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Mastering Social Media Workshop 3

Implementation and Performance Measurement

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

May, 2012

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Focus

Key issues in implementing your social media strategy

– Channel Action Plans– Performance Measurement– Organisation, Resource, People

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Channel Action Plans

• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel

• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Blog, Facebook, Linkedin etc

• But not ‘Paralysis by Analysis’

• The Action Plan for each channel should include a clear statement of…..

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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• Do’s and Don’t’s

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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 social before doing social’

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Guidelines for Effective Social Media Management

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1. Channel Vision and Objectives

• Agree the overall vision for each channel

• Agree the main objectives to be achieved? Ensure that these are closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document from last week)

• Agree the KPIs and targets to be used in measuring on-going channel performance

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KPIs and Targets

The 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 impact

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The ‘6Is’ Approach

Insight and Impact

Involvement

InteractionIntimacy

Influence

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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. build brand 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’

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3. Channel Basics

• Channel/Page Set Up • Profile Information• Design• Basic Layout• Terminology• Features/Functions• Integration

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4. Key Success Factors

The ‘4Cs’ approach:

– Content– Customers– Conversations– Conversion

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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 service

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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

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Why People Unfollow

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Why People Unfollow

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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

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Conversation

• Social media is ‘marketing as a conversation’ with your network. It is not about one way broadcasting

• Actively encourage interaction e.g. blog posts end with request for comments/feedback; on Twitter use Reply, RTs often; on Facebook/Linkedin – participate in groups/forums

• This has time and resource implications

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Conversion

Agree and measure the main ‘call to action’ you are aiming for

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5. Organisation, People, Resources

• Build the right organisational ‘culture’ and ‘mindset’ for channel success

• Become a social organisation

• Ensure your channels are managed and resourced properly

• Agree what policies and guidelines are needed

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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– Spredfast

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7. 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…

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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

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Social Media ‘Buzz’

• 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

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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?

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Performance Measurement Tools

A range of tools are available at each level:

• Individual Channels – e.g. Facebook Insights; Klout; Kred

• Overall ‘Buzz’ e.g. Topsy Analytics; Viralheat, other paid SMM tools

• Business Impact e.g. Google (Social) Analytics; SCRM

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Social Media Management Do’s and Dont’s

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Do’s and Don’t’s

• Don’t Be a Showoff– Your posts should add value to the ‘customer’ – it’s not

about ‘me,me,me’

• Don’t Use Poor Grammar or Spelling– Don’t try to be too cool

• Don’t Get Too Personal (business users)– Keep the conversations warm but professional; it’s what

business users expect and anything else comes off as creepy

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Do’s and Don’t’s

• Don’t Automate– It’s OK to schedule posts for specific times but don’t

automate everything. Social media is about personal/brand engagement not blatant promotion e.g. don’t automatically DM new twitter followers with a sales message - it’s seen as spam.

• Don’t Leave Air in the Conversation– Respond as quickly as possible – within hours not days.

• Don’t Overpost– Don’t flood your followers’ timelines

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Do’s and Don’t’s

• 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– It’s the first point of contact so critical. Tell what you will

be posting about • Do Hang Out Where Your Customers Hang Out– Don’t always expect them to come to you

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Thank You

Questions