Social presentation

Gannett Local Social Media

Tommy PieruckiTommy Pierucki

Community Manager

LindsayGulisanoLindsayGulisano

Social Media Specialist

Social MediaSocial Media“For the first time ever, marketing is not push, it’s pull...it’s a cocktail party, not a presentation” - Gary Vaynerchuk

“A brand is no longer what we tell the consumer it is - it is what the consumers tell each other it is.” - Scott Cook

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than a the best broadcast message. A trusted referral is the Holy Grail of advertising.” - Mark Zuckerberg

SocialProducts

SocialProducts

Social Media Is The Vehicle, Not The Destination

Social Media Is The Vehicle, Not The Destination

Social ChannelsSocial ChannelsWhy These Channels?Why These Channels?

Be Where Your Audience Is

Be Where Your Audience Is

FacebookFacebook

FacebookFacebook InfographicInfographic

FacebookFacebook

★An Average Facebook Users Has 180 Friends And Likes 80 Pages

★50% Of People Follow Brands On Social Media

★56% Of Consumers Say They Are More Likely To Recommend A Brand After Becoming A Fan

★An Average Facebook Users Has 180 Friends And Likes 80 Pages

★50% Of People Follow Brands On Social Media

★56% Of Consumers Say They Are More Likely To Recommend A Brand After Becoming A Fan

FacebookFacebook ConsumersConsumers

★Consumers Now Have A Voice

★More Engaged Than Ever Before

★Consumers Now Have A Voice

★More Engaged Than Ever Before

FacebookFacebook PagesPages


BasicsBasics


Create Page Or Gain Admin

Access

Create Page Or Gain Admin

Access

FacebookFacebook AboutAbout★Correct Information

★Tracking Number

★Microsite

★All Available Information Facebook Allows

★Correct Information

★Tracking Number

★Microsite

★All Available Information Facebook Allows

FacebookFacebookCover Photo - Within Guidelines

Cover Photo Guidelines

★No Call To Action★No Phone Numbers★No URL

FacebookFacebook

FacebookFacebookProfile PictureProfile Picture

FacebookFacebookTimeline

Content (If Available)

Timeline Content (If Available)

FacebookFacebookTimeline

Content (If Available)

Timeline Content (If Available)

FacebookFacebook Landing PageLanding Page

★Form Fills★Coupons★Branding★Informational

★Form Fills★Coupons★Branding★Informational


LikeGateLikeGate


FormFill

FormFill

FacebookFacebook

Pinned PostsStays at top of Timeline for 1

week

Pinned PostsStays at top of Timeline for 1

week

FacebookFacebook Highlighted PostsFull width of Timeline

Highlighted PostsFull width of Timeline

FacebookFacebook Facebook PostsFacebook Posts★ 1 post a day (Depending on package)

★ Timing of posts varies depending on client (Location, day of the week, nature of business, and the content of the post and data from insights)

★ BSU’s/content strategy (content types)

★ This Or That, Fill In The Blank, Caption Photos, Direct Questions, Open Ended Questions

★ 80/20 Rule

★ Low Barrier To Entry

★ 1 post a day (Depending on package)

★ Timing of posts varies depending on client (Location, day of the week, nature of business, and the content of the post and data from insights)

★ BSU’s/content strategy (content types)

★ This Or That, Fill In The Blank, Caption Photos, Direct Questions, Open Ended Questions

★ 80/20 Rule

★ Low Barrier To Entry

FacebookFacebook Talking About This

Talking About This

★ Like A Page★ Post On The Page Wall★ Like A Post★ Comment On A Post★ Share A Post★ Answer A Question★ RSVP To A Page’s Event★ Mention The Page In A Post★ Tag The Page In A Photo★ Check In At A Place★ Share A Check-in Deal★ Like A Check-in Deal★ Write A Recommendation★ Claim An Offer★ Like An Offer★ Comment On A Photo★ Share A Photo★ Comment On An Offer

★ Like A Page★ Post On The Page Wall★ Like A Post★ Comment On A Post★ Share A Post★ Answer A Question★ RSVP To A Page’s Event★ Mention The Page In A Post★ Tag The Page In A Photo★ Check In At A Place★ Share A Check-in Deal★ Like A Check-in Deal★ Write A Recommendation★ Claim An Offer★ Like An Offer★ Comment On A Photo★ Share A Photo★ Comment On An Offer

If Page Has More Than 10% Of Fans Talking About This,

Engagement Is High.

