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.
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
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
5. TARGET MARKET
SUPPORTERS
Who are we trying to reach?
• Customers • Media
• Prospects • Analysts
• Employees • Competitors
• Shareholders
Where do they congregate?
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
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