Social Media Strategy Social Media Training Brand Monitoring Websites, blogs Facebook Apps Unit 59, Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. Republic of Ireland London, W4 5RG, UK. +353 1 5241415 +44 207 9935601 www.channelship.ie www.channelship.co.uk DUBLIN LONDON
Transcript
1. Social Media Strategy Social Media Training Brand Monitoring
Websites, blogs Facebook Apps Unit 59, Guinness Enterprise Centre.
500 Chiswick High Road.DUBLIN Taylors Lane Dublin 8. Republic of
Ireland +353 1 5241415 LONDON London, W4 5RG, UK. +44 207 9935601
www.channelship.ie www.channelship.co.uk
2. Using social media as a mere advertising tool Competing for
constant attention Launching campaign after campaign (Without long
term focus) Pushing their product/service everywhere they can Fully
Outsourcing their social media platform management because they
dont want (dont have time) to deal with it. Hoping for the best
without a clear strategywww.channelship.co.uk |
www.channelship.ie
3. These brands & companies face a high
maintenance,never-ending race with their competitors &have
limited opportunity for longterm growthwww.channelship.co.uk |
www.channelship.ie
4. Abandon the race for attention and focus on what keepsyour
business alive and going. How Brand Customer Let us
explainwww.channelship.co.uk | www.channelship.ie
5. www.channelship.co.uk | www.channelship.ie
6. (Constant fluctuation no growth) (Fluctuation with
underlying growth) ONLYwww.channelship.co.uk |
www.channelship.ie
8. Dialogue Channels Word of mouth Sales opportunities Brand
advocates Trust Qualified leads Decrease in CS calls/handle
timePromotional Campaigns Content Marketing Word of mouth Brand
Loyal readership Online Authority Word of mouth Sales opportunities
Sales opportunities Customer User engagement Brand advocates Brand
advocates Trust Community growth Qualified traffic Qualified leads
Listening Stations Customer Rewards Programme Compelling customer
stories New product/service opportunities Email Marketing Word of
mouth Sales opportunities Brand exposure through ambassadors
Discover new influencers Qualified prospects (Curious) New
potential customer Customer Service opportunities Feedback Trust
Detect industry trends Sales opportunities More fans and followers
Competitors activity Strategic segments to maximise campaigns
9. We support brands and companies, that care about
customersatisfaction and want to seriously engage in social media,
by: Analysing the best possible approach to get started Devising a
customer-centred strategy with attainable short & long-term
goals. Implementing a training programme focused on building solid
relationships, while increasing brand equity and customer lifetime
value. Looking after all web development needs (e.g. blogs,
Facebook apps, social plug-ins) Helping you drive your
conversations and Content Marketing Plan Constant support becoming
a valuable extension of their Marketing & Communications
Department (campaign planning , new ideas, constantly ensuring the
plan is executed according to strategy, monitoring conversations,
& KPIs)www.channelship.co.uk | www.channelship.ie
10. Social media Web Analysis, Marketing Development Social
media Monthly support, approach & strategy Blogs, Facebook
training Strategy monitoring and objectives customer-centred apps,
etc programme implementation measurementwww.channelship.co.uk |
www.channelship.ie
11. Audit existing companys social media accounts. Indicate
Current activity and sentiment, Share of voice, Patterns, Direction
if any, level of customer delight & advocacy if any. Audit
competitors (ongoing though). Market position, Detect plan if
possible, Strengths & Weaknesses, Activities & sentiment,
Share of voice. Define the ecosystem: Include suppliers, clients,
competitors, partners and any other group that interacts with the
brand somehow. Market segmentation (customer needs to provide this
info to Channelship to work with) Define the direction: Goals,
Values & Tentative milestones, Strengths & Weaknesses.
