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1. SOCIAL
MEDIA
STRATEGY
IN
2010
SLIDES
YOU
NEED
TO
DO
TO
SUCCEED
JEZ
JOWETT,
HAVAS
SPORT
&
ENTERTAINMENT
Tuesday, 14 December 2010

2. 1 THE
ROADMAP
CRAWL WALK RUN FLY
Establish Enrich
Engage
Embrace
presence content influencers community
Conversa:on
audit
Find
influencers Customisa:on
Bespoke Outreach Blogger
tours
ie
Pre
WC
ac*va*on Games,
comps,
Distribu:on Blogger
Features
video,
widgets Advocacy
rewards
Adver:sing
ie
WC
ac*va*on Partnerships UGC
Sponsorships Idea:on
Crowd
Sourcing
ie
WC
contests
Mobile
ie
urban
sports
Tuesday, 14 December 2010

3. 2 SOCIAL
MEDIA
AND
THE
PURCAHSE
FUNNEL
SOCIAL
MEDIA
IMPACT
ON
THE
VALUE
CHAIN
AWARENESS ENGAGEMENT ADVOCACY TRANSACTIONS LOYALTY
STRATEGIC
APPROACH
AN
ITERATIVE
PROCESS,
TO
BUILD
A
CLOSER
AND
MORE
EFFECTIVE
RELATIONSHIP
WITH
EXISTING
AND
POTENTIAL
CUSTOMERS.
TWEET
AND
TWEAK
Tuesday, 14 December 2010

4. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
DISCOVERY
(LISTEN)
PLANNING
EVALUATE THE
CONVERSION
WHEEL
(LEARN)
Data
base
to
fan
base
COMMUNICATE CREATIVE
Tuesday, 14 December 2010

5. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
DISCOVERY
(LISTEN)
WHO,
WHERE,
WHEN
Audience,
influence
&
compe:tor
analysis
Sen:ment,
volume,
velocity,
tonality
analysis
Mul:
media
and
mul:
channel
audit
Insights,
issues,
trends
iden:fica:on
5
Tuesday, 14 December 2010

6. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
WHY,
HOW
PLANNING
Strategy
&
Planning
Audience
profiling
&
touch
points (LEARN)
Integra:on
/
dependencies
Crea:ve
&
Communica:ons
briefing
Methodology
&
measurement
KPI’s
6
Tuesday, 14 December 2010

7. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
WHAT
THE
STORY THE
CONTENT
Key
messages Idea:on
&
Concepts
Keywords Execu:ons
&
formats
Evidence Profiles
/
pages
Editorial
plan Templates
Litmus
Test Playbooks
CREATIVE
7
Tuesday, 14 December 2010

8. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
WHERE
OWN
MEDIA
PAID
MEDIA
Intranet
Display
Database
/
ECRM
Affiliates
RSS
&
alerts
Network
buys
X Partners
SEO
/
SEM
Promo:ons
EARNED
MEDIA
Online
PR
Blogger
Outreach
Content
Syndica:on
Viral
Marke:ng
Community
Mgm’t
Social
Publishing
Partner
/
Promo:ons
COMMUNICATE
8
Tuesday, 14 December 2010

9. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
DATA
BASE
FAN
BASE
CUSTOMERS
Measurement
&
evalua:on
EVALUATE Dialogue
into
rela:onship
Ideas
and
co-­‐crea:on
Research
&
development
Digital
transac:ons
&
m-­‐payments
Innova:on
&
leadership
Presence
to
purchase
9
Tuesday, 14 December 2010

