Social media the RACQ approach


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Belinda Heit (Manger - Social Media Services) from RACQ on setting up a social media strategy at the organisation. Presented March 2011 at the Squiz seminars in Sydney and Brisbane.

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Social media the RACQ approach

  1. 1. Social Media for OrganisationsThe RACQ ApproachMarch 2011
  2. 2. Social Media for organisationsThe RACQ ApproachToday we will cover…•  Strategy•  Objectives•  Delivery•  Engagement•  Governance & Structure•  Integration•  Planning•  Lessons we learnt along the way March 2011
  3. 3. Social Media for organisationsThe RACQ ApproachRACQ was formed 106 years ago in 1905 with just 12 members. Todayit is Queensland s peak motoring organisation, representing theinterests of almost 1.2 million members…•  By 2030, RACQ will be a truly multi-dimensional modern mutual, offering Queenslanders at least two primary reasons for joining beyond roadside assistance.•  Strategic direction to deepen the value proposition of RACQ membership in a meaningful, relevant and compelling way and to continue to deserve the trust, respect and confidence of our members and the wider community.•  The risks of RACQ not joining the conversation in Social Media presented missed opportunities, inability to manage brand and product conversations within social networks – the conversation was happening without us! March 2011
  4. 4. Social Media for organisationsThe RACQ Approach Objectives – great place to start! •  Increase engagement by building effective relationships through social media channels. •  Demonstrate RACQ is a modern brand enabling 2 way communication in multiple channels. •  Add value to membership by educating about advocacy issues, community initiatives, products and programs. •  Use social media as resource for research and feedback. March 2011
  5. 5. Social Media for organisationsThe RACQ ApproachObjectives sound great – but how do we deliver? March 2011
  6. 6. Social Media for organisationsThe RACQ ApproachWe really should have some structure around how we communicate… March 2011
  7. 7. Social Media for organisationsThe RACQ ApproachSocial Media Governance – Risk Mitigation•  Brand and Reputation•  Incorrect/Inappropriate Staff Engagement•  Social Network Availability•  Solution: Centralised Engagement – Social Media Engagement to only be performed by authorised staff in line with brand guidelines. March 2011
  8. 8. Social Media for organisationsThe RACQ ApproachHow do we know which Social Networks to focus on?•  Listen & Learn – monitor and analyse where target audience commune.•  With so many Social Networks it is important to concentrate on where you will get the most value. Biggest bang for your buck!•  Plan for the future!•  Solution: Staged approach with a planned Social Media Map – Don t forget your objectives!! March 2011
  9. 9. Social Media for organisationsThe RACQ ApproachHolistic Integration is a must!•  Integrate Social Tools into websites, e-newsletters, e-mail signatures, online promotions and communications. Be consistent!•  Integrate and cross promote Social Networks with each other where possible to increase awareness.•  Mobile applications need to be considered given the shift to mobile devices is growing.•  Test new technologies and keep up with the constant change.•  Solution: Social Media must be considered as another important communication channel for an organisation and treated with relevant priorities. This is not a fad to be ignored! March 2011
  10. 10. Social Media for organisationsThe RACQ ApproachLots of when do we start to reap benefits?•  Never rush into Social Media Strategy – regardless of how much you think you need it. The landscape changes every day!•  Develop a community first – have a conversation – don t market them away. Would you like your friends to do this to you?•  Solution: RACQ decided on a soft introduction to Social Media participation that we like to call the Test Participation Phase before we move to Full Participation and begin to leverage products and services. March 2011
  11. 11. Social Media for organisationsThe RACQ ApproachSo what have we learnt so far?•  Social Media monitoring is critical – 24/7!•  Be consistent in everything you do and be able to justify actions.•  Use tools that allow you to measure engagement and traffic.•  Vanity URL s – best to keep consistent. (Facebook 5 character minimum).•  There are two different types of tweets – one you want retweeted, the other to clickthrough. People rarely do both.•  Keep records of engagement.•  Mix up your posts/tweets with different media.•  Include links back to websites where possible to direct traffic to relevant content. March 2011
  12. 12. Social Media for organisationsThe RACQ ApproachOur Social Media•  Facebook –•  Twitter –•  YouTube – March 2011