0
Mastering Social Media Workshop 3 Implementation and Performance Measurement<br />Dr. Jim Hamill <br />Alan Stevenson<br /...
Focus<br />Key issues in implementing your <br />social media strategy<br /> Channel Action Plans<br /> Performance Measur...
Channel Action Plans<br />Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each...
Channel Action Plans<br />Vision<br />Channel Objectives<br />KPIs and Targets<br />Customers<br />Key Channel Actions and...
Key Questions to Address<br />Channel Vision and Objectives<br />What is your overall vision for this channel?<br />What a...
Key Questions to Address<br />Channel Actions<br />The Basics – for each channel, are you happy with - Page Set Up, Profil...
Key Questions to Address<br />Tools and Applications<br />What tools and apps should I use for this channel<br />Organisat...
Agenda<br />Action Plans for Successful Channel Development<br />Twitter<br />Facebook<br />Linkedin (Guest Speaker – Paul...
Twitter<br />Twitter – An Overview<br />The Basics - Channel Set-Up and Terminology<br />Integration Options <br />The ‘4C...
Twitter Overview<br />
Twitter – what is it?<br />Twitter www.twitter.com  is a social networking service combining elements of blogging and text...
Youtube<br />
Go to<br />www.twitter.com/stephenfry<br />
A Typical Twitter Page<br />
How big is it?<br />
There are lies, damned lies, statistics <br />and twitter statistics <br />The most important stat is whether<br />your ‘...
Points to Note<br />The ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’<...
Points to Note<br />Twitter should be fully aligned with and supportive of your core marcoms objectives and with other mar...
Business Benefits<br />Improved marcoms <br />effectiveness and efficiency<br />Performance measurement tools are availabl...
Stop & Reflect<br />Twitter Exercise 1<br />Vision and Strategy <br />What do you want to use it for? <br />What business ...
Getting Started<br />
Getting Started<br />Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page<br />Fill out ba...
Getting Started<br />Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll ...
Stop & Reflect Twitter Exercise 2<br />Make sure you understand the following terms: <br />Layout: Home Page, Profile, Mes...
Features and Functions<br />Native App<br />Username<br />Tweet<br />
Custom design<br />Tweet with shortened URL<br />Aramex<br />Tweet @ replies<br />
Retweet<br />Boingo<br />Hashtags<br />Subscribe to Tweets<br />
Features and Functions<br />Favourited Tweet<br />Suggested Follows<br />
Integration Options<br />
Integration Options<br />You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc<br />Be very...
Embed<br />
Key Success Factors<br />The 4Cs of Building a <br />Successful Twitter Channel<br />
The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘cu...
Stop & Reflect Twitter Exercise 3<br />Twitter Exercise 3<br />Who are your customers – who do you wish to engage with on ...
Building Your <br />Community<br />
Building Your Community<br />Use your existing communications channels<br />Use the community building tools provided by t...
Building Your Community on Twitter<br />1. Start By Following<br />Aim to follow 100 ‘quality’ profiles initially – to get...
Building Your Community<br />1a. Deciding Who to Follow<br />You should aim to follow accounts that add value to both you ...
Building Your Community<br />1b. Follow through Quality Content <br />The best way to find ‘Who to Follow’ is through the ...
Building Your Community<br />1c. Use of Twitter Directories <br />A range of directories have emerged which have attempted...
Building Your Community<br />1d. Use of Spam Avoidance Techniques <br />There are many examples of Spam on Twitter and a m...
Building Your Community<br />1e. Do Not Automate the Follow Process <br />Tools are available for automating the follow pr...
Content and Conversations<br />
Content<br />Quality tweets are the key to success<br />140 characters but try for less to encourage RTs (140-7)<br />Incl...
Content<br />Be very careful with twitter gaffes<br />Many examples of slip-ups<br />
Conversations<br />Social media is ‘marketing as a conversation’ with your network<br />It is not about one way broadcasti...
Conversations<br />Tweet <br />Your tweets should add value<br />Number and frequency depends on your customers - frequenc...
Conversations<br />Reply and Direct Messages <br />These features allow you to engage Twitter in a different way i.e. it b...
Conversations<br />Retweet <br />Retweeting can add significant value to your network but don’t overdo it. <br />Also – yo...
Conversations<br />Using Hashtags <br />Words or phrases pre-fixed with # e.g. #topic<br />Conversations clustered around ...
Conversations<br />Twitter Chat  <br />Chatting can be conducted through Twitter. <br />Usually this involves a chat event...
Conversations<br />Create an Interdependent Presence <br />Networks thrive on interconnectedness and cross fertilization <...
Conversations<br />Using Lists <br />A good way to organize your information flow <br />Group Twitter profiles under topic...
Why People Unfollow<br />
Why People Unfollow<br />
Stop & Reflect Twitter Exercise 4<br />Evaluate your current Content/Conversation approach?  <br />Make recommendations fo...
Conversion<br />It is critical to measure the performance of your Twitter activities<br />This can be done in two ways – ‘...
Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of...
Twitter Tools and <br />Applications<br />
Make Use of Relevant Applications<br />Desktop, Browser and Mobile Clients<br />Tweet Feeds<br />Twitter Search<br />Analy...
