Social Media - Where Do I Start? Strategy, Planning & Measurement

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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.

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Social Media - Where Do I Start? Strategy, Planning & Measurement

  1. 1. 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
  2. 2. WE ALL LIVE IN THE NETWORK SOCIETY Eh? What’s that?
  3. 3. In 2009 humans produced more data than in the last 5000 years Sounds noisy...
  4. 4. We are moving from an industrial age to a networked economy and business needs to reboot We’re ‘always on’ and always connected...
  5. 5. DON'T FORGET WE'VE CHANGED BEFORE. WHY ARE WE SURPRISED THIS TIME? Fundamental change is always driven by technology...
  6. 6. 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
  7. 7. obama changed the way politicians organise supporters, advertise to voters, defend against attacks & communicate with constituents Politics is changing...
  8. 8. 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.
  9. 9. #newsnight Increasingly media is about conversation...
  10. 10. 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
  11. 11. I’M WITH YOU...BUT... WHERE DO I START? What should my business think about?
  12. 12. 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
  13. 13. 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 .
  14. 14. MARKET RESEARCH LISTEN...AND LEARN Social media offers an opportunity to learn about your audience.
  15. 15. 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
  16. 16. HAVE A PURPOSE PLANNING Social media should be an integrated part of your overall communications strategy
  17. 17. 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
  18. 18. MANAGEMENT & RESOURCING Social Media is about relationships: Invest time and effort for the long term
  19. 19. 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?
  20. 20. MEASURE, ANALYSE AND LEARN Understand your success and understand your failures. Learn, tweak and repeat.
  21. 21. 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.
  22. 22. LEARN FROM EXAMPLES Examples of local social media use.
  23. 23. Guernsey arts commission
  24. 24. ORACLE FINANCE
  25. 25. JERSEY FINANCE
  26. 26. ITV (ORGANISATION)
  27. 27. ITV (INDIVIDUAL)
  28. 28. LOCAL POLITICS
  29. 29. GUERNSEY POLICE
  30. 30. SOURCE RECRUITMENT
  31. 31. GUERNSEY MARKET BUILDINGS
  32. 32. HERM ISLAND
  33. 33. ?
  34. 34. don't forget to be SOCIAL 01481 721632 / hello@crowdmedia.co.uk www.crowdmedia.co.uk / www.crowdtraining.me facebook.com/wearecrowd twitter.com/wearecrowd

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