1. Creating an integrated social media strategy Presented by: Lawrence Clarke Head of Consultancy

2. communications What is a social media strategy?

3. Anyone from the communications department? Who’s from marketing? Should the marketing department own the social media strategy? Who has a social media policy? Anyone from customer service? Any CEO’s? … or PR?

4. Am I talking to the right people?! 22% of marketers in organisations including Coca-Cola, RBS and the COI view social media as a core element of their marketing strategy, according to a study this year by the Internet Advertising Bureau (IAB). Just 22% of those surveyed said that social media forms a major part of their promotional strategies. Meanwhile, many marketers are confused about the role the channel should play in their company's plans. 33% of respondents believe that some responsibility for social media lies with the PR department12% that the research department should be involved 7% that IT is best placed to deal with social-media strategies.

5. How many of you use Facebook to stay in touch with friends? How many of your CEOs blog? How many of you Tweeted within the last 24 hours?

6. Who is most like your CEO?

7. A social media reality check - blogs Technorati has been tracking over 133 million blog records worldwide since 2002. 95% of the top 100 US newspapers have reporter blogs – here it’s closer to 100 %. Four of the top ten entertainment sites are blogs. 66% of bloggers are male 18-44 year-olds. 40% have graduate degrees 33% have an income above £50k.

8. A social media reality check - Facebook 16%+ of Facebook users are under 18 The largest group at 54% is between 18-24 The fastest growing group is between 35-54 The average Facebook user has 5 friends

9. A social media reality check - Twitter 5% of Twitter users generate 74% of all messages Of this 5%, 32% are generated by machine bots 80% of all Twitter accounts have fewer than 10 followers 30% of Twitter accounts have no followers at all More than 60% of Twitter users fail to return the following month Only 4.4% of Twitter visitors are younger than 18

10. “How Twitter has helped me grow personally” For Tony Hsieh it comes down to these four things: Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives Gratitude: Twitter helps me notice and appreciate the little things in life

11. 90% are readers 9% contribute rarely Less than 1% contribute regularly

12. brand communications What is a social media strategy?

13. “Your culture is your brand” Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With Communication Build a Positive Team and Family Spirit Do More With Less Be Passionate and Determined Be Humble “We’ve formally defined our culture in terms of 10 core values” Tony Hsieh CEO

14. Customer service brand communications What is a social media strategy?

15. How do you measure your customer service? Does it take many steps before a customer can talk to a customer service person? Do you use a script? Are conversations timed? Are customer service goaled to up-sell? Are they discouraged from recommending a competitor? Answer “Yes” to any of these questions and you’re not ready for social media

16. The integrated approach

17. Zappos

18. Our clients’ communities

19. “…the support and exchange of advice and strategies is worth its weight in gold. If you look at some of the past posts on this forum you will find that we have parents who live close enough to each other and who have met (through this forum) and now meet up for coffee and chats and whose children are now friends with each other.” Josie - member of the TalkAboutAutism online community

20. Defineyour unique proposition Understanding the place of social media Developyour skills and your ROI Diagnoseyour assets and your needs Designyour new web brand Deliverthe build

21. Focusing your activities 1. USP, objectives & internal alignment 2. Stakeholders & persona profiling 3.Content & task identification 4. Engagement strategy 5. Business development PR Marketing Production Customer or member service Product development Sales 5. Revenue generation strategy 2. Content creation strategy &link strategy 3. SEO 4. Community launch strategy 1. Internal comms strategy & Social media strategy CEO Internal Comms HR IT Content audit & task mapping Taxonomy External social media audit Market analysis Resource audit Intranet audit Internal social media audit Social media & internal comms training Blogging training Content mentoring Writing for the web Video/audio for the web Creating conversations Community management/mentoring Twitter training Sales team training Sales coaching Communications Commerce Community Content DEPARTMENTS WORKSHOPS WORKSHOPS AUDITS TRAINING

22. Tony Hsieh’s advice Vision Chase the vision not the money. Money follows passion. Customers sense passion. Focus on repeat customers Transparency Be real and you’ve nothing to fear. Employees can ask anything. Culture Define committable core values that are the basis for hiring and firing Get this right and implementing an integrated social media strategy will be straightforward

23. Creating an integrated social media strategy Presented by: Lawrence Clarke Head of Consultancy