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Social media training
 

Social media training

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    Social media training Social media training Presentation Transcript

    • Engagingcommunities andevaluating success2012Page 1 | Social media training | 2012
    • Background – whatis social media?Page 2 | Social media training | 2012
    • What is social media?Page 3 | Social media training | 2012
    • What is social media?Page 4 | Social media training | 2012
    • What is social media?Page 5 | Social media training | 2012
    • What is social media?Page 6 | Social media training | 2012
    • What is social media?Page 7 | Social media training | 2012
    • What is social media?Page 8 | Social media training | 2012
    • BIG NUMBERS62% of adultsworldwide now usesocial mediaIpsos, 2012Page 9 | Social media training | 2012
    • BIG NUMBERShttps://www.facebook.com/advertisingPage 10 | Social media training | 2012
    • BIG NUMBERS65% of the world’s topcompanies have anactive Twitter profilehttp://thesocialskinny.com/99-new-social-media-stats-for-2012/Page 11 | Social media training | 2012
    • Principles andtrendsPage 12 | Social media training | 2012
    • Principles and trends•  1/9/90 •  Does everyone behave the same in social media?•  Mobile •  The death of the desktop•  Customer expectations •  How people expect more and more in social media•  Transparency •  How brands are responding to demand, and opening upPage 13 | Social media training | 2012
    • 1/9/90Page 14 | Social media training | 2012
    • 1/9/90Page 15 | Social media training | 2012
    • 1/9/90 in actionPage 16 | Social media training | 2012
    • 1/9/90 evolvedPage 17 | Social media training | 2012
    • Why it’s important•  It’s critical when planning and/or measuring activity to acknowledge that different behaviours exist in social•  Consider your passive audience, and how you might tempt them to become more engaged?•  Likewise, consider the engaged audience – how can they amplify and spread your content?Page 18 | Social media training | 2012
    • MobilePage 19 | Social media training | 2012
    • Mobile63% of women and 73% ofmen ages 18-34 say they don’tgo an hour without checkingtheir phonesLookout & Harris report, 2012Page 20 | Social media training | 2012
    • MobilePage 21 | Social media training | 2012
    • Page 22 | Social media training | 2012
    • What this means for attention…Page 23 | Social media training | 2012
    • Why it’s important•  People are unlikely to be sat at a desk, giving their full attention to your campaign or message•  This also opens some interesting opportunities for location based thinking, and real-time engagementPage 24 | Social media training | 2012
    • CustomerexpectationsPage 25 | Social media training | 2012
    • Customers are changingPage 26 | Social media training | 2012
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    • ceoemail.comPage 30 | Social media training | 2012
    • Why it’s important•  Customers no longer have to wait in line – they have the tools, knowledge and support to speak directly to brands•  Smart brands know this; they listen and preparePage 31 | Social media training | 2012
    • TransparencyPage 32 | Social media training | 2012
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    • O2 network outagePage 36 | Social media training | 2012
    • Why it’s important•  Customers are living in a world with endless information, and endless choice; pretending otherwise is dangerous•  Transparency can build trust, and provide bold opportunities for engagementPage 37 | Social media training | 2012
    • 2 benefits and2 risksPage 38 | Social media training | 2012
    • ROIPage 39 | Social media training | 2012
    • O2 – the value of a fan 1.7 times more likely to renew 2 times more contract likely to recommendPage 40 | Social media training | 2012
    • Page 41 | Social media training | 2012
    • Dell – the value of a Facebook fan•  Fans spend an additional $71.84•  Fans are 28% more likely to continue to use Dell•  Fans are 41% more likely to recommend DellDamien Cummings – Online & Social Media Director, Dell,September 2011Page 42 | Social media training | 2012
    • Hivemind /advocatesPage 43 | Social media training | 2012
    • Louis CKPage 44 | Social media training | 2012
    • Louis CKPage 45 | Social media training | 2012
    • KickstarterPage 46 | Social media training | 2012
    • KickstarterPage 47 | Social media training | 2012
    • Substance abusePage 48 | Social media training | 2012
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    • Talking about this•  RedBull – 1.37%•  Greenpeace – 3.92%•  Condescending corporate b******s – 7.32%Page 52 | Social media training | 2012
    • Avoiding substance abuse•  Be tough on yourself; is this interesting?•  Ask the audience; is this interesting?•  If not, what content do the audience want?Page 53 | Social media training | 2012
    • OverloadPage 54 | Social media training | 2012
    • OverloadPage 55 | Social media training | 2012
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    • FearPage 58 | Social media training | 2012
    • Avoiding overload•  Start small; prototype and build from there•  Plan internal resources and role-play expected scenarios•  Set expectations with the audience; if you’re testing something new let them know•  Remain transparent; if it fails be honest about itPage 59 | Social media training | 2012
    • How to implement asocial mediastrategyPage 60 | Social media training | 2012
    • Agenda•  POST •  A logical approach to building a strategy•  Bought, owned and earned spaces •  Identifying types of online space•  1/9/90 applied •  Treating people differentlyPage 61 | Social media training | 2012
    • POSTPeople: Assess your audiences’ social activities (coming up)Objectives: Decide what you want to accomplishStrategy: Plan for how relationships with customers will changeTechnology: Decide which social technologies to usePage 62 | Social media training | 2012
