This document outlines the agenda and content for a social media strategy workshop. The agenda includes discussions on measuring social media success, developing an organizational social media strategy, handling detractors, and more. Key topics that will be covered are the history and stats of social media, how it has changed consumer behavior, its use for sales, marketing, PR and customer relations, and setting social media guidelines and policies for organizations. The workshop aims to help participants effectively engage with customers through social media.
3. Agenda:
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Introduction: why we are here, what we will discuss, what we wish to
accomplish
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NSE report 2014
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Social media overview: history, stats and case studies
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Social media: sales, marketing, PR, CRM
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How will you measure success?
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Your organisation’s strategy
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Detractors: what to do?
14. SALES
• Don’t have a “one strategy fits
all” policy
• Where are your prospects
having conversations?
• Connect
• Listen
• Build a relationship
• Engage in a conversation
• Create content that adds value
• Drive users to your web site,
store, activations
15. MARKETING
• Efforts to create content
that attracts attention
and encourages readers
to share it with their
social networks
• Plan
• Goals
• Know each platform
• Have platform specific
goals
16. PR
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No more spray and pray
Monitor the conversation
Look for opportunities
Influencer outreach
Use twitter to connect
with journalists
• Stronger focus on content
marketing
• Include SM references in all
print, TV, radio interviews /
releases.
• Share. Share. Share.
17. CUSTOMER CARE
• CRM strategy, do you
have one?
• Its about the
conversation, so listen!
• Make an effort.
• Timeous.
• Others can see.
• Reward loyalty.
• Great cost saving tool.
18. STRATEGY
• Does a SM strategy exist in
your organisation?
• How do you go about setting
one up?
• Must align with overall
business, marketing &
communication strategies.
• Don’t try to be what you are
not.
• From strategy comes action
plan.
• Be willing to be flexible.
• Constantly review.
19. POLICY
• Not easy to set-up
• Need to include in
employee agreements.
• Can it be enforced?
• Every-one now a spokes
person all the time.
• More guidelines.
• Train / inform your
team
• http://socialmediagovernance.com/policies/
20. MEASURE!
• Determine criteria
• Daily, weekly, monthly,
quarterly
• GA
• Facebook insights
• Measurement tools
• Do more of what worked
and less of what did not
• Discuss, debate and act
accordingly.
• Revise plans, action and
measure again.
24. DETRACTORS & FANS
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Are you listening?
Is there a plan?
Influence the influencers.
Amplify compliments
Address complaints.
Acknowldge their rights.
Know who the top
influencers are.
• Include them in launches,
press releases, etc.
• What’s wrong with a faceto-face meeting.