Social media strategy
19
Social Media Strategy Claus Alvdahl Hansen Blog: alvdahl.dk
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18-Sep-2014 -
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Why and how to bring your brand alive on the social channels.
Transcript of Social media strategy
Strategic Framework
ChallengeMeasurement & KPI
Target Group
Activities
Platforms
Timeline & Budget
Goals
Value Proposition
Approach & Resources
Social Media is BrandingEroding brand awareness and familiarity.
Especially low penetration amongst people aged <35.
Social as a channelGoogle is not the only alternative anymore. Social Media is where we search for brands.
85% are expecting social interaction and conversation with brands.
Most brands has very little mention on social channels.
What social media doesCloser Relationships with CustomersTransparency. Listening, sharing, engaging.
Brand FamiliarityTell the innovation and solution stories behind the brand. 85% expects interaction with your brand.
Customer LoyaltySocial dialogue is the best way to build trust. Brand ambassadors.
Social Media creating engagementEmployeesInternal communication using external channels. Increase employee engagement. Share posts as brand ambassadors.
Potential employeesBranding your organization as a place where the best would want to work.
Management Grow the business. A place where they can engage directly with customers and employees. Gain customer insights.
Your target groupsCustomersPost information about how helps them succeed. Comment and share information to their friends. Potential customersRead your company history. Share it with friends.
Distributors, NGOs, press etc.Participate in conversations. Preferred place to find information and ask questions to your organization.
Social Media Value Proposition: “Who we are as a company”
A great place to workFree thinking and creative, Sharing and trusting, Optimistic and high energy, Confident, Fascinating.
Meet the employees and tell their story.
Amazing ProductsTell the story how your products were invented.
How they work.
Social ResponsibilityHow you ensure sustainable, profitable growth.
Stories about your social responsibility.
And also if something goes wrong.
Core Capabilities
How you do what you do best.
The heart of your company.
How you help others doing what you do.
History of the your core capabilities.
MegatrendsHow your products are brought to life.
Relate your message to Megatrends: Smart Cities, Transportation, Ageing, Social Business, Individualized, Authenticity, Crisis Economy, Globalization, Global Warming, Education.
It’s communication, not marketingShare engaging contentPeople has to feel they get something out of following us. Increase understanding of what you are.
Take the time to interactAll customer contacts is a potential opportunity.
Take care of your fansWord of mouth is the number one currency when it comes to creating publicity. Excite and inspire your audience.
StorytellingAdding depth and storytelling will ensure high-quality engagement. Capture the imagination of the next generation.
Your approachExplore and learnEverything should sound like your brand. Test and measure your posts.
Close relationship to Business Groups No “corporate” messages.
In-house rather than agency We need someone with knowledge about your organization.
Central goes local goes localCentral drives the content, but content is localized when getting closer to the customer.
Empowering employeesA team of local (and certified) social media managers.
Mapping the 7 Platforms
Least corporate
Most corporate
Printerest
YouTube
Google+
Google+LinkedIn(groups)
Experts
Fans
Customers
EmployeesPrinterest
Instagram Facebook(Central)
YouTube
Facebook (local)
YouTube
LinkedIn(News, products)
Different Segments - Different Communication
Quality vs. Quantity
TimelineCommunication
HR & Brand
Customer ServiceListen & Respond
Social SellingEngage & Grow
2013 2014 2015
