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Social Media Strategy Workshop
www.linkedin.com/in/paulmcgarrity
@paulmcgarrity
In PR and marketing since 2000
Started to focus on Digital and Social Med...
About You?
Review the fundamental areas of social media
Find out about the core areas of social media strategy -
considering audience...
Your
Experiences…….?
“We really
should be
using
And ”
We think about the tools,
but we should be thinking
about…..
Key Questions…
What does your current communications activity output look like?
Who do we need to reach?
What do you need ...
Overview of Social Media
Sharing
Social Media Strategy
Audit:
Assessing your current online footprint and
reputation
Need to assess where you are online.
An online / social media audit shows you the online
environment before you dive in
So...
Source: Econsultancy, 2012
Source: Econsultancy, 2012
Benchmarking
How are other organisations
performing at Social Media
Within your sector
Test competitors
Be Careful – they ...
Objectives:
What do you want to achieve from Social
Media
Do not think of fine detail and metrics at this point.
For example:
“Have 1000 facebook fans by September”
“Issue 5 tweets...
Why?
Sales?
Brand Awareness ?
Customer research?
Communicate in Real Time?
Reach younger demographic?
Promoting the brand / organization………….
• Successfully demonstrate the value of the organisation to key
stakeholders
• Exp...
Lead generation……………..
• Indentify key audiences – customers, buyers, etc
• Network via social media channels
• Identify p...
Audiences:
Who do you want to interact with?
• What types of audiences and
stakeholders do you want to reach?
• What social media are they using?
• What are they sayin...
Audience
Mapping
1. Create an map of current key audiences and stakeholders
For example: A local council might like to rea...
Audience
Mapping
Note: this also includes members of the public – varying
degrees of influence.
Don’t forget the Age of Us...
Audience
Mapping
2. Assess their level of influence
Not all are equal on social media. E.g Stephen Fry
Identity the level ...
Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
Account Name Twitter ID Category Short Description No. of Followers
Discover NI @discoverNI Tourism 2012 tourist
campaign
...
Source: DW Publications: Whitepaper 14;
Social Media in the Public Sector, 2011
Audience Mapping is fundamental to successful social media
Make sure you start the social media process with it
Ongoing ac...
Social Media Channels
Source: Brian Solis, 2009
Source: Econsultancy, 2012
Twitter UK Statistics
• Approx. 10 million UK users
• Age profile dominated by the 25-44 age
group, accounting for over 60...
7% of UK consumers (37% of active Twitter users) say
they check Twitter compulsively.
Overall, 18% of UK consumers are act...
Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011
Big problem with starting in at this point – selecting
Facebook and Twitter without a strategy
The online audit will have ...
Tactics and Engagement
Main reason for social media failure:
• Not having anything to say
• Afraid of saying the wrong thing
• No content
• Fans ...
Source: Econsultancy, 2012
Source: Econsultancy, 2012
Source: Econsultancy, 2012
The Problem?
• Offline marketing: Include Social Media Icons on your
marketing - Billboard ads, posters, and brochures
• Integrate with...
Avoid corporate news updates, press releases etc!
Think about types of content that people want to share,
comment on, ‘lik...
Social Posts:
Promotion• Promote Giveaways
• Call to action
• New case study
• Event photo or video
• Promote upcoming eve...
Social Posts:
Enquiry /
Customer ServiceRespond to request for info
Respond to negative comment
Solicit feedback
Launch a ...
Social Posts: NewsPublish a latest news post
Make an observation
Provide “best of” list
Announce winners
Share latest rese...
Social Posts: Share
Digital Content
Share links
Share video/pics
Start a debate
Post interviews
Share teaser to forthcomin...
Online Video of events, vox pops
Ask yourself “Why would people
want to watch and share”?
Case Studies
B2B Case Study:
Social Media in the Legal Sector
Why should the legal sector use social
media?
• To engage with existing client base
• To become thought leaders
• To boost...
Example: Hattons Solicitors
The Blog…
Twitter…
Facebook…
LinkedIn…
Management
and Resources
1. Lack of understanding from senior management
2. Little or no engagement on social media channels
3. Access to social me...
6. Lack of time
7. Lack of equipment – iPhone
8. Lack of trained staff to manage social media
9. Difficult to understand s...
Convincing
Management
Online
Reputation Risks
• Negative comments on your social channels
• Brand attack online – show in SERPs
• Crisis PR angle – spread via social me...
“Let’s hurry home and follow the
earthquake news. And don’t forget
to order your favourite KFC menu”.
PR / Corporate Comms Unit need to:
Monitor relevant keyterms online – find out about online
sentiment throughout the inter...
Source: Econsultancy, 2012
Social Media Policy
Social Media Policy Guide – Free
Download!
http://www.octaveoc.com/downloads.asp
Designed to help managers and directors
u...
Control of Social
Media
Organisational Structure
• What tends to happen:
- Owned by Marketing/ a “Bright Spark”
- Has a Board level sponsor
• What...
Where things go wrong…
The best strategy is useless if:
• The business aren’t genuinely
behind it
• There isn’t cross depa...
Companies are using social media for a range of
different purposes:
Econsultancy: State of Social Report 2011
The Challenges of the ‘Always On’
Multi-Channel Marketing Function?
Training and
Continuous
Development
Integration
Metrics
Source: Econsultancy, 2012
Metrics: Tools
Use ‘Insights’ tools
But be careful!
Number of likes: Popular metric – but needs to be
treated with care.
Estimation of percentage of key stakeholders who like...
www.linkedin.com/in/paulmcgarrity
www.OctaveOC.com
Connect on Linked In:
Visit our website for more information
about Digi...
Social Media Strategy
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Social Media Strategy

