Social Customer Engagement. Toolset & How to Make a Plan.

How to engage clients?Toolset & Social Media Plan

Toolset, slower man!

Social Experience toolset

targetsestablish a human

relationship90-9-1 rule of participation

contentsdetailed content to

get depthshort form content

to get reach

SM platforms

TW, FB, YT, Foursquare, LinkedIn...

Social Experience Toolset

targets

key points to success

★Social Media is not for everybody. The main idea: Stay where your clients are, be convinient!★Don’t forget you have to be human! Don’t use corporate mode to talk with clients through Social Networks★90-9-1 rule is not a rule, it’s an avarage. Social Media has no rules.

participation

★Social Media is not for everybody. The main idea: Stay where your clients are, be convinient!★Don’t forget you have to be human! Don’t use corporate mode to talk with clients through Social Networks★90-9-1 rule is not a rule, it’s an avarage. Social Media has no rules.

Why do people participate?

3 main reasons to participate:

#1 Money (direct finantial rewards like competition prizes)

#2 Love (intrinsic personal enjoyment or fulfilment, communal socialisation, contribute to the cause)

#3 Glory (desire for peer recognition)

participation

How can people participate?

2 forms of participation:#1 Creative (requires participant to create something new, f.e. expression of a idea, make a video, take a photo...)

My advice: The more skill & time required for participation, the fewer people will participate so... Keep it simple!

#2 “Critical” (participants readily express an oppinion; they are votes, likes, recommendations, predictions, comments...)

My advide: They has a broader appel so... Use a combination!

participation

to get reach

SM platforms

contents

★What is content? Everything you can do to make people decide to spend time with you.★Don’t forget 2 roles of content: Detailed content adds depht; short form content adds reach. The key, the combination again! Get balance!★It’s not only about your content, it’s also about user generated content.

Volkswagen’s Fun Theory

★Fun theory blog where participants could upload ideas about how to make everyday life more fun (detailed & creative content)

★People could vote and comment on the ideas (short form & “critical” content)

★YouTube videos of the making of these ideas (short form content to get reach)

★A winner & a prize: $2500 & your idea put in action

to get reach

SM platforms

✔ ✔

social media platforms

★There are a lots of social networks, but the point is not what your customer can do there, it’s where they are★Stay if you targets are and you can manage & produce HQ contents, be active!★You can not simply add community. It takes time & people with great communication skills. It simply must happen gradually so... Begin as soon as possible!

social media platforms

★There are a lots of social networks, but the point is not what your customer can do there, it’s where they are.★Stay if you targets are and you can manage & produce HQ contents, be active!★You can not simply add community. It takes time & people with great communication skills. It simply must happen gradually so... Begin as soon as possible!

lagest search engine

for business

videomarketing

How do I get started?

I don’t understand XXXXXXXX!

It’s not only about “What are you doing?”, it’s also about what do you are thinking,

what is your update, what is your new content... It’s about sharing and conversation!

Any tool to go faster on TW for business?

How to create a Plan?

My 10 steps SMMP recipe

How to make a Social Media MK Plan

#1 Set goals for every line

#2 Select your targets

#3 Benchmark your competitors

#4 Redefine teams&culture

#5 Design your contents strategy

#6 Decide about SM platforms

#7 Set your KPIs

#8 Select & implement tools

#9 Set a Road Map

#10 Get better! Review! Evolve!

What? Why? How? When? How much € you have?My advice: Set goals that your targets will value

Who are you talking to? Where are they? What are they doing on Social Media?

My advice: Stay where they are connected!

Who? How? Where? With whom? With what kind of contents? Frequency? Tone? Team?

My advice: Copy what works!

Who? Are they trained? Is the company ready? How you will manage critical info & touch points?

My advice: Think all before and you can not go wrong!

#4 Redefine teams&cultureKinds? Formats? Frequency? Quality? Who generates it?

What about user generated content?My advice: Combine depht & reach, own & user generated

#7 Set your KPIs

#9 Set a Road Map

#7 Set your KPIs

#9 Set a Road Map

Where are they? What can we manage? What are the best platforms for our contents?

My advice: Less is more if you are active!

#9 Set a Road Map

Sales, followers, interactions, Qs, problems solved...My advice: Understand the meaning of your KPIs & take action

#7 Set your KPIs

#9 Set a Road Map

SM platforms management tools, BI 2.0 tools, sCRM...My advice: Your team must master the tools you use!

#7 Set your KPIs

What comes before and what comes after? Timing your proyects, use LEAD strategy

My advice: All at once can not be done, set your priorities!

#7 Set your KPIs

#9 Set a Road Map

Take action! Do it!

