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Understanding social media workshop
The document discusses strategies for social media engagement, including objectives, infrastructure, personnel, operations, content, and response. It provides an example of how Vodafone successfully used social media to directly hire 50% of specialists needed, saving on agency costs. Key aspects include listening to audiences, categorizing and tagging content, creating a social media hub, monitoring conversations, and having roles to respond, create and share content. The process involves understanding audiences and issues to identify engagement opportunities.
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Understanding social media workshop
- 1. Understanding the worldof social media Workshop Istanbul 13 December 2012
- 2. Creating a socialmedia plan Objectives Infrastructure People Plan Plan Operation Plan Content Response
- 3.
- 4. What does astrategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
- 5. Channel and message identificationchallenge Ability to reach the whole target group with generic information Behaviour identification and response challenge Ability to respond to specific situations or requirements
- 6. Address overall brand imageand reputation Solved via production of communications Linked to specific outputs operational issues Solved via the design and implementation of business processes Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)
- 7. Example: Vodafone • Vodafoneidentified a long- term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees) • Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
- 8. Example: Vodafone • Process– train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs • Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
- 9. You can’t havesingle, overarching social media objectives
- 10. Supporting a traditionalcampaign Social media is your campaign dashboard It can help you steer a campaign, rather than power a campaign
- 11. Process What are yourkey business issues? What opportunities might there be for a social solution? Ease of solution versus size of the prize
- 12. What does astrategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
- 13. A brief lookat infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
- 14. A brief lookat infrastructure Conversation space Monitoring
- 15. It all beginswith listening
- 18. Can’t be donevia black box
- 19. A brief lookat infrastructure Conversation space Monitoring Content & Response Process
- 20. What is ourcontent strategy? Content is not necessarily something you can plan in advance Content is better understood as a process
- 21. What is ourinformation strategy? Responding Publishing ‘traditional’ content Targeting Google space
- 22. What are the questionsyour audiences are going to be asking? What spaces should we responding to (e.g. HDTV problem)?
- 23. Tagging and categorisation •How will your content be categorised • What will be the conversations / tags
- 24. A brief lookat infrastructure Conversation space Social News Monitoring Content & Hub Response Process
- 25. Creating a socialnews hub What we are doing What we do
- 26. Creating a socialnews hub • Will use Wordpress • Is a ‘socially optimised’ publishing platform • Incredibly easy to update • Very easy to link and share content in other outposts • Very cheap and easy to make
- 29. A brief lookat infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
- 30. How to useFacebook What the organisation wants to say What the consumer / citizens wants to say
- 31. How to useTwitter X #whatever
- 32. Process What arethe questions we need to answer? What ‘digital language’ are people using? Where will we be ‘vectored’ Tool selection and usage plan
- 33. People plan Who arethe people What will their roles that will need to be and functions be? involved? • Monitoring • The corporate DJ • Conversation • Relevant experts response • Supervisors / • Content / moderators information creation What activation and support processes are required? • Recruitment • Training / motivation • Technical support • Creative / policy guidance 33
- 34. Operation Plan Phase one Phase two Phase three • Objectives • Objectives • Objectives • Activities • Activities • Activities • Completion • Completion • Completion metrics metrics metrics