achievement series: engaging social audiences to achieve great outcomes

Engaging Social Audiences to Achieve Great OutcomesSpredfast Achievement Series

#SFAchieve

#SFAchieve

Lauren WarthanSocial Strategy Manager Spredfast@scottland@spredfast

Andrea MichnikSocial Media MarketingRackspace@AndreaGenevieve @Rackspace

Jodi GershDirector of Social MediaGannett@jodiontheweb@Gannett

Today’s Presenters

#SFAchieve

Would You Date Your Brand?

“With some 40 million people now using online dating sites, finding love online is about as competitive as finding

brand followers in the marketing world.” – Entrepreneur

#SFAchieve

Elements of Meaningful Engagement

Activity

Interaction

ValueExchan

ge

#SFAchieve

From Friends to “I Do” with Jet Blue

Customers who engage with companies over social spend 20-40% more money than other customers of the same companies - Bain & Company

42% of users on Twitter expect a response to their customer service issue in under an hour - The Social Habit

#SFAchieve

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Define Your Brand Purpose on Social

What do you want to achieve on social?What will your brand offer social audiences?How will each of your sub-organizations exist together & differ from one another?

#1

#SFAchieve

Map Your Social Channel Strategy

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Know Your Audience

Who is your current social audience?• Gender• Age• Region• Language• Job Function• Seniority• Company Size

How do they differ from your target brand audience?How do they differ across channels?

#2

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Opportunities to identify and engage with:• Direct & indirect

customer conversations about you

• Potential new customers looking for product recommendations, reviews, and project inspiration

• Relevant industry conversation specific to various business units or verticals

Listen to PLAN and ENGAGE

#SFAchieve

Organize Internally & Build Process

What internal education or training is needed?Who should be managing our communities and what expertise is needed?Who should have access to which properties?What approval processes do we need to consider? Will special oversight be needed?

#3

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Do You Have a Path to Response?

DO we respond? HOW do we respond?And then what?

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Be Ready for Opportunities

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Strategic Content Planning

When planning for content, consider these questions:

What are your goals? How does this social content fit into your larger digital marketing program?What insights have you learned from channel measurement or online listening?What content is already available? What can be curated or needs to be created?How will you make this your own?

Integrated Marketing Agenda &

Goals

Social channel insights

Brand voice & values

#4

#SFAchieve

It’s a Bad Week to Be a Seal

Shark Week ’13 broke all viewership records in their 26 year historyMegalodon was the #1 most social show (#SharkWeek)6.3M page views in 3 weeks

#SFAchieve

Measure Return on Engagement

Understand what activities and content engage your community the most and drive your desired business outcomesEstablish a benchmark for performance and compare current performance to relevant measures

#5

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Connect Social Metrics to Business Outcomes

• Sample KPIs: Social Reach/Growth, Earned Media Values, Audience Demographics, Engaged Users/Growth, Content Consumptions, SOV/SOC, Stories

Brand Awareness & Engagement

• Sample KPIs: Clicks, Web Conversion Goals, Application Downloads, Form Completions

Lead Generation

• Sample KPIs: Channel Activity, User Activity & Engagement, SLA Times

Operational Excellence

Rackspace Social Engagement

#SFAchieve

Social Strategy (Social Marketing Team)

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Thought Leadership Be Helpful

Content

Conversations

Campaigns

Content Buckets

Community

Culture & Careers

Products & Services

Marketing Campaigns

Industry News & Rackspace News

Thought Leadership

Rackspace Successful Engagement

Campaigns

Events

Evergreen

Examples of Success

1. SXSW 2013

2. Racker Desk Culture

3. #MustHaveApp

#SFAchieve

SXSW Event & Campaign Goals

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Goals Results

• Drive traffic to event space & Generate leads

• Promote the Rackspace brand

• Share thought leadership

• Engage SXSW audience

• Increase Rackspace share of voice around #cloud

• Total of 3835 scans through event space

• Over 900 #SXRackspace Tweets

• SOV around #sxsw increased 27% from 2012 on Twitter

• Over 10,000 engagements around social content

• Over 1,000,000 impressions

#SFAchieve

Timeline of Content

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BEFORE

DURING

AFTER

3/1 3/313/8 3/14

3/1: LI, FB3/4: FB3/5: FB, FB3/6: LI, FB3/7: FB, FB

3/8 FB, FB,FB,FB3/9 FB, FB, YT, YT3/10 FB, FB, YT3/10 FB, FB,FB, YT, YT3/12 YT

3/20: FB3/25: LI

3/20

Engagement

#SFAchieve

Examples

Results114,154 impressions1,044 clicks70 RT’s28 favorites21 new fans

#SFAchieve

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Culture Evergreen Goals

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Goals Tactics

• Promote the Rackspace culture

• Engage fans in two way conversations

• Increase Instagram and Facebook followers

• Share instagram photo of a wacky Racker desk

• Encourages fans to caption the photo

• Give away a surprise prize to best one

• Repeat bi-weekly if successful

#SFAchieve

Racker Desks

#SFAchieve

Instagram is Awesome!

#SFAchieve

Must Have App Campaign Goals

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Goals Tactics1. Increase SOV around Rackspace +

Startups

2. Engage Rackspace fans with fun, exciting, educational content about startups

3. Help startups/App get more visibility, downloads and exposure from our PR efforts

Create multimedia content

Amplify Rackspace Startup Program presence on the webSyndicate on Rackspace social properties

Share and tag the Rackspace Startup Program and Geekdom

Takeover #musthaveapp hashtag

Use Rackspace social properties for an integrated campaign approach

#SFAchieve

Example

Results Facebook8,634 impressions48 likes1 comment

Instagram21 likes1 comment

#SFAchieve

Best Practices for B2B

Develop editorial calendarsCreate good socially sharable contentCollaborate with other teamsFind out what people LOVE and give them moreTest and experimentBe human

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Lauren WarthanSpredfast@scottland@spredfast

Andrea MichnikRackspace@AndreaGenevieve @Rackspace

Jodi GershGannett@jodiontheweb@Gannett

Thank you!