Conversify Social Media Cycle
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Conversify is a global social media agency that develops social media strategies and tactics to help clients achieve their business objectives. The agency uses a four-phased process of research, strategy, development, and engagement/measurement. In the research phase, Conversify conducts analysis of topics, assets, and competitors. In the strategy phase, they help clients define their brand personality and develop conversation guides and tactical recommendations. In the development phase, Conversify creates social media tools and editorial calendars. In the engagement/measurement phase, they interact with audiences and measure success against objectives.
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Conversify Social Media Cycle
- 1. ……………………………………………………………………………………………………… Social Media Cycle April, 2011 ………………………………………………………………………………………………………… © Conversify 2011 © Conversify 2011 www.conversify.net Page 1
- 2. ……………………………………………………………………………………………………… WHAT IS CONVERSIFY? Conversify is a global social media agency. We develop and execute social media strategies and tactics to help reach your target audience. Additionally, we help you achieve your business and marketing objectives by listening, assessing, stimulating and measuring conversations online in the world of social media. ………………………………………………………………………………………………………… © Conversify 2011 Page 2
- 3. FOUR-PHASED PROCESS FOR SOCIAL MEDIA SUCCESS ……………………………………………………………………………………………………… The entire cycle is critical, but Conversify can address any of these phases discreetly. ………………………………………………………………………………………………………… © Conversify 2011 Page 3
- 4. RESEARCH PHASE ……………………………………………………………………………………………………… Social Media starts with listening to your audience. We conduct TOPICAL RESEARCH to determine what people are saying about your brand. We can provide an EXISTING ASSETS AUDIT to determine effectiveness and analyze what your COMPETITORS are doing in social media. ………………………………………………………………………………………………………… © Conversify 2011 Page 4
- 5. STRATEGY PHASE ……………………………………………………………………………………………………… We work with you to evolve your BRAND PERSONALITY to the unique requirements of social media and develop a CONVERSATION GUIDE that outlines conversations that you can start or join online. These conversations are the crux of social media, increasing brand engagement and accomplishing your objectives. We also provide tactical recommendations to execute the strategy developed in our SOCIAL MEDIA MARKETING PLAN [SMMP]. ………………………………………………………………………………………………………… © Conversify 2011 Page 5
- 6. STRATEGY PHASE – Example 1 ……………………………………………………………………………………………………… BRAND PERSONALITY The Marine Conservation Alliance’s [MCA] brand was very scientific and not approachable enough for a community. Therefore, we encouraged them to think of their brand as a wise grandfatherly type who knew a lot about the science of fisheries management and could help you understand it, too. MCA agreed that this fit their corporate brand personality and has the approachability that social media required. ………………………………………………………………………………………………………… © Conversify 2011 Page 6
- 7. STRATEGY PHASE – Example 2 ……………………………………………………………………………………………………… CONVERSATION GUIDE After a year of running the Wine Sisterhood, we did an analysis of our Fans & Followers and the messaging they responded to. The analysis proved the “Sisters” are all about having fun, finding a social group and feeling cultured. We honed the previous year’s messaging to six topics. 1. Food & Wine: #FoodieFriday, pairings, restaurants, news and recipes 2. Moms & Family: #MommyMonday, mommy blogs, stress relief 3. Creative types: Ask for opinions, wine diaries 4. Social gals: special event ideas, hosting tips, party games/activities 5. Travel (reading, not doing): shopping, how to find good hotels/ restaurants, wine country 6. Entertainment: pop culture that involves or includes wine/food ………………………………………………………………………………………………………… © Conversify 2011 Page 7
- 8. STRATEGY PHASE – Example 3 ……………………………………………………………………………………………………… TACTICAL RECOMMENDATIONS Does it make sense for you to be on Twitter, Foursquare, YouTube? If so, what will do you once you are there? In the SMMP we provide answers to those questions based on our deep knowledge in the Social Media space. ………………………………………………………………………………………………………… © Conversify 2011 Page 8
- 9. DEVELOPMENT PHASE ……………………………………………………………………………………………………… How hard can building a Facebook Page be? Plenty. Social Media tools appear to be easy but in reality there are land mines. In the Development phase, we can create or optimize any tool you need. We also produce the SOCIAL MEDIA EDITORIAL CALENDAR and our innovative SOCIAL MEDIA BRAND STYLE GUIDE, two critical instruments to help you strategically and successful execute your Social Media program. ………………………………………………………………………………………………………… © Conversify 2011 Page 9
