Social Media Sessions. Social Media Strategy Lucio Ribeiro Digital Strategist

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1 Social Media Sessions Social Media Strategy Lucio Ribeiro Digital Strategist

2 Social Media Sessions

3

4 A Central piece Externally oriented concept with coordinated actions demonstrating how you will achieve your objective Strategy

5 Setting Strategy How do I decide what channels to use, what people to engage, what communications to start?

6

7 Most of us need to remember 7 THINGS Your Objective Research Internal Resource Where? Integrate Execution KPI s

8 Sales Your objective New customers, increased Frequency of Transactions, promo exposure, product penetration. LTV-Loyalty Increased interactions, better interactions, increased trust, mindshare Awareness Share of Mind, share of voice Customer Services/Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources Effective recruiting, online monitoring of employee behaviour Public Relations Online reputation management, improve brand perception

9 The Social Media Work Plan - Research Monitor Audit Analyse Reliable data collection to support future strategies and tactics Combination of automated and manual monitoring to ensure comprehensive capturing of data Identify topic centric influencers 3 Find official and unofficial assets. Understand Brand s current Social Media presence in the context of these assets. Understand your competitor s presence and how Social Media is being used by them Evaluate data from the monitoring and audit. Consider risks and risk management Consider opportunities Determine potential impact on Brand Reputation Ensure clarity regarding ongoing conversation and sentiment Understand channels and influencers

10 Finding your channels

11 Personality

12

13

14 Age x Social Media usage (AU-2010)

15 The Social Media Work Plan Internal Management Budget and Internal Resources Policies Processe s Guidelin es Investment Risk plans and accessories Approvals process Social Media Training process; initial and updates Community guidelines Style Guidelines Moderation guidelines Content calendar development and approvals 3

16 ntegration

17 POEM System Defining your Digital strategy Owned Media Earned Media Paid Media Social Media Sessions

18 Defining your Digital strategy Social Media Sessions

19 No Integration strategy - Fragmentation This can mean different things, examples: a) Individual Product Managers executing unilaterally b) Passionate Consumers c) Brand activists and antagonists d) Competitive Sabotage 19

20 Integrated strategy = Centralisation Instead of allowing networks to evolve without direction, it pays to actively manage your network. We can now knit networks together to create productive individuals and smart communities. 20

21 Strategy and execution Internal Mgt Research Execution Q1 Q2 Q3 Q4 Monitoring; Listen, monitor sentiment, report. Dip ins for temperature check as per business needs Annual Audit jan12 feb12 mar12 april12 may12 jun12 jul12 aug11 sep11 oct12 nov12 dec12 Policies & Proc. Training Facebook Twitter Content calendar & ongoing seeding of commentary edm Policies & Proc. (Review) Training Micrositee Micrositee Micrositee Micrositee edm edm edm edm Promo 1 Promo 3 Clean Up Claim Social Media URL s Strategy Review Strategy Review Strategy Review Socialise current owned media

22 The Social Media Work Plan Execution Reactive Proactive Internal Use monitoring process to identify risks that require response and opportunities we can leverage Create FAQs to manage challenges in a consistent manner. Align FAQs with other departments eg. Customer Relations 3 Plan Assets roll out Develop content for proactive management with reference to the Subject Area Assessment process Manage internal processes for consistent and relevant messaging Communicate metrics and outcomes internally to ensure understanding, commitment, and improvement

23 Return

24 It depends on your Objectives Marketing Objectives Social Media Objectives Business Objective Sales Objectives Social Media Objectives Corporate Affairs Objective Social Media Objectives

25

26

27 Determine Your Objective Why Am I doing this thing? Monitor and Research (Internal and External) Define Risks and plan opportunities Balance Risks x opportunity Define channels based on your needs/personality + audience + pipeline Define KPI s and measurements Planned Execution Keep tracking

28 But More important One strategy not 100 tactics

29 Lucio Ribeiro

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