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Social Media and its role in communications


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  • 1. Social Media
    Its role in communications
  • 2. Expectations
    • Interactive and engaging
    • 3. Ask great questions – the more you give the more you get back
    • 4. Share your experiences and frustrations
    • 5. Questions and answers
    • 6. Smiles
    • 7. Be active in conversation
    • 8. Use real/relevant examples
  • OverviewSocial Media AgencyWeb Design And Development
  • 9. Kobe earthquake
    January 1995
  • 10. People kept asking 1 basic question
    What can I do to help?
  • 11. Reality
    Wasn’t much we could do
    Internet hadn’t matured yet as a place to respond to disaster
    Donate blood
    Pick up phone – donate money
    Not much else to do in 1995
    No way to collaborate in time of crisis
  • 12. 9 / 11
    Trying to sort out fact from fiction
    Google groups
  • 13. Tsunami
    Boxing day 2004
  • 14. From 2001 – 2004
    Group of bloggers got together – “Tsunami help blog”
    Easy to role out blog – add wiki – now hub where people can share info. Collect info through mobile phones and be aggregated in 1 place
    Go to place for any info
  • 15. Queensland Floods 2011
  • 16. Queensland floods
    Hashtag on twitter #qldfloods
    People posting info about lost relatives
    Friends/family turned to social media in desperate bid to help find loved ones
    Suddenly internet made big leap. We could donate something else. Skills. Technical. Faster and larger scale
    Integration into traditional media with eg. Hashtag
    People working together, collaborating
  • 17. Services
    Queensland Police – Facebook/Twitter profile which communicated key messages to residents including evacuation information for those who are able to access 3G services – Facebook got 125 million hits
    RSPCA - Call out to adopt animals resulted in entire shelter being emptied before the flood waters took over
  • 18. Sweet Tweet – Video
  • 19. What we will cover today!
    Social media stats - the state of our nation 2011
    Monitoring, listening and engaging
    Setting measurable objectives
    Planning and Policy
    ROI Model
    Have the conversation – buy in
  • 20. Introductions
    • Name
    • 21. Where you are from
    • 22. Position
    • 23. Where your organisation is at in terms of social media – eg. Planning stage, implementation stage or continuous improvement
  • Biggest cultural shift we’ve ever lived through…it’s not social media…it’s the internet…and it’s still a baby!
  • 24. Almost 40% of Australians are now interacting with companies via social networking sites – Source Nielson
    State Of Our Nation
  • 25. Number of Australian’s utilising Social Media is estimated at 9.9 million – March 2011.
  • 26. Per Capita
    7 hours, 19 min, 13 secs per month
    Australians are The Biggest Users Of Social Media
  • 27. 86% of Australians online are looking to fellow users for opinions and information about products, services and brands.
  • 28. More people spending time online
    More people asking open q’s online and sourcing answers via virtual friends/brands
    Quicker responses
    Easier to find information
    More connected via computers/phones/ipads etc
    Less foot traffic for certain industries
    What do these stats mean?
  • 29. iPhones/Smart phones
    Wireless Internet
    Internet Cafes
    Increasingly Free Wifi
    GogoWifi – On a plane
    Easy to jump online
  • 30. Half Hearted Approach doesn’t cut it!
  • 31. 1. Listen – monitor/measure
    2. Strategy
    3. Policy, Style Guide, Crisis Management
    4. Planning and Resourcing
    5. Platform set up – profile management
    6. Integration/Campaigns
    7. Monitoring/Reporting
    Social Media Excellence7 step approach
  • 32. Monitoring and Measuring
  • 33. Monitoring and Measuring
    Investigation into demographic online
    Your brands digital footprint
    Sentiment – positive, neutral, negative
    Competitor analysis
    Conversational segments – categorisingeg. Customer service, mention of new product, etc
    Share of voice
    Crisis Management - keywords
  • 34. What it is? (Listening, defining the social landscape – find out where convo is happening eg. Twitter/forums)
    Why listen ? (gain understanding of conversation, call to action, sentiment, sales, customer service, to assist in writing a social media strategy)
    Connecting with industry – cross promote
  • 35. Identify & build categories
    customer service
    sales opportunities
    crisis management
    generic mentions
    Brand-Specific Mentions
  • 36. Discover how people feel about the brand/industry
    Build a benchmark for future comparison
    Topic Trends
    Identify any trends associated with your organisation/industry
    Build a benchmark for future comparison
    Sentiment Benchmarking
  • 37. Identify & measure key competitors for benchmarking & strategy comparison
    Competitor Benchmark
  • 38. Demonstration of Monitoring Tools
  • 39. Example of desktop
  • 40. Free Monitoring Tools
    Google alerts
  • 41. Shared Interests and values vs demographic categories
  • 42. Task
    Write down what types of “social key words” online users may say about your brand/product/service.
