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THE EVOLUTION OF SOCIAL MARKETING AT SASKTEL
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SHAWNA LECHNER-RUMPEL
& CASS BRADSHAW
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WHAT WE DID & WHAT WE LEARNED . . .
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1/ IN THE BEGINNING . . .
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WE JOINED FORCES
Marketing
Corporate
Communications
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WE LISTENED
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WE ENLISTED SOME
HELP
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WE DIPPED OUR
TOES IN THE WATER
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- Do your homework
FIRST
- BE AWARE OF what
you‟re getting into
- Listen before you speak
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2/ THE EARLY DAYS
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WE STARTED WITH
THE BIG BOYS
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WE QUICKLY BECAME
PUBLISHERS & Content
creators
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PROBLEM SOLVERS &
ANSWER FINDERS
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AND WE FOUND OUT
WE NEEDED EVEN
MORE HELP!
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- EXPERIENCE COUNTS
- Content, content, content
- Learn to ADAPT Quickly
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3/ WHY SOCIAL?
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THE OVERALL GOAL:
IMPROVE CUSTOMER
EXPERIENCE &
CUSTOMER
RELATIONSHIPS
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DELIVER CUSTOMER
SUPPORT BY
ANSWERING
QUESTIONS AND
CONCERNS
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PROVIDE CUSTOMERS
WITH THE LATEST
NEWS & INFORMATION
FROM SASKTEL.
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GROW A COMMUNITY
OF FOLLOWERS BY
PUBLISHING CONTENT
THAT IS INTERESTING
& ENGAGING.
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4/ CONTENT IS KING
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4/ CONTENT IS KING
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3/ GROW A
COMMUNITY OF
FOLLOWERS BY
PUBLISHING CONTENT
THAT IS INTERESTING
& ENGAGING.
It needs to reflect
why your audience
is connected to you .
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3/ GROW A
COMMUNITY OF
FOLLOWERS BY
PUBLISHING CONTENT
THAT IS INTERESTING
& ENGAGING.
It needs to be
planned, but also
spontaneous.
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3/ GROW A
COMMUNITY OF
FOLLOWERS BY
PUBLISHING CONTENT
THAT IS INTERESTING
& ENGAGING.
Planning needs to span
the short, medium and
long term.
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SOME OF
OUR FAVOURITE
CONTENT . . . THAT IS
INTERESTING &
ENGAGING.
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- INSERT EXAMPLES
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- INSERT EXAMPLES
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- INSERT EXAMPLES
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- INSERT EXAMPLES
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- Start with audience
insights
- Content strategy is vital
- Check and triple check!
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5/ CAMPAIGNS
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CAMPAIGNS can DRIVE
GROWTH
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SPREAD A MESSAGE
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DRIVE REVENUE
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CREATE LOYALTY
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AND Bring out the best In
your community
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SOME OF
OUR FAVOURITE
CAMPAIGNS . . . THAT
IS INTERESTING &
ENGAGING.
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- INSERT EXAMPLES
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- INSERT EXAMPLES
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- INSERT EXAMPLES
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- COLLABORATE WITH
AGENCIES ON BIGGER
CAMPAIGNS
- RESIST THE URGE TO
BUY LIKES
- MANAGE BUDGETS
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6/ CUSTOMER SUPPORT
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We respond quickly
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We SPEAK LIKE
HUMAN BEINGS
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THEY ASK, WE
ANSWER
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- Be AS helpful AS
POSSIBLE
- BE honest & transparent
- Don‟t be afraid to show
your human side
- It‟s not for everyone
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7/ A BIG AUDIENCE MEANS . . .
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MORE RESOURCES
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MORE CONTENT
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MORE COSTS
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MORE METRICS
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MORE
SURPRIS
ES!
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- Curating content takes
a LOT of time
- Spend wisely—Games
and apps are
expensive.
- Measure the right
things
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8/ TEAM
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Two Groups:
PUBLISHERS &
RESPONDERS
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PUBLISHERSMARKETING
CORPORATE
COMMS
HR
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RESPONDERS CUSTOMER
SERVICE
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RESPONDERS CUSTOMER
SERVICE
SOCI
AL
CHAT
EMAI
L
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- DEFINE CLEAR
OWNERSHIP
- WORK TOWARDS
COMMON goals &
objectives
- Establish a „voice‟ and 63
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9/ TOOLS
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A GREAT SOCIAL
MEDIA MANAGEMENT
TOOL IS VITAL for . . .
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Listening
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Publishing
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MEASURING
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BUT BE WARNED: THIS
LANDSCAPE CHANGES
FAST
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AND THERE ARE MORE
TOOLS YOUR TEAM
WILL NEED . . .
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UNINHIBITED WEB
ACCESS
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THE LATEST
BROWSWERS
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PHOTO AND VIDEO
GEAR
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SOFTWARE
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- KEEP ON TOP OF NEW
TOOLS
- USE SHORT TERM
CONTRACTS with tool
vendors
- Arm your team with a 76
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10/ MEASUREMENT
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IT TOOK US A LONG
TIME TO FIGURE OUT
THE METRICS SIDE OF
THINGS
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“Not everything that
can be counted
counts, and not
everything that counts
can be counted”
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- INSERT SOCIAL
SCORECARD
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- INSERT SOCIAL
SCORECARD
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- If you try to measure
everything, you‟ll
measure nothing
- Determine your
business objectives and
measure accordingly 82
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11/ WHERE ARE WE NOW?
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ON FACEBOOK
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ON TWITTER X 3
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On YOUTUBE
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ON PINTEREST
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ON INSTAGRAM
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Plus we‟ve got a NEW
AGENCY PARTNER
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ON THE ROADMAP . . .
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INFLUENCER
STRATEGY
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BLOG STRATEGY
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SOCIAL MEDIA FOR
BUSINESS
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IN SUMMARY . . .
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FROM TO
A team of one 2 publishers, 9
responders
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FROM TO
ZERO PROPERTIES 7 PROPERTIES
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FROM TO
ZERO FOLLOWERS 26,082 Followers
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FROM TO
NO TOOLS A COMMAND CENTRE
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FROM TO
ALL INTERNAL AGENCY PARTNERS
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FROM TO
LOTS TO LEARN LOTS MORE TO
LEARN!
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AND We're JUST
GETTING STARTED!
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THAN
K
YOU!