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Social Media Workshops Omagh Enterprise Centre
 

Social Media Workshops Omagh Enterprise Centre

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Social media workbook for Omagh Enterprise Centre covering three workshops. Social media strategy for business, social media risk management and social media policy.

Social media workbook for Omagh Enterprise Centre covering three workshops. Social media strategy for business, social media risk management and social media policy.

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    Social Media Workshops Omagh Enterprise Centre Social Media Workshops Omagh Enterprise Centre Document Transcript

    • Social Media Workshops Omagh Enterprise April 2013 @Net4wiseowls Follow me on Twitter Bill McCartney Founder & Managing Director Net4wiseowlshttp://www.net4wiseowls.co.ukBill is the only official LinkedIn® EMEA Talent Solutions Partner in NorthernIreland. He has recently written significant social media strategies for two largeNorthern Ireland companies. Bill walks the talk and his own social media sitesand that of his clients are testament to his success in helping businesses likeyours prosper using social media. 1 of 8
    • Social Media Strategy for Business SuccessAGENDA 1. Why social media for your business? 2. STOP ~ Strategy, Tactics, Objectives, Performance. 3. Cultivate long-term mutually profitable relationships. 4. Leverage your relationships. 5. Integrated actionable social media strategy. 6. Monitoring your brand, customers and competitors. 7. Measuring your ROI (return on investment).THE BENEFITS 1. A successful actionable social media strategy template. 2. Know how to leverage your culture and social media sites. 3. Know how measure your ROI. Workshop TimeWho is your Audience?Paint a picture of your ideal target audience!Age, Gender, likes, dislikes, hobbies, income, shopping habits, etc.Discuss the best social media site to engage them on? 2 of 8
    • Social Media Strategy for Business Success“All men can see these tactics whereby I conquer, but what none cansee is the strategy out of which victory is evolved.” Sun Tzu in The Art of WarStrategy dictates tactics and justhaving a list of social media toolswith random engagement are poortactics without a clear strategy. Alignyour strategy with marketing, sales,customer service and humanresources, which will support youroverall business strategy. Withinthis your social media strategy maybe to raise awareness and influencecustomers to buy your products orservices. The tactics could involveFacebook advertising, Mobile apps,YouTube demo videos, Twitter forcustomer service and LinkedIn forbusiness referrals etc.Why you feel your business willsucceed with social media is thestart of your journey.Know your customer’s demographics and their decision process to buy yourproducts or services. The social media sites they are active on, market researchfrom listening to their needs / expectations and competitor intelligence will helpfocus your strategy and dictate your tactics. Visualising what success looks likewill also help you set SMART objectives and KPI’s that align with your overallbusiness targets. While a winning strategy takes time to write it’s important tobalance it with the size and complexities of your business. I am always remindedof a cartoon that showed two business people spending weeks talking strategywhile their competitor served their customers.Your people are your greatest resource and should be trained to act as brandambassadors. A simple clear social media policy should be in place to reassurethem what is and is not acceptable online. The tactics to be employed on yoursocial media sites can be put into action with an opportunity to move ahead ofthe competition. Few businesses understand how to exploit their social mediasites. Failures to understand the importance of Mobile, to use content calendarsto encourage engagement and to optimise social media sites to be easily foundare other lost opportunities. 3 of 8
    • Social Media Strategy for Business Success (continued)“However beautiful the strategy, you should occasionally look at theresults.” Sir Winston ChurchillThere are many excellent tools on the market to monitor, measure and analysethe success of your strategy and return on investment, from free Google Alerts,to paid social media monitoring tools. It’s important to understand the stats.“Statistics are like bikinis. What they reveal is suggestive, but what theyconceal is vital” Professor Aaron Levenstein.Regular reviews will support continuous improvement and fine-tuning to ensureyour social media strategy is a winner.ResourcesPresentation Slideshttp://www.slideshare.net/net4wiseowls/social-media-strategy-18805615Google analytics http://www.google.com/analyticsGoogle Alerts http://www.google.co.uk/alertsGrader http://www.marketinggrader.comFacebook Analyzer http://www.likealyzer.comNorthern Ireland Social Media http://www.linkedin.com/groups?gid=3751949Net4wiseowls Social Media http://www.net4wiseowls.co.ukContinued Overleaf 4 of 8
