European Communication School: Social Media Session 5


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  • How? Every brand must have one of these
  • News at ten analogy – can’t plan your conversations in advanceFree from tyranny of the press release
  • News at ten analogy – can’t plan your conversations in advanceFree from tyranny of the press release
  • European Communication School: Social Media Session 5

    1. 1. Session 5Producing a social media plan
    2. 2. The aim of this session • A look at your dashboards • To look at constructing a social media plan • More on the assessment task
    3. 3. Dashboards / Listening
    4. 4. Pulling it all together Objectives InfrastructurePeople Plan Plan Operation Plan Content Response
    5. 5. Defining objectivesComms objectives Social media objectives Linked to specific business issuesAddress overall brand Solved via the designimage and reputation and implementation of business processesSolved via production Have clearlyof communications identifiable metricsoutputs (channel and (usually linked tomessage strategies) measurable shifts in behaviours)
    6. 6. Example: Vodafone• Vodafone identified a long-term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)• Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
    7. 7. Example: Vodafone• Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs• Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
    8. 8. Example: @twelpforce
    9. 9. Norfolk County Council
    10. 10. Norfolk County Council• Business issue – Libraries are under threat from funding cuts – We need local communities to become more ‘engaged’ with their local libraries / librarians
    11. 11. Norfolk County Council• Objective – To liberate the expertise of librarians so that you don’t have to come to the library to benefit from this
    12. 12. Supporting traditional communicationsTraditional (mass) Making that process communications more efficient process
    13. 13. Social media is your campaign dashboard It can help you steer acampaign, rather than power a campaign
    14. 14. Example: Pampers• What do you think a social media objective for Pampers could be?
    15. 15. A look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
    16. 16. A look at infrastructure Conversation space Monitoring
    17. 17. It all begins with listening
    18. 18. A brief look at infrastructure Conversation space Monitoring Content & Response Process
    19. 19. What is our content strategy?Content is not necessarily somethingyou can plan in advanceContent is better understood as aprocess
    20. 20. What is our information strategy? Responding Publishing ‘traditional’ content Targeting Google space
    21. 21. What are thequestions youraudiences are goingto be asking?What spaces shouldwe responding to (e.g.HDTV problem)?
    22. 22. Tagging and categorisation• How will your content be categorised• What will be the conversations / tags
    23. 23. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process
    24. 24. Creating a social news hubWhat we are doing What we do
    25. 25. Creating a social news hub • Will use Wordpress • Is a ‘socially optimised’ publishing platform • Incredibly easy to update • Very easy to link and share content in other outposts • Very cheap and easy to make
    26. 26. Architecture space Content space Coordination space
    27. 27. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
    28. 28. How to use FacebookWhat the organisationwants to say What the consumer / citizens wants to say
    29. 29. How to use Twitter X #whatever #FFBook12
    30. 30. People are the key asset Corporate DJ (key role)Listening SpecialistConversing High volumeCreating content
    31. 31. People planWho are the people What will their rolesthat will need to be and functions be?involved? • Monitoring• Relevant experts • Conversation• The corporate DJ response• Supervisors / • Content creation moderators What activation and support processes are required? • Training / motivation • Technical support • Creative guidance 32
    32. 32. Operation planTiming ActionsPhase 1 (within 2 weeks) Objective: To have started monitoring and mapping the space and to have engaged and trained a core group. Activities • Appoint and brief Corporate DJ and core team • Train Corporate DJ on using a monitoring dashboard • Hold introductory training sessionPhase 2 (within 2 months) Objective: To have set-up a content publishing system and be testing its usage. Activities: • Create a technical content hub and set of outposts • Hold content / hub training session with core team
    33. 33. Operation planTiming ActionsPhase 3 (within 4 months) Objective: To have the core group actively participating in conversation and the creation of content Activities: • On-going support from Corporate DJ • Formal review to assess impact and determine any changes requiredKPIs • Increased visibility within specified specialist Google search terms • Increase in ‘inbound engagement’ (requests for information / opinion or commentary on content from purchase influencers)
    34. 34. Norfolk County Council: People Who Roles and Activation and functions supportSelected librarians Monitor a ‘question space’ ‘Sounding out’ Answer questions Recruitment Training Feedback / sharingSenior management Informed Briefing / normal Approval management channels Comms team Promote the initiative Briefing Corporate DJ / Training Project supervisor
    35. 35. Norfolk County Council: Infrastructure Conversation space Social Monitoring Content & Hub Response Process Hosted or supported communities
    36. 36. Norfolk County Council: Infrastructure• Phase 1: Facebook (monitoring and response)• Phase 2: Twitter (Twitter monitoring and response tool – Hoot Suite)• Phase 3: More extensive monitoring and individual news hubs
    37. 37. Hootsuite
    38. 38. Norfolk County Council: Operations• Refine the infrastructure plan with reference to content and response (tags, identities etc)• Initial conversations with librarians• Formalise plan and create control policy• Brief management and comms• Launch recruitment process• Create infrastructure and comms plan• Conduct training• Public launch• Monitor activity / implementation of control policy• Review
    39. 39. Assessment task• Produce a ppt presentation• Structure – Review of the current situation • Whos is talking, what conversations, content of relevant Google spaces • Assessment of current strategy (what’s working, what is not) – Recommendations • Objectives (idea expressed as an objective) • People plan • Infrastructure plan • Operational plan (schedule)