Building Your Social Media Strategy #sm4biz


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Social media enables people to find, evaluate and engage directly with the correct people within an organisation. It is particularly popular with professionals, as it builds on their preferred method of obtaining advice and services; the referral network. If you want to use social media to leverage this network, a coherent strategy is essential.

Su Butcher helps the notoriously conservative construction industry make social media work as a business-generating machine. In her presentation, Su will
1. introduce the key elements of a successful social media strategy,
2. illustrate how they go together using examples from her work, and
3. set out the ten-step process she uses to help her clients put social media into action for their businesses.

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  • Today we’re going to look at three areas. Firstly, What is Social Media?
  • Secondly what are the key elements of a social media strategy
  • And thirdly the ten step process I use to help my construction clients put social media to work for their business.
  • 1. People having Conversations Online
    The Conversation makes it different from traditional media
    Process of discussing and sharing is what amplifies your message. 2. Publishing
    Not just talking about other peoples conversations
    Publishing is what makes good social media work
    “Social, be prepared to have the conversation; Media, make it something worth sharing.”
  • The Social Cycle – how it works with people
    Traditional communications – face to face etc continue
    People talk about you when you aren’t there
  • Search takes the prospect online
    Finds website?
    But conversations are often between individuals and about individuals. So people looking online will find the places where the individuals are having those conversations. The conversation platforms. They become the stepping stones to your website.
  • But what turns this process into a cycle is the publishing and correct sharing of social objects. People share social objects driving conversation to website,
    Social Objects promote more offline conversations and referrals, and the conversations drive the cycle of search, find, conversation and sharing.
  • What this means is that you can’t do Social Media on your own. You need a team of people. People are what make social media work.
  • Because people are involved, this means that in all aspects of our business life, social media has the potential to influence what happens. Here are some examples.
  • What’s happening in the construction industry, and how can social media be used by construction professionals?
  • In the 2013 Construction Marketing Index survey of architects by Competitive Advantage, 44% of architects said they use Twitter to help them in their work.
    Three years previously 38% of architects said twitter was banned at work, three years later it had shrunk to just 8%
    These are the first 200 architects I found on twitter back in 2008. Most of them are people (although one appears to be a dog)
  • Status updates are the starting point for conversations on social media. We need to understand how they work to make them work for us.
  • Each time Adrian comments on my status update it shares it in his stream, with his network.
    He also chose to share the link with his network directly, which generated more discussion and passed the link on to people to whom I’m not connected at all.
    You must have the three key elements:
    Useful social objects for your target audience
    People who trust you and value useful content
    A proactive approach to sharing.
  • One thing you can measure is the amount of engagement that occurs on social media.
    For example you can measure how many people retweet your tweets, or comment on or like your status updates on Linkedin.
    The most popular updates will be shared with a vastly bigger audience, something that can inform your later activities.
  • When people click through to yourwebsite, their arrival from Linkedin and Twitter will be measured by advanced segmentation, so that these groups of visitors can be monitored.
  • And Finally, we will be able to measure the outcomes of those click throughs, the downloads, enquiries and other actions resulting from them.
    These can be compared with the results from other marketing activities, over time, to see what is working.
    For example, one of my clients has found that Google searching results in the most downloads from their website, but the most contact form completions come from Twitter.
  • Thank You.
  • Building Your Social Media Strategy #sm4biz

    1. 1. Image © Bernie J Mitchell Building Your Social Media Strategy Su Butcher
    2. 2. Clients
    3. 3. Why? Kent Bye 12 Things
    4. 4. Why? Kent Bye 12 Things
    5. 5. Social Media
    6. 6. The Social Cycle
    7. 7. The Social Cycle
    8. 8. The Social Cycle
    9. 9. People make Social Media work SpeedOfLife
    10. 10. Impacts • Marketing • PR • Customer Service • Brand Perception • Stakeholder Engagement • Internal Communications • Learning • Collaboration • Recruitment & Retention
    11. 11. Construction
    12. 12. of architects use Twitter at work. 44%
    13. 13. A culture of Referral Kent Bye Marketing is an Executive Function
    14. 14. Key Elements • Social Home • Social Outposts • Social Objects • Status Updates
    15. 15. Social Home
    16. 16.
    17. 17. Outposts
    18. 18. Corporate Twitter Accounts
    19. 19. Social Objects Vincent Des Jardins • Useful • Opt-In • Self Contained • Shareable • Free
    20. 20. Social Object Platforms
    21. 21. Conversations
    22. 22. Status Updates
    23. 23. Status Updates
    24. 24. Receiving Updates
    25. 25. Engaging = Sharing
    26. 26. Status Updates
    27. 27. Use Advocates pickledshark
    28. 28. Ten Steps Wildxplorer
    29. 29. © Su Butcher Ten Step Process
    30. 30. 1. Audit HiggySTFC
    31. 31. ListeningListening
    32. 32. Mitie Source If an employee has a problem…they have the option to escalate it by posting it on Facebook or Twitter” “ Katherine Thomas, HR Director Mitie People
    33. 33. 2. Strategy: ag_gilmore
    34. 34. Who? smi23le
    35. 35. 3. Policy and 4. Training Source: Farris Timimi, Mayo Clinic mattimattila
    36. 36. 5. Company Home
    37. 37. 6. Outposts
    38. 38. 7. Profiles
    39. 39. 8. Network
    40. 40. 9. Go Hunting and Farming
    41. 41. 10. Measure and Review
    42. 42. Engagement
    43. 43. Actions
    44. 44. Completions
    45. 45. Ten Steps Wildxplorer
    46. 46. Put it Together
    47. 47. Thank You.@SuButcher Images: Creative Commons