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Social Media Strategy Workshop
Learn how to prepare a social media strategyLearn how to improve your social mediathrough practical tipsSocial Media Manag...
About You?
Social Media Overview?The World of Social Media
OnlineReputation Risks
YourExperiences?
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...
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 /...
Common Problems for In-active Organisations
Brandjacked?
Paid Tools
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 wro...
Key Steps in SocialMedia Audit:BeginnersEstablish need and benefits for being on social mediaMonitor your brand, industry ...
Demo
ExerciseGo to Netvibes.comSearch for sentiment about your organisationEg. “Arts Council Northern Ireland”Q. What can you l...
Social Media Overview?2. Objectives
Should you be on social media?
Avoid SocialMedia?
Source: Angie Schottmuller, 2012
Social MediaObjectivesReachyoungeraudiencesPromotebrandawarenessImprovemediarelationsBoostdonationsLeadgenerationBoost Sal...
ExerciseMap out two:• Business objectives• Marketing objectivesHow do you believe social media will allow youto achieve yo...
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:
Example:AudienceMapping
Always startwith PersonalConnections
Influencer Reach?
Trayvon MartinCase
Account Name Twitter ID Category Short Description No. of FollowersDiscover NI @discoverNI Tourism 2012 touristcampaign230...
|Using Channelsto IdentifyCommunity /Audiences
ExerciseReview the Twitter profile for Cork Opera HouseQ. What types of audiences do they have?Q. Can you identify some ma...
Social Media Overview?4. Social Media Channels &Tactics
Using Social Media Acrossthe BusinessSocial Media Overview?
CEODirectorsPRHRSalesCRMSocial Mediashould bethroughout theBusiness!!InternalComms
Customer service is the new marketing…Source: ShashiBellamkonda on Flickr
?
91%Source: Repeller.com
76%53%48%Source: Repeller.com
Crisis Comms
ExerciseReview the customer service function of Irish Rail’sTwitter Profile• How do they engage with their community?• How...
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
PrintCommunications
Email Marketing
Organic fanbuilding among
2. Engage withcommunity
Photos!
Video
Whitepapers…
“The term white paper...... refers todocuments used by businesses asmarketing or sales tools. They argue thatthe benefits ...
Blogs…
Brands asPublishers!
Storytelling
Visit your friendsand talk tothem!
FacebookEngagement
#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 t...
#2: Ask Questions
#3: Humanisingthe brand
#4: Campaigns
#5: Competitions
#6: Debate andDiscussion?
16+ Twitter10+FacebookPages
The Customer isthe Star!
Sharing Stories
Engagement:Topical
Offers: Yes. Butonly a small %
Company Profile
Groups
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 ...
Exercise:Content andEngagementReview the Facebook Page for:• Greater Manchester Police• Northern Ireland Council for Ethni...
Social Media Overview?Social Media Management
Social Media Risk andReputationManagement
Main SocialMedia Risks forOrganisations
Example
• Negative comments on your social channels• Crisis PR angle – spread via social media• Damage caused by employee misuse o...
Check, manageand respond toSocial Media
How to react to social mediacomments
Living withCriticism
Respond Quicklyin Public
Take ComplaintsOffline!
Managing yourFacebook Page
Options: HideComments
Options: DeleteComment or BanUser
Social Media Policy
Social Media Policy Guide – FreeDownload!http://www.octaveoc.com/downloads.aspDesigned to help managers and directorsunder...
Social Media Metrics
Myth of the‘Likes’ Metric
“I’m soooopopular – justlook at the size ofmy follower list!
Engagement!
Facebook Insights
Twitter @Interactions
Managementand Resources
Control of SocialMedia
Organisational Structure• What tends to happen:- Owned by Marketing/ a “Bright Spark”- Has a Board level sponsor• What sho...
Where things go wrong…The best strategy is useless if:• The business aren’t genuinelybehind it• There isn’t cross departme...
Training andContinuousDevelopment
Paul McGarrity
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
Social media strategy agenda ni apr 2013
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Social media strategy agenda ni apr 2013

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  • What happens when someone types in your name into Google – are you hard to find OrMaybe you are missing from linkedin or not using it properly
  • How you appear online now plays a major part in career prospects Recruiters and potential employers are now assessing people’s online profiles as part of the screening process Example: I just recruited a new account executive via Linked In. Recruitment Professionals: perhaps social media to screen candidates online
  • We all have a number of professional areas that we are really interested in. You should think about the areas you care about and comment on them. Build up your authority on issues and market yourself online!
  • Newt Gingritch buying Twitter followers online
  • Transcript of "Social media strategy agenda ni apr 2013"

    1. 1. Social Media Strategy Workshop
    2. 2. Learn how to prepare a social media strategyLearn how to improve your social mediathrough practical tipsSocial Media Management and PolicyKeyLearnings
    3. 3. About You?
    4. 4. Social Media Overview?The World of Social Media
    5. 5. OnlineReputation Risks
    6. 6. YourExperiences?
    7. 7. Social Media Overview?1.Digital and Social Media Audit
    8. 8. “We reallyshould beusingAnd ”
    9. 9. We think about thetools, but we should bethinking about…..
    10. 10. 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
    11. 11. Common Problems for Established Users
    12. 12. Most CommonProblem AreasNo. 1 Problem with socialmedia marketing= Poor Content and lack ofengagement
    13. 13. Most CommonProblem AreasSmall Social MediaCommunity!
