A social media strategy example for a bookshop


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A social media strategy example for a bookshop using the Wbjam platform.

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A social media strategy example for a bookshop

  1. 1. A social network for a national bookshop: http: book_worms Webjam presentation Presented by: Stuart Hall
  2. 2. The network takes shape Images Video Text
  3. 3. The bookshop challenge <ul><li>My aim is to show from start to finish how to respond to a request for a social network solution for a national chain of bookshops </li></ul><ul><li>The client has been sold on the vision of the potential of the Webjam platform to deliver a ‘socially engaged workforce’ - which will deliver measurable ROI </li></ul><ul><li>Role of the consultant is to carefully consider the overall needs and turn this into a living breathing social network – one which will deliver for both the organisation and employees </li></ul>
  4. 4. The concept overview <ul><li>The concept is for a social network where each bookshop can have its own site </li></ul><ul><li>Where the main social network ‘Book Worms’ can include a CEO blog, company newsletter, blogs from each of the company departments </li></ul><ul><li>Would also allow for each shop to have a site within the network so they have sense of ownership </li></ul>
  5. 5. Selling it to the shops <ul><li>One obstacle which shouldn’t be under-estimated is possible resistance of shops who see themselves as independent from central office </li></ul><ul><li>Need to sell the benefits of connecting with other shops – so there’s a ‘win/win’ </li></ul><ul><li>One solution is for each shop to have a lead person would set up the site & network with their respective leads in other shops </li></ul><ul><li>They could be provided training so they could help fellow employees get on board too </li></ul>
  6. 6. Persuading staff <ul><li>One easy way to persuade staff is to say there will be less email traffic as a result </li></ul><ul><li>Plus that for first time they will have a chance to exchange ideas about how to best market to their customers </li></ul><ul><li>Use the platform to bring all events into one place for both national and local promotions – with the calendar supporting it </li></ul><ul><li>Plus ensure shops encouraged to post on forum before & after event to discuss success, both as text posts, pics & video – whatever works best! </li></ul>
  7. 7. Engagement tactics <ul><li>Stage a competition to encourage the population of personal profiles on the network so that it rapidly becomes the norm </li></ul><ul><li>Encourage everyone from CEO down, to include a pic of themselves, so people can put a face to a name </li></ul><ul><li>Use an internal comms tool like Yammer to get people ‘warmed up’ to the idea of connecting together in one place </li></ul><ul><li>Another possible tactic to have a ‘Q and A’ section where head office can deal with queries in a FAQ-like fashion </li></ul>
  8. 8. The nuts & bolts <ul><li>Plus some simple video guides done by staff themselves on how to use the network </li></ul><ul><li>For example use of the modules, how they work, focus on a few like the ‘Engage your community’ module </li></ul><ul><li>Run a series of ‘how-to’ videos on main network that people can watch or grab for own profile </li></ul><ul><li>Would also need to make sure that there were clear guidelines as to what content was acceptable. </li></ul><ul><li>And make it clear that (using Saved Search function) that all content is moderated </li></ul>
  9. 9. Support from Webjam <ul><li>This is also an opportunity to sell Webjam’s editorial support & engagement </li></ul><ul><li>Using a workshop approach to discover best seeding and moderation strategy to fit the company </li></ul><ul><li>Implementation of a strategy of listen-generate-engage-measure, based on suitable tools </li></ul><ul><li>Based on identification of top contributors, hot topics, aggregate patterns of use to maximise take up </li></ul><ul><li>Not forgetting the value of readers – not just views but measure how they use value offline! </li></ul>
  10. 10. Value: online & offline <ul><li>The Webjam platform comes in with its own simple stats package so you can see how much use the new platform is getting </li></ul><ul><li>But above and beyond online stats the aim is to show the link between sharing ideas online, and the offline outputs </li></ul><ul><li>For example for book signings and book clubs to have a follow up survey through a poll online to say if used ideas that read on the social network </li></ul>
  11. 11. Idea > implementation > results <ul><li>Aim is to gather ideas & requirements for the social network </li></ul><ul><li>To present to client in the form of mock-up of basic elements on a Webjam prototype where they can have a play with it and ask questions </li></ul><ul><li>Once signed off the process of design allows for compliance with corporate branding </li></ul>
  12. 12. The network takes shape Brand compliant header YouTube videos to sponsor uptake CEO blog
  13. 13. Idea > implementation > results <ul><li>Also in terms of set up maybe right to produce introductory videos to make it easy to adopt </li></ul><ul><li>Plus pilot it to a regional group of shops before national launch, using shop lead structure </li></ul><ul><li>Ensure there is a process for getting feedback from users at central and local shop level </li></ul><ul><li>Report back to SMT at the next stage of growth – it’s a chance to upsell a quarterly health-check </li></ul><ul><li>Work with head office network manager on launch strategy and metrics </li></ul>
  14. 14. Webjam presentation: thanks