Presentation from an all day social media training session. It was for a West Australian government department.

1. Social Media
Training Session
BY EMILY RYAN
8/12/12
To get in contact , connect with me on LinkedIn:
http://www.linkedin.com/in/emilyryan1

2. AGENDA
• What is it?
• Your Challenges
• Benefits and ROI
• How many Australians and West Australians are using it?
• What are they using it for
• Opportunity in the new(ish) digital landscape
– MORNING TEA
• Some examples of successful social media
• Some examples of social media gone wrong
• Snapshot of key social media platforms
– BREAK FOR LUNCH 11.45 – 12.30
• Social media step-by-step planning
• Key Takeaways

3. WHAT IS SOCIAL MEDIA?

4. Social media are
primarily Internet and
mobile-based tools for
sharing and discussing
information and
content amongst
people

5. http://youtu.be/ZQzsQkMFgHE

6. YOUR CHALLENGES

7. POSSIBLE CHALLENGES
• IT block access at work - perception that it wastes
time and can’t be controlled
• Lack of ownership/policy for social media – who
takes responsibility for what and how to monitor it,
how to interact, which staff contribute and how
they should behave
• How to address negative and misinformed
comments
• Need the tools to do it
• Resourcing – Concerns about how much time it
would take, who would monitor and manage
• Records management
To get in contact , connect with me on LinkedIn: http://www.linkedin.com/in/emilyryan1

8. BENEFITS AND ROI

9. BENEFITS OF SOCIAL MEDIA
• Results of social business implementations in the
enterprise in Australia so far include
– Better and more meaningful connection to customers and
workers
– Improved market engagement that scales quickly
– More direct handling of media crises with lower negative
impact
– Relatively low cost, compared to traditional approaches of
similar types of business activity
– Seamless access to content or influence over the products
people care about are primary drivers of mass
participation
– Adoption of internal enterprise social media can be
achieved relatively quickly
Source: The State of Social Business in Australia for 2012

10. RETURN ON INVESTMENT
“Companies using the web intensively gain greater market
shares and higher margins”
“The Rise of the networked enterprise: Web2.0 finds its payday” –McKinsey
Quarterly Dec. 2010
Some averages from report
• 20% decrease in travel costs
• 20% improvement in marketing effectiveness
• 10% reduction in operational costs
• 15% decrease in marketing costs
• 18% increase in customer satisfaction
• 41% increase in employee satisfaction
Reference: Fergal Coleman, Symphony 3

11. HOW MANY AUSTRALIANS AND WEST
AUSTRALIANS USE IT

12. 13 MILLION AUSTRALIANS SPEND OVER 18
HOURS A DAY ONLINE
• Western Australians make up 10 per cent of the internet
population and spend 19.7 hours a day online
• 94 per cent of Australians are now internet users
• Mobile device sales outnumbered PC’s for the first time
in 2011

13. 62% OF AUSTRALIAN INTERNET USERS, USE
SOCIAL MEDIA SITES
Source: AIMIA Yellow Social Media Report 2012

14. MEMBERSHIP OF SOCIAL MEDIA SITES BY STATE
AMONG SOCIAL MEDIA USERS (62% OF POPULATION)

15. OVER 10 MILLION FACEBOOK USERS
Source: AIMIA Yellow Social Media Report 2012

16. 4 MILLION BLOGSPOT USERS
Source: AIMIA Yellow Social Media Report 2012

17. 2.1 MILLION USERS OF LINKEDIN
Source: AIMIA Yellow Social Media Report 2012

18. 1.8 MILLION USERS OF TWITTER
Source: AIMIA Yellow Social Media Report 2012

19. ONE IN FIVE MINUTES (3.6 HOURS) A DAY IS
SPENT ON SOCIAL MEDIA
Source: AIMIA Yellow Social Media Report 2012

20. NEARLY HALF OF ONLINE AUSTRALIANS
PARTICIPATE IN SOCIAL NETWORKING ON
AT LEAST A WEEKLY BASIS, OR MORE
OFTEN
Source: AIMIA Yellow Social Media Report 2012

21. OF THOSE USERS 36% ACCESS SOCIAL
NETWORKING SITES AT LEAST ONCE A DAY
Source: AIMIA Yellow Social Media Report 2012

22. 97% OF THOSE USING SOCIAL MEDIA SITES
– USE FACEBOOK
Source: AIMIA Yellow Social Media Report 2012

23. YEAR ON YEAR USAGE OF LINKEDIN GREW
FROM 9% TO 16%
Source: AIMIA Yellow Social Media Report 2012

24. WHILST TWITTER USAGE GREW FROM 8%
TO 14%
Source: AIMIA Yellow Social Media Report 2012

25. AUSTRALIAN SOCIAL MEDIA USERS HAVE,
227 FRIENDS AND FOLLOWERS ON
AVERAGE
Source: AIMIA Yellow Social Media Report 2012

26. MORE THAN HALF OF SOCIAL MEDIA USERS
ARE ACCESSING SOCIAL MEDIA SITES
THROUGH THEIR SMARTPHONE
Source: AIMIA Yellow Social Media Report 2012

27. There are 7m over 50’s in Australia
32% of them are using social media

28. 25 hours and 17 mins - the time it took
Charlie Sheen to reach 1 million Twitter
followers
28

