Kick-Starting Social Media for Corporate and Financial Communication

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1 Kick-Starting Social Media for Corporate and Financial Communication Jo Caudron /

2 About DearMedia 2

3 a digital consulting company founded in 2009 by Jo Caudron, currently we are 4 people our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio,... We work for large European clients 3

4 Our Field of Activities Online Media Social Media Mobile & Tablets Future Media & Marcomm Digital Transformation Modeling: Digital impact on traditional communication, media, business,... 4

5 Our Services Our Domains Consulting Online Trendwatching Mobile Presentations Social s Digital Transformation 5

6 About Social Media Social 6

7

8

9

10 Founded in years ago Users Worldwide 1,2 billion Users Belgium 5,4 million 10

11 Founded in years ago Users Worldwide 500 million Users - Belgium

12 Founded in years ago Users Worldwide 250 million Users Belgium 1,6 million 12

13 Opgericht in: year ago Users Worldwide 400 million Users Belgium just you and me ;-) 13

14 14

15 Can t we just ignore Social Media? Just think about your 15-year old daughter 15

16 Social Media for Financial and Corporate Communication Social 16

17 Financial communication on social media 17

18 Financial communication on social media 18

19 Financial communication on social media 19

20 Financial report sharing via social media 20

21 Financial communication on social media 21

22 Financial media on social media 22

23 Journalists and opinion makers on social media 23

24 Investing on social media, the new style 24

25 Investing on social media, the new style 25

26 So what about you? Are you prepared for Social Media? 26

27 Kickstarting Social Media Social 27

28 Radio TV Print Billboards DM Social Media Marketing & Communication Sales Service & Support HR IT PR & External Commun. R&D & Enterprise 2.0 Social is becoming mature Social Business From to 28

29 Post Coaching Conversation Management FireStarter we bring social into your company Concept Our proven methodology To help your company start with social media Create a Social media Strategy Strategy Architecture Channels Content Choose the right Social Media and Networks Implement for listening and responding Create and train, Ownerships, Roles,... Pre Impact Analysis Audience Objectives &KPI s Mission 7C s Create and apply, Code of Conduct, Guidelines Coaching & Follow-up Kick-off Inspiration Workshop Market Scan Intake 29

30 Post Coaching Conversation Management FireStarter we bring social into your company Concept Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 30

31 Post Coaching Conversation Management FireStarter we bring social into your company Concept Detailed description of the Architecture Channels Content different FireStarter steps Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 31

32 Post Pre Coaching Conversation Management Kick-off Inspiration Workshop Market Scan Inspiration Workshop Intake Concept - What? set of workshops (inspirational and practical) to kick-off the project, open for all stakeholders - Why? bringing together internal & external stakeholders lowering barriers & prejudices Architecture Channels Content thinking about opportunities and threats Strategy triggering the different stakeholders to think about the new paradigms in order to generate first visions and ideas Impact Analysis Audience Objectives &KPI s Mission 7C s first alignment of visions & needs Pre - Results? step-up for the actual strategy Kick-off Inspiration Workshop Market Scan Intake input for strategy and concept 32

33 Post Pre Coaching Conversation Management Kick-off Market Scan Inspiration Workshop Market Scan Intake - Listing online/social media initiatives of competitors, partners, industry examples,... Concept Strategy Architecture Channels Content - Analyze their social media presence and performance in the most important social networks - Report on Pre Impact Analysis Audience Objectives &KPI s Mission 7C s how the client s social media situation relates to and compares with the key competitors important learnings from the competition and the market Kick-off Inspiration Workshop Market Scan Intake 33

34 Post Pre Coaching Conversation Management Kick-off Inspiration Workshop Market Scan Intake Intake: Interviews and Desk Research: - Mapping the situation As Is : General business & digital strategy of the organization Concept Briefing on the company- & brand identities Mapping the market: direct & indirect competitors Strategy Architecture Channels Content Mapping existing projects: current situation how are the projects initiated who are the owners Impact Analysis Audience Objectives &KPI s Mission 7C s what are the results Pre - Mapping the situation To Be : expectations of internal stakeholders Kick-off Inspiration Workshop Market Scan Intake expectations of external stakeholders 34

35 Post Strategy Coaching Conversation Management Impact Analysis Audience Objectives &KPI s Impact Analysis Mission 7C s Concept - defining the company vision regarding the impact of social media on the organization - will it be large, small? in what context? - what will happen if we don t take action? Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 35

