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Welcome Summer Seminar 2013

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do digital better @kherrinw @ adido #letsdodigital Social media is no longer a choice but a necessity Kherrin Wade Digital Media Account Director

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agenda Introduction to social media Integrating social into the business DNA Social media channel options Group task

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introduction to social media

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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.

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why should you use 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 dont 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.

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Social has disrupted the traditional sales funnel On the old model, companies were solely focused on achieving a sale and thats where customer interaction used to end retention and advocacy were by-products rather than the aim. Social is not a direct response medium so dont be disheartened if it doesnt happen overnight. Its now about going the extra mile, and caring about the people you do business with. why should you use social media?

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why should you use social media?

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insight into social media

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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. Dont expect the world to change overnight like good ol fashioned networking, you need to invest time and effort to make your campaign work

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integrating social into the business DNA

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define why you are using social media

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Engagement Loyalty Retention Awareness Sales Research and development ? What does success look like? the GOAL of the social media

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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

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define who you are engaging with

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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

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educate & establish buy in from critical business functions

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Marketing Sales HR Senior Management Legal Finance R&D Operations Every employee, regardless of job role Whats in it for me? Participation Knowledge & ideas Recruitment Stakeholder engagement Relationships Distribution the social business

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create the business social guidelines

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the rules of engagement

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appoint your social media guru

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

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Why outsourcing isnt 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 wouldnt hurt Strategy Training Direction and support maximise implementation impact

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investing in social

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2011 vs. 2012 view State of Digital Marketing 2011 and 2012 reports - Webmarketing apportioning your budgets

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Social Brands 100 methodology, 2013. some kpi suggestions

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social media channels

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the MAIN PLAYERS

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Facebook is for Connecting Updates, sharing, & life documenting

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Twitter is for Announcements Real time, bite-sized & brief

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LinkedIn is for Networking Professional, career focused, informative

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group task

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The GOALThe FOCUSThe AUDIENCE EngagementPromotionAge LoyaltyBrand AdvocacyGender RetentionCustomer RelationsBehaviour AwarenessReputation Management Where do they hang out online? SalesRecruitment Research & DevelopmentProduct/Service Development What would they want from you via social engagement? Something else?All or some of the above social pairs

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Modern marketers know that social is not a choice.