Occupy Social Media: How to occupy the hearts and minds of your customers on social media
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This presentation was given on April 5th at a WOMMA Wine Wednesday hosted by Affect (www.affect.com). It covers how to plan for launch and measure the ROI of a social media campaign for business.
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Occupy Social Media: How to occupy the hearts and minds of your customers on social media
- 1. Affect WOMMA Wine Wednesday Occupy Social Media: How companies can penetrate the hearts and minds of customers on social media April 4, 2012 #WOMMANYC Sandra Fathi Katie Creaser President, Affect Account Director, Affect sfathi@affect.com kcreaser@affect.com @sandrafathi @ksafrey PROPRIETARY & CONFIDENTIAL
- 3. OCCUPY SOCIAL MEDIA TABLE OF CONTENTS 1. Mission 2. Supporters 3. Headquarters 4. Message 5. Organize 6. Measure 7. March! Case Studies PROPRIETARY & CONFIDENTIAL
- 4. GOALS & OBJECTIVES MISSION • Learning & Listening • Revenue Generation • Awareness • Cost Deflection • Education • Customer Relationship • Reputation Management Management (CRM) • Market Penetration • Customer Service/Support • Lead Generation PROPRIETARY & CONFIDENTIAL
- 5. TARGET MARKET SUPPORTERS Who are we trying to reach? • Customers • Media • Prospects • Analysts • Employees • Competitors • Shareholders Where do they congregate? PROPRIETARY & CONFIDENTIAL
- 6. CHOOSING YOUR PLATFORM HEADQUARTERS The Hub & Spoke The Jumble PROPRIETARY & CONFIDENTIAL
- 7. VALUE PROPOSITION MESSAGE How to Communicate What to Share 1. Be transparent 1. Keep it short & simple 2. Join the community 2. Give stats/numbers 3. Interact vs. distribute 3. Link to articles, images, video 4. Quality over quantity 4. Give love: Like/retweet/post 5. Provide value 5. Create content 6. Curate content PROPRIETARY & CONFIDENTIAL
- 8. PLANNING & PREPARATION ORGANIZE 1. Social Media Usage Policy 2. Social Media Workflow Plan 3. Social Media Messaging Document 4. Social Media Response Map 5. Technical Recommendations 6. Internal Communications Launch Program PROPRIETARY & CONFIDENTIAL
- 9. PLANNING & PREPARATION SOCIAL MEDIA USAGE POLICY • Guidelines – not a straight jacket • Accentuate the positive, acknowledge the negative • Discuss encouraged behavior, required behavior and restricted behavior • Everyone signs – even if they aren’t official social media ambassadors • Don’t reinvent the wheel – great online resources available PROPRIETARY & CONFIDENTIAL
- 10. PLANNING & PREPARATION SM WORKFLOW PLAN • Translate business • Sign-off prior to launch practices for online world • No surprises! *Sales *Customer Service *Media inquiries *Other PROPRIETARY & CONFIDENTIAL
- 11. PLANNING & PREPARATION SOCIAL MEDIA MESSAGING “Does it fit the wheel?” ANCHORS & ORIGINS • Address the specific requirements for VALUE --------------- FIELD OF COMPETENCE --------------- the medium --------------- • Map messages from the brand to target GOAL STRATEGIC CONCEPT --------------- POINT OF --------------- DIFFERENCE audiences --------------- • Fill in the gaps with content creation on a BRAND IMAGINED platform-by-platform basis PERSONALITY --------------- CUSTOMER --------------- • Create from scratch or adapt from existing PROPRIETARY & CONFIDENTIAL
- 12. PLANNING & PREPARATION SOCIAL MEDIA RESPONSE MAP “If you or someone you know needs help battling addiction, please contact our • Plan for the anticipated 24-hour hotline.” • Great for highly legal questions/ environments • Speeds up response time (+ frees up time to focus on engagement) • Leave room to adapt to exact moment PROPRIETARY & CONFIDENTIAL
- 13. PLANNING & PREPARATION TECHNICAL RECOMMENDATIONS Social Media -> Landing Page -> Salesforce.com = Proof of social media’s lead • Sit together with the IT/creative gen capabilities services team as early as possible • KPIs will define technical recommendations • Separate must-haves from nice- to-haves • Don’t launch without the proper technical foundation PROPRIETARY & CONFIDENTIAL
- 14. PLANNING & PREPARATION INTERNAL COMMUNICATIONS LAUNCH PLAN Leverage the right spokespeople who have built-in networks • Your colleagues: an oen untapped social media resource • Previous foundation materials have secured buy-in • Call to action is key • Try, try again PROPRIETARY & CONFIDENTIAL
- 15. PLANNING & PREPARATION INTERNAL COMMUNICATIONS LAUNCH PLAN Foundation Material Target Audience Timing Social Media Usage Policy All employees ASAP All involved in social media Social Media Workflow Plan (front line and behind the 2-3 months prior to launch scenes) Social Media Messaging Social media team, 2 months prior to launch Document marketing team Social media team, legal Social Media Response Map 2 months prior to launch team Social media team, IT team, Technical Recommendations 2-3 months prior to launch marketing team Social media team, Internal Communications 1 month prior to launch marketing team PROPRIETARY & CONFIDENTIAL
- 16. KEY PERFORMANCE INDICATORS MEASURING SUCCESS Simple Social Media Measurement Matrix 1. Measure against business goals 2. Set up tracking mechanisms 3. Place ‘tripwires’ & ‘milestones’ 4. Analyze results 5. Tweak program 6. Repeat PROPRIETARY & CONFIDENTIAL
- 17. KEY PERFORMANCE INDICATORS MEASURING SUCCESS What does your CEO care about? What should the CEO care about? Sentiment PROPRIETARY & CONFIDENTIAL
- 18. March! Case Studies PROPRIETARY & CONFIDENTIAL
- 19. CASE STUDY NEW YORK INTERN PROJECT 96 ENTRIES 14,360 VOTES 109,371 VIEWS +60% WEB +45% BLOG +36% TWITTER +563% FACEBOOK 1 GREAT INTERN & NEW EMPLOYEE PROPRIETARY & CONFIDENTIAL
- 20. CASE STUDY SOPHOS: NAKED SECURITY DELIVERED MEDIA COVERAGE 160% OF GOAL 121 AVERAGE ARTICLES PER MONTH 1.3 MILLION PAGE VIEWS / MONTH PROPRIETARY & CONFIDENTIAL
- 21. CASE STUDY OMNI HOTELS & RESORTS 1,OOO+ CONVERSATIONS WITH MEETING PLANNERS +1600 TWITTER FOLLOWERS 23 LEADS FOR EVENTS OF 150 PPL OR MORE PROPRIETARY & CONFIDENTIAL
- 22. CASE STUDY RADWARE IN ONE YEAR +600% TWITTER 600 CLICKS PER MONTH TO WEBSITE 5 AVG PROSPECT CONVERSATIONS PER DAY PROPRIETARY & CONFIDENTIAL
- 23. CASE STUDY CARON TREATMENT CENTERS 16 GUEST BLOG POSTS ! 50+ COMMENTS ON ! PARENTING BLOGS +60% TRAFFIC TO ! BLOG IN 30 DAYS PROPRIETARY & CONFIDENTIAL
- 24. Affect WOMMA Wine Wednesday Occupy Social Media Sandra Fathi Katie Creaser President, Affect Account Director, Affect sfathi@affect.com kcreaser@affect.com @sandrafathi @ksafrey PROPRIETARY & CONFIDENTIAL