Social Media Retention Strategies - June 2014

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Social Retention StrategiesJonnie Jensen – Digital CoachConnect with me:linkedIn.com/in/jonniejensentwitter.com/jonniejensen plus.google.com/+jonniejensen

http://linkedin.com/in/jonniejensen

http://twitter.com/jonniejensen

http://plus.google.com/+jonniejensen

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linkedIn.com/in/jonniejensen twitter.com/@jonniejensen

plus.google.com/+jonniejensen

Social media – we’ve moved on• It’s not free• It’s not easy• It’s not going away• It is more than just marketing• It has a value



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The conversation is happening

• Opportunities • Influence• Competitors



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Benefits of social media marketing

Social Media Examiner Survey 2013



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3 basic principals

Content Contacts Conversation



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Content and social drives business



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The role of content marketing

CONTENT



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What limits social media success• Poor planning• Lack of consistency• No clear goals• Responsibility given to Jnr team members• Leaders not supportive• No company wide participation• No optimisation• No reporting



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Successful networked organisations• Transformations will have been made in organisational

practices and culture• A thoughtful but persistent approach to trying new

things, learning and adapting• In successful highly networked organisations– Role modelling and vocal support of leaders is a catalyst– Social technologies are embedded in to day-to-day work– High degree of trust and willingness to collaborate

REF: McKinsey Global: The social economy: Unlocking value and productivity through social technologies



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Pick your community manager wisely• Passion for the business• Make the role formal• Provide ongoing training• Good communicator• Maturity• Literate• Creative • Analytical• Information junkie• Adaptable



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Adding value

• How can you help your audience improve?

• How are you influencing others?

• How engaged are your team?

• How active are you in communities?



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Manage expectations• Share your plan• Have a public social media policy• Authentic• Inclusive• Share the journey• Be consistent



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CONTENT

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Your Story



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Content• Created Content– Reflects your values,

ethos and commitments– 5-6 categories– Lets people know what

they can expect from you• Blog posts• Video• Images• Audio

• Sharing Content– Using other peoples

content to illustrate what is important to you and who you know

– 8-9 categories– Helps you connect with

other key influencers• Like • Comment• Share / Retweet



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Content Planning

TOPICAL

COMPLIMENTARY SUBJECTS YOUR MESSAGE

YOUR AUDIENCE NEEDS

OPPORTUNISTIC EVERGREEEN



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CONTACTS

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Contacts: connecting with people• Having an audience provides huge opportunities• People talking about you promotes you to their contacts• A big audience that doesn’t engage with you is worthless• Proactively seek others

– Your customers / potential customers– Key influencers– Local community

• Be part of other peoples communities– They already exist– You can be of value instantly



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Contact planning matrix

INDUSTRY INFLUENCERS, PARTNERS & ASSOCIATES

COMMUNITY INFLUENCERS, PARTNERS & ASSOCIATES

EXISTING CUSTOMERS&

CUSTOMERS YOU LOVE

POTENTIAL CUSTOMERS & CUSTOMERS YOU WANT

MAY NEVER BUY WILL BUY



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Social advertising• Laser targeted advertising• Cost per click (CPC) or Cost per thousand (CPM)• Have a conversion strategy to measure ROI– Likes don’t equal revenue

• Split test and evolve strategy• Be prepared to manage community afterwards



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Social advertising case studyCampaign:• Ace Hardware has about 4,400 hardware stores in the United States and a commercial website.

Ace noted that Spring was arriving which meant their busiest season was about to begin. • The company began to put out Facebook ads in order to increase their fans and create an online

presence for the brand. They decided to advertise discounts for fans for a week. • The company targeted people with home maintenance and repair keywords in the profiles.

Results:• 50,000 clicks to the Facebook page• 30,000 new Fanpage Likes in four days• 900% increase of fan postings on the Facebook page

“This campaign showed an immediate return, both in the growthof our fan base and in sales resulting from the coupon. The valueis still proving out with the fan base activity to this day.”

- Mark Lowe, eCommerce Marketing and Digital Manager, Ace Hardware

Case study link

http://www.scribd.com/doc/97378835/Ace-Hardware-Facebook-Ad-Case-Study



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CONVERSATION

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Passive engagement strategies• Intelligent tracking of customers and traffic• Marketing automation to empower relationship• Broad but relevant added value content • Encourage user generated content• Run promotions• Exclusive offers• Champion and reward ‘Raving Fans’• Don’t leave it to marketing

photo: Tobyotter

http://www.flickr.com/photos/78428166@N00/3666759902



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What does retention look like?• Sharing your / their passion• Surprise and delight

