11:16 — Sebastian: I know everyone is this room is familiar with leading an engagement program. I have 15 steps to share with you today.
11:16 — Sebastian: Step #1: Define goals and objectives:
- Each business will have unique goals to track and measure against in their social media engagement strategy
- What are you trying to achieve with social media?
- How can your conversations achieve this?
11:16 — Sebastian: Step #2: Align content marketing goals with social: Understand the goals of your company’s social media content delivery to help you develop a more attainable strategy.
- Know what to measure.
- End goals dictate the measurement metric
- Beef Up Content Strategy w/ Big-Brand Mindset
11:18 — Step #3: Rind and define your voice:
- What is your existing tone and how does that translate?
- What is your Company Culture and how does that translate?
- How do you communicate on other digital or traditional channels?
- What do your customers want and expect?
11:20 — Step #4: Follow social platform changes. There are 4 ways to stay updated on social media platform changes:
- Updates directly from the platforms
- Industry reports and news updates.
- Google Alerts
- Social Media & Tech Experts
11:22 — Step #5: Get the right people on the bus.
- Know your team/company’s ability & Set expectations
- Start small if necessary
- Find internal advocates that understand your company
- Equip your Community managers to be spokespeople
- Team Must Be – Collaborative, Multitask on Deadline, Great Writers & Internal Evangelists
11:24 — Step #6: Outsource content development as needed
- Decide what you want to achieve.
- Don’t spread yourself too thin.
- Keep some social media in-house.
- Send some social media to a consultant.
- Don’t let the shortage of internal resources hamper your online capabilities.
11:25 — Step #7: Know and understand your audience:
- Listen & research
- Understand what folks are talking about
- What are the pain points? What are people saying about your company?
- List of words/phrases not to use
- Keep records – connect
11:26 — Step #8: use social media channel data. Here are six practical ways you can use social data to benefit your business:
- Gauge the real-time market mood.
- Identify relevant issues and content.
- Determine user interests.
- Provide internal operational metrics.
- Execute competitive research.
- Explore social data with an actionable plan in mind.
11:28 — Step #9: Engage in real interactions. Social media engagement relies on daily interactions among users to survive. Auto posting tools can be helpful but engage your audience with real conversations.
11:29 — Step #10: Question readers for more engagement. Questions are a good example of engaging content:
- Pure fan engagement questions to help tap into the interests
- Market and competitive analysis questions to generate conversations and engage with possible leads
- Product/service feedback questions that can serve as a fast focus group
11:30 — Step #11: Know and understand your competition.
- What is working/not working for them?
- How are the innovating and changing conversations?
- Understand your share of voice, keeps ‘hot’ issues in perspective.
11:31 — Step #12: Here are four Key Pillars:
- Building a Campaign
- Engagement & Conservations
- Measure, Analyze, Optimize & REPEAT
11:33 — Step #13: Know laws and industry policies. Heavily regulated industries: financial, healthcare, transportation.
- Understand and train your community managers or what is allowed and what is not.
- Accident/incident or fare sale regulations.
- Employee Social Media policy development and execution.
11:34 — Step #14: Crisis planning.
- Brainstorm EVERYTHING that could go wrong with your company/industry and create a plan for how to address
- Social will drive the conversation, news coverage, and perception of your company so make sure you’re prepared ahead of time
- Everything should be approved and agreed upon ahead of time
11:35 — Step #15: Be yourself and have fun!
11:35 — Sebastian shares some final tips:
- Listen First – Your fans will guide your strategy
- Be Present – A presence isn’t the same as being present.
- Be Human – Brands are faceless and easy to dislike, but genuine people aren’t.
- Have a Purpose – Conversations should be intentional. Provide REAL value.
- Be Authentic – Deliver on your brand promise.
- Stay Unique – Give your fans the personal response they deserve
- Advertising – A smart paid media strategy is essential to amplifying your content.
- Customer Service is Crucial – Answer customer questions in a timely manner.
- Be a Thought Leader – Share great content that establishes you as an expert.
- Build Partnerships – Share content from partners and mention them.
- Consistent Brand Identity – Replicate from Platform to Platform
- Use a Conversational Tone to Engage Readers – Explore your culture, community and conversation
- Define your engagement strategy – Use the tactics you know that work to establish a plan. Don’t just wing-it!
- Prepare for Crisis – Something bad will happen, have a process that the business commits to.
- Don’t feed the trolls! – People will always be people!
Q: As a small team, how do you step back and have time to create these processes and framework when you have other stuff going on?
A: We found internal support and tasked/educated our content and marketing teams in creating a lot of these processes. This has helped get social media in the conversation internally early in the campaign so that it's not just an afterthought. We still need to create some of our own content, but at least it's not starting from scratch.
Q: How do you repsond that going through legal takes away from the authenticity of our brand voice?
A: I think education to our legal team helps a lot. Our own legal team wasn't really aware of all the social and digital guidelines and why it's important. We send them relevant stories in the news about social/legal cases so that they have the industry knowledge of what's going on. So the internal education system and open communication has really helped with the pushback of legal.