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This social media strategy presentation will:

- Review the fundamental areas of social media

- Help you find out about the core areas of social media strategy - considering audiences, channels and tactics

- Help you learn how to prepare a social media strategy

- Discuss the most common issues and barriers to successful social media adoption

Published in: Business, Technology
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  • Explain what I do and services
  • The first thing you realise when you look at the online media map – is that there is so many to choose from!So the only sensible thing to do is to choose the channels and tactics that best suit your business objectives. So you have to go back to the start and look again at your marketing objectives and business obs.
  • A law firm blog can be effectively used as a platform for discussing general legal news and how it may affect your clients or potential clients. E.g. if a new employment law comes into force, a law firm can use their blog to discuss the new legislation andprovide a subtle link to their main website in order to drive visitors to their site.In Hatton’s case they use it to discuss the progress of the Rugby League team they sponsor and their corporate social responsibility activities.
  • A law firm can effectively use Twitter for updates about legal developments, legislation and any company news such as job openings / new recruits/ major wins etc.Hattons use their Twitter to highlight Louie’s latest blog articles, video interviews with rugby league players and to promote free initial consultations.
  • Facebook would be less popular amongst legal firms. However, it is still important to have a presence there. A law firm can effectively use Facebook to post status updates about the company, any interesting legal news stories and links to the company blog. On Facebook it is important to post photos and videos as these generate the most interaction and engagement.Similar to their Twitter, Hatton’s use their Facebook to promote blog articles, video interviews with rugby league players and to promote free initial consultations.
  • A law firm can use a LinkedIn company page to effectively profile their staff and boost their SEO ranking. LinkedIn pages are returned in search queries. It is advisable for staff to have a presence on LinkedIn so that they can therefore use it for scoping out leads and following up.Hattons use their LinkedIn to promote their Gold Business Membership and to promote other company updates. They also have links to 27 staff profiles.
  • Transcript of "Social Media Strategy"

