Social Media - Identifying Opportunities and Overcoming Barriers
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Presented to Australian Health Promotion Association (WA Branch) and Public Health Association Australian (WA) members in July 2013, we worked through techniques for developing a social media strategy as well as learning more about various social media channels.
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Social Media - Identifying Opportunities and Overcoming Barriers
- 1. Identifying opportunities, overcoming barriers Social Media and Public Health
- 3. 1. Introduction 2. Know your Audience 3. Introducing the ‘Big 3’ 4. Channel Choosing 5. Setting the Scene for Success Plan of Attack
- 6. Persona Creation exercise WHO WHAT HOW WHEN What is success?
- 7. Persona Creation exercise example Mary, 34 • Mother of 2 primary-school aged children • Married • Stay-at-home Mum • Looking for healthy lunch box ideas • Wants to make sure her family is healthy • Smartphone user – iPhone 4 • Facebook profile • Internet browser • Gmail account • In front of the tv or when waiting to pick up the kids • Finding and using healthy, tasty and inexpensive recipes for her family.
- 8. Persona Creation exercise WHO WHAT HOW WHEN What is success?
- 9. Persona Presentation Time! Introduce us to your group’s persona/s
- 13. Facebook - Public & personal pages - Share news, photos & links - Host & plan events - Apps for games & quizzes
- 14. Why Facebook? - Largest English-speaking network - Most diverse adoption rates - Most versatile for content - Low-frequency & low-resource
- 21. Twitter - All profiles created equal - Share updates, links, images - Limited to 140 characters - URLs shrunk automatically
- 22. Why Twitter? - Continues to grow rapidly - Affluent base of users - High-frequency but low-cost - Big players tuned in & tweeting
- 28. YouTube - Free & Paid channels - Upload, favourite, & comment on videos - Plug-ins for websites
- 29. Why YouTube? - Everyone understands it - May offer free branded channels for government entities - High-cost for high-impact - Videos can go viral!
- 32. Why LinkedIn? - 100 million and growing - Affluent, professional audience - Customers become ambassadors - Network becomes employment tool
- 35. Why Flickr? - Cost effective source of professional images - Build ambassador base - Cheap repository for images - Full galleries for more capacity
- 36. Tips for social networks - Use one consistent profile pic - Choose your admins wisely - Don’t let media get stale - Link & integrate your networks
- 39. Channel Choosing Which channels will your personas use?
- 40. My name is AlannahI am studying a Bachelor of Business at Monash. I am in my second year. I am interested in fashion– I’m obsessed with the Topshop website! “ ” Alannah Stage Segment Critical Journey Learn and contribute Current Unit Enrolment
- 41. Alannah - Scenario Alannah has just completed her first year. She did a couple of accounting units and realised she dislikesaccounting so she wants to change her accounting major to something else that interests her…
- 42. Alannah’s Story Alannah asks her Marketing tutor what she should do. The tutor suggests the pathways tool Alannah accesses the Monash homepage – it is tailored to show content relevant to her studies, relevant news from her social and sports clubs and upcoming Uni events Alannah access the Pathways tool The page shows her current units together with a list of suggested related units. She changes her study preferences and the list refreshes 1/2
- 43. Alannah’sStory Alannah views video content from students and alumni who studied some of the units she is interested in Alannah selects her preferences and submits them She receives a Facebook notification to confirm her selection and that she can update her timetable That evening Alannah updates her timetable and shares it with some of her friends 2/2
- 44. Your turn! Create a user story for your persona, walking through their interaction process.
