This document provides guidance on developing an effective social media strategy. It recommends auditing your current social media presence, developing specific objectives and key performance indicators, focusing on listening to customers and their conversations, and implementing a strategic plan that is aligned with business goals. Finally, it stresses the importance of ongoing performance measurement to evaluate the impact of social media efforts on both individual channels and overall business objectives.

1. Getting the Most Out of Social Media Falkirk for Business Annual Conference, 2011 Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com 23rd September, 2011

2. Key Success Factors and Practical Tips

4. Without Planning……..

5. ‘Getting There’ Get More Involved Listen, Monitor, Learn Develop a Strategy Implement Monitor the performance Discussed in more detail on our blog – www.energise2-0.com

6. Get More Involved Audit/benchmarked existing progress Build your social media presence Linkedin, Twitter, Blog, Facebook Page, Google + etc Monitor the conversations Identify, join, lurk in relevant groups/forums Join the conversations

7. Listen, Monitor, Learn NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are

8. Monitoring the Conversations Use Social Media Monitoring Tools to develop ‘actionable insights’ from the online conversations taking place relevant to your brand – also for measuring ‘online brand buzz’ No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and InfegySocialRadar

9. Social Media Monitoring

12. Falkirk Wheel

14. You can develop your own customised Social Media Monitoring System using RSS Feeds

15. Our Own System

16. Social Media Planning Pays Develop a Strategy

17. Social Media Strategy Development Ensure that your social media efforts are: are fully aligned with and supportive of your overall business goals and objectives that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation Five Key Questions to Address

18. Key Questions What is the overall social media vision for your organization? What are the key objectives and targets to be achieved? Who are your customers? Key Actions and Initiatives Organisation, Resource and People Issues

19. ‘Be Customer Led’

20. Be Customer Led Who are our customers, community, tribe? Where do they hang out in social media? How can we best engage with and energise them?

21. www.mashable.com

22. Implement

23. Be Social New ‘mindsets’ are required to be successful in social media ‘BE SOCIAL BEFORE DOING SOCIAL’

24. A conversation not a broadcast platform

25. Some Don’t Get It

26. 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

27. Performance Measurement

28. Performance Measurement New performance measures Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship In a social media era, business success depends on the Quality of your network Relationship strength Ability to leverage

30. Interaction – actions they take – read, post, comment, reviews, recommendations

31. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

32. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

33. Insight – customer insight

34. Impact– business impactSocial Media Monitoring Tools –Audit, Assess, Impact

35. The ‘6Is’ Approach 31

36. 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…

37. Monitor and Measure Individual Channel Performance the effectiveness/success of each channel benchmarked against agreed targets for the ‘4Is’ 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

38. Facebook Insights

39. Facebook Insights

40. Monitor and Measure Wider Social Media Performance the overall ‘buzz’ being created 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

41. Merchant City, Glasgow

42. Monitor and Measure 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, customer loyalty, marketing effectiveness/efficiency/ROI. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures?

43. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’

44. Thank You Questions www.energise2-0.com