GDS International - Next - Generation - Customer - Experience - Summit - US - 2

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7 Whiteboard Sessions for Social Strategists

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  • 1. The 7 Whiteboard Sessions Every Social Media Strategist Needs to Have in 2012 The biggest areas for opportunity and resolution across the enterpriseSOCIAL MEDIA PLAN CONTENT PROACTIVELY TRAINING BEHAVIOR & etiquette CONTENT ENGAGEMENT centralized editorial roadmap! business goals monitor organic conversations management follow dialog about your brand ema REA ils ACTIVITY CH tune into industry trends =# twee campaigns peop ts face le to uche track content engagement conversations book d post tweets s DEVELOP POLICY T? N EX d! ADOPTION S ns gage ethics tio AT eac m en COMPANY-WIDEWH or r the judgement nit p Products mo kee HR Sales & Services copyrights to Customer Care responsibility Marketing INTEGRATING CHANNELS DATA INTEGRATION link, embed, share social activity traditional CRM export bulk infowebsite documents activity archive email events searchable 1
  • 2. In the world of social media, social strategists are constantly assessing the best waythey can plan successful social initiatives and optimize their programs as new opportunities arise. Withan ever-changing landscape of platforms, tactics and technology, this list is seemingly endless.The dawn of social business is here, and what that meansfor anyone working in social media is that there are moreopportunities and challenges to mature social efforts across CHECK OUTthe business. Business Time for Social in 2012 from the Spredfast SocialHere at Spredfast, weve spent some time talking with customers, Business blogpartners and industry leaders on what the top opportunities andresolutions for social media practitioners are and what enterprisesand agencies should work toward in 2012. Companies should focus less on marketing the brand externally; and instead, focus on creating shared value with customers, partners and employees - Michael Brito SVP Social Business Planning, Edelman DigitalThese may be opportunities youve talked about internally already. Or they may be ideas youre currentlyplanning on bringing to the whiteboard to plot out further. Regardless of where you are in your planningcycles, weve pulled together the top seven areas all social media strategists should be thinking aboutwith ideas on how to approach planning and assessment in each area and an action plan to get started.Who should attend these meetings? That will depend on the structure of your company and internalstakeholders. We suggest bringing the stakeholders that can help make these plans a reality and providethe buy-in needed to make your efforts successful. For most, that will mean your social strategist, headsof Marketing and Communication, team leads across the enterprise business units active in social andeven members of your executive team. Brands, you have amazing stories to tell! Use video & multimedia to bring it across with emotion. Make em feel! JD Lasica Founder, Socialbrite: Social tools for social change Founder, Socialmedia.biz 1 2012 Social Media Resolutions
  • 3. Table of Contents1. Gaining Insight About Your Social Customer....................................................................................................32. Adopting Social Media Company-Wide..............................................................................................................73. Operationalizing Social Media with Workflows and Processes...................................................................124. Getting the Most Out of Your Great Content...................................................................................................175. Delivering Better Customer Experiences.........................................................................................................216. Integration..........................................................................................................................................................257. Showing a Return on Social Media...................................................................................................................288. How Spredfast Can Help...................................................................................................................................32 2 2012 Social Media Resolutions
  • 4. Meeting #1Gaining Deeper Insight Into the Social Customer dive into BEHAVIOR & CONTENT ENGAGEMENT monitor organic conversations RELATIONSHIP HISTORY follow dialog about your brand 2009 2011 2013 tune into industry trends customer brand 2010 2012 track content engagement IDENTIFYING AND EMBRACING ADVOCATES & INFLUENCERS @mentions klout score retweets audience size INFLUENCE blog coverage comments media coverage NEXT STEPS: 1. Do you have a plan in place on assessing what is being said about your brand? 2. Are you tracking the conversation histories of your network members? 3. Do you have an advocate program in place? 3
  • 5. Your social customer should be at the heart of everythingyou take into consideration when publishing on social media channels. What value are they getting out ofyour initiatives? What messages resonate best with them? And do you have the context to know the fullextent of your relationship with these people and to identify who is helping spread your social messages?Di v i n g In t o Be h a v io r a n d Content Engagem en tThe behavior of your network, and those you want to be in your network, provides the key to how you canbetter connect with them. For most companies, sharing content all about yourself wont help you createmeaningful connections that lead to engagement and relationship building. Keeping a pulse on the socialconversations and actions of your audience can help inform whether or not your company is actuallyimportant to them, as well as help drive your social initiatives. Gaining DeeperTo start, some of the keys to comprehending your audiences behaviors and motivations lie in: Insight Into the Monitoring what types of general conversations are taking place in your current network to identify what conversations are happening organically dive into Following whats being said about your brand, your competitors and BEHAVIOR & industry trends CONTENT ENGAGEMENT Monitoring activity from industry leaders, pundits and analysts to stay monitor organic conversations RELA on top of key issues in your space follow dialog about your brand Tracking what content you are sharing to understand what gets the tune into industry trends most engagement to better inform and optimize your content strategy custom in an ongoing way track content engagementA cc e s s i n g t h e E n t i r e Relationship History IDENTIFYING AND EMBRACINGo f So ci a l C u s t o me rs in Your Ecos ys t em ADVOCATES & INFLUENCERS Meeting #1Larger networks and wider company participation in social help you reach more people and create a more @mentionssocial business. But it also means its more important to have context around the relationship with social retweetscustomers. How will different team members know what has been said to athe Social Customer Gaining Deeper Insight Into certain person on Twitter INFLUENC commentsover the course of long periods of time? Should the Marketing team know that a certain member ofyour network has talked to your Care team multiple times on social channels before responding to newquestions they ask about your brand? dive into BEHAVIOR & NEXT STEPS:Having context around each of CONTENT ENGAGEMENT these interactions helps you 1. Do you have a plan in place on aunderstand patterns and desires of each individual in your network monitor organic conversations what is being said about your band also helps ensure your communications are informed and RELATIONSHIP HISTORY 2. Are you tracking the conversa follow dialog about your brandtailored to the needs of each person. Usually a core part of social 2009 2013 of your network members? 2011media management systems, notes and conversation trends tune into industry histories customerDo you havebrand 3. 2010 an advocate progr 2012are captured to help your team have a centralized location for this track content engagementinteraction that can be accessed by all team members. IDENTIFYING AND EMBRACING ADVOCATES & INFLUENCERS @mentions klout score 4 2012 Social Media Resolutions retweets audience size INFLUENCE blog coverage comments
  • 6. I d e n t i f y i n g a n d E m b r a cing Advocates &In fl u en ce rs in Y o u r N e t work Gaining Deeper InsightBig companies are increasingly building big networks. Each person is important, and treating them Into the Sociwith respect and delivering positive experiences should be a fundamental part of your initiatives. Butundoubtedly, there will be a smaller group of people who are advocating on your behalf and have thepotential to reach more people in sharing your messages. dive into BEHAVIO...

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