Upload
hamill-associates-ltd
View
656
Download
1
Embed Size (px)
DESCRIPTION
Ppt slides from our Social Media Strategy Workshop, 3rd March 2011 - for the Association of Scottish Visitor Attractions
Citation preview
ENERGISE2-0.COM
‘Creating the Buzz’
Social Media Strategy WorkshopAssociation of Scottish Visitor Attractions
Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
March, 2011
ENERGISE2-0.COM
SM Opportunities and Progress Made
• Used effectively, social media can lead to the following business benefits for Visitor Attractions
– Market/customer knowledge & insight through customer feedback and the use of social media monitoring tools
– Low cost brand awareness and reputation management– Increase visitors/repeat visitors– Build strong online community/ quality customer base of high
value, high growth potential customers– Engage and energise– Enhanced customer experience and loyalty– Sales/marketing effectiveness, efficiency and ROI– Operational / internal process efficiency (open source and hosted
apps)
ENERGISE2-0.COM
SM Opportunities and Progress Made
• Interest and enthusiasm among Visitor Attractions is growing rapidly - channels are being set up
• Visitor Attractions fall into three main groups in terms of progress made– Progressive Adopters – Cautious/ Experimental Adopters– Non Adopters
ENERGISE2-0.COM
SM Opportunities and Progress Made
• While some good progress is being made, there is a need for a more ‘strategic’ approach
• Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement
• More attention needs to be paid to organization, people, resource issues critical to on-going SM success
Social Media Planning Pays
ENERGISE2-0.COM
Key issues in developing, implementing and managing a
successful social media strategy
ENERGISE2-0.COM
Workshop - Overview
• The key strategic, management and organizational challenges involved in planning, implementing and managing an effective social media strategy
• ‘Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not paralysis by analysis
• A key objective of the workshop is to ensure that your SM Strategy is fully aligned behind and supportive of your core business/marcoms goals and objectives
ENERGISE2-0.COM
Key Questions To Address
• What social media channels should you engage with and how deep should your level of engagement be?
• How can social media best help you to achieve your overall strategic goals and objectives?
• What resource should you commit to social media?
• What Key Performance Indicators (KPIs) should you use and how can Return on Investment be measured?
ENERGISE2-0.COM
Key Questions To Address
• How open should your organization become?
• What new ‘mindsets’ are required?
• What new skills, knowledge and staff training are required?
• Action plans for successful channel development
ENERGISE2-0.COM
Workshop Overview
1. What is social media? - a recap– Key things to remember; social media in action - examples
2. ‘Social Media Planning Pays’: Key Steps in Developing, Implementing and Managing a Successful Social Media Strategy– The Social Media Development Cycle– External Analysis: Evaluate Your Social Media Landscape– Internal Analysis: Evaluate Your ‘Readiness to Engage’– Develop Your Social Media Strategy and Action Plans – Evaluate Your Social Media Performance and ROI – Organization, People and Resource Issues
3. ‘Getting There’ – Next Steps
ENERGISE2-0.COM
A conversation rather than one-way broadcast
ENERGISE2-0.COM
What is Social Media?
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
What is Social Media?
The three main components:
ApplicationsFeatures and characteristics
Business impact
Web 2.0/Social Media
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Business Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
ENERGISE2-0.COM
How Big Is It?
ENERGISE2-0.COM
Impact on the sector?
ENERGISE2-0.COM
Key Things to Rememberabout Social Media
ENERGISE2-0.COM
Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are taking place relevant to your business• Power shift
– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success
– Especially true in information intense industries• Declining effectiveness of traditional approaches
– Does anyone listen to sales/brand messages anymore?
ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
ENERGISE2-0.COM
ENERGISE2-0.COM
Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Key Things to Remember
• New performance measures– Requires new performance measures
• Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring tools
• The need for new business/marketing models
ENERGISE2-0.COM
Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
ENERGISE2-0.COM
The ‘6Is’ Approach
27
ENERGISE2-0.COM
Key Things to Remember
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote -
Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
ENERGISE2-0.COM
Some examples
ENERGISE2-0.COM
Social Media in Action
Quick Examples
ENERGISE2-0.COM
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
From the web site
• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
ENERGISE2-0.COM
The Customer Experience of the Brand
Tripadvisor
ENERGISE2-0.COM
From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Will It Blend? - iPad
ENERGISE2-0.COM
5.7 Million Views
ENERGISE2-0.COM
United Breaks Guitars
ENERGISE2-0.COM
9 Million Views
ENERGISE2-0.COM
Visitor Attraction Case Example
New York Museum of Modern Art
ENERGISE2-0.COM
The Web Site
ENERGISE2-0.COM
Links to RSS Feed, Facebook, Twitter
ENERGISE2-0.COM
RSS Feed
ENERGISE2-0.COM
MoMA on Facebook
ENERGISE2-0.COM
Two way dialogue and engagement
ENERGISE2-0.COM
346,466 twitter followers
ENERGISE2-0.COM
Dialogue not just broadcasting
ENERGISE2-0.COM
MoMA Youtube Channel
ENERGISE2-0.COM
Over 200 Videos
ENERGISE2-0.COM
3,565,427 views, 12,413 subscribers
ENERGISE2-0.COM
12,080 on foursquare
ENERGISE2-0.COM
Dialogue
ENERGISE2-0.COM
Dialogue
ENERGISE2-0.COM
MoMA Blog
ENERGISE2-0.COM
Links to other SM channels
ENERGISE2-0.COM
MoMA on flickr – 4,108 images
ENERGISE2-0.COM
MoMA on iTunes
ENERGISE2-0.COM
‘Social Media Planning Pays’
Key Steps in Developing, Implementing and Managing a Successful Social Media Strategy
ENERGISE2-0.COM
Social Media Development Cycle
ENERGISE2-0.COM
SM Development Cycle
ENERGISE2-0.COM
Ten Key Steps
• EVALUATE YOUR SOCIAL MEDIA LANDSCAPE– Applications, impact, customers, conversations, features and
characteristics • AGREE YOUR GENERIC SOCIAL MEDIA STRATEGY
– Channels and depth of engagement• KEY PERFORMANCE INDICATORS
– Measuring success• INTERNAL SOCIAL MEDIA AUDIT
– Progress benchmarking• READINESS TO ENGAGE
– Are you ready to engage?
ENERGISE2-0.COM
Ten Key Steps
• SOCIAL MEDIA STRATEGY DEVELOPMENT– Vision, strategy, objectives, targets, customers, key initiatives
and actions• CHANNEL ACTION PLANS
– “Getting there”• ORGANISATION, RESOURCE AND PEOPLE ISSUES
– The key pillars of social media success• IMPLEMENTATION
– Professional project management for social media success• MONITOR AND MEASURE
– On-going performance measurement
ENERGISE2-0.COM
Each Step is being covered in detail on our blog at www.energise2-0.com
ENERGISE2-0.COM
Five Key Areas
• External Analysis: Evaluate Your Social Media Landscape• Internal Analysis: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans for
‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues
ENERGISE2-0.COM
External AnalysisEvaluate Your Social Media Landscape
ENERGISE2-0.COM
Evaluate Your SM Landscape
• The social media landscape and range of applications available is extremely broad and diverse – too wide
• The starting point in developing a social media engagement strategy is to monitor and evaluate the social media landscape for your business
• Social media landscaping will help you decide the best generic strategy to follow i.e. the main channels to use and your depth of engagement in each channel. Avoids the ‘we must use it because it is there’ syndrome
ENERGISE2-0.COM
Diversity of Social Media
ENERGISE2-0.COM
Key Questions to Address
• Applications – what social media applications are most relevant to our
business?
• Impact– what impact is social media having on our industry, how
important has it become?
• Customers – how are our customers using social media? What impact is
it having on customer behaviour?
ENERGISE2-0.COM
Key Questions to Address
• Conversations – what online conversations are taking place relevant to our
business; who is saying what about our brand/ industry where on the Internet and how should we respond?
