Bateman Social Media Strategy
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Social media strategy for Bateman, a sub-sector of Compass Group. The presentation answers the 'Why', 'How', and 'What' to do to harness the power of social media.
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Bateman Social Media Strategy
- 1. Social Media Strategy – Phrase 1 Tran K. Nguyen Atlanta, August 5, 2016
- 2. Why social media? How to achieve social media goals? What are the next steps? Q&A Agenda
- 4. Over 90% of B2B buyers are already using social media tools, often to research and execute purchases. Forrest er R esearch ( Feb 2009) “Business customers are exposed to the same dynamics of peer-to-peer networks and opinions that influence individual consumers.” From: ht t p: //www.mckinsey.com
- 5. Why social media? • Facebook ads period: June 24 - June 28 • Number of registrants: 64 – Outside Compass: 18
- 6. Is there any correlation? 0 20 40 60 80 100 120 140 160 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun Impact of Facebook ads Facebook click Webinar registrants Outside Compass
- 7. Organizational Goals Brand Awareness • Young, fresh, vibrant boutique brand Sales • Increase from 57 million to $100 million in 5 years Recruitment • Attract young talent to the organization Social Media Goals Reach • Generate brand awareness among 23-65 year olds by reaching ___ people by the end of 2016 Action • Increase sales inquiries from social media sources by ___% by the end of 2016. • Increase interaction on Facebook with current customers, have 100% current customers connected Shares, Likes, Comments • Increase likes & comments on Facebook to ___ comments per post by the end of 2016 Social media goals
- 8. II – How to achieve our social media goals? Buyer personas Our value proposition Our social media personality
- 9. Decision makers at government and non-government agencies age with dignity! - Kelly, 40 years old, - Director of Operations for the Community Council of Aging
- 10. Boomers - Peter, 65 years old, an empty nester - Having diabetes
- 11. How do we solve our clients’ problems?
- 12. Putting it together • A middle-aged woman who is compassionate and witty • Believing in aging with dignity and independence. • Witty, knowledgeable, humble, and graceful • Vintage style with modern feel
- 13. III – What are the next steps? Competitor audit Best practices Actions
- 14. Competitor Audit Name Total Fans Posts per Day Pictures Links Video Others Engagement per post 71 0.41 54.2% 29.3% 16.7% 4 9,365 0.64 4.2% 79.2% 12.5% 4,2% 5 10,114 0.67 100% 5 1,919 0.57 75% 12.5% 8.3% 6
- 15. Best Practices
- 16. Best Practices Freshly – Food company The Motley Fool – Financial company Cisco - Tech company
- 17. Yum!
- 21. Deadline: Mid September Step #1: Step #2: Step #3: Deciding on: Goals Audience’s desired actions Personality Who: ‘smarketing’ What are the next steps? Building relationship and conducting UX research How often? What interest you? What not interest you? Polish the basic Tabs Buttons
- 22. Looking forward
- 24. Should we get on Twitter? Is this the right social media channel for your business and does your target audience use Twitter? Do you have the human resources available to effectively run your Twitter profile? Do you have the financial resources to grow your followers with advertising on Twitter?
- 25. 50% Use strategic storytelling to communicate value props 40% Provide educational content for decision-makers at government and non-government agencies 10% Provide senior independent living news and tips How much of each content?
- 26. Where is Social Media in the Buyer’s Journey? The first impression Consistency - Similar? - Different?
- 27. The full buyer’s journey
Editor's Notes
- Why not social media? Is ‘because we’re a B2b company a legitimate answer?’
- In another study by Mckinsey & the Company, B2B buyers experience much higher switching costs, so they do a lot more research and look carefully at specifications. However, they are not faceless organizations; they are rational decision makers with feelings and they are exposed to the same dynamics of peer-to-peer networks and this is where social media will help. Empirical evidence
- On June 29, MLC had a webinar on Rehabilitation and I had the opportunity to run the ads for the registration. This is our Facebook performance report: What did we get? Is there any correlation?
- The pattern of FB click, the registration, and the registration outside Compass. 27-Jun: 151; 48; 14 And, this is just one way how social media can help us generate more leads. Let’s set some social media goals that align with the company goals.
- The blank will be decided by the jointed meeting of the smarketing team. Explanation: Reach: middle age + young people (talent acquisition) + consumers (babyboomers more techys) Action: Why smarketing? Shares, Likes, Comments: Show the culture & show that we are a personable and humanized company.
- Now, let’s get to the second part to see how we achieve our social media goals. In this section, we go over the buyer personas, Value proposition, and our social media personality. Let’s first look at the buyer personas, AKA the ideal customers.
- Let me introduce you to Kelly. She is 40 years old. She represents the largest customer segment, the decision makers. She is passionate about aging with dignity and fighting against hunger. Her pain is to find the right food provider for her clients. Who Profile Passionate about helping senior citizens fight hunger and age with dignity Pain Finding the right food providers for their clients Google Keyword Senior healthy meals, low-sodium meals, diabetic-friendly meals, shelf stable meals, disaster recovery, kosher meals for seniors What actions do we want her to take? Make an exploratory call Make an RFPs
- Who Peter, 65 years old, an empty nester Profile Have diabetic, love to tell stories but children live too far away and his wife just past away last year. Pain Find affordable home-cooked meals Google Keyword Senior home-made Meals, diabetic-friendly home-cooked meals Next person, his name is Peter. He is 65 years old. He loves telling stories and talking to people, but his life has got quieter since his wife pass away. His pain is finding that healthy home-made meals delivered with a humanized delivery service. What do we solve our clients’ problems?
