Uploaded byGina Bowes
The Social Plan
The document outlines Glanbia's social media strategy and highlights key statistics regarding social media usage in Ireland, including smartphone penetration and user engagement levels. It emphasizes the importance of integrating social media objectives with broader company goals to enhance consumer relationships and brand engagement. Additionally, it discusses various monitoring tools for analyzing social media discussions, consumer behavior, and the effectiveness of digital marketing efforts.
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The Social Plan
- 1. The Social Media Strategy…..thereis one right?? Gina Bowes Digital Communications Manager Glanbia @ginabo
- 5. • Smartphone penetrationin Ireland is currently at 37%, with strong adoption among males (45%) compared with females (29%) • Most popular among 25 to 34-year-olds, where the penetration level is 53%. • Downloads 4.8 apps per month and social networking apps are the most used. • The average Irish person spends 18 hours and 7 minutes online each month • 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Source: Comscore) • 77% of all Irish internet users use Facebook. After connecting to brands on Facebook 51% people were more likely to buy and 60% more likely to recommend. • 245,000 people over the age of 15 have a Twitter account. That’s 7% of the total Irish population. • In August 2010 4% of the entire Irish population were using LinkedIn. (Source: Ipsos MRBI) The current figures for LinkedIn show close to half a million Irish accounts.
- 16. Social strategies willonly succeed if they are part of the overall company strategy and weaved throughout the business units and job functions. The entire company must understand the Social Media objectives and what the end goal is…...
- 18. We want tobuild stronger relationships between our consumers and our brands, listen and engage in the online conversations, gather insights & create positive customer experiences by enhancing our use of social media. Glanbia www.glanbia.com
- 19. Understand customer behaviour, industrytrends & employee feedback. Have clearly defined objectives. Build robust framework to deliver objectives. Integrate digital with wider marketing mix. Measure it.
- 25. 10 reasons… 1. TheCompliment 2. The Complaint 3. The Express Need 4. The Competitor 5. The Crowd Service Info Help Social media compliments Catching something early People make known what By watching your industry and Topics will often pop up online are the online equivalent means getting a chance to they are doing and often relevant keywords, you will be that draw huge crowds. There is of references or respond and demonstrate ask the general public for the first to know when a new a lot to be learned from these testimonials, and they your problem solving abilities advice when they are about competitor appears on the discussions, especially when deserve attention & also to turn the complaint to make a purchase. scene or when their name is they have the potential to affect around. mentioned. your brand. 6. The Influencer 7. The ROI 8. The Crisis 9. The Audit 10. The Thread An influencer’s audience There are a number of ways Discussions happening in By analysing social media, you Following discussions using helps spread opinions on a to measure engagement & social media can serve as an can score a brand’s overall associated keywords can brand faster, positive & ROI. early warning system. user sentiment, understand help bridge the thread negative. Knowing who which competitors rank closest across all types of social these influencers are & in buzz or online mentions, media, connecting the understanding their uncover brand advocates, & conversation for easy opinions of your brands can rank which social media analysis. help you connect with them channels contain the most active discussion.
- 26. Examples of listeningtools: There are a multitude of listening tools and monitoring services. The business requirements and core objectives should shape the selection. I have taken just two of the many services to show the data these tools can gather. There is a cost to the business so it’s important to understand objectives prior to implementation to ensure maximum ROI. O’Leary Analytics Yomego Lithium Results show the online Results show how the entire Results show how a big brand mentions and associations brand can be assessed like eircom can be categorised with Oxegen ’11. This is an digitally across the web. into sub brands using example of how specific keyword search. campaigns can be monitored.
