Should you have a Facebook page is like asking a builder if he should have a hammer (2010)
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Should you have a Facebook page is like asking a builder if he should have a hammer (2010)

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Taking a look at the P.O.S.T technique in social media planning....

Taking a look at the P.O.S.T technique in social media planning.

People, objectives, strategy THEN the technology. Choosing your tools should be the last thing on your list.

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  • Thank you all for being here, and to Vicky who asked me to speak today. I know a few of you are quite social media savvy, But I hope to give you something new to think about today.
  • What we’re going to talk about today are The format of the presentation is quite fast, so if you could leave any questions to the end.  
  • The first thing that we need to acknowledge when it comes to social media, is that social media is not a marketing channel. Its not something you can set up and use to put out a message – or strapline – or proposition. (This – is not going to work.)
  • and the message cannot be controlled or carefully crafted by a single source
  • Think of social media as all the conversations in the world.
  • That would happen at the pub,
  • In the workplace
  • On the bus
  • Or at the kitchen table.
  • That all just happen to be going on online. But of course some of the great differences to these conversations happening online is
  • We can have conversations with people we don’t know
  • About things we get really excited about…
  • Each and everyone of us now has their own personal soap box
  • And the world is more vocal than ever.
  • But the biggest difference of all with social media – and the one that’s most important to us – is that we can listen to these conversations. Which means that we as a brand, can engage and interact with our audiences in a way that no other generation has been able to before.. The fact that we can listen to what people think about our brand, their hopes, their dreams, their desires – is giving us the biggest opportunity to connect, change, communicate - and be real – with our audiences.
  • this is a quote from the book Groundswell that really drove it home for me… If you’d like to learn more and haven’t already bought this book, let me know and I can order it in for you.
  • Which brings us to the first topic.
  • The world of Social media is a big place. And we all have a voice
  • And even though it is a big pond –
  • The repercussions of what is said within the social media statosphere– Can be huge. Now I’m going to show you an example of what I mean, if you’ve been at a social media conference in the past 6 months – you may have heard or seen the example
  • This is a conversation that happened on the Nestle Facebook page. It came about because fans of Nestle were posting altered Nestle logos in protest of the Palm oil that Nestle were using in their chocolate. I’ll give you a moment to have a read… And it goes on… and on (the page is huge). It spiralled into a public relations disaster. And the impact of this conversation to the Nestle brand was disastrous.
  • So what do we do when we see conversations happening about our brand online? Firstly – don’t panic!
  • We’ve created a set of social media guidelines (which we can pass around now) The idea of these guidelines is to give you some guidance around what you can do online if you come across conversations happening about Murdoch. They really boil down to three simple points – which we can run through now together.
  • Use your real name and always be honest and transparent when you talk online.   If you do want to express an opposing viewpoint – make sure you are respectful - never resort to personal attacks or post things that may be offensive, defamatory, vulgar or otherwise objectionable.   Talk to us if you have a concern related to the University. Publicly voicing any such issue without first addressing it internally is counterproductive.
  • Identify your position at the uni (and qualifications if relevant) whenever participating in discussions related to your area of expertise.   Avoid commenting on unfamiliar topics and ensure your personal opinions are distinguished from your professional ones (i.e when commenting on a topic outside of your area of expertise, include a disclaimer like – ‘this is my personal opinion’)   And, regardless of whether you are talking online in a personal or professional capacity, make sure that what you’re saying adds value to the discussion.  
  • Protect sensitive or confidential information. Ensure you respect intellectual property and link to sources whenever possible.   If you make a mistake, be upfront and take responsibility for it. Minor issues can often be easily remedied with an apology or by posting a correction, but never try to handle anything more serious than this on your own (contact us!).   Use your best judgment and always think twice before you hit publish - because it is you who is ultimately responsible for what you write.
  •   So there you have it – 3 simple guidelines – which if you follow, you will be fine. At the end of the brochure you will also notice the ‘rules of engagement’. This is what we can use if we’re looking to start a Facebook, twitter or LinkedIn page – we’ll get to that a bit later.
