Managing a Growing Social Media Strategy - APAC
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As social media becomes more engrained in your business, a solid social strategy can be complicated. How can you keep up with what works best in today’s constantly changing environment? How do you connect your regions and teams to gain visibility across paid media campaigns on social? Social media channels have grown beyond Facebook, Instagram and YouTube. Channels such as WeChat and Weibo have different tactics and best practices that your teams based in the United States and Europe want visibility into. View this presentation to learn tips from the pros on growing your social media strategy. We’ll cover 10 tips that successful brands follow, and explore best practices for taking social media to the next level as your social footprint grows.
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Managing a Growing Social Media Strategy - APAC
- 2. Managing a Growing Social Strategy 2010 – Where we were • Social is a marketing thing • Goal is to get 1,000,000 Facebook fans • We need to post to our Facebook fans • We let our agency do all the content and analysis for our monthly reporting • There’s no such thing as “social” advertising • Facebook engagement is all public. YouTube video and comments are public. Brands can’t get to a 1:1 conversation. 2016 – Where We Are • Social is a business tool • Goal is to increase engagement across social • We need to pay to target content across Facebook • Social ads drive my brand success and reach • We want to save time and money by sharing assets and standard reporting to all markets • Almost all channels have private messaging. WeChat emerged, providing brands with ability to have 1:1 conversations and drive customer engagement as the core focus
- 3. 01. Understand Your Audience
- 4. • What does my audience look like on social? • Who are the people I’d like to reach? • Who is engaging with my competitors? Paid targeting insights enable you to research several indicators to maximize reach: • Interests: use keywords for optimization • Age & Gender: fine tune assets • Location: maximize real-time trends 01. Understand Your Audience
- 5. 02. Any Mention is Valuable
- 6. 2010- Brands didn’t focus on engaging with their fans 2016- Brands focus on ALL types of engagement to assist business decisions. • Customer Service • Product Launch • Product Feedback • Competitive Comparison • Corp Communications • Technical Support • Loyalty Retention • Sales Stages 02. Any Mention is Valuable
- 7. Social channels have evolved to drive 1:1 communications outside of the public domain. WeChat built a foundation that all communication is 1:1 Private Messaging on Facebook, Instagram, Weibo and Twitter can turn a public issue into a 1:1 engagement opportunity privately. 02. Any Mention is Valuable
- 8. 03. Showcase Your Brand’s Personality
- 9. 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
- 10. 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, Cadbury Australia YouTube
- 12. To drive engagement use a call to action. Simple ways to activate action are: • Real-time video chats • Hashtag campaigns • Re-sharing UGC with attribution • Video testimonials • Community contests • Facebook Paid Call to Action on video or links Everyone likes to feel special and these small things build brand loyalty. 04. Activate Customers
- 13. 05. Drive Customer Loyalty
- 14. https://walkthechat.com/wechat-travel- industry-case-studies/ 05. Drive Customer Loyalty Customer Service is the key focus on WeChat. WeChat Auto Reply and User Defined Menu’s are an opportunity to AMAZE! Hospitality and Travel brands have maximized this for travelers leaving China: • Concierge services • Travel arrangements • Hotel information • Payment for services Watch for this real time customer service to emerge on other channels this year. Source: walkthechat.com/wechat-travel-industry-case-studies/
- 15. 06. Content Collaboration and Sharing
- 16. 06. Content Collaboration and Sharing With small markets in APAC and limited resources, maximizing assets is key! Asset Sharing: Create a Library for all teams to access Suggested Content: Stay on brand with messaging shared to all regions Top Performing Content: Discover and share content from stronger regions to lower performing teams to lower time and cost of planning Keywords: Build content around these to engage customers with things they care about
- 17. 2010- content shared via email 2016- global and regional view shared via software Social media management software allows you to plan, organize, administer, publish and share your editorial calendar in a live space at scale. Visibility when paid promotions or programmatic campaigns allows you to adjust all social content in real time. 06. Content Collaboration and Sharing
- 18. 07. Emerging Trends Need to Drive Action
- 19. 07. Emerging Trends need to Drive Action Trends show you what people care about. Watch for: • Facebook trends by regional or vertical • Visual listening across brand mentions • Themes within your accounts • Vertical specific topics emerging • Entertainment / news impacts
- 20. 08. Aggregate Social Metrics
- 21. 08. Aggregate Social Metrics Break down social analytics into buckets you can align against measurable business KPI’s: • Awareness: cross channel impressions, reach and audience size indicate volume • Engagement: action by consumers, re- shares or video views so the campaign success • Intent: paid and conversion metrics across Facebook, Twitter and Instagram show social is driving results. 2010- how many fans do we have? 2016- measure views, CPA, CTR and web conversions
- 22. 09. Benchmark Against Competitors
- 23. Metrics are one way to compare against competitors, but ranking actual content is critical to understand what they are saying. Key insights to track: • Audience growth vs. your own • Influencers engaging with competitors • Engagement trending vs. your own • Top Performing Content • Assets being shared Real time tracking provides insight into share of voice and competitive intrusion. 09. Benchmark Against Competitors
- 24. 10. Break Down Organizational Silos
- 25. 10. Break Down Organizational Silos Understand who social impacts in your organization: • Community Management: Agency, Regional • Customer Service: In-house, Regional • Corporate Affairs & Legal: In-house, Global • Public Relations: Agency & In-house, Regional • Advertising: Agency, Regional • Product Innovation: In-house, Global • Sales: In-house, Regional
- 26. Final: Key Takeaways 1. Social has evolved, it’s a business tool not just a marketing channel. 2. Engagements and open dialogues create should be provide research value outside of typical social remits. 3. Provide markets with solutions to help save money by sharing assets, standardize reporting to increase time efficiencies 4. Social tools allow you to save time and money 5. As social has scaled across an organization, how many tools & stakeholders are involved in your social strategy globally. 6. Almost all channels are driving 1:1 engagements with consumers, allowing for a private dialogue – make sure you react to innovations within social platforms, especially if they affect the way consumers engage with your brand.
