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Understanding social media - workshop. Bilgi University Istanbul 13 - 15 December 2012
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Understanding the world of social media
Workshop
Istanbul 13 December 2012
Creating a social media plan
Operation Plan
Content
Response
People Plan
Objectives
Infrastructure Plan
The Case Study
What does a strategy look like?
Operation Plan
Content
Response
People Plan
Objectives
Infrastructure Plan
Channel and message identification challenge
Behaviour identification and response challenge
Ability to reach the whole target group with generic
information
Ability to respond to specific situations or
requirements
Address overall brand image and reputation
Solved via production of communications outputs
Linked to specific operational issues
Solved via the design and implementation of business processes
Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)
Example: Vodafone • Vodafone identified a long-
term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)
• Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
Example: Vodafone • Process – train existing
employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs
• Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
You can’t have single, overarching social media objectives
Supporting a traditional campaign
It can help you steer a campaign, rather than power a campaign
Social media is your campaign dashboard
Process
What are your key business issues?
What opportunities might there be for a social
solution?
Ease of solution versus
size of the prize
What does a strategy look like?
Operation Plan
Content
Response
People Plan
Objectives
Infrastructure Plan
Conversation space
Monitoring Social News Hub
Content & Response Process
Hosted or supported
communities
A brief look at infrastructure
Conversation space
Monitoring
A brief look at infrastructure
It all begins with listening
Can’t be done via black box
Conversation space
Monitoring
A brief look at infrastructure
Content & Response Process
What is our content strategy?
Content is not necessarily something you can plan in advance
Content is better understood as a process
What is our information strategy?
Responding
Publishing ‘traditional’ content
Targeting Google space
What are the
questions your
audiences are going
to be asking?
What spaces should
we responding to (e.g.
HDTV problem)?
Tagging and categorisation
• How will your content be categorised
• What will be the conversations / tags
Conversation space
Monitoring Social News Hub
Content & Response Process
A brief look at infrastructure
Creating a social news hub
What we do What we are doing
Creating a social news hub
• Will use Wordpress • Is a ‘socially optimised’
publishing platform • Incredibly easy to update • Very easy to link and
share content in other outposts
• Very cheap and easy to make
Conversation space
Monitoring Social News Hub
Content & Response Process
Hosted or supported
communities
A brief look at infrastructure
How to use Facebook
What the organisation wants to say
What the consumer / citizens wants to say
How to use Twitter
#whatever
X
Process
What are the questions we need to answer?
What ‘digital language’ are people using?
Where will we be ‘vectored’
Tool selection and usage plan
People plan
33
Who are the people that will need to be involved? • The corporate DJ • Relevant experts • Supervisors /
moderators
What will their roles and functions be? • Monitoring • Conversation
response • Content /
information creation
What activation and support processes are required? • Recruitment • Training / motivation • Technical support • Creative / policy guidance
Operation Plan
• Objectives • Activities • Completion
metrics
Phase one Phase two Phase three
• Objectives • Activities • Completion
metrics
• Objectives • Activities • Completion
metrics