– Listen, respond and evolve– Passive engagement

• Customer service• Community management• Adding value

– faster, cheaper, happier, sexier, richer

• Authentic and personable• Having fun photo: Hitchster

http://www.flickr.com/photos/hitchster/3715217169



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Background:• Chairman-CEO Frank Blake pushed back on proposal to create a social media team• 30 experienced staff members selected to be ‘How To Community’ alongside lean

communications team• Work split 50/50 with new roleResults:• 213,000 Twitter followers• 168,000 Pinterest followers• 1,365 YouTube videos, 30m views• 1.5m Facebook Likes

"It's not transactional. It's not one-way. It's very similar to the kind of conversations the communications team has to manage with the media," Mr. Shaw said. "We have a natural predisposition to handling a relational level of communication.“

- Brad Shaw, VP-corporate communications

Home Depot – authentic social case study

Case study link

http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/



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Balancing acquisition and retention• Stream content and offers• Don’t pollute with new customer offers• Champion and appreciate customers• Make advocates of existing customers• Consider value of Customer Groups– LinkedIn Group, Facebook Group, Google+ Community

• Remember social advertising– Facebook Fanpage organic audience reach only 10-15%– Twitter Ads can command audience attention

photo: jasoneppink

http://www.flickr.com/photos/jasoneppink/4824570093



July-September

eBookHow to market yourself as an interim manager

Landing page – formGoogle Analytics – Page Views, Submissions, Conversions

Email Promotion – Views, Click through’s, submissions, ConversionsSocial Promotion – Click through’s, submissions, conversions

Video content – possible short videos to be taken, need to confirm and plan

9th July – Survey: Marketing

16th July- Pre-event blog post

31st July - event

4th August – Do’s and Don'ts of Social Media

6th August – Post training event blog

18th Aug - Infographic

25th Aug – How to think like an interim provider

1st Sep- Golden rules of networking

8th Sep- Get the most out of LinkedIn

28th September- How to market yourself as an

interim manager eBook

Analytics1. Blog post reads2. eBook downloads3. Survey respondents4. Social sharing and mentions Tr

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Interim marketingInterim managementMarketing as an interim managerHow to market my interim management businessKe

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#InterimManagement#Interims#Marketing#IMH

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Download our free #eBook on how to #market yourself as an #interim manager >

TwAre you signed up with Alium? We’re holding an #interim #training day for our Alium community. Come along!

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Have you got what it takes to land your next interim role? Download our free eBook and find out!

FbLand your next role easily with our interim management marketing training session. If you are already signed up on the Alium Website you can Sign up here >

FbYou could win 2 tickets to see XXX by filling in this short survey on how you market yourself as an interim manager.

Surv

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How are you #marketing yourself? Tell us for a chance to win 2 tickets to…

Blog PostsPre-event blog post (teaser and some interview questions)

Interim Training Post-event Blog Post

How to think like an interim service provider

Golden rules of networking

Get the most out of LinkedIn as an interim manager

Each blog post will be shared using content alerts, group/community discussion and @mentions

At the end of the pyramid you have testimonials which you can use for a post event blog post and websiteAd

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How do you market your interim business? You could win 2 tickets to XXX for telling us in this short survey.

Download our FREE eBook on how to #market yourself as an #IM >

LnNeed to know more about marketing yourself as an interim manager? Come along to our next training day to find out. Interims who sign up must also already be signed up on the Alium websute. Sign up here.

LnFinding it difficult to land an interim position? Download our free guide to marketing yourself as an interim here.

G+We are holding an #InterimManagement training day for those of you who want to know more about marketing. The event is on 31st July for our interim community. Don’t miss out, sign up here today!

G+

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How effective are interims at marketing themselves? – Survey Results Post (INFOGRAPHIC)

G+We are currently giving away 2 tickets for the XXX game. For your chance to win, enter our short survey!

Planning – ‘The Kitchen Sink’

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Calls to action are vital• Tell people what to do• Ask questions if you want responses• Know the 1% rule (or 90-9-1 principle)– Challenge it against your communities level of engagement

• Add expression “loved this”• Ask people to help you out…occasionaly• Test your calls to action• Track the traffic on your calls to actions



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Your Daily Social Media Activity

Social Media Main45min to 1 hr – once per day• Find content to share and

schedule for the day• Look for mentions or replies

about you and reply• Look for and reply to keyword

searches and other peoples content

Social Media Check 20minutes – twice per day• Look for mentions about you

on Twitter and reply• Look for mentions or replies to

posts on Facebook and reply• Look for and reply to keyword

searches and other peoples content on Twitter and Facebook

• For companies without a dedicated community manager• 2-3 hours additional planning and content creation per week



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Create Raving Fans

• Inside • Outside



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Social Retention StrategiesJonnie Jensen – Digital CoachConnect with me:linkedIn.com/in/jonniejensentwitter.com/jonniejensen plus.google.com/+jonniejensen



http://plus.google.com/+jonniejensen

Social Media Retention Strategies - June 2014

Marketing

Transcript of Social Media Retention Strategies - June 2014