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

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

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  • 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'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&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.

Mastering Social Media Workshop 3 Presentation Mastering Social Media Workshop 3 Presentation Presentation Transcript

  • Mastering Social Media Workshop 3 Implementation and Performance Measurement
    Dr. Jim Hamill
    Alan Stevenson
    Vincent Hamill
    www.energise2-0.com
    June, 2011
  • Focus
    Key issues in implementing your
    social media strategy
    Channel Action Plans
    Performance Measurement
  • Channel Action Plans
    Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel
    Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc
    But not ‘Paralysis by Analysis’
    The Action Plan for each channel should include a clear statement of…..
  • Channel Action Plans
    Vision
    Channel Objectives
    KPIs and Targets
    Customers
    Key Channel Actions and Initiatives for ‘getting there
    Organisation, resource and people issues
    Tools and applications
    Performance measurement
    Do’s and Don’t’s
  • Key Questions to Address
    Channel Vision and Objectives
    What is your overall vision for this channel?
    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)
    What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?
  • Key Questions to Address
    Channel Actions
    The Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration
    Key Success Factors – the ‘4Cs’ approach
    Customers
    Content
    Conversations
    Conversion
  • Key Questions to Address
    Tools and Applications
    What tools and apps should I use for this channel
    Organisation, People and Resource Aspects
    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?
    Performance Measurement
    How should we measure channel performance and business impact?
  • Agenda
    Action Plans for Successful Channel Development
    Twitter
    Facebook
    Linkedin (Guest Speaker – Paul McComish)
    Blogging (briefly)
    ‘Stop and Reflect’ Exercises/ Channel Templates
    Same principles apply across all channels – ‘Be social before doing social’
  • Twitter
    Twitter – An Overview
    The Basics - Channel Set-Up and Terminology
    Integration Options
    The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions
    Twitter Tools and Applications
    Performance Measurement
    Organisation and People
  • Twitter Overview
  • Twitter – what is it?
    Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)
    It allows users to send updates to their friends (or "followers") via the web or mobile phone
    Messages (or "tweets") are up to 140 characters each
    Unlike Facebook/Linkedin, anyone on Twitter can follow your updates
  • Youtube
  • Go to
    www.twitter.com/stephenfry
  • A Typical Twitter Page
  • How big is it?
  • There are lies, damned lies, statistics
    and twitter statistics 
    The most important stat is whether
    your ‘customers’ use it or can be
    encouraged/trained to use it and the
    value add to the relationship
  • Points to Note
    The ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’
    Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’
    Broadcast/PR – inform, increase awareness
    Cost effective communications tool, instant/timely updates
    But it is NOT just about one way broadcasting – its about conversation and engagement – this has time and resource implications
  • Points to Note
    Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels
    Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships
    Adopt a ‘customer led’ approach
  • Business Benefits
    Improved marcoms
    effectiveness and efficiency
    Performance measurement tools are available
  • Stop & Reflect
    Twitter Exercise 1
    Vision and Strategy
    What 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 each KPI?
  • Getting Started
  • Getting Started
    Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page
    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
    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
    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
  • Getting Started
    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
    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
    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 
  • Stop & Reflect Twitter Exercise 2
    Make sure you understand the following terms:
    Layout: Home Page, Profile, Messages, Who to Follow, Account Settings, Search
    Design – can be personalised, to some extent
    Tweets
    Retweets (RT)
    @reply
    Direct message
    Hashtags #
    Follow/unfollow; following/followers
    Lists
  • Features and Functions
    Native App
    Username
    Tweet
  • Custom design
    Tweet with shortened URL
    Aramex
    Tweet @ replies
  • Retweet
    Boingo
    Hashtags
    Subscribe to Tweets
  • Features and Functions
    Favourited Tweet
    Suggested Follows
  • Integration Options
  • Integration Options
    You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc
    Be very careful
  • Embed
  • Key Success Factors
    The 4Cs of Building a
    Successful Twitter Channel
  • The 4Cs Framework
    Customers
    engage with the right ‘customers’ and build your community
    Content
    be ‘customer led’ and add value
    Conversations
    twitter is not a broadcast channel. It is marketing as a ‘conversation’
    Conversions
    the ‘call-to-action’; core business objectives
  • Stop & Reflect Twitter Exercise 3
    Twitter Exercise 3
    Who are your customers – who do you wish to engage with on Twitter?
