Mastering Social Media Workshop 3 Implementation and Performance Measurement<br />Dr. Jim Hamill <br />Alan Stevenson<br /...
Focus<br />Key issues in implementing your <br />social media strategy<br /> Channel Action Plans<br /> Performance Measur...
Channel Action Plans<br />Once your Social Media Strategy has been agreed, together with the key actions and initiatives y...
Channel Action Plans<br />Vision<br />Channel Objectives<br />KPIs and Targets<br />Customers<br />Key Channel Actions and...
Key Questions to Address<br />Channel Vision and Objectives<br />What is your overall vision for this channel?<br />What a...
Key Questions to Address<br />Channel Actions<br />The Basics – for each channel, are you happy with - Page Set Up, Profil...
Key Questions to Address<br />Tools and Applications<br />What tools and apps should I use for this channel<br />Organisat...
Agenda<br />Action Plans for Successful Channel Development<br />Twitter (JH)<br />Linkedin (AS)<br />Lunch<br />Guest Spe...
Be Social<br />Same principles apply <br />across all channels – <br />‘Be social before <br />doing social’<br />
Twitter<br />Twitter – An Overview<br />The Basics - Channel Set-Up and Terminology<br />Integration Options <br />The ‘4C...
Twitter Overview<br />
Twitter – what is it?<br />Twitter www.twitter.com  is a social networking service combining elements of blogging and text...
Youtube<br />
Go to<br />www.twitter.com/stephenfry<br />
A Typical Twitter Page<br />
How big is it?<br />
There are lies, damned lies, statistics <br />and twitter statistics <br />The most important stat is whether<br />your ‘...
Points to Note<br />The ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’<...
Why People Unfollow<br />
Why People Unfollow<br />
Points to Note<br />Twitter should be fully aligned with and supportive of your core marcoms objectives and with other mar...
Business Benefits<br />Improved marcoms/ customer service<br />effectiveness and efficiency<br />Performance measurement t...
Stop & Reflect<br />Twitter Exercise 1<br />Vision and Strategy <br />What do you want to use it for? <br />What business ...
Getting Started<br />
Getting Started<br />Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page<br />Fill out ba...
Getting Started<br />Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll ...
Stop & Reflect Twitter Exercise 2<br />Make sure you understand the following terms: <br />Layout: Home Page, Profile, Mes...
Features and Functions<br />Native App<br />Username<br />Tweet<br />
Custom design<br />Tweet with shortened URL<br />Aramex<br />Tweet @ replies<br />
Retweet<br />Boingo<br />Hashtags<br />Subscribe to Tweets<br />
Features and Functions<br />Favourited Tweet<br />Suggested Follows<br />
Integration Options<br />
Integration Options<br />You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc<br />Be very...
Embed<br />
Key Success Factors<br />The 4Cs of Building a <br />Successful Twitter Channel<br />
The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘cu...
Stop & Reflect Twitter Exercise 3<br />Twitter Exercise 3<br />Who are your customers – who do you wish to engage with on ...
Building Your <br />Community<br />
Building Your Community<br />Use your existing communications channels<br />Use the community building tools provided by t...
Building Your Community on Twitter<br />1. Start By Following<br />Aim to follow 100 ‘quality’ profiles initially – to get...
Building Your Community<br />1a. Deciding Who to Follow<br />You should aim to follow accounts that add value to both you ...
Building Your Community<br />1b. Follow through Quality Content <br />The best way to find ‘Who to Follow’ is through the ...
Building Your Community<br />1c. Use of Twitter Directories <br />A range of directories have emerged which have attempted...
Building Your Community<br />1d. Use of Spam Avoidance Techniques <br />There are many examples of Spam on Twitter and a m...
Building Your Community<br />1e. Do Not Automate the Follow Process <br />Tools are available for automating the follow pr...
Content and Conversations<br />
Content<br />Quality tweets are the key to success<br />140 characters but try for less to encourage RTs (140-7)<br />Incl...
Content<br />Be very careful with twitter gaffes<br />Many examples of slip-ups<br />
Conversations<br />Social media is ‘marketing as a conversation’ with your network<br />It is not about one way broadcasti...
Conversations<br />Tweet <br />Your tweets should add value<br />Number and frequency depends on your customers - frequenc...
Conversations<br />Reply and Direct Messages <br />These features allow you to engage Twitter in a different way i.e. it b...
Conversations<br />Retweet <br />Retweeting can add significant value to your network but don’t overdo it. <br />Also – yo...
Conversations<br />Using Hashtags <br />Words or phrases pre-fixed with # e.g. #topic<br />Conversations clustered around ...
Conversations<br />Twitter Chat  <br />Chatting can be conducted through Twitter. <br />Usually this involves a chat event...
Conversations<br />Create an Interdependent Presence <br />Networks thrive on interconnectedness and cross fertilization <...
Conversations<br />Using Lists <br />A good way to organize your information flow <br />Group Twitter profiles under topic...
Stop & Reflect Twitter Exercise 4<br />Evaluate your current Content/Conversation approach?  <br />Make recommendations fo...
Conversion<br />It is critical to measure the performance of your Twitter activities<br />This can be done in two ways – ‘...
Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of...