- 27. • Collaboration in a single interface to coordinate campaigns across all markets and global teams • Supports 53 languages and translates local messages, currencies and times in over 100 markets • Offices located in Singapore and Shanghai for APAC support and training • Content planning, assets sharing, publishing, engagement, and analytics capabilities Social Management Software Can Help
Hinweis der Redaktion
- To set the scene for what I'm going to take you through today, we're really going to look at it from two angles, the first being where we were with social 5,6,7 years ago, to where we are today, and how business processes and decisions have become more reliant on the wealth of information that available from social channels. To successfully scale in social you need to make sure you understand how quickly social changes and prepare yourselves on how to shift and adapt your strategy to accommodate changes to existing platforms, new platforms or even new audience groups. When we look back in 2009/2010, I was working in an agency, and Social was really just seen as an "additional marketing channel” no one really knew how much ROI it could generate, we knew it was a useful channel but had no real strategic goal around it tied to an ROI. Facebook was really our only active channel for driving content and we cared about how many Facebook likes we had. We had twitter feeds but couldn't really demonstrate value. Where as now, we look at social being a business tool - later on we'll talk about transformation and how brands have adapted to incorporate social into multiple job functions, because social isn't seen as a silo anymore, it impact cross-department is huge. When we look at customer service teams especially, and the need for an open dialogue with your consumers, historically all social engagements were public. With almost all channels now having private messaging capabilities – and when we look we WeChat and Weixin, networks with a whole host of functionality that enhances these one to one conversations and the customer experience. KLM tested a virtual assistant on WhatsApp with 100 of its frequent flyers, answering queries about upgrades and seat availability. The airline saw shorter and more frequent back and forth with consumers.
- With any social strategy, one of the most important elements is to understand your consumer. Understanding who your consumer is, their demographic and how they react and engage with your brand across your social networks.
- Driving Engaging Content comes down to one thing... relevancy. Compared to where we were 5 years ago, we have more and more channel metrics available which helps us truly understand how our content is resonating with different audience types, which ultimately helps us tailor our content strategies. It’s important to understand: 1. What does my current audience look like across my brand accounts? The easiest way to fully understand this is through social management tools. 2. Who are the people I'd like to reach? So, who's your target audience? Who are my brand advocates and who are my influencers that can help support the viarlity of my content 3. Who are engaging with not only my content but my competitors content? and what impact is that having. It's all about research. 5-6 years ago it would have been an incredibly tedious and complicated task to find out this who your audience are and how your content’s resonating with them, but nowadays there's so many different types of technology to support you in evaluating your audience and content. Paid targeting allows you to really hone in on your audience, think: 1. Interests- so, real-time - what are my consumers interested in and current trends 2. Age & Gender: are there rules and regulations you have to adhere to and who's your content relevant to. 3. Geographical location: where are the people your targeting: Facebook, what's going on the country or city, or through certain channels geo-fenced that content to an even smaller location. Hook: do you currently have in place to understand who’s engaging with your brand and to support your teams in evaluating how content resonates with different audience types.
- Which leads onto our next point. Any Mention is Valuable – Understand your audience and understand how to engage with them.
