The Social Media Pocket Guide

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The Social Media Pocket Guide

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U P D AT E | | T H E E V O LU T I O N O F S O C I A L M ED I A Anyone working in social understands the lightning speed with which it moves. New platforms, new algorithms, and new means of interacting with audiences— whether one-to-one or via new media content types like livestreaming or Instagram stories—emerge on a regular basis. When you’re in an industry that moves as fast as social, you need a guide that’s to the point and up-to-date. The first section of our guide takes a look at where things are now.

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4 G O A L S | | W H Y TO U S E S O C I A L M ED I A We’ll walk through each of the primary goals of social marketing and share best practices, pro tips, major brand and media examples, and critical metrics.

  1. Building brand awareness & gathering insights
  2. Driving engagement and participation
  3. Generating social conversions and sales leads
  4. Delivering superior customer care

What’s Inside

27 3 U S E C A S E S | | W H EN TO U S E S O C I A L M A R K E T I N G We’ll explore three diverse but relevant applications for social marketing—and how successful brands and media properties are making the most of them.

  1. Launching a new product or service
  2. Promoting corporate-hosted events, such as conventions and workshops, as well as sponsorships
  3. Capitalizing on real-time trends and topics through listening

U P D AT E

The evolution of social media

U P D AT E | | T H E E V O LU T I O N O F S O C I A L M ED I A

The world of social media has evolved at a remarkable pace. Social has transformed consumer expectations and corporate organizational structures alike. Social content has leapt into the broader digital landscape — and out into the real world, on jumbotrons and more. Even the business models and algorithms of the leading social networks keep shifting. The following pages provide a quick overview of just how much has changed.

Companies and brands can connect with audiences in more meaningful ways than ever. In the early days, social was a bit like an awkward cocktail party where you’d exchange a few words and then move on. Now, social is a sophisticated, two-way conversation between companies and consumers. In fact, our research from 20 major brands shows that on Twitter, 95% of brand-toconsumer communication is now one-to-one. To effectively connect with their audience on social, brands must find an authentic voice— and find ways to connect with fans organically and on their terms. Responses must be timely and remain consistent with the company’s voice, even for one-to-one communications. Social care teams must always remember they’re communicating with people, not pixels. Many brands are now publishers, too, taking their message straight to consumers and drawing

The evolution of social The NFL used an interactive social display to communicate a unified cause and effort between fans, teams, and players, showing how everyone can get involved in breast cancer awareness.

in fans with exciting results.

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A constant, measurable conversation Social is always on and always now. Social used to be about pushing out content, which

Having something to say in real-time is now expected.

your audience saw when they logged in periodically.

Social teams stay on top of trends, add to the

Now, social interaction is minute by minute. Brands

conversation with contextually relevant content

have to find ways to be a part of the customer’s

that informs or entertains, and are often rewarded

nonstop social life.

with increased audience engagement. But brands

These days, many organizations think of social activity in terms of three categories: EVERYDAY ENGAGEMENT | This is your baseline social engagement, including dayto-day community management, responding to comments and questions, and maintaining a regular publishing cadence. It can fill the gaps between planned campaigns. PL ANNED ENGAGEMENT | Includes any major campaigns or events that drive big, planned brand investments. These campaigns should start with agreed-upon Key Performance Indicators (KPIs) by which you can later measure success.

have learned they must chime in on real-time moments with care: big wins are out there, but so are risks, like appearing too opportunistic, or tone-deaf. Social teams must be sure to only enter conversations in which they can add something useful to the audience’s experience, and brands must only participate in moments where they have something relevant to say.

Social impact can be measured to prove value.

Khoros research

95%

of CMOs believe that creating and finding new, timely, and engaging content is one of the biggest challenges.

97%

of 2018 Tweets were not public but 1-1 between a brand and a consumer

We now have multiple ways to measure the success of social campaigns. We can look at a number of different metrics that quantify reach, activity, engagement, and impact. As a result, there’s more emphasis on metrics and more

OPPORTUNISTIC ENGAGEMENT | Brands

pressure on social teams to demonstrate business

now regularly participate in moment-by-moment

value. But the value of social will look different for

social conversations tied to big, real-world events

each business, and as such, each company must

as well as the serendipitous conversations that

look at each bucket of value social provides to

come up every day around trending social topics.

determine social’s overall value to their business. 5

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Coordinate programs across teams.

Invest in paid to boost results.

