Social Media Workshop for Hampshire County Council


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  • Social Media Workshop for Hampshire County Council

    1. 1. Ed Hartigan Tel : 07956394170 Email : Twitter : @EdHartigan
    2. 2. Agenda 9:30 – 10:00 Introduction into Social Media 10:00 – 11:00 Social Media Strategy (Interactive session) 11:00 – 11:30 Break 11.30 – 12:00 Internal policies (Interactive Session) 12.00 – 12:30 How to Build a Content Plan 12:30 – 13:15 Lunch 13:15 – 14:15 ‘Rules of Engagement’ – How to Use the tools (Interactive session) 14.15 – 14.30 Break 14:30 – 15:30 Best Practices / Case Studies (Interactive session) 15:30 – 16:00 Q+A
    3. 3. 1. Intro Into Social Media
    4. 4. Why Social Media? The Shift in Media Habits Fish where the fish are!
    5. 5. 1. Listening & Learning - Understand your residents social behaviour - Real time market research 2. Talking - You work for the need to talk to them! - Information, Events, Emergencies, News - Add social to your communications mix 3. Supporting - Customer service is the new marketing - Engage with residents in real time, all the time - Allow residents to connect with & help each other (This is how social scales) 4. Innovating - ‘Consult’ with residents on improvements - Government cuts mean councils must find new, cost effective ways to innovate... - Open Data (cost reductions, less enquiries, official requirement?) Opportunities
    6. 6. Culture ‘Social Media’ is Mislabelled (horribly so!) No Business / Operations Integration No Measurement
    7. 7. 2. Social Media Strategy
    8. 8. Don’t think Social Media Strategy Think... ‘Business’ Strategy Communications Strategy ...that uses social media
    9. 9. Creating a Strategy People Asses customers’ social activities Objectives Decide what you want to accomplish Strategies Plan for how relationships with customers will change Technologies Decide which technologies to use Research and ‘socialgraphics’ of your customers has been done The business objectives have been agreed so the correct measurement metrics can be applied The strategies to deliver the program(s) including – Integration, Training, Content Planning – are clearly defined The correct technologies are chosen last to make sure the program will deliver the most impact
    10. 10. People
    11. 11. People = Research
    12. 12. Social Media Monitoring (Listening) Buzz Tracking Activity Planning Customer profiling Community discovery Influencer Identification Proactive Customer Service
    13. 13. Insights • Which channels do our customers use? • How much do they use them? • What type of content do they like? • What do they share? • Who are the influential voices? • What content of ours have they responded well to in the past? • What is working (or not) for the competition • (Is social worth the time?) Tools - Free software - Enterprise software
    14. 14. Objectives
    15. 15. Objectives The Big Question - What are we trying to achieve as an organisation? Some examples:- Foster Dialogue Learn more about our constituents Drive footfall x% Increase awareness x %, Improve Customer service Reduce costs (paper, offline, calls,) by x% Increase traffic to the website These are the outcomes – start with these and work back These help form a measurement framework (which we will look at later)
    16. 16. Strategies
    17. 17. Social Media architecture – hub and spoke model
    18. 18. Organizational Questions • Are we clear on the business objectives that social activity will help? • How much resource (people, time, money) can we dedicate to it? • Who are the stakeholders (who is involved?) • Have we integrated ‘social’ – website (login, channels,, - other marketing channels (email, offline, PR, paid ads) – Are the ‘user journeys’ clear? • How many departments / people will be contributing content? - Now - Future • Who approves the content before it’s published? • How will you communicate the activity internally? • How much training is going to be needed? • Can we deliver, operationally, on our promises in social media? What do we have to do to make sure we can deliver? Plus:- What is our content plan What is our Crisis Management Plan? (more on those in the next sessions)
    19. 19. Crisis Management Plan How do we communicate quickly? Who Talks? What is the process? - Acknowledge - Respond - Move conversation to ? Example:- Dominos
    20. 20. Technologies
    21. 21. Last, we pick the tools
    22. 22. Measurement You will need to set up a measurement framework based on your objectives. Make sure you have ‘landing pages’ on your website to track conversions Get Help if necessary!