  • Want to show you an example of how our Twitter manager, Jo, managed an incident on Twitter using these guidelines. She handled it vastly different to poor old nestle, and got much different results. This was a conversation that Jo found happening on Twitter (using Tweetdeck).
  • Now the really important thing in this conversation – and not all of it is shown here, Was that Jo identified herself. She clearly told this tweeter that she was from digital media, and she took the conversation offline so she could engage the right people (i.e. student admissions) to find a solution. She was respectful, she didn’t buy in to the negativity that Tealou had going there.
  • Just one example of how something so small, can make such a massive business impact.
  • So that’s all good and well, but what social media tools are worth knowing about, and which ones should you be using?
  • As you know there are 100s, 1000s of social media tools With new ones popping up and gaining momentum every day At the moment to keep up with them all is almost impossible.
  • And you’re probably wondering which ones (if any) you should be using?
  • But before even looking at social media tools, you need a firm understanding of what it is you’re trying to achieve.
  • POST is an acronym that can help you ensure you do all your homework before starting anything in social media
  • It stands for People
  • Doing your homework around these areas can help you decide which social media tools you could be using. Once you’ve done your homework – THEN you choose your tools.
  • It’s all about good planning.
  • From the time we began thinking about what we could be doing in social media, it took 6 months to get to a stage where we were happy enough with our Twitter account to actively promote it.
  • And it takes time and resources – much more than you ever think. Jo manages our twitter account as a part-time job to get her through uni. There is no way we could add the day to day management of this effectively on top of our existing roles.
  • But, when it comes to the technology, there are really 3 or 4 heavyweights of social media tools …
  • You will all have an understanding of these tools already, but I wanted to share with you some high level, fundamental differences. Let’s start with the big one.
  • I always find definitions from Wikipedia the most simplest and easiest to understand. Here is a wikipedia definition for Facebook.
  • I’ve highlighted some of the key terms of this definition which I think help to set it apart.
  • X factors of facebook – what makes it so great? Facebook is really personal – its very friend based, this is where you’re most proud to share with your friends what your in to or where you come from.
  • What kind of things can you do on Facebook? This is where it comes down to the tactical execution – and the possibilities are endless… But to know what is going to work – you first need to do your POST to understand which is going to work best for you. The tactical of what you can do changes constantly, with new functionality being added to everyday. This should be the last thing on your mind – do your homework first (POST) – put the roof on the house last (choose the technology)
  • In terms of demographics, the Australian Facebook population is slightly over-indexed on female users. and in terms age, Facebook remains a generation Y social network. With the 13-17yr old age bracket highly over-indexed, followed by 18-34yr olds. Its also interesting that Australians spend more time on Facebook than any other country. (Nielsen study from March that quotes 8:19 per month - http://www.nielsen-online.com/pr/social_media_report-mar10.pdf ) Demographic stats from Quantcast.com
  • X-factors of twitter – what makes it great? Unlike Facebook, Twitter allows interaction with other users without giving them full access to photos, videos, notes, etc. It allows you to engage without exposing everything about yourself.
  • What kind of things can you do on Twitter?
  • In terms of demographics – Twitter is slightly over-indexed on female But vastly over-indexed on the 18-34yr old age bracket. So interesting one for us to watch.
  • X-factors of LinkedIn
  • What kind of things can you do on Linked In
  • Demographics of linked in Only very slightly over-indexed on male users. Generally a little older.
  • X-factors of LinkedIn
  • Newcomer - US stats
  • Don’t get blinded by new shiny tools. The technology changes everyday – and to keep up with them, is near on impossible Do your homework first (POST) and make sure you’re clear on what your trying to achieve first. THEN choose your social media tool.
  • I’ve been doing a lot of research around how other universities are using social media – and I found two really great examples that I wanted to share with you.
