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WebForward 2011 Workshop B - Getting Strategic: Making your social media strategy work, ABC
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WebForward 2011 Workshop B - Getting Strategic: Making your social media strategy work, ABC

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  • 1. 1st June 2011 Sydney Convention & Exhibition Centre WebForward Workshop 2011 Getting strategic: making your social media strategy work Ping Lo, Social Media Coordinator, ABC Bernie Sheehan, Manager Digital Skills Development, ABC Rod McGuinness, Social Media Producer, Radio, ABC
  • 2. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 2 of 3 Outline 1. Overview 2. Devising your plan 3. Twitter and Facebook 4. Other platforms and tools - Company examples 5. Case study 6. Practical exercise 7. Summary 2
  • 3. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 3 of 3 1. Social media overview • Industry snapshot • ABC activity • Future directions • Challenges 3
  • 4. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 4 of 3 2. Plans and goals Why have a plan and set goals?
  • 5. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 5 of 3 Why have a plan? 5 So you know: • What you want to achieve and why So you can: • Set goals that can be measured • Think through any potential problems So you don’t: • Rush in, over commit, under deliver, lose your audience and damage your reputation
  • 6. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 6 of 3 Devising your plan 6 Steps: 1. Assess current situation 2. Develop goals 3. Gather resources 4. Training 5. Implementation 6. Analytics and review
  • 7. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 7 of 3 Assess current situation • Competitive analysis • Who is your audience • Internal stakeholders • What else is in place • Evaluate tools and platforms 7
  • 8. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 8 of 3 Develop your goals • What you want to achieve and why • How realistic are your goals • Timeframe • Measurement • Level of engagement 8
  • 9. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 9 of 3 Gather resources • Resourcing needs • Time allocation • Management support • Escalation procedures • Anticipate and plan for audience growth 9
  • 10. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 10 of 3 Training • Skills audit • Moderation, editorial policies, escalation procedures, • Editorial voice and style • Future training needs • Checks and balances 10
  • 11. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 11 of 3 Implementation • Plan with your social media • Branding and editorial guidelines • Team communication plan • Cross-promotion plan • Check–in with your audience 11
  • 12. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 12 of 3 Analytics and review Measure, analyse and learn from your results
  • 13. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 13 of 3
  • 14. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 14 of 3 3. The two biggies • Facebook and Twitter • Your vision • Interaction • Scheduling updates • Postings to multiple platforms • Integrating with existing activities
  • 15. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 15 of 3 Facebook pros • “Talkback” • Crowd source • Ideas generation • Cross-promotion • Reach a large audience • Build community • Encourage UGC • Traffic referral to website and links
  • 16. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 16 of 3 Facebook cons • Problem posters • Attacks/off-topic conversations • Work vs personal • Ethical issues with personal accounts • Verifying facts • Linking to controversial pages • Use of images and content 16
  • 17. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 17 of 3 Twitter pros • Build personal or company brand • Crowd source • Network • Targeted feedback • Track topics in real-time • Monitor breaking news • Quick response • Traffic referral • Ideas/trends/research/sources 17
  • 18. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 18 of 3 Twitter cons • Privacy • Easy to jump the gun • Personal vs professional • Verifying facts • Resourcing • Retweets may be seen as endorsements • Consistency – one account – multiple tweeters
  • 19. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 19 of 3 4. Other platforms + tools • YouTube • FourSquare • LinkedIn • Digg • Wikis • Blogs • Storify • Delicious • Audioboo • Flickr • Diaspora • Tackable
  • 20. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 20 of 3 New platforms + good engagement • How to keep up • Process for evaluating new platforms - fast turnaround • Questions to ask • Examples of good engagement
  • 21. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 21 of 3 5. Social media case study
  • 22. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 22 of 3 6. Social media activity Discuss: • Pick a social media scenario • Two goals you want to achieve and why • Tools/platforms • Collaborators • Measuring success • Report back
  • 23. Ping Lo, Rod McGuinness, Bernie Sheehan Australian Broadcasting Corporation 23 of 3 7. Summary • Workshop summary • Questions
  • 24. THANK YOU Workshop finish Bernie Sheehan ABC People & Learning sheehan.bernie@abc.net.au twitter @bernie_sheehan Ping Lo ABC Innovation lo.ping@abc.net.au twitter @pinglo Rod McGuinness ABC Radio mcguinness.rod@abc.net.au twitter @rod3000