Social Media And Its Role In Communications


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Sept 2011 workshop

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Social Media And Its Role In Communications

  1. 1. Social Media Its role in communications
  2. 2. Expectations <ul><li>Interactive and engaging </li></ul><ul><li>Ask great questions – the more you give the more you get back </li></ul><ul><li>Share your experiences and frustrations </li></ul><ul><li>Questions and answers </li></ul><ul><li>Smiles </li></ul><ul><li>Be active in conversation </li></ul><ul><li>Use real/relevant examples </li></ul>
  3. 3. Kobe earthquake <ul><li>January 1995 </li></ul>
  4. 4. People kept asking 1 basic question <ul><li>What can I do to help? </li></ul>
  5. 5. Reality <ul><li>Wasn’t much we could do </li></ul><ul><li>Internet hadn’t matured yet as a place to respond to disaster </li></ul><ul><li>Donate blood </li></ul><ul><li>Pick up phone – donate money </li></ul><ul><li>Not much else to do in 1995 </li></ul><ul><li>No way to collaborate in time of crisis </li></ul>
  6. 6. 9 / 11 <ul><li>Trying to sort out fact from fiction </li></ul><ul><li>Google groups </li></ul>
  7. 7. Tsunami <ul><li>Boxing day 2004 </li></ul>
  8. 8. From 2001 – 2004 <ul><li>Group of bloggers got together – “ Tsunami help blog” </li></ul><ul><li>Easy to role out blog – add wiki – now hub where people can share info. Collect info through mobile phones and be aggregated in 1 place </li></ul><ul><li>Go to place for any info </li></ul>
  9. 9. Queensland Floods 2011
  10. 10. Queensland floods <ul><li>Hashtag on twitter #qldfloods </li></ul><ul><li>People posting info about lost relatives </li></ul><ul><li>Friends/family turned to social media in desperate bid to help find loved ones </li></ul><ul><li>Suddenly internet made big leap. We could donate something else. Skills. Technical. Faster and larger scale </li></ul><ul><li>Integration into traditional media with eg. Hashtag </li></ul><ul><li>People working together, collaborating </li></ul>
  11. 11. Services <ul><li>Queensland Police – Facebook/Twitter profile which communicated key messages to residents including evacuation information for those who are able to access 3G services – Facebook got 125 million hits </li></ul><ul><li>RSPCA - Call out to adopt animals resulted in entire shelter being emptied before the flood waters took over </li></ul>
  12. 12. Sweet Tweet - Video
  13. 13. What we will cover today! <ul><li>Social media stats - the state of our nation 2011 </li></ul><ul><li>Monitoring, listening and engaging </li></ul><ul><li>Setting measurable objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Planning </li></ul><ul><li>Resourcing </li></ul><ul><li>Integration </li></ul><ul><li>Reporting </li></ul><ul><li>ROI Model </li></ul><ul><li>Have the conversation – buy in </li></ul>
  14. 14. Introductions <ul><li>Name </li></ul><ul><li>Where you are from </li></ul><ul><li>Position </li></ul><ul><li>Where your organisation is at in terms of social media – eg. Planning stage, implementation stage or continuous improvement </li></ul>
  15. 15. Social Media Statistics According to Nielson, almost 40% of all Australians are now interacting with companies via social networking sites, reinforcing notions that Australians are open to engaging with brands and companies online.