    14. 14. Example AuditLow volume of followersPoor Content – No EngagementBut:• Their community uses Facebook and wanted toconnect / engage• Other local charities were using it well
    15. 15. Common Problems for In-active Organisations
    16. 16. Brandjacked?
    17. 17. Paid Tools
    18. 18. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    19. 19. Source: DW Publications: Whitepaper 14;Social Media in the Public Sector, 2011
    20. 20. 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 ?
    21. 21. 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?
    22. 22. Demo
    23. 23. ExerciseGo to Netvibes.comSearch for sentiment about your organisationEg. “Arts Council Northern Ireland”Q. What can you learn from the online mentionsand sentiment?
    24. 24. Social Media Overview?2. Objectives
    25. 25. Should you be on social media?
    26. 26. Avoid SocialMedia?
    27. 27. Source: Angie Schottmuller, 2012
    28. 28. Social MediaObjectivesReachyoungeraudiencesPromotebrandawarenessImprovemediarelationsBoostdonationsLeadgenerationBoost SalesCreatedialogue withcustomersImproveCustomerServicesBe seen to beusing it!Send outinformationSource staff/ recruit
    29. 29. ExerciseMap out two:• Business objectives• Marketing objectivesHow do you believe social media will allow youto achieve your objectives?
    30. 30. Social Media Overview?3. Audiences
    31. 31. • What types of audiences andstakeholders do you want to reach?• What social media are they using?Considering yourAudiences
    32. 32. Example:AudienceMappingWanted to reach and influence:
    33. 33. Example:AudienceMapping
    34. 34. Always startwith PersonalConnections
    35. 35. Influencer Reach?
    36. 36. Trayvon MartinCase
    37. 37. 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
    38. 38. |Using Channelsto IdentifyCommunity /Audiences
    39. 39. ExerciseReview the Twitter profile for Cork Opera HouseQ. What types of audiences do they have?Q. Can you identify some major influencers?
    40. 40. Social Media Overview?4. Social Media Channels &Tactics
    41. 41. Using Social Media Acrossthe BusinessSocial Media Overview?
    42. 42. CEODirectorsPRHRSalesCRMSocial Mediashould bethroughout theBusiness!!InternalComms
    43. 43. Customer service is the new marketing…Source: ShashiBellamkonda on Flickr
    44. 44. ?
    45. 45. 91%Source: Repeller.com
    46. 46. 76%53%48%Source: Repeller.com
    47. 47. Crisis Comms
    48. 48. 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?
    49. 49. Social Media ChannelsSocial Media Overview?
    50. 50. 83% 80%58% 51%The social media landscape is dominated by the „BigFour‟:| The State of Social Report 2011 |
    51. 51. Social Media TacticsSocial Media Overview?
    52. 52. 1. Grow a ….
    53. 53. “Email marketing is onlyas good as the quality ofyour recipient list.”The 1st GoldenRule of EmailMarketing!
    54. 54. “The quality of allEmail recipient listsdecreases over time.”The 2nd GoldenRule of EmailMarketing!
    55. 55. Source: Hubspot, 2012
    56. 56. Links On Website
    57. 57. PrintCommunications
    58. 58. Email Marketing
    59. 59. Organic fanbuilding among
    60. 60. 2. Engage withcommunity
    61. 61. Photos!
    62. 62. Video
    63. 63. Whitepapers…
    64. 64. “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)
    65. 65. Blogs…
    66. 66. Brands asPublishers!
    67. 67. Storytelling
    68. 68. Visit your friendsand talk tothem!
    69. 69. FacebookEngagement
    70. 70. #1: Calls to Action
    71. 71. 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”
    72. 72. #2: Ask Questions
    73. 73. #3: Humanisingthe brand
    74. 74. #4: Campaigns
    75. 75. #5: Competitions
    76. 76. #6: Debate andDiscussion?
    77. 77. 16+ Twitter10+FacebookPages
    78. 78. The Customer isthe Star!
    79. 79. Sharing Stories
    80. 80. Engagement:Topical
    81. 81. Offers: Yes. Butonly a small %
    82. 82. Company Profile
    83. 83. Groups
    84. 84. Social MediaExercise: Contentand EngagementConsumerB2B
    85. 85. 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 ?
    86. 86. 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 ?
    87. 87. Social Media Overview?Social Media Management
    88. 88. Social Media Risk andReputationManagement
    89. 89. Main SocialMedia Risks forOrganisations
    90. 90. Example
    91. 91. • 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
    92. 92. Check, manageand respond toSocial Media
    93. 93. How to react to social mediacomments
    94. 94. Living withCriticism
    95. 95. Respond Quicklyin Public
    96. 96. Take ComplaintsOffline!
    97. 97. Managing yourFacebook Page
    98. 98. Options: HideComments
    99. 99. Options: DeleteComment or BanUser
    100. 100. Social Media Policy
    101. 101. 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.
    102. 102. Social Media Metrics
    103. 103. Myth of the‘Likes’ Metric
    104. 104. “I’m soooopopular – justlook at the size ofmy follower list!
    105. 105. Engagement!
    106. 106. Facebook Insights
    107. 107. Twitter @Interactions
    108. 108. Managementand Resources
    109. 109. Control of SocialMedia
    110. 110. 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
    111. 111. 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
    112. 112. Training andContinuousDevelopment
    113. 113. Paul McGarrity
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