Jez jowett social media tips 2011

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You are active in social media. You have a Facebook page. But how do you develop your social media strategy with a road map ? Here's how.

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Jez jowett social media tips 2011

  1. 1. P SOCIAL MEDIA BEST PRACTISES - FOCUS ON FACEBOOK-
  2. 2. TIME & RESOURCE SPEND & INTEGRATION INSIGHTS STRATEGY KPI’s HOW - SOCIAL MEDIA ROADMAP
  3. 3. Build a strong foundation, and the ‘house won’t fall over’ - Claim your vanity URL with 25 likes. Build private group first to test resources, issues and dry run - Twitter yes, Flickr yes, YouTube yes, Facebook no (practise on own page) Use crawl stage to make team familiar, comfortable, and involved - See how they react to the language of SoMe CRAWL
  4. 4. <ul><ul><li>BIG IMAGE </li></ul></ul>PROFILE SET UP <ul><ul><li>Call to Action </li></ul></ul><ul><ul><li>Custom navigation </li></ul></ul><ul><ul><li>Integrated social media’s </li></ul></ul><ul><ul><li>Welcome message </li></ul></ul><ul><ul><li>Loads of content </li></ul></ul><ul><ul><li>Loads of content </li></ul></ul>CRAWL
  5. 5. <ul><ul><li>Who manages permissions ? </li></ul></ul><ul><ul><li>Who is in charge ? </li></ul></ul><ul><ul><li>Have you agreed guidelines & resources ? </li></ul></ul>ADMINISTRATION <ul><ul><li>Who can upload content ? </li></ul></ul><ul><ul><li>Moderation ? </li></ul></ul><ul><ul><li>Out of hours team ? </li></ul></ul><ul><ul><li>Responsibility for measurement ? </li></ul></ul><ul><ul><li>What to measure ? Fans or engagement? </li></ul></ul><ul><ul><li>House Rules? </li></ul></ul>CRAWL
  6. 6. SOCIAL PLUG-INS <ul><ul><li>Make your own site more ‘social’ (Facebook, Twitter, YouTube, Flickr) </li></ul></ul><ul><ul><li>“ Like’ button integrated into own site. </li></ul></ul><ul><ul><li>Connect with Facebook and pull in your friend’d activity </li></ul></ul><ul><ul><li>See if people like the jeans </li></ul></ul><ul><ul><li>See if friends like the jeans </li></ul></ul><ul><ul><li>See if friends who likes the jeans, has a birthday and gift them </li></ul></ul><ul><ul><li>Community size shown, with friends pic first. </li></ul></ul>CRAWL
  7. 7. Schedule future content (digital PR and web toys ) - Plot (with flex) a schedule of cool things with sharing. Conduct a content audit of everything you have available - Look at what content competitors have, which gets the most views and clicks Upload, tag, digitise your existing content (info, images, video’s, links) - SEO’d, shareable and legally legitimate, 10 second test WALK
  8. 8. NEWS & RESULTS <ul><ul><li>Short sentence plus links </li></ul></ul><ul><ul><li>5 posts per day </li></ul></ul><ul><ul><li>Respond to questions within 5 hours </li></ul></ul>WALK
  9. 9. GAMES & APPLICATIONS <ul><ul><li>Dedicated tab / section </li></ul></ul><ul><ul><li>Facebook app (play in FB). </li></ul></ul><ul><ul><li>All others link to microsite </li></ul></ul>WALK
  10. 10. <ul><ul><li>Average length 1-2 mins. </li></ul></ul>CLIPS & PHOTOS <ul><ul><li>YouTube player embedded </li></ul></ul><ul><ul><li>Consistent keywords / tags </li></ul></ul>WALK
  11. 11. <ul><ul><li>Specific content (video, pics and links) </li></ul></ul><ul><ul><li>Clear description </li></ul></ul>EVENT DETAILS <ul><ul><li>Dates, time, location </li></ul></ul><ul><ul><li>Specific buzz and news </li></ul></ul><ul><ul><li>Who’s attending </li></ul></ul>WALK
  12. 12. VIDEO & TV <ul><ul><li>Integrated TV channel , live stream </li></ul></ul><ul><ul><li>HD version on micro site </li></ul></ul><ul><ul><li>Share and discuss </li></ul></ul><ul><ul><li>TV schedule should have been featured </li></ul></ul>WALK
  13. 13. <ul><li>Owned Media : Email database </li></ul><ul><ul><ul><ul><li>Signage </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Links & share buttons </li></ul></ul></ul></ul>Earned Media : PR & Word of Mouth (WOM) <ul><li>Paid Media : Display & engagement ads </li></ul><ul><ul><ul><li>Search </li></ul></ul></ul>You are now ready to announce and attract people to your sites - Announce it, PR it, link to it, only then advertise it. RUN
