Social MediaTraining SessionBY EMILY RYAN8/12/12To get in contact , connect with me on LinkedIn:http://www.linkedin.com/in/emilyryan1
AGENDA• What is it?• Your Challenges• Benefits and ROI• How many Australians and West Australians are using it?• What are they using it for• Opportunity in the new(ish) digital landscape – MORNING TEA• Some examples of successful social media• Some examples of social media gone wrong• Snapshot of key social media platforms – BREAK FOR LUNCH 11.45 – 12.30• Social media step-by-step planning• Key Takeaways
POSSIBLE CHALLENGES• IT block access at work - perception that it wastes time and can’t be controlled• Lack of ownership/policy for social media – who takes responsibility for what and how to monitor it, how to interact, which staff contribute and how they should behave• How to address negative and misinformed comments• Need the tools to do it• Resourcing – Concerns about how much time it would take, who would monitor and manage• Records management To get in contact , connect with me on LinkedIn: http://www.linkedin.com/in/emilyryan1
BENEFITS OF SOCIAL MEDIA• Results of social business implementations in the enterprise in Australia so far include – Better and more meaningful connection to customers and workers – Improved market engagement that scales quickly – More direct handling of media crises with lower negative impact – Relatively low cost, compared to traditional approaches of similar types of business activity – Seamless access to content or influence over the products people care about are primary drivers of mass participation – Adoption of internal enterprise social media can be achieved relatively quicklySource: The State of Social Business in Australia for 2012
RETURN ON INVESTMENT“Companies using the web intensively gain greater marketshares and higher margins”“The Rise of the networked enterprise: Web2.0 finds its payday” –McKinsey Quarterly Dec. 2010Some averages from report• 20% decrease in travel costs• 20% improvement in marketing effectiveness• 10% reduction in operational costs• 15% decrease in marketing costs• 18% increase in customer satisfaction• 41% increase in employee satisfactionReference: Fergal Coleman, Symphony 3
HOW MANY AUSTRALIANS AND WESTAUSTRALIANS USE IT
13 MILLION AUSTRALIANS SPEND OVER 18HOURS A DAY ONLINE• Western Australians make up 10 per cent of the internet population and spend 19.7 hours a day online• 94 per cent of Australians are now internet users• Mobile device sales outnumbered PC’s for the first time in 2011
62% OF AUSTRALIAN INTERNET USERS, USE SOCIAL MEDIA SITESSource: AIMIA Yellow Social Media Report 2012
MEMBERSHIP OF SOCIAL MEDIA SITES BY STATE AMONG SOCIAL MEDIA USERS (62% OF POPULATION)
OVER 10 MILLION FACEBOOK USERSSource: AIMIA Yellow Social Media Report 2012
4 MILLION BLOGSPOT USERSSource: AIMIA Yellow Social Media Report 2012
2.1 MILLION USERS OF LINKEDINSource: AIMIA Yellow Social Media Report 2012
1.8 MILLION USERS OF TWITTERSource: AIMIA Yellow Social Media Report 2012
ONE IN FIVE MINUTES (3.6 HOURS) A DAY IS SPENT ON SOCIAL MEDIASource: AIMIA Yellow Social Media Report 2012
NEARLY HALF OF ONLINE AUSTRALIANS PARTICIPATE IN SOCIAL NETWORKING ON AT LEAST A WEEKLY BASIS, OR MORE OFTENSource: AIMIA Yellow Social Media Report 2012
OF THOSE USERS 36% ACCESS SOCIAL NETWORKING SITES AT LEAST ONCE A DAYSource: AIMIA Yellow Social Media Report 2012
97% OF THOSE USING SOCIAL MEDIA SITES – USE FACEBOOKSource: AIMIA Yellow Social Media Report 2012
YEAR ON YEAR USAGE OF LINKEDIN GREW FROM 9% TO 16%Source: AIMIA Yellow Social Media Report 2012
WHILST TWITTER USAGE GREW FROM 8% TO 14%Source: AIMIA Yellow Social Media Report 2012
AUSTRALIAN SOCIAL MEDIA USERS HAVE, 227 FRIENDS AND FOLLOWERS ON AVERAGESource: AIMIA Yellow Social Media Report 2012
MORE THAN HALF OF SOCIAL MEDIA USERS ARE ACCESSING SOCIAL MEDIA SITES THROUGH THEIR SMARTPHONESource: AIMIA Yellow Social Media Report 2012
There are 7m over 50’s in Australia32% of them are using social media
25 hours and 17 mins - the time it tookCharlie Sheen to reach 1 million Twitterfollowers 28
