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SUPPORTING TERRITORY BUSINESS                 Planning for better business     SOCIAL MEDIA FOR BUSINESS                  ...
WHAT WE WILL COVER•   What is Social Media?•   Why use Social Media?•   How is Social Media used by Organisations?•   How ...
What is Social Media?WHAT IS SOCIAL MEDIA?
What is Social Media?WHAT IS SOCIAL MEDIA?•   ‘Social Media’ is the broad term given to a huge variety of online    publis...
What is Social Media?WHAT IS SOCIAL MEDIA?TYPES OFSOCIALMEDIA
What is Social Media?    WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIABlogging and Microblogging•   A blog is a website or pa...
What is Social Media?    WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIASocial Networks•   Social Networking occurs through a v...
WhatTYPES OF SOCIAL MEDIA     is Social Media?WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIAContent Sharing•   Content sharing...
What is Social Media?    WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIABookmarking•   Social Bookmarking is a method of saving...
What is Social Media?    WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIAUser-generated Reviews•   Social Media review sites all...
WhatTYPES OF SOCIAL MEDIA     is Social Media?    WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIALocation Based•   Location bas...
What is Social Media?    WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIAKnowledge Sharing•   Knowledge sharing is all about all...
What is Social Media?WHY USE SOCIAL MEDIA?
What is Social Media?
What is Social Media?    WHY USE SOCIAL MEDIA?•   Social Media is now a mainstream form of communication to a large    pro...
What is Social Media?             WHY USE SOCIAL MEDIA?             SOCIAL MEDIA USE GLOBALLYMcKinsey Global Institute rep...
What is Social Media?WHY USE SOCIAL MEDIA?SOCIAL MEDIA USE IN AUSTRALIA13 million on Facebook11 million on YouTube2 millio...
WHY USE SOCIAL MEDIA?(join)   Conversation(build)   Trust(offer)   Value                        *Thesocialskinny.com
HOW IS SOCIAL MEDIA USED BY ORGANISATIONS?
HOW IS SOCIAL MEDIA USED BY ORGANISATIONS?•   The applications for Social    Media in businesses or    organisations are j...
HOW IS SOCIAL MEDIA USED BY    ORGANISATIONS FOR MARKETING?In the marketing and communications world, the reasons forusing...
MAKING THE BUSINESS CASE FOR SOCIAL MEDIA‘A waste of productivity time’‘Only a fad for young people’‘We don’t have the res...
PROVING THE VALUE OF SOCIAL MEDIA ANDGAINING STAKEHOLDER BUY-IN•   Do your research – see what others are doing•   Persona...
DEVELOPING A SOCIAL MEDIA STRATEGYThere are four key ways you can use Social Media tools to engage with youraudiences:•   ...
DEVELOPING A SOCIAL MEDIA STRATEGYLike any successful strategy, a Social Media strategy begins with anunderstanding of wha...
EXAMPLES OF SOCIAL MEDIA STRATEGY•    Tailor it to fit you: The nuts and bolts of every Social Media Strategy     will be ...
EXAMPLES OF SOCIAL MEDIA STRATEGY
DEVELOPING A SOCIAL MEDIA POLICY
DEVELOPING A SOCIAL MEDIA POLICY    Conversations are always going to happen about    you online!    Even if you are not ‘...
DEVELOPING A SOCIAL MEDIA POLICY  Don’t let the need for a policy alarm you            or your stakeholders!Social Media e...
DEVELOPING A SOCIAL MEDIA POLICYAs a general rule, most organisational Social Media Policies are fairlysimilar, being base...
DEVELOPING A SOCIAL MEDIA POLICYWHAT SHOULD BE IN MY SOCIAL MEDIA POLICY?•   Public vs Private•   Be transparent•   Be acc...
DEVELOPING A SOCIAL MEDIA POLICYFOR YOUR ORGANISATIONGuidelines may incorporate:• Who is allowed to represent the organisa...
DEVELOPING A SOCIAL MEDIA POLICYABOUT THE ORGANISATION•   A large proportion of employees or stakeholders in most    organ...
Getting Started with Social Media GETTING STARTED WITH SOCIAL MEDIA
Getting Started with Social Media        GETTING STARTED WITH SOCIAL MEDIA    BLOGGING    •   A blog is a regularly update...
GETTING STARTED WITH SOCIAL MEDIABLOGGINGAn organisation’s blog should be aregular, ongoing source of value orentertainmen...
GETTING STARTED WITH SOCIAL MEDIAFACEBOOKFacebook is by far the most widely used socialnetworking website on the planet; t...
GETTING STARTED WITH SOCIAL MEDIA                                                   There are 3 types of Facebook “presenc...
GETTING STARTED WITH SOCIAL MEDIAFACEBOOK – THE PROFILE                         •   This is the most popular form of      ...
Getting Started with Social Media        GETTING STARTED WITH SOCIAL MEDIA    FACEBOOK – THE PLACE    •   Facebook Places ...
GETTING STARTED WITH SOCIAL MEDIAFACEBOOK - PAGE•   Facebook Pages are the official presence for    businesses, brands, ca...
GETTING STARTED WITH SOCIAL MEDIA     CREATING & MANAGING YOUR FACEBOOK PAGE1)   Go to facebook.com/pages/create.php2)   S...
