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

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  • 1. WebForward Workshop 20111st June 2011Sydney Convention & Exhibition Centre 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. Outline1. Overview2. Devising your plan3. Twitter and Facebook4. Other platforms and tools - Company examples5. Case study6. Practical exercise7. Summary Ping Lo, Rod McGuinness, Bernie Sheehan 2 of 32 Australian Broadcasting Corporation
  • 3. 1. Social media overview• Industry snapshot• ABC activity• Future directions• Challenges Ping Lo, Rod McGuinness, Bernie Sheehan 3 of 33 Australian Broadcasting Corporation
  • 4. 2. Plans and goalsWhy have aplan and set goals? Ping Lo, Rod McGuinness, Bernie Sheehan 4 of 3 Australian Broadcasting Corporation
  • 5. Why have a plan?So you know:• What you want to achieve and whySo you can:• Set goals that can be measured• Think through any potential problemsSo you don’t:• Rush in, over commit, under deliver, lose your audience and damage your reputation Ping Lo, Rod McGuinness, Bernie Sheehan 5 of 35 Australian Broadcasting Corporation
  • 6. Devising your planSteps:1. Assess current situation2. Develop goals3. Gather resources4. Training5. Implementation6. Analytics and review Ping Lo, Rod McGuinness, Bernie Sheehan 6 of 36 Australian Broadcasting Corporation
  • 7. Assess current situation• Competitive analysis• Who is your audience• Internal stakeholders• What else is in place• Evaluate tools and platforms Ping Lo, Rod McGuinness, Bernie Sheehan 7 of 37 Australian Broadcasting Corporation
  • 8. Develop your goals• What you want to achieve and why• How realistic are your goals• Timeframe• Measurement• Level of engagement Ping Lo, Rod McGuinness, Bernie Sheehan 8 of 38 Australian Broadcasting Corporation
  • 9. Gather resources• Resourcing needs• Time allocation• Management support• Escalation procedures• Anticipate and plan for audience growth Ping Lo, Rod McGuinness, Bernie Sheehan 9 of 39 Australian Broadcasting Corporation
  • 10. Training• Skills audit• Moderation, editorial policies, escalation procedures,• Editorial voice and style• Future training needs• Checks and balances Ping Lo, Rod McGuinness, Bernie Sheehan 10 10 of 3 Australian Broadcasting Corporation
  • 11. Implementation• Plan with your social media• Branding and editorial guidelines• Team communication plan• Cross-promotion plan• Check–in with your audience Ping Lo, Rod McGuinness, Bernie Sheehan 11 11 of 3 Australian Broadcasting Corporation
  • 12. Analytics and reviewMeasure, analyse and learn from your results Ping Lo, Rod McGuinness, Bernie Sheehan 12 of 3 Australian Broadcasting Corporation
  • 13. Ping Lo, Rod McGuinness, Bernie Sheehan 13 of 3Australian Broadcasting Corporation
  • 14. 3. The two biggies• Facebook and Twitter• Your vision• Interaction• Scheduling updates• Postings to multiple platforms• Integrating with existing activities Ping Lo, Rod McGuinness, Bernie Sheehan 14 of 3 Australian Broadcasting Corporation
  • 15. Facebook pros• “Talkback”• Crowd source• Ideas generation• Cross-promotion• Reach a large audience• Build community• Encourage UGC• Traffic referral to website and links Ping Lo, Rod McGuinness, Bernie Sheehan 15 of 3 Australian Broadcasting Corporation
  • 16. 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 Ping Lo, Rod McGuinness, Bernie Sheehan 16 16 of 3 Australian Broadcasting Corporation
  • 17. 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 Ping Lo, Rod McGuinness, Bernie Sheehan 17 17 of 3 Australian Broadcasting Corporation
  • 18. 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 Ping Lo, Rod McGuinness, Bernie Sheehan 18 of 3 Australian Broadcasting Corporation
  • 19. 4. Other platforms + tools• YouTube • Storify• FourSquare • Delicious• LinkedIn • Audioboo• Digg • Flickr• Wikis • Diaspora• Blogs • Tackable Ping Lo, Rod McGuinness, Bernie Sheehan 19 of 3 Australian Broadcasting Corporation
  • 20. New platforms + good engagement• How to keep up• Process for evaluating new platforms - fast turnaround• Questions to ask• Examples of good engagement Ping Lo, Rod McGuinness, Bernie Sheehan 20 of 3 Australian Broadcasting Corporation
  • 21. 5. Social media case study Ping Lo, Rod McGuinness, Bernie Sheehan 21 of 3 Australian Broadcasting Corporation
  • 22. 6. Social media activityDiscuss:• Pick a social media scenario• Two goals you want to achieve and why• Tools/platforms• Collaborators• Measuring success• Report back Ping Lo, Rod McGuinness, Bernie Sheehan 22 of 3 Australian Broadcasting Corporation
  • 23. 7. Summary• Workshop summary• Questions Ping Lo, Rod McGuinness, Bernie Sheehan 23 of 3 Australian Broadcasting Corporation
  • 24. Workshop finishTHANK YOUBernie Sheehan Rod McGuinness Ping LoABC People & Learning ABC Radio ABC Innovationsheehan.bernie@abc.net.au mcguinness.rod@abc.net.au lo.ping@abc.net.autwitter @bernie_sheehan twitter @rod3000 twitter @pinglo