sascon 2014 10 steps for putting social media strategy into action - auto trader uk

10 Steps for Putting

Social Media Strategy

into Action

6 June 2014

Hello #SAScon

@ian_pollard@jimhaysom

@fanxleeCouldn’t make it today

Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee

Case Study: Perrys

@perrysmotors

/PerrysMotorsUK

/PerrysMotorsUK

/PerrysMotorsUK

+Perrys

/PerrysMotors


Let’s Start with the Basics

No planning = Potential failure & damage

No integration = Potential lack of efficiencies &

synergies


10 Steps to Build a Social Strategy

This is a whistle-stop tour of those factors and

the things to consider for each…….

Let’s go!


Step 1. Get Socially Savvy


Step 1. Get Socially Savvy

Learn: Find out about social networks

Advice: Ask friends, family and colleagues how they use them

Experience: Join some and join in

Research: how your favourite organisations or sports teams use

them

Understand: how social co-exists with other business and marketing

functions


Road Trip – Staff & Management Interviews


Social Education & Training Sessions

Perrys

• Background to social media & importance to Perrys

• High level social media strategy for Perrys

• Social media team structure

• What social media profiles are being set-up

• Social media guidelines

Auto Trader

• Why social media is important

• Automotive social media

• Owned and earned media

• Overview of key social networks

• Set-up of personal social profiles and interactivityCredit: @TomMughal


Increasing Social Media Knowledge

0

1

2

3

4

5

6

7

8

9

10

Thinking about your knowledge of social media, how would you rank yourself after today? (31 attendees)

Pre-Training Rating Post-Training Rating

Poly. (Pre-Training Rating) Poly. (Post-Training Rating)

40% Increase


Step 2. Perform a Business & Marketing Audit


Step 2. Perform a Business & Marketing Audit

What do you do and what are you good at?

What is your culture and what do you stand for?

How are you performing?

Where are you going, what’s the big plan?

What resources do you have?

Consider the wider Marketing Mix


Your Website is your 24-Hour Showroom


HEAD OFFICE

GROUP DIGITAL

MARKETING

TEAM

Sourcing & Resourcing for Social Success

LOCAL

DEALERSHIP

SOCIAL MEDIA

CONTENT

CREATORS

DEDICATED

SOCIAL

MEDIA

EXECUTIVE


Step 3. Perform a Social Audit



Are you already using it?

How do you use it??

Does it communicate your proposition?

Is it comprehensive & consistent?

How are you monitoring performance levels?



What about you competitors?

Is there much interaction?

Who is it that interacts?

What are people saying about you?


Perrys Facebook Pages: Group & Dealership


Perrys Twitter Profile: Group


Perrys YouTube Channel: Group


Perrys Google+ Local Business: Dealership


Perrys Foursquare Venues: Dealership


Step 4. Set Some Objectives


Step 4. Set Some Objectives

Do you have company objectives?

Double bottom line – a social impact?

How might you use social to achieve them?

What would success look like to you?

How might you measure your objectives through metrics?

Objectives should always be SMART


Aligning Business & Social Objectives

Build communities

through social engagement

Increase brand loyalty with existing

customers & key segments

Sell more cars &

increase profits

Business

Objectives

Social

Objectives


Key Social Objectives for Perrys

To create the industry’s leading customer service communications

platform and a powerfully engaged audience of loyal brand advocates.

To show the human side of our business and to showcase why our

people are the ‘right people’ to buy from.

To build a community of next-generation car buyers.

To protect brand reputation, by means of visible responses to

mentions of our brand.

To engage with customers; past, present and future.


What Metrics Align to the SMART Objectives?


Step 5. Plan Social Media Campaigns


Step 5. Plan Social Media Campaigns

USPs?

Culture?

Key messages?

Creativity?

Cross-pollination of content?

Cross-channel integration & mobile first?


Plan for the Moment

Source: Facebook.com/PerrysMotorsUK


Add a Touch of Creative Humour

Source: Twitter.com/perrysmotors


Promote your Customers’ Happiness

Source: Facebook.com/PerrysMK


Grab a Celebrity Selfie

Source: Facebook.com/PerrysBury


Provide Real-life Product Reviews

Source: Facebook.com/CopleyLandRover


Leverage Local Connections



Recognise your Employee Success

Source: Facebook.com/PerrysAylesbury


Showcase Customers’ Purchase Experience



Share Interesting & Relevant Industry Facts



Gain Insights & Opinions from Customers



Drive Excitement with New Product Launches



Add Value to the Buying Experience

Source: YouTube.com/PerrysMotorsUK


Step 6. Plan to Monitor on Social


Step 6. Plan to Monitor on Social

Who - Customers, prospects, etc?

Where - social platforms, blogs, etc?

When - specific times, all of the time, etc?

What - specific queries, searches, etc?

How – what tools could be utilised?


Listening & Joining the Conversation



Consumer Advocacy is Priceless



Step 7. Plan to Engage on Social



How will you respond?

What tone of voice will you respond with?

How quickly will you respond?

Who is responsible for it?



Always:

Reciprocate

Respect

Reliable

Never:

Disclose

Defame

Discriminate



Create a Crisis & Incident Management Plan:

Listen for issues

What does a crisis look like?

How severe or urgent is it?

Build a process and response mechanism


Communication Channel via Facebook

Source: Perrys.co.uk/facebook-care


Communication Channel via Twitter

Source: Perrys.co.uk/twitter-care


Step 8. Plan to Measure & Report on Social


Step 8. Plan to Measure & Report on Social

Take Ownership

Reflect Objectives

Format & Contents

Prioritisation


Using Social Media Measurement Tools


Step 9. Plan to Maintain & Optimise


Step 9. Plan to Maintain & Optimise

Test, test, test! ..........Then test again!

Track what’s important

Tweak and start again


Appeal to your Entire Social Audience



Drive Passion & User Engagement



Step 10. Be Like Rick


Make sure your advocates know that

you’re:

• Never gonna give them up,

• Never gonna let them down

• Never gonna run around and desert them

• Never gonna make them cry,

• Never gonna say goodbye

• Never gonna tell a lie and hurt them

Step 10. Be Like Rick


Success: Growth of Facebook Page Likes

05

101520253035404550

Th

ou

sa

nd

s

Facebook.com/PerrysMotorsUK


Success: Industry Recognition

• Finalist

• AM Awards 2014: Best Social Media

• Motor Trader Awards 2014: Best Digital Initiative

• eBay Motors Awards 2014: Dealer Group of the Year

• Car Dealer Magazine: Most Influential Dealers on Twitter

• Ranked 1st - May 2014

• Ranked 2nd - Oct 2013


Thank You

Jim Haysom@jimhaysom

http://about.me/jimhaysom

Business Development Director, Digital Marketing

Ian Pollard@ian_pollard

http://about.me/ianpollard

Senior Digital Strategy & Solutions Manager

http://about.me/jimhaysom

http://about.me/ianpollard