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Similaire à Strategy 140313
Similaire à Strategy 140313 (20)
Plus de WMG, University of Warwick
Plus de WMG, University of Warwick (20)
Strategy 140313
- 2. Agenda
1.00pm Introducing Social Media as part of a wider Marketing Strategy
1.15 Benchmarking – What are your competitors and customers doing?
1.45 Defining Objectives
2.15 What do you want to say and who do you want to say it to?
3.00 Coffee
3.15 Measuring Return on Investment
3.45 Managing Resources and Risk
4.30 Close
© 2013
- 4. Social Media as a Marketing Tool
Goals/Objectives Messaging Audiences Tactics/Channels
Benchmark –
who’s saying what
where?
ROI - Measurement, Management , Monitoring
© 2013
- 6. SME Reservations
• Brand not interesting enough
• What will I talk about?
• Resource/skills shortage
• Customers don’t use social media
© 2013
- 7. Step by step….
• What do customers want to know? Find out where your
customers interact, and test the water
• What are competitors doing?
• Look at redeveloping existing content to help you stand out
• Have a vision, and goals, don’t think of as stand alone
• Share activity across organisation
© 2013
- 8. Current Reality
Fill out hand-outs.
Where are you at now?
What social media are you on and what social media
would you like to be on in the future?
© 2013
- 9. Benchmarking
• Competitor Activity, search for names in Google, Google News, Technorati,
Facebook, LinkedIn, Twitter (http://twitter.com/#!/search-home)
• Keywords, e.g. industry sector, products, brands in Google, Google News,
Technorati, Facebook, LinkedIn, Twitter
• Back Links – check Competitor and your own site via
http://www.opensiteexplorer.org/
• YOU, it may be that people are already talking about you.
• Other Tips– Check out social media news sites for inspiration e.g.
Mashable - http://mashable.com/how-to/
© 2013
- 13. Activity
On notebooks….
Start looking at some social networks and search for
keywords, competitor names and your own
name/product names and brands?
© 2013
- 14. Goals/Objectives
• Align with organisation aims e.g. build brand reputation,
develop brand loyalty
• What can you do with social media you can’t do with
traditional media
i.e. capture instant feedback on product development
• Connect with key measurables like driving more traffic,
driving more business, gaining more leads
© 2013
- 15. Example
Goal: Establish a Byatt’s community to drive sales
of the existing range and new Vienna product
Objective: Acquire 100 new and
engaged real ale fans across Facebook and Twitter
© 2013
- 17. Activity
On paper….
Think about your own company objectives, how can
social media help you achieve these?
Are there separate objectives you want to set out for
social media that you cant achieve with traditional
media?
Are they SMART?
© 2013
- 18. Messaging/Audiences
What are your company’s key differentiators?
What does brand stand for, can you have fun with it?
What is your customer profile and where do your customers
go? Ask them!
Where can you capture your prime audience? Could you
create a platform to reach out to your audience?
© 2013
- 22. Tactics and Channels
What are the tactics for each social media platform?
Posting News Sharing
Promotional
Listening Community schemes/selling
Engaging Monitor/engage advocates
© 2013
- 25. Things to tweak
What are the unique, detailed things you can do that will
make the difference?
Personality
‘Free’ at the start of your Tweets?
Follow to be followed?
Day? Timezone? Language?
© 2013
- 26. Activity
On paper….
What interesting insight, content, characters could
you use or share?
Who do you want to talk to?
Which social media channels are the best for your
objectives/messages/content?
© 2013
- 28. Measurement and Monitoring
• Google Alerts
• On-going benchmarking through Twitter, followers,
mentions Twitter Falls, Tweepskey, http://socialmention.com/, https://bitly.com/
• Web Analytics, increased traffic, conversions
• Integration with CRM, find out where people have heard
about you
© 2013
- 36. Management
Tools can help you organise a schedule
© 2013
- 37. Management
And manage your networks and interactions
© 2013
- 41. Social Media Policy
Social Media Policy – Informs staff of how social media should be
used e.g. where the brand is, style of posts, response mechanisms
etc
http://socialmediatoday.com/davefleet/151761/57-social-media-
policy-examples-and-resources
© 2013
- 42. Crisis Management Policy
• Monitor
• Respond Quickly with Consistent Message
• Reply to Social Media World
• Train employees
• Determine strategy, i.e. processes for dealing with crisis
so everyone in company knows what to do
http://mashable.com/2009/07/09/social-media-damage-
control/
© 2013
- 43. Activity
On notebooks…
Register on some management tools
Look at social media policy documents, think about
how you might distribute this in your organisation?
Are there people in your organisation that would be
keen to contribute to social media activity?
© 2013
- 45. Devitt Motorcycle Insurance
Social Media Objectives:
• Encourage urban commuters to take up
motorcycling
• Gather data (e.g. renewal dates) on prospective
customers
• Increase customer interaction
Financial services is boring – let’s talk about biking
© 2013
- 46. Checklist
Grab accounts now
Embark on a listening phase
Research yourself
Research your competitors
Research your customers
Develop goals, objectives, identify channels/tactics
Plan and schedule
Establish measurement tools -> Start
© 2013