GETTING STARTED WITH SOCIAL MEDIA    FACEBOOK – PRIVACY SETTINGS                                    Privacy settings      ...
GETTING STARTED WITH SOCIAL MEDIA                     FACEBOOK – DOS AND DON’TSA set of Dos and Don’tshelp your community ...
GETTING STARTED WITH SOCIAL MEDIAFACEBOOK TIMELINEAs the name suggests, Timelinemakes use of a more traceablechronological...
GETTING STARTED WITH SOCIAL MEDIATIMELINE FEATURESCover Photo• Should make a statement about your brand   and business.• C...
GETTING STARTED WITH SOCIAL MEDIA                FACEBOOK TIMELINE FEATURESHighlight, Hide and Pin Content      3rd Party ...
GETTING STARTED WITH SOCIAL MEDIAFACEBOOK ADVERTISINGFacebook Ads are a great way to createhighly targeted promotions to g...
GETTING STARTED WITH SOCIAL MEDIA                 FACEBOOK ADVERTISINGCreating a Facebook Ad                            Ta...
GETTING STARTED WITH SOCIAL MEDIAFACEBOOK INSIGHTS                          •   ‘Page Overview’ section of Insights: can l...
GETTING STARTED WITH SOCIAL MEDIA                     Hawthorn Football Club                     • Average branding       ...
GETTING STARTED WITH SOCIAL MEDIAThe Chiropractic Place
GETTING STARTED WITH SOCIAL MEDIAThe Chiropractic Place                                   • Offers tips/advice            ...
GETTING STARTED WITH SOCIAL MEDIATWITTERTwitter, the world’s most prevalentmicroblogging platform, is the process ofpublis...
GETTING STARTED WITH SOCIAL MEDIATWITTER             •   Tweet (verb: tweeting): 160                        character mess...
GETTING STARTED WITH SOCIAL MEDIATWITTER                         What you see:                         Your Twitter       ...
GETTING STARTED WITH SOCIAL MEDIALINKED IN               •   LinkedIn is a social networking tool                   specif...
GETTING STARTED WITH SOCIAL MEDIA    LINKED IN•   LinkedIn profile is set up    like an online CV… but    that’s not its p...
GETTING STARTED WITH SOCIAL MEDIALINKED IN•   Company page    allows your    employees to    attach their    profiles•   C...
GETTING STARTED WITH SOCIAL MEDIAPinterest     PINTEREST •   At its most basic, Pinterest is an online public     scrapboo...
GETTING STARTED WITH SOCIAL MEDIA•   Add your physical location to Facebook Places and Google    Places•   Use ‘Creative C...
MANAGE, MONITOR AND MODERATEIt’s important to monitor your organisation’s social media presence. Why?To be aware of what’s...
Social Media Tracking & Monitoring Tools        MANAGE, MONITOR AND MODERATE    There are almost as many social media Moni...
Social Media Tracking & Monitoring Tools        A FINAL WORD    •    To create true engagement and trust with your audienc...
SUPPORTING TERRITORY BUSINESS                 Planning for better business                                    QUESTIONS?  ...
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Social media for business 2012 v6

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  • There are many distinct types of Social Media activities, networks and platforms, but only a handful have become household names.
  • There are many distinct types of Social Media activities, networks and platforms, but only a handful have become household names.
  • Geolocation is a use development in social media – not only can you contact friends, you can find them too! Checking in has become the new…
  • Raise your hand if you actively use social media while you’re watching TV. Now, raise your hand if you’ve seen your children do it.Trust, Conversation and value – these are three things that we all do every day.
  • Raise your hand if you actively use social media while you’re watching TV. Now, raise your hand if you’ve seen your children do it.Trust, Conversation and value – these are three things that we all do every day.
  • Raise your hand if you actively use social media while you’re watching TV. Now, raise your hand if you’ve seen your children do it.Trust, Conversation and value – these are three things that we all do every day.
  • Raise your hand if you actively use social media while you’re watching TV. Now, raise your hand if you’ve seen your children do it.Trust, Conversation and value – these are three things that we all do every day.
  • Raise your hand if you actively use social media while you’re watching TV. Now, raise your hand if you’ve seen your children do it.Trust, Conversation and value – these are three things that we all do every day.
  • Raise your hand if you actively use social media while you’re watching TV. Now, raise your hand if you’ve seen your children do it.Trust, Conversation and value – these are three things that we all do every day.
  • Marketers often find themselves forced to explain the value of Social Media to a group of skeptical stakeholders or executives within an organisation. Try to take the emphasis away from that loaded term , and go back to basics.
  • A successful Social Media strategy doesn’t demand a lot of , but it does require you to consider how much you can afford to allocate, and it requires .
  • Search for your key audiences online, find out where they already spend time and spend time there yourself, listening and learning. From there, you can flesh out what it is you need to say, to whom and through what media, in order to achieve your aims. Join the conversation and start to add value with useful information. Over time you will be able to attract your audience back to your own branded domains.Provide vauable content that helps or entertains your audience, so they will be motivated to share it with their networks. Add some personality to your Social Media messages – nobody wants to follow someone who is boring!
  • Social media is nimble: I can already hear the alarm in your heads from this one, but it’s no different to responding to a crisis. But in this case, its to your benefit!
