Ambassadors • Partnerships With Media/Bloggers • Asset Production
Review & Approvals
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SAMPLE QUARTERLY EDITORIAL PROCESS
Strategy & Quarterly planning
Monthly calendars Implementation Reports
1. Review Calendar 2. Provide Feedback On Each Post For Revision. 3. Brand Team To Approve Campaign Specific Content 4. Approve Attendance For Events
Review & Approvals
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SAMPLE QUARTERLY EDITORIAL PROCESS
Strategy & Quarterly planning
Monthly calendars Implementation ReportsReview & Approvals
1. Scheduling (Through Percolate Or Hootsuite) • 1 Week At A Time • Weekend Scheduling !
2. Amplify Content Through Paid Media !
4. Monitoring • Like/Comment On User’s Interactions • Filter Comments Based On Guidelines + Discuss !
5. Identify Opportunities For Spontaneous Content
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SAMPLE QUARTERLY EDITORIAL PROCESS
Strategy & Quarterly planning
Monthly calendars Implementation ReportsReview & Approvals
1. Weekly Reporting • Dashboard With Past Week Performance From Cm Standpoint • Confirm Upcoming Week Content, !
2. Monthly Reporting • Summary And Key Highlights • Recommendations From Strategy, Creative And Analytics • Content Performance By Theme • Kpi Tracking • Dashboards • Campaign Reports (Tbd)
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definition - hashtags
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#STRATEGY !
HASHTAGS
Similar to SEO methodologies, hashtags are increasingly becoming one of the primary ways (outside of paid media) to make sure your social content is being found. While most brands try to establish their own branded hashtag, the real opportunity, especially on open platforms like Twitter and Instagram, is including hashtags that are already publicly used and relevant to the content your target audience is engaging with.
!Hashtags also allow us to curate specific conversations and display them on digital screens to encourage deeper engagement with a live or physical audience.
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optimizE With data-driven insights
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4. REPORTING FRAMEWORKAwareness
Growth Rate
Total number of new fans & followers / Total number of fans & followers from previous month
Engagement Advocacy Intent
Engagement Rate Advocacy Rate Attribution Rate
Total number of interactions / Total number of social community
Volume of conversation / Positive brand mentions
Total number in social community / Engagement rate
• Monthly fan growth across social channels • Unique reach • Top Geography by channel • % site referral from social channels
• Interaction by channels • # of shares, retweets • # of likes, comments, favourites • Mentions & verbatims
• Volume of conversation • # of Hashtag mentions • Sentiment • Amplification rate • Share of voice • Brand Loyalty Index • Brand advocacy Index
• % change YoY sales • Engagement rate
about Sid Lee
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we REINVENT brands & categories THROUGH TRANSFORMATIVE CONSUMER EXPERIENCES
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our agency model
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BUSINESS STRATEGY STEERS PLANS AND SETS THE teams IN MOTION.
DATA INTELLIGENCE
!ANALYSIS
PERFORMANCE OPTIMIZATION
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network bench strength
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27LANGUAGES HIGHLY MULTI-CULTURAL ENVIRONMENT
550 ARTISANS FROM 27 COUNTRIES; CHANNEL-AGNOSTIC; DIGITAL NATIVES
5AGENCYIN THE WORLD FORBES, 2012 !
top
7 OFFICES GLOBALLY !
300+ PER YEAR
DIGITAL PROJECTS
ANDCREATOR
OF THECURATOR
INNOVATION EVENTGLOBAL C2MTL
questions?sid lee
thankyou