Twitter Tools/Applications<br />
Tweetdeck<br />
Hootsuite<br />
Stop & Reflect Twitter Exercise 5<br />Review and evaluate some of the Twitter Tools and Applications listed on our blog<b...
Performance <br />Measurement<br />
Performance Measurement<br />It is critical to measure the performance of your Twitter activities<br />This can be done in...
Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of...
Analytics<br />Klout: http://klout.com/<br />TweetStats: Trending stats for your twitter profile http://tweetstats.com<br ...
Stop & Reflect Twitter Exercise 6<br />Use one or more of the following tools to monitor<br />the performance of a twitter...
Klout<br />
Klout<br />
Klout<br />
Stop & Reflect Twitter Exercise 7 <br />Organisation, People and Resource Aspects<br />Do you have the right organisationa...
Twitter <br />Do’s and Dont’s<br />
Do’s and Don’t’s<br />Don’t Be a Showoff<br />Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’<b...
Do’s and Don’t’s<br />Don’t Auto-Tweet<br />It’s OK to schedule tweets for specific times but don’t automate your entire f...
Do’s and Don’t’s<br />Do Shout Out to Users Who Mention You<br />Thank those making favourable comments; be very careful h...
Thank You<br />Questions<br />
Channel Development<br />Facebook – An Overview<br />Channel Set-Up and Terminology<br />Integration Options <br />The ‘4C...
Facebook Overview<br />
Facebook – what is it?<br />Facebook www.facebook.com is a social network service and website launched in February 2004<br...
Facebook Pages - Business Benefits<br />Customer loyalty, repeat business, referral, ‘advocacy’<br />Increased sales (sale...
Stop & Reflect<br />Facebook Exercise 1<br />Vision and Strategy <br />What do you want to use it for? <br />What business...
Facebook<br />
How big is it?<br />
The most important stat is whether<br />your most valuable current and potential ‘customers’ are hanging out on Facebook<b...
A Typical Facebook Profile: Wall<br />
Profile: News Feed<br />
A Typical Facebook Page<br />
Facebook Pages  -Key Features<br />Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. In...
Facebook Pages<br />Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and wit...
Getting Started<br />Go to Facebook. Click on the “Create a Page"<br />Choose a category. Choose between: “local business ...
Features and Functions<br />Posts<br />Comments<br />Likes<br />FBML Pages and Landing Pages<br />Main Navigation<br />Sug...
Features and Functions<br />Photo Showcase<br />Logo<br />Post or Status Update<br />Comment<br />Main Navigation and Like...
Category<br />Facebook Ads<br />Custom Pages<br />
Features and Functions<br />Sort by Top Posts<br />Logo<br />Link added<br />Wall<br />Likes<br />Comments<br />
Applications<br />
Integration Options<br />
You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube<br />
Facebook Likes<br />
Facebook + Websites / Blogs<br />Like buttons (update Facebook profile when clicked)<br />Activity button (show what frien...
Facebook and Twitter<br />Publish Tweets on Facebook<br />Publish Facebook Status Updates on Twitter<br />
Stop & Reflect Facebook Exercise 2<br />Make sure you understand the following terms: <br />Layout: Profile, Page, Wall, N...
Key Success Factors<br />The 4Cs of Building a <br />Successful Facebook Channel<br />
The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘cu...
Stop & Reflect Facebook Exercise 3<br />Facebook Exercise 3<br />Who are your customers – who do you wish to engage with o...
Building Your Community<br />Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people	<br />Use th...
Building Your Community<br />Embed Facebook widget/link on your web site/blog<br />Invite your email/ezine subscribers<br ...
Building Your Community<br />Actively participate in relevant groups/pages – tagging your post<br />Offline marketing of y...
Content<br />Frequency – how often to post or update<br />Topic – 5 key topics focusing on key customer groups<br />Type (...
Conversations<br />Engage in other relevant FB pages/groups <br />Look for opportunities to stimulate a discussion and enc...
Engagement<br />For status updates, try ending with a question.<br />Add your own comments as needed to get the ball rolli...
Stop & Reflect Facebook Exercise 4<br />Evaluate your current Content/Conversation approach?  <br />Make recommendations f...
Conversion<br />Look for opportunities to make a sale, generate an enquiry, create a referral<br />Be subtle<br />Facebook...
Managing Facebook<br />
Managing Facebook<br />Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following...
Hootsuite<br />
Hootsuite<br />Hootsuite amongst the first to have<br /> a mobile client for Facebook Pages<br />
Stop & Reflect Facebook Exercise 5<br />Review and evaluate some of the Facebook Tools and Applications listed on our blog...
Performance <br />Measurement<br />
Performance Measurement<br />It is critical to measure the performance of your Facebook activities<br />This can be done i...
Performance Measurement<br />Involvement – the number and quality of people involved in Facebook<br />Interaction – the nu...
Facebook Insights<br />
Facebook Insights<br />
SocialBakers<br />
Export.ly<br />
Stop & Reflect Facebook Exercise 6<br />Use one or more of the following tools to monitor<br />the performance of a Facebo...
Stop & Reflect Facebook Exercise 7 <br />Organisation, People and Resource Aspects<br />Do you have the right organisation...
