Social media for communal leaders (3)


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Whether you're using social media for fund raising, building awareness, or taking action, you'll struggle to succeed unless you have a plan. In this session, we'll be seeing how to develop a strategy that will grow your audience, enhance your reputation and ultimately convert your followers into donors and supporters.

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Social media for communal leaders (3)

  1. 1. Social Media for Communal Leaders (3) Wednesday December 26th 2012@brainstormdsgn
  2. 2. Key learningsHow to develop a successful social media strategy….• Having the manpower• Choosing which platforms to use• Time management• Having a content plan• Integrating social media with your other marketing activity• Measuring your results• Having a social media policy for your staff
  3. 3. Social media can be a fulltime job!• What are your target audience saying about you?• Several major social media platforms to monitor• Researching and generating ideas for content• Engaging with your audience• Finding followers / new connections• Online networking• Integrating social media with other marketing activity• If you don’t have the manpower, consider hiring an intern
  4. 4. Which social mediaplatforms to focus on?• Facebook - public• Twitter - public / professionals• LinkedIn - professionals
  5. 5. Time management• If you have other responsibilities, is there time blocked out in your schedule for social media?• Do you have a “power hour” where you can brainstorm your strategy with colleagues and discuss content?• Do you schedule content in advance?
  6. 6. Tools to help you managesocial media• Hootsuite to schedule updates and monitor activity• Google Alerts to notify you about relevant content on the web• Google Reader to stay abreast of what is being said in your favourite publications
  7. 7. Hootsuite will allow you toschedule updates on all themain platforms
  8. 8. Google Reader enables youto read your favouritenewspapers on one page
  9. 9. Google Alerts will notify youabout relevant breaking stories
  10. 10. You need a strategic plan• In order to build up a loyal audience that will engage with you, your marketing team needs to have a social media strategy. By having a weekly/monthly/quarterly plan, you can a) Ensure that you send out a deliberate, consistent message across all your social media platforms and that new content builds on what was previously posted (e.g. a series of blog articles). b) Plan ahead for local events e.g. If your busiest time is Easter, you may need to start planning and executing the build-up from before January. c) Regularly check that all efforts are leading towards its desired objectives. d) Have content prepared in advance without struggling at the last minute to think of something to say.
  11. 11. Sample content plan
  12. 12. Setting Objectives and KPIs• Myth #1: You can’t measure the success of a social media campaign • If you want to measure brand awareness, you need to look at page impressions, frequency of visits and reach. Who’s reading your messages and how far are the messages spreading? Don’t get obsessed with superficial elements such as ‘likes’ and number of followers alone. • When building brand engagement, look at retweets, comments, replies, shares, and likes. How often are people participating in discussions or talking about the brand? • When measuring website traffic, which URLs are shared and clicked on and which website visits lead to conversions?
  13. 13. Measuring the success ofyour campaign…• Facebook gives detailed stats that show how many people have seen a post and how many have gone on to share it with others.• LinkedIn offers detailed stats for company pages, groups and your personal profile. Results include seniority, industry, function, region and company size. In particular, your profile page stats show exactly who has viewed your profile during the last 90 days (although you will need to have the premium package to view this).• LinkedIn Signal can be used to measure the number of people talking about a company or its products. You can see who is talking and what industries they are coming from.• Google Analytics measures how many visitors have come from your social channels and what the conversion rate is
  14. 14. External metrics• Monitor the volume of discussions on Twitter, Facebook and LinkedIn that contain specific keywords or phrases. Also produces customised reports detailing a company’s social influence, reach and engagement. These can include charts and graphs• is a monitoring tool that enables companies to track their influence on all digital media, giving detailed stats. A company can track clients or anyone else talking about their products on websites, blogs, forums, video sharing sites etc• enables you to measure you social influence. The score goes up as you reach larger audiences and as their interaction increases. A receptive audience is more likely to make a purchase.
  15. 15. Facebook insights tell youwhether your posts are goingviral
  16. 16. This will help you choosewhich posts to promote
  17. 17. Hootsuite enables you tomeasure which tweets generatethe most engagement
  18. 18. Klout enables you tomeasure social influence
  19. 19. Do you have a social mediapolicy for your staff?• Tone to be used (serious/playful/non-aggressive etc)• Frequency of posts• Percentages of posts that are (a) informative (b) educational (c) interactive (d) sales related• Where to source content from and keywords to track.e.g. Google Rader and Google Alerts• How, and how quickly, complaints are to be responded to• When, if ever, it is acceptable to refer to business matters on a personal account and vice versa. Is it enough for an employee to use a disclaimer stating that their views are their own?• Infringement of copyright – what material can employees post from elsewhere?• Avoiding conflicts of interest• Rectifying mistakes• Disclosing confidential information• Not damaging the reputation of the employer or their clients, partners, and suppliers
  20. 20. For a template to follow,google “IBM social computing”
  21. 21. Before executing acampaign….• Who will you be targeting?• What will be the key objectives for your campaign?• Do you have adequate resources to implement them• Which social media platforms will you use? Which will you avoid? Why?• What will be the main purpose of each platform?• How will you convert social activity into concrete results?• How will you measure the success of your campaign?• What will be your staff policy?
  22. 22. Want to find out more?• Next Course: Social Media for Independent Schools• Takes place, Wednesday 30th Janaury 2013, central London• Any questions? - - - Tweet me at @brainstormdsgn - Facebook me at “BrainstormDigital” - Connect with me on LinkedIn