    Who are your competitors?
    Write down 1 up and coming comms/marketing campaign – what would you want to track from this? Eg. sentiment, keywords, influencers for the brand
    What are you users passionate about, what amuses them and what do they choose to do in their free time?
  • 43. Social Media Strategy
    Measurable objectives
    Identify metrics
    Look at current strategies – possible integration
    Measure success
    ROE and ROI (if necessary)
    Small wins using social media VS full social media program
  • 44. Elements of a Social Media Strategy
  • 45. What have you done so far?
    Tick these off on the sheet
    Circle what needs to be done next
  • 46. Building a Successful Social Media Strategy
    Create Buy In
    Make sure upper management believe in social media and the purpose it has in the organisation
    Ensure that it is used for relationship/community building initially – and number one goal is that it is not used as a sales tool
    Long term commitment, long tail approach – not marketing gimmick
  • 47. Common Social Media Objections
  • 48. ‘Social media allows you to be more engaged with your current and potential clients. It is the most powerful communications channel we have right now, due to gaining real-time responses from consumers.’
    ‘Just because everyone else is doing it, doesn’t mean we have to.’
    ‘It gives our company a voice and shows that we are listening and responding’
    ‘It gives another customer service channel outside email and phone.’
    Fear of Following Trend
  • 49. Fear of Change
    ‘The business/marketing world continues to evolve and so many companies are reinventing themselves as innovative by the use of social media. The fact that fortune 50 companies are embracing social media should be enough for it to warrant conversation for us.’
    ‘We are going to what we know works for our company. We have been fine without it so far.’
    ‘If we don’t give this an opportunity, we will miss out on lead gen and the cost savings it can offer.’
  • 50. What About Resources?
    ‘Let’s dip our toes in the water by running a social media report for our company; then at least we know where we stand and can use the information to move forward.’
    ‘It is going to require too many resources within the company.’
    ‘Just like any other marketing campaign, social media will require resources. However, we need to look at the benefits of what social media can do for our company. Eg. Cost savings, lead gen. ’
    ‘We need to focus on what we want to accomplish through goals, objectives and success metrics.’
  • 51. Testing and Experimentation are Keys to Success
  • 52.
  • 53. 7 Steps for Social Media Strategy
  • 54. 1. Determine your goals and objectives
    Customer service, Marketing, PR or Communications – It’s irrelevant
    Understand goals and objectives and how they tie in with company goals
    Be SMART 
    How will you integrate this?
    What are some of your goals????
  • 55. 2. Research
    Monitor and measure - Snap shot report
    ‘Dip your toe in the water’ report
    Develop list of social media sites where you can engage your target audience
  • 56. 3. Identify influences
    Outline an outreach list
    Radian 6 – or other monitoring platform
    Blogger outreach program
  • 57. 4. Engagement Strategy
    Valuable/shareable content
    Use right platforms
    Encourage colleagues to identify opportunities
  • 58. 5. Integration
    Integrate Marketing/Communications activations
    Ensure all social media platforms are ‘talking to each other’ in some manner.
    Mobile devises
  • 59. 6. Measure results
    Tie in goals and objectivese.g. Improve brand presence – number of followers on Twitter/fans on Facebook/comments on blog/comments in social environment
    What metrics are you using to measure the success of social media? What objectives are you measuring using these metrics?
  • 60. 7. Analyse Adapt Improve
  • 61.
  • 62. Planning
    The Planning, Ideas and the Documentation
  • 63. The use of social media within your integrated marketing
    Building a strategy for your brand or product
    Being creative
    Safety stuff…
  • 64. Integrated Marketing
    Coordination of a variety of promotional vehicles (e.g., print/broadcast advertising, public relations, direct marketing, in-store promotions) and multiple stages in a promotional campaign to ensure that the marketing message is consistently received by the greatest possible number of people in the target market.
