Some of the examples in this were from my previous training deck: http://www.slideshare.net/bethgranter/how-to-build-a-social-media-campaign-strategy-and-tools
9. Our conversation today - objectives
- Increase confidence in using digital communications
- Understand how to use digital in your day to day role
- Learn about digital trends
- Know what channels to use and how to integrate them
- Be able to set the right objectives for each activity
- Improve your understanding of measurement
12. Six pillars of digital brands
- Leaders: A mandate from a senior leader
- Clear values and vision: They know what the organisation is
about
- Principles-led: Articulate how they want to operate
- Pilot & scale: Managed experiments with managed risk and clear
metrics, leading to the building of systems and resources to build
on success
- Frameworks & Governance: Systems to guide projects and
connect key stakeholders
- Digital literacy: They invest in digital skills across the
organisation
15. - 2011 UK population = 62M
- 82% of whom were internet users
- Currently 34M UK active
Facebook users
- 14.8M of whom are over 35
- 7.6M of whom are female
Source
Source
http://www.google.com/publicdata
http://www.facebook.com/ads/create/
16. Demographics: age distribution
image http://blog.kissmetrics.com/social-media-by-demographic/
http://blog.kissmetrics.com/social-media-by-demographic/
36. What can we learn
from Innocent?
image (cc) http://www.flickr.com/photos/jmcphotos/
37. Rules of online issues management
- Acknowledge the issue as quickly as possible
- Keep statements simple and transparent
- Respond in the same social space and link to further
information on owned spaces
- Ensure your team understands what can and can’t be said
online
46. Speed within an organisation depends on its
ability to:
- be agile/responsive
- trust each other
- be brave
- take risks (and be ready to apologise for mistakes)
- empower staff to make decisions irrespective of seniority
(long lines of command/sign-off slow things down)
- be transparent & honest (telling the truth doesn’t take as
much time as spin)
50. Obama had the
most quants on his
staff... and Nate
Silver predicted the
result in 49/50
states.
51. "...they used their
databases to tell stories.
Or, more to the point, their
databases and models
were used so that
Americans could tell
stories to each other."
Felix Salmon http://goo.gl/GxfMp
52. “Joined-up data that
enables you to
understand which
stories to tell to who,
and how and when
they should be told.
That's the future of
marketing, right
there.”
Neil Perkin http://goo.gl/B6Mah
57. 1. Research: audiences, platforms, competitors
- Educated urbanites and secure families:
- What sites do they visit?
- What do they search for?
- What are they talking about?
- When do they search/post/tweet?
- Who are the influencers of your target audience?
- What are your competitors doing online?
- Where - regional variation
- Use: Google Ad Planner; Google Trends; Topsy; Tweriod
58. 1. Research: your followers on Twitter - Followerwonk
About your followers or those you follow:
- Where are they?
- How many followers do they have?
- When are they active?
- What are their interests?
- ...and many more
59. 1. Research: finding blogs / forums
- Pages from the UK
- Discussions > Recency
- OR Blogs > Homepages
60. 1. Research: buzz monitoring
Buzz monitoring
- Volume of mentions
- Top sites
- Top authors
- Top tweets
- Top news articles
- Trending topics
- Volume by category / department /
campaign / branch
64. 1. Listening / research
Now you can:
-
Find out who your audience is
-
Find out where your audience is
-
Find out what your audience is interested in
-
...use this to define your strategy
67. 2. Objectives - exercise
Owned
-
What kind of objectives
are met by each type
of media?
Bought
Earned
68. 2. Objectives - exercise
-
What three objectives
do you want social
media to meet?
69. 2. Objectives
-
Create buzz and awareness
-
Build loyalty through engagement
-
Drive traffic?
-
Short term / long term
-
Build influencer relationships
-
Customer relationships
-
Market research
70. 2. Agree objectives, then define metrics
image (cc) http://www.flickr.com/photos/darrenhester/
73. 3. Technology - Twitter
Twitter can be useful for
- Listening as well as responding
- Influencer mapping
- Identifying hot topics
- Issues early warning system
- Reaching new audiences with your news
88. Why
visualise
advocacy?
