socialmedias_entrepriselevel_bymandypoon
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The document discusses the crucial differences between personal and enterprise-level social media usage, emphasizing the need for a strategic approach in managing brand presence online. It highlights the importance of engagement, voice development, and consumer insight measurement to effectively increase brand awareness and loyalty. Brands must adopt structured planning to navigate the complexities of social media while remaining relatable and authentic to their audience.
![“ The mistake most
companies are
making is that
they are… using
[social media] as
an opportunity to
sell stuff. It’s
really not
designed for
that.”
Howard Schultz, Founder,
Chairman, President and CEO of
Starbucks](https://image.slidesharecdn.com/smenterpriselevelmandypoon0213-130208133526-phpapp01/85/socialmedias_entrepriselevel_bymandypoon-10-320.jpg)
![Why is it a significant
commitment?
Isn’t following a planned publishing schedule enough?
Because when the
[blank] hits the fan
on social, it really
hits the fan.
24.](https://image.slidesharecdn.com/smenterpriselevelmandypoon0213-130208133526-phpapp01/85/socialmedias_entrepriselevel_bymandypoon-24-320.jpg)
socialmedias_entrepriselevel_bymandypoon
- 2. MAYBE YOU SHOULD GET A REAL JOB. “Isn’t your job just being on Facebook all day?” 2.
- 3. No. That’s why this presentation is also called: Why your average social media user is not necessarily a social marketing expert
- 4. First things first… What is an enterprise? A large corporation with a business strategy based on the results of different parts of the business working together.
- 5. “Marketing is now democracy on steroids.” Marc Pritchard, Global Marketing and Brand Building Officer for P&G
- 6. There are hundreds of social networking sites, which can create thousands of connections for a user. 6.
- 7. For an enterprise, social media will create millions of connections. 7.
- 9. So… why should brands be on social? To increase brand awareness To be a part of conversations that are happening anyway To direct brand perception To maximize brand loyalty To demonstrate brand values I’M GLAD To add value to the lives of fans YOU ASKED! …and hopefully that will lead to users purchasing, or encouraging others to purchase more products.
- 10. “ The mistake most companies are making is that they are… using [social media] as an opportunity to sell stuff. It’s really not designed for that.” Howard Schultz, Founder, Chairman, President and CEO of Starbucks
- 11. What’s the difference between the way I use social media… 11.
- 12. …and the way it’s used at an enterprise level? 12.
- 13. 1. Joining a social network is a big deal. 13.
- 14. While the average user can decide to join a social networking site sporadically…
- 15. A Brand Cannot: Join a social channel just to I HATE leave it NOT BEING A JOINER. Join a social channel, then use it incorrectly Join a social channel, then not use it at all
- 16. 16.
- 17. 17.
- 18. 18.
- 22. An enterprise needs to determine the following before joining:
- 23. How are we going to use that? What’s going to be that channel’s purpose? How will it work with the other channels we currently have? How can the channel help us reach our business objectives? Do we have the resources for another significant commitment?
- 24. Why is it a significant commitment? Isn’t following a planned publishing schedule enough? Because when the [blank] hits the fan on social, it really hits the fan. 24.
- 25. Social media at the enterprise level requires a solid foundation & structure. 25.
- 26. 2. Two-way dialogue is suddenly unnatural. 26.
- 27. I’M SORRY TO HAVE TO TELL YOU THIS… The Cold, Hard Truth 27.
- 28. Individuals use social media to A) satisfy their innate curiosities about others B) satisfy the desire to talk about themselves C) be a part of something bigger All fuel conversation and frankly, put the social in social media.
- 29. HAD SUCH A OMG DID HE GREAT DAY POP THE WITH @JOE QUESTION?! TODAY! WINK #JELLY WINK @SUE WINK WINK This comes VERY naturally to us.
- 30. MAKE IT SAY: “GREETINGS CONSUMER, WE ARE PLEASED TO PRESENT YOU WITH A NEW PRODUCT THAT YOU WON’T BE ABLE TO RESIST! PRESS LIKE AND SHARE AND RETWEET PRETTY PLEASE!” Then how come, in an enterprise setting, we suddenly turn into robots?
- 31. The problem is, brands are mostly only equipped to talk about themselves. The essence of social media is not natural for brands.
- 38. Social media at the enterprise level requires voice development & engagement plan. 38.
- 39. 3. In-the-moment is never really in the moment. 39.
- 40. This is what happens when an individual wants to make a social media post: 1) See cute puppy on the street wearing shoes. 2) Snap picture of cute puppy wearing shoes. 3) Share on a social networking site with witty comment. “OMG! Saw the cutest puppy wearing shoes! #LoveMeSomePuppies.”
- 41. This is what happens when a brand wants to make a social media post: 1) Enterprise in general has decided on product launches and activations. 2) Marketing develops business objectives and strategies on the above. 3) Assets from creative or design teams are developed for the above. 4) Community managers or copywriters come up with content way in advance that incorporate business objectives. 5) Already created assets are either integrated, or new assets need to be scoped and created. 6) Marketing reviews copy. 7) Copy comes back from marketing – “We‟re all having a cup of revisions are required. 8) Copy finally goes out again; goes through our delicious new coffee! legal. Press „Like‟ if you tried 9) Copy comes back from legal – revisions are required. one of our brand new 10) After several rounds of validations, coffees today!” community managers schedule the posts for publishing.
- 42. But… It doesn’t matter what the internal process is. OH NO. Users will still gravitate towards the same kind of content: Engaging Visual In-the-moment 42.
