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.”
Mastering Social Media Workshop 3 Implementation and Performance Measurement Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com September, 2011
Focus Key issues in implementing your social media strategy Channel Action Plans Performance Measurement Organisation, People, Resource Issues
Channel Action Plans Once your Social Media Strategy has been agreed, together with the key actions and initiatives you need to take, brief Action Plans should be developed for each priority SM channel Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedinetc 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/Call-to-Action
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 (JH) Linkedin (AS) Lunch Guest Speaker – Brian Inkster Others (blogging, Google +, social media listening) Social Media Performance Measurement/ Organisation, people issues Programme Discussion and Follow Up ‘Stop and Reflect’ Exercises/ Channel Templates
Be Social 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 – 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
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 Twitter is increasingly being used for customer service
Business Benefits Improved marcoms/ customer service 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 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
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 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 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
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…..
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/
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:
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
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?
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 Hang Out in the Right Places Where your customers hang out
Linkedin Mastering Social Media Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com September, 2011
Channel Development Linkedin – An Overview Linkedin – Benefits and Strategic Use Channel Set-Up and Terminology The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions Performance Measurement
LinkedIn: What is it? Linkedin www.Linkedin.com is a social network aimed firmly at professionals It allows users to: create and update a personal profile create and update a company profile create or join groups network (including sharing status updates etc.) post and look for jobs The following Common Craft style video sums up what LinkedIn is all about What is Linkedin http://bit.ly/lBCQ
LinkedIn: Key Facts As of August 4, 2011, LinkedIn operates in over 200 countries LinkedIn is available in 9 languages: English, French, German, Italian, Portuguese, Spanish, Russian, Turkish and Romanian. 120m+ professionals around the world as of August 4, 2011 26m+ members in Europe 6m+ members in the UK Its growing, here are some stats from April, 2010 As of April 8, 2010 there were 65 million LinkedIn members LinkedIn was available in 4 languages: English, Spanish, French and German. 6.5 million students and 9 million recent college graduates LinkedIn defines recent graduates as members who graduated between 2008 and 2011
LinkedIn: Benefits Provides the following benefits: Manage the information that’s publicly available about you as professional Find and be introduced to potential clients, service providers, and subject experts who come recommended Create and collaborate on projects, gather data, share files and solve problems Be found for business opportunities and find potential partners
LinkedIn: Benefits Provides the following benefits: Gain new insights from discussions with like minded professionals in private group settings Discover inside connections that can help you land jobs and close deals Post and distribute job listings to find the best talent for your company Reply to job listings that might help you find a job
Linkin: Familiarisation The most important pages to understand are: The Homepage: Newstream Profile Page(s) Contacts Network Statistics Groups Answers Search
So What? LinkedIn can support the following key organizational processes: Knowledge and Research Reputation and Branding Business Development Relationship Management Job and Candidate Search
Knowledge and Research Review the videos and information around search- it is very powerful and understanding how it works will provide additional benefit in using Advanced search http://learn.linkedin.com/linkedin-search/ Use Advanced Search http://bit.ly/aHuvWf to find subject matter experts or relevant contacts with the experience you need. Find others within your firm and in industry at-large that have the right expertise to round out your team and vet external experts by steering towards those that have been previously used by your firm. Find and Join relevant groups http://bit.ly/bAmsBZ to network with individuals with similar interests and working in similar areas.
Knowledge and Research Post your questions on LinkedIn Answers http://bit.ly/dAplaj to get experienced perspective from your network and beyond. Use Company Pages http://bit.ly/b7Kmv0 to get real-time information about the employees at other companies or organisations. Follow your customers and competitors. Quickly find companies that have received recommendations from people in your network and other LinkedIn members. Past customer feedback is more valuable than what a company or individual says in their marketing materials.
Reputation and Branding Who you are connected to projects credibility to others. Always seek to nurture a network of quality relationships. Recommendations on your profile provide actual experience past colleagues and clients have had working with you. Check out this video on key steps for receiving and giving recommendations http://bit.ly/966lou Encourage your high-profile stakeholders to add their company or organisation involvement to their LinkedIn profile. As their profile gets traffic (from press, corporations, etc,) your company’s exposure (and web traffic) will increase.
