Simple Social Media for Brands & Business
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Start from the beginning; How, What and Why is social media relevant to brands & businesses. Plus a 10-step guide for considering how to get started. Plus a Top-line overview of the potential strategic role channels / networks can play in your Social Media / Digital Strategy.
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Simple Social Media for Brands & Business
- 1. Social Media 101 & 102
- 2. Facebook YouTube Twitter What gave us the likes, shares and comments? 3.2 million connection Coke Zero fans | followers | subscribers Optimising Video SEO to drive over 1 million incremental views of content like | comment | share UNCLE TOBYS Swim Kids 95,000 reactions to a FB post, demonstrating affiliation with sponsorship assets 15,000 Posts/Responses per year like | comment | share Allenʼs Used SM to spread the CCI across the nation- 1 million smiles like | comment | share Overseen over 83 communities Pure Blonde Now the number 1 Alcohol band in Australia on Facebook like | comment | share Across 7 categories FMCG, Retail, Travel and Leisure, Alcohol Boost Mobile Entertainment, Not-For-Profit, Telecommunications Facebook now Boost Mobileʼs key CRM channel like | comment | share National Geographic Uploaded 100ʼs videos Listening and optimising based on real time conversations upwards of 20 million views like | comment | share
- 4. SOCIAL? Historically Brands & Businesses haven’t been “Being” or “Behaving” Socially. They’ve been too busy Telling and Selling! Therefore, Social is a evolved way which brands need to LEARN to be! Character istic - Bei ng Interactio n - Behavi ng
- 5. SOCIAL PSYCHOLOGY Maslowʼs Hierarchy of Needs This is more relevant than ever... Successful & Admired >> Valued & Respected >> Connected Community >> Accepted & Acknowledged >>
- 6. DIGITAL MARKETING COMMUNICATIONS Pre-Web 2.0 Post-Web 2.0 1-to-Many 1-to-1 1-to-Few 1-to-Many
- 7. “Call me...” 15 years ago Today - Pager - Home Address - 3 Phone #ʼs - Txt/MMS - Email - 3 x email address - LinkedIn - Facebook Msg - Home Phone - Facebook Chat - Facebook wall post - Twitter @ - Home Address - Twittter DM - Whatsapp - Google+ - Skype - Facetime - Viber - Instagram - YouTube - Vimeo - Slideshare
- 8. SOCIAL MEDIA ERA ENABLED AN ACCELERATED RATE & MEANS OF CONNECTING (to people & organisations)
- 9. HOW DO YOU USE SM? - Inform - Entertain - Educate - Inspire - Personally Professionally - family - career - lifestyle - research - passions - contacts - interests etc. etc.
- 10. BRANDS & BUSINESS SOCIAL MEDIA ERA BROADCAST NETWORKED NOW THEN Earn, Own, Share & Rent (Paid) An Rent (Paid) An Audience Audience
- 11. HOW ARE BUSINESS & BRANDS USING SM? Business Brand - consumer research / insights / - research & development behaviours - competitor/category research - human resources - corporate reputation & communications - corporate affairs - brand/product communications - sales - customer relationship management - customer service
- 12. HOW MDʼS LOOK AT IT http://www.powerreviews.com/
- 13. SOCIAL BRAND & MARKETING Always-On Tactical Inside Brand Outside Brand Communities Communities Monitoring Publishing Community Management Outreach Response Analysis & Insights
- 14. A SOCIAL MEDIA: STRATEGIC PLANNING PROCESS
- 15. SOCIAL PLANNING PROCESS EARNED OWNED SOCIAL INSIGHTS & BEHAVIOURS FILM / AV PAID SHARED ENVIRONMENTAL ANALYSIS CONNECTION CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE COMPETITORS / AUDIENCE action BUSINESS / MARKETING Strategy Ideas Planning Execution OBJECTIVES BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN ASSETS / EXPERIENCE Creative Development TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE TYPOGRAPHY EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS
- 17. MANY PERSONAS http://nytmarketing.whsites.net/mediakit/pos/
