1 By @KnowledgeBishopWinning the Social Media Super Bowl

Winning the Social Media Super Bowl

By @KnowledgeBishop

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2 By @KnowledgeBishopWinning the Social Media Super Bowl

Mindshare is like Yards on a Football Field

Social Media is a Battle for Mindshare

To win, your company must• Cross the entire field• Defend the entire field

Your “football field” must cover:• Owned Sites and Blogs• Owned Communities • Owned Social Channels • Public Conversations

3 By @KnowledgeBishopWinning the Social Media Super Bowl

To win, you must play offense AND defense

• Social Marketing – Social

Media offense is your ability to craft, share and promote helpful content

• Social Support – Social Media defense is your ability to quickly and effectively resolve public customer challenges

4 By @KnowledgeBishopWinning the Social Media Super Bowl

Social Media Strategy: Designing the Plays

To win, you must AIM your efforts• Assess - Evaluate where you are, clarify needs, define destination• Implement - Create content strategy, confront customer pain points• Measure – Awareness, engagement, advocacy, sentiment

5 By @KnowledgeBishopWinning the Social Media Super Bowl

Social Media Offense

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6 By @KnowledgeBishopWinning the Social Media Super Bowl

Community Management: Establishing the Run

An actively managed and engaged online community:• Increases customer

retention and investment• Reduces incoming

support call volumes• Reduces overall support

delivery costs• Reduces SEO costs

7 By @KnowledgeBishopWinning the Social Media Super Bowl

Owned Social Media: Completing the Pass

• Owned media = A channel you create and control

• Company blogs, communities, YouTube, Twitter, Facebook

• To “complete a pass,” you publish engaging content on owned channels

8 By @KnowledgeBishopWinning the Social Media Super Bowl

Earned Social Media: Yards after the Catch

• When non-employees share your content

• When they publically discuss our brand

• Mentions are voluntarily given by others

• Primarily includes Facebook shares, Twitter Retweets,

9 By @KnowledgeBishopWinning the Social Media Super Bowl

Paid Social Media: Downfield Blocking

• When owned content assets become “earned media”, you can carry it farther by adding “paid media.”

• Allocate budget to promote successful content on third-party channels

• Sponsored tweets• Facebook advertisements

10 By @KnowledgeBishopWinning the Social Media Super Bowl

Social Media Defense

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11 By @KnowledgeBishopWinning the Social Media Super Bowl

Community Support: Stopping the Run

57% of customers search for a solution online first• Increase satisfaction by quickly resolving issues • Create a customer-generated searchable knowledge base• Deflect issues from higher cost support channels

12 By @KnowledgeBishopWinning the Social Media Super Bowl

Social Support: Stopping the Pass

• 37% prefer social support to telephone support• Social support messages grew 175% in 2013• 71% who get effective social response will recommend brand• These customers then spend >20% more with the company

13 By @KnowledgeBishopWinning the Social Media Super Bowl

Social Crisis Management: Defending the Bomb

A disgruntled customer can snowball into a goodwill massacre.

You must be proactive:

• Be aware, early• Empathize and diffuse• Whatever it takes• Right all wrongs

14 By @KnowledgeBishopWinning the Social Media Super Bowl

Social Media Special Teams

15 By @KnowledgeBishopWinning the Social Media Super Bowl

Executive Activation: Equipping Thought Leaders

When your leaders share their expertise on social channels, they:• Provide thought leadership to marketplace• Build positive brand awareness• Serve as role models to other employees

16 By @KnowledgeBishopWinning the Social Media Super Bowl

Employee Activation: Getting Everyone Involved

Your employees become brand ambassadors• Offense = Employees share your content:

“Everyone blocks on the play”• Defense = Employees respond in areas of expertise:

“Everyone chases the loose ball”

17 By @KnowledgeBishopWinning the Social Media Super Bowl

Where do I start?

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18 By @KnowledgeBishopWinning the Social Media Super Bowl

AssessWhere are we today?

What does our audience need?Where do we want to go?

19 By @KnowledgeBishopWinning the Social Media Super Bowl

Implement

• Create content strategy and community plans (Playbook)• Equip Employee Base (Training Camp)• Launch campaigns (Offense)• Confront customer pain points (Defense)

20 By @KnowledgeBishopWinning the Social Media Super Bowl

Measure• Awareness: Increase members, friends and followers• Engagement: Increase impressions, views and likes• Advocacy: Increase content shares and public raves

21 By @KnowledgeBishopWinning the Social Media Super Bowl

Thank YOU!

By @KnowledgeBishop

Images are property of National Football League