social media guidebook 2015 - mike nascimento

SOCIAL MEDIA GUIDEBOOK 2015 M I K E N A S C I M E N T O | M B A

S O C I A L A C T I O N P L A N

S O C I A L I N T E R A C T I O N P L A N

S O C I A L M E D I A O V E R V I E W

6. l i s t e n & i n v e s t i g a t e 7. r e s p o n d & i t e r a t e 8. p i v o t & r e d efin e

1. d efin e o u r b r a n d 2. d efin e o u r c o n s u m e r 3. d efin e o u r o b j e c t i v e

4. d e c i d e o n s t r a t e g y 5. d e l i v e r c o n t e n t

MIKE NASCIMENTO MBA | 2015

SOCIAL ACTION

o  What do we offer?

o  What makes us competitive?

o  What do we stand for?

o  What is our current social media state?

o  What is the ultimate culture we wish to communicate?

SOCIAL INTERACTION SOCIAL OVERVIEW

S O C I A L M E D I A O V E R V I E W | define our brand MIKE NASCIMENTO

MBA | 2015

S O C I A L M E D I A O V E R V I E W | define our consumer

o  Who loves us and why?

o  Who are we targeting?

o  Where is their time spent on social media?

o  How often do they care to interact with their brands?

o  What do they expect from us?

SOCIAL ACTION SOCIAL INTERACTION SOCIAL OVERVIEW


S O C I A L M E D I A O V E R V I E W | define our ob ject ive

o  What is the R.O.I. for our social media presence?

o  How can we leverage our brand while controlling and protecting it at once?

o  What do we want to say?

o  What KPM’s do we want to layout?

o  What should we offer? (i.e. customer service, marketing, basic PR, advertising, product messaging, source for info, etc.)

o  What can we gain? (i.e. find new audiences, segment the market, focus on regions, app promotion, further engagement, etc.)



S O C I A L M E D I A A C T I O N | dec ide on s t ra teg y

o  Determine the appropriate social platforms to enter

o  Know which platforms speak to each consumer in our segmented market

o  How can we expect people to find us? (use of hashtags, sponsorship, influencers, etc,)

o  How might we cobrand with Aston Martin on social as a licensee?

o  How often should we produce content to start a conversation? (i.e. frequency, time of day, matching current promotions, etc.)

o  What safety checklists should we employ? (i.e. proofs, misspelling, public sensitivity, legal, etc.)

o  Implement timely checkpoints to assess effectiveness?



S O C I A L M E D I A A C T I O N | dec ide on s t ra teg y

o  Find brand influencers (paid or voluntary) that we can leverage

•  Non-paid influencers promote on their own or via seeded product

•  Paid influencers must declare so per U.S. marketing regulation

•  Find strong influencers (Plaid Social Lab, Klout, Nuvi, agencies, search engines, etc.)

•  Engage with their content on user level to express value and interest

•  Build upon common beliefs and establish a relationship of trust

•  Have regular interaction as appropriate to keep communication warm

•  Suggest possible promotion opportunities for your brand and find out how

you might offer value to them as well (guest blogger, event sponsor, etc.)



S O C I A L M E D I A A C T I O N | de l iver content

o  How do we represent the brand, the company, and the product?

o  What is our desired tone of voice?

o  Employ the type of content that performs best on each platform

o  Plan and budget for a consistent flow of genuine storytelling content

o  Ensure our message is engaging and original

o  Tailor our message to each audience and deliver it in its simplest form (i.e. infographics, links, clear product images, messages no longer than 3 sentences, etc.)



S O C I A L M E D I A A C T I O N | de l iver content o  Establish a strong Facebook presence for all things brand

•  Users can easily share our videos, images and posts

•  Free page analysis & easy to use paid posting options

•  Video posted directly to Facebook pages (as opposed to a

YouTube or Vimeo link) more likely appear in news feeds

•  Facebook has 968mm daily active users, 844mm being

on mobile thus requiring mobile friendly links (1)

•  83% of daily users are outside the U.S. and Canada

with 223mm users in Europe (2)

•  The average Facebook visit lasts about 20 minutes (3)

•  Highest traffic occurs mid-week between 1-3pm (4)



S O C I A L M E D I A A C T I O N | de l iver content o  Actively use Twitter account to keep regular engagement

•  100mm daily users & 34% check in multiple times a day (5)

•  Saudi Arabia has the highest percentage of Twitter users (6)

•  The average Twitter user follows 5 or more businesses (7)

