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THE EVOLUTION OF SOCIAL MARKETING AT SASKTEL

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SHAWNA LECHNER-RUMPEL

& CASS BRADSHAW

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WHAT WE DID & WHAT WE LEARNED . . .

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3

1/ IN THE BEGINNING . . .

3

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WE JOINED FORCES

Marketing

Corporate

Communications

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WE LISTENED

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WE ENLISTED SOME

HELP

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WE DIPPED OUR

TOES IN THE WATER

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- Do your homework

FIRST

- BE AWARE OF what

you‟re getting into

- Listen before you speak

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2/ THE EARLY DAYS

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WE STARTED WITH

THE BIG BOYS

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WE QUICKLY BECAME

PUBLISHERS & Content

creators

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PROBLEM SOLVERS &

ANSWER FINDERS

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AND WE FOUND OUT

WE NEEDED EVEN

MORE HELP!

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- EXPERIENCE COUNTS

- Content, content, content

- Learn to ADAPT Quickly

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3/ WHY SOCIAL?

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THE OVERALL GOAL:

IMPROVE CUSTOMER

EXPERIENCE &

CUSTOMER

RELATIONSHIPS

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DELIVER CUSTOMER

SUPPORT BY

ANSWERING

QUESTIONS AND

CONCERNS

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PROVIDE CUSTOMERS

WITH THE LATEST

NEWS & INFORMATION

FROM SASKTEL.

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GROW A COMMUNITY

OF FOLLOWERS BY

PUBLISHING CONTENT

THAT IS INTERESTING

& ENGAGING.

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4/ CONTENT IS KING

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4/ CONTENT IS KING

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3/ GROW A

COMMUNITY OF

FOLLOWERS BY

PUBLISHING CONTENT

THAT IS INTERESTING

& ENGAGING.

It needs to reflect

why your audience

is connected to you .

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3/ GROW A

COMMUNITY OF

FOLLOWERS BY

PUBLISHING CONTENT

THAT IS INTERESTING

& ENGAGING.

It needs to be

planned, but also

spontaneous.

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3/ GROW A

COMMUNITY OF

FOLLOWERS BY

PUBLISHING CONTENT

THAT IS INTERESTING

& ENGAGING.

Planning needs to span

the short, medium and

long term.

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SOME OF

OUR FAVOURITE

CONTENT . . . THAT IS

INTERESTING &

ENGAGING.

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- INSERT EXAMPLES

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- INSERT EXAMPLES

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- INSERT EXAMPLES

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- INSERT EXAMPLES

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- Start with audience

insights

- Content strategy is vital

- Check and triple check!

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5/ CAMPAIGNS

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CAMPAIGNS can DRIVE

GROWTH

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SPREAD A MESSAGE

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DRIVE REVENUE

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CREATE LOYALTY

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AND Bring out the best In

your community

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SOME OF

OUR FAVOURITE

CAMPAIGNS . . . THAT

IS INTERESTING &

ENGAGING.

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- INSERT EXAMPLES

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- INSERT EXAMPLES

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- INSERT EXAMPLES

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- COLLABORATE WITH

AGENCIES ON BIGGER

CAMPAIGNS

- RESIST THE URGE TO

BUY LIKES

- MANAGE BUDGETS

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6/ CUSTOMER SUPPORT

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We respond quickly

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We SPEAK LIKE

HUMAN BEINGS

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THEY ASK, WE

ANSWER

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- Be AS helpful AS

POSSIBLE

- BE honest & transparent

- Don‟t be afraid to show

your human side

- It‟s not for everyone

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7/ A BIG AUDIENCE MEANS . . .

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MORE RESOURCES

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MORE CONTENT

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MORE COSTS

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MORE METRICS

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MORE

SURPRIS

ES!

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- Curating content takes

a LOT of time

- Spend wisely—Games

and apps are

expensive.

- Measure the right

things

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8/ TEAM

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Two Groups:

PUBLISHERS &

RESPONDERS

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PUBLISHERSMARKETING

CORPORATE

COMMS

HR

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RESPONDERS CUSTOMER

SERVICE

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RESPONDERS CUSTOMER

SERVICE

SOCI

AL

CHAT

EMAI

L

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- DEFINE CLEAR

OWNERSHIP

- WORK TOWARDS

COMMON goals &

objectives

- Establish a „voice‟ and 63

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9/ TOOLS

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A GREAT SOCIAL

MEDIA MANAGEMENT

TOOL IS VITAL for . . .

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Listening

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Publishing

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MEASURING

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BUT BE WARNED: THIS

LANDSCAPE CHANGES

FAST

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AND THERE ARE MORE

TOOLS YOUR TEAM

WILL NEED . . .

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UNINHIBITED WEB

ACCESS

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THE LATEST

BROWSWERS

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PHOTO AND VIDEO

GEAR

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SOFTWARE

7575

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- KEEP ON TOP OF NEW

TOOLS

- USE SHORT TERM

CONTRACTS with tool

vendors

- Arm your team with a 76

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10/ MEASUREMENT

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IT TOOK US A LONG

TIME TO FIGURE OUT

THE METRICS SIDE OF

THINGS

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“Not everything that

can be counted

counts, and not

everything that counts

can be counted”

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- INSERT SOCIAL

SCORECARD

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- INSERT SOCIAL

SCORECARD

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- If you try to measure

everything, you‟ll

measure nothing

- Determine your

business objectives and

measure accordingly 82

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11/ WHERE ARE WE NOW?

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8484

ON FACEBOOK

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ON TWITTER X 3

8686

On YOUTUBE

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ON PINTEREST

8888

ON INSTAGRAM

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Plus we‟ve got a NEW

AGENCY PARTNER

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ON THE ROADMAP . . .

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INFLUENCER

STRATEGY

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BLOG STRATEGY

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SOCIAL MEDIA FOR

BUSINESS

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IN SUMMARY . . .

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FROM TO

A team of one 2 publishers, 9

responders

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FROM TO

ZERO PROPERTIES 7 PROPERTIES

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FROM TO

ZERO FOLLOWERS 26,082 Followers

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FROM TO

NO TOOLS A COMMAND CENTRE

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FROM TO

ALL INTERNAL AGENCY PARTNERS

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FROM TO

LOTS TO LEARN LOTS MORE TO

LEARN!

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AND We're JUST

GETTING STARTED!

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THAN

K

YOU!