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Notes on slide 1

* Based on US users – comScore Inc

We need to have our vision and values in mind if we’re to set objectives that serve them.

Brand awareness goals E.g. Increase awareness, overall sense of favorability Campaign-specific goals E.g. increase the number of brand advocates (“followers” in Twitter), increase the number of inbound links to content on your website Continuity programs Social media is a mechanism for ongoing relations with your audience. This is just as true for your existing users / communities of interest.

There will be a good level of awareness of the product in the UK Java community Measures: comments posted on all key blogger’s comments section, Twitter following increases 20% each month. Twitter mentions at 100/month. There will be a good level awareness among enterprise technology buyers Measures: 1000 LinkedIn users receive notification / related content each month until launch

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.

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Your social media action plan - Presentation Transcript

  1. Your social media marketing plan 12 October 2009 Jonathan Melville & Mark Steven
  2. Introduction
  3. Traditionally...
    • We’ve learned about brands and companies through
        • Word-of-mouth
        • Press reviews
        • Advertising
    • Social media has elements of each of these
  4. Why social media? Massive audiences, accurately targeted 64% of Internet users access some form of social media* Global social network usage is said to exceed email usage (Neilsen) In April 2009 the average Briton spent 22 hours 20 minutes using social media channels Social media enables us to target campaigns and qualify leads in a way that TV never could
    • Increasingly we (the consumer) want to:
      • Engage with…
      • Listen to…
      • Respond to…
      • Learn from…
    • Organisations (charities, businesses, government…) and each other
    Changing needs
  6. Join the conversation
      • Social media allows a conversation to take place
      • You need to enter the conversation and add value
  7. Today we will lead a conversation...
    • We will:
      • Give you an overview of what social media is
      • Help you come up with a strategy
      • Discuss the channels available to you
      • Listen to your questions
      • Learn from you!
  8. Social Media Channels
  9. Overview
      • There are hundreds of social networks
      • It’s tempting to start tweeting, blogging and poking because everyone else is...but don’t
  10. Facebook
    • Facebook was once the site to be on (remember Zombies?)
    • Today, things have calmed down and grown up:
        • More than 250 million members
        • 59% users aged 18-44
        • More than 4 million users become fans of Pages daily
        • 1 billion types of content shared every week
  11. Facebook
    • You can:
        • Send updates
        • Create polls
        • Post events
        • Advertise the page
        • Convert visitors to fans
    • First steps:
        • Ensure you have resources/time to add new content
  12. Twitter
    • Twitter is the new Facebook – anyone who’s anyone is on it...and Demi Moore & Ashton Kutcher
    • Share content – yours and other peoples – with followers
        • Unique US users: 17 million users
        • 62% of users 25 – 54
        • More than 90% of users are moderate to heavy users
      • Access it on the go
      • Real time news
  13. Twitter
    • Put a human face to your company
    • Engage in real-time conversations
    • Gain immediate feedback
    • Respond to questions and problems
    • 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
  14. YouTube
    • The world's leading video sharing website
      • 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/how popular around the world
      • Where visitors are coming from
      • See where people tuned in and out
    • First steps
      • Test your audience with a sample YouTube video
      • Embed it on your site and blogs/Facebook Page
  15. LinkedIn
    • About LinkedIn
      • 43 million registered users
      • It’s about building relationships
      • Great for making contact with similar professionals
      • Take part in discussions
      • Answer questions
      • Extend your profile with feeds from your blog / website
  16. LinkedIn
    • Some first steps:
      • Create a personal profile: honest, and professional
      • Invite your contacts to connect
      • Join the most active / relevant groups and participate
      • Take part in discussions
      • Take part in LinkedIn Answers
      • Create your own group
  17. Developing a Strategy
  18. 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
  19. How to listen and learn
    • To listen to you customers you can:
      • Read blog posts and comments
      • Read reviews in the paper/magazines/online
      • Search social media websites
      • Log in to chat rooms/discussion forums
  20. Why social media? We’re back to the good old fashioned conversation If you’re not where the people are, you’re not going to get your message across Positive engagement can snowball. Sitting on your hands just gives you sore hands. Engaging with social media is like openly dealing with customers in a busy village market. Everyone can hear what you say, and your charm, fairness and other ‘personal’ attributes matter a great deal.
  21. Developing a social media strategy If you’ve ever done a regular marketing plan, it’s similar
    • Vision and Values
    • Objectives
    • Audiences
    • Channels
    • Evaluation
  22. Vision and Values An example: Vox Motus
    • Vision:
    • To thrill audiences with exceptional experiences. .
    • 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
  23. 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
  24. Objectives
    • 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 to the Vox Motus website
      • 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
  25. Audiences and Channels
    • For each audience, create a sketch showing:
      • Your website
      • Social media channels you wish to use
      • The interactions between them
  26. Create an architecture for each audience Vox Motus: Young People
  27. Create an architecture for each audience Vox Motus: professional network
  28. Building a fan base 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..
  29. Developing a social media strategy Understanding the options. Some rules of thumb.
    • 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?
  30. Measuring Success
  31. Measuring Success Tailor your measures to your program and objectives
    • Two main types of activity:
      • Awareness building
      • Seeking conversions (sales, sign ups etc)
  32. 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)
  33. 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
  34. Vox Motus
    • YouTube
      • 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
  35. Vox Motus
    • Facebook
      • The number of Facebook Fans sat at 124 as of 29 September
      • In total there were 835 Views of the Facebook Page
      • The 18 – 35 target age range accounts for 90% of the total users of the Facebook Page
    • Blog
      • 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
  36. Developing a social media strategy Understanding the options. Some rules of thumb. 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? 3) Is it good etiquette? 4) Does it provide value?
  37. Pitfalls and Risks
  38. Pitfalls and Risks
    • Listen
      • Listen to your customers in times of calm
      • Involve people from across your organisation to monitor channels and respond
    • Respond appropriately
      • Respond early to anything negative
      • Assess the influence of the user with whom you have a problem
      • Respond in the same channel in which you’re experiencing criticism
      • Retain your voice – maintain the protocols and tone that you’d employ in the rest of your business
  39. Conclusion
  40. The opportunity A thoughtful, well planned social marketing programme can shift the way you interact with your customers and, as a result, the way customers think about your organisation. For companies willing to make the leap, this presents a tremendous to invigorate and expand their customer base.
  41. Follow us @civicuk

+ CIVICCIVIC, 1 month ago

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From our seminar on 12 October 2009.

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