•  37% of users will buy from a brand they follow (8)

•  In 2013, Twitter generated $716mm in auto sales (9)

•  Luxury car brands saw a $17.80 USD return for every

marketing dollar spent in 2013 (9)

•  In 2014, 361mm tweets in 4 mos. involved TV shows watched (10)



S O C I A L M E D I A A C T I O N | de l iver content o  Post visually stimulating content to Instagram & Pinterest

•  Over 300mm instagram users with 77.6mm in the U.S. (11)

•  Estimated 90% of Instagram users are younger than 35 (12)

•  97% of engagement with posts is simply a like/heart (13)

•  Photos see 36% more likes than 15 sec. Instagram videos (14)

•  Top engagement profiles: Kim Kardashian & Kylie Jenner (15) •  Pinterest draws in 100mm users with 85% being female (16, 17)

•  45% of users hail from outside the U.S. market (18)

•  Average time spent on Pinterest per visit is 14.2 minutes (19)

•  47% are weekly users,17% of US adult users check in daily (20,21)

•  18% of Pinterest users have a HH income of $75,000+ USD (22)

•  49% use Pinterest as a replacement to browsing catalogs (23)



S O C I A L M E D I A A C T I O N | de l iver content o  Post lasting brand content to our YouTube channel

•  Around 4B views on Youtube each day, 1B on mobile devices (24)

•  300 hours of new video uploaded each minute with 6B hours

viewed each month (25)

•  Almost 8,000 hours of videos viewed per minute via Facebook (26)

•  On average, each mobile viewing sessions lasts 40 minutes (27)

•  Highest searched category is music with 38% of all views coming

from music videos (28)

•  1B minutes spent watching the top ten ads of 2014 (29)

•  80% of Youtube traffic comes from outside the U.S. (30)

•  Saudi Arabia has highest number of views per day at 90mm (31)



S O C I A L M E D I A A C T I O N | de l iver content Basic Recommendations:

o  Use only a few simple hashtags that are creative, low traffic & high reward to

find the intended community you are addressing

o  Allow sharing to happen naturally and easily without pandering for tags,

likes, or shares

o  Keep it fresh and create enough content that you do not repeat posts

o  Do not address topics that are out of scope for our online branding (i.e. mentioning quarterly reports, price tags, politics, religion, violence, etc.)

o  Don’t allow for accidental personal posts or misspell our own name



S O C I A L M E D I A I N T E R A C T I O N | l i s ten & inves t igate

o  How does the consumer drive our brand?

o  How can we help guide the brand in the hands of the consumer?

o  What are the numbers behind our handles? (social media analysis, tools, progress in established KPM’s, increase in brand awareness, etc.)

o  What does our audience have to say in the conversation?

o  How do our competitors address similar issues?

o  Who is our unknown support audience not previously addressed?



S O C I A L M E D I A I N T E R A C T I O N | l i s ten & inves t igate

o  Top Online Tools for Social Media Analysis •  Mention – Find influencers that are talking about your brand

•  RiteTag/Tagboard – Free tools to track Hashtag popularity

•  Hashtagify – Free tool finds relationships between hashtags, promotions

•  Mashable – Identifies overall social media trends to be aware of

o  Top User-Friendly Programs for Posting and Tracking on Social Media

•  Nuvi – Find Influencers, Track and Post across multiple platforms

•  Hootsuite – All-in-one posting tool with analysis and admin sign off on post

•  Sprinklr – Ease of use posting for multiple handles, users and channels



S O C I A L M E D I A I N T E R A C T I O N | respond & i te ra te

o  Feed our love group/supportive audience; listen and motivate

o  Express concern and show appreciation but in our own fashion

o  Maintain individualized conversations separate from content delivery that

help our consumer align with our offering and brand

o  Do not correct our consumers but seek to understand them first

o  Problem solve in product support via links, etc. without direct answers to

ensure personal customer service beyond social handles

o  Continue in new content production to create more conversations via our

established Social Action plan



S O C I A L M E D I A I N T E R A C T I O N | p ivot & redefine

o  Brainstorm new content that speaks to what consumers enjoy in our brand

to create new conversations

o  Expound on our previous posts as needed

o  Keep the audience hooked with more engagement similar to our most

successful posts

o  Introduce further content applicable to pending launches

o  Adjust product messaging across the company to improve consumer

understanding based on our social feedback

o  Redefine Social Media Overview as needed for a more clearer company focus

o  Revisit our Social Action Plan to match our interactive company brand