AUSTRALIAN CITIZENS EXPECTENGAGEMENT IN SOCIALIn Australia the internet is the most common waypeople, last made contact with governmentCitizens will expect the government to engage withthem on their terms, via their channels, and to beopenly available online. In fact, it is becomingincreasingly clear that if councils don’t use these tools,the citizens will do it for them, and bypass the councilentirely.Source: nteracting with Government: Australians’ use and satisfaction with e-government services, Canberra, 2008http://www.finance.gov.au/publications/interacting-with-government/index.html
• Traditional Media is passive consumer participation, Social Media is active consumer participation• Traditional Media is one‐way “one‐to-many” communication, Social Media is two-way “one‐to‐one” and “many‐to‐many” communication• Traditional Media is message‐driven, Social Media is conversation‐driven
• Traditional Media is built around perceived brand control, Social Media is built around shared control and humanizing transparency• Traditional Media consists of a limited set of targeted channels, Social Media consists of a conceivably unlimited number of targeted channels• Traditional Media impressions are fleeting with awareness subsiding after date of publication/broadcast, Social Media conversations and content are lasting and continually discoverable via search engines
• Traditional Media is brand‐driven, Social Media is service and relationship‐driven• Traditional Media has limited reach with increasing cost as reach expands, Social Media offers unlimited reach and micro‐targeting while investment remains relatively constant• Traditional Media carries varying levels of credibility and authenticity, Social Media is conveys a stronger sense of credibility and authenticity
DISCUSSION• What did you take away from these differences?• Concerned…?• Excited…?
71% OF AUSTRALIAN INTERNET USERS HAVE READ OTHER CONSUMERS’ OPINIONS AND DISCUSSIONS ABOUT BRANDS ONLINESource: Nielsen Australian Online Consumer Report 2011‐2012
TRUSTED STRANGERS• 90% of people trust recommendations from people they know• 70% trust consumer opinion posted online• Word of mouth helps 53% of people make purchase decisions• Only 56% of people trust advertisementsSource: NIELSEN “TRUST IN ADVERTISING” REPORT, JULY 2009, e-marketer
Paid media • Traditional and online advertising Promoted Promoted brand newsfeed content Converging mediaEarned media Brands Owned media• What people say online, asking for • Brand properties like website, shares, likes sharing Facebook, blog, email
EXERCISE• List your current media mix and align them to paid, earned and owned• Consider how you could make your current paid and owned media more social
THE OPPORTUNITY EARNED REACH PAID Realise this opportunity OWNED EFFECTIVENESS
BUT IT’S MOT JUST MARKETING, IT’S BUSINESSSOCIAL MEDIA TOUCHES ALL OF THESE PR IT Operations Customer care Marketing HR
DISCUSSION: OPPORTUNITIES• Engagement• Advocacy• Increasing reach for a minimal cost• Driving traffic to website• Relevancy• Public consultation• Getting stakeholders involved, asking for their input• Tap into Public opinion/Market research• Customer service• Transparency and accountability• Building communities and sense of belonging• Knowledge management and collaborationCredit: http://www.egov.vic.gov.au/victorian-government-resources/reports-victoria/web-2-0-the-new-tools-for-democratic-conversations-a-snapshot-of-initiatives-in-government.html
WINNING ASPECTS OF SMALL BUSINESSSATURDAY• Creating an idea people can rally around, something meaningful• Giving tools for small business to promote themselves via social media (over 500,000 got involved)• Getting support (government pass legislation to make it an official day, everyday people pledged their support to make a purchase)
KLM ROYAL DUTCH AIRLINEShttp://www.youtube.com/watch?v=Sh-JRoY7_LU
WINNING ASPECTS OF KLM SURPRISE• Enhancing customer experience• Personal• Creates word of mouth
WINNING ASPECTS OF TWELPFORCE• Taking a core strength of the brand and bringing it to social media• Knowing how people are using social media to research products and becoming a part of the process• Immediacy• Truly helpful