  14. 14. <ul><ul><li>Signage in all emails & outlets </li></ul></ul><ul><ul><li>Signage in all advertising </li></ul></ul><ul><ul><li>Signage on all materials </li></ul></ul>OWNED MEDIA <ul><ul><li>Signage in store / office </li></ul></ul>RUN
  15. 15. <ul><ul><li>Cyber PR targeting all sites and blogs </li></ul></ul><ul><ul><li>1-2-1 approach offering story, content & links </li></ul></ul>EARNED MEDIA- PR & BLOGGER OUTREACH RUN
  16. 16. <ul><ul><li>Clear call to action (CTA) </li></ul></ul><ul><ul><li>Ask people to share the content </li></ul></ul><ul><ul><li>Make it easy to share </li></ul></ul>EARNED MEDIA- WORD OF MOUTH RUN
  17. 17. Driving to acquisition (likes) Click through rate (CTR): 0.052% Cost per click (CPC): 22p Driving to content Click through rate (CTR): 0.09% Cost per click (CPC): 17p <ul><ul><li>Online advertising featuring content and friends </li></ul></ul>PAID MEDIA- ENGAGEMENT ADVERTS RUN
  18. 18. Interact with the community - ask them things - Opinions, ideas, suggestions, anything Leverage Value ( social commerce / sales) - Subscriptions, purchases, discounts, tickets Build loyalty - Reward people, give them offers Get real - making real life experiences part of online - Geo-Location, check ins, Facebook Places, FourSquare Build the community, with the community heavily involved FLY
  19. 19. STIMULATE CONVERSATIONS & IDEAS <ul><ul><li>Ask questions daily. </li></ul></ul><ul><ul><li>Ask for feedback </li></ul></ul><ul><ul><li>Ask for ideas. </li></ul></ul><ul><ul><li>Say thank you. </li></ul></ul>FLY
  20. 20. COMPETITIONS & OFFERS <ul><ul><li>Competitions and offers changed weekly. </li></ul></ul><ul><ul><li>Integrates with other promotions (driving to micro site) </li></ul></ul><ul><ul><li>Use Wildfire.com to provide competition tool </li></ul></ul>FLY
  21. 21. <ul><ul><li>‘ LIKE’ page and get 50% off </li></ul></ul><ul><ul><li>Feature all other promotions and offers. </li></ul></ul>GIVE REWARDS & DISCOUNTS FLY
  22. 22. <ul><ul><li>Link to tickets sales </li></ul></ul><ul><ul><li>Link to subscription pass </li></ul></ul>DRIVE SOCIAL COMMERCE = SELL! <ul><ul><li>Merchandise and fan shop </li></ul></ul>FLY
  23. 23. ENCOURAGE UGC & INNOVATION Slow Motion Sport Cam Hawk eye Player Cam Virtual Spectator Thermal Cam RFID / Chips FLY **
  24. 26. “ People connecting with other people, through the internet, to share stories, experiences, opinions and content” It is a conversation. It is a relationship. WHAT - SOCIAL MEDIA MADE SIMPLE
  25. 27. Global Audiences - Ability for fans to connect and follow their passion, from anywhere Technology adoption and experience - Connectivity, touch points and SM integration into mobile and dual screening Global Friendships - Instant access and connections with like minded people and fans Virtual Attendance - You don’t have to be there, to participate and share the excitement Shift in media consumption - Huge increase in online mentions, buzz, conversations from traditional to social sites WHY - SOCIAL MEDIA + SPORTS
  26. 28. FILM Share your own video or watch and comment on others PHOTO Upload your images for others to see, discuss and download FRIENDS Connect with your friends (find, share, comment, upload, discuss) A THOUGHT Express yourself in 140 characters THOUGHTS Commit to digital paper what you find interesting and want others to MUSIC Connect, share and discuss around sound, songs and artists. LOCATION Share where you are and what you are doing, and find friends PROFESSION Connect with colleagues, interests and qualifications WHERE - SOCIAL MEDIA SITES & TOOLS
  27. 29. HOW - COMMUNITY MGM’T BEST PRACTISES
  28. 30. HOW- TWITTER TOP 10

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