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Social Media Strategy



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



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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.

Social Media Strategy Social Media Strategy Presentation Transcript

  • Social Media Strategy Workshop
  • In PR and marketing since 2000Started to focus on Digital and Social Mediamarketing in 2008Started in 2009Write a fortnightly column in The Irish News.www.linkedin.com/in/paulmcgarrity@paulmcgarrity
  • About You?
  • Key LearningsReview the fundamental areas of social mediaFind out about the core areas of social media strategy -considering audiences, channels and tacticsLearn how to prepare a social media strategyDiscuss the most common issues and barriers to successfulsocial media adoption
  • YourExperiences…….?
  • “We reallyshould beusingAnd ”
  • We think about the tools,but we should be thinkingabout…..
  • 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 andcommunications?How will we measure social media?
  • Overview of Social Media
  • Sharing
  • Social Media Strategy
  • Audit:Assessing your current online footprint and reputation
  • Online AuditNeed to assess where you are online.An online / social media audit shows you the onlineenvironment before you dive inSome questions to ask include:Q. How are other organisations using social media successfullyQ. 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?
  • Source: Econsultancy, 2012
  • Source: Econsultancy, 2012
  • BenchmarkingHow are other organisationsperforming at Social MediaWithin your sectorTest competitorsBe Careful – they might not be upto scratch!
  • 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 and 5 Facebook posts each week”
  • Why?Sales?Brand Awareness ?Customer research?Communicate in Real Time?Reach younger demographic?
  • SamplePromoting the brand / organization…………. Objectives• Successfully demonstrate the value of the organisation to keystakeholders• Explore opinions and attitudes of stakeholders towards usMarketing / Communications ………………….• Engage successfully with stakeholders through social media• Successfully use new media to learn more about the needs ofCouncil communications.• Improve the brand’s online brand presence• Improve media relations with core journalists
  • Sample ObjectivesLead generation……………..• Indentify key audiences – customers, buyers, etc• Network via social media channels• Identify possible leads
  • Audiences:Who do you want to interact with?
  • Considering your Audiences• What types of audiences andstakeholders do you want to reach?• What social media are they using?• What are they saying online?
  • Audience Mapping1. Create an map of current key audiences and stakeholdersFor example: A local council might like to reach and influence:• Local politicians• NI and local journalists• Community leaders• BusinessesNext, find out where they are online. Start to list their online profiles
  • Audience MappingNote: this also includes members of the public – varyingdegrees of influence.Don’t forget the Age of User-Generated Media
  • Audience Mapping2. Assess their level of influenceNot all are equal on social media. E.g Stephen FryIdentity 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
  • Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
  • Audience MappingAccount Name Twitter ID Category Short Description No. of FollowersDiscover NI @discoverNI Tourism 2012 tourist 2300 campaignThe Irish News @Irish_news Daily Press Local daily 5012 newspaperBelfast Times @Belfasttimes What’s on What’s on guide for 2787 Belfast and NIAlan Simpson @AlanSimpsonBBC Radio BBC Radio Ulster 5196 PresenterEtcEtcEtc
  • Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
  • Audience Mapping is fundamental to successful social mediaMake sure you start the social media process with itOngoing activity – update regularly
  • 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% 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
  • Twitter UK Statistics7% of UK consumers (37% of active Twitter users) saythey 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 perday[Source: ExactTarget, November 2011]
  • Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011
  • Social Media Channel selectionBig problem with starting in at this point – selectingFacebook and Twitter without a strategyThe online audit will have showed the channels youraudiencesLots of channels – focus on the dominant ones that arerelevant to your org. Be Realistic.Different orgs will focus on different types of channels.
  • Tactics and Engagement
  • 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?
  • Source: Econsultancy, 2012
  • Source: Econsultancy, 2012
  • Source: Econsultancy, 2012
  • The Problem?
  • Traffic Building: Integration• 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
  • Social PostsAvoid corporate news updates, press releases etc!Think about types of content that people want to share,comment on, ‘like’, think about etc
  • Social Posts:• Promote Giveaways Promotion• Call to action• New case study• Event photo or video• Promote upcoming event
  • Social Posts: Enquiry /Respond to request for info Customer ServiceRespond to negative commentSolicit feedbackLaunch a pollAsk about the weather or holidays!
  • Publish a latest news post Social Posts: NewsMake an observationProvide “best of” listAnnounce winnersShare latest researchCelebrate a milestone
  • Share links Social Posts: ShareShare video/pics Digital ContentStart a debatePost interviewsShare teaser to forthcoming newsPost presentations
  • Online Video of events, vox popsAsk yourself “Why would peoplewant 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 solicitor profiles• To improve online presence and Google rankings• To attract prospective clients
  • Example: Hattons Solicitors
  • The Blog…
  • Twitter…
  • Facebook…
  • LinkedIn…
  • Managementand Resources
  • Top Problems for Orgs embracing social media1. Lack of understanding from senior management2. Little or no engagement on social media channels3. Access to social media is blocked by IT Dept4. Sign off for all communications5. No / little integration with the rest of business and communications
  • Top Problems for Orgs embracing social media6. Lack of time7. Lack of equipment – iPhone8. Lack of trained staff to manage social media9. Difficult to understand success10. No plan or strategy
  • ConvincingManagement
  • OnlineReputation Risks
  • Online Reputation Risks• 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
  • “Let’s hurry home and follow theearthquake news. And don’t forgetto order your favourite KFC menu”.
  • Online MonitoringPR / Corporate Comms Unit need to:Monitor relevant keyterms online – find out about onlinesentiment throughout the internetMonitor and manage online comments and activity on Facebookand TwitterThen reply / react as required
  • Source: Econsultancy, 2012
  • Social Media Policy
  • Social Media Policy Guide – Free Download!http://www.octaveoc.com/downloads.aspDesigned to help managers and directorsunderstand more about social media risks andhow they can develop a social media policy fortheir organisation.
  • Control of Social Media
  • 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
  • Where things go wrong…The best strategy is useless if:• The business aren’t genuinelybehind 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
  • Companies are using social media for a range ofdifferent purposes: Econsultancy: State of Social Report 2011
  • The Challenges of the ‘Always On’Multi-Channel Marketing Function?
  • Training and ContinuousDevelopment
  • Integration
  • Metrics
  • Source: Econsultancy, 2012
  • Metrics: ToolsUse ‘Insights’ toolsBut be careful!
  • Popular Metrics:Number of likes: Popular metric – but needs to betreated with care.Estimation of percentage of key stakeholders who like/ follow you and their level of interactionNumber of retweetsSocial conversations – increase in number of peopletalking to you / asking questions
  • Connect on Linked In:www.linkedin.com/in/paulmcgarrityVisit our website for more informationabout Digital and Social MediaMarketing:www.OctaveOC.com