5. Conversation Age
Communication or conversation?
What takes place in a conversation?
Whose conversation?
Starting, joining, managing, manipulating
Risks & benefits
6. Paid, Owned, Earned
& Shared (online)
Media
PAID – online advertisements
OWNED - corporate website & SM site (& landing page)
• EARNED - your content on someone else's SM site
• SHARED – your content shared
•
•
Aim for all
7. What’s a communication
‘campaign’?
Time-specific, coordinated, series of steps
‘designed’ to promote/sell a product, service
or business through different mediums (TV,
radio, print, online).
Build brand image, introduce new product,
increase sales, reduce impact of negative
news… (within a timeframe).
8. What’s a Social Media
Communication Plan?
•
•
•
Objectives
Timeline
Target audiences
9. What is a Social Media
Communication Plan?
•
•
•
•
•
•
Key message/s
Tactics
SM platforms
Convergence ideas
(across channels)
Staff roles
Other...
11. Question?
How can organizations engage customers better
online? (eg get them coming back online, posting
positive messages, sharing content with friends)
12. Group Exercise
Warning
Your Group: Part of FINNAIR SM TEAM
Background: From May 2014, Finnair will start flying
Helsinki – Chengdu (China) twice a week
Campaign Aim: Get more Finns flying to Chengdu
14. SAVE OUR CHAPLAINS SM
Campaign
•
Problem: ‘scare’ campaign to stop federal government
funding of school chaplaincy
•
Solution: harness support of stakeholders to pressure
government to continue funding program
•
Target Audiences: politicians, our supporters, media
15.
16. SAVE OUR CHAPLAINS SM
Campaign
Built our own SM platform & asked supporters to:
• Upload photos
• Sign statements of support
• Share campaign with friends
• Donate to the cause.
(? media)
Also:
• Media publicity (earned media)
• Our own communication channels (? media)
17. SAVE OUR CHAPLAINS SM
Campaign
Question:
What are some ways we could have measured
success of campaign?
18. SAVE OUR
CHAPLAINS SM
campaign
Monitored & managed campaign through:
• Staff (roles)
• Regular online communication
• Scheduled strategy over 5 months
Results: Attracted support from almost 85,000
people & raised over $500,000 in 5 months
19. SAVE OUR CHAPLAINS
SM Campaign - Stage 2
http://www.youtube.com/user/SUQld
http://backourchappies.com.au/
20. SAVE OUR CHAPLAINS SM
Campaign
Questions:
What could have been our objectives & key
message?
21. Case Studies - Readings
Southwest Airlines Social Media Strategy –
Lessons for All Organizations (January 31 - Mike
Brown) READ
How One Defective Social Media Campaign
Spawned Millions in Overcharges (8/15/2012 Mark Fidelman & Becky Carroll) READ
22. Case Studies - Readings
How Airlines Use Social Media: Lessons for Everyone
(Pam Dyer - blog)
SimpliFlying contacted more than 25 airlines to ask
questions such as:
• How are airlines managing their SM presence?
• What plans do they have for managing their teams in
the future?
• What size are these teams?
23. Case Studies - Readings
How Airlines Use Social Media: Lessons for
Everyone (Pam Dyer - blog)
• Communication, not promotion & sales
• Need feedback mechanism to engage
consumers
• How many ways can a customer hear (or see)
the same message through the day, each
message reinforcing the earlier messages?
24. Case Studies - Readings
How Airlines Use Social Media: Lessons for
Everyone (Pam Dyer - blog)
• KLM has 125,000 Twitter followers & 200,000
Facebook fans with 23 staff focusing on social
media.
• Southwest Airlines has only 4 staff in SM (in an
integrated model) with over 1 million Twitter
followers & over 1 million Facebook fans.
• 40% of airlines are expanding their SM staff
25. Class Activity
SM Communication Tips
• Students: start a list of what you’ve learned so
far from the Readings & Case Studies
• Write on board
26. Case Studies - Readings
How Southwest manages its popular social
media sites (February 10, 2012 - Samantha
Hosenkamp)
• Fosters a culture of communication
• Coordinated SM efforts using CoTweet to
manage Twitter & Facebook - enabling them to
assign tasks (eg they each have a shift) and
monitor key words and campaigns
27.
