Another eCom and in Lausanne, this time with a topic dear to my heart as we see more and more brands jumping into it: Social Media Marketing!
One aspect is missing when we look at programs for our clients: governance. So, in this keynote, I explore some principles we apply to ensure the scalability of campaigns from a regional perspective.
One of the first thing we look at is the maturity of each brand and team and adapt. We usually start with listening activities. It gives us an idea of what’s in front of the brand.
Quickly we define a strategic plan and rollout tactics. Then, we brainstorm simultaneously to identify a creative concept to drive the business.
Customer care is also an area often left over. We prepare teams with our toolbox to ensure they are ready for community management. We often go to recruit and staff the units with this type of resources as they usually struggle to procure them.
Of course, through examples, we will see challenges, solutions and results we achieved.
KPIs are an area with a lot of discussion. However, the fight on how to bring ROI with such activities is where decision-makers block.
In a nutshell, these are long-term activities running deep in the organisation and are not campaigns. So before jumping ahead and opening a Facebook page or a Twitter account, it is worth spending time for a clear business case.
Hopefully, you’ll find this helpful presentation. If you have experience and questions, feel free to shoot them in the question below.