Social plays a critical role in supporting multi-

The nature of social media platform updates—stemming from the need for

channel marketing, product development, customer

networks to generate revenue—means the organic reach of brand messages has

care, sales, and more. To remain relevant in social,

plummeted. Marketers have long been used to Facebook’s frequently changing

companies must coordinate programs across

algorithm, but Instagram and Twitter also both now have algorithm-driven feeds

teams. Take, for example, the need to stay ahead

that dispense with chronological order and instead most prominently feature

of API updates and changes. Timing is important

posts from accounts each user interacts with most. Brands now need a paid social

in the social landscape, and an uncoordinated

media strategy to ensure their messages reach their target audience and keep

team that isn’t on top of the most recent updates

their brand relevant and top-of-mind. It’s also crucial that brands use available data

will miss opportunities to engage audiences.

(from social listening, user profiles, and user content) to pinpoint each audience

Because ad formats change quickly too, marketing teams must coordinate with social care to ensure they aren’t missing any advertising opportunities. In

subgroup and ensure their marketing efforts are going to people who will genuinely engage with what they’re offering. After all, the measurement capabilities of social advertising, particularly on Facebook, are one of the benefits of social ads.

general, responsibility for and involvement in social has become dispersed throughout organizations, involving multiple departments on a daily basis. More and more, social is part of everybody’s job— no matter if you’re in human resources, sales, or product development. As teams adapt to the cross-

Successful real-time engagement

functional nature of the social web, corporate

Whole Foods noticed #foodiebandnames was trending and

structures and processes must adapt alongside them.

contributed to the conversation in a clever, brand-appropriate way that caught the attention of their social fans.

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U P D AT E | | T H E E V O LU T I O N O F S O C I A L M ED I A Even so, great content delivered to the right audience is still key. According to Forrester research, the networks can help here, too: “Social sites’ enhanced understanding of their visitors allow marketers to deliver ads to customers who are more likely to want them and to optimize different kinds of content sequences,” Forrester1 explains. Create engaging content, and your audience will like, comment on, and share your posts—helping to keep all of your posts visible. Boost

Social is a participatory newsroom. Consumers, viewers, and fans are passionate about being part of the stories of their time. Both brands and media companies have adopted a newsroom mentality, seeking to share trends, topics, and content that resonate with their audience at any given moment.

your most engaging or important content strategically, focus on the

Consumers generally welcome brands in the

social channels that work best for your business, and optimize over

conversation cycle—if those brands offer a timely,

time. Stay on top of how those channels are balancing paid versus

relevant perspective. Marginally relevant content

organic content going forward—many of them are constantly

will be ignored or, even worse, publicly mocked.

updating their paid offering as they aim to provide value to users, brands, and shareholders.

Social has moved out into the world. Before anything else, brands must address the baseline consumer demand for social engagement. Once that’s built into each day, brands can look beyond the social

TOP SOCIAL NET WORKS

networks and infuse social into any digital experience— from broadcast media to retail, sporting events, and more. Social polls, contests, and conversations are popping up across all media, and these social experiences can be sponsored by brands. Whether it’s at a venue (jumbotron, touch walls) or online (websites, second-screen apps), social sponsorships allow advertisers to be a part of conversations that are already happening. Instead of merely being affiliated with an event, sponsors can now be viewed as an integral part of it. These new forms of sponsorship are rapidly evolving, as there is tremendous pressure to deliver something consumers have not seen before. 7

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Stop Pushing Unwanted Content To Customers, January 2017, Forrester.

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Social care matters. Social channels present an opportunity to solve

Brands are harnessing social proof outside of social channels.

problems for your current customers—and

These days, successful brands will find ways to

communicate with prospective ones—at speeds

capture and maximize the most valuable asset

and volumes no other channel can match. The

they have—the customer voice. It’s a social truism

social networks have made it easier than ever

that people are more likely to like, follow, or buy

for a consumer to start a conversation, and the

a product if their friends have good things to

expectation is not only that a brand will respond

say about it—that’s the power of word of mouth

quickly, but that it will actually solve an issue

marketing, which drives $2 trillion annually in sales

without moving off channel—and fast, too.

alone, and which social lets you do at scale. Public

The rewards for brands that do this effectively are generous: Recent research cited in Forrester2 and conducted by Twitter found that customers are willing to spend up to 20% more on an item from a business that responds to a customer service tweet. However, the downsides can be steep and

social conversations can now be harvested from every network and integrated into brand websites and other owned media experiences. Brands can even integrate the customer voice in real time, with parameters that ensure that the content is relevant and safe.

publicly known. Social care data is being shared across the enterprise, providing new streams of data for common product problems or ideas for improvement. Brands must create internal processes and teams to monitor, respond to, escalate, and report on incoming customer issues. The scale required also means that “going native” just isn’t going to cut it. Instead, brands must invest in a strategy and technology that connects them to people wherever and however they need.

