Social media strategy agenda ni apr 2013

Social Media Strategy Workshop

Learn how to prepare a social media strategy

Learn how to improve your social media through practical tips

Social Media Management and Policy

Key Learnings

About You?

Social Media Overview?The World of Social Media

Online Reputation Risks

Your Experiences?

Social Media Overview?1.

Digital and Social Media Audit

“We really should be using And ”

We think about the tools, but we should be thinking about…..

What do we want to achieve?

Have we the resources to commit to social media?

Do we produce enough quality content to sustain social media marketing?

Which social media channels are most relevant for us?

Is our website fit for purpose and prepared for social media attention?

Key Questions

Common Problems for Established Users

Most Common Problem Areas

No. 1 Problem with social media marketing

= Poor Content and lack of engagement

Most Common Problem Areas

Small Social Media Community!

Example Audit

Low volume of followers

Poor Content – No Engagement

But:

• Their community uses Facebook and wanted to connect / engage

• Other local charities were using it well

Common Problems for In-active Organisations

Brandjacked?

Paid Tools

Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011

Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011

Key Steps in Social Media Audit: Current Users

Monitor you brand, industry and issues, competitors online

Establish what’s wrong with your current social media:

• Very small social media community?

• Poor content?

• No engagement ?

Key Steps in Social Media Audit:

Beginners

Establish need and benefits for being on social media

Monitor your brand, industry and issues, competitors online

Establish how you will research and manage social media:

• What training is required?

• What content you post?

Demo

Exercise

Go to Netvibes.com

Search for sentiment about your organisation

Eg. “Arts Council Northern Ireland”

Q. What can you learn from the online mentions and sentiment?

Social Media Overview?2. Objectives

Should you be on social media?

Avoid Social Media?

Source: Angie Schottmuller, 2012

Social Media Objectives

Reach younger

audiences

Promote brand

awareness

Improve media

relations

Boost donations

Lead generation

Boost Sales

Create dialogue with

customers

Improve Customer Services

Be seen to be using it!

Send out information

Source staff / recruit

Exercise

Map out two:

• Business objectives• Marketing objectives

How do you believe social media will allow you to achieve your objectives?

Social Media Overview?3. Audiences

• What types of audiences and stakeholders do you want to reach?

• What social media are they using?

Considering your Audiences

Example: Audience Mapping

Wanted to reach and influence:

Example: Audience Mapping

Always start with Personal

Connections

Influencer Reach

?

Trayvon Martin Case

Account Name Twitter ID Category Short Description No. of Followers

Discover NI @discoverNI Tourism 2012 tourist campaign

2300

The Irish News @Irish_news Daily Press Local daily newspaper

5012

Belfast Times @Belfasttimes What’s on What’s on guide for Belfast and NI

2787

Alan Simpson @AlanSimpsonBBC Radio BBC Radio Ulster Presenter

5196

Etc

Etc

Etc

Audience Mapping

|

Using Channels to Identify

Community / Audiences

Exercise

Review the Twitter profile for Cork Opera House

Q. What types of audiences do they have?

Q. Can you identify some major influencers?

Social Media Overview?4. Social Media Channels &

Tactics

Using Social Media Across the Business

Social Media Overview?

CEO

Directors PR

HR

Sales CRM

Social Media should be

throughout the Business!!

Internal Comms

Customer service is the new marketing…

Source: ShashiBellamkonda on Flickr

?

91%

Source: Repeller.com

76%

53%

48%Source: Repeller.com

Crisis Comms

Exercise

Review the customer service function of Irish Rail’s Twitter Profile

• How do they engage with their community?

• How are they using social media as a customer relations tool?

Social Media Channels

Social Media Overview?

83%

80%

58% 51%

The social media landscape is dominated by the ‘Big Four’:

| The State of Social Report 2011 |

Social Media Tactics Social Media Overview?

1. Grow a ….

“Email marketing is only

as good as the quality of

your recipient list.”

The 1st Golden Rule of Email Marketing!

“The quality of all

Email recipient lists

decreases over time.”

The 2nd Golden Rule of Email Marketing!

Source: Hubspot, 2012

Links On Website

Print Communications

Email Marketing

Organic fan building among

2. Engage with community

Photos!

Video

Whitepapers…

“The term white paper...... refers to documents used by businesses as marketing or sales tools. They argue that the benefits of a particular technology, product or policy are superior for solving a specific problem”

(Source: Wikipedia)

Blogs…

Brands as Publishers!

Storytelling

Visit your friends and talk to

them!

Facebook Engagement

#1: Calls to Action

Q. What is your “Call To Action” on Facebook Posts?

“Enter our competition”

“Take our survey”

“Tell us your views”

“Download the form from our Website”

#2: Ask Questions

#3: Humanising the brand

#4: Campaigns

#5: Competitions

#6: Debate and Discussion?

16+ Twitter

10+ Facebook Pages

The Customer is the Star!

Sharing Stories

Engagement: Topical

Offers: Yes. But only a small %

Company Profile

Groups

Social Media Exercise: Content

and Engagement

Consumer

B2B

Exercise: B2BReview the Facebook Page for:

• Cree.com

Q. What do they use social media for?

Q. What types of content do they post?

Q. How do people engage with the content ?

Exercise: Content and EngagementReview the Facebook Page for:

• Greater Manchester Police• Northern Ireland Council for Ethnic Minorities

Q. What do they use social media for?

Q. What types of content do they post?

Q. How do people engage with the content ?

Social Media Overview?Social Media Management

Social Media Risk and Reputation

Management

Main Social Media Risks for Organisations

Example

• Negative comments on your social channels

• Crisis PR angle – spread via social media

• Damage caused by employee misuse of Social media • Poor use of social media – brand damage

Online Reputation Risks

Check, manage and respond to Social Media

How to react to social media comments

Living with Criticism

Respond Quickly in Public

Take Complaints Offline!

Managing your Facebook Page

Options: Hide Comments

Options: Delete Comment or Ban

User

Social Media Policy

Social Media Policy Guide – Free Download!

http://www.octaveoc.com/downloads.asp

Designed to help managers and directorsunderstand more about social media risks andhow they can develop a social media policy fortheir organisation.

Social Media Metrics

Myth of the ‘Likes’ Metric

“I’m soooo popular – just

look at the size of my follower list!

Engagement!

Facebook Insights

Twitter @ Interactions

Management and Resources

Control of Social Media

Organisational Structure

• What tends to happen:- Owned by Marketing/ a “Bright Spark”- Has a Board level sponsor

• What should happen:- Adopted business wide- Integrated with all communications

• It’s a cultural change for most

• It’s not easy and can’t be forced

Source: Econsultancy, 2012

Where things go wrong…

The best strategy is useless if:

• The business aren’t genuinely behind it

• There isn’t cross departmental buy in

• Results focus is purely “conversions, metrics and sales”

• “Social Media” is seen as an “add on”

• It doesn’t form part of the everyday way of workingSource: Econsultancy, 2012

Training and Continuous

Development

Paul McGarrity