  16. 16. Social Media Statistics <ul><li>Number of Australians utilising Social Media is estimated at 9.9 million </li></ul><ul><li>March 2011. </li></ul><ul><li>86% of Australians online are looking to fellow users for opinions and information about products, services and brands. </li></ul><ul><li>Of 9.9 million utilising social media, over 7 million of Facebook and 2 million on Twitter. </li></ul><ul><li>Facebook currently has 9.8 million unique Australian visitors going to the site every month – January 2011. </li></ul><ul><li>Australia has 2.1million people on LinkedIn – </li></ul><ul><li>Tablet ownership is currently at 8% and is expected to triple this year Nielson, 9 th March, 2011 </li></ul>
  17. 17. Monitoring and Measuring
  18. 18. Monitoring and Measuring <ul><li>Investigation into demographic online </li></ul><ul><li>Your brands digital footprint </li></ul><ul><li>Sentiment – positive, neutral, negative </li></ul><ul><li>Competitor analysis </li></ul><ul><li>Conversational segments – categorising eg. Customer service, mention of new product, etc </li></ul><ul><li>Share of voice </li></ul><ul><li>Crisis Management - keywords </li></ul>
  19. 19. Demonstration of Monitoring Tools
  20. 20. Example of desktop
  21. 21. Free Monitoring Tools <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Google alerts </li></ul><ul><li>Twellow </li></ul>
  22. 22. Task <ul><li>Write down what types of “social key words” online users may say about your brand/product/service. </li></ul><ul><li>Who are your competitors? </li></ul><ul><li>Write down 1 up and coming comms/marketing campaign – what would you want to track from this? Eg. sentiment, keywords, influencers for the brand </li></ul><ul><li>What are you users passionate about, what amuses them and what do they choose to do in their free time? </li></ul>
  23. 23. Social Media Strategy <ul><li>Goals </li></ul><ul><li>Measurable objectives </li></ul><ul><li>Identify metrics </li></ul><ul><li>Look at current strategies – possible integration </li></ul><ul><li>Measure success </li></ul><ul><li>ROE and ROI </li></ul><ul><li>Small wins using social media VS full social media program </li></ul>
  24. 24. Elements of a Social Media Strategy
  25. 25. What have you done so far? <ul><li>Tick these off on the sheet </li></ul><ul><li>Circle what needs to be done next </li></ul>
  26. 26. Building a Successful Social Media Strategy <ul><li>Create Buy In </li></ul><ul><li>Make sure upper management believe in social media and the purpose it has in the organisation </li></ul><ul><li>Ensure that it is used for relationship/community building initially – and number one goal is that it is not used as a sales tool </li></ul><ul><li>Long term commitment, long tail approach – not marketing gimmick </li></ul>
  27. 27. Testing and Experimentation are Keys to Success
  28. 29. 7 Steps for Social Media Strategy
  29. 30. 1. Determine your goals and objectives <ul><li>Customer service, Marketing, PR or Communications – It’s irrelevant </li></ul><ul><li>Understand goals and objectives and how they tie in with company goals </li></ul><ul><li>Be SMART  </li></ul><ul><li>What are some of your goals???? </li></ul>
  30. 31. 2. Research <ul><li>Monitor and measure – e.g. Radian 6 </li></ul><ul><li>‘ Dip your toe in the water’ report </li></ul><ul><li>Develop list of social media sites where you can engage your target audience </li></ul>
  31. 32. 3. Identify influences <ul><li>Outline an outreach list </li></ul><ul><li>Radian 6 </li></ul><ul><li>KloutScore </li></ul><ul><li>Technorati </li></ul><ul><li>Alltop </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogger outreach program </li></ul>
  32. 33. 4. Engagement Strategy <ul><li>Valuable/shareable content </li></ul><ul><li>Timeline </li></ul><ul><li>Influences </li></ul><ul><li>Consistency </li></ul><ul><li>Use right platforms </li></ul><ul><li>Relevance </li></ul><ul><li>Encourage colleagues to identify opportunities </li></ul>
  33. 34. 5. Integration <ul><li>Integrate Marketing/Communications activations </li></ul><ul><li>Ensure all social media platforms are ‘talking to each other’ in some manner. </li></ul><ul><li>Website </li></ul><ul><li>Mobile devises </li></ul><ul><li>TVC’s/Radio/Print </li></ul>
  34. 35. 6. Measure results <ul><li>Tie in goals and objectives e.g. Improve brand presence – number of followers on Twitter/fans on Facebook/comments on blog/comments in social environment </li></ul>What metrics are you using to measure the success of social media? What objectives are you measuring using these metrics?
