10 Steps for Putting Social Media Strategy into Action
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Ian Pollard, Senior Product Manager at Auto Trader UK takes you through the key social media planning action points and examples from the automotive industry.
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10 Steps for Putting Social Media Strategy into Action
- 1. 10 Steps for Putting Social Media Strategy into Action
- 2. Hello #EpicHootUp Ian Pollard MSc, CIM Senior Product Manager Ian.pollard@autotrader.co.uk @ian_pollard | http://about.me/ianpollard • 15 years working in digital marketing, am a Chartered Marketer & MSc Digital Marketing graduate • Product owner of SEO, PPC, Social & Integrated Digital Marketing • Digital advocate, creator and trainer of “Digital Savvy” courses within Auto Trader • Involved in other projects such as: customer insight, reporting & analytics, value messaging
- 3. Case Study: Perrys Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee @perrysmotors /PerrysMotorsUK /PerrysMotorsUK /PerrysMotorsUK +Perrys /PerrysMotors #EpicHootUp via @ian_pollard
- 4. Let’s Start with the Basics No planning = Potential failure & damage No integration = Potential lack of efficiencies & synergies Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 5. Step 1. Get Socially Savvy Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 6. Step 1. Get Socially Savvy Learn: Find out about social networks Advice: Ask friends, family and colleagues how they use them Experience: Join some and join in Research: how your favourite organisations or sports teams use them Understand: how social co-exists with other business and marketing functions Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 7. Road Trip – Staff & Management Interviews • Background to social Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard media & importance to Perrys • High level social media strategy for Perrys • Social media team structure • What social media profiles are being set-up • Social media guidelines
- 8. Increasing Social Media Knowledge 10 9 8 7 6 5 4 3 2 1 0 Thinking about your knowledge of social media, how would you rank yourself after today? (31 attendees) Pre-Training Rating Post-Training Rating Poly. (Pre-Training Rating) Poly. (Post-Training Rating) Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee 40% Increase #EpicHootUp via @ian_pollard
- 9. Step 2. Perform a Business & Marketing Audit Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 10. Step 2. Perform a Business & Marketing Audit What do you do and what are you good at? What is your culture and what do you stand for? How are you performing? Where are you going, what’s the big plan? What resources do you have? Consider the wider Marketing Mix Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 11. Sourcing & Resourcing for Social Success HEAD OFFICE GROUP DIGITAL MARKETING TEAM LOCAL DEALERSHIP SOCIAL MEDIA CONTENT CREATORS DEDICATED SOCIAL MEDIA EXECUTIVE Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 12. Step 3. Perform a Social Audit Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 13. Step 3. Perform a Social Audit Are you already using it? How do you use it?? Does it communicate your proposition? Is it comprehensive & consistent? How are you monitoring performance levels? Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 14. Step 3. Perform a Social Audit What about you competitors? Is there much interaction? Who is it that interacts? What are people saying about you? Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 15. Perrys Facebook Pages: Group & Dealership Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 16. Step 4. Set Some Objectives Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 17. Step 4. Set Some Objectives Do you have company objectives? Double bottom line – a social impact? How might you use social to achieve them? What would success look like to you? How might you measure your objectives through metrics? Objectives should always be SMART Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 18. Aligning Business & Social Objectives Build communities through social engagement Sell more cars & increase profits Increase brand loyalty with existing customers & key segments Business Objectives Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee Social Objectives #EpicHootUp via @ian_pollard
- 19. What Metrics Align to the SMART Objectives? Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 20. Step 5. Plan Social Media Campaigns Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 21. Step 5. Plan Social Media Campaigns USPs? Culture? Key messages? Creativity? Cross-pollination of content? Cross-channel integration & mobile first? Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 22. Plan for the Moment Source: Facebook.com/PerrysMotorsUK Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 23. Add a Touch of Creative Humour Source: Twitter.com/perrysmotors Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 24. Promote your Customers’ Happiness Source: Facebook.com/PerrysMK Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 25. Grab a Celebrity Selfie Source: Facebook.com/PerrysBury Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 26. Provide Real-life Product Reviews Source: Facebook.com/CopleyLandRover Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 27. Leverage Local Connections Source: Twitter.com/perrysmotors Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 28. Recognise your Employee Success Source: Facebook.com/PerrysAylesbury Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 29. Share Interesting & Relevant Industry Facts Source: Twitter.com/perrysmotors Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 30. Drive Excitement with New Product Launches Source: Facebook.com/PerrysMotorsUK Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 31. Add Value to the Buying Experience Source: YouTube.com/PerrysMotorsUK Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 32. Step 6. Plan to Monitor on Social Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 33. Step 6. Plan to Monitor on Social Who - Customers, prospects, etc? Where - social platforms, blogs, etc? When - specific times, all of the time, etc? What - specific queries, searches, etc? How – what tools could be utilised? Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 34. Listening & Joining the Conversation Source: Twitter.com/perrysmotors Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 35. Consumer Advocacy is Priceless Source: Twitter.com/perrysmotors Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 36. Step 7. Plan to Engage on Social Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 37. Step 7. Plan to Engage on Social How will you respond? What tone of voice will you respond with? How quickly will you respond? Who is responsible for it? Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 38. Step 7. Plan to Engage on Social Always: Reciprocate Respect Reliable Never: Disclose Defame Discriminate Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 39. Step 7. Plan to Engage on Social Create a Crisis & Incident Management Plan: Listen for issues What does a crisis look like? How severe or urgent is it? Build a process and response mechanism Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 40. Communication Channel via Facebook Source: Perrys.co.uk/facebook-care Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 41. Step 8. Plan to Measure & Report on Social Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 42. Step 8. Plan to Measure & Report on Social Take Ownership Reflect Objectives Format & Contents Prioritisation Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 43. Using Social Media Measurement Tools Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 44. Step 9. Plan to Maintain & Optimise Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 45. Step 9. Plan to Maintain & Optimise Test, test, test! ..........Then test again! Track what’s important Tweak and start again Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 46. Appeal to your Entire Social Audience Source: Facebook.com/PerrysMotorsUK Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 47. Step 10. Be Like Rick Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 48. Step 10. Be Like Rick Make sure your advocates know that you’re: • Never gonna give them up, • Never gonna let them down • Never gonna run around and desert them • Never gonna make them cry, • Never gonna say goodbye • Never gonna tell a lie and hurt them Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 49. Success: Industry Recognition • Finalist • AM Awards 2014: Best Social Media • Motor Trader Awards 2014: Best Digital Initiative • eBay Motors Awards 2014: Dealer Group of the Year • Car Dealer Magazine: Most Influential Dealers on Twitter • Ranked 1st - May 2014 • Ranked 2nd - Oct 2013 Join the conversation #SAScon @jimhaysom @ian_pollard @fanxlee #EpicHootUp via @ian_pollard
- 50. Thank you….
Editor's Notes
- Find out about social networks if you know nothing about them Ask friends, family and colleagues how they use them If you feel comfortable, join some and join in If you’re already on some, join some more and get more involved Research how your favourite organisations or sports teams use them
- Members of staff not fully engaged with Social individually on personal level – light use with focus on a couple of networks Lacking in own understand of the channels in the marketplace and the value of each channel and how to measure success Aware of competitors offline, but not online in social environment Everyone was willing to accept change, and welcomed training Fear of social was on an individual level and how to use/optimise See social as a potential to engage with customers, but difference in opinion with social being a sales channel Understand the risks of negatives, but want structure in response and escalation – head office vs brand level ownership Access to Wi-Fi in dealerships and current infrastructure perceptions Dealers want stand-out against the competition, “personalisation” They want to be seen as early adopters and not get left behind Wide adoption that “Customer First” should be socially integrated Feel that they don’t have the control and responsibility to act upon opportunities, for example sign off procedure and “in the moment’ Lack of understanding around ‘how to measure’ and ‘see value’ over the cost and resource to execute Concerns over the staff using social on their smartphones and not doing their ‘main job’ Want social profiles to be ‘dealership led’ and not ‘manufacturer’ Social as a channel needs upwards buy-in through management General time constraints was a worry, but recognise the need for advance planning Social Mini Audit Easy to follow through Heavy on the technical language which needs addressing Flow of questions, very quiz like, ‘intimidation’ Lack of understanding of social channels meant lots of gaps Openness on free-text questions Raised questions upon themselves on their level of understanding Metrics filled out were more quantitative yet lacked behavioral focus
- 1. Thinking of your overall experience today, how satisfied would you say you are in general? (On a scale of 1-10 where 1 is unsatisfied and 10 is completely satisfied) 9.0/10.0 2. What did you think of the content of the seminar? 97% About Right 3. Thinking about your knowledge of social media, how would you rank yourself after today? (On a scale of 1-10 where 1 is I don’t know anything about social and 10 is I’m a social expert) 40% Increase 4. How likely are you to recommend the seminars/insight to a friend or colleague? (On a scale of 1-10 where 1 is very unlikely and 10 is highly likely) 9.2 / 10
- Think about your business in more detail: Product/Service – is it unique enough to make it interesting on social media? Price – How competitive are you or do you offer unique pricing? Place – Are you local, do you sell locally, can you offer your services elsewhere? Promotion – where do you advertise? Do you have gimmicks? Any ideas for social media? Process – Can you enhance services through social media? People – Do you have special skills, experience or knowledge that could be leveraged on social media? Physical Environment – Can your physical location attract people inside when not using your product/service? What is your existing Cost Per Lead or ROI from marketing activities?
- 25 locations representing over 40 dealerships Locally based marketing executives and social content creators Central marketing team with Group responsibilities Dedicated social media executive – bridge between central marketing and dealerships
- If you’re already using social media for your business: What social networks are you using? Do you have full and accurate information and branding? How do you use posts, updates and notifications? How are you performing by existing success factors? How are your competitors using social networks and how are they performing? What type of people are interacting with you? How are people interacting with you? What are people saying about you? Think about who you admire on social media, what do they do? Is there a local business or group who makes good use of social? How much time do you spend on social today and how much could you in the future?
- 1st June 2014 (Jan 2013) Bolton 1,392 Page Likes (16) Aylesbury 1,701 Page Likes (56) Group 45,656 Page Likes (524)
- Think about what you want to achieve: Do you have company objectives? How might you use social to achieve them? What would success look like to you? How might you measure your objectives through metrics? Objectives should be: SPECIFIC – Make sure they are defined and tangible and clearly identifiable! MEASURABLE – if you can’t tangibly see the achievement, you don’t know you’ve reached it! ACHEIVABLE – Make sure that your business has the resources to reach your goals before setting them! REALISTIC – Don’t set yourself targets that you simply could never reach at all! TIME-SPECIFIC – An objective should have a set time-frame for it to be reached!
- What messages should resonate? What campaigns have you already lined up away form social media? What content do you have that could be used on social media? What is special about your business, product or service? What content can you share that will interest people? What content can you share that others might share too? What is your business culture and how can this flourish on social media?
- Think about what you’re listening out for: Who - Customers, prospects, etc? Where - social platforms, blogs, etc? When - specific times, all of the time, etc? What - specific queries, searches, etc?
- How will you respond? How quickly will you respond? What tone of voice will you respond with? Who is responsible for it? Create a Crisis & Incident Management Plan Listen for issues What does a crisis look like? How severe is it? How urgent is it? Build a process and response mechanism Remember to: Reciprocate – Respond and be a good community member Respect – be polite Be Reliable – be honest
- Make a plan! Decide who has the skills to own and interpret data Link all information to your objectives Prioritise information Determine what format and how much information should be presented Decide what information should be presented and to who Decide how you will review and then implement improvements
- Tools include Hootsuite Enterprise, Twitter Analytics, Facebook Insights, Google & YouTube Analytics, Klout, BirdSong, etc. Social Objectives To create the industry’s leading customer service communications platform and a powerfully engaged audience of loyal brand advocates. To show the human side of our business and to showcase why our people are the ‘right people’ to buy from. To build a community of next-generation car buyers. To protect brand reputation, by means of visible responses to mentions of our brand. To engage with customers; past, present and future.