  • 65. Are you just going to produce a brouchure or print ad and not extend the story?
    Extend the story – story board from the start with all comms/markteing activations
    Collect the data
    Eg. Want see why your friends talking about x right now! Head to our facebook page to watch the video/hear what people are saying!
    Storyboard Social From The Start
  • 66. How do you integrate social into your marketing/communications?
  • 67. It’s pretty simple really…
    Find out what people are saying in your market and about you
    2. Speak to this in ALL of your product or brand marketing/communications
    3. Validate your marketing by monitoring your market
  • 68. The best thing you can do to benefit from social media as part of your integrated marketing is to create a virtuous circle:
    Seed your campaign, launch or product on social media to build buzz.
    Allow customers to purchase, enquire and test through social media post-launch.
    Offer incentives to encourage sharing of your product or brand benefits online.
    Drive your growing community to chosen social platforms.
  • 69. Whatever media you are using, here is a checklist for making social media a part of your effort.
    People will search you on all social platforms. Be ready. Make sure all platforms in use have up-to-date product information. Direct people to your website if you have to.
    Offer product support on social media. People will want to know more and FAQS are often Frequently Abandoned Questions.
  • 70. Cont...Whatever media you are using, here is a checklist for making social media a part of your effort.
    3. Monitor your campaign using one or more of the social media monitoring tools during and/or after the bulk of your marketing activity.
    4. Collect any feedback received through social media and add it to your review of your activity. Look to use it in your planning for next time.
  • 71. Building a strategy for your brand or product…
  • 72. 1. Define what you want to achieve
    Make sure you are clear about what success looks like but also that your objectives are SMART.
    Specific = we want to increase sales of X through X platform
    Measurable = we want to increase sales by 20% or X units
    Achievable = we want to improve on last time by a x amount
    Realistic = we have set aside X resources which should mean success
    Timely = we have allowed X time to meet these objectives which is feasible
  • 73. 2. Collect your data and research
    a. Find out as much as you can about your current or prospective customers.
    b. Use every touch point you have to learn about them.
    c. Add a basic survey to your email newsletter or website. Run a short poll on Facebook.
  • 74. 2. Collect your data and research
    Ask your customers face-to-face what they like about your product/service. If you are a larger business, consider working with a data partner like Sensis, Eperian, Radian6 or thinktank media to form a good picture of who your customers are and where to reach them.
  • 75. 3. Plan to your strengths
    You will need to know the company/organisation well enough to be able to work to your strengths.
    You will need to know/identify key players and their strengths
  • 76. 3. Plan to your strengths
    Some things you might need:
    One or more people - write in a conversational tone
    A steady supply of candid/interesting photos from both phones and a good quality camera.
    Periodic videos from staff, customers, and community members
    Contributions from staff and suppliers
    Dedicated time to manage your activity and expectations from staff incorporated into job roles. Staff may not be as enthusiastic about social media as you. Make it each for them to be involved.
    Start with what you KNOW you can do well.
  • 77. 4. Be outstanding
    a. Don’t look to move into a new space with the same ideas that worked for old media.
    b. Social media is a completely different series of networks to those that have gone before (with the exception of word of mouth) And demands a different approach to incentivizing actions.
    c. Instead of a discount voucher redemption, think discounts for sharing your purchase (a $1 off the price for every FB like).
  • 78. 4. Be outstanding
    Rather than posting a letter to your best customers, visit them in person by tracking their Foursquare or Facebook check ins and give them something face to face to show how you value them. Market just for the people you reach initially. If you can give 100 people a great experience they could tell 13,000 people through social media.
  • 79. 4. Be awesome
    Rather than providing a limited product offer based on time, add a gaming element by only allowing purchase by those who have purchased earlier products or services (ie. ‘collecting’) e.g. Krispy Kreme Mystery Donut.
  • 80. Sweat the small stuff
  • 81. Eyeballs break #1:1 million Heineken Hugs
  • 82. 6. Test your strategy in advance
    Once you have decided how to roll out your marketing activity, you can easily test your methods online prior to the main activity.
  • 83. 6. Test your strategy in advance
    Some simple ways to do this include:
    • Post similar photo days apart on different photo-sharing sites like Flickr, Picasa or Photobucket. Which sites draw the most comments or likes?