  • The first is Syracuse University. Syracuse is in the US has a very well thought out strategy for their alumni which used an online reputation management platform. Some of you are most likely familiar with this strategy – It’s very clever and I wanted to bring it up and break it down together.
  • So what syacuse did was partner with ‘Brand-Yourself.com’ - an online reputation management platform. What ‘Brand-Yourself’ does is help students monitor and shape their online presence during the job search process.
  • Syracuse gave all their graduates a free 6 month subscription
  • Which enabled them to build and monitor their profiles on these
  • So that what appeared on here
  • Isn’t anything they wouldn’t want
  • Employers to see When they do background checks.
  • This was a very clever strategy – and they obviously did a lot of research. Heres a very high level breakdown using POST. __ Brand Yourself is a tiny company of around 4 people - so you can see that before they even looked at what technology to use, they really recognised an opportunity first – then sought out the technology that would best deliver on their strategy.
  • So if we were to take a look at the ‘people’ bucket to get a better understanding of how they formed this strategy
  • So they’ve looked in particular at Alumni – you might have other audiences your wanting to do something with…
  • So within alumni you’ve got say these groups
  • They’ve looked at this particular segment and done their POST around that.
  • But what if you broke down these other audiences -
  • And did further posts around those! What other opportunities would you find there?
  • This Sycruse strategy has been done just around a very particular segment – but the possibilities are huge of what you could be doing across all audiences.
  • People were saying some pretty bad things about how Red Cross managed aid for hurricane katrina.
  • The online chatter was through the roof – and Red Cross wanted to make it stop.
  • So they hired this lady – Wendy Harman - as the organisations first Social Media Manager.
  • The first thing wendy did was set up some monitoring programs, and speant the first 6 months listening to what was being said about the red cross.
  • She started noticing trends in the chatter – people were using terms like People were really passionate in their conversations.
  • Wendy did a lot of homework – researching best practices for social media and she wrote a series of guidelines for how red cross could be taking advantage of all this chatter about them.
  • After about a year of research and monitoring, she then began an ‘official’ facebook page. And you can see she really did her research around how she wanted Facebook to function: Directory ability to donate blood photos of their presence huge join now banner huge realestate dedicated to updates (she identified what it was that people were looking for)
  • Over 2 years, she gradually worked her way through starting other official social media accounts - like twitter, flickr, youtube, blogs etc As she started each one, she produced a set of guidelines - a kind of social media ‘guidebook’ for Red Cross (which was really their social media strategy).
  • Red Cross have about 800 chapters across the US – they all two wanted to start official pages – and used her guidelines to begin them. And it wasn’t just the chapters that she had a plan for – she also looked at leveraging the passion behind red cross staff, blood donors and other contributors.
  • By leverage an existing online community, By listening Huge amounts of research A dedicated resource Red cross systematically rolled out an integrated social media strategy that has made them one of the highest earning charities in the world.
  • What next?

Should you have a Facebook page is like asking a builder if he should have a hammer (2010) Should you have a Facebook page is like asking a builder if he should have a hammer (2010) Presentation Transcript

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    • Social Media Guidelines
    • Social Media Tools 101
    • Great Social Media strategies
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  • “ Simply put, the groundswell is a social trend in which people use technologies to get the things they need from each other instead of from companies.” GROUNDSWELL “ Winning in a world transformed by social technologies”
  • Social Media Guidelines
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    • Be respectful.
    • Be a leader.
    • Be responsible.
  • Be respectful.
  • Be a leader.
  • Be responsible.
    • Be respectful.
    • Be a leader.
    • Be responsible.
