Mastering Social Media‘Stop and Reflect’ ExercisesWorkshop 3: Implementation and Performance Measurement                  ...
The following exercises will form the basis of your Social Media Implementation Plan. Please review andcomplete in your ow...
TOPIC 1: TWITTERExercise 1: Twitter Vision and StrategyWhat do you want to use it for?What business benefits do you hope t...
Exercise 2: Twitter Set Up and the Basics                                                                              Yes...
Exercise 3: Customers and Building Your CommunityWho are your customers – who do you wish to engage with on Twitter?Start ...
Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Med...
Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level asyou like).      ...
Exercise 5: Twitter ApplicationsReview and evaluate some of the Twitter Tools and Applications listed on our blog - www.en...
Exercise 6: Performance ManagementUse one or more of the following tools to monitor the performance of a twitter account o...
TOPIC 2: FACEBOOKExercise 1: Facebook Vision and StrategyWhat do you want to use it for?What business benefits do you hope...
Exercise 2: Facebook Set Up and the Basics Please check the following:                                                Yes ...
Exercise 3: Customers and Building Your CommunityWho are your customers – who do you wish to engage with on Facebook? Afte...
Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Med...
Use the following template to map out a Content Plan for Facebook (this can be as detailed or high levelas you like).     ...
Exercise 5: Management of FacebookYou can manage your Facebook account from the native Facebook platform or from a small n...
Exercise 6: Performance ManagementUse one or more of the following tools to monitor the performance of your Facebook Page ...
TOPIC 3: LINKEDINExercise 1: LinkedIn Vision and StrategyWhat do you want to use it for?What business benefits do you hope...
Exercise 2: Linkedin Set Up and the Basics Please check the following:                                           Yes / No ...
After the session, you may wish to check some of the following Community   Yes / No Building techniques: Use the community...
Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Med...
Use the following template to map out a Content Plan for Linkedin (this can be as detailed or high levelas you like).     ...
Exercise 5: Performance ManagementUsing Network Statistics, add any important findings and implications in the box below.E...
CHANNEL TEMPLATEVision and Strategy for _________________________What do you want to use it for?What business benefits do ...
Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mas...
Use the following template to map out a Content Plan (this can be as detailed or high level as you like).                 ...
Which Management Tools will you use here?Performance MeasurementWhat Performance Tools have you/ will you use and what con...
Organisation, Resources and PeopleDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed...
Vision and Strategy for _________________________What do you want to use it for?What business benefits do you hope to deri...
Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mas...
Use the following template to map out a Content Plan (this can be as detailed or high level as you like).                 ...
Which Management Tools will you use here?Performance MeasurementWhat Performance Tools have you/ will you use and what con...
Organisation, Resources and PeopleDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed...
Vision and Strategy for _________________________What do you want to use it for?What business benefits do you hope to deri...
Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mas...
Use the following template to map out a Content Plan (this can be as detailed or high level as you like).                 ...
Which Management Tools will you use here?Performance MeasurementWhat Performance Tools have you/ will you use and what con...
Organisation, Resources and PeopleDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed...
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6 mastering social media workshop 3 exercises final

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6 mastering social media workshop 3 exercises final

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Media Session 3 Page 6
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Media Session 3 Page 13
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Exercise 4: Evaluate your Content / Conversation approachWhat do you do well?What could you do better?Mastering Social Media Session 3 Page 20
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mastering Social Media Session 3 Page 24
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mastering Social Media Session 3 Page 29
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Channel ActionsList key Set-Up tasksWho are your customers – with whom do you wish to engage through _________________?Mastering Social Media Session 3 Page 34
  35. 35. 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
  36. 36. 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
  37. 37. 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

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