How can companies form their Social Strategy? Where should you begin to have the best chance for success? This presentation describes a Social Action plan for companies who want to have a social strategy.
6. 4 main goals
• Branding
• Engagement
• Traffic
• Customer Support
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7. Social Marketing results
• Reach: enlarge reach, visibility
• Reputation management:
follow and influence reputation and brand experience of a/the target group online
• Engagement: interaction with target groups
• Innovation: gain new ideas for product innovation through interaction
• Loyalty: building relationships with customers
• Acquisition: reach new target groups
• Sales: additional revenue
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9. Basis of Social strategy
Depending on your goal there can be more departments
involved in the social activities like:
• Marketing
• PR
• Customer Support
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13. Define the target group(s)
• Who is your target group?
• Where is your target group online?
• What are the needs of your target group?
• Where can you add value for your target group?
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15. Listen before acting
Research where conversations take place
Follow conversations about your brand and products
Learn from these conversations and use this as input for
your strategy
• place to become active
• tone of voice
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20. Optimize your social strategy constantly
• Measure the results of your social activities according to
the set key performance indicators
• Embed reporting in your organization
• Distribute the results
• Optimize your activities
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22. Summary: Social Action plan
1. Define goals + key performance indicators
2. Claim budget and fte for social activities
3. Decide place of social in your organization
4. Research target group(s)
5. Research social media, listen
6. Develop unique content, add value
7. Measure, report and optimize
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24. Why is social difficult?
• Social marketing is a completely different approach to interacting with consumers and customers.
True return on investment comes from developing communities, creating content to be shared, and
talking and listening directly with consumers instead of just advertising on social media.
• It does not fit into current structures. Multiple departments are involved: marketing, PR,
communications, customer support, content production and web development. Who will be
responsible for the organization’s social strategy?
• Communities and content are global: Users of social media connect, consume, and share content
globally.
• Social media is not a campaign, it’s a permanent approach. Marketing and PR work on short time
frames and work with individual campaigns and short term objectives
• Social activities have no guaranteed results. Social media is a pull medium; usage and interaction is
totally dependent on the user choosing to do so
• New metrics. These numbers will always be smaller, but not necessarily any less measure of
success.
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