Sharing at Division Meeting Nov 2011
 
Key Takeaways <ul><li>Social media is about relationships </li></ul>
Key Takeaways <ul><li>Strategy.  Policy.  Resources. </li></ul><ul><ul><li>Know your goal & objectives  </li></ul></ul><ul...
Coca-Cola’s Online Social Media Principles <ul><li>“ Every day, people discuss, debate and embrace The Coca-Cola Company &...
How do we want our staff to use social media? <ul><li>Policy vs Guidelines  </li></ul><ul><ul><li>Guidelines encourage goo...
Key Takeaways <ul><li>Instead of bringing them to our platforms, engage them where they are in their existing communities ...
Key Takeaways <ul><li>INTEGRATION!  Not just social media, but across other channels e.g. traditional media or events </li...
Some steps to engagement <ul><ul><li>Don’t be boring (diff tones, medium, length of posts) </li></ul></ul><ul><ul><li>Ask ...
Tips for social media optimisation (SMO) <ul><li>Increase linkability (across different platforms) </li></ul><ul><li>Make ...
 
 
 
 
Upcoming SlideShare
Loading in …5
×

Engaging digital citizens

564 views

Published on

This is a sharing I did for my colleagues after my 2-day course on engaging digital citizens.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
564
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Engaging digital citizens

  1. 1. Sharing at Division Meeting Nov 2011
  2. 3. Key Takeaways <ul><li>Social media is about relationships </li></ul>
  3. 4. Key Takeaways <ul><li>Strategy. Policy. Resources. </li></ul><ul><ul><li>Know your goal & objectives </li></ul></ul><ul><ul><ul><li>How do they support mission & vision of the organisation </li></ul></ul></ul><ul><ul><ul><li>What is the purpose of our site? Information? Seek feedback? Need to manage expectation </li></ul></ul></ul><ul><ul><ul><ul><li>“ if you prefer to discuss this further, pls go to xxxxx” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ if you need more information, pls see the list of FAQs at xxxx” </li></ul></ul></ul></ul><ul><li>Where do social media staff belong on the org chart? EVERYWHERE </li></ul><ul><li>Crisis response plan </li></ul><ul><ul><li>Considerations for assessment, when to escalate, who to respond, which platform to use </li></ul></ul>
  4. 5. Coca-Cola’s Online Social Media Principles <ul><li>“ Every day, people discuss, debate and embrace The Coca-Cola Company & our brands in thousands of online conversations. We recognise the vital importance of participating in these online conversations and are committed to ensuring that we participate in online social media the right way. These social media principles have been developed to help empower our associates to participate in this new frontier of marketing and communications, represent our Company , and share the optimistic and positive spirits of our brands…” </li></ul>
  5. 6. How do we want our staff to use social media? <ul><li>Policy vs Guidelines </li></ul><ul><ul><li>Guidelines encourage good practices </li></ul></ul><ul><ul><li>Policies facilitates enforcement </li></ul></ul><ul><li>Why need a policy? </li></ul><ul><ul><li>Staff are using it – they are our brand & their behaviour online reflects the organisation </li></ul></ul><ul><ul><li>Social media is here to stay </li></ul></ul><ul><li>Extension of existing policies e.g. emails/phone calls, customer service </li></ul><ul><li>Facilitates crisis response </li></ul>
  6. 7. Key Takeaways <ul><li>Instead of bringing them to our platforms, engage them where they are in their existing communities </li></ul><ul><ul><li>Community managers – better to have a personal face than a logo </li></ul></ul><ul><li>Recommendations work better than advertisements </li></ul><ul><ul><li>Identify our influence – who can best sell our propositions in the marketplace? Who are our evangelists? People who are passionate about their work? Interns? How can we influence the influencers of our influencers? </li></ul></ul><ul><ul><li>Arm them with stories </li></ul></ul><ul><ul><li>Create triggers for conversation (what reasons are we giving for them to talk about it?) </li></ul></ul>
  7. 8. Key Takeaways <ul><li>INTEGRATION! Not just social media, but across other channels e.g. traditional media or events </li></ul><ul><ul><li>“ What will you defend?” – radio, online video contest, ZoCards </li></ul></ul><ul><li>Training & Education </li></ul><ul><ul><li>Executive </li></ul></ul><ul><ul><li>Core Team </li></ul></ul><ul><ul><li>Stakeholder (Internal & external) </li></ul></ul><ul><ul><li>Employee (they frequently use new media on personal basis. New employees.) </li></ul></ul>
  8. 9. Some steps to engagement <ul><ul><li>Don’t be boring (diff tones, medium, length of posts) </li></ul></ul><ul><ul><li>Ask for connections </li></ul></ul><ul><ul><li>Engage influencers – influence the influencers of the influencers </li></ul></ul><ul><ul><li>Be generous </li></ul></ul><ul><ul><ul><li>“ You follow me, I follow you back” – get into their networks </li></ul></ul></ul><ul><ul><li>Highlight contributions </li></ul></ul><ul><ul><li>Optimise social media – </li></ul></ul><ul><ul><ul><li>buttons on websites (or email signatures?) </li></ul></ul></ul><ul><ul><ul><li>cross pollination </li></ul></ul></ul><ul><ul><ul><li>Community managers an emerging job - facilitates online discussions </li></ul></ul></ul>
  9. 10. Tips for social media optimisation (SMO) <ul><li>Increase linkability (across different platforms) </li></ul><ul><li>Make Tagging & Bookmarking easy (allow public to tag photos e.g. have big event & let them tag) </li></ul><ul><li>Know how to target your audience so that they can use the info & multiply </li></ul><ul><li>Create content (1% create content, 9% give comments, 90% read content) </li></ul><ul><li>Be real (<don’t fake press conference!>) </li></ul><ul><li>Develop an SMO strategy (how to inform policies) </li></ul><ul><li>Choose SMO tactics wisely </li></ul><ul><li>Make SMO part of our process & practices </li></ul>

×