The slides from social media training day with Hampshire County Council

1. Ed Hartigan
http://www.spearfishlabs.com
Tel : 07956394170
Email : ed@spearfishlabs.com
Twitter : @EdHartigan

2. Agenda
9:30 – 10:00 Introduction into Social Media
10:00 – 11:00 Social Media Strategy (Interactive session)
11:00 – 11:30 Break
11.30 – 12:00 Internal policies (Interactive Session)
12.00 – 12:30 How to Build a Content Plan
12:30 – 13:15 Lunch
13:15 – 14:15 ‘Rules of Engagement’ – How to Use the tools (Interactive session)
14.15 – 14.30 Break
14:30 – 15:30 Best Practices / Case Studies (Interactive session)
15:30 – 16:00 Q+A

3. 1. Intro Into Social Media

6. Why Social Media? The Shift in Media Habits
Fish where the fish are!

7. 1. Listening & Learning
- Understand your residents social behaviour
- Real time market research
2. Talking
- You work for the residents...you need to talk to them!
- Information, Events, Emergencies, News
- Add social to your communications mix
3. Supporting
- Customer service is the new marketing
- Engage with residents in real time, all the time
- Allow residents to connect with & help each other
(This is how social scales)
4. Innovating
- ‘Consult’ with residents on improvements
- Government cuts mean councils must find new, cost effective ways to innovate...
- Open Data (cost reductions, less enquiries, official requirement?)
Opportunities

8. Culture
‘Social Media’ is Mislabelled
(horribly so!)
No Business / Operations Integration
No Measurement

10. 2. Social Media Strategy

11. Don’t think Social Media Strategy
Think...
‘Business’ Strategy
Communications Strategy
...that uses social media

12. Creating a Strategy
People
Asses customers’ social activities
Objectives
Decide what you want to accomplish
Strategies
Plan for how relationships with
customers will change
Technologies
Decide which technologies to use
Research and ‘socialgraphics’
of your customers has been
done
The business objectives have
been agreed so the correct
measurement metrics can be
applied
The strategies to deliver the
program(s) including –
Integration, Training, Content
Planning – are clearly defined
The correct technologies are
chosen last to make sure the
program will deliver the most
impact

13. People

14. People = Research

15. Social Media Monitoring (Listening)
Buzz Tracking
Activity Planning Customer profiling
Community discovery
Influencer Identification
Proactive Customer Service

16. Insights
• Which channels do our customers use?
• How much do they use them?
• What type of content do they like?
• What do they share?
• Who are the influential voices?
• What content of ours have they responded well to in the past?
• What is working (or not) for the competition
• (Is social worth the time?)
Tools
- Free software
- Enterprise software
http://wiki.kenburbary.com/social-meda-monitoring-wiki

17. Objectives

18. Objectives
The Big Question - What are we trying to achieve as an organisation?
Some examples:-
Foster Dialogue
Learn more about our constituents
Drive footfall to....by x%
Increase awareness of...by x %,
Improve Customer service
Reduce costs (paper, offline, calls,) by x%
Increase traffic to the website
These are the outcomes – start with these and work back
These help form a measurement framework (which we will look at later)

19. Strategies

20. Social Media architecture – hub and spoke model

21. Organizational Questions
• Are we clear on the business objectives that social activity will help?
• How much resource (people, time, money) can we dedicate to it?
• Who are the stakeholders (who is involved?)
• Have we integrated ‘social’
– website (login, channels, http://developers.facebook.com/plugins),
- other marketing channels (email, offline, PR, paid ads)
– Are the ‘user journeys’ clear?
• How many departments / people will be contributing content?
- Now
- Future
• Who approves the content before it’s published?
• How will you communicate the activity internally?
• How much training is going to be needed?
• Can we deliver, operationally, on our promises in social media? What do we have
to do to make sure we can deliver?
Plus:-
What is our content plan
What is our Crisis Management Plan?
(more on those in the next sessions)

22. Crisis Management Plan
How do we communicate quickly?
Who Talks?
What is the process?
- Acknowledge
- Respond
- Move conversation to ?
Example:-
Dominos
http://admaven.blogspot.com/2009/04/dominos-social-media-disaster.html

23. Technologies

24. Last, we pick the tools

25. Measurement
You will need to set up a measurement framework based on your objectives.
Make sure you have ‘landing pages’ on your website to track conversions
Get Help if necessary!

