This is the first (out of 3) presentations held at our internal Friday meetings on our new and revised social media push for 2015. The first part is about the overall strategy (what we should do and why) where the two following are more focused on the First and 2nd/3rd Wave (how we should do it)

1. SocialMedia
APEGROUP
Friday Meeting - 30 january 2015

2. 3
CurrentState
519 followers
79 employees
0 job listings
772 followers
13 employees
386 tweets
359 likes
179 visits
+3 likes/week
8 followers
0 posts
#apegroup
These are todays numbers.

3. 4
It’sinaSorryState
Facebook Statistics Week 46

4. Whyarewedoingthisand
whoarewedoingitfor?

5. 6
ApegroupMarketingInitiative
This presentation mentions all parts of the marketing legs, but focuses only on one. The
three others should have separate strategy documents made.
Thomas Lindvall
Events Web PRSocial
Marketing

6. 7
ApegroupMarketingInitiative
“It’s better to tell a joke, than to tell people your are funny”
RecruitmentSales Brand
Increase sales (generate leads)
Lower price sensitivity
Increase loyalty
Increase applications
Increase awareness
Increase “talking about”

7. Meet our client

8. 1. Facebook
Gray cubicle office space
Boring old co-workers
Wants to be part of the good vibe

9. 2. Twitter
Often a former consultant
Is suddenly out of the loop
Want to be à jour with latest trends

10. 3. LinkedIn
Got a sceptic board of directors
Wants a display of professionalism
Wants to feel safe

11. Future employees

12. 1. Twitter
Want to be part of the scene
Impressed by follower count and great links
Love what (s)he does and expects the same from us

13. 2. Facebook
Sits at an agency/company, want a cooler job
Wants new friends, and beer on fridays
Looking for entertainment

14. 3. LinkedIn
Looking for job positions
Checking connections with current Apes
Wants to read about projects and recommendations

15. New business

16. 1. LinkedIn
Looking for arguments for decision
Looking for case references and professionalism
The list of employees and finished projects

17. 2. Twitter
Looking for differentiating factors
Proof of Apegroup being in the forefront
Confident that all of us have a strong point of view

18. 3. Facebook
Want to work with nice and fun people
Looking for creative BBQ and events
Totally into mixing business and pleasure

19. 20
DesignTargets
These are the people we are doing this for.
1. Facebook
2. Twitter
3. Linked In
1. Twitter
2. Facebook
3. Linked In
1. Linked In
2. Twitter
3. Facebook
Clients Employees New Business

20. TheBestAgencyinSwedenonSocialMedia
Community
Lead by example Celebrate culture Paying it forward
1st wave Jan 2015

21. Content2nd wave April 2015
Video Text Slides Newsletter Talks
TheBestAgencyinSwedenonSocialMedia
Community
Lead by example Celebrate culture Paying it forward
1st wave Jan 2015

22. Additional channels3rd wave September 2015
TheBestAgencyinSwedenonSocialMedia
Community
Lead by example Celebrate culture Paying it forward
1st wave Jan 2015
Content2nd wave April 2015
Video Text Slides Newsletter Talks

24. ThisisOurSocialMedia
StrategyRightHere

25. Social Media
PR
Spokespersons
Ambassadors
Everyone at
Apegroup
Graffe
Eliasson
etc.
Maria T
Lindvall
etc.
Nils
Alek
etc.

26. t
Everyone at
Apegroup
• Retweet, Share
• Like, Comment
• Tag @apegroup in your posts
• Use #apegroup in your posts
• Direct people to the Apegroup channels
The internet 1% rule: 1/9/90
1% create content. 9% edit content. 90% consume.
Apegroup is the 10% no apes are lurkers.

27. 28
Contributors
Three main bodies of contributors are Design, Tech & Business.
TechBusiness
Design
• Strategists
• Designers
• Management
• Client Services
• Project Managers
• Admin
• Developers
• iOS, Android, Web

28. 29
Contributors
Three main bodies of contributors are Design, Tech & Business.
TechBusinessDesign
These create autonomous groups for each channel.

