Apegroup Social Media Strategy - Part 1

A presentation I held for the company about the social media strategy that I have done. This part is about the general strategy and why and who we are doing this for.

Transcript

1. Social Media APEGROUP Friday Meeting - 30 january 2015
2. 3 Current State 519 followers 79 employees 0 job listings 772 followers 13 employees 386 tweets 359 likes 179 visits +3 likes/week 8 followers 0 posts #apegroup These are todays numbers.
3. 4 It’s in a Sorry State Facebook Statistics Week 46
4. Why are we doing this and who are we doing it for?
5. 6 Apegroup Marketing Initiative This presentation mentions all parts of the marketing legs, but focuses only on one. The three others should have separate strategy documents made. Thomas Lindvall Events Web PR Social Marketing
6. 7 Apegroup Marketing Initiative “It’s better to tell a joke, than to tell people your are funny” Recruitment Sales Brand Increase sales (generate leads) Lower price sensitivity Increase loyalty Increase applications Increase awareness Increase “talking about”
7. Meet our client
8. 1. Facebook Gray cubicle office space Boring old co-workers Wants to be part of the good vibe
9. 2. Twitter Often a former consultant Is suddenly out of the loop Want to be à jour with latest trends
10. 3. LinkedIn Got a sceptic board of directors Wants a display of professionalism Wants to feel safe
11. Future employees
12. 1. Twitter Want to be part of the scene Impressed by follower count and great links Love what (s)he does and expects the same from us
13. 2. Facebook Sits at an agency/company, want a cooler job Wants new friends, and beer on fridays Looking for entertainment
14. 3. LinkedIn Looking for job positions Checking connections with current Apes Wants to read about projects and recommendations
15. New business
16. 1. LinkedIn Looking for arguments for decision Looking for case references and professionalism The list of employees and finished projects
17. 2. Twitter Looking for differentiating factors Proof of Apegroup being in the forefront Confident that all of us have a strong point of view
18. 3. Facebook Want to work with nice and fun people Looking for creative BBQ and events Totally into mixing business and pleasure
19. 20 Design Targets These are the people we are doing this for. 1. Facebook 2. Twitter 3. Linked In 1. Twitter 2. Facebook 3. Linked In 1. Linked In 2. Twitter 3. Facebook Clients Employees New Business
20. The Best Agency in Sweden on Social Media Community Lead by example Celebrate culture Paying it forward 1st wave Jan 2015
21. Content 2nd wave April 2015 Video Text Slides Newsletter Talks The Best Agency in Sweden on Social Media Community Lead by example Celebrate culture Paying it forward 1st wave Jan 2015
22. Additional channels 3rd wave September 2015 The Best Agency in Sweden on Social Media Community Lead by example Celebrate culture Paying it forward 1st wave Jan 2015 Content 2nd wave April 2015 Video Text Slides Newsletter Talks
24. This is Our Social Media Strategy Right Here
25. Social Media PR Spokespersons Ambassadors Everyone at Apegroup Graffe Eliasson etc. Maria T Lindvall etc. Nils Alek etc.
26. t Everyone at Apegroup • Retweet, Share • Like, Comment • Tag @apegroup in your posts • Use #apegroup in your posts • Direct people to the Apegroup channels The internet 1% rule: 1/9/90 1% create content. 9% edit content. 90% consume. Apegroup is the 10% no apes are lurkers.
27. 28 Contributors Three main bodies of contributors are Design, Tech & Business. Tech Business Design • Strategists • Designers • Management • Client Services • Project Managers • Admin • Developers • iOS, Android, Web
28. 29 Contributors Three main bodies of contributors are Design, Tech & Business. Tech Business Design These create autonomous groups for each channel.
29. 30 Contributors Three main bodies of contributors are Design, Tech & Business. Tech Business Design These create autonomous groups for each channel. This document serves as an initial strategy but the group have total control of their channel, meaning no one can influence the group without being part of it. Tech Business Design ? ?
30. 31 Content Strategy Not everything goes everywhere. We want our followers to follow us on all three channels and not feeling they get duplicate content. • Project release • New employee • New client signed! • Event/seminar • Blog post / Trend report • Company outing • Press release / News
31. 32 Content Strategy What are talking about? These are the main themes for the company of 2015. Services People Cases Diversity Try to stay away from the white dudes with beards Offering Push analytics, design thinking and web. Lab Showcase experiments and proof of concepts
32. Responsibilities
33. 34 Tone of Voice Look around the office. The way we speak here, and to our clients, is how we speak on external channels. We are a punk digital agency, not McKinzey. A motley crew run by creativity and emotions. Let that show in the way we speak. We can however stick to some simple rules in our different outputs: Twitter - Be on point and direct. Facebook - Keep it short and snappy. Linked In - Mature and businesslike. Responsibilities Questions? Ask Fredrik
34. 35 Branding This is being looked over and we will have a solid branding in place soon. From profile pictures, logos, manners to colours, design language and the general feel of each platform. Responsibilities Questions? Ask Micke
35. 36 Analytics We set up goals and measure it as a normal project. We lead by transparency and report our numbers and how on track we are. Analytics team run this and use it as a way to sell their services. Continuos reports on our progress in the blog. As well as putting up dashboards at the office Responsibilities Questions? Ask Jonas
36. 37 Seminars We invite clients and people in the business and talk about different approaches to a main theme over the year. The theme for 2015 is how real world products and digital services aid each other. We send out schedules for the half year on Jan and Sept. Responsibilities Internal Schedule 2015 • Jan - CocoaHeads • Feb - Freelance mingle (Martin) • Mar - Continuity (Alek & Nils) • Apr - • May - IRL+ (MJ & Nils) • Oct - • Nov - • Dec - Look back and future trends External Schedule 2015 • Jan - • Feb - Världens farligaste möte • Mar - Webbdagarna • Apr - • May - • Oct - UX Open • Nov - • Dec - TBD!
37. 38 Website Apart from posting news and hosting our blog, the main thing about our website is the case studies. The initial work is to get design, imagery and about text in place. The only way to make it good is to set up a project, just like client work and have Management act as stakeholders. Responsibilities Discipline Goals: • Admin: Built on Wordpress, so that it’s easy to update and maintain • Business: The website is a case study (animations and transitions) • Design: Win a CSS award and get mentioned on Designer News • Tech: Showcase beautiful and open source code, w/ article (like HUGE) • Social: Added social layer: real-time and live • Products: Labs, A2 and Silverback TBD!
38. 39 Press My Newsdesk is the main hub for our press releases. What should be sent out is for the management group to decide upon. The actual press releases is put together, curated and distributed (to press) and then automatically distributed through our social media channels, with automatic release posting. As well as some media training for our spokespeople. Responsibilities
39. 40 Extended Ape Family Guests & friends are welcome to join us in all creative ways we can think of. Blog, podcast, lectures etc. This way we show that we do not only lead but also surrounds us with other leaders. We show that we aren’t afraid of competition nor are we ashamed of learning from others. Responsibilities
40. Event 2 Event 1 Action Plan Social Media - First Wave Social Media - Second Wave Feb March April June May Web 1.0 - Build Web 2.0 - Build Event 3 Webbdagarna Article Press Release PR PR Press Series Blog - Behind the scenes (Web and Process) Ideas & Thinkings SM WWW EVENT PR BLOG
41. Tack! /The Social Media Gurus