Your social media action plan

Your social media marketing plan

Darcie Tanner Condie Digital Media Geek CIVIC

Introduction

Why social media?

Respond to… Learn from... Engage with... Listen to...

Today we are going to lead a conversation. We will discuss: About social media How to use Twitter, LinkedIn & Facebook for your business Developing an audience Developing a strategy Tools & applications

Companies are desperately under-prepared to deal with the risks and opportunities associated with Facebook, Twitter and LinkedIn.” - AccountancyAge 5 Nov 09

Join the conversation

Social media begins and ends with listening; you need to enter the conversation to add value.

Some brands are still struggling with the power of social media. It’s not a fad, it’s a fundamental shift in the way we communicate.”
Neil Potter
Digital Agency Blog

Brands need to communicate to prosper.

Social media is… A type of online media that expedites conversation as opposed to traditional media, which delivers content allowing readers/viewers/listeners to participate in the creation or development of the content.

Social media is not… Social networking Social marketing

Social networking is the building of connections among people who share interests, relationships or activities through a service such as a social networking site (i.e. Facebook, LinkedIn, Twitter).

Social marketing is another marketing type completely and has been around for ages. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for social good.

Social media Channels

The difficulty with social media is the choice of which tools and how to use them correctly.

> 250 million members 59% users aged 18-44 1 billion types of content shared every week > 4 million users become fans of pages daily Facebook

You can: Send updates Create polls Post events Advertise the page Convert visitors to fans Facebook

FAQ: Should you set up a group or a fan page? Facebook

Groups: Are you an organisation, charity or club? Groups allow bulk invites to be sent by admins and members. Groups are better for quick active discussions and attention. Facebook

Pages: Are you a brand, celebrity or event? Fan pages are visible to unregistered users and are indexed. Pages are generally better for long term relationships. Facebook

TIP: You do not need a Facebook account to set up a fan page. In fact, doing it on its own is better because your personal account won’t be tied your promotional page. Facebook

Facebook

Social Media isn't free, it costs time. Ensure you have resources and time to add new content and engage.

Unique US users: 17 million 62% of users are 24 - 54 Share content (yours & others) with followers More than 90% are moderate to heavy users Twitter

Enables: Access it on the go Real time news 19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others. Twitter

With Twitter you: Put a human face to your company Engage in real-time conversations Gain immediate feedback Respond to questions and problems Twitter

First steps: Consider your tone of voice Search for relevant users Listen and respond to others Be prepared to wait a while for results Enter into conversations Twitter

Terms: Hashtags Trends RSS feeds Analytic tools Twitter

Twitter

The world's leading video sharing website YouTube 20 hours of content uploaded every Minute (28,800 every day) 16.6 million daily visitors 6 billion videos viewed a month

YouTube Insight is a valuable tool: Age range/genders of viewers Views over time Where visitors are coming from See where people tuned in and out YouTube

First steps: Test your audience with a sample video Embed it on your site, blogs and Facebook page YouTube

Great for making contact with similar professionals It’s about connecting & building relationships 43 million registered users Extend your profile with feeds from your blog / website LinkedIn

LinkedIn First steps: Create a personal profile Invite your contacts to connect Join the most active / relevant groups and discussions and participate Take part in LinkedIn Answers Create your own group

Enables the information you want to come to you. Helps to organise and simplify following what is happening with your brand. RSS Provides a way to push information from to all your social platforms

Google reader PC: Feed Demon RSS Mac: NetNewsWire Tools:

RSS Website YouTube Facebook Twitter Blog

RSS Website LinkedIn Blog/Twitter

Other Del.ic.ious Digg Wordpress Flickr Bebo Bebo MySpace Blogger Tumblr Friendfeed

Offering Value: Offer something of value, and don’t fail to take part in the conversation.

Something amusing or entertaining Some valuable information (e.g. a report) Advice or mentoring A discount Etc..

Benefits of these tools

Social Media is not about replacing other forms of communications, but to supplement them.

Developing your strategy

Listen and learn: Before you start with social media you must... Observe your audiences’ social media habits Be aware of online dialogue related to your brand Look at your competitors’ social media footprint

If you’ve ever done a regular marketing plan, it’s similar. Vision and Values Objectives Audiences Channels Evaluation

Vision and Values: An example: Vox Motus Vox Motus Vision: To thrill audiences with exceptional experiences

Vox Motus Values: Encourages and embraces new thinking in all areas of its work Aims to be creative and ground-breaking in every interaction Aims to create work of an exceptional standard Thrives on collaborative experiences Shares its passion for theatre

Objectives: Objectives should be measurable, achievable and specific. In social media, it may be best to think in terms of: Brand awareness goals Campaign-specific goals Relationships with users

The primary pilot project objective was to increase audience numbers, with a particular emphasis on 18-35 year olds, into the theatre to see Slick. Increase site traffic Generate a ‘buzz’ around Slick. Encourage interaction between the target audience and Vox Motus once Slick finished. Provide Vox Motus with the capacity to deliver future digital marketing campaigns of this style and scale for further theatre productions. An example: Vox Motus Vox Motus

Audiences and Channels: 25 For each audience, create a sketch showing: Your website Social media channels you wish to use The interactions between them

Create an architecture for each audience Vox Motus: Young People Vox Motus

28 Create an architecture for each audience Vox Motus: Professional Network Vox Motus

Understanding the options: It pays to reign in your efforts and concentrate on your existing strengths. Before doing anything, ask yourself: 1) Does the strategy meet my objectives? 2) Does it play to my strengths (use existing assets)? 3) Is it good etiquette? 4) Does it provide value?

Measuring Success Tailor your measures to your program and objectives 32 Two main types of activity: Awareness building Seeking conversions (sales, sign ups etc)

Awareness Building Campaigns Measure depth of engagement, understand the audience Volume and reach (number of retweets, mentions etc) Demographic information Sentiment (is feedback positive) Level of engagement (how long did someone spend on your content) Measuring Success

Call-to-Action Campaigns Measure the number of conversions Increase newsletter subscriptions by 10% per month Number sign ups to an event Sales Website hits Measuring Success

Vox Motus: YouTube 35 By the end of September 2008 there had been 2,850 views of the YouTube videos, with 1,925 alone for the main trailer alone. Target demographic of 18 – 35 year olds accounted for just over 20% of the total viewing figures. Over 50% of users found the videos through an embedded player on another website. Vox Motus

Vox Motus: Facebook The number of Fans currently sits at 407. There have been over 5000 views of the Facebook page. The 18 – 35 target age range accounts for 90% of the total users of the Facebook Page. Vox Motus

Vox Motus: Blog As of Sept 09, there were 234 Visits and 439 Page Views on the Vox Motus blog. Usage of the Vox Motus website in the two months of the campaign was almost equal to the entire first six months of the sites existence. Vox Motus

Tools: Some applications to help get you started & measure your success: Tweetdeck Twitter app for desktop Tweetie2 Preferre d iPhone client Twitterberry Reco mmended Blac kberr y client Tools

Metrics: bit.ly Link tracker Google Analy tics Track ing us ers & activities Facebook Insights Trac king page/gr oup s tats Tools

Darcie Tanner Condie Digital Media Geek CIVIC [email_address] www.civicuk.com @CivicUK @DarcieC Contact

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Your social media action plan

by CIVIC Digital on Oct 12, 2009

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Your social media action plan — Presentation Transcript