The document describes a Social Media Day event hosted by Skylab in Manchester. The event will include several speakers discussing topics related to social media such as John Greenway from Manchester Airport discussing their social media strategy, and Nigel Collier from Skylab discussing the 6 essential elements of a social media strategy. These elements include listening to conversations, understanding your audience, setting clear objectives, using the right technologies, running effective campaigns, and creating and sharing valuable content.

1. Mashable’s Social Media Day : Manchester
A day to celebrate the revolution of media becoming social
Hosted by Hash Tags
Skylab #smday
#smdaymcr
Supported by
MediaTank Website
Melbourne Server Hosting www.smdaymcr.co.uk
24-7 North

2. Introduction
Nigel Collier - MD, Skylab
@nigelcollier from @studioskylab
Hash Tags Website
#smday www.smdaymcr.co.uk
#smdaymcr

3. Social Media Day : Manchester
A day to celebrate the revolution of media becoming social
Itinerary - approx :)
7.00pm welcome drinks provided by Melbourne Server Hosting
7.30pm Introduction
7.45pm John Greenway - Manchester Airport
8.00pm Live link up with Portugal (WiFi allowing :)
8.15pm Martine Alexander - Fashion Stylist
8.30pm Live link up with USA (WiFi allowing :)
8.45pm ChiChi Ekweozor & Rick Guttridge
9.00pm Dominic ‘The Hodge’ Hodgson
9.15pm Nigel Collier - MD, Skylab
PRIZE DRAW !!!!

4. Quote

5. Quote
“Social media allows anyone, to say anything, about everything”

6. Quote
“Social media allows anyone, to say anything, about everything”
Nigel Collier

7. Speaker 1
John Greenway - Manchester Airport
@manairport

8. Live Link To Portugal
WiFi Allowing :)

9. Speaker 2
Martine Alexander - Fashion Stylist
@yourstylist

10. Live Link To America
WiFi Allowing :)

11. Speaker 3
Chi-chi Ekweozor Rick Guttridge
Director MD, Smoking Gun PR
@realfreshtv @smokinggunpr

12. Speaker 4
Dom ‘The Hodge’ Hodgson
@thehodge

13. Speaker 5
Nigel Collier - MD, Skylab
@nigelcollier from @studioskylab

14. Speaker 5
Nigel Collier - MD, Skylab
@nigelcollier from @studioskylab
Skylab’s 6 Essential Elements For A Social Media Strategy

15. MediaTank
Website
www.mediatankhq.com

16. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

17. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

19. 1. Listen
Use online tools to track conversations about your subject / service / brand / competitors…
Listening is the essential first step that allows you to consider:

20. 1. Listen
Use online tools to track conversations about your subject / service / brand / competitors…
Listening is the essential first step that allows you to consider:
a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may
find that there is very little activity, but at least you’ll know!

21. 1. Listen
Use online tools to track conversations about your subject / service / brand / competitors…
Listening is the essential first step that allows you to consider:
a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may
find that there is very little activity, but at least you’ll know!
b) The Competition - What are they up to? What works for them? Espionage is good.

22. 1. Listen
Use online tools to track conversations about your subject / service / brand / competitors…
Listening is the essential first step that allows you to consider:
a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may
find that there is very little activity, but at least you’ll know!
b) The Competition - What are they up to? What works for them? Espionage is good.
c) Hang Outs - identifying where the conversations are occurring is social media gold dust!

23. 1. Listen
Use online tools to track conversations about your subject / service / brand / competitors…
Listening is the essential first step that allows you to consider:
a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may
find that there is very little activity, but at least you’ll know!
b) The Competition - What are they up to? What works for them? Espionage is good.
c) Hang Outs - identifying where the conversations are occurring is social media gold dust!
d) Influencers - create relationships with “community figures” to magnify your message.

24. 1. Listen
Use online tools to track conversations about your subject / service / brand / competitors…
Listening is the essential first step that allows you to consider:
a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may
find that there is very little activity, but at least you’ll know!
b) The Competition - What are they up to? What works for them? Espionage is good.
c) Hang Outs - identifying where the conversations are occurring is social media gold dust!
d) Influencers - create relationships with “community figures” to magnify your message.
e) Sentiment - are people happy, sad, annoyed or excited? Emotion is a critical metric.

25. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

26. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

28. 2. People
Understand your audience intimately. What interests them? What motivates them? It’s ok if
you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t
find out first! To successfully engage with people you have to empathise.

29. 2. People
Understand your audience intimately. What interests them? What motivates them? It’s ok if
you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t
find out first! To successfully engage with people you have to empathise.
a) Real World - map out your real world networks - friends / colleagues / suppliers / client.

30. 2. People
Understand your audience intimately. What interests them? What motivates them? It’s ok if
you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t
find out first! To successfully engage with people you have to empathise.
a) Real World - map out your real world networks - friends / colleagues / suppliers / client.
b) Segment Your Audience - Success is borne from understanding audience segments.

