Social media strategy dec 2013
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Social Media Strategy Workshop
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Social media strategy dec 2013
- 1. Social Media Strategy Workshop
- 3. Key Learnings Key elements of a social media strategy Learn how to improve your social media through practical tips Social Media Management and Risk
- 4. About You?
- 5. Social Media Fundamentals Social Media Overview?
- 6. What is Social Media?
- 9. Talk to people / engage
- 10. Sharing News
- 13. Your use of social media?
- 15. Benefits and Challenges of SocialSocial Media Media Overview?
- 16. Leverage social media audiences
- 18. Capitalise on viral nature
- 20. 3. Engage with people
- 25. How is social media used in modern business and Social Media Overview? marketing
- 27. Brand
- 30. Engage with customers “Communicate changes to benefits and highlight advice” “Interacting with the public” “Continual increase in client contact via Facebook and Twitter”
- 32. Social Media should be throughout the Business!! CEO Directors PR HR Internal Comms CRM Sales
- 33. Customer service is the new marketing… Source: ShashiBellamkonda on Flickr
- 36. Crisis Comms
- 39. 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?
- 42. We think about the tools, but we should be thinking about…..
- 45. 1. Social Media Audit Social Media Overview?
- 46. Key Audit Areas Assess current performance: • Size of Social Media Audiences • Review of Content and Engagement (Still Broadcasting…?)
- 47. Key Audit Areas Key Question: Is social media supporting your current business objectives?
- 48. 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?)
- 49. Brandjacked?
- 51. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
- 52. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
- 55. 2. Social Media Objectives Social Media Overview?
- 56. Case Study: Why Greater Manchester Police use Social Media
- 57. Send out information Improve Customer Services Be seen to be using it! Promote brand awareness Boost Sales Social Media Objectives Boost donations Improve media relations Reach younger audiences Create dialogue with customers Lead generation Source staff / recruit
- 58. Chief Constable / GMP Use
- 61. Community Support to Help Solve Crime
- 65. Problem! Many companies have no idea who they should really be targeting via social media
- 66. What do they use online?
- 68. Content and engagement in real time
- 70. B2B Audiences
- 71. 4. Social Media Channels & Social Media Overview? Tactics
- 72. ? Your Use
- 74. Used for: Mainly Organisations and B2C Promoting Brand Reaching a defined demographic Engaging via interesting content Customer Insights and Relations
- 76. Used for: Brands, Individuals, B2B Live events Promoting news Offers Real-time chat with stakeholders Customer Insights and Relations
- 78. Used for: B2B and HR (Mainly) Networking and Lead Generation Thought-leader content and engagement Recruitment Not sales and offers!
- 82. 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.
- 85. Exercise: Review the Facebook Page for: Content and Engagement • 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 ?
- 86. Case Study Social Media Overview?
- 90. The Customer is the Star!
- 91. Sharing Stories
- 94. Offers: Yes. But only a small %
- 95. Link to Website.
- 96. In Real Time!
- 98. Topical….
- 99. Topical…
- 104. Company Profile
- 105. Groups
- 108. Social Media Management Social Media Overview?
- 109. Securing Buy In for Social Media
- 110. Win over senior Mgt – need to educate and get them to use social
- 112. 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 working Source: Econsultancy, 2012
- 114. Social Media Risk Social Media Overview?
- 115. Your Experiences?
- 116. Main Social Media Risks for Organisations
- 118. How to react to social media comments
- 119. Check, manage and respond to Social Media
- 121. Ignoring comments
- 126. Options: Delete Comment or Ban User
- 128. 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?
- 129. Social Media Policy
- 130. Social Media Policy Guide – Free Download http://www.octavedigital.co.uk/digitallearning/online-guides/
- 132. Paid Tools
- 135. Paul McGarrity
Hinweis der Redaktion
- Before I start to talk about the main points of online marketing ... It’s important to consider the huge changes in media over the past decade.