Workshop - How I start my company’s Social Media Plan?

How do I start my company’s Social Media Plan?

10/27/11 – Puerto Rico

1

Salomon Dayan:

Email: [email protected]

Twitter :

http://twitter.com/sedayanr

LinkedIn:

http://do.linkedin.com/in/salomo

ndayan

Slideshare:

http://www.slideshare.net/sedaya

nr

Website: http://lih.com/

4

6

#LopitoWorkshop#LopitoWorkshop

11

“La experiencia fue extraordinaria porque los que no pudieron ver mi informe en la televisión, me escucharon a través de la radio y los que no pudieron escucharme, me leían a través de Twitter y Facebook”

Source: ComScore Report Aug 2011 12

PR Internet PenetrationPR Internet Penetration

S1,340,000 unique

visitors

Source: ComScore Report Aug 2011 13

PR Internet PenetrationPR Internet Penetration

24% increase since 200924% increase since 2009

S1,340,000 unique

visitors

14

Social Media Time SpentSocial Media Time Spent

Source: Google Insight Trends for Website

15

Social Media Time SpentSocial Media Time Spent


Puerto Rico among the Top Countries in Time Spent in

Social Media

Source: ComScore Report Aug 2011 - This doesn’t include Internet Café’s, mobiles, schools or universities.17

Top 20 websites in PRTop 20 websites in PR

18


Source: ComScore Report Aug 2011 - This doesn’t include Internet Café’s, mobiles, schools or universities.

19


Source: ComScore Report Aug 2011 - This doesn’t include Internet Café’s, mobiles, schools or universities.

20

Facebook growth in PRFacebook growth in PR


21

Facebook growth in PRFacebook growth in PR


Facebook Over 1,300,000 Registered Users in PR (+18)Over 1,083,000 Unique Visitors

Facebook Over 1,300,000 Registered Users in PR (+18)Over 1,083,000 Unique Visitors

22

A 1,500 individuals' survey showed that consumers have great tendency to buy the company

product they follow

Social Media Encourage Social Media Encourage BuyingBuying

Source: February 2010, market research firm Chadwick Martin Bailey along with iModerate Research Technologies

24

• Set strategy

• Promote social

channels

• Analytics & ROI

Today’s DiscussionToday’s Discussion

25

Main workshop Main workshop objective is to objective is to

provide tactics provide tactics that that can be can be implemented implemented

todaytoday

26

Get to know it…Get to know it…

27

Facebook VocabularyFacebook Vocabulary

28

Facebook Changes Facebook Changes from F8 Conference from F8 Conference

Sept 2011Sept 2011

TimelineTimeline

37

http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=player_embedded

"a new way for users to express who they are.” Mark Zuckerberg, CEO Facebook

Profile takes on a look similar to a magazine format, highlighting activities, photos and apps along with a cover photo sitting on top

This new format is called: Timeline

TimelineTimeline

38

The new design transforms the user profile into a virtual scrapbook that digs all the way into user’s past.

It makes a visual history of everything you’ve ever done, all the way to when you were born (according to Facebook)

https://www.facebook.com/about/timeline

Since F8 it will enter a Beta period and available for Developers; it will be rolled out progressively

TimelineTimeline

39

40

Facebook Pages, Facebook Pages, Groups & Groups & ProfilesProfiles

Fan Pages (Brand Pages) that user Follows

Changes from User PerspectiveChanges from User Perspective

41

45

Pages Vs. GroupsPages Vs. GroupsGroup is for a community of people with a common interest, while a page represent a brand or entity of which there are

“fans.”

46

Remember to set up the whole Remember to set up the whole Fan Page profileFan Page profile

47


48


Use the ‘About’ text box to place keywords:

The ‘About’ box represents the highest place in the page structure of the Facebook Page.

