15 Social Media Strategies for CMOs by TAMBA

15 SOCIAL MEDIA
STRATEGIES FOR CMOS
Presented by TAMBA

Tweet us #100strategieslive
Tweet your thoughts, questions, etc.
about this breakfast meeting using
#100strategieslive

Why social media?
Social media is no longer in its infancy.
•  1m sites have integrated with Facebook.
•  34% of marketers have generated leads using Twitter.
•  There are over 200m LinkedIn users.
•  625,000 people join Google+ every day.
*Sources: Nielsen, Huffington Post, Pinterest.com

#1 Use metrics that reflect business objectives.
Business objectives
Department objectives
Social media
metrics
Social media objectives
Example
To grow customer base by x%.
(Marketing) To increase brand
awareness in the digital space
by x%.
To increase engagement with
existing followers on social
media by x%.
Facebook Likes & Shares,
Twitter Favourites & Retweets,
Blog Visits, Duration, Comments
Brand mentions
Social media platforms are essentially business
tools. What are your objectives?

#2 Offer social customer care.
Social care is no longer a “bonus”,
but a basic requirement.
*Source: Nielsen
1 in 3 social media users
prefer to use social media
vs. the phone for
customer service issues.

Case Study: Dell
Launched their Social Media
Listening Command Centre in
2010.
•  > 25,000 conversations about
Dell every day.
•  Dedicated customer service on
Twitter @DellCares
•  > 5,000 employees trained in
social media.

Use existing resources.
Marketing /
Comms / PR
Manage your social
media presence.
Customer
Support
Provide response to
queries.
Establish a process to serve customers through
social media to ensure fast, smooth delivery.

#3 Make responsive web design a priority.
What is it?
Responsive sites adapt the layout to the viewing
environment – from computer to mobile – to provide the
optimal viewing experience.

Smartphone statistics in the UK
SEO benefits (a single URL vs. a separate mobile URL)
51% of the UK use smartphones.
59% access the Internet daily.
85% look for local info à 81% take action.
95% research a product / service on their device.
80% visit social networks, 51% visit at least once a day!
*Source: Google

#4 Align social media + SEO strategies.
Consider SEO when developing social media efforts,
and vice versa.
Search engines use social signals in their ranking
algorithm e.g. Likes, shares, views.
TM Lewin found that customers are
2.3x more likely to purchase based
on social media recommendations
than paid search.

#5 Think of your brand as a publisher.
Content
is king
Facebook
Content related to your
brand.
Blog
High-quality content
related to your business.
White papers, ebooks,
infographics.
Twitter
Engage with existing
followers and get
involved in
conversations to gain
new ones.
YouTube
Educate and entertain
customers through
videos.

#6 Develop a content strategy using media types
most effective for your business.
Visual content is generally more
effective.
•  Content with compelling images attract
94% more total views on average.
•  67% of consumers consider clear,
detailed images to carry even more
weight than product information, full
description and customer ratings.
•  37% increase in engagement when
Facebook posts include photos.
*Source: MDG Advertising

#7 Create a branded blog.
It’s a powerful business tool:
•  Drives purchasing decisions.
•  Everyone’s online… including your competitors!
•  Chance to build authentic relationships with customers.
•  Establishes credibility within the industry.
•  Chance to set yourself apart as a thought leader.
•  Less expensive than traditional advertising + marketing.

Tips
•  Create high-value content that shows
your company’s expertise or brand’s
value proposition.
•  Use keyword-focussed content.
•  Good content always serves your
audience’s needs.
•  Establish good relationships with other
bloggers.
•  Free set-up: WordPress + Blogger

Break time! Remember to tweet your
thoughts on this session using
#100strategieslive

#8 Build a community with LinkedIn Groups.
•  > 200m users – 2 new every second!
•  35% access the site daily.
•  42% update their profile regularly.
•  2.7m business pages.
•  1.5m groups – 81% belong to at least
one group.
*Sources: Mashable, LinkedIn, computerworld.com, socialtimes.com, expandedramblings.com, creotivo,com, shiftdigitalmedia.com

Case Study: HP
The Challenge
To change SMBs’ perception of HP,
raise awareness of its services, create
a community of brand champions, and
increase product recommendations.
The Solution
HP set up the HP Business Answers
LinkedIn group for SMBs to ask
questions and get advice from others.