– A wide range of Social Media Monitoring Tools are available (see later)
• Features and characteristics – what are the key features and characteristics of social
media that you need to understand i.e. social media culture?
These questions help you to decide the generic social media strategy to adopt
ENERGISE2-0.COM
Your Generic Social Media Strategy
Generic SM Strategy Matrix
High
Industry Impact
Low
High industry impact/ Low strategic importance
Strategic priority
High industry impact/ High strategic importance
High engagement strategy
Low industry impact/ Low strategic importance
Passive approach
Low industry impact/ High strategic importance
Industry leader
Low High Strategic Importance
ENERGISE2-0.COM
‘Be Customer Led’
Three key questions:
• Who are our customers, who do we wish to engage with?
• Where do we find them ‘hanging out’ on social media?
• How can we best engage and energise them?
ENERGISE2-0.COM
www.mashable.com
ENERGISE2-0.COM
Monitor the Conversations
• Use Social Media Monitoring Tools to monitor online conversations relevant to your brand
• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
ENERGISE2-0.COM
An Example
ENERGISE2-0.COM
The Beetles
ENERGISE2-0.COM
Previous Slides on KeyThings to Rememberabout Social Media
ENERGISE2-0.COM
Internal AnalysisProgress Audit and Evaluate Your
‘Readiness to Engage’
ENERGISE2-0.COM
Progress Audit
Evaluate progress made, benchmarked against agreed criteria:
• What progress has been made? What social media channels do we already use? What is the level of engagement with each channel? Where are the main areas for future improvement?
• Benchmarking is a key element of the Internal Audit and should be undertaken at five main levels…..
ENERGISE2-0.COM
SM Benchmarking
• Social Media Landscape– what progress has been made benchmarked against the
opportunities presented by your social media landscape?
• Generic Strategy – the level of progress made benchmarked against your
generic social media strategy
• KPIs– what progress has been made benchmarked against
agreed KPIs?
ENERGISE2-0.COM
SM Benchmarking
• Industry ‘Best Practice’ – the level of progress made benchmarked against industry
‘best practice’? How does your current level of SM engagement compare with the industry average? What lessons can be learned from industry ‘leaders’?
• Strategic Gap Analysis – based on the above, what is the ‘Strategic Gap’ that exists
between the ‘current’ and ‘ideal’ scenarios; between where you are and where you should be? The ‘Strategic Gap’ provides a very strong basis for future social media strategy development
ENERGISE2-0.COM
Readiness to Engage
• Evaluate your readiness to engage with social media
• Social media strengths and weaknesses; the main barriers and obstacles to be overcome
ENERGISE2-0.COM
Readiness to Engage
Strengths Weaknesses
List here the main SM strengths of your organisation e.g. strong brand, quality customer base, customers already active in Social Media etc.
List here the main SM weaknesses of your organisation e.g. limited staff knowledge and understanding, resource issues, organizational mindset, influence/attitude of the IT Dept etc.
Obstacles/Barriers Overcome
Detail the main obstacles and barriers for your organisation.
Indicate how barriers will be overcome, including in-sourcing / out-sourcing options
ENERGISE2-0.COM
Develop Your Social Media Strategy and Action Plans for ‘Getting There’
ENERGISE2-0.COM
Use a Simplified Balanced Scorecard
• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation
• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders
ENERGISE2-0.COM
Social Media Balanced Scorecard
• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation
• The steps involved can be captured in a Social Media Strategy Map
• Five key questions to address……
ENERGISE2-0.COM
Social Media Balanced Scorecard
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• Key Actions and Initiatives (including participation in ‘external’ social media channels)
• Organisation, Resource and People Issues
ENERGISE2-0.COM
Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
ENERGISE2-0.COM
Channel Action Plans
Apply Professional Project Management Procedures to Ensure Successful Social Media
Strategy Implementation
ENERGISE2-0.COM
Channel Action Plans
• Once your Social Media Strategy has been agreed, Action Plans should be developed for each priority SM channel
• Cascade the Balanced Scorecard approach to each priority channel e.g. LinkedIn, Facebook, Twitter, use of ‘External’ SM ‘hubs’
• The Action Plan for each channel should include a clear statement of…….
