Six Big-Brand Secrets to Overcoming Social Marketing Hurdles
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Despite the fact that customers expect to engage with their brands on social media, most firms continue to see their social budgets fall low on the marketing priority list. Whether through a lack of hard ROI or meaningful metrics, social teams struggle to acquire the funding and support to make a real difference. Veteran social media marketer Eric Weaver will share six secrets from major global brands on how to garner financial support, create meaningful impact and engage distracted fans. Expect to walk away with new methods of measuring social media ROI, successfully requesting more funding and approaches to paid advertising, content and engagement to produce tangible business results.
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Six Big-Brand Secrets to Overcoming Social Marketing Hurdles
- 1. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 11 SIX SECRETS TO OVERCOMING SOCIAL MARKETING HURDLES E R I C W E A V E R • # P M I L D N • 3 0 O C T 2 0 1 5 WEAVER GLOBAL ADVISORY
- 2. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 22 VOICEOVER: How many of you think social media marke�ng as we know it is dead? How many of you think this “happened” around 2013? • I ask because I’ve been crea�ng social approaches for brands since the very beginning (2005). Many of my colleagues are ques�oning the viability of social as a marke�ng channel these days. But from my perspec�ve, social’s unique and important to any brand. It’s certainly not dead. Just struggling with six major issues.
- 3. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 33 VOICEOVER: Part of the problem is that all this �me, perhaps the majority of brands have used social as a push marke�ng channel. “Find Us On Facebook” is a classic example, assuming audiences wanted to find us and our content (usually ported from other channels). The reality was: few did.
- 4. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 44 THE TYPICAL SEQUENCE: ASK JR STAFF TO “HELP” ✓ HIRE FULL-‐TIME STAFF ✓ BEGIN BASIC ENGAGEMENT ✓ BUY A LISTENING TOOL ✓ SOCIAL BOX CHECKED NO NEED TO GO FURTHER 44 VOICEOVER: Marke�ng typically is the largest budget within any organisa�on. And under constant pressure to be reduced. When Social Marke�ng became an obvious necessity, the sequence at le� was the typical way companies adopted social. Marketers did the bare minimum and then told their management the brand “was doing social.” That barely funded, bare minimum resourcing may have taken care of basics but set the expecta�on that social was free or cheap.
- 5. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 55 “We don’t internally have the confident data we need to convince leaders or peers that they should invest in some of this new technology or posi�ons or skills that will be crucial to a growth plan” Adrian Parker, Patron Spirits Company VOICEOVER: For most brands, this approach and a�tude underpowered real impact. And without real financial metrics, many marketers have told me they feel stuck. They can’t invest without financials, and they can’t get be�er results without further investment.
- 6. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 66 SIX MAJOR HURDLES ARE CREATING A SOC IAL MEDIA CRISI S OF FAITH
- 7. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 77 Hurdle #1 CONTENT ISN’T SEEN BY FANS BECAUSE THE CONTENT EXPLOSION HAS KILLED ORGANIC REACH
- 8. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 88 Client Posts/ month Total reach per post Avg reach per post Fan Base Visibility Cruises 55 155,305 2,823 1,284,700 0.2% Fast Food 16 1,333,120 83,320 1,194,700 6.9% Insurance 2 19,830 9,915 270,350 3.7% Airline 8 215,000 26,875 619,420 4.3% Electronics 8 322,500 40,312 3,760,700 1.0% AVERAGE ORGANIC REACH (OCT 2015): 3.22% VOICEOVER: Remember when we produced content for fans and they reacted? Remember when they actually SAW it in their newsfeeds? Ever since Facebook started charging at the door, most of us who don’t pony up are seeing our reach thro�led in favour of paying brands. Which means a mee�ng with Finance to request a new paid budget for boos�ng content. But – do we have the financial metrics to jus�fy a new spend?
- 9. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 99 ORGANIC REACH (Maximum 3% visibility) RETAIL BRAND W/508K FANS • ORGANIC REACH 1 MO VOICEOVER: Look at these sta�s�cs for a retail food brand. Out of 500,000 fans, very few even have a CHANCE of seeing the brand content.