- 43. Why is it hard for brands to do in-the-moment? Because this… …is a full time job, and it gets complicated squeezing in on-the-fly social.
- 44. 44.
- 45. 45.
- 48. Social media at the enterprise level requires strategic content & response planning that provides a relevant user experience. 48.
- 49. 4. It’s not stalking. It’s consumer insight. 49.
- 50. There’s something about social media that makes it really fun for us to peer into others’ lives. 50.
- 52. While learning about others on social is ultimately optional for users, for brands – it is absolutely essential.
- 53. What brands want to do when they’re on social BUILD AWARENESS We reach out to build brand awareness FOSTER We show what our brand is really about COMMUNITY by cultivating a community We create value for our GENERATE fans and our brand ACTIONS through participation & conversions
- 54. Where brands can learn about their users Measure for consumer ACTIONS insights Learn BUILD AWARENESS FOSTER Optimize COMMUNITY
- 55. OH NO, HE DI-DN’T. We have to take those …and apply them on a larger tendencies we have to find scale, while looking for data out everything we possibly and insights that will help can about someone… inform business decisions.
- 58. WE’RE NOT JUST A GROUP OF 21-44 YEAR OLDS! What brands can take from users: “Many brands still define their audiences by demographics. It’s not how you’d describe a friend. We need to work harder at really knowing people as people. It’s even truer with social media. You’ve gained fans. Do you know who they are?” –Forbes
- 59. Social media at the enterprise level requires consumer insight measurement for strategy optimization. 59.
- 60. Let’s recap. 60.
- 61. Social media at the enterprise level requires: 1. A solid foundation & structure 2. Voice development & an engagement plan 3. Strategic content & response planning that provides a relevant user experience 4. Consumer insight measurement for strategy optimization 61.
- 63. The structure Social Media Strategic narrative action Pillars 63.
- 64. The organization it takes to ensure an optimized social strategy structure narrative action 64.
- 65. Create a digital ecosystem Answering: What’s the purpose of each channel and how do they work together?
- 66. Determine the extent of your enterprise’s social presence Local vs. Regional vs. Global
- 67. Determine responsible teams and Social Media workflow Who owns social media? How do teams work together (internally and with external partners?)
- 68. Consider a SMMS “A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube. This system contains features such as governance, workflow, intelligence, and “The success of these tools is dependent upon a business-led strategy, defined processes, integration capabilities across trained staff, and ability to measure efforts.” the enterprise.”
- 69. Level 1: Social Media Code of Conduct Violation Be ready for a crisis Level 2: WATCH – A Legitimate/Significant Issue is Brought Up What is the difference between an issue and a crisis? Level 3: THREAT – Issue’s Subject has How would you identify Viral Potential and manage a crisis? Who are the key contacts? Level 4: CRISIS – Subject is Bad, Spreading Quickly, Mentioned by Influencers
- 70. structure The digital brand story, voice & tone, narrative action communications platform 70.
- 71. Define a social brand identity It is what the entire strategy and campaign narratives will be built upon, and it coherently ties individual tactics together.
- 72. Red Bull MAC Cosmetics
- 73. AWARENESS Transform the brand essence into ENGAGEMENT digital What are the major brand pillars & values, and how can they be interpreted CONVERSION digitally?
- 74. Craft and CULTURE refine your social brand voice COMMUNITY Considering brand essence, the audience and the type of CONVERSATION engagement for the brand, what does the brand sound like?
- 75. Go back to the digital ecosystem Answering: How does each piece of the ecosystem contribute to a consistent narrative?
- 76. structure The execution required to narrative action produce a desired response. 76.
- 77. Channel Create Guidelines & actionable Best Practices items to Measurement & KPIs achieve Content Calendars follow- through Campaign & Activation …Whether it is engagement, Execution Plans conversion, awareness, or measurement for strategy optimization.
- 78. Monitor, Measure, Optimize Figure out how you’re going to track what’s going on, the results you’re getting, what people are saying – and how to turn that into making your strategy better.
- 79. “It’s time brands started acting more like people.” Forbes
- 80. Some concluding tips… 80.
- 81. Find ways to keep everyone on the same page. 81.
- 82. Make your brand easy to identify. 82.
- 83. If your brand can’t do “in-the-moment” right now, fake it. 83.
- 84. Strive to provide familiar experiences. 84.
- 85. At the end of the day, it’s all about the fans. 85.
- 86. TO GET IN TOUCH Contact Information The w.illi.am/ Office Where to Find Us Online 400, boul. de Maisonneuve Ouest, bureau 700 w.illi.am/ Montréal (Québec) H3A 1L4 Téléphone : 514.448.4035 w_illi_am Télécopieur : 514.861.0022 williamMTL Courriel : montreal@w.illi.am company/w.illi.am Your Speaker williamfirmeweb Mandy Poon Digital Marketing Consultant williamFirmeWeb mandy.poon@w.illi.am w.illi.am/blog/ @mmandyp slideshare.net/mmandyp 86.
Editor's Notes
- #11: http://www.forbes.com/sites/onmarketing/2012/07/03/its-time-brands-started-acting-more-like-people/
- #62: Knowing exactly why you are on a social media platform, how you’re going to use it, who’s going to take chargeBeing able to facilitate two way dialogue, speak on a human level with usersUnderstanding that social happens, for users, “in the moment”, and having a plan to keep up with suchA plan to measure and really find out about users