31. 2. People
Understand your audience intimately. What interests them? What motivates them? It’s ok if
you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t
find out first! To successfully engage with people you have to empathise.
a) Real World - map out your real world networks - friends / colleagues / suppliers / client.
b) Segment Your Audience - Success is borne from understanding audience segments.
c) Personas - fictional users are great qualitative tools for understanding audience needs.

32. 2. People
Understand your audience intimately. What interests them? What motivates them? It’s ok if
you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t
find out first! To successfully engage with people you have to empathise.
a) Real World - map out your real world networks - friends / colleagues / suppliers / client.
b) Segment Your Audience - Success is borne from understanding audience segments.
c) Personas - fictional users are great qualitative tools for understanding audience needs.
d) Technographics - Forrester Research’s analysis of audience technology behaviour.

33. 2. People
Understand your audience intimately. What interests them? What motivates them? It’s ok if
you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t
find out first! To successfully engage with people you have to empathise.
a) Real World - map out your real world networks - friends / colleagues / suppliers / client.
b) Segment Your Audience - Success is borne from understanding audience segments.
c) Personas - fictional users are great qualitative tools for understanding audience needs.
d) Technographics - Forrester Research’s analysis of audience technology behaviour.
e) Identify Needs - empathise. No one cares about your company, they’re into their
journey. Identify where you can add real value in order to engage your audience.

35. 2. People - Technographics explained...

36. 2. People - Technographics explained...

37. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

38. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

39. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

40. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

41. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

42. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

43. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume

44. 2. People - Technographics explained...
Audience Type Description
Creators make social content e.g. photography, articles, video
Conversationalists update their status
Critics respond to content from others e.g. reviews, comments, forums posts
Collectors organise content using feeds, tags, bookmarking sites etc
Joiners connect in social networks
Spectators consume social content
Inactives neither create nor consume
Source: Groundswell, Forrester Research

45. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

46. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

48. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:

49. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:

50. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:
Business Social Media
Description
Function Equivalent
Ongoing monitoring of customers conversations with each other, instead of
Research Listening occasional surveys and focus groups.
Participating and stimulating 2 way conversations, not just outbound
Marketing Talking communication to your customers.
Sales Energising Making it possible for you enthusiastic customers to help sell to each other.
Support Supporting Enabling your customers to support each other.
Helping you customers work with each other to come up with ideas to improve your
Development Embracing products and services.

51. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:
Business Social Media
Description
Function Equivalent
Ongoing monitoring of customers conversations with each other, instead of
Research Listening occasional surveys and focus groups.
Participating and stimulating 2 way conversations, not just outbound
Marketing Talking communication to your customers.
Sales Energising Making it possible for you enthusiastic customers to help sell to each other.
Support Supporting Enabling your customers to support each other.
Helping you customers work with each other to come up with ideas to improve your
Development Embracing products and services.

52. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:
Business Social Media
Description
Function Equivalent
Ongoing monitoring of customers conversations with each other, instead of
Research Listening occasional surveys and focus groups.
Participating and stimulating 2 way conversations, not just outbound
Marketing Talking communication to your customers.
Sales Energising Making it possible for you enthusiastic customers to help sell to each other.
Support Supporting Enabling your customers to support each other.
Helping you customers work with each other to come up with ideas to improve your
Development Embracing products and services.

53. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:
Business Social Media
Description
Function Equivalent
Ongoing monitoring of customers conversations with each other, instead of
Research Listening occasional surveys and focus groups.
Participating and stimulating 2 way conversations, not just outbound
Marketing Talking communication to your customers.
Sales Energising Making it possible for you enthusiastic customers to help sell to each other.
Support Supporting Enabling your customers to support each other.
Helping you customers work with each other to come up with ideas to improve your
Development Embracing products and services.

54. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:
Business Social Media
Description
Function Equivalent
Ongoing monitoring of customers conversations with each other, instead of
Research Listening occasional surveys and focus groups.
Participating and stimulating 2 way conversations, not just outbound
Marketing Talking communication to your customers.
Sales Energising Making it possible for you enthusiastic customers to help sell to each other.
Support Supporting Enabling your customers to support each other.
Helping you customers work with each other to come up with ideas to improve your
Development Embracing products and services.

55. 3. Objectives
Clear objectives make for a more successful strategy. Social media objectives map very
well onto normal business functions:
Business Social Media
Description
Function Equivalent
Ongoing monitoring of customers conversations with each other, instead of
Research Listening occasional surveys and focus groups.
Participating and stimulating 2 way conversations, not just outbound
Marketing Talking communication to your customers.
Sales Energising Making it possible for you enthusiastic customers to help sell to each other.
Support Supporting Enabling your customers to support each other.
Helping you customers work with each other to come up with ideas to improve your
Development Embracing products and services.
Source: Groundswell, Forrester Research

56. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

57. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

59. 4. Content
It’s content that drives the conversations in a social media space. Bring something of value
to the conversations...

