Overview of the network society and strategic tips for getting started at a commercial level with social media. Planning, Strategy, Content and Measurement. Examples taken from Guernsey and Jersey based businesses across multiple sectors.

2. Introduction
JO PORRITT
HOW IS JO USEFUL?
> Vice-President Chamber of Commerce
> Co-Founder of European Social Marketing
Forum
> Chartered Institute of Marketing Member
> Wealth of agency & client side experience
> Regular conference/seminar speaker
Contact jo@crowdmedia.co.uk

3. WE ALL LIVE IN THE
NETWORK SOCIETY
Eh? What’s that?

4. In 2009 humans
produced more data
than in the last
5000 years
Sounds noisy...

5. We are moving from
an industrial age to a
networked economy
and business needs to
reboot
We’re ‘always on’ and always connected...

6. DON'T FORGET
WE'VE CHANGED BEFORE.
WHY ARE WE
SURPRISED THIS TIME?
Fundamental change is always driven by technology...

7. NETWORK SOCIETY
CONVERGENCE CULTURE
“the new knowledge culture has arisen as our
ties to older forms of social community are breaking
down, our rooting and physical geography is diminished,
our bonds to the extended and even the nuclear family are
disintegrating, and our allegiances to nation states are
being redefined.” Jenkins

8. obama changed the way politicians
organise supporters,
advertise to voters,
defend against attacks &
communicate with constituents
Politics is changing...

9. During the arab spring
social media played a role in both
influencing the protests &
Reporting on them.
CITIZEN JOURNALISM
UNDERMINED AUTOCRACY
...and with it our social structures.

10. #newsnight
Increasingly media is about conversation...

11. ROLES HAVE SHIFTED
CONSUMER POWER
“the roles of content provider and consumer have become
increasingly muddled; and the traditional view of the audience
has been turned on its head”
Powell, 33 Million People in the Room

12. I’M WITH YOU...BUT...
WHERE DO I START?
What should my business think about?

13. it's a process
not an event
Research, planning, listening
Social media strategy
THE TOOLS MIGHT HAVE CHANGED, BUT WHAT IS IT YOU WANT TO SAY?
doing

14. WHAT DO strategy
YOU HAVE
before
TO SAY?
tools
CONVERSATION IS KING, CONTENT IS JUST SOMETHING TO TALK ABOUT.
DON'T MISTAKE TOOLS FOR STRATEGY. WHAT WAS IT YOU WANTED TO SAY IN THE FIRST PLACE?
SOCIAL MEDIA CENTRALISES COMMUNICATION. TAKE YOUR BRAND TO THE AUDIENCE .

15. MARKET RESEARCH
LISTEN...AND LEARN
Social media offers an opportunity to learn about your audience.

16. SOCIAL MEDIA LISTENING
> What content is your industry/sector producing online, and on which channels?
> Identify the influencers: listen and learn.
> Who are you attracted to online and why? What is it that they do/say that resonates
with you?
> Where are there gaps or opportunities for you to add to the conversation?
> Find your niche: This is not about what Stephen Fry had for breakfast!
> Monitor your competitors/stakeholders/employees: What share of the conversation
do they have?
> Use technology to help you listen: Google Alerts, Twitter Search & Hashtags,
Hootsuite/Tweetdeck/Radian6

17. HAVE A PURPOSE
PLANNING
Social media should be an integrated part of your
overall communications strategy

18. SOCIAL MEDIA Planning & strategy
> Remember PAID/EARNED/OWNED media model.
> Set your objectives. These could be:
+ Drive traffic to your website: ideally your news/blog section which is your No 1 digital
real estate (mobile/tablet friendly?)
+ Increase brand awareness by creating multiple brand touch points.
+ Increase search visibility (SEO).
+ Storytelling: Who are you people? How are they part of the business? What do you
care about? How are you involved in the community?
+ Create informed content: industry commentary, reactions to regulatory updates,
market research.
+ Conduct customer research/surveys on your products/services: Co-creation of your
brand.
+ HR & Recruitment: Attract new employees & retain existing

19. MANAGEMENT
& RESOURCING
Social Media is about relationships:
Invest time and effort for the long term

20. SOCIAL MEDIA MANAGEMENT & RESOURCING
> Steady, consistent exchange of information wins over sporadic broadcast messaging.
> Carve out small chunks of time to dedicate to managing effectively and stick to these.
> Include your employees: Who is naturally savvy or demonstrates an understanding of
this landscape?
> Use technology to help you:
+ Schedule content
+ Set up alerts for brand/industry mentions
+ Access channels from smartphones
> Get help from the experts.
> Create an internal culture that accepts social technology is here to stay.
> The next generation: Digital natives entering the workplace. How to encourage them?

21. MEASURE, ANALYSE
AND LEARN
Understand your success and understand your failures.
Learn, tweak and repeat.

22. SOCIAL MEDIA Measurement
> What’s the ROI?
+ Of the telephone in the workplace?
+ Of email?
+ Your business lunches & networking events?
> Collect and analyse data to build a profile of your marketplace and your customers:
+ Qualitative: traffic/referrals to your website, demographic breakdown, geographic
location, reach of message, impressions.
+ Quantitative: brand mentions - positive or negative sentiment? what do your
customers love? what do they hate? what are they saying about you?
+ Aggregate data into your CRM systems, your planning and strategy processes.
> Build a lasting digital footprint: Claim your place and establish your value.

23. LEARN FROM
EXAMPLES
Examples of local social media use.

24. Guernsey arts commission

25. ORACLE FINANCE

26. JERSEY FINANCE

27. ITV (ORGANISATION)

28. ITV (INDIVIDUAL)

29. LOCAL POLITICS

30. GUERNSEY POLICE

31. SOURCE RECRUITMENT

32. GUERNSEY MARKET BUILDINGS

33. HERM ISLAND

34. ?

35. don't
forget
to be
SOCIAL
01481 721632 / hello@crowdmedia.co.uk
www.crowdmedia.co.uk / www.crowdtraining.me
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