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FOUNDATION	  	  SOCIAL	  MEDIA	  	  16/04/13	  
My	  Background	  	  	  2	  
Why	  is	  Social	  Media	  here?	  	  
Why	  is	  Social	  Media	  here?	  	  INFRASTRUCTURE	  	  	  CULTURE	  	  EFFICIENCY	  	  TECHNOLOGY	  
Defining	  Paid,	  Owned,	  Earned	  DEFINING	  PAID,	  OWNED	  AND	  EARNED	  
Defining	  Paid,	  Owned,	  Earned	  PAID	  =	  ADVERTISING	  
Defining	  Paid,	  Owned,	  Earned	  OWNED	  =	  CHANNELS	  A	  BRAND	  OWNS	  	  
Defining	  Paid,	  Owned,	  Earned	  EARNED	  =	  UGC	  ON	  BEHALF	  OF	  A	  BRAND	  
Defining	  Paid,	  Owned,	  Earned	  HOW	  IT	  WORKS	  IN	  SOCIAL?	  	  PAID	  media	  grows	  owned	  media	  channels	 ...
ROLE	  OF	  CHANNEL	  
PR 	  	  	  	  	  Broadcast 	  	  	  	  Print 	  	  	  	  	  InstallaBon 	  	  	  	  	  	  Outdoor 	  	  	  	  	  Digital	...
PR 	  	  	  	  	  Broadcast 	  	  	  	  Print 	  	  	  	  	  InstallaBon 	  	  	  	  	  	  Outdoor 	  	  	  	  	  Digital	...
 	  	  	  THE 3 PILLARS.THE	  THREE	  PILLARS!	  
 	  	  	  THE 3 PILLARS.PILLAR	  #1	  –	  ADVERTISING	  	  
 	  	  	  THE 3 PILLARS.WHY?	  WHY!	  
 	  	  	  THE 3 PILLARS.WHY?	  WHY!	  REASON	  1	  -­‐	  RECRUITMENT	  
 	  	  	  REASON	  2	  –	  DRIVE	  TRAFFIC	  
 	  	  	  REASON	  3	  –	  INCREASE	  INFLUENCE	  	  
 	  	  	  TARGETING	  
 	  	  	  TARGET	  CONSUMERS	  AS	  INDIVIDUALS	  RATHER	  THAN	  A	  DEMOGRAPHIC.	  	  
 	  	  	  VISUALISATION	  IS	  KEY	  
 	  	  	  VISUALISATION	  IS	  KEY	  Visualize	  who	  you’re	  targeBng	  	  Implement	  demographic	  targeBng	  paramet...
 	  	  	  ENSURE	  CREATIVE	  ALIGNS	  WITH	  TARGETING	  PARAMETERS.	  	  
CreativeFacial	  images	  in	  adverts	  builds	  more	  trust	  and	  increases	  engagement.	  FACES	  IN	  IMAGES	  INC...
CostCPA	  =	  Cost	  Per	  AcquisiBon	  Industry	  average	  =	  $1.70	  	  COST	  	  CPA	  =	  COST	  PER	  	  ACQUISITIO...
IN	  MARKET	  STRATEGY	  	  3	  DAYS	  IN,	  5	  DAYS	  OUT.	  	  OPTIMISE	  IN	  DOWNTIME.	  	  
Performance AnalyticsKEY	  STATS	  	  CPA	  CTR	  CPC	  
OPTIMISATION	  STRATEGY	  DO	  MORE	  OF	  WHAT	  WORKS,	  LESS	  OF	  WHAT	  DOESN’T!	  	  
 	  	  	  THE 3 PILLARS.PILLAR	  #2	  –	  CONTENT	  	  
 	  	  	  THE 3 PILLARS.PILLAR	  #2	  –	  CONTENT	  	  
What	  is	  content?	  	  WHAT	  IS	  CONTENT?	  	  