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Use Social To Bridge The Gap Between Marketing And Customer Service, January 2017, Forrester.

4 GOAL S

Why to use social media

1.

Building brand awareness and gathering insights

2.

Driving engagement and participation

3.

Generating social conversions and sales leads

4.

Delivering superior customer service

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  1. Building brand awareness & gathering insights Even with all the changes in social media, driving awareness is still the #1 goal of most social media marketers. The potential reach is vast, although the reality of pay-to-play is challenging for many brands.

Best practices • Keep your social network profiles complete and up to

• Keep all social media interactions with customers and fans

date. Many consumers will never visit your website, so

consistent with your brand’s voice, and make sure your team

social is your chance to make a great first impression

follows guidelines for when and how to respond to comments

and communicate important information.

and direct messages.

• Determine which networks in your stack are best for

• Share relevant user-generated and third-party content.

brand awareness, especially for paid efforts, which

Highlight influencers in your community and encourage them

ones allow you to target best, and which are most

to be a part of your brand story.

cost-effective for you. • Devote resources to developing customer personas

• Tailor content for each platform: for example, Snapchat is informal and intimate and not for straight promotional

and journeys, so that social can support those

materials, while Instagram is more polished. LinkedIn is

journeys and target those personas.

professional, while Facebook is more casual.

• Identify the usage patterns of your target audiences so you can focus on the channels they use most.

• Include messaging apps like WeChat, Facebook Messenger, or WhatsApp in your integrated brand campaigns.

• Use relevant keywords in your descriptors and tags. • Own and post to a hashtag that can be used by anyone else to provide you with user-generated content (UGC) (like Forever21 does with #F21xME or Cabela’s with

#ItsInYourNature).

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Pro tactics

  1. SOUND LIKE A REAL PERSON, NOT A CORPOR ATE ROBOT Even corporate social accounts should sound like real people communicating with customers and fans, not boardroom-approved press releases talking at people. Social is especially well suited to show the human faces of a brand—including the human narratives that drove the company’s founding, its mission, or its history— because the medium is the perfect place to establish authenticity, transparency, and trust. Spotlight straightforward brand and product updates, but also: • Company events

• Prominent new hires like board

(especially videos)

positions or VP roles

• Charitable participation on a company or individual level

• Links to industry or market events • Employee favorites from your

• New package designs

product or service line

WHICH TEAMS SHOULD YOU INVOLVE?

Social Corporate Communications Marketing Web/Design Sales

Brand awareness: REI maintains multiple #REIGifts Pinterest boards to stay top-ofmind with different audiences—kids, hikers, gadget lovers, etc.

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2 . SHARE VALUABLE RESEARCH AND THOUGHT LEADERSHIP CONTENT Many people keep up with brand accounts to stay on top of an entire industry or product category, so make sure the content you share is truly relevant and valuable. Having trouble determining what “relevant” means to your audience? Lean on the personas and customer journeys you have developed to see if your content meets their needs. Industry- and topic-specific hashtags are a great way of surfacing your content to the right audience. Share your research and other content with well-known bloggers and influencers and invite them to share insights with their readers and fans. Repurpose articles and white papers into sequential blog posts to help grow your readership over time. You can also share: • Proprietary white papers, best practice guides, and pertinent articles, as well as third-party materials your audience might find valuable • Tips or creative ideas about how to use products • Outside studies on industry trends and user perceptions • Videos with key researchers, product designers, and other subject matter experts • Industry-related infographics and charts

Brand awareness Royal Caribbean’s Countless Wows campaign boosted awareness by amplifying customer photos and stories in real time.