  • Any organisation with employees or contractors needs to think about the expectations and boundaries that apply to staff’s personal use of Social Media, as well as the organisation’s official representation
  • Any organisation with employees or contractors needs to think about the expectations and boundaries that apply to staff’s personal use of Social Media, as well as the organisation’s official representation
  • Public vs PrivateAlways start with the assumption that anything you say can be read by anyone, anywhere, at any time and remember that the Internet has a long memory. Despite the existence of privacy options, many items published in social media are publicly accessible and it can be difficult to guarantee that sites are fully private.  Be transparentNot revealing your identity could attract negative accusations that you are engaging in covert advertising, marketing or PR activity. If you are commenting about other companies, brands or campaigns you work on, you should be open and transparent about who you work for, who you represent or who you may be speaking on behalf of.  Be accuratePosts should be accurate and fact-checked and capable of substantiation. If you do make a mistake, ensure you correct it promptly. Be fair and respectfulYou are the ambassador of your brand! So always be respectful of all individuals and communities you interact with in social media.  Consider carefully how customers might perceive you as the representative/ambassador of your brand.Be careful in posting comments or content that may damage you or the brand’s reputation. Areas to be mindful of are the use of exaggeration, colourful language, derogatory remarks or characterisations.Do not post content that is obscene, defamatory, threatening or discriminatory to an individual, brand or entity.Do not post comments that you would not say directly to another person and consider how other people might react before you post.If you respond to comments (whether negative or positive) from customers always be accurate and professional.  BeprofessionalAlways act in a professional and constructive manner and use sound judgement before posting.  Always be polite and respectful of individuals’ opinions, especially when discussions become heated. Show proper consideration for other people’s privacy. Be carefulDo not use your organisation’s, client’s or a third party’s logos, trade marks or materials on your website/blog or in a post unless it has been Start with a plan – crisis management (David)When planning a social media initiative on behalf of a brand, a crisis management plan, including an escalation path, must be in place before commencement.  This is a critical step given the possibility of negative publicity and subsequent damage to brand reputation if not handled in a planned and professional manner.Public vs PrivateAlways start with the assumption that anything you say can be read by anyone, anywhere, at any time and remember that the Internet has a long memory. Despite the existence of privacy options, many items published in social media are publicly accessible and it can be difficult to guarantee that sites are fully private.  Be transparentNot revealing your identity could attract negative accusations that you are engaging in covert advertising, marketing or PR activity. If you are commenting about other companies, brands or campaigns you work on, you should be open and transparent about who you work for, who you represent or who you may be speaking on behalf of.  Be accuratePosts should be accurate and fact-checked and capable of substantiation. If you do make a mistake, ensure you correct it promptly. Be fair and respectfulYou are the ambassador of your brand! So always be respectful of all individuals and communities you interact with in social media.  Consider carefully how customers might perceive you as the representative/ambassador of your brand.Be careful in posting comments or content that may damage you or the brand’s reputation. Areas to be mindful of are the use of exaggeration, colourful language, derogatory remarks or characterisations.Do not post content that is obscene, defamatory, threatening or discriminatory to an individual, brand or entity.Do not post comments that you would not say directly to another person and consider how other people might react before you post.If you respond to comments (whether negative or positive) from customers always be accurate and professional.  BeprofessionalAlways act in a professional and constructive manner and use sound judgement before posting.  Always be polite and respectful of individuals’ opinions, especially when discussions become heated. Show proper consideration for other people’s privacy. Be carefulDo not use your organisation’s, client’s or a third party’s logos, trade marks or materials on your website/blog or in a post unless it has been Start with a plan – crisis management (David)When planning a social media initiative on behalf of a brand, a crisis management plan, including an escalation path, must be in place before commencement.  This is a critical step given the possibility of negative publicity and subsequent damage to brand reputation if not handled in a planned and professional manner.
  • It’s important to monitor your organisation’s Social Media presence, both to be aware of what’s happening and being said about you, and also to measure how successful your efforts are. While traditional Return on Investment can be tricky to quantify with Social Media (as is any marketing and PR activity that is largely focussed on brand building), monitoring certain metrics can help to build a picture of your on.
  • Transcript of "Social media for business 2012 v6"

    1. 1. SUPPORTING TERRITORY BUSINESS Planning for better business SOCIAL MEDIA FOR BUSINESS Matty Soccio Captovate @mattysoccio Phone: 8941 6888 | Email: matthew@captovate.com.auDevelopment House, 76 The Esplanade, Darwin NT 0800www.nt.gov.au/business
    2. 2. WHAT WE WILL COVER• What is Social Media?• Why use Social Media?• How is Social Media used by Organisations?• How is Social Media used by Organisations for marketing?• Making the Business Case for Social Media• Developing a Social Media Strategy• Examples of Social Media Strategy• Developing a Social Media Policy• Examples of Social Media Policies• Getting Started with Social Media• - Facebook• - Facebook Timeline• - Twitter• - LinkedIn• - Pinterest• Other first steps to consider…• Monitoring Social Media and Measuring Success• A final word…
    3. 3. What is Social Media?WHAT IS SOCIAL MEDIA?
    4. 4. What is Social Media?WHAT IS SOCIAL MEDIA?• ‘Social Media’ is the broad term given to a huge variety of online publishing and communications tools.• Social Media is the embodiment of ‘Web 2.0’- the age of engagement, participation and conversation online.• As of March 2012, Social Media is mainstream: More than 901 million Facebook users and Twitter delivering over a billion Tweets an hour.