Reputation and Branding Post to Answers http://bit.ly/dAplaj when questions are asked about the problem your company or organisation is involved or general background on your industry questions. Use LinkedIn Answers to demonstrate your expertise. Increase your Social Graph. Use of Apps, such as Twitter integration or Slideshare can notify others what you are doing and provide a call to action. Keep you and your company or organisation 'front of mind'. Add twitter to LinkedIn and Linkedin to Twitter, details here http://learn.linkedin.com/twitter/ Discuss and share news with your network http://learn.linkedin.com/news/ Cross reference your slides on Slideshare, blog on Wordpress or add files from Box.net, etc. http://bit.ly/av95qE
Business Development Utilize Keyword Search http://bit.ly/aHuvWf to discover the people, companies or organisations that you have the closest connections to in the desired space. Performing an Advanced Search will quickly find the right person at the company or organisation and determine who you know in common for a warm Introduction. You also have the option to reach out directly via an InMailhttp://bit.ly/c4RCSI Find and Join relevant groups http://bit.ly/bAmsBZ to network with key target audiences.
Business Development Leverage Answers http://bit.ly/dAplaj to find suggestions on the right people and companies to work with given your strategic goals. Viewing an individual’s profile can help bridge the gap by providing mutual contacts, background, recommendations, etc.
Relationship Management Keep in touch and up to date with past and present clients and co-workers through Network Updates, Status, etc. Make it easy for potential clients to find you in the service provider directory by getting recommended. Include your vanity URL, such as http://uk.linkedin.com/in/xxx in communications, potential clients or partners can quickly and easily see common connections that can provide an additional perspective. Connect with relevant professionals you meet while traveling who you think could be important contacts in the future (clients or influencers). Don’t take the chance that you might lose their business card. Check out the mobile Linkedin apps http://learn.linkedin.com/mobile/ to make this process even easier.
Relationship Management Create a Group on LinkedIn http://bit.ly/9NaWzM. A great way to meet and engage like-minded individuals. The following article http://bit.ly/C9CTv provides advice on Group creation, promotion and management, including: When naming the group use keywords which your target members will search for. Create a group for your industry, not your company. Display the group in the Group Directory and on members' profiles. Invite coworkers, past colleagues, and customers to join and start discussions. Promote the group on your website, blog, email newsletter, and social media networks. Use featured discussions to highlight particular content or offers. Send announcements.
Job Candidate Search Posting a job specifically on LinkedIn http://bit.ly/bX0CBs allows you tap into the Linkedin network in a passive sense (anyone can search on vacancies and with a job module on every user’s home page, new opportunities frequently come across their radar). Then forward your listing to the key stakeholders in your LinkedIn network (investors, advisors, mentors, etc) so they can forward and recommend one of their trusted connections. The cost is $195 and the job is visible for 30 days. You need not post through LinkedIn Jobs you can also post as a group message, network message, status update or inmail.
Job Candidate Search Use Advanced Search http://bit.ly/aHuvWf to find prospective candidates that feature the needed experience and skill-sets. Ask for an introduction or send them an InMail to provide further details and inquire about their interest. Review jobs being posted by other “competing” organisations. Find and reference check “candidates” and contractors by finding others that they worked with at their various companies for an unbiased, honest opinion.
Linkedin Exercise 1 What do you want to use it for? What business benefits do you hope to derive?
Getting Started Linkedin Exercise 2 – Channel Set Up
Exercise 2 Set up a Linkedin account for your business? Happy with your profile? Understand the basic layout of your Linkedin page e.g. Home Page, Profile, Groups etc.
