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Social Media Workshop for Hampshire County Council

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The slides from social media training day with Hampshire County Council

The slides from social media training day with Hampshire County Council

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  • http://www.youtube.com/watch?v=WRkYmx4A9Do


  • 1. Ed Hartigan
    Tel : 07956394170
    Email : ed@spearfishlabs.com
    Twitter : @EdHartigan
  • 2. Agenda
    9:30 – 10:00 Introduction into Social Media
    10:00 – 11:00 Social Media Strategy (Interactive session)
    11:00 – 11:30 Break
    11.30 – 12:00 Internal policies (Interactive Session)
    12.00 – 12:30 How to Build a Content Plan
    12:30 – 13:15 Lunch
    13:15 – 14:15 ‘Rules of Engagement’ – How to Use the tools (Interactive session)
    14.15 – 14.30 Break
    14:30 – 15:30 Best Practices / Case Studies (Interactive session)
    15:30 – 16:00 Q+A
  • 3. 1. Intro Into Social Media
  • 4.
  • 5.
  • 6. Why Social Media? The Shift in Media Habits
    Fish where the fish are!
  • 7. Opportunities
    Listening & Learning
    • Understand your residents social behaviour
    • 8. Real time market research
    2. Talking
    • You work for the residents...you need to talk to them!
    • 9. Information, Events, Emergencies, News
    • 10. Add social to your communications mix
    3. Supporting
    • Customer service is the new marketing
    • 11. Engage with residents in real time, all the time
    • 12. Allow residents to connect with & help each other
    (This is how social scales)
    4. Innovating
    - ‘Consult’ with residents on improvements
    • Government cuts mean councils must find new, cost effective ways to innovate...
    - Open Data (cost reductions, less enquiries, official requirement?)
  • 13. Hype = No strategy or Planning
    No Measurement
    ‘Social Media’ is Mislabelled
    (horribly so!)
    No Business / Operations Integration
  • 14.
  • 15. 2. Social Media Strategy
  • 16. Don’t think Social Media Strategy
    ‘Business’ Strategy
    Communications Strategy
    ...that uses social media
  • 17. Creating a Strategy
    Asses customers’ social activities
    Decide what you want to accomplish
    Plan for how relationships with customers will change
    Decide which technologies to use
  • 18. People
  • 19. People = Research
  • 20. Social Media Monitoring (Listening)
    Activity Planning
    Customer profiling
    Proactive Customer Service
    Community discovery
    Influencer Identification
    Buzz Tracking
  • 21. Insights
    Which channels do our customers use?
    How much do they use them?
    What type of content do they like?
    What do they share?
    Who are the influential voices?
    What content of ours have they responded well to in the past?
    What is working (or not) for the competition
    (Is social worth the time?)
    • Free software
    • 22. Enterprise software
  • 23. Objectives
  • 24. Objectives
    The Big Question - What are we trying to achieve as an organisation?
    Some examples:-
    Foster Dialogue
    Learn more about our constituents
    Drive footfall to....by x%
    Increase awareness of...by x %,
    Improve Customer service
    Reduce costs (paper, offline, calls,) by x%
    Increase traffic to the website
    These are the outcomes – start with these and work back
    These help form a measurement framework (which we will look at later)
  • 25. Strategies
  • 26. Social Media architecture – hub and spoke model
  • 27. Organizational Questions
    • Are we clear on the business objectives that social activity will help?
    • 28. How much resource (people, time, money) can we dedicate to it?
    • 29. Who are the stakeholders (who is involved?)
    • 30. Have we integrated ‘social’
    – website (login, channels, http://developers.facebook.com/plugins),
    - other marketing channels (email, offline, PR, paid ads)
    – Are the ‘user journeys’ clear?
    • How many departments / people will be contributing content?
    - Now
    - Future
    Who approves the content before it’s published?
    • How will you communicate the activity internally?
    How much training is going to be needed?
    Can we deliver, operationally, on our promises in social media? What do we have to do to make sure we can deliver?
    What is our content plan
    What is our Crisis Management Plan?
    (more on those in the next sessions)
  • 31. Crisis Management Plan
    How do we communicate quickly?
    Who Talks?
    What is the process?
    - Acknowledge
    - Respond
    • Move conversation to ?
