Download - Social media strategy dec 2013
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Social Media Strategy Workshop
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Key elements of a social media strategy
Learn how to improve your social media through practical tips
Social Media Management and Risk
Key Learnings
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About You?
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Social Media Overview?Social Media Fundamentals
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What is Social Media?
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Checking Your News Feed
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Talk to people / engage
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Sharing News
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Sharing Status / Images
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Your use of social media?
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Social Media Overview?Benefits and Challenges of
Social Media
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Leverage social media audiences
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Capitalise on viral nature
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3. Engage with people
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Risks and Challenges
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Online Reputation Risks
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Social Media Overview?How is social media used in
modern business and marketing
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Brand
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Engage with customers?
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B2B: Industry Expert
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“Communicate changes to benefits and highlight advice”
“Interacting with the public”
“Continual increase in client contact via Facebook and Twitter”
Engage with customers
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www.nibusinessinfo.co.uk/content/social-media-business
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CEO
Directors PR
HR
Sales CRM
Social Media should be
throughout the Business!!
Internal Comms
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Customer service is the new marketing…
Source: ShashiBellamkonda on Flickr
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91%
Source: Repeller.com
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Crisis Comms
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Exercise
Review the customer service function of Irish Rail’s Twitter Profile (@IrishRail)
• How are they using social media as a customer relations tool?
• How do they engage with people?
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Social Media Overview?SOCIAL MEDIA STRATEGY
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“We really should be using And ”
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We think about the tools, but we should be thinking about…..
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Social Media Overview?1. Social Media Audit
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Assess current performance:
• Size of Social Media Audiences
• Review of Content and Engagement (Still
Broadcasting…?)
Key Audit Areas
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Key Question:
Is social media supporting your current business
objectives?
Key Audit Areas
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Analyse data:
Google Analytics - Traffic to website
Facebook Insights – Community growth, Engagement,
popular content (Q. what did you learn from popular
content?)
Key Audit Areas
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Brandjacked?
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Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
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Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
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Avoid Social Media?
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Further Reading
http://www.seotakeaways.com/9-point-checklist-for-conducting-a-social-media-strategy-audit/
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Social Media Overview?2. Social Media Objectives
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Case Study: Why Greater Manchester Police use Social Media
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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
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Chief Constable / GMP Use
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Identify Criminals
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Maintain relationships with
community
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Community Support to Help
Solve Crime
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Catching Criminals
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Public Announcements
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Social Media Overview?3. Audiences
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Many companies have no idea who they should really be targeting via social media
Problem!
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What do they use online?
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Content and engagement in
real time
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B2B Audiences
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Social Media Overview?4. Social Media Channels &
Tactics
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? Your Use
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Used for:
Mainly Organisations and B2C
Promoting Brand
Reaching a defined demographic
Engaging via interesting content
Customer Insights and Relations
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Used for:
Brands, Individuals, B2B
Live events
Promoting news
Offers
Real-time chat with stakeholders Customer Insights and Relations
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Used for:
B2B and HR (Mainly)
Networking and Lead Generation
Thought-leader content and engagement
Recruitment
Not sales and offers!
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Additional Social Media Channels
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Blog: A ‘web log’ – a regular online diary about a topic,
hobby, interest.
Blogs are set up by individuals who are passionate about
their subject matter. They encourage and respond to
comments from other people.
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Exercise: Content and Engagement
Review the Facebook Page for:
• Greater Manchester Police www.facebook.com/GtrManchesterPolice
• MAC Belfast www.facebook.com/theMACBelfast
Q. What do they use social media for?
Q. What types of content do they post?
Q. How do people engage with the content ?
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Social Media Overview? Case Study
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The Customer is the Star!
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Sharing Stories
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Engagement: Topical
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Authority and engagement
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Offers: Yes. But only a small %
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Link to Website.
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In Real Time!
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Customer Engagement
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Topical….
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Topical…
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Company Profile
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Groups
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Social Media Overview?Social Media Management
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Securing Buy In for Social Media
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Win over senior Mgt – need to educate
and get them to use social
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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
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Training and Continuous
Development
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Social Media Overview?Social Media Risk
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Your Experiences?
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Main Social Media Risks for Organisations
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Online Reputation Risks
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How to react to social media comments
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Check, manage and respond to Social Media
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Living with Criticism
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Ignoring comments
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Respond Quickly in Public
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Take Complaints Offline!
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Managing your Facebook Page
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Options: Hide Comments
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Options: Delete Comment or Ban
User
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Exercise: Fancy Dress Shop
Scenario
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Exercise: Fancy Dress Shop
Scenario
What are the main risks for the shop?
How could this incident have been avoided?
How would you react to this situation?
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Social Media Policy
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Social Media Policy Guide – Free Download
http://www.octavedigital.co.uk/digital-learning/online-guides/
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Paid Tools
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Paul McGarrity