Managing a Growing Social Strategy
2010 – Where we were
• Social is a marketing thing
• Goal is to get 1,000,000 Facebook fans
• Facebook is king so we need to post
everyday. Content is our focus not
engagement
• We let our agency do all the content and
analysis for our monthly reporting
• We respond to customer complaints with no
set timeframes or escalation requirements
• We care most about our brand reputation on
our owned channels
2016 – Where We Are
• Social is a business tool
• Goal is to increase engagement across social
• Organic content is dead. We need to find the
right people and target the right message
• We want visibility into content, assets, people,
real time analysis and insight on what to do next
• We track all mentions and engagements for
maximum value and have established SLAs
• We care about the customers voice, trends,
measurement of paid campaigns driving KPIs

01. Understand Your Audience

Driving engaging content comes down to
one thing…relevancy.
Answer these questions often:
• What does my current audience look like
on my brands accounts?
• Who are the people I’d like to reach?
• Who are the people engaging with my
competitors content?
01. Understand Your Audience
Source: Content Marketing Institute 2016 B2C Report

Research drives engagement.
Your brand’s audience?
Facebook, YouTube offer powerful insights. Think
about making a video…check your average video
play length as a key metric.
New audience or a competitor?
Use paid targeting to research several indicators
to acquire new customers.
• Interests: use keywords for optimization
• Age & Gender: fine tune assets
• Location: maximize real-time trends
01. Understand Your Audience

02. Any Mention is Valuable

Brands used to focus on limiting negativity.
Today brands focus on ALL types of
engagement to assist you.
Engagement drives business value in real time
for different purposes:
• Customer Service
• Product Feedback
• Competitive Comparison
• Corp Communications
• Technical Support
• Loyalty Retention
• Sales Stages
02. Any Mention is Valuable

Keep in mind any user who reaches out expects
an answer quickly!
Social channels have evolved to drive 1:1
communications outside of the public domain.
Twitter, Facebook, Weibo and Instagram all
enable a public issue to be taken private, so
don’t be shy to use these tools to your
advantage.
02. Any Mention is Valuable
Source: Twitter Blog Feb 2016

03. Showcase Your Brand’s Personality

03. Showcase Your Brand’s Personality
Choose your style and stick with it.
Ensure your social efforts align with the KPIs
across your business for a unified effort:
• World-class customer experience
• Marketing leadership
• Buzz-generating creative
• Social seller
• Security and compliance

03. Showcase Your Brand’s Personality
Personality speaks in many ways…
Video: Drive emotion and calls to action with
your brand or products
Images: Spark an immediate connection with
your audience and use them to drive sharing
Links: Expand brand ownership across digital
channels driving traffic and SEO
UGC: User-generated content should be your
greatest inspiration
Source: Heineken social accounts

04. Content Collaboration and Sharing

04. Content Collaboration and Sharing
Distributed teams or regional enterprise
marketing departments have a lot of moving
parts to keep track of just to plan.
Assets: Create a Library for all teams to access
Keywords: Build content around these (Tip 1)
Audience Demographics: Ensure asset and
content align with who you’re reaching (Tip 1)
Top Content Ranking: Discover and share
content from stronger regions to lower performing
teams to lower time and cost of planning

A holistic view by all teams lowers the chances
of duplicated efforts for organic and paid
content.
You must be able adjust in real time to amplify
your reach or limit the damage if a trend
emerges.
Social media management software allows you
to plan, organize, administer, publish, share
and analyze your editorial calendar in a live
space at scale.
04. Content Collaboration and Sharing

05. Mesmerize with Engagement

05. Mesmerize with Engagement
Audiences want to be impressed.
Customer Service should be a key focus.
• 33% of consumers say it takes too long for a
brand to respond on social
• 72% of consumers complaining on twitter
expect a response within an hour
Strategy tip: Create an engagement SLA and
track your team’s response time across
channels.
Source: Convince and Convert

06. Activate Customers

You’ve worked hard to gain customers.
Don’t forget to keep them engaged.
Simple ways you can give your audience
some air time:
• Real-time video chats
• Hashtag campaigns
• Re-sharing UGC with attribution
• Video testimonials
• Community contests
Everyone likes to be noticed. Don’t forget to
create content that drives ACTION!
06. Activate Customers

07. Emerging Trends Need to Drive Action

07. Emerging Trends need to Drive Action
Don’t fear trends. Embrace them as an
opportunity to reach new audiences.
Using social listening and management tools for
trend notification can streamline efforts and
provide quick insights to act on.
Watch for:
• Brand audience trends
• Outside trends in your vertical
• Entertainment / news impacts
• Competitors
• Search trends on Facebook, Twitter, and
Google

08. Break Down Organizational Silos

08. Break Down Organizational Silos
Breaking down silos across departments can be
valuable for other business initiatives. (Tip 2)
Know the stakeholders impacting your social
strategy, and get them talking and standardize on
measurement of social data:
• Community Management: Agency, regional
• Customer Service: In-house, Local
• Corporate Affairs & Legal: In-house, Global
• Public Relations: Agency & In-house, Local
• Advertising: Agency, Local
• Product Innovation: In-house, Global
• Sales: In-house, Local
Source: Go-Gulp powered by Ragan survey

09. Aggregate Social Metrics

09. Aggregate Social Metrics
Don’t look at a single data point and declare
success!
A full campaign view needs to be measured
across organic and paid efforts.
Comparing timeframe A to timeframe B tells
you if you achieved a goal such as:
• Increase awareness: Downloads views,
shares, audience size
• Increase sales: Leads, conversions,
inquiries, or purchase data
• Increase advocacy: Registrations,
audience acquisition, calls to action

10. Discover What You’ve Learned

Take the time to do a campaign retrospective.
What was your top performing content?
• Who engaged?
• What was the reach?
• What was the result of the efforts?
Did the research gain you new audience
members? Did you lose existing consumers?
Did others in your organization gain value and
insight to help their KPIs?
10. Discover What You’ve Learned

• Content planning, assets library,
publishing, and collaboration capabilities
• Over 2000+ analytics to track account,
audience and content performance
across 9 channels
• Supports 53 languages and translates
local messages, currencies and times in
over 100 markets
• English, Chinese, and Japanese
software interface to support global
enterprises
• Simplified workflows based on enterprise
daily workflows and needs
Social Management Software Can Help

Thank You!
@Sysomos