1. 8020 Social Media Coaching
for Senior Managers
and introduction to Social Media
Management Tools
Peter Kerr
Director
2. What We’ll Cover
• Where Social Media (SM) fits in?
• Creating a flexible & robust workflow?
• What types of tools are available?
• How to create an effective social
workflow?
• Questions and warnings?
5. The process of using something is quite different
to the process of creating or managing it!
6. Where Does Social Media Fit In?
• It’s a marketing resource/opportunity
• It’s a customer service resource/opportunity
(i.e. it’s a marketing thing)
• It’s a business challenge (resource, managing,
outcomes)
• It’s everything…. and nothing!
• What constitutes success for you?
7. The Golden Rule of Social Media
We must have something
interesting/useful/engaging to say
to our chosen audience
8. Another rule…
A consistent and clear
positioning and tone are crucial,
even if the message changes
9. Last
Rule…
Your
objectives
and
target
audiences
define
where,
what
and
how
much
you
‘share’
10. The Painful Truth ……..
Even if it’s appropriate for your
goals, it takes time and effort…
and won’t always work!
11. The fragmented and changing nature of SM
makes it even more important to have a
clear strategy, objectives and plans
12. A Robust & Flexible Workflow
Set
Objectives
Identify
&
Target
Audiences
Agree
Messages
Create
Content
Distribute
Content
13. A Robust & Flexible Workflow
Set
Objectives
Identify
&
Target
Audiences
Agree
Messages
Create
Content
Distribute
Content
18. Types of Tool
• Aggregators for Monitoring
• Aggregators for Management
• Aggregators for Marketing
• Aggregators for Measurement
• Content Repurposing
• Community Builders
19. Why Use Management Tools?
• It’s how we’d robustly manage any other
aspect of marketing and comms. (PR agencies,
snipping services, advertising management, events management)
• They save time
• They enable good management and
measurement of all SM activity in an
organisation
20. Building an Audience
• What are we offering?
• What are we not offering?
• Who do we want to talk to?
• Who aren’t we interested in?
• What are we trying to say?
• What do we want from them (action)?
• How do we measure it effectively?
21. Some questions to ask yourself
• Have I aligned the platforms, message,
content and audience with my
objectives?
• Has it made a difference (positively)?
• Has that difference justified the
investment?
22. A
Word
of
Warning…
Or….. how do some organisations get it so
spectacularly wrong?
23. • It’s easier to get it wrong than right
• The users know more than the managers
• The users outnumber the managers
• The organisation was ‘trying out’ social media
• Social media was left to someone in the marketing or IT
dept.
• The organisation thinks it’s in control
• The organisation saw social media as separate,
experimental, not as important as traditional media (or
thought it could always use traditional media to solve
issues)
24. Ongoing
• Be prepared for changes to platforms & tools as the mix
that works best today will be different tomorrow
• Think about your objectives first, and the audiences,
messages and platforms in that order
• Streamline, aggregate and automate the processes, but
not the users or the message – let good marketing prevail
• Measure and adjust
• If it’s not working or no-one’s listening, drop it
• Don’t treat social media as a standalone channel