    5. 5. What is Social Media?WHAT IS SOCIAL MEDIA?TYPES OFSOCIALMEDIA
    6. 6. What is Social Media? WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIABlogging and Microblogging• A blog is a website or part of a website that displays frequently updated articles (or posts) in chronological order.• Microblogging involves writing and publishing short entries (generally 140 characters or less), which can then be viewed, responded to, and shared by other users.
    7. 7. What is Social Media? WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIASocial Networks• Social Networking occurs through a variety of websites that allow users to create their own profiles, share content, interact and develop communities around similar interests.
    8. 8. WhatTYPES OF SOCIAL MEDIA is Social Media?WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIAContent Sharing• Content sharing describes the use of a variety of online tools to upload, store and share specific types of content such as photos, videos or slideshows with other users.
    9. 9. What is Social Media? WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIABookmarking• Social Bookmarking is a method of saving and storing a collection of web pages in a single online location for future use or to share with other users.
    10. 10. What is Social Media? WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIAUser-generated Reviews• Social Media review sites allow people to post ‘user-generated content’ reviews or feedback about particular experiences or products online where others can view ratings and comments, usually to help with their own decision making.
    11. 11. WhatTYPES OF SOCIAL MEDIA is Social Media? WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIALocation Based• Location based social networks (or location based services) are types of Social Media that pick up on the user’s physical location when using a mobile device (either automatically through GPS or manually) and share this information with their network or others in the area.
    12. 12. What is Social Media? WHAT IS SOCIAL MEDIA?TYPES OF SOCIAL MEDIAKnowledge Sharing• Knowledge sharing is all about allowing users to publish their own content and share their expertise in a given field on an information website, or to share their knowledge by answering the online questions posted by others.
    13. 13. What is Social Media?WHY USE SOCIAL MEDIA?
    14. 14. What is Social Media?
    15. 15. What is Social Media? WHY USE SOCIAL MEDIA?• Social Media is now a mainstream form of communication to a large proportion of the global population.• 2008 marked the first year that people spent more time on Social Media activities than they did reading and sending email. In 2012, 62% of adults worldwide now use social media*.• Social Media can improve an organisation’s Search Engine Optimisation. The more you are mentioned and linked to, the more prominent in Search Engine results.• But why use it?CONVERSATION, TRUST AND VALUE!• Studies show that consumers trust ‘recommendations’, more than they trust any form of marketing… even from strangers!• The opinions of bloggers, microbloggers and social network connections can have a tremendous demonstrable effect on the success of your communications and your business. *Thesocialskinny.com
    16. 16. What is Social Media? WHY USE SOCIAL MEDIA? SOCIAL MEDIA USE GLOBALLYMcKinsey Global Institute report July 2012• Number of social networking users globally = Over 1.5 billion• Proportion of online users who interact with social networks regularly = 80%• Proportion of companies using social technologies = 70%• Proportion of companies using social technology that report some business benefit = 90%• Annual value that could be unlocked by social technologies in just four sectors = $900 billion to $1.3 trillion!
    17. 17. What is Social Media?WHY USE SOCIAL MEDIA?SOCIAL MEDIA USE IN AUSTRALIA13 million on Facebook11 million on YouTube2 million on LinkedIn1.8 million on Twitter1.6 million on WordPress *Deloitte, 2012The Northern Territory has an estimated 65,000 active Facebook users
    18. 18. WHY USE SOCIAL MEDIA?(join) Conversation(build) Trust(offer) Value *Thesocialskinny.com
    19. 19. HOW IS SOCIAL MEDIA USED BY ORGANISATIONS?
    20. 20. HOW IS SOCIAL MEDIA USED BY ORGANISATIONS?• The applications for Social Media in businesses or organisations are just as varied as the types of Social Media available.• There are huge opportunities for organisations to use Social Media as part of their overall marketing and communications strategy.• But Social Media is not just a promotional tool. o Human Resources o Communications (local, national, global!) o Executive Management o Customer Service o Internal Marketing o CRM
    21. 21. HOW IS SOCIAL MEDIA USED BY ORGANISATIONS FOR MARKETING?In the marketing and communications world, the reasons forusing Social Media include to:• Raise brand awareness and recall, and increase brand loyalty• Build relationships with customers, audiences and influencers• Promote special offers, discounts or invitations to new or existing customers• Distribute important public messages or information• Learn about existing audiences and seek out new markets or opportunitiesBut… DON’T INTERRUPT! DON’T DELETE! DON’T IGNORE!• Instead of aiming to catch attention or interrupt the audience in order to push a message out, Social Media marketing should be more about listening, understanding and participating to add value and build relationships• When using social media for business, put your ‘business hat’ on
    22. 22. MAKING THE BUSINESS CASE FOR SOCIAL MEDIA‘A waste of productivity time’‘Only a fad for young people’‘We don’t have the resources’‘We don’t want to risk bad feedback’Frame your activities just as you would any other part of your marketingand communications strategy, with a specific, achievable and measurableaction plan that aligns with your core communications objectives.Any communications, social media or not, should include:• A specified purpose and message• A clearly defined target audience• An effective distribution method that reaches the target audience• A delivery style and format that attracts and engages the target audience• Compliance with the overall values, policies & guidelines of the organisation• Incorporation of methods for tracking and measuring success
    23. 23. PROVING THE VALUE OF SOCIAL MEDIA ANDGAINING STAKEHOLDER BUY-IN• Do your research – see what others are doing• Personal vs Commercial• Build a strategy• Start slowly: Listen first, then start engaging• Get your feet wet• Have a risk response strategy in place• Monitor, track and measure
    24. 24. DEVELOPING A SOCIAL MEDIA STRATEGYThere are four key ways you can use Social Media tools to engage with youraudiences:• Listen• Create• Share• DiscussYour Social Media Strategy will most likely incorporate all of these activitiesin some way.