29. 30
Contributors
Three main bodies of contributors are Design, Tech & Business.
TechBusinessDesign
These create autonomous groups for each channel.
This document serves as an initial strategy but the group have total control of their channel,
meaning no one can influence the group without being part of it.
TechBusinessDesign
?
?

30. 31
ContentStrategy
Not everything goes everywhere. We want our followers to follow us on all three channels
and not feeling they get duplicate content.
• Project release
• New employee
• New client signed!
• Event/seminar
• Blog post / Trend report
• Company outing
• Press release / News

31. 32
ContentStrategy
What are talking about? These are the main themes for the company of 2015.
ServicesPeople Cases
Diversity
Try to stay away from the
white dudes with beards
Offering
Push analytics, design
thinking and web.
Lab
Showcase experiments
and proof of concepts

32. Responsibilities

33. 34
ToneofVoice
Look around the office. The way we speak here, and to our clients, is how we
speak on external channels. We are a punk digital agency, not McKinzey.
A motley crew run by creativity and emotions. Let that show in the way we speak.
We can however stick to some simple rules in our different outputs:
Twitter - Be on point and direct.
Facebook - Keep it short and snappy.
Linked In - Mature and businesslike.
Responsibilities
Questions?
Ask Fredrik

34. 35
Branding
This is being looked over and we will have a solid branding in place soon. From
profile pictures, logos, manners to colours, design language and the general feel
of each platform.
Responsibilities
Questions?
Ask Micke

35. 36
Analytics
We set up goals and measure it as a normal project. We lead by transparency and
report our numbers and how on track we are. Analytics team run this and use it
as a way to sell their services. Continuos reports on our progress in the blog. As
well as putting up dashboards at the office
Responsibilities
Questions?
Ask Jonas

36. 37
Seminars
We invite clients and people in the business
and talk about different approaches to a main
theme over the year. The theme for 2015 is
how real world products and digital services
aid each other. We send out schedules for the
half year on Jan and Sept.
Responsibilities Internal Schedule 2015
• Jan - CocoaHeads
• Feb - Freelance mingle (Martin)
• Mar - Continuity (Alek & Nils)
• Apr -
• May - IRL+ (MJ & Nils)
• Oct -
• Nov -
• Dec - Look back and future trends
External Schedule 2015
• Jan -
• Feb - Världens farligaste möte
• Mar - Webbdagarna
• Apr -
• May -
• Oct - UX Open
• Nov -
• Dec -
TBD!

37. 38
Website
Apart from posting news and hosting our blog,
the main thing about our website is the case
studies. The initial work is to get design,
imagery and about text in place. The only way
to make it good is to set up a project, just like
client work and have Management act as
stakeholders.
Responsibilities
Discipline Goals:
• Admin: Built on Wordpress, so that it’s easy
to update and maintain
• Business: The website is a case study
(animations and transitions)
• Design: Win a CSS award and get
mentioned on Designer News
• Tech: Showcase beautiful and open source
code, w/ article (like HUGE)
• Social: Added social layer: real-time and live
• Products: Labs, A2 and Silverback
TBD!

38. 39
Press
My Newsdesk is the main hub for our press
releases. What should be sent out is for the
management group to decide upon. The actual
press releases is put together, curated and
distributed (to press) and then automatically
distributed through our social media channels,
with automatic release posting. As well as
some media training for our spokespeople.
Responsibilities

39. 40
ExtendedApeFamily
Guests & friends are welcome to join us in all
creative ways we can think of. Blog, podcast,
lectures etc. This way we show that we do not
only lead but also surrounds us with other
leaders. We show that we aren’t afraid of
competition nor are we ashamed of learning
from others.
Responsibilities

40. Event 2Event 1
ActionPlan
Social Media - First Wave Social Media - Second Wave
Feb March April JuneMay
Web 1.0 - Build Web 2.0 - Build
Event 3Webbdagarna
Article Press Release PR PR Press Series
Blog - Behind the scenes (Web and Process)
Ideas & Thinkings
SM
WWW
EVENT
PR
BLOG

41. Tack!
/The Social Media Gurus