Creating An Integrated Social Media Strategy

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Creating an integrated social media strategy

Presented by:Lawrence ClarkeHead of Consultancy


What is a social media strategy?communications


Anyone from the communications department?

Should the marketing department own the social media strategy?Who has a social media policy?Who’s from marketing?Any CEO’s?Anyone from customer service?… or PR?


Am I talking to the right people?! 22% of marketers in organisations including Coca-Cola,

RBS and the COI view social media as a core element of their marketing strategy, according to a study this year by the Internet Advertising Bureau (IAB).

Just 22% of those surveyed said that social media forms a major part of their promotional strategies. Meanwhile, many marketers are confused about the role the channel should play in their company's plans.

33% of respondents believe that some responsibility for social media lies with the PR department12% that the research department should be involved 7% that IT is best placed to deal with social-media strategies.


How many of your CEOs blog?How many of you Tweeted within the last 24 hours?How many of you use

Facebook to stay in touch with friends?


Who is most like your CEO?


A social media reality check - blogs Technorati has been tracking over 133 million blog

records worldwide since 2002. 95% of the top 100 US newspapers have reporter

blogs – here it’s closer to 100 %. Four of the top ten entertainment sites are blogs. 66% of bloggers are male 18-44 year-olds.

40% have graduate degrees 33% have an income above £50k.


A social media reality check - Facebook 16%+ of Facebook users are under 18 The largest group at 54% is between 18-24 The fastest growing group is between 35-54 The average Facebook user has 5 friends


A social media reality check - Twitter 5% of Twitter users generate 74% of all messages Of this 5%, 32% are generated by machine bots 80% of all Twitter accounts have fewer than 10

followers 30% of Twitter accounts have no followers at all More than 60% of Twitter users fail to return the

following month Only 4.4% of Twitter visitors are younger than 18


What is a social media strategy?communicationsbrand


“Your culture is your brand”1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and A Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With Communication7. Build a Positive Team and Family Spirit8. Do More With Less9. Be Passionate and Determined10. Be Humble

“We’ve formally defined our culture in terms of 10 core values” Tony Hsieh CEO


What is a social media strategy?communicationsbrandCustomer service


How do you measure your customer service? Does it take many steps before a customer can talk

to a customer service person? Do you use a script? Are conversations timed? Are customer service goaled to up-sell? Are they discouraged from recommending a

competitor? Answer “Yes” to any of these questions and you’re not

ready for social media


The integrated approach


Zappos


Our clients’ communities


“…the support and exchange of advice and strategies is worth its weight in gold. If you look at some of the past posts on this forum you will find

that we have parents who live close enough to each other and who have met (through this forum) and now meet up for coffee and chats and whose children are now friends with each

other.”

Josie - member of the TalkAboutAutism online community


Understanding the place of social media

Defineyour unique proposition

Diagnoseyour assets and

your needs

Designyour new web

brand

Deliverthe build

Developyour skills and

your ROI


Tony Hsieh’s advice1. Vision

Chase the vision not the money. Money follows passion. Customers sense passion.

2. Focus on repeat customers3. Transparency

Be real and you’ve nothing to fear. Employees can ask anything. 4. Culture

Define committable core values that are the basis for hiring and firing

Get this right and implementing an integrated social media strategy will be straightforward


Creating an integrated social media strategy

Presented by:Lawrence ClarkeHead of Consultancy

Technology

Creating An Integrated Social Media Strategy