Custom text can be added and read by Search Engines (SEO)

49Source: InsideFacebook.com, July 13th, 2009


50Source: InsideFacebook.com, July 13th, 2009


Use ‘Info’ tab to include more keywords, text and high priority links

(specific fields vary according to the type of Fan Page)

51

How Search seen How Search seen Facebook “About” & Facebook “About” &

“Info”“Info”

52

How Search sees Facebook’s How Search sees Facebook’s “About” & “Info”“About” & “Info”

53

How Search sees Facebook’s How Search sees Facebook’s “About” & “Info”“About” & “Info”

54

Fan Page Terms & Fan Page Terms & ConditionsConditions

Terms & Conditions set the expectations for Brands and

Customer regarding their interactions within the page

55




56




57

Fan Page Terms & ConditionsFan Page Terms & Conditions

58


Terms & Conditions include

Page T&C are aligned with Facebook Terms & Conditions

(http://www.facebook.com/terms.php)



59







No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex,

racist, etc.)


racist, etc.)

60








racist, etc.)


racist, etc.)

Indicates what themes will be addressedIndicates what themes will be addressed

61

ApplicationsApplications

Applications are programs that allow users to share content and interact with brands or other users

62

ApplicationsApplications

http://www.youtube.com/watch?v=q3b94kFBah8

65

OpenGraphOpenGraph

All those changes in Facebook construct what is call: OpenGraph

OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share

whatever they are doing without overwhelming friends

66

OpenGraphOpenGraph

All those changes in Facebook construct what is call: OpenGraph

OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share

whatever they are doing without overwhelming friends

Figuring out how to effectively use Application is the first main

challenge

Figuring out how to effectively use Application is the first main

challenge

67

And the future (and present) is And the future (and present) is mobile…mobile…

33% of Facebook Posts are Mobile

Source: http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)#

EnvironmentEnvironment

68

69

Before start you need…Before start you need…

CustomersCustomers

70


CustomersCustomers

CompetitionCompetition

71


CustomersCustomers

CompetitionCompetition BrandBrand

72


CustomersCustomers

73


74

Social Media Behavior Social Media Behavior

Forrester’s Social Technographic Ladder – 7 levels of participation

1. Creators

2. Conversationalists

3. Critics

4. Collectors

5. Joiners

6. Spectators

7. Inactives

75

Social Media Behavior Social Media Behavior

Listen for:

•Missed opportunities and niche topics that your company may be overlooking

•Identify what messaging is resonating with the audiences

•What is driving engagement

•What questions people are asking and searching for

CustomersCustomers

CompetitionCompetition

76


CustomersCustomers

CompetitionCompetition BrandBrand

77


78

Social Media Research ToolsSocial Media Research Tools

• Mention

• Keywords

• Alerts

79

Social Media Research ToolsSocial Media Research Tools

81

• La área de mayor influencia en Tweets está en área Metro y luego Cayey. No ha influenciado otras ciudades

Trends MapTrends Map

82

• El partnership con los Medios hace que las noticias en el Nuevo Día, PrimeraHora.com y Wapa sean las mas populares. Son pocos los comentarios negativos (relacionados a Publicidad)

Trends MapTrends Map

83

Son pocos los comentarios negativos (relacionados a Publicidad)

Social MentionSocial Mention

84

• Entre las palabras relacionadas, todavía no hace referencia directa al banco

Tweet CloudTweet Cloud

85

Google AlertsGoogle Alerts

Google Alerts get to your emails and allows to set type, frequency

CustomerCustomerss

CompetitioCompetitionn BrandBrand

86


Listen and learn before diving into social. Understand the opportunities available for

your brand

87

Strategic ModelStrategic Model

Source: Internet Advertising Bureau (IAB) – Social Marketing Playbook 2009

88


Meet our Meet our ObjectivObjectiv

es?es?


89



es?es?


Does it Does it has has

Value Value ExchangeExchange

??

90



es?es?

Leverage Leverage our our

Arsenal?Arsenal?




??

91



es?es?


Arsenal?Arsenal?Follow Follow the the

Rules of Rules of the the

Social Social Outlet?Outlet?




??

