2. helen mc gee facebook strategy
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Presentation from Social Networks Strategy 30.11.2011
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2. helen mc gee facebook strategy
- 1. Building a social media strategy
- 2. The Digital Omnivore One that takes in everything available
- 4. ? ? ? ? ? Where do I start? ? ? ? ? ?
- 5. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Social Strategy Promotion Measurement Integration Guidelines Conversation Calendar
- 6. “I like to listen. I have learned a great deal from listening carefully. Most people never listen.” - Ernest Hemingway
- 7. Every good conversation starts with good listening... • Monitoring the competition • Creative and Campaign Optmisation • Build relationships and identify influencers • Crisis management
- 8. Objectives and value proposition “What’s in it for me?” “So what?” “Do you really need to know ALL that?”
- 9. Social architecture Which platforms can help us achieve our objectives? What is the role of each platform? How can I leverage data across platforms?
- 10. Measurement 1. Business objectives 2. Define success 3. Establish a framework 4. Measure everything
- 11. Categorising social metrics • Shared comments • Views • Sentiment • Visits • Posts • Volume • Reviews • Search • Links • Rankings • Re-Tweets • Brand Buzz • Mentions Advocacy Awareness •“Likes” •Opens • Sales •Referrals • Downloads Action Appreciation •Followers • Subscriptions •Subscribers • Leads •Connections •Click-Through’s
- 12. Facebook Edges https://developers.facebook.com/docs/beta/
- 13. Social Media Guidelines • Consistent brand message • Defined editorial voice • Enabling
- 14. Conversation calendar • Helps moderate your frequency of communication • Aligns your Social with PR and Marketing timelines • Identifies gaps and opportunities • Lets you evaluate changes
- 15. Integration • Search and Facebook media • SEO and PR
- 16. Promotion via influencers • Influencers are people who are aligned with your brand values who can deliver your message to like minded people at scale • They can become powerful brand advocates over time
- 17. Gamification Rewarding behaviours • Points • Status • Content • Vouchers
- 18. If I had to guess, social commerce is the next area to really blow up” Mark Zuckerberg (Facebook founder)
- 19. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Social Strategy Promotion Measurement Integration Guidelines Conversation Calendar
- 20. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Good conversations start with good listening Promotion Measurement Integration Guidelines Conversation Calendar
- 21. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Be clear about what you offer your audience Promotion Measurement Integration Guidelines Conversation Calendar
- 22. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Differentiate the roles of all your social properties Promotion Measurement Integration Guidelines Conversation Calendar
- 23. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Map your metrics back to business objectives, remembering to make them Promotion social Measurement Integration Guidelines Conversation Calendar
- 24. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Define how your brand speaks, behaves and engages Promotion Measurement Integration Guidelines Conversation Calendar
- 25. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Get organised with your editorial Promotion Measurement Integration Guidelines Conversation Calendar
- 26. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Look for opportunities for smart integration with other disciplines Promotion Measurement Integration Guidelines Conversation Calendar
- 27. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Look for ways to engage influencers and develop advocacy Promotion Measurement Integration Guidelines Conversation Calendar
- 28. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Think about ways to game your brand to drive desirable behaviours Promotion Measurement Integration Guidelines Conversation Calendar
- 29. Listening Objectives + Social Value Commerce proposition Social Gamification architecture Look at opportunities for not only marketing but sales Promotion Measurement Integration Guidelines Conversation Calendar
- 30. Mulțumesc!