Understanding social media workshop

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Understanding social media - workshop. Bilgi University Istanbul 13 - 15 December 2012

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Understanding social media workshop

  1. 1. Understanding the world of social media Workshop Istanbul 13 December 2012
  2. 2. Creating a social media plan Objectives InfrastructurePeople Plan Plan Operation Plan Content Response
  3. 3. The Case Study
  4. 4. What does a strategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
  5. 5. Channel and messageidentification challengeAbility to reach the wholetarget group with generic information Behaviour identification and response challenge Ability to respond to specific situations or requirements
  6. 6. Address overall brandimage and reputationSolved via productionof communications Linked to specificoutputs operational issues Solved via the design and implementation of business processes Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)
  7. 7. 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
  8. 8. 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
  9. 9. You can’t have single, overarching social media objectives
  10. 10. Supporting a traditional campaignSocial media is your campaign dashboardIt can help you steer a campaign, rather than power a campaign
  11. 11. ProcessWhat are your key business issues? What opportunities might there be for a social solution? Ease of solution versus size of the prize
  12. 12. What does a strategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
  13. 13. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
  14. 14. A brief look at infrastructure Conversation space Monitoring
  15. 15. It all begins with listening
  16. 16. Can’t be done via black box
  17. 17. A brief look at infrastructure Conversation space Monitoring Content & Response Process
  18. 18. What is our content strategy?Content is not necessarily somethingyou can plan in advanceContent is better understood as aprocess
  19. 19. What is our information strategy? Responding Publishing ‘traditional’ content Targeting Google space
  20. 20. What are thequestions youraudiences are goingto be asking?What spaces shouldwe responding to (e.g.HDTV problem)?
  21. 21. Tagging and categorisation• How will your content be categorised• What will be the conversations / tags
  22. 22. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process
  23. 23. Creating a social news hubWhat we are doing What we do
  24. 24. 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
  25. 25. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
  26. 26. How to use FacebookWhat the organisationwants to say What the consumer / citizens wants to say
  27. 27. How to use Twitter X #whatever
  28. 28. Process What are the questions we need to answer? What ‘digital language’ are people using? Where will we be ‘vectored’Tool selection and usage plan
  29. 29. People planWho are the people What will their rolesthat will need to be and functions be?involved? • Monitoring• The corporate DJ • Conversation• Relevant experts response• Supervisors / • Content / moderators information creation What activation and support processes are required? • Recruitment • Training / motivation • Technical support • Creative / policy guidance 33
  30. 30. Operation Plan Phase one Phase two Phase three• Objectives • Objectives • Objectives• Activities • Activities • Activities• Completion • Completion • Completion metrics metrics metrics

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