Social media strategy

Simon Collister |we are social30thMarch, 2011

Overview

• A strategic approach to social media• How to set the right objectives• How to conduct conversation

research• Effective measurement

The POST approach

• Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69

P People Assess how your customers will engage based on what they’re doing now

O Objectives What are your goals for social media, e.g. to listen or to engage?

S Strategy How do you want relationships between your organisation and customers to change? e.g. Do you want them to tell their networks about you? Do you want them to become more engaged with you?

T Technology Which tools should you use? Which platforms should you build?

People

Profiling your online audience’s behaviour

The Social Technographics Ladder

Social Technographics profiler

http://www.forrester.com/empowered/tool_consumer.html

Objectives

Identifying social objectives

Setting objectivesWhat? How? Why?

Listening Use social media research to better understand customers

Inform product/service/business strategy

Talking Tap into online networks to tell people about your company

Drive reach and awareness of your product/service

Energising Find advocates and generate online word of mouth

Amplify existing marketing/PR activity

Supporting Set up tools to support customer interaction

Empower your customers to talk to one another

Embracing Integrate your customers into your business practices

Empower your customers to talk to you

Listening

How?

Create a conversation taxonomy

• How do people really talk about your organisation?• Marks and Spencers, Marks & Spencers, Marksies,

M&S, Marks n Sparks

• How do people really talk about your sector? • Adult education, CPD, professional training, etc

• How do people really spell?• Marraige, “loose weight”

Adding Boolean search

AND OR

NOT

”adult learning” AND careers “adult learning” OR “adult careers”

“adult learning” NOT careers ”adult learning” AND careers OR jobs

Paid for tools

Free tools

http://search.twitter.com

Qualitative insights

• Undertake a content analysis to identify:–Key themes–Emerging trends–Sentiment– Loud voices

Quantitative insights

• Are stats available?• How many members?• How many subscribers?• How many followers?• How many comments?• How many inbound links?• How much traffic according

to Quantcast & Alexa?• Google Adplanner and Quantcast offer

quantitative and qualitative data for websites

Talking on behalf of Coke & Tesco

Energising with Eurostar & WWF

Supporting on behalf of OU

Embracing on behalf of Unilever

Strategy in action

ListenUnderstand Marmite fans interests

TalkIntroduce super-fans to concept

EmbraceEmpower super-fans to create new product

SupportEnabled super-fans to talk to others

EnergiseSuper-fans, fans and wider media spread word of mouth

For a full case study see:

http://wearesocial.net/marmarati

Checklist for the POST approach

• People – think about:– Who are your audience?– What’s their online

behaviour? (use Soc-Tech profiler)

– What motivates them online?

• Objectives - choose one:– Talking– Energising– Supporting– Embracing

• Strategy – how will you meet your objective?• Create a platform to talk to

customers?• Reward loyal customers to

energise?

• Technology – think bout relevant tools:• Will you use a blog or

Facebook for talking to customers?

• Will you use video content to energise customers?

Questions?

We Are Social

An introduction

we are a conversation agency

We help our clients

UnderstandListen

Engage

With three practice areas

ConsultancyResearch & insight

Engagement

Three practice areas

• Social media strategy

• Training • Role recruitment• Listening &

responding programmes

• Crisis planning• Framework and

toolkit development

Consultancy Research & insight Engagement

• Conversation audits

• Influencer research

• Social media monitoring

• Weekly snapshot reporting

• Social profile benchmarking

• Influencer campaigns• Conversation

platforms• Advocacy

programmes• Community

management• Conversation

response• Reputation

management

We’re a new kind of agency

“Facilitating conversations for its clients will become the new role of an agency”Forrester, The Connected Agency

February 2008

With hybrid skills

A deep understandin

g of digital marketing

Using techniques

evolved from PR

Strategic, creative and

editorial talent

Research and analysis

expertise

An innate sensibility for social media

Our philosophy

We believe that engaging in honest and meaningful conversationsGives brands the credibility

to participate within a com

munity

Helps brands gain advocates and

generate

positive

word of

mouth

Enables

brands to

deliver

better products,

services

and experience

s

Diverse range of clients

Thanks?

For further conversationtalktous@wearesocial.net