Delivering  business  goals  Chris  Woods,  head  of  digital    

hanovercomms.com  

@chrismwoods  

10 April 2013

Identify  your    business  goals    

DIGITAL REPUTATION AUDIT

Building  a  digital  community  

Conduct  a  digital  reputation  audit  −  Who,  What  Where?  −  Compare  against  leading  competitors  or  @irms  you  admire  

Deploy  a  senior  manager  and/or  hire  a  consultancy  −  Social  not  technical  −  Write  a  social  media  strategy,  re@lecting  overall  business  aims  −  Create  a  timeline  of  achievable,  budgeted  projects  linked  to  KPIs  

Create  an  environment  for  success  −  Educate  each  business  unit,  report  into  the  CEO,  involve  juniors  −  Give  your  audiences  reasons  to  engage  with  you  via  social  −  The  three  Cs:  Content,  Customer  Service,  Communication  

STEPS TO TAKE: THE REGUS EXAMPLE

GUEST BLOGGERS

Using  a  digital  community  

Content  − Show  expertise  in  your  business  areas  − Invoke  power  of  guest  bloggers  

Customers  − Listen,  offer  support,  create  advocates  

Communications  − Make  it  a  core  media  relations  channel  

LIMITED BUDGET: THE OPEN GOVERNMENT PARTNERSHIP EXAMPLE

KPI DASHBOARD

Sustaining  a  digital  community  

Build  a  KPI  Dashboard  −  Full  transparency  at  board  level  −  Own  your  KPIs  or  someone  else  will  de@ine  them  −  You  won’t  always  be  the  Next  Big  Thing  

Expand  your  existing  audience  −  Promoted  Twitter  products  by  200+  interests  (£5k/m)  −  Facebook  ads  target  by  demographics  (£low/m)  −  LinkedIn  inmails  to  budget  holders  (£30k+)  −  YouTube  rather  than  @lat  text  Google  AdWords  (£medium/m)  −  Optimise  for  mobile  

Get  creative  −  Contests  −  Crowdsource  your  research  &  development    

GROWTH THROUGH INTEGRATING MARKETING + SOCIAL

Concentrate  on  the  relationships,  not  the  technologies.  The  way  

people  connect  with  each  other  –  the  community  

that  is  created  –  determines  how  the  

power  shifts.  GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BY SOCIAL TECHNOLOGIES BY CHARLENE LI AND JOSH BERNOFF (2008)