moxie social media approach. pdf
TRANSCRIPT
Social Media Prac-ce
What we believe…
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FACEBOOK AND TWITTER do not equal a SOCIAL PLAN.
SOCIAL MEDIA does not equal SOCIAL MARKETING.
TACTICS do not equal STRATEGY.
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Social marke-ng creates engaging content to surprise & delight fans/followers, encourage fans/followers to become brand advocates, and spark par-cipa-on & conversa-on with a brand.
Social media amplifies engaging content, creates expressions for a brand, and returns on engagement metrics driving “long tail” sales for a brand.
Social marke-ng & media are part of the integrated digital brand experience, encompassing web, mobile, gaming, & in-‐store.
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We believe…
Its about telling lots of liXle stories, and allowing people to build a rela-onship with you through whichever channel they choose.
It’s not about telling one big story on one pla[orm
Mul-ple touchpoints drive one message
WEB
TV IN STORE
MOBILE
CRM
GAMING
Today, consumers consume and interact with social content wherever and whenever they choose.That content sould reflect not only their interests, but also their environment.
In an effec-ve Social Strategy, Content is KING, But Context is QUEEN.
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Owned Social • Brand controls • Pla[orms in your brand voice • Your brand controls the content • Primary goal: drive your brands goals socially
Earned Social • Brand can influence • Influencers are talking about your brand • Adding fans/followers via influencer channels (blogs, forums, etc.) • Primary goal: drive sen-ment goals socially
Paid Social • Brand is seeding/amplifying • Brand is paying for impressions, which drive expressions • Primary goal: driving dissemina-on of owned content in mass media
Owned, earned & paid ac;vi;es drive impressions, which amplify expressions. Expressions are ac-ons you take with a brand: Like, Share, Comment, Re-‐Tweet,
Men-ons, Video Views, Check-‐in, etc.
The Three pillars need to work together
We prefer to lead with a clear social engagement strategy and establish long-‐term vested partnerships with our clients to transform the way they engage with their customers and focus on standardized approaches and vendor partnerships to enable scale, reduce delivery risk and increase compe--veness
We believe in transforma-onal partnerships
Tradi;onal Project-‐based Approach
Transforma;onal Partnership Approach
FACEBOOK TAB CONTEST YouTube
Videos Facebook Contest TwiXer Party UGC contest
CUSTOMER ENGAGEMENT STRATEGY
CONTENT STRATEGY
PLATFORM ASSESSMENT
SOCIAL PROCESS MANAGEMENT
PROJECT EXECUTION
ANALYTICS AND REPORTING
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Our approach…
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Use insights to determine your strategy
Par-cipant Insights
Category/Market Issues Social Strategy
Brand DNA/Assets
Compe-tor Strategies
Social Channels
STRATEGY FRAMEW
ORK
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Iden-fy your social segments and transform them
OBSERVERS FANS EVANGELISTS AMBASSADORS
Connec-ng with your brand
Sharing the love & recrui-ng
Represen-ng your brand
Joining your community
Segment
Primary ac-vity
Ways to engage
Encourage them to try your products and engage with the brand.
Provide a place for those with like interests to share their passion for the brand.
Give them stories and content to share with other friends and poten-al fans.
Provide fans a place to showcase their views and interests so that they can represent the brand.
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Create a reason to engage with a solid social value proposi-on
BRAND ATTRIBUTES features that highlight the physical and personality
aspects of the brand
SOCIAL BRAND PERSONA
A set of human characteris-cs
that are aXributed to a brand name
+ = SOCIAL VALUE PROPOSITION
Benefits that a fan or customer will receive in return for engaging with
the brand
Choose the right channel for your content All social channels have dis-nct roles, its important to choose the right pla[orm to suit the goals of the brand and its associated campaigns.