What	  is	  content?	  	  WHAT	  IS	  CONTENT?	  A	  PACKET	  OF	  INFORMATION	  THAT	  TRANSFERS	  A	  MESSAGE	  	  
WHAT	  IS	  CONTENT?	  OIL	  THAT	  KEEPS	  THE	  SOCIAL	  MEDIA	  MOTOR	  RUNNING.	  	  	  
PSYCHOLOGY	  BEHIND	  SUCCESSFUL	  CONTENT	  	  THE	  AVERAGE	  CONSUMER	  TAKES	  0.2S	  WHEN	  DECIDING	  TO	  ENGAGE	  ...
PSYCHOLOGY	  BEHIND	  SUCCESSFUL	  CONTENT	  	  MAKE	  CONSUMERS	  THINK,	  NOT	  ACT!	  
Role	  of	  content	  on	  specific	  plaVorms	  PLATFORMS?!	  	  
FACEBOOK	  	  CASUAL	  BROADCAST	  DIRECT	  CONNECTION	  	  
TWITTER	  	  BECOME	  AN	  INFORMATION	  RESOURCE	  
BLOG	  
YOUTUBE	  	  KEEP	  IT	  SHORT	  &	  EMBED	  THE	  SHIT	  OUT	  OF	  IT	  
LINKEDIN	  	  BECOME	  AN	  INFORMATION	  RESOURCE	  
PINTEREST	  	  HAVE	  A	  REASON	  FOR	  BEING	  THERE.	  	  HAVE	  AMAZING	  CONTENT.	  	  
TUMBLR	  	  FACEBOOK/TWITTER/INSTAGRAM	  
INSTAGRAM	  	  FACEBOOK/TWITTER/TUMBLR	  
HOW	  TO	  CREATE	  AWESOME	  CONTENT	  
HOW	  TO	  CREATE	  AWESOME	  CONTENT	  WHY	  ARE	  CONSUMERS	  FOLLOWING	  YOU?	  	  
CREATE	  CONTENT	  WELLS	  	  
RRR	  RULE	  	  
RRR	  RULE	  	  REAL	  RELEVANT	  RELAXED	  	  
Real	  	  REAL	  
Real	  	  REAL	  CONSUMERS	  SMELL	  SHIT	  A	  MILE	  OFF	  
Real	  	  REAL	  CONSUMERS	  SMELL	  SHIT	  A	  MILE	  OFF	  BEING	  FAKE	  FOSTERS	  MISTRUST	  AND	  BUILDS	  NEGATIVE	 ...
Relevant	  	  
Relevant	  	  RELEVANCE	  
Relevant	  	  RELEVANCE	  IF	  YOUR	  CONTENT	  ISNT	  RELEVANT	  TO	  THE	  CONSUMER,	  THEY	  WONT	  ENGAGE.	  	  
Relaxed	  !	  !	  RELAXED	  
Relaxed	  !	  !	  RELAXED	  YOU	  WOULDN’T	  YELL	  AT	  A	  CONSUMER	  IN	  REAL	  LIFE,	  SO	  DON’T	  DO	  IT	  IN	  SO...
SMALL	  
SMALL	  WILL	  ALWAYS	  WIN	  
Valuable	  If	  you’ve	  got	  it	  before	  anyone	  else,	  share	  it.	  	  VALUEABLE	  CONTENT	  
Valuable	  If	  you’ve	  got	  it	  before	  anyone	  else,	  share	  it.	  	  VALUEABLE	  CONTENT	  EVERY	  CLIENT	  HAS	...
OpBmize	  Evaluate	  your	  content	  constantly	  OPTIMISE	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  ...
OpBmize	  Evaluate	  your	  content	  constantly	  OPTIMISE	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  ...
OpBmize	  Evaluate	  your	  content	  constantly	  OPTIMISE	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  ...
OpBmize	  Evaluate	  your	  content	  constantly	  OPTIMISE	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  ...
OpBmize	  Evaluate	  your	  content	  constantly	  OPTIMISE	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  OPTIMISE.	  ...