ENERGISE2-0.COM
Channel Action Plans
The overall objectives for that channel
The KPIs to be used
Specific targets
Customers
Key channel actions/tasks for ‘getting there’
Performance measurement
Organisation and people
ENERGISE2-0.COM
Some Key Decisions
• Channel Set-Up– Design, Layout, Configuration, Profile Content, Use of
Management Apps, Agree Domain • Integration Options
– Web/Blog/Facebook/Twitter/YouTube/Flickr/LinkedIn/TripAdvisor
• Content Plan– Tone and Style, Themes and Messages, Post
Frequency, Sources of Inspiration
ENERGISE2-0.COM
Some Key Decisions
• Customers (Building the Community) – Invitation and Existing Contacts – Marketing on Owned Channels – Marketing on External Channels – Referral and Influencers
• Conversations – Encourage, Response Policy, e-WOM, Cross-fertilise
• Conversions – Enquiries, Sales, Visits, Recommendations
ENERGISE2-0.COM
Some Key Decisions
• Performance Measurement– Tools, Alerts, Reports, Report Frequency
• Organisation and People – Responsibilities (Who), Commitment, Training, Project
Management
ENERGISE2-0.COM
A Successful Channel
ENERGISE2-0.COM
High Engagement
ENERGISE2-0.COM
Two Way Dialogue
ENERGISE2-0.COM
But Then.......
ENERGISE2-0.COM
48% Down on New 'Likes'
ENERGISE2-0.COM
Post Views (-80%); Feedback (-60%)
ENERGISE2-0.COM
Monitor and Measure
ENERGISE2-0.COM
Monitor and Measure
• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets
• Performance evaluation should be undertaken at three main levels using the ‘6Is’ approach….
ENERGISE2-0.COM
Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
ENERGISE2-0.COM
The ‘6Is’ Approach
109
ENERGISE2-0.COM
Monitor and Measure
• Individual Channel Performance– the effectiveness/success of each channel benchmarked
against agreed targets for the ‘6Is’ i.e. Involvement, Interaction, Intimacy, Influence, Insight, Impact
– most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy
ENERGISE2-0.COM
Monitor and Measure
• Wider Social Media Performance
– monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools
– this will show the impact of your SM activities on others and other channels
– it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on
ENERGISE2-0.COM
Merchant City, Glasgow
ENERGISE2-0.COM
Monitor and Measure
• Underlying Business Performance– the performance of each social media channel and the
overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures– in a social media era, they are the main ‘drivers’ of future
business performance– the final level of performance monitoring, therefore, is
linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures?
ENERGISE2-0.COM
Organization, Resource and People Issues
ENERGISE2-0.COM
Organization, Resource and People
• Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below …..
• Your ‘Social Media Strategy Document’ should contain a section that covers the following issues…..
ENERGISE2-0.COM
Organization, Resource and People
• Roles, responsibilities and resources– In-source roles and responsibilities– Out-source roles and responsibilities– Role of the Social Media champion– Social media decision-making and control structures – Resource plans– Organizational culture and ‘mindset’
• Policies and guidelines– Social Media Proper Use Policy– Social Media Content Guidelines– Social Media Channel Guidelines – Customer Response Policy and Guidelines– Employee Response Policy and Guidelines– Legal aspects to the above
ENERGISE2-0.COM
Next Steps
ENERGISE2-0.COM
An End Note on Social Media Monitoring
Who is talking about you, where online, what are they saying?
ENERGISE2-0.COM
ENERGISE2-0.COM
Visit “Edinburgh Castle”
Visit “Kelvingrove”
Visit “Falkirk Wheel”
ENERGISE2-0.COM
Visit “Edinburgh Castle”
ENERGISE2-0.COM
Visit “Edinburgh Castle”
Visit “Kelvingrove”
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
ENERGISE2-0.COM
Continue the discussion at www.tourism2-0.co.ukwww.energise2-0.com
ENERGISE2-0.COM
Thank You
Questions