Adriana Llames Kogelis, Vice President de Digital Media Marketing, Sears Fórum E-Commerce Brasil 2013

1. Successful Social Media Strategy
by Adriana Llames Kogelis, Fortune 100 Digital Media Marketing Executive
@adrianallames

2. Agenda
WHY: Understanding the Impact of Social Media Today
WHAT: Social Media Landscape Overview
HOW: Breaking Down the Landscape
The Big 5
The Social Media Trilogy
WHAT: 4D Social Media Methodology & Defining Your Social Media Map
HOW: Social Media KPI’s & Technology
Case Studies
Questions + Answers

3. 3
Intro | adriana llames kogelis
15+ yrs
Marketing
Digital
Media
Executive
Published
Author
2x
Cannes
Lions
Winner
Passionate
Energetic
Grateful
@adrianallames
Social
Media
Maven

4. 4
#Socialmedialandscape

5. (SO-SHUL) ME-DIA (MA-PING)
Social media strategy begins with mapping. Social
media mapping is an intensive research and
analysis exercise which involves a thorough
search of the web to identify the groups,
communities and people active on the social web
relating to your sphere of interest and influence.

6. The Social Web: Defined
Who’s out there?
Are they influential?
Who do I avoid?
Where do I find them?
Why should I engage?

7. Shifting of the Media Landscape
If Facebook were a nation, it would be the 3rd
largest on earth.
Twitter has 1.73x more users than Brazil has residents. #socialstats
29.4% of the Latin American population uses social networks. The most active are Argentina
(37.7%) and Brazil (31.1%) residents.

8. 25% of World Population use Social Networks
2.55 Billion = Size of global social network audience in 2017
Out of the countries included in the worldwide growth forecast,
eMarketer expects the fastest increases to come from the social
network user populations of India, Indonesia, Mexico, China and Brazil

9. Social Media Trilogy + The Big 5
(founded by Jack Dorsey’s hand drawing in ’06)
• 540MM twitter accounts
• 1.6 Billion search queries per day
• 340MM tweets per day
• 1MM accounts added per day
(founded by Mark Zuckerberg at Harvard in ‘04)
• 1.1 Billion active users
• 170MM monthly unique U.S. visitors
• 50+% access via mobile phone
(founded in ‘05 by former PayPal employees)
• 1 Billion unique visitors each month
• 700 videos shared every minute on Twitter
• 1 Million videos shared per day + 4 Billion videos viewed per day
• 600 Million video views per day on mobile
• 60 hours of video uploaded every minute*
(founded in Reid Hoffman’s living room in ’02)
• 161MM members | 200 countries
• 4.2 Billion professional searches (2011)
• 61% Global, 39% U.S.
• 82 of Fortune 100 companies use it; 100% of F500 Execs
(founded by Ben Silberman. Launched 3/10)
• 3rd
most popular network (Facebook + Twitter)
• 19MM unique visitors
• 60-80% female user base
• One of the fastest growing social networks to date
*more video uploaded to YouTube in one month than the 3 major US networks created in 60 years

10. 10
#Socialmediastrategy

11. 11
4 Questions For Developing Social Strategy
Start with your audience | Create goals | Develop the strategy | Align KPIs
• Why are you using social media?
(customer engagement, brand recognition, expertise)
• Who are you targeting?
(keep your eye on the prize)
• Where are you posting (which networks)?
(choose key networks + commit to them)
• What are you trying to say?
(content rules social. articles, videos, pictures)
Audience
Goals
Strategy
Network Selection
Twitter | Blogs | Facebook | YouTube | Pinterest | LinkedIn
KPI

12. 12
4D social media methodology
D4
analyze
Ready, set , deploy!
Launch your social
media program and
measure it for
success against
defined KPI’s
Analyze your social
media program
against the defined
KPI’s for success.
Refine as needed.
D1 D2
discover define
D3
deploy
Collaborate with
stakeholders to
discover KPI’s
Define social
media program
components,
networks, and
campaign metrics
for success

13. 13
Clear Defined KPIs = Social Media Success
Define the organization’s goals for Social Media
Align a specific, measurable KPI to each goal
Build a social media strategy aligned to the KPI
Measure social media program success and ROI against KPIs
Mix, Stir and Succeed!
K (Key) P (Performance) I (Indicator)
KPI’s allow organizations to define and reach their goals

14. 14
Social media KPI’s Drive ROI
Goal: Improve Social Awareness and Consideration
KPI: Increase fan base by 20% within the next 12 months
KPI: Increase overall engagement rate by 5% within next quarter
Goal: Leverage Social Media to Improve Customer Experience
KPI: Decrease negative customer sentiment by 3% each quarter
KPI: Increase positive customer sentiment by 2% each quarter
Goal: Drive eCommerce site business via social networks
KPI: 30% of social posts to include links related to commerce/sales
KPI: Achieve X% visit to site ratio (ex: 0.5% traffic from Facebook to website)

15. 15
KPI’s to Social Media Action: #MakeItHappen
Leverage Technology
•SRP (Social Response Platforms)
•SMMS (Social Media Monitoring Systems)
•Measurement (Omniture, Kenshoo, Adobe)
Commitment is Key
•Strategy – one strategy for min. 180 days
•Customers – it’s a 2-way relationship, listen to them and they’ll lead you
•Content – content rules, allow it to speak for your brand
Network Selection
•Stop dating and pick a network to settle down with already!
•Unlike marriage, you get to choose more than 1 but keep it to 3 max.
•In Latin America, the Top 2 networks are…..Facebook and YouTube

16. 16
Leveraging Social Media Technology

17. =
Making The Commitment
• Visualize Your Corporate Brand
• Frame your social landscape from your corporate brand
• Be authentic, advocate your brand passion
• Focus on content vs. sales pitches
• Identify the techlebrities in your category
(i.e. Brit Morin, 2.5M subscribers – women’s lifestyle products)

18. 18
#REALSOCIALINACTION

19. 19
Top 3 Brazilian Social Retailers

20. 20
Real World: @VirginAmerica
• Flyer Feed blog
• 432K Twitter followers
• Techlebrity – Boo
• 421K Facebook fans

21. 21
Real World: @Target
• 727K Twitter followers
• 14,779 YouTube subscribers w/Twitter feed
• 21MM Facebook fans
• Consistent #SummerUp hashtag use on all
networks (Tw, FB and Instagram)

22. 22
Real World: @FoiledCupcakes
• Committed to social media on Twitter, Facebook + Pinterest
• Run by small business owner; personal responses with business clients
• Grown by clients via Twitter

23. @adrianallames
Linkedin.com/in/adrianallames
Facebook.com/adrianallamesK