- 18. RELEVANCE TO BRANDS & BUSINESS http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf http://blog.miibrand.com.au/wp-content/uploads/2011/11/Infographic-Why-People-Follow-Brands-Hi-Res.jpg
- 19. SOCIAL MEDIA VALUE PROPOSITION SOCIAL CURRENCY ? Information Inspiration Education Entertainment Action OR Action & Reaction VALUE EXCHANGE
- 21. P #1 S TE Know your value Satisfy your audienceʼs need to... be informed be entertained be educated be inspired to feel valued! right place, right time, in the best way
- 22. P #2 S TE Make it enduring THE INTERESTING STUFF THATS GOING ON IN THE INTERESTING STUFF YOUR CONSUMERS LIVES WHICH YOU CAN SAY ABOUT YOU BRAND COMMS DNA YOU CAN OVERLAY A BRAND POV BRAND, YOUR PRODUCT AND NIKE #MAKEITCOUNT TO... WHAT IT DOES... “New Year means New Goals i.e. “Check out these NEW sick Brand, Product, Social, Cultural, #makeitcount” AirMax 90s designed to help Functionality Topical you #makeitcount” Talk to functionality and Social by design, relevant occasions for product use and current On Platform Off Platform THE THE INTERESTING STUFF INTERESTING STUFF YOUR Drive participation for Drive participation for off YOUR DOING OFFLINE DOING ON YOUR SOCIAL/ promotions / digital platform activity (e.g. interactive activity i.e. “Join us for #makeitcount runs DIGITAL PLATFORMS Grassroots, The Academy) at your nearest nike store, every i.e. “We’ve launched a new wednesdays.” #makeitout app check it out ....”
- 23. P #3 S TE Right place, right time Connection Plan be intuitive be informed be realistic be empathetic Context & Relevance
- 24. P #4 S TE What, Where, Why? Content Plan CONTENT STRATEGY AV IMAGE TEXT MICRO-TEXT AV AV AV AV AV IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE TEXT TEXT TEXT TEXT TEXT TEXT MICRO-TEXT MICRO-TEXT Role - Message - Call-to-Action
- 25. P #5 S TE When? Content Calendar CONTENT STRATEGY AV IMAGE TEXT MICRO-TEXT DIGITAL INTERACTIVE
- 26. P #6 S TE Plan for the success Setting Benchmarks CONNECTIONS ENGAGEMENT ADVOCACY Total number of Actively Total number of ʻsharesʼ of Total number of Connections Engaged users per month on a brand activities by users per to a Branded Community Branded Community month Key Driving Factors Key Driving Factors Key Driving Factors Strategy [SVP & Social Comms Overall appeal of the Brand DNA] Strategy Buying Campaign Idea Campaign Idea Content Content / Format
- 27. P #7 S TE Plan for risk Call trees insert benchmarks visual
- 28. P #8 S TE Test & Learn
- 29. P #9 S TE Embrace it (alias) Be a... But not a... Stalker Troll Twervert Spammer Pinner Astroturfer
- 30. # 10 EP If in doubt ST
- 31. NETWORKS/COMMUNITIES A TOP-LINE VIEW
- 32. Publish / Direct / Transact Inform / Engage / Educate / Entertain / Inspire Discovery & Research Can be exe$
- 33. Publishing Engage / Inform / Educate Great for SEO Needs commitment
- 34. Aggregator Engage / Entertain visually cool & trendy supplementary, niche, low control
- 35. Aggregator Inspire / Engage / Inform Customizable Non broadcast
- 36. Creation / Community Inspire / Entertain / Engage Aggregration / Filtering Relies heavily on fresh frequent content
- 37. Connected Community Hub Entertain / Inform / Connect Good for Insights / CRM / loyalists / advocacy Moving goal posts
- 38. Connected Community Hub Entertain / Inform / Connect Niche interests Media / Fashion Relatively low penetration (AU)
- 39. Connected Network to Credible mass Alert / Inform / Educate / Outreach Open / Credible Mass / key influencers 140 Characters
- 40. Company/Business Activity Business Info / Profile Stakeholder Connections / Huge Cost Savings for HR Under-utilised
- 41. House Video Content Inform / Entertain / Educate Shareable / Familiar / Data Typically poorly executed/ under-utilised by brands
- 42. TO RECAP Understand Opportunities & Limitations
- 43. Created by Tom Phillips @victom thoughts, feedback welcome @victom Follow The Conscience Organisation @TCO