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Social Media Channel Management
The document outlines the agenda and key themes for a business conference on social media management, held from February 4th to 5th, 2014. It discusses the evolution of social media, best practices for managing channels, effective marketing strategies, and the importance of engaging content. The conference aims to help businesses adapt to the digital landscape and leverage social media for increased growth and customer engagement.
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Social Media Channel Management
- 1. BUSINESS CONFERENCE &GALA DINNER 4TH - 5TH FEBRUARY 2014
- 2. ENERGISE2-0.COM Social Media Channel Management Dr.Jim Hamill jim.hamill@energise2-0.com www.energise2-0.com www.twitter.com/drjimhamill
- 3. Agenda • The SocialMedia Revolution – recap on opportunities and threats; business benefits • ‘Not as time consuming as you think’ - Social Media Management Tools • A brief note on Inbound/Content Marketing • Social Media Channel Management ‘Best Practice’ • Progress made by TGI and support available • Questions • Available for 1-to-1 chat after the session ENERGISE2-0.COM
- 4. A conversation not abroadcast presentation ENERGISE2-0.COM
- 5. Let’s start witha few questions? ENERGISE2-0.COM
- 6. Social Media: TheState of Play Where are you with social media? What progress have you made since last year’s conference? Where are you going? ENERGISE2-0.COM
- 7. What Road AreYou On? ENERGISE2-0.COM
- 8. Any specific questionsyou would like addressed? ENERGISE2-0.COM
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- 10. Video from LastYear's Conference ENERGISE2-0.COM
- 11. More Recent Stats(UK) ENERGISE2-0.COM
- 12. Opportunities and Threats Opportunities •Increasedsales •More cost effective marketing and promotion •Build a quality online network of high value, high growth potential customers - the foundation of sustained growth Threats •Gen C – constantly connected, empowered customers •Digital Darwinism………………. ENERGISE2-0.COM
- 13. Digital Darwinism When technologyand society evolve faster than our ability to adapt ENERGISE2-0.COM
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- 15. What do thefollowing products/ organisations have in common? ENERGISE2-0.COM
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- 17. Who Will BeNext? ENERGISE2-0.COM
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- 19. The Future ofEducation ENERGISE2-0.COM
- 20. Spot the Dinosaur ENERGISE2-0.COM
- 21. The Future ofHigher Education? ENERGISE2-0.COM
- 22. For the timesthey are a-changin’ ENERGISE2-0.COM
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- 25. Social Media ManagementTools ‘Not as time consuming as you think’ ENERGISE2-0.COM
- 26. Social Media ManagementTools Useful tools for effective Social Media Management •Feedly and Pocket - for Social Media Listening •Buffer - for scheduling posts •Hootsuite – for managing channels •Wordpress – for blogging •Mention - for brand sentiment analysis •Social Report - for social media performance measurement •Yammer - for internal social business ENERGISE2-0.COM
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- 39. A Brief Overviewof Inbound/Content Marketing
- 40. Rethinking Marketing &PR • Unlearn marketing • New ‘mindset’ required • Stop telling people how good we are. Prove it. • A shift from Outbound Marketing to Inbound/Content Based Marketing ENERGISE2-0.COM
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- 42. Old Marketing (Outbound) •Propaganda marketing – this is how great our product/service is, now buy it • Interruption marketing – direct mail, advertising • One way shouting AT customers • Short term sales/campaign driven • Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
- 43. Reality Check Customers areno longer passive sheep ENERGISE2-0.COM
- 44. Inbound/Content Marketing • Contentis King! – But content is only ‘great’ if it adds value to the customer so…. • Customer is King! Adopt a customer led approach • Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting • Establish your company as a ‘thought leader’ – a ‘trusted resource’ • Produce great content and your customer will come to you. Produce really great content and they will share it • Key channels are …………….. ENERGISE2-0.COM
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- 46. Inbound/Content Marketing • Overallobjective is to ignite or elevate your business through great content • Sell without selling • Build a quality online network – a quality customer base through high value content and engagement • Great content drives conversation. Conversation drives engagement. Engagement drives sales • Great, customer led content is a Competitive Advantage ENERGISE2-0.COM
- 47. The Elevation Principle GreatContent + Other People – Marketing Messages = Growth ENERGISE2-0.COM
- 48. Great Content IgnitesYour Business ENERGISE2-0.COM
- 49. Create Music NotNoise ENERGISE2-0.COM
- 50. The Importance ofKey Influencers ENERGISE2-0.COM
- 51. Social Media ChannelManagement: Best Practice Advice
- 52. For each SocialMedia Channel, follow accepted ‘best practice’ in effective Channel Management
- 53. Channel Success Factors •Always align with core business objectives • Agree priority channels • An integrated and coordinated approach should be adopted to ensure consistency of brand message, content tone, theme etc across all channels. • Once priority channels have been agreed, ‘Action Plans’ should be developed for each priority channel covering the following……….
- 54. Channel Action Plans •Channel objectives and business benefits • Channel KPIs and targets • Key success factors – the 4Cs – Customers; Content; Conversations; Conversion • Channel Actions - Set-up tasks and Content Plan – Channel Set Up Issues - Page Set Up; Profile; Design; Basic Layout; Terminology; Features/Functions; Integration options – Content Plan - Frequency of updates; Tone/Theme; Topics; Post Types (update, video, image); Own/Other Peoples Content (OPC); Sources of Inspiration; Participation in other native places; Response Policy; Organisation, Resources and People • Channel management tools to be used
- 55. A Note onPerformance Measurement and Business Impact
- 56. Performance Measurement To ensurethat the Social Media Strategy delivers high ROI, performance measurement should be undertaken at three main levels: •Individual social media channels •Overall ‘buzz’ •Business Impact A wide range of tools exist for measuring Social Media Performance and Business Impact
- 57. OK – sowhat’s stopping you from moving forward? Questions/Discussion
- 58. TGI Golf Social MediaProgress Advice and support available
- 59. TGI Golf SocialMedia Progress ENERGISE2-0.COM
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