Strategy paper: Stories, Numbers & Conversations: Nokia's principles for social media marketing
Social media, by the numbers
15
Social, by the numbers HOW TO EFFECTIVELY KEEP IN STEP WITH SOCIAL MEDIA, 30 MINUTES A DAY
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Transcript of Social media, by the numbers
Social, by the
numbersHOW TO EFFECTIVELY KEEP IN STEP WITH SOCIAL MEDIA,
30 MINUTES A DAY
30 minutes everyday… really.
Step 1 - Listen
Step 2 -Engage
Step 3 –Schedule
Automation tools rock!
HootSuite
Minideck
HubSpot
Others
Social Media Facts: Social networks and blogs now
account for nearly a quarter of the
total time Americans spend online
(Image Source: Balihoo.)
Socializing — with whom?
Prospects. People who are
assessing your brand
Customers. Can learn about the latest from you.
Hires. Potential employees can
learn
Partners. Similar to customers
Media & analysts. Can follow your
brand
Which channels to consider?
News. Well-crafted news
releases that contain the right
keywords
Blog. Used in conjunction with news releases
LinkedIn. A good B2B
engagement channel for
hiring, customers, and business
partners.
Twitter. ―Micro-blog‖ platform
Facebook. Increasingly, a ―second home on the web‖
YouTube. Great way to
showcase expertise.
Google+. Because your
customers and potential
customers are already on
there.
Blogs
Catalyst Marketing Group
Manage editorial calendar
Content curation and reposting
Generating new content
Editing and posting new content
Maintain images and relevant
brand identity
Train employees
Measuring results
You
Listening
Content curation and reposting
Generating new content
Approving new content
Train employees as a part of your
onboarding process
Catalyst Marketing Group
Augment LinkedIn presence by
adding content to the Overview
page and adding a Products &
Services tab.
Maintain relevant images and
brand identity
Train employees
Measure results
You
Consider including a Careers
tab.
Make sure all employees are
correctly linked with the
company page.
Research groups to join and
develop a plan for
participation in these groups
Engage with groups
Train employees as a part of
your onboarding process
Catalyst Marketing Group
Update page to reflect current
messaging and product focus.
Monitor your social campaigns
Maintain relevant images and
brand identity
Train employees
Measure results
You
Research and develop
influential people to follow
Find a social dashboard that
works for you
Make sure employees with an
account follow your brand
Train employees on how to use
twitter as a part of your
onboarding process
Catalyst Marketing Group
Update page to reflect current
messaging and product focus.
Maintain relevant images and
brand identity
Train employees
Measure results
You
Determine which brands’ pages
you want to like.
Leverage 30 mins in a day
process
Make sure employees with an
account follow your brand
Train employees as a part of
your onboarding process
YouTube
Catalyst Marketing Group
Update page to reflect current
messaging and product focus.
Maintain relevant images and
brand identity
Train employees
Measure results
You
Create content for YouTube
channel
Make sure employees with an
account follow your brand
Train employees as a part of your
onboarding process
Google+
Catalyst Marketing Group
Update page to reflect current
messaging and product focus.
Maintain relevant images and
brand identity
Train employees
Measure results
You
Share any recent content to
your circles.
Use your circles to segment out
only the most relevant
audience.
Ask questions and start
conversations.
Train employees on Google+
as part of your onboarding
process
The Channel PlanDon’t be afraid. It’s not as scary as people say it is.
Work together
Listen
Use consistent
messaging
Add value in your
posts
Be human
Let’s take a
closer look
Step 1 - Listen
•Check for engagement and respond as needed
•Check alerts for brand mentions/keywords.
Step 2 -Engage
•Comment/Respond
•Ask questions
•Add something useful to each social media channel.
Step 3 –Schedule
•Let channels run in the background
•Engage if needed
•Monitor for timely comments or conversations
Social Media care and feeding
Daily
Social in 30 mins a day routine.
Every few days
Publish a blog post. Share it on LinkedIn, Facebook, Twitter. Let employees know so they can share with their followers.
Scan VIP Twitter followers for relevant conversations to join and people to follow.
Add comments to relevant posts in 3rd-party blogs, as appropriate.
Share fave web finds on Twitter, Facebook and LinkedIn.
Shortlist content ideas for the blog and newsletter.
Monthly
Issue news release and post it on the blog, Facebook, Twitter, LinkedIn.
Post a video or two on YouTube. Share on all channels.
Blog editorial plan meeting/review.
Overall social media progress/analytics review.
Priming the Pump
Over time, we should expect organic growth of followers/fans, recommendations, etc. of each channel. But... we need to prime the pump by promoting these channels to customers, partners, and employees.
Ideas:
Add LinkedIn, Facebook or Twitter links to all employee email signatures.
Prominently feature the social media icons on home page, contact page, newsletters.
Provide basic training for employees so that can participate on LI, TW, FB.
Encourage people to Like/Follow/Share for the latest updates. Send out a Monday message, letting your organization know what is trending this week.
