8 Proven Strategies for Social Business Success
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Transcript of 8 Proven Strategies for Social Business Success
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8 Proven Strategies for Social Business Success
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The Social Business Imperative
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A Matter of Trust
http://wommapedia.org#SFtextbook
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The 8 Challenges
1. Listening
2. Organization &
Governance
3. Social Team
Orchestration
4. Measurement
5. Creating Content
6. Segmentation &
Targeting
7. Engagement and
Community
Building
8. Paid/Owned/Earned
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Brand Challenge: monitoring conversationstaking place across social networks relevant to your brand
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Social Listening Mandates
1. Identifying pertinent conversations
2. Cataloging conversations for future reference
3. Adding and tracking details about social customers
Catalog the names, topics, and users relevant to your brand
Establish a system to keep historical conversation histories accessible
Document important types of user information and determine how to capture and share across your team
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Social Listening in Action
Answer Customer Inquiries
Influence purchasing decision
Address negative experiences
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Brand Challenge: Establishing rules, guidelines, andprocedures to uphold and protect brand activity in social media
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Social Governance Mandates
1. Define business goals of social and team implications
2. Identify company contributors
3. Provide guidance and access
Determine which goals your social program should achieve and which departments should participate
Map out the ideal mix of individual social contributors
Assess and determine what level(s) of account access and strategic guidance are needed
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Business impact focused social
Social organization by location
Social Governance in Action
Team & department organization#SFtextbook
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Brand Challenge: coordinatingbrand activity, contributors, and interaction on social media channels
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Social Orchestration Mandates
1. Establishing guidelines paths for publishing
2. Determining necessary workflows and assignments
3. Moderating conversation
Audit and outline types of content, contributors and approvals for activity
Map regular social activity to the people responsible and ongoing assignment needs
Outline plan for prioritizing and escalating conversation responses
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Responding from right contributors
Orchestrating from corporate to local
Social Orchestration in Action
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Brand Challenge: collecting and measuring social metrics to assess business impact of social media programs
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Social Measurement Mandates
1. Tracking opt-in audience [network size]
2. Measuring interactions and engagement
3. Defining and tracking conversions
Identify your active networks and benchmark growth with regular cadence to assess
Determine the most common, and important, types of social interactions and plan to track
List out conversion activity goals and how these can be tracked through analytics systems
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Social Measurement in Action
3,006Facebook: Shares74
Instagram: Hearts
24Twitter:
Retweets
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Brand Challenge: Creating and curating content, or participating in conversation to fuel social program activity and engagement
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Social Content Mandates
1. Creating relevant, valuable content
2. Curating third-party content
3. Participating in engaging conversations
Audit content your team should create on an ongoing basis and develop an editorial calendar
Identify relevant information sources – news outlets, blogs, users, partners – and decide best ways to curate and share
Brainstorm relevant andstrategic conversations where your brand can participate – self-started and existing
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Social Content in Action
Custom, engaging content
Curating content
Fueling conversation
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Brand Challenge: defining groups ofsimilar audience members and directing specific activity and/orconversations directly towards these groups
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Social Targeting Mandates
1. Uncovering target audience clusters
2. Targeting specific messages to specific groups
3. Optimizing messaging used in targeting
Utilize social metrics to identify specific audience groups within social networks
Build “social profiles” and use these to target messages when appropriate
Assess how particular audiences engage and optimize content to enhance likeability or sharability
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Social Targeting in Action
LanguageLocation
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Brand Challenge: creating and inspiring interaction between your brand and its social networks
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1. Understanding needs and wants of audience
2. Planning ahead to leave time for real-time engagement
3. Ensuring reciprocity and response
Review behaviors, activities and interactions taken by your social audiences
Assign activity to editorial calendar aligned with audience preferences and timely campaigns
Determine different opportunities to share, react, and engage and set goals for each
Social Engagement Mandates
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Social Engagement In Action
Guidance through visuals
Community conversations
Audience activity
integration#SFtextbook
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Brand Challenge: combining owned media channels with earned audience interactions and paid advertising to increase the impact of social marketing
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1. Understanding best owned and earned media to use across social
2. Fueling social engagement with paid options
3. Converging Paid/ Owned/ Earned for amplified results
Determine the top engaging brand content and organic public interactions than can be leveraged
Match your social goals with corresponding paid advertising buys (network growth, interaction, conversion)
Evaluate owned, earned and paid social options and map best combinations to drive desired business outcome
Paid/Owned/Earned Mandates
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P + O + E
Paid/Owned/Earned in Action
Paid Ads with direct CTA
Earned media interactions
Compelling owned content
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The Social Media Textbook
45-Page GuideRequired reading for social communications professionals
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