26. Financial
-Sales
-Donations
-Cost Reductions
Actions
-Downloads
-Subscriptions
-Shared content
Engagement
-Comments
-Time / Depth of visit
-Share of Voice
(Web Metrics)
-Views
-Fans & Followers
-Eyeballs

27. Use the right tools
Property Analytics Tools Metrics
Website Google Analytics, Chartbeat, Post
Rank, subscriptions, ecommerce
platform stats, FB social plugins
Visits, uniques, impressions,
downloads, registrations,
referral traffic from
SocialMedia
Facebook Facebook Insights, Google
Analytics integration
Likes, comments, UGC
YouTube Insights, channel stats Views, subscriptions,
comments
Twitter Social media monitoring,
twitalyzer, (new analytics on the
way!)
Followers, RT’s, Klout
Social Media Monitoring Radian6, Brandwatch,
Socialmention, Addictomatic
Mentions, sentiment, share of
voice, insights

29. Your Turn!
This normally takes a few weeks! So...
1. Assume we’ve done the research (use what you already
know)
2. Write down your objectives – Come up with 3
3. Strategies – Answer the organisational questions
- Resources
- Internal ‘Workflow’
- What other channels that we already use can we integrate?
- What new channels do we need to build?
- Training needed?
4. We’ll review and discuss which tools will be effective

30. 4. Internal Policies

31. http://socialmediagovernance.com/policies.php
What is expected from staff members?
What can we say?
When can we be online?
What is off limits?
Personal vs Professional networking

33. 3. How to build a content plan

34. Social Media architecture – hub and spoke model

35. Content Planning
E=MC
Begin with an Audit of all your communications – Online, offline – What worked? What didn’t?
Think - Are we providing value for the constituents (not us!)? What do they want to know? How
can we be more useful?
From the research, we know which social channels will work – do we have accounts?
http://namechk.com/
Seek Content Inspiration
• Take your top keywords (including your name, products, services etc.) and search for them on Google,
Bing, YouTube, Twitter, Facebook, and SocialMention.
• What shows up in these search results? How much photo and video content appears? Content from your
competitors? From ‘fans’?
Understand Taxonomy
• How people search for information
• Make sure the content is ‘optimised’

36. Content Planning
Questions to ask:
• What do we want them to do? (calls to action on landing page(s), videos, website)
• Who are we trying to reach with each piece of content?
• How & when you will be engaging – Set expectations
• What is our capacity to produce content? Our audience’s threshold to consume it?
• What content assets do we already have (there will be loads!)
• What we can share?
• What can we give away?
• What can we explain?
• What type of content from others can we share with our audience?
• Who can we interview that would interest our audience?
• What can we have fun with that isn’t a disconnect from our brand?
• What topics are off-limits?
• Who in our organisation connects with customers most naturally?
Remember – Most people are sitting at their desks, waiting for the day to end!

37. Build one of these...

39. 5. ‘Rules of Engagement’

40. How to use the tools (best practices and examples later on!)
We are going to look at:-
Twitter
Facebook
Blogging
+ Any others you want to go over....
As discussed (research & content planning), may throw up other communities
you need to be part of, so ‘don’t marry a tool’ !

41. Twitter
Who’s on Twitter? (- #hcc For this session....)
JARGON:-
@ username
RT username
Follow
# (http://wthashtag.com )
DM username
Shortened URLs
Not B2C or B2B – Twitter is P2P network
Personal vs Corporate Logos
- People respond much better to people than logos or products.

42. Search.twitter
Word Search:
Hampshire Council – Will find tweets containing both “Hampshire” &
“Council”
“Hampshire Council” – Will find tweets containing the exact phrase
“Hampshire Council”
Hampshire OR Council – Will find tweets containing “Hampshire” or
“Council” (or both)
Hampshire Council ? – Will find questions with the words Hampshire Council
Places Search:
“Council” near:Southampton
“Council” near:Southampton within:10mi
Or Use ‘Advanced Search’
Check out Listorious (Twitter Directory)

43. Twitter
Do’s
• Share - news, links, advice, events,
pics, video
• Interact - @, talk, ask questions
• Follow people back!
• Personal touches – pictures,
conversations, humour
• Check what are competitors doing?
• Get as many people tweeting as
possible (as themselves! )
• If using personal accounts, have a
‘company disclaimer’ in the bio
• Stick around long enough to see
results!
• Research a social media management
system
Don'ts
• Broadcast
• Blast out 100s of tweets a day
• Tweet anything you don’t want
repeated
• Tweet after more than 2 units of
alcohol!
• ‘Air dirty laundry’
• Expect huge numbers to follow you.
(twitter users are the creators...they will
amplify it for you...)