29. WHAT ARE AUSTRALIANS USING SOCIAL MEDIA FOR

30. AUSTRALIAN CITIZENS EXPECT
ENGAGEMENT IN SOCIAL
In Australia the internet is the most common way
people, last made contact with government
Citizens will expect the government to engage with
them on their terms, via their channels, and to be
openly available online. In fact, it is becoming
increasingly clear that if councils don’t use these tools,
the citizens will do it for them, and bypass the council
entirely.
Source: nteracting with Government: Australians’ use and satisfaction with e-government services, Canberra, 2008
http://www.finance.gov.au/publications/interacting-with-government/index.html

31. DIFFERENT TYPES OF SOCIAL MEDIA USE

32. HOW WE ENGAGE WITH BRANDS IN SOCIAL MEDIA

33. DESIRED CONTENT FROM BRANDS FOLLOWED

34. 59% WATCH ONLINE VIDEOS TO HELP
INFORM THEIR PURCHASE CHOICES
Source: Nielsen Australian Online Consumer Report 2011‐2012

35. OPPORTUNITY IN THE NEW(ISH) DIGITAL
LANDSCAPE

37. • Traditional Media is passive consumer
participation, Social Media is active consumer
participation
• Traditional Media is one‐way “one‐to-many”
communication, Social Media is two-way
“one‐to‐one” and “many‐to‐many”
communication
• Traditional Media is message‐driven, Social
Media is conversation‐driven

38. • Traditional Media is built around perceived brand
control, Social Media is built around shared control
and humanizing transparency
• Traditional Media consists of a limited set of
targeted channels, Social Media consists of a
conceivably unlimited number of targeted
channels
• Traditional Media impressions are fleeting with
awareness subsiding after date of
publication/broadcast, Social Media conversations
and content are lasting and continually
discoverable via search engines

39. • Traditional Media is brand‐driven, Social Media is
service and relationship‐driven
• Traditional Media has limited reach with
increasing cost as reach expands, Social Media
offers unlimited reach and micro‐targeting
while investment remains relatively constant
• Traditional Media carries varying levels of
credibility and authenticity, Social Media is
conveys a stronger sense of credibility and
authenticity

40. DISCUSSION
• What did you take away from these differences?
• Concerned…?
• Excited…?

41. IT’S ABOUT BEING SOCIAL NOT DOING
SOCIAL

42. VALUE OF MEDIA IS CHANGING

43. POWER OF PEER

44. 71% OF AUSTRALIAN INTERNET USERS
HAVE READ OTHER CONSUMERS’ OPINIONS
AND DISCUSSIONS ABOUT BRANDS ONLINE
Source: Nielsen Australian Online Consumer Report 2011‐2012

45. TRUSTED STRANGERS
• 90% of people trust recommendations from
people they know
• 70% trust consumer opinion posted online
• Word of mouth helps 53% of people make
purchase decisions
• Only 56% of people trust advertisements
Source: NIELSEN “TRUST IN ADVERTISING” REPORT, JULY 2009, e-marketer

46. TRADITIONAL
TODAY

47. Paid media
• Traditional and online advertising
Promoted Promoted brand
newsfeed content
Converging
media
Earned media Brands
Owned media
• What people say online, asking for • Brand properties like website,
shares, likes sharing Facebook, blog, email

48. EXERCISE
• List your current media mix and align them to paid,
earned and owned
• Consider how you could make your current paid and
owned media more social

49. THE OPPORTUNITY
EARNED
REACH
PAID Realise this
opportunity
OWNED
EFFECTIVENESS

50. BUT IT’S MOT JUST MARKETING, IT’S BUSINESS
SOCIAL MEDIA TOUCHES ALL OF THESE
PR IT Operations
Customer care Marketing HR

51. DISCUSSION: OPPORTUNITIES
• Engagement
• Advocacy
• Increasing reach for a minimal cost
• Driving traffic to website
• Relevancy
• Public consultation
• Getting stakeholders involved, asking for their
input
• Tap into Public opinion/Market research
• Customer service
• Transparency and accountability
• Building communities and sense of belonging
• Knowledge management and collaboration
Credit: http://www.egov.vic.gov.au/victorian-government-resources/reports-victoria/web-2-0-the-new-tools-for-democratic-conversations-a-snapshot-of-initiatives-in-government.html

52. SOME EXAMPLES OF SUCCESSFUL SOCIAL
MEDIA

53. http://youtu.be/d3e7_NJznNY

54. WINNING ASPECTS OF CURATORS OF
SWEDEN
• Authentic
• People want to hear from ‘trusted strangers’
• Transparent
• Keeping it fresh
• Because it’s so brave it created a lot of buzz/PR

55. http://www.youtube.com/watch?feature=player_embedded&v=GKt-4kGbGB8
http://www.facebook.com/SmallBusinessSaturday?fref=ts

56. WINNING ASPECTS OF SMALL BUSINESS
SATURDAY
• Creating an idea people can rally around, something
meaningful
• Giving tools for small business to promote themselves
via social media (over 500,000 got involved)
• Getting support (government pass legislation to make it
an official day, everyday people pledged their support to
make a purchase)

57. KLM ROYAL DUTCH AIRLINES
http://www.youtube.com/watch?v=Sh-JRoY7_LU

58. WINNING ASPECTS OF KLM SURPRISE
• Enhancing customer experience
• Personal
• Creates word of mouth

59. TWELPFORCE

60. WINNING ASPECTS OF TWELPFORCE
• Taking a core strength of the brand and bringing it to
social media
• Knowing how people are using social media to research
products and becoming a part of the process
• Immediacy
• Truly helpful