- 10. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1100 WANNA PLAY? GOTTA PAY. ORGANIC REACH PAID REACH PAID REACH – BOOM! VOICEOVER: But with a £850/1000€ investment, Facebook over-‐rewards the brand with insane reach.
- 11. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1111 (NON) SECRET #1: YOU NEED TO ASK FOR A NEW PAID BUDGET – BUT IT WILL GET YOU ENGAGEMENT VOICEOVER: It’s essen�al to boost now because it’s the only way to get to these kinds of engagement numbers. And engagement leads to all good things.
- 12. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1122 Hurdle #2 WEAK ENGAGEMENT SKILLS AROUND WEAK CONTENT
- 13. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1133 VOICEOVER: This just happened last week: IHOP’s social agency evidently decided a bunch of non-‐ funny and offensive tweets might generate buzz. They did. The wrong kind.
- 14. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1144 ENGAGEMENT TIP: ASK FO R C ON TR IB UTI ON VOICEOVER: Let me share some �ps with you about how to properly engage with fans – some things my former team learned working with our friends at HTC.
- 15. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1155 VOICEOVER: Tip: ask visitors to share their opinions and feelings. Ask them to contribute some personal “secret” about themselves. Give them an opportunity to show off. For HTC, that sparked nearly 34,000 likes, 2100 shares and nearly 1300 comments.
- 16. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1166 ENGAGEMENT TIP: USE CONFIDENT LANGUAGE
- 17. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1177 VOICEOVER: Go ahead, brag a li�le. Your confidence begets confidence in your products and triggers fans to speak up. Those who agree with you will chime in, to get their own recogni�on, or share their brand choice with their friends.
- 18. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1188 ENGAGEMENT TIP : BE RELEVANT
- 19. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 1199 VOICEOVER: Are there current events or already-‐talkworthy issues that can be �ed to your brand without appearing self-‐ interested? You can join in the fun -‐ carefully. This simple ques�on generated nearly 1500 likes and almost 300 comments. Just be a fellow observer of the external event without trying to commandeer it for your brand.
- 20. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2200 ENGAGEMENT TIP : CREATE EMOTIONAL TRIGGERS
- 21. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2211 9,550 LIKES • ~200 SHARES VOICEOVER: If you can find a way to be funny (in a be�er way than IHOP did), it can work really well. Just, umm, have good writers.
- 22. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2222 SECRET #2: ENGAGEMENT SKILLS STILL CRITICAL VOICEOVER: Social may have become a paid channel just like everything else but clearly, having engagement skills is s�ll an absolute requirement for success. Replace a conversa�onalist with a salesman and guess what? Social loses its magic and underperforms. Some managers blame the channel instead of considering their investment in engagement skills — or lack thereof.
- 23. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2233 Hurdle #3 MANAGEMENT UNINTERESTED OR NOT SEEING REWARD VS RISK
- 24. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2244 WHY? Too busy to care Genera�onal disconnects Aversion to PR or reputa�onal risks Don’t believe dialogue has an impact on sales VOICEOVER: These are all reasons but the primary reason is the last one: management typically doesn’t believe they will see a return on any social media investment. But there’s a way around this.
- 25. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2255 INSIGHTS & DATA RARELY GET BACK TO THE C-‐SUITE CCAAMMPPAAIIGGNN EEXXEECCUUTTIIOONN OOUUTTSSOOUURRCCEEDD CCOOMMMMUUNNIITTYY IINNFFLLUUEENNCCEERR EENNGGAAGGEEMMEENNTT LLIINNKKEEDDIINN AADD BBUUYY LLIISSTTEENNIINNGG // RREEPPOORRTTIINNGG VVPP CCUUSSTT SSEERRVVIICCEE HHEEAADD OOFF MMKKTTGG HHEEAADD OOFF PPRR HHEEAADD OOFF PPRROODDUUCCTT CCOOOO SSOOCC MMEEDD MMGGRR MMKKTTGG MMGGRR CCRREEAATTIIVVEE AAGGEENNCCYY MMEEDDIIAA AAGGEENNCCYY IINNTTEERRNNAALL TTEEAAMM MEANINGFUL MARKET INSIGHTS FROM SOCIAL CHANNELS OFTEN DON’T REACH THE LEADERSHIP TEAM RREECCRRUUIITTEERR VOICEOVER: Typically, social efforts are tac�cal and �ed to low-‐level marke�ng goals. None of the rich customer insights or dialogue ever seem to reach management because the data is o�en not framed in a way they’ll understand or consider as part of a bigger strategy.