Deals Offers
Customer Service Breaking news
First person contact
Deals Offers
Reviews
Group offers
Photo updates
Customer Service
Conversa-on & Community
Long form content
Loyalty
Microblogs Loca-on based services Social Networks
News
Long Form Content Breaking news
BLOGS
Conversa-on & Community
Product Informa-on
Video Content Photo Updates
Image Sharing
Brand Building Product Informa-on
UGC Photo UGC Video
Long Form Content
Video Sharing
Product Informa-on
Brand Building
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SOCIAL NETWORKING
SOCIAL BRANDING
TRAFFIC GENERATION
BLOGGING PLATFORMS
IMAGE SHARING
FLICKR
DEVIANTART
VIDEO SHARING
YOUTUBE
VIMEO
FORUMS
GETGLUE
VIGGLE
TOUT
TUMBLR
WORDPRESS
BLOGGER
MYSPACE
SOCIAL BOOKMARKING
THEFANCY
STUMBLE UPON
DIGG
DELICIOUS PATH
GOOGLE +
We believe that the key to successfully engaging fans, is listening. By paying aXen-on to conversa-ons taking place in the social space, you will have a beXer understanding of the needs of those that you serve. Listening gives you the opportunity to form stronger connec-ons with supporters and stakeholders and gives you the power to find not only the key influencers but the ability to find the topics and issues that maXer to your fans and how these issues vary from loca-on to loca-on.
Social Listening
When people think of social Listening and response, they typically think about it’s role in Crisis Management and general customer service, but Listening plays an ac-ve role throughout a consumers lifecycle.
§ Ini-ally, Social listening can help brands determine consumer need and develop products accordingly
§ Social Listening is an integral tool in beta programs where input from users is crucial to the development process
§ Once products are launched, ac-ve listening helps drive innova-on
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The Value of Social Listening
Partnering with us
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Within social, the tendency is to lead with one off tac-cal execu-ons to solve clients immediate needs with planners open being swayed by clients who dictate social execu-ons.
We feel that the proper approach is to focus on a more analy-cs and insights driven method of planning social media engagement, and use a clients business problem to drive to the correct solu-on.
We lead with Strategic vision
Analy-cs/Insights Planning
Analy-cs/Insights
Strategy
Technology
Media Crea-ve
Execu-on
Our Social Offerings & Capabili-es
Strategy
Planning
Content Strategy
Insights & Trendspoqng
Pla[orm/Vendor
Decisioning
Campaign Development
Measurement & Repor;ng
Analy-cs
ROI & Measurement
Consumer insights
PlaGorm Management
Content Distribu-on/Amplifica-on
Social Voice Guidelines
Community Infrastructure
Listening/Response
UX, Crea;ve Services & Delivery
Social Wri-ng
User Experience & App design
Branded experiences
Development
User Tes-ng
Media
Buying
Repor-ng
Ad Strategy
Influencer Channels
Blogger Outreach
Social Publicity
Community development
Advocacy Programs
A Typical Engagement Model
Development projects • App development • Campaign Development +1 • Social Campaign integra-on • Repor-ng
Strategy • Overarching Social Pla[orm Strategy/POVs
• Brand voice • Trends
Pla[orm Management • Content Cura-on/Calendar Management
• Pos-ng Strategy • Analysis/Repor-ng • Conversa-on Monitoring
Channel Selec;on
• Ecosystem Diagnos-c
• Gap Analysis & compe--ve Overview
• Compe--ve assessment
Audience Audit
• Audience Profile & Consump-on Audit
• Trend Usage Audit
Social Media Management Architecture and Design
• Partner Rela-ons & Recommenda-ons
• Enterprise Infrastructure Solu-on
Analy;cs & Listening
• Business goals & baselines
• Business intelligence repor-ng
Strategy
Video Content
• Speed of Culture Meme Media
• Event & Program specific media
• Celebrity / Influencer Co-‐Created Media
Topical Content
• Communica-on Architecture
• Integrated Program Strategy
• Interac-ve Video & Shared Screening Solu-ons
Social Games
• Sweepstakes & Contests
• Loca-on Based
• Experien-al Immersive Social
Development Projects
Brand Channel Management
• Social Channel Design
• Community Management
• Modera-on & Listening
Distribu;on
• Asset, Access & Media Amplifica-on
• Advocate Program Development & Management
• Partner Channel Management
Analy;cs & Program Op;miza;on
• Sen-ment Tracking
• KPI Monitoring
• Op-miza-on Planning
• Virality
Pla[orm Management Primary Platforms
Primary Platforms