61. FANTASTIC RESPONSE TO FACEBOOK 'RANT'

62. THIS WAS BODYFORM'S RESPONSE
http://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow

63. WINNING ASPECTS OF BODYFORM RESPONSE
• Monitoring their Facebook
• Fast response
• Humorous

64. RISK

65. DISCUSSION: RISK/CONCERNS
• Security
• Terms of service/legal
• Privacy
• Records management
• Employee use/abuse
• Negative response/backlash
• Ability to resource and manage

66. SOME EXAMPLES OF SOCIAL MEDIA GONE
WRONG

67. http://www.cbronline.com/blogs/cbr-rolling-blog/5-social-media-campaigns-gone-horribly-wrong-150812

70. WHERE DID IT GO WRONG?
• These brands either didn’t realise or simply ignored
what people are already saying about them online
• Social media monitoring would have found negative
mentions are already occurring
• A consumer's perception cannot always be foreseen and
there's no guarantee that a hashtag campaign or a
complete this sentence tweet will never be hijacked
• However, having a social media strategy in case your
campaign takes a turn for the worse is always a wise
thing to do

71. http://www.cbronline.com/blogs/cbr-rolling-blog/5-social-media-campaigns-gone-horribly-wrong-150812

72. WHERE DID IT GO WRONG?
• Toyota neglected to engage their users by sending
personal and interesting tweets that users would
actually want to retweet
• Sending unsolicited uncreative and promotional
messages are unlikely to generate a positive response
from consumers on social media platforms

73. Hugh MacLeod –gapingvoid.com

74. UNITED AIRLINES BREAKS GUITARS
http://www.youtube.com/watch?v=5YGc4zOqozo

75. WHAT WE CAN LEARN FROM EACH OF
THESE SOCIAL MEDIA FAILS
• Understand what people are saying about your brand in social media first
• Once you’ve assessed the risk of negative backlash you can either abort mission or
prepare for responses and scenarios
• Is there a good reason for people to contribute?
• Keep monitoring! Make sure you are tracking responses so you can respond quickly
• There is a reason there is ‘social’ in social media. It needs to be treated as a
conversational media where brands listen, respond and make conversation, not
just broadcasting and promotion

76. TURNING A BAD SITUATION AROUND

77. CASE STUDY

78. HOW IT ALL BEGAN
Scores of readers left comments with their stories of
Dell Hell and scores more bloggers linked to this post
with their wails of woe….

80. BUSINESS IMPLCATIONS
• Share price dropped by over 27%
• Lasting negative impact on the brand
Source: Response Source ‘Measuring the Influence of Bloggers on Corporate Reputation’

81. SETTING OBJECTIVES

82. SETTING OBJECTIVES

83. SETTING OBJECTIVES
Since 2006 more than
100,000 customer ratings
& reviews shared

84. SETTING OBJECTIVES

85. DELL’S SOCIAL MEDIA GOALS
1. Enter into conversations with customers everyday
in every major language
2. Address any form of customer dissatisfaction
head on knowing that not everything will be
solved and some of Dell’s weaknesses will be
exposed
3. Encourage “crowd sourcing” as the next step in
listening to customers
4. Use video to personalise the Dell story whenever
possible

86. RESULTS
• 90% of the time Dell enters into a conversation, it
“wins.”
• A “win” happens when:
1. you enter the conversation and just thank someone
for giving their opinion
2. when you weigh‐in on a negative thread with
clarification of facts and the negativity subsides

87. MODERATION
• Dell moderates comments on the Direct2Dell blog.
• On busy weeks, Dell receives up to 400 comments.
• Well over 90% of those comments get posted
following a quick look‐see.
• Dell uses common sense guidelines when deciding
which comments to moderate. Dell’s three
common sense rules are:
1. No profanity
2. No direct attacks on Direct2Dell readers
3. Anything addressing legal issues are not
posted

88. RESOURCING
• Full time teams of 20+ Dell community managers
that interact on blogs and forums
• Monitoring all mentions of Dell online and
analysing positive, neutral and negative sentiment
• Dell never censors critical comments and responds
quickly to criticism on their blog and on others
• All Dell employees are allowed to comment on
blogs that discuss their company

89. RESULTS

90. DOMINOS CRISIS MANAGEMENT
http://www.youtube.com/watch?v=dem6eA7-A2I

91. KEY LEARNINGS: DOMINOS CRISIS
MANAGEMENT
• Responded to the crisis on the same channel it broke out on
• Optimized the video to be found alongside the offending video
• Showed true sincerity and humanized the brand and the situation
• Explained the measures they were taking to correct the unfortunate
situation
• Presented the actions they were taking to assure that this horrific
situation would not have the opportunity to happen again
• Showed by example just how seriously they were taking the crisis –
they weren’t just all talk, they backed their words up with serious
actions
• Had their U.S president, Patrick Doyle personally issue the response
video
• Encouraged loyal fans to spread apology message

92. SOCIAL MEDIA LANDSCAPE: SNAPSHOT OF
KEY SOCIAL MEDIA PLATFORMS

93. TODAY WE’LL LOOK AT
• Facebook
• Twitter
• LinkedIn
• YouTube
• Blogs
• Bookmarking – Pinterest
• Deals – Groupon
• Music - Spotify
• Photos – Instagram
• Google+
• Crowdsourcing – wikis forums

95. 1.01 BILLION USERS
SEPTEMBER 2012

96. AUSSIES ON FACEBOOK
• Facebook users visit the site on average 16 times a week
• Australia has 9,800,000 unique visitors to Facebook each
month (42 per cent of the Australian population)
ExactTarget’s Digital Down Under Report July 2012