  • Really unhappy Tweetdeck
  • Really unhappy Really, really unhappy Tweetdeck
  • Really unhappy Really, really unhappy We get in contact Tweetdeck
  • Really unhappy Really, really unhappy We get in contact Getting happier Tweetdeck
  • Really unhappy Really, really unhappy We get in contact Getting happier Now we’re all happy Tweetdeck
  • Really happy 1,258 followers If she remained unhappy she not only damages our brand
  • She can damage our revenue
  • She’s our target audience Her 1,258 followers are our target audience
  • If 10% of her followers were considering Murdoch = 125 people
  • If she negatively influenced 10% of those 125 that’s 12 people who might no longer consider Murdoch
  • 12 people is about $450k over 3 years (not to mention reputation)
  • Cost to save : $15,000/yr
  • Cost to save : $15,000/yr Monitoring Tools: $9,000/yr Tweetdeck: Free One social butterfly: $6,000/yr ROI: 2,900%
  • Cost to save : $15,000/yr Monitoring Tools: $9,000/yr Tweetdeck: Free One social butterfly: $6,000/yr ROI: 2,900% And our social butterfly soothed at least 5 twitter- tantrums in the last 6 months.
  • Social Media Tools 101
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  • ?
  • Objective?
  • P.O.S.T
  • People
  • Objective
  • Strategy
  • Technology
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  • Planning
  • We want to do something in social media! 6 months P.O.S.T Content strategy. Guidelines. Crisis Management. Education. Trial Ready for public consumption
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  • NEW!
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  • Facebook is a social networking website … Users can add people as friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by workplace, school, or college. The website's name stems from the colloquial name of books given to students at the start of the academic year by university administrations in the US with the intention of helping students to get to know each other better.
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    • Connection
    • Self-expression
    • Entertainment
    • Discovery
    • Pages
    • Community pages
    • Groups
    • Share this
    • Like this
    • Events
    • Donate
    • Plus whatever tomorrow brings…
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  • Twitter is a social networking and microblogging service that enables its users to send and read other users' messages called tweets . Tweets are text-based posts of up to 140 characters displayed on the author's profile page. Tweets are publicly visible by default, however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets—this is known as following and subscribers are known as followers .
  • Twitter is a social networking and microblogging service that enables its users to send and read other users' messages called tweets . Tweets are text-based posts of up to 140 characters displayed on the author's profile page. Tweets are publicly visible by default, however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets—this is known as following and subscribers are known as followers .
    • Influence
    • Brevity – 140 characters!
    • Accessibility
    • Interaction
    • Versatility
    • Anonymous
    • Lists
    • Re-tweet
    • Tweet this
    • @mentions
    • trending topics
    • Twitpic & Twitvid
    • plus whatever tomorrow brings…
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  • LinkedIn (pronounced /ˌlɪŋkt.ˈɪn/) is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, [2] it is mainly used for professional networking.
  • LinkedIn (pronounced /ˌlɪŋkt.ˈɪn/) is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, [2] it is mainly used for professional networking .
    • Connections
    • Personal branding
    • Interact
    • Discovery
    • Self-expression (work-way)
    • Groups
    • Connections
    • Job listings
    • Follow
    • Answers
    • plus whatever tomorrow brings…
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  • NEW!
  • Foursquare is a location-based social networking website, software for mobile devices. Users "check-in" at venues using a mobile website, text messaging or a device-specific application. [2] They are then awarded points and sometimes "badges.”
  • Foursquare is a location-based social networking website, software for mobile devices . Users "check-in" at venues using a mobile website, text messaging or a device-specific application. [2] They are then awarded points and sometimes "badges.”
    • Brevity
    • Versatility
    • Game
    • Discounts and freebies
    • Recognition
    • Social currency
    • Tie to offline activity
    • Badges
    • Check-in
    • Ping friends
    • Become a Mayor
    • Unlock specials
    • Share venue tips
    • Add to your to-do list
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  • Great Social Media Strategies…
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  • 6 months
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  • “ Volunteer” “ Help” “ Donate”
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  • 800 Red Cross Chapters
    • PLUS thousands of:
    • Staff
    • Blood donors
    • Contributors
    • Emergency responders
  • $130 million Since 2006
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  • What next?
    • Know the social media guidelines.
    • Do your homework (POST).
    • Talk to us if you’re looking to embark on something.
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