The document discusses best practices for using social media for business purposes in a compliant manner. It emphasizes taking an "outside in" approach by focusing on how to benefit customers rather than just compliance. Top tips include listening to customers, engaging with them authentically, and constantly monitoring social media to build trust. It also provides guidance on setting social media policies and community guidelines, as well as using tools to archive social media conversations for regulatory purposes.

2. 1. Social Media is not a stand alone concept

3. Social Media is not a stand
alone concept
“Social media is now accepted as a normal part of
every day life”
- that includes your customers and clients.

4. How can we use social media to best serve our purposes?
• Remain Compliant
• Managing our reputation
• Doing no damage to the organisation
Inside Out Thinking

5. The best way to effective use of social media is to ask
• What is it the customer/followers would benefit from?
• How do I deliver that compliantly?
Outside In Thinking
The first question to ask isn’t –“Is it compliant?”
rather
“Is it of benefit to our customer/following?”

6. Businesses that do best on social media are:
• Open
• Authentic
• Build trust with their customers and following

7. “..social media
isn’t a new
tactic that is a
stand alone
practice
It’s a new
channel for
communicating
what you
already do.”

8. Social Media Monitoring &
Recording Tools

9. Top 6 Archiving Platforms
• Hootsuite • Socialware
• Arkovi • Actiance
• Erado • Hearsay

10. Hootsuite
HootSuite’s brand new new Enterprise
solution provides the most
comprehensive social media pre-
approval and archiving solution in the
industry.

11. Desktop Mobile

12. Partners with the Best
Charter Member - Certified Developer Program
HootSuite is one of only four Charter Members of
LinkedIn’s Certified Developer Program
Exclusive Launch Partner
HootSuite was Twitters exclusive launch partner for their
Promoted Tweets product
Preferred Development Consultant
HootSuite works closely with Facebook to integrate the
latest functionality
Launch Partner for Google+ Pages
“[HootSuite was] selected based on their extensive
experience helping brands and businesses manage and
analyze their presence on social networks.” - Google

13. HootSuite Users
The worlds largest brands use HootSuite…

14. HootSuite Users
…and so do the top influencers.
# of Twitter Followers
Average
Twitter 27
User
Average
HootSuite 567
User

15. The Basics
Basic Social Media Management Activities:
1. Listening 2. Engaging 3. Analyzing
Listen to what Engage the users Analyze the
customers are that matter across results and impact
saying in the social the platforms they of your efforts.
sphere. use.

16. Industry Leading Functionality
Message Scheduling ✔ Message Assignments ✔
Collaboration
Engagement
Geo Targeting ✔ Shared Search Streams ✔
Bulk Messaging ✔ Advanced Team Permissions ✔
Real-Time Search ✔ Enterprise-wide Scalability ✔
Quick & Custom Reporting ✔ Limited Permissions setting ✔
Analytics
Security
30+ Drag and Drop Modules ✔ Secure Profiles ✔
Google, Twitter, FB & Owly ✔ HTTPS ✔
Automated Sharing ✔ Financial Compliance ✔

18.  Organise Your
Social Business
 Map to your
Existing Structure
 Arrange Teams
 Custom Team
Permissions
 Provide the right
level of Access
 Assign messages  Team Collaboration with Global Governance
for Follow Up

19. Arkovi
Built in the cloud, Arkovi monitors and
archives incoming and outgoing social
media communications, including
blogs, Facebook, LinkedIn, Twitter, web
sites and more.

27. NatWest “Glitch” CaseStudy

28. NatWest “Glitch” CaseStudy

29. WHETHER NatWest’s recent computer problems are over
remains to be seen, but what is already obvious is the
damage that is being done to perception of the brand. http://www.citya
m.com/latest-
YouGov SoMA (Social Media Analysis tool) looks at the news/stephan-
impact that campaigns or crises have on social media. shakespeare/twitt
er-effect-hits-
While an average day generates tweets about NatWest that brands-the-
are seen by just 0-2 per cent of the Twitter population, since impact-
the crisis began that has risen significantly to reach a high consumer-
of 23 per cent last Friday. perception-
becomes-cl
Over five days, 37 per cent of the UK’s Twitter population
was exposed to tweets about NatWest, and the story’s
durability is shown by a 21 per cent reach score on Monday,
five days after the initial problem was reported.
RBS escapes the twitter impact

30. Background
How issue was initially dealt with
Where the story took off
The story hit’s the main stream news
Trends on twitter
How did NatWest respond initially
How has that response changed over the course of the crisis
Where online did the story happen?
NatWest Home Page/Ideas Bank

31. Ulster Bank – RBS Group
Twitter Handle
Getting noticed for the right reasons
Money Savings Expert – Martin S Lewis
Outside in Thinking? – Mobile devices?
Migrating customers to go where?

33. 1. Best Practice
2.Compliance Guidelines

34. Best Practice
• Listen first
• Engage Second
• Monitor Constantly

35. Define your Social Media Strategy/Marketing Plan
Think Outside In
 Define your desired outcomes
 Consider the device that will be used to engage with –
desktop/tablet/mobile/sound available?
 Set KPI’s so you can measure your success. Make sure you know your metrics
before you start too so you can measure the influence your social media
strategy is having
 Define your strategy, it’s best to incorporate your existing marketing efforts
with your social media strategies
 Ensure you have a blog set up on your website and post regularly. Your
company blog is the main hub of all Social Media strategy and not having a
blog is one of the biggest reasons that business fail to see results with their
social media and get ROI.
 Use Call to Actions
 Use an Editorial Calendar
 Know your customer, Identify the right social networking sites

36. Define & Set out your Social Media Policy
• Identify key personnel who can play a part. Manage
expectations and properly train them as required
• Include what to do in a Crisis & Escalation Process
• http://socialmediagovernance.com/policies.php#axzz1ji
Uj8XKZ

37. Set up your Social Networking Sites Properly
 Set up your profiles so they are fully optimized and can be
found by the right people (Peter Aceto)
 Ensure your branding is consistent across all online and offline
activities, be visual
 Show the face behind the brand with personal profile photo’s as
much as possible
 Connect with your target audience across the platforms, join
groups and discussions where appropriate
 Set clear expectations for each community, and let them know
what you will and will not accept, when you are online etc
 Make clear disclaimers and remind followers not to share
private information (see CitiBank & Barclays as examples).

38. Manage, moderate and monitor you Communities
 Managing your communications on social media takes
time and effort, just like staffing, manning the phones and
email correspondence does.
 Monitor what results you’re getting, learn what works –
do more of that. Learn what doesn’t work – don’t do any
more of that.
 Make sure that your community is not being plagued by
spammers and that appropriate language is used, as set
out in clear expectations for each community.

39. Compliance Guidelines
The FSA’s guidelines on Social Media are much less clear than
those in the States.
Compiled by Actiance