• Tip: Strive for personalization, relevance, and anticipation with your content

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  1. AMPLIF Y CUSTOMER FEEDBACK AND OFFER NEW EXPERIENCES Highlighting user-generated content is one of the best ways to grow brand awareness because it gets people engaged and encourages them to share news of your brand across their networks, increasing exposure and driving engagement. Customer stories highlight your brand’s uniqueness, help shape your brand’s personality, and help your audience personally relate to your product. Research shows that people are more likely to believe authentic customer feedback than anything brands say themselves. Running a contest, such as a photography challenge or a retail styling challenge, can be a great way to gather UGC and get data on your customers (but always remain mindful of the FTC’s guidelines around disclosure). You might also consider inviting customers or social media influencers to write a guest post for your blog about interesting product experiences and successes. Get your audience engaged by offering them a unique, intimate experience. Videos are particularly valuable, especially livestreaming (on platforms like Periscope, Snapchat and with Facebook Live) and immersive consumer experiences via virtual reality (VR)–embed such experiences on your homepage and include them in your posts.

After surfacing an organic tweet from Beyonce during the Superbowl, Airbnb kept up momentum by quickly retweeting with their own brand-centric wit.

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What brand awareness success looks like and why Building brand awareness is largely about reach—the more people who see your messages, the better. With the number of reach metrics available, you can establish sub-goals and measure your progress against those goals at regular intervals.

METRIC

WHY IT MATTERS

SAMPLE GOALS

Audience Size Fans and Followers

Shows how many people are willing to opt in to continue building a relationship with your brand (but note that without paid support, you’re unlikely to reach these followers with any real frequency)

Increasing fans or followers by X%

Impressions

of Times Your Content

Was Served

Shows how many times audiences are served your social messages and gives you a 1000-foot view of how far your brand activity is spreading

Consistently achieving X number of impressions

Additional data points Activity metrics indicate how often your company publishes new messages or engages in conversations on social channels. The more social activity you have, the more people see your brand. Consistency is key: since time decay is a factor in social channel algorithms, you don’t ever want to go completely silent, so do your best to balance quality content with quantity—examine your own social performance to determine when you should post and how often you should repost. Engagement metrics measure interactions, such as Likes or Favorites, which are also helpful in tracking whether people are truly seeing and connecting with your content, or if are they just scrolling past. Also, when a user interacts with you on social networks, your content is often seen by members of that person’s network, boosting your reach even further.

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  1. Driving engagement & participation Today’s social users want to build meaningful relationships: they’re looking for personal connections, which includes connections with brands.

Best practices • Incorporate social sharing options on all corporate web pages. • Always ask for feedback, comments, and especially success stories. Amplify great stories across relevant channels. • Include relevant hashtags so your audience can follow the conversation and participate. Consider how you might capitalize on your owned hashtags as well as trending hashtags to engage new audiences. • Activate your audience with sample social posts to support your events or campaigns. Create interactive social experiences like polls, votes, or photo contests to encourage participation.

• Incorporate video and livestreaming and take advantage of the intimate opportunities to connect offered by platforms like Snapchat and Periscope. • When appropriate, offer incentives for participation, such as exclusive discounts or giveaways. • Give your audience a chance to provide input on product features, service offerings, changes, cause-related projects, and other company decisions. • Encourage two-way conversation: post open-ended questions on blog articles and social posts, and incorporate social polls on your website.

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Pro tactics

  1. DRIVE REPEAT ENGAGEMENT WITH AN ONGOING ACTIVIT Y OR RECURRING FEATURE . • Host a weekly or monthly online Twitter discussion with live Q&As and knowledge sharing. Create a hashtag to help people find these conversations and contribute even outside of official chat times. • Reach community members looking for meatier posts with Medium. • Capitalize on recurring social memes, such as Throwback Thursday (#tbt), as long as they make sense for your brand. Watch for new recurring memes that may be relevant as well. • Target professionals in your community by posting to LinkedIn with relevant information, links, and videos.

WHICH TEAMS SHOULD YOU INVOLVE?

Social Corporate Communications Marketing Web/Design Sales Customer Service

3M Racing, a department within 3M, engaged audiences by allowing them to vote on which throwback logo would adorn the 3M Racing car. The contest lead to five times their average monthly Facebook fan growth.

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The goal is to keep people coming back. 2 . INVOLVE YOUR AUDIENCE BY INVITING THEM TO GET CREATIVE . User-generated content (UGC) is a must-have for marketers: it builds credibility with your audience, improves performance on every digital marketing channel and increases time spent on websites, email click-throughs, and online purchase conversions. UGC can be in any format, but pictures, videos, memes and text are used most commonly. Brands leveraging UGC successfully view their customers as communication partners, giving them a measure of freedom with the brand’s messaging and offering meaningful ways to participate: • Get the customer in on the ground level: instead of using traditional marketing photographs, encourage fans to upload their own pictures as campaign visuals. • Host a social contest tied to your latest brand campaign or a new product launch. • Consider creating an always-on brand hashtag where fans can share feedback, funny stories, or general comments.

