Post on 08-May-2015
description
@TiffanyStJames
Social Media for Agencies and Brands #WeAreSquared
Hello!
Social Media Strategist
Tiffany St James
@TiffanyStJames
@TiffanyStJames
Social vs traditional media
1) Power in lobbyists and consumer hands
@TiffanyStJames
…so have a social media crisis plan
2) The indelible record of messing up in public
…so have guidance, train staff and
plan for, and mitigate errors @TiffanyStJames
3) Twitter is the newswire
@TiffanyStJames
…so be plugged in to what people are
saying about your brand and your industry
The visualization replays the
spread of earthquake related
Tweets across North
America, from the moment
the epicentre hit Mineral
Virginia (1:51PM) on August
23rd 2011.
4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
@TiffanyStJames
4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
@TiffanyStJames
4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
@TiffanyStJames
4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
…so add value @TiffanyStJames
@TiffanyStJames
5) Listen and optimise
Listen with intent and act swiftly
6) Trust has changed
Edelman Trust Barometer 2014 here @TiffanyStJames
@TiffanyStJames
Social Media Strategy
Key UK Platforms
31m 15m
10m
2m
@TiffanyStJames
Purpose of Social Media
Source @JeremyWaite
@TiffanyStJames
Source : Advanced Human Technologies
@TiffanyStJames
Informing your social business strategy…
What social can deliver for the business
Current KPIs
Digital Strategy
Business Objectives
•Benchmark •Best Practice
•What works •Current social footprint
Your Business
Competition
Similar Industry
Other Industries
What social
CAN deliver
for the
business
What social IS
delivering for you,
for your competitors,
and industry
What people
and tech
capabilities
DO you have
@TiffanyStJames
Be really clear on your objectives
PR
To build an engaged community fan
base of up to 5000 by May 2014.
Direct Sales
Design offers to drive 10% sales
through Facebook by Q2.
@TiffanyStJames
@TiffanyStJames
Social Media Marketing and Engagement
UK Top Performing brands on Facebook
@TiffanyStJames
Source: http://www.socialbakers.com/
UK Top Performing brands on Twitter
@TiffanyStJames
Source: http://www.socialbakers.com/
1) Give content with context
@TiffanyStJames
2) Have a posting strategy
1. Build an events calendar
o New Attractions
o Celebrity Guests
o National Events
o Ticket Promotions
2. Develop a content routine
(e.g. Thursday is Trivia day)
3. Push promotions with links
4. Work out where countdowns
can create buzz
5. Identify where you can run
giveaways
@TiffanyStJames
3) Encourage UGC in offers, make it easy
1. Quick way to generate
engagement
2. Make offer exclusive to
social
3. Make prize desirable
4. Make it easy to enter
5. Incorporate user-
generated-content
(UGC)
6. Leverage bespoke
creative (sub brand)
7. Make sure you adhere
to FB policy (it changes!)
@TiffanyStJames
4) Have a content strategy
1. Consistently create new content
2. Mix up your media
3. Content = engaging + valuable +
relevant (fun!)
4. Encourage and promote UGC
5. Post bespoke visually appealing
content (stands out in feeds)
6. Post industry content
(e.g. Feature the World’s best rides)
7. Ask questions to drive engagement
@TiffanyStJames
5) Measure what works, use, measure again
1. Minimise barriers to entry
2. Support links with strong
creative
3. Strong Calls To Action (CTA)
e.g. Listen live, Buy now
4. Use shortcode (bit.ly) to track
conversions
5. Customise shortcodes for
brand consistency
6. Track everything using your
chosen analytics tools
@TiffanyStJames
6) Mix media & platform, Popular dates
• Encourage cross-platform engagement
• Leverage offline events • Customise to fit brand
• Mix up media offerings • Use relevant hash tags
@TiffanyStJames
What action are you trying to achieve?
Pre-contemplation
Contemplation
Preparation
Action Maintenance
Raise
awareness
Combat
disengagement
Increase
relevance
Provide
solutions
Facilitate
action
Reinforce
Maintain
Generate
advocacy
Peer feedback
@TiffanyStJames Prochaska and DiClimente
Sometimes you’ll need to be two-faced
Be a pedant
for analytics Love your
customers
@TiffanyStJames
Surprise and delight your customers
@TiffanyStJames
People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou
Thank you!
Social Media Strategist
Tiffany St James
@TiffanyStJames
tiffany@stimulationltd.co.uk
http://tiffanystjames.com http://bit.ly/tiffanybio
TiffanyStJames on:
Embedding digital and social media capability in organisations