Starting a group
•  Keep it exclusive initially – only people
related to your business.
•  Develop a content strategy.
•  Moderate for relevance and quality.

#9 Make it easy for your customers to buy on LinkedIn.
Make full use of your company
LinkedIn profile.
e.g. Products & Services page

#10 Turn your YouTube channel into
a customer service hub.
Case Study: Avanade
Business tech specialists Avanade
ran an online video campaign.
Twitter: Attendees were encouraged
to ask questions using #askavanade
YouTube: Avanade posted
video answers, creating rich,
sharable content.

Remember, video can entertain whilst educating.
Blendtec’s “Will It Blend?”
YouTube campaign blends
different products e.g. Apple
products, golf balls, remote
controls.
Consider ideas that:
•  Have huge viral potential.
•  Show what your products /
services can do.

#11 Repurpose your content.
Put a fresh spin on existing content.
•  Updates?
•  New angle?
Experiment with different media.
•  One blog post can be turned into a video tutorial, a
slide presentation, a podcast, visual quotes, etc.

Why refresh your content?
•  SEO – attract search traffic on variations of a theme.
•  Multi-channel marketing – reach audiences in different
places.
•  Retention, perspective + impact
“Delivering your message in different ways, over time, not
only increases your retention and impact, but it gives you
the chance to describe what you’re doing from several
angles.”
-  Seth Godin, marketing guru
•  Saves money

How-to repurpose content.
Choose a core idea.
•  Detail a specific product you want to push?
•  Focus on a solving a specific problem?
Identify 5 topic areas you can elaborate on
with authority.
e.g. Pairing cheese with wine. Describe different
cheeses, different wines, how flavours work together
and against each other, easy recipes to go with wine +
cheese pairings, throwing a wine + cheese party.

#12 Add games to social for a touch of fun.
•  Gamification gives customers a chance to engage with your brand.
•  Tasks ordinarily considered boring (e.g. surveys, forms, shopping)
become more interesting.
•  Incentive to take action (e.g. get voucher).

Case study: Virgin Active Health Clubs
The Challenge
Virgin Active wanted to make the gym experience
relaxed and not too serious.
The Solution
Create a digital stress toy easily sharable –
sofa users can destroy in 30 sec using weapons
(e.g. ray guns, samurai swords). Users get a day
pass voucher.
The Results
38 mil plays from 26 mil unique individuals, with
1.05 mil plays in the launch week. Despite being
a 30 sec game, avg play lasted >4 min.

#13 Spill your social campaigns into “real life”.
Tweet-a-Beer
App that allows people with Twitter
and PayPal accounts to send beers
to each other via Tweets.

Let’s not forget our furry friends…
GranataPet food
•  Check in at their billboard on Foursquare.
•  Billboard spits out dog food for your pet to sample.

#14 Beyond audience size, start measuring
engagement.
Reach is good, but engagement is also important for knowing what
content appeals to your audience.
Facebook Insights
Engaged users refers to the number of
people who have clicked on your
content.
People talking about this are the
number of fans who took further action
on your content to show engagement
to their friends.

#14 Beyond audience size, start measuring
engagement.
Social Mention is a free tool for
following your brand, measuring
influence and gauging general
sentiment.

#15 Monitor more than just brand mentions.
Consider brand-related keywords.
•  Your brand
•  Your competitors
•  Industry trends
•  Industry events

About TAMBA
We are an award-winning digital agency that strives to live up to our
strapline – Brave, playful, digital
Blending strategic thinking with boundless creativity, we deliver bespoke
solutions that yield real results for some of the world’s finest brands.
Our core services include social, web, mobile and guerrilla marketing.
www.tamba.co.uk
www.facebook.com/brave.playful.digital
www.twitter.com/thisisTAMBA
www.linkedin.com/company/tamba-internet/
Connect with us

15 Social Media Strategies for CMOs by TAMBA

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15 Social Media Strategies for CMOs by TAMBA