Facebook <br />Do’s and Dont’s<br />
Do’s and Don’t’s<br />Don’t Get Too Personal<br />On a Facebook Page you are representing a company or brand - keep the co...
Do’s and Don’t’s<br />Do look for opportunities to engage<br />Always look for opportunities to widen out the conversation...
Thank You<br />Questions<br />
A Brief Final Word on <br />Social Media Monitoring <br />and Performance Measurement<br />
Monitor and Measure<br />To ensure that your SM strategy delivers a return on investment, it is important to monitor and e...
Monitor and Measure<br />Individual Channel Performance<br />the effectiveness/success of each channel benchmarked against...
Facebook Insights<br />
Facebook Insights<br />
Monitor and Measure<br /> <br />Wider Social Media Performance<br />monthly or quarterly reporting of the overall ‘buzz’ c...
Merchant City, Glasgow<br />
Monitor and Measure<br />Underlying Business Performance<br />the performance of each social media channel and the overall...
Performance Measurement<br /><ul><li>Involvement – network/community numbers/quality,  time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews,  recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Upcoming SlideShare
Loading in...5
×

Mastering Social Media Workshop 3 Presentation

1,999

Published on

Ppt slides for Workshop 3 on our Mastering Social Media Programme covering 'Implementation and Performance Measurement'.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,999
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
53
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Aramex – Global Logistics Company“We identified where customers communicate and interact, and found that our customers were talking about us online. We went where our customers are, and social media is a channel that enables us to tune in to their issues, so we can provide them with solutions. As a customer-centric company, our approach is to listen to customers and adapt to their needs.”
  • Boingo – Wireless Internet ProviderGreat customer service is “all about being available to help, no matter where that conversation takes place.”Being proactive. “We don’t wait until a complaint makes its way to us to address it,” says Nguyen. “Instead, we are proactively scanning for comments and conversations to jump in and help. Being authentic. “The other thing which may set us apart is our commitment to authenticity. We use our real names, give our real e-mail addresses and encourage our employees to engage with customers in ways that feel true to them and their style.”
  • Fans on a Facebook page can post photos, videos, links, discuss topics on the discussion board and comment on the Page wall – all depending on the settings outlined by the Page administrator/owner.Pages send status updates that appear in a fans’ Homepage. Friends can then Comment or ‘Like’ a status update that they find entertaining – which means increased engagement for the Page.When individuals ‘Like’ a Facebook Page the action appears in the news stream and Highlights section of the Homepage of the friends of the fanPages take advantage of Facebook’s in-house analytics engine, Facebook Insights. Facebook Pages can also have multiple administrators, meaning that the responsibility for uploading, moderating and updating content can be shared between several individuals. It is important to point out that any actions taken from your Facebook account as a Page administrator on your Page will show the Page’s name as the actor and not your personal name. Therefore Pages have the ability to comment on their own posted item or status update using the identity of the Page and not the Page administrator.Additional benefits of Facebook Pages are that they cost nothing to set up and there are no monthly fees for maintaining a Facebook Page. Pages can also become fans of other Pages, thus helping Pages affiliate themselves with other brands in a product line or public figures. Pages also have SEO benefits because they show up very high in search results for your brand or product. One is also able to control the default landing page tab when a user visits your Facebook Page.No limit to the number of fans of a Facebook Page
  • (a) A variety of Like buttons, potentially on each page of the website which will update Facebook Profile of website visitor when clicked. If the site is not going to be content rich this is less useful. If however, there is some killer content on the website that we would like to provide a viral effect, this could be relevant. For example, a Deals page or some such thing. (b) Activity button can show what friends are doing on the site (from the site). This is again more useful for information rich sites where there may be 1200 people and 10 friends that visit or have visited the site which influence how you navigate. (c) Can add a Comments element to any web page which updates a Facebook Profile. Feels less relevant for a site that isn&apos;t information intensive or blog style. (d) Recommendations - personalised suggestions for pages on your site they might like. Again geared towards heavy content sites.(e) Like box - like page and view stream directly from website. This is the sort of thing that could tie the website more closely to the FB presence. It is an embeddable Facebook Page. Perhaps more relevant for the Blog, if possible.(f) Other functions are around sites that have Sign ups or Registrations, again less relevant.- Login button- Registration - using FB for authenticationSource: http://developers.facebook.com/docs/plugins
  • A. Publish Tweets on FacebookHere is the most popular Twitter Facebook Application. Use the Twitter for Facebook app to:* find and follow your Facebook friends who tweet* post your tweets to your Facebook profile or Facebook page* encourage your Facebook friends to follow you on Twitter http://www.facebook.com/apps/application.php?id=2231777543#!/apps/application.php?id=2231777543&amp;v=infoOr be more selective in terms of which tweets are updateshttp://apps.facebook.com/selectivetwitter/B. Publish Facebook Status Updates on TwitterChoose which pages and which status updateshttp://www.facebook.com/twitter/
  • Facebook Insights gives you key metrics such as the number of fans added per day, number of fans lost per day, unique views, page views, total fans, number of wall posts, photo views, video plays, audio plays, number of reviews and total interactions metrics. Facebook Insights is designed to tracks the effects of your Page promotion campaigns and does an adequate job.