    23. 23. Financial -Sales -Donations -Cost Reductions Actions -Downloads -Subscriptions -Shared content Engagement -Comments -Time / Depth of visit -Share of Voice (Web Metrics) -Views -Fans & Followers -Eyeballs
    24. 24. Use the right tools Property Analytics Tools Metrics Website Google Analytics, Chartbeat, Post Rank, subscriptions, ecommerce platform stats, FB social plugins Visits, uniques, impressions, downloads, registrations, referral traffic from SocialMedia Facebook Facebook Insights, Google Analytics integration Likes, comments, UGC YouTube Insights, channel stats Views, subscriptions, comments Twitter Social media monitoring, twitalyzer, (new analytics on the way!) Followers, RT’s, Klout Social Media Monitoring Radian6, Brandwatch, Socialmention, Addictomatic Mentions, sentiment, share of voice, insights
    25. 25. Your Turn! This normally takes a few weeks! So... 1. Assume we’ve done the research (use what you already know) 2. Write down your objectives – Come up with 3 3. Strategies – Answer the organisational questions - Resources - Internal ‘Workflow’ - What other channels that we already use can we integrate? - What new channels do we need to build? - Training needed? 4. We’ll review and discuss which tools will be effective
    26. 26. 4. Internal Policies
    27. 27. What is expected from staff members? What can we say? When can we be online? What is off limits? Personal vs Professional networking
    28. 28. 3. How to build a content plan
    29. 29. Social Media architecture – hub and spoke model
    30. 30. Content Planning E=MC Begin with an Audit of all your communications – Online, offline – What worked? What didn’t? Think - Are we providing value for the constituents (not us!)? What do they want to know? How can we be more useful? From the research, we know which social channels will work – do we have accounts? Seek Content Inspiration • Take your top keywords (including your name, products, services etc.) and search for them on Google, Bing, YouTube, Twitter, Facebook, and SocialMention. • What shows up in these search results? How much photo and video content appears? Content from your competitors? From ‘fans’? Understand Taxonomy • How people search for information • Make sure the content is ‘optimised’
    31. 31. Content Planning Questions to ask: • What do we want them to do? (calls to action on landing page(s), videos, website) • Who are we trying to reach with each piece of content? • How & when you will be engaging – Set expectations • What is our capacity to produce content? Our audience’s threshold to consume it? • What content assets do we already have (there will be loads!) • What we can share? • What can we give away? • What can we explain? • What type of content from others can we share with our audience? • Who can we interview that would interest our audience? • What can we have fun with that isn’t a disconnect from our brand? • What topics are off-limits? • Who in our organisation connects with customers most naturally? Remember – Most people are sitting at their desks, waiting for the day to end!
    32. 32. Build one of these...
    33. 33. 5. ‘Rules of Engagement’
    34. 34. How to use the tools (best practices and examples later on!) We are going to look at:- Twitter Facebook Blogging + Any others you want to go over.... As discussed (research & content planning), may throw up other communities you need to be part of, so ‘don’t marry a tool’ !
    35. 35. Twitter Who’s on Twitter? (- #hcc For this session....) JARGON:- @ username RT username Follow # ( ) DM username Shortened URLs Not B2C or B2B – Twitter is P2P network Personal vs Corporate Logos - People respond much better to people than logos or products.
    36. 36. Search.twitter Word Search: Hampshire Council – Will find tweets containing both “Hampshire” & “Council” “Hampshire Council” – Will find tweets containing the exact phrase “Hampshire Council” Hampshire OR Council – Will find tweets containing “Hampshire” or “Council” (or both) Hampshire Council ? – Will find questions with the words Hampshire Council Places Search: “Council” near:Southampton “Council” near:Southampton within:10mi Or Use ‘Advanced Search’ Check out Listorious (Twitter Directory)
    37. 37. Twitter Do’s • Share - news, links, advice, events, pics, video • Interact - @, talk, ask questions • Follow people back! • Personal touches – pictures, conversations, humour • Check what are competitors doing? • Get as many people tweeting as possible (as themselves! ) • If using personal accounts, have a ‘company disclaimer’ in the bio • Stick around long enough to see results! • Research a social media management system Don'ts • Broadcast • Blast out 100s of tweets a day • Tweet anything you don’t want repeated • Tweet after more than 2 units of alcohol! • ‘Air dirty laundry’ • Expect huge numbers to follow you. (twitter users are the creators...they will amplify it for you...)
