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Social Media Strategy

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This social media strategy presentation will: …

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

    • 1. Social Media Strategy Workshop
    • 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. About You?
    • 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. Your Experiences…….?
    • 6. “We really should be using And ”
    • 7. We think about the tools, but we should be thinking about…..
    • 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. Overview of Social Media
    • 10. Sharing
    • 11. Social Media Strategy
    • 12. Audit: Assessing your current online footprint and reputation
    • 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. Source: Econsultancy, 2012
    • 15. Source: Econsultancy, 2012
    • 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. Objectives: What do you want to achieve from Social Media
    • 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. Why? Sales? Brand Awareness ? Customer research? Communicate in Real Time? Reach younger demographic?
    • 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. Lead generation…………….. • Indentify key audiences – customers, buyers, etc • Network via social media channels • Identify possible leads Sample Objectives
    • 22. Audiences: Who do you want to interact with?
    • 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. 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. Audience Mapping Note: this also includes members of the public – varying degrees of influence. Don’t forget the Age of User-Generated Media
    • 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. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    • 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. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    • 30. Audience Mapping is fundamental to successful social media Make sure you start the social media process with it Ongoing activity – update regularly
    • 31. Social Media Channels
    • 32. Source: Brian Solis, 2009
    • 33. Source: Econsultancy, 2012
    • 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. 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. Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011
    • 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. Tactics and Engagement
    • 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. Source: Econsultancy, 2012
    • 41. Source: Econsultancy, 2012
    • 42. Source: Econsultancy, 2012
    • 43. The Problem?
    • 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. 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. Social Posts: Promotion• Promote Giveaways • Call to action • New case study • Event photo or video • Promote upcoming event
    • 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. Social Posts: NewsPublish a latest news post Make an observation Provide “best of” list Announce winners Share latest research Celebrate a milestone
    • 49. Social Posts: Share Digital Content Share links Share video/pics Start a debate Post interviews Share teaser to forthcoming news Post presentations
    • 50. Online Video of events, vox pops Ask yourself “Why would people want to watch and share”?
    • 51. Case Studies
    • 52. B2B Case Study: Social Media in the Legal Sector
    • 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. Example: Hattons Solicitors
    • 55. The Blog…
    • 56. Twitter…
    • 57. Facebook…
    • 58. LinkedIn…
    • 59. Management and Resources
    • 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. 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. Convincing Management
    • 63. Online Reputation Risks
    • 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. “Let’s hurry home and follow the earthquake news. And don’t forget to order your favourite KFC menu”.
    • 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. Source: Econsultancy, 2012
    • 68. Social Media Policy
    • 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. Control of Social Media
    • 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. 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. Companies are using social media for a range of different purposes: Econsultancy: State of Social Report 2011
    • 74. The Challenges of the ‘Always On’ Multi-Channel Marketing Function?
    • 75. Training and Continuous Development
    • 76. Integration
    • 77. Metrics
    • 78. Source: Econsultancy, 2012
    • 79. Metrics: Tools Use ‘Insights’ tools But be careful!
    • 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. www.linkedin.com/in/paulmcgarrity www.OctaveOC.com Connect on Linked In: Visit our website for more information about Digital and Social Media Marketing: