110405 Linkedin Face Marketing Presentation
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Transcript of 110405 Linkedin Face Marketing Presentation
Developing your social media plan
Kathryn Bullock, 9 February 2011
Thank you for visiting
Please listen to this seminar on how
to build your social media plan
and let us know how we can help.
1. Where are we now?
2. Where do we want to be?
3. How do we get there?
4. How do we measure success?
4 key questions
1. Where are we now?
1. Are you ready for 2 way conversations?• It permeates “how” not “what” you do
• It has to fit with everything else‐ not about building buzz or pushing product
• It’s how you support “word of mouth marketing”with your key advocates as well as customers
1. Listen first• Google Alerts• Social Monitoring Tools• Customer Research‐ Surveys & Polls
How are your customers using social media?
What are they saying?
Photo credit: niclindhvia flickr
1. People trust reviews more
Source: The Economist A special report on Social Networking Jan 28, 2010
Do you know whatcustomers sayabout you on Trip Advisor, Review Centre, Holiday Truths, Holidays Uncovered…?
You should
3. Social Media
1. Social media is powerful
Source: Colin Lewis
2. Where do we want to be?
2. Need for clear objectives
“Build awareness and shared enthusiasm for events at our properties”“Improve guest intention
to return by 5% overall year on year”
“Improve quality of our reviews on 3rd party sites by 10%”
“Support guest and staff recognition programmes”
2. Integrating "Social"
2. Integrating "Social"• Integrate with each touch point‐ Customer Services
‐ Other marketing activity eg TV or online
‐ Switchboard
‐ Build awareness with staff in resort
Integrated social and TV campaign
• Avoid “dead community” syndrome• Plan at least 2 months ahead• Ask fans what they want to read about• Involve people across your business especially those at the “customer coalface”
• First timer guides
2. Content planning is key
2. Real conversations matter• You will learn a lot if you ask the right questions – not just “which” but “why”.
Engagement, not numbers of fans
3. How do we get there?
3. You need them to “like” first
You need a compellingwelcome page
3. Clear call to action
• Build a YouTube channel to track your viewers
• Remember to tag all content inc. videos
• Appoint “Customer Champions”
3. Use video for first timers
3. Video can make life easier
There’s plenty of demand
3. Use video for recruitment
http://www.youtube.com/watch?v=kXjNnWFcS4c
3. Empower your fans
Invite them to: ‐ post photo/videos‐ run discussion groups‐ get creative.
3. Fans will engage
Fans like to see what is most popular
Make it easy for them
3. Building engagement
Nielsen did researchwith Facebookto demonstrate impact on‐ purchase intention‐ brand awareness
Be ahead of thelearning curve
3. Learn from other sectors
Facebook ecommerce site on Best Buy
3. Who’s doing first travel search?
3. Plan for the next wave
• Who’s going to do posts and how frequently?
• What happens when its positive, bad?
• Who needs to know?
• How quickly are we going to respond versus normal response times?
• When do we not respond?
• When do we escalate?
3. Roadmap everything
Source: Flickr chucknado
3. Staff Guidelines• Do
• Project team
• Experiment
• Ask lots of questions
• Be as honest as you can
• Appoint Community Manager
• Find Board Sponsor
• Don’t
• Rush in to answer every post
• Use corporate speak
• Treat it like a sales channel
• Neglect your site
• Expect customer service to answer posts without training
3. Leverage each channel
• Phase the roll out slowly and optimise regularly
• Ensure links between Tweets, Linkedin, Facebook and YouTube to optimise content
Key Question
“How can each of these channels best improve our customer brand experience”
3. Working with your influencers
If you are a business travel companyreach into the rightcommunities of Self employed and Startups
• Using social media monitoring tools to spot opportunities in Twitter and in online communities
• Set up your keywords for your market and include competitor terms
• Run reports to track level of sentiment about your brand
3. Building engagement
4. How do we measure success?
4. Developing your dashboardFacebook• % post engagement • Track most engaging content
• % active fans• Profile of active fans• Month on month changes
• % Response rates
Twitter• Use tracking toolsTweetdeck, Hootsuite
• No of retweets
YouTube• Subscribers• Profile of viewers• Comments
• Trip Advisor & other 3rd party site scores
• Create tiny links to track revenues per post
• Track all ‐ click throughs from email & to website‐ impact on call centre volumes
• Include in “How did you hear about us?”
4. Key Metrics
5. Summary
• Listen first
• Clear measurable objectives
• Integrate “Social” into your business
• Real conversations matter
• Work with your influencers
• It’s all about engagement first …………… revenues come next.
5. Social Media is more than Facebook
Source: Gillian Pritchett
“Thank you for reading. Questions?”
Kathryn Bullock, Director, Face Marketing
or follow our blogs and links from www.face‐marketing.com
Let us help you to get started Join Social Media Travel Group on Linkedin to learn more