6 mastering social media   workshop 3 exercises final
Upcoming SlideShare
Loading in...5
×
 

6 mastering social media workshop 3 exercises final

on

  • 1,549 views

 

Statistics

Views

Total Views
1,549
Views on SlideShare
1,439
Embed Views
110

Actions

Likes
1
Downloads
46
Comments
0

2 Embeds 110

http://www.scoop.it 109
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    6 mastering social media   workshop 3 exercises final 6 mastering social media workshop 3 exercises final Document Transcript

    • Mastering Social Media‘Stop and Reflect’ ExercisesWorkshop 3: Implementation and Performance Measurement Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com January, 2012
    • The following exercises will form the basis of your Social Media Implementation Plan. Please review andcomplete in your own time:TOPIC 1: TWITTER .................................................................................................................................................. 3 Exercise 1: Twitter Vision and Strategy .....................................................................................................................3 Exercise 2: Twitter Set Up and the Basics .................................................................................................................4 Exercise 3: Customers and Building Your Community ..............................................................................................5 Exercise 4: Evaluate your Content / Conversation approach ....................................................................................6 Exercise 5: Twitter Applications ................................................................................................................................8 Exercise 6: Performance Management .....................................................................................................................9 Exercise 7: Organisation, People and Resource Issues ..............................................................................................9TOPIC 2: FACEBOOK ............................................................................................................................................. 10 Exercise 1: Facebook Vision and Strategy ...............................................................................................................10 Exercise 2: Facebook Set Up and the Basics ............................................................................................................11 Exercise 3: Customers and Building Your Community ............................................................................................12 Exercise 4: Evaluate your Content / Conversation approach ..................................................................................13 Exercise 5: Management of Facebook ....................................................................................................................15 Exercise 6: Performance Management ...................................................................................................................16 Exercise 7: Organisation, People and Resource Issues ............................................................................................16TOPIC 3: LINKEDIN ............................................................................................................................................... 17 Exercise 1: LinkedIn Vision and Strategy .................................................................................................................17 Exercise 2: Linkedin Set Up and the Basics ..............................................................................................................18 Exercise 3: Customers and Building Your Community ............................................................................................18 Exercise 4: Evaluate your Content / Conversation approach ..................................................................................20 Exercise 5: Performance Management ...................................................................................................................22 Exercise 6: Organisation, People and Resource Issues ............................................................................................22CHANNEL TEMPLATE ............................................................................................................................................ 23 Vision and Strategy for _________________________ ..........................................................................................23 Channel Actions.......................................................................................................................................................24 Performance Measurement ....................................................................................................................................26 Organisation, Resources and People .......................................................................................................................27Mastering Social Media Session 3 Page 2
    • TOPIC 1: TWITTERExercise 1: Twitter Vision and StrategyWhat do you want to use it for?What business benefits do you hope to derive?How will Twitter help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for eachKPI?Mastering Social Media Session 3 Page 3
