social media strategies that work!

Social Media Strategies that Work!

Space Coast Women’s Business Expo

Julie ArnoldSocial Media Manager

Why social media?• The explosion in social media is transforming business

—impacting demand and determining how dollars are spent. The voice of the digital consumer has found empowered expression in the new world order.

• Businesses must invest in and implement a social media strategy that is able to adapt to the changing social landscape.

• Today every consumer has a voice that is driving value—businesses are changing processes, technologies, and structures in response. The customer is the center and customer service is the core around which the companies are organizing themselves.

The NBA

• The NBA is in the midst of a record-setting season. – Highest TV ratings across networks (ESPN, TNT and ABC) – All-time high in traffic to NBA.com– 2 billion video views on its website– One of the most-trafficked YouTube channels.

• It's no coincidence that this surge is happening as the league experiences unprecedented growth among its social media platforms.

• The NBA just surpassed 100 million combined followers and likes on Twitter and Facebook. That number, which includes the official league, team and player pages, is up from 63 million at the start of the season.

The NBA• Approximately half of the NBA's players (220+) are

on Twitter, including almost all of the game's biggest stars

•  Shaquille O'Neal and Steve Nash were both named among Time magazine's top Twitter feeds.

• The NBA has embraced social media in a way that perhaps no other sport has, making it an integral part of the league's day-to-day operations.

• From a daily social media strategy conference call to the final postgame tweet, these efforts seek to create what commissioner David Stern likes to refer to as a "digital watercooler," a space where friends, fans and followers can discuss the NBA.

The NBA• They integrated social media at each venue.• Each team is responsible for their social media

efforts.• They monitor trends and engage with fans• They offer sneak peaks to the fans, pre-game

highlights and special benefits not offered to the general public

• Strategy is awareness, engagement and interaction and it working!

Strategy…why do I need one?

• Many companies rushed to develop social media assets and find themselves asking…now what?

• Any successful marketing and communications plan must be outlined by developing a strategy

• Social media is one tool in the marcomm toolbox• Without a solid strategy you will spend countless

time and money

How do I get started?•  How to Get Started

• Listen. See what is being said about your brand.• Find and follow related blogs and conversations. • Comment. Add relevance to the discussion.

• Understand the commitment• Everyone must work together-outline your team• The most successful campaigns involve numerous

team members• Commit to brand consistency• Develop a social media policy

Determine your strategy and goals• Awareness-Inform the public of your existence• Branding-Establish your brand in social media• Thought Leadership-establish your company as a

leader in your field of expertise• Reputation Management-monitor what is being

said about your company and products• Customer Engagement-monitor engagement with

customers or potential customers• Information gathering-research, polling• Sales-Customer Service-provide excellent online

customer service• Loyalty-reward your loyal customers

Determine which platforms will help you reach your goals (hint where your

customers are):

How will you measure success?

• Establish measure of success• Branding-Establish our brand in social media

• Facebook: number of Fans• Twitter: number of followers• Blog: number of readers, RSS feeds• YouTube: number of followers, views

• Engagement• Facebook: determine the number of times your posts

were ‘liked’, shared or commented on• Twitter: follow hashtags to quantify reach, Retweets,

@replies and DMs• Blog: Monitor comments, subscribers, shares• YouTube: count number of comments, “Likes”

Examples• What kind of strategies do you think the NBA is

employing?

Dunkin Donuts

Dunkin Donuts

Dunkin Donuts• America’s Super Soldiers• Partnership with Marvel Studios to promote

the July 22 release of Captain America• Dunkin Donuts teamed with Baskin Robbins

to develop an essay campaign• Public can nominate their “Super Solider “

and explain how they make a difference.• Winner is determined by the USO and

respective partners and receive great prizes.

Dunkin Donuts• America’s Super Soldiers• Excellent media received from blogs, media,

in all social media platforms• Essay authors share their essays on

Facebook and other social media assets• 4 Million people have ‘Liked’ the promotion• Strategy???

How could you recreate this contest?

• Develop your idea• Determine which social media asset you will

use (or all of them)• Work with a third party application• One Forty (www.oneforty.com) • Wildfire App (Facebook) (

www.wildfireapp.com)• Offer Pop (Twitter) (www.offerpop.com)• Involver (www.involver.com) • Most applications can stand alone and/or

embed into a website

How could you recreate this contest?

• Develop your marketing and outreach plan

• Kick off your campaign• Monitor daily• Modify as needed• Communicate and engage

United States Marine Corps

United States Marine Corps

In closing… Alpacajoe

Julie ArnoldSocial Media Manager, Griffin Communications GroupJulie@GriffinCG.com321-773-3841

Twitter: @GriffinPeeps, @JulieFloridaFacebook: www.facebook.com/JulieaarnoldLinkedin: Julie Arnold (Jones)

Questions??