    • 84. For links to your website, post the same content on Facebook and Twitter on different days and measure the click throughs using Which platforms works best?
  • 7. Launch, learn, evolve and refine.
    When you are ready to launch your main marketing activity, campaign or product, take your online community into your confidence. Give them a preview first. If it’s a product, send out samples to people willing to review them pre-launch.
    Advocates need to be looked after and in return they will speak on your behalf.
  • 85. 7. Launch, learn, evolve and refine.
    When you get feedback, acknowledge it and incorporate it where you can. If you have a gym you might not realise you have 5 empty rowing machines but queues behind the bikes. You’ll get that feedback from FB so act on it.
    Set up a monthly meeting with your strategy team to review how your plan is progressing.
  • 86. So what does a strategy include I hear you thinking?
    Objectives. 3-5 are good.
    A theme. It helps inform everything you do.
    Benchmarks. Where you are now.
    Segments you want to reach. Give them a face and a name.
  • 87. Continued… So what does a strategy include I hear you thinking?
    5. Platform Strategy. Outline which you will use, how and how often.
    6. Calendar. Plan out your activity months in advance (but be flexible).
    7. Responsibilities. Who does what, when.
  • 88. Creativity…
    Key driver in social media
    I can’t teach you to be creative at a workshop.
    I can offer some tips and hopefully share some inspiration.
  • 89. My tips:
    Don’t expect great ideas at work.
    Be prepared to get it wrong.
    Good ideas from elsewhere can be used again.
    Encourage your team to have good ideas and help it happen.
  • 90. Resourcing
  • 91. Resource Calendar
    Content timeline
    Road map
    Profile management
    Employee identification – e.g. Community Manager or Agency
    Integration of social media strategies into current marketing calendar/comms plan
  • 92. Planning - Gantt Chart
  • 93.
    Content calendar/scheduling
  • 94. Style Guide
    Your sister, your mother, your best friend, your grandmother. Friendly, Fun, Conversational, Motivational segments
    Only ever one ! No short cut words. Limited 
  • 95. Policy, Crisis Management & Style Guide
    Style Guide
    Create a voice and tone for your brand
    Identify words and phrases commonly used
    Keep tone consistent
    Liaise with other internal users to maintain continuity
  • 96. Twitter
    @ - what does an @ mean to your organisation – when would you @ message
    What does an RT mean to your organisation
    DM – when would you use a DM
    Lists – Do you need to great lists?
    Favourite – when would you favourite a post
    #FF – follow friday
  • 97. Policy, Crisis Management & Style Guide
    Have a staff policy
    Educate all staff on do’s and don’t’s of social media
    Educate all staff on why the company is using social media
    How will they play a part in this?
  • 98. Policy
  • 99. Guidelines
  • 100. Training Your Company for Social Media
    Taking steps:
    Help staff understand your business’ bigger social media picture
    How their use of channels fits into big picture
    How their online interactions impact the reputation of your company’s brand (as well as their own personal reputation).
  • 101. Digital Footprint
  • 102. Education
    Almost guaranteed that small segment of your employee base won’t be comfortable with even the basics of online social networks.
    You’ll need to account for them.
  • 103. Education
    Invest time, effort and do a bit of thinking outside the box to create a strong and comprehensive social media training program for your company.
  • 104. Education
    With the right information in hand, you can create a solid training program that gets your basic-level employees feeling comfortable and your advanced-level employees ready to use their social networking skills on your company’s behalf.
  • 105. Training Your Company for Social Media
    The specific reasons why training everyone in social media use is so important
  • 106. Hiring
    Hiring an intern to run your social media program - A BIG NO NO
    Even the most “skilled” social networkers will need to be trained in some way or another.
    Just because they’re good with their personal social media activations doesn’t mean they’ll be a hit business wise!
  • 107. Who and Why?
    Digital Native:
    Savvy Technologist:
    Reluctant User:
    Digital Contrarian:
    Digital Newbie:
    You’ll have all of these archetypes within your employee base, and will need to create training based around the various comfort and use levels of each.
  • 108. Digital Native:
    The digital native is someone who’s grown up in a highly digital world. They’ve had access to various online social platforms most of their lives and are very comfortable using those platforms, as well as adopting any new ones that come on the scene. Digital tools are a part of digital natives’ daily lives, to such a degree that many of them would be at a loss as to how to go on about their days if some of these tools were taken away.