Planning	  Content	  	  Plan	  ahead,	  together.	  	  	  Get	  your	  team	  together	  to	  create	  content	  regularly...
 	  	  	  BREAKOUT CHAT‘WHAT’S THE COOLEST SOCIAL MEDIA CAMPAIGN YOU HAVESEEN IN THE LAST 2 YEARS AND WHY?’
 	  	  	  PILLAR #3COMMUNITYMANAGEMENT
 	  	  	  THE 3 PILLARS.PILLAR	  #3	  –	  COMMUNITY	  MANAGMENT	  
COMMUNICATION	  IS	  ESSENTIAL	  
COMMUNICATION	  IS	  ESSENTIAL	  PROCESS	  MAKES	  THIS	  POSSIBLE	  
COMMUNICATION	  IS	  ESSENTIAL	  PROCESS	  MAKES	  THIS	  POSSIBLE	  PROCESS	  =	  FRAMEWORKS	  	  
Moderation FrameworksMODERATION	  FRAMEWORK	  
Key	  contact	  #1	  Name	  Mike	  Watkins	  Role	  Brand	  Manager	  	  Contact	  mike@mkl77.com	  Key	  contact	  #2	  N...
 Key	  contact	  #1	  Name	  Mike	  Watkins	  Role	  Digital	  Operagons	  Manager	  Contact	  Mike.Watkins@gmail.com	  	 ...
1.	  ASSESS	  TYPE	  OF	  COMMENT	  3.	  PROCESS	  &	  RESPONSIBILITIES	  	  	  4.	  RESPOND	  TO	  COMMENT	  Posigve	  	 ...
 	  	  	  FAQ’S,	  CALL	  CENTER	  MANUALS	  	  
Response TimesRESPONSE	  TIMES	  
Response TimesRESPONSE	  TIMES	  	  FB	  –	  3HRS	  TWITTER	  –	  1HRS	  BLOG	  –	  12HRS	  
Response TimesRESPONSE	  APPROACH	  	  TREAT	  EACH	  QUESTION	  INDEPENDENTLY	  	  DON’T	  CUT	  AND	  PASTE!	  	  
Response TimesRESPONSE	  APPROACH	  	  RRR	  	  
Response TimesRESPONSE	  APPROACH	  	  Take	  potengally	  damaging	  conversagons	  offline.	  	  	  	  	  
Response TimesRESPONSE	  APPROACH	  	  MOST	  OF	  THE	  TIME	  THE	  COMMUNITY	  WILL	  SOLVE	  THE	  ISSUE	  FOR	  YOU.	...
Sentiment AnalysisFor small comment threads, individually rate eachcomment positive, negative or neutral.For larger commen...
Insights BackendPage > View Insights>
Insights Backend
Insights backend – UsersActive Users – Daily Active UsersDaily Active user breakdown – Post ViewersNew likes - SourceDemog...
Insights backend – InteractionsDaily Story feedback - UnsubscribesPage Posts – Impressions/FeedbackPage Activity – Wall Po...
Engagement Rate
Feedback Loopsfeedback directly impactsimpressions.
Feedback LoopsImpressions directly impactfeedback.
Engagement RatePage > View Insights > InteractionsIdentify trends and act on the insight.
ReportingAsk the client what metrics areimportant to them. Build reportsaround these metrics.
ReportingDaily = Update specificWeekly = Collation of all activity
Reporting – DailyScreenshot of updateScreenshot of EngagementConsumer SentimentConsumer insight SynopsisCommentsOrQuestion...
Reporting – WeeklyWAU, Total Brand ImpressionsAverage feedbackFan growthCore growth metricsIn depth synopsis ofweekly page...
Digital	  –	  Thought	  	  	  “I	  think	  that	  over	  the	  next	  5	  years,	  most	  industries	  are	  going	  to	  ...