- 26. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2266 ENGAGE TOP EXECS AND SOCIALISE THE ENTIRE ORG SSOOCC MMEEDD MMGGRR CCAAMMPPAAIIGGNN 11 CCAAMMPPAAIIGGNN 33 TTAACCTTIICC 11 PPRROOGGRRAAMM 22 TTAACCTTIICC 33 PPRR MMGGRR BBUUSSIINNEESSSS SSTTRRAATTEEGGYY WWOORRKKSSHHOOPP TTOO DDEEFFIINNEE KKPPIISS CCAAMMPPAAIIGGNN 22 PPRROOGGRRAAMM 11 TTAACCTTIICC 22 PPRROOGGRRAAMM 33 TTAACCTTIICC 44 PPRR TTEEAAMM MMOOBBIILLEE DDEEVV ALL SOCIAL TACTICS HAVE LEADERSHIP BUY-IN — AND FUNDING ISN’T ALL ON MARKETING’S BACK MMAARRCCOOMM DDEEPPTT TTRRAAIINNIINNGG DDEEPPTT MMEEDDIIAA AAGGEENNCCYY SSEEOO SSHHOOPP CCUUSSTT CCAARREE IITT MMGGRR DDIIRR OOFF CCUUSSTT SSVVCC CCRROOSSSS-‐-‐FFUUNNCCTTIIOONNAALL SSOOCCIIAALL TTEEAAMM DDIIRR OOFF HHRR VVPP CCUUSSTT SSEERRVVIICCEE HHEEAADD OOFF MMKKTTGG HHEEAADD OOFF PPRR HHEEAADD OOFF PPRROODDUUCCTT CCOOOO VOICEOVER: I lead execu�ves through strategy workshops in which I find out what will get them their year-‐end bonus. Then we create an agile social team across all departments. This creates linkage between all social-‐facing teams, who all share the cost.
- 27. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2277 OOUURR OORRGGAANNIIZZAATTIIOONN DDOOMMIINNAATTEESS TTHHEE EENNTTIIRREE CCAATTEEGGOORRYY CCRREEAATTEE AA LLOOVVEE AAFFFFAAIIRR WWIITTHH TTAARRGGEETT PPEERRSSOONNAASS IINNSSPPIIRREE AANNDD AAMMPPLLIIFFYY TTHHEE CCUUSSTTOOMMEERR VVOOIICCEE BBUUIILLDD AA GGRROOWWIINNGG FFAANNBBAASSEE TTHHRROOUUGGHH AADDVVOOCCAACCYY IINNCCRREEAASSEE RREETTAAIILL VVIISSIITTSS BBYY FFRREEQQUUEENNTTSS BBYY XX PPEERR MMOONNTTHH IINNCCRREEAASSEE CCUUSSTTOOMMEERR EENNGGAAGGEEMMEENNTT AACCRROOSSSS SSOOCCIIAALL CCHHNNLLSS BBYY XX%% IINNCCRREEAASSEE NNEETT PPRROOMMOOTTEERR SSCCOORREE BBYY XX%% IINNCCRREEAASSEE RREESSPPOONNSSEE TTIIMMEE && RREESSOOLLUUTTIIOONN OOFF SSEERRVVIICCEE IISSSSUUEESS BBYY XX%% IINNCCRREEAASSEE PPOOSSIITTIIVVEE BBRRAANNDD SSEENNTTIIMMEENNTT BBYY 22XX CCRREEAATTEE OOPPPPOORRTTUUNNIITTIIEESS FFOORR FFAANNSS TTOO SSHHAARREE CCRREEAATTEE AA SSOOCCIIAALL CCOONNTTEENNTT SSTTRRAATTEEGGYY PPRROOAACCTTIIVVEELLYY EENNGGAAGGEE WWIITTHH RREEMMAARRKKAABBLLEE CCOONNTTEENNTT && TTIIMMEELLYY DDIIAALLOOGGUUEE IIMMPPRROOVVEE TTHHEE OOVVEERRAALLLL SSOOCCIIAALL UUSSEERR EEXXPPEERRIIEENNCCEE MMOOVVEE CCUUSSTTOOMMEERR CCAARREE EEFFFFOORRTTSS TTOO SSPPEECCIIFFIICC SSOOCCIIAALL VVEENNUUEESS IIDDEENNTTIIFFYY && AACCTTIIVVAATTEE BBRRAANNDD EENNTTHHUUSSIIAASSTTSS CCRREEAATTEE AA FFRRAAMMEEWWOORRKK FFOORR CCUUSSTTOOMMEERR EEXXPPEERRIIEENNCCEE SSHHAARRIINNGG ONE-‐DAY WORKSHOP WITH UPPER MGMT VVIISSIIOONN OOBBJJEECCTTIIVVEESS GGOOAALLSS SSTTRRAATTEEGGIIEESS VOICEOVER: We use P&G’s OGSM/OGST model, beginning with a vision, crea�ng three annual business objec�ves, determining measurable goals, and iden�fying social strategies and tac�cs.