- We have a customized meal service that delivered either fresh or frozen, to your door or at a community center. What is more special? We have a team of dietians that work with our culinary team to make sure our food is therapeutic, nurturing, and delicious. How should we communicate this value proposition to our clients, you ask What Healthy and thepuratic food (Advised by dietians) Customized (frozen/fresh/Kosher) and delightful services (compassionate delivers) Why An experienced, progressive and boutique brand that caters to seniors Human contact, employees who are willing to go above and beyond
- My suggestion is that the message should come out with the following social media personality:____ Character Tone of voice Look and Feel Content Strategy My rationale behind this suggestion is that we should be someone whom our clients can relate to, and we should also have an authentic voice. This personality is tailored for our unique marketing team.
- Let’s look at specific things we can do 3 months from now, 1 month from now to really pursue the results. This section will be all about taking actions.
- Bateman Home bistro HomeStyle Direct Mom’s Meals What do we learn from our competitor? Analyzing our competitor’s content, we can learn something very helpful here. The smart thing about posting a link is that the thumbnail picture in your link will act as a picture. The pitfall of it, you may have notice, these two have 10, 000 fans, but their engagements are below mom’s meals who has 2,000 fans. Why? After the audience clicks on the link to see the content, by the time they get back to FB, something else already pop up on their timeline. So, we lose that opportunity to engage our audience because the more interaction you do on a page, the more updates from them you will get.
- Now, let’s look at how we can do better. For the About tab, this is AIG page. Very straight forward and descriptive! Looking at their mile stone, this company is expanding; they have a lot of experience. For Bateman, I think we can polish our ‘About’ page and we can come up with some milestone too. e.g., 2006, Bateman comes to CA; 2008 Bateman comes to MI; 2010, Bateman serve its 1 millionth meal.
- The next tab ‘Photo’ is very very crucial because if you recall the competitor audit which type of content gets the most engagement. Photo. Let’s look at these 3 companies’ photos with me. Photos: help communicate the value propositions.
- Customized tabs: We could use the same tactic inform our audience that we are not a local company, but a national company. If we are not comfortable showing our client, we can show where we produce the food in each state or more general just show the state where we are at. Provide clarity for and be approachable to the audience
- Next, we can also show our company culture: the “human side” of a corporate. Showing leadership philosophy, showing team spirit/work environment, or employee’s story. e.g.: Edgardo’s story of rescuing the senior from a fire here, with a really good picture.
- Last but not least, social stance. Social stance is tricky because we will never get 100% of the people agree, but it’s important for us because looking forward: Millennials is the generation is possess a socially conscious mindset. They choose to work for and do business with company those values aligns with them.
- Step 1: Have a meeting. Smarketing is where the sale team and the marketing team collaborate to achieve bigger result. Why sale team, you ask? First, there are overlapping work. Essentially, both sale and marketing want to know what to do and to say to wow the clients and make them loyal. Why not collaborate to save time? Second, marketing team generates lead, but sale are the people who do the home run, who sign that contract. If we get them on board, the achievement will be even greater. Finally, sale people know what to say and to do to gain trust and get the clients to like them. Sale people have wonderful social skills. If we get use that strength, the job of the marketing team will not be so burdensome. Step 2: After the meeting, it’s the time to polish the basic and add some functions according to the desired actions. Step 3: Building relationship and conduct UX research. Building relationship is crucial because FB is a channel to carry the conversation offline online. Nowadays, people don’t accept friend request from people they don’t know any more. We should build relationship with clients, managers, and our associates. User experience research will help us build a relevant content calendar. When you hear research, the reaction could be: are we putting up a survey monkey? It will cost time and money. Not that complicated. It could be as simple as having conversation, and this is where the sale team is helpful. So, those are 3 simple steps they can start and accomplish next month!
- The world changes very fast. However, for the next year and the year after the next, I think that the social media that we can focus more energy on is still Facebook. It seems that Linked should be a good platform for B2B. However, when I run the ads campaign for the same webinar, what I learned was that Linked works for certain things: recruitment, show credentials. However, people don’t spend much time going through their new feeds on Linked compared to FB, so doing ads or advertising for events is trickier there. The reason why Facebook has been and still so powerful is Feeding Frenzy. Instagram was famous with the lens effects on pictures. Now you can do all of that on FB and as a bonus, you can even put sticker and emoji on your pics. Twitter was famous with the trending column, FB now has it too. Twitter has Periscope, an app that allows people to go live instead of using livestream.com. You can now go live on Facebook too. So, I think we should be focus and do more advance things on Facebook, looking forward.
- Make a list of your target audience demographics, and compare it to the user demographics of Twitter. Americans make up 24.3% of monthly active users on Twitter. 27% of users in the USA comprise of 18-29 years olds, 16% are between 30-40. Statistics show a business should tweet quality content at least 4-5 times per day, answer, comment and connect with followers as well as outreach to new followers. This will help you get your brand name out there and grow your followers. Work on a budget for what you can afford to spend on Twitter on a weekly or monthly basis.
- Searching for a solution Clients first heard about Bateman. Clients already read the website [resume] If the company is a person, what they do on a daily basis? Who do they follow, they do they read? Who are they friends with?) After clients request the RFPs Learn about how the company’s characters Show clients how we are similar/different from our competitors After clients receive the RFPs Test the consistency in the company’s images Communicate the human side of our company (reviews/comments from employees, pictures of our community work) Show experience and industry leadership (posts, blogs, reports)