92


arsenal

rules

value

ObjectiveObjective


93

Objectives #1 – Building Brand Objectives #1 – Building Brand AwarenessAwareness

Brand Awareness + Social

•Reach more people through extensive network (i.e average friends in Facebook 120) •Drive traffic to other corporate channels

•Deliver messages to new audiences that otherwise would not reach

•Expertise sharing and positioning

94

Objective #2 – Build Sales Objective #2 – Build Sales PipelinePipeline

Sales Pipeline + Social

•Social Media is where your prospects are spending time

•Effective in driving traffic to your website

•Enhance inbound marketing with traffic driven from social media

•Unknown opportunities can be discovered and addressed

95


96


Provide Calls To Actions: Build initiatives that generate leads and develop sales by

giving your network something to do

Provide Calls To Actions: Build initiatives that generate leads and develop sales by

giving your network something to do

97


98


Include Social In-Store Experiences: Provide videos, photos, promote information. Post phone numbers, download information (website), email

Include Social In-Store Experiences: Provide videos, photos, promote information. Post phone numbers, download information (website), email

99


100


Drive Traffic to your website: where you already have implemented lead generation

tactics

Drive Traffic to your website: where you already have implemented lead generation

tactics

101


102


Drive Traffic to your website: Take advantage of tabs; use tabs for the purposes of (a) engaging fans in Facebook and (b) providing relevant links back to your

website

Drive Traffic to your website: Take advantage of tabs; use tabs for the purposes of (a) engaging fans in Facebook and (b) providing relevant links back to your

website

103

Objective #3 – Community Objective #3 – Community Activation/EngagementActivation/Engagement

Community Activation + Social

•Interactivity naturally drives action

•Closer connection between brand and community

•Pass along rate increases and provides potential growth of activity

•Timely distribution of messages drives immediate action

104


105


Construct a consistent on & offline experience. Conversational tone and one-on-one conversation

Construct a consistent on & offline experience. Conversational tone and one-on-one conversation

106


Arsenal

rules

ValueValue


Objectives

108

I am a Fan… I am a Fan…

109

Personalizing Customer ServicePersonalizing Customer Service

Customer Service + Social

•Immediate response and interaction with customer

•Helpful communications illustrate responsive nature of company

•Discover new customer and issues on social channels

•Make the experience personal with actual responses from team

110


111

Customer Education: Give customers the tools to use the full extent of your product

Customer Education: Give customers the tools to use the full extent of your product


112


113

Customer Service Announcements: (a) Share real time updates to keep your customers

informed, (b) Pre-empt questions or concerns

Customer Service Announcements: (a) Share real time updates to keep your customers

informed, (b) Pre-empt questions or concerns


114


115

Information & Knowledge: Build knowledge bases and/or Provide additional product-related

content

Information & Knowledge: Build knowledge bases and/or Provide additional product-related

content


116


117

Fan recognition through QuestionsFan recognition through Questions


118

Identify Value – Check ListIdentify Value – Check List

Build a comprehensive customer profile that includes:

•Tips about their sense of humor

•Information about their lifestyle

•What they value in life, their struggles

•Their concerns

•Their expectations

•Document influencers in each market and note suggested conversation topics and tactics

119


rules

ArsenalArsenal


objective

Value

120

Build your ArsenalBuild your Arsenal

Assets such as content, video, celebrity endorsements, partnerships can be considered

Create differentiating assets in order to reinforce the program

Create differentiating assets in order to reinforce the program

Ensure that content must be portable and shareable

Ensure that content must be portable and shareable

121

Building ConsiderationsBuilding Considerations

Commitment to create content for Fans/Followers

Commitment to create content for Fans/Followers

Content & Community Management

Content & Community Management

122

Community Manager rolesCommunity Manager roles

Brand Presentation: Represents the story of the brand and is often a primary face of the company in online communities on an ongoing basis.

Member response: Responds to frequent product inquiries such as “Do you have this or that?” or “Does anyone know how to X”

Community Programming: includes ongoing planning, day-to-day management, and day-to-day high-level consumer engagement. Stimulates and manages deep consumer-to-consumer conversational interaction.

Moderation: helps to create, manage, and evolve the culture of your community by managing to community standards.