- 28. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2288 SECRET #3: INCLUDING THE LEADERSHIP TEAM SPREADS VALUE OF SOCIAL HIGHER/BROADER SSTTRRAATTEEGGYY 11:: CCRREEAATTEE AA SSOOCCIIAALL CCOONNTTEENNTT SSTTRRAATTEEGGYY SSTTRRAATTEEGGYY 22:: EENNGGAAGGEE WWIITTHH RREEMMAARRKKAABBLLEE CCOONNTTEENNTT && TTIIMMEELLYY DDIIAALLOOGGUUEE SSTTRRAATTEEGGYY 33:: IIMMPPRROOVVEE TTHHEE OOVVEERRAALLLL SSOOCCIIAALL UUSSEERR EEXXPPEERRIIEENNCCEE SSTTRRAATTEEGGYY 44:: MMOOVVEE CCUUSSTTOOMMEERR CCAARREE EEFFFFOORRTTSS TTOO SSPPEECCIIFFIICC SSOOCCIIAALL VVEENNUUEESS SSTTRRAATTEEGGYY 55:: IIDDEENNTTIIFFYY && AACCTTIIVVAATTEE BBRRAANNDD EENNTTHHUUSSIIAASSTTSS SSTTRRAATTEEGGYY 66:: CCRREEAATTEE AA FFRRAAMMEEWWOORRKK FFOORR CCUUSSTTOOMMEERR EEXXPPEERRIIEENNCCEE SSHHAARRIINNGG EESSTTAABBLLIISSHH CCRROOSSSS-‐-‐ FFUUNNCCTTIIOONNAALL SSOOCCIIAALL ““TTIIGGEERR TTEEAAMM”” DDEEFFIINNEE SSOOCCIIAALL PPLLAAYYEERRSS AANNDD RROOLLEESS IIDDEENNTTIIFFYY TTRRAANNSS-‐-‐ MMEEDDIIAA CCOONNTTEENNTT OOPPPPOORRTTUUNNIITTIIEESS CCRREEAATTEE AA CCOONNTTEENNTT CCAALLEENNDDAARR && SSTTRRAATTEEGGYY CCRREEAATTEE AANN AALLWWAAYYSS-‐-‐ OONN EENNGGAAGGEEMMEENNTT PPLLAANN CCOONNDDUUCCTT CCOONNVVEERRSSAATTIIOONNAALL AANNAALLYYSSIISS TTOO IIDDEENNTTIIFFYY EEFFFFEECCTTIIVVEE CCOONNTTEENNTT && TTIIMMIINNGG IIDDEENNTTIIFFYY DDIIAALLOOGGUUEE CCAATTEEGGOORRIIEESS FFOORR MMOONNIITTOORRIINNGG,, RREEPPOORRTTIINNGG && RREESSPPOONNDDIINNGG DDEEFFIINNEE TTHHEE TTOONNEE && MMAANNNNEERR FFOORR AALLLL CCHHAANNNNEELLSS CCRREEAATTEE AA CCOONNSSIISSTTEENNTT VVOOIICCEE,, LLOOOOKK && FFEEEELL AACCRROOSSSS SSOOCCIIAALL && TTRRAADDIITTIIOONNAALL CCHHAANNNNEELLSS IIDDEENNTTIIFFYY CCHHAANNNNEELL SSTTRREENNGGTTHHSS && MMAAPP TTOOUUCCHHPPOOIINNTTSS IINN SSOOCCIIAALL CCRRMM SSYYSSTTEEMM IIDDEENNTTIIFFYY EEXXIISSTTIINNGG SSOOCCIIAALL CCAARREE OOPPPPOORRTTUUNNIITTIIEESS CCRREEAATTEE CCAASSEE CCOODDEESS && TTEECCHH PPLLAATTFFOORRMM FFOORR SSOOCCIIAALL CCAARREE HHAANNDDLLIINNGG TTRRAAIINN CCAARREE RREEPPSS OONN SSOOCCIIAALL MMEEDDIIAA-‐-‐BBAASSEEDD CCAARREE CCRRAAFFTT AA RREECCOOGGNNIITTIIOONN PPRROOGGRRAAMM FFOORR EENNTTHHUUSSIIAASSTTSS SSEETT GGRROOUUNNDD RRUULLEESS OONN AALLLL SSOOCCIIAALL CCHHAANNNNEELLSS