  • Transcript of "Mastering Social Media Workshop 3 Presentation"

    1. 1. Mastering Social Media Workshop 3 Implementation and Performance Measurement<br />Dr. Jim Hamill <br />Alan Stevenson<br />Vincent Hamill<br />www.energise2-0.com<br />June, 2011<br />
    2. 2. Focus<br />Key issues in implementing your <br />social media strategy<br /> Channel Action Plans<br /> Performance Measurement<br />
    3. 3. Channel Action Plans<br />Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel<br />Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc<br />But not ‘Paralysis by Analysis’<br />The Action Plan for each channel should include a clear statement of…..<br />
    4. 4. Channel Action Plans<br />Vision<br />Channel Objectives<br />KPIs and Targets<br />Customers<br />Key Channel Actions and Initiatives for ‘getting there<br />Organisation, resource and people issues<br />Tools and applications<br />Performance measurement<br />Do’s and Don’t’s<br />
    5. 5. Key Questions to Address<br />Channel Vision and Objectives<br />What is your overall vision for this channel?<br />What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)<br />What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?<br />
    6. 6. Key Questions to Address<br />Channel Actions<br />The Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration<br />Key Success Factors – the ‘4Cs’ approach<br />Customers<br />Content<br />Conversations<br />Conversion<br />
    7. 7. Key Questions to Address<br />Tools and Applications<br />What tools and apps should I use for this channel<br />Organisation, People and Resource Aspects<br />Do we have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?<br />Performance Measurement<br />How should we measure channel performance and business impact?<br />
    8. 8. Agenda<br />Action Plans for Successful Channel Development<br />Twitter<br />Facebook<br />Linkedin (Guest Speaker – Paul McComish)<br />Blogging (briefly)<br />‘Stop and Reflect’ Exercises/ Channel Templates<br />Same principles apply across all channels – ‘Be social before doing social’<br />
    9. 9.
    10. 10. Twitter<br />Twitter – An Overview<br />The Basics - Channel Set-Up and Terminology<br />Integration Options <br />The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions <br />Twitter Tools and Applications<br />Performance Measurement<br />Organisation and People <br />
    11. 11. Twitter Overview<br />
    12. 12. Twitter – what is it?<br />Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)<br />It allows users to send updates to their friends (or "followers") via the web or mobile phone <br />Messages (or "tweets") are up to 140 characters each<br />Unlike Facebook/Linkedin, anyone on Twitter can follow your updates<br />
    13. 13. Youtube<br />
    14. 14. Go to<br />www.twitter.com/stephenfry<br />
    15. 15. A Typical Twitter Page<br />
    16. 16. How big is it?<br />
    17. 17. There are lies, damned lies, statistics <br />and twitter statistics <br />The most important stat is whether<br />your ‘customers’ use it or can be<br />encouraged/trained to use it and the<br />value add to the relationship<br />
    18. 18. Points to Note<br />The ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’<br />Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’<br />Broadcast/PR – inform, increase awareness<br />Cost effective communications tool, instant/timely updates <br />But it is NOT just about one way broadcasting – its about conversation and engagement – this has time and resource implications<br />
    19. 19. Points to Note<br />Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels<br />Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships<br />Adopt a ‘customer led’ approach <br />
    20. 20. Business Benefits<br />Improved marcoms <br />effectiveness and efficiency<br />Performance measurement tools are available<br />
    21. 21. Stop & Reflect<br />Twitter Exercise 1<br />Vision and Strategy <br />What do you want to use it for? <br />What business benefits do you hope to derive?<br />How will Twitter help you achieve your core business objectives? <br />What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?<br />
    22. 22. Getting Started<br />
    23. 23. Getting Started<br />Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page<br />Fill out basic information. This will include your full name, preferred user name, password and e-mail address. Remember that the user name is what people will see with an "@" symbol in front of it. For example, @yourname <br />See if your contacts are on Twitter. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts so you can begin following them if they're already on the service<br />Look at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant<br />
    24. 24. Getting Started<br />Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll be brought to a tab-based menu that helps you build your profile and adjust settings<br />Fill in the fields. Of particular importance is the "one line bio" under the "Account" tab. You have 160 characters to present yourself to the Twitter community. Many people choose to state their profession, and then maybe something outside of work that interests them as well<br />Although, direct access to the Twitter Website is still the most popular means of managing your Twitter activity, popular Twitter clients like TweetDeck make managing your Twitter world much easier <br />
    25. 25. Stop & Reflect Twitter Exercise 2<br />Make sure you understand the following terms: <br />Layout: Home Page, Profile, Messages, Who to Follow, Account Settings, Search<br />Design – can be personalised, to some extent<br />Tweets<br />Retweets (RT)<br />@reply<br />Direct message<br />Hashtags #<br />Follow/unfollow; following/followers<br />Lists<br />
    26. 26. Features and Functions<br />Native App<br />Username<br />Tweet<br />