    25. 25. DEVELOPING A SOCIAL MEDIA STRATEGYLike any successful strategy, a Social Media strategy begins with anunderstanding of what you are trying to achieve.• Determine the goals• Identify your messages• Find your best audiences• Listen and Learn• Create content and messages• Distribute, share and diversify• Join the conversation• Monitor, test, analyse and improve• Be consistent and persistentThe golden rule of Social Media Marketing: You Must Add Value!
    26. 26. EXAMPLES OF SOCIAL MEDIA STRATEGY• Tailor it to fit you: The nuts and bolts of every Social Media Strategy will be different depending on how your business operates and what your aims are, but you should always aim to keep it clear and concise.• Have set objectives: You may have a lot of detail and research included in your strategy document, or you might keep it simple, but either way it should give clear objectives, tangible activities and a framework of who is responsible and when/how often they will update things.• Social media is nimble – you should be too: As well as an ongoing strategy approach, you might also include specific one-off campaigns or competitions to generate spikes in traffic or engagement.
    27. 27. EXAMPLES OF SOCIAL MEDIA STRATEGY
    28. 28. DEVELOPING A SOCIAL MEDIA POLICY
    29. 29. DEVELOPING A SOCIAL MEDIA POLICY Conversations are always going to happen about you online! Even if you are not ‘officially’ participating, chances are that there are staff, stakeholders and others associated with the organisation who might.• A Social Media Policy is an important safety net for any organisation, whether they are actively engaging in Social Media Marketing or not.• If an organisation is planning to actively participate in Social Media Marketing, a Social Media Policy will set out the ground rules and expectations for how they are represented.
    30. 30. DEVELOPING A SOCIAL MEDIA POLICY Don’t let the need for a policy alarm you or your stakeholders!Social Media engagement is no more or less risky than any other form of PublicRelations or Media you are already involved in.
    31. 31. DEVELOPING A SOCIAL MEDIA POLICYAs a general rule, most organisational Social Media Policies are fairlysimilar, being based on a few simple, common sense guidelines.A Social Media Policy will usually contain:• The purpose and scope of the policy• The organisation’s overarching position on the use of Social Media• A set of guidelines that govern personal use of Social Media and, if applicable, official use.• It is wise to clarify the difference between speaking ‘About’ the organisation and ‘On behalf of’ the organisation, and the expectations pertaining to both.
    32. 32. DEVELOPING A SOCIAL MEDIA POLICYWHAT SHOULD BE IN MY SOCIAL MEDIA POLICY?• Public vs Private• Be transparent• Be accurate• Be fair and respectful• Be professional• Be careful• Start with a plan – crisis management• Communications Council National ‘Code of Conduct’
    33. 33. DEVELOPING A SOCIAL MEDIA POLICYFOR YOUR ORGANISATIONGuidelines may incorporate:• Who is allowed to represent the organisation and any prior training or accreditation requirements• The need to disclose who you are and who you represent• The boundaries around the release of publically available information• The boundaries on what individuals can comment on under the organisation’s flag• How ‘real-time’ issues should be responded to, and how messages should be passed on when necessary• The expectations for respectful, professional and appropriate conduct as a representative of the organisation
    34. 34. DEVELOPING A SOCIAL MEDIA POLICYABOUT THE ORGANISATION• A large proportion of employees or stakeholders in most organisations will have some sort of personal engagement in Social Media.• Just as an employee may ‘talk shop’ and give work opinions to friends at a BBQ, it is futile and counter-productive to expect that their personal use will never cross paths with their professional position in the Social Media sphere.
    35. 35. Getting Started with Social Media GETTING STARTED WITH SOCIAL MEDIA
    36. 36. Getting Started with Social Media GETTING STARTED WITH SOCIAL MEDIA BLOGGING • A blog is a regularly updated stream of articles (posts), listed in chronological order. • A blog can be part of an organisation’s website, or it can stand alone. • It can be authored by ‘the organisation’, but more often will identify one or more specific authors who may have different expertise or interests. • An organisation’s blog is often one of the foundation launching points for the content they create to distribute through other Social Media channels. • A well-written, regularly updated blog will serve to attract subscribers, encourage sharing through other social media channels and improve SEO.