WHERE DID IT GO WRONG?• These brands either didn’t realise or simply ignored what people are already saying about them online• Social media monitoring would have found negative mentions are already occurring• A consumers perception cannot always be foreseen and theres no guarantee that a hashtag campaign or a complete this sentence tweet will never be hijacked• However, having a social media strategy in case your campaign takes a turn for the worse is always a wise thing to do
WHERE DID IT GO WRONG?• Toyota neglected to engage their users by sending personal and interesting tweets that users would actually want to retweet• Sending unsolicited uncreative and promotional messages are unlikely to generate a positive response from consumers on social media platforms
UNITED AIRLINES BREAKS GUITARS http://www.youtube.com/watch?v=5YGc4zOqozo
WHAT WE CAN LEARN FROM EACH OFTHESE SOCIAL MEDIA FAILS• Understand what people are saying about your brand in social media first• Once you’ve assessed the risk of negative backlash you can either abort mission or prepare for responses and scenarios• Is there a good reason for people to contribute?• Keep monitoring! Make sure you are tracking responses so you can respond quickly• There is a reason there is ‘social’ in social media. It needs to be treated as a conversational media where brands listen, respond and make conversation, not just broadcasting and promotion
DELL’S SOCIAL MEDIA GOALS1. Enter into conversations with customers everyday in every major language2. Address any form of customer dissatisfaction head on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed3. Encourage “crowd sourcing” as the next step in listening to customers4. Use video to personalise the Dell story whenever possible
RESULTS• 90% of the time Dell enters into a conversation, it “wins.”• A “win” happens when: 1. you enter the conversation and just thank someone for giving their opinion 2. when you weigh‐in on a negative thread with clarification of facts and the negativity subsides
MODERATION• Dell moderates comments on the Direct2Dell blog.• On busy weeks, Dell receives up to 400 comments.• Well over 90% of those comments get posted following a quick look‐see.• Dell uses common sense guidelines when deciding which comments to moderate. Dell’s three common sense rules are: 1. No profanity 2. No direct attacks on Direct2Dell readers 3. Anything addressing legal issues are not posted
RESOURCING• Full time teams of 20+ Dell community managers that interact on blogs and forums• Monitoring all mentions of Dell online and analysing positive, neutral and negative sentiment• Dell never censors critical comments and responds quickly to criticism on their blog and on others• All Dell employees are allowed to comment on blogs that discuss their company
KEY LEARNINGS: DOMINOS CRISISMANAGEMENT• Responded to the crisis on the same channel it broke out on• Optimized the video to be found alongside the offending video• Showed true sincerity and humanized the brand and the situation• Explained the measures they were taking to correct the unfortunate situation• Presented the actions they were taking to assure that this horrific situation would not have the opportunity to happen again• Showed by example just how seriously they were taking the crisis – they weren’t just all talk, they backed their words up with serious actions• Had their U.S president, Patrick Doyle personally issue the response video• Encouraged loyal fans to spread apology message
SOCIAL MEDIA LANDSCAPE: SNAPSHOT OFKEY SOCIAL MEDIA PLATFORMS
AUSSIES ON FACEBOOK • Facebook users visit the site on average 16 times a week • Australia has 9,800,000 unique visitors to Facebook each month (42 per cent of the Australian population)ExactTarget’s Digital Down Under Report July 2012
COVER Used for showcasing new FACEBOOK PAGE ELEMENTS pics, promoting new products, apps. Beware covers can’t include pricing, contact info, PROFILE PIC contests. Check Usually brand logo. Facebook regulation Keep it consistent. regularly (it’s always Upload at 180X180 changing!)pixels. It will be scaled down to 32x32 pixels for News Feed FEATURED APPS Viewing. 4 apps can be featured. The rest are hidden. People need to press this button to reveal the other apps TIMELINE Consider this as the brand narrative, a collection of posts which are relevant to the brand and followers at the time. Posts include written messages images,video, polls and offers.
