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A social media strategy example for a bookshop

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A social media strategy example for a bookshop using the Wbjam platform.

A social media strategy example for a bookshop using the Wbjam platform.

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  • 1. A social network for a national bookshop: http: book_worms Webjam presentation Presented by: Stuart Hall
  • 2. The network takes shape Images Video Text
  • 3. The bookshop challenge
    • My aim is to show from start to finish how to respond to a request for a social network solution for a national chain of bookshops
    • The client has been sold on the vision of the potential of the Webjam platform to deliver a ‘socially engaged workforce’ - which will deliver measurable ROI
    • Role of the consultant is to carefully consider the overall needs and turn this into a living breathing social network – one which will deliver for both the organisation and employees
  • 4. The concept overview
    • The concept is for a social network where each bookshop can have its own site
    • Where the main social network ‘Book Worms’ can include a CEO blog, company newsletter, blogs from each of the company departments
    • Would also allow for each shop to have a site within the network so they have sense of ownership
  • 5. Selling it to the shops
    • One obstacle which shouldn’t be under-estimated is possible resistance of shops who see themselves as independent from central office
    • Need to sell the benefits of connecting with other shops – so there’s a ‘win/win’
    • One solution is for each shop to have a lead person would set up the site & network with their respective leads in other shops
    • They could be provided training so they could help fellow employees get on board too
  • 6. Persuading staff
    • One easy way to persuade staff is to say there will be less email traffic as a result
    • Plus that for first time they will have a chance to exchange ideas about how to best market to their customers
    • Use the platform to bring all events into one place for both national and local promotions – with the calendar supporting it
    • Plus ensure shops encouraged to post on forum before & after event to discuss success, both as text posts, pics & video – whatever works best!
  • 7. Engagement tactics
    • Stage a competition to encourage the population of personal profiles on the network so that it rapidly becomes the norm
    • Encourage everyone from CEO down, to include a pic of themselves, so people can put a face to a name
    • Use an internal comms tool like Yammer to get people ‘warmed up’ to the idea of connecting together in one place
    • Another possible tactic to have a ‘Q and A’ section where head office can deal with queries in a FAQ-like fashion
  • 8. The nuts & bolts
    • Plus some simple video guides done by staff themselves on how to use the network
    • For example use of the modules, how they work, focus on a few like the ‘Engage your community’ module
    • Run a series of ‘how-to’ videos on main network that people can watch or grab for own profile
    • Would also need to make sure that there were clear guidelines as to what content was acceptable.
    • And make it clear that (using Saved Search function) that all content is moderated
  • 9. Support from Webjam
    • This is also an opportunity to sell Webjam’s editorial support & engagement
    • Using a workshop approach to discover best seeding and moderation strategy to fit the company
    • Implementation of a strategy of listen-generate-engage-measure, based on suitable tools
    • Based on identification of top contributors, hot topics, aggregate patterns of use to maximise take up
    • Not forgetting the value of readers – not just views but measure how they use value offline!
  • 10. Value: online & offline
    • The Webjam platform comes in with its own simple stats package so you can see how much use the new platform is getting
    • But above and beyond online stats the aim is to show the link between sharing ideas online, and the offline outputs
    • For example for book signings and book clubs to have a follow up survey through a poll online to say if used ideas that read on the social network
  • 11. Idea > implementation > results
    • Aim is to gather ideas & requirements for the social network
    • To present to client in the form of mock-up of basic elements on a Webjam prototype where they can have a play with it and ask questions
    • Once signed off the process of design allows for compliance with corporate branding
  • 12. The network takes shape Brand compliant header YouTube videos to sponsor uptake CEO blog
  • 13. Idea > implementation > results
    • Also in terms of set up maybe right to produce introductory videos to make it easy to adopt
    • Plus pilot it to a regional group of shops before national launch, using shop lead structure
    • Ensure there is a process for getting feedback from users at central and local shop level
    • Report back to SMT at the next stage of growth – it’s a chance to upsell a quarterly health-check
    • Work with head office network manager on launch strategy and metrics
  • 14. Webjam presentation: thanks