Brand Direction & Policy: Posting brand-provided content and responding in conversational tone to user questions, comments, or complaints

123

Content Manager Editor Roles Content Manager Editor Roles

Curation: Often behind the scenes. Reviews content, and conducts prioritization for the content. They also may curate content

Analysis: Analyst quantifying success of overall social presence as well as each specific social campaign

Influencers: in charge of Blogger & Online Influencer Engagement

124

InfluencersInfluencers

126


• Don’t Market to Influencers: follow them, learn from them, retweet and like their posts, but only if you’ve read their posts and really like them

• Engage Only When and Where It’s Appropriate: Look for opportunities to engage, but don’t stalk influencers. Don’t over-push the relationship

131

Arsenal Tactics Arsenal Tactics

Details about your company: People follow brands to learn more about them. Share:

• Culture

• Company news

• Employees

• Product or services

132


Details about your company: People follow brands to learn more about them. Share:

• Culture

• Company news

• Employees

• Product or services

Simple way to show who we are and how we do it. Doesn’t take too much effort

133


Details about your company

134


Details about your company

135


Thought Leadership:

•Promote content illustrating your domain expertise that also provide value

•Share whitepapers on industry trends, pictures and infographics

136


Thought Leadership

137


Event Marketing + Social

•Promote events details, activities, and news broadly

•Real-time updates, alerts and reminders

•Audiences can participate more easily

•Community sharing of content and ideas helps amplify buzz and attendance

138



139



140


Share Content from the events: connect to community members who aren’t present

141


Product launches + Social

•Affordable channel to reach active audience

•Enhance other media spends by reinforcing messages and increasing impressions

•Build excitements with information and offering exclusive deals

•Growth adoption opportunities by reaching a large, interactive audience at launch

•Product Demonstrations: don’t just tell people, show them with compelling demonstration

142



143



144


Provide Pre-Packaged Content: Make easy to share content on your behalf, leverage your community to further bolster your brand

145


Provide Pre-Packaged Content

146

Targeted publishing publish to a specific group of fans on Facebook Newsfeed. We can target publish by Location (country and city) and Language. Fans who are not targeted will never see the post or the comments attached to it.

We can target Publish:•Wall posts including links•Photo Albums•Videos

Target Publishing


147

Example - Global Heineken Page as seen by a Argentinean fan

Post by GBT visible to all fans. Message also visible in the fan’s newsfeeds

Targeted Post by Heineken Argentina published by location. Only visible for fans from Argentina. Message also visible in the fan’s newsfeeds


148

Publishing CalendarPublishing Calendar

149


RulesRules


Objective

Value

arsenal

150

Social Outlet Purpose Social Outlet Purpose

151

ReachReach

InformInform

SampleSample


152

ReachReach

InformInform

SampleSampleInformInform


153

ReachReach

InformInform


ReachReach

SampleSample

Pass-AlongPass-Along


154

ReachReach

InformInform


ReachReach

SampleSample


InvolvementInvolvement


155

ReachReach

InformInform


ReachReach

SampleSample


InvolvementInvolvementConversationConversation

MarketingMarketing

PromotionsPromotions

NewsNews

SupportSupportMarketingMarketing

SupportSupport


156

Social Campaign AdvicesSocial Campaign Advices

Legal:

•Get legal involved as early as possible. They have the ability to kill a campaign or help you.

•When using social media to run a sweepstakes, get them well versed in the Policies and Terms & Conditions so they can draft the proper rules and language.

If an emergency situation happens, knowing that legal is on your side and involved in the action plan saves

time and prevents legal ramifications

157


Public Relations:

•PR team need to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance

158


Public Relations:


•Aware of Social Media Guidelines for Employees

160


Public Relations:

•PR team needs to be aware of the fine details of the campaign, so they can draft multiple versions of press releases in advance


•Got ready an Action Plan and Response diagram

162


Public Relations:



•Got ready an Action Plan and Response diagram

Allows PR team to monitor so to spot issues before they widespread and do damage control quickly and

early on in an emergency situation

163

If Disaster strikes…If Disaster strikes…Tips for addressing negative feedback

164


Identify the motivation behind the feedback. Why is the person reaching out to your brand? Identify the motivation behind the feedback. Why is the person reaching out to your brand?

165



Determine the most appropriate response. What the expected resolution is


166





Remain calm and positive. Do not become angry with a customer for sharing his or her

feedback


feedback

167






feedback


feedback

Respond and correctRespond and correct

168






feedback


feedback

Respond and correctRespond and correct

Don't feed the trolls. The 1st mission is to understand and engage. There will always be

people who can't be won over

Don't feed the trolls. The 1st mission is to understand and engage. There will always be

people who can't be won over

169


Meet our Meet our

ObjectivObjectives?es?


