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Social media strategy course material
The document outlines strategies for developing an effective social media strategy. It discusses defining problems in the changing media landscape, understanding different social media platforms, and developing approaches like listening and participating, creating internal conversations, or spurring external conversations. It emphasizes getting involved in discussions, creating involvement through campaigns or products, and addressing organizational challenges like change management or tangible goals. The key is developing a guiding policy, coherent actions, and metrics to measure success.
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Social media strategy course material
- 1. SOCIAL MEDIA STRATEGY HOWTO DEVELOP A
- 2. Who is who? Whatis social media and strategy anyway? The new media landscape - deportalization How to act in this landscape - five strategies Lunch The five strategies - continued How to develop a strategy Organizational challenges 09.00 09.15 10.00 11.30 12.15 13.00 13.30 14.45 THIS DAY
- 3. WHAT IS SOCIALMEDIA?
- 5.
- 7.
- 14. WE NEED ADEFINITION
- 15. ALL DIGITAL PLATFORMSWHERE THE USERS OF THE PLATFORM ARE SOMEHOW INVOLVED IN THE CREATION OF THE CONTENT
- 16.
- 17. WHAT IS BADSTRATEGY?
- 18. MISTAKING GOALS FOR STRATEGY BAD STRATEGIC OBJECTIVES FAILURE TO FACETHE CHALLENGE Everybody else is on Facebook which is why we must also be there Our strategy is to get 10.000 likers on our Facebook page Our CEO should be very active on Twitter
- 19. SO WHAT ISGOOD STRATEGY?
- 20. Strategy = Problem solving Define theproblem Make hard choices
- 21. WHAT IS YOURPROBLEM?
- 22.
- 24. AND IT’S NOTONLY IN THE UNITED STATES
- 27. BUT IT CANALSO BE POSITIVE
- 29. WE HAVE LOSTCONTROL OF THE CONVERSATION
- 30.
- 32.
- 34.
- 36.
- 38.
- 40.
- 42.
- 44.
- 46.
- 47.
- 48. GET BACK INTHE CONVERSATION
- 49.
- 50.
- 51. 1. LISTEN ANDPARTICIPATE 2. INTERNAL CREATION OF CONVERSATION 3. EXTERNAL CREATION OF CONVERSATION
- 52.
- 56. HOW DO THEYDO IT?
- 59. LISTENING ON ASPECIFIC PLATFORM
- 61. OR A SPECIFICTARGET GROUP
- 63. INTERNAL CREATION OFCONVERSATION
- 68.
- 71. EXTERNAL CREATION OFCONVERSATION
- 72.
- 76.
- 78.
- 81.
- 82. TEAM WORK - Doyour customers speak about you (in social media)? - Where? - Who? - What would be the right platform approach for you?
- 83.
- 84. IT STARTS WITHINVOLVEMENT
- 85. Involvement High Low Co-creation of products Involvementin products Creation of new involving product Creation of involving campaigns Old school marketing
- 91. Involvement High Low Co-creation of products Involvementin products Creation of new involving product Creation of involving campaigns Old school marketing
- 96. Involvement High Low Co-creation of products Involvementin products Creation of new involving product Creation of involving campaigns Old school marketing
- 98. Involvement High Low Co-creation of products Involvementin products Creation of new involving product Creation of involving campaigns Old school marketing
- 101. On Twitter, @Alyssa_Milanowrote: "Are you flirting with me, @oldspice guy?"
- 103. Involvement High Low Co-creation of products Involvementin products Creation of new involving product Creation of involving campaigns Old school marketing
- 104.
- 105. TEAM WORK - Howinvolving is your product? - Are there subjects around your product that are involving? - Which strategy or strategies would be relevant for you? - Can you think of any way to act upon this strategy (a concept)?
- 106. HOW TO DEVELOPA STRATEGY
- 107. GUIDING POLICY COHERENTACTIONDIAGNOSIS
- 108.
- 110. GUIDING POLICY COHERENTACTIONDIAGNOSISWe are not sufficiently visible on search engines Create conversation on an internal platform when people are already involved in the subject Build a Q&A functionality into the existing information website
- 112. GUIDING POLICY COHERENTACTIONDIAGNOSIS Our target group is extremely difficult to reach with regular media Use an external platform to make our customers share their experiences with our highly involving product Start a Facebook-page and an Instagram profile. Use hash tags. Encourage people to share videos and photos
- 114. GUIDING POLICY COHERENTACTIONDIAGNOSIS We are a fairly unknown start-up business without a big marketing budget Use our existing customer service to listen and participate and create surprisingly good customer experiences Buy a social media listening tool and educate your service reps to go the extra mile
- 115. LET’S COMPLICATE THINGSA LITTLE
- 116.
- 117. PROBLEM TRADITIONAL ADVERTISING FORTHE PUBLISHING HOUSE IS BECOMING INCREASINGLY INEFFECTIVE. PEOPLE DO NOT BUY BOOKS BECAUSE OF A PRINT AD IN “WEEKEND-AVISEN BØGER”, BUT MORE AND MORE BECAUSE OF RECOMMENDATIONS FROM FRIENDS - VERY OFTEN IN SOCIAL MEDIA.
