Channelship\'s approach towards a customer centered social media strategy.

1. Social Media Strategy
Social Media Training
Brand Monitoring
Websites, blogs
Facebook Apps
Unit 59, Guinness Enterprise Centre. 500 Chiswick High Road.
DUBLIN Taylor’s Lane Dublin 8. Republic of Ireland
+353 1 5241415 LONDON London, W4 5RG, UK.
+44 207 9935601
www.channelship.ie www.channelship.co.uk

2. Using social media as a mere advertising tool
Competing for constant attention
Launching campaign after campaign (Without long term focus)
Pushing their product/service everywhere they can
Fully Outsourcing their social media platform management because
they don’t want (“don’t have time”) to deal with it.
Hoping for the best without a clear strategy
www.channelship.co.uk | www.channelship.ie

3. These brands & companies face a high maintenance,
never-ending race with their competitors &
have limited opportunity for long
term growth
www.channelship.co.uk | www.channelship.ie

4. Abandon the race for attention and focus on what keeps
your business alive and going.
How Brand
Customer
Let us explain
www.channelship.co.uk | www.channelship.ie

5. www.channelship.co.uk | www.channelship.ie

6. (Constant fluctuation no growth) (Fluctuation with underlying growth)
ONLY
www.channelship.co.uk | www.channelship.ie

7. Dialogue Channels
Promotional Campaigns Content Marketing
Brand
Customer
Listening Stations Customer Rewards Programme
Email Marketing

8. Dialogue Channels
Word of mouth
Sales opportunities
Brand advocates
Trust
Qualified leads
Decrease in CS calls/handle time
Promotional Campaigns Content Marketing
Word of mouth
Brand
Loyal readership
Online Authority Word of mouth
Sales opportunities Sales opportunities
Customer
User engagement Brand advocates
Brand advocates Trust
Community growth Qualified traffic
Qualified leads
Listening Stations Customer Rewards Programme
Compelling customer stories
New product/service opportunities Email Marketing Word of mouth
Sales opportunities
Brand exposure through ambassadors
Discover new influencers
Qualified prospects (Curious) New potential customer
Customer Service opportunities
Feedback Trust
Detect industry trends
Sales opportunities More fans and followers
Competitors’ activity
Strategic segments to maximise campaigns

9. We support brands and companies, that care about customer
satisfaction and want to seriously engage in social media, by:
Analysing the best possible approach to get started
Devising a customer-centred strategy with attainable short & long-term goals.
Implementing a training programme focused on building solid relationships, while increasing
brand equity and customer lifetime value.
Looking after all web development needs (e.g. blogs, Facebook apps, social plug-ins)
Helping you drive your conversations and Content Marketing Plan
Constant support becoming a valuable extension of their Marketing & Communications
Department (campaign planning , new ideas, constantly
ensuring the plan is executed according to strategy, monitoring conversations, & KPIs)
www.channelship.co.uk | www.channelship.ie

10. Social media Web
Analysis, Marketing Development Social media Monthly support,
approach & strategy Blogs, Facebook training Strategy monitoring and
objectives customer-centred apps, etc programme implementation measurement
www.channelship.co.uk | www.channelship.ie

11. Audit existing company’s social media accounts. Indicate Current activity and sentiment,
Share of voice, Patterns, Direction if any, level of customer delight & advocacy if any.
Audit competitors (ongoing though). Market position, Detect plan if possible, Strengths &
Weaknesses, Activities & sentiment, Share of voice.
Define the ecosystem: Include suppliers, clients, competitors, partners and any other
group that interacts with the brand somehow. Market segmentation (customer needs to
provide this info to Channelship to work with)
Define the direction: Goals, Values & Tentative milestones, Strengths & Weaknesses.
Brand personality: Include brand characteristics that will carry through the social media
programme.
Define internal & external team: Core team in the company driving the efforts & the
different capacities in which Channelship comes in
www.channelship.co.uk | www.channelship.ie