  1. INTEGR ATE TIMELY SOCIAL CONTENT INTO MEDIA AND MARKETING CAMPAIGNS. Pull positive social mentions of your brand from any social channel—keeping in mind regulations around consent, of course—and weave them into your website or other digital touchpoints. Look for creative ways to collect and visualize this content, such as leaderboards, polls, counters, maps, and fill-in-the-blanks. These integrations are a great way to increase engagement and add authenticity to your brand.

Engagement & participation Urban Outfitters and HBO connected with young, hip viewers with a #UOxGIRLS photo contest. Fans could win a year’s rent or a $5,000 gift card for home furnishings.

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What brand awareness success looks like and why Social data can tell you a lot about your efforts to engage more with your audiences. You can measure the amount as well as the type and quality of your engagement. Use these metrics to understand which content and campaigns are most successful, and optimize from there.

METRIC

WHY IT MATTERS

SAMPLE GOALS

Interactions Reactions, Likes, Shares, Retweets, Favorites, Pins

Show how your overall social activity resonates with your audience

Increase interactions by X% in Y months

Audience Feedback Comments, Mentions

Signals participation and audience input. Can include positive or negative sentiment

Earn X comments on at least Y posts Maintain X% of positive feedback

Amplification Shares, Retweets, Regrams, Repins

Indicates content resonance and helps increase earned impressions

Earn X million impressions

Engagement Rate Total Interactions/Reach of Posts

Can be used to measure the effectiveness of your content overall or post by post

Increase average engagement by X% quarter over quarter

Clicks

Can be tied to web analytics data to measure actual business outcomes of social engagement

Increase clicks by X% quarter over quarter

Additional data points Activity and reach metrics help you understand the number of engagement opportunities you’re creating — how many you’ve created and how many people are being reached. Use these numbers to add perspective to the metrics outlined at left. You may also want to layer in web analytics to discover which content is most successful for driving actions such as clickthroughs, conversations, and web traffic. These conversion metrics can also help demonstrate the impact of your social programs on larger business objectives.

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  1. Generating social conversions & sales leads Meet potential customers where they spend time on social.

Best practices • Incorporate social sharing options on all corporate web pages. • Take the following best practice from Forrester3 : “Gauge your current state of offering customers service via social channels from a stakeholder, resources, processes, and tools perspective. Conduct a gap analysis and develop a road-map based on that assessment.” • Drive your audience to your conversion points in multiple places across your social channels. Always work to capture additional information about people engaging with your brand on social. • Include calls to action on all shared content— whether it’s a link to more great content, a request to share the content socially, or an offer to get in touch. • Facebook Lead Forms streamline conversion and open up the opportunity to gate assets you couldn’t

• Customize Facebook Lead Forms, allowing your audience to have a one-click conversion instead of disrupting their experience on social by taking them to a landing page to fill out a form. • Use Facebook Lead Forms to engage potential customers who have abandoned a lead form to get them to try it again. • Use Twitter Cards, which are also Lead Ads, (but are not customizable like Facebook’s Lead Forms). • Don’t overlook LinkedIn, especially if you’re in a B2B space. Because there is less clutter, LinkedIn can be more effectively targeted to prospects. • Incorporate contact forms and social sharing functionality on all landing pages. • Include an email subscription form on your blog. • Offer incentives (discounts, unique content, etc.) for providing contact information or sharing your brand’s messages. • Retarget people who abandoned their cart either through social advertising, like Facebook Dynamic Product Ads, or through email.

have gated in the past, like microsites and blog posts.

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Q&A: The Marketer’s Guide To Launching Social Proactive Care, December 2015, Forrester.

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Pro tactics

  1. MONITOR ACROSS CHANNELS FOR RELEVANT CONVERSATIONS, THEN ENGAGE ACCORDINGLY. Someone is talking about your brand, product, or competitors at this very moment. You can’t afford to miss these opportunities. • Scan Facebook, LinkedIn, and Twitter for mentions of your brand, your product/service, or the competition. Answer questions directly and offer to share more information wherever appropriate. • Conduct ongoing keyword searches to find prospects who don’t specifically mention your brand or offerings, but may express a need or desire your brand can fulfill. Look for appropriate ways to respond or engage with these prospects. • Monitor Instagram, Pinterest, and YouTube for media tagged with your products or service. Respond when appropriate with an offer to talk or provide more information. You can also pull that content into a dynamic web experience and link each piece back to an online point of purchase.