    • Owned, bought and earnedAcross all media for your brand:•  What owned spaces do/could you use? OWNED•  What spaces do you / could you earn?•  Which spaces could be BOUGHT EARNED bought? (literally, excluding professional services)Page 63 | Social media training | 2012
    • OwnedPage 64 | Social media training | 2012
    • BoughtPage 65 | Social media training | 2012
    • EarnedPage 66 | Social media training | 2012
    • Owned, bought and earned•  What does Pan Macmillan have already in these areas?•  What kind of objectives OWNED are met by each type of space? BOUGHT EARNEDPage 67 | Social media training | 2012
    • 1/9/90 appliedPage 68 | Social media training | 2012
    • 1/9/90 appliedPage 69 | Social media training | 2012
    • Take-aways1.  Think about the technology last2.  Identify what is owned, bought and earned, and work to link them up in smart ways3.  Consider a breadth of desired behaviours; don’t treat everybody in the same wayPage 70 | Social media training | 2012
    • Agenda•  2:05 – 2:20: Background – what is social media?•  2:20 – 2:45: Principles and trends of social media•  2:45 – 3:10: The benefits and risks of social media•  3:10 – 3:35: How to implement a social media strategy•  3:35 – 3:50: BREAK•  3:50 – 4:15: How to target your online audience•  4:15 – 4:40: What technology can be used to achieve your strategy•  4:40 – 5:00: Measuring and benchmarking successPage 71 | Social media training | 2012
    • How to target youronline audiencePage 72 | Social media training | 2012
    • Planning•  Once you know what your objectives are, think about the audience and who the key influencers might be? Get a big sheet of paper and draw these out. •  Think about whether you want bloggers, forum moderators, Twitter users, YouTube users etc? •  Is there an ask? •  What are the risks?Page 73 | Social media training | 2012
    • Mapping influencersPage 74 | Social media training | 2012
    • GooglePage 75 | Social media training | 2012
    • Contact people on their termsPage 76 | Social media training | 2012
    • Avoid spam…Page 77 | Social media training | 2012
    • …or face the consequencesPage 78 | Social media training | 2012
    • Using relationships smartlyPage 79 | Social media training | 2012
    • What technologycan be usedPage 80 | Social media training | 2012
    • TwitterPage 81 | Social media training | 2012
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    • Characteristics•  Fast paced; great for issue-jumping•  Deceptively simple; hashtags, lists and favourites all add possibilities•  Conversational; expect to be engaged•  Swarm-like; occasionally mob-mentality will rulePage 83 | Social media training | 2012
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    • FollowerwonkPage 85 | Social media training | 2012
    • FacebookPage 86 | Social media training | 2012
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    • Characteristics•  Flexible; can provide a platform for pretty much anything•  Measureable; plenty of tools allowing you to measure activity•  Cavernous; huge audience and competition means it’s often hard to get noticed•  Walled garden; the ‘Zuck’ doesn’t play nicely with others, meaning your presence there will be mostly invisible outside of FacebookPage 88 | Social media training | 2012
    • Facebook insightPage 89 | Social media training | 2012
    • Facebook insightPage 90 | Social media training | 2012
    • Facebook insightPage 91 | Social media training | 2012
    • VideoPage 92 | Social media training | 2012
    • YouTubePage 93 | Social media training | 2012
    • Characteristics•  Embeddable; YouTube and Vimeo make sharing easy•  SEO-friendly; video places highly in search•  Engaging; can convey a message or material far quicker than copy•  Hugely variable cost; from behind-the-scenes videos shot on mobile, to full-blown productions, costs varyPage 94 | Social media training | 2012
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    • PhotographyPage 96 | Social media training | 2012
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    • Characteristics•  Mobile friendly; Instagram, Facebook and Tumblr all make photography easy to access on mobile•  Good for behind-the-scenes; can show hidden processes, people and perspectives•  Useful; bloggers, advocates and fans will always find uses for photos, even if it not immediatelyPage 98 | Social media training | 2012
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    • BlogsPage 100 | Social media training | 2012
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    • Characteristics•  Flexible; doesn’t have to be just copy – can be a good platform for photography, video etc•  Rich; not reliant on a quick response, and so can be good for thoughtful content, with multiple sources•  Rewards perseverance; not suitable for hit-and-run activity•  Not easy; contacting bloggers works only when you have a compelling reasonPage 102 | Social media training | 2012
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    • Measuring andbenchmarkingsuccessPage 104 | Social media training | 2012
    • Evaluation•  Measurement is key to demonstrating the value of engagement and building it into working practice.•  To be of value reports must map engagement measures to business outcomes. Increased reader satisfaction Percent change in NPS scores Percent change in negative mentions onlinePage 105 | Social media training | 2012
    • Use free insight toolsPage 106 | Social media training | 2012
    • And paid insight toolsPage 107 | Social media training | 2012
    • ToolbarsPage 108 | Social media training | 2012
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    • Notes about measurement•  It’s easy to get lost in the increasing number of stats available; keep focused on why you’re using them•  The objectives and metrics used will need to be scrutinised, amended and added to over time - someone needs to own the KPIs, to know which direction the trend is heading - and what to do if its heading the wrong way!•  Keeping a monthly log should be frequent enough, any more than this and it becomes too time consuming•  Before campaigns/events create benchmark reports and evaluate change after to gauge impact on the objectivesPage 112 | Social media training | 2012