97. 1,259,260 WEST AUSTRALIANS
DECEMBER 2012

98. 28% OF 18-34 YEAR OLDS CHECK FACEBOOK
BEFORE THEY GET OUT OF BED

99. 2.4M OF FACEBOOK’S AUSTRALIAN USER
BASE ARE OVER 50

100. PROFILE VS. PAGE
• Profile: personal user account
• Page: public way for brands, businesses,
organizations and public figures to
connect with Facebook users

101. FACEBOOK PROFILE

102. FACEBOOK PAGE

103. COVER
Used for showcasing new
FACEBOOK PAGE ELEMENTS pics, promoting new
products, apps. Beware
covers can’t include
pricing, contact info,
PROFILE PIC contests. Check
Usually brand logo. Facebook regulation
Keep it consistent. regularly (it’s always
Upload at 180X180 changing!)
pixels. It will be scaled
down to 32x32 pixels
for News Feed FEATURED APPS
Viewing. 4 apps can be featured.
The rest are hidden.
People need to press this
button to reveal the other
apps
TIMELINE
Consider this as the
brand narrative, a
collection of posts
which are relevant to
the brand and
followers at the time.
Posts include written
messages images,
video, polls and offers.

104. TIMELINE/WALL VS NEWS FEED
The Timeline (new format) or Wall (old The News Feed shows the activity of the
format) is the area on Facebook where people and organizations members
members/brands post comments and follow, while very active members see
their current status and location as well as updates in real-time on their Ticker.
upload photos and videos.

105. OTHER FACEBOOK KEYWORDS
• Group: users can connect in groups; share
comments and links with other members of
the group, it can be public or private and by
invitation only
• Administrator: users that operate and
manage pages
• Timeline (used to be wall): your posts; other
users can post on your timeline
• News Feed: stream of recent posts by all your
friends and pages you have “liked”
• Place: location of a business or institution;
users can “check in” to a place

106. DON’T FORGET THE NEWS FEED

107. TACTICS TO DRIVE ENGAGEMENT

108. SHORT, PERSONAL POST COPY Get to the point with
short, punchy
statements. Use a
personal tone.
Try to stay below 100
characters.
Pose a question. They
tend to drive
interaction up by 10
to 20 percent^.
^BlitzLocal Facebook Study: "What We've Learned From 120 Billion Facebook Impressions."

109. VIVID IMAGES
Where possible, let
images do the
talking.
Upload an image at
least 300x300 pixels.
Use high impact
images or photos,
and close-up
people, not logos.

110. FILL IN THE BLANKS
Asking people to fill
in the blanks is an
effective way to
engage people in
commenting

111. TRUE OR FALSE
Post a true or false
statement and let
people discuss this
amongst themselves

112. QUOTES

113. POST A VIDEO
Post a video clip
Copy and paste a
YouTube URL in the
status window to
embed the video in
your post. Or, you can
upload a video from
your desktop.

114. GUESS WHAT’S IN THE IMAGE
Blurring the image and
asking people to guess
what’s in the image is a
clever way to get people to
learn about your product
range

115. POSE A QUESTION
Questions tend
to drive
interaction up by
10 to 20
percent^.
^BlitzLocal Facebook Study: "What We've Learned From 120 Billion Facebook Impressions."

116. CAPTION CONTEST
Post an image
and ask people
to write a
caption. Offering
a prize will
increase
engagement.

117. TAG A BRAND
Users can tag your
brand within
uploaded images.
Brands can prompt
people to tag their
brand/product in
their photos.
Incentivize with
prizes.

118. TAG A FRIEND
Invite users to tag their friends
in your image. This
encourages their friends to
engage with your brand.
Tag your friends to match their
personality.

119. FEATURED FAN
Spotlight on
your customers

120. HIGHLIGHTED POST Brands can use the full
(double) width of the page
to make posts stand out.
Just click the star button at
the top of your posts

121. PINNED POSTS
Brands can pin their
content to the top of
the page. It will be
anchored there for
up to 7 days.

122. APPS
Entire websites
can be featured
here.
810 pixels in
width

123. SOME GREAT FACEBOOK APPS

124. DOVE AD MAKEOVER
http://www.youtube.com/watch?v=inKjjkoj6XQ

125. INTEL MUSEUM OF ME
http://www.youtube.com/watch?v=qfd54nYPhXk

126. TAKE THIS LOLLIPOP
http://www.youtube.com/watch?v=Z7QoMcrSbow
http://www.takethislollipop.com/

127. LEVIS FRIENDS STORE

128. FACEBOOK ADVERTISING AND STORIES
Ads Sponsored Stories
Available inventory
Available inventory
Mobile news feed, home
Right hand side
page, desktop newsfeed,
right hand side, logout
experience

129. ADDING SOCIAL FUNCTIONALITY TO
YOUR WEBSITE
• Add the ability for people to ‘Like’ the site and
‘your content (articles, events and videos)

130. EXERCISE
• Go onto Facebook, search for other
brands/organisations in your category
• While reading the posts assess:
– level of engagement from fans (how many comments and
likes for posts)
– Frequency of posts
– Range of posts (photos, videos, written)
– Topics
– Are there many messages to the departments from public?
– What are they using Facebook for?
– Do they have anything beyond the standard tabs?