- 118. ANALYSIS OUR METRICS TOOLREVEALS THAT WE HAVE RELATIVELY FEW VISITORS ON OUR WEBSITE AND ONLINE SURVEYS SHOW THAT IT IS AUTHORS AND NOT READERS WHO VISIT OUR WEBSITE.
- 119. INSIGHT READERS DO NOTCARE ABOUT PUBLISHERS - THEY CARE ABOUT AUTHORS AND BOOKS!
- 120. GUIDING POLICY BOOKS ANDAUTHORS SHOULD BE THE STARTING POINT FOR CREATING INVOLVEMENT WITH READERS (IF WE GET THEM INVOLVED, THEY WILL START TALKING ABOUT BOOKS AND AUTHORS AND IF THIS HAPPENS ON SOCIAL MEDIA WE WILL BECOME PART OF THE SOCIAL MEDIA CONVERSATION)
- 121. COHERENT ACTION CREATE LINKSBETWEEN BOOKS AND THE DIGITAL WORLD TRAIN AUTHORS IN THE USE OF SOCIAL MEDIA GIVE AUTHORS TOOLS TO EFFECTIVELY USE SOCIAL MEDIA
- 122. Nyhedsbrev • Emne • Forfatter •Bog • Etc. Facebook: Strategi: •Generel tilstedeværelse •At være en “hub” for indhold om bøger og forlaget Instagram: Strategi: •Lyttende tilstedeværelse •At være til stede via medarbejdere og forfattere Twitter: Strategi: •Lyttende tilstedeværelse •Indhold er primært copy- indhold fra Facebook Forfatterside • Blog • Facebook • Instagram • Twitter • Kommentarer • Bøger • Trailer • Foredrag • Abonnér på nyheder om forfatteren Bog 1 • Anmeldelser • Læseranmeldel ser • Kommentarer • Køb bogen • Abonnér på nyheder om bogen Bog 2 • Anmeldelser • Læseranmeldel ser • Kommentarer • Køb bogen • Abonnér på nyheder om bogen Kommende bog • Nyheder • Hash tags • Links • Abonnér på nyheder om bogen Events • Foredrag • Signeringer • etc. Facebook Instagram Egen blog Twitter Pinterest Andre relevante platforme Emneuniverser: •A •B •C Bloggerne og det store internet Læsegrupper Overvågning Kommentarer/ Anmeldelser Nyhedsbrev Kommentarer Anmeldelser Forfatteropkvalificering •Undervisning •Sparringsgrupper •SoMe kontaktperson hos forlaget Forfatter SoMe handlingsplan •Opstartsmøde •Udarbejdelse af plan •Løbende opfølgning Webside
- 123. ANOTHER EXAMPLE: DET NATIONALEFORSKNINGSCENTER FOR ARBEJDSMILJØ
- 124.
- 126. Involvement High Low Co-creation of products Involvementin products Creation of new involving product Creation of involving campaigns Old school marketing Demand a high degree of organizational change Demand a low degree of organizational change
- 127.
- 128. YOU WANT TOCO-CREATE!
- 129. BUT DO YOUREALLY WANT TO CO-CREATE?
- 132.
- 133. YOU WANT TOINVOLVE YOUR USERS IN YOUR PRODUCT?
- 134. BUT DO YOUREALLY WANT TO INVOLVE YOUR USERS IN YOUR PRODUCT
- 136. SO, YOU WANTTO CREATE A NEW INVOLVING PRODUCT?
- 137. BUT, DO YOUTHINK LIKE A START-UP?
- 139. SO, YOU WANTTO CREATE INVOLVING CAMPAIGNS!
- 140. BUT IS YOURORGANIZATION FAST AND AGILE ENOUGH TO ACT IN REAL TIME?
- 142. SO, YOU WANTTO SHARE VALUABLE CONTENT IN SOCIAL MEDIA!
- 143. BUT WHAT IFYOUR COMPETITORS STEAL YOUR VALUABLE CONTENT?
- 145.
- 146.
- 147. INVOLVE THE TOPMANAGEMENT
- 148. You don’t wanta CEO blog, but you want a management that is deeply engaged in social media initiatives
- 149. CREATE A STEERINGGROUP
- 150. The steering groupshould involve all relevant functions in the organization: •Management •HR •Communications/PR •Marketing •IT •Innovation departments •Product development
- 151.
- 152. Re-visit the strategyat least monthly but preferably by-weekly
- 153. CREATE TANGIBLE BUSINESSOBJECTIVES
- 154. You need toknow what you are aiming at and why it has significance for your business
- 155.
- 156. You need toknow how to measure the attainment of your business objectives.
- 157. TEAM WORK - Whatis our organizational obstacle #1 when it comes to working with social media? - What can be done to overcome this obstacle?
- 158. THANKS FOR YOURPARTICIPATION WWW.PETERSVARRE.DK THE END