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SOCIAL MEDIA FUNDAMENTALS
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SOCIAL MEDIA FUNDAMENTALS

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SOCIAL MEDIA FUNDAMENTALS

  1. 1. FOUNDATION    SOCIAL  MEDIA    16/04/13  
  2. 2. My  Background      2  
  3. 3. Why  is  Social  Media  here?    
  4. 4. Why  is  Social  Media  here?    INFRASTRUCTURE      CULTURE    EFFICIENCY    TECHNOLOGY  
  5. 5. Defining  Paid,  Owned,  Earned  DEFINING  PAID,  OWNED  AND  EARNED  
  6. 6. Defining  Paid,  Owned,  Earned  PAID  =  ADVERTISING  
  7. 7. Defining  Paid,  Owned,  Earned  OWNED  =  CHANNELS  A  BRAND  OWNS    
  8. 8. Defining  Paid,  Owned,  Earned  EARNED  =  UGC  ON  BEHALF  OF  A  BRAND  
  9. 9. Defining  Paid,  Owned,  Earned  HOW  IT  WORKS  IN  SOCIAL?    PAID  media  grows  owned  media  channels    OWNED  media  channels  facilitate  interacBon  through  content,  resulBng  in  earned  media      EARNED  media  carries  a  more  credible  brand  message  far  further  than  either  Paid  or  Owned  could  ever  do.    
  10. 10. ROLE  OF  CHANNEL  
  11. 11. PR          Broadcast        Print          InstallaBon            Outdoor          Digital    SOCIAL  MEDIA  AND  INTEGRATION  
  12. 12. PR          Broadcast        Print          InstallaBon            Outdoor          Digital    Social    Social  media  +  IntegraBon  
  13. 13.        THE 3 PILLARS.THE  THREE  PILLARS!  
  14. 14.        THE 3 PILLARS.PILLAR  #1  –  ADVERTISING    
  15. 15.        THE 3 PILLARS.WHY?  WHY!  
  16. 16.        THE 3 PILLARS.WHY?  WHY!  REASON  1  -­‐  RECRUITMENT  
  17. 17.        REASON  2  –  DRIVE  TRAFFIC  
  18. 18.        REASON  3  –  INCREASE  INFLUENCE    
  19. 19.        TARGETING  
  20. 20.        TARGET  CONSUMERS  AS  INDIVIDUALS  RATHER  THAN  A  DEMOGRAPHIC.    
  21. 21.        VISUALISATION  IS  KEY  
  22. 22.        VISUALISATION  IS  KEY  Visualize  who  you’re  targeBng    Implement  demographic  targeBng  parameters  Implement  personal  targeBng  parameters    
  23. 23.        ENSURE  CREATIVE  ALIGNS  WITH  TARGETING  PARAMETERS.    
  24. 24. CreativeFacial  images  in  adverts  builds  more  trust  and  increases  engagement.  FACES  IN  IMAGES  INCREASES  TRUST  AND  CONVERSION.    
  25. 25. CostCPA  =  Cost  Per  AcquisiBon  Industry  average  =  $1.70    COST    CPA  =  COST  PER    ACQUISITION  INDUSTRY  AVERAGE  =  $1.70  
  26. 26. IN  MARKET  STRATEGY    3  DAYS  IN,  5  DAYS  OUT.    OPTIMISE  IN  DOWNTIME.    
  27. 27. Performance AnalyticsKEY  STATS    CPA  CTR  CPC  
  28. 28. OPTIMISATION  STRATEGY  DO  MORE  OF  WHAT  WORKS,  LESS  OF  WHAT  DOESN’T!    
  29. 29.        THE 3 PILLARS.PILLAR  #2  –  CONTENT    
  30. 30.        THE 3 PILLARS.PILLAR  #2  –  CONTENT    
  31. 31. What  is  content?    WHAT  IS  CONTENT?    
  32. 32. What  is  content?    WHAT  IS  CONTENT?  A  PACKET  OF  INFORMATION  THAT  TRANSFERS  A  MESSAGE    
  33. 33. WHAT  IS  CONTENT?  OIL  THAT  KEEPS  THE  SOCIAL  MEDIA  MOTOR  RUNNING.      