    27. 27. Custom design<br />Tweet with shortened URL<br />Aramex<br />Tweet @ replies<br />
    28. 28. Retweet<br />Boingo<br />Hashtags<br />Subscribe to Tweets<br />
    29. 29. Features and Functions<br />Favourited Tweet<br />Suggested Follows<br />
    30. 30. Integration Options<br />
    31. 31. Integration Options<br />You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc<br />Be very careful<br />
    32. 32. Embed<br />
    33. 33. Key Success Factors<br />The 4Cs of Building a <br />Successful Twitter Channel<br />
    34. 34. The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘customer led’ and add value<br />Conversations<br />twitter is not a broadcast channel. It is marketing as a ‘conversation’<br />Conversions<br />the ‘call-to-action’; core business objectives<br />
    35. 35. Stop & Reflect Twitter Exercise 3<br />Twitter Exercise 3<br />Who are your customers – who do you wish to engage with on Twitter?<br />
    36. 36. Building Your <br />Community<br />
    37. 37. Building Your Community<br />Use your existing communications channels<br />Use the community building tools provided by twitter<br />Some advice on "Finding Your Tribe"...Start by Following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes<br />
    38. 38. Building Your Community on Twitter<br />1. Start By Following<br />Aim to follow 100 ‘quality’ profiles initially – to get started and get on the learning curve<br />Some will ‘reciprocate’ but users are becoming more discerning – quality of your tweets and depth of engagement (replies, DM) are critical<br />As your twitter presence develops, your level of conversion should increase<br />Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com<br />Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet <br />
    39. 39. Building Your Community<br />1a. Deciding Who to Follow<br />You should aim to follow accounts that add value to both you and your network<br />Identify sources for “value” messages. Only follow those that provide valuable messages on a regular basis<br />Follow those who are ‘influencers’ for your target customers This will help you to keep track of their tweets / conversations. You may be followed back. You will see opportunities for more direct engagement<br />You can easily identify those to follow in a number of ways <br />
    40. 40. Building Your Community<br />1b. Follow through Quality Content <br />The best way to find ‘Who to Follow’ is through the quality of their Tweets and Retweets (and through search and lists). <br />A good focused Tweet can indicate if someone is worthy of a follow. <br />This works both ways. Consider the quality of your Tweets and the impact this is having on you being followed <br />There are good twitter search tools available<br />http://search.twitter.com/searchhttp://www.tweetdeck.com/http://www.bing.com/twitter  <br />Social Media Monitoring Tools (www.topsy.com and others)<br />
    41. 41. Building Your Community<br />1c. Use of Twitter Directories <br />A range of directories have emerged which have attempted to categorize people to follow, through their interests and professional background. <br />We Follow http://wefollow.com<br />Twellow http://www.twellow.com/<br />Twibs http://www.twibs.com<br />Twitterati http://twittorati.com/<br />We would suggest subscribing to some of the more popular directories and getting a profile up there also, makes it easier again for others to find you and understand quickly what you're all about<br />
    42. 42. Building Your Community<br />1d. Use of Spam Avoidance Techniques <br />There are many examples of Spam on Twitter and a mechanism is provided on both the Twitter website and some of the more popular clients to report this<br />Tools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUp<br />Best way to avoid spam is through careful selection of profiles to follow. <br />Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures<br />Remember the old adage, if it seems too good to be true it usually is<br />
    43. 43. Building Your Community<br />1e. Do Not Automate the Follow Process <br />Tools are available for automating the follow process<br />We do not recommend these tools. <br />Examples include:  http://twitterbatcher.comhttp://followformation.com<br />1f. Avoid Get Followers Fast Schemes <br />There are a number of 'get followers fast' schemes<br />Don’t use them<br />Your aim should be ‘quality’<br />
    44. 44. Content and Conversations<br />
    45. 45. Content<br />Quality tweets are the key to success<br />140 characters but try for less to encourage RTs (140-7)<br />Include shortlinks when appropriate<br />Agree tone, theme, frequency<br />Remember to use @username if you want the individual to see the reply or to respond<br />Balance of Retweets (RTs) and Direct Messages (DM)<br />Organisation and people aspects <br />Content policy and strategy<br />What makes a great Tweeter?<br />
    46. 46. Content<br />Be very careful with twitter gaffes<br />Many examples of slip-ups<br />
    47. 47. Conversations<br />Social media is ‘marketing as a conversation’ with your network<br />It is not about one way broadcasting<br />This has time and resource implications<br />Some advice......<br />
    48. 48. Conversations<br />Tweet <br />Your tweets should add value<br />Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network<br />Format issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly. <br />
    49. 49. Conversations<br />Reply and Direct Messages <br />These features allow you to engage Twitter in a different way i.e. it becomes as much a 1-1 communication tool as a broadcast tool<br />It can allow a dialogue between Twitter profiles and on specific Tweets. <br />
    50. 50. Conversations<br />Retweet <br />Retweeting can add significant value to your network but don’t overdo it. <br />Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’<br />Encourage an RT if its really important  <br />