36 Post Strategy Coaching Conversation Management Impact Analysis Audience Objectives &KPI s Mission 7C s Target audience scoping Concept - defining the primary audience - defining the secondary audience Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 36

37 Post Strategy Coaching Conversation Management Impact Analysis Audience Objectives &KPI s Objectives & KPI s Mission 7C s Concept - Definition of your social media objectives - These are real objectives and KPI s that are business oriented and embedded in your overall strategy Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 37

38 Post Strategy Coaching Conversation Management Impact Analysis Audience Objectives &KPI s Mission (7C s model) Mission 7C s Concept - based on the 7C s model (crisis, care, closeness, context, collaboration, content and conversion), we define the social media mission of the client - this mission clearly states the internal and external priorities and ambitions Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 38

39 Post Concept Concept Coaching Architecture Conversation Management Channels Content Social Media Architecture - The focus is on defining the different social media assets and how they relate type of online destinations (website, blog,...) outbound social channels (Facebook-, YouTube-, LinkedIn-, Google+ feed, Twitter accounts, RSS,...) Architecture Channels Content inbound social channels (where you listen) Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 39

40 Post Concept Coaching Architecture Conversation Management Channels Content Social Media Channels - Detailed description of each of the selected channels: claim, function, type of content, frequency of updates,... Concept Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 40

41 Post Concept Coaching Architecture Conversation Management Channels Content Content Marketing exercise Concept - Based on the social media strategy content plan -> creative brainstorm content inventory definition next steps Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 41

42 Post Coaching Conversation Management - Company Social Media policy & guidelines Concept social media policy (agreements on what can/can not be done, by whom,...) Strategy Architecture Channels Content guidelines (translation of the policy in day to day situations, determining rules of engagement in conversations) Pre Impact Analysis Audience Objectives &KPI s Mission 7C s Code of Conduct (what users of your sites and network pages need to respect) Kick-off Inspiration Workshop Market Scan Intake 42

43 Post Coaching Conversation Management - selection of social director & coordinator Concept social core team content contributors Architecture Channels Content conversation managers Strategy (possible social seeders ) Impact Analysis Audience Objectives &KPI s Mission 7C s - clear indications of ownerships & reporting structures - definition of the relations & position of the social team throughout the organization Pre Kick-off Inspiration Workshop Market Scan Intake 43

44 Post Coaching Conversation Management Concept Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 44

45 Post Coaching Conversation Management - selection of the toolkit for the client - setup & hands-on rollout of Concept tools for conversation monitoring Architecture Channels Content tools for social evolution tracking: growth, impact, popularity,... Strategy conversation console: to enable multiple account usage by several people/teams (Hootsuite, Tweetdeck,...) Impact Analysis Audience Objectives &KPI s Mission 7C s mobile/tablet tools, and push-mechanisms (e.g. Boxcar) Pre Kick-off Inspiration Workshop Market Scan Intake 45

46 Post Coaching Conversation Management Concept Architecture Channels Content Strategy Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 46

47 Post Concept Strategy Coaching Architecture Conversation Management Channels Content - setup or optimization of personal social media accounts for each team member - introduction to the company social media strategy - hands-on training in conversation management, social media best practices, tone-of-voice,... - Firedrill: exercise to rehearse real-world situations Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 47

48 Post Post Concept Coaching Conversation Management Coaching Coaching Conversation Management - the client is now ready to engage in social media and conversation management - still, advice by DearMedia can be useful to help in the start phase or in specific individual situation Strategy Architecture Channels Content - DearMedia assists the client in a role as both strategic and tactical coach Impact Analysis Audience Objectives &KPI s Mission 7C s Pre Kick-off Inspiration Workshop Market Scan Intake 48

49 Post Post Concept Coaching Conversation Management Coaching Conversation Management Conversation Management - Although the client is able to perform its own social media and conversation management, it is possible to lean on the DearMedia team for the day-to-day conversation management Architecture Channels Content - DearMedia offers a service for content management & conversation folllow-up on social media. Strategy - Our approach consists of: Pre Impact Analysis Audience Objectives &KPI s Mission 7C s a preparation phase (tone of voice, content calendar, tool setup) a recurrent (weekly) flow (editorial meetings, content production, conversation management, social media monitoring) Kick-off Inspiration Workshop Market Scan Intake 49

50 Ready? Set! Go! 50

51 Kick-Starting Social Media for Corporate and Financial Communication Jo Caudron /

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