132. THE AUSTRALIAN TWITTER USER
• Twitter users tend to be some of the most active online
consumers. Of those who are active on Twitter, 51 per
cent check it at least once per day, and 18 per cent
report using Twitter consistently throughout the day.
• Twitter users visit the site on average 23 times a week,
significantly more frequently than Facebook users
• Australia has 1,100,000 unique visitors to Twitter each
month (4.8 per cent of the Australian population
• 23% of online Australians are on twitter. The majority
are 30+ professionals
ExactTarget’s Digital Down Under Report July 2012

133. TWITTER HOMEPAGE

134. TWITTER PROFILE

135. TWITTER TERMINOLOGY
• Tweet: A message sent via Twitter.
• Connect: This tab shows you interactions and mentions
• Discover: This tab shows trending topics
• Hashtag: # sign plus a word or phrase, no spaces
– used to categorize tweets according to topics
– allows people who follow that topic to find your tweet
• Mention: @ sign plus a username
– you and others can mention an account in your Tweets by preceding it
with the @ symbol, eg: "Glad your shipment arrived @janesmith!"
• Message: If you want to privately Tweet to a particular user who's
already following you, start your Tweet with DM or D to direct-
message them, eg: "DM @joesmith234 what is your order number?"
• Retweet: Forward another user’s Tweet to your followers

136. Profile background: (JPG, Header image: (1252px
PNG, or GIF file, up to X 626px for optimal
800kb): Create a rich viewing across all
experience with an devices): Showcase your
engaging background brand prominently to
image that tells your brand grab the attention of
story. The image can be left, your profile page
center or right aligned. visitors.
.

137. IINET CUSTOMER SERVICE RESOLUTION

138. UNIQLO’S LUCKY CAMPAIGN

139. ZAPPOS
Social Media Marketing 140

141. WIN YOUR TUITION

142. APPLY VIA TWITTER

143. HIPPO FIGHT HUNGER

144. BEWARE OF “TWEETDECKING”
"Maybe you can go dive in a swimming
pool full of my money to make you feel
better," said one concerned Tweeter in
response.
"You're a bank. You made a $1.6 billion
first-quarter profit. Cheer up," said
another.
"Same, if only I had made a billion this
quarter," was another response.
Others found comfort in the bank's
new-found humanity.
"Finally! A bank that feels existential
pain," said one Tweeter.
At 4.26pm, the Tweet was pulled from
the site, but not before thousands saw
it

145. EXERCISE
• Go onto twitter, search for other brands/organisations in
your category
• While reading the tweets assess:
– Level of engagement from fans (how many RTs)
– Frequency of tweets
– Range of tweets (photos, videos, written)
– Topics
– Are there many @messages to the departments from
public?
– What are they using it for?

147. JESSE KUHN RAWTOASTDESIGN.COM

148. 60 HOURS OF VIDEO ARE UPLOADED TO
YOU TUBE EVERY MINUTE

151. YOUTUBE

153. http://www.youtube.com/watch?v=owGykVbfgUE

154. OLD SPICE RESPONSES
http://www.youtube.com/playlist?list=PL484F058C3EAF7FA6

155. OLD SPICE SUPERFAN

156. BLENDTEC
http://www.youtube.com/watch?v=lAl28d6tbko&list=PL5B2372870FCE5A72&index=1

157. BLENDTEC

158. SPCA DRIVING DOGS
http://www.youtube.com/watch?v=BWAK0J8Uhzk&list=PLr8Ol3z5fRqoCemaCS2-sFm6c87mAAV05

159. HOW-TO’S

160. ‘SHOPPABLE’ VIDEOS
Fashion products are hot-
linked in the video. Users
roll-over for details and to
buy.
Or you can ‘shop the look’
where it showcases all the
items in the video.
http://www.asos.com/au/pgehtml.aspx?cid=16480&xr=1&mk=na&r=3
http://www.gucci.com/us/worldofgucci/shoppable_video/shop-this-video

161. EXERCISE
• Go onto YouTube, search for other brands/organisations
in your category
• While viewing videos assess:
– What are they using it for?
– Have you got any ideas of how to make the content on
your website come to life with video? List a few

164. LINKED IN HOMEPAGE
From zenlegalnetworking.com

165. LINKED IN PROFILE

166. COMPONENTS OF LINKED IN
• Companies
– You can “follow” a company
• Groups
– For different industries, organizations, or interests
• Jobs
– Search job postings
• News
– News articles related to your field

167. RAISING INVESTMENT
• Frank Hannigan, an Irish businessman, successfully
raised €162,500 for his software company Goshido, in
just 8 days solely through LinkedIn
• Over the 8 day period, Frank contacted upwards of 700
potential investors through LinkedIn messages. The
people he contacted weren’t cold leads, but select
people from his own network. He told them his aim and
asked them to spread the word. He recognised the
power of the secondary network, and in the end 30% of
the total investment through LinkedIn came from those
people that he didn’t have a direct connection with.
http://www.simplyzesty.com/social-media/5-great-linkedin-marketing-campaigns/

168. AMEX – FOR EVERYTHING YOU DO
http://www.simplyzesty.com/social-media/5-great-linkedin-marketing-campaigns/

169. VOLKSWAGEN ON LINKEDIN
http://www.youtube.com/watch?feature=player_embedded&v=m7TFcMWI-98

170. AWARD-WINNING FROM DELL

171. BLOGS
From Tumblr website

172. A NEW BLOG IS CREATED
EVERY SECOND

173. 62% OF ONLINE AUSTRALIANS
READ BLOGS

174. GARMIN

175. SOUTHWEST

176. WHOLEFOODS

177. CISCO
http://blogs.cisco.com/

178. GENERAL ELECTRIC

179. POPULAR BLOG OUTLETS
• Blogger
• WordPress
• Tumblr

180. CONSIDERATIONS
• One blog or multiples?
• Who should author?
• How frequently should it be updated?
• Allow commenting or not?
• What do you blog about?

