SOCIAL MEDIA

7 STEP TRANSFORMATIONFRAMEWORK

Philip McGuin

Head of Insight & Consultancy

TODAY’S PRESENTATIONKEY OBJECTIVES

PRACTICAL DEPLOYMENT FRAMEWORK

CREATION OF AN ENGAGEMENT METHODOLOGY

PRODUCTION OF A MEASUREMENT & REPORTING PROCESS

STEP ONE

LOCATION, MOTIVATION & PARTICIPATION

CONSUMER PROFILING KEY QUESTIONS

WHERE DO THEY ENGAGE ONLINE?

WHAT KIND SOCIAL PLATFORMS DO THEY USE?

HOW DO THEY LIKE TO ENGAGE WITH BRANDS ON THESE PLATFORMS?

STEP TWO

OBSERVE, LISTEN & DISCOVER

INDUSTRY BENCHMARKING KEY QUESTIONS

HOW IS THE MARKET USING SOCIAL MEDIA?

HOW DO YOU COMPARE TO THE COMPETITION?

WHAT CAN WE LEARN FROM THEM?

COMPETITOR BENCHMARKINGANALYSING THE MARKET

Select Competitors & Social Platforms

Define Metrics & Methodology

Analyse Volume & Engagement

Analyse Content Tactics & Activities

STEP THREE

SELECT, PRIORITISE & FIX

SELECT, PRIORITISE & FIXKEY QUESTIONS

9

WHICH PLATFORMS DO WE FOCUS ON?

WHAT ARE OUR PRIORITIES?

HOW DO WE LEVERAGE BEST PRACTICE?

WHAT TACTICS DO WE NEED TO ADOPT?

FEATURES & TECHNIQUESWHAT TO LOOK FOR?

ContentElements

Platform Specific

Between Platforms

Cross Discipline

Platform Features

CANTONESE CZECH DANISH DUTCH ENGLISH FINNISH

FRENCH GERMAN GREEK ITALIAN JAPANESE MANDARIN

POLISH PORTUGEUSE RUSSIAN SLOVAK SPANISH SWEDISH

TERRITORY LEVEL STRATEGYSHOULD WE LOCALISE?

MATURITY LEVELS LOGISTIC CHALLENGES ENGAGEMENT HUBS

• Current level of

marketing & media

engagement within the

relevant markets

• Logistics of developing

multiple platforms

• Hubs provide for

economies of scale & will

typically be categorised

by platform & language

STEP FOUR

GROW, SCALE & INTEGRATE

GROW, SCALE & INTEGRATEKEY QUESTIONS

How do we ensure that we develop and grow our audience?

How do we ensure that our infrastructure is scalable?

How do we integrate social media into our existing activity?

DEDICATEDSOCIAL

MEDIA ACTIVITY

CROSS CHANNEL CAMPAIGN ACTIVITY

Social MediaChannels

CONTENT CONSUMPTION DEDICATED & CROSS CHANNEL

STEP FIVE

CREATE, ENGAGE & INSPIRE

CREATE, ENGAGE & INSPIREKEY QUESTIONS

How do we ensure that we have the right skills & resources?

How do we ensure that engagement is embedded into our day-to-day activity?

How do we ensure that we are creating compelling content?

CONTENT STRATEGY KEY COMPONENTS

Resource / Skills Allocation

Outsourcing /

Specialist Skills

Content

SchedulePublishing Workflow

Engagement

Tactics

STEP SIX

LEARN, EDUCATE & CULTIVATE

LEARN, EDUCATE & CULTIVATEKEY QUESTIONS

How can we get the business to adopt social media?

How do we make social media part of our operational DNA?

How do we ensure that we keep ahead of the curve?

STEP SEVEN

TRACK, MEASURE & REPORT

TRACK, MEASURE & REPORTKEY OBJECTIVES

WHAT TOOLS DO WE USE?

HOW DO WE DRIVE CAMPAIGN PERFORMANCE?

HOW WE ALIGN SOCIAL WITH THE BUSINESS GOALS?

MEASUREMENT STRATEGYKEY ATTRIBUTES

MARKET REACH:

Volume & quality of potential audience who saw

the mention

DISCUSSION:

The volume of brand & campaign mentions

INFLUENCERS

: ACQUISITION

Traffic, leads and monetary acquisition

: ENGAGEMENT

The number of shares, retweets, comments & posts

7 STEP TRANSFORMATION FRAMEWORKKEY COMPONENTS

Track, Measure & Report

Location, Motivation & Participation

Observe, Listen & Discover

Select, Prioritise & Fix

Grow, Scale & Integrate

Create, Engage & Inspire

Learn, Educate & Cultivate

FOR MORE INFORMATIONwww.stickyeyes.com

FINANCIAL SERVICES SOCIAL MEDIA REPORT 2004

This report provides a snapshot of brand performance across popular social media channels for pure play financial services brands, price comparison websites and retail operations.

It identifies the market leaders and those who are missing out on critical opportunities due to poor engagement levels or lack of presence across platforms. Brands have been selected for analysis based on demonstrating search excellence as identified within Stickyeyes 2014 Online Consumer Finance Report.

To register for your copy of the Stickyeyes Consumer Finance Report, visit: www.stickyeyes.com/financereport

View this presentation again at www.stickyeyes.com/financialsocial

Philip McGuinHead of Insight & Consultancywww.linkedin.com/in/philipmcguin

THANK YOU