Twitter Tools and <br />Applications<br />
Make Use of Relevant Applications<br />Desktop, Browser and Mobile Clients<br />Tweet Feeds<br />Twitter Search<br />Analy...
Twitter Tools/Applications<br />
Tweetdeck<br />
www.hootsuite.com<br />
www.socialoomph.com<br />
Schedule Your Tweets<br />
Scheduled Tweets<br />
Managing Your Followers<br />
www.tweepi.com<br />
www.tweepi.com<br />
www.tweepi.com<br />
Follow Followers<br />
SCDI Followers<br />
SCDI Followers<br />
Stop & Reflect Twitter Exercise 5<br />Review and evaluate some of the Twitter Tools and Applications listed on our blog<b...
Performance <br />Measurement<br />
Performance Measurement<br />It is critical to measure the performance of your Twitter activities<br />This can be done in...
Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of...
Analytics<br />Klout: http://klout.com/<br />TweetStats: Trending stats for your twitter profile http://tweetstats.com<br ...
Stop & Reflect Twitter Exercise 6<br />Use one or more of the following tools to monitor<br />the performance of a twitter...
Klout<br />
www.klout.com<br />
www.klout.com<br />
www.klout.com<br />
www.twtrland.com<br />
www.twtrland.com<br />
www.twtrland.com<br />
www.twtrland.com<br />
www.twtrland.com<br />
www.twocation.com<br />
www.twocation.com<br />
www.twocation.com<br />
Stop & Reflect Twitter Exercise 7 <br />Organisation, People and Resource Aspects<br />Do you have the right organisationa...
Twitter <br />Do’s and Dont’s<br />
Do’s and Don’t’s<br />Don’t Be a Showoff<br />Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’<b...
Do’s and Don’t’s<br />Don’t Auto-Tweet<br />It’s OK to schedule tweets for specific times but don’t automate your entire f...
Do’s and Don’t’s<br />Do Shout Out to Users Who Mention You<br />Thank those making favourable comments; be very careful h...
Thank You<br />Questions<br />
Linkedin<br />Mastering Social Media<br />Dr. Jim Hamill <br />Alan Stevenson<br />Vincent Hamill<br />www.energise2-0.com...
Channel Development<br />Linkedin – An Overview<br />Linkedin – Benefits and Strategic Use<br />Channel Set-Up and Termino...
Linkedin Overview<br />
LinkedIn: What is it?<br />Linkedin www.Linkedin.com  is a social network aimed firmly at professionals<br />It allows use...
LinkedIn: Key Facts<br />As of August 4, 2011, LinkedIn operates in over 200 countries<br />LinkedIn is available in 9 lan...
Source: http://www.vincos.it<br />
Source: http://www.vincos.it<br />
Source: http://www.vincos.it<br />
Source:http://blog.lab42.com/the-linkedin-profile<br />
Source:http://blog.linkedin.com/100million/<br />
LinkedIn: Benefits<br />Provides the following benefits: <br />Manage the information that’s publicly available about you ...
LinkedIn: Benefits<br />Provides the following benefits: <br />Gain new insights from discussions with like minded profess...
Linkin: Familiarisation<br />The most important pages to understand are:<br />The Homepage: Newstream<br />Profile Page(s)...
Newstream<br />
Profile<br />
So What?<br />LinkedIn can support the following key organizational processes: <br />Knowledge and Research<br />Reputatio...
Knowledge and Research <br />Review the videos and information around search- it is very powerful and understanding how it...
Knowledge and Research <br />Post your questions on LinkedIn Answers http://bit.ly/dAplaj to get experienced perspective f...
Reputation and Branding<br />Who you are connected to projects credibility to others. Always seek to nurture a network of ...
Reputation and Branding<br />Post to Answers http://bit.ly/dAplaj when questions are asked about the problem your company ...
Business Development<br />Utilize Keyword Search http://bit.ly/aHuvWf to discover the people, companies or organisations t...
Business Development<br />Leverage Answers http://bit.ly/dAplaj to find suggestions on the right people and companies to w...
Relationship Management<br />Keep in touch and up to date with past and present clients and co-workers through Network Upd...
Relationship Management<br />Create a Group on LinkedIn http://bit.ly/9NaWzM. A great way to meet and engage like-minded i...
Job Candidate Search<br />Posting a job specifically on LinkedIn http://bit.ly/bX0CBs allows you tap into the Linkedin net...
Job Candidate Search<br />Use Advanced Search http://bit.ly/aHuvWf to find prospective candidates that feature the needed ...
Linkedin Exercise 1 <br />What do you want to use it for?  <br />What business benefits do you hope to derive?<br />
Getting Started<br />Linkedin Exercise 2 – Channel Set Up<br />
Exercise 2<br />Set up a Linkedin account for your business? <br />Happy with your profile?<br />Understand the basic layo...
Getting Started<br />Go to LinkedIn www.linkedin.com<br />Create a Profile: The key here is to complete your profile as mu...
Getting Started<br />Find People you Know:  Use webmail import to see all the people you know who are already on LinkedIn....
Start Using it…<br />Use the community building tools provided by LinkedIn: <br />Add Connections<br />Colleagues<br />Cla...
Key Success Factors<br />The 4Cs of Building a <br />Successful Linkedin Profile<br />
The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘cu...
Linkedin Exercise 3<br />Start to “really” Build Your Community or Network<br />
Building Your Community<br />Look up someone’s profile before you meet with them. Learn their background and see who you k...
Linkedin Exercise 4<br />Content and Conversations<br />
Linkedin Exercise 4<br />Review and revise your profile<br />Post 1 status update http://www.linkedin.com/home<br />Reply ...
Content<br />Updates<br />Check settings as this controls what people see<br />https://www.linkedin.com/settings<br />Qual...
Content<br />Create an Interdependent Presence <br />Networks thrive on interconnectedness and cross fertilization <br />E...
Conversations<br />Join some interest groups http://bit.ly/bAmsBZ and browse discussions and sub-groups. Check out the lev...
Conversations<br />Social media is ‘marketing as a conversation’ with your network<br />It is not about one way broadcasti...
Conversion<br />It is critical to measure the performance of your Linkedin activities<br />This can be done in two ways – ...
Performance Measurement<br />Number of connections<br />Number of contacts % by Region<br />Number of contacts % by Indust...
Performance Measurement<br />Advanced search can provide even more detailed information on the range and quality of your n...
Do’s and Dont’s<br />
Do’s and Don’t’s<br />Don’t Be a Showoff<br />Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’<b...
Do’s and Don’t’s<br />Don’t overdo Auto-Updates<br />It’s OK to schedule updates for specific times but don’t automate eve...
Do’s and Donts<br />Do Converse<br />Respond to those that comment, be social, thank those that connect to you<br />Do Mak...
Thank You<br />Questions<br />
A Brief Final Word on <br />Social Media Monitoring <br />and Performance Measurement<br />
Monitor and Measure<br />To ensure that your SM strategy delivers a return on investment, it is important to monitor and e...
Monitor and Measure<br />Individual Channel Performance<br />the effectiveness/success of each channel benchmarked against...
Facebook Insights<br />
Facebook Insights<br />
Monitor and Measure<br /> <br />Wider Social Media Performance<br />monthly or quarterly reporting of the overall ‘buzz’ c...
Merchant City, Glasgow<br />
Monitor and Measure<br />Underlying Business Performance<br />the performance of each social media channel and the overall...
Performance Measurement<br /><ul><li>Involvement – network/community numbers/quality,  time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews,  recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
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Mastering Social Media Workshop 3 Sept 2011

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Slides for Workshop 3, Mastering Social Media Programme, 14th Sept, 2011

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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.”
  • Mastering Social Media Workshop 3 Sept 2011

    1. 1. Mastering Social Media Workshop 3 Implementation and Performance Measurement<br />Dr. Jim Hamill <br />Alan Stevenson<br />Vincent Hamill<br />www.energise2-0.com<br />September, 2011<br />
    2. 2. Focus<br />Key issues in implementing your <br />social media strategy<br /> Channel Action Plans<br /> Performance Measurement<br /> Organisation, People, Resource Issues<br />
    3. 3. Channel Action Plans<br />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<br />Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedinetc<br />But not ‘Paralysis by Analysis’<br />The Action Plan for each channel should include a clear statement of…..<br />
    4. 4. Channel Action Plans<br />Vision<br />Channel Objectives<br />KPIs and Targets<br />Customers<br />Key Channel Actions and Initiatives for ‘getting there<br />Organisation, resource and people issues<br />Tools and applications<br />Performance measurement<br />Do’s and Don’t’s<br />
    5. 5. Key Questions to Address<br />Channel Vision and Objectives<br />What is your overall vision for this channel?<br />What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)<br />What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?<br />
    6. 6. Key Questions to Address<br />Channel Actions<br />The Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration<br />Key Success Factors – the ‘4Cs’ approach<br />Customers<br />Content<br />Conversations<br />Conversion/Call-to-Action<br />
    7. 7. Key Questions to Address<br />Tools and Applications<br />What tools and apps should I use for this channel<br />Organisation, People and Resource Aspects<br />Do we have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?<br />Performance Measurement<br />How should we measure channel performance and business impact?<br />
    8. 8. Agenda<br />Action Plans for Successful Channel Development<br />Twitter (JH)<br />Linkedin (AS)<br />Lunch<br />Guest Speaker – Brian Inkster<br />Others (blogging, Google +, social media listening)<br />Social Media Performance Measurement/ Organisation, people issues<br />Programme Discussion and Follow Up<br />‘Stop and Reflect’ Exercises/ Channel Templates<br />
    9. 9. Be Social<br />Same principles apply <br />across all channels – <br />‘Be social before <br />doing social’<br />
    10. 10.