    • Exercise 2: Twitter Set Up and the Basics Yes / No a) Have you set up a twitter account for your business? b) Are you happy with the content of your profile c) Are you happy with the design of your page d) Do you understand the basic layout of a twitter page e.g. Home Page, Profile, Messages, Who to Follow, Account Settings, Search etc e) Do you understand the following terms: • Tweets • Retweets (RT) • @reply • Direct message • Hashtags # • Follow/unfollow; following/followers • ListsAdd Comments hereMastering Social Media Session 3 Page 4
    • Exercise 3: Customers and Building Your CommunityWho are your customers – who do you wish to engage with on Twitter?Start by ‘following’! Aim to follow 100 ‘relevant’ people – use ‘search’and ‘directories’ and #topic to findrelevant tweets. Search tools Social Media Monitoring Directories Twitter Search Topsy We Follow http://search.twitter.com/search www.topsy.com http://wefollow.com TweetDeck Social Mention www.socialmention.com Twellow http://www.tweetdeck.com/ http://www.twellow.com/ Google Alerts Bing www.google.com/alerts Twibs http://www.bing.com/twitter http://www.twibs.com Twitterati http://twittorati.com/ Yes / No a) Do you now follow relevant individuals for your business or organisation?Mastering Social Media Session 3 Page 5
    • Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Media Session 3 Page 6
    • Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level asyou like). Twitter Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics / #Hashtags Tweet Types (update, video, image) Own/Other Peoples Content (Retweets) Sources of Inspiration Replies / DMsAny commentsMastering Social Media Session 3 Page 7
    • Exercise 5: Twitter ApplicationsReview and evaluate some of the Twitter Tools and Applications listed on our blog - www.energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/Add Comments hereAlso, and if you haven’t already done so, choose one of the following applications and become familiarwith it, using it to carry out some of the common actions – Tweet, Retweet, Direct Message, @Reply andso on. Try the same application on your desktop and your mobile phone.Choose one of the following tools: Desktop (Y/N) Mobile (Y/N) a) Have you used TweetDeck http://www.tweetdeck.com/ on your… b) Have you used Seesmic http://www.seesmic.com/ on your… c) Have you used Hootsuite http://hootsuite.com/ on your…Mastering Social Media Session 3 Page 8
    • Exercise 6: Performance ManagementUse one or more of the following tools to monitor the performance of a twitter account of your ownchoice adding important findings and implications in the box below.  Klout http://klout.com/  Topsy http://analytics.topsy.com  Export.ly http://export.ly  TweetStats http://tweetstats.comWhat Conclusions have you drawn?Exercise 7: Organisation, People and Resource IssuesDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will thechannel be managed and resourced? Policies and Guidelines?Add Comments hereMastering Social Media Session 3 Page 9
    • TOPIC 2: FACEBOOKExercise 1: Facebook Vision and StrategyWhat do you want to use it for?What business benefits do you hope to derive?How will Facebook help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for eachKPI?Mastering Social Media Session 3 Page 10
    • Exercise 2: Facebook Set Up and the Basics Please check the following: Yes / No a) Have you set-up a Facebook Page for your business? If not, please go to www.facebook.com/pages b) Are you happy with your page in the following areas:  Category/ page name  Image  Photo Showcase  Default Filter  Admin View  Settings  Basic Information  Permissions f) Do you understand the following?  Customised Landing Page  Navigation Tabs  Facebook Insights  Suggest to FriendsAdd Comments hereMastering Social Media Session 3 Page 11
    • Exercise 3: Customers and Building Your CommunityWho are your customers – who do you wish to engage with on Facebook? After the session, you may wish to check some of the following Community Yes / No Building techniques:  Invite friends by email using ‘Invite Friends’  ‘Suggest to Friends’  Embed Facebook widget/link on your web site/blog  Invite your email/ezine subscribers  Add social media profiles to your email signature file  The potential for running an incentivised Facebook Advert  Add page link/badge to your profile page  Actively participate in relevant groups/pages – tagging your post  Offline marketing of your Facebook Page  Think about the best way of creating a viral campaign  Remember once you reach 25 ‘likers’, register your own unique address – www.facebook.com/usernameAdd Comments hereMastering Social Media Session 3 Page 12
    • Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Media Session 3 Page 13
    • Use the following template to map out a Content Plan for Facebook (this can be as detailed or high levelas you like). Facebook Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other groups/ pagesAny commentsMastering Social Media Session 3 Page 14
    • Exercise 5: Management of FacebookYou can manage your Facebook account from the native Facebook platform or from a small number ofother applications. Choose one of the following applications and become familiar with it, using it to carryout some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the application onyour desktop.Choose one of the following tools: Desktop or Browser (Y/N) a) Have you used Hootsuite http://hootsuite.com/ on your… b) Have you used TweetDeck http://www.tweetdeck.com/ on your… c) Have you used MediaFeedia http://mediafeedia.com on your… d) Have you used HyperAlerts http://www.hyperalerts.no/ on your…Add Comments hereMastering Social Media Session 3 Page 15