Brand personality: Include brand characteristics that will carry
through the social media programme. Define internal & external
team: Core team in the company driving the efforts & the
different capacities in which Channelship comes
inwww.channelship.co.uk | www.channelship.ie
12. Discuss and define brands personality, social media
etiquette, company guidelines and steps for handling crisis
situations. Content creation. Bringing offline elements to online
environments and vice versa Analyse and define platforms and
places: relevant social networks & profiles required, forums,
groups, widgets & applications blogs, events online &
offline plus specific places based on client/ industry. Define the
influencers: Besides interacting with the ecosystem we need to
detect possible advocates & stakeholders, other players in
media, bloggers & even partners or competitors which will help
you drive marketing efforts Produce strategy document: Overall
strategy and specific tactics & next steps by platforms and
content (e.g. Blog, Facebook, Twitter, YouTube,
etc)www.channelship.co.uk | www.channelship.ie
13. Blog / website design and development Creation of landing
pages Facebook design and application/s development Onsite Search
Engine Optimisation Widget / plugins customisations Social plugins
implementation Email marketing design Banner / badge design Social
media platforms designwww.channelship.co.uk |
www.channelship.ie
14. Initial Staff Training according to strategy foundations.
The length will depend on the complexity of the strategy &
team, generally taking one or two days to get started with
continuous refreshments at the support stage. Delivery: Interactive
hands-on sessions maximising staff participation. Depending on team
location and availability we can deliver the sessions onsite or
remotely via gotomeeting.com technology where the training gets
recorder for other stakeholders. Ongoing training: We constantly
work on ad-hoc, strategic training sessions during the ongoing
monthly support phase. We also contribute to internal educational
programmes within the company & keep a support hub for your
employees where everyone can access video answers for best
practices.www.channelship.co.uk | www.channelship.ie
15. Ensure that all platforms are optimised, ready for launch
and engagement. Revise and deploy content plan. Business blog and
content: ensure pipeline is ready along with editorial calendar.
SEO: Ensure that all content (blog posts, videos and photos) are
being properly tagged and titled (optimised) for search engines.
Closely monitor conversations and ensure the right people within
the company are engaging with customers, prospects and the
ecosystem in general. Take initial corrective action: Based on
strategy document and feedback from the community revise the
strategic plan and adapt it to current
conditions.www.channelship.co.uk | www.channelship.ie
16. The monthly work involved is defined with the client.
Common activities are: Assistance in campaign management through
creative thinking, deploying and distributing content &
updates. Web development (e.g. Facebook apps, widgets). We ease
most of the burden that comes with a social media presence so that
the brand can concentrate on delighting (and talking to) the
customer. Listening monitoring, documenting, intelligence
gathering: monitor specific keywords (brand, products, services,
CEO, competitors, etc) and channel conversational alerts directly
to Marketing / Communications team. We the use Radian6 Social media
monitoring platform for optimum visibility. Proactive advice &
support through dedicated client support hub. Besides telephone
queries, clients also have a dedicated e-mail address. All Q &
A are recorded for further exploration. In addition, forums and
video tutorials are created for the staff to review at their own
pace. Email marketing: design and campaign management Execution on
behalf of the business when applicable Monthly reporting: full
insights by campaign and platforms and quantification of
non-financial data for the client to contrast with the business
figures (ROI)www.channelship.co.uk | www.channelship.ie
17. Increase sales frequency and transaction yield Brand equity
growth Position as an industry authority (Trust agent) Increase in
customer satisfaction, loyalty and lifetime value Benefit from
brand ambassadors to amplify brand exposure & product reach
Growth in quality & quantity of brand mentions (share of
voice)www.channelship.co.uk
18. to expose its heart and soul over the mere act of selling a
product or service? *YES NoThen people will Then people will Like
you see you as just another pitch, 1 jumping from one campaign to
another. 2 Connect with you Dont expect your audience to 3 Talk to
you understand how you are different. 4 Buy from you* Gary
Vaynerchuck, The Thank You Economy
19. [email protected][email protected] Unit 59,
Guinness Enterprise Centre. 500 Chiswick High Road.DUBLIN Taylors
Lane Dublin 8. Republic of Ireland +353 1 5241415 LONDON London, W4
5RG, UK. +44 207 9935601 www.channelship.ie
www.channelship.co.uk