Social MediaAPEGROUP
Friday Meeting - 30 january 2015
3
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.
4
It’s in a Sorry StateFacebook Statistics Week 46
Why are we doing this and who are we doing it for?
6
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
7
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
20
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.
28
ContributorsThree main bodies of contributors are Design, Tech & Business.
TechBusiness
Design
• Strategists • Designers
• Management • Client Services • Project Managers • Admin
• Developers • iOS, Android, Web
29
ContributorsThree main bodies of contributors are Design, Tech & Business.
TechBusinessDesign
These create autonomous groups for each channel.
30
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
? ?
? ?
31
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
32
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
34
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
35
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
36
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
37
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!
38
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!
39
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
40
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
Top Related