    • Social media risk managementAGENDA 1. Key Stakeholders Buy In.
 2. Effective social media Risk Assessment. 3. Monitoring social media channels for comments. 4. Appropriate response to negative and positive comments. 5. How to manage a crisis. 6. Essential social media training. 7. The Risks of Doing Nothing.BENEFITS 1. How to mitigate the risks associated with social media. 2. How to manage a crisis. 3. How to avoid common costly mistakes. Crisis Resolution Move Quickly Be Honest Be Transparent Fix the problem Speak in a human voice Use the right medium Stay true to corporate values Hold a post review 5 of 8
    • Social Media Risk Management Common Costly Mistakes 1. No social media policy 2. No training 3. No emergency plan in place 4. Listening only to the loud minority 5. Not expecting the unexpected 6. Heavy Moderation 7. Rants 8. Failure to learn from crisis 9. Taking it personally 10. Responding in red mist 11. Spiral conflict 12. Failure to agree to disagree 13. Forgetting the audienceResourceCustomer Service http://youtu.be/PKUDTPbDhnAResponse to customer Service http://youtu.be/4ESU_PcqI38 6 of 8
    • Social Media PolicyAGENDA 1. Buy In ~ senior management to shop floor. 2. Monitor ~ privacy, negative comments 3. Clear examples of gross misconduct. 4. Clear investigatory and discipline procedures. 5. Consistency and transparency 6. Legal 7. Training and regular reviewsBENEFITS 1. Social media policy template 2. Awareness of the pitfalls 3. Why a social media policy is essential Social Media Policy 10 Key Areas to Keep You Safe 1. Negative Comments When a negative comment is posted keep calm. Always have the businesses brand reputation in your mind. Do not ignore any negative comments and remember there is an online audience watching. If you feel out of your depth seek support from a social media specialist. 2. Buy In This is the hardest part and requires excellent communication skills to engage employees and explain why and how the policy will be implemented. Few people like policies and even fewer like being told that the businesses social media policy operates 24/7. Training should be given to all employees. This includes employees signing they have read the businesses social media policy. 3. Productivity Business and social media are becoming more blurred so it is important to highlight that time on social media should not distract or interfere with work. 7 of 8
    • Social Media Policy (continued) 10 Key Areas to Keep You Safe 4. Participation The employee’s writing on the businesses social media sites praising the businesses products, services, fellow workers and positively engaging with customers etc. should be encouraged. 5. Respect Always respect your audience. Employees should not rant, swear, or post derogatory, obscene or negative comments about the business, its competitors, or fellow employees. 6. Confidentially A billboard is similar to social media and is not the place for confidential information, i.e. classified material, revenues, potential innovations and tenders, competitor analysis, sensitive customer information, etc. 7. Humanise Don’t speak in a cold corporate politically correct voice. When you make a mistake admit it and deal with it. Do not post anonymously on social media sites. 8. Ownership Clarify to employees that the business owns the content posted on the businesses social media platforms and intranet sites. 9. Monitor The employers monitoring of social media must be consistent with the Data Protection Act and the Employment Practices Code. Existing business policies still apply regarding bullying, sexists / racist remarks, discrimination, harassment etc. These will be subject to the normal business disciplinary procedures. 10. Legal Its essential that your legal representative agrees your final draft policy to ensure best practice and compliance with the law. The impact on human resources, marketing, sales, and existing email, Internet policies, etc. should also be taken into account.TipsThere should be clear examples of gross misconduct.Clear investigatory and discipline procedures.Consistency and transparencyReview RegularlyResourceSocial Media Policy Video http://youtu.be/8iQLkt5CG8I?t=1m6sSocial Media Laws Video http://www.bbc.co.uk/news/technology-19910865 8 of 8