  • Building Your
    Community
  • Building Your Community
    Use your existing communications channels
    Use the community building tools provided by twitter
    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
  • Building Your Community on Twitter
    1. Start By Following
    Aim to follow 100 ‘quality’ profiles initially – to get started and get on the learning curve
    Some will ‘reciprocate’ but users are becoming more discerning – quality of your tweets and depth of engagement (replies, DM) are critical
    As your twitter presence develops, your level of conversion should increase
    Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com
    Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet 
  • Building Your Community
    1a. Deciding Who to Follow
    You should aim to follow accounts that add value to both you and your network
    Identify sources for “value” messages. Only follow those that provide valuable messages on a regular basis
    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
    You can easily identify those to follow in a number of ways
  • Building Your Community
    1b. Follow through Quality Content
    The best way to find ‘Who to Follow’ is through the quality of their Tweets and Retweets (and through search and lists).
    A good focused Tweet can indicate if someone is worthy of a follow.
    This works both ways. Consider the quality of your Tweets and the impact this is having on you being followed
    There are good twitter search tools available
    http://search.twitter.com/searchhttp://www.tweetdeck.com/http://www.bing.com/twitter  
    Social Media Monitoring Tools (www.topsy.com and others)
  • Building Your Community
    1c. Use of Twitter Directories
    A range of directories have emerged which have attempted to categorize people to follow, through their interests and professional background.
    We Follow http://wefollow.com
    Twellow http://www.twellow.com/
    Twibs http://www.twibs.com
    Twitterati http://twittorati.com/
    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
  • Building Your Community
    1d. Use of Spam Avoidance Techniques
    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
    Tools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUp
    Best way to avoid spam is through careful selection of profiles to follow.
    Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures
    Remember the old adage, if it seems too good to be true it usually is
  • Building Your Community
    1e. Do Not Automate the Follow Process
    Tools are available for automating the follow process
    We do not recommend these tools.
    Examples include:  http://twitterbatcher.comhttp://followformation.com
    1f. Avoid Get Followers Fast Schemes
    There are a number of 'get followers fast' schemes
    Don’t use them
    Your aim should be ‘quality’
  • Content and Conversations
  • Content
    Quality tweets are the key to success
    140 characters but try for less to encourage RTs (140-7)
    Include shortlinks when appropriate
    Agree tone, theme, frequency
    Remember to use @username if you want the individual to see the reply or to respond
    Balance of Retweets (RTs) and Direct Messages (DM)
    Organisation and people aspects
    Content policy and strategy
    What makes a great Tweeter?
  • Content
    Be very careful with twitter gaffes
    Many examples of slip-ups
  • Conversations
    Social media is ‘marketing as a conversation’ with your network
    It is not about one way broadcasting
    This has time and resource implications
    Some advice......
  • Conversations
    Tweet
    Your tweets should add value
    Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network
    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.
  • Conversations
    Reply and Direct Messages
    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
    It can allow a dialogue between Twitter profiles and on specific Tweets.
  • Conversations
    Retweet
    Retweeting can add significant value to your network but don’t overdo it.
    Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’
    Encourage an RT if its really important  
  • Conversations
    Using Hashtags
    Words or phrases pre-fixed with # e.g. #topic
    Conversations clustered around a theme. Helps you find where relevant conversations are taking place and join in
    Hashtags give your tweets (and you) more prominence on certain issues
    Don’t spam or misrepresent the # e.g. Habitat    
  • Conversations
    Twitter Chat  
    Chatting can be conducted through Twitter.
    Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.
