Tools, Tech, and Processes to Scale Your Social Media Programs
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Marketers are the heroes of today's customer experience. See how you can be a marketing hero by utilizing the right tools, technology and processes to scale your social media marketing program.
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Tools, Tech, and Processes to Scale Your Social Media Programs
- 1. @megconley www.social-tribe.com/smmw18 Tools, Tech, and Processes to Scale Your Social Media Programs Megan Conley CEO + Founder
- 2. @megconley www.social-tribe.com/smmw18 Full service social engagement agency Social InfluencerContent Customer Experience
- 3. @megconley www.social-tribe.com/smmw18 Street cred Social Tribe works in partnership with global brands to offer strategic and executional support for social, content and influencer programs. Building world class social, content and influencer marketing programs.
- 4. @megconley www.social-tribe.com/smmw18 Social is the foundation for a great customer experience
- 5. @megconley www.social-tribe.com/smmw18 Your customers don’t care • How big your company is • The complexities of your organization • Where you are in the world • About your desired outcomes @megconley www.social-tribe.com/smmw18
- 6. @megconley www.social-tribe.com/smmw18 Customers expect • Seamless experiences • Hyper-relevant information • Personalized interactions • Real-time communication And that’s just the basics @megconley www.social-tribe.com/smmw18
- 7. @megconley www.social-tribe.com/smmw18 80% of CEOs believe they deliver a superior customer experience Less than 10% of their customers agree
- 8. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Over the next 3-5 years, 75% of marketers say they will be responsible for the end-to-end experience over a customer’s lifetime Marketers are the heroes of today’s customer experience
- 9. @megconley www.social-tribe.com/smmw18 Why do so many enterprise brands fail to deliver the experience customers expect?
- 11. @megconley www.social-tribe.com/smmw18 The good guys of scaleThe good guys of scale • Stakeholders • Processes • Workflow • Technology @megconley www.social-tribe.com/smmw18 • Data
- 12. @megconley www.social-tribe.com/smmw18 The good guys of scaleThe bad guys of scale • Disjointed data • Silo’d teams • Disparate processes • Point solution tools @megconley www.social-tribe.com/smmw18
- 13. @megconley www.social-tribe.com/smmw18 Scaling is an inside job @megconley www.social-tribe.com/smmw18
- 14. @megconley www.social-tribe.com/smmw18 Three keys to scale 1. Strategy 2. Collaboration 3. Process Customer journey (Strategy) Get rid of silos (Collaboration ) Build the team (Process) Channels + platforms (Strategy) Workflow+ pathways (Collaboration ) Tools + pathways (Process)
- 15. @megconley www.social-tribe.com/smmw18 Strategy: Flying Blind Ain’t Fun
- 16. @megconley www.social-tribe.com/smmw18 Know thy customers
- 17. @megconley www.social-tribe.com/smmw18 Do your homework Age, gender, household income, location Attitudes, interests, hobbies Demographics Psychographics Buyer persona WHO? Pain points + challenges Goals + Objectives Industry trends Where do they collect information? Online conversations Social buzz Relevance WHAT? Social listening Content strategy Channel strategy Influencers Digital ‘watering holes’ WHERE?
- 18. @megconley www.social-tribe.com/smmw18 Tactics + tools • Demographics Pro– demographics + competitive insights • FollowerWonk– demographics + competitive insights • Audiences – demographics + psychographics + competitive analysis • Social Mention – social listening + sentiment analysis • MakeMyBuyerPersona – step-by-step online wizard to create a buyer persona
- 19. @megconley www.social-tribe.com/smmw18 Obsess over your customers ANDRE WILLIAMS Online Retail Merchandiser DEMOGRAPHIC INFO Gender: Age Group: Location: Income: Marital Status: Household Size: Male 25-29 Major City $30k - $39k / year Single 2-3 people ACTIVITIES & HOBBIES Fashion, Music, Writing/Blogging, Going to Clubs/Bars WHERE TO FIND THEM Social Media: Websites: Magazines: Instagram, Snapchat GQ, Genius, Hypebeast Rolling Stone, Esquire BUYING HABITS Sole decision maker. Researches and reads reviews. Prefers quality over economy. ATTITUDE & VALUES Prefers to shop with ethical brands. Values time spent with friends. GOALS & CHALLENGES Wants to be as informed as possible, but short on free-time due to work.
