Let's Do Digital Summer Seminar 2013 - the social sphere has forced transparency upon brands and business. No longer can it be ignored and needs to be a vital part of your business DNA. The social media workshop explores how to use social media for businesses, looking at the different social platforms available.

1. Welcome
Summer Seminar 2013

2. do digital better
@kherrinw @adido #letsdodigital
Social media is no longer
a choice but a necessity
Kherrin Wade
Digital Media Account Director

3. agenda
• Introduction to social media
• Integrating social into the business DNA
• Social media channel options
• Group task

4. introduction to social media

5. what is social media?
Social media refers to the means of interactions among people
in which they create, share, and exchange information
and ideas in virtual communities and networks.

6. why should you
use social media?
Social is too big to be ignored
“We believe social media is about changing our business culture, the ways we work
and the ways we engage with our colleagues and customers. It is about creating
businesses that have social in their DNA”.
“It is about realising that everything, including our marketing, now happens in an
environment where customers can, and will, talk about what we do and can share it
with the world.”
“With or without you, your customers will discuss their experiences online – don’t
leave their comments up to chance. Give them a place where they can praise or
abuse you, where you can engage and manage the conversation.”

7. Social has disrupted the traditional sales funnel
On the old model, companies were solely focused on achieving a sale and that’s
where customer interaction used to end… retention and advocacy were by-products
rather than the aim.
Social is not a direct response medium so don’t be disheartened if it doesn’t happen
overnight.
It’s now about going the extra mile, and caring about the people you do
business with.
why should you
use social media?

8. why should you
use social media?

9. insight into social media

10. insight into social media

11. 5 key take outs
• Everyone is using social media
• People are talking about your brand, with or without your involvement.
• The social platforms may change but the concept is here to stay
• Start with a strategy and a focus, avoid jumping in solely with tactical
ambitions.
• Don’t expect the world to change overnight – like good ol’ fashioned
networking, you need to invest time and effort to make your campaign
work

12. integrating social
into the business DNA

13. define why you
are using social media

14. • Engagement
• Loyalty
• Retention
• Awareness
• Sales
• Research and development
…?
What does success look
like?
the GOAL of the social media

15. • Promotion
• Brand advocacy
• Customer relations
• Reputation management
• Recruitment
• Product/service development
• All (of some of the above)
Will multiple profiles
be needed?
the FOCUS of the social media

16. define who you
are engaging with

17. who is your target audience*?
*(to achieve the goal)
When describing your typical
customer, consider:
• Age
• Gender
• Occupation / seniority
• Availability / schedule
But also…
• Where do they “hang out” online?
• What would they want from you via
social engagement?
INFORMATION
ENTERTAINMENT
FEEDBACK / RESPONSE
PROMOTIONS

18. educate & establish
buy in from critical
business functions

19. Marketing
Sales
HR
Senior
Management
Legal
Finance
R&D
Operations
Every employee, regardless of job
role
What’s in it for
me?
• Participation
• Knowledge & ideas
• Recruitment
• Stakeholder engagement
• Relationships
• Distribution
the social business

20. create the business’
social guidelines

21. Facebook Twitter LinkedIn Google+
Tone of Voice friendly / chatty / vibrant
thought provoking /
informative / practical
authoritative /
informative / intelligent
keyword rich (hijack for
SEO)
Frequency of
posts
Regular weekly routine post +
1-2 posts a day (if relevant to
topical issues & content to be
posted)
Timely – experiment with time
of day for receiving most
responses (requires testing)
Once a week (until build
up 100+ followers) and
then up the frequency.
As an when appropriate –
you’re using this more for
SEO than anything else, so
once a week at least would
be recommended.
Content styles
Share images & videos
Include links (where
appropriate)
Include links
Entice clicks by offering
snippets of content for further
reading
Include links
Add questions and
comment on
conversations
Include links (optimised for
keywords)
Share
images/infographics
Native language
@ likes/interests if relevant
Tag location if appropriate
@ / #s / retweets
Shorten URLs
Can edit the default
content & image of a
posted link
+ people into posts
#s for search inclusion
Limits 60,000 characters 140 characters 600 characters 100,000 characters
the rules of engagement

22. appoint your
social media guru

23. why every company will have
a social media guru in the future

24. Why outsourcing isn’t the answer…
• You understand your business better than anyone
• Need to be “always-on” with a finger on the pulse
• Real-time responses required
• Expert opinion required
• Faking it is not allowed – genuine interaction with the brand
expected
…but a little agency assistance wouldn’t hurt
• Strategy
• Training
• Direction and support
maximise implementation impact

25. investing in social

26. 2011 vs. 2012 view
State of Digital Marketing 2011 and 2012 reports - Webmarketing
apportioning your budgets

27. Social Brands 100 methodology, 2013.
some kpi suggestions

28. social media channels

30. the MAIN PLAYERS

31. Facebook is for Connecting
Updates, sharing, & life documenting

32. Twitter is for Announcements
Real time, bite-sized & brief

33. LinkedIn is for Networking
Professional, career focused, informative

34. group task

35. The GOAL The FOCUS The AUDIENCE
Engagement Promotion Age
Loyalty Brand Advocacy Gender
Retention Customer Relations Behaviour
Awareness Reputation Management
Where do they “hang out”
online?Sales Recruitment
Research & Development Product/Service
Development
What would they want
from you via social
engagement?Something else? All or some of the above
social pairs

36. “Modern marketers know that
‘social’ is not a choice.”