  34. 34. PSYCHOLOGY  BEHIND  SUCCESSFUL  CONTENT    THE  AVERAGE  CONSUMER  TAKES  0.2S  WHEN  DECIDING  TO  ENGAGE    
  35. 35. PSYCHOLOGY  BEHIND  SUCCESSFUL  CONTENT    MAKE  CONSUMERS  THINK,  NOT  ACT!  
  36. 36. Role  of  content  on  specific  plaVorms  PLATFORMS?!    
  37. 37. FACEBOOK    CASUAL  BROADCAST  DIRECT  CONNECTION    
  38. 38. TWITTER    BECOME  AN  INFORMATION  RESOURCE  
  39. 39. BLOG  
  40. 40. YOUTUBE    KEEP  IT  SHORT  &  EMBED  THE  SHIT  OUT  OF  IT  
  41. 41. LINKEDIN    BECOME  AN  INFORMATION  RESOURCE  
  42. 42. PINTEREST    HAVE  A  REASON  FOR  BEING  THERE.    HAVE  AMAZING  CONTENT.    
  43. 43. TUMBLR    FACEBOOK/TWITTER/INSTAGRAM  
  44. 44. INSTAGRAM    FACEBOOK/TWITTER/TUMBLR  
  45. 45. HOW  TO  CREATE  AWESOME  CONTENT  
  46. 46. HOW  TO  CREATE  AWESOME  CONTENT  WHY  ARE  CONSUMERS  FOLLOWING  YOU?    
  47. 47. CREATE  CONTENT  WELLS    
  48. 48. RRR  RULE    
  49. 49. RRR  RULE    REAL  RELEVANT  RELAXED    
  50. 50. Real    REAL  
  51. 51. Real    REAL  CONSUMERS  SMELL  SHIT  A  MILE  OFF  
  52. 52. Real    REAL  CONSUMERS  SMELL  SHIT  A  MILE  OFF  BEING  FAKE  FOSTERS  MISTRUST  AND  BUILDS  NEGATIVE  BRAND  SENTIMENT  
  53. 53. Relevant    
  54. 54. Relevant    RELEVANCE  
  55. 55. Relevant    RELEVANCE  IF  YOUR  CONTENT  ISNT  RELEVANT  TO  THE  CONSUMER,  THEY  WONT  ENGAGE.    
  56. 56. Relaxed  !  !  RELAXED  
  57. 57. Relaxed  !  !  RELAXED  YOU  WOULDN’T  YELL  AT  A  CONSUMER  IN  REAL  LIFE,  SO  DON’T  DO  IT  IN  SOCIAL.    
  58. 58. SMALL  
  59. 59. SMALL  WILL  ALWAYS  WIN  
  60. 60. Valuable  If  you’ve  got  it  before  anyone  else,  share  it.    VALUEABLE  CONTENT  
  61. 61. Valuable  If  you’ve  got  it  before  anyone  else,  share  it.    VALUEABLE  CONTENT  EVERY  CLIENT  HAS  CONTENT  GOLD.  FIND  IT.  USE  IT.  PROFIT.    
  62. 62. OpBmize  Evaluate  your  content  constantly  OPTIMISE  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  
  63. 63. OpBmize  Evaluate  your  content  constantly  OPTIMISE  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.    
  64. 64. OpBmize  Evaluate  your  content  constantly  OPTIMISE  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.    
  65. 65. OpBmize  Evaluate  your  content  constantly  OPTIMISE  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.    
  66. 66. OpBmize  Evaluate  your  content  constantly  OPTIMISE  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.  OPTIMISE.    
  67. 67. Planning  Content    Plan  ahead,  together.      Get  your  team  together  to  create  content  regularly,  you  will  be  surprised  what  comes  out.    