- In 2010 brands cared about publishing content, not about engaging with your fans. In 2016, brands produce less content, and care more about understanding what your fans are saying and engaging with them, creating a dialogue with consumers Every mention is different, and every mention has a different value. This eludes again to how social impacts the wider organisation now, as opposed to just the digital team. For example, enhancements to Twitter and WeChat have presented huge opportunities for brands to enhance their overall customer service experience. Different types of engagements drive different business values, we're talking about mentions across both our owned, earned and paid audiences. A complaint is easy, it more than likely goes through to the customer service team. Now think product feedback - do you care? You should, but do you have technology to help you collaborate with your product & innovation teams? Think sales, an engagements come in with clear signs of a purchase decision, how are you collaborating internally? WeChat built a foundation that all communication is 1:1, pretty much all social channels have evolved to drive 1:1 communications outside of the public domain. Hook: Are you engaging with your customers? One of the greatest inefficiencies when engaging with consumers through social is you could have 5-6 people reading the same comments. What processes do you have in place to maximize your employees time.
- That said, keep in mind that especially nowdays in comparison to 5 years back; user expectations are increasing. Social channels are evolving to support that increasing need. As a great example, a few months ago Twitter allowed engagors to initiative a private message with brand channels through the deep link you can see on the left. Historically you had to initiative the conversation both follow each other to eventually drill down to a private conversation. Social channels have reacted to allow you to take public issues private more quickly. Use these enhancements to Social Networks to your advantage
- Understand your brands personality - choose your brand style and stick with it - but make sure your social efforts align with KPI's across your business. The best way to think about brand personalities is to relate them to public figures: Stephen Chow – Do you consider yourselves to have a fun, qwerky brand? Is your content and engagement strategy aligned with this? NOT TALKING - Aung San Suu Kyi– Is your brand a fearless advocate for human rights? Jack Ma, probably one of the most famous people in the world at the moment - Is your brand charismatic, innovative and willing to take risks? Girls Generation – Is your brand young and all about “fun” Lee Kuan Yew– LKY, Is your brand stately or political? What do you stand for as a brand and what impact are you trying have? Remember, a brands personality isn't just referring to the content that's created but also the engagements with fans. If you want to be the brand that's considered a thought leader then create content to drive that personality. If your brand focuses on Experience based marketing in comparison to product influenced content strategy then... showcase that personality. If your brand is all about the buzzy creative then focus your content around that. Oreo's a great example of a brand that has world class creative content; that's fun, qwerky, and when they engaget with their fans they maintain that personality. Hook: How do you make sure your brand personality is consistent – do you have any governance tools in place to monitor agencies & brands speaking on behalf of your brand across markets?
- Your personality speaks in many ways, think about the purpose of your content and which media types you can use showcase personality. Heineken, who I think have some of the most engaging creative in social, really look at selling the experience with the brand, rather than selling the product. With more and more opportunities becoming available through channels and technology, you can gain deeper insight into how certain types of media are resonating with your audience. Think - Video: Drives emotion and calls to action with your brand or products Look at - Images: Spark an immediate connection with your audience and use them to drive sharing - Images are more widely shared than videos. Don't think about content as being siloed, think SEO and driving traffic across other channels Understand - User Generated Content: Sometimes the most inspirational content is created and shared by your fans. Invest time in finding that content as it demonstrates how supportive your fans are to your personality.
- Look at this way, you've worked hard to gain your customers, so make sure you keep them engaged. With more and more engagement avenues becoming available through social channels, it's easier for you to engage with your communities and keep an open dialogue. Some of the simple to give your audience some air time: Think about real-time chats: If you look at a lot of the entertainment brands like iHeart Radio, they tend to be really great at this. Hashtag campaigns, but ensure you track sentiment behind these UGC - sharing your fans great content Everyone loves their 15 minutes of fame. How are you leveraging your customers to act as a extension of your brand personality?
- What this leads on to is really driving that customer loyalty. What we’ve talked about so far are almost the moments of truth with brands and engaging with customers. As platforms evolve more opportunities become available to enhance the experience customers have with your brand. A lot of hotel chains and travel brands are trying all sorts of innovating things utilizing the functionality of WeChat. Concierge Services, Travel Arrangements, Hotel Information, Payments for services - When consumers travel, they look to your brand to be an information service – innovations in channels present opportunities outside of what we see as traditional response mechanisms. If something becomes available in one channel, the expectation is other channels will follow suit with similar innovations. Watch out for real time customer service trends across other channels this year.
- As we scale, there are more and more stakeholders involved in either creating great content, or needing support in creating content. Every market is different, not just the culture of the market but the budget available to the market for creating content and advertising across social. Social operations teams have become more and more integral as they're looking for ways to maximise efficiencies as your scale your strategy. Social Technology is becoming more and more prominent as it allows for collaboration. Let's think Assets and Top Content: Throughout the world each market may be creating their own imagery, videos and any forms of content. Technology can help you identify this content quickly and easily. Invest in a library to store all of that great content. With channels like Facebook becoming more and more of an ad network, smaller markets will really appreciate utilising existing assets, meaning they can invest less in creative and invest more in advertising. How are you distributing assets globally, how many agencies do you work with globally that create great content? How do you as a business learn and share best practices? Maximise budget by sharing!