    51. 51. Conversations<br />Using Hashtags <br />Words or phrases pre-fixed with # e.g. #topic<br />Conversations clustered around a theme. Helps you find where relevant conversations are taking place and join in <br />Hashtags give your tweets (and you) more prominence on certain issues<br />Don’t spam or misrepresent the # e.g. Habitat    <br />
    52. 52. Conversations<br />Twitter Chat  <br />Chatting can be conducted through Twitter. <br />Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.<br />You tweet and add a hashtag to each tweet #climate<br />
    53. 53. Conversations<br />Create an Interdependent Presence <br />Networks thrive on interconnectedness and cross fertilization <br />Ensure multi channel coordination <br />You can integrate Twitter with Facebook (#fb) and your Blog <br />Consider Automating Your Tweets <br />If you regularly post your own articles, use of an application like Twitterfeed http://twitterfeed.com or Posterous http://posterous.com/ can make sense<br />But consider carefully your use of these tools and don’t spam<br />Manual tweets are more personal - there is a balance to be struck here<br />
    54. 54. Conversations<br />Using Lists <br />A good way to organize your information flow <br />Group Twitter profiles under topics/quality<br />You can subscribe to others’ lists<br />The number of lists which you become part of illustrates the power of your tweets...another measure of your influence<br />You are more likely to be found and followed through lists   <br />
    55. 55. Why People Unfollow<br />
    56. 56. Why People Unfollow<br />
    57. 57. Stop & Reflect Twitter Exercise 4<br />Evaluate your current Content/Conversation approach? <br />Make recommendations for improvement<br />
    58. 58. Conversion<br />It is critical to measure the performance of your Twitter activities<br />This can be done in two ways – ‘lag’ and ‘lead’ measures<br />‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc<br />‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives <br />This could include....<br />
    59. 59. Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of Tweets<br />Average number of Tweets over time<br />Number of Retweets<br />Number of Lists you are in<br />Who's Following You vs. Who You Are Following<br />To be continued….. <br />
    60. 60. Twitter Tools and <br />Applications<br />
    61. 61. Make Use of Relevant Applications<br />Desktop, Browser and Mobile Clients<br />Tweet Feeds<br />Twitter Search<br />Analytics<br />Directories and Follow Services<br />Others<br />See http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/<br />
    62. 62. Twitter Tools/Applications<br />
    63. 63. Tweetdeck<br />
    64. 64. Hootsuite<br />
    65. 65. Stop & Reflect Twitter Exercise 5<br />Review and evaluate some of the Twitter Tools and Applications listed on our blog<br />
    66. 66. Performance <br />Measurement<br />
    67. 67. Performance Measurement<br />It is critical to measure the performance of your Twitter activities<br />This can be done in two ways – ‘lag’ and ‘lead’ measures<br />‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc<br />‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives <br />These could include....<br />
    68. 68. Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of Tweets<br />Average number of Tweets over time<br />Number of Retweets<br />Number of Lists you are in<br />Who's Following You vs. Who You Are Following<br />There are a number of tools available for monitoring your twitter performance, including:<br />
    69. 69. Analytics<br />Klout: http://klout.com/<br />TweetStats: Trending stats for your twitter profile http://tweetstats.com<br />Topsy: http://analytics.topsy.com<br />Export.ly: http://export.ly<br />Twitalyzer: http://twitalyzer.com/<br />Twittercounter: http://twittercounter.com/<br />Twitturly: http://twitturly.com/<br />Retweetist: http://retweetist.com<br />Twitterfall: http://twitterfall.com/<br />
    70. 70. Stop & Reflect Twitter Exercise 6<br />Use one or more of the following tools to monitor<br />the performance of a twitter account of your own<br />choice <br />Klouthttp://klout.com/<br />Topsyhttp://analytics.topsy.com<br />Export.lyhttp://export.ly<br />TweetStatshttp://tweetstats.com<br />
    71. 71. Klout<br />
    72. 72. Klout<br />
    73. 73. Klout<br />
    74. 74. Stop & Reflect Twitter Exercise 7 <br />Organisation, People and Resource Aspects<br />Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?<br />
    75. 75. Twitter <br />Do’s and Dont’s<br />
    76. 76. Do’s and Don’t’s<br />Don’t Be a Showoff<br />Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’<br />Don’t Use Poor Grammar or Spelling<br />Don’t try to be too cool<br />Don’t Get Too Personal (business users)<br />Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy<br />
    77. 77. Do’s and Don’t’s<br />Don’t Auto-Tweet<br />It’s OK to schedule tweets for specific times but don’t automate your entire feed. Users can smell a bot a mile away. Twitter is about personal/brand engagement not blatant promotion. Don’t automatically DM new followers; it’s seen as spam. <br />Don’t Leave Air in the Conversation<br />Respond as quickly as possible – within hours not days.<br />Don’t Overtweet<br />Don’t flood your followers’ timelines<br />
    78. 78. Do’s and Don’t’s<br />Do Shout Out to Users Who Mention You<br />Thank those making favourable comments; be very careful how you respond to any negative comments<br />Do Monitor Keywords and Sector Trends<br />And respond when appropriate<br />Do Make an Informative Profile<br />Use your brand logo as your avatar, and state the purpose of the account clearly in your description. Your profile’s main link should direct Twitter followers to the most informative, engaging and user-friendly part of your website<br />Do Fish Where the Fish Are<br />Where your customers hang out<br />
    79. 79. Thank You<br />Questions<br />
    80. 80.
