Social Networking: The Strategic View Presentation given by @rdennys from @digitaldivinity at the Pervasive Media Studios on 30 nov 2010 kindly arranged by @tombh. Digital Divinity is a digital sales and marketing consulting business based in Bristol UK
4. VALUEANDBENEFITSOFSOCIALNETWORKS
The Impact?
“..Facebook has 550 million
members. If it was a country it
would be the 4th largest on the
planet..”
What can Social Media do for your business?
1.Allows you to open two way communications channel with your
existing and potential customers
2.Enables you to reach and scale through layers of the network
3.Existing processes can be made more efficient
4.True opinions of your brand can be established
11. REACHINGYOURCUSTOMERS
Where is everyone and what are they doing?? Instant Customer Feedback
“..The Vast Proportion of
your Target Audiences
are now ALWAYS ONLINE..”
F&B’s Facebook strategy is to encourage
feedback. Anyone with poor experience, gets
personal reply and remedial action
12. THEGOODANDBAD
Best practices
Measuring Results
Pitfalls of not being in the conversation
Promotional
Above The Line
activity
Best buy have done a lot of work on their Facebook customer tabs using
applications development and integration, plus tracking through
embedded Google Analytics codes for traffic flow measurement
13. SOCIALNETWORKINGCONSIDERATIONS
Dell and Social Networking Facebook
Before you start, ask yourself:
1. What do we have to say?
2. How are we going to say it? What tone of voice?
3. Why would someone ”like” us?
4. What stops people “unliking” us?
5. Would people be happy to have your updates on their wall for
their friends to see?
6. What do you want them to do next? Go to your website? Sign
up for a newsletter? Ask a question?
7. Do we have the resource to manage it? You need to be adding
a story a day or more to appear active and relevant
8. Do you have a rapid action plan if things go awry?
Twitter :
Twitter is simple and easy to use, however:
1. It’s VERY public
2. Tweets have a life of about an hour
3. There is a lot of bad practice on twitter
4. You have no control on what other people tweet about you
5. As with FB, ask why would someone follow you?
6. How many followers do you want?
7. What do you want Twitter to do for you? Drive sales, provide
customer support, encourage store visits, build trust, raise
profile?
8. How are you planning to measure results?
9. Running a company twitter account can be a full time job; it
can be automated and is a 24 hour a day undertaking.
14. ORGANISINGYOURCAMPAIGNREALESTATE
Organising Traffic and Digital Real Estate
DR URL device, i.e.
“www.CampaignlandingURL.com”
ATL Executions
Bought
TTL Trade
SEM PPC
Earned
SEO
Social Media
Owned
eCRM / Email / SMS
Existing trade partners
and affiliate sites
Microsite:
• WIN!
• Attend!
• “Like us”! – FB
Widget embedded
• Sign UP!
MainSite.co.uk/campaignlandingURL
Facebook.com/Campaign
Facebook.com/Brand
Voice
Twitter.com/Brandvoice
Twitter.com/CampaignVoice
Trade Access
Only
Download
and Upload
Campaign
Landing Site
Brand
Actor
About / How to / Why
Key Content
MainSite.co.uk
Diary,
Blogs and
Photos
15. OVERALLOBJECTIVE
We want your who, your why, your when and your where
Your permission
Purchase Loyalty
BRANDS WANT....
But the one thing we really need ?
Reach Influence Engagement
Then Tell EVERYONE about us!
16. STARTATTHESHALLOWEND..
Getting Going
Start at the shallow end...
Wear things in, not out...
You’re lighting a bonfire
The key thing
is to start,
then review,
modify and
continue..
It’s important
to give things
enough time
to get going..
If the basics
are set right
from the start
then it will
only take a
spark ..
If you get it right, the lifecycle of your
social network campaigns should be
linear (right above), not cyclical (above
left)
Using the analogy of a bonfire, there are
two stages: 1. getting it alight and 2.
keeping it going.
17. SOCIAL NETWORKING: THE STRATEGIC VIEW
Richard Dennys, Managing Consultant
http://www.Digital-divinity.co.uk
@digitaldivinity