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Mastering Social Media: Workshop 1 Exercises

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Exercises for Workshop 1 on our Mastering Social Media Programme, May 2011

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Mastering Social Media: Workshop 1 Exercises

  1. 1. Mastering Social Media‘Stop and Reflect’ ExercisesWorkshop 1: Social Media Landscape, Audit and Readiness to Engage Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com May, 2011
  2. 2. The following exercises will help establish a solid foundation for social media strategy development,implementation and performance measurement. Please review and complete in your own time:Exercise 1: Analyze your Social Media Landscape ................................................................................3 Topic 1: Applications ................................................................................................................................. 3 Topic 2: Impact.......................................................................................................................................... 4 Topic 3: Customers ................................................................................................................................... 4 Topic 4: Conversations .............................................................................................................................. 5 Topic 5: Features and Characteristics ....................................................................................................... 6Exercise 2: Internal Social Media Audit ...............................................................................................7 Topic 1: Progress Made............................................................................................................................. 7 Topic 2: Benchmarked Progress................................................................................................................ 8Exercise 3: Readiness to Engage..........................................................................................................9Mastering Social Media Session 1 Page 2
  3. 3. Exercise 1: Analyze your Social Media LandscapeTopic 1: ApplicationsUse the following template to indicate potentially relevant Applications and Platforms for your business.Review your answers on completion of the Programme.Social Media Priority How can these be applied in ourApplications and Platforms (1 to 3) organisationFeeds and Alerts: Users subscribe to receiveregular updates from favoured web sites, blogs,online news channels. For example RSS feedsReview Sites: Review sites exist relevant toalmost any business or industry. ForTripAdvisor.Publishing: Include Blogs (Wordpress, Blogger)and Wikis (Wikispaces, Wikimedia).Microblogging: Sites such as Twitter andYammer which allow users to send short ‘tweets’of 140 characters or less.Social and Professional Networking: Siteswhich allow users to connect withfriends/business associates and engage insocial/professional networking e.g. LinkedIn orFacebook.Multimedia Sharing: Sites which allow users toupload, share and comment on multimediacontent – video and images. For example,YouTube.Rich Internet Applications: Mash Ups areapplications created through applying andcombining two or more applications (or APIs).Flickr images mashed into your site. Podcasts aremultimedia files, distributed over the Internetusing RSS.Social Bookmarking: Social bookmarking siteslike Delicious, Stumbleupon, Diigo and Redditallow users to collectively categorise interestingweb content (urls) through notes and tags(keywords)Mastering Social Media Session 1 Page 3
  4. 4. Social Media Priority How can these be applied in ourApplications and Platforms (1 to 3) organisationMobile and Internet Telephony: mobileapplications, mobile websites and Voip. Forexample IPhone apps or SkypeOpen Source and Hosted Applications: Thereare over 240,000 Open Source (OS) projects. Thisincludes Linux and OpenOffice.org (both competeeffectively with Microsoft).Topic 2: ImpactWhat Impact is Social Media having on your Industry? What are the main opportunities and threats foryour business?Topic 3: CustomersWhere are your customers hanging out on Social Media?Mastering Social Media Session 1 Page 4
  5. 5. Topic 4: ConversationsKeyword AnalysisNote down relevant keywords for your business or organisation. Think about keywords in terms of:  customers  the business  business partners  the organisation  employees  you and your contacts  stakeholders  products and services  competitors  your industries  brand advocates  geographically, where you operateNote your Relevant KeywordsSocial Media MonitoringUse some of the Social Media Monitoring Tools listed below to identify where the main conversationsare taking place relevant to your business. List the ‘actionable insights’ delivered. • Search Facebook (www.facebook.com) • Search Twitter (www.search.twitter.com) • Social Mention (www.socialmention.com) • Google Alerts (www.google.com/alerts) • Topsy (www.topsy.com)Note any Actionable InsightsMastering Social Media Session 1 Page 5
  6. 6. Topic 5: Features and Characteristics Yes / No Do you now understand the main Features and Characteristics of Social Media?Comments The main features and characteristics relevant to your business:Mastering Social Media Session 1 Page 6
  7. 7. Exercise 2: Internal Social Media AuditTopic 1: Progress Made Please complete a) What progress has been made? b) What social media channels do you already use? c) What is the level of engagement with each channel? Fans, Followers, Network etc. d) What positive business benefits have been derived? e) Where are the main areas for future improvement? Yes / No Do you have a Generic Strategy in place (e.g. agreement on the number of channels to use and the depth of engagement with each channel)? Do you have agreed Key Performance Measures already in place?Add Comments hereMastering Social Media Session 1 Page 7
  8. 8. Topic 2: Benchmarked Progress Please complete Social Media Landscape – what progress has been made benchmarked against the opportunities presented by your social media landscape? Generic Strategy – the level of progress made benchmarked against your generic social media strategy? KPIs – what progress has been made benchmarked against agreed KPIs? Industry ‘Best Practice’ – the level of progress made benchmarked against industry ‘best practice’? How does your current level of SM engagement compare with the industry average? What lessons can be learned from industry ‘best practice’?Strategic Gap Analysis – based on the above, what is the ‘Strategic Gap’ that exists between the‘current’ and ‘ideal’ scenarios; between where you are and where you need to be?Mastering Social Media Session 1 Page 8
  9. 9. Exercise 3: Readiness to EngageTopic 1: Strengths, Weaknesses, Obstacles and Overcoming them Please complete List here the main SM strengths of your organisation e.g. strong brand, quality customer base, customers already active in Social Media etc. List here the main SM weaknesses of your organisation e.g. limited staff knowledge and understanding, resource issues, organizational mindset, influence/attitude of the IT Dept etc. Detail the main obstacles and barriers for your organisation. Indicate how barriers will be overcome, including in-sourcing / out-sourcing optionsCommentsMastering Social Media Session 1 Page 9

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