Conversions and lead generation Playstation encouraged its VR community to share tweets and pics with a shared hashtag with their shoppable mosaic.

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2 . MA XIMIZE YOUR ASSETS. You are likely sitting on great content to help propel lead-generation efforts.

  1. INCREASE ADVOCACY BY ENCOUR AGING REVIEWS, FEEDBACK , AND SHARING. Referrals from friends, family, or colleagues really help drive purchases. Provide opportunities for people to add reviews and share your content with

• Break a white paper into multiple smaller assets (tipsheets, infographics), then promote via social. • Share compelling images or graphics on Instagram and Pinterest. Include a link to the full document.
• Share key insights from a white paper on LinkedIn or Twitter, and include a URL to

their network. Amplify positive ratings and reviews across social channels. • Add social sharing buttons to every page on your website. • Actively monitor ratings and review sites like Facebook Reviews and Google Reviews, Foursquare and Yelp. Thank positive reviewers promptly and work to resolve any issues quickly for less satisfied customers. • Share links to review and discussion pages via Twitter, and ask people to share their feedback.

download the whole thing. • Sponsor updates or promote posts and Tweets to share a valuable new asset with a broader audience. • Post a blog recap of a recent study or

Social selling Companies are increasing their spend on paid social almost across the board. But no matter how much of your advertising budget you put into social, it’s important to consider how social impacts customers on each step of the shopping journey, from

company event, with a link to download

discovering new products to reading testimonials from real customers to making a

more details.

purchase.

• Post PDFs of all publicly available

Word-of-mouth is still the biggest influencer in the purchasing decision making

documents on SlideShare, with links

process, so amplify the voices of supporters and carefully respond to each inquiry and

to full documents.

complaint. Tailor social content for specific platforms to ensure the right message goes to the right audience.

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What social conversion & sales lead success looks like and why To measure how your social programs deliver conversions, leads, or sales, you will need to evaluate your social data in tandem with your other business data—through Google Analytics, Omniture, Marketo, etc.

METRIC

WHY IT MATTERS

SAMPLE GOALS

Traffic Driven to Web Properties Measured via Web Analytics, Link Tracking

Shows action and follow-through from CTAs

Drive X website sessions from a specific social promotion

Actual Conversions and/or Sales Measured via Web Analytics, Marketing Automation, POS Systems

Indicates success in moving people to take action—whether it be campaign responses (B2B) or conversions like e-commerce sales or coupon redemption

Generate X new leads from a paid social campaign

Connections to a Salesperson

Shows whether a salesperson is building relationships and engagement that can influence prospects

Salesperson followed by target handles on Twitter or connected to prospects on LinkedIn at top X named accounts

Additional data points Social data can be an invaluable tool for optimizing your efforts to drive leads and sales. Engagement metrics indicate how well you’re building and nurturing relationships with your customers and prospects via social. Monitoring your progress in these areas can help you deliver conversions over time. Tracking activity and reach can help you understand more about your audience, their content preferences, and the most effective targeting strategies.

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  1. Delivering superior social customer care Immediacy and personal connection make social for 1:1 communication a perfect fit.

Best practices • Decide on the types of issues on which you want to focus your resources by understanding the general volume of care conversation you receive, the typical types of issues faced, and your commitment to engagement. • Establish Service Level Agreements (SLAs) for response times, total number of customer service

• Connect your audience with education and support resources such as knowledge bases, tutorials, repair information, etc. • Connect your agents with the internal tech they need to provide similar experiences on other channels—and connect the customer data to social and vice versa. • Store a list of common responses.

inquiries your brand will respond to, etc. And make sure you have the technology, people, and processes in place to meet those agreements. • Decide whether to create separate customer care profiles on certain social channels or to deliver care from your primary brand account. Not every channel is ideal for care. • Let your customers know when and how you’re available to address their questions, comments, and concerns. Be sure to include any geographic or time limitations affecting the level of care you plan to provide.

