Building A Social Strategy Getting The Plan Right
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“If it doesn’t sell, it isn’t creative” ‐ David Ogilvy
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Too many companies jump into social media, but fail to plan properly.
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They don’t engage with their customers.
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They like the idea, but fail to implement it completely
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They fail to get ready internally causing them to fail externally
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To be successful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders with business objectives
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Adding social to business is a profound change that impacts all departments in the organization in different ways
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Start With Research
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Rule 1 – Don’t Fondle The Hammer
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Focus on the Customers
Run when you hear “Twitter Strategy” or “Facebook Strategy” – this puts the cart before the horse Focus on how you’ll understand the customers Then choose a business objective
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Socialgraphics
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Develop Your Customer Profile
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Socialgraphics Brings You Into Action
Where are your customers online? – Don’t aimlessly approach social networks without knowing if they are there What are your customers’ social behaviors online? – Tells you what social features to add to your brand communications What social information or people do your customers rely on? – If they rely on their friends, facilitate a marketing program that encourages customers to share with their friends What is your customers’ social influence? Who trusts them? – If your customers are trusted by others, highlight your customers in front of their community How do your customers use social technologies in the context of your products/services? – Understand how customers use these tools in researching new products, decision making and support
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Engagement Pyramid
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Engagement Pyramid Data
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Watching
What? – Consume content only • Visit Social Networking Sites • Read Blogs • Watch Videos • Listen to Podcasts Why? – Seeking social‐created content to help with: • Decision making • Learning from peers • Entertainment
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How to Engage?
Understand the content that they are currently consuming Be relevant – what do your customers want to read, watch or hear? Create content that engages watching based on existing habits
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Sharing
What? – Update status on social sites or Twitter – Upload/Forward photos, videos, articles, etc. Why? – Want to share information they have with peers and demonstrate knowledge
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How to Engage?
Simplify and innovate sharing tools Advanced brands should look at adding sharing toolbars to their websites Announce recognition and rewards for those who share Integrate Facebook, LinkedIn and Twitter Connect features that allow people to sign into your site with their existing social profiles
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Commenting
What? – Respond to others’ content • Comment on blogs or news stories • Review and rate products Why? – Actively participate, support, or contribute ideas/opinions
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How to Engage?
Add commenting features to every page of your website Develop a community policy Foster an open and friendly environment Discourage spammers and trolls Seek community vendors to provide additional features and traffic
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Producing
What? – Create and publish their own content Why? – Want to express their individual identity – Share their own content – Be heard – Be recognized
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How to Engage?
Become a platform for the voice of your customers Provide public recognition for most helpful community members Offer Sponsored Discussions with other brands that your community is interested in
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Curating
What? – Moderate or are heavily involved in online communities like Wikipedia, Facebook fan pages or discussion boards Why? – Invested in success of a product, service or community – Want to give back – Want to be recognized
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How to Engage?
Rely on them as trusted advisors, consider them non‐paid partners Identify influencers or community builders, recognize them publicly
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Community Dynamics
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Do a Market Analysis
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Perform A Social Audit
What is your company currently doing in the social space? What are your employees doing? Identify internal experts that can oversee your social strategy DON’T – think of social as only Gen Y – it will be a massive mistake that will take a long time to recover from
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Build Your Processes Processes Survive While Employees Leave
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Rule 2 – Live by the 80% Rule
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Get Your Company Ready
Treat social success like launching a new product or service 80% of success is getting your company ready – only 20% is about the technologies You can’t love your customers until you love yourself
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Think Crisis Management Plan
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Work Out Your Organizational Model
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Centralized
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Organic
Organic Growth Authentic Experimental Not coordinated
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Coordinated One hub sets rules, best
practices, procedures Business Units undertake their own efforts Spreads widely around the organization Takes time
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Multiple Hub & Spoke “Dandelion” Similar to Coordinated but
across multiple brands and units
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Holistic “Honeycomb” Each employee is
empowered Unlike Organic, employees are organized
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Policies Get Your Core Policies Ready or Suffer the Consequences
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Required Policies
Disclosure/Ethics Policy – sets the terms of relationship with users and requires those who work for the company to disclose their relationship Social Media Policy – Define when, how and where your employees can engage with social medias (sets the requirement of training) Community Policy – Sets the boundaries for its participants on social media platforms ranging from blogs & websites to Facebook & twitter
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Prepare Your Resource Pool Make Sure Everyone Knows What They Are Doing
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Rule 3 – Customers Don’t Care What Department You Are In
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Customers Deserve a Holistic Approach
With Social Tools, every employee can talk to customers and prospects This could create confusion with clients New systems will be needed to centralize data so customers have a holistic experience
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Social CRM Helps Companies Catch Up
Connects the Social Web with existing CRM Systems Enables Brands to better manage relationships – Catch leads in real‐time – Allow for better account management – Anticipate customer needs
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18 Use Cases of Social CRM
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But Not All of Them Are Market Ready
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Educate Your Employees
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Make Sure You Have a Social Strategist & Community Manager Onboard
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Pick The Right Agency
There are a huge number of agencies that call themselves Digital, but here are some rules to test them with Test to see that they focus on relationships, not campaigns – Campaigns are limited adventures, relationships must last Ask when they failed at social media and what they learned – Only hire agencies with “scar tissue” Leverage the agency to train you on all things social – Enable fast, concerted entry into the market Be wary of agencies that want to craft your strategy – only you can do that – Be especially wary of agencies that draft strategy documents based on a series of interviews
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Get Your Stakeholders Onboard
Executives – approval to move forward, budget, and allocate resources Communications – what skills will they need to learn or unlearn? Employees – how will they be trained, armed and supported? Legal – how will they protect employees and the corporation? Will they need to create new policies and guidelines for the initiative?
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Analytics
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Make sure to calculate your Social Readiness Score
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Rule 4 – Real Time Isn’t Fast Enough
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Understanding The Digital Framework
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Brands Can Buy Digital Media
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Brands Can Own Digital Media
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But Brands Must Earn Some Medias
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