8020 social media for business
Post on 19-Jun-2015
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8020 Social Media Coaching for Senior Managers
and introduction to Social Media Management Tools
Peter Kerr Director
What We’ll Cover
• Where Social Media (SM) fits in? • Creating a flexible & robust workflow? • What types of tools are available? • How to create an effective social
workflow? • Questions and warnings?
Say ‘Hello’ to Benny!
The process of using something is quite different to the process of creating or managing it!
Where Does Social Media Fit In?
• It’s a marketing resource/opportunity • It’s a customer service resource/opportunity
(i.e. it’s a marketing thing)
• It’s a business challenge (resource, managing, outcomes)
• It’s everything…. and nothing! • What constitutes success for you?
The Golden Rule of Social Media
We must have something interesting/useful/engaging to say
to our chosen audience
Another rule…
A consistent and clear positioning and tone are crucial,
even if the message changes
Last Rule…
Your objectives and target audiences define where, what and
how much you ‘share’
The Painful Truth ……..
Even if it’s appropriate for your goals, it takes time and effort…
and won’t always work!
The fragmented and changing nature of SM makes it even more important to have a
clear strategy, objectives and plans
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Create Content
Distribute Content
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Create Content
Distribute Content
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Find & Create Content
Distribute Content
Email Lists Internal
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Find & Create Content
Distribute Content
Email Lists Internal
Feedback & Measurement
New Audience
Example of SM ToolsFinding
AudiencesFinding Content
Publishing &
Signposting
Monitoring &
MeasuringHootsuite Pro !Commun.it !FollowerWonk !LinkedIn !Existing Contacts !Google Advanced Search
Hootsuite Pro !Feedly !Internal Resources !Email Newsletters !Slideshare
Hootsuite Pro !Buffer !Websites & Blogs !Google+ !LinkedIn !Press Releases !MailChimp
Hootsuite Pro !Buffer !Commun.it !Google Analytics !MailChimp
Professionals use Professional Tools
Types of Tool
• Aggregators for Monitoring • Aggregators for Management • Aggregators for Marketing • Aggregators for Measurement • Content Repurposing • Community Builders
Why Use Management Tools?
• It’s how we’d robustly manage any other aspect of marketing and comms. (PR agencies, snipping services, advertising management, events management)
• They save time • They enable good management and
measurement of all SM activity in an organisation
Building an Audience
• What are we offering? • What are we not offering? • Who do we want to talk to? • Who aren’t we interested in? • What are we trying to say? • What do we want from them (action)? • How do we measure it effectively?
Some questions to ask yourself
• Have I aligned the platforms, message, content and audience with my objectives?
• Has it made a difference (positively)? • Has that difference justified the
investment?
A Word of Warning…
Or….. how do some organisations get it so spectacularly wrong?
• It’s easier to get it wrong than right • The users know more than the managers • The users outnumber the managers • The organisation was ‘trying out’ social media • Social media was left to someone in the marketing or IT
dept. • The organisation thinks it’s in control • The organisation saw social media as separate,
experimental, not as important as traditional media (or thought it could always use traditional media to solve issues)
Ongoing
• Be prepared for changes to platforms & tools as the mix that works best today will be different tomorrow
• Think about your objectives first, and the audiences, messages and platforms in that order
• Streamline, aggregate and automate the processes, but not the users or the message – let good marketing prevail
• Measure and adjust • If it’s not working or no-one’s listening, drop it • Don’t treat social media as a standalone channel
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