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
1. Social Media Strategy Workshop
2. Learn how to prepare a social media strategyLearn how to improve your social mediathrough practical tipsSocial Media Management and PolicyKeyLearnings
3. About You?
4. Social Media Overview?The World of Social Media
5. OnlineReputation Risks
7. Social Media Overview?1.Digital and Social Media Audit
8. “We reallyshould beusingAnd ”
9. We think about thetools, but we should bethinking about…..
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. Common Problems for Established Users
12. Most CommonProblem AreasNo. 1 Problem with socialmedia marketing= Poor Content and lack ofengagement
13. Most CommonProblem AreasSmall Social MediaCommunity!
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. Common Problems for In-active Organisations
17. Paid Tools
18. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
19. Source: DW Publications: Whitepaper 14;Social Media in the Public Sector, 2011
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. 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?
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. Social Media Overview?2. Objectives
25. Should you be on social media?
26. Avoid SocialMedia?
27. Source: Angie Schottmuller, 2012
28. Social MediaObjectivesReachyoungeraudiencesPromotebrandawarenessImprovemediarelationsBoostdonationsLeadgenerationBoost SalesCreatedialogue withcustomersImproveCustomerServicesBe seen to beusing it!Send outinformationSource staff/ recruit
29. ExerciseMap out two:• Business objectives• Marketing objectivesHow do you believe social media will allow youto achieve your objectives?
30. Social Media Overview?3. Audiences
31. • What types of audiences andstakeholders do you want to reach?• What social media are they using?Considering yourAudiences
32. Example:AudienceMappingWanted to reach and influence:
34. Always startwith PersonalConnections
35. Influencer Reach?
36. Trayvon MartinCase
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
43. Customer service is the new marketing…Source: ShashiBellamkonda on Flickr
45. 91%Source: Repeller.com
46. 76%53%48%Source: Repeller.com
47. Crisis Comms
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. Social Media ChannelsSocial Media Overview?
50. 83% 80%58% 51%The social media landscape is dominated by the „BigFour‟:| The State of Social Report 2011 |
51. Social Media TacticsSocial Media Overview?
52. 1. Grow a ….
53. “Email marketing is onlyas good as the quality ofyour recipient list.”The 1st GoldenRule of EmailMarketing!
54. “The quality of allEmail recipient listsdecreases over time.”The 2nd GoldenRule of EmailMarketing!
55. Source: Hubspot, 2012
56. Links On Website
58. Email Marketing
59. Organic fanbuilding among
60. 2. Engage withcommunity
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)
66. Brands asPublishers!
68. Visit your friendsand talk tothem!
70. #1: Calls to Action
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. #2: Ask Questions
73. #3: Humanisingthe brand
74. #4: Campaigns
75. #5: Competitions
76. #6: Debate andDiscussion?
77. 16+ Twitter10+FacebookPages
78. The Customer isthe Star!
79. Sharing Stories
81. Offers: Yes. Butonly a small %
82. Company Profile
84. Social MediaExercise: Contentand EngagementConsumerB2B
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. 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. Social Media Overview?Social Media Management
88. Social Media Risk andReputationManagement
89. Main SocialMedia Risks forOrganisations
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. Check, manageand respond toSocial Media
93. How to react to social mediacomments
94. Living withCriticism
95. Respond Quicklyin Public
96. Take ComplaintsOffline!
97. Managing yourFacebook Page
98. Options: HideComments
99. Options: DeleteComment or BanUser
100. Social Media Policy
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. Social Media Metrics
103. Myth of the‘Likes’ Metric
104. “I’m soooopopular – justlook at the size ofmy follower list!
106. Facebook Insights
107. Twitter @Interactions
108. Managementand Resources
109. Control of SocialMedia
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. 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