Arsenal?Arsenal?Follow Follow the the

Rules of Rules of the the

Social Social Outlet?Outlet?




??

170

Advertising & Advertising & PromotionPromotion

171

Key Social Advertising tacticsKey Social Advertising tactics

Integration With Traditional Media: Apart from Print & Billboard – include all material,

stickers on doors, badges, etc



174






Influencers (Digital-Word-Of-Mouth)Influencers (Digital-Word-Of-Mouth)

175


176






Influencers (Digital-Word-Of-Mouth)Influencers (Digital-Word-Of-Mouth)

Digital AdvertisingDigital Advertising

177

Online AdsOnline Ads

http://www.youtube.com/watch?v=Yhn0-MrDR18&feature=relmfu

178

Less Targeting Precision & Accuracy

Low High

Relevance to user in Session

Content Placemen

t

TargetingTargeting

179


Low High


Content Placemen

t

Use of Computer Platform &Access Info (IP Address,

Day Part)

TargetingTargeting

180


Low High


Content Placemen

t


Day Part)

User Provided Demographic

TargetingTargeting

181


More Targeting Precision & Accuracy

Low High


Content Placemen

t


Day Part)

User Provided Demographic

Behavioral & Social

Targeting

TargetingTargeting

Ads with Social ComponentAds with Social Component

Ads with Social ComponentAds with Social ComponentSponsor Ad with amount

of Followers & “Like” Button

Sponsor Ad with amount of Followers & “Like”

Button


Event with the possibility to RSVP

Event with the possibility to RSVP


Frind Page with a Friend of Mine as Fans

Frind Page with a Friend of Mine as Fans

Page with Friend as Fans. One with Friend’s Picture and

other only with name

Page with Friend as Fans. One with Friend’s Picture and

other only with name

188

Social Advertising EffectivenessSocial Advertising Effectiveness

190

Measurements

192

Even the smallest campaign needs time

Even the smallest campaign needs time

193

Time is MoneyTime is Money

194

SocialnomicsSocialnomics

http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_embedded#

!

195

StrategyStrategy

TacticsTactics

KPIKPI KPIKPI KPIKPI

Results MeasurementsResults Measurements

ObjectivObjectivee

199

Facebook Edge RankFacebook Edge Rank

202

Proprietary SoftwareProprietary Software

Source: “The 2011 Listening Platform Landscape”. Forrester Research 2010 / Zach Hofer-Shall

203

Proprietary SoftwareProprietary Software

204

ObjectivObjectivee

KPIKPI

Awareness

Reach

Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB)

Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA


205

KPIKPI

Influence sales/purchase

Click, Views & Leads

Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA)



ObjectivObjectivee

206

KPIKPI

Engagement

Interactions

Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT)



ObjectivObjectivee

207

KPIKPI

Facilitate support

Complaints & Resolutions

Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets



ObjectivObjectivee

Obj 1 Obj 2 Obj 3 Obj 4

Obj Awareness Engagement Influence Sales/Purchase

Facilitate Support

KPI Reach Interactions Click, Views & Leads

Complaints & REsolutions

Metrics Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB)

Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT)

Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Website (GA)

Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets

208


Measurement ModelMeasurement Model

Obj 1 Obj 2 Obj 3 Obj 4

Obj

KPI

Metrics

209


Measurement ModelMeasurement Model

Sample Scorecard

Action Weight

Impressions 1x

Video View 3x

Click Through 4x

Rate Video 4x

Share Video 10x

Embed Video 20x

Create Video 100x210

ScorecardScorecard

211

Dashboard ReportDashboard Report

212

How Brand How Brand “Ford” saw its “Ford” saw its Awareness ROI?Awareness ROI?

213

Ford Fiesta LaunchFord Fiesta Launch

http://www.youtube.com/watch?v=3cLCL24puV4

214

One more thing…One more thing…

215

Listen

QuestionsQuestionsSalomon Dayan:Email: [email protected] : http://twitter.com/sedayanrLinkedIn: http://do.linkedin.com/in/salomondayanWebsite: http://lih.com/

216

Workshop - How I start my company’s Social Media Plan?

Business

Transcript of Workshop - How I start my company’s Social Media Plan?