  68. 68.        BREAKOUT CHAT‘WHAT’S THE COOLEST SOCIAL MEDIA CAMPAIGN YOU HAVESEEN IN THE LAST 2 YEARS AND WHY?’
  69. 69.        PILLAR #3COMMUNITYMANAGEMENT
  70. 70.        THE 3 PILLARS.PILLAR  #3  –  COMMUNITY  MANAGMENT  
  71. 71. COMMUNICATION  IS  ESSENTIAL  
  72. 72. COMMUNICATION  IS  ESSENTIAL  PROCESS  MAKES  THIS  POSSIBLE  
  73. 73. COMMUNICATION  IS  ESSENTIAL  PROCESS  MAKES  THIS  POSSIBLE  PROCESS  =  FRAMEWORKS    
  74. 74. Moderation FrameworksMODERATION  FRAMEWORK  
  75. 75. Key  contact  #1  Name  Mike  Watkins  Role  Brand  Manager    Contact  mike@mkl77.com  Key  contact  #2  Name  Mike  Watkins  Mike  Watkins  Mike  Watkins  Contact  mleew77@gmail.com  mike@mudomedia.com.au  mike@mkl77.com                    Emergency      Name    PR  Team    Steve  Jacks      Steve.jacks@gmail.com        Key  contact  #2  Name    Marie  Peters  Anna  Vuong  Gloria  Young    Contact  Marie.peters@kellogg.com  Anna.vuong@kellogg.com  gloria.young@kellogg.com    Emergency  Name    PR  Team    Gareth  Lucs    Gareth.lucs@kellogg.com  Key  contact  #1  Name  Nign  Vig  Role  Reputagon  Manager    Contact  NiBn.vig@kellogg.com  Key  contact  #2  Name  Marie  Peters  Anna  Vuong  Gloria  Young      Contact  Marie.peters@kellogg.com  Anna.vuong@kellogg.com  gloria.young@kellogg.com      Emergency  Name    PR  Team    Gareth  Lucs    Gareth.lucs@kellogg.com    Key  contact  #1  Name  Nign  Vig  Role  Reputagon  Manager    Contact  NiBn.vig@kellogg.com  Key  contact  #2  Name  Marie  Peters  Anna  Vuong  Gloria  Young    Contact  Marie.peters@kellogg.com  Anna.vuong@kellogg.com  gloria.young@kellogg.com    Emergency  Name    PR  Team    Gareth  Lucs    Gareth.lucs@kellogg.com  Key  contact  #1  Name  Gloria  Young  Role  Brand  Manager    Contact  gloria.young@kellogg.com  Key  contact  #2  Name  Marie  Peters  Anna  Vuong    Nign  Vig      Contact  Marie.peters@kellogg.com  Anna.vuong@kellogg.com  NiBn.vig@kellogg.com  Emergency  Name    PR  Team    Gareth  Lucs    Gareth.lucs@kellogg.com  Key  contact  #1  Name  Nign  Vig  Role  Reputagon  Manager    Contact  NiBn.vig@kellogg.com  Key  contact  #2  Name  Marie  Peters  Anna  Vuong    Gloria  Young    Contact  Marie.peters@kellogg.com  Anna.vuong@kellogg.com  gloria.young@kellogg.com      Emergency  Name    PR  Team    Gareth  Lucs    Gareth.lucs@kellogg.com  Brand  &  Misc   Pricing   NutriBon   Quality     Campaigns   DistribuBon    Moderation Frameworks – Key Stakeholder StructureKey  contact  #1  Name  Mike  Watkins  Role  Brand  Manager    Contact  mike@mkl77.com  Key  contact  #1  Name  Mike  Watkins  Role  Brand  Manager    Contact  mike@mkl77.com  Key  contact  #1  Name  Mike  Watkins  Role  Brand  Manager    Contact  mike@mkl77.com  Key  contact  #1  Name  Mike  Watkins  Role  Brand  Manager    Contact  mike@mkl77.com  Key  contact  #1  Name  Mike  Watkins  Role  Brand  Manager    Contact  mike@mkl77.com  Key  contact  #2  Name  Mike  Watkins  Mike  Watkins  Mike  Watkins  Contact  mleew77@gmail.com  mike@mudomedia.com.au  mike@mkl77.com      Key  contact  #2  Name  Mike  Watkins  Mike  Watkins  Mike  Watkins  Contact  mleew77@gmail.com  