Social Media Strategy Workshop

6 March 2014

@japies#ICSSocial

Our Partners

Agenda:

• Introduction: why we are here, what we will discuss, what we wish to accomplish

• NSE report 2014

• Social media overview: history, stats and case studies

• Social media: sales, marketing, PR, CRM

• How will you measure success?

• Your organisation’s strategy

• Detractors: what to do?

The Stats

How has SM changed consumer behavior?

News

Decide

Communicate

Learn

Play

•Shop

Social gaming

to engage actively with your

customers / clients

Why Social Media?

The Key principles

Conversation

Strategy

Policy

Respond

Current

Relevant

Pictures

Original

Consistent

SALES

• Don’t have a “one

strategy fits all” policy

• Where are your prospects

having conversations?

• Connect

• Listen

• Build a relationship

• Engage in a conversation

• Create content that adds

value

• Drive users to your web

site, store, activations

MARKETING

• Efforts to create content that attracts attention and encourages readers to share it with their social networks

• Plan • Goals• Know each platform• Have platform

specific goals

PR

• No more spray and pray• Monitor the

conversation• Look for opportunities• Influencer outreach• Use twitter to connect

with journalists• Stronger focus on

content marketing• Include SM references

in all print, TV, radio interviews / releases.

• Share. Share. Share.

CUSTOMER CARE

• CRM strategy, do you have one?

• Its about the conversation, so listen!

• Make an effort.• Timeous.• Others can see.• Reward loyalty.• Great cost saving

tool.

STRATEGY

• Does a SM strategy exist in your organisation?

• How do you go about setting one up?

• Must align with overall business, marketing & communication strategies.

• Don’t try to be what you are not.

• From strategy comes action plan.

• Be willing to be flexible.• Constantly review.

POLICY

• Not easy to set-up• Need to include in

employee agreements.

• Can it be enforced?• Every-one now a

spokes person all the time.

• More guidelines.• Train / inform your

team• http://socialmediag

overnance.com/policies/

MEASURE!

• Determine criteria• Daily, weekly,

monthly, quarterly• GA• Facebook insights• Measurement tools• Do more of what

worked and less of what did not

• Discuss, debate and act accordingly.

• Revise plans, action and measure again.

ORM

Listen to ME!

ORM listening tools

DETRACTORS & FANS

• Are you listening?• Is there a plan?• Influence the

influencers.• Amplify compliments• Address complaints.• Acknowldge their rights.• Know who the top

influencers are.• Include them in

launches, press releases, etc.

• What’s wrong with a face-to-face meeting.

Are the INFLUENTIAL?

seoseoseoseoonlinonlin

eeadsads

onlinonlinee

adsads

Google Google PPC PPC

Google Google PPC PPC

emailemailemailemail WebPWebPRR

WebPWebPRR UXUXUXUX

Other Online ToolsOther Online ToolsOther Online ToolsOther Online Tools

how will you use SM?

marketingclients

creating a buzz

providing informatio

n

communication with clients

& stakeholders

PR advertising

audience engagemen

t

www.interactiveconcepts.co.ke

japie@interactiveconcepts.co.ke