TIMELINE/WALL VS NEWS FEEDThe Timeline (new format) or Wall (old The News Feed shows the activity of theformat) is the area on Facebook where people and organizations membersmembers/brands post comments and follow, while very active members seetheir current status and location as well as updates in real-time on their Ticker.upload photos and videos.
OTHER FACEBOOK KEYWORDS• Group: users can connect in groups; share comments and links with other members of the group, it can be public or private and by invitation only• Administrator: users that operate and manage pages• Timeline (used to be wall): your posts; other users can post on your timeline• News Feed: stream of recent posts by all your friends and pages you have “liked”• Place: location of a business or institution; users can “check in” to a place
SHORT, PERSONAL POST COPY Get to the point with short, punchy statements. Use a personal tone. Try to stay below 100 characters. Pose a question. They tend to drive interaction up by 10 to 20 percent^.^BlitzLocal Facebook Study: "What Weve Learned From 120 Billion Facebook Impressions."
VIVID IMAGES Where possible, let images do the talking. Upload an image at least 300x300 pixels. Use high impact images or photos, and close-up people, not logos.
FILL IN THE BLANKS Asking people to fill in the blanks is an effective way to engage people in commenting
TRUE OR FALSE Post a true or false statement and let people discuss this amongst themselves
FACEBOOK ADVERTISING AND STORIES Ads Sponsored Stories Available inventory Available inventory Mobile news feed, home Right hand side page, desktop newsfeed, right hand side, logout experience
ADDING SOCIAL FUNCTIONALITY TOYOUR WEBSITE• Add the ability for people to ‘Like’ the site and ‘your content (articles, events and videos)
EXERCISE• Go onto Facebook, search for other brands/organisations in your category• While reading the posts assess: – level of engagement from fans (how many comments and likes for posts) – Frequency of posts – Range of posts (photos, videos, written) – Topics – Are there many messages to the departments from public? – What are they using Facebook for? – Do they have anything beyond the standard tabs?
THE AUSTRALIAN TWITTER USER • Twitter users tend to be some of the most active online consumers. Of those who are active on Twitter, 51 per cent check it at least once per day, and 18 per cent report using Twitter consistently throughout the day. • Twitter users visit the site on average 23 times a week, significantly more frequently than Facebook users • Australia has 1,100,000 unique visitors to Twitter each month (4.8 per cent of the Australian population • 23% of online Australians are on twitter. The majority are 30+ professionalsExactTarget’s Digital Down Under Report July 2012
TWITTER TERMINOLOGY• Tweet: A message sent via Twitter.• Connect: This tab shows you interactions and mentions• Discover: This tab shows trending topics• Hashtag: # sign plus a word or phrase, no spaces – used to categorize tweets according to topics – allows people who follow that topic to find your tweet• Mention: @ sign plus a username – you and others can mention an account in your Tweets by preceding it with the @ symbol, eg: "Glad your shipment arrived @janesmith!"• Message: If you want to privately Tweet to a particular user whos already following you, start your Tweet with DM or D to direct- message them, eg: "DM @joesmith234 what is your order number?"• Retweet: Forward another user’s Tweet to your followers
Profile background: (JPG, Header image: (1252px PNG, or GIF file, up to X 626px for optimal 800kb): Create a rich viewing across all experience with an devices): Showcase your engaging background brand prominently toimage that tells your brand grab the attention ofstory. The image can be left, your profile page center or right aligned. visitors. .