More Content From Page Will Show Up In Fans’ News Feed

If Page Has More Than 10% Of Fans Talking About This,

Engagement Is High.

More Content From Page Will Show Up In Fans’ News Feed

FacebookFacebook Reputation ManagementReputation

ManagementPeople Will Complain

★We’re The Client’s First Line Of Defense

★Handling Customer Service Issues

People Will Complain

★We’re The Client’s First Line Of Defense

★Handling Customer Service Issues

FacebookFacebook Gauging SuccessGauging Success

★Number Of Entries

★Number Of People Talking About This

★Conversions

★Calls Generated

★Number Of Entries

★Number Of People Talking About This

★Conversions

★Calls Generated

FacebookFacebook StrategyStrategy★Keep Engagement High★Respond And Interact In Comments★Turn Conversations Into Potential Conversions★Voice★Be Funny★Be Nostalgic★Be Shareable★Be In Touch With Emotions

★Keep Engagement High★Respond And Interact In Comments★Turn Conversations Into Potential Conversions★Voice★Be Funny★Be Nostalgic★Be Shareable★Be In Touch With Emotions

FacebookFacebook Facebook AdsFacebook Ads

★Facebook Ads Is To A Page As Gas Is On A Fire

★Facebook Ads Is To A Page As Gas Is On A Fire

FacebookFacebook Facebook AdsFacebook Ads

FacebookFacebook News FeedNews Feed

★Pages Need To Be In Peoples’ News Feed★More Impressions★Higher Chance Of Conversions

★Pages Need To Be In Peoples’ News Feed★More Impressions★Higher Chance Of Conversions

= Client Wins= Client Wins

EmailEmail

Email BlastEmail Blast Social Announcement

Social Announcement

Utilize Current Client Email Database To

Bring Relevant Audience

Utilize Current Client Email Database To

Bring Relevant Audience

TwitterTwitter

TwitterTwitter InfographicInfographic

TwitterTwitter BasicsBasics

★Create Branded Channel★Claim Appropriate Handle★Profile Picture★Twitter Background★Appropriately Fill Out About Section

★Follow Relevant People★Set Up Twitter Listening Dashboard

★Create Branded Channel★Claim Appropriate Handle★Profile Picture★Twitter Background★Appropriately Fill Out About Section

★Follow Relevant People★Set Up Twitter Listening Dashboard

TwitterTwitter BackgroundBackgroundCustom

BackgroundCustom

Background

TwitterTwitter Profile Picture & About Section

Profile Picture & About Section

K.I.S.S.K.I.S.S.

TwitterTwitter FollowingFollowing

Twitter Will Help Once You Get StartedTwitter Will Help Once You Get Started

TwitterTwitter Twitter ListeningTwitter

Listening

TwitterTwitter Twitter ListeningTwitter

Listening

TwitterTwitter ImportanceImportance

★Real People★Real Tweets★Real Emotions

★Real Meaning

★Real People★Real Tweets★Real Emotions

★Real Meaning

People Will Tweet About Your Client

People Will Tweet About Your Client

Respond Accordingly On Client’s Behalf

Respond Accordingly On Client’s Behalf

TwitterTwitter ImportanceImportance★More Sense Of Urgency★Twitter Is A Search Engine

★1.6 Billion Searches Per Day★Google ~ 3 Billion

★Businesses Can Initiate Engagement With People★Business Can Follow Anyone

★More Sense Of Urgency★Twitter Is A Search Engine

★1.6 Billion Searches Per Day★Google ~ 3 Billion

★Businesses Can Initiate Engagement With People★Business Can Follow Anyone

TwitterTwitter SuccessSuccess

★Geo Locating Tweets Allows Us To Reach Out To Potential Customers★Turning A Tweet Into A Conversion Isn’t Uncommon

★Geo Locating Tweets Allows Us To Reach Out To Potential Customers★Turning A Tweet Into A Conversion Isn’t Uncommon