- 45. Alannah’s Story Alannah asks her Marketing tutor what she should do. The tutor suggests the pathways tool Alannah accesses the Monash homepage – it is tailored to show content relevant to her studies, relevant news from her social and sports clubs and upcoming Uni events Alannah access the Pathways tool The page shows her current units together with a list of suggested related units. She changes her study preferences and the list refreshes 1/2
- 46. Setting the Scene for Success
- 47. The benefits …. - Gather customer insight - Improve customer relationships - Increase community engagement - Improve recruiting - Reduce customer service costs - Improve search engine rankings - Increase media coverage
- 48. Step-by-step process for social media activity
- 50. Securing the right budget As the Marketing/Comms manager - Opportunity costs - Intangibles
- 51. Securing the right budget As the budget holder - Revenue generation - Cost savings
- 53. Area for improvement Room for Improvement? Industry Benchmarks Forecasted Growth Actual increase in revenue List specific ways social media can generate revenue What is the potential for growth from this area, for example is it a new facility to be offered, or an existing facility that is already saturated? How have other organisations seen growth trends after similar projects? A realistic estimate of the growth pattern over the next 3 years A calculated figure indicating the real monetary value expected by this improvement E.g. increased awareness of a new facility Existing facility rarely used – 95% of users unaware of it’s existence “Similar Organisation Y” reported average 30% increase in usage of facility after promoting it on their Facebook page & Twitter account 30% of existing facility bookings in years 1, 2 and 3 (Facility bookings 2011: $40,000) Year 1: $12,000 Year 2: $15,600 Year 3: $16,680
- 54. Area for improvement Room for Improvement? Industry Benchmarks Forecasted Change Actual savings List specific areas where social can potentially save money What current costs are associated with this service and what is the potential for reducing them, for example is it currently managed entirely manually, or an existing automated process? How have other organisations seen growth trends after similar projects? A realistic estimate of the growth pattern over the next 3 years A calculated figure indicating the real monetary saving expected by this improvement E.g. Answering questions & resolving issues via Facebook and Twitter Call centre currently receives 250 calls per day, estimated 80% are similar queries which could be answeredon social presences “Similar Organisation X” reported drop of 40% of calls received in first year following use of social for customer service, then 10% in following two years resulting in overall 60% drop in call rate after 3 years Call centre requirements reduced to 60% in year 1, 50% in year 2, and 40% in year 3 (Call centre costs 2011: $50,000) Year 1: $20,000 Year 2: $25,000 Year 3: $30,000
- 55. Area of Risk Potential Impact Existing Trends Forecasted Change Actual Loss List the greatest risks to the organisation of standing still What is the potential impact of people doingthe alternative as opposed to what you want them to do? Are there any existing trends that support the view that people are already starting to do what you don’t want them to do? A realistic estimate of the loss of business over the next 3 years A calculated figure indicating the real loss to the business expected by this risk E.g. Voter turnout in residents aged under 40 for local council elections is very low Older councillors are being elected solely by the older demographics. Younger residents do not identify with elderly councillors, resulting in decreased engagement with the City and dissatisfaction with its services Voter turnout for residents under 40 has decreased by approximately 5% per year in the last 5 years We are anticipating further decreases in youth participation in local elections unless a targeted campaign is undertaken. This drop is expected to take us to a total 50% drop in a period of 10 years Year 1: 20,000 voters Year 2: 21,000 voters Year 3: 22,050 voters
- 56. What are the intangibles? - Reputation - Loyalty - Trust - Awareness
- 57. Risks Potential Impact Likelihood of risk occurring Mitigation What are the likely risks? What is the potential impact if these risks occur? Are there any existing trends that support the view that people are already starting to go elsewhere? How mitigate the probability of the risk occurring? E.g. City staff member engages in online argument with resident on Facebook A torrent of complaints ensuesfrom other Facebook users in the City, including coverage of the spat in the local paper Consider if the likelihood is low, medium or high … City staff with admin privileges will be trained in our Social Media Governance framework and also in how to handle conversations in social media environments. Training will include responding to likely scenarios such as this.
- 58. The final business case - Revenue generation - Cost savings - Opportunity cost - Intangible benefits - How risks will be mitigated
- 59. Measuring success - Set achievable business targets - Think beyond hits and page views - Track success in achieving business objectives (not likes)
- 65. • Know your audience – who are you trying to reach? • Have a plan – what is your strategy and how does this fit into the bigger picture? • Focus on one tool at a time • Plan your content • Be present – if you aren’t there you can be part of the conversation • Be a talk show host not a news broadcaster • Measure, analyse, amend – rinse and repeat Final recommendations
- 67. 120 experts strategy& research branding & communications user centred design development & hosting digital marketing
- 68. 6 sectors health education membership organisations not for profit destinations financial services
Editor's Notes
- Community of individualsData nerdI was born in the UK
- Barrier: where to startPut yourself in your customer’s shoesDitch assumption based designConsider the end to end experienceDevelop a user experience visionThink outside in, not inside outDevelop a narrative
- Not just useful for the strategy creation, but should be continually used to sanity-check who new content and functionality is aimed at and whether it is likely to be useful for them. Should be continually evolving e.g. Reviewed and updated reasonably regularly.
- I have another example for you here - Who here has heard of As Seen on Screen?They’re know in the industry as the ‘king of facebook brands’ because they’ve cracked how to use Facebook properly – in a way that truly aligns with their culture.
- They have an Army of actively engaged fans – both male and femaleBut what’s interesting is that they only ever target young women – all of their marketing is precisely targeted towards that demographic and it works very well for them. I don’t think we have any retail organisations in the audience today, but the lesson here is that even if you have multiple audience types, if you think about it carefully you may realise that actually only a specific segment/s of them are likely to use SM and to want to engage with you on it.If that’s the case, it makes it much easier to market using SM as you can pick 1 or 2 audiences and focus your efforts on them.
- Now, ASOS don’t just post content from the shop…
- They reward veryactive facebook fans by letting themaudition to become fashion bloggers who then create enhanced content about the products…They have hundreds of these bloggers who are avidly engaged with the brand, and they’ll jump through all the hoops ASOS throws at them for the status of becoming a blogger.