    You tweet and add a hashtag to each tweet #climate
  • Conversations
    Create an Interdependent Presence
    Networks thrive on interconnectedness and cross fertilization
    Ensure multi channel coordination
    You can integrate Twitter with Facebook (#fb) and your Blog
    Consider Automating Your Tweets
    If you regularly post your own articles, use of an application like Twitterfeed http://twitterfeed.com or Posterous http://posterous.com/ can make sense
    But consider carefully your use of these tools and don’t spam
    Manual tweets are more personal - there is a balance to be struck here
  • Conversations
    Using Lists
    A good way to organize your information flow
    Group Twitter profiles under topics/quality
    You can subscribe to others’ lists
    The number of lists which you become part of illustrates the power of your tweets...another measure of your influence
    You are more likely to be found and followed through lists   
  • Why People Unfollow
  • Why People Unfollow
  • Stop & Reflect Twitter Exercise 4
    Evaluate your current Content/Conversation approach?
    Make recommendations for improvement
  • Conversion
    It is critical to measure the performance of your Twitter activities
    This can be done in two ways – ‘lag’ and ‘lead’ measures
    ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc
    ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives
    This could include....
  • Performance Measurement
    Number of followers / that you follow
    Growth in followers over time
    Total number of Tweets
    Average number of Tweets over time
    Number of Retweets
    Number of Lists you are in
    Who's Following You vs. Who You Are Following
    To be continued…..
  • Twitter Tools and
    Applications
  • Make Use of Relevant Applications
    Desktop, Browser and Mobile Clients
    Tweet Feeds
    Twitter Search
    Analytics
    Directories and Follow Services
    Others
    See http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/
  • Twitter Tools/Applications
  • Tweetdeck
  • Hootsuite
  • Stop & Reflect Twitter Exercise 5
    Review and evaluate some of the Twitter Tools and Applications listed on our blog
  • Performance
    Measurement
  • Performance Measurement
    It is critical to measure the performance of your Twitter activities
    This can be done in two ways – ‘lag’ and ‘lead’ measures
    ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc
    ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives
    These could include....
  • Performance Measurement
    Number of followers / that you follow
    Growth in followers over time
    Total number of Tweets
    Average number of Tweets over time
    Number of Retweets
    Number of Lists you are in
    Who's Following You vs. Who You Are Following
    There are a number of tools available for monitoring your twitter performance, including:
  • Analytics
    Klout: http://klout.com/
    TweetStats: Trending stats for your twitter profile http://tweetstats.com
    Topsy: http://analytics.topsy.com
    Export.ly: http://export.ly
    Twitalyzer: http://twitalyzer.com/
    Twittercounter: http://twittercounter.com/
    Twitturly: http://twitturly.com/
    Retweetist: http://retweetist.com
    Twitterfall: http://twitterfall.com/
  • Stop & Reflect Twitter Exercise 6
    Use one or more of the following tools to monitor
    the performance of a twitter account of your own
    choice
    Klouthttp://klout.com/
    Topsyhttp://analytics.topsy.com
    Export.lyhttp://export.ly
    TweetStatshttp://tweetstats.com
  • Klout
  • Klout
  • Klout
  • Stop & Reflect Twitter Exercise 7
    Organisation, People and Resource Aspects
    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?
  • Twitter
    Do’s and Dont’s
  • Do’s and Don’t’s
    Don’t Be a Showoff
    Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’
    Don’t Use Poor Grammar or Spelling
    Don’t try to be too cool
    Don’t Get Too Personal (business users)
    Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy
  • Do’s and Don’t’s
    Don’t Auto-Tweet
    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.
    Don’t Leave Air in the Conversation
    Respond as quickly as possible – within hours not days.
    Don’t Overtweet
    Don’t flood your followers’ timelines
  • Do’s and Don’t’s
    Do Shout Out to Users Who Mention You
    Thank those making favourable comments; be very careful how you respond to any negative comments
    Do Monitor Keywords and Sector Trends
    And respond when appropriate
    Do Make an Informative Profile
    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
    Do Fish Where the Fish Are
    Where your customers hang out
  • Thank You
    Questions
  • Channel Development
    Facebook – An Overview
    Channel Set-Up and Terminology
    Integration Options
    The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions
    Facebook Tools and Applications
    Performance Measurement
  • Facebook Overview
  • Facebook – what is it?