    11. 11. Twitter<br />Twitter – An Overview<br />The Basics - Channel Set-Up and Terminology<br />Integration Options <br />The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions <br />Twitter Tools and Applications<br />Performance Measurement<br />Organisation and People <br />
    12. 12. Twitter Overview<br />
    13. 13. Twitter – what is it?<br />Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)<br />It allows users to send updates to their friends (or "followers") via the web or mobile phone <br />Messages (or "tweets") are up to 140 characters each<br />Unlike Facebook/Linkedin, anyone on Twitter can follow your updates<br />
    14. 14. Youtube<br />
    15. 15. Go to<br />www.twitter.com/stephenfry<br />
    16. 16. A Typical Twitter Page<br />
    17. 17. How big is it?<br />
    18. 18. There are lies, damned lies, statistics <br />and twitter statistics <br />The most important stat is whether<br />your ‘customers’ use it or can be<br />encouraged/trained to use it and the<br />value add to the relationship<br />
    19. 19. Points to Note<br />The ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’<br />Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’<br />Broadcast/PR – inform, increase awareness<br />Cost effective communications tool, instant/timely updates <br />But it is NOT just about one way broadcasting – its about conversation and engagement – this has time and resource implications<br />
    20. 20. Why People Unfollow<br />
    21. 21. Why People Unfollow<br />
    22. 22. Points to Note<br />Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels<br />Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships<br />Adopt a ‘customer led’ approach<br />Twitter is increasingly being used for customer service <br />
    23. 23. Business Benefits<br />Improved marcoms/ customer service<br />effectiveness and efficiency<br />Performance measurement tools are available<br />
    24. 24. Stop & Reflect<br />Twitter Exercise 1<br />Vision and Strategy <br />What do you want to use it for? <br />What business benefits do you hope to derive?<br />How will Twitter help you achieve your core business objectives? <br />What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?<br />
    25. 25. Getting Started<br />
    26. 26. Getting Started<br />Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page<br />Fill out basic information. This will include your full name, preferred user name, password and e-mail address. Remember that the user name is what people will see with an "@" symbol in front of it. For example, @yourname <br />See if your contacts are on Twitter. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts so you can begin following them if they're already on the service<br />Look at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant<br />
    27. 27. Getting Started<br />Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll be brought to a tab-based menu that helps you build your profile and adjust settings<br />Fill in the fields. Of particular importance is the "one line bio" under the "Account" tab. You have 160 characters to present yourself to the Twitter community. Many people choose to state their profession, and then maybe something outside of work that interests them as well<br />Although, direct access to the Twitter Website is still the most popular means of managing your Twitter activity, popular Twitter clients like TweetDeck make managing your Twitter world much easier <br />
    28. 28. Stop & Reflect Twitter Exercise 2<br />Make sure you understand the following terms: <br />Layout: Home Page, Profile, Messages, Who to Follow, Account Settings, Search<br />Design – can be personalised, to some extent<br />Tweets<br />Retweets (RT)<br />@reply<br />Direct message<br />Hashtags #<br />Follow/unfollow; following/followers<br />Lists<br />
    29. 29. Features and Functions<br />Native App<br />Username<br />Tweet<br />
    30. 30. Custom design<br />Tweet with shortened URL<br />Aramex<br />Tweet @ replies<br />
    31. 31. Retweet<br />Boingo<br />Hashtags<br />Subscribe to Tweets<br />
    32. 32. Features and Functions<br />Favourited Tweet<br />Suggested Follows<br />
    33. 33. Integration Options<br />
    34. 34. Integration Options<br />You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc<br />Be very careful<br />
    35. 35. Embed<br />
    36. 36. Key Success Factors<br />The 4Cs of Building a <br />Successful Twitter Channel<br />
    37. 37. The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘customer led’ and add value<br />Conversations<br />twitter is not a broadcast channel. It is marketing as a ‘conversation’<br />Conversions<br />the ‘call-to-action’; core business objectives<br />
    38. 38. Stop & Reflect Twitter Exercise 3<br />Twitter Exercise 3<br />Who are your customers – who do you wish to engage with on Twitter?<br />
    39. 39. Building Your <br />Community<br />
    40. 40. Building Your Community<br />Use your existing communications channels<br />Use the community building tools provided by twitter<br />Some advice on "Finding Your Tribe"...Start by Following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes<br />
    41. 41. Building Your Community on Twitter<br />1. Start By Following<br />Aim to follow 100 ‘quality’ profiles initially – to get started and get on the learning curve<br />Some will ‘reciprocate’ but users are becoming more discerning – quality of your tweets and depth of engagement (replies, DM) are critical<br />As your twitter presence develops, your level of conversion should increase<br />Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com<br />Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet <br />
    42. 42. Building Your Community<br />1a. Deciding Who to Follow<br />You should aim to follow accounts that add value to both you and your network<br />Identify sources for “value” messages. Only follow those that provide valuable messages on a regular basis<br />Follow those who are ‘influencers’ for your target customers This will help you to keep track of their tweets / conversations. You may be followed back. You will see opportunities for more direct engagement<br />You can easily identify those to follow in a number of ways <br />