- Again, when we think of collaboration it's important that your entire team has an understanding of your content calendar. We need to understand every campaign that's drafted, scheduled and published to avoid duplication. If a trend emerges, adapt and adjust content delivery schedules to amplify reach or even potentially limit damage towards your brand. Social Media management software allows you to plan, organise, administer, publish, share and analyze your editorial calendar in real-time and at scale. How are you visualizing your content calendar at the moment, can you easily identify every piece of content going live throughout the globe across your social channels?
- To start, don't fear trends. Embrace them as an opportunity to reach new audiences and obtain a new of information. With Facebook Topic data, it opens up new possibilities when it comes to emerging trends about our brands and the topics our consumers care about. Social Listening and Management tools allow intelligent trend notifications which can streamline efforts and provide quick insights to act on. Some of the key things to look out for: Audience trends: What's being said by your audience and what's the context and sentiment behind what's being mentioned. Technology allows your to be intelligent with this - I know my brand averages 2,000 mentions per day across owned and earned, as soon as these mentions exceed say 3,000, I want to be notified so I can understand why there’s this increased level of conversation. What are your competitors saying? How can your competitor activity effect the sentiment or discussions about your brand. Influencers: who's talking about my brand, what sentiment are they using and what impact are they having around conversations Hook: Recently Facebook Topic data became available, a lot of brands haven’t yet figured out how to use this whole new wealth of data. Obtaining Facebook data down to the city or country level to alert brands on trending topics, links being shared in region and demographics of the people talking about these trends. As a brand, think about how you’re reacting to new trends and what tools you have to support your markets.
- Every year social strategies change, your channel strategies change (Facebook's different to Twitter, Twitter's different to Instagram, WeChat’s completely different) new networks become available. Decide what metrics are key to your brand, but then think cross channel. Use technology to provide a holistic view across your organic and paid efforts across multiple channels. Decide what reporting frameworks and timelines work for your brand, and use them to benchmark and monitor whether you've achieved your goals. As you scale, you may need to adopt new channels in certain markets as it may resonate better with the geo-graphic audience (think back to tip 1 - understanding who your audience is) that said, make sure all you can aggregate your social data cross channel, and cross market as it gives you a clearer view of ROI. And ultimately, that's what we care about, the value of our investment in social. As metrics go, it’s not just about how many fans you have anymore- it’s about the full funnel from awareness, through to engagement, through to buyer intent. Think about how you report on social data, cross team, cross market, cross brand.
- 5 years ago the information we could obtain from social was pretty limited. There was limited technology to support us, the information provided by social networks wasn't as insightful and it was incredibly time consuming to pull and analyse data. Market by market, take time to understand how your campaigns have resonated with local audiences. Who's engaged with your content, how many people your contents reached, and ultimately what was the result of your efforts. Link this back to your performance KPI's. Then understand, how your content performed in comparison to your competitors? Did you gain more audience members, did you hit any reach or engagement KPI's over the time frame. As you scale, what's the market by market benchmark and comparison? 2. Look at local market benchmarking across your competitors- If an image or asset has performed well in let's say, Germany, look for like-minded markets which could potentially utilise the assets to cut down on creative costs - You know the assets is much more likely to perform well, based on previous campaign experience. How do you benchmark about your competition at the moment, on a local and global level. Look at your competitors entire social footprint, not just across a single social channels.
- When we think of Digital Transformation, and how brands have shifted to accommodate a more digital culture, with changes to the people they employ, the processes they adhere to and the technology that supports them within their organizations. All of this change starts with the organisational structure, and when we think of Social Transformation we have to look at the Social organisation - how we break down silo's and how channels like social become valuable to other business initiatives. As you scale a social strategy, there's more and more stakeholders that become involved. Global stakeholders, local stakeholders, then the whole debate around Insourced vs Outsourced - so what skillsets do you have within the organization vs rely on agencies for. Take a step back, look at your organization structure and plan how social effects each of these teams, and where social information adds value. R&D would love real time feedback to the changes in products that hit the shelves. CRM team would like to see the social content calendar to coordinate email. Operations need to know when that offer was promoted to staff for in store sales. Legal wants to ensure copyright distribution is tracked on social. If your brand is currently active cross-market, cross-department and cross-channel, how are minimizing inefficiencies when it comes to collaboration and governance. Do you have technology in place allowing teams to talk to each other and streamline reporting efforts?
- How many tools are you investing in globally, from analytics through to publishing or is there more alignment.