Social media strategy agenda ni apr 2013Presentation Transcript
Social Media Strategy Workshop
Learn how to prepare a social media strategyLearn how to improve your social mediathrough practical tipsSocial Media Management and PolicyKeyLearnings
Social Media Overview?The World of Social Media
Social Media Overview?1.Digital and Social Media Audit
“We reallyshould beusingAnd ”
We think about thetools, but we should bethinking about…..
What do we want to achieve?Have we the resources to commit to social media?Do we produce enough quality content to sustain socialmedia marketing?Which social media channels are most relevant for us?Is our website fit for purpose and prepared for social mediaattention?Key Questions
Common Problems for Established Users
Most CommonProblem AreasNo. 1 Problem with socialmedia marketing= Poor Content and lack ofengagement
Most CommonProblem AreasSmall Social MediaCommunity!
Example AuditLow volume of followersPoor Content – No EngagementBut:• Their community uses Facebook and wanted toconnect / engage• Other local charities were using it well
Common Problems for In-active Organisations
Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
Source: DW Publications: Whitepaper 14;Social Media in the Public Sector, 2011
Key Steps in SocialMedia Audit:Current UsersMonitor you brand, industry and issues, competitors onlineEstablish what’s wrong with your current social media:• Very small social media community?• Poor content?• No engagement ?
Key Steps in SocialMedia Audit:BeginnersEstablish need and benefits for being on social mediaMonitor your brand, industry and issues, competitors onlineEstablish how you will research and manage social media:• What training is required?• What content you post?
ExerciseGo to Netvibes.comSearch for sentiment about your organisationEg. “Arts Council Northern Ireland”Q. What can you learn from the online mentionsand sentiment?
Social Media Overview?2. Objectives
Should you be on social media?
Source: Angie Schottmuller, 2012
Social MediaObjectivesReachyoungeraudiencesPromotebrandawarenessImprovemediarelationsBoostdonationsLeadgenerationBoost SalesCreatedialogue withcustomersImproveCustomerServicesBe seen to beusing it!Send outinformationSource staff/ recruit
ExerciseMap out two:• Business objectives• Marketing objectivesHow do you believe social media will allow youto achieve your objectives?
Social Media Overview?3. Audiences
• What types of audiences andstakeholders do you want to reach?• What social media are they using?Considering yourAudiences
Example:AudienceMappingWanted to reach and influence:
Always startwith PersonalConnections
Account Name Twitter ID Category Short Description No. of FollowersDiscover NI @discoverNI Tourism 2012 touristcampaign2300The Irish News @Irish_news Daily Press Local dailynewspaper5012Belfast Times @Belfasttimes What’s on What’s on guide forBelfast and NI2787Alan Simpson @AlanSimpsonBBC Radio BBC Radio UlsterPresenter5196EtcEtcEtcAudienceMapping
|Using Channelsto IdentifyCommunity /Audiences
ExerciseReview the Twitter profile for Cork Opera HouseQ. What types of audiences do they have?Q. Can you identify some major influencers?
Social Media Overview?4. Social Media Channels &Tactics
Using Social Media Acrossthe BusinessSocial Media Overview?
Customer service is the new marketing…Source: ShashiBellamkonda on Flickr
ExerciseReview the customer service function of Irish Rail’sTwitter Profile• How do they engage with their community?• How are they using social media as a customerrelations tool?
Social Media ChannelsSocial Media Overview?
83% 80%58% 51%The social media landscape is dominated by the „BigFour‟:| The State of Social Report 2011 |
Social Media TacticsSocial Media Overview?
1. Grow a ….
“Email marketing is onlyas good as the quality ofyour recipient list.”The 1st GoldenRule of EmailMarketing!
“The quality of allEmail recipient listsdecreases over time.”The 2nd GoldenRule of EmailMarketing!
Source: Hubspot, 2012
Links On Website
Organic fanbuilding among
2. Engage withcommunity
“The term white paper...... refers todocuments used by businesses asmarketing or sales tools. They argue thatthe benefits of aparticular technology, product or policyare superior for solving a specificproblem”(Source: Wikipedia)
Visit your friendsand talk tothem!
#1: Calls to Action
Q. What is your “Call To Action” on Facebook Posts?“Enter our competition”“Take our survey”“Tell us your views”“Download the form from our Website”
#2: Ask Questions
#3: Humanisingthe brand
#6: Debate andDiscussion?
The Customer isthe Star!
Offers: Yes. Butonly a small %
Social MediaExercise: Contentand EngagementConsumerB2B
Exercise: B2BReview the Facebook Page for:• Cree.comQ. What do they use social media for?Q. What types of content do they post?Q. How do people engage with the content ?
Exercise:Content andEngagementReview the Facebook Page for:• Greater Manchester Police• Northern Ireland Council for Ethnic MinoritiesQ. What do they use social media for?Q. What types of content do they post?Q. How do people engage with the content ?
Social Media Overview?Social Media Management
Social Media Risk andReputationManagement
Main SocialMedia Risks forOrganisations
• Negative comments on your social channels• Crisis PR angle – spread via social media• Damage caused by employee misuse of Social media• Poor use of social media – brand damageOnlineReputation Risks
Check, manageand respond toSocial Media
How to react to social mediacomments
Respond Quicklyin Public
Managing yourFacebook Page
Options: DeleteComment or BanUser
Social Media Policy
Social Media Policy Guide – FreeDownload!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.
Social Media Metrics
Myth of the‘Likes’ Metric
“I’m soooopopular – justlook at the size ofmy follower list!
Control of SocialMedia
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 forcedSource: 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 workingSource: Econsultancy, 2012