BEWARE OF “TWEETDECKING” "Maybe you can go dive in a swimming pool full of my money to make you feel better," said one concerned Tweeter in response. "Youre a bank. You made a $1.6 billion first-quarter profit. Cheer up," said another. "Same, if only I had made a billion this quarter," was another response. Others found comfort in the banks new-found humanity. "Finally! A bank that feels existential pain," said one Tweeter. At 4.26pm, the Tweet was pulled from the site, but not before thousands saw it
EXERCISE• Go onto twitter, search for other brands/organisations in your category• While reading the tweets assess: – Level of engagement from fans (how many RTs) – Frequency of tweets – Range of tweets (photos, videos, written) – Topics – Are there many @messages to the departments from public? – What are they using it for?
‘SHOPPABLE’ VIDEOS Fashion products are hot- linked in the video. Users roll-over for details and to buy. Or you can ‘shop the look’ where it showcases all the items in the video.http://www.asos.com/au/pgehtml.aspx?cid=16480&xr=1&mk=na&r=3http://www.gucci.com/us/worldofgucci/shoppable_video/shop-this-video
EXERCISE• Go onto YouTube, search for other brands/organisations in your category• While viewing videos assess: – What are they using it for? – Have you got any ideas of how to make the content on your website come to life with video? List a few
LINKED IN HOMEPAGE From zenlegalnetworking.com
COMPONENTS OF LINKED IN• Companies – You can “follow” a company• Groups – For different industries, organizations, or interests• Jobs – Search job postings• News – News articles related to your field
RAISING INVESTMENT• Frank Hannigan, an Irish businessman, successfully raised €162,500 for his software company Goshido, in just 8 days solely through LinkedIn• Over the 8 day period, Frank contacted upwards of 700 potential investors through LinkedIn messages. The people he contacted weren’t cold leads, but select people from his own network. He told them his aim and asked them to spread the word. He recognised the power of the secondary network, and in the end 30% of the total investment through LinkedIn came from those people that he didn’t have a direct connection with. http://www.simplyzesty.com/social-media/5-great-linkedin-marketing-campaigns/
AMEX – FOR EVERYTHING YOU DOhttp://www.simplyzesty.com/social-media/5-great-linkedin-marketing-campaigns/
VOLKSWAGEN ON LINKEDINhttp://www.youtube.com/watch?feature=player_embedded&v=m7TFcMWI-98
GOOGLE+ KEYWORDS• Circles – Circles are different groups or categories that you are required to add new connections to – You can choose what each Circle is called• Hangout – Online video chat through Google+ with up to 10 people at the same time• Sparks – Google’s content recommendation and discovery engine• +1 – Simple action, equivalent of Facebook “like” button
FORUM VS. WIKIForum Wiki• Permanent record of • Permanent record of final discussion outcome. Discussion hidden• One page per discussion • One page per topic• Ideal for: collaborative • Ideal for: collaborative discussion and decision creation and making documentation• Example: Whirlpool • Example: Wikipedia
THIRD PARTY FORUMS• It’s important to monitor what people are saying about your brand in third party forums• Ensure you have a response plan in place to participate and respond to comments and questions relating to your brand• Use it as market research to learn peoples opinions about your product or service and identify online content gaps
NING• Social network in a box – Events – Blogs – Discussion Boards – Photos and videos – Real-time chat – Extensible with apps• No longer free ($US20/year)
FUTURE MELBOURNE WIKI http://www.futuremelbourne.com.au/wiki/view/FMPlan
RESULTSThe online public consultation period ran from 17May -15 June and resulted in:• 2,500 page views per day, with 30,000 in total over the four week period• Over 7,000 unique visitors to the site over the course of the consultation• 131 members of the general public registered to edit the plan via the wiki• It attracted a wide variety of participants from around Melbourne, Victoria, Australia and the worldhttp://www.egov.vic.gov.au/website-practice/web-2-0-a/social-networks-and-social-media-in-government/web-2-0-the-new-tools-for-democratic-conversations-a-snapshot-of-initiatives-in-government.html
A METHODICAL APPROACH Listen Evolve Goals Promote Management Planning Team Develop Strategy Educate
WHERE DO YOU THINK A LOT OF MARKETERS BEGIN? Listen Evolve Goals “Let’s start a facebook page” Promote Management Planning Team “Let’s create a blog” “Let’s get onto twitter” Develop Strategy Educate
1: LISTEN: Instead of ‘just jumping in’ brands are learning how people are using social media in their categoryIMAGE CREDIT: http://www.promediaklipsch.com/wp-content/uploads/monkey-with-headphones.jpg
WHY MONITOR Just because you are not listening doesn’t mean it’s not happening.