mike@mudomedia.com.au  mike@mkl77.com        Key  contact  #2  Name  Mike  Watkins  Mike  Watkins  Mike  Watkins  Contact  mleew77@gmail.com  mike@mudomedia.com.au  mike@mkl77.com        Key  contact  #2  Name  Mike  Watkins  Mike  Watkins  Mike  Watkins  Contact  mleew77@gmail.com  mike@mudomedia.com.au  mike@mkl77.com        Key  contact  #2  Name  Mike  Watkins  Mike  Watkins  Mike  Watkins  Contact  mleew77@gmail.com  mike@mudomedia.com.au  mike@mkl77.com                    Emergency      Name    PR  Team    Steve  Jacks      Steve.jacks@gmail.com                    Emergency      Name    PR  Team    Steve  Jacks      Steve.jacks@gmail.com                    Emergency      Name    PR  Team    Steve  Jacks      Steve.jacks@gmail.com                    Emergency      Name    PR  Team    Steve  Jacks      Steve.jacks@gmail.com                    Emergency      Name    PR  Team    Steve  Jacks      Steve.jacks@gmail.com        
  76. 76.  Key  contact  #1  Name  Mike  Watkins  Role  Digital  Operagons  Manager  Contact  Mike.Watkins@gmail.com    PR  Team  Garth  Jones    Contact  Garth.Jones.@gmail.com    Key  contact  #1  Back-­‐up  Name  Steve  Watkins  Role  Media  &  Digital  Manager  Contact  Steve  Watkins@gmail.com  A_er  assessing  the  situaBon,  contact  the  following  based  on  necessity    Brand,  Campaigns  &  Misc    Key  contact  #2  Name  John  DV    Role  Brand  Manager  Contact  jd@gmail.com        Pricing,  NutriBon,  Quality  &  DistribuBon    Key  contact  #2  Name  John  DV  Role  Reputagon  Manager  Contact  jd@gmail.com    Moderation Frameworks – Key Stakeholder Emergency
  77. 77. 1.  ASSESS  TYPE  OF  COMMENT  3.  PROCESS  &  RESPONSIBILITIES      4.  RESPOND  TO  COMMENT  Posigve    Quesgon  Is  it  a  genuine  enquiry?  Suggesgon  Is  it  offering  construcBve  advice?  Complaint  Is  it  from  a  negaBve  customer  experience?  Misguided  Are  there  erroneous  facts?  Rager  Is  this  a  rant,  joke  or  saBrical  comment?  Spam  Is  it  off  topic?  Or  contain  unrelated  links?  Troll  Does  it  degrade  others?  Or  contain  a  blacklisted  word?  CM  to  archive  and  remove  E.g.  “I’m  so  nuts  for  Crunchy  Nut.”  E.g.  “What’s  the  difference  between  Crunchy  Nut  and  Coles  Honey  Crunch?”  E.g.  “Did  someone  say…Chocolate  Crunchy  Nut?!”  E.g.  “Just  tried  Crunchy  Nut.  Sooooo  over-­‐rated!”  E.g.  “Crunchy  Nut  is  made  in  a  sweatshop  in  Laos.”  E.g.  “Look  at  these  people  –  I  can  understand  why  they  eat  Crunchy  Nut.”  E.g.  “Enlarge  your  penis  in  3  easy  steps  –  click  here.”  E.g.  “I  bet  Charlie  Sheen  eats  this  stuff  –  he’s  fucking  insane!”  Remove  post  Listen  &  monitor,  then  resolve  if  problem  escalates  Respond  with  correct  facts  Resolve  the  quesBon/issue  within  the  channel  or  ask  for  contact  details  Ignore,  thank,  agree  and/or  add  to  comment  CM  to  alert  Kellogg’s  and  monitor  for  future  comments  CM  to  consult  Crunchy  Nut  Brand  FAQs  or  Crunchy  Nut  Brand  Contact  for  resoluBon  CM  to  manage  E.g.  “Woah  that’s  the  nunest  idea  I’ve  heard  all  day.  