  35. 36. 7. Analyse Adapt Improve
  36. 38. Planning <ul><li>The Planning, Ideas and the Documentation </li></ul>Delivered on Prezi Slideshow
  37. 39. Resourcing <ul><li>Time </li></ul><ul><li>Staff </li></ul><ul><li>Equipment </li></ul><ul><li>Agency </li></ul>
  38. 40. Resource Calendar <ul><li>Content timeline </li></ul><ul><li>Profile management </li></ul><ul><li>Employee identification – e.g. Community Manager or Agency </li></ul><ul><li>Integration of social media strategies into current marketing calendar/comms plan </li></ul>
  39. 41. Training Your Company for Social Media <ul><li>Taking steps: </li></ul><ul><li>Help staff understand your business’ bigger social media picture </li></ul><ul><li>How their use of channels fits into big picture </li></ul><ul><li>How their online interactions impact the reputation of your company’s brand (as well as their own personal reputation). </li></ul>
  40. 42. Digital Footprint
  41. 43. Education <ul><li>Almost guaranteed that small segment of your employee base won’t be comfortable with even the basics of online social networks. </li></ul><ul><li>You’ll need to account for them. </li></ul>
  42. 44. Education <ul><li>Invest time, effort and do a bit of thinking outside the box to create a strong and comprehensive social media training program for your company. </li></ul>
  43. 45. Education <ul><li>With the right information in hand, you can create a solid training program that gets your basic-level employees feeling comfortable and your advanced-level employees ready to use their social networking skills on your company’s behalf. </li></ul>
  44. 46. Training Your Company for Social Media <ul><li>The specific reasons why training everyone in social media use is so important </li></ul>
  45. 47. Hiring <ul><li>Hiring an intern to run your social media program - A BIG NO NO </li></ul><ul><li>Even the most “skilled” social networkers will need to be trained in some way or another. </li></ul><ul><li>Just because they’re good with their personal social media activations doesn’t mean they’ll be a hit business wise! </li></ul>
  46. 48. Who and Why? <ul><li>Digital Native: </li></ul><ul><li>Savvy Technologist: </li></ul><ul><li>Reluctant User: </li></ul><ul><li>Digital Contrarian: </li></ul><ul><li>Digital Newbie: </li></ul><ul><li>You’ll have all of these archetypes within your employee base, and will need to create training based around the various comfort and use levels of each. </li></ul>
  47. 49. Digital Native: <ul><li>The digital native is someone who’s grown up in a highly digital world. They’ve had access to various online social platforms most of their lives and are very comfortable using those platforms, as well as adopting any new ones that come on the scene. Digital tools are a part of digital natives’ daily lives, to such a degree that many of them would be at a loss as to how to go on about their days if some of these tools were taken away. </li></ul>
  48. 50. Savvy Technologist: <ul><li>The savvy technologist is someone who, while not having grown up with them, feels comfortable using most online social platforms and digital tools. These people approach new platforms with caution and often let others fumble around before joining in. </li></ul><ul><li>While they lean toward using digital tools to manage their daily lives, savvy technologists have no problem reverting back to their analog ways if necessary, and sometimes even opt to maintain those analog habits that seem more efficient and effective (e.g., maintaining a written day planner). </li></ul>
  49. 51. Reluctant User <ul><li>The reluctant user is someone who’s aware of the digital world and social media but hesitates to explore and dive into the digital space. These people have heard of big-name social networks like Facebook and probably carry around a smartphone for work, but that is the extent of their digital adoption. They do not think about or use digital tools more than necessary and generally resist incorporating those tools into their lives. </li></ul>
  50. 52. The digital contrarian <ul><li>is someone who’s averse to the digital world. They’ve probably heard of social networking but they think it’s a bunch of rubbish, and they’ll use email for work purposes, but if they have a personal email account, it was set up by a friend/sibling/child and is rarely if ever checked. These people prefer and almost strictly use traditional communication channels to reach their friends, family and business partners. If you send them an email, they’ll ask you why you didn’t just give them a call. </li></ul>
  51. 53. Digital Newbie: <ul><li>Unlike the digital contrarian, the digital newbie isn’t opposed to the digital world so much as they are simply unaware of it. While the digital native might feel these folks must live under rocks, digital newbies go on about their day not thinking or wondering about the online social world or the need for an iPhone. Their life and day-to-day activities go on just fine without any digital intervention, and they don’t see the need to change their habits or behaviors. </li></ul>