181. MUSIC

182. SPOTIFY

183. BEROCCA

184. ORIGINAL RADIO SHOW: STARBUCKS
DOUBLE SHOT

185. OTHER MUSIC SITES
• iHeartRadio (live radio)
• Last.fm
• MySpace
• Pandora Radio
• soundcloud

187. 360,000 PEOPLE IN AUSTRALIA
USE PINTEREST, THAT’S MORE
THAN DOUBLE THE READERSHIP
OF COSMO ALREADY

188. PINTEREST

190. BMI PINTEREST LOTTERY

191. BMI PINTEREST LOTTERY

192. OTHER BOOKMARKING SITES
• Delicious
• Digg
• Flipboard (mobile/tablet)
• Reddit
• StumbleUpon

193. .

194. GROUPON

196. FOURSQUARE

197. OTHER LOCATION-BASED SITES
• Gowalla
• Yelp!
– Reviews
• Facebook Places also offers location based functionality

199. INSTAGRAM
From Instagram website

200. OTHER PHOTO SITES
• Flickr (Yahoo!)
• Photobucket
• Picasa
• Pinterest

202. GOOGLE+ HAS BECOME THE FASTEST WEBSITE TO
REACH 25 MILLION USERS

203. GOOGLE+ HOMEPAGE
From ZDnet

204. GOOGLE+ PROFILE
From socialmediaexaminer.com

205. GOOGLE+ KEYWORDS
• Circles
– Circles are different groups or categories that you are
required to add new connections to
– You can choose what each Circle is called
• Hangout
– Online video chat through Google+ with up to 10 people
at the same time
• Sparks
– Google’s content recommendation and discovery engine
• +1
– Simple action, equivalent of Facebook “like” button

206. CADBURY

207. SAMSUNG

208. PUBLIC CONSULTATION
‘CROWD SOURCING’
HARNESSING IDEAS AND SUGGESTIONS
FROM THE ‘CROWD’

209. TOOLS FOR COLLABORATING
• Forums
• Wikis
• Ning

210. FORUM VS. WIKI
Forum Wiki
• Permanent record of • Permanent record of final
discussion outcome. Discussion
hidden
• One page per discussion
• One page per topic
• Ideal for: collaborative
• Ideal for: collaborative
discussion and decision
creation and
making
documentation
• Example: Whirlpool
• Example: Wikipedia

211. THIRD PARTY FORUMS
• It’s important to monitor what people are saying about
your brand in third party forums
• Ensure you have a response plan in place to participate
and respond to comments and questions relating to
your brand
• Use it as market research to learn peoples opinions
about your product or service and identify online
content gaps

212. NING
• Social network in a box
– Events
– Blogs
– Discussion Boards
– Photos and videos
– Real-time chat
– Extensible with apps
• No longer free ($US20/year)

213. FUTURE MELBOURNE WIKI
http://www.futuremelbourne.com.au/wiki/view/FMPlan

214. RESULTS
The online public consultation period ran from 17
May -15 June and resulted in:
• 2,500 page views per day, with 30,000 in total over
the four week period
• Over 7,000 unique visitors to the site over the
course of the consultation
• 131 members of the general public registered to
edit the plan via the wiki
• It attracted a wide variety of participants from
around Melbourne, Victoria, Australia and the
world
http://www.egov.vic.gov.au/website-practice/web-2-0-a/social-networks-and-social-media-in-government/web-2-0-the-new-tools-for-democratic-conversations-a-snapshot-of-initiatives-in-government.html

215. BRISTOL COUNCIL

217. PLANNING

218. A METHODICAL APPROACH
Listen
Evolve Goals
Promote Management Planning Team
Develop Strategy
Educate

219. WHERE DO YOU THINK A LOT OF MARKETERS BEGIN?
Listen
Evolve Goals
“Let’s start a facebook page”
Promote Management Planning Team
“Let’s create a blog”
“Let’s get onto twitter”
Develop Strategy
Educate

220. 1: LISTEN: Instead of ‘just jumping in’
brands are learning how people are
using social media in their category
IMAGE CREDIT: http://www.promediaklipsch.com/wp-content/uploads/monkey-with-headphones.jpg

221. WHY MONITOR
Just because you are not listening
doesn’t mean it’s not happening.

222. WHY MONITOR
• Effective way to measure your brand equity and
impact (in real time)
• Effective way to understand
– The kind of language people are using (feeds back into
creative and search)
– Where the conversations are happening (feeds into media
buy and where we should focus social efforts)
– What they are talking about (feeds back into content
strategy and communications planning)
– Who is influential (tells you who could be potential
influential advocates)
– What the issues and opportunities are (gives the
opportunity to address challenges and leverage the
positives)

223. 1: LISTEN
WHAT YOU LEARN HOW TO USE THE INFO
What people are saying about your Develop conversation themes into
organization and your area content strategy and communications
planning
Which kind of language are people Can be used in creative copy and
using search terms
What are the issues? And positives Gives the opportunity to address
challenges and leverage the positives –
be prepared with responses for
common complaints and misinformed
comments
Where are the conversations Feeds into media buy and where we
happening? Media types should focus social efforts
Is there already a fan base? Tells you who could be potential
influential advocates, content
providers
Are there significant influencers Tells you who could be potential
influential advocates

224. EXERCISE
• Refer to social media monitoring handout
• There are some free monitoring tools, take a look at
some and type in keywords relating to your category
– What are the conversation themes?
– Where are the conversations occurring?
– Is the conversation positive/negative?
– Are there any influential people?
– What the public is most interested in/what’s creating the
most buzz?