CCRREEAATTEE AA BBRRAANNDD AAMMBBAASSSSAADDOORR PPRROOGGRRAAMM CCRREEAATTEE CCRROOSSSS-‐-‐ MMEEDDIIAA OOPPPPOORRTTUUNNIITTIIEESS FFOORR EEXXPPEERRIIEENNCCEE SSHHAARRIINNGG CCRREEAATTEE AA LLEEAADDEERRSSHHIIPP SSCCOORREECCAARRDD SSHHOOWWIINNGG SSHHAARRIINNGG MMEETTRRIICCSS CCRROOSSSS-‐-‐PPOOLLIINNAATTEE EEXXPPEERRIIEENNCCEESS TTOO TTRRAADDIITTIIOONNAALL MMEEDDIIAA CCRREEAATTEE SSTTAANNDDAARRDD EENNGGAAGGEEMMEENNTT MMOODDEELLSS FFOORR CCAASSEESS LLAAUUNNCCHH AA PPRROODDUUCCTT CCOO-‐-‐CCRREEAATTIIOONN OORR NNAAMMIINNGG PPRROOGGRRAAMM DDEEFFIINNEE SSOOCCIIAALL PPEERRSSOONNAASS VOICEOVER: All those tac�cs the social team used to conduct on their own, disconnected from execu�ve goals? They now support execu�ve KPIs – and, surprise! They’re now all funded.
- 29. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 2299 Hurdle #4 UNDER-‐RESOURCING A SELF-‐FULFILLING PERFORMANCE PROPHECY
- 30. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3300 WHY? Addi�onal headcount impacts earnings per employee figures Endless pressure to reduce marke�ng spend Other teams will defend their budgets Any ask for addi�onal spend or headcount triggers poli�cal risk VOICEOVER: I find these to be the most common issues around social. Internal financial pressures and personal poli�cal risk create social efforts o�en so underfunded, it seems like a cruel joke.
- 31. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3311 SECRET #4: SPREAD RESOURCING ACROSS ALL DEPARTMENTS AFTER TYING TO EXEC BONUSES VOICEOVER: Remember our strategy workshop? From our tac�c list, we can properly iden�fy labour required across all departments for each tac�c, and quan�fy total social resourcing needs that will fully support those execu�ve KPIs. No more pie in the sky guesswork.
- 32. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3322 Hurdle #5 CROSS-‐FUNCTIONAL CONFUSION WHEN SOCIAL EFFORTS FOUNDER
- 33. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3333 COMPLAINT – OR FIVE-‐ALARM FIRE? VOICEOVER: Ahhh, consumers. So quick to bash without all the facts. How big a deal is this to the brand? Not bad – un�l they get into the Evening Standard – or Fox News.
