Social Media 401 Where do we go from here?

Social Media 401Where do we go from here? Chris Dyck Brand Director, Digital

AGENDA • Quick Bio • Outcome for Today • Social Media Macro-Trends • Guidance to amplify your activities • Questions

Chris Dyck (@cddyck)Quick Bio EDUCATION BSc.H. Life Sciences Management of Technology and Innovation Web Marketing Marketing Management WORK EXPERIENCE

Outcome for today Provide some guidance to help take your social media activities to the next level by: • Outlining some of the larger trends and implications influencing social media • Provide a process to guide future social media planning and activities

How do you keep momentum in such a rapidly evolving landscape? The key is to be mindful and aware of the trends affecting social media marketing and adapt as necessary.

The rise of the visual webContent is being published in short visually compelling ways to make for simple consumption. Implications: • Changes content publishing • Adds richness for your Customers User Generated picture and video Memes that add context to words

Agility, relevance, and timelinessBeing agile enough to create content that is timely, keeps you top of mind and relevant with your audiences. Implications • Emphasis on planning content • Greater awareness needed of pop culture, news, and events • Streamline approval process Super Bowl 2013 Earth Day 2013 St. Patrick’s Day

Desire for local contextLocation based social media services provide context to neighbourhoods with user reviews. Implications • Special offers and recognition based on location • Buying decision are being influenced by strangers • Mobile (On-the-Go) content needs

Rich formats, more intimate engagementsGoogle + Hangouts are making for easily accessible video chats to inform, entertain, and engage audiences. Implications • Content can be created, recorded, and broadcasted seamlessly • Greater degree of reach and engagement with Customers

Summary of Implications • Marketers must consider ways in which they make their messages come alive visually and on-strategy. • As social media has grown into adulthood, it requires Marketers to be more agile in the way they talk to Customers • It’s no longer a disrupt and interrupt communication. • Users are giving you permission to talk to them, so make sure you are ready to talk to them, taking their needs into account

Summary of implications • Not only do you need to ensure that you have resources in place to moderateand monitor your community, but they also need to develop awareness of the world around them. • Be ready to comment on pop culture, news, and events. • Users are seeking richness and context. The better you can deliver that to them, the more impact your content will have.

So what should I do? know the need states of your Customers

So what should I do? know the need states of your Customers Identify the social media mix to serve those needs

So what should I do? know the need states of your Customers Identify the social media mix to serve those needs Create a content calendar and social media playbook

So what should I do? know the need states of your Customers Identify the social media mix to serve those needs Create a content calendar and social media playbook Publish and socialize

So what should I do? know the need states of your Customers Identify the social media mix to serve those needs Create a content calendar and social media playbook Publish and socialize Measure, Learn, Revise, and Repeat

1. know the need states of your CustomerThere are 5 social media needs states to consider when thinking about your social Followers. REWARD UTILITY INFORMATION RECOGNITION ENTERTAINMENT

2. Identify the social media mix to serve those needs Based on the needs of your audiences you can pick and choose whether adding new social platforms makes sense. As there is now a long tail of social media services to choose from, it may give you the ability to improve targeting.

3. Create a content calendar and PlaybookHave a plan to create and publish, but to also handle certain scenarios that could arise. This plan will help you to manage risk and ensure content is vetted within your organization. Topic #1 Topic #2 contest Announce winner Long weekend announcement Ask for input

4. Publish and socializeStick to your content calendar, but use your playbook to inject the flexibility that is needed as things develop. Relevant and friendly is the tone you need to strike to serve your Customers’ need states. Entertain, Inform, Reward, Recognize, Useful

5. Measure, learn, revise and repeatuse the analytics tools available to learn and improve effectiveness. Seek ways to improve reach, and understand what the characteristics of your content are that get shared vs. not.

Key take-aways • Social Media requires an iterative approach, not a linear one. • There is no magic forecasting formula, you are your own benchmark • Be friendly and relevant in all that you publish and provide richness where you can, your Customers will notice and appreciate it. • Plan for scenarios that could occur so you are prepared to respond or escalate if needed.

Thank You.Questions?

Social Media 401 Where do we go from here?