60. 4. Content
It’s content that drives the conversations in a social media space. Bring something of value
to the conversations...
a) Brand - never forget who you are.

61. 4. Content
It’s content that drives the conversations in a social media space. Bring something of value
to the conversations...
a) Brand - never forget who you are.
b) Value - why should your audience care?

62. 4. Content
It’s content that drives the conversations in a social media space. Bring something of value
to the conversations...
a) Brand - never forget who you are.
b) Value - why should your audience care?
c) Resource - so who’s going to make this happen? Do it yourself / internally? Outsource?

63. 4. Content
It’s content that drives the conversations in a social media space. Bring something of value
to the conversations...
a) Brand - never forget who you are.
b) Value - why should your audience care?
c) Resource - so who’s going to make this happen? Do it yourself / internally? Outsource?
d) Quality - it has to be appropriate, either great quality or purposefully home made.

64. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

65. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

67. 5. Technology
Most people jump straight in without a strategy, which is cool, but if you consider the
previous 4 steps, they will help you make better choices about technology platforms.

68. 5. Technology
Most people jump straight in without a strategy, which is cool, but if you consider the
previous 4 steps, they will help you make better choices about technology platforms.
a) Blogs - don’t assume you need one.

69. 5. Technology
Most people jump straight in without a strategy, which is cool, but if you consider the
previous 4 steps, they will help you make better choices about technology platforms.
a) Blogs - don’t assume you need one.
b) Wikis - great for collaborating.

70. 5. Technology
Most people jump straight in without a strategy, which is cool, but if you consider the
previous 4 steps, they will help you make better choices about technology platforms.
a) Blogs - don’t assume you need one.
b) Wikis - great for collaborating.
c) Forums - build it and they won’t come! Forums are hard work. Roll your sleeves up!

71. 5. Technology
Most people jump straight in without a strategy, which is cool, but if you consider the
previous 4 steps, they will help you make better choices about technology platforms.
a) Blogs - don’t assume you need one.
b) Wikis - great for collaborating.
c) Forums - build it and they won’t come! Forums are hard work. Roll your sleeves up!
d) Social Networks - Facebook, Twitter or maybe more niche?

72. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

73. The 6 Essential Elements REVIEW & PLAN
1
6
LISTEN
ENGAGEMENT
2
PEOPLE
5
CAMPAIGN
TECHNOLOGY
3
4
OBJECTIVES
CONTENT

75. 6. Engagement
Have an engagement plan and make sure you or your business is ready
to push the big red button!

76. 6. Engagement
Have an engagement plan and make sure you or your business is ready
to push the big red button!
a) Authority - can you really say what you just said? Do you have the authority?

77. 6. Engagement
Have an engagement plan and make sure you or your business is ready
to push the big red button!
a) Authority - can you really say what you just said? Do you have the authority?
b) Risk - have a plan B such as escalation policies for if it goes wrong.

78. 6. Engagement
Have an engagement plan and make sure you or your business is ready
to push the big red button!
a) Authority - can you really say what you just said? Do you have the authority?
b) Risk - have a plan B such as escalation policies for if it goes wrong.
c) Resource - do you really have the time?

79. 6. Engagement
Have an engagement plan and make sure you or your business is ready
to push the big red button!
a) Authority - can you really say what you just said? Do you have the authority?
b) Risk - have a plan B such as escalation policies for if it goes wrong.
c) Resource - do you really have the time?
d) Best Practice - squeeze value from every tweet using the right methodology per platform.

80. Review and plan every month

81. ...and finally.

83. Free Big Prize Draw
Big ticket items are up for grabs...

84. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport

85. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.

86. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com

87. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.

88. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
3. Donated by Melbourne Server Hosting

89. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
3. Donated by Melbourne Server Hosting
Free Ultra VM Cloud Server for a year!

90. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
3. Donated by Melbourne Server Hosting
Free Ultra VM Cloud Server for a year!
4. Donated by Skylab

91. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
3. Donated by Melbourne Server Hosting
Free Ultra VM Cloud Server for a year!
4. Donated by Skylab
Free design & build of MediaTank video platform and 6 months hosting of 100GB / month!

92. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
3. Donated by Melbourne Server Hosting
Free Ultra VM Cloud Server for a year!
4. Donated by Skylab
Free design & build of MediaTank video platform and 6 months hosting of 100GB / month!
5. Donated by Skylab

93. Free Big Prize Draw
Big ticket items are up for grabs...
1. Donated by Manchester Airport
2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
2. Donated by ManchesterConfidential.com
2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
3. Donated by Melbourne Server Hosting
Free Ultra VM Cloud Server for a year!
4. Donated by Skylab
Free design & build of MediaTank video platform and 6 months hosting of 100GB / month!
5. Donated by Skylab
5 x exclusive Social Media Day t-shirts, with custom colour and size to suit you!