- 21. @megconley www.social-tribe.com/smmw18 If you want to go fast, go alone. If you want to go far, go together. – African proverb
- 22. @megconley www.social-tribe.com/smmw18 Your job (at first)
- 23. @megconley www.social-tribe.com/smmw18 Global • Social governance • Best practices Regional • In country marketing leads • Lead gen Align key stakeholders Immediate • Product Marketing • Sales • Comms • AR + PR • Lead Gen • Partners
- 24. @megconley www.social-tribe.com/smmw18 Don’t fall prey to the avalanche
- 25. @megconley www.social-tribe.com/smmw18 Build a collaboration hub Team Alignment Campaign Tagging Approval Process Topic Partner Ecosystem Employee Advocacy Amplification Tracking
- 26. @megconley www.social-tribe.com/smmw18 Collaboration Tools Transparent Accessible Self-service Real-time
- 28. @megconley www.social-tribe.com/smmw18 Develop a repeatable, scalable process Collaboration hub Community Management Editorial + social management system Local Regional Global Social Promotion Stakeholder alignment Regular meetings Content planning Performance review Transparent Accessible Self-service Day-to-day execution Local, regional + global activation Amplificatio n Employee Advocacy Regional Activation Influencer Networks
- 29. @megconley www.social-tribe.com/smmw18 Key functionalities + capabilities Multi-channel management Best-in-class enterprise solutions Cross-functional capabilities Scalability Social governance Customized reporting
- 30. @megconley www.social-tribe.com/smmw18 Recap The disconnect is real Marketers are the hero’s of today’s customer experience Scaling is an inside job Collaboration is key – don’t go it alone Tech + tools to accelerate – not replace
Hinweis der Redaktion
- Hi there! And thank you for attending my session.
- A little bit about me Been working in social since 2009 I don't have all the answers I do have lots of experience Work in the trenches with giant enterprise brands Share some of what I've learned
- As marketers - we talk about social in terms of conversions, SoV, engagement. That's marketing as a function. What really matters to your customers? Their experience. And they expect it to be stellar. 66% of consumers say they are likely to switch brands if they are treated like a number instead of an individual (salesforce)
- The simple truth is: Expect the same level of experience from a large global company as they do from their favorite neighborhood café. In fact, they're expectations might be higher b/c they know you have resources and expertise to provide a better experience. They aren’t going to cut you a break because you can’t get headcount or have too much data to process [PAUSE] – that’s your problem. If you want to attract, convert and retain your customers in today’s marketplace, you have to figure out how to build and run a social program that is going to meet - and ultimately exceed - their expectations.
- And let’s great clear about what those expectations are – because, like the digital landscape, they’re constantly evolving. And if you want to be successful - you have to keep your finger on the pulse of their experience. 75% of people now expect a consistent experience wherever they engage with brands - social, mobile or in-person They expect you to be listening and responsive When they do interact with you they want it to be relevant, real-time and personal.
- Bottom line, customer expectations are high. But here’s the scary part – 80% of CEO’s believe they’re delivering a superior customer experience. But only 10% of their customers agree. That means there’s a HUGE disconnect.
- This isn’t just a business problem – it’s a marketing problem – it's YOUR problem. Digital marketers are at the forefront of this shift – YOU have the chance to be the hero’s of today’s customer experience, if you do what’s right.
- We KNOW that customers make purchasing decisions based on their experiences We KNOW that creating an exceptional customer experience the #1 competitive advantage for any business So why are so many companies missing the mark?
- The answer is simple: scale. And scaling is hard. It's not about adding bells and whistles to your program (although that might come later) It's not about adding more channels or creating more content It’s about building a fully aligned, integrated engine that can grow with your business - and your customers
- These are the good guys of scale - each piece is essential, but success only comes with they all align and work together.
- But there are a of barriers that get in the way - especially for companies with large complex marketing ecosystems Show of hands: How many of you are working with local, global and regional teams and campaigns that need to be aligned? How many of you are using 1 - 5 different technology tools to help you run your social program? These are common examples of "bad guys" that inhibit scalability if you can't overcome them.
- If you walk away from this presentation with nothing else – leave with this. Scaling is an inside job. You’re ability to effectively grow your program – along side your business – is dependent on your ability to “get your house in order”
- It starts with: Designing a strong strategy - "blueprint" - in lock step with the customer journey Lay the foundation for collaboration - get your stakeholders bought into the same vision + the role they're going to play Last comes "the build" - right resources, processes + workflows to ensure your program runs like a well oiled machine
- Let's dive into the fundamentals of how to build your strategy
- Quick survey: How many of you have seen or been provided with a buyer / customer persona? If you have not – stop. You're flying blind. I can’t tell you the number of times we’ve started working with clients Big big gaping hole – they don’t know who their customers are. Remember those customer expectations we talked about earlier? If you don’t have a good handle on your customers, there’s no way you can deliver an exceptional customer experience on social or anywhere else.