    43. 43. Building Your Community<br />1b. Follow through Quality Content <br />The best way to find ‘Who to Follow’ is through the quality of their Tweets and Retweets (and through search and lists). <br />A good focused Tweet can indicate if someone is worthy of a follow. <br />This works both ways. Consider the quality of your Tweets and the impact this is having on you being followed <br />There are good twitter search tools available<br />http://search.twitter.com/searchhttp://www.tweetdeck.com/http://www.bing.com/twitter  <br />Social Media Monitoring Tools (www.topsy.com and others)<br />
    44. 44. Building Your Community<br />1c. Use of Twitter Directories <br />A range of directories have emerged which have attempted to categorize people to follow, through their interests and professional background. <br />We Follow http://wefollow.com<br />Twellow http://www.twellow.com/<br />Twibs http://www.twibs.com<br />Twitterati http://twittorati.com/<br />We would suggest subscribing to some of the more popular directories and getting a profile up there also, makes it easier again for others to find you and understand quickly what you're all about<br />
    45. 45. Building Your Community<br />1d. Use of Spam Avoidance Techniques <br />There are many examples of Spam on Twitter and a mechanism is provided on both the Twitter website and some of the more popular clients to report this<br />Tools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUp<br />Best way to avoid spam is through careful selection of profiles to follow. <br />Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures<br />Remember the old adage, if it seems too good to be true it usually is<br />
    46. 46. Building Your Community<br />1e. Do Not Automate the Follow Process <br />Tools are available for automating the follow process<br />We do not recommend these tools. <br />Examples include:  http://twitterbatcher.comhttp://followformation.com<br />1f. Avoid Get Followers Fast Schemes <br />There are a number of 'get followers fast' schemes<br />Don’t use them<br />Your aim should be ‘quality’<br />
    47. 47. Content and Conversations<br />
    48. 48. Content<br />Quality tweets are the key to success<br />140 characters but try for less to encourage RTs (140-7)<br />Include shortlinks when appropriate<br />Agree tone, theme, frequency<br />Remember to use @username if you want the individual to see the reply or to respond<br />Balance of Retweets (RTs) and Direct Messages (DM)<br />Organisation and people aspects <br />Content policy and strategy<br />What makes a great Tweeter?<br />
    49. 49. Content<br />Be very careful with twitter gaffes<br />Many examples of slip-ups<br />
    50. 50. Conversations<br />Social media is ‘marketing as a conversation’ with your network<br />It is not about one way broadcasting<br />This has time and resource implications<br />Some advice......<br />
    51. 51. Conversations<br />Tweet <br />Your tweets should add value<br />Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network<br />Format issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly. <br />
    52. 52. Conversations<br />Reply and Direct Messages <br />These features allow you to engage Twitter in a different way i.e. it becomes as much a 1-1 communication tool as a broadcast tool<br />It can allow a dialogue between Twitter profiles and on specific Tweets. <br />
    53. 53. Conversations<br />Retweet <br />Retweeting can add significant value to your network but don’t overdo it. <br />Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’<br />Encourage an RT if its really important  <br />
    54. 54. Conversations<br />Using Hashtags <br />Words or phrases pre-fixed with # e.g. #topic<br />Conversations clustered around a theme. Helps you find where relevant conversations are taking place and join in <br />Hashtags give your tweets (and you) more prominence on certain issues<br />Don’t spam or misrepresent the # e.g. Habitat    <br />
    55. 55. Conversations<br />Twitter Chat  <br />Chatting can be conducted through Twitter. <br />Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.<br />You tweet and add a hashtag to each tweet #climate<br />
    56. 56. Conversations<br />Create an Interdependent Presence <br />Networks thrive on interconnectedness and cross fertilization <br />Ensure multi channel coordination <br />You can integrate Twitter with Facebook (#fb) and your Blog <br />Consider Automating Your Tweets <br />If you regularly post your own articles, use of an application like Twitterfeed http://twitterfeed.com or Posterous http://posterous.com/ can make sense<br />But consider carefully your use of these tools and don’t spam<br />Manual tweets are more personal - there is a balance to be struck here<br />
    57. 57. Conversations<br />Using Lists <br />A good way to organize your information flow <br />Group Twitter profiles under topics/quality<br />You can subscribe to others’ lists<br />The number of lists which you become part of illustrates the power of your tweets...another measure of your influence<br />You are more likely to be found and followed through lists   <br />
    58. 58. Stop & Reflect Twitter Exercise 4<br />Evaluate your current Content/Conversation approach? <br />Make recommendations for improvement<br />
    59. 59. Conversion<br />It is critical to measure the performance of your Twitter activities<br />This can be done in two ways – ‘lag’ and ‘lead’ measures<br />‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc<br />‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives <br />This could include....<br />
    60. 60. Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of Tweets<br />Average number of Tweets over time<br />Number of Retweets<br />Number of Lists you are in<br />Who's Following You vs. Who You Are Following<br />To be continued….. <br />
    61. 61. Twitter Tools and <br />Applications<br />
    62. 62. Make Use of Relevant Applications<br />Desktop, Browser and Mobile Clients<br />Tweet Feeds<br />Twitter Search<br />Analytics<br />Directories and Follow Services<br />Others<br />See http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/<br />
    63. 63. Twitter Tools/Applications<br />
    64. 64. Tweetdeck<br />
    65. 65. www.hootsuite.com<br />
    66. 66. www.socialoomph.com<br />
    67. 67. Schedule Your Tweets<br />
    68. 68. Scheduled Tweets<br />
    69. 69. Managing Your Followers<br />
    70. 70. www.tweepi.com<br />
    71. 71. www.tweepi.com<br />
    72. 72. www.tweepi.com<br />
    73. 73. Follow Followers<br />
    74. 74. SCDI Followers<br />
    75. 75. SCDI Followers<br />
    76. 76. Stop & Reflect Twitter Exercise 5<br />Review and evaluate some of the Twitter Tools and Applications listed on our blog<br />
