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Mastering Social Media Workshop: Implementation, Key Success Factors


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Slides for Workshop 2 Mastering Social Media, 6th Sept., 2012 - Implementation: Key Success Factors

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Mastering Social Media Workshop: Implementation, Key Success Factors

  1. 1. ENERGISE2-0.COMMastering Social Media Workshop 2Implementation:Key Success FactorsDr. Jim HamillAlan StevensonVincent Sept., 2012
  2. 2. Focus Key issues in implementing your social media strategy– Channel Action Plans– Organisation, Resource, People– Performance Measurement ENERGISE2-0.COM
  3. 3. Channel Action Plans• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Blog, Facebook, Linkedin etc• But not ‘Paralysis by Analysis’• The Action Plan for each channel should include a clear statement of….. ENERGISE2-0.COM
  4. 4. Channel Action Plans• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s ENERGISE2-0.COM
  5. 5. Agenda• Workshop 3 - Action Plans for Successful Channel Development – Twitter – Blogging – Linkedin – Facebook – Others• Complete Balanced Scorecard Template for each priority channel• Same principles apply across all channels – ‘Be social before doing social’ ENERGISE2-0.COM
  6. 6. Be SocialNew ‘mindsets’ arerequired to be successful insocial media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM
  7. 7. Channel Template ENERGISE2-0.COM
  8. 8. Guidelines for EffectiveSocial Media Management ENERGISE2-0.COM
  9. 9. 1. Channel Vision and Objectives• Agree the overall vision for each channel• Agree the main objectives to be achieved? Ensure that these are closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)• Agree the KPIs and targets to be used in measuring on- going channel performance ENERGISE2-0.COM
  10. 10. KPIs and TargetsThe 6Is Approach: • Involvement – numbers/quality • Interaction – level of two-way dialogue • Intimacy – positive/negative sentiments • Influence – word-of-mouth effect • Insight – actionable market/customer insight • Impact – business impact ENERGISE2-0.COM
  11. 11. The ‘6Is’ Approach Insight and ImpactInfluence Involvement Intimacy Interaction 11 ENERGISE2-0.COM
  12. 12. 2. Customers• Who?: Agree the main customers groups for this channel – link back to your ‘Customer Mapping Exercise’• Agree objectives for each customer group e.g. build brand awareness; engagement; loyalty; relationships; advocacy• How will this impact on your Channel Content Strategy? How can you add value? Be ‘customer led’• Include ‘Key Influencers’ ENERGISE2-0.COM
  13. 13. Customers• Your objective is to build a strong online network of ‘brand advocates’; engage and energise (word-of- mouth/viral effect); build sustained buzz about the brand• Future growth and success depends on – the quality of your online network; the strength of the relationship you have with them; and your ability to leverage that relationship (brand advocacy, key influencers, key experts etc) ENERGISE2-0.COM
  14. 14. 3. Channel Basics• Channel/Page Set Up• Profile Information• Design• Basic Layout• Terminology• Features/Functions• Integration ENERGISE2-0.COM
  15. 15. 4. Key Success FactorsThe ‘4Cs’ approach: – Content – Customers – Conversations – Conversion ENERGISE2-0.COM
  16. 16. ContentKey Things to Remember• Declining effectiveness of traditional approaches to sales and marketing• Power shift• Information overload and attention deficit• Sell without selling• Quality of content is critical – add value, helpful, solve problems, provide insight, fun, engaging etc• Adopt an ‘outside-in’ rather than ‘inside-out’ approach i.e. be customer led ENERGISE2-0.COM
  17. 17. Content• Establish the business as a trusted authority, not just the product or service• Sales messages OK but subtle and in moderation• Beware of gaffes• Involve other people – internal/external; key experts; brand advocates etc• Not just publishing content but also customer service ENERGISE2-0.COM
  18. 18. The Elevation PrincipleGreat Content +Other People –MarketingMessages =Growth ENERGISE2-0.COM
  19. 19. The Elevation Principle ENERGISE2-0.COM
  20. 20. Bring Back the Love ENERGISE2-0.COM
  21. 21. Content• Develop an integrated Content Plan for each priority channel – Frequency – Tone/Theme/Voice – Topics – Content Type e.g. text, infographic, video, podcast etc – Own/Others Content – Sources of Inspiration – Channel Integration/Fit ENERGISE2-0.COM