- 34. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3344 DETERMINE CASES THAT FIT INTO FIVE LEVELS OF SEVERITY Based on reputa�onal impact and public visibility: LEVEL 1: limited reputa�on impact, limited audience. LEVEL 2: moderate reputa�on impact, limited audience. LEVEL 3: moderate reputa�on impact, local media exposure. LEVEL 4: severe reputa�on impact, regional media exposure. LEVEL 5: extreme impact reputa�on with extensive media exposure. What ac�ons should be taken at each level? Who should speak on our behalf? AAUUDDIIEENNCCEE BBRRAANNDD RREEPPUUTTAATTIIOONN IIMMPPAACCTT NNAATTIIOONNAALL MMEEDDIIAA GGAAFFFFEE NNAASSTTYY BBLLOOGGGGEERR LLEEVVEELL 55 LLEEVVEELL 44 LLEEVVEELL 33 LLEEVVEELL 11 VVIIRRAALL MMIISSIINNFFOORRMMAATTIIOONN IINN-‐-‐SSTTOORREE VVIIOOLLEENNCCEE LLEEVVEELL 22 LLOOCCAALL IINNCCIIDDEENNTT
- 35. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3355 PREPLAN COMMON SCENARIOS FACTUAL ERROR OFF-‐TOPIC NEGATIVE RANT COMPLAINT OFFENSIVE PR ISSUE THREATS EXAMPLES FROM OUR FACEBOOK WALL ”Supermacs use mad cow meat -‐ boyco� them!" ”The Food Safety Authority guidelines made me ill!" "i like Club Orange with my kebab so you people be�er handle it before i take my business somewhere else." ”I got a snack box and bit into a large pocket of blood in the chicken." “I hate all _____.” "This is in regards to a racist comment I received at your Swords loca�on." "I am going to show up at that restaurant and teach that employee a lesson." CRISIS LVL 0-‐3 0 0-‐2 0-‐3 0 0-‐5 0-‐4 FIRST RESPONSE Post correc�on & link if possible. No Response or request to keep convo on topic “Sorry for bad experience.” Link or give C/S contact info. Log; Acknowledge; Contact me. No Response, Log & Delete Case by case. Mostly just monitor. No Response. Alert restaurant owner, Safety Dept, franchise mgr, Log & Delete ESCALATE IF Error is spreading virally Guest con�nues to rant or distract Nega�vity is spreading virally Level 3 complaint or above Posts are repeated Issue is spreading virally Threats are repeated ESCALATION RESPONSE Delete/block repeats. Alert Level 3 team Ban user Alert Level 3 team Escalate as necessary Ban user, no�fy others if necessary Alert Level 3 team; post official announcement No Response, Alert restrnt owner, Safety Dept, franchise dir, Log & Delete DELETE POST? Delete repeats Yes if mul�ple No No Yes No Yes
- 36. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3366 SOCIAL TEAM RESPONSE: “Reilly, that sounds awful. Did you let the store manager know? Either way, please call us at 0845 149 7162, Mon-Fri, 0700-1600. Our policy is to always have a spotless restaurant where customers feel welcome and comfortable. Thanks for bringing this to our attention. “You can also click the Message button above and I can discuss the incident with you via Facebook messaging.” STANDARDISE RESPONSES ACKNOWLEDGE EMOTION ENQUIRE TO SHOW YOU CARE TO UNDERSTAND SHARE OUR POLICY OFFER ASSISTANCE