45. Facebook
Who isn’t on Facebook?
44.6% penetration rate in UK 27,806,860 people on there!
(even they are!)
Types of Pages:
Personal – how most people use it
Groups – limited to 5000 members
Fan Pages – This is what you need
Community Pages – Aggregate content

46. Facebook
http://www.facebook.com/coventrycc#!/coventrycc?v=wall – example
• Wall, Info, Photos, Events...
• Landing page(s) for non-fans
• Add custom tabs for: Welcome page (with call to action) Discussions, Events,
Twitter, YouTube, Live Stream
• Embed ‘point of sale’ (once community is active)
• Introduce exclusive content for ‘Fans’ only
• Engage with other groups or Pages
• Reply to comments / Discussions
• Your page is visible to the search engines so think about the content
Remember how ‘most’ people use Facebook – Don’t expect mass interaction...yet:-
- 40% to receive discounts and promotions
- 36% to get a “freebie”
- 13% to interact
(Source: ExactTarget study of 1,500 FB users)

47. Blogging
What is a blog?

48. Why Blog
1. Search engine benefits -Search engines give preference to websites that have fresh, relevant
content. Hubspot research shows that sites with blogs get 55% more traffic than sites without blogs —
even if there are no readers!
2. Infinite search life – Once posted, the content will always be there
3. Cost Effective communications channel – how much do you spend on paper comms?
4. PR – Blog posts have the opportunity for massive reach. They get picked up by aggregators and
mainstream media, more so than other social channels
5. Crisis management — A blog is an essential channel to explain the facts amid chaos.
6. Build a community resource – As more people find your content and engage with you, you can
establish a dynamic information resource for your constituents

49. How to blog
Doesn’t need to be an essay - http://sethgodin.typepad.com
Not a good writer? Try video

51. Your Turn
Who are we trying to
reach
What is the content (Format?
Keywords?)
Which channel(s) is it
going on
Visitors/Tourists Info on Museums Blog
Facebook wall with link to
website
Twitter (140 char)
Families Family Days out Facebook
Twitter
Go back to the content plan
In groups, come up with examples of how you can use the social channels
For example....

52. 6. Best Practices & Case Studies

53. Social Media - Best Practices
1. Engage in the existing online communities
2. Regular updates – Feed the community
3. Don’t speak at the audience through canned messages.
Introduce value, insight and direction with each
engagement. Be social!
4. Empower your customers. Get them to share the content,
spread your messages – this is how social scales!
5. Ensure that any activities are supported by an infrastructure
to address situations and demands.
6. Consistently create, contribute, and reinforce service and
value.
7. Set Audience expectations and stick to it!
8. “Un-campaign” and create ongoing programs that keep you
connected to day-to-day engagement.
9. Don’t hard sell to the community...support it
10. Ensure activity is integrated with other marketing
(11. Be in the ‘Give a Shit’ business! – This is the most
important! – no amount of clever technology can replace
good customer service)

54. Social media case studies
- Local Government
- Some favourites from around the web
Discussion and evaluation
Could we do this?
How could we improve this?

55. Local Government Case Studies
Look at our own website & social channels - http://www.beapartofourfuture.co.uk/html/ccra.htm
- What could be done? Integration, social objects on the site, activity in the social channels
http://www.facebook.com/winchesterdc
http://twitter.com/gmpolice
http://ratemyplace.org.uk/
http://manchesterlitlist.blogspot.com/
http://www.lovecamden.org/
http://www.coventry.gov.uk/ccm/content/web-admin/online-communities.en
http://www.birmingham.gov.uk/cs/Satellite/social-
media?packedargs=website%3D4&rendermode=live
http://www.salford.gov.uk/socialmedia.htm
National gov - http://www.number10.gov.uk
- What do we think?

56. Case Studies 
Nestle - http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-
in-proces
Habitat - http://www.socialmediatoday.com/SMC/103334
Eurostar - http://www.accountingweb.co.uk/topic/business/eurostar-
incident-social-media-bites-back/394472
Dominos - http://admaven.blogspot.com/2009/04/dominos-social-media-
disaster.html
United Airlines

57. Case Studies 
Integration:
Levi’s - http://store.levi.com/
Talking:
Old Spice - http://www.youtube.com/user/OldSpice#p/c/484F058C3EAF7FA6
Blendtec - http://www.willitblend.com/
Mattress Dominos - http://www.youtube.com/watch?v=ndYxBQXhNjI
KOGI BBQ - http://twitter.com/#!/KOGIBBQ
Supporting:
Zappos - http://twitter.zappos.com/employees
Apple - http://discussions.apple.com/index.jspa
Innovating:
Dell ideastorm - http://www.ideastorm.com/
MyStarbucks idea - http://mystarbucksidea.force.com/
‘Energising’:
Ikea & photo- http://creativity-online.com/work/ikea-facebook-showroom/17962
Jimmy Choo 4sq treasure hunt - http://mashable.com/2010/04/27/foursquare-jimmy-choo/