Social Media Retention Strategies - June 2014

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Social Retention Strategies
Jonnie Jensen – Digital Coach
Connect with me:
linkedIn.com/in/jonniejensen
twitter.com/jonniejensen
plus.google.com/+jonniejensen

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twitter.com/@jonniejensen
Social media – we’ve moved on
• It’s not free
• It’s not easy
• It’s not going away
• It is more than just marketing
• It has a value

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The conversation is happening
• Opportunities • Influence• Competitors

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Benefits of social media marketing
Social Media Examiner Survey 2013

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3 basic principals

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Content and social drives business

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The role of content marketing

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What limits social media success
• Poor planning
• Lack of consistency
• No clear goals
• Responsibility given to Jnr team members
• Leaders not supportive
• No company wide participation
• No optimisation
• No reporting

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Successful networked organisations
• Transformations will have been made in organisational
practices and culture
• A thoughtful but persistent approach to trying new
things, learning and adapting
• In successful highly networked organisations
– Role modelling and vocal support of leaders is a catalyst
– Social technologies are embedded in to day-to-day work
– High degree of trust and willingness to collaborate
REF: McKinsey Global: The social economy: Unlocking value and productivity through social technologies

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Pick your community manager wisely
• Passion for the business
• Make the role formal
• Provide ongoing training
• Good communicator
• Maturity
• Literate
• Creative
• Analytical
• Information junkie
• Adaptable

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Adding value
• How can you help your audience improve?
• How are you influencing others?
• How engaged are your team?
• How active are you in communities?

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Manage expectations
• Share your plan
• Have a public social media policy
• Authentic
• Inclusive
• Share the journey
• Be consistent

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CONTENT

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Your Story

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Content
• Created Content
– Reflects your values,
ethos and commitments
– 5-6 categories
– Lets people know what
they can expect from
you
• Blog posts
• Video
• Images
• Audio
• Sharing Content
– Using other peoples
content to illustrate
what is important to you
and who you know
– 8-9 categories
– Helps you connect with
other key influencers
• Like
• Comment
• Share / Retweet

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Content Planning
TOPICAL
COMPLIMENTARY SUBJECTS YOUR MESSAGE
YOUR AUDIENCE NEEDS
OPPORTUNISTIC EVERGREEEN

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CONTACTS

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Contacts: connecting with people
• Having an audience provides huge opportunities
• People talking about you promotes you to their contacts
• A big audience that doesn’t engage with you is worthless
• Proactively seek others
– Your customers / potential customers
– Key influencers
– Local community
• Be part of other peoples communities
– They already exist
– You can be of value instantly

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Contact planning matrix
INDUSTRY INFLUENCERS,
PARTNERS & ASSOCIATES
COMMUNITY INFLUENCERS,
PARTNERS & ASSOCIATES
EXISTING CUSTOMERS
&
CUSTOMERS YOU LOVE
POTENTIAL CUSTOMERS &
CUSTOMERS YOU WANT
MAY NEVER BUY WILL BUY

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Social advertising
• Laser targeted advertising
• Cost per click (CPC) or Cost per thousand (CPM)
• Have a conversion strategy to measure ROI
– Likes don’t equal revenue
• Split test and evolve strategy
• Be prepared to manage community afterwards

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Social advertising case study
Campaign:
• Ace Hardware has about 4,400 hardware stores in the United States and a commercial website.
Ace noted that Spring was arriving which meant their busiest season was about to begin.
• The company began to put out Facebook ads in order to increase their fans and create an online
presence for the brand. They decided to advertise discounts for fans for a week.
• The company targeted people with home maintenance and repair keywords in the profiles.
Results:
• 50,000 clicks to the Facebook page
• 30,000 new Fanpage Likes in four days
• 900% increase of fan postings on the Facebook page
“This campaign showed an immediate return, both in the growthof our fan base and in sales
resulting from the coupon. The valueis still proving out with the fan base activity to this day.”
- Mark Lowe, eCommerce Marketing and Digital Manager, Ace Hardware
Case study link

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CONVERSATION

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Passive engagement strategies
• Intelligent tracking of customers and traffic
• Marketing automation to empower relationship
• Broad but relevant added value content
• Encourage user generated content
• Run promotions
• Exclusive offers
• Champion and reward ‘Raving Fans’
• Don’t leave it to marketing
photo: Tobyotter

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What does retention look like?
• Sharing your / their passion
• Surprise and delight
– Listen, respond and evolve
– Passive engagement
• Customer service
• Community management
• Adding value
– faster, cheaper, happier, sexier, richer
• Authentic and personable
• Having fun
photo: Hitchster