- 37. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3377 CRISIS “RACI” RREESSPPOONNSSIIBBLLEE,, AACCCCOOUUNNTTAABBLLEE,, CCOONNSSUULLTTEEDD,, IINNFFOORRMMEEDD IINNCCLLUUDDEE CCOORRPPOORRAATTEE CCOOMMMMSS,, CCUUSSTTOOMMEERR CCAARREE,, MMAANNAAGGEEMMEENNTT,, MMAARRKKEETTIINNGG,, PPRR TTHHEE LLEEVVEELL OOFF CCRRIISSIISS DDIICCTTAATTEESS WWHHOO RREEPPRREESSEENNTTSS,, WWHHOO IISS RREESSPPOONNSSIIBBLLEE,, AACCCCOOUUNNTTAABBLLEE,, EETTCC.. MEDIA ROUTED TO CORPORATE COMMS LLIISSTTEENNIINNGG TTEEAAMM KKEEEEPPSS CCRRIISSIISS TTEEAAMM AAWWAARREE OOFF SSHHIIFFTTSS IINN SSEENNTTIIMMEENNTT OORR OOPPIINNIIOONN LLEEVVEELL 11 LLEEVVEELL 22 LLEEVVEELL 33 LLEEVVEELL 44 LLEEVVEELL 55 REPRESENTING COMPANY: Social Team CONSULTED: Marke�ng Communica�ons INFORMED: Corporate Communica�ons Affected Regional Manager or Store Manager REPRESENTING COMPANY: CCEEOO CONSULTED: EEnn��rree EExxeeccuu��vvee TTeeaamm SSaaffeettyy DDeeppaarrttmmeenntt INFORMED: SSVVPP HHuummaann RReessoouurrcceess AAllll SSttoorree MMaannaaggeerrss AAllll RReeggiioonnaall MMaannaaggeerrss
- 38. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3388 SECRET #5: AN INVESTMENT IN SCENARIO PLANNING & TRAINING WILL ULTIMATELY SAVE ££££ ACROSS EVERY DEPARTMENT
- 39. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 3399 Hurdle #6 SOCIAL STUCK IN “BUDGET PRISON” AND WE NEED TO BUST IT OUT
- 40. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4400 NO FINANCIAL METRICS = NO FINANCIAL SUPPORT
- 41. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4411 WHAT IF WE COULD PUT A VALUE ON OUR SOCIAL EFFORTS? Specific to our company Tied to previous efforts In cash value, not “likes” or “retweets” Using a reasonable methodology APPROACH: EARNED MEDIA VALUE
- 42. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4422 STEP 1: PRICE OUR KPIS. HOW HAVE PAST PAID CAMPAIGNS PERFORMED? 42 PAGE CPM COST / LIKE COST / NEW FAN @OurBrand_UK 55p 85p £1.05 @OurBrand_IE £1 85p £1.53 @OurBrand_FR 75p 75p £1.15 PRICING DATABASE
- 43. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4433 API STEP 2: READ ALL EARNED ACTIVITY VIA API VOICEOVER: Imagine reading all of your social ac�on data via APIs to Facebook and other social sites. You could automate the gathering of daily social data.
- 44. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4444 44 API STEP 3: CALCULATE EMV BASED ON PAID RATES £12,500 £4,830 £24,960 VOICEOVER: Now we price against our paid pricing database to calculate ROI for the day. Or week. Or month. Voila! Now you know what your organic efforts are worth.
- 45. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4455 EXAMPLE POST EMV 14,268 Likes x 85p = £12,127 1,701 Shares x £1.50 = £2,551 548 Comments x £2 = £1,096 TOTAL EMV FOR THIS POST: £15,774 CONTENT & ENGAGEMENT COSTS: £1,000 Now you can begin to show a return on your efforts. 4455
- 46. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4466 NOW I CAN… A/B TEST CONTENT A/B TEST ENGAGEMENT HAVE A FINANCIAL CONVERSATION WITH THE CFO “WE SPENT £5K AND WE RECEIVED £26K IN EMV.” 4466
- 47. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4477 SECRET #6: USE YOUR PAID PERFORMANCE METRICS TO JUSTIFY ASKING FOR MORE INVESTMENT IN SOCIAL 47
- 48. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4488 RECAP 1. PAID SPEND IS REQUIRED & MUST BE BUDGETED & REQUESTED 2. ENGAGEMENT IS STILL A CRITICAL SKILL 3. INVOLVE ENTIRE LEADERSHIP TEAM IN NEED DEFINITION & CUSTOMER STRATEGY 4. SPREAD RESOURCING & COSTS ACROSS ALL CUSTOMER-‐FACING DEPARTMENTS 5. IN-‐DEPTH CRISIS SCENARIO PLANNING MEANS REDUCED FINANCIAL RISK 6. EMV CAN HELP YOU RELATE TO YOUR CFO AND JUSTIFY FURTHER SOCIAL INVESTMENT TO GET YOU OUT OF BUDGET PRISON 4488
- 49. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE 4499 QUESTIONS? Eric Weaver 020 3289 3283