    81. 81. Channel Development<br />Facebook – An Overview<br />Channel Set-Up and Terminology<br />Integration Options <br />The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions <br />Facebook Tools and Applications<br />Performance Measurement<br />
    82. 82. Facebook Overview<br />
    83. 83. Facebook – what is it?<br />Facebook www.facebook.com is a social network service and website launched in February 2004<br />Facebook allows users to do the following: <br />create profiles with photos, lists of personal interests, contact information, and other personal information.<br />communicate with friends and other users through private or public messages and a chat feature. <br />Join, “like” or run common interest groups or pages (organized by business or brand)<br />advertise across the platform<br />Source: Wikipedia and The Authors<br />
    84. 84. Facebook Pages - Business Benefits<br />Customer loyalty, repeat business, referral, ‘advocacy’<br />Increased sales (sales / month) – F-Commerce<br />Improved marketing effectiveness/efficiency<br />Reputation/brand management<br />Improved customer/market knowledge and insight <br />Others?<br />
    85. 85. Stop & Reflect<br />Facebook Exercise 1<br />Vision and Strategy <br />What do you want to use it for? <br />What business benefits do you hope to derive?<br />How will Facebook help you achieve your core business objectives? <br />What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?<br />
    86. 86. Facebook<br />
    87. 87. How big is it?<br />
    88. 88. The most important stat is whether<br />your most valuable current and potential ‘customers’ are hanging out on Facebook<br />
    89. 89. A Typical Facebook Profile: Wall<br />
    90. 90. Profile: News Feed<br />
    91. 91. A Typical Facebook Page<br />
    92. 92. Facebook Pages -Key Features<br />Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share. <br />FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*. <br />FB Pages access in-house analytics, Facebook Insights and can have multiple administrators<br />FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees.<br />FB Pages have SEO benefits - featuring high in search results for your brand or product. <br />Source: The Authors and Mokomarketing.com on Scrbd<br />
    93. 93. Facebook Pages<br />Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels<br />It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships<br />Adopt a ‘customer led’ approach <br />
    94. 94. Getting Started<br />Go to Facebook. Click on the “Create a Page"<br />Choose a category. Choose between: “local business or place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details. <br />Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions<br />Suggest your Page to others<br />See if your contacts are on Facebook. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts<br />
    95. 95. Features and Functions<br />Posts<br />Comments<br />Likes<br />FBML Pages and Landing Pages<br />Main Navigation<br />Suggest to a Friend<br />Adverts<br />
    96. 96. Features and Functions<br />Photo Showcase<br />Logo<br />Post or Status Update<br />Comment<br />Main Navigation and Likers<br />
    97. 97. Category<br />Facebook Ads<br />Custom Pages<br />
    98. 98. Features and Functions<br />Sort by Top Posts<br />Logo<br />Link added<br />Wall<br />Likes<br />Comments<br />
    99. 99. Applications<br />
    100. 100. Integration Options<br />
    101. 101. You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube<br />
    102. 102. Facebook Likes<br />
    103. 103. Facebook + Websites / Blogs<br />Like buttons (update Facebook profile when clicked)<br />Activity button (show what friends are doing on the site)<br />Add Comments (add comments to any web page)<br />Recommendations (suggestions for web pages)<br />Like box (view Facebook Page stream from website)<br />Website Login / Registration authentication through Facebook<br />
    104. 104. Facebook and Twitter<br />Publish Tweets on Facebook<br />Publish Facebook Status Updates on Twitter<br />
    105. 105. Stop & Reflect Facebook Exercise 2<br />Make sure you understand the following terms: <br />Layout: Profile, Page, Wall, News Feed, Account Settings, Search<br />Design – profile images - can be customised<br />Like (Page)<br />Post<br />Like (Post)<br />Comment<br />Share<br />FBML / Integration<br />Applications<br />
    106. 106. Key Success Factors<br />The 4Cs of Building a <br />Successful Facebook Channel<br />
    107. 107. The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘customer led’ and add value<br />Conversations<br />Facebook is not a broadcast channel. It is marketing as a ‘conversation’<br />Conversions<br />the ‘call-to-action’; core business objectives<br />
    108. 108. Stop & Reflect Facebook Exercise 3<br />Facebook Exercise 3<br />Who are your customers – who do you wish to engage with on Facebook?<br />
    109. 109. Building Your Community<br />Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people <br />Use the search facility to join/‘like’ three relevant groups/pages <br />Explore the potential Return on Investment from Facebook Advertising<br />Invite friends by email using ‘Invite Friends’<br />‘Suggest to Friends’<br />
    110. 110. Building Your Community<br />Embed Facebook widget/link on your web site/blog<br />Invite your email/ezine subscribers<br />Add social media profiles to your email signature file<br />The potential for running an incentivised Facebook Advert<br />Add page link/badge to your profile page<br />
    111. 111. Building Your Community<br />Actively participate in relevant groups/pages – tagging your post<br />Offline marketing of your Facebook Page<br />Think about the best way of creating a viral campaign<br />Once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username <br />
    112. 112. Content<br />Frequency – how often to post or update<br />Topic – 5 key topics focusing on key customer groups<br />Type (update, video, image) – mix it up, photos and videos can be more engaging<br />Own/Other Peoples Content (OPC) – look for other content to share<br />Tone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritative<br />Sources of Inspiration – have some examples of your ideal page<br />Participation in other groups/ pages – comment and interact more widely<br />
