SAScon 2014 10 steps for putting social media strategy into action - Auto trader uk

10 Steps for Putting
Social Media Strategy
into Action
6 June 2014

Hello #SAScon
@ian_pollard@jimhaysom
@fanxleeCouldn’t make it today

Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee
Case Study: Perrys
@perrysmotors
/PerrysMotorsUK
/PerrysMotorsUK
/PerrysMotorsUK
+Perrys
/PerrysMotors

Let’s Start with the Basics
No planning = Potential failure & damage
No integration = Potential lack of efficiencies &
synergies

10 Steps to Build a Social Strategy
This is a whistle-stop tour of those factors and
the things to consider for each…….
Let’s go!

Step 1. Get Socially Savvy

Step 1. Get Socially Savvy
Learn: Find out about social networks
Advice: Ask friends, family and colleagues how they use them
Experience: Join some and join in
Research: how your favourite organisations or sports teams use
them
Understand: how social co-exists with other business and marketing
functions

Road Trip – Staff & Management Interviews

Social Education & Training Sessions
Perrys
• Background to social media & importance to Perrys
• High level social media strategy for Perrys
• Social media team structure
• What social media profiles are being set-up
• Social media guidelines
Auto Trader
• Why social media is important
• Automotive social media
• Owned and earned media
• Overview of key social networks
• Set-up of personal social profiles and interactivity
Credit: @TomMughal

Increasing Social Media Knowledge
0
1
2
3
4
5
6
7
8
9
10
Thinking about your knowledge of social media, how would
you rank yourself after today? (31 attendees)
Pre-Training Rating Post-Training Rating
Poly. (Pre-Training Rating) Poly. (Post-Training Rating)
40%
Increase

Step 2. Perform a Business & Marketing Audit

Step 2. Perform a Business & Marketing Audit
What do you do and what are you good at?
What is your culture and what do you stand for?
How are you performing?
Where are you going, what’s the big plan?
What resources do you have?
Consider the wider Marketing Mix

Your Website is your 24-Hour Showroom

HEAD OFFICE
GROUP DIGITAL
MARKETING
TEAM
Sourcing & Resourcing for Social Success
LOCAL
DEALERSHIP
SOCIAL MEDIA
CONTENT
CREATORS
DEDICATED
SOCIAL
MEDIA
EXECUTIVE

Step 3. Perform a Social Audit

Are you already using it?
How do you use it??
Does it communicate your proposition?
Is it comprehensive & consistent?
How are you monitoring performance levels?

What about you competitors?
Is there much interaction?
Who is it that interacts?
What are people saying about you?

Perrys Facebook Pages: Group & Dealership

Perrys Twitter Profile: Group

Perrys YouTube Channel: Group

Perrys Google+ Local Business: Dealership

Perrys Foursquare Venues: Dealership

Step 4. Set Some Objectives

Step 4. Set Some Objectives
Do you have company objectives?
Double bottom line – a social impact?
How might you use social to achieve them?
What would success look like to you?
How might you measure your objectives through metrics?
Objectives should always be SMART

Aligning Business & Social Objectives
Build
communities
through social
engagement
Increase brand
loyalty with existing
customers & key
segments
Sell more
cars &
increase
profits
Business
Objectives
Social
Objectives

Key Social Objectives for Perrys
To create the industry’s leading customer service communications
platform and a powerfully engaged audience of loyal brand advocates.
To show the human side of our business and to showcase why our
people are the ‘right people’ to buy from.
To build a community of next-generation car buyers.
To protect brand reputation, by means of visible responses to
mentions of our brand.
To engage with customers; past, present and future.

What Metrics Align to the SMART Objectives?

Step 5. Plan Social Media Campaigns

Step 5. Plan Social Media Campaigns
USPs?
Culture?
Key messages?
Creativity?
Cross-pollination of content?
Cross-channel integration & mobile first?

Plan for the Moment
Source:
Facebook.com/PerrysMotorsUK

Add a Touch of Creative Humour
Source:
Twitter.com/perrysmotors

Promote your Customers’ Happiness
Source:
Facebook.com/PerrysMK

Grab a Celebrity Selfie
Source:
Facebook.com/PerrysBury

Provide Real-life Product Reviews
Source:
Facebook.com/CopleyLandRover

Leverage Local Connections
Source:

Recognise your Employee Success
Source:
Facebook.com/PerrysAylesbury

Showcase Customers’ Purchase Experience
Source:

Share Interesting & Relevant Industry Facts
Source:

Gain Insights & Opinions from Customers
Source:

Drive Excitement with New Product Launches
Source:

Add Value to the Buying Experience
Source:
YouTube.com/PerrysMotorsUK

Step 6. Plan to Monitor on Social

Step 6. Plan to Monitor on Social
Who - Customers, prospects, etc?
Where - social platforms, blogs, etc?
When - specific times, all of the time, etc?
What - specific queries, searches, etc?
How – what tools could be utilised?

Listening & Joining the Conversation
Source:

Consumer Advocacy is Priceless
Source:

Step 7. Plan to Engage on Social

How will you respond?
What tone of voice will you respond with?
How quickly will you respond?
Who is responsible for it?

Always:
Reciprocate
Respect
Reliable
Never:
Disclose
Defame
Discriminate

Create a Crisis & Incident Management Plan:
Listen for issues
What does a crisis look like?
How severe or urgent is it?
Build a process and response mechanism

Communication Channel via Facebook
Source:
Perrys.co.uk/facebook-care

Communication Channel via Twitter
Source:
Perrys.co.uk/twitter-care

Step 8. Plan to Measure & Report on Social

Step 8. Plan to Measure & Report on Social
Take Ownership
Reflect Objectives
Format & Contents
Prioritisation

Using Social Media Measurement Tools

Step 9. Plan to Maintain & Optimise

Step 9. Plan to Maintain & Optimise
Test, test, test! ..........Then test again!
Track what’s important
Tweak and start again

Appeal to your Entire Social Audience
Source:

Drive Passion & User Engagement
Source:

Step 10. Be Like Rick

Make sure your advocates know that
you’re:
• Never gonna give them up,
• Never gonna let them down
• Never gonna run around and desert them
• Never gonna make them cry,
• Never gonna say goodbye
• Never gonna tell a lie and hurt them
Step 10. Be Like Rick

Success: Growth of Facebook Page Likes
0
5
10
15
20
25
30
35
40
45
50
Thousands

Success: Industry Recognition
• Finalist
• AM Awards 2014: Best Social Media
• Motor Trader Awards 2014: Best Digital Initiative
• eBay Motors Awards 2014: Dealer Group of the Year
• Car Dealer Magazine: Most Influential Dealers on Twitter
• Ranked 1st - May 2014
• Ranked 2nd - Oct 2013

Thank You
Jim Haysom
@jimhaysom
http://about.me/jimhaysom
Business Development Director, Digital Marketing
Ian Pollard
@ian_pollard
http://about.me/ianpollard
Senior Digital Strategy & Solutions Manager

SAScon 2014 10 steps for putting social media strategy into action - Auto trader uk

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