- And the blogs they write,receive comments powered by Facebook! So there’s a couple of lessons here – the first is if you’re trying to build a community in SM, make the incentives or prizes relevant for the people you’re targetingAnd the second (which is really true for any digital product whether a website, SM presence or email) – try to make sure your users never run into dead-ends – keep the journey going whether its integrating SM comments into your site like ASOS does, or simply thinking about what extra, relevant information you can give your audiences regardless of whether they’re looking at a web page, app screen, marketing email, PPC ad etc – could just be some clear contextual links or calls to action for related info
- He donated $50,000 to Charity:Water, a charity based in New York that brings clean, safe drinking water to people in developing nations.
- Lloyd’s is a big banking group in the UK, and this case study actually comes from a round table we ran at one of our recent seminars which they attended, and told us about. They now have a presence on Facebook, Twitter & YouTube but they use them very differently. Users can’t post updates on their Facebook page and their YouTube channel is focussed on promotion.Lloyds made a conscious decision to use Twitter for customer service – which was contentious at first especially within Lloyds itselfPeople were worried about what would happen if people were silly enough to post their account details on Lloyds’ Twitter page – the security risk that would present.So the biggest change was getting internal buy-in and working with compliance to set-up the rules around it.
- But once they got through that process, they were able to be really quick and agile about responding to customer questions and problems, and the small number of people who did post sensitive information were pounced on immediately and the data removed by Lloyds staff.One of the great results from this strategy was a reduction in fraud because people are able to report phishing scams and be told about protecting their details before it gets out of controlAnd because its mandatory for them to record all customer service activity, they built an API that pulled all the tweets from their account & stored them – which also means they have all that data which they can analyse for planning purposes e.g. Most common complaints etc.What do you guys think?
- Remember to keep an eye on your profile page – providers change layouts etc and your artwork may no longer present.
- An integrated approach is the ideal. Amplify your content via multiple channels
- http://wronghands1.files.wordpress.com/2013/03/vintage-social-networking.jpg
- Some councils around the world are using social media monitoring tools to find out about conversations that are taking place online and tackle complaints about services.Several councils are also beginning to experiment in the area of using communities of users to answer questions and resolve complaints. This has the potential to reduce transaction costs for the council and provide a more ‘human’ face to dealing with bureaucracy. In Newcastle (UK), engagement with a Facebook group critical of the council’s perceived role in shutting down a popular nightclub helped to explain the issues around noise enforcement. As a result, one of the group’s organisers met with council officials and the council has since advised a co-operative that aims to buy the bar.
- Building a business case for social media means doing homework on the target audience, setting goals, creating a strategy and making a plan that outlines what tactics and technologies make the most sense. Measuring the effect of such a plan is where confidence will increase regarding value and help answer the ROI question. The key thing to understand is that Social Media is less about ROI and more about influence.
- If you are the Marketing or Comms manager, you will probably be thinking “If we don’t do it we will miss out” and also be interested in intangibles such as the City’s reputation and awareness of its services
- However whoever holds the budgets will more likely be concerned with the hard figures – will it make us more money or save us money?
- So how do you convince the budget holders in language they will understand and reasons that will persuade them?
- Think of all the areas and then room for improvement – columnsIs there any proof - read it somewhereThis area vs another area of the same business – trial run, customer surveyForecasted growth based on benchmarkExamplesIncreased awareness of council programs, services and facilities results in increased take-up resulting in increased revenue to the councilincreased media coverage results in more visitors to Rockingham for events and holidays resulting in increased revenue to tourism operators, hotels/B&Bs, local restaurants/cafes/bars, retailers etc
- Easier to forecastExamplesThere’s real value in social media as a consultation tool for local government. Councils have a duty to consult their residents on key policy issues, yet many are still tied to traditional methods of consultation such as questionnaires and public meetings. While these tools are effective in reaching a proportion of residents, it’s often a similar group of politically-engaged residents that responds to them each time. Using social for consultation not only enables you to reach a wider group of people, its also very cost effective.Basic questions and problems being dealt with on social results in a reduced number of calls and front-reception visits to customer service staff, which results in decreased customer service costsImproved customer relationships results in less time being spent on complaints, and decreased customer service costsRecruitment being carried out via LinkedIn results in decreased recruitment costs (fees not paid to recruitment agencies)
- You can’t hang your business case off the opportunity cost – it simply adds value to the revenue generation and cost savingsExamplesYou are being talked about on social anyway – you should both listen to and join in the conversation in order to have some influence in how you are perceivedOne of the groups that councils struggle to engage with effectively is youth e.g. 16-24. Social media provides platforms for communicating with younger, more technologically able residents. Councils can start using social media to engage younger residents in local democracy and services to help increase satisfaction rates among young people.People will expect the council to utilise socialOther councils will soon start utilising it and could overtake the City of Rockingham
- Traditionally, orgs would try and understand some of the intangibles like these. It used to be tough to pin these down, but now it is becoming possible to measure sentiment like this e.g. A qualitative survey, Sentimetrics data, number of fans as a percentage of your community
- Introducing a new communications tool always has its challenges. Research has shown that a lack of understanding of social media, both among council communicators and IT departments, is a key barrier to it being used more in council communications. How often are blogs or social networks seen as a risk rather than an opportunity in the minds of senior officers or politicians in local government?To counter this it’s important to present a balanced case for using social media in communications by highlighting both the benefits and risks of the approach. Think about how these risks can be managed. Often other organisations and companies using social media have worked out how to do this.At first glance the low cost of social media can be appealing to local government communicators. Many of the tools are free to users and councils can rapidly start using them with few barriers to entry.However there are often hidden costs to using social media tools effectively – comment moderation or content creation are two of the areas where the amount of staff time required is underestimated.