    37. 37. GETTING STARTED WITH SOCIAL MEDIABLOGGINGAn organisation’s blog should be aregular, ongoing source of value orentertainment to its audience.The blog is not the place for formalnews releases about the organisation,but more personal insights, opinionand advice.Examples include:• ‘How To’ articles a current issue• Commentary on or analyses• Reviews, opinions• Helpful information for the audience
    38. 38. GETTING STARTED WITH SOCIAL MEDIAFACEBOOKFacebook is by far the most widely used socialnetworking website on the planet; there arecurrently over 900 million active users ofFacebook in the world, including over 250million accessing from mobile devices.• Individuals use Facebook to create profiles and connect with others online (called ‘friends’)• It has the flexibility to promote and generate advocacy for brands, businesses and causes through Facebook Pages and Groups.• In business, Facebook is usually seen as a less formal, more interactive channel of communication than websites or blogs.• It’s where conversation and interaction • Facebook Pages for business have gone can take place, rather than just ‘pushing’ mainstream - users expect to be able to connect with messages. major brands & causes online through Facebook.
    39. 39. GETTING STARTED WITH SOCIAL MEDIA There are 3 types of Facebook “presences”:FACEBOOK• Facebook is most often associated with the profiles of individual people, but there are actually three types of Facebook ‘presences’ – People, Places and Pages.• If one Facebook user views your Business Page and ‘Likes’ it, it will appear on their individual wall. On average, one person on Facebook has 140 friends. Therefore, you will have reached out to approximately 140 potential fans.• In addition, if one of those 140 decides to ‘Like’ your page, your audience multiplies to 280; after 5 likes to 700, 20 to 2080 and so on..• Think about it…
    40. 40. GETTING STARTED WITH SOCIAL MEDIAFACEBOOK – THE PROFILE • This is the most popular form of presence in the Facebook world as it is a personal user account. • Users become friends of the person through mutual agreement and can see or comment on any posts that the user chooses, post to their wall and do the usual online socialising that Facebook offers. • Every user and administrator of a Facebook Page must have a personal profile, but this doesn’t have to be public and won’t appear at all on the Business Page.
    41. 41. Getting Started with Social Media GETTING STARTED WITH SOCIAL MEDIA FACEBOOK – THE PLACE • Facebook Places are intended to represent a place - not necessarily your organisation. • This can be a number of stores, your offices or other locations. • They are Facebook’s answer to location based social networks. • Facebook users can ‘check in’ using an iPhone App. By checking into a place your Facebook friends can see where you are. • This is also a form of promotion for a business - the more people check into a location, the more the business name gets out to their friends, inviting new potential customers into the business. • Businesses can claim their Place if they were not the ones who initially added it and it will become a Page.
    42. 42. GETTING STARTED WITH SOCIAL MEDIAFACEBOOK - PAGE• Facebook Pages are the official presence for businesses, brands, causes or public figures.• The Facebook Page will allow you to connect with “fans” of your business and post updates about your business as well as allow you to update your profile whenever you want.• Facebook Pages allows your fans to directly interact with your business.• Facebook Pages can be themed and used for direct marketing, or just for informal communication and sharing.• Fans connect with your page through the ‘Like’ Button. After they have ‘liked’ the page.• March 2012 saw the biggest change Facebook has ever implemented. Profiles and Page now both utilise the Timeline layout.
    43. 43. GETTING STARTED WITH SOCIAL MEDIA CREATING & MANAGING YOUR FACEBOOK PAGE1) Go to facebook.com/pages/create.php2) Select the category of page that is right for you.3) Add your business/brand name, and ‘Get Started’!4) Customise your page, add your logo and cover photo as well as key information.5) Click the ‘edit page’ button to management and customisation your page options.6) ‘Like’ your page and suggest others to ‘Like’ it too7) Create and share fantastic content on your Facebook Page. Top Resource: http://www.facebook-studio.com/8) Promote your Facebook page through other online CHECK OUT THE LEARNING LAB and offline channels
    44. 44. GETTING STARTED WITH SOCIAL MEDIA FACEBOOK – PRIVACY SETTINGS Privacy settings are set by clicking the arrow in the top right of your profile/page Privacy settings allow you to choose who sees your page, what content they can share and if people can search for you Pages can be ‘closed’ and only accessible by application to the administrator
    45. 45. GETTING STARTED WITH SOCIAL MEDIA FACEBOOK – DOS AND DON’TSA set of Dos and Don’tshelp your community knowthe rules of engagement.These can include:• No offensive language• No posting offensive content• No sharing of offensive content• No posting of commercial messaging• Go to our ‘Contact Us’ if you have confidential information
    46. 46. GETTING STARTED WITH SOCIAL MEDIAFACEBOOK TIMELINEAs the name suggests, Timelinemakes use of a more traceablechronological format, and is a muchmore visual interface. • Add it to your Content Strategy • More Visual Approach • Think creatively and don’t limit it to photos. • Limited posting vs regular posting
    47. 47. GETTING STARTED WITH SOCIAL MEDIATIMELINE FEATURESCover Photo• Should make a statement about your brand and business.• Can be more creative and engaging than your logo.• Change it regularly or keep it consistent.Profile Picture• possibly a key product orusually be a logo For businesses this willor person.Organise your Photos, Apps and Likes• A great spaceand promotions. (like sign up for your for calls to action newsletters)• Could include apps to keep your fans entertained.