    77. 77. Performance <br />Measurement<br />
    78. 78. Performance Measurement<br />It is critical to measure the performance of your Twitter activities<br />This can be done in two ways – ‘lag’ and ‘lead’ measures<br />‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc<br />‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives <br />These could include....<br />
    79. 79. Performance Measurement<br />Number of followers / that you follow<br />Growth in followers over time<br />Total number of Tweets<br />Average number of Tweets over time<br />Number of Retweets<br />Number of Lists you are in<br />Who's Following You vs. Who You Are Following<br />There are a number of tools available for monitoring your twitter performance, including:<br />
    80. 80. Analytics<br />Klout: http://klout.com/<br />TweetStats: Trending stats for your twitter profile http://tweetstats.com<br />Topsy: http://analytics.topsy.com<br />Export.ly: http://export.ly<br />Twitalyzer: http://twitalyzer.com/<br />Twittercounter: http://twittercounter.com/<br />Twitturly: http://twitturly.com/<br />Retweetist: http://retweetist.com<br />Twitterfall: http://twitterfall.com/<br />
    81. 81. Stop & Reflect Twitter Exercise 6<br />Use one or more of the following tools to monitor<br />the performance of a twitter account of your own<br />choice <br />Klouthttp://klout.com/<br />Topsyhttp://analytics.topsy.com<br />Export.lyhttp://export.ly<br />TweetStatshttp://tweetstats.com<br />
    82. 82. Klout<br />
    83. 83. www.klout.com<br />
    84. 84. www.klout.com<br />
    85. 85. www.klout.com<br />
    86. 86. www.twtrland.com<br />
    87. 87. www.twtrland.com<br />
    88. 88. www.twtrland.com<br />
    89. 89. www.twtrland.com<br />
    90. 90. www.twtrland.com<br />
    91. 91. www.twocation.com<br />
    92. 92. www.twocation.com<br />
    93. 93. www.twocation.com<br />
    94. 94. Stop & Reflect Twitter Exercise 7 <br />Organisation, People and Resource Aspects<br />Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?<br />
    95. 95. Twitter <br />Do’s and Dont’s<br />
    96. 96. Do’s and Don’t’s<br />Don’t Be a Showoff<br />Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’<br />Don’t Use Poor Grammar or Spelling<br />Don’t try to be too cool<br />Don’t Get Too Personal (business users)<br />Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy<br />
    97. 97. Do’s and Don’t’s<br />Don’t Auto-Tweet<br />It’s OK to schedule tweets for specific times but don’t automate your entire feed. Users can smell a bot a mile away. Twitter is about personal/brand engagement not blatant promotion. Don’t automatically DM new followers; it’s seen as spam. <br />Don’t Leave Air in the Conversation<br />Respond as quickly as possible – within hours not days.<br />Don’t Overtweet<br />Don’t flood your followers’ timelines<br />
    98. 98. Do’s and Don’t’s<br />Do Shout Out to Users Who Mention You<br />Thank those making favourable comments; be very careful how you respond to any negative comments<br />Do Monitor Keywords and Sector Trends<br />And respond when appropriate<br />Do Make an Informative Profile<br />Use your brand logo as your avatar, and state the purpose of the account clearly in your description. Your profile’s main link should direct Twitter followers to the most informative, engaging and user-friendly part of your website<br />Do Hang Out in the Right Places<br />Where your customers hang out<br />
    99. 99. Thank You<br />Questions<br />
    100. 100. Linkedin<br />Mastering Social Media<br />Dr. Jim Hamill <br />Alan Stevenson<br />Vincent Hamill<br />www.energise2-0.com<br />September, 2011<br />
    101. 101. Channel Development<br />Linkedin – An Overview<br />Linkedin – Benefits and Strategic Use<br />Channel Set-Up and Terminology<br />The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions <br />Performance Measurement<br />
    102. 102. Linkedin Overview<br />
    103. 103. LinkedIn: What is it?<br />Linkedin www.Linkedin.com is a social network aimed firmly at professionals<br />It allows users to:<br />create and update a personal profile<br />create and update a company profile<br />create or join groups<br />network (including sharing status updates etc.) <br />post and look for jobs<br />The following Common Craft style video sums up what LinkedIn is all about<br />What is Linkedin http://bit.ly/lBCQ<br />
    104. 104. LinkedIn: Key Facts<br />As of August 4, 2011, LinkedIn operates in over 200 countries<br />LinkedIn is available in 9 languages: English, French, German, Italian, Portuguese, Spanish, Russian, Turkish and Romanian.<br />120m+ professionals around the world as of August 4, 2011<br />26m+ members in Europe<br />6m+ members in the UK<br />Its growing, here are some stats from April, 2010<br />As of April 8, 2010 there were 65 million LinkedIn members <br />LinkedIn was available in 4 languages: English, Spanish, French and German.<br />6.5 million students and 9 million recent college graduates<br />LinkedIn defines recent graduates as members who graduated between 2008 and 2011<br />
    105. 105. Source: http://www.vincos.it<br />
    106. 106. Source: http://www.vincos.it<br />
    107. 107. Source: http://www.vincos.it<br />
    108. 108. Source:http://blog.lab42.com/the-linkedin-profile<br />
    109. 109. Source:http://blog.linkedin.com/100million/<br />
    110. 110. LinkedIn: Benefits<br />Provides the following benefits: <br />Manage the information that’s publicly available about you as professional<br />Find and be introduced to potential clients, service providers, and subject experts who come recommended<br />Create and collaborate on projects, gather data, share files and solve problems<br />Be found for business opportunities and find potential partners<br />
    111. 111. LinkedIn: Benefits<br />Provides the following benefits: <br />Gain new insights from discussions with like minded professionals in private group settings<br />Discover inside connections that can help you land jobs and close deals<br />Post and distribute job listings to find the best talent for your company<br />Reply to job listings that might help you find a job<br />
    112. 112. Linkin: Familiarisation<br />The most important pages to understand are:<br />The Homepage: Newstream<br />Profile Page(s)<br />Contacts<br />Network Statistics<br />Groups<br />Answers<br />Search<br />
    113. 113. Newstream<br />
    114. 114. Profile<br />
    115. 115.