To make people feel
part of a movement,
“I’m part of
something big”.
To motivate people
to complete an
action or pass it on.
image (cc)
http://www.flickr.com/photos/ari
89. Why map advoacy?
Highlight areas where advocacy is
high/low, which MPs have been
targeted - “I can make a difference /
I’m needed”
Reflect how local communities feel
about issues - “This is relevant to me”
To further motivate people to complete
an action or pass it on
100. Calgary Zoo Annual report
on instagram
“The purpose of an annual report is
to inform, inspire and steward
stakeholders, but trying something
creative on a popular new platform
generates additional benefits: Press
coverage and buzz for the cause.”
- Osocio
http://bit.ly/13FEbbY
104. Virals
Don’t believe an agency who promise
you a ‘viral’ - too much chance/luck
is involved. What goes viral is:
brilliant content,
at the right time,
shared with the right people,
that’s usually funny/cute
and/or amazingly inspiring,
is VERY easy to share,
and its content makes you want to
share it.
106. French Red Cross
use meme style and
‘cute’ imagery
to promote first aid training
course, depite serious
nature of topic
- Osocio
http://bit.ly/1cILm6x
109. Technology - blogger outreach
-
Conversational but professional tone of voice
-
Tailor communications – send interesting bullet points not attached
press releases
-
Make them aware of other social assets that they can use
-
Refer to interesting posts to show you’ve read their blog
-
Build proactive relations with key contacts
110. Technology - blogger outreach
-
URL
-
Date contacted
-
Project/s posted about
-
Date responded
-
Overall blog subject
-
Response
-
Inbound links
-
Address
-
Google PageRank
-
Email/contact form/comment
-
Notes
111. Technology - forum outreach
-
Read the forum rules
-
Contact the forum owner directly if unclear
-
Members are often highly engaged with each other holding indepth conversations, make sure you don’t just interrupt
-
If you’re responding to a forum thread, be prepared to join a
conversation rather than post a stand alone comment
115. Email best practice
-
personalised
-
direct calls to action
-
not too long
-
optimised for mobile
-
use your data to customise content
-
use email open/engagement data to
feed back into your CRM
-
segment your audiences - donors,
fundraisers, campaigners etc. but offer
them the opportunity to cross segments
-
promote social channels and on-site
content
image (cc)
flickr.com/photos/epsos
116. Responsive web design / optimising for mobile
-
RWD has one version of the
content, which fits to any viewing
device (tablets, mobiles)
-
Alternative is mobile version of site
e.g. m.shelter.org.uk
-
Risk to SEO - additional info
needed for mobile site
-
Don’t build an app unless it’s really
needed - long term, repeat value to
user, or ongoing entertainment
image (cc) flickr.com/photos/aticoprimera
119. 1. Research: buzz monitoring
Measurement
Refer back to your baseline report
and translate changes in data into
meaningful insights
- Are you engaging the right
people?
- Are you meeting your
objectives?
- Which tactics and themes are
working well / aren’t working well?
- How can you improve your
campaign?
- Is any of the above relevant to
offline activity?
image (cc) http://www.flickr.com/photos/darrenhester/
122. Topsy
- Measure volume of mentions
over time
- Up to three months history
free
- Paid options to export data &
track ongoing
123. Tweetreach
- Measure estimated reach of
past 50 tweets matching
search term
- Additional volume available on
paid accounts
- Top contributors
- Timeline of tweet volume
- Most retweeted tweets
- Download XLS or PDF
124. Twittercounter
- Measure volume of
followers over time
- Up to three months history
free
- Paid options to export data
& track ongoing
126. Keeping track of
metrics
- audience size
- reach
- engagement
- advocacy
- what are YOUR
objectives?
- use the customer decision
journey to define these
- who is responsible for
defining, measuring,
reporting?
image (cc)
flickr.com/photos/cambodia4kidsorg