    Facebook www.facebook.com is a social network service and website launched in February 2004
    Facebook allows users to do the following:
    create profiles with photos, lists of personal interests, contact information, and other personal information.
    communicate with friends and other users through private or public messages and a chat feature.
    Join, “like” or run common interest groups or pages (organized by business or brand)
    advertise across the platform
    Source: Wikipedia and The Authors
  • Facebook Pages - Business Benefits
    Customer loyalty, repeat business, referral, ‘advocacy’
    Increased sales (sales / month) – F-Commerce
    Improved marketing effectiveness/efficiency
    Reputation/brand management
    Improved customer/market knowledge and insight
    Others?
  • Stop & Reflect
    Facebook Exercise 1
    Vision and Strategy
    What 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 each KPI?
  • Facebook
  • How big is it?
  • The most important stat is whether
    your most valuable current and potential ‘customers’ are hanging out on Facebook
  • A Typical Facebook Profile: Wall
  • Profile: News Feed
  • A Typical Facebook Page
  • Facebook Pages -Key Features
    Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share.
    FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*.
    FB Pages access in-house analytics, Facebook Insights and can have multiple administrators
    FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees.
    FB Pages have SEO benefits - featuring high in search results for your brand or product.
    Source: The Authors and Mokomarketing.com on Scrbd
  • Facebook Pages
    Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels
    It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships
    Adopt a ‘customer led’ approach
  • Getting Started
    Go to Facebook. Click on the “Create a Page"
    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.
    Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions
    Suggest your Page to others
    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
  • Features and Functions
    Posts
    Comments
    Likes
    FBML Pages and Landing Pages
    Main Navigation
    Suggest to a Friend
    Adverts
  • Features and Functions
    Photo Showcase
    Logo
    Post or Status Update
    Comment
    Main Navigation and Likers
  • Category
    Facebook Ads
    Custom Pages
  • Features and Functions
    Sort by Top Posts
    Logo
    Link added
    Wall
    Likes
    Comments
  • Applications
  • Integration Options
  • You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube
  • Facebook Likes
  • Facebook + Websites / Blogs
    Like buttons (update Facebook profile when clicked)
    Activity button (show what friends are doing on the site)
    Add Comments (add comments to any web page)
    Recommendations (suggestions for web pages)
    Like box (view Facebook Page stream from website)
    Website Login / Registration authentication through Facebook
  • Facebook and Twitter
    Publish Tweets on Facebook
    Publish Facebook Status Updates on Twitter
  • Stop & Reflect Facebook Exercise 2
    Make sure you understand the following terms:
    Layout: Profile, Page, Wall, News Feed, Account Settings, Search
    Design – profile images - can be customised
    Like (Page)
    Post
    Like (Post)
    Comment
    Share
    FBML / Integration
    Applications
  • Key Success Factors
    The 4Cs of Building a
    Successful Facebook Channel
  • The 4Cs Framework
    Customers
    engage with the right ‘customers’ and build your community
    Content
    be ‘customer led’ and add value
    Conversations
    Facebook is not a broadcast channel. It is marketing as a ‘conversation’
    Conversions
    the ‘call-to-action’; core business objectives
  • Stop & Reflect Facebook Exercise 3
    Facebook Exercise 3
    Who are your customers – who do you wish to engage with on Facebook?
  • Building Your Community
    Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people
    Use the search facility to join/‘like’ three relevant groups/pages
    Explore the potential Return on Investment from Facebook Advertising
    Invite friends by email using ‘Invite Friends’
    ‘Suggest to Friends’
  • Building Your Community
    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
  • Building Your Community
    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
    Once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username
  • Content
    Frequency – how often to post or update
    Topic – 5 key topics focusing on key customer groups
    Type (update, video, image) – mix it up, photos and videos can be more engaging
    Own/Other Peoples Content (OPC) – look for other content to share
    Tone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritative
    Sources of Inspiration – have some examples of your ideal page
    Participation in other groups/ pages – comment and interact more widely
  • Conversations
    Engage in other relevant FB pages/groups
    Look for opportunities to stimulate a discussion and encourage user generated content on your own Page
    Encourage shares, likes and comments
    Create a Response Policy for FB (perhaps a wider initiative across all channels)
  • Engagement
    For status updates, try ending with a question.
