Don’t think Social Media Strategy Think... ‘Business’ Strategy Communications Strategy ...that uses social media
Creating a Strategy P People Asses customers’ social activities O Objectives Decide what you want to accomplish S Strategies Plan for how relationships with customers will change T Technologies Decide which technologies to use
Social Media Monitoring (Listening) Activity Planning Customer profiling Proactive Customer Service Community discovery Influencer Identification Buzz Tracking
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?) Tools
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)
– 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? Plus:- What is our content plan What is our Crisis Management Plan? (more on those in the next sessions)
Crisis Management Plan How do we communicate quickly? Who Talks? What is the process? - Acknowledge - Respond
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
Social Media architecture – hub and spoke model
Content Planning E=MC 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’
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!
How to use the tools (best practices and examples later on!) We are going to look at:- Twitter Facebook Blogging + 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’ !
Twitter Who’s on Twitter? (- #hccFor this session....) JARGON:- @ username RT username Follow # (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.
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)
Twitter Do’s 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 Don'ts Broadcast 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...)
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
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:-
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
How to blog Doesn’t need to be an essay - http://sethgodin.typepad.com Not a good writer? Try video
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)