    1. 1. Social Media Strategy Workshop
    2. 2. www.linkedin.com/in/paulmcgarrity @paulmcgarrity In PR and marketing since 2000 Started to focus on Digital and Social Media marketing in 2008 Started in 2009 Write a fortnightly column in The Irish News.
    3. 3. About You?
    4. 4. Review the fundamental areas of social media Find out about the core areas of social media strategy - considering audiences, channels and tactics Learn how to prepare a social media strategy Discuss the most common issues and barriers to successful social media adoption Key Learnings
    5. 5. Your Experiences…….?
    6. 6. “We really should be using And ”
    7. 7. We think about the tools, but we should be thinking about…..
    8. 8. Key Questions… What does your current communications activity output look like? Who do we need to reach? What do you need to start to doing via Social Media ? How can we be successful? What will this look like in practice? What changes do we need to make to our organisation and communications? How will we measure social media?
    9. 9. Overview of Social Media
    10. 10. Sharing
    11. 11. Social Media Strategy
    12. 12. Audit: Assessing your current online footprint and reputation
    13. 13. Need to assess where you are online. An online / social media audit shows you the online environment before you dive in Some questions to ask include: Q. How are other organisations using social media successfully Q. What are people saying about your org online? Q. Who are the main online stakeholders? Q. what do they need to know and want to talk about? Online Audit
    14. 14. Source: Econsultancy, 2012
    15. 15. Source: Econsultancy, 2012
    16. 16. Benchmarking How are other organisations performing at Social Media Within your sector Test competitors Be Careful – they might not be up to scratch!
    17. 17. Objectives: What do you want to achieve from Social Media
    18. 18. Do not think of fine detail and metrics at this point. For example: “Have 1000 facebook fans by September” “Issue 5 tweets and 5 Facebook posts each week”
    19. 19. Why? Sales? Brand Awareness ? Customer research? Communicate in Real Time? Reach younger demographic?
    20. 20. Promoting the brand / organization…………. • Successfully demonstrate the value of the organisation to key stakeholders • Explore opinions and attitudes of stakeholders towards us Marketing / Communications …………………. • Engage successfully with stakeholders through social media • Successfully use new media to learn more about the needs of Council communications. • Improve the brand’s online brand presence • Improve media relations with core journalists Sample Objectives
    21. 21. Lead generation…………….. • Indentify key audiences – customers, buyers, etc • Network via social media channels • Identify possible leads Sample Objectives
    22. 22. Audiences: Who do you want to interact with?
    23. 23. • What types of audiences and stakeholders do you want to reach? • What social media are they using? • What are they saying online? Considering your Audiences
    24. 24. Audience Mapping 1. Create an map of current key audiences and stakeholders For example: A local council might like to reach and influence: • Local politicians • NI and local journalists • Community leaders • Businesses Next, find out where they are online. Start to list their online profiles
    25. 25. Audience Mapping Note: this also includes members of the public – varying degrees of influence. Don’t forget the Age of User-Generated Media
    26. 26. Audience Mapping 2. Assess their level of influence Not all are equal on social media. E.g Stephen Fry Identity the level of influence that people have online. For example: • Journalists - Stephen Nolan, local news editors etc • MLAs and local councillors • Charity CEOs • Head of local chamber of commerce
    27. 27. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    28. 28. Account Name Twitter ID Category Short Description No. of Followers Discover NI @discoverNI Tourism 2012 tourist campaign 2300 The Irish News @Irish_news Daily Press Local daily newspaper 5012 Belfast Times @Belfasttimes What’s on What’s on guide for Belfast and NI 2787 Alan Simpson @AlanSimpsonBBC Radio BBC Radio Ulster Presenter 5196 Etc Etc Etc Audience Mapping
    29. 29. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    30. 30. Audience Mapping is fundamental to successful social media Make sure you start the social media process with it Ongoing activity – update regularly
    31. 31. Social Media Channels
    32. 32. Source: Brian Solis, 2009
    33. 33. Source: Econsultancy, 2012
    34. 34. Twitter UK Statistics • Approx. 10 million UK users • Age profile dominated by the 25-44 age group, accounting for over 60% of users Age in Years Percentage 12/2011 % Percentage 05/2011 % 0-17 3 4 18-24 14 13 25-34 35 34 35-44 26 26 45-54 15 16 55-64 5 6 65+ 2 2 Source: Mindjumpers, 2011
    35. 35. 7% of UK consumers (37% of active Twitter users) say they check Twitter compulsively. Overall, 18% of UK consumers are active Twitter users, including 33% of consumers aged 25-34. 13% of UK consumers check Twitter at least once per day [Source: ExactTarget, November 2011] Twitter UK Statistics
    36. 36. Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011