Case StudyShoes company

Founded in Seville on 1972

360 shops in Spain + 43 in Portugal + 1 Paris + 2 Santo

Domingo

Different collections

Turnover: 120 MM €

Unlimited Budget for SCE

SocialExperience

SocialServices

SocialCommerce

SocialInnovation

Delivering expectation-

beating Customer

Experience using Social

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

SocialExperience

SocialServices

SocialCommerce

SocialInnovation

Delivering expectation-

beating Customer

Experience using Social

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

Engage girls to bring our

products with more passion

Talking about company info, VIC promos,

clothes combinations

Bring SM to online &

offline stores

People deciding over

50% of the collection

Design but low-cost

20-35 Middle-class girlsSaavy shoppersShoes addicts

SoLoMo clients

#1 Socialize SCE Plan(co-creation inside the company & communication to involve

everyone)

#2 Training for everybody(what you can do it or not, how you can do it, how you can

contribute to the cause)

#3 Specialize SM team + Tranverse Info processes

#1 Emotion to get reach & engage

(songs, thinkings, videos, competitions)

#2 Conversation(every day, get insights, establish relationships)

#3 Collections & Ads(shoes photos & posters)

#1 FB(board + integrated FB store, social engagement + social

innovation + social commerce)

#2 TW(TL & DM, social engagement + social services + promos on

social commerce)

#3 Vimeo + YouTube(social engagement)

#1 Sales

#2 Interactions(conversation + community formula)

#3 Reputation(satisfaction + ratings + crisis mgmt success)

#7 Set your KPIs

#1 Hootsuite + Chrome(profiles management)

#2 Pirendo(BI 2.0)

#3 SalesForce(From CRM to sCRM)

2009: FB, social engagement2010: TW + VideoMK, social

engagement2011: Social Services +

Upgrade BI 2.02012: Social Commerce +

Upgrade to sCRM

#9 Set a Road Map

2009: FB, social engagement2010: TW + VideoMK, social

engagement2011: Social Services +

Upgrade BI 2.02012: Social Commerce +

Upgrade to sCRM

#9 Set a Road Map

2012: Change your Strategy

#10 Get better!

#1 Continuous Benchmarking(don’t be late!)

#2 Quarterly Reviews(KPI’s, actions, budget)

#3 6-months Plans(changes on strategy)

Co-creation

3 options, you choose!

Option #1Case study on How to make a

SMM Plan

Training by making a SMM Plan with a case I bring &

introduce

Working & Presentation in Class #3

Q’s & Conclusions

Option #2Case study on How to make a

SMM Plan

Training by making your own SMM Plan

Working & Presentation in Class #3

Q’s & Conclusions

Option #3Any different idea?

And the winner is...

Personal Branding

What is a brand?

Your brand is a unique promise of value

Safety

Personal Branding#1 Be autentic! Be yourself! It’s not about what fake, it’s about your real value! Share your value! (value = what is important

to you). What makes you exceptional?

#2 To be outstanding, you need to stand out! Find your differenciation! Create value in another way! Don’t forget, it’s

about people, it’s about passion!

#3 It’s not about work versus life! It’s about who you are, what you do & how you are doing. Not everybody are going to be agree with

but it’s life!

#4 If you don’t show up in Google, you don’t exist! Social Networks are going to put you on the market! Make your own SMMP!

but it’s life!

#5 Leave your mark in everything you do! Be remarkable & relevant! Share your brand to get reach! If not, how you do?

but it’s life!

#5 Leave your mark in everything you do! Be remarkable & relevant! Share your brand to get reach! If not, how you do?

Your personal branding SMMP

#1 Set your own goals

#3 Benchmark your colleagues

#4 Redefine your habits

What? Why? How? When? How much time you have?My advice: Set goals that your targets will value

Who are you talking to? Where are they? What are they doing on Social Media?

My advice: Stay where they are connected!

Who? How? Where? With whom? With what kind of contents? Frequency? Tone?My advice: Copy what works!

Are you trained? Are you ready? Are you constant?My advice: Be active!

#4 Redefine teams&cultureKinds? Formats? Frequency? Quality? Who generates it?

What about user generated content?My advice: Combine depht & reach, own & user generated

#7 Set your KPIs

#9 Set a Road Map

#7 Set your KPIs

#9 Set a Road Map

Where are they? What can we manage? What are the best platforms for your contents?

My advice: Less is more if you are active!

#9 Set a Road Map

Sales, clients, interviews, job...My advice: Understand the meaning of your KPIs & take action

#7 Set your KPIs

#9 Set a Road Map

SM platforms management tools & BI 2.0 toolsMy advice: You must master the tools you use!

#7 Set your KPIs

What comes before and what comes after? Timing your proyects, use LEAD strategy

My advice: All at once can not be done, set your priorities!

#7 Set your KPIs

#9 Set a Road Map

Take action! Do it!

My Advice

#1 Be yourself! Sale yor value!

#2 Don’t be shy! Go for it! Ask!

#3 LEAD! Copy what works!

#4 Be active! Be constant!

#5 Talk about W is important to U

#6 LinkedIn, TW, FB, YT, Slideshare

#7 No measure, no improve!

#8 Master your tools!

#9 Step by step! Not all at once!

#10 Get better! Review! Do it! Now!

Thanks :)

Ramon LagunaCEO Sapiens&Co.

ramon.laguna@sapiensco.com

607 543 032@RamonLaguna/in/ramonlaguna/ramonlaguna

www.slideshare.com/sapiensco

It’s not stronger that survives. Not the most intelligent. It’s the most adaptable to change.

Charles Darwin

Social Customer Engagement. Toolset & How to Make a Plan.

Business

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