Social MediaAPEGROUP

Friday Meeting - 30 january 2015

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Current State

519 followers 79 employees 0 job listings

772 followers 13 employees

386 tweets

359 likes 179 visits

+3 likes/week

8 followers 0 posts

#apegroup

These are todays numbers.

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It’s in a Sorry StateFacebook Statistics Week 46

Why are we doing this and who are we doing it for?

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Apegroup Marketing InitiativeThis presentation mentions all parts of the marketing legs, but focuses only on one. The

three others should have separate strategy documents made.

Thomas Lindvall

Events Web PRSocial

Marketing

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Apegroup Marketing Initiative“It’s better to tell a joke, than to tell people your are funny”

RecruitmentSales Brand

Increase sales (generate leads) Lower price sensitivity

Increase loyalty Increase applications

Increase awareness Increase “talking about”

Meet our client

1. Facebook Gray cubicle office space Boring old co-workers Wants to be part of the good vibe

2. Twitter Often a former consultant Is suddenly out of the loop Want to be à jour with latest trends

3. LinkedIn Got a sceptic board of directors Wants a display of professionalism Wants to feel safe

Future employees

1. Twitter Want to be part of the scene Impressed by follower count and great links Love what (s)he does and expects the same from us

2. Facebook Sits at an agency/company, want a cooler job Wants new friends, and beer on fridays Looking for entertainment

3. LinkedIn Looking for job positions Checking connections with current Apes Wants to read about projects and recommendations

New business

1. LinkedIn Looking for arguments for decision Looking for case references and professionalism The list of employees and finished projects

2. Twitter Looking for differentiating factors Proof of Apegroup being in the forefront Confident that all of us have a strong point of view

3. Facebook Want to work with nice and fun people Looking for creative BBQ and events Totally into mixing business and pleasure

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Design TargetsThese are the people we are doing this for.

1. Facebook 2. Twitter 3. Linked In

1. Twitter 2. Facebook 3. Linked In

1. Linked In 2. Twitter 3. Facebook

Clients Employees New Business

The Best Agency in Sweden on Social Media

Community

Lead by example Celebrate culture Paying it forward

1st wave Jan 2015

Content2nd wave April 2015

Video Text Slides Newsletter Talks

The Best Agency in Sweden on Social Media

Community

Lead by example Celebrate culture Paying it forward

1st wave Jan 2015

Additional channels3rd wave September 2015

The Best Agency in Sweden on Social Media

Community

Lead by example Celebrate culture Paying it forward

1st wave Jan 2015

Content2nd wave April 2015

Video Text Slides Newsletter Talks

This is Our Social Media Strategy Right Here

Social Media

PR

Spo

kesperso

ns

Ambassadors

Everyone at Apegroup

Graffe Eliasson etc.

Maria T Lindvall etc.

Nils Alek etc.

t

Everyone at Apegroup

• Retweet, Share • Like, Comment • Tag @apegroup in your posts • Use #apegroup in your posts • Direct people to the Apegroup channels

The internet 1% rule: 1/9/90

1% create content. 9% edit content. 90% consume. Apegroup is the 10% no apes are lurkers.

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ContributorsThree main bodies of contributors are Design, Tech & Business.

TechBusiness

Design

• Strategists • Designers

• Management • Client Services • Project Managers • Admin

• Developers • iOS, Android, Web

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ContributorsThree main bodies of contributors are Design, Tech & Business.

TechBusinessDesign

These create autonomous groups for each channel.

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ContributorsThree main bodies of contributors are Design, Tech & Business.

TechBusinessDesign

These create autonomous groups for each channel.

This document serves as an initial strategy but the group have total control of their channel, meaning no one can influence the group without being part of it.

TechBusinessDesign

? ?

? ?

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Content StrategyNot everything goes everywhere. We want our followers to follow us on all three channels

and not feeling they get duplicate content.

• Project release

• New employee

• New client signed!

• Event/seminar

• Blog post / Trend report

• Company outing

• Press release / News

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Content StrategyWhat are talking about? These are the main themes for the company of 2015.

ServicesPeople Cases

Diversity Try to stay away from the white dudes with beards

Offering Push analytics, design

thinking and web.

Lab Showcase experiments and proof of concepts

Responsibilities

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Tone of VoiceLook around the office. The way we speak here, and to our clients, is how we

speak on external channels. We are a punk digital agency, not McKinzey.

A motley crew run by creativity and emotions. Let that show in the way we speak.

We can however stick to some simple rules in our different outputs:

Twitter - Be on point and direct.

Facebook - Keep it short and snappy.

Linked In - Mature and businesslike.

Responsibilities

Questions? Ask Fredrik

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BrandingThis is being looked over and we will have a solid branding in place soon. From

profile pictures, logos, manners to colours, design language and the general feel

of each platform.

Responsibilities

Questions? Ask Micke

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AnalyticsWe set up goals and measure it as a normal project. We lead by transparency and

report our numbers and how on track we are. Analytics team run this and use it

as a way to sell their services. Continuos reports on our progress in the blog. As

well as putting up dashboards at the office

Responsibilities

Questions? Ask Jonas

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SeminarsWe invite clients and people in the business

and talk about different approaches to a main

theme over the year. The theme for 2015 is

how real world products and digital services

aid each other. We send out schedules for the

half year on Jan and Sept.

Responsibilities Internal Schedule 2015 • Jan - CocoaHeads • Feb - Freelance mingle (Martin) • Mar - Continuity (Alek & Nils) • Apr - • May - IRL+ (MJ & Nils) • Oct - • Nov - • Dec - Look back and future trends

External Schedule 2015 • Jan - • Feb - Världens farligaste möte • Mar - Webbdagarna • Apr - • May - • Oct - UX Open • Nov - • Dec -

TBD!

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WebsiteApart from posting news and hosting our blog,

the main thing about our website is the case

studies. The initial work is to get design,

imagery and about text in place. The only way

to make it good is to set up a project, just like

client work and have Management act as

stakeholders.

Responsibilities

Discipline Goals:

• Admin: Built on Wordpress, so that it’s easy

to update and maintain

• Business: The website is a case study

(animations and transitions)

• Design: Win a CSS award and get

mentioned on Designer News

• Tech: Showcase beautiful and open source

code, w/ article (like HUGE)

• Social: Added social layer: real-time and live

• Products: Labs, A2 and Silverback

TBD!

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PressMy Newsdesk is the main hub for our press

releases. What should be sent out is for the

management group to decide upon. The actual

press releases is put together, curated and

distributed (to press) and then automatically

distributed through our social media channels,

with automatic release posting. As well as

some media training for our spokespeople.

Responsibilities

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Extended Ape Family

Guests & friends are welcome to join us in all

creative ways we can think of. Blog, podcast,

lectures etc. This way we show that we do not

only lead but also surrounds us with other

leaders. We show that we aren’t afraid of

competition nor are we ashamed of learning

from others.

Responsibilities

Event 2Event 1

Action Plan

Social Media - First Wave Social Media - Second Wave

Feb March April JuneMay

Web 1.0 - Build Web 2.0 - Build

Event 3Webbdagarna

Article Press Release PR PR Press Series

Blog - Behind the scenes (Web and Process)

Ideas & Thinkings

SM

WWW

EVENT

PR

BLOG

Tack!/The Social Media Gurus