225. 2: SETTING SOCIAL MEDIA GOALS
• Understanding customer needs and social media
Social Customer Insights behaviour
• Extend reach and interactivity of your marketing
Social Marketing messages
•Leverage enthusiastic customers and using them to
Social Sales persuade others
•Provide customer support through social channels
Social Service and Support and Making it possible for customers to help each
other
•Turning customers into a resource for innovation
Social Innovation (collaboration and crowdsourcing)
Credit: Forrester Research

226. EXERCISE
• Where do you see the business opportunity for your
brand/organisation
• List relevant goals, jot down some ideas!

227. 3: COMMIT TO RESOURCES & ROLES
Program Technology Social
Leader Support Correspondent

228. EXERCISE
• Do you already have these people in place?
• What do you think is feasible?

229. 4: PLANNING THE CONVERSATION
CRAWL, WALK, RUN

230. 4: PLANNING THE CONVERSATION
Conversation Theme
Content Plan
Media Channels
Influencers
Issues Management

231. 4: PLANNING THE CONVERSATION
CONVERSATION THEME
BRAND FIT CUSTOMER FIT
Conversation
Deliverable Meaningful
theme
An idea or topic
which can draw
people in and
form an
emotional
The core theme is based on something connection over The core theme is something which
the brand can deliver on, excel in and a continuous customers care about – a problem we
own. Ideally it’s something competitors program can address or a passion we can
can’t match or aren’t doing celebrate and facilitate

232. EXERCISE
• Did you uncover anything in social media monitoring
which reveals what the public is most interested in?
– List a few
• What’s something that only Dept of Agriculture and
Food can provide
– List a few
– Can you find a sweet spot between these?

233. 4: PLANNING THE CONVERSATION
SOCIAL MEDIA CHANNELS
• Identifying where the conversations are
happening (which social media platforms)
• Where are you currently participating and which
activity is planned
• Establish how you are going to use each media
channel (what’s the main purpose)
• How will the integrate together? Where is the
hub?

234. 4: PLANNING THE CONVERSATION
CONTENT PLAN
Planning which content will be created and distributed in each
social media platform
Social Media
Role Topics
Platform
Content Implementation
Types/Formats Steps

235. 4: PLANNING THE CONVERSATION
INFLUENCER PLAN
• During the listening phase and through your experience
you may identify influential people. These ‘influencers’
have are highly engaged in your topics and have a large
audience/network
• There is an opportunity to ‘get them onboard’ with your
social media endeavours and encourage them to spread
your social media messages and get involved
• Think of ways to build long term relationships with
these influencers – give them exclusive information
before something launches, VIP tours, invite them to
contribute content, engage with them on their turf

236. 4: PLANNING THE CONVERSATION
ISSUES MANAGEMENT
.
“To be prepared is half the victory”
Miguel De Cervantes

237. 4: PLANNING THE CONVERSATION
ISSUES MANAGEMENT
• Be prepared for responding to negative and misinformed comments
• First learn about what people are already saying
– Conduct social media monitoring. This gives an indication of the
kind of conversations the brand will need to respond to.
– Get together stakeholders who can contribute customer
experience (PR, marketing, customer service, research, sales staff
etc) and hold an Issues management workshop to identify any
potential negative comments, misconceptions which might
occur in social media, related to your organization
– Look to future events, scenario potential crisis situations and the
impacts this may have on customer sentiment
• After you’ve learned what people are saying and what they might say
develop of response plan which outlines if/how/who to address
particular issues (covered in the develop section)

238. 5: EDUCATE
• Ongoing education and training with company staff
guidelines and conduct
• Updates to social media policy should be revised as
needed e.g. new social media platform to consider
– All staff need to be aware of social media policy for
corporate and personal use
• To make it easier to ‘digest’ consider making a video
– Ongoing training of relevant staff on social media, how to
use it, new changes in platforms
– Presentation and feedback on social media strategy,
content calendar, issues management and response plan

239. 6: DEVELOP
Once the strategy is developed it’s time to create the
content
– Set up social networks (see how-to guides)
– Content Calendar
– Response guide
– New content
– Promotional materials
– Apps

240. 6: DEVELOP
CONTENT CALENDAR
• A social media content calendar helps keep your activity
regular, consistent and varied
• You can set up a spread sheet with separate tabs for
your social media platforms
• Date
• Day of week
• Post
• Format (photo, written, video, poll)
• Content bucket
• Tracking Link
• Upload the conversation calendar to your daily calendar
or shared calendar/Intranet, etc. if there will be more
than one person posting

241. 6: DEVELOP
CONTENT CALENDAR
• At the top of each tab, have four sets of reminders to
keep your posting on track:
– Content buckets: What types of content do I want to be
posting? News links, blog links, photos, videos, queries,
event links, Follow Fridays, etc.
– Goal: For each channel, what is my goal? What am I
ultimately trying to accomplish by tweeting, Facebooking,
etc.?
– Audience(s): Who am I talking to? Mostly students? Alumni
and parents? All of the above?
– Brand messages: What messages should I keep in mind
when posting? How does this channel support and convey
our brand?
http://meetcontent.com/blog/social-media-content-calendar/

242. 6: DEVELOP
MODERATION
• Agree on the type of content which will be removed
from your owned social media platforms e.g.Profanity,
Nudity, Defamation
• Facebook now allows Page admins to set up a
keyword moderation blocklist and enable a
profanity blocklist that filters wall posts and
comments by users into the Page wall’s spam tab.
Admins can configure the list from the Manage
Permissions tab of the Page admin interface
• Twitter moderationTidy tweet is $100 per month per
feed. It provides custom filtering options to display only
the Tweets you want to show