    38. 38. Facebook Who isn’t on Facebook? 44.6% penetration rate in UK 27,806,860 people on there! (even they are!) Types of Pages: Personal – how most people use it Groups – limited to 5000 members Fan Pages – This is what you need Community Pages – Aggregate content
    39. 39. Facebook!/coventrycc?v=wall – example • Wall, Info, Photos, Events... • Landing page(s) for non-fans • Add custom tabs for: Welcome page (with call to action) Discussions, Events, Twitter, YouTube, Live Stream • Embed ‘point of sale’ (once community is active) • Introduce exclusive content for ‘Fans’ only • Engage with other groups or Pages • Reply to comments / Discussions • Your page is visible to the search engines so think about the content Remember how ‘most’ people use Facebook – Don’t expect mass interaction...yet:- - 40% to receive discounts and promotions - 36% to get a “freebie” - 13% to interact (Source: ExactTarget study of 1,500 FB users)
    40. 40. Blogging What is a blog?
    41. 41. Why Blog 1. Search engine benefits -Search engines give preference to websites that have fresh, relevant content. Hubspot research shows that sites with blogs get 55% more traffic than sites without blogs — even if there are no readers! 2. Infinite search life – Once posted, the content will always be there 3. Cost Effective communications channel – how much do you spend on paper comms? 4. PR – Blog posts have the opportunity for massive reach. They get picked up by aggregators and mainstream media, more so than other social channels 5. Crisis management — A blog is an essential channel to explain the facts amid chaos. 6. Build a community resource – As more people find your content and engage with you, you can establish a dynamic information resource for your constituents
    42. 42. How to blog Doesn’t need to be an essay - Not a good writer? Try video
    43. 43. Your Turn Who are we trying to reach What is the content (Format? Keywords?) Which channel(s) is it going on Visitors/Tourists Info on Museums Blog Facebook wall with link to website Twitter (140 char) Families Family Days out Facebook Twitter Go back to the content plan In groups, come up with examples of how you can use the social channels For example....
    44. 44. 6. Best Practices & Case Studies
    45. 45. Social Media - Best Practices 1. Engage in the existing online communities 2. Regular updates – Feed the community 3. Don’t speak at the audience through canned messages. Introduce value, insight and direction with each engagement. Be social! 4. Empower your customers. Get them to share the content, spread your messages – this is how social scales! 5. Ensure that any activities are supported by an infrastructure to address situations and demands. 6. Consistently create, contribute, and reinforce service and value. 7. Set Audience expectations and stick to it! 8. “Un-campaign” and create ongoing programs that keep you connected to day-to-day engagement. 9. Don’t hard sell to the it 10. Ensure activity is integrated with other marketing (11. Be in the ‘Give a Shit’ business! – This is the most important! – no amount of clever technology can replace good customer service)
    46. 46. Social media case studies - Local Government - Some favourites from around the web Discussion and evaluation Could we do this? How could we improve this?
    47. 47. Local Government Case Studies Look at our own website & social channels - - What could be done? Integration, social objects on the site, activity in the social channels media?packedargs=website%3D4&rendermode=live National gov - - What do we think?
    48. 48. Case Studies  Nestle - in-proces Habitat - Eurostar - incident-social-media-bites-back/394472 Dominos - disaster.html United Airlines
    49. 49. Case Studies  Integration: Levi’s - Talking: Old Spice - Blendtec - Mattress Dominos - KOGI BBQ -!/KOGIBBQ Supporting: Zappos - Apple - Innovating: Dell ideastorm - MyStarbucks idea - ‘Energising’: Ikea & photo- Jimmy Choo 4sq treasure hunt -