    Add your own comments as needed to get the ball rolling.
    Come back and reply often to your fans’ comments
    Agree an appropriate Response Policy
  • Stop & Reflect Facebook Exercise 4
    Evaluate your current Content/Conversation approach?
    Make recommendations for improvement
  • Conversion
    Look for opportunities to make a sale, generate an enquiry, create a referral
    Be subtle
    Facebook is not a sales channel
  • Managing Facebook
  • Managing Facebook
    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
    Hootsuitehttp://hootsuite.com
    TweetDeckhttp://www.tweetdeck.com
    MediaFeediahttp://mediafeedia.com
    HyperAlertshttp://www.hyperalerts.no
  • Hootsuite
  • Hootsuite
    Hootsuite amongst the first to have
    a mobile client for Facebook Pages
  • Stop & Reflect Facebook Exercise 5
    Review and evaluate some of the Facebook Tools and Applications listed on our blog
  • Performance
    Measurement
  • Performance Measurement
    It is critical to measure the performance of your Facebook activities
    This can be done in two ways – ‘lag’ and ‘lead’ measures
    ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc
    ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives
    These could include....
  • Performance Measurement
    Involvement – the number and quality of people involved in Facebook
    Interaction – the number of comments and likes
    Intimacy – affection or aversion to the brand
    Influence – recommendation in terms of shares on Facebook
    Insight – actionable insight on the Facebook Page
    Impact – sales, enquiries
    There are a number of tools available for monitoring your Facebook performance, including:
  • Facebook Insights
  • Facebook Insights
  • SocialBakers
  • Export.ly
  • Stop & Reflect Facebook Exercise 6
    Use one or more of the following tools to monitor
    the performance of a Facebook Page of your own
    choice
    Facebook Insights http://www.facebook.com
    Social Baker http://www.socialbakers.com
    Hootsuitehttp://hootsuite.com
    Export.ly http://export.ly
  • Stop & Reflect Facebook Exercise 7
    Organisation, People and Resource Aspects
    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?
  • Facebook
    Do’s and Dont’s
  • Do’s and Don’t’s
    Don’t Get Too Personal
    On a Facebook Page you are representing a company or brand - keep the conversations warm but professional
    Don’t Overpost
    Always try to create valuable, engaging posts. Make music not noise
    Don’t Under-Post
    Your customers are there for an engaging experience, don’t neglect your Page or the needs of your network!
  • Do’s and Don’t’s
    Do look for opportunities to engage
    Always look for opportunities to widen out the conversation – be a good facilitator
    • Do - be attentive
    Respond as quickly as possible – within hours not days.
    Do let people know you exist
    Don’t be afraid to promote your Page offline and online
    Do engage on other Pages
    Where your customers hang out
  • Thank You
    Questions
  • A Brief Final Word on
    Social Media Monitoring
    and Performance Measurement
  • Monitor and Measure
    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
    Performance evaluation should be undertaken at three main levels…
     
  • Monitor and Measure
    Individual Channel Performance
    the effectiveness/success of each channel benchmarked against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence
    most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy
     
  • Facebook Insights
  • Facebook Insights
  • Monitor and Measure
     
    Wider Social Media Performance
    monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools
    this will show the impact of your SM activities on others and other channels
    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
  • Merchant City, Glasgow
  • Monitor and Measure
    Underlying Business Performance
    the performance of each social media channel and the overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures
    in a social media era, they are the main ‘drivers’ of future business performance
    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?
  • Performance Measurement
    • 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
    • Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
    • Insight – customer insight
    • Impact – business impact
    Social Media Monitoring Tools –Audit, Assess, Impact
  • The ‘6Is’
  • Programme Feedback
    Follow Up, Informal Session?