Mastering Social Media Programme Workshop 3 Overview, May 2012

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Overview slides for Workshop 3 of the Mastering Social Media Programme, May 2012 - Social Media Implementation and Performance Measurement


<ul><li> 1. ENERGISE2-0.COM Mastering Social MediaWorkshop 3Implementation and PerformanceMeasurementDr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.comMay, 2012</li></ul> <p> 2. Focus Key issues in implementing your social media strategy Channel Action Plans Performance Measurement Organisation, Resource, People ENERGISE2-0.COM 3. Channel Action Plans Once your Social Media Strategy has been agreed, brief ActionPlans should be developed for each priority SM channel Cascade the Balanced Scorecard approach to each prioritychannel e.g. Twitter, Blog, Facebook, Linkedin etc But not Paralysis by Analysis The Action Plan for each channel should include a clearstatement of..ENERGISE2-0.COM 4. Channel Action Plans Vision Channel Objectives KPIs and Targets Customers Key Channel Actions and Initiatives for getting there Organisation, resource and people issues Tools and applications Performance measurement Dos and DontsENERGISE2-0.COM 5. Agenda Action Plans for Successful Channel Development Twitter Blogging Linkedin Facebook Others Stop and Reflect Exercises/ Channel Templates Same principles apply across all channels Be socialbefore doing social ENERGISE2-0.COM 6. Guidelines for EffectiveSocial Media ManagementENERGISE2-0.COM 7. 1. Channel Vision and Objectives Agree the overall vision for each channel Agree the main objectives to be achieved? Ensure thatthese are closely aligned with and supportive of yourcore business objectives? (Link back to your SM StrategyDocument from last week) Agree the KPIs and targets to be used in measuring on-going channel performance ENERGISE2-0.COM 8. KPIs and TargetsThe 6Is Approach: Involvement numbers/quality Interaction level of two-way dialogue Intimacy positive/negative sentiments Influence word-of-mouth effect Insight actionable market/customer insight Impact business impactENERGISE2-0.COM 9. The 6Is ApproachInsight andImpactInfluence Involvement Intimacy Interaction 9ENERGISE2-0.COM 10. 2. Customers Who?: Agree the main customers groups for this channel link back to your Customer Mapping Exercise Agree objectives for each customer group e.g. buildbrand awareness; engagement; loyalty; relationships;advocacy How will this impact on your Channel Content Strategy?How can you add value? Be customer led Include Key Influencers ENERGISE2-0.COM 11. 3. Channel Basics Channel/Page Set Up Profile Information Design Basic Layout Terminology Features/Functions Integration ENERGISE2-0.COM 12. 4. Key Success FactorsThe 4Cs approach: Content Customers Conversations Conversion ENERGISE2-0.COM 13. Content Quality is critical add value Adopt an outside-in rather than inside-out approach Sales messages OK but subtle and in moderation Beware of gaffes Not just publishing content but also customer serviceENERGISE2-0.COM 14. Content Develop an agreed Content Plan Frequency Tone/Theme/Voice Topics Content Type e.g. text, infographic, video, podcast etc Own/Others Content Sources of Inspiration Channel Integration/Fit ENERGISE2-0.COM 15. Why People UnfollowENERGISE2-0.COM 16. Why People UnfollowENERGISE2-0.COM 17. Customers Build the Community Be strategic size matters, but who is just as important Use existing communications channels Use the community building tools of each channel Start by following, engaging then be followed Role of Key Influencers is critical Avoid get follower fast schemes ENERGISE2-0.COM 18. Conversation Social media is marketing as a conversation with yournetwork. It is not about one way broadcasting Actively encourage interaction e.g. blog posts end withrequest for comments/feedback; on Twitter use Reply,RTs often; on Facebook/Linkedin participate ingroups/forums This has time and resource implications ENERGISE2-0.COM 19. ConversionAgree and measure the main call to action you are aiming forENERGISE2-0.COM 20. 5. Organisation, People, Resources Build the right organisational culture and mindset forchannel success Become a social organisation Ensure your channels are managed and resourcedproperly Agree what policies and guidelines are neededENERGISE2-0.COM 21. 6. Tools and Applications A range of Social Media Management Tools are available.Some are moving into Social CRM (SCRM) territory Hootsuite Tweetdeck (now owned by Twitter) Seesmic Sprout Social SpredfastENERGISE2-0.COM 22. 7. Monitor and Measure To ensure that your SM strategy delivers a return oninvestment, it is important to monitor and evaluate on-going performance benchmarked against agreedobjectives, KPIs and targets Performance evaluation should be undertaken at threemain levelsENERGISE2-0.COM 23. Individual Channels Individual Channel Performance the effectiveness/success of each channel benchmarked against agreed targets for the 6Is i.e. Involvement, Interaction, Intimacy and Influence most channels provide easy to access statistics for measuring each I to a very high degree of accuracy ENERGISE2-0.COM 24. Social Media Buzz Wider Social Media Performance monthly or quarterly reporting of the overall buzz createdby your SM activities using appropriate Social MediaMonitoring tools this will show the impact of your SM activities on othersand other channels it measures the volume of mentions, trends over time,which channels are driving your buzz, who is taking yourmessage further, through which channels, and whataffection or affinity they are showing, and so onENERGISE2-0.COM 25. Business Impact 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 26. Performance Measurement ToolsA range of tools are available at each level: Individual Channels e.g. Facebook Insights; Klout; Kred Overall Buzz e.g. Topsy Analytics; Viralheat, other paidSMM tools Business Impact e.g. Google (Social) Analytics; SCRM ENERGISE2-0.COM 27. Social Media ManagementDos and DontsENERGISE2-0.COM 28. Dos and Donts Dont Be a Showoff Your posts should add value to the customer its not about me,me,me Dont Use Poor Grammar or Spelling Dont try to be too cool Dont Get Too Personal (business users) Keep the conversations warm but professional; its what business users expect and anything else comes off as creepy ENERGISE2-0.COM 29. Dos and Donts Dont Automate Its OK to schedule posts for specific times but dont automate everything. Social media is about personal/brand engagement not blatant promotion e.g. dont automatically DM new twitter followers with a sales message - its seen as spam. Dont Leave Air in the Conversation Respond as quickly as possible within hours not days. Dont Overpost Dont flood your followers timelinesENERGISE2-0.COM 30. Dos and Donts Do Shout Out to Users Who Mention You Thank those making favourable comments; be very careful how you respond to any negative comments Do Monitor Keywords and Sector Trends And respond when appropriate Do Make an Informative Profile Its the first point of contact so critical. Tell what you will be posting about Do Hang Out Where Your Customers Hang Out Dont always expect them to come to youENERGISE2-0.COM 31. Thank YouQuestionsENERGISE2-0.COM</p>