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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
