Social media is regularly quoted as being a “top priority” for UK marketers. It’s very easy for businesses to enter the space through free social media platforms but it’s more difficult for many to see the value from it; especially with such pressure to make immediate returns. This presentation will explain why socialising your brand is important but takes dedication and the realisation that social media isn’t about broadcasting but interacting. It is the latest evolution of communication and is here to stay. How should a brand go about developing a social media strategy, executing it and tracking it? We’ll aim to give you a taster in this presentation.

1. I Spy social media clients
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2. socialising your brand
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3. what are the traits of a social brand?
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4. constant interaction
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5. transparency, authenticity and modesty
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6. recognise problems and respond
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7. take consumer ideas seriously
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8. innovative websites
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9. inspire customer loyalty
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10. what can go wrong?
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11. someone may say something stupid
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12. a backlash could occur
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13. a PR disaster
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14. how can we avoid this?
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15. accept the situation
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16. be honest, transparent and modest
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17. imagine your brand as a person
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18. put out an honest apology
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19. create a staff social media policy
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20. the rules of social media
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21. rule #1 – interacting not broadcasting
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22. rule #2 – customer service = marketing
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23. rule #3 – backlashes happen for a reason
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24. rule #4 – communication evolves
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25. rule #5 – value comes in many forms
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26. creating a strategy
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27. how do we create a strategy?
■ Brand monitoring / auditing phase
■ Workshops / brand Inductions / stakeholder meetings
■ Set clear objectives and measurements – “I want social media”, “Generate
Buzz” isn’t good enough
■ Decide on processes and logistics and manage them
■ Review your objectives, processes and strategy regularly with the aid of
analytics, brand monitoring and team meetings
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28. how do we measure success?
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29. direct traffic and conversions
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30. sentiment
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31. universal search positioning
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32. consumer loyalty
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33. consumer loyalty
■ A loyal customer will purchase your products over and over again
■ They will buy beyond traditional purchases, across product lines
■ They will refer your companies products to friends
■ They will become immune to the pull of the competition
■ They will give your company the benefit of the doubt when things go wrong
– and stick up for you when there is a backlash
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34. business intelligence
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35. how do we measure success?
■ Direct traffic & conversions in web analytics
■ Buzz & sentiment online
■ Universal search positioning
■ Consumer loyalty
■ Business intelligence
■ What is your picture of success?
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36. waterstone’s case study
■ Establishing Waterstone’s across social media
■ Going from 0 Twitter followers to 11,000+
■ Going from 0 Facebook fans to 6,383 fans
■ Being seen as a leader in using Twitter effectively
■ Twinterview with Ant and Dec (and other famous authors) - 500 new
followers on the day, huge buzz online
■ Picture This Flickr competition - 648 photos uploaded, 186 group members,
30 discussion topics, 734 comments (saved Waterstone’s money!)
■ Golden ticket competition with ten fantastic prizes
■ Tweet up in Piccadilly store
■ Driving referral traffic and converting into sales
■ April 2009 to January 2010: 62,000 visits from social media

37. questions?
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