Making Social Media Work

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Pilot Simple Software

Technologie Business Divertissement et humour

Social Media (Extreme) Example

• Jay Outway

© Pilot 2011 www.pilot.com.hk

Social Media (Extreme) Example

© Pilot 2011 www.pilot.com.hk

Social Media Changes Everything

• for the ﬁrst time media
• is interactive
• barriers to entry low
• about long term relationship

• content is (still) king

© Pilot 2011 www.pilot.com.hk

Social Media Options

© & courtesy Raining Frogs

© Pilot 2011 www.pilot.com.hk

Social Media Options (HK)

© & courtesy Raining Frogs

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 1

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 1

Britcham’s Twitter Feed

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 1

• Britcham in Hong Kong website
• considerable amount of content that could be
disseminated through other channels
• limited resources

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 1

• Britcham in Hong Kong
• objectives
• serve its membership
• increase its membership

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 1

• Britcham in Hong Kong
• competitive analysis

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 1

Submitting Tweets from Britcham
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.

Submit Tweet

Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 2

• PoshPile
• website (US, HK, CN, TW, MY, PI, TH, NZ)
• youtube
• facebook (customer service)
• facebook promotions
• blog
• twitter
• ...

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 2

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 3

• Meguiar’s
• website(s)
• youtube
• youku
• facebook
• twitter
• ...

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 3

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 4

• Timeout.com.hk
• website
• twitter
• facebook
• facebook promotions

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 4

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 5

• PacSafe.com
• website
• facebook (customer service)
• facebook promotions
• blog

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 5

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 6

• TwoSteps.com
• website
• linkedin (groups)
• twitter
• facebook

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Example 6

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Final Example

• Pilot.com.hk
• website
• linkedin (corporate)
• twitter
• slideshare

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Final Example

© Pilot 2011 www.pilot.com.hk

Social Media Strategy

• putting together a team

© Pilot 2011 www.pilot.com.hk

Social Media Strategy

• putting together a team
• deﬁne business objectives
• deﬁne ROI
• competitive analysis
• set up analytics
• set up required platforms
• ...

© Pilot 2011 www.pilot.com.hk

Social Media Strategy

• content management policy
• subjects / themes
• branding
• editorial policy
• voice
• spelling
• crediting references
• publishing deadlines
• responding to criticism
© Pilot 2011 www.pilot.com.hk

Social Media Strategy

• tips for content generation
• be authentic
• un-edited, have personality
• be transparent
• acknowledge screw ups, talk about CSR
• be engaged
• give suggestions, solicit suggestions
• react in realtime
• have a long term view
© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Conclusions

• deﬁne business objectives
• consider investment (& ROI)
• set up / check analytics
• carry out competitive analysis
• put together a team
• set up your SM platforms
• set out SM content management policy
• create great content (to order)
• repeat
© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Conclusions

• huge topic
• top of my reading list
The Facebook Era by Clara Shih
“tapping online social networks to market, sell and
innovate”

© Pilot 2011 www.pilot.com.hk

Social Media Strategy - Conclusions

• web developer
• PR agency
• branding consultant
• ...

© Pilot 2011 www.pilot.com.hk

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Making Social Media Work

1. Making Social Media Work Tim Hay-Edie Pilot Simple Software Britcham Breakfast Brieﬁng July 13, 2011 © Pilot 2011 www.pilot.com.hk

5. Social Media Changes Everything • for the ﬁrst time media • is interactive • barriers to entry low • about long term relationship • content is (still) king © Pilot 2011 www.pilot.com.hk

8. Social Media Strategy • business objectives • brand building • lead acquisition • sales • customer service © Pilot 2011 www.pilot.com.hk

9. Social Media Strategy • ROI • brand building $ • lead acquisition $$ • sales $$$ • customer service $$ © Pilot 2011 www.pilot.com.hk

10. Social Media Strategy • analytics • brand building ? • lead acquisition ?? • sales ??? • customer service ?? ﬁrst let’s look at some examples © Pilot 2011 www.pilot.com.hk

13. Social Media Strategy - Example 1 • Britcham in Hong Kong website • considerable amount of content that could be disseminated through other channels • limited resources © Pilot 2011 www.pilot.com.hk

14. Social Media Strategy - Example 1 • Britcham in Hong Kong • objectives • serve its membership • increase its membership © Pilot 2011 www.pilot.com.hk

24. Social Media Strategy - Example 1 Submitting Tweets from Britcham Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Submit Tweet Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. Text about this. © Pilot 2011 www.pilot.com.hk

25. Social Media Strategy - Example 2 • PoshPile • website (US, HK, CN, TW, MY, PI, TH, NZ) • youtube • facebook (customer service) • facebook promotions • blog • twitter • ... © Pilot 2011 www.pilot.com.hk

31. Social Media Strategy - Example 3 • Meguiar’s • website(s) • youtube • youku • facebook • twitter • ... © Pilot 2011 www.pilot.com.hk

35. Social Media Strategy - Example 4 • Timeout.com.hk • website • twitter • facebook • facebook promotions © Pilot 2011 www.pilot.com.hk

40. Social Media Strategy - Example 5 • PacSafe.com • website • facebook (customer service) • facebook promotions • blog © Pilot 2011 www.pilot.com.hk

45. Social Media Strategy - Example 6 • TwoSteps.com • website • linkedin (groups) • twitter • facebook © Pilot 2011 www.pilot.com.hk

49. Social Media Strategy - Final Example • Pilot.com.hk • website • linkedin (corporate) • twitter • slideshare © Pilot 2011 www.pilot.com.hk

54. Social Media Strategy • putting together a team • deﬁne business objectives • deﬁne ROI • competitive analysis • set up analytics • set up required platforms • ... © Pilot 2011 www.pilot.com.hk

55. Social Media Strategy • content management policy • subjects / themes • branding • editorial policy • voice • spelling • crediting references • publishing deadlines • responding to criticism © Pilot 2011 www.pilot.com.hk

56. Social Media Strategy • tips for social media branding • discover your brand before you communicate it • re-branding is always more work • consistent logo, motto, theme • give your SM brand a personality • protect your brand • register everything • tools to manage your online reputation • Google.com/alerts, backtype.com, tweetdeck © Pilot 2011 www.pilot.com.hk

57. Social Media Strategy • tips for content generation • be authentic • un-edited, have personality • be transparent • acknowledge screw ups, talk about CSR • be engaged • give suggestions, solicit suggestions • react in realtime • have a long term view © Pilot 2011 www.pilot.com.hk

58. Social Media Strategy - Conclusions • deﬁne business objectives • consider investment (& ROI) • set up / check analytics • carry out competitive analysis • put together a team • set up your SM platforms • set out SM content management policy • create great content (to order) • repeat © Pilot 2011 www.pilot.com.hk

59. Social Media Strategy - Conclusions • huge topic • top of my reading list The Facebook Era by Clara Shih “tapping online social networks to market, sell and innovate” © Pilot 2011 www.pilot.com.hk

60. Social Media Strategy - Conclusions • web developer • PR agency • branding consultant • ... © Pilot 2011 www.pilot.com.hk

Making Social Media Work

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