    37. 37. Big problem with starting in at this point – selecting Facebook and Twitter without a strategy The online audit will have showed the channels your audiences Lots of channels – focus on the dominant ones that are relevant to your org. Be Realistic. Different orgs will focus on different types of channels. Social Media Channel selection
    38. 38. Tactics and Engagement
    39. 39. Main reason for social media failure: • Not having anything to say • Afraid of saying the wrong thing • No content • Fans don’t care! ……… any experiences?
    40. 40. Source: Econsultancy, 2012
    41. 41. Source: Econsultancy, 2012
    42. 42. Source: Econsultancy, 2012
    43. 43. The Problem?
    44. 44. • Offline marketing: Include Social Media Icons on your marketing - Billboard ads, posters, and brochures • Integrate with other areas of digital – email newsletters, Website etc. • Integrate with PR – great fit with social media Traffic Building: Integration
    45. 45. Avoid corporate news updates, press releases etc! Think about types of content that people want to share, comment on, ‘like’, think about etc Social Posts
    46. 46. Social Posts: Promotion• Promote Giveaways • Call to action • New case study • Event photo or video • Promote upcoming event
    47. 47. Social Posts: Enquiry / Customer ServiceRespond to request for info Respond to negative comment Solicit feedback Launch a poll Ask about the weather or holidays!
    48. 48. Social Posts: NewsPublish a latest news post Make an observation Provide “best of” list Announce winners Share latest research Celebrate a milestone
    49. 49. Social Posts: Share Digital Content Share links Share video/pics Start a debate Post interviews Share teaser to forthcoming news Post presentations
    50. 50. Online Video of events, vox pops Ask yourself “Why would people want to watch and share”?
    51. 51. Case Studies
    52. 52. B2B Case Study: Social Media in the Legal Sector
    53. 53. Why should the legal sector use social media? • To engage with existing client base • To become thought leaders • To boost solicitor profiles • To improve online presence and Google rankings • To attract prospective clients
    54. 54. Example: Hattons Solicitors
    55. 55. The Blog…
    56. 56. Twitter…
    57. 57. Facebook…
    58. 58. LinkedIn…
    59. 59. Management and Resources
    60. 60. 1. Lack of understanding from senior management 2. Little or no engagement on social media channels 3. Access to social media is blocked by IT Dept 4. Sign off for all communications 5. No / little integration with the rest of business and communications Top Problems for Orgs embracing social media
    61. 61. 6. Lack of time 7. Lack of equipment – iPhone 8. Lack of trained staff to manage social media 9. Difficult to understand success 10. No plan or strategy Top Problems for Orgs embracing social media
    62. 62. Convincing Management
    63. 63. Online Reputation Risks
    64. 64. • Negative comments on your social channels • Brand attack online – show in SERPs • Crisis PR angle – spread via social media • Damage caused by employee misuse of Social media • Poor use of social media – brand damage Online Reputation Risks
    65. 65. “Let’s hurry home and follow the earthquake news. And don’t forget to order your favourite KFC menu”.
    66. 66. PR / Corporate Comms Unit need to: Monitor relevant keyterms online – find out about online sentiment throughout the internet Monitor and manage online comments and activity on Facebook and Twitter Then reply / react as required Online Monitoring
    67. 67. Source: Econsultancy, 2012
    68. 68. Social Media Policy
    69. 69. Social Media Policy Guide – Free Download! http://www.octaveoc.com/downloads.asp Designed to help managers and directors understand more about social media risks and how they can develop a social media policy for their organisation.
    70. 70. Control of Social Media
    71. 71. Organisational Structure • What tends to happen: - Owned by Marketing/ a “Bright Spark” - Has a Board level sponsor • What should happen: - Adopted business wide - Integrated with all communications • It’s a cultural change for most • It’s not easy and can’t be forced Source: Econsultancy, 2012
    72. 72. Where things go wrong… The best strategy is useless if: • The business aren’t genuinely behind it • There isn’t cross departmental buy in • Results focus is purely “conversions, metrics and sales” • “Social Media” is seen as an “add on” • It doesn’t form part of the everyday way of working Source: Econsultancy, 2012
    73. 73. Companies are using social media for a range of different purposes: Econsultancy: State of Social Report 2011
    74. 74. The Challenges of the ‘Always On’ Multi-Channel Marketing Function?
    75. 75. Training and Continuous Development
    76. 76. Integration
    77. 77. Metrics
    78. 78. Source: Econsultancy, 2012
    79. 79. Metrics: Tools Use ‘Insights’ tools But be careful!
    80. 80. Number of likes: Popular metric – but needs to be treated with care. Estimation of percentage of key stakeholders who like / follow you and their level of interaction Number of retweets Social conversations – increase in number of people talking to you / asking questions Popular Metrics:
    81. 81. www.linkedin.com/in/paulmcgarrity www.OctaveOC.com Connect on Linked In: Visit our website for more information about Digital and Social Media Marketing:
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