  52. 54. <ul><li>The preparatory steps you need to take during your program planning phase </li></ul>Training Your Company for Social Media
  53. 55. Discussions needed <ul><li>Surrounding specific social media needs/expectations of each team within your organisation. </li></ul><ul><li>Seeing how those needs and expectations fit within the boundaries of your current social media strategy </li></ul>
  54. 56. Training program <ul><li>It’s important you create a training program that ties to your company social media plan and addresses the various needs of those who will be participating. </li></ul>
  55. 57. A loose framework to plan your training course programming
  56. 58. Training Program and Framework <ul><li>Due diligence </li></ul><ul><li>Brainstorming the who, the what and the which </li></ul><ul><li>Create your social media team </li></ul><ul><li>Using external training and resources </li></ul><ul><li>When building your program you need to state your goals, objectives, benchmarks and reviews </li></ul>
  57. 59. Your basic program <ul><li>Explain what is social media through question and answer </li></ul><ul><li>Explain direct benefits for your business </li></ul><ul><li>Listing how to identify and new business </li></ul><ul><li>Community management </li></ul><ul><li>Collaborations with other internal teams </li></ul><ul><li>Continuous learning </li></ul>
  58. 60. Internal hurdles and considerations
  59. 61. Internal Hurdles <ul><li>Nervous? </li></ul><ul><li>Trust your employees </li></ul><ul><li>Find their voice within the framework </li></ul><ul><li>Honest/natural voices </li></ul><ul><li>Honest customer service – if you make a mistake deal with it through social media </li></ul><ul><li>Listen </li></ul>
  60. 62. Ongoing education and post-training resource planning
  61. 63. Ongoing Education and Training <ul><li>Keep your finger on the pulse </li></ul><ul><li>Knowledge is power and it is never too late to start! </li></ul><ul><li>Continuous improvement </li></ul>
  62. 64. Policy, Crisis Management & Style Guide <ul><li>Policy </li></ul><ul><li>Have a staff policy </li></ul><ul><li>Educate all staff on do’s and don’t’s of social media </li></ul><ul><li>Educate all staff on why the company is using social media </li></ul><ul><li>How will they play a part in this? </li></ul>
  63. 65. Policy, Crisis Management & Style Guide <ul><li>Crisis Management </li></ul><ul><li>Create social media steering group </li></ul><ul><li>Foresee what could go wrong </li></ul><ul><li>Have strategies in place to address a crisis </li></ul><ul><li>Tackle head on – be authentic </li></ul><ul><li>Who? On what platform? In what timeframe? E.g. – Domino’s Pizza incident </li></ul>
  64. 66. Workers fired for Domino's prank video
  65. 67. The Response
  66. 68. Policy, Crisis Management & Style Guide <ul><li>Style Guide </li></ul><ul><li>Create a voice and tone for your brand </li></ul><ul><li>Identify words and phrases commonly used </li></ul><ul><li>Keep tone consistent </li></ul><ul><li>Liaise with other internal users to maintain continuity </li></ul>
  67. 69. Reporting Example of what a “dip your toe in the water’ social media report can look like
  68. 70. Shared Interests and values vs demographic categories
  69. 71. Case Study <ul><li>KLM Airlines </li></ul>
  70. 72. KLM Airlines
  71. 73. Case Study <ul><li>Richmond Football Club </li></ul>
  72. 74. Caroline Serviced Apartments <ul><li>Facebook Voucher – 4 weeks - results </li></ul><ul><li>Voucher Application by thinktank media </li></ul><ul><li>Built to offer Facebook fans 20% off advertised rates for apartments </li></ul><ul><li>. In just 4 weeks, it has proved to be a great success:   </li></ul><ul><li>Almost 1 in 3 new Facebook fans used the voucher to make a booking.   </li></ul><ul><li>Through this promotion alone, Caroline Serviced Apartments have gained 35 new fans.   </li></ul><ul><li>Overall, in just 4 weeks, the Facebook page has driven 15 booked nights at their Brighton location, and 8 booked nights in South Yarra. </li></ul>
  73. 75. Case Study <ul><li>Governments NATAL trauma centre for emergency blood. </li></ul>
  74. 76. ROE/ROI Model
  75. 77. Your questions answered
  76. 78. What’s to come? <ul><li>A few … </li></ul><ul><li>QR codes in their stores which enable you to “Like” a product by scanning a QR code which then posts to your Facebook wall. </li></ul><ul><li>Google wallet and google offers </li></ul><ul><li>Facebook Deals – Facebook Group Buy and Facebook Credits </li></ul>
  77. 79. Outstanding Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  78. 80. Connect with us <ul><li>Website: </li></ul><ul><li>Tel : 03 90231487 </li></ul><ul><li>Twitter - @sammutimer / @thinktankmedia </li></ul>