    48. 48. GETTING STARTED WITH SOCIAL MEDIA FACEBOOK TIMELINE FEATURESHighlight, Hide and Pin Content 3rd Party App Integration Feature Milestones Enable MessagesBy hovering over the top right Facebook has released 60 3rd A new feature of Timeline is the In timeline there is now thehand corner of a post, you can Party apps that can be ability to add ‘milestones’, which ability for users to send personalmanage the way it is displayed to integrated as items within your are specific chunks of content messages to admins, making itmake priority content more timeline, providing a rich based on a date make up part of easier for businesses to havevisible. Highlight an item by outlook of your business activity the story of your business. private conversations online.clicking the star to expand the all over the web. This means Milestones can include things This is handy for more in-depthpost to the full width of your that when you interact with like staff joining the business, or personal customer servicetimeline, or click the pencil icon these 3rd party sites (such as product releases, awards and issues or conversations thatto edit, remove or pin your story. Pinterest, Trip Advisor or eBay recognition or other kinds of aren’t useful or appropriate forPinning an item moves it to the for example), your activity is growth and development. public viewing.very top of your timeline for up automatically posted withinto 7 days, meaning that priority your Facebook page. This is acontent doesn’t get lost below simple way to streamline yourother posts Social Media activities and keep things dynamic.
    49. 49. GETTING STARTED WITH SOCIAL MEDIAFACEBOOK ADVERTISINGFacebook Ads are a great way to createhighly targeted promotions to get morefans, drive more traffic to your Page ormake more sales.You can easily create and manageadvertisements to appear withinFacebook leading to Facebook contentyou manage or to external websites, andyou can select the audiences you want totarget based on the demographic datausers have provided.
    50. 50. GETTING STARTED WITH SOCIAL MEDIA FACEBOOK ADVERTISINGCreating a Facebook Ad Targeting Your Ad Paying & Tracking your Ad The final step is to select a paymentVisit http://www.facebook.com/advertising , Once you’ve created your ad, you need to method and budget for your ad campaign.and click ‘Create an Ad’ (you must be logged in choose your targeting options. Targeting The usual pricing structure is based onto Facebook first). There are easy step-by-step your ad should mean it’s more successful Cost-Per-Clicks, where you pay a certaininstructions to help you design your ad. This and cost-effective as it’s only being shown to bid amount for every time somebodywill include: users who are going to be more interested. clicks on your ad, up to a pre-set daily• A destination URL – Where you want the ad to point to In the targeting options tab, you can select: Countries to display ad in limit. By selecting ‘Set a Different’ bid in the pricing options, you can see a range of• An Ad type – Either a ‘Facebook Ad’ to Cities to target (you can only select cities if suggested bids for similar ads, or you can promote something or a ‘sponsored story’ you have one country selected) change to a Cost-Per-Impressions bid, to generate distribution for News Feed Age demographic which charges you based on how many stories. Interests people are exposed to the ad.• Adgenerate interest concise but engaging to title – Something Advanced options like education, workplaces, sexual preferences and Once you have created and targeted your ad, you can preview it before publishing.• Ad copy – Text copy should be sharp and relationship status After publishing, use Facebook’s built in compelling to get users to click through Keep an eye on the ‘Estimated Reach’ box to analytics to track how your ad is• Ad image – Images will increase your ad’s see approximately how many users fall into performing with data such as number of click-through rate, and should be the target audience you have specified. impressions, number of clicks, and click- something eye-catching and enticing through rate as a percentage.
    51. 51. GETTING STARTED WITH SOCIAL MEDIAFACEBOOK INSIGHTS • ‘Page Overview’ section of Insights: can look at how well users are engaging with your page • Identify any patterns related to marketingAs with any marketing activity, tracking campaigns or other events on or off Facebook.your performance on Facebook is Metrics include:important. Facebook Insights is theanalytics tool built in to Facebook to o Active Usersprovide administrators with data about o New Likespage visits and levels of engagement. o Post Views o Post Feedback • The ‘Interactions’ tab tells you in more detail about the actual engagement users are having with your content, beyond just liking your page. • This includes Likes, Comments and Unsubscribes, which is important to acknowledge as a gauge of ongoing user engagement. • Preview your ad it before publishing. • After publishing, use Facebook’s built in analytics to track how your ad is performing (number of impressions, number of clicks, and click-through rate as a percentage). • In conjunction with website analytics (Google Analytics), you can gain deep insights into the effectiveness of your overall web strategy.
    52. 52. GETTING STARTED WITH SOCIAL MEDIA Hawthorn Football Club • Average branding • No ‘About’ info • No menu options • No recent posts • No official responses to conversations
    53. 53. GETTING STARTED WITH SOCIAL MEDIAThe Chiropractic Place
    54. 54. GETTING STARTED WITH SOCIAL MEDIAThe Chiropractic Place • Offers tips/advice • Responds to comments • Makes observations • Asks questions • Has fun! The result: people recommend their business!
    55. 55. GETTING STARTED WITH SOCIAL MEDIATWITTERTwitter, the world’s most prevalentmicroblogging platform, is the process ofpublishing short updates (140 characters or less)to a community of followers online.• Share regular brand or industry relevant content or messages to a broad audience, and for ‘reading the thoughts’ of identified target audiences using the ‘follow’ feature.• Twitter is real-time content sharing & communications.• The big difference between Twitter and Facebook is speed and frequency of messaging.• Twitter is real-time and fast, making it more appropriate to post often in order to stay in the front of Followers’ minds.• For many, Twitter also has a more business focus, with businesses and individuals using it as a method to share and discuss work related content or topics, less so than the fun and games of the more visual Facebook.• Twitter is becoming a force to be reckoned with in the Northern Territory, with the NT News alone attracting over 6000 Followers, and Power and Water Corporation over 1400.
