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#SocialMediaInBusiness
Social Media & Corporate
Don’t let the conversation
happen without you !
Chapter #1
Social Media
conversation started
with preconceived
ideas
#SocialMediaInBusiness
The perception…
The reality…
THEPERCEPTION
Social media is only
useful to repair your
reputation
THEREALITY
Actually it can shape
and manage your
reputation
THE REALITY
Social media works as well
for B2B audiences
THEPERCEPTION
Social media is just for
B2C audiences
THE REALITY
Consistency and continuity are
critical to successfully engage
audiences
THEPERCEPTION
Social media is publishing
content, when we have it
THE REALITY
You have more than you think
and you can use others’ content!
THEPERCEPTION
We never have enough
content to make
social work
THEPERCEPTION
It’s impossible to prove ROI
with social media
THE REALITY
Social media is a technology
and technology provides data
Confidential© Black Sun Plc 2018
The power of social
media
WHATWELEARNEDFROMYOUR
Social Media presence
Platforms % using Lowest
follower
count
Average
Followers
(Median)
Highest
follower
count
Average
posts per
week
(*=Per month)
Twitter 80% 1025 12,164 102,000 5-6
Facebook 60% 167 12,990 495,160 3-4
LinkedIn 100% 7506 30,603 432,679 3-4
YouTube 90% 110 596 3059 1-5*
Instagram 50% 370 921 7834 2-3
WHATWELEARNEDFROMYOUR
Content strategy
Platforms Using
%
Investor Sustainability Careers
Twitter
80%
60% 80% 20%
Facebook
60%
30% 40% 20%
LinkedIn
100%
30% 60% 10%
YouTube
90%
50% 30% 20%
Instagram
50%
10% 20% 20%
Chapter #2
Then
opportunities
becomes clear
#SocialMediaInBusiness
OPPORTUNITY
Increase brand
awareness
It’s a natural place to reach
undiscovered audiences who will
share your content
OPPORTUNITY
Establish your brand as a
thought leader
80% of customers said thought
leadership builds trust
OPPORTUNITY
Extend your company
footprint
Get readers as soon as your
content is online with leads
generation
OPPORTUNITY
Engage with your
audiences
Unlike traditional media, which
offers only one-way
communication, social media is
a two-way street
OPPORTUNITY
Collect insights to make
smarter business
decisions
Data helps you tailor your
strategy to better speak to
your audiences
Your audience is
expecting your
corporate content
Frequently use social media
platforms at work
80%of investors
Source: Greenwich Associates
INVESTOR USE OF SOCIAL MEDIA HAS GONE MAINSTREAM
DECLINING RELIANCE ON SELL-SIDE
RESEARCH
OFFSET BY GROWING USE OF
ALTERNATIVE DATA
50% 50%
Percentage of investors who believe their use of
social media will increase
Percentage of investors who believe their reliance
on the sell-side will decrease
DRIVEN BY THE DEMAND FOR NEW DATA SETS
Source: FT
ITS INFLUENCE IS NOW HAVING AN IMPACT
0% 10% 20% 30% 40% 50% 60%
Influenced perspective on an industry issues or topic
Promoted to do further research on an industry or topic
Shared information with decision-makers at company
Influenced a decision to work with a company or client
Prompted discussion with investment consultant
Influenced an investment recommendation or decision
Resulted in consultation of social media sources more regularly
1/3 of investors
confirm that
information consumed
through
social media has
impacted their
investment
decisions
But it’s more than
providing corporate
content…
135
ADVOCATES
X
338
FACEBOOK FRIENDS
X
33%
OF FRIENDS SEE THEIR POST
=
15,210
REACH
1M
FANS
X
1.5%
BRAND’S POST AS
SEEN BY FANS
=
15,000
REACH
It’s about creating advocates!
Good news
Employees
are ready to become advocates
Source: Weber Shandwick, 2018
Brand messages get re-shared
24 times
more frequently
when shared by employees vs the
company
Source: Weber Shandwick, 2018
33% post content about
their employer on social
media without any
encouragement from the
employer
Source: Weber Shandwick, 2018
39% have shared positive
comments online about
their employer
Source: Weber Shandwick, 2018
Still wondering how
connections can extend
your reach ?
CONTENTPROVIDER
Sporadic content strategy
Content sharing across channels
No conversations STORYTELLER
Content strategy
Regular activity
Network ambassadors to share
the content
COLLABORATIVESTORYTELLER
Long-term content strategy
Network ambassadors – employees
UGC integrated to the content strategy
BEGINNER
Not being on social media
doesn’t mean conversations
aren’t happening
Company
Company
Community 1
Community 4
Community 5
Community 3
Community 2
Community 3
Community 5
Connections extend your brand voice
Where are you
on the social
media scale ? LEVEL3–CONTENTPROVIDER
* Create and post content across company channels
* Use multiple channels and post several times a
week
LEVEL2–STORYTELLER
* Communicating regularly across relevant channels
* Create campaign to engage
* Using a network of ambassadors to tell the story
LEVEL1– COLLABORATIVESTORYTELLER
* Collaborative content production
* Employee advocacy program operate
* Corporate story generate UGC content
LEVEL4–BEGINNER
* No social media activity at all
Chapter #3
A problem shared
is a problem
halved
Where are you on the social media scale?
What are your social media challenges
today?
How do you benefit from social media
today and tomorrow?
Chapter #4
How to influence the
conversation?