  • 109. Savvy Technologist:
    The savvy technologist is someone who, while not having grown up with them, feels comfortable using most online social platforms and digital tools. These people approach new platforms with caution and often let others fumble around before joining in.
    While they lean toward using digital tools to manage their daily lives, savvy technologists have no problem reverting back to their analog ways if necessary, and sometimes even opt to maintain those analog habits that seem more efficient and effective (e.g., maintaining a written day planner).
  • 110. Reluctant User
    The reluctant user is someone who’s aware of the digital world and social media but hesitates to explore and dive into the digital space. These people have heard of big-name social networks like Facebook and probably carry around a smartphone for work, but that is the extent of their digital adoption. They do not think about or use digital tools more than necessary and generally resist incorporating those tools into their lives.
  • 111. The digital contrarian
    is someone who’s averse to the digital world. They’ve probably heard of social networking but they think it’s a bunch of rubbish, and they’ll use email for work purposes, but if they have a personal email account, it was set up by a friend/sibling/child and is rarely if ever checked. These people prefer and almost strictly use traditional communication channels to reach their friends, family and business partners. If you send them an email, they’ll ask you why you didn’t just give them a call.
  • 112. Digital Newbie:
    Unlike the digital contrarian, the digital newbie isn’t opposed to the digital world so much as they are simply unaware of it. While the digital native might feel these folks must live under rocks, digital newbies go on about their day not thinking or wondering about the online social world or the need for an iPhone. Their life and day-to-day activities go on just fine without any digital intervention, and they don’t see the need to change their habits or behaviors.
  • 113. Training Your Company for Social Media
    The preparatory steps you need to take during your program planning phase
  • 114. Discussions needed
    Surrounding specific social media needs/expectations of each team within your organisation.
    Seeing how those needs and expectations fit within the boundaries of your current social media strategy
  • 115. Training program
    It’s important you create a training program that ties to your company social media plan and addresses the various needs of those who will be participating.
  • 116. A loose framework to plan your training course programming
  • 117. Training Program and Framework
    Due diligence
    Brainstorming the who, the what and the which
    Create your social media team
    Using external training and resources
    When building your program you need to state your goals, objectives, benchmarks and reviews
  • 118. Your basic program
    Explain what is social media through question and answer
    Explain direct benefits for the company
    Listing how to identify and new business
    Community management
    Collaborations with other internal teams
    Continuous learning
  • 119. Internal hurdles and considerations
  • 120. Internal Hurdles
    Trust your employees
    Find their voice within the framework
    Honest/natural voices
    Honest customer service – if you make a mistake deal with it through social media
  • 121. Ongoing education and post-training resource planning
  • 122. Ongoing Education and Training
    Keep your finger on the pulse
    Knowledge is power and it is never too late to start!
    Continuous improvement
  • 123. Policy, Crisis Management & Style Guide
    Crisis Management
    Create social media steering group
    Foresee what could go wrong
    Have strategies in place to address a crisis
    Tackle head on – be authentic
    Who? On what platform? In what timeframe? E.g. – Domino’s Pizza incident
  • 124. Workers fired for Domino's prank video
  • 125. The Response
  • 126. Reporting
    “dip your toe in the water’’ social media report
  • 127. Basic Plan - Priceline
  • 128. Case Study
    KLM Airlines
  • 129. KLM Airlines
  • 130. Facebook welcome pages
    Richmond Football Club
  • 131. Caroline Serviced Apartments
    Facebook Voucher – 4 weeks - results
    Voucher Application by thinktank media
    Built to offer Facebook fans 20% off advertised rates for apartments
    . In just 4 weeks, it has proved to be a great success:  
    Almost 1 in 3 new Facebook fans used the voucher to make a booking.  
    Through this promotion alone, Caroline Serviced Apartments have gained 35 new fans.  
    Overall, in just 4 weeks, the Facebook page has driven 15 booked nights at their Brighton location, and 8 booked nights in South Yarra.
  • 132. Case Study
    Governments NATAL trauma centre for emergency blood.
  • 133. ROE/ROI Model
  • 134. Your questions answered
  • 135. Outstanding Resources
  • 136. contact 03 90231487(03) 90231487