  • 32. Technologies
  • 33. Last, we pick the tools
  • 34. Measurement
    You will need to set up a measurement framework based on your objectives.
    Make sure you have ‘landing pages’ on your website to track conversions
    Get Help if necessary!
  • 35. Financial
    • Comments
    • 40. Time / Depth of visit
    • 41. Share of Voice
    (Web Metrics)
  • Use the right tools
  • 44.
  • 45. Your Turn!
    This normally takes a few weeks! So...
    Assume we’ve done the research (use what you already know)
    Write down your objectives – Come up with 3
    Strategies – Answer the organisational questions
    • Resources
    • 46. Internal ‘Workflow’
    • 47. What other channels that we already use can we integrate?
    • 48. What new channels do we need to build?
    • 49. Training needed?
    4. We’ll review and discuss which tools will be effective
  • 50. 4. Internal Policies
  • 51. http://socialmediagovernance.com/policies.php
    What is expected from staff members?
    What can we say?
    When can we be online?
    What is off limits?
    Personal vs Professional networking
  • 52.
  • 53. 3. How to build a content plan
  • 54. Social Media architecture – hub and spoke model
  • 55. Content Planning
    Begin with an Audit of all your communications – Online, offline – What worked? What didn’t?
    Think - Are we providing value for the constituents (not us!)? What do they want to know? How can we be more useful?
    From the research, we know which social channels will work – do we have accounts? http://namechk.com/
    Seek Content Inspiration
    Take your top keywords (including your name, products, services etc.) and search for them on Google, Bing, YouTube, Twitter, Facebook, and SocialMention.
    What shows up in these search results? How much photo and video content appears? Content from your competitors? From ‘fans’?
    Understand Taxonomy
    How people search for information
    Make sure the content is ‘optimised’
  • 56. Content Planning
    Questions to ask:
    What do we want them to do? (calls to action on landing page(s), videos, website)
    Who are we trying to reach with each piece of content?
    How & when you will be engaging – Set expectations
    What is our capacity to produce content? Our audience’s threshold to consume it?
    What content assets do we already have (there will be loads!)
    What we can share?
    What can we give away?
    What can we explain?
    What type of content from others can we share with our audience?
    Who can we interview that would interest our audience?
    What can we have fun with that isn’t a disconnect from our brand?
    What topics are off-limits?
    Who in our organisation connects with customers most naturally?
    Remember – Most people are sitting at their desks, waiting for the day to end!
  • 57. Build one of these...
  • 58.
  • 59. 5. ‘Rules of Engagement’
  • 60. How to use the tools (best practices and examples later on!)
    We are going to look at:-
    + Any others you want to go over....
    As discussed (research & content planning), may throw up other communities you need to be part of, so ‘don’t marry a tool’ !
  • 61. Twitter
    Who’s on Twitter? (- #hccFor this session....)
    @ username
    RT username
    # (http://wthashtag.com )
    DM username
    Shortened URLs
    Not B2C or B2B – Twitter is P2P network
    Personal vs Corporate Logos
    - People respond much better to people than logos or products.
  • 62. Search.twitter
    Word Search:
    Hampshire Council – Will find tweets containing both “Hampshire” & “Council”
    “Hampshire Council” – Will find tweets containing the exact phrase “Hampshire Council”
    Hampshire OR Council – Will find tweets containing “Hampshire” or “Council” (or both)
    Hampshire Council ? – Will find questions with the words Hampshire Council
    Places Search:
    “Council” near:Southampton
    “Council” near:Southampton within:10mi
    Or Use ‘Advanced Search’
    Check out Listorious (Twitter Directory)
  • 63. Twitter
    Share - news, links, advice, events, pics, video
    Interact - @, talk, ask questions
    Follow people back!
    Personal touches – pictures, conversations, humour
    Check what are competitors doing?
    Get as many people tweeting as possible (as themselves! )
    If using personal accounts, have a ‘company disclaimer’ in the bio
    Stick around long enough to see results!
    Research a social media management system
    Blast out 100s of tweets a day
    Tweet anything you don’t want repeated
    Tweet after more than 2 units of alcohol!
    ‘Air dirty laundry’
    Expect huge numbers to follow you.
    (twitter users are the creators...they will amplify it for you...)
  • 64.
  • 65. Facebook
    Who isn’t on Facebook?
    44.6% penetration rate in UK 27,806,860 people on there!
