Managing a Growing Social Strategy

2010 – Where we were

• Social is a marketing thing

• Goal is to get 1,000,000 Facebook fans

• We need to post to our Facebook fans

• We let our agency do all the content and analysis for our monthly reporting

• There’s no such thing as “social” advertising

• Facebook engagement is all public. YouTube video and comments are public. Brands can’t get to a 1:1 conversation.

2016 – Where We Are

• Social is a business tool

• Goal is to increase engagement across social

• We need to pay to target content across Facebook

• Social ads drive my brand success and reach

• We want to save time and money by sharing assets and standard reporting to all markets

• Almost all channels have private messaging. WeChat emerged, providing brands with ability to have 1:1 conversations and drive customer engagement as the core focus

01. Understand Your Audience

• What does my audience look like on social?

• Who are the people I’d like to reach?• Who is engaging with my competitors?

Paid targeting insights enable you to research several indicators to maximize reach:

• Interests: use keywords for optimization• Age & Gender: fine tune assets• Location: maximize real-time trends

01. Understand Your Audience

02. Any Mention is Valuable

2010- Brands didn’t focus on engaging with their fans

2016- Brands focus on ALL types of engagement to assist business decisions.

• Customer Service• Product Launch• Product Feedback• Competitive Comparison • Corp Communications• Technical Support• Loyalty Retention • Sales Stages

02. Any Mention is Valuable

Social channels have evolved to drive 1:1 communications outside of the public domain.

WeChat built a foundation that all communication is 1:1

Private Messaging on Facebook, Instagram, Weibo and Twitter can turn a public issue into a 1:1 engagement opportunity privately.

02. Any Mention is Valuable

03. Showcase Your Brand’s Personality

03. Showcase Your Brand’s Personality

Choose your style and stick with it.

Ensure your social efforts align with the KPIs across your business for a unified effort:

• World-class customer experience• Marketing leadership• Buzz-generating creative• Social seller• Security and compliance

03. Showcase Your Brand’s PersonalityPersonality speaks in many ways…

Video: Drive emotion and calls to action with your brand or products

Images: Spark an immediate connection with your audience and use them to drive sharing

Links: Expand brand ownership across digital channels driving traffic and SEO

UGC: User-generated content should be your greatest inspiration

Source: Heineken social accounts, Cadbury Australia YouTube

04. Activate Customers

To drive engagement use a call to action.

Simple ways to activate action are:

• Real-time video chats• Hashtag campaigns• Re-sharing UGC with attribution• Video testimonials• Community contests• Facebook Paid Call to Action on video or

links

Everyone likes to feel special and these small things build brand loyalty.

04. Activate Customers

05. Drive Customer Loyalty

https://walkthechat.com/wechat-travel-industry-case-studies/

05. Drive Customer Loyalty

Customer Service is the key focus on WeChat. WeChat Auto Reply and User Defined Menu’s are an opportunity to AMAZE!

Hospitality and Travel brands have maximized this for travelers leaving China:

• Concierge services• Travel arrangements• Hotel information• Payment for services

Watch for this real time customer service to emerge on other channels this year.

Source: walkthechat.com/wechat-travel-industry-case-studies/

06. Content Collaboration and Sharing

06. Content Collaboration and SharingWith small markets in APAC and limited resources, maximizing assets is key!

Asset Sharing: Create a Library for all teams to access

Suggested Content: Stay on brand with messaging shared to all regions

Top Performing Content: Discover and share content from stronger regions to lower performing teams to lower time and cost of planning

Keywords: Build content around these to engage customers with things they care about

2010- content shared via email

2016- global and regional view shared via software

Social media management software allows you to plan, organize, administer, publish and share your editorial calendar in a live space at scale.

Visibility when paid promotions or programmatic campaigns allows you to adjust all social content in real time.

06. Content Collaboration and Sharing

07. Emerging Trends Need to Drive Action

07. Emerging Trends need to Drive Action

Trends show you what people care about.

Watch for:

• Facebook trends by regional or vertical• Visual listening across brand mentions• Themes within your accounts• Vertical specific topics emerging • Entertainment / news impacts

08. Aggregate Social Metrics

08. Aggregate Social Metrics

Break down social analytics into buckets you can align against measurable business KPI’s:

• Awareness: cross channel impressions, reach and audience size indicate volume

• Engagement: action by consumers, re-shares or video views so the campaign success

• Intent: paid and conversion metrics across Facebook, Twitter and Instagram show social is driving results.

2010- how many fans do we have?2016- measure views, CPA, CTR and web conversions

09. Benchmark Against Competitors

Metrics are one way to compare against competitors, but ranking actual content is critical to understand what they are saying.

Key insights to track:

• Audience growth vs. your own

• Influencers engaging with competitors

• Engagement trending vs. your own

• Top Performing Content• Assets being shared

Real time tracking provides insight into share of voice and competitive intrusion.

09. Benchmark Against Competitors

10. Break Down Organizational Silos

10. Break Down Organizational Silos

Understand who social impacts in your organization:

• Community Management: Agency, Regional

• Customer Service: In-house, Regional

• Corporate Affairs & Legal: In-house, Global

• Public Relations: Agency & In-house, Regional

• Advertising: Agency, Regional

• Product Innovation: In-house, Global

• Sales: In-house, Regional

Final: Key Takeaways

1. Social has evolved, it’s a business tool not just a marketing channel.

2. Engagements and open dialogues create should be provide research value outside of typical social remits.

3. Provide markets with solutions to help save money by sharing assets, standardize reporting to increase time efficiencies

4. Social tools allow you to save time and money

5. As social has scaled across an organization, how many tools & stakeholders are involved in your social strategy globally.

6. Almost all channels are driving 1:1 engagements with consumers, allowing for a private dialogue – make sure you react to innovations within social platforms, especially if they affect the way consumers engage with your brand.

• Collaboration in a single interface to coordinate campaigns across all markets and global teams

• Supports 53 languages and translates local messages, currencies and times in over 100 markets

• Offices located in Singapore and Shanghai for APAC support and training

• Content planning, assets sharing, publishing, engagement, and analytics capabilities

Social Management Software Can Help

Thank You!@Sysomos