28. Case Studies - Readings
How Southwest manages its popular social
media sites (February 10, 2012 - Samantha
Hosenkamp)
• Go-to measurement tool: Vocus
29. Case Studies - Readings
How Southwest manages its popular social media
sites (February 10, 2012 - Samantha Hosenkamp)
Techniques to keep followers entertained & informed
on SM:
• Behave like regular people
• Don’t appear stiff. Southwest’s tweets & status updates
show personality
• “You should sound like you’re talking to a real person”
30. Case Studies - Readings
How Southwest manages its popular social
media sites (February 10, 2012 - Samantha
Hosenkamp)
• If there’s a situation Southwest feels its audience
should know about, it “posts a statement on
Twitter & Facebook so people know they’re
handling it - better to be proactive than reactive.”
31. Case Studies - Readings
How Southwest manages its popular social media
sites (February 10, 2012 - Samantha Hosenkamp)
•
•
Southwest posts photos with the question, “What
airport was this picture posted at?” … inspires
engagement from audience
App called Vitrue uploads sound bites. Southwest
posted a sound bite of co-founder laughing, then
asked customers to guess whose laugh it was.
32. The airline recruited staff to tell stories on the blog.
The SM team chose 30 staff—flight attendants, pilots,
mechanics and more—armed them with Flip cams and
let the “authors” use their voices to tell stories.
36. Content Marketing
• Offer valuable content to stakeholders across multiple
channels & formats to engage customers.
• Not to sell, but to help solve customer problems
• Examples?
• Eg Finnair offering stretching tips to travellers
Q: Where should they place this ‘content’?
37. SM Engagement Tips
It’s all about CONVERSATIONS
• Post regularly
• Tell stories, ask for stories
• Give, don’t sell
Join, monitor, engage in conversations - don't
control them
• Be real, honest
•
•
38. SM
Communication
Tips
1. Be active
2. Be interesting - My Starbucks Idea platform for ideas
(voted)
3. Be humble – eg negative conversations, mistakes
4. Be unprofessional, informal
5. Be honest
(Kaplan & Haenlein, 2010)
39. SM
Communication
Tips
Keep txt short
•
Facebook posts between 100 & 250 characters receive
more likes, comments & shares than longer posts
•
Twitter: write for retweets. Keep posts between 70 &
100 characters so followers are able to retweet without
having to edit your message
40. SM
communication
tips
More pics, less words
•
Posts with images & videos get a lot more engagement
than posts without
•
Facebook photo albums receive 180% more engagement,
pictures receive 120% more engagement & videos receive
100% more engagement
•
Tweets with pictures receive twice as much engagement
41. SM
communication
tips
• Listen to your audience - pay attention to the posts your
audience engages with the most, then give them more of
those
• Test your content – if it doesn’t perform well, readjust
(Kia Smith, October 2013,
http://www.insidespelman.com/?p=6297)
42. SM
communication
tips
• Leave formality at the door
• Make them feel special (eg rewards)
• Invite them to contribute: stories, opinions, pics…
• Then stick around for the conversation
• Hook them within the first 5 words
• Give more than you ask for
44. 2007 Pepto-Bismol Contest
Users encouraged to upload to YouTube 1 minute videos
of themselves singing about the benefits of Pepto-Bismol.
YouTube
Twitter post
Facebook
46. Group Exercise
Your Group: Part of FINNAIR SM TEAM
Background: From May 2014, Finnair will start flying
Helsinki – Chengdu (China) twice a week
1 Month Campaign Aim: Get more Finns flying to
Chengdu
47. Group Exercise
Time: Plan 5+ minutes & Discuss 10 minutes
Task:
• Objectives
• Timeline
• Target Audience
1. Key Message & Campaign Name
2. 2 Tactics to get conversations started
3. 2 Tactics to keep conversations going
4. What would go into landing page?