    (even they are!)
    Types of Pages:
    Personal – how most people use it
    Groups – limited to 5000 members
    Fan Pages – This is what you need
    Community Pages – Aggregate content
  • 66. Facebook
    http://www.facebook.com/coventrycc#!/coventrycc?v=wall – example
    Wall, Info, Photos, Events...
    Landing page(s) for non-fans
    Add custom tabs for: Welcome page (with call to action) Discussions, Events, Twitter, YouTube, Live Stream
    Embed ‘point of sale’ (once community is active)
    Introduce exclusive content for ‘Fans’ only
    Engage with other groups or Pages
    Reply to comments / Discussions
    Your page is visible to the search engines so think about the content
    Remember how ‘most’ people use Facebook – Don’t expect mass interaction...yet:-
    • 40% to receive discounts and promotions
    • 67. 36% to get a “freebie”
    • 68. 13% to interact
    (Source: ExactTarget study of 1,500 FB users)
  • 69. Blogging
    What is a blog?
  • 70. Why Blog
    1. Search engine benefits- Search engines give preference to websites that have fresh, relevant content. Hubspot research shows that sites with blogs get 55% more traffic than sites without blogs — even if there are no readers! 
    2. Infinite search life – Once posted, the content will always be there
    3. Cost Effective communications channel –how much do you spend on paper comms?
    4. PR – Blog posts have the opportunity for massive reach. They get picked up by aggregators and mainstream media, more so than other social channels
     5. Crisis management— A blog is an essential channel to explain the facts amid chaos.
    6. Build a community resource – As more people find your content and engage with you, you can establish a dynamic information resource for your constituents
  • 71. How to blog
    Doesn’t need to be an essay - http://sethgodin.typepad.com
    Not a good writer? Try video
  • 72.
  • 73. Your Turn
    Go back to the content plan
    In groups, come up with examples of how you can use the social channels
    For example....
  • 74. 6. Best Practices & Case Studies
  • 75. Social Media - Best Practices
    1. Engage in the existing online communities
    2. Regular updates – Feed the community
    3. Don’t speak at the audience through canned messages. Introduce value, insight and direction with each engagement. Be social!
    4. Empower your customers. Get them to share the content, spread your messages – this is how social scales!
    5. Ensure that any activities are supported by an infrastructure to address situations and demands.
    6. Consistently create, contribute, and reinforce service and value.
    7. Set Audience expectations and stick to it!
    8. “Un-campaign” and create ongoing programs that keep you connected to day-to-day engagement.
    9. Don’t hardsell to the community...support it
    10. Ensure activity is integrated with other marketing
    (11. Be in the ‘Give a Shit’ business! – This is the most important! – no amount of clever technology can replace good customer service)
  • 76. Social media case studies
    • Local Government
    • 77. Some favourites from around the web
    Discussion and evaluation
    Could we do this?
    How could we improve this?
  • 78. Local Government Case Studies
    Look at our own website & social channels - http://www.beapartofourfuture.co.uk/html/ccra.htm
    • What could be done? Integration, social objects on the site, activity in the social channels
    National gov - http://www.number10.gov.uk
    • What do we think?
  • Case Studies 
    Nestle - http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces
    Habitat - http://www.socialmediatoday.com/SMC/103334
    Eurostar - http://www.accountingweb.co.uk/topic/business/eurostar-incident-social-media-bites-back/394472
    Dominos - http://admaven.blogspot.com/2009/04/dominos-social-media-disaster.html
    United Airlines
  • 79. Case Studies 
    Levi’s - http://store.levi.com/
    Old Spice - http://www.youtube.com/user/OldSpice#p/c/484F058C3EAF7FA6
    Blendtec - http://www.willitblend.com/
    Mattress Dominos - http://www.youtube.com/watch?v=ndYxBQXhNjI
    KOGI BBQ - http://twitter.com/#!/KOGIBBQ
    Zappos - http://twitter.zappos.com/employees
    Apple - http://discussions.apple.com/index.jspa
    Dell ideastorm - http://www.ideastorm.com/
    MyStarbucks idea - http://mystarbucksidea.force.com/
    Ikea & photo- http://creativity-online.com/work/ikea-facebook-showroom/17962
    Jimmy Choo 4sq treasure hunt - http://mashable.com/2010/04/27/foursquare-jimmy-choo/