Getting Started Go to LinkedIn www.linkedin.com Create a Profile: The key here is to complete your profile as much as possible -list your current and past positions and education. This helps the right people and opportunities find you. Add a profile photo and carefully craft your summary paragraph. Many will read or scan your summary paragraph. Check that the company is listed and otherwise add your company or subsidiary – this helps people find and connect to you. Check out the 1 minute videos on Profile development http://bit.ly/9kno9M
Getting Started Find People you Know: Use webmail import to see all the people you know who are already on LinkedIn. You can then select who you wish to invite to join your network. Similarly, upload a contacts file from Outlook, Palm, ACT! or Mac Address. View the list of your colleagues that are already on LinkedIn. Use LinkedIn Networking Tools
Start Using it… Use the community building tools provided by LinkedIn: Add Connections Colleagues Classmates People You May Know Follow companies relevant to your business
Key Success Factors The 4Cs of Building a Successful Linkedin Profile
The 4Cs Framework Customers engage with the right ‘customers’ and build your community Content be ‘customer led’ and add value Conversations Linkedin is not a broadcast channel. It is marketing as a ‘conversation’ Conversions the ‘call-to-action’; core business objectives
Linkedin Exercise 3 Start to “really” Build Your Community or Network
Building Your Community Look up someone’s profile before you meet with them. Learn their background and see who you know in common to get off to a fast start. Search for prospective Contacts and Groups Connect with business contacts you meet Use tools like Rapportive, Gist and Flowtown to find potential LinkedIn connections AND connect
Linkedin Exercise 4 Content and Conversations
Linkedin Exercise 4 Review and revise your profile Post 1 status update http://www.linkedin.com/home Reply or comment on 1 other status update http://www.linkedin.com/home remember this can be an article but also a network contact finding a new job Find and Join 3 groups relevant to your business http://www.linkedin.com/myGroups Ask or answer 1 relevant question http://www.linkedin.com/answers
Content Updates Check settings as this controls what people see https://www.linkedin.com/settings Quality content is the key to success Similar to Twitter, status updates should be “140 character” or similar length Include links to articles Agree tone, theme, frequency of content About adding value to your network
Content Create an Interdependent Presence Networks thrive on interconnectedness and cross fertilization Ensure multi channel coordination You can integrate Linkedin with Twitter (#li), Slideshare and your Blog http://linkd.in/10fEY2 Consider Automating Your Updates If you regularly post your own articles, use of an application can make sense But consider carefully your use of these tools and don’t spam Manual updates are more personal - there is a balance to be struck here
Conversations Join some interest groups http://bit.ly/bAmsBZ and browse discussions and sub-groups. Check out the level of activity and then get involved. All you need to know is contained here http://learn.linkedin.com/groups/ Think about level of listening / engagement in Groups Post a question on Answers http://bit.ly/dAplaj to tap into the experts you’re connected to and the entire LinkedIn network. Likely to be YOU that does this – make the time What makes a great LinkedIn networker
Conversations Social media is ‘marketing as a conversation’ with your network It is not about one way broadcasting This has time and resource implications
Conversion It is critical to measure the performance of your Linkedin 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 connections Number of contacts % by Region Number of contacts % by Industry Profile Views LinkedIn is behind others in terms of analytics. LinkedIn provides a range of ‘out-the-box’ KPIs here http://www.linkedin.com/network and on your homepage http://www.linkedin.com/nhome/
Performance Measurement Advanced search can provide even more detailed information on the range and quality of your network over time. And, of course, be sure to measure the traffic, leads, and customers you get from LinkedIn. You will need to save this information in a spreadsheet or similar. In terms of measuring link effectiveness you will need a combination of Google Analytics and creative use of the analytics through url shortening services such as bit.ly We advise that you view your LinkedIn activities with a feedback loop whereby a number of Key Performance Indicators are used to indicate areas for continual improvement. Keep objectives simple and focused and then refine and add detail in future passes.
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 overdo Auto-Updates It’s OK to schedule updates for specific times but don’t automate everything. Linkedin is about personal/brand engagement not blatant promotion. Don’t Leave Air in the Conversation Respond as quickly as possible – within hours not days. Don’t Over Update Don’t flood your network’s homepage
Do’s and Donts Do Converse Respond to those that comment, be social, thank those that connect to you Do Make an Informative Profile See earlier guidance Do Fish Where the Fish Are Where your customers hang out
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
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
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?