10. 4 SOCIAL
MEDIA
MANIFESTO
LISTEN
TO
WHAT
CONSUMERS
ARE
SAYING
ABOUT,
AND
TO
YOU.
RULE
#1 BE
ATTENTIVE
RESPONSE
ACCORDINGLY,
ACCURATELY
AND
TIMELY.
SHOUTS
&
WHISPERS
IF
YOU’RE
NOT
INTERESTED,
WHY
SHOULD
THEY?
RULE
#2 BE
INTERESTING IDENTIFY
THE
DNA
THAT
MAKES
YOUR
STORY
COMPELLING
&
NEWSWORTHY.
APPLY
THE
SAME
SOCIAL
TECHNIQUES
THAT
YOU
WOULD
F2F.
RULE
#3 BE
SOCIABLE BE
SOCIABLE.
BE
POLITE.
ACT
LIKE
A
PERSON
ON
A
FIRST
DATE.
DON’T
TRY
AND
CONTROL
CONSUMERS.
DON’T
PUT
UP
WALLS.
RULE
#4 BE
HONEST BE
HONEST,
TRANSPARENT,
AND
TAKE
CRITICISM
CONSTRUCTIVELY.
CREATE
A
UTLITY
THAT
BENEFITS
CONSUMERS
LIVES
AND
ENRICHES
THEIR
RULE
#5 BE
USEFUL RELATIONSHIP
WITH
YOU.
FAILING
THAT,
MAKE
THEM
LAUGH
AND
SMILE.
Tuesday, 14 December 2010

11. 5 SOCIAL
MEDIA
MEASUREMENT
84%
of
campaigns
are
currently
not
evaluated.
Why?
TEST
scenario
of
many
campaigns
Which
marke:ng
channel
is
most
applicable
/
similar?
Measure
against
PR
?
(Opportuni:es
to
see,
Qty
of
ar:cles,
No.
of
messages
achieved,
equivalent
media
spend)
Measure
against
DIGITAL
?
(CTR,
Imps,
engagement
(views
and
interac:ons),
dwell
:me,
bounce
rate,
registra:ons)
Measure
against
ATL
?
(Awareness,
TGI’s,
recall,
brand
tracking)
Measure
against
CRM
?
(Registra:ons,
ac:ons,
forwards,
open
rate,
bounce
rate)
Lack
of
consistent
and
standardised
measurement
criteria.
Opportunity.
11
Tuesday, 14 December 2010

12. 5 SOCIAL
MEDIA
MEASUREMENT
Currently Future
Number
of
ar:cles
/
blogs
/
tweets
Reach
of
ar:cles
/
blogs
/
tweets
Sen:ment
of
ar:cles
/
blogs
/
tweets
Number
of
views
/
interac:ons
Time
spent
/
depth
of
engagement
Sen:ment
&
comments
of
content
Number
of
visits
to
campaign
site
Number
of
ac:ons
on
campaign
site
Number
of
fans
and
followers
Number
of
interac:ons
/
comments
Number
of
re-­‐tweets
/
likes
Integrate
social
media
metrics
into
purchase
funnel
Total
number
of
eyeballs
/
OTS
Total
number
of
fans
&
advocates Drive
stronger
value
for
SM
against
marke:ng
Total
equivalent
media
value objec:ves
12
Tuesday, 14 December 2010

13. 5 SOCIAL
MEDIA
MEASUREMENT
AND
THE
PURCHASE
FUNNEL
Awareness Engagement Advocacy Transac4on Loyalty
Advocacy Loyalty
Awareness No.
of
followers
and
fans Open
rate
Opportunities
to
see Fan
base
reach Click
through
rate
Impressions Engagement Referral
links Repeat
purchase
No.
of
articles Total
footfall
&
reach ECRM
database
growth Referral
/
recommendation
SEO
(organic
search) No.
of
interactions Feedback
/
suggestions
EMV
(equiv.
media
value) Total
views
Time
spent
Sentiment
change
Transactions
Pre-­‐orders
Test
drive
to
sales
Considerations conversions
No.
of
click
throughs
Lead
generation
/
data
capture
Test
Drives
13
Tuesday, 14 December 2010

14. 6 WHAT
IS
THE
ROI
OF
SOCIAL
MEDIA
?
THE
FLIGHTDECK.BIZ
14
Tuesday, 14 December 2010

15. 15
Tuesday, 14 December 2010