Algorithms already influence
WHOWETALKTO
WHATWEBUY
WHEREWEGO
HOWMUCHWEEARN
WHOWEMARRY
YES they decide to push
or not push your content
To leverage social media you have to understand
algorithms
3TRULES
TYPE TIMETARGET
 Interactive content video /
GIFS / stories
+
 Content diversity
=
more organic reach
 Tailored content adapt to
your audience
+
 Interactions on content
=
more organic reach
 Right day – hours
regarding audiences
+
 Interactions on content
=
more organic reach
ENGAGEMENT as
rules as well
Engagement timeline
CONTENT is the key
and turns you into a
media company
OWNED – PAID – EARNED MEDIA
Global content approach
Create your corporate
story with OWNED
MEDIA
All content about your company
culture and employee
involvement
 Communicate on your company
values and public responsibility
 Company initiatives to promote
culture and management
 PR content and corporate news
 Create stories to bring the
employer branding proposition
to life
Identify your narrative territories related to your
company
FINANCIALSCULTURE / MANAGEMENT MARKET / INNOVATION
All content about your company
positioning and innovation
 Data and insights from company
business model
 Sector-related sustainability
trends and company initiatives
 Corporate responsibility and
executives engagement
 Sector-related innovation,
Profiling employees working
with the latest technologies
All content about your market
trends and company & business
activities
 PR content and corporate news
 Sector-related financial and
company performances
 Executives announcement and
company vision
 How employees are involved in
company success
Corporate
Industry
Leadership
Employee story
Define your social content mix
Golden ratio 45/50/5
Engage
Inspire
Start
conversation
Provide relevant
information
45% owned content
Because it is not all about you
50% curated content
Be interesting before interested
5% call to action content
Motivating to get actions
Develop social media campaign
MAINTAIN ENGAGEMENT
WITH YOURAUDIENCES
LEAD THE CONVERSATION ON TOPICS
THAT MATTER TO YOUR COMPANY
GENERATE INTERACTIONSAND
EXTEND YOUR CORPORATE STORY
INVESTOR CAMPAIGN
Provide tailored content
to your investors and
market
Investor Campaign
Danone
Twitter
Annual Results 2018
#OnePlanetOneHealth
Danone usedTwitter to
engage audiences with
annual results and
generate traffic toIR
website.
3monthcampaigndrivenby
 Hashtags#Q2018$BN
#AnnualResults#AG2018
 Contentdiversityanddesign
guidelines
 PerformanceswithURLtracking
toguaranteecampaign
assessment
#Q12018
Investor Campaign
Eurovia Group
Instagram
Annual Results 2018
#Euroviastories
Eurovia Group used
Instagram stories to
convey their annuals
results and engage
employees
1monthcampaigndrivenby
 Hashtags#euroviastories
 100%socialfriendlycontentshort
andviral
 Educateaudienceswithfinancial
content
 Extendthestoryviamicrowebsite
SUSTAINABILITY
CAMPAIGN
Provides an emotional
connection with your
business
Sustainability Campaign
Danone
Twitter
Danone ecosystem fund
#HumansOfEcosystem
The#HumansOfEcosystem
campaignwasaboutsharingthe
storiesofthepeoplethefund
supports.
 Humansfirstcontent
Socialisaboutconnectionand
humanstoriesbringittolife
 Creatingasenseof
collaboration
Mentionsfrompartnersandinternal
stakeholderswereretweetedaspart
ofthecampaign
EMPLOYEES
CAMPAIGN
Give employees a reason
to engage with your
company and raise your
brand awareness
Employer brand campaign
Siemens
LinkedIn
Shake off its traditional perceptions
#FutureMakers
With#FutureMakersSiemens
wantedtoshakeoffperceptions
thatitis“traditional,largeandnot
fast-moving”andshowits“sexy”
sideasitlookstoincreaseits
appealtofutureemployeesamid
growingcompetition.
 CampaignHashtagsbecome
companyhashtag
 Employeesstoriestoincrease
socialrecommendation
 Designguidelinesand
interactivecontent
Social media
campaign
Best practice
Be specific
Choose a specific aspect of your narrative territories
to run a campaign around.
Spark your company ambition & vision
Platform selection shows your ability to adapt your
communication to trends and highlights your
innovative positioning to your investors
Adopt the social media language
Need to consider Cashtags and hashtags strategy to
extend your story through social media
Be reached!
Short, interactive content gets you more visibility in
front of your audiences
Focus on trust and authenticity
Leverage user generated content on your channels
Reach primary
audiences and
extend your
community PAID
MEDIA
Social adverting opportunities
 campaigns
TARGET REACH RECRUIT
Identify the right
audience with
efficient targeting
option:
demographic data,
interest, content
engagement….
Convey new
audience/ influencers
aligned with your
objectives to extend
your corporate story
Increase your
content visibility
Generate
interactions
Engage the
conversation with
audiences
Use the collected data to:
 Adapt your content strategy
 Re-targeting campaign
 Identify influencers by sectors
Generate trust and
engagement with
EARNED MEDIA
Engage your audiences
with the voice they trust:
their own
20% time on-site increases when social content is
integrated on a website*
28% engagement increases when there’s professional and
user-generated content*
Social Media & Corporate
Measure your
content strategy
PERFORMANCES
Use metrics that demonstrate how social media is
helping to achieve your objectives
SOCIAL METRICS
 Reach
 Audience engagement
 Site traffic
 Leads generated
 Sign-ups and
conversions
SOCIAL TOOLS
 Google Analytics
 Hootsuite Impact
 Facebook Pixels
 UTM parameters
 BrandWatch
MonthlyR
eport
You’re now ready to
lead the social media
conversation
THANK YOU!
Any questions?

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