WHY MONITOR• Effective way to measure your brand equity and impact (in real time)• Effective way to understand – The kind of language people are using (feeds back into creative and search) – Where the conversations are happening (feeds into media buy and where we should focus social efforts) – What they are talking about (feeds back into content strategy and communications planning) – Who is influential (tells you who could be potential influential advocates) – What the issues and opportunities are (gives the opportunity to address challenges and leverage the positives)
1: LISTENWHAT YOU LEARN HOW TO USE THE INFOWhat people are saying about your Develop conversation themes intoorganization and your area content strategy and communications planningWhich kind of language are people Can be used in creative copy andusing search termsWhat are the issues? And positives Gives the opportunity to address challenges and leverage the positives – be prepared with responses for common complaints and misinformed commentsWhere are the conversations Feeds into media buy and where wehappening? Media types should focus social effortsIs there already a fan base? Tells you who could be potential influential advocates, content providersAre there significant influencers Tells you who could be potential influential advocates
EXERCISE• Refer to social media monitoring handout• There are some free monitoring tools, take a look at some and type in keywords relating to your category – What are the conversation themes? – Where are the conversations occurring? – Is the conversation positive/negative? – Are there any influential people? – What the public is most interested in/what’s creating the most buzz?
2: SETTING SOCIAL MEDIA GOALS • Understanding customer needs and social media Social Customer Insights behaviour • Extend reach and interactivity of your marketing Social Marketing messages •Leverage enthusiastic customers and using them to Social Sales persuade others •Provide customer support through social channelsSocial Service and Support and Making it possible for customers to help each other •Turning customers into a resource for innovation Social Innovation (collaboration and crowdsourcing) Credit: Forrester Research
EXERCISE• Where do you see the business opportunity for your brand/organisation• List relevant goals, jot down some ideas!
3: COMMIT TO RESOURCES & ROLES Program Technology Social Leader Support Correspondent
EXERCISE• Do you already have these people in place?• What do you think is feasible?
4: PLANNING THE CONVERSATIONConversation Theme Content Plan Media Channels Influencers Issues Management
4: PLANNING THE CONVERSATIONCONVERSATION THEME BRAND FIT CUSTOMER FIT Conversation Deliverable Meaningful theme An idea or topic which can draw people in and form an emotional The core theme is based on something connection over The core theme is something which the brand can deliver on, excel in and a continuous customers care about – a problem we own. Ideally it’s something competitors program can address or a passion we can can’t match or aren’t doing celebrate and facilitate
EXERCISE• Did you uncover anything in social media monitoring which reveals what the public is most interested in? – List a few• What’s something that only Dept of Agriculture and Food can provide – List a few – Can you find a sweet spot between these?
4: PLANNING THE CONVERSATIONSOCIAL MEDIA CHANNELS• Identifying where the conversations are happening (which social media platforms)• Where are you currently participating and which activity is planned• Establish how you are going to use each media channel (what’s the main purpose)• How will the integrate together? Where is the hub?
4: PLANNING THE CONVERSATIONCONTENT PLANPlanning which content will be created and distributed in eachsocial media platform Social Media Role Topics Platform Content Implementation Types/Formats Steps
4: PLANNING THE CONVERSATIONINFLUENCER PLAN• During the listening phase and through your experience you may identify influential people. These ‘influencers’ have are highly engaged in your topics and have a large audience/network• There is an opportunity to ‘get them onboard’ with your social media endeavours and encourage them to spread your social media messages and get involved• Think of ways to build long term relationships with these influencers – give them exclusive information before something launches, VIP tours, invite them to contribute content, engage with them on their turf
4: PLANNING THE CONVERSATIONISSUES MANAGEMENT . “To be prepared is half the victory” Miguel De Cervantes
4: PLANNING THE CONVERSATIONISSUES MANAGEMENT• Be prepared for responding to negative and misinformed comments• First learn about what people are already saying – Conduct social media monitoring. This gives an indication of the kind of conversations the brand will need to respond to. – Get together stakeholders who can contribute customer experience (PR, marketing, customer service, research, sales staff etc) and hold an Issues management workshop to identify any potential negative comments, misconceptions which might occur in social media, related to your organization – Look to future events, scenario potential crisis situations and the impacts this may have on customer sentiment• After you’ve learned what people are saying and what they might say develop of response plan which outlines if/how/who to address particular issues (covered in the develop section)
5: EDUCATE• Ongoing education and training with company staff guidelines and conduct• Updates to social media policy should be revised as needed e.g. new social media platform to consider – All staff need to be aware of social media policy for corporate and personal use • To make it easier to ‘digest’ consider making a video – Ongoing training of relevant staff on social media, how to use it, new changes in platforms – Presentation and feedback on social media strategy, content calendar, issues management and response plan
6: DEVELOPOnce the strategy is developed it’s time to create thecontent – Set up social networks (see how-to guides) – Content Calendar – Response guide – New content – Promotional materials – Apps
6: DEVELOPCONTENT CALENDAR• A social media content calendar helps keep your activity regular, consistent and varied• You can set up a spread sheet with separate tabs for your social media platforms • Date • Day of week • Post • Format (photo, written, video, poll) • Content bucket • Tracking Link• Upload the conversation calendar to your daily calendar or shared calendar/Intranet, etc. if there will be more than one person posting
6: DEVELOPCONTENT CALENDAR• At the top of each tab, have four sets of reminders to keep your posting on track: – Content buckets: What types of content do I want to be posting? News links, blog links, photos, videos, queries, event links, Follow Fridays, etc. – Goal: For each channel, what is my goal? What am I ultimately trying to accomplish by tweeting, Facebooking, etc.? – Audience(s): Who am I talking to? Mostly students? Alumni and parents? All of the above? – Brand messages: What messages should I keep in mind when posting? How does this channel support and convey our brand?http://meetcontent.com/blog/social-media-content-calendar/
6: DEVELOPMODERATION• Agree on the type of content which will be removed from your owned social media platforms e.g.Profanity, Nudity, Defamation• Facebook now allows Page admins to set up a keyword moderation blocklist and enable a profanity blocklist that filters wall posts and comments by users into the Page wall’s spam tab. Admins can configure the list from the Manage Permissions tab of the Page admin interface• Twitter moderationTidy tweet is $100 per month per feed. It provides custom filtering options to display only the Tweets you want to show
6: DEVELOPISSUES MANAGEMENT• After you’ve learned what people are saying and what they might say develop of response plan which outlines if/how/who to address particular issues (covered in the develop section)• For each scenario develop a guideline on how to respond including who should respond and an example of an appropriate response• Responders will follow the posting assessment framework• Don’t forget to consider how to respond to the really good comments too!• Do you have online content to direct people to if they have questions/comments on particular issues? Does new content needs to be created?I