    116. 116.
    117. 117.
    118. 118.
    119. 119.
    120. 120.
    121. 121.
    122. 122.
    123. 123.
    124. 124.
    125. 125. So What?<br />LinkedIn can support the following key organizational processes: <br />Knowledge and Research<br />Reputation and Branding<br />Business Development <br />Relationship Management<br />Job and Candidate Search <br />
    126. 126. Knowledge and Research <br />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/<br />Use Advanced Search http://bit.ly/aHuvWf to find subject matter experts or relevant contacts with the experience you need. <br />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. <br />Find and Join relevant groups http://bit.ly/bAmsBZ to network with individuals with similar interests and working in similar areas. <br />
    127. 127. Knowledge and Research <br />Post your questions on LinkedIn Answers http://bit.ly/dAplaj to get experienced perspective from your network and beyond. <br />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.<br />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.<br />
    128. 128. Reputation and Branding<br />Who you are connected to projects credibility to others. Always seek to nurture a network of quality relationships. <br />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<br />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.<br />
    129. 129. Reputation and Branding<br />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.<br />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'. <br />Add twitter to LinkedIn and Linkedin to Twitter, details here http://learn.linkedin.com/twitter/<br />Discuss and share news with your network http://learn.linkedin.com/news/<br />Cross reference your slides on Slideshare, blog on Wordpress or add files from Box.net, etc. http://bit.ly/av95qE<br />
    130. 130. Business Development<br />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.<br />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<br />Find and Join relevant groups http://bit.ly/bAmsBZ to network with key target audiences. <br />
    131. 131. Business Development<br />Leverage Answers http://bit.ly/dAplaj to find suggestions on the right people and companies to work with given your strategic goals.<br />Viewing an individual’s profile can help bridge the gap by providing mutual contacts, background, recommendations, etc.<br />
    132. 132. Relationship Management<br />Keep in touch and up to date with past and present clients and co-workers through Network Updates, Status, etc. <br />Make it easy for potential clients to find you in the service provider directory by getting recommended.<br />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.<br />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.<br />
    133. 133. Relationship Management<br />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:<br />When naming the group use keywords which your target members will search for. <br /> Create a group for your industry, not your company. <br /> Display the group in the Group Directory and on members' profiles. <br />Invite coworkers, past colleagues, and customers to join and start discussions. <br />Promote the group on your website, blog, email newsletter, and social media networks. <br />Use featured discussions to highlight particular content or offers. <br />Send announcements. <br />
    134. 134. Job Candidate Search<br />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). <br />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. <br />You need not post through LinkedIn Jobs you can also post as a group message, network message, status update or inmail. <br />
    135. 135. Job Candidate Search<br />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.<br />Review jobs being posted by other “competing” organisations. <br />Find and reference check “candidates” and contractors by finding others that they worked with at their various companies for an unbiased, honest opinion.<br />
    136. 136. Linkedin Exercise 1 <br />What do you want to use it for? <br />What business benefits do you hope to derive?<br />
    137. 137. Getting Started<br />Linkedin Exercise 2 – Channel Set Up<br />
    138. 138. Exercise 2<br />Set up a Linkedin account for your business? <br />Happy with your profile?<br />Understand the basic layout of your Linkedin page e.g. Home Page, Profile, Groups etc.<br />
    139. 139. Getting Started<br />Go to LinkedIn www.linkedin.com<br />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<br />
    140. 140. Getting Started<br />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.<br />Use LinkedIn Networking Tools<br />
    141. 141. Start Using it…<br />Use the community building tools provided by LinkedIn: <br />Add Connections<br />Colleagues<br />Classmates<br />People You May Know<br />Follow companies relevant to your business<br />
    142. 142. Key Success Factors<br />The 4Cs of Building a <br />Successful Linkedin Profile<br />
    143. 143. The 4Cs Framework<br />Customers<br />engage with the right ‘customers’ and build your community<br /> Content<br />be ‘customer led’ and add value<br />Conversations<br />Linkedin is not a broadcast channel. It is marketing as a ‘conversation’<br />Conversions<br />the ‘call-to-action’; core business objectives<br />
    144. 144. Linkedin Exercise 3<br />Start to “really” Build Your Community or Network<br />
    145. 145. Building Your Community<br />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.<br />Search for prospective Contacts and Groups<br />Connect with business contacts you meet<br />Use tools like Rapportive, Gist and Flowtown to find potential LinkedIn connections AND connect<br />
    146. 146.