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Pro tactics

  1. HELP WITH TROUBLESHOOTING. Social media is a natural fit for troubleshooting, and customers expect help when they Tweet. Be proactive about common problems or any issues that come up. However, if conversations require sharing private or otherwise sensitive information, take them offline or to direct 1:1 channels. 2 . RESOLVE ISSUES IF YOU CAN. If you can’t, manage expectations. In an ideal world, you can immediately address the specific concerns mentioned on social. Sometimes you can’t, so it’s important to respond quickly with next steps and/or a likely resolution time. Your responsiveness reassures customers that you’ve heard their concerns, and lets other members of your audience see that you’re actively looking

Customer care Staples went above and beyond with a potential customer, commiserating with her over finals preparation. They were rewarded with her engagement—amplifying their brand’s voice.

into issues. Many times customers just want to know that they are being heard.

  1. DECIDE WHAT TO MONITOR. Make a commitment to the channels you do support. Establish and connect teams, and use keyword monitoring and response routing to prioritize handling.

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Pro tactics continued

  1. THINK BEYOND CUSTOMER SERVICE . Remember that customer service isn’t just about solving a customer’s problem—it’s also an opportunity to reconfirm that they are valued. Consider the following ways to go the extra mile and rebuild or improve your brand’s relationship with a customer: • Show your appreciation for a customer’s patience with an incentive or other reward. • Offer coupon codes for orders that have problems or delays. • Build deeper connections with “surprise and delight”: offer influencers and fans spontaneous prizes and gifts.

WHICH TEAMS SHOULD YOU INVOLVE?

Social Corporate Communications Marketing Customer Service

Customer service US Cellular’s small social care team delights customers with very responsive service, even with thousands of monthly requests. 25

4 G O A L S | | W H Y TO U S E S O C I A L M ED I A

Making good use of data Customer experience is the primary metric category for social customer care, specifically the time to first response, time to resolution, and satisfaction with resolution. Activity is a close second. To understand how your social care efforts affect your overall customer satisfaction, you’ll want to correlate activity and engagement metrics with additional information sources such as customer surveys, reviews, Net Promoter Score (NPS), etc.

METRIC

WHY IT MATTERS

SAMPLE GOALS

Inbound Activity Total Care-Related Issues, Issue Sentiment

Shows how many service issues customers post on social networks, and whether they were positive or negative

Increase respond to by X%

Responses to Care-Related Issues Total Service Issues Resolved, Time to Respond, Time to Resolve

Shows how often your brand responds and how quickly. Shows the effectiveness of social care in resolving customer inquiries

Increase responsiveness by X% or reduce time-to-resolution by Y%

Customer Satisfaction Surveys, NPS, Reviews

Benchmarks consumer opinion through customer surveys, positive reviews and ratings, and NPS

Compare customer rating on cases received from social versus website versus call center etc.

Additional data points Sentiment metrics indicate the level of affinity with your carerelated activity and, in part, show how much your audience values and approves of your efforts. Monitoring the reach of your social care efforts help you understand how many people are being exposed to your positive, valuable customer experiences.

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1.

Launching a new product or service

2.

Promoting corporatehosted events and sponsorships

3.

Capitalizing on real-time trends and topics

3 USE CASES

When to use social marketing

3 U S E C A S E S | | W H EN TO U S E S O C I A L M ED I A

  1. Launching a new product or service Product launches are one of the most common uses of social media for businesses, and it makes good sense why. Social is an effective medium to create hype and boost awareness. However, the playing field has gotten tougher as social media has escalated the intensity and attention around launches. A poor social launch can hurt more than help. Brands like Kylie Cosmetics and Princess Polly get it right: their audience, made mostly of millennials, is actively on Snapchat. Princess Polly has incentivized people to follow their Snapchat by giving them exclusive coupon codes only found through Snapchat. After achieving a big following, Princess Polly and Kylie Jenner have used Snapchat as the exclusive media outlet for their new product launches. Kylie even does live updates on how much product is left and when each product line sells out.

Product launch Taco Bell launched its Cool Ranch Doritos Locos Taco using social media in an innovative way—the brand used their social accounts to leak that a flower shop in Manhattan’s Meatpacking District was giving out the new tacos, but only to those savvy social followers who knew the secret “blue bouquet” password.

Quick tips • Tease the launch ahead of time to build interest. New products and updates to existing products require different levels of build up: Existing products need more content pre-release, while new products benefit from more hype post-release. • Be prepared ahead of time with a wide variety of content and re-post content based on evidence: first-run content does best posted in the morning, and re-posts do best when posted in the afternoon, evening, and into the night. • Create second-screen experiences: Snapchat can take users places where they otherwise wouldn’t be able to go, so get your loyal followers behind-the-scenes access.