- 27. 1. Key Words used online about Oxegen ‘11 Source: www.olearyanalytics.co m
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- 30. • Google analytics,Facebook insights, Tweet stats, You Tube report, PPC reports, 3rd Party vendors Free & Paid Tools • Keyword pre-work (rubbish in = rubbish out) • Continuous keyword assessment/tweaking • Competitor comparison / analysis • Consumer insights analysis & feedback process Search • Specific consumer associations Process • Tracking by campaign • Retrospective analysis • TOV • Scheduled Response • Alert set up Process • Out of hours SLA’s • Know what platforms you have ‘right to reply’ assess new/growing platforms for extended presence • Question reports / results. Parameters
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- 40. KPI’s Awareness Appreciation Without clearly Reach/Share of Voice Sentiment defined objectives Search Ranking Customer Sat # Tags # Page views/Posts we have no criteria # Unique Visits Operational # Community Members on which to evaluate Budget success. Resources Action Roadmap Advocacy # Sale/Retention NPS #Call Deflection # Referrals # Registrations # Super Users # Competition Entries
- 42. Operational Customer Content & Channel/Digital Excellence Engagement Campaigns Selection - Policies/Guidelines - Listening tools • Consumer content - Quality not curation quantity - Governance - Customer recognition - Training & & rewards - Co-ordinated & - Key Word Search Development consistent schedule & SEO - Insights & feedback - Tone of Voice - Campaign management - Industry Trend - Resourcing & - Focus analysis agencies groups/Influencers - Review stimulation, generation & effect - Mobile Apps - Internal comms - Online journey - Dashboards
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- 44. Structure Social Media Legal Marketing & HRleadership develops & signs off Cross functional senior Insights Strategy & Policy company wide strategy & policy for digital/social media. development IT Finance Corporate Social Media Brand Customer Insights Cross-functional mid-managers develop the plans & Managers Care Program Planning & tactics for digital/social media. Tactics Agencies Sales Social Media Cross-functional social Customer execute the plans & Brand media reps Agencies Operations & Care interactions. Managers for social media tactics interactions
- 45. Crisis management Definition: Setof procedures applied in handling, containment and resolution of an emergency in planned and coordinated steps. Emergency can be defined here as an online conversation/comment/post/thread that has a detrimental impact on the brand/company or an offline situation that has the potential to spread online impacting the brand/company. Monitoring tool/Referral/Alert Feedback to org & Response team/Rep document issue SLA Assign coordinator Assess situation to manage end to (criteria checklist) end communication. Notify crisis team (email/mobile)
- 46. Understand where digitalfits as part of integrated marketing mix Digital Sponsorship OOH Radio TV Press/Magazines PR
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Editor's Notes
- #2 Devising the social strategy. A presentation by Gina Bowes for Measurement.ie 15th Feb 2012. (Images & sources credited where possible)
- #3 Evolution.
- #4 From this…
- #5 To this! Democratisation of information.
- #6 Irish stats (Comscore / Ipsos MRBI)
- #7 Over 50% of the worlds population are under 30 – they don’t know life without the internet! (Source: www.socialnomics.net)
- #8 60 seconds online (Source: Go-Globe)
- #9 Brands are guests so build trust & be genuine.
- #10 Attendees of Measurement.ie
- #11 Definition of strategy
- #12 I love it when a plan comes together!
- #13 How do you measure up?
- #14 Have you got a not to do list? Set parameters
- #15 A plan should ensure you’re not juggling too much. Time is money. Expect the unexpected.
- #16 Social Media is not free.
- #17 Integration is key.
- #18 Can you/your company articulate your social media mission statement?
- #19 Glanbia Social Media Mission statement.
- #20 The plan.
- #22 Are you listening?
- #23 Get your customers feedback!
- #24 The power lies with the consumer (Source: www.ABIresearch.com )
- #25 Listening
- #26 10 reason to monitor your brand
- #27 Social Media Monitoring tools
- #28 O’Leary Analytics (Sourcewww.olearyanalytics.com)
- #29 Yomego (Source: www.yomego.com)
- #30 Lithium (Source:www.ithium.com)
- #31 The work is in the selection & implementation process.
- #32 Industry trends & analysis
- #33 Benchmark
- #34 Employee engagement
- #35 Internal communications
- #36 Employee surveys
- #37 Brand ambassadors
- #38 Know what you want?
- #39 Define your objectives
- #40 Are you speaking the same language as your company?
- #41 KPI’s
- #42 Framework
- #43 Programmes
- #44 Does you plan include governance
- #45 Governance structure
- #46 Crisis Management
- #47 Integration with wider marketing mix
- #48 But avoid the red tape
- #49 Define, Plan, Deliver, Measure. (Source: BBDO)
- #51 Change is the only constant (Heraclitus of Ephesus)