    147. 147. Linkedin Exercise 4<br />Content and Conversations<br />
    148. 148. Linkedin Exercise 4<br />Review and revise your profile<br />Post 1 status update http://www.linkedin.com/home<br />Reply or comment on 1 other status update<br />http://www.linkedin.com/home remember this can be an article but also a network contact finding a new job<br />Find and Join 3 groups relevant to your business<br />http://www.linkedin.com/myGroups<br />Ask or answer 1 relevant question http://www.linkedin.com/answers<br />
    149. 149. Content<br />Updates<br />Check settings as this controls what people see<br />https://www.linkedin.com/settings<br />Quality content is the key to success<br />Similar to Twitter, status updates should be “140 character” or similar length<br />Include links to articles<br />Agree tone, theme, frequency of content<br />About adding value to your network<br />
    150. 150.
    151. 151. Content<br />Create an Interdependent Presence <br />Networks thrive on interconnectedness and cross fertilization <br />Ensure multi channel coordination <br />You can integrate Linkedin with Twitter (#li), Slideshare and your Blog http://linkd.in/10fEY2<br />Consider Automating Your Updates <br />If you regularly post your own articles, use of an application can make sense<br />But consider carefully your use of these tools and don’t spam<br />Manual updates are more personal - there is a balance to be struck here<br />
    152. 152.
    153. 153. Conversations<br />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/<br />Think about level of listening / engagement in Groups<br />Post a question on Answers http://bit.ly/dAplaj to tap into the experts you’re connected to and the entire LinkedIn network.<br />Likely to be YOU that does this – make the time<br />What makes a great LinkedIn networker<br />
    154. 154. Conversations<br />Social media is ‘marketing as a conversation’ with your network<br />It is not about one way broadcasting<br />This has time and resource implications<br />
    155. 155. Conversion<br />It is critical to measure the performance of your Linkedin activities<br />This can be done in two ways – ‘lag’ and ‘lead’ measures<br />‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc<br />‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives <br />This could include....<br />
    156. 156. Performance Measurement<br />Number of connections<br />Number of contacts % by Region<br />Number of contacts % by Industry<br />Profile Views<br />LinkedIn is behind others in terms of analytics. <br />LinkedIn provides a range of ‘out-the-box’ KPIs here http://www.linkedin.com/network and on your homepage http://www.linkedin.com/nhome/ <br />
    157. 157. Performance Measurement<br />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. <br />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 <br />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. <br />
    158. 158. Do’s and Dont’s<br />
    159. 159. Do’s and Don’t’s<br />Don’t Be a Showoff<br />Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’<br />Don’t Use Poor Grammar or Spelling<br />Don’t try to be too cool<br />Don’t Get Too Personal (business users)<br />Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy<br />
    160. 160. Do’s and Don’t’s<br />Don’t overdo Auto-Updates<br />It’s OK to schedule updates for specific times but don’t automate everything. <br />Linkedin is about personal/brand engagement not blatant promotion. <br />Don’t Leave Air in the Conversation<br />Respond as quickly as possible – within hours not days.<br />Don’t Over Update<br />Don’t flood your network’s homepage<br />
    161. 161. Do’s and Donts<br />Do Converse<br />Respond to those that comment, be social, thank those that connect to you<br />Do Make an Informative Profile<br />See earlier guidance<br />Do Fish Where the Fish Are<br />Where your customers hang out<br />
    162. 162. Thank You<br />Questions<br />
    163. 163. A Brief Final Word on <br />Social Media Monitoring <br />and Performance Measurement<br />
    164. 164. Monitor and Measure<br />To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets<br />Performance evaluation should be undertaken at three main levels…<br /> <br />
    165. 165. Monitor and Measure<br />Individual Channel Performance<br />the effectiveness/success of each channel benchmarked against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence<br />most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy<br /> <br />
    166. 166. Facebook Insights<br />
    167. 167. Facebook Insights<br />
    168. 168. Monitor and Measure<br /> <br />Wider Social Media Performance<br />monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools<br />this will show the impact of your SM activities on others and other channels<br />it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on <br />
    169. 169. Merchant City, Glasgow<br />
    170. 170. Monitor and Measure<br />Underlying Business Performance<br />the performance of each social media channel and the overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures<br />in a social media era, they are the main ‘drivers’ of future business performance<br />the final level of performance monitoring, therefore, is linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures? <br />
    171. 171. Performance Measurement<br /><ul><li>Involvement – network/community numbers/quality, time spent, frequency, geography
    172. 172. Interaction – actions they take – read, post, comment, reviews, recommendations
    173. 173. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
    174. 174. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
    175. 175. Insight – customer insight
    176. 176. Impact – business impact</li></ul>Social Media Monitoring Tools –Audit, Assess, Impact<br />
    177. 177. The ‘6Is’<br />
    178. 178. Programme Feedback<br />Follow Up, Informal Session?<br />

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