- Lead with the top two, but don’t forget the bottom 3
- A bit of an overview
- Listen: monitoring toolsMeasure buzz and sentimentFind out where your users are and what they’re discussing
- An easy-to-use matrix was developed to help the City of Swan to quickly identify which audiences should be engaged with through which social media channels.
- http://frankmedia.com.au/2013/05/14/9-steps-to-successfully-manage-your-social-media-presence/
- In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
- http://www.socialmedianews.com.au/social-media-statistics-australia-june-2013/
- Work with lots of NHS trusts back in the UKSocial media strategy for southern healthPractical guidelines on how to respond to negative comment
- It’s an opportunity to take all of the information we have and receive
- And represent it in a way that is informative and attractive, adding value to what would otherwise be “useful links”
- And in return, by giving away your comment, opinion, analysis and content, and signposting useful resources, raise your profile
- It can help to spark debate and dialogue and thereby improve engagement with your audiences and customers
- And by curating content for yourself and others, and stimulating this dialogue, you start to spot emerging patterns and trends to help inform product development and future content and strategic opportunities
- We are probably all used to twitter now and in a very simple format, it can be used effectively as a curation tool. Here stocktwits have put together various lists pulling together tweets from their sources – experienced investors, forex, personal finance etc.
- Services like flipboard and Paper.li here create a “daily” newspaper of your twitter feed, pulling through your tweets, lists and selected hashtags. Paper.li judges what is important. But what we have here is “dumb”, blind curation with very little control over sources other than initial selection
- From your internal and external feeds.
- Tumblr, the microblogging platform, allows a somewhat more sophisticated approach – reblog information from different sources, as images, articles or videos. This helps to position IBM as a caring, sustainable, innovative org with their fingers firmly in the pie pulse of knowledge.
- Pinterest is receiving a lot of interest at the moment – one of the fastest growing social tools, currently bringing responsible for more referrals than Google+ , youtube and linkedin combined in January and now integrated with Facebook. Create boards of information dedicated to different themes and users can follow. It can be images, as in the case of the today shows travel board
- Or articles and infographics in this example from the digital thinktank L2. Pinterest currently allows RSS feeds of your boards if you would like to embed them on your own site, and an API is on the way
- Now how to do it right.
- Pick a subject (or two) and focus on that – don’t spread yourself too thin. Focus on your strengths – appearing too vague and unconnected will make users lose focus
- Give some context to it – don’t just spout information/”useful links”. Give your opinion and add some value to it. Don’t be like twitter.
- Don’t be boring or self obssessedhttp://www.cs.cmu.edu/~pandre/pubs/whogivesatweet-cscw2012.pdfCarnegie Mellon University, MIT and Georgia Tech
- Keep an eye out for mentions of yourself or your industry. Even if it is not something you would like to curate, identify the influential people and use them to your advantage
- Scrutinise your sources – make sure they are reputable! And if you share their information, credit them, and follow them to keep up to date (it’s courteous and makes you feel lovely)
- It’s not a replacement for a (content strategy) – it’s a part of it
- It has to fit in with your wider strategic activities. Understand why you’re doing it – raising your profile, nurturing trust, etc – there is no one size fits all strategy
- Barriers: senior buy in Business case Align with business objectivesThink bigThink through how social media will assist your organisation deliver against its objectivesPriotise – start small?
- Barrier: resource and finding someone who can do all this
- Spread the load, decentraliseTraining overhead – we have found that confidence in using SM is a big thingSouthern Health: practical advice, best practice examples, pragmatic guidance
- Barrier: dealing with negative comments
- http://www-cdn1.pardot.com/wp-content/uploads/2013/03/30-minute-social-media-infographic.png
- A bit of an overview