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

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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.
  • Transcript

    • 1. Mastering Social Media Workshop 3 Implementation and Performance Measurement
      Dr. Jim Hamill
      Alan Stevenson
      Vincent Hamill
      www.energise2-0.com
      June, 2011
    • 2. Focus
      Key issues in implementing your
      social media strategy
      Channel Action Plans
      Performance Measurement
    • 3. 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…..
    • 4. 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
    • 5. 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?
    • 6. 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
    • 7. 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?
    • 8. 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’
    • 9.
    • 10. 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
    • 11. Twitter Overview
    • 12. 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
    • 13. Youtube
    • 14. Go to
      www.twitter.com/stephenfry
    • 15. A Typical Twitter Page
    • 16. How big is it?
    • 17. 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
    • 18. 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
    • 19. 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
    • 20. Business Benefits
      Improved marcoms
      effectiveness and efficiency
      Performance measurement tools are available
    • 21. 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?
    • 22. Getting Started
    • 23. 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
    • 24. 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 
    • 25. 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
    • 26. Features and Functions
      Native App
      Username
      Tweet
    • 27. Custom design
      Tweet with shortened URL
      Aramex
      Tweet @ replies
    • 28. Retweet
      Boingo
      Hashtags
      Subscribe to Tweets
    • 29. Features and Functions
      Favourited Tweet
      Suggested Follows
    • 30. Integration Options
    • 31. Integration Options
      You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc
      Be very careful
    • 32. Embed
    • 33. Key Success Factors
      The 4Cs of Building a
      Successful Twitter Channel
    • 34. 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
    • 35. Stop & Reflect Twitter Exercise 3
      Twitter Exercise 3
      Who are your customers – who do you wish to engage with on Twitter?
    • 36. Building Your
      Community
    • 37. 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
    • 38. 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 
    • 39. 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
    • 40. 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)
    • 41. 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
    • 42. 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
    • 43. 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’
    • 44. Content and Conversations
    • 45. 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?
    • 46. Content
      Be very careful with twitter gaffes
      Many examples of slip-ups
    • 47. 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......
    • 48. 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.
    • 49. 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.
    • 50. 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  
    • 51. 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    
    • 52. 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
    • 53. 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
    • 54. 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   
    • 55. Why People Unfollow
    • 56. Why People Unfollow
    • 57. Stop & Reflect Twitter Exercise 4
      Evaluate your current Content/Conversation approach?
      Make recommendations for improvement
    • 58. 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....
    • 59. 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…..
    • 60. Twitter Tools and
      Applications
    • 61. 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/
    • 62. Twitter Tools/Applications
    • 63. Tweetdeck
    • 64. Hootsuite
    • 65. Stop & Reflect Twitter Exercise 5
      Review and evaluate some of the Twitter Tools and Applications listed on our blog
    • 66. Performance
      Measurement
    • 67. 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....
    • 68. 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:
    • 69. 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/
    • 70. 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
    • 71. Klout
    • 72. Klout
    • 73. Klout
    • 74. 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?
    • 75. Twitter
      Do’s and Dont’s
    • 76. 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
    • 77. 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
    • 78. 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
    • 79. Thank You
      Questions
    • 80.
    • 81. 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
    • 82. Facebook Overview
    • 83. 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
    • 84. 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?
    • 85. 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?
    • 86. Facebook
    • 87. How big is it?
    • 88. The most important stat is whether
      your most valuable current and potential ‘customers’ are hanging out on Facebook
    • 89. A Typical Facebook Profile: Wall
    • 90. Profile: News Feed
    • 91. A Typical Facebook Page
    • 92. 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
    • 93. 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
    • 94. 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
    • 95. Features and Functions
      Posts
      Comments
      Likes
      FBML Pages and Landing Pages
      Main Navigation
      Suggest to a Friend
      Adverts
    • 96. Features and Functions
      Photo Showcase
      Logo
      Post or Status Update
      Comment
      Main Navigation and Likers
    • 97. Category
      Facebook Ads
      Custom Pages
    • 98. Features and Functions
      Sort by Top Posts
      Logo
      Link added
      Wall
      Likes
      Comments
    • 99. Applications
    • 100. Integration Options
    • 101. You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube
    • 102. Facebook Likes
    • 103. 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
    • 104. Facebook and Twitter
      Publish Tweets on Facebook
      Publish Facebook Status Updates on Twitter
    • 105. 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
    • 106. Key Success Factors
      The 4Cs of Building a
      Successful Facebook Channel
    • 107. 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
    • 108. Stop & Reflect Facebook Exercise 3
      Facebook Exercise 3
      Who are your customers – who do you wish to engage with on Facebook?
    • 109. 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’
    • 110. 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
    • 111. 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
    • 112. 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
    • 113. 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)
    • 114. 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
    • 115. Stop & Reflect Facebook Exercise 4
      Evaluate your current Content/Conversation approach?
      Make recommendations for improvement
    • 116. Conversion
      Look for opportunities to make a sale, generate an enquiry, create a referral
      Be subtle
      Facebook is not a sales channel
    • 117. Managing Facebook
    • 118. 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
    • 119. Hootsuite
    • 120. Hootsuite
      Hootsuite amongst the first to have
      a mobile client for Facebook Pages
    • 121. Stop & Reflect Facebook Exercise 5
      Review and evaluate some of the Facebook Tools and Applications listed on our blog
    • 122. Performance
      Measurement
    • 123. 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....
    • 124. 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:
    • 125. Facebook Insights
    • 126. Facebook Insights
    • 127. SocialBakers
    • 128. Export.ly
    • 129. 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
    • 130. 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?
    • 131. Facebook
      Do’s and Dont’s
    • 132. 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!
    • 133. 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
    • 134. Thank You
      Questions
    • 135. A Brief Final Word on
      Social Media Monitoring
      and Performance Measurement
    • 136. 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…
       
    • 137. 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
       
    • 138. Facebook Insights
    • 139. Facebook Insights
    • 140. 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
    • 141. Merchant City, Glasgow
    • 142. 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?
    • 143. Performance Measurement
      • Involvement – network/community numbers/quality, time spent, frequency, geography
      • 144. Interaction – actions they take – read, post, comment, reviews, recommendations
      • 145. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
      • 146. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
      • 147. Insight – customer insight
      • 148. Impact – business impact
      Social Media Monitoring Tools –Audit, Assess, Impact
    • 149. The ‘6Is’
    • 150. Programme Feedback
      Follow Up, Informal Session?

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