TwitterTwitter SuccessSuccess

foursquarefoursquare

foursquarefoursquare StatisticsStatistics

foursquare Statistics 2012(As Of April 2012)★Over 20 Million Users★Over 2 Billion Check-ins ★80% Of Active foursquare Users Have Acted On Another User's Tip★31% Of Mobile Social Media Users Use foursquare

foursquarefoursquare BasicsBasics

★Claim Venue★Correct Information★Create Specials

★Claim Venue★Correct Information★Create Specials

foursquarefoursquare Claim VenueClaim Venue

foursquarefoursquare SpecialsSpecials

foursquarefoursquare SpecialsSpecials

Rewards Customer LoyaltyRewards Customer Loyalty

++ ==

Social MediaSocial Media ROIROI



One Conversion = $40,000One Conversion = $40,000

Social MediaSocial Media Rule #1Rule #1

Social MediaSocial Media Rule #1Rule #1

Social MediaSocial Media ChumpinessChumpiness

Social MediaSocial Media ChumpinessChumpiness

Social MediaSocial Media ChampsChamps

Social MediaSocial Media ProcessProcess

MONTH ZEROClosed/WonResearch assigned to interns - current social media presence, company culture and voiceAssigned to social teamResearch completeSocial strategy with Manager/other – develop recommended strategy/goalsSchedule onboarding call


Goals/Expectations CallEstablish goals – build, engage, convertDetermine Voice, audience targetingDevelop FB app conceptSend specific notes/requests to AMCM Deliverables: Social Goals Spreadsheet, Notes to AMAM Deliverables: Fill out Attask, Follow Up Email (requesting access, etc)

WITHIN THREE BUSINESS DAYS (of receiving all info):Create/Claim/SetupClient provide access (when applicable)Claim Social AccountsGet Twitter Info (or set up)Get Added as Admin in FB (or create)Claim Foursquare Venue (or get manager access)Optionally claim LinkedIn (broadcast)Obtain email on client’s domainCreate Gmail account for clientUpload email databaseSync Gmail account with Twitter/FoursquareSet up accounts in SproutFacebook, Twitter, Foursquare, AnalyticsCustomize reporting logoGrant AM/Intern/Manager accounts access



WITHIN FIVE BUSINESS DAYS (of receiving all info):Conduct deeper research into local events and culture for contentAssign/Create Content Matrix (for remainder of month and next month)1 post daily for Facebook & Twitter (depending on package)Deliverable: Content MatrixQA Content Matrix (intern/coworker/copy/etc)Create sample negative response text Deliverable: Sample Responses

Social MediaSocial Media ProcessProcessWITHIN TEN BUSINESS DAYS (of receiving all info):Create Landing page & like gateDevelop concept, and assign copy/designGet approved copy Design – like gate, page, app button(based on spend) Pinned/Highlighted post*Auto Inventory FeedCoordinate dealership/inventory/vendor Deliverable: Landing Page, *Auto Inventory AppAssign FB ads – collaborate with paid media teamCreate Email BlastAssign Copy/DesignWrite CopyModify TemplateDeliverable: Email Blast CopyCreate listening dashboards with keywords & geoSocial (Sprout)Reviews (PM-vendasta)Optimize social accountsEdit Profiles (include keywords in profiles)Include call tracking numbers (Facebook)Create & Add Profile and Cover image for Facebook ProfileCreate & add Custom Twitter BackgroundDeliverables: Branded Accounts

Social MediaSocial Media ProcessProcessFINAL STEPSGet client approval on all components (by 27th)Format and upload approved content into SproutLaunchBegin to evaluate content based on client goalsEnd of month 0 internal deliverables:Setup in Tools: Attask __ Sprout __ Campaign Monitor __Vendasta __Documents: Social Goals Spreadsheet __ Attask Fields__End of month 0 client-facing deliverables:Claimed and branded accounts: Facebook __ Twitter __ Foursquare __Approved Content: Landing Page __ Email Blast __ Content Matrix __

Social MediaSocial Media ProcessProcessMonth 1Launch Approved content on the 1st

DAILY:Post to social profilesEngage with communityMonitor wall / mentionsListen for target keywordsWEEKLY:Follow UsersLike relevant / local pagesMONTHLY:Report on monthly activity and progress.Re-visit goals, set expectations for next monthReach out to client for topics, information, etc for next month’s contentResearch upcoming local events and incorporate into content as appropriateEvaluate content based on client goals and adjust as neededReduce underperforming content types, increase frequency of highly performing typesCreate next month’s content matrix & Landing page (if needed)Submit to client for approvalSchedule content in SproutMonth 1 Internal Deliverables:Reports: Weekly updates to goals __ Set next month Goals __ Audience analysis (demographic, time-of-day, etc)Month 1 Client-Facing Deliverables:Report: Social Story __ Audience Stats __ Engagement Stats __Conversion Stats __


Month 2-6 (Like month 1, plus…)Finish any client contest (draw & notify winners) Remove outdated landing pagesPush new landing pages liveAdjust listening keywords based on current specials and search results

Technology

Social presentation