243. 6: DEVELOP
ISSUES MANAGEMENT
• After you’ve learned what people are saying and what
they might say develop of response plan which outlines
if/how/who to address particular issues (covered in the
develop section)
• For each scenario develop a guideline on how to
respond including who should respond and an example
of an appropriate response
• Responders will follow the posting assessment
framework
• Don’t forget to consider how to respond to the really
good comments too!
• Do you have online content to direct people to if they
have questions/comments on particular issues? Does
new content needs to be created?
I

244. 6: DEVELOP
RESPONSE FOR EACH COMMENT
• Situation:
• Crisis level:
• Response:
– What (apology, clarification, organisation point of view)
– When (immediate, pending approval, wait and monitor)
– Who (content manager, executive level, PR, website
manager)
– Where (on site or private email, post response media –
video, letter)
– How (tone, manner)
– The response: (example of response)

245. COMMENT HAS BEEN POSTING ASSESSMENT FRAMEWORK
FLAGGED
YES
MISGUIDED PREPARED CORRECT THE FACTS
Does the post have the facts YES Is there a response ready? Can YES Reply with factual information in
wrong? you address this now? the comment field.
NO
ACKNOWLEDGE
Acknowledge comment and
ensure we will respond shortly
NO
ACTIONABLE ISSUE PREPARED SUPPORT
Does the post detail an unresolved YES Is there a response ready? Can YES Rectify the situation.
community issue? you address this now?
NO
NO
FINAL EVALUATION ACKNOWLEDGE
Base response on present Acknowledge comment and
circumstances. Will you respond? ensure we will respond shortly
PERSONALISED
A CLEAR GOAL TONE
TRANSPARENCY OF Your response is not PUBLIC FOCUSED
Your response aims to Your response is
ORIGIN generic. You have Your response positions
achieve a desired goal. conversational and
Your association with thoroughly read the you as a true public
Inform/Guide/ makes a positive
ORS is clear context incl other advocate
Document statement
comments
Modified from: http://www.visual-conversation.com/2012/03/17/the-us-air-force-web-posting-response-decision-tree/

246. 7: PROMOTE
• Integrate social media buttons on website and cross
promote between social media platforms
• Links on all company email signatures
• Call to action on marketing collateral e.g. find us on
Facebook
• Promote social content via email and newsletters
• Advertising campaign

247. 8: EVOLVE
Tweak/optimise
strategy and Continue to listen
content
Measure
results/impact

248. 8: EVOLVE
ALIGN YOUR OBJECTIVES WITH YOUR METRICS
• Specific: Describe your objectives specific to the results you
want. Go deeper than “increase brand awareness” to “increase
brand awareness by 10% in the next six months via a targeted
social media campaign.”
• Measurable: You want to use these metrics in the review
process to see if you were effective. Having a specific objective
will clearly show whether results were met
• Achievable: Often “100% customer satisfaction” isn’t realistic.
Your goal of 90% customer satisfaction may be more plausible
so consider what’s feasible when setting your objectives
• Realistic: Ensure you have the resources, tools and staffing to
meet your objectives, or you’ll just frustrate yourself
• Timed: Get specific with your objectives and incorporate a
time frame. This makes them real and tangible
Marketing Cloud: 5 Steps to Effective Social Media Measurement

249. 8: EVOLVE
WHAT TO MEASURE
Measuring What you are measuring Example Metrics
Gross Views number of times users were exposed to your • Facebook page views
brand through your social media channels • Blog page views
• YouTube channel views
• YouTube video views
• Flickr photo views
Connections This is a calculation of anyone who has explicitly • Blog subscribers
expressed an interest in your brand or company. • Facebook fans/likes
Moving beyond exposure to building • Twitter followers
relationships • YouTube friends and
subscribers
• LinkedIn group members
Audience Audience engagement is a measure of how • Blog comments
Engagements actively your audience is engaging with or talking • Twitter retweets and @ tweets
about your brand or company • Facebook interactions
• YouTube interactions
• Social media brand mentions

250. 8: EVOLVE
WHAT TO MEASURE
Measuring What you are measuring Example Metrics
Social Media Likely one of your ultimate goals of a •In order to properly measure social media
Recommendati social media campaign is to drive referrals, there will need to be some set up
ons and visitors to a site where a conversion and configuration with your web analytics
Referrals can take place. tool. Once this has been completed, you'll be
able to measure social media referrals that
can be tied directly to your efforts as well as
social media referrals that aren't directly
attributed to your efforts.
Social Media If you've properly set up and You should measure conversions from each
Conversions configured your web analytics tool to social media channel and then roll it up into
measure social media referrals and total conversions that can be attributed to
you've defined your site goals, then social media.
you're ready to measure conversions.
My This is a measure of your activity • Internal blog posts
Engagements within the social media to show the • External blog and forum comments
impact that your social media efforts • Facebook posts
are having. • Twitter retweets, @ tweets, and general
tweets
• YouTube video posts

251. MEASUREMENT TOOLS
• Google Analytics
• YouTube Insight
• Facebook Insight
• Tweetreach
• URL shorteners (Bit.ly, roll your own)
• Contact centre activity
• Net Promoter Score surveys

252. KEY TAKE AWAYS
• Listen
• Be prepared
• Be social
Thank you! To get in contact , connect with me on LinkedIn:
http://www.linkedin.com/in/emilyryan1