6: DEVELOPRESPONSE FOR EACH COMMENT• Situation:• Crisis level:• Response: – What (apology, clarification, organisation point of view) – When (immediate, pending approval, wait and monitor) – Who (content manager, executive level, PR, website manager) – Where (on site or private email, post response media – video, letter) – How (tone, manner) – The response: (example of response)
COMMENT HAS BEEN POSTING ASSESSMENT FRAMEWORK FLAGGED YES MISGUIDED PREPARED CORRECT THE FACTS Does the post have the facts YES Is there a response ready? Can YES Reply with factual information in wrong? you address this now? the comment field. NO ACKNOWLEDGE Acknowledge comment and ensure we will respond shortly NO ACTIONABLE ISSUE PREPARED SUPPORT Does the post detail an unresolved YES Is there a response ready? Can YES Rectify the situation. community issue? you address this now? NO NO FINAL EVALUATION ACKNOWLEDGE Base response on present Acknowledge comment and circumstances. Will you respond? ensure we will respond shortly PERSONALISED A CLEAR GOAL TONE TRANSPARENCY OF Your response is not PUBLIC FOCUSED Your response aims to Your response is ORIGIN generic. You have Your response positions achieve a desired goal. conversational and Your association with thoroughly read the you as a true public Inform/Guide/ makes a positive ORS is clear context incl other advocate Document statement commentsModified from: http://www.visual-conversation.com/2012/03/17/the-us-air-force-web-posting-response-decision-tree/
7: PROMOTE• Integrate social media buttons on website and cross promote between social media platforms• Links on all company email signatures• Call to action on marketing collateral e.g. find us on Facebook• Promote social content via email and newsletters• Advertising campaign
8: EVOLVE Tweak/optimise strategy and Continue to listen content Measure results/impact
8: EVOLVEALIGN YOUR OBJECTIVES WITH YOUR METRICS• Specific: Describe your objectives specific to the results you want. Go deeper than “increase brand awareness” to “increase brand awareness by 10% in the next six months via a targeted social media campaign.”• Measurable: You want to use these metrics in the review process to see if you were effective. Having a specific objective will clearly show whether results were met• Achievable: Often “100% customer satisfaction” isn’t realistic. Your goal of 90% customer satisfaction may be more plausible so consider what’s feasible when setting your objectives• Realistic: Ensure you have the resources, tools and staffing to meet your objectives, or you’ll just frustrate yourself• Timed: Get specific with your objectives and incorporate a time frame. This makes them real and tangibleMarketing Cloud: 5 Steps to Effective Social Media Measurement
8: EVOLVE WHAT TO MEASUREMeasuring What you are measuring Example MetricsGross Views number of times users were exposed to your • Facebook page views brand through your social media channels • Blog page views • YouTube channel views • YouTube video views • Flickr photo viewsConnections This is a calculation of anyone who has explicitly • Blog subscribers expressed an interest in your brand or company. • Facebook fans/likes Moving beyond exposure to building • Twitter followers relationships • YouTube friends and subscribers • LinkedIn group membersAudience Audience engagement is a measure of how • Blog commentsEngagements actively your audience is engaging with or talking • Twitter retweets and @ tweets about your brand or company • Facebook interactions • YouTube interactions • Social media brand mentions
8: EVOLVE WHAT TO MEASUREMeasuring What you are measuring Example MetricsSocial Media Likely one of your ultimate goals of a •In order to properly measure social mediaRecommendati social media campaign is to drive referrals, there will need to be some set upons and visitors to a site where a conversion and configuration with your web analyticsReferrals can take place. tool. Once this has been completed, youll be able to measure social media referrals that can be tied directly to your efforts as well as social media referrals that arent directly attributed to your efforts.Social Media If youve properly set up and You should measure conversions from eachConversions configured your web analytics tool to social media channel and then roll it up into measure social media referrals and total conversions that can be attributed to youve defined your site goals, then social media. youre ready to measure conversions.My This is a measure of your activity • Internal blog postsEngagements within the social media to show the • External blog and forum comments impact that your social media efforts • Facebook posts are having. • Twitter retweets, @ tweets, and general tweets • YouTube video posts
MEASUREMENT TOOLS• Google Analytics• YouTube Insight• Facebook Insight• Tweetreach• URL shorteners (Bit.ly, roll your own)• Contact centre activity• Net Promoter Score surveys
KEY TAKE AWAYS • Listen • Be prepared • Be socialThank you! To get in contact , connect with me on LinkedIn:http://www.linkedin.com/in/emilyryan1