Social media strategy dec 2013

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Social Media Strategy Workshop

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  • Before I start to talk about the main points of online marketing ... It’s important to consider the huge changes in media over the past decade.
  • Social media strategy dec 2013

    1. 1. Social Media Strategy Workshop
    2. 2. Key Learnings Key elements of a social media strategy Learn how to improve your social media through practical tips Social Media Management and Risk
    3. 3. About You?
    4. 4. Social Media Fundamentals Social Media Overview?
    5. 5. What is Social Media?
    6. 6. Checking Your News Feed
    7. 7. Talk to people / engage
    8. 8. Sharing News
    9. 9. Sharing Status / Images
    10. 10. Your use of social media?
    11. 11. Benefits and Challenges of SocialSocial Media Media Overview?
    12. 12. Leverage social media audiences
    13. 13. Capitalise on viral nature
    14. 14. 3. Engage with people
    15. 15. Risks and Challenges
    16. 16. Online Reputation Risks
    17. 17. How is social media used in modern business and Social Media Overview? marketing
    18. 18. Brand
    19. 19. Engage with customers?
    20. 20. B2B: Industry Expert
    21. 21. Engage with customers “Communicate changes to benefits and highlight advice” “Interacting with the public” “Continual increase in client contact via Facebook and Twitter”
    22. 22. www.nibusinessinfo.co.uk/content/social-media-business
    23. 23. Social Media should be throughout the Business!! CEO Directors PR HR Internal Comms CRM Sales
    24. 24. Customer service is the new marketing… Source: ShashiBellamkonda on Flickr
    25. 25. 91% Source: Repeller.com
    26. 26. Crisis Comms
    27. 27. Exercise Review the customer service function of Irish Rail’s Twitter Profile (@IrishRail) • How are they using social media as a customer relations tool? • How do they engage with people?
    28. 28. SOCIALMedia Overview? MEDIA STRATEGY Social
    29. 29. “We really should be using And ”
    30. 30. We think about the tools, but we should be thinking about…..
    31. 31. 1. Social Media Audit Social Media Overview?
    32. 32. Key Audit Areas Assess current performance: • Size of Social Media Audiences • Review of Content and Engagement (Still Broadcasting…?)
    33. 33. Key Audit Areas Key Question: Is social media supporting your current business objectives?
    34. 34. Key Audit Areas Analyse data: Google Analytics - Traffic to website Facebook Insights – Community growth, Engagement, popular content (Q. what did you learn from popular content?)
    35. 35. Brandjacked?
    36. 36. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    37. 37. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
    38. 38. Avoid Social Media?
    39. 39. Further Reading http://www.seotakeaways.com/9-pointchecklist-for-conducting-a-social-mediastrategy-audit/
    40. 40. 2. Social Media Objectives Social Media Overview?
    41. 41. Case Study: Why Greater Manchester Police use Social Media
    42. 42. Send out information Improve Customer Services Be seen to be using it! Promote brand awareness Boost Sales Social Media Objectives Boost donations Improve media relations Reach younger audiences Create dialogue with customers Lead generation Source staff / recruit
    43. 43. Chief Constable / GMP Use
    44. 44. Identify Criminals
    45. 45. Maintain relationships with community
    46. 46. Community Support to Help Solve Crime
    47. 47. Catching Criminals
    48. 48. Public Announcements
    49. 49. Social3. Audiences Media Overview?
    50. 50. Problem! Many companies have no idea who they should really be targeting via social media
    51. 51. What do they use online?
    52. 52. Content and engagement in real time
    53. 53. B2B Audiences
    54. 54. 4. Social Media Channels & Social Media Overview? Tactics
    55. 55. ? Your Use
    56. 56. Used for: Mainly Organisations and B2C Promoting Brand Reaching a defined demographic Engaging via interesting content Customer Insights and Relations
    57. 57. Used for: Brands, Individuals, B2B Live events Promoting news Offers Real-time chat with stakeholders Customer Insights and Relations
    58. 58. Used for: B2B and HR (Mainly) Networking and Lead Generation Thought-leader content and engagement Recruitment Not sales and offers!
    59. 59. Additional Social Media Channels
    60. 60. Blog: A ‘web log’ – a regular online diary about a topic, hobby, interest. Blogs are set up by individuals who are passionate about their subject matter. They encourage and respond to comments from other people.
    61. 61. Exercise: Review the Facebook Page for: Content and Engagement • Greater Manchester Police www.facebook.com/GtrManchesterPolice • MAC Belfast www.facebook.com/theMACBelfast Q. What do they use social media for? Q. What types of content do they post? Q. How do people engage with the content ?
    62. 62. Case Study Social Media Overview?
    63. 63. The Customer is the Star!
    64. 64. Sharing Stories
    65. 65. Engagement: Topical
    66. 66. Authority and engagement
    67. 67. Offers: Yes. But only a small %
    68. 68. Link to Website.
    69. 69. In Real Time!
    70. 70. Customer Engagement
    71. 71. Topical….
    72. 72. Topical…
    73. 73. Company Profile
    74. 74. Groups
    75. 75. Social Media Management Social Media Overview?
    76. 76. Securing Buy In for Social Media
    77. 77. Win over senior Mgt – need to educate and get them to use social
    78. 78. Where things go wrong… The best strategy is useless if: • The business aren’t genuinely behind it • There isn’t cross departmental buy in • Results focus is purely “conversions, metrics and sales” • “Social Media” is seen as an “add on” • It doesn’t form part of the everyday way of working Source: Econsultancy, 2012
    79. 79. Training and Continuous Development
    80. 80. Social Media Risk Social Media Overview?
    81. 81. Your Experiences?
    82. 82. Main Social Media Risks for Organisations
    83. 83. Online Reputation Risks
    84. 84. How to react to social media comments
    85. 85. Check, manage and respond to Social Media
    86. 86. Living with Criticism
    87. 87. Ignoring comments
    88. 88. Respond Quickly in Public
    89. 89. Take Complaints Offline!
    90. 90. Managing your Facebook Page
    91. 91. Options: Hide Comments
    92. 92. Options: Delete Comment or Ban User
    93. 93. Exercise: Fancy Dress Shop Scenario
    94. 94. Exercise: Fancy Dress Shop Scenario What are the main risks for the shop? How could this incident have been avoided? How would you react to this situation?
    95. 95. Social Media Policy
    96. 96. Social Media Policy Guide – Free Download http://www.octavedigital.co.uk/digitallearning/online-guides/
    97. 97. Paid Tools
    98. 98. Paul McGarrity

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