Effective & Compliant Social Media Planning

1.Social Media is not a stand alone concept

Social Media is not a stand alone concept

“Social media is now accepted as a normal part of every day life”

- that includes your customers and clients.

How can we use social media to best serve our purposes?

• Remain Compliant

• Managing our reputation

• Doing no damage to the organisation

Inside Out Thinking

The best way to effective use of social media is to ask

• What is it the customer/followers would benefit from? • How do I deliver that compliantly?

Outside In Thinking

The first question to ask isn’t –“Is it compliant?”

rather

“Is it of benefit to our customer/following?”

Businesses that do best on social media are:

• Open

• Authentic

• Build trust with their customers and following

“..social media isn’t a new tactic that is a stand alone practice

It’s a new channel for communicating what you already do.”

Social Media Monitoring & Recording Tools

Top 6 Archiving Platforms

• Hootsuite

• Arkovi

• Erado

• Socialware

• Actiance

• Hearsay

Hootsuite

HootSuite’s brand new new Enterprise solution provides the most comprehensive social media pre-approval and archiving solution in the industry.

Desktop Mobile

Partners with the Best

HootSuite is one of only four Charter Members of LinkedIn’s Certified Developer Program

“[HootSuite was] selected based on their extensive experience helping brands and businesses manage and analyze their presence on social networks.” - Google

Launch Partner for Google+ Pages

Preferred Development ConsultantHootSuite works closely with Facebook to integrate the latest functionality

Charter Member - Certified Developer Program

Exclusive Launch PartnerHootSuite was Twitters exclusive launch partner for their Promoted Tweets product

HootSuite Users

The worlds largest brands use HootSuite…

HootSuite Users

567

27

AverageHootSuite

User

AverageTwitter

User

# of Twitter Followers

…and so do the top influencers.

The Basics

1. Listening 2. Engaging 3. Analyzing

Listen to what customers are saying in the social sphere.

Engage the users that matter across the platforms they use.

Basic Social Media Management Activities:

Analyze the results and impact of your efforts.

Industry Leading Functionality

Engagement

Message Scheduling ✔

Geo Targeting ✔

Bulk Messaging ✔

Real-Time Search ✔

Collaboration

Message Assignments ✔

Shared Search Streams ✔

Advanced Team Permissions ✔

Enterprise-wide Scalability ✔

Analytics

Quick & Custom Reporting ✔

30+ Drag and Drop Modules ✔

Google, Twitter, FB & Owly ✔

Automated Sharing ✔

Security

Limited Permissions setting ✔

Secure Profiles ✔

HTTPS ✔

Financial Compliance ✔

Organise Your Social Business

Map to your Existing Structure

Arrange Teams

Custom Team Permissions

Provide the right level of Access

Assign messages for Follow Up

Team Collaboration with Global Governance

Arkovi

Built in the cloud, Arkovi monitors and archives incoming and outgoing social media communications, including blogs, Facebook, LinkedIn, Twitter, websites and more.

NatWest “Glitch” CaseStudy

NatWest “Glitch” CaseStudy

WHETHER NatWest’s recent computer problems are over remains to be seen, but what is already obvious is the damage that is being done to perception of the brand.

YouGov SoMA (Social Media Analysis tool) looks at the impact that campaigns or crises have on social media.

While an average day generates tweets about NatWest that are seen by just 0-2 per cent of the Twitter population, since the crisis began that has risen significantly to reach a high of 23 per cent last Friday.

Over five days, 37 per cent of the UK’s Twitter population was exposed to tweets about NatWest, and the story’s durability is shown by a 21 per cent reach score on Monday, five days after the initial problem was reported.

RBS escapes the twitter impact

http://www.cityam.com/latest-news/stephan-shakespeare/twitter-effect-hits-brands-the-impact-consumer-perception-becomes-cl

Background

How issue was initially dealt with

Where the story took off

The story hit’s the main stream news

Trends on twitter

How did NatWest respond initially

How has that response changed over the course of the crisis

Where online did the story happen?

NatWest Home Page/Ideas Bank

Ulster Bank – RBS Group

Twitter Handle

Getting noticed for the right reasons

Money Savings Expert – Martin S Lewis

Outside in Thinking? – Mobile devices?

Migrating customers to go where?

1. Best Practice

2.Compliance Guidelines

Best Practice

• Listen first

• Engage Second

• Monitor Constantly

Define your Social Media Strategy/Marketing PlanThink Outside In  Define your desired outcomes Consider the device that will be used to engage with –

desktop/tablet/mobile/sound available? Set KPI’s so you can measure your success. Make sure you know

your metrics before you start too so you can measure the influence your social media strategy is having

Define your strategy, it’s best to incorporate your existing marketing efforts with your social media strategies

Ensure you have a blog set up on your website and post regularly. Your company blog is the main hub of all Social Media strategy and not having a blog is one of the biggest reasons that business fail to see results with their social media and get ROI.

Use Call to Actions Use an Editorial Calendar Know your customer, Identify the right social networking sites

Define & Set out your Social Media Policy

• Identify key personnel who can play a part. Manage expectations and properly train them as required

• Include what to do in a Crisis & Escalation Process

• http://socialmediagovernance.com/policies.php#axzz1jiUj8XKZ

Set up your Social Networking Sites Properly  Set up your profiles so they are fully optimized and

can be found by the right people (Peter Aceto) Ensure your branding is consistent across all online

and offline activities, be visual Show the face behind the brand with personal profile

photo’s as much as possible Connect with your target audience across the

platforms, join groups and discussions where appropriate

Set clear expectations for each community, and let them know what you will and will not accept, when you are online etc

Make clear disclaimers and remind followers not to share private information (see CitiBank & Barclays as examples).

Manage, moderate and monitor you Communities  Managing your communications on social media

takes time and effort, just like staffing, manning the phones and email correspondence does.

Monitor what results you’re getting, learn what works – do more of that. Learn what doesn’t work – don’t do any more of that.

Make sure that your community is not being plagued by spammers and that appropriate language is used, as set out in clear expectations for each community.

Compliance Guidelines

Compiled by Actiance

The FSA’s guidelines on Social Media are much less clear than those in the States.