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Background:
• Chairman-CEO Frank Blake pushed back on proposal to create a social media team
• 30 experienced staff members selected to be ‘How To Community’ alongside lean
communications team
• Work split 50/50 with new role
Results:
• 213,000 Twitter followers
• 168,000 Pinterest followers
• 1,365 YouTube videos, 30m views
• 1.5m Facebook Likes
"It's not transactional. It's not one-way. It's very similar to the kind of conversations the
communications team has to manage with the media," Mr. Shaw said. "We have a
natural predisposition to handling a relational level of communication.“
- Brad Shaw, VP-corporate communications
Home Depot – authentic social case study
Case study link

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Balancing acquisition and retention
• Stream content and offers
• Don’t pollute with new customer offers
• Champion and appreciate customers
• Make advocates of existing customers
• Consider value of Customer Groups
– LinkedIn Group, Facebook Group, Google+ Community
• Remember social advertising
– Facebook Fanpage organic audience reach only 10-15%
– Twitter Ads can command audience attention
photo: jasoneppink

July-
September
eBook
How to market yourself as an interim manager
Landing page – form
Google Analytics – Page Views, Submissions, Conversions
Email Promotion – Views, Click through’s, submissions, Conversions
Social Promotion – Click through’s, submissions, conversions
Video content – possible short videos to be taken, need to confirm and plan
9th July – Survey:
Marketing
16th July- Pre-event
blog post
31st July - event
4th August – Do’s and
Don'ts of Social Media
6th August – Post
training event blog
18th Aug - Infographic
25th Aug – How to think
like an interim provider
1st Sep- Golden rules of
networking
8th Sep- Get the most
out of LinkedIn
28th September-
How to market
yourself as an
interim manager
eBook
Analytics
1. Blog post reads
2. eBook downloads
3. Survey respondents
4. Social sharing and mentions
Tracking
Interim marketing
Interim management
Marketing as an interim manager
How to market my interim management business
Keywords
#InterimManagement
#Interims
#Marketing
#IM
Hashtags
eBook
Download our free #eBook
on how to #market yourself
as an #interim manager >
Tw
Are you signed up with Alium? We’re
holding an #interim #training day for
our Alium community. Come along!
Tw
Have you got what it takes to land
your next interim role? Download
our free eBook and find out!
Fb
Land your next role easily with our interim
management marketing training session. If
you are already signed up on the Alium
Website you can Sign up here >
Fb
You could win 2 tickets to see XXX by
filling in this short survey on how you
market yourself as an interim manager.
Survey
How are you #marketing yourself?
Tell us for a chance to win 2 tickets
to…
Blog Posts
Pre-event blog post (teaser and some interview questions)
Interim Training Post-event Blog Post
How to think like an interim service provider
Golden rules of networking
Get the most out of LinkedIn as an interim manager
Each blog post will be shared using content alerts,
group/community discussion and @mentions
At the end of the pyramid you have testimonials
which you can use for a post event blog post and
website
AdditionalNotes
How do you market your interim
business? You could win 2 tickets to
XXX for telling us in this short survey.
Download our FREE eBook
on how to #market yourself
as an #IM >
Ln
Need to know more about marketing
yourself as an interim manager? Come
along to our next training day to find out.
Interims who sign up must also already be
signed up on the Alium websute. Sign up
here.
Ln
Finding it difficult to land an
interim position? Download our
free guide to marketing yourself
as an interim here.
G+
We are holding an #InterimManagement
training day for those of you who want to
know more about marketing. The event is
on 31st July for our interim community.
Don’t miss out, sign up here today!
G+
Fb
Tw
Ln
Event
How effective are interims at marketing themselves? – Survey Results Post (INFOGRAPHIC)
G+
We are currently giving away 2 tickets
for the XXX game. For your chance to
win, enter our short survey!
Planning – ‘The Kitchen Sink’

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Calls to action are vital
• Tell people what to do
• Ask questions if you want responses
• Know the 1% rule (or 90-9-1 principle)
– Challenge it against your communities level of engagement
• Add expression “loved this”
• Ask people to help you out…occasionaly
• Test your calls to action
• Track the traffic on your calls to actions

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Your Daily Social Media Activity
Social Media Main
45min to 1 hr – once per day
• Find content to share and
schedule for the day
• Look for mentions or replies
about you and reply
• Look for and reply to keyword
searches and other peoples
content
Social Media Check
20minutes – twice per day
• Look for mentions about you
on Twitter and reply
• Look for mentions or replies to
posts on Facebook and reply
• Look for and reply to keyword
searches and other peoples
content on Twitter and
Facebook
• For companies without a dedicated community manager
• 2-3 hours additional planning and content creation per week

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Create Raving Fans
• Inside • Outside

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Social Retention Strategies
Jonnie Jensen – Digital Coach
Connect with me:
twitter.com/jonniejensen

Social Media Retention Strategies - June 2014

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Social Media Retention Strategies - June 2014

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