10 Steps for Putting Social Media Strategy into Action

Hello #EpicHootUp

Ian Pollard MSc, CIM

Senior Product Manager

[email protected]

@ian_pollard | http://about.me/ianpollard

• 15 years working in digital marketing, am a Chartered Marketer & MSc Digital Marketing graduate

• Product owner of SEO, PPC, Social & Integrated Digital Marketing

• Digital advocate, creator and trainer of “Digital Savvy” courses within Auto Trader

• Involved in other projects such as: customer insight, reporting & analytics, value messaging

Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee

Case Study: Perrys

@perrysmotors

/PerrysMotorsUK

/PerrysMotorsUK

/PerrysMotorsUK

+Perrys

/PerrysMotors

#EpicHootUp via @ian_pollard


Let’s Start with the Basics

No planning = Potential failure & damage

No integration = Potential lack of efficiencies & synergies



Step 1. Get Socially Savvy



Step 1. Get Socially Savvy

Learn: Find out about social networks

Advice: Ask friends, family and colleagues how they use them

Experience: Join some and join in

Research: how your favourite organisations or sports teams use them

Understand: how social co-exists with other business and marketing functions



Road Trip – Staff & Management Interviews


• Background to social media & importance to Perrys

• High level social media strategy for Perrys

• Social media team structure

• What social media profiles are being set-up

• Social media guidelines


Increasing Social Media Knowledge

1 (No Expe-rience)

2 3 4 5 6 7 8 9 10 (Social Expert)

0

1

2

3

4

5

6

7

8

9

10

Thinking about your knowledge of social media, how would you rank yourself after today? (31 attendees)

Pre-Training Rating Polynomial (Pre-Training Rating)

Post-Training Rating Polynomial (Post-Training Rating)

40%

Increase



Step 2. Perform a Business & Marketing Audit



Step 2. Perform a Business & Marketing Audit

What do you do and what are you good at?

What is your culture and what do you stand for?

How are you performing?

Where are you going, what’s the big plan?

What resources do you have?

Consider the wider Marketing Mix



HEAD OFFICE GROUP DIGITAL

MARKETING TEAM

Sourcing & Resourcing for Social Success

LOCAL DEALERSHIP

SOCIAL MEDIA CONTENT

CREATORS

DEDICATED SOCIALMEDIA

EXECUTIVE



Step 3. Perform a Social Audit




Are you already using it?

How do you use it??

Does it communicate your proposition?

Is it comprehensive & consistent?

How are you monitoring performance levels?




What about you competitors?

Is there much interaction?

Who is it that interacts?

What are people saying about you?



Perrys Facebook Pages: Group & Dealership



Step 4. Set Some Objectives



Step 4. Set Some Objectives

Do you have company objectives?

Double bottom line – a social impact?

How might you use social to achieve them?

What would success look like to you?

How might you measure your objectives through metrics?

Objectives should always be SMART



Aligning Business & Social Objectives

Build communities

through social engagement

Increase brand loyalty with existing

customers & key segments

Sell more cars &

increase profits

Business Objectives

Social Objectives



What Metrics Align to the SMART Objectives?



Step 5. Plan Social Media Campaigns



Step 5. Plan Social Media Campaigns

USPs?

Culture?

Key messages?

Creativity?

Cross-pollination of content?

Cross-channel integration & mobile first?



Plan for the Moment

Source: Facebook.com/PerrysMotorsUK



Add a Touch of Creative Humour

Source: Twitter.com/perrysmotors



Promote your Customers’ Happiness

Source: Facebook.com/PerrysMK



Grab a Celebrity Selfie

Source: Facebook.com/PerrysBury



Provide Real-life Product Reviews

Source: Facebook.com/CopleyLandRover



Leverage Local Connections




Recognise your Employee Success

Source: Facebook.com/PerrysAylesbury



Share Interesting & Relevant Industry Facts




Drive Excitement with New Product Launches




Add Value to the Buying Experience

Source: YouTube.com/PerrysMotorsUK



Step 6. Plan to Monitor on Social



Step 6. Plan to Monitor on Social

Who - Customers, prospects, etc?

Where - social platforms, blogs, etc?

When - specific times, all of the time, etc?

What - specific queries, searches, etc?

How – what tools could be utilised?



Listening & Joining the Conversation




Consumer Advocacy is Priceless




Step 7. Plan to Engage on Social




How will you respond?

What tone of voice will you respond with?

How quickly will you respond?

Who is responsible for it?




Always:

Reciprocate

Respect

Reliable

Never:

Disclose

Defame

Discriminate




Create a Crisis & Incident Management Plan:

Listen for issues

What does a crisis look like?

How severe or urgent is it?

Build a process and response mechanism



Communication Channel via Facebook

Source: Perrys.co.uk/facebook-care



Step 8. Plan to Measure & Report on Social



Step 8. Plan to Measure & Report on Social

Take Ownership

Reflect Objectives

Format & Contents

Prioritisation



Using Social Media Measurement Tools



Step 9. Plan to Maintain & Optimise



Step 9. Plan to Maintain & Optimise

Test, test, test! ..........Then test again!

Track what’s important

Tweak and start again



Appeal to your Entire Social Audience




Step 10. Be Like Rick



Make sure your advocates know that you’re:

• Never gonna give them up, • Never gonna let them down • Never gonna run around and desert them • Never gonna make them cry, • Never gonna say goodbye • Never gonna tell a lie and hurt them

Step 10. Be Like Rick



Success: Industry Recognition

• Finalist• AM Awards 2014: Best Social Media• Motor Trader Awards 2014: Best Digital Initiative• eBay Motors Awards 2014: Dealer Group of the Year

• Car Dealer Magazine: Most Influential Dealers on Twitter• Ranked 1st - May 2014• Ranked 2nd - Oct 2013


Thank you….

10 Steps for Putting Social Media Strategy into Action

Social Media

Transcript of 10 Steps for Putting Social Media Strategy into Action