Developing a Social Media Strategy
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- Caitlin Blake
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1 Developing a Social Media Strategy
2 What is social media? Social media comes in many shapes and sizes but in essence revolves around building two-way conversations between an organisation and its stakeholders or between individuals. It s not about technology it s about relationships Social sharing sites YouTube, Flickr, itunes, Pinterest, Slideshare Social networking sites F book, Twitter, LinkedIn Social news sites Digg, Reddit, Newsvine Social bookmarking Delicious, StumbleUpon Social review sites TripAdvisor, Amazon Social syndication - RSS
3 Where does social media fit? Social media activity can complement strategy in many areas: - PR/Media/Marcomms - Member/customer communication - Event marketing - Member recruitment - Policy formation/ influencing - Campaign development - Corporate profile raising For social media to be effective it must be adopted broadly by the whole organisation. How can we ensure this happens?
4 Social media benefits Social media adds value to relationships between organisations and their audiences: - Better group decision making, through greater access to resources - Deeper relationships and commitment to your brand through knowing the people, from sales to service and support - Stronger brand voice - Communication that helps tell brand and industry stories, shares information and builds/augments relationships with members, stakeholders, influencers, media etc. - More effective peer-to-peer dialogue More options for direct communication without intermediary filter - Enhanced brand advocate network Communication that helps support and build a referral community
5 What s the objective? Market intelligence? Enhancing customer service? Extending PR outreach? Winning new business? Thought leadership? Driving share-of-voice, profile raising campaigns? Crisis management? Promoting key events/ programmes? Soliciting feedback?
6 Where do we start? What is the buy in within your organisation? Start small with a test and learn approach What s being said about the organisation across social media? How can we listen to the conversations online? Where are our customers engaging in conversations? What are similar organisations doing in social media? Which channels should the organisation actively develop consider a stress test approach? What will success look like (objective fulfilment)?
7 Social media strategy Define social media activity by corporate objective and audience relevance: - Create social media matrix that links objectives to primary and secondary audiences, with a channel justification statement arising from stress test research Objective Measurement Tactics Tools Increase sales Leads Contact more prospects Blog Raise profile Media mentions Media relations Hire PR agency Create thought leadership Speaking opportunities Meet channel partners Video podcasts Test ideas Service calls Move customer service online Online customer community
8 Which off-website channels? Tool selection should be the natural outcome of a process that begins with goals and works through to tactics and tools. - LinkedIn perhaps a members-only main group with sub-groups for each region; individual exec accounts - Twitter news and info distribution via corporate; policy; media and events accounts (with link to content) - Flickr for event photo sharing - YouTube/ Vimeo channels and (perhaps) member video content sharing - FaceBook growing in b2b space for day-to-day news, information and awareness campaigns targeting wider audiences, with a password restricted interfaces
9 On-website channels Use social networking to engage on-website through a community area - Community forums sector group discussions for subscribed members - Blogs - multiple staff blogs that discuss relevant problems, solutions and technologies. Designed to use selected key words for optimised search - RSS feed service for news areas
10 The right content for social media Help create content that is relevant, timely and interesting - Useful content that anticipates and solves your potential customers problems should be the focus of online content - Become a trusted source of advice for you customers - Use interesting topics to get engagement For media: - Help drive interest in the personalities in the business
11 Social media challenges - Building momentum and social media position takes time - Internal resource needed to develop and maintain content and monitor/manage responses - Channel proliferation can overload resources (let others spread the word) - Create an engagement policy for staff - Create engagement rules for members - Create a crisis plan to respond to negative comment - Create a review methodology measuring social media impact vs. key objectives
12 Social media case study Rebranding of online rail booking service Project: Engage with key stakeholders using traditional and social media channels at trade show Activity: - Video filmed at show, uploaded to Youtube, shared via branded e-news to subscribers and links tweeted to followers and media - Customer event photos uploaded to Flickr channel and tweeted - Media information distributed via online news channels, tweeted to industry journalists and delivered via RSS and media packs - Creation of LinkedIn User Group for customers - Follow-on e-newsletters issued to customer base with links to new demo videos available on the company s YouTube channel and website Outcomes: YouTube hits in 24 hours - Extensive online and traditional media coverage - Contribution to immediate system awareness and knowledge among target audience - Positive feedback on corporate perception as a result of social media campaign - Social media now incorporated into customer service strategy, with forum planned
13 Current Clients - Honeywell Turbo Technologies - Honeywell Speciality Materials - Rowner Renewal Partnership - Parkeon Plc - Schaefer - Groundwork - Evolvi - Sentinel Housing - Fedden USP - Ferryspeed - Island Stone - Eco Friendly Tiles - My Accident Solicitor - Red Lantern - Spectrum Housing - Sensus Metering Systems - DHM Stallard - Manufacturing Advisory Service - Bluelite Graphics - Chevronshop.com Harvest Marketing Communications Ltd 33 Broadmarsh Innovation Centre Havant Hampshire PO9 1HS
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