- 10. DEVELOPMENT PHASE – Example 1 ……………………………………………………………………………………………………… SOCIAL MEDIA BRAND STYLE GUIDE Much like a visual brand style guide with rules about logo use, color palette or font style, our SM Brand Style Guide articulates how a client should engage in Social Media. For instance, Rainbow Rewards’ target audience is white, affluent, well educated women. Apple Bottoms by Nelly Fragrance’s audience is ethnic, high school educated and working class. The Social Media Style Guides for each brand couldn’t be more different. On the next page we provide a simplified example of some guidelines for these two different SM Brand Style Guides. ………………………………………………………………………………………………………… © Conversify 2011 Page 10
- 11. DEVELOPMENT PHASE – Example 1 ……………………………………………………………………………………………………… SOCIAL MEDIA BRAND STYLE GUIDE • No cursing: “Darn” is • Retweets of curse words are okay, but acceptable when used in a only if there are substitute symbols light-hearted way. “*&$” replacing certain vowels. • Limited Contractions • Contractions are appropriate • No texting shorthand (okay to • Use of texting shorthand: bend this rule in Twitter only.) U R for You Are, 2, LOL, etc. • Occasional risqué humor is okay • Limited slang • Use emoticons and exclamations • Emoticons are okay. ………………………………………………………………………………………………………… © Conversify 2011 Page 11
- 12. DEVELOPMENT PHASE – Example 2 ……………………………………………………………………………………………………… SOCIAL MEDIA EDITORIAL CALENDAR Our Social Media Editorial Calendar, critical to planning and organizing messaging, is a dynamic document that provides both proactive and reactive direction for all content across all social networks. ………………………………………………………………………………………………………… © Conversify 2011 Page 12
- 13. ENGAGEMENT AND MEASUREMENT PHASE ……………………………………………………………………………………………………… When we ENGAGE on behalf of a brand, we make it appear effortless, but a great deal of strategy and planning go into each 140 character Tweet. In this phase SUCCESS IS MEASURED by how well we fulfilled the objectives determined in the strategy phase. Conversify employs industry standard and proprietary methods to measure ROI and have demonstrated returns of between 1.9x to 30x for our clients. ………………………………………………………………………………………………………… © Conversify 2011 Page 13
- 14. ENGAGEMENT AND MEASUREMENT PHASE – Example 1 ……………………………………………………………………………………………………… ENGAGEMENT • Addressing business objectives • Keeping on brand • Listening to the target audience and • Crisis communication understanding them • Outreach • Crafting creative conversation • Mitigating security concerns starters • Contest logistics and promotion • Monitoring what people are saying about your brand • Logistics around launching campaigns in social media • Complimentary, positive posts to encourage brand loyalty • Answer customer service questions • Subtly providing calls-to-action and more… ………………………………………………………………………………………………………… © Conversify 2011 Page 14
- 15. ENGAGEMENT AND MEASUREMENT PHASE – Example 2 ……………………………………………………………………………………………………… CONVERSATION STARTERS Because of our creative and compelling way of engaging audiences in conversation, our client’s communities are more engaged than their competitors often by a factor of ten ………………………………………………………………………………………………………… © Conversify 2011 Page 15
- 16. ENGAGEMENT AND MEASUREMENT PHASE – Example 3 ……………………………………………………………………………………………………… CALLS-TO-ACTION We always keep in mind your marketing objectives and whenever appropriate, insert a Call-to-Action. ………………………………………………………………………………………………………… © Conversify 2011 Page 16
- 17. ENGAGEMENT AND MEASUREMENT PHASE – Example 4 ……………………………………………………………………………………………………… OUTREACH Our client, Romane Fragrance, licensed the Apple Bottom’s clothing name. Fans of the brand are often fans of the rap star, Nelly, who has a million followers. We successfully got Nelly to ReTweet our client. This provided Apple Bottoms Fragrance a dramatic increase in their reach to a well qualified audience via influencers. on June 5th, for more info-- http://bit.ly/ 9OjRrx Chi Town Im in yo city this Saturday click here--- http://bit.ly/9OjRrx ………………………………………………………………………………………………………… © Conversify 2011 Page 17
- 18. ……………………………………………………………………………………………………… http://www.Conversify.net http://www.twitter.com/conversify http://www.facebook.com/conversify http://www.Linkedin/in/company/Conversify (US) 303-991-3664 (UK) 01332-442 620 ………………………………………………………………………………………………………… © Conversify 2011 Page 18
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