12. Discuss and define brand’s personality, social media etiquette, company
guidelines and steps for handling crisis situations. Content creation. Bringing
offline elements to online environments and vice versa
Analyse and define platforms and places: relevant social networks & profiles
required, forums, groups, widgets & applications blogs, events online & offline
plus specific places based on client/ industry.
Define the influencers: Besides interacting with the ecosystem we need to
detect possible advocates & stakeholders, other players in media, bloggers &
even partners or competitors which will help you drive marketing efforts
Produce strategy document: Overall strategy and specific tactics & next steps
by platforms and content (e.g. Blog, Facebook, Twitter, YouTube, etc)
www.channelship.co.uk | www.channelship.ie

13. Blog / website design and development
Creation of landing pages
Facebook design and application/s development
Onsite Search Engine Optimisation
Widget / plugins’ customisations
Social plugins implementation
Email marketing design
Banner / badge design
Social media platforms’ design
www.channelship.co.uk | www.channelship.ie

14. Initial Staff Training according to strategy foundations. The length will
depend on the complexity of the strategy & team, generally taking one or
two days to get started with continuous refreshments at the support stage.
Delivery: Interactive hands-on sessions maximising staff participation.
Depending on team location and availability we can deliver the sessions
onsite or remotely via gotomeeting.com technology where the training gets
recorder for other stakeholders.
Ongoing training: We constantly work on ad-hoc, strategic training sessions
during the ongoing monthly support phase. We also contribute to internal
educational programmes within the company & keep a support hub for your
employees where everyone can access video answers for best practices.
www.channelship.co.uk | www.channelship.ie

15. Ensure that all platforms are optimised, ready for launch and engagement.
Revise and deploy content plan.
Business blog and content: ensure pipeline is ready along with editorial
calendar. SEO: Ensure that all content (blog posts, videos and photos) are
being properly tagged and titled (optimised) for search engines.
Closely monitor conversations and ensure the right people within the
company are engaging with customers, prospects and the ecosystem in
general.
Take initial corrective action: Based on strategy document and feedback from
the community revise the strategic plan and adapt it to current conditions.
www.channelship.co.uk | www.channelship.ie

16. The monthly work involved is defined with the client. Common activities are:
Assistance in campaign management through creative thinking, deploying and distributing content &
updates. Web development (e.g. Facebook apps, widgets). We ease most of the burden that comes with a
social media presence so that the brand can concentrate on delighting (and talking to) the customer.
Listening monitoring, documenting, intelligence gathering: monitor specific keywords (brand, products,
services, CEO, competitors, etc) and channel conversational alerts directly to Marketing / Communications
team. We the use Radian6 Social media monitoring platform for optimum visibility.
Proactive advice & support through dedicated client support hub. Besides telephone queries, clients also
have a dedicated e-mail address. All Q & A are recorded for further exploration. In addition, forums and
video tutorials are created for the staff to review at their own pace.
Email marketing: design and campaign management
Execution on behalf of the business when applicable
Monthly reporting: full insights by campaign and platforms and quantification of non-financial data for the
client to contrast with the business figures (ROI)
www.channelship.co.uk | www.channelship.ie

17. Increase sales frequency and transaction yield
Brand equity growth
Position as an industry authority (“Trust agent”)
Increase in customer satisfaction, loyalty and lifetime value
Benefit from brand ambassadors to amplify brand exposure
& product reach
Growth in quality & quantity of brand mentions (share of
voice)
www.channelship.co.uk

18. …to expose its heart and soul over the mere act of selling a product or service?” *
YES No
Then people will… Then people will…
• Like you …see you as “just another pitch”,
1
jumping from one campaign to another.
2 • Connect with you
Don’t expect your audience to
3 • Talk to you understand how you are different.
4 • Buy from you
* Gary Vaynerchuck, The Thank You Economy

19. info@channelship.co.uk
info@channelship.ie
Unit 59, Guinness Enterprise Centre. 500 Chiswick High Road.
DUBLIN Taylor’s Lane Dublin 8. Republic of Ireland
+353 1 5241415
LONDON London, W4 5RG, UK.
+44 207 9935601
www.channelship.ie www.channelship.co.uk