    56. 56. GETTING STARTED WITH SOCIAL MEDIATWITTER • Tweet (verb: tweeting): 160 character messages that are shared to your ‘followers’. • Twitter ‘handle’: All start with @ (e.g. @mattysoccio) • ReTweet: Sharing a tweet from someone you follow. • Following/Followers: People who use Twitter are called followers. You can follow people’s tweets and they can follow yours! • Direct Messages: Like an in- house email – if you have something more to say than 140 characters or a private comment. • Hashtags: These are used to denote a trend that you’re tweeting about (i.e. #ntelection). • Trends: Subjects that people are talking about on Twitter using hashtags.
    57. 57. GETTING STARTED WITH SOCIAL MEDIATWITTER What you see: Your Twitter stats Tweets from people you ‘follow’ Trends and people that are being discussed Hashtag trends
    58. 58. GETTING STARTED WITH SOCIAL MEDIALINKED IN • LinkedIn is a social networking tool specifically for business purposes, with over 65 million members. • Many people see LinkedIn as Facebook for business… not true! • Members ‘connect’ with other in similar industries and use it to source contractors. • It’s useful for connecting with people where sharing personal details may not be appropriate, or for business-to- business marketing. • LinkedIn is also a more closed network than Facebook in that users need to prove an established relationship or ask for an introduction before they can connect with others. • Great HR/internal marketing tool for small businesses.
    59. 59. GETTING STARTED WITH SOCIAL MEDIA LINKED IN• LinkedIn profile is set up like an online CV… but that’s not its purpose!• The profile is an opportunity to spruik yourself and your experience in the industry.• Includes a contacts list/digital Rolladex for your connections• Includes LinkedIn mailing, groups, companies to associate with and widgets/apps (i.e. WordPress)
    60. 60. GETTING STARTED WITH SOCIAL MEDIALINKED IN• Company page allows your employees to attach their profiles• Can post notices to members of the company• A great tool for internal marketing/HR if you have a small business
    61. 61. GETTING STARTED WITH SOCIAL MEDIAPinterest PINTEREST • At its most basic, Pinterest is an online public scrapbook. • It encourages people to collect inspirational images from around the web, and place them onto neatly displayed photo galleries which then become part of their collection, and are also visible by others. • The idea isn’t to share your family pictures, it’s to share things you find online like artwork, recipes, crafts, gift ideas and designs for your home and lifestyle. Pinterest Lingo Boards – These are the galleries of your images, they’re displayed like Pin-up boards, hence the name Pin it – This is the action of putting an image onto one of your boards. If you like an image on a website, you have to “Pin it” to add it to one of your boards Re-pin – To add an image you find on someone else’s pin board to your own collection Pinners – People who pin Follow – To add someone to your preferred list, so you can keep track of the things they pin
    62. 62. GETTING STARTED WITH SOCIAL MEDIA• Add your physical location to Facebook Places and Google Places• Use ‘Creative Commons’ images• Create Digg and StumbleUpon accounts and use them to bookmark your own pages as well as other content you want to share• Create a Flickr or other image sharing account• Create a YouTube Channel and look at how you can use video publishing• Check out knowledge sites such as Yahoo Answers and Quora to see if there are ways you can help
    63. 63. MANAGE, MONITOR AND MODERATEIt’s important to monitor your organisation’s social media presence. Why?To be aware of what’s happening and being said about you, and also tomeasure how successful your efforts are (ROI).What do you track?• Use your website or blog analytics program, and the figures and analytics that come with most Social Media tools to collect numbers that quantify your engagement.• Increases in traffic to your website, blog or other key branded locations• Increases in connections through Followers, Likes, Friends, Subscribers etc• Increases in engagement through comments, Direct Messages, Mentions and links• Increases in action through uptake of offers or click-throughs (i.e. from Facebook to website)• Growth and content of Social Media conversations about you
    64. 64. Social Media Tracking & Monitoring Tools MANAGE, MONITOR AND MODERATE There are almost as many social media Monitoring tools as there are Social Media, and each will provide different insights. Some look for specifics, while others aim to be overarching ‘dashboards’. Some tools for ongoing listening, monitoring and research include: • Your own Google Analytics • Twitter Advanced Search • Google Alerts • Facebook Insights • Tweetdeck • Sprout Social • Hootsuite • Radian6 • Trackur
    65. 65. Social Media Tracking & Monitoring Tools A FINAL WORD • To create true engagement and trust with your audience, and 80 percent of the time, and keep self-promotion to 20 percent. Also known as the 80/20 rule! • If you take this approach, your fans/friends/followers/subscribers/connections/likers/diggers will take care of the rest for you. • Set your privacy settings to suit your presence • Don’t forget: (join) Conversation (build) Trust (offer) Value
    66. 66. SUPPORTING TERRITORY BUSINESS Planning for better business QUESTIONS? Matty Soccio Captovate @mattysoccio Phone: 8941 6888 | Email: matthew@captovate.com.au | Web: www.captovate.com.auDevelopment House, 76 The Esplanade, Darwin NT 0800www.nt.gov.au/business
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