  22. 22. Content Plan ENERGISE2-0.COM
  23. 23. The Power of Words ENERGISE2-0.COM
  24. 24. Divvy HQ ENERGISE2-0.COM
  25. 25. Why People Unfollow ENERGISE2-0.COM
  26. 26. Why People Unfollow ENERGISE2-0.COM
  27. 27. Customers• Build the Community – Be strategic – size matters, but ‘who’ is just as important – Use existing communications channels – Use the community building tools of each channel – Start by following, engaging then be followed – Role of ‘Key Influencers’ is critical – Avoid ‘get follower fast’ schemes ENERGISE2-0.COM
  28. 28. Conversation• Social media is ‘marketing as a conversation’ with your network. It is not about one way broadcasting• Actively encourage interaction e.g. blog posts end with request for comments/feedback; on Twitter use Reply, RTs often; on Facebook/Linkedin – participate in groups/forums• This has time and resource implications ENERGISE2-0.COM
  29. 29. ConversionAgree and measure the main ‘call to action’ you are aiming for ENERGISE2-0.COM
  30. 30. 5. Organisation, Resource and People Issues• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed: ENERGISE2-0.COM
  31. 31. Organisation, Resource and People Issues• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
  32. 32. Organisation, People, Resources• Build the right organisational ‘culture’ and ‘mindset’ for channel success• Become a social organisation• Ensure your channels are managed and resourced properly• Agree what policies and guidelines are needed ENERGISE2-0.COM
  33. 33. 6. Tools and Applications• A range of Social Media Management Tools are available. Some are moving into Social CRM (SCRM) territory… – Hootsuite – Tweetdeck (now owned by Twitter) – Seesmic – Sprout Social – Spredfast ENERGISE2-0.COM
  34. 34. 7. Monitor and Measure• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on- going performance benchmarked against agreed objectives, KPIs and targets• Performance evaluation should be undertaken at three main levels… ENERGISE2-0.COM
  35. 35. Individual Channels• Individual Channel Performance – the effectiveness/success of each channel benchmarked against agreed targets for the ‘6Is’ i.e. Involvement, Interaction, Intimacy and Influence – most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy ENERGISE2-0.COM
  36. 36. Social Media ‘Buzz’• Wider Social Media Performance – monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools – this will show the impact of your SM activities on others and other channels – it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on ENERGISE2-0.COM
  37. 37. Business Impact• Underlying Business Performance – the performance of each social media channel and the overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures – in a social media era, they are the main ‘drivers’ of future business performance – the final level of performance monitoring, therefore, is linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures? ENERGISE2-0.COM
  38. 38. Performance Measurement ToolsA range of tools are available at each level:• Individual Channels – e.g. Facebook Insights; Klout; Kred• Overall ‘Buzz’ e.g. Topsy Analytics; Viralheat, other paid SMM tools• Business Impact e.g. Google (Social) Analytics; SCRM ENERGISE2-0.COM
  39. 39. Social Media Management Do’s and Dont’s ENERGISE2-0.COM
  40. 40. Do’s and Don’t’s• Don’t Be a Showoff – Your posts should add value to the ‘customer’ – it’s not about ‘me,me,me’• Don’t Use Poor Grammar or Spelling – Don’t try to be too cool• Don’t Get Too Personal (business users) – Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy ENERGISE2-0.COM
  41. 41. Do’s and Don’t’s• Don’t Automate – It’s OK to schedule posts for specific times but don’t automate everything. Social media is about personal/brand engagement not blatant promotion e.g. don’t automatically DM new twitter followers with a sales message - it’s seen as spam.• Don’t Leave Air in the Conversation – Respond as quickly as possible – within hours not days.• Don’t Overpost – Don’t flood your followers’ timelines ENERGISE2-0.COM
  42. 42. Do’s and Don’t’s• Do Shout Out to Users Who Mention You – Thank those making favourable comments; be very careful how you respond to any negative comments• Do Monitor Keywords and Sector Trends – And respond when appropriate• Do Make an Informative Profile – It’s the first point of contact so critical. Tell what you will be posting about• Do Hang Out Where Your Customers Hang Out – Don’t always expect them to come to you ENERGISE2-0.COM
  43. 43. Thank YouQuestions ENERGISE2-0.COM