- Unlocking your customer persona - the "who" - is step one – but that’s just the beginning. Next you want to understand the “what”: What do they care about? What are their challenges or struggles? What are they trying to achieve? RELEVANT + become a ‘hero’ to your audience. Find the "digital watering holes" --> Where do they ‘live’ online? The places online were your customers congregate and interact with one another- exactly the place you’re brand needs and wants to be.
- At this point hopefully nodding your head, and possibly scratching it at the same time - this all sounds great but how do you actually get the information you need? Unfortunately, there really isn’t a one-size-fits all platform that will give you everything you need – you’ll always need to supplement to get the deep level of customer insight we talked about earlier. Reminder - my deck with all this info is posted at the URL below.
- And in the end, you should end up with one or several buyer / customer personsa that looks something like this. You should feel like you could go grab an organic micro-brew with Andre, anticipate how he spent his day, where he bought his hat and what’s stressing him out. And before he knows it - you're there, offering valuable tips, solutions and information that creates an unparalled customer experience.
- Now that you know who you’re targeting as the foundation of the social strategy you’ve built – you need to take that in-house and figure out how to execute it.
- ”If you want to go fast, go alone. If you want to go far, go together.” I love this quote, showing the importance of collaboration. Collaboration is essential to scale, period. There’s no way you can grow your program without buy-in and participation from other stakeholders in your business. But often, especially in enterprise businesses, that’s easier said than done.
- Let’s be honest, your job is gonna feel like this (at first)
- So, don’t go it alone. Get allies. First start with your immediate team of stakeholders – these are the people who: have direct touch points with customers do the product marketing, and other key players in your marketing / communications mix Then, look past your immediate circle to take into consideration those who are invested in the same outcomes from the regions. And the global teams. You want to think of them as your internal customers. But, before you start asking for their participation, make sure you understand: What’s in it for them? What are their goals? How can you help them? Knowing these answers helps you get their buy-in -- because you can create a win-win situation that helps them achieve their goals. And, with that, you’ve got something even better than a collaborator – you’ve got a partner. CUT: Partners are multipliers and the more multipliers you’ve got – the further your reach and the bigger your impact.
- Now that you’ve got everyone bought it – don’t think your job is over. Far from it! In fact, this is the part where so many teams get caught. You set the stage for collaboration, without having an articulated process to manage all the inputs. Suddenly your inbox is overflowing with promotion requests, - great! Except their incomplete. objective, program, tagging/reporting instructions, lack of image, etc Now you’re spending your time chasing down all the details. That's NOT a scalable model
- The number one most effective way you can make collaboration a reality – and scalable - is by building a collaboration hub. This is an internal platform that gives all your relevant stakeholders line of sight into what’s happening and also acts as a “single source of truth” – ensuring everyone has access to the same information and is informed, no matter where they are. A lot of enterprise social management tools will boost that this part of the process can be managed within their technology platform – but in my experience you really need this piece to live outside so it can support a broader group of stakeholders (many of who won’t be social media experts). We use this to align inputs across many functions of the marketing / comms organization – local, regional and global. And, best of all, a process like this can save us all from one of our worst nightmares…
- The Excel Spreadsheet. Can we all agree to STOP the circulation of column-lined pit of despair?! Instead, there are a lot of tools that can help facilitate the process I just outlined – here are a few of my favorites. The key attributes to look for are: Transparent Accessible (cloud hosted) Self-service (permissions based) Real-time My favorite is Smartsheet -- an interactive, cloud hosted content calendar. And if you go to the url below you can download a template of our social – editorial collaboration hub to get you started. MUST STILL LINK URL.
- All the strategy in the world isn’t going to help if you can’t effectively execute.
- Tools are key to collaboration and scalability – but don’t forgot that we’re all humans! Organizing and leading regular meetings to drive alignment (and report back on results) are key to making sure your stakeholders are on the same page and see the value of their participation. Use the collaboration technology and processes to keep the engine running in between your meetings and to keep the execution pieces flowing together
- I know we all love tools. But in order for technology to be effective – it needs to be based on business drivers. The key to leveraging the right technology is making sure it has the functionalities and capabilities to support your priorities: Some of you are trying to figure out how to align tons of channels - regional channels, solution focused channels, channels for recruiting, etc. and they’re all managed by separate individuals and generally fall on separate teams. Others need complex routing, workflows, approval queues + notifications Understanding your business drivers are key to picking the right technology. And here are some of the most robust enterprise social management platforms to get you started.
- The disconnect is real – we have a lot of work to do But the good news is that marketers have an opportunity to lead this transformation and close the gap Scaling is an inside job and if you build it right – sky’s the limit