    113. 113. Conversations<br />Engage in other relevant FB pages/groups <br />Look for opportunities to stimulate a discussion and encourage user generated content on your own Page <br />Encourage shares, likes and comments<br />Create a Response Policy for FB (perhaps a wider initiative across all channels)<br />
    114. 114. Engagement<br />For status updates, try ending with a question.<br />Add your own comments as needed to get the ball rolling.<br />Come back and reply often to your fans’ comments<br />Agree an appropriate Response Policy<br />
    115. 115. Stop & Reflect Facebook Exercise 4<br />Evaluate your current Content/Conversation approach? <br />Make recommendations for improvement<br />
    116. 116. Conversion<br />Look for opportunities to make a sale, generate an enquiry, create a referral<br />Be subtle<br />Facebook is not a sales channel<br />
    117. 117. Managing Facebook<br />
    118. 118. Managing Facebook<br />Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone<br />Hootsuitehttp://hootsuite.com<br />TweetDeckhttp://www.tweetdeck.com<br />MediaFeediahttp://mediafeedia.com<br />HyperAlertshttp://www.hyperalerts.no<br />
    119. 119. Hootsuite<br />
    120. 120. Hootsuite<br />Hootsuite amongst the first to have<br /> a mobile client for Facebook Pages<br />
    121. 121. Stop & Reflect Facebook Exercise 5<br />Review and evaluate some of the Facebook Tools and Applications listed on our blog<br />
    122. 122. Performance <br />Measurement<br />
    123. 123. Performance Measurement<br />It is critical to measure the performance of your Facebook activities<br />This can be done in two ways – ‘lag’ and ‘lead’ measures<br />‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc<br />‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives <br />These could include....<br />
    124. 124. Performance Measurement<br />Involvement – the number and quality of people involved in Facebook<br />Interaction – the number of comments and likes<br />Intimacy – affection or aversion to the brand <br />Influence – recommendation in terms of shares on Facebook<br />Insight – actionable insight on the Facebook Page<br />Impact – sales, enquiries <br />There are a number of tools available for monitoring your Facebook performance, including:<br />
    125. 125. Facebook Insights<br />
    126. 126. Facebook Insights<br />
    127. 127. SocialBakers<br />
    128. 128. Export.ly<br />
    129. 129. Stop & Reflect Facebook Exercise 6<br />Use one or more of the following tools to monitor<br />the performance of a Facebook Page of your own<br />choice <br />Facebook Insights http://www.facebook.com<br />Social Baker http://www.socialbakers.com<br />Hootsuitehttp://hootsuite.com<br />Export.ly http://export.ly<br />
    130. 130. Stop & Reflect Facebook Exercise 7 <br />Organisation, People and Resource Aspects<br />Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?<br />
    131. 131. Facebook <br />Do’s and Dont’s<br />
    132. 132. Do’s and Don’t’s<br />Don’t Get Too Personal<br />On a Facebook Page you are representing a company or brand - keep the conversations warm but professional<br />Don’t Overpost<br />Always try to create valuable, engaging posts. Make music not noise<br />Don’t Under-Post<br />Your customers are there for an engaging experience, don’t neglect your Page or the needs of your network!<br />
    133. 133. Do’s and Don’t’s<br />Do look for opportunities to engage<br />Always look for opportunities to widen out the conversation – be a good facilitator <br /><ul><li>Do - be attentive</li></ul>Respond as quickly as possible – within hours not days.<br />Do let people know you exist<br />Don’t be afraid to promote your Page offline and online<br />Do engage on other Pages<br />Where your customers hang out<br />
    134. 134. Thank You<br />Questions<br />
    135. 135. A Brief Final Word on <br />Social Media Monitoring <br />and Performance Measurement<br />
    136. 136. Monitor and Measure<br />To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets<br />Performance evaluation should be undertaken at three main levels…<br /> <br />
    137. 137. Monitor and Measure<br />Individual Channel Performance<br />the effectiveness/success of each channel benchmarked against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence<br />most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy<br /> <br />
    138. 138. Facebook Insights<br />
    139. 139. Facebook Insights<br />
    140. 140. Monitor and Measure<br /> <br />Wider Social Media Performance<br />monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools<br />this will show the impact of your SM activities on others and other channels<br />it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on <br />
    141. 141. Merchant City, Glasgow<br />
    142. 142. Monitor and Measure<br />Underlying Business Performance<br />the performance of each social media channel and the overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures<br />in a social media era, they are the main ‘drivers’ of future business performance<br />the final level of performance monitoring, therefore, is linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures? <br />
    143. 143. Performance Measurement<br /><ul><li>Involvement – network/community numbers/quality, time spent, frequency, geography
    144. 144. Interaction – actions they take – read, post, comment, reviews, recommendations
    145. 145. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
    146. 146. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
    147. 147. Insight – customer insight
    148. 148. Impact – business impact</li></ul>Social Media Monitoring Tools –Audit, Assess, Impact<br />
    149. 149. The ‘6Is’<br />
    150. 150. Programme Feedback<br />Follow Up, Informal Session?<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×