To  the  Crunchy  Nut  laboratory!”  E.g.  “Hey  George.  Crunchy  nut  is  actually  made  in  .”  E.g.  “Thanks,  Deb.  We  do  make  Nutri-­‐Grain  bars  which  you  can  find  in  the  snack  bar    aisle.”  Wait  for  community  members  to  intervene  before  resolving.  If  comments  persist,  explain  the  breach  of  community  rules.  Brand  &  Misc   Pricing   NutriBon   Quality     Campaigns   DistribuBon  Public  Response    -­‐  Customer  to  be  told  they  will  receive  a  Direct  Message  regarding  their  inquiry.    Private  Response  –  Customer  service  to  respond  to  fan  via  Direct  Message  through  a  designated  company  facebook  profile    Medical  Emergency  Primary Moderation Framework
  78. 78.        FAQ’S,  CALL  CENTER  MANUALS    
  79. 79. Response TimesRESPONSE  TIMES  
  80. 80. Response TimesRESPONSE  TIMES    FB  –  3HRS  TWITTER  –  1HRS  BLOG  –  12HRS  
  81. 81. Response TimesRESPONSE  APPROACH    TREAT  EACH  QUESTION  INDEPENDENTLY    DON’T  CUT  AND  PASTE!    
  82. 82. Response TimesRESPONSE  APPROACH    RRR    
  83. 83. Response TimesRESPONSE  APPROACH    Take  potengally  damaging  conversagons  offline.          
  84. 84. Response TimesRESPONSE  APPROACH    MOST  OF  THE  TIME  THE  COMMUNITY  WILL  SOLVE  THE  ISSUE  FOR  YOU.    
  85. 85. Sentiment AnalysisFor small comment threads, individually rate eachcomment positive, negative or neutral.For larger comment threads, take a sample size of50 comments and rate each positive, negative orneutral to get an aggregate.Always provide a 1-2 line synopsis of the overallsentiment gained from the thread.
  86. 86. Insights BackendPage > View Insights>
  87. 87. Insights Backend
  88. 88. Insights backend – UsersActive Users – Daily Active UsersDaily Active user breakdown – Post ViewersNew likes - SourceDemographics – Towns and CitiesActivity – Tab views and External referrersMedia Consumption – Photo Views
  89. 89. Insights backend – InteractionsDaily Story feedback - UnsubscribesPage Posts – Impressions/FeedbackPage Activity – Wall Posts
  90. 90. Engagement Rate
  91. 91. Feedback Loopsfeedback directly impactsimpressions.
  92. 92. Feedback LoopsImpressions directly impactfeedback.
  93. 93. Engagement RatePage > View Insights > InteractionsIdentify trends and act on the insight.
  94. 94. ReportingAsk the client what metrics areimportant to them. Build reportsaround these metrics.
  95. 95. ReportingDaily = Update specificWeekly = Collation of all activity
  96. 96. Reporting – DailyScreenshot of updateScreenshot of EngagementConsumer SentimentConsumer insight SynopsisCommentsOrQuestionsConsumer insight Synopsis
  97. 97. Reporting – WeeklyWAU, Total Brand ImpressionsAverage feedbackFan growthCore growth metricsIn depth synopsis ofweekly page activity
  98. 98. Digital  –  Thought      “I  think  that  over  the  next  5  years,  most  industries  are  going  to  get  rethought  to  be  social  and  designed  around  people.”          Mark  Zuckerberg          facebook  founder            May  2011    
  99. 99. Thanks!  

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