Download - Social media strategy dec 2013
Social Media Strategy Workshop
Key elements of a social media strategy
Learn how to improve your social media through practical tips
Social Media Management and Risk
Key Learnings
About You?
Social Media Overview?Social Media Fundamentals
What is Social Media?
Checking Your News Feed
Talk to people / engage
Sharing News
Sharing Status / Images
Your use of social media?
Social Media Overview?Benefits and Challenges of
Social Media
Leverage social media audiences
Capitalise on viral nature
3. Engage with people
Risks and Challenges
Online Reputation Risks
Social Media Overview?How is social media used in
modern business and marketing
Brand
Engage with customers?
B2B: Industry Expert
“Communicate changes to benefits and highlight advice”
“Interacting with the public”
“Continual increase in client contact via Facebook and Twitter”
Engage with customers
www.nibusinessinfo.co.uk/content/social-media-business
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
Crisis Comms
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?
Social Media Overview?SOCIAL MEDIA STRATEGY
“We really should be using And ”
We think about the tools, but we should be thinking about…..
Social Media Overview?1. Social Media Audit
Assess current performance:
• Size of Social Media Audiences
• Review of Content and Engagement (Still
Broadcasting…?)
Key Audit Areas
Key Question:
Is social media supporting your current business
objectives?
Key Audit Areas
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
Brandjacked?
Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
Avoid Social Media?
Further Reading
http://www.seotakeaways.com/9-point-checklist-for-conducting-a-social-media-strategy-audit/
Social Media Overview?2. Social Media Objectives
Case Study: Why Greater Manchester Police use Social Media
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
Chief Constable / GMP Use
Identify Criminals
Maintain relationships with
community
Community Support to Help
Solve Crime
Catching Criminals
Public Announcements
Social Media Overview?3. Audiences
Many companies have no idea who they should really be targeting via social media
Problem!
What do they use online?
Content and engagement in
real time
B2B Audiences
Social Media Overview?4. Social Media Channels &
Tactics
? Your Use
Used for:
Mainly Organisations and B2C
Promoting Brand
Reaching a defined demographic
Engaging via interesting content
Customer Insights and Relations
Used for:
Brands, Individuals, B2B
Live events
Promoting news
Offers
Real-time chat with stakeholders Customer Insights and Relations
Used for:
B2B and HR (Mainly)
Networking and Lead Generation
Thought-leader content and engagement
Recruitment
Not sales and offers!
Additional Social Media Channels
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.
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 ?
Social Media Overview? Case Study
The Customer is the Star!
Sharing Stories
Engagement: Topical
Authority and engagement
Offers: Yes. But only a small %
Link to Website.
In Real Time!
Customer Engagement
Topical….
Topical…
Company Profile
Groups
Social Media Overview?Social Media Management
Securing Buy In for Social Media
Win over senior Mgt – need to educate
and get them to use social
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
Social Media Overview?Social Media Risk
Your Experiences?
Main Social Media Risks for Organisations
Online Reputation Risks
How to react to social media comments
Check, manage and respond to Social Media
Living with Criticism
Ignoring comments
Respond Quickly in Public
Take Complaints Offline!
Managing your Facebook Page
Options: Hide Comments
Options: Delete Comment or Ban
User
Exercise: Fancy Dress Shop
Scenario
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?
Social Media Policy
Social Media Policy Guide – Free Download
http://www.octavedigital.co.uk/digital-learning/online-guides/
Paid Tools
Paul McGarrity