• Don’t just tell them—show them. Use visuals and video to bring new products to life. • Provide social-only insider information. • Share interviews with creators, experts, and users. • Boost adoption and sales through promotions and exclusive deals. • Share prepackaged content and multimedia resources for news and brand advocates.

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3 U S E C A S E S | | W H EN TO U S E S O C I A L M ED I A

  1. Promoting corporate-hosted events and sponsorships Social media is tightly woven into business events of all types: those that are in-person (conferences, workshops) and virtual (webinars, Twitter Q&As). Whether your organization is hosting or sponsoring an event, sharing related content and experiences (before, during, and after) helps drive engagement, awareness, and attendance (think: blog posts and Tweets pointing your audience to previously recorded webinars and Q&As). Social also drives engagement during consumer events like concerts, awards shows, and sporting events: incorporating livestreaming on platforms like Snapchat, Periscope, or Facebook Live keeps both attendees and those watching from home consistently engaged and interactive. TV shows also benefit from social: posts and tweets about new shows can draw in viewers and keep loyal ones coming back season after season.

Social sponsorship Twitch worked with Old Spice on a creative sponsorship play by sending an actual person into the woods for three days, controlled entirely by Twitch users.

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3 U S E C A S E S | | W H EN TO U S E S O C I A L M ED I A

Quick tips • Share what makes your event special and valuable for your attendees. Focus on noteworthy speakers, exclusive insights, networking opportunities—anything that can help create buzz. • Issue reminders and updates, and answer questions promptly and thoroughly. • Connect with influencers who can expand your social reach: recruit them to Tweet and post both before, during, and after your event. • Ask for suggestions to help shape your event in the planning stage and request feedback during and after the event. • Share content from the event with non-attendees and repurpose it later for thought-leadership articles. • Create a live social hub on your owned event page and integrate the best content via in-venue displays and livestreaming. Snapchat, Instagram Stories and Periscope both give fans behind-the-scenes access to live award events. • Offer incentives for registration and exclusive benefits for fans/friends/followers. • Stay connected after the event by tagging photos and thanking attendees. • Write recap blog posts summarizing the best content from

Corporate event Ben & Jerry’s promoted their annual event by amplifying

#freeconeday. The campaign generated massive social reach and exposure to about 10% of the world’s population.

your events and pointing your audience toward event videos (like webinars and Q&As).

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3 U S E C A S E S | | W H EN TO U S E S O C I A L M ED I A

  1. Capitalizing on real-time topics and trends

Kohl’s jumped on a massive opportunity

Big awards shows, sporting events, and major holidays offer excellent

—”Chewbacca mom”

real-time marketing opportunities. But more and more, brands and

Candace Payne’s viral

marketers must have a steady pulse on what their audience (and

video—by showering

their competitors’ audience) cares about during everyday moments.

her with Star Wars-

Social trends and conversations are a goldmine for creative content.

related gifts from Kohl’s

However, memes can hit and spread like wildfire. Consistently staying

and posting about it

on top of what’s trending is a huge challenge—with a big potential payoff.

on social.

Quick tips • Keep a pulse on global trends and topics of particular interest for your customers and fans. Use social search to uncover more moments to connect. • Don’t try to hijack a trend or event. Select conversations carefully

Kellogg Company found itself at the center of attention it hadn’t paid for thanks to breakout hit Netflix Series

and focus on opportunities that are relevant in time, message, and

Stranger Things. During the

value to your audience. Include timely brand communications around

Super Bowl, Netflix aired

everyday events, and make sure your comments add value.

a commercial for Stranger

• Plan and strategize for consistent real-time engagement by maintaining a steady flow of high quality content that’s flexible and can be altered or shared depending on the social winds. Keep your pulse on social chatter so you can capitalize on trends that are

Things featuring Eggo. The brand responded swiftly with this seriously smart piece of real-time marketing.

relevant to your brand or company.

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The Khoros Customer Engagement Platform Khoros is the leading customer engagement platform built to turn siloed knowledge

Marketing

into enterprise value, and customers into contributors. By connecting consumer insights across all departments, Khoros gives companies the ability to run their business with their customers, anticipating their needs and accelerating sales, loyalty, and innovation.

Care

With 2,000+ customers, including 52 of the Interbrand 100, and ten offices globally, Khoros powers approximately 500 million digital interactions every day. From social media to online communities and messaging to digital customer care, Khoros helps companies authentically connect with

Communities

customers throughout their journey.

GET IN TOUCH WITH US Khoros.com @Khoros

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