Understanding social media workshop
•
0 gefällt mir•785 views
Understanding social media - workshop. Bilgi University Istanbul 13 - 15 December 2012
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (16)
Andere mochten auch
Andere mochten auch (10)
Ähnlich wie Understanding social media workshop
Ähnlich wie Understanding social media workshop (20)
Mehr von Richard Stacy
Mehr von Richard Stacy (12)
Understanding social media workshop
- 1. Understanding the world of social media Workshop Istanbul 13 December 2012
- 2. Creating a social media plan Objectives Infrastructure People Plan Plan Operation Plan Content Response
- 4. What does a strategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
- 5. Channel and message identification challenge Ability to reach the whole target group with generic information Behaviour identification and response challenge Ability to respond to specific situations or requirements
- 6. Address overall brand image and reputation Solved via production of communications Linked to specific outputs operational issues Solved via the design and implementation of business processes Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)
- 7. Example: Vodafone • Vodafone identified a long- term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees) • Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
- 8. Example: Vodafone • Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs • Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
- 9. You can’t have single, overarching social media objectives
- 10. Supporting a traditional campaign Social media is your campaign dashboard It can help you steer a campaign, rather than power a campaign
- 11. Process What are your key business issues? What opportunities might there be for a social solution? Ease of solution versus size of the prize
- 12. What does a strategy look like? Objectives Infrastructure People Plan Plan Operation Plan Content Response
- 13. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
- 14. A brief look at infrastructure Conversation space Monitoring
- 15. It all begins with listening
- 18. Can’t be done via black box
- 19. A brief look at infrastructure Conversation space Monitoring Content & Response Process
- 20. What is our content strategy? Content is not necessarily something you can plan in advance Content is better understood as a process
- 21. What is our information strategy? Responding Publishing ‘traditional’ content Targeting Google space
- 22. What are the questions your audiences are going to be asking? What spaces should we responding to (e.g. HDTV problem)?
- 23. Tagging and categorisation • How will your content be categorised • What will be the conversations / tags
- 24. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process
- 25. Creating a social news hub What we are doing What we do
- 26. Creating a social news hub • Will use Wordpress • Is a ‘socially optimised’ publishing platform • Incredibly easy to update • Very easy to link and share content in other outposts • Very cheap and easy to make
- 29. A brief look at infrastructure Conversation space Social News Monitoring Content & Hub Response Process Hosted or supported communities
- 30. How to use Facebook What the organisation wants to say What the consumer / citizens wants to say
- 31. How to use Twitter X #whatever
- 32. Process What are the questions we need to answer? What ‘digital language’ are people using? Where will we be ‘vectored’ Tool selection and usage plan
- 33. People plan Who are the people What will their roles that will need to be and functions be? involved? • Monitoring • The corporate DJ • Conversation • Relevant experts response • Supervisors / • Content / moderators information creation What activation and support processes are required? • Recruitment • Training / motivation • Technical support • Creative / policy guidance 33
- 34. Operation Plan Phase one Phase two Phase three • Objectives • Objectives • Objectives • Activities • Activities • Activities • Completion • Completion • Completion metrics metrics metrics