Understanding social media workshop
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Understanding social media workshop

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Understanding social media - workshop. Bilgi University Istanbul 13 - 15 December 2012

Understanding social media - workshop. Bilgi University Istanbul 13 - 15 December 2012

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    Understanding social media workshop Understanding social media workshop Presentation Transcript

    • Understanding the world of social media Workshop Istanbul 13 December 2012
    • Creating a social media plan Objectives InfrastructurePeople Plan Plan Operation Plan Content Response
    • The Case Study
    • What does a strategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
    • Channel and messageidentification challengeAbility to reach the wholetarget group with generic information Behaviour identification and response challenge Ability to respond to specific situations or requirements
    • Address overall brandimage and reputationSolved via productionof communications Linked to specificoutputs operational issues Solved via the design and implementation of business processes Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)
    • Example: Vodafone• Vodafone identified a long- term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)• Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
    • Example: Vodafone• Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs• Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
    • You can’t have single, overarching social media objectives
    • Supporting a traditional campaignSocial media is your campaign dashboardIt can help you steer a campaign, rather than power a campaign
    • ProcessWhat are your key business issues? What opportunities might there be for a social solution? Ease of solution versus size of the prize
    • What does a strategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
    • A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
    • A brief look at infrastructure Conversation space Monitoring
    • It all begins with listening
    • Can’t be done via black box
    • A brief look at infrastructure Conversation space Monitoring Content & Response Process
    • What is our content strategy?Content is not necessarily somethingyou can plan in advanceContent is better understood as aprocess
    • What is our information strategy? Responding Publishing ‘traditional’ content Targeting Google space
    • What are thequestions youraudiences are goingto be asking?What spaces shouldwe responding to (e.g.HDTV problem)?
    • Tagging and categorisation• How will your content be categorised• What will be the conversations / tags
    • A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process
    • Creating a social news hubWhat we are doing What we do
    • Creating a social news hub • Will use Wordpress • Is a ‘socially optimised’ publishing platform • Incredibly easy to update • Very easy to link and share content in other outposts • Very cheap and easy to make
    • A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
    • How to use FacebookWhat the organisationwants to say What the consumer / citizens wants to say
    • How to use Twitter X #whatever
    • Process What are the questions we need to answer? What ‘digital language’ are people using? Where will we be ‘vectored’Tool selection and usage plan
    • People planWho are the people What will their rolesthat will need to be and functions be?involved? • Monitoring• The corporate DJ • Conversation• Relevant experts response• Supervisors / • Content / moderators information creation What activation and support processes are required? • Recruitment • Training / motivation • Technical support • Creative / policy guidance 33
    • Operation Plan Phase one Phase two Phase three• Objectives • Objectives • Objectives• Activities • Activities • Activities• Completion • Completion • Completion metrics metrics metrics