    • Exercise 6: Performance ManagementUse one or more of the following tools to monitor the performance of your Facebook Page addingimportant findings and implications in the box below.  Facebook Insights http://www.facebook.com  Social Baker http://www.socialbakers.com  Hootsuite http://hootsuite.com/  Export.ly http://export.lyWhat conclusions have you drawn?Exercise 7: Organisation, People and Resource IssuesDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will thechannel be managed and resourced? Policies and Guidelines?Add Comments hereMastering Social Media Session 3 Page 16
    • TOPIC 3: LINKEDINExercise 1: LinkedIn Vision and StrategyWhat do you want to use it for?What business benefits do you hope to derive?How will LinkedIn help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for eachKPI?Mastering Social Media Session 3 Page 17
    • Exercise 2: Linkedin Set Up and the Basics Please check the following: Yes / No a) Have you set-up a LinkedIn Profile and Company Page? b) Are you happy with your Profile? c) Do you understand the basic layout and features of Linkedin?Add Comments hereExercise 3: Customers and Building Your CommunityWho are your customers – who do you wish to engage with on Linkedin?Mastering Social Media Session 3 Page 18
    • After the session, you may wish to check some of the following Community Yes / No Building techniques: Use the community building tools provided by LinkedIn:  Add Connections  Colleagues  Classmates  People You May Know  Embed LinkedIn logo buttons  LinkedIn share buttons on your web site/blog  Invite your email/ezine subscribers  Add social media profiles to your email signature file  The potential for running a LinkedIn Advert  Offline marketing of your LinkedIn ProfileAdd Comments hereMastering Social Media Session 3 Page 19
    • Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Media Session 3 Page 20
    • Use the following template to map out a Content Plan for Linkedin (this can be as detailed or high levelas you like). LinkedIn Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other groups/ pagesAny commentsMastering Social Media Session 3 Page 21
    • Exercise 5: Performance ManagementUsing Network Statistics, add any important findings and implications in the box below.Exercise 6: Organisation, People and Resource IssuesDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will thechannel be managed and resourced? Policies and Guidelines?Add Comments hereMastering Social Media Session 3 Page 22
    • CHANNEL TEMPLATEVision and Strategy for _________________________What do you want to use it for?What business benefits do you hope to derive?How will _____________ help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for eachKPI?Mastering Social Media Session 3 Page 23
    • Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mastering Social Media Session 3 Page 24
    • Use the following template to map out a Content Plan (this can be as detailed or high level as you like). Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other native placesAny commentsMastering Social Media Session 3 Page 25
    • Which Management Tools will you use here?Performance MeasurementWhat Performance Tools have you/ will you use and what conclusions have you drawn?Mastering Social Media Session 3 Page 26
    • Organisation, Resources and PeopleDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will thechannel be managed and resourced? Policies and Guidelines?Add Comments hereMastering Social Media Session 3 Page 27
    • Vision and Strategy for _________________________What do you want to use it for?What business benefits do you hope to derive?How will _____________ help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for eachKPI?Mastering Social Media Session 3 Page 28
    • Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mastering Social Media Session 3 Page 29
    • Use the following template to map out a Content Plan (this can be as detailed or high level as you like). Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other native placesAny commentsMastering Social Media Session 3 Page 30
    • Which Management Tools will you use here?Performance MeasurementWhat Performance Tools have you/ will you use and what conclusions have you drawn?Mastering Social Media Session 3 Page 31
    • Organisation, Resources and PeopleDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will thechannel be managed and resourced? Policies and Guidelines?Add Comments hereMastering Social Media Session 3 Page 32
    • Vision and Strategy for _________________________What do you want to use it for?What business benefits do you hope to derive?How will _____________ help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for eachKPI?Mastering Social Media Session 3 Page 33
    • Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mastering Social Media Session 3 Page 34
    • Use the following template to map out a Content Plan (this can be as detailed or high level as you like). Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other native placesAny commentsMastering Social Media Session 3 Page 35
    • Which Management Tools will you use here?Performance MeasurementWhat Performance Tools have you/ will you use and what conclusions have you drawn?Mastering Social Media Session 3 Page 36
